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Sponsorship and Social MediaSean WilliamsNovember 9, 2011
Flow for the hour•   Introduction•   The Canadian Digital Landscape•   Some interesting industry activity•   Thoughts goin...
Who is this guy?•   I‟ve been in marketing for almost 20 years•   Done the „big‟ agency thing (i.e. Leo Burnett,    Dentsu...
What I‟m hoping to achieve this afternoon1.   Put forward some relevant information     regarding the „digital landscape‟ ...
ClaimI‟m happy to report that part of this presentationoutlines a compilation of „Canadian‟ specificresearch from a variet...
The World of Mouth     http://www.youtube.c     om/user/Socialnomics     09#p/u/5/x0EnhXn5b     oM
What‟s happening in Canada
We‟re a pretty active bunch... online
We are social beings
Usage just keeps going up
How things look based on age
Where we converse, share, and view
We LOVE facebook             Over 16.5 million             Canadians are on2011 Checkfacebook.com
It‟s our top online destination
It‟s not just for young people
Canadians like video too Every month, 71%      of CanadianInternet users visit2011 comScore
We consume a lot
Monthly activity with video
We tweet...2010 website-monitoring.com
...but it‟s not for everyone2011 Little Fish, Big Pond Blog
Social networks are key news sources2011 CMRC
It‟s also where we engage and „like‟        48% of Canadians with social     networking profiles ‘like’ or ‘follow’       ...
We also like our „smart‟ phones                     Q4. Do you have a regular cellular phone or do you have a             ...
What do we use them for           Q9. Which of the following activities do you do on your cell phone? (Prompted questions)...
Mobile means apps         Q21. Other than games, have you downloaded any other applications, or “apps”, on your         ce...
We still enjoy „traditional‟ media
„Locally‟, we‟re engaged by TV and the internet           61.3                                                            ...
What does this all mean•   People are connected most of the time•   Social networks are here to stay    –   They‟re more t...
Benefits of using social media•   It‟s a main stream medium•   A very effective tool to add to your marketing    mix•   Si...
Industry examples
Rugby World Cup 2011
New Zealand isn‟t the only winner
The proof is in the numbers•   Thousands of pieces of content created,    shared, liked and commented on every day•   The ...
The proof is in the numbers•   Just before the game, "Go Allblacks" was    trending in 9th place worldwide•   More than 15...
Who else benefits from this activity?
Heineken “This is the Game”
Activation across a mix of platforms       http://www.youtub       e.com/watch?v=Lf           omUcl75ho
Comprehensive package•   Over four billion people watched the RWC•   Sponsorship includes:    –   Use event marks and desi...
Saw results•   Generated a variety of digital content on    YouTube, Facebook and Twitter•   Brand doubled its followers o...
Stick with what works
Halifax Pop Explosion
Built a strong online community
Conversation continues
Best year yet•   180 bands at 18 venues•   Used all key social media tools and integrated    them well within website, adv...
Honda benefited from success
Honda “Civic Garage Party”
Held a party and a car showed up
Online and onsite activation•   5 cities, 5 parties, 5 DJs – supported launch of the    newest Honda Civic•   Integrated t...
Any other examples?
Going forward
How to activate through social media      Chose the right channels    Include a promotional twist    Sign-up or register ‘...
How to activate through social media        Everything is content          Report ‘real-time’   Engage those not in attend...
Now what?Talk to your „customers‟ – find out how bestto engage themMap out a plan – strategy, goals, content,tools, resour...
Now what?Start slow – don‟t overwhelm yourself withsocial media „toys and tricks‟Listen, engage and act – the worst thing ...
Thank yousean@williamsmarketing.cawww.williamsmarketing.cafacebook.com/swmgroup@swmgrouplinkedin.com/in/seanwillliamsGoogl...
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Atlantic Sponsorship Fourm Presentation

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Presentation made at the 2011 Atlantic Sponsorship Forum.

