Leanne Ross discusses the effective use of social media in sports, emphasizing the importance of content and community engagement over technical skills. She highlights the influential role of athletes and the necessity to interact with audiences beyond basic announcements. The document underscores successful strategies and the significant impact social media has on sponsorship and fan relationships in the sports industry.

1. Making the Best Use
of Social Media

2. Hello!I am Leanne Ross
I am here because I know what it’s like…
You can find me at @aCupOfLee

3. Sport is inherently social
But social media in sport has a bad rep
From financial perspective, hard to argue against the investment
But we work with limited resources
Social media isn’t FREE
Athletes are among the most powerful influencers in society
Audiences = sponsorship

4. Problem 1
Choosing Channels

5. 2nd favourite
leisure activity in NZ (50 mins a day)
61%Kiwis have an account
2.3 million Kiwis
access Facebook every day

10. 2 - 5%
The size of your own audience Facebook will
allow your posts to reach without boosting

11. The biggest problem isn’t the
technical skills…
It’s always the
CONTENT

12. Two-way
Talking
Public service
announcements don’t
build a community of
engaged advocates…

13. PurposePersonality Please

14. Place your screenshot here
Build
Relationships
Know your whole extended
audience, not just the obvious

15. Place your screenshot here
Days of
the Year
Get involved in the
conversations people
are already having
online

16. PERSONALITY
BTS: player profiles,
team support, fun
Community: charity,
high profile fans
Celebrate: birthdays,
babies, weddings
PURPOSE
Info: fixtures,
training, events
Share: videos and
photos, results
History: sport and
organisation
PLEASE
Say: polls, quizzes,
feedback
Help: volunteer and
sponsorship
Ask: sell
merchandise online

19. Ask for feedback
Like every comment
Reply to every comment
Encourage shares
Tag, tag, tag (@org/person’s name to hyperlink)
Then turn additional likes into page followers…

21. Barcelona has become the
world’s largest sports club on social
media with followers of 150 million.
Last year, it worked with sports
marketing agency IMG to examine
what value social media adds to its
shirt sponsorship rights.
Over one weekend, there were
61 million web impressions of the
Qatar Foundation’s
sponsorship of the
club’s shirts.

22. Sport arouses passions, is a
source of health, sacrifice,
commitment, positivism and,
taken to the elite level,
develops the fan
phenomenon that has few
competitors in other sectors
of society.
Rivalries compel us, success
stories inspire us, and underdogs
make us cheer louder than we
knew we could.
Teams stand as a representative
of their hometown - a voice that
fills their fans with pride, not just
for the team, but for where they
come from.

24. Place your screenshot
here
Questions

25. THANKS!
Any questions?
www.aCupOfLee.com
aCupOfLee@gmail.com