Using Social Media in the New Sports Community


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This is a presentation that I gave at the 2010 Major League Baseball Winter Meetings to a group of

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Using Social Media in the New Sports Community

  1. 1. The New Sports Community<br />Using Social Media to Increase Awareness, Drive Traffic and Generate Coverage<br />
  2. 2. Introduction<br />Born: Lawton, Oklahoma 1970<br />First Computer: Fairfax, Virginia 1983<br />Stumbled Upon Internet: 1992<br />Built First Web Site: IBM 1996<br />Started TEKGROUP: 1998<br />Works with using social media and <br />social networks to generate press<br />coverage, drive traffic to web sites,<br />and help increase the awareness of<br />both small and large organizations.<br />Steve Momorella<br />TEKGROUP International<br />
  3. 3. Is this Social Media? Yes.<br />
  4. 4. But this is also social media…<br />
  5. 5. And yes, this too…<br />
  6. 6. People are:<br />Talking about the Pawtucket Red Sox on Facebook.<br />Talking about the Durham Bulls on Twitter.<br />Talking about the Philadelphia Phillies on Digg.<br />Sharing tailgating photos from a World Series game on Flickr.<br />Actively liking (or disliking) draft picks or trades.<br />Looking for things to do on the weekend.<br />Watching YouTube videos of their favorite players<br />Searching blogs for the best deals on tickets and merchandise.<br />Using Twitter to keep up with managerial and player moves.<br />Why social media is important to your brand<br />
  7. 7. The Scouting Report<br />Facebook Users<br />Twitter Account Followers by League<br />Tweets During NBA Finals vs. World Cup<br />Twitter Activity By MLB Team<br />YouTube Videos<br />News on Digg, Reddit and other outlets<br />The Scouting Report<br />
  8. 8. 500,000,000<br />
  9. 9. 500,000,000 Facebook Users60,000,000 update their status every single day<br />
  10. 10.
  11. 11. 2,124,124<br />
  12. 12. Number of Followers on Twitter for Major Sports Leagues<br />
  13. 13. 3,283<br />
  14. 14. Data visualization of the volume of tweets during World Cup 2010 matches. The record<br />for number of tweets per second was set at 3,283. Tweets per second. Worldwide.<br />Four days later that record was broken during the Lakers/Celtics championship game.<br />An average day on Twitter is 750 tweets per second.<br />
  15. 15. 548<br />
  16. 16.
  17. 17. MLB Team Twitter Accounts<br />
  18. 18. Community<br />Fan outreach / contest<br />Key influencer<br />Minor League news<br />
  19. 19. People are watching 2 billion videos a day on YouTube<br />
  20. 20. DIGG gets more than 6,000,000 visitors per month reading and voting on news.<br />
  21. 21. Reddit gets nearly 2,000,000 visitors per month reading and voting on news.<br />
  22. 22. Today’s Lineup<br />Increase Awareness<br />Drive Traffic<br />Generate Coverage<br />What’s On Deck<br />
  23. 23. Increase Awareness<br />Brand recognition<br />Share of voice<br />Creating network of localized content<br />Engage fans & youth players<br />Content, content, content<br />Community based programs & outreach<br />Increase Awareness<br />
  24. 24. Your organization is your brand<br />Consistency of social media message<br />Cross promote offline & online campaigns<br />Picture worth 1000 words; Video worth 10,000<br />Increase Awareness: Brand Recognition<br />GOOD<br />BETTER<br />BEST<br />
  25. 25. Who are your competitors? <br />Other events going on locally<br />Teams in fringe cities where fans have choices<br />Percentage that your brand makes up of the overall set of news and messages online<br />Increased Share of Voice = Increased Awareness<br />Increase Awareness: Share of Voice<br />
  26. 26. Offer a network of local content <br />Automate news feeds from your farm system <br />Increase Awareness: Localized Content Offering<br />news<br />concerts<br />events<br />Sponsored by <br />Your Team<br />movies<br />bars/dining<br />other sports (farm)<br />art/theater<br />
  27. 27. Leverage existing fans and brand enthusiasts<br />Create brand evangelists<br />15-25 year olds are very active in social media<br />Increase Awareness: Engage with Fans & Youth<br />
  28. 28. More & Better Content = More Awareness<br />Create content channels from within your organization from top to bottom<br />Repurpose existing content<br />Establish editorial calendar outside of games<br />Contests, polls, Top 10 plays, videos, voting<br />Increase Awareness: Content, Content, Content<br />
