Social Media 101 for the Sports Front Office


Published on

Basic overview of social media philosophy and use for the front office. Prepared by Pursuant Sports for the Northwoods Summer Baseball League.

Published in: Sports
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Social Media 101 for the Sports Front Office

  1. 1. Social Media 101 Leveraging Social Media for the Front OfficeAn Introduction<br /><br /><br /><br /><br /><br />Prepared for Northwoods League <br />by Michael Ames, Pursuant Group<br />
  2. 2. Social <br />Media is…<br />
  3. 3. But…<br />not really.<br />
  4. 4. You Can’t Leverage Social Media!<br />Until “Fan Loyalty” is defined as you being loyal to your fans – your organization will not use social media in it’s most impactful way.<br />
  5. 5. Social Media really is a large, emerging conversation that is…<br />
  6. 6. powered by…<br />
  7. 7. “Your fans are the message”<br /> -Marshall McLuhan(sort of)<br /> “The medium is the message” guy<br />
  8. 8.
  9. 9. Building Fan Loyalty<br />Front offices being loyal to their fans!<br /><ul><li>Conversations among human beings sound human. They are conducted in a human voice.
  10. 10. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
  11. 11. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. </li></ul><br />The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000<br />
  12. 12. Building Fan Loyalty<br />Front offices being loyal to their fans!<br />The front office must talk to the people with whom they hope to create relationships. <br />To speak with a human voice, front offices must share the concerns of their communities. <br />“If you want us to talk to you, tell us something. Make it something interesting for a change.” <br />“We have better tools, more new ideas, no rules to slow us down. We are waking up and linking to each other.”<br /><br />
  13. 13. spectators<br />one-way<br />creatives<br />critics<br />joiners<br /><br />Broadcast Media <br />Social Media <br /><br />People have had a taste of two-way conversations around your brand. They won’t wait for you. <br />
  14. 14. In social media, you might be the topic of conversation without being the center of it<br />SOCIAL<br />MEDIA<br />BROADCAST<br />MEDIA<br />You will have to give up some control of your message in order to gain more influence.<br />
  15. 15. Differences in Tactics<br />BROADCAST<br />Front Office in Control<br />One Way / Delivering a Message<br />Repeating the Message<br />Focused on the Brand<br />Educating<br />Front Office Creates Content<br />SOCIAL MEDIA<br />Fans in Control<br />Two way / Being Part of a Conversation<br />Adapting the Message<br />Focused on the Fans / Adding Value<br />Influencing, Involving<br />User Created Content / Co-creation<br />Source: Slide 10 from &quot;What&apos;s Next In Media?&quot; by Neil Perkin<br />
  16. 16. A few quick stats…<br />79% of English speaking adults use the internet <br />60% of U.S. adults use home broadband connections<br />39% of internet users subscribe to an RSS feed <br />57% of internet users have joined a social network <br />55% have uploaded photos <br />83% have watched video clips <br />The conversation is happening with or without you.<br />Sources: Universal McCann’s Comparative Study on Social Media Trends, April 2008, <br />Pew Internet, January ,2010<br />
  17. 17. A Helpful Metaphor<br />Approach #1<br />annoying, impersonal,<br />forces permission<br />Approach #2<br />natural, human, <br />authentic, requests permission<br /><br />The world’s largest outdoor cocktail party<br />
  18. 18. Resist AutomationOnce a communication system becomes automated…- efficiency is built into delivery- more communication can be done for less- messages are crafted for demographic groups- the communications sounds less human - the communication channel becomes less effective and more ignored<br />Yeah!<br />Yipee!<br />Good.<br />Oops!<br />Uh-oh!<br />
  19. 19. Consider What is Happening to Email<br />How many email addresses have you had?<br />Why do you have multiple, how is each used?<br />If your organization asked you for your email address, <br /> which one would you give them?<br />
