All about the Benjamin
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This presentation is about social media planning for big sports events. These events are full of moments of truth that spike conversation online. The challenge for many of us is how can our brands be a meaningful part of that conversation as we try and align ourselves closer to a particular audience. Focused on sports sponsorship agencies, this presentation runs through the tools, processes and examples to help associate your brand tighter to your property online.
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All about the Benjamin
- 1. PLANNING FOR ! THE MOMENT! ! ! ! ! @SheaWarnes!
- 2. Why is this relevant?!
- 4. IF IT HAPPENS IN THE WORLD! IT HAPPENS ONLINE!
- 10. ! “BY FAILING TO PREPARE, YOU ARE PREPARING TO FAIL”! Benjamin Franklin
- 11. PLAN PRODUCE PUBLISH PERFORMANCE
- 12. PLAN
- 13. FISH WHERE THE FISH ARE!
- 14. BRING SOMETHING INTERESTING TO THE PARTY!
- 15. Find a narrative fitting to your brand identity! ! • IBM = Data / stats! • MasterCard = Priceless moments! • Mars = Celebrating the small wins! ! What assets do we have to make our conversation stand out?! ! • Players?! • Behind-the-scenes access?! • First to break news?! • Prizes etc?! Why should people care about what you have to say?!
- 16. What will be the key themes of conversation?! ! • Big matches, build-up, rivalries, off-pitch drama, plan for the unexpected! • Pick up the papers and speak to passionate fans! • Use social media listening to identify what fans are talking about! Social Media listening tools! • Identify historical spikes of conversation e.g. themes from previous matches! • Identify key influencers to engage with later down the line! • Share of voice amongst brands – look at other sponsors’ conversation to uncover learnings! Research and identify those moments of truth!
- 19. PRODUCE
- 20. • With conversation themes identified, brain storm ALL potential scenarios with copy and rich content (if possible)! • Outline all content and assets available. See how this can power the digital content being created.! • Create a bank of content to cover all scenarios from the expected to the ridiculous for client sign-off! ! Anticipate the expected and unexpected scenarios!
- 21. WHAT DOES ! BORING LOOK ! LIKE?! No content, no excitement.!
- 22. WHAT DOES ! GREAT LOOK ! LIKE?! ! Stands out, topical, unexpected.!
- 23. PUBLISH
- 24. SET UP A ‘LIVE STUDIO’!
- 25. Creative (copywriter) – writing the witty lines Graphic Designer – designing content for social Lead Planner – ensuring everything we do is on strategy Account Manager – managing all key stakeholders and client Digital Analyst – identifying new moments and reviewing what is working and opportunities for improvement Client – there to buy into the ambition and ensure fast sign-off Media Planner – to help boost awareness of social posts Ensure the right people are aligned and in the room!
- 26. Planning for the unexpected: ! Reactive Planning! Copywriter to write line / client approves!
- 27. PERFORMANCE
- 28. Use analytics to identify opportunities and optimise engagement! • Which pieces of content are seeing higher engagement rates? Why is this?! • Can we identify why viewers aren’t watching our video all the way through?! • Social listening is identifying conversations growing around a pigeon who’s on court #1 – do we have content for this scenario? Can we create something?! • We’re receiving lots of negative commentary about our brand because of _____ - how can we douse the flames?!
- 29. Use paid to get your conversation seen by more of your audience! • Fans may not be online at that very moment you publish a piece of great content! • On Facebook, your content will not land in the news feed of all your followers! • If content clearly connects well with your audience consider putting paid money behind that content to drive incremental reach and engagement! • Work with the media planner to discuss how best to promote!
- 30. Recap on key phases! PLAN PRODUCE PUBLISH PERFORMANCE
- 31. KEY TAKEAWAYS:! ! People first, not platforms! ! Interest and engagement spikes when live - plan to be relevant in the moment(s) ! ! Be relevant. Be relevant.! ! Maximise assets available to ensure a unique conversation! ! Set up a Live Studio to be reactive during live events! ! Use analytics to continuously review and improve all efforts! ! Use paid to boost top performing posts!