Milwaukee Brewers Social Media

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Milwaukee Brewers Social Media at Social Media Rockstar 2 in De Pere on June 2, 2011

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Milwaukee Brewers Social Media

  1. 1. Caitlin MoyerSr. Manager, Advertising & Marketing
  2. 2. Source: Misscellania.com, 2010
  3. 3. Source: Cartoonaday.com,2010
  4. 4. You can’t expect people tocome to you.You have to meet them wherethey already are.
  5. 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. 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. 7.  Short Messages, Photos, Links, or a Call to Action Interact with Consumers Player Interaction 700-20,000 Followers @Bernie_Brewer @Brewers @Brewercom @BrewersCF @BrewersHistory @JohnAxford @Adidas219 @TheRealTPlush
  8. 8.  Interact with Consumers via Updates, Photos, Notes, Links Listen in on Conversation Promote Events Ticket Offers Over 400,000 People “Like” Us Facebook.com/Brewers
  9. 9.  “Third Party” Endorsement or Provide Behind-the- Scenes “Insider” InformationBrewers Blogs
  10. 10.  Mix of Media and Marketing There is No Offseason Event Coverage ◦ Photo Day ◦ Spring Training ◦ Field of Sweet Dreams ◦ Bowl-a-Thon ◦ Commercial Shootbrewers.mlblogs.com
  11. 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. 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. 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. 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. 15.  Blog preview of auction Pre-promotion on Facebook and Twitter Updates and Photos posted to Facebook and Twitter
  16. 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. 17.  Help Consumers Find Us Where They Are Promotion through e-mail blasts, in- game inventory, etc.brewers.com/connect
  18. 18. Caitlin MoyerSr. Manager, Advertising & PromotionsMilwaukee Brewers Baseball Club(414) 902-4596Caitlin.Moyer@brewers.comJohn & Cait…Plus 9JohnandCait@brewers.comhttp://brewers.mlblogs.com

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