Usta Annual Meeting Keynote


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Social Media Marketing is obviously not a marketing fad, yet a viable marketing medium that each company and organization should learn to embrace. I've been working with the United States Tennis Association over the course of the past 2 years in trying to develop some type of grass roots effort to embrace the ideologies of social media marketing. Recently I was asked to present my ideas at the USTA Annual Meeting in Dallas this past month. This is the PowerPoint presentation of that meeting.

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  • How are organizations are using it, how it applies to organizations like yours Someone that’s having an issue with your organization, city or company. Mechanism for communication. Content distribution. Mention programs, offers. Direct marketing? Power is people can share content, classes. “Sign up for a class or event”
  • Messaging service: What are you doing right now. Is used quite often for what’s the latest? Quick updates. Context of organizations and getting the word out: discuss court conditions, promote winners of big tournaments (in REAL time)
  • Twitter 4.4M uniques EOY 2008
  • “ Hard to get off lists” – with spam issues Don’t want to discourage email marketing!!!
  • Usta Annual Meeting Keynote

    1. 1. Social Media Orientation <ul><li>Kevin Beatty </li></ul><ul><li>The Active Network </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: @kevinbeatty </li></ul>Nimish Doshi Director, Community Tennis Advanced Media, USTA [email_address]
    2. 2. Agenda <ul><li>Testimonial from Jeff Brack, Reffkin Tennis Center </li></ul><ul><li>The Social Media Revolution </li></ul><ul><li>What is Social Media? </li></ul><ul><li>Best Uses for Social Media (Facebook and Twitter specifically) </li></ul><ul><li>Developing a Social Media Strategy </li></ul><ul><li>How the USTA is utilizing Social Media </li></ul><ul><li>Q & A </li></ul>
    3. 3. <ul><li>Jeff Brack, Reffkin Tennis Center </li></ul><ul><li>Assistant Director of Tennis </li></ul><ul><li>Tournament Director </li></ul>Social Media Testimonial “ We are now working with Active to develop a social media strategy that is already producing awareness and driving traffic back to our website...” - Jeff Brack, Reffkin Tennis Center
    4. 4. Social Media Revolution
    5. 5. What is Social Media ? “ Social media is a communications medium that relies on its audience to create, modify, or distribute the medium’s content.” <ul><li>Social Media Content Types </li></ul><ul><li>Forums </li></ul><ul><li>Blogs/Micro-Blogs </li></ul><ul><li>Wall Postings </li></ul><ul><li>User Ratings, Reviews & Comments </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Pictures/Video/Audio/Playlists </li></ul><ul><li>Calendars/Events </li></ul><ul><li>Wikis </li></ul><ul><li>Email </li></ul><ul><li>Instant Messaging/SMS </li></ul>
    6. 6. Where is Social Media ? <ul><li>Every month… </li></ul><ul><li>10 billion minutes spent </li></ul><ul><li>18 million new profiles created </li></ul><ul><li>850 million photos shared </li></ul><ul><li>5 million videos uploaded </li></ul><ul><li>24 million pieces of content shared </li></ul><ul><li>2 million events created </li></ul>
    7. 7. Where is Social Media ? <ul><li>Every month… </li></ul><ul><li>10 billion minutes spent </li></ul><ul><li>18 million new profiles created </li></ul><ul><li>850 million photos shared </li></ul><ul><li>5 million videos uploaded </li></ul><ul><li>24 million pieces of content shared </li></ul><ul><li>2 million events created </li></ul>… on alone
    8. 8. Who is using Social Media ? <ul><li>People of middle age are the most ‘social’ age group out there </li></ul><ul><li>61% of Facebook’s users are middle aged or older, avg. age of 37 </li></ul><ul><li>64% of Twitter users are over the age of 35, avg. age of 39 </li></ul>
    9. 9. Active listening Viral marketing Drive participation Content distribution Social branding Real-time support Best Uses for Social Media
    10. 10. How can Facebook increase your participation? <ul><li>400M+ unique visitors </li></ul><ul><li>600K new registrations/day </li></ul><ul><li>Voice: Wedding or cocktail party </li></ul>1. First....create a professional Facebook account 2. Then...create a Facebook Fan Page...which you will use for your tennis programs
    11. 11. How can Facebook grow the game of tennis? <ul><li>Tournaments </li></ul><ul><li>Events </li></ul><ul><li>Activities </li></ul><ul><li>Summer camps </li></ul><ul><li>Pro Shop Sales </li></ul><ul><li>Volunteer Opps </li></ul><ul><li>News worthy items </li></ul><ul><li>Relevant Articles </li></ul><ul><li>Leagues </li></ul><ul><li>Mixers </li></ul>Promotion!
    12. 12. <ul><li>100 million people access from mobile devices </li></ul><ul><li>People that use Facebook on their mobile devices are twice more active on Facebook than non-mobile users </li></ul><ul><li>Avg user has 130 friends </li></ul><ul><li>Avg user spends more than 55 minutes per day on FB </li></ul>How can Facebook help your tennis association? 7 ‘actions’ X 130 friends 910 potential views
    13. 13. Twitter Basics <ul><li>Fastest growing micro-blog </li></ul><ul><li>“ What are you doing?” </li></ul><ul><li>Reach far beyond your circle of friends </li></ul><ul><li>Quick and easy messaging </li></ul><ul><li>Voice: Trade show or expo </li></ul>
    14. 14. Facebook vs. Twitter <ul><li>400M+ unique visitors </li></ul><ul><li>18+ billion page views/month </li></ul><ul><li>10.4+ billion mins on site </li></ul><ul><li>38.6% total Internet reach </li></ul><ul><li>600K new registrations/day </li></ul><ul><li>23.5M+ unique visitors </li></ul><ul><li>384+ million PVs </li></ul><ul><li>281 million mins on site </li></ul><ul><li>9.7% total Internet reach </li></ul><ul><li>5-10K new registrations/day </li></ul>Source: Compete, Comscore (April ’09) Facebook grows a Twitter's worth of new users every 8 days
    15. 15. Messaging Platforms <ul><li>While different in approach, both tools are essentially messaging platforms </li></ul><ul><li>Faster response than Email </li></ul><ul><li>Guaranteed opt-in; easy opt-out </li></ul><ul><li>Aggregation of mailing lists </li></ul><ul><li>100% deliverability </li></ul><ul><li>Higher frequency of messaging </li></ul>
    16. 16. Developing a Social Media Strategy <ul><li>Without a solid strategy and plan of attack, you are wasting time and opportunity. </li></ul><ul><li>Complete Social Media Assessment Document </li></ul>
    17. 17. Current and future USTA Social Media initiatives
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    23. 23. Social Media Links
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    28. 28. Q & A Session
    29. 29. Thank you Kevin Beatty [email_address] 858-652-6239 Follow Me on Twitter: @kevinbeatty Nimish Doshi [email_address] 914-696-7025 Follow Us on Twitter: @usta