This presentation was created for the Social Media Rockstar Conference in Green Bay, WI, June 2, 2011

1. Caitlin Moyer
Sr. Manager, Advertising & Marketing

2. Source: Misscellania.com, 2010

3. Source: Cartoonaday.com,2010

4. You can’t expect people to
come to you.
You have to meet them where
they already are.

5.  How does social media fit in with our overall
marketing and advertising strategy?
 How does social media fit in with our
communications and media relations
framework?

6.  What do we want to  Set measurable goals.
accomplish? • Ticket Sales Generated
 Increased Brand • Event Attendance
Awareness/Positive Brand • Number of “Likes” or
Influence “Followers”
 Engaging in Dialogue with • Media Coverage
Consumers • Levels of Engagement
 Providing “Insider” Content
 Promoting Specific Events
 Selling Tickets/Fundraising

7.  Short
Messages, Photos, L
inks, or a Call to
Action
 Interact with
Consumers
 Player Interaction
 700-20,000
Followers
@Bernie_Brewer @Brewers @Brewercom
@BrewersCF @BrewersHistory @JohnAxford
@Adidas219 @TheRealTPlush

8.  Interact with
Consumers via
Updates, Photos, No
tes, Links
 Listen in on
Conversation
 Promote Events
 Ticket Offers
 Over 400,000
People “Like” Us
Facebook.com/Brewers

9.  “Third Party”
Endorsement or
Provide Behind-the-
Scenes “Insider”
Information
Brewers Blogs

10.  Mix of Media and
Marketing
 There is No Offseason
 Event Coverage
◦ Photo Day
◦ Spring Training
◦ Field of Sweet Dreams
◦ Bowl-a-Thon
◦ Commercial Shoot
brewers.mlblogs.com

11.  $3.17 Field and Loge Level tickets for the
April 6 & 7 games were offered on St. Patrick’s
Day, 2010
 Promoted via Facebook, Twitter, E-Mail, Blog, Staff
and Message Boards
 Used unique passwords and click conversion rate
to track the success of each medium
 Highest Order Number: E-mail, Facebook
 Highest CCR: Blog, Staff, E-mail
 11,500 Tickets Sold

12.  $4.01 Loge Outfield, Club Outfield and Loge
Bleachers tickets for the April 25, 26 and 27 games
were offered on April Fools’ Day 2011
 Promoted via Facebook, Twitter, E-Mail, Blog, Staff
and Message Boards
 Used unique passwords and click conversion rate
to track the success of each medium
 Highest Order Number: E-mail, Facebook
 Highest CCR: Staff, E-mail, Twitter, Blog
 20,000 Tickets Sold

13.  John Axford Bobble Head
Day was Easter
Sunday, April 24 vs. the
Astros.
 Packages created for $59
in the AirTran Airways
Landing Zone and Harley-
Davidson Deck (All-
Inclusive Areas)
 Promoted solely through
@JohnAxford
 Sold 100 packages in
minutes

14.  Designed as a
fun, interactive promotion
with a strong social media
component
 Doubled @Bernie_Brewer’s
Twitter following in one
week; #1 MLB Mascot
 Simple, regional
promotion generated
overwhelming response &
national attention

15.  Blog preview of auction
 Pre-promotion on
Facebook and Twitter
 Updates and Photos
posted to Facebook
and Twitter

16.  Behind-the-scenes access
 Immediately following the
game, updates went out
on Facebook and Twitter
 Generated overwhelming
response:
◦ “Trevor Hoffman” became a
trending topic on Twitter
◦ Photos and Facebook posts
received thousands of
“likes” and comments over
the next few days

17.  Help Consumers
Find Us Where They
Are
 Promotion through
e-mail blasts, in-
game inventory, etc.
brewers.com/connect

18. Caitlin Moyer
Sr. Manager, Advertising & Promotions
Milwaukee Brewers Baseball Club
(414) 902-4596
Caitlin.Moyer@brewers.com
John & Cait…Plus 9
JohnandCait@brewers.com
http://brewers.mlblogs.com