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Driving Partnership Value
Through Social Media
Overview
1. Understanding the Social Media Landscape
2. 10 Key Tips About Social Media
3. Case Studies
2 // Partnership Activation 2009
Understanding the Social Media Landscape
3 // Partnership Activation 2009
There are five (5) core social media platforms that sports organizations are
currently using to drive their business and leverage corporate partners:
But there are plenty of additional social media platforms, new technologies,
and mobile applications that you need to be aware of:
10 Key Tips About Social Media
1. #1 Goal Needs To Be Fan Engagement
2. ROO = Indirect Revenue, Web Traffic, Couponing, Various Methods Of Fan Engagement
3. Social Media Is A Great Tool To Support Existing Assets/Programs
4. Social Media Is Cost-Effective But Requires Time & Resources
5. Social Media Is An Untapped, “Ownable” Space
6. Fans Now “Expect” Sponsors To Offer Social Media Extensions
7. Seamless Integration Opportunities Exist In-Venue
8. Social Media Allows You To Target Casual Fans, Tech Savvy Fans, and New Consumers*
9. Social Media Allows You To Go Where The Fans Are Pre-Game (19%) & In-Game (30%)
10. Social Media Use Drives Fan Avidity
4 // Partnership Activation 2009
Case Study: Tribe Social Media Deck
5 // Partnership Activation 2009
Overview
• The Cleveland Indians transformed a section of their ballpark for
members of the team’s social media community who are active on
Twitter, Facebook, Foursquare, and blogs
• Consists of (2) rows of seats, offering guests Wi-Fi access, cable
TV, and power outlets, media information, and audio interviews
• Presented by Time Warner Cable (a buildout of their Bleachers
section)
Fan Engagement
• Allows the Cleveland Indians and Time Warner Cable to
reconnect with lost fans and connect with a new generation of
Indians fans
• Allows the team’s avid social media followers an opportunity to
watch a live game and network with other members of the digital
community
Case Study: Panthers Purrsuit
6 // Partnership Activation 2009
Overview
• The Carolina Panthers and their mascot, Sir Purr, are hosting
a 1-day city-wide social media challenge that tasks teams of
fans with finding clues, competing challenges, and earning
prizes in an effort to win prizes
• Presented by Allen Tate Company (realtors)
Fan Engagement
• The Panthers Purrsuit is an Amazing Race-style competition,
where teams use clues given via social media to visit local
businesses and non-profits, discover new places, and connect
with other Panthers fans
• Revenue generator ($40/team) that supports businesses in the
local community
Case Study: San Francisco Giants Tweet Up
7 // Partnership Activation 2009
Overview
• The SF Giants sold 600 special $20 “Tweet Up Tickets” to fans
for a game in April that included:
• Panel Discussion with Social Media Experts
• SF Giants “Follow Us” T-Shirt
• Private Pre-Game Tweet Up Party
• A Ticket in a Special Tweet Up Section
• Partial Proceeds Benefited Local Non-Profit
@RoomtoRead
Fan Engagement
• The event provided the team’s avid social media followers with
a once-in-a-lifetime experience where they heard from SM
industry leaders, connected live with other fans, and engaged
with the Giants organization in a new, interactive way
• The Giants sold out all 600 reserved seats, promoting the event
via the hashtag #SFGTweetup
Case Study: Manchester City Foursquare
Promotion
8 // Partnership Activation 2009
Overview
• EPL soccer club Manchester City FC teamed up with Umbro
to generate buzz for their final home game of the 2009-2010
season via a Foursquare promotion
• Fans were asked to “check-in” at the City of Manchester
Stadium via Foursquare in an effort to set a world record for
the most Foursquare check-ins in a single location at one
time
Fan Engagement
• To generate interest and awareness, the team posted an
announcement on its team page and offered fans the
chance to win (1) of (11) limited edition team jerseys if they
added the phrase “Umbro Blue Moon Tee Please” to the
tips section of their Foursquare check-in
Case Study: Reggie Bush #RedZones Promotion
9 // Partnership Activation 2009
Overview
• Reggie Bush recently celebrated the start of the 2010 NFL
season by giving away (8) autographed footballs at select
locations through New Orleans via social media
• Bush posted clues on his Official Facebook Page and Twitter
account alerting fans where the balls were placed on a map
Fan Engagement
• To win, fans simply had to click on a Foursquare link provided
in the alerts, view a map detailing the exact location and
supporting tips, and be the first person to find and touch the
football
• Signs were placed at each location encouraging fans to leave
a text, photo, or video post for Reggie by scanning a
Stickybits barcode
• Fans who didn’t win the grand prize could win t-shirts and
other gear
Case Study: Other Social Media Applications
10 // Partnership Activation 2009
Live, Branded Twitter Feeds in Suites QR Code Promotions/Videos
Fans Can Email Photos and Vote To Have
Them On the Scoreboard
The White Sox and Indians Held a SM
Mascot Battle for Charity
LA Let Fans Post Their Own
Billboard Pictures
What’s Next…
11 // Partnership Activation 2009
What Do You Have Planned?
