Professional Athletes On Social Media

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With social media, athletes now have access to powerful tools to build their personal brands.
Athletes are negotiating greater contractual freedom to build and leverage their own personalities beyond the team they represent. Concurrently, we are entering the “post‐privacy”era. Nothing happens outside of camera range. If an athlete brushes off a fan’s request for an autograph, stumbles drunkenly out of a bar or gives a passerby the finger, you can bet that it will be Tweeted within minutes and grainy cellphone footage will find its way onto YouTube
within hours.  

Canadians have an ambivalent relationship with celebrity culture. We respect Sidney Crosby (because he doesn't take himself too seriously) but mock Celine Dion (because she does).

For athletes seeking to build a personal brand, for sponsors seeking to leverage the athlete brand, and for NFPs seeking alignment with an athlete, there are opportunities and there are pitfalls

For more presentations and video recordings of live presentations, visit http://t3connect.com

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Professional Athletes On Social Media

  1. 1. Leveraging TheAthlete Brand
  2. 2. Agenda‣ Who Is Trevor Turnbull? ‣ Personal Branding‣ Why Social Media?‣ Athletes & Social Media ‣ What Do Athletes Have To Offer? ‣ Rewards vs Risks ‣ Case Study - Professionals ‣ Case Study - Amateurs‣ Keys To Success‣ Questions
  3. 3. Who Is Trevor Turnbull? Hockey Player?
  4. 4. Who Is Trevor Turnbull? What Now?
  5. 5. Who Is Trevor Turnbull? Sales Guy?
  6. 6. Who Is Trevor Turnbull?
  7. 7. Who Is Trevor Turnbull?
  8. 8. T3 CONNECT Sports
  9. 9. Personal Branding
  10. 10. Personal BrandingHockey Player? Sales Guy?
  11. 11. Personal Branding BC Lions Travis Lulay #14
  12. 12. Personal BrandingTrevor Turnbull Travis Lulay
  13. 13. Personal BrandingProfessional Athletes are REAL People JUST LIKE YOU AND ME Trevor Turnbull Travis Lulay
  14. 14. Social Influence http://stefanomaggi.blogspot.com
  15. 15. Connect With FansPeople Want To Connect With People NOT LOGOS
  16. 16. Control Personal Brand
  17. 17. Create Own Media
  18. 18. Affinity & Reach ‣ 7M LIKE’s in 7hrs (Facebook Record) ‣ Currently 25.8M+ LIKE’s ‣ FC Barcelona - 21.3M+ LIKE’sLeo Messi - FC Barcelona Argentina Soccer
  19. 19. Unique Sponsorship
  20. 20. Scale Philanthropy
  21. 21. Life After Sports 75% of NFL Players Are Broke, Divorced Or Unemployed 5 Years After Retiring Chad Johnson(aka. Ochocinco)
  22. 22. Life After Sports Trevor LindenClub 16 - Trevor Linden Fitness
  23. 23. Why Social Media?
  24. 24. Social Media Is Not A Fad Social Media is changing the way we consume information,communicate & interact with eachother, make purchasing decisions, view the world and live our lives
  25. 25. US Internet Users Who Use Social Networking Sites 18-29 Yrs 30-49 Yrs 50-64 Yrs 65+ Yrs 86 90 83 76 Percentage Who Use Social Media 73 75 67 61 58 60 48 47 45 36 36 25 25 26 30 22 16 16 12 11 13 15 7 5 7 4 0 Sept 2005 May 2008 Nov 2008 Apr 2009 Dec 2009 May 2010 Largest Growth Rate (Sept 2005 - May 2010) *50-64 years - 176% *65+ years - 271%
  26. 26. Facebook Stats & FactsFacebook is the largest social networkingsite with over 800+ Million Users ‣ #1 Visited Site Online (Google - #2) ‣ 350+ M Active Mobile Users (and growing) ‣ 16.8M Facebook Users in Canada
  27. 27. Twitter Stats & Facts70% of Twitter Accounts Are Outside Of The US Less Than 5% Are In Canada ‣ 300+ M Twitter Users ‣ 5% of Twitter Users Generate 75% Of The Content ‣ 43% of users access via mobile
  28. 28. YouTube Stats & FactsYouTube (owned by Google) is thesecond largest search engine in the world ‣ 3 Billion Videos Viewed Per Day ‣ More video uploaded to YouTube in one month than 3 major US Networks created in 60 years