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Atlantic Sponsorship Fourm Presentation

  1. 1. Sponsorship and Social MediaSean WilliamsNovember 9, 2011
  2. 2. Flow for the hour• Introduction• The Canadian Digital Landscape• Some interesting industry activity• Thoughts going forward• Anything else?
  3. 3. Who is this guy?• I‟ve been in marketing for almost 20 years• Done the „big‟ agency thing (i.e. Leo Burnett, Dentsu, etc.) and worked for companies in marketing/sales roles (i.e. Nikon and Molson)• Set up „marketing consultancy‟ business in 2007• Clients in retail, tourism, automotive, higher education, telecommunications, and of course, events• Offers strategic counsel, as well as a variety marketing and communication services• Holistic approach with endless resources
  4. 4. What I‟m hoping to achieve this afternoon1. Put forward some relevant information regarding the „digital landscape‟ in Canada2. Highlight some „industry‟ references3. Offer some advice and suggestions moving forward
  5. 5. ClaimI‟m happy to report that part of this presentationoutlines a compilation of „Canadian‟ specificresearch from a variety of sources. Thiscompilation of data means the information maynot always correlate.Also, additional sources of „proprietary‟ or customdata should be sought to confirm numbers givenhere before using them for business planningpurposes.
  6. 6. The World of Mouth http://www.youtube.c om/user/Socialnomics 09#p/u/5/x0EnhXn5b oM
  7. 7. What‟s happening in Canada
  8. 8. We‟re a pretty active bunch... online
  9. 9. We are social beings
  10. 10. Usage just keeps going up
  11. 11. How things look based on age
  12. 12. Where we converse, share, and view
  13. 13. We LOVE facebook Over 16.5 million Canadians are on2011 Checkfacebook.com
  14. 14. It‟s our top online destination
  15. 15. It‟s not just for young people
  16. 16. Canadians like video too Every month, 71% of CanadianInternet users visit2011 comScore
  17. 17. We consume a lot
  18. 18. Monthly activity with video
  19. 19. We tweet...2010 website-monitoring.com
  20. 20. ...but it‟s not for everyone2011 Little Fish, Big Pond Blog
  21. 21. Social networks are key news sources2011 CMRC
  22. 22. It‟s also where we engage and „like‟ 48% of Canadians with social networking profiles ‘like’ or ‘follow’ at least one brand or company Of this group, they follow an avg. of 6.7 brands2011 Ipsos Reid
  23. 23. We also like our „smart‟ phones Q4. Do you have a regular cellular phone or do you have a smartphone? Base: All respondents; n=2,0032011 Quorus Consulting
  24. 24. What do we use them for Q9. Which of the following activities do you do on your cell phone? (Prompted questions)2011 Quorus Consulting
  25. 25. Mobile means apps Q21. Other than games, have you downloaded any other applications, or “apps”, on your cell phone, that you use at least from time to time? Base: Smartphone owners; n=618. Q22. How many apps, again excluding games, have you downloaded to your cell phone? Your best guess will suffice. Q23. How many of these apps did you pay for, as opposed to download for free? Base: Smartphone owners who have downloaded apps; n=347.2011 Quorus Consulting
  26. 26. We still enjoy „traditional‟ media
  27. 27. „Locally‟, we‟re engaged by TV and the internet 61.3 11.4 6.8 7.1 8.3 1.7 Television Radio Newspaper Magazines Internet Out of home Q: Which ONE of the following media carries advertising that you believe to be the most engaging? Source: BBM Analytics OmniVU May 2011 – Atlantic Canadians 18+
  28. 28. What does this all mean• People are connected most of the time• Social networks are here to stay – They‟re more than just „social‟ networks – If you can get them to „like‟ you, you‟re in• It‟s not just facebook• Video, video, video• Mobile devices are „smarter‟ and aren‟t just for talking• Traditional media is still relevant
  29. 29. Benefits of using social media• It‟s a main stream medium• A very effective tool to add to your marketing mix• Size doesn‟t matter• Tools are free, but the thinking and resources cost money• Get a read on people• Gage your success and/or reputation• Connects to those that aren‟t onsite or directly involved• Activation through conversation
  30. 30. Industry examples
  31. 31. Rugby World Cup 2011
  32. 32. New Zealand isn‟t the only winner
  33. 33. The proof is in the numbers• Thousands of pieces of content created, shared, liked and commented on every day• The FB page has over 1.4 million fans – They gained more than 25,000 new fans in the last 7 days – Gained almost 100,000 fans over the last month – Received around 2,700 comments or likes per post• Finals weekend saw more than 300,000 tweets
  34. 34. The proof is in the numbers• Just before the game, "Go Allblacks" was trending in 9th place worldwide• More than 150,000 tweets mentioned "RWC 2011" or "RWCFinals" on the Sunday• Plan to pass this legacy on to England 2015
  35. 35. Who else benefits from this activity?
