Social Media and Sport, Monetizing for Sponsorship


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Jackie Reau, CEO of Game Day Communications, offered a presentation on sports and social media and how to create new revenue streams through sponsorship.

The presentation was shared at the 2012 Symposium of the National Association of Sports Commissions.

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Social Media and Sport, Monetizing for Sponsorship

  1. 1. $ocial Media & $ports: Monetizing for SponsorshipBy Jackie Reau, Game Day Communications
  2. 2. $ocial Media & $ports: Monetizing for SponsorshipAbout Game Day Communications•Founded in 2002 by former ESPN Anchor Betsy Ross and JackieReau as a sports & entertainment communications firm•Capabilities include: strategic communications, mediarelations, event marketing, social media strategies and sportsfan research•Clients include: Akron Marathon, Cincinnati Ballet, CincinnatiFlying Pig Marathon, LPGA, University of Cincinnati, Western &Southern Open, among others
  3. 3. $ocial Media & $ports: Monetizing for SponsorshipOverview•The Motivation or The Perfect Storm•Your Social Media Network Value and Influence•Your Social Media Strategic Plan•Valuating Your Social Media Platforms•Sponsorship Considerations•Prospect Categories•Sponsor Report
  4. 4. $ocial Media & $ports: Monetizing for Sponsorship The Motivation or The Perfect Storm
  5. 5. $ocial Media & $ports: Monetizing for Sponsorship Determine Your Social Media Network Value and Influence•Conduct a chart analysis with other events/organizations within your competitiveset, reviewing #s of Facebook Fans, Twitter Followers, YouTube views, smartphone applications and additional social media efforts
  6. 6. $ocial Media & $ports: Monetizing for Sponsorship Create Your Social Media Strategic Plan•Create your social media strategic plan and editorial schedule so it aligns withyour business goals, i.e. # of tickets sold, dollars raised for charity•Elements of the plan may include: •Objective •Target audience(s) •Key messages •Keywords to tag content •Timeline of activity by platform (weekly, monthly) •What content you will share on Facebook, Twitter, YouTube, etc. •When you will launch or update your smart phone application •Monthly or quarterly scorecard to chart your growth on all platforms
  7. 7. $ocial Media & $ports: Monetizing for Sponsorship Valuating Your Social Media PlatformsOur sponsorship valuation for social media platforms includes the following:•# of current impressions (Fans, Followers, Views, Downloads)•Influence among your competitive set as determined through analysis•Frequency of content updates, photo/video sharing•Exclusivity of the sponsorship deal•Activation opportunities•Add traditional sponsorship opportunities to the mix We recommend one exclusive social media partner who is a resource to your fans across all platforms to build trust and consistency.
  8. 8. $ocial Media & $ports: Monetizing for Sponsorship Valuating Your Facebook Fan Page Your Facebook Fans are valued for sponsorship at $1.33 per personSources for Valuation:•One Fan of your Facebook Fan Page is valued at $3.60 per person *•A recent study estimates that 37 percent of your fans are interested indeals/discounts offered on your Fan Page **Sample Sponsor Benefit Analysis:The Flying Pig Marathon has 11,650 Facebook Fans and has been averagingmonthly growth of 240 fans (2,880 annual growth) or 14,530 fans @ $1.33/personfor an exclusive sponsorship value of $19,325.***
  9. 9. $ocial Media & $ports: Monetizing for Sponsorship Valuating Your Twitter Profile Your Twitter Followers are valued for sponsorship at $.24 per personSources for Valuation:•One Follower of your Twitter Profile is valued at $.24 per person ** Sponsor Benefit Analysis:The Flying Pig Marathon has 6,300 followers on Twitter and is averaging monthlygrowth of 200 new followers (2,400) or 8,700 followers @ $.24 for an exclusivesponsorship opportunity valued at $2,523.
  10. 10. $ocial Media & $ports: Monetizing for Sponsorship
  11. 11. $ocial Media & $ports: Monetizing for Sponsorship Valuating Your YouTube Channel Your YouTube video views are valued at $2.50/thousand viewsSources for Valuation:•YouTube videos are valued at $2.50 per thousand views *Sample Sponsor Benefit Analysis:The Flying Pig Marathon has 70,000 views on its YouTube channel and is averagingmonthly growth of 2,500 new views (30,000) or 100,000 views @ $2.50/thousandfor an exclusive sponsorship opportunity valued at $2,500.*
  12. 12. $ocial Media & $ports: Monetizing for Sponsorship Valuating Your Smart Phone/Tablet Application Consider a 50/50 split for development, updating expenses on an annual basisSources for Valuation:•Before launching a smart phone application, use your social media networks toconduct research among your fans to determine the need, the smart phone/tablet(Android, iPhone and/or iPad) to validate your initial thoughts•Craft your content and engagement strategy to position your social mediapartner as a resource rather than a sales sourceSample Sponsor Benefit Analysis:The Flying Pig Marathon will develop and launch an application for the iPhone andAndroid. The total development expense for both with quarterly updates is$20,000 or a $10,000 investment from the social media partner.
  13. 13. $ocial Media & $ports: Monetizing for Sponsorship Valuating Your Gaming Experiences Consider an in-kind opportunity or experience or 50/50 split for developmentSources for Valuation:•Gaming and social media are great opportunities to engage your fans and toextend the length of stay on your social media platform.•Gaming examples gaining popularity included open sourced: SCVNGR orFourSquare or those developed exclusively for the event or organization such as aHome Run Derby where traditional branding can be featured.
  14. 14. $ocial Media & $ports: Monetizing for Sponsorship
  15. 15. $ocial Media & $ports: Monetizing for Sponsorship Sponsorship Activation OpportunitiesWe recommend the following considerations when seeking an exclusive socialmedia partner for your sports event or organization:•Provide a complete analysis and valuation of your social media assets•Commission a study on your target audience and their motivation to purchasebased on sponsor category to determine prospects•Use your existing sponsorship proposal template and add the social mediabenefits in addition to the traditional benefits, i.e. tickets, signage•Activate during milestone moments •From on-site fan events, i.e. “Social Media Lounge from the Arena Concourse for Contesting, Fan Content Sharing” •From the media center to share behind-the-scenes news, i.e. “Social Media Newsroom within the Media Center”•Report back to sponsor with graphs and analyticsfrom Facebook, Google along with fan comments
  16. 16. $ocial Media & $ports: Monetizing for Sponsorship Industries most likely to spend sponsorship dollars on social media activities and activation.
  17. 17. $ocial Media & $ports: Monetizing for SponsorshipFacebook Fan Comment example
  18. 18. $ocial Media & $ports: Monetizing for SponsorshipFacebook Analytics example
  19. 19. $ocial Media & $ports: Monetizing for SponsorshipTwitter Influence Score example
  20. 20. Flying Pig Marathon Technology SummitFinish Line photo•Provide content ideas/expert interviews•Provide special promo codes/offers•Link to the FPM website/social media effortsGo Sell It!
  21. 21. $ocial Media & $ports: Monetizing for Sponsorship Jackie Reau Game Day Communications Twitter: @gamedayjreau Linkedin: @jackiereau Facebook: @jackiereau 700 West Pete Rose Way Cincinnati, Ohio 45203 (513) 929-4263