Part 1 : The Social Media Opportunity Part 2 : Social Media Audit Part 3 : Social Media Packages for Sponsors Social Media and Sailing 2010 (inc. America’s Cup) Jez Jowett #jezmond
Part 1 : Social Media Opportunity What is Social Media?
Part 1 : Social Media Opportunity More than just Facebook You can ’ t buy it, you have to earn it. Through stimulating conversations with a good story and great content . These sites and technologies did not exist pre 2003.
Part 1 : Social Media Opportunity Grow communities of fans
Part 1 : Social Media Opportunity Impact across marketing funnel Social Media = the glue that maintains relationships and dialogue ENGAGEMENT AWARENESS ADVOCACY TRANSACTIONS LOYALTY
Part 1 : Social Media Opportunity Importance of WOM & trust People don ’ t trust traditional advertising which interrupts them People trust the opinions of friends, peer recommendations and WOM Social Media engages people with a conversation, story and content (game, clip, site) Social media coverage extends presence beyond a traditional media campaign Social Media influencers traditional media Social Media empowers anyone online to be an influencer and become an advocate It gets you talked about, written about, passed about, and blogged about
Part 1 : Social Media Opportunity Sport, sponsorship and social media Sports fans want to follow their passion. Social media is instant and from ‘ people like me ’ and ‘ brands I like ’ . Social media enables fans to be always in touch with the latest content and news, and join in the conversation with fellow sports fans. Sponsors need to achieve coverage and connect with potential customers. Social media helps identify these customers and ‘ fans ’ of the sport and brand. Social media creates a powerful communication channel to reach millions of people, credibly and endorsed, without traditional media spend (ie tv, print, radio). Sponsors have access to exclusive content and news. Passionate sports fans will compete for this content. They ’ ll feature it on their home pages, they ’ ll forward it to their friends and they ’ ll attach themselves to the brand that provides this to them. Social media creates a powerful ROI and return on influence.
Part 1 : The Social Media Opportunity Part 2 : Social Media Audit Part 3 : Social Media Packages for Sponsors
What are Emirates Team doing The Emirates Team NZ website provides click thumbnail click throughs to their Facebook & Twitter profiles. There are no social plugins on news content to share on Facebook & Twitter. A TwitVid box below the twitter stream on the website displays the latest videos posted by the Team, also no sharing function is available for these videos.
What are Emirates Team doing <ul><li>418 Likes </li></ul><ul><li>Default tab landing to Discussions </li></ul><ul><li>216 Photos uploaded in three months </li></ul><ul><li>5 Photos uploaded by fans </li></ul><ul><li>7 Videos (6 out of 7 uploaded in May) </li></ul><ul><li>2 blog posts </li></ul><ul><li>The page has been updated 111 times in total since it was created </li></ul>The ETNZ Facebook shows updates from recent races & build ups to upcoming races. Content includes video interviews with the team along with pictures of the day. Very little engagement is shown on the page with no questions being asked or encouraging fans to get involved on the page, no competitions are run either.
What are Emirates Team doing <ul><li>Hash Tags used </li></ul><ul><li>#Med Cup </li></ul><ul><li>#etnz </li></ul><ul><li>#lvtrophy </li></ul><ul><li>#weather </li></ul><ul><li>#LouisVuittonTrophy </li></ul><ul><li>336 followers </li></ul><ul><li>An average of 5.0 tweets per day </li></ul><ul><li>A total of 274 tweets since March 3rd </li></ul><ul><li>0.37% of tweets are @ replies. </li></ul>Little to no engagement shown on Twitter. Replicating the same updates on Facebook, shorter & consistent.
Team Origin Team Origin provide short links to their Facebook & Twitter they also have a YouTube window that displays their latest videos Origin also have a stream to SailTV embedded in their site so you can watch events that they ’ re participating in, this player also has a live chat with the Facebook Connect plugin installed. Origin do not include social plugins on their content such as videos & photos.