Contact Information
12 // Partnership Activation 2009
For More Information
• Please feel free to contact Brian Gainor of Partnership
Activation at:
Brian Gainor
Partnership Activation
Email: bgainor@partnershipactivation.com
Twitter: @BrianGainor

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Sports and Social Media

  • 2. Overview 1. Understanding the Social Media Landscape 2. 10 Key Tips About Social Media 3. Case Studies 2 // Partnership Activation 2009
  • 3. Understanding the Social Media Landscape 3 // Partnership Activation 2009 There are five (5) core social media platforms that sports organizations are currently using to drive their business and leverage corporate partners: But there are plenty of additional social media platforms, new technologies, and mobile applications that you need to be aware of:
  • 4. 10 Key Tips About Social Media 1. #1 Goal Needs To Be Fan Engagement 2. ROO = Indirect Revenue, Web Traffic, Couponing, Various Methods Of Fan Engagement 3. Social Media Is A Great Tool To Support Existing Assets/Programs 4. Social Media Is Cost-Effective But Requires Time & Resources 5. Social Media Is An Untapped, “Ownable” Space 6. Fans Now “Expect” Sponsors To Offer Social Media Extensions 7. Seamless Integration Opportunities Exist In-Venue 8. Social Media Allows You To Target Casual Fans, Tech Savvy Fans, and New Consumers* 9. Social Media Allows You To Go Where The Fans Are Pre-Game (19%) & In-Game (30%) 10. Social Media Use Drives Fan Avidity 4 // Partnership Activation 2009
  • 5. Case Study: Tribe Social Media Deck 5 // Partnership Activation 2009 Overview • The Cleveland Indians transformed a section of their ballpark for members of the team’s social media community who are active on Twitter, Facebook, Foursquare, and blogs • Consists of (2) rows of seats, offering guests Wi-Fi access, cable TV, and power outlets, media information, and audio interviews • Presented by Time Warner Cable (a buildout of their Bleachers section) Fan Engagement • Allows the Cleveland Indians and Time Warner Cable to reconnect with lost fans and connect with a new generation of Indians fans • Allows the team’s avid social media followers an opportunity to watch a live game and network with other members of the digital community
  • 6. Case Study: Panthers Purrsuit 6 // Partnership Activation 2009 Overview • The Carolina Panthers and their mascot, Sir Purr, are hosting a 1-day city-wide social media challenge that tasks teams of fans with finding clues, competing challenges, and earning prizes in an effort to win prizes • Presented by Allen Tate Company (realtors) Fan Engagement • The Panthers Purrsuit is an Amazing Race-style competition, where teams use clues given via social media to visit local businesses and non-profits, discover new places, and connect with other Panthers fans • Revenue generator ($40/team) that supports businesses in the local community
  • 7. Case Study: San Francisco Giants Tweet Up 7 // Partnership Activation 2009 Overview • The SF Giants sold 600 special $20 “Tweet Up Tickets” to fans for a game in April that included: • Panel Discussion with Social Media Experts • SF Giants “Follow Us” T-Shirt • Private Pre-Game Tweet Up Party • A Ticket in a Special Tweet Up Section • Partial Proceeds Benefited Local Non-Profit @RoomtoRead Fan Engagement • The event provided the team’s avid social media followers with a once-in-a-lifetime experience where they heard from SM industry leaders, connected live with other fans, and engaged with the Giants organization in a new, interactive way • The Giants sold out all 600 reserved seats, promoting the event via the hashtag #SFGTweetup
  • 8. Case Study: Manchester City Foursquare Promotion 8 // Partnership Activation 2009 Overview • EPL soccer club Manchester City FC teamed up with Umbro to generate buzz for their final home game of the 2009-2010 season via a Foursquare promotion • Fans were asked to “check-in” at the City of Manchester Stadium via Foursquare in an effort to set a world record for the most Foursquare check-ins in a single location at one time Fan Engagement • To generate interest and awareness, the team posted an announcement on its team page and offered fans the chance to win (1) of (11) limited edition team jerseys if they added the phrase “Umbro Blue Moon Tee Please” to the tips section of their Foursquare check-in
  • 9. Case Study: Reggie Bush #RedZones Promotion 9 // Partnership Activation 2009 Overview • Reggie Bush recently celebrated the start of the 2010 NFL season by giving away (8) autographed footballs at select locations through New Orleans via social media • Bush posted clues on his Official Facebook Page and Twitter account alerting fans where the balls were placed on a map Fan Engagement • To win, fans simply had to click on a Foursquare link provided in the alerts, view a map detailing the exact location and supporting tips, and be the first person to find and touch the football • Signs were placed at each location encouraging fans to leave a text, photo, or video post for Reggie by scanning a Stickybits barcode • Fans who didn’t win the grand prize could win t-shirts and other gear
  • 10. Case Study: Other Social Media Applications 10 // Partnership Activation 2009 Live, Branded Twitter Feeds in Suites QR Code Promotions/Videos Fans Can Email Photos and Vote To Have Them On the Scoreboard The White Sox and Indians Held a SM Mascot Battle for Charity LA Let Fans Post Their Own Billboard Pictures
  • 11. What’s Next… 11 // Partnership Activation 2009 What Do You Have Planned?
  • 12. Contact Information 12 // Partnership Activation 2009 For More Information • Please feel free to contact Brian Gainor of Partnership Activation at: Brian Gainor Partnership Activation Email: bgainor@partnershipactivation.com Twitter: @BrianGainor