  36. 36. Heineken “This is the Game”
  37. 37. Activation across a mix of platforms http://www.youtub e.com/watch?v=Lf omUcl75ho
  38. 38. Comprehensive package• Over four billion people watched the RWC• Sponsorship includes: – Use event marks and designations in promotional tie-ins – Pouring rights around stadia at all official Rugby World Cup outlets – Most notably digital content rights to use across social media channels• Digital media had been an integral part of its sponsorship
  39. 39. Saw results• Generated a variety of digital content on YouTube, Facebook and Twitter• Brand doubled its followers on Twitter and got more than a million views on YouTube• Saw a significant increase in sales (vs. LY) both at key venues and with consumption at home
  40. 40. Stick with what works
  41. 41. Halifax Pop Explosion
  42. 42. Built a strong online community
  43. 43. Conversation continues
  44. 44. Best year yet• 180 bands at 18 venues• Used all key social media tools and integrated them well within website, advertising, etc. – High level of comments and engagement through facebook and twitter• Promoted bands, venues, key information and sponsors• Reported „real-time‟ from a variety of events• Sold 1,100 wristbands vs. 700 last yr• Biggest event so far in it‟s 19 years – 22,000 fans vs. 18,000 last year
  45. 45. Honda benefited from success
  46. 46. Honda “Civic Garage Party”
  47. 47. Held a party and a car showed up
  48. 48. Online and onsite activation• 5 cities, 5 parties, 5 DJs – supported launch of the newest Honda Civic• Integrated this program within HPX festival – Brought acts to Halifax• Facebook page was the primary destination for information and registration – Potential attendees and DJs signed up on facebook – People also voted for DJs• The pre-event buzz was generated through facebook, twitter, blogs, tumblr, etc.• Text to win onsite
  49. 49. Any other examples?
  50. 50. Going forward
  51. 51. How to activate through social media Chose the right channels Include a promotional twist Sign-up or register ‘socially’ Use location based tools Offer ‘real’ value
  52. 52. How to activate through social media Everything is content Report ‘real-time’ Engage those not in attendance Keep going... after the event Ask for input
  53. 53. Now what?Talk to your „customers‟ – find out how bestto engage themMap out a plan – strategy, goals, content,tools, resources, tracking, KPIs, etc.Think differently – you can‟t use „traditional‟thinking in a non-traditional mediumDon‟t disregard the past – integrate with thetools you‟ve used in the past
  54. 54. Now what?Start slow – don‟t overwhelm yourself withsocial media „toys and tricks‟Listen, engage and act – the worst thing youcan do is nothingRevisit and adjust – if it‟s not working,change it
  55. 55. Thank yousean@williamsmarketing.cawww.williamsmarketing.cafacebook.com/swmgroup@swmgrouplinkedin.com/in/seanwillliamsGoogle+ (Sean Williams)seanwilliamsmarketinggroup.tumblr.com

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