Team Origin on Facebook <ul><li>2,027 Likes </li></ul><ul><li>Default tab landing to the Wall </li></ul><ul><li>156 Photos uploaded in ten months </li></ul><ul><li>7 Videos </li></ul>Origin don ’ t engage with their fans, they use their Facebook page as a news feed along with pictures similar to Emirates Team NZ. Origin have run a competition to win a day with Team Origin, this is the only sign of engagement shown.
Team Origin on Twitter <ul><li>222 followers </li></ul><ul><li>An average of 2.4 tweets per day </li></ul><ul><li>A total of 215 tweets since March 3rd </li></ul><ul><li>0.00% of tweets are @ replies. </li></ul>No Hash Tags used. Team Origin use their Twitter account as a news feed direct from their website using ExpressionEngine, no hash tags are used along with no engagement shown at all.
Team Volvo Team Volvo embed a ‘ Become a Fan ’ plugin on their website which gives access to becoming a fan of Team Volvo on Facebook from the homepage. Team Volvo ’ s website includes a Team Volvo For Life section which includes biogs & videos for each member of their team. At the top of the page you can also find an RSS feed for all Volvo Sailing news & blog feeds from the team. You can also find quick links to their YouTube, Facebook & Twitter
Team Volvo on Facebook <ul><li>572 Likes </li></ul><ul><li>Default tab landing to the Wall </li></ul><ul><li>547 Photos uploaded in four months </li></ul><ul><li>16 Videos </li></ul>Team Volvo include an Optimist tab on their Facebook page which is all about the Volvo Youth Sailing program, this tab encourages people to like the page and offers video & photo content. Volvo are engaging with fans via competitions run on their Facebook.
Team Volvo on Twitter <ul><li>96 followers </li></ul><ul><li>An average of 2.7 tweets per day </li></ul><ul><li>A total of 175 tweets since April 12th </li></ul><ul><li>0.74% of tweets are @ replies. </li></ul><ul><li>Hash Tags used </li></ul><ul><li>#ss4g </li></ul>Team Volvo ’ s twitter feed provides updates on the current status of the team during races & upcoming events, they also inform their followers on anything interesting happening on their Facebook page. Nick Dempsey who is part of Team Volvo is retweeted by Volvo a lot.
Team Hugo Boss Team Hugo Boss provide news updates of their team with social plugins for liking the content on Facebook and to share it via FB & Twitter. There is no option to share the Team Hugo Boss gallery on social networks. Team Hugo Boss encourage fans to engage in their social networks with links to join the Facebook page & Twitter page. There is also a countdown timer till the next Barcelona Race.
Team Hugo Boss on Facebook <ul><li>718 Likes </li></ul><ul><li>Default tab landing to the Wall </li></ul><ul><li>57 Photos uploaded in ten months </li></ul><ul><li>1 Video </li></ul>Hugo Boss provide wall photos of where their current location is on their race/journey with a brief update on how they are doing. Team Hugo Boss are providing frequent status updates but lack engagement with fans, they are also sharing where their content is being placed online.
Team Hugo Boss on Twitter <ul><li>474 followers </li></ul><ul><li>An average of 1.7 tweets per day </li></ul><ul><li>A total of 92 tweets since May 21st 09 </li></ul><ul><li>0.00% of tweets are @ replies. </li></ul>No Hash Tags used. Team Hugo Boss are not updating their twitter as frequently as other sailing teams but have talked about behind the scenes of Hugo Boss and what they do in their spare time.
Who ’ s already doing it well? <ul><li>1,201,198 Facebook Likes </li></ul><ul><li>3,100,042 Twitter Followers </li></ul><ul><li>3,136 Total Tweets </li></ul><ul><li>An average of 7.5 tweets per day </li></ul><ul><li>63.33% of tweets are @ replies. </li></ul>Shaq O Neil ’ s Social Stats Shaq O Neil, one of America ’ s most successful basketball players runs his own Facebook & Twitter. He talks about his current activities, his future plans are and interacts with his fans. His pages are incredibly successful as he engages with fans which therefore creates a high interactive environment on his social networks.
