Social media and CRM in sport


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Slide deck from Goodform's Sports CRM Summit, 9 June 2011.

Published in: Sports

Social media and CRM in sport

  1. 1. Social media & CRM<br />Introduction<br />Advanced<br />Click introduction for session 1, advanced for session 2 or just continue for all slides<br />John Duffy<br /><br />@johnrduffy<br /><br />
  2. 2. Mandatory #tag<br />#sportcrmsummit<br />#sportsCRM (with apologies for confusion)<br />Ideas for engagement around matches<br />CRM systems which already cope with social media<br />
  3. 3. Nemisys in sport<br />
  4. 4. Social media & services<br />British Horse Racing Authority<br />The Football Association<br />Rugby Football League<br />Sport England<br />British Universities & Colleges Sport<br />English Golf Union<br />Synergy, for Guinness<br />England Squash & Racketball<br />British Judo<br />English Table Tennis Association<br />The Children’s Trust<br />Ipadio – live audio<br /><br />Vodpod – live video<br /><br />
  5. 5. Our first ever sports project (!)<br />
  6. 6. What is social media?<br />
  7. 7. The Conversation Prism<br />
  8. 8. Your (social) fans - Generation Y<br />Don’t read newspapers<br />No landline phone<br />Television on their terms<br />Trust peers<br />Internet experience is social<br />Content is going mobile<br />Television is for video games<br />Want to be heard and self-express<br />Email is for parents/work<br />On demand content<br />
  9. 9. How we got here<br />Web 1.0 Company  consumer<br />Web 1.5 Company  consumer<br />Web 2.0 Consumer  consumer <br />Now: Companies/clubs joining the conversation<br />If people don’t engage, it’s not social media<br />
  10. 10. And what is CRM?<br />A business process or system<br />For managing interactions<br />With customers & potential customers<br />Often automated / driven by technology<br />Usually sales driven<br />Usually “broadcast” – from company to prospect/client<br />In other words, the antithesis of “social”<br />
  11. 11. Our aims<br />Introduction<br />Acquisition techniques<br />Engagement techniques<br />Exercise: content plan<br />Fit to CRM<br />Analytics<br />Advanced<br />“Capturing” information from Facebook<br />Changing your web site<br />Ideas for apps<br />Social commerce<br />The Holy Grail<br />
  12. 12. What we’re not going to cover<br />Truly social organisations – I want to be more practical today!<br />But do please read Christopher Carfi’s Social Customer Manifesto<br />I want to have a say.<br />I don't want to do business with idiots.<br />I want to know when something is wrong, and what you're going to do to fix it.<br />I want to help shape things that I'll find useful.<br />I want to connect with others who are working on similar problems.<br />I don't want to be called by another salesperson. Ever. (Unless they have something useful. Then I want it yesterday.)<br />I want to buy things on my schedule, not yours. I don't care if it's the end of your quarter.<br />I want to know your selling process.<br />I want to tell you when you're screwing up. Conversely, I'm happy to tell you the things that you are doing well. I may even tell you what your competitors are doing.<br />I want to do business with companies that act in a transparent and ethical manner.<br />I want to know what's next. We're in partnership…where should we go?<br />
  13. 13. Acquisition – competitions<br />
  14. 14. On a more down to Earth budget<br />
  15. 15. Objectives<br />Convert email contacts to Facebook<br />Improve conversion rate from visit to like for Facebook page<br />To develop comms channel that allows less formal and more frequent contacts<br />
  16. 16. Seeding<br />
  17. 17. Results<br />#3 University behind Oxford & Cambridge<br />< £.50 per conversion<br />Model successfully applied to Twitter & Flickr<br />
  18. 18. Lessons & success factors<br />Response peaks quickly – make your call to action page perfect for launch!<br />A/B test first if you can<br />Ts & Cs<br />Make them clear, engage openly with any questions<br />Track behaviour on your own web site<br />Use campaign tracking URLs in seeding<br />Set up goals to track entries<br />Set up profile to report traffic from Facebook<br />Make entry dependent on a(ny) viral action<br />See below for Facebook Ts & Cs<br />
  19. 19. Engagement - matches<br />
  20. 20. Engagement - matches<br />
  21. 21. Engagement - matches<br />
  22. 22. Engagement - matches<br />
  23. 23. Engagement - matches<br />
  24. 24. Engagement - matches<br />Photos from previous matches<br />Videos from previous matches<br />Ask people to predict the results<br />Ask for UGC from the match<br />Behind the scenes footage<br />Key techniques<br />Use #tag or Facebook Livestream<br />Use Facebook Questions app<br />Let’s see if you’re truly social – Tweet more ideas for engaging your users at matches using #sportsCRM<br />
  25. 25. Key technique: content plan<br />
  26. 26. Your content plan template<br />Tweet content ideas about the type of events and activities you have coming up in the next month<br />You know by now ... #sportCRM<br />
  27. 27. And my stab at your content<br />Tournaments<br />Cups<br />Think age ranges – youth to seniors<br />Race meetings<br />Ladies day<br />Magic weekend<br />Wimbledon – tickets?<br />Community work<br />Transfer speculation<br />VIP visits<br />Sportivate & summer coaching sessions ...<br />