  29. 29. Traditional Advertising 60% of Canadians are on CRTC “Do Not Call” List86% of People 44% of direct Skip TV Ads mail never opened 40% 60%Marketers are shifting their budgets away from “Interruption” Advertising
  30. 30. NIKE - Steve Dangle20 yr old YouTube video-blogger hired by Nike to cover World Jr Hockey & 2010 Olympics
  31. 31. Athletes & Social Media
  32. 32. What Do Athletes Have To Offer?‣ Branding (cool factor)‣ Exposure ‣ mentions ‣ Impressions‣ Lead Generation ‣ Unique Contests ‣ Email List Building‣ Sales Opportunities ‣ Measurable ROI
  33. 33. Reward vs RiskREWARD‣They are human...can play great‣ get lots of media attention‣ help build affinity w a brand‣ can say all the right things RISK ‣They are human...can play bad ‣ get benched ‣ get hurt ‣ get released ‣ can say the wrong thing
  34. 34. Social Media Risks?Rob Murphy - Toronto Argonauts
  35. 35. Opportunity?
  36. 36. Case Study - Professionals
  37. 37. Firstar - Athletes
  38. 38. Firstar Sports“The Pro’s Of Tomorrow Are The Young Kids Today”
  39. 39. Firstar - Target Audience Precise Interest targeting lets you define your ideal audience by what they are interested in, usingterms people have shared in their Facebook profiles. These may be drawn from their listed interests, activities, education and job titles, pages they like or groups to which they belong.
  40. 40. Ryan Kesler - Vancouver Canucks 15824 Fans 85877 Followers ‣ FB - Last post FEB 9, 2011 ‣ FB - No Fan Engagement ‣ TW - Active User (Personal) No Firstar Branding No Firstar Mentions No Contests or LeadsPEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS
  41. 41. James Reimer - Toronto Maple Leafs 13787 Fans N/A ‣ FB - Not managed by Reimer ‣ FB - Appears to be run by tshirt company ‣ http://nhljerseys.spreadshirt.com/ No Firstar Branding No Firstar Mentions No Contests or LeadsPEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS
  42. 42. Travis Lulay - BC Lions 672 Fans 2456 Followers ‣ Branding Strategy ‣ Ongoing Training ‣ Communication Strategy ‣ Fan Engagement ‣ Online Contests No Firstar Branding No Firstar Mentions No Contests or LeadsPEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS
  43. 43. Firstar Sports 741 Fans 1055 Followers ‣ Need a social media strategy ‣ Need to work WITH athletes ‣ Need to stop pushing message and provide value Build Brand Affinity Leverage Word Of Mouth Generate Leads Increase salesPEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS
  44. 44. Red Bull Social Model
  45. 45. Rajon Rondo - Boston Celtics 3.35M Fans 347,627 Followers ‣ Red Bull Branding ‣ Red Bull Social Mentions ‣ Twitter contests ‣ Lead GenerationPEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS
  46. 46. Tim Lincecum - SF Giants 402,000 Fans N/A ‣ Red Bull Branding ‣ Red Bull Social Mentions ‣ Facebook Contests ‣ Lead GenerationPEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS
  47. 47. Thierry Henri - New York Red Bulls 855,000 Fans N/A ‣ Red Bull Branding ‣ Red Bull Social Mentions ‣ Facebook Contests ‣ Unique Fan ExperiencesPEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS
  48. 48. Amateur Athletes
  49. 49. Kevin Jagger - Amateur Athlete
  50. 50. Kevin Jagger - Amateur Athlete Sponsors Media
  51. 51. Kevin Jagger - Amateur Athlete
  52. 52. Kevin Jagger - Amateur Athlete
  53. 53. Kevin Jagger - Amateur Athlete Interview Series
  54. 54. Keys To Success?‣ Education ‣ Policies (League, Team, Coaches)‣ Training ‣ Ongoing - Best Practice Training‣ Brand Building ‣ Authentic ‣ Transparent ‣ Provide Value‣ Sponsorship ‣ Brand Alignment ‣ Set Measurable Goals
  55. 55. Thank You Trevor Turnbull Trevor@T3CONNECT.com 604-715-2550 linkedin.com/in/TrevorTurnbull twitter.com/TrevorTurnbull twitter.com/T3CONNECT facebook.com/T3CONNECTQuestions?

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