Part 2 : Social Media Audit Conclusions 1. Majority of sponsors have Facebook and Twitter profiles. 2. Facebook pages are using default tabs. None have created specific ‘ welcome ’ pages / tabs. 3. Most of the information on Facebook and Twitter is news feeds and updates. 4. Very little engagement on Facebook or Twitter. It ’ s a 1-way stream of information. 5. Limited usage of competitions . 6. Very little investment in creating applications and content for people to share. 7. Very few are making their existing sites ‘ social ’ with plug ins on their websites.
Part 1 : The Social Media Opportunity Part 2 : Social Media Audit Part 3 : Social Media Packages for Sponsors
Part 3 : Social Media Packages The Opportunity Social Media is the marketing buzz word inside potential team sponsors. None of the teams are doing the basics well, or the brilliance at all. The basics (done better than the rest), the brilliance for others to aspire to.
Part 3 : Social Media Packages The Basics ‘ Welcome ’ tab explaining the page, the comps, the sponsors, what to look forward to. ‘ Like ’ button integrated across all pages and comps to increase fans and followers. ‘ Video ’ tab integrated with latest video ’ s featured from the Youtube page. ‘ Polls ’ a regular feature on nautical topics to increase engagement. ‘ Events ’ tab updated with every opportunity to meet and follow the team. ‘ Competitions ’ a regular feature to win sponsor prizes and opportunities. ‘ Discussion ’ topics changed on a weekly basis to reflect the status of the race / and challenges. ‘ Pictures ’ uploaded in HD for dramatic effect and sharing. ‘ Twitter ’ integrated into the page to see the latest tweets, re-tweets, and click to follow. Community Manager (land based) co-ordinates with on-board team for regular content, updates, requests from the community.
Part 3 : Social Media Packages The Brilliance Facebook, ipad and iphone applications - strategic nautical game Overlay wind patterns over positions, to decide likely outcomes of strategic decisions taken. Predict likely positions and time splits. Facebook video content - on board diaries, how to guides. Facebook Places - integration of geo-location based services in US & international waters Facebook community building - linking up with other yachting communities with shared content Facebook competition mechanic - data capture for sponsors that can be updated on a weekly basis to win unusual items. Facebook connect - integrated on sponsor ’ s microsite page.
Part 3 : Social Media Packages The Basics Status updates - more than just race results Personality - how the team, skipper and the yacht are feeling Re-tweet competitions - asking followers to re-tweet message or link, for a sponsor prize Twitter images - unusual and dramatic images with a challenge (where is this, what, who?) Follow strategy - identifying the most influential and those that mention you and following them Leader boards - league table of most active fans and most interesting requests
Part 3 : Social Media Packages The Brilliance Twitter parts and places - key features of the yacht send tweets (ie main sail, rudder, etc) Underwater twit pics - camera mounted underwater for unusual pics and comps Twitter tips - Grant Dalton (ghost writer) sends generic sailing & yachting tips, every Friday at 4pm
Part 3 : Social Media Packages Beyond Facebook & Twitter Sponsors microsite - Facebook social plug in ’ s around all content (like it, friends who like it, the most recent comments, links to content) FourSquare - check in ’ s at every destination, every point of interest (ie equator), every famous nautical landmark, and sponsor ’ s key venues, leaving tips (Mayor of the Atlantic) Guess the Answer Challenge - how many supplies, how many of each item, who consumes the most items Short Films - production of short films focusing on the preperation, training, fitness, brain training, people behind the team, and logistics
Part 3 : Social Media Packages Making this Famous Content optimisation - editing, compressing, compilation, audio, re-formatting, syndication Content production - filming of launch events, appearances Community Management - moderation, management, reporting, posting, optimisation Online PR - press releases, press office, syndication, sell ins, features. Blogger outreach - targeting of key blogs, forums, communities and influencers. Video seeding - seeding across key video portals, channels and viral sites. Analysis and buzz monitoring - measurement, analysis, reporting, insights, recommendations