  28. 28. First (next?) steps for CRM<br />How can your social media content plan enhance your planned marketing/CRM-based activity?<br />Bums on seats<br />Friend get friend<br />Kit sales<br />Use competitions to:<br />Acquire social contacts<br />Acquire CRM contacts<br />LINK social and CRM contacts<br />
  29. 29. Simple analytics<br />New contacts – CRM system<br />New contacts – social networks<br />Linked contacts – exist in CRM, but you know their social network user name<br />
  30. 30. Assumptions<br />You already “do” social media – well<br />You know your communications & business objectives for both social media & CRM<br />Your web site is well designed for the “social basics”<br />Subscribe functionality in place<br />Share functionality in place<br />Semantic mark up in place (or planned)<br />Essentially, you’re ready to step up a gear<br />
  31. 31. Semantic mark up<br />The visitor sees<br />The London Cup<br />Richmond Hockey Club<br />July 12th – 16th<br />Facebook & Google see<br />The London Cup This is an event that you can attend<br />Richmond Hockey Club I see the coordinates, I can show them on a map<br />July 12th – 16th I see that’s a date, I can show this event in a listing<br />
  32. 32. Revisit your web site<br />Events<br />Clubs<br />Sports teams<br />Sports leagues<br />Athletes<br />
  33. 33. ReachingFacebook information<br />
  34. 34. Museum of Me<br />
  35. 35. Feedback / ideas<br />Idea to encourage early arrival – 1st X people in crowd get a free beer<br />Personalised merchandise – email goes to fan showing mock up of their name on shirt in time to order for their birthday<br />
  36. 36. Simpler to do – Jibjab<br />
  37. 37. Birthday reminders<br />
  38. 38. Integrating to your site<br />
  39. 39. Video launch + competition<br />
  40. 40. Cross-network competitions<br />
  41. 41. Capturing Facebook information<br />User<br />About_me<br />Activities<br />Birthday<br />Education<br />Events<br />Groups<br />Hometown<br />Interests<br />Likes<br />Location<br />Photos & tags<br />Videos & tags<br />Religion & politics<br />Web site<br />Work history<br />Email<br />Friend lists<br />Friends<br />As the user, apart from<br />Email<br />Friends list<br />
  42. 42. Boring but noteworthy<br />
  43. 43. Discussion<br />Birthday reminders = perfect use of social graph allied to core offer<br />And ideas like this are the key to your social media/CRM success<br />Ideas for your sport?<br />Tweet them on #sportsCRM<br />I’ll curate them later<br />
  44. 44. Some more ideas to explore<br />Entry systems<br />Competitions<br />Ticket purchase<br />Kit sales (birthday presents?)<br />Top trumps<br />Match days – mobile apps<br />Check in + deals<br />Fan  fan banter<br />
  45. 45. Success factors<br />Simple and compelling offer<br />A(ny) viral action<br />Like’s best<br />Share<br />Tag<br />Gains permission to the real gold<br />
  46. 46. Social commerce<br />
  47. 47. Analytics<br />
  48. 48. Analytics<br />CRM<br />1 simplistic model<br />
  49. 49. My (your?) end goal<br />Link these elements<br />Web site behaviour (pre-registration)<br />Web site behaviour (post-registration)<br />Social media demographic information<br />Social media behaviour<br />Response to offers / marcomms channels<br />Customer/fan purchase behaviour / lifetime value<br />Then act accordingly<br />You map user journeys<br />For demographic/segments<br />Engage with each segment on its terms<br />& take each individual on his/her “correct” journey to achieve your objectives<br />
  50. 50. Recap<br />Have clear objectives<br />Make your digital properties “ready”<br />Find a way to link CRM contacts with their social presence<br />Always, with their permission<br />Next conversations<br />CRM vendor capabilities & roadmap<br />Analytics vendor capabilities & roadmap<br />CMS vendor capabilities & roadmap<br />
  51. 51. Another recap<br />Find a way to link people in your CRM system to their social media personas – with their permission<br />
  52. 52. Age issues<br /><br /><br />
  53. 53. Hat tips<br />Read these!<br /><br /><br /><br /><br /><br /><br /><br />
  54. 54. John Duffy, Marketing Director<br />Questions?<br /><br />@johnrduffy<br />Download this deck & others from:<br />
  55. 55. Sales spiel<br />Obviously we produce web sites, promote events, consult on digital strategy and social media, create mobile & web apps<br />In addition to that we have developed some technologies that we can plug in to other peoples’ web sites and CRM systems<br />Read on if you’d like to know more<br />
  56. 56. Get Active Portal<br />This is the London version of our national sports venues, events and activities portal<br />NGBs – list all your clubs & events on this platform<br />Professional clubs – list your community events (you won’t need us for your league fixtures!)<br />
  57. 57. Ipadio<br />ANY phone call live to ANY web site<br />Or moderated before publishing if you prefer!<br />Sports uses<br />Pre & post match interviews<br />Commentary<br />Bring fans closer to players<br />Enter competitions<br />CRM uses<br />Take audio direct to customer record from phone<br />Take key stroke data direct to a customer record via customisable “voice forms”<br />Take customer surveys using audio and key pad direct to their record<br /><br />
  58. 58. Vodpod<br />Take input from ANY webcam to YOUR web site or app<br />With moderation, of course<br />Used by British Horse Racing Authority for The Filly Factor<br />Webcam on & have a go<br /><br />