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NACDA ICLA June 13, 2013 Presentation
- 1. Flag on the Play: What College Athletics Hasn’t Figured Out About Engaging Fans Brian Reich li#le m media Kathleen Hessert Sports Media Challenge
- 4. Technology and the Internet, and their role in our lives, has changed how we communicate, get and share information, the media we consume, and the reasons we engage with each other -‐ online and of9line. THE EFFECTS OF THESE CHANGES ARE BEING FELT BY ALL OF US, EVERY DAY, ALL THE TIME.
- 5. Information moves FASTER. People are more closely CONNECTED. We all have DIFFERENT OPTIONS and BETTER CHOICES. Our EXPECTATIONS ARE HIGHER. The connections we make to the issues and events that shape our world are being TRANSFORMED -‐-‐ rapidly and constantly.
- 6. How organizations operate, organize, and communicate must be RE-IMAGINED. The passion and interest of individuals must be RE- FOCUSED and RE-DIRECTED. The ways that we measure success must be RE-ASSESSED. The ways we promote big ideas and create better solutions must be RE-ENVISIONED.
- 8. What we are doing isn’t working anymore!
- 9. What’s NOT Working… • Missing out on the opportunity to engage casual fans. • Too much focus on raising awareness; missing out on engagement and revenue opportunities. • Metrics (e.g. likes, follows) don’t inform real behaviors. • Attention paid to tactical use of social media; need to think more strategically, long-‐term • Undervaluing photo and video (Instagram, Vine, etc) • Engagement not aligned with business goals • Infrastructure & resources not scalable; not integrated • Basic activation with limited innovation, evolution
- 10. Its Time For A New Playbook for Engaging Fans
- 11. Expand the de"inition of who is a “sports fan”
- 12. 150+ Million Sports Fans Sports Media Industrial Complex 1 2 3 4 5 6 7 8 9 10 On a scale from 1 to 10, a Casual Fan might be a 2 and a Committed Fan an 8. Almost everyone is a sports fan... but very few of them are being properly engaged.
- 13. What do you think?
- 14. Keys To Successful Execution
- 15. Go Where Your Fans Are
- 16. Your audience will tell you what they want (and probably already are).
- 17. Stop broadcasting. Start a conversation.
- 18. Give fans a reason to participate and guide them to act.
- 19. #GoBlue Ecosystem © 2012 Sports Media Challenge
- 20. 20 Just in case you were wondering... #GoBlue #LeadersAndBest vine.co/v/blWrr7hBTq0 — Roy Manning (@CoachRoyM) June 10, 2013
- 21. GETTING STARTED
- 22. 1. Compare and contrast. Audit your fans social experience for alignment with business goals. 2. Start engaging. Post content, start a conversation -‐-‐ just do it in a smart and measurable way. 3. Build a system. Don’t just put a plan together, create a sustainable, scalable mechanism for engaging fans differently. WE CAN HELP! We Can Help!
- 23. Athletic Departments need to ALIGN digital, social, and mobile campaigns with BUSINESS GOALS. A social presence needs to be STRATEGIC, not TACTICAL. Brands must be INNOVATIVE and INTEGRATE social strategies throughout. The social presence needs to be a SUSTAINED effort, not ONE-OFF CAMPAIGNS. Start with BASELINE AUDIT of your SOCIAL to evaluate status, growth, and future direction.
- 24. Visit http://www.buzzmgr.com/resources/flag-on-the-play/ to download slides and notes. Brian Reich little m media brian@littlemmedia.com (646) 789-‐1323 @brianreich Kathleen Hessert Sports Media Challenge khessert@sportsmediachallenge.com (704) 541-‐5942 @kathleenhessert
- 25. OTHER EXAMPLES
- 26. - Lavender Ladies (51% of Baltimore fans are women) - 25k members of Ravens’ Purple Club - 87% renewal rate -‐ Wait List is 90% of membership -‐ Purple Merchandise line planned
- 27. • FSU follows 4 • 90,117 people follow FSU • 89,244 have FSU in Circles • 145 in Google+ FSU Community FSU & Google+ “Hangout”
- 28. Evian U.S. Open “Instawalk” • 3 superusers (combined 600K followers) named to Digital Street Team • Instapics displayed on Jumbotron • Campaign grew evianwater Instagram account to 1000+ fans • Estimated reach: 4.3M impressions • Current acct. growth: 3440 followers, 1741 following, 385 photos
- 30. More than ever, fans are in control of their own information experience. If news and information is important to fans, it will Zind them.
- 31. In a connected society, brand is about experience. What your fans are saying about you matters more than anything else.
- 32. Brands believe they can create engagement through sponsorships and ads alone. But tickets and merchandise sales are heavily inZluenced by ongoing social engagement.
- 33. Colleges and universities are uniquely positioned to leverage social. But the appetite for innovation and experimentation is still too limited when it comes to sports.
- 34. There are many more fans than there are seats in your stadium.
- 35. Fans access sports on every platform and device -- all the time, everywhere. Their fan experience is always on.
- 36. Acknowledge that fans have an important voice... and embrace it.
- 37. Understand the difference between signal and noise
- 38. Unlike more traditional data, real-‐time social data analytics can re9lect consumer preferences, sentiment and intention. Its the immediacy and personal nature of social conversations that make it unlike any other form of information we can track. It is important to track more than just mentions/interactions with your own brand. How your audience gets and shares information, and what they are discussing, creates opportunities for you. Why Monitoring Matters
- 39. INFLUENCERS Third party endorser who can shape public attitudes. High visibility reaching More people than average fan. Typically needs incentives Will move on quickly to the next opportunity. ADVOCATES More passionate, avid supporters Self motivated; don’t need incentives. Align & commit to a team; unless/until driven away Reach niche communities More direct in9luence. Identify and leverage in"luencers and advocates
- 40. Work together with your fans.