Jackie Reau, CEO of Game Day Communications, offered a presentation on sports and social media and how to create new revenue streams through sponsorship. The presentation was shared at the 2012 Symposium of the National Association of Sports Commissions.

1. $ocial Media & $ports:
Monetizing for Sponsorship
By Jackie Reau, Game Day Communications

2. About Game Day Communications
•Founded in 2002 by former ESPN Anchor Betsy Ross and Jackie
Reau as a sports & entertainment communications firm
•Capabilities include: strategic communications, media
relations, event marketing, social media strategies and sports
fan research
•Clients include: Akron Marathon, Cincinnati Ballet, Cincinnati
Flying Pig Marathon, LPGA, University of Cincinnati, Western &
Southern Open, among others
$ocial Media & $ports: Monetizing for Sponsorship

3. Overview
•The Motivation or The Perfect Storm
•Your Social Media Network Value and Influence
•Your Social Media Strategic Plan
•Valuating Your Social Media Platforms
•Sponsorship Considerations
•Prospect Categories
•Sponsor Report
$ocial Media & $ports: Monetizing for Sponsorship

4. $ocial Media & $ports: Monetizing for Sponsorship
The Motivation or The Perfect Storm

5. Determine Your Social Media Network
Value and Influence
•Conduct a chart analysis with other events/organizations within your competitive
set, reviewing #s of Facebook Fans, Twitter Followers, YouTube views, smart
phone applications and additional social media efforts
$ocial Media & $ports: Monetizing for Sponsorship

6. $ocial Media & $ports: Monetizing for Sponsorship
Create Your Social Media Strategic Plan
•Create your social media strategic plan and editorial schedule so it aligns with
your business goals, i.e. # of tickets sold, dollars raised for charity
•Elements of the plan may include:
•Objective
•Target audience(s)
•Key messages
•Keywords to tag content
•Timeline of activity by platform (weekly, monthly)
•What content you will share on Facebook, Twitter, YouTube, etc.
•When you will launch or update your smart phone application
•Monthly or quarterly scorecard to chart your growth on all platforms

7. $ocial Media & $ports: Monetizing for Sponsorship
Valuating Your Social Media Platforms
Our sponsorship valuation for social media platforms includes the following:
•# of current impressions (Fans, Followers, Views, Downloads)
•Influence among your competitive set as determined through analysis
•Frequency of content updates, photo/video sharing
•Exclusivity of the sponsorship deal
•Activation opportunities
•Add traditional sponsorship opportunities to the mix
We recommend one exclusive social
media partner who is a resource to
your fans across all platforms to build
trust and consistency.

8. $ocial Media & $ports: Monetizing for Sponsorship
Valuating Your Facebook Fan Page
Your Facebook Fans are valued for sponsorship at $1.33 per person
Sources for Valuation:
•One Fan of your Facebook Fan Page is valued at $3.60 per person *
•A recent study estimates that 37 percent of your fans are interested in
deals/discounts offered on your Fan Page **
Sample Sponsor Benefit Analysis:
The Flying Pig Marathon has 11,650 Facebook Fans and has been averaging
monthly growth of 240 fans (2,880 annual growth) or 14,530 fans @ $1.33/person
for an exclusive sponsorship value of $19,325.
*http://www.adweek.com/news/technology/value-fan-social-media-360-102063
**http://www.emarketer.com/Report.aspx?code=emarketer_2000694

9. $ocial Media & $ports: Monetizing for Sponsorship
Valuating Your Twitter Profile
Your Twitter Followers are valued for sponsorship at $.24 per person
Sources for Valuation:
•One Follower of your Twitter Profile is valued at $.24 per person *
*http://kluriganalytics.com/2010/04/15/social-media-roi-value-of-a-twitter-follower/
Sample Sponsor Benefit Analysis:
The Flying Pig Marathon has 6,300 followers on Twitter and is averaging monthly
growth of 200 new followers (2,400) or 8,700 followers @ $.24 for an exclusive
sponsorship opportunity valued at $2,523.

10. $ocial Media & $ports: Monetizing for Sponsorship

11. $ocial Media & $ports: Monetizing for Sponsorship
Valuating Your YouTube Channel
Your YouTube video views are valued at $2.50/thousand views
Sources for Valuation:
•YouTube videos are valued at $2.50 per thousand views *
Sample Sponsor Benefit Analysis:
The Flying Pig Marathon has 70,000 views on its YouTube channel and is averaging
monthly growth of 2,500 new views (30,000) or 100,000 views @ $2.50/thousand
for an exclusive sponsorship opportunity valued at $2,500.
*http://www.youtube.com/watch?v=JkV1YgKHfuo

12. $ocial Media & $ports: Monetizing for Sponsorship
Valuating Your Smart Phone/Tablet Application
Consider a 50/50 split for development, updating expenses on an annual basis
Sources for Valuation:
•Before launching a smart phone application, use your social media networks to
conduct research among your fans to determine the need, the smart phone/tablet
(Android, iPhone and/or iPad) to validate your initial thoughts
•Craft your content and engagement strategy to position your social media
partner as a resource rather than a sales source
Sample Sponsor Benefit Analysis:
The Flying Pig Marathon will develop and launch an application for the iPhone and
Android. The total development expense for both with quarterly updates is
$20,000 or a $10,000 investment from the social media partner.

13. $ocial Media & $ports: Monetizing for Sponsorship
Valuating Your Gaming Experiences
Consider an in-kind opportunity or experience or 50/50 split for development
Sources for Valuation:
•Gaming and social media are great opportunities to engage your fans and to
extend the length of stay on your social media platform.
•Gaming examples gaining popularity included open sourced: SCVNGR or
FourSquare or those developed exclusively for the event or organization such as a
Home Run Derby where traditional branding can be featured.

14. $ocial Media & $ports: Monetizing for Sponsorship

15. $ocial Media & $ports: Monetizing for Sponsorship
Sponsorship Activation Opportunities
We recommend the following considerations when seeking an exclusive social
media partner for your sports event or organization:
•Provide a complete analysis and valuation of your social media assets
•Commission a study on your target audience and their motivation to purchase
based on sponsor category to determine prospects
•Use your existing sponsorship proposal template and add the social media
benefits in addition to the traditional benefits, i.e. tickets, signage
•Activate during milestone moments
•From on-site fan events, i.e. “Social Media Lounge from the Arena
Concourse for Contesting, Fan Content Sharing”
•From the media center to share behind-the-scenes news, i.e. “Social Media
Newsroom within the Media Center”
•Report back to sponsor with graphs and analytics
from Facebook, Google along with fan comments

16. $ocial Media & $ports: Monetizing for Sponsorship
Industries most likely to spend
sponsorship dollars on social media
activities and activation.

17. $ocial Media & $ports: Monetizing for Sponsorship
Facebook Fan Comment
example

18. $ocial Media & $ports: Monetizing for Sponsorship
Facebook Analytics
example

19. $ocial Media & $ports: Monetizing for Sponsorship
Twitter Influence Score
example

20. Flying Pig Marathon Technology Summit
Finish Line photo
•Provide content ideas/expert interviews
•Provide special promo codes/offers
•Link to the FPM website/social media efforts
Go Sell It!

21. $ocial Media & $ports: Monetizing for Sponsorship
Jackie Reau
Game Day Communications
jreau@gamedaypr.com
Twitter: @gamedayjreau
Linkedin: @jackiereau
Facebook: @jackiereau
700 West Pete Rose Way
Cincinnati, Ohio 45203
(513) 929-4263