  29. 29. Promote off field activities in the community<br />Keep awareness high during off-season<br />Create online community programs<br />Increase Awareness: Community Outreach<br />
  30. 30. Web Site<br />Online Newsroom<br />Store & Ticket Sales<br />Other Social Media Sites<br />Drive Traffic<br />
  31. 31. Identify “landing pages” on your web site <br />Create special hyperlinks that are trackable<br />Use social media to drive traffic<br />Drive Traffic: Web Site<br />
  32. 32. Create automated feeds of your press releases and media content<br />Journalists use Twitter to search for stories<br />Promote your news content<br />Drive Traffic: Online Newsroom<br />
  33. 33. Identify all products and specials that are running in your online store<br />Create trackable hyperlink<br />Social media promotions for coupons<br />Drive Traffic: Store & Ticket Sales<br />
  34. 34. Cross promote between various social media channels<br />Relevant links between sites helps with SEO<br />Drive Traffic: Other Social Media Sites<br />
  35. 35. Blogs<br />Traditional Media <br />Social Media Outlets<br />Monitoring<br />Generate Coverage<br />
  36. 36. Generate Coverage: Reach<br />
  37. 37. Build relationships with key bloggers in your city (both sports and non-sports related)<br />Create your own blog to offer story ideas and to provide insight into your organization (behind the scenes)<br />Create ongoing blog editorial calendar that syncs with existing communications messages<br />Generate Coverage: Blogs<br />
  38. 38. Most print, TV, and radio outlets also are on social media – follow and friend them<br />Provide links to your social media channels in all traditional press outreach (email, fax, mail)<br />Make your use of social media the story<br />Generate Coverage: Traditional Media <br />
  39. 39. Treat social media outlets as legitimate news outlets (Twitter, Facebook, Digg)<br />Breaking news (good and bad) on social media will spread quicker and also stay relevant longer<br />Create relationships with key social media influencers in your city<br />Generate Coverage: Social Media Mentions<br />
  40. 40. Generate Coverage: Monitoring<br />It is no longer enough to just monitor traditional media outlets<br />Setup a social media dashboard that shows you metrics from your efforts<br />Many free packages exist that allow you to track online mentions<br />Monitor your competition<br />
  41. 41. What’s On Deck<br />Evaluate Where You Are<br />Social Media Strategy<br />Determine goals<br />Centralize content<br />Dashboard<br />Mobile<br />
  42. 42. Create quick list of social media outlets that you currently have and baseline numbers<br />Who in your organization is responsible for social media? <br />Do you have a social media policy?<br />What are your competitors doing in social media?<br />What’s On Deck: Current Evaluation<br />
  43. 43. Start with an organization wide policy<br />State your intended goals<br />Create a plan and editorial content calendar<br />Monitor and measure successes<br />What’s On Deck: Social Media Strategy<br />
  44. 44. What’s On Deck: Determine Goals<br />Traffic<br />Coverage<br />Sales<br />Attendance<br />Awareness<br />Share of Voice<br />Mentions<br />Follower Base<br />Cost/Time Savings<br />
  45. 45. Create a centralized online newsroom<br />Repurpose existing content into news channel<br />Categorize content (community, players, team)<br />Use email alerts and social media distribution<br />What’s On Deck: Centralized Content<br />Online Newsroom<br />
  46. 46. Based on goals, determine the appropriate measurement criteria and metrics that you want to track<br />Make the dashboard available within your organization<br />Update with new tools and techniques<br />Create dashboards for your competitors to monitor their use of social media<br />What’s On Deck: Internal Dashboard<br />
  47. 47. What’s On Deck: Mobile<br />Significant amount of social media usage is done on iPhone, Blackberry<br />Ensure that your messages are readable in mobile formats<br />Engage with people 24x7<br />Offer exclusives and incentives only to social media and mobile users<br />
  48. 48. Extra Innings<br />Extra Innings<br />Athletes & Social Media Case Study: 49ers' Takeo Spikes <br />The NBA and Social Media - A case study<br />Blackhawks Tweet Their Way to Success in NHL Marketing Lesson ...<br />Case Study: NBA Social Media Strategy & Tactics<br />Social Media Turns Good Sports Fans Into Great Ones<br />The Technology Behind the World Series<br />
  49. 49. Steve Momorella<br />734-945-7790<br /><br /><br /><br />