  20. 20. Thinking Things Through<br />Objectives<br />Audience<br />Constraints<br />Strategy<br />Tactics<br />
  21. 21. Audience<br />Who are they?<br />Where will I find them online?<br />How do they use the social web?<br />What are they talking about?<br />What are they wanting?<br />Source: Beth Kanter, from 10/08 Share Our Strength presentation <br />Image:<br />
  22. 22. Who is your audience?<br />Source: Forrester, Groundswell<br />
  23. 23. Who is your audience?<br />Source: Forrester, Groundswell<br />
  24. 24. Who is your audience?<br />Source: Forrester, Groundswell<br /><br />
  25. 25. Objectives<br />Ticket Sales?<br />Brand Equity?<br />Fan Experience?<br />Customer Service?<br />Other?<br />PICK ONE OBJECTIVE TO START WITH<br />Notice that “press release outlet” is not on the list<br />
  26. 26. Constraints<br /><ul><li>Personnel?
  27. 27. Personnel experience?
  28. 28. Personnel time capacity?</li></ul>Budget?<br />Communication policies?<br />What is non-negotiable?<br />
  29. 29. StrategyRemember this is all based on building loyalty and trust!<br />Listening strategies?<br />Engagement strategies?<br />Motivation strategies?<br />
  30. 30. Online Listening<br />Questions in preparing your organization to listen<br />Who will do the listening and responding?<br />What is your response policy to criticism/praise/questions?<br />How much time is allocated?<br />How will you analyze and share results?<br />What are the benchmarks to measure usefulness?<br />Beth Kanter, Listening Literacy<br />
  31. 31. Online Listening<br />Keyword Search Suggestions<br />Organizational Name<br />Peer names in your space<br />Other peers with similar sounding names<br />Program/Services/Event Names<br />Owner, GM or well known associated personalities<br />Brand or tagline<br />URLs of your online properties<br />Industry terms or phrases related to your mission<br />Your known strengths and weaknesses<br />Beth Kanter, Listening Literacy<br />
  32. 32. Social Media Listening<br />
  33. 33. Participate<br /><ul><li>Ask questions
  34. 34. Comment on others blogs posts
  35. 35. Compliment others content
  36. 36. Forward and link to others content</li></ul>Generate Buzz<br /><ul><li>Open profiles on social bookmarking and crowd-sourcing sites like digg and stumbleupon
  37. 37. Bookmark content you like and share your profile
  38. 38. Promote others content through services like digg, mixx and newsvine</li></li></ul><li>Share Content<br /><ul><li>Take time to create content that address any recurring questions your fan base is asking.
  39. 39. Listen for where and when your content can be used to help a conversation or answer a question.
  40. 40. Answer the questions by directing people to the content you have created.
  41. 41. Host contests, quizzes and giveaways directly in these spaces. Draw in non-baseball fans because of your respected use of the tool.
  42. 42. Develop strategy and tactics for mascots, play-by-play, concessions, players, coaches</li></li></ul><li>Tactics<br />Finally, consider the tools for<br />Listening<br />Participating<br />Sharing Your Story<br /><ul><li>Spreading Awareness
  43. 43. Generating Buzz
  44. 44. Social Networking For Motivation and Action</li></li></ul><li>Tactics and Tools over Time<br />Community Building & Social Networking<br />Share<br />Content<br />Generate Buzz<br />Listen<br />Participate<br /> 20hr<br /> 5hr<br /> 10hr<br /> 15hr<br />Less Time<br />More Time<br />Adapted from Beth Kanter<br />
  45. 45. Giving Up Control<br /><ul><li>How you respond to criticism will say a lot about you and your organization.</li></ul>Not all content is precisely right, but the majority is generally right. <br />Not all of your interaction will be positive or favorable.<br /><ul><li>Pick your battles and be willing to apologize when necessary. </li></ul>Source:firstgivingpresentation, Using social media to expand your fundraising horizons<br />Image:<br />
  46. 46. Suggested Online Bibliography<br />SportsNetworker -<br />Take A Peck- <br /><br />The Business of Sports -<br />Sports Marketing 2.0 - an open online community moderated by Pat Coyle of http://www.patcoyle.net<br />