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Fan Engagement: Sports Social Media Done Right
1. Social Media 101 Leveraging Social Media for Sports MarketingAn Introduction http://www.flickr.com/photos/24704473@N07 http://www.flickr.com/photos/zacheverson/2259577982/ http://www.flickr.com/photos/hectoralejandro/3499429624 http://www.flickr.com/photos/localandbitter/sets/72157601501234353/ http://www.flickr.com/photos/jancyclops/4302613514
4. You Can’t Leverage Social Media! Until “Fan Loyalty” is defined as you being loyal to your fans – your organization will not use social media in it’s most impactful way.
12. Building Fan Loyalty Front offices being loyal to their fans! The front office must talk to the people with whom they hope to create relationships. To speak with a human voice, front offices must share the concerns of their communities. “If you want us to talk to you, tell us something. Make it something interesting for a change.” “We have better tools, more new ideas, no rules to slow us down. We are waking up and linking to each other.” http://img.stern.de/_content/52/90/529061/Fan_Eisschnellauf400_400.jpg
13. spectators one-way creatives critics joiners http://www.swimwatch.net/uploaded_images/coach-yelling-at-athlete-716268.jpg Broadcast Media Social Media http://www.fitzroyjuniorfc.com.au/2008/Images/Week%206%20-%20U10%20Green/GroupHuddle_Coach.jpg People have had a taste of two-way conversations around your brand. They won’t wait for you.
14. In social media, you might be the topic of conversation without being the center of it SOCIAL MEDIA BROADCAST MEDIA You will have to give up some control of your message in order to gain more influence.
15. Differences in Tactics BROADCAST Front Office in Control One Way / Delivering a Message Repeating the Message Focused on the Brand Educating Front Office Creates Content SOCIAL MEDIA Fans in Control Two way / Being Part of a Conversation Adapting the Message Focused on the Fans / Adding Value Influencing, Involving User Created Content / Co-creation Source: Slide 10 from "What's Next In Media?" by Neil Perkin
16. A Helpful Metaphor Approach #1 annoying, impersonal, forces permission Approach #2 natural, human, authentic, requests permission http://images.dailyradar.com/media/uploads/ballhype/story_large/2009/03/12/nfl_logo.jpg The world’s largest outdoor cocktail party
17. Resist AutomationOnce a communication system becomes automated…- efficiency is built into delivery- more communication can be done for less- messages are crafted for demographic groups- the communications sounds less human - the communication channel becomes less effective and more ignored Yeah! Yipee! Good. Oops! Uh-oh!
18. Consider What is Happening to Email How many email addresses have you had? Why do you have multiple, how is each used? If your organization asked you for your email address, which one would you give them?
20. Audience Who are they? Where will I find them online? How do they use the social web? What are they talking about? What are they wanting? Source: Beth Kanter, from 10/08 Share Our Strength presentation Image: http://blog.pandora.com/pandora/archives/sports-fans.jpg
21. Who is your audience? Source: Forrester, Groundswell
22. Who is your audience? Source: Forrester, Groundswell
23. Who is your audience? Source: Forrester, Groundswell http://www.forrester.com/Groundswell/profile_tool.html
24. Objectives Ticket Sales? Brand Equity? Fan Experience? Customer Service? Other? PICK ONE OBJECTIVE TO START WITH Notice that “press release outlet” is not on the list
28. StrategyRemember this is all based on building loyalty and trust! Listening strategies? Engagement strategies? Motivation strategies?
29. Online Listening Questions in preparing your organization to listen Who will do the listening and responding? What is your response policy to criticism/praise/questions? How much time is allocated? How will you analyze and share results? What are the benchmarks to measure usefulness? Beth Kanter, Listening Literacy
30. Online Listening Keyword Search Suggestions Organizational Name Peer names in your space Other peers with similar sounding names Program/Services/Event Names Owner, GM or well known associated personalities Brand or tagline URLs of your online properties Industry terms or phrases related to your mission Your known strengths and weaknesses Beth Kanter, Listening Literacy
45. Suggested Online Bibliography SportsNetworker - http://www.sportsnetworker.com Take A Peck- http://www.jasonfpeck.com/ The Business of Sports - http://www.thebusinessofsports.com/ Sports Marketing 2.0 - an open online community moderated by Pat Coyle of http://www.patcoyle.nethttp://www.sportsmarketing20.com/
46. Social Media Strategic Planning Strategic Planning for the Sports Front Office http://www.flickr.com/photos/24704473@N07 http://www.flickr.com/photos/zacheverson/2259577982/ http://www.flickr.com/photos/hectoralejandro/3499429624 http://www.flickr.com/photos/localandbitter/sets/72157601501234353/ http://www.flickr.com/photos/jancyclops/4302613514
47. Northwoods League, Social Media Basic Strategic Engagement Plan Audience, Objectives, Constraints and Strategy
48. Northwoods League, Social Media Basic Strategic Engagement Plan General Tactical Notes- Google Reader Google Reader-keywords *org name *programs and events *Owner, GM, Coach *other teams in space *URLs of site and blog *industry terms related to local fan interest *Subscribe to key bloggers in your space AVOID GENERAL TERMS. Find New Blogs: Technorati.com Alltop.com Icerocket.com
57. Northwoods League, Social Media Basic Strategic Engagement Plan General Tactical Notes- Facebook Profile and Pages In facebook, your personal profile is the way for you to make initial connections and it gives you the chance to invite friends to fan pages. Privacy is customizable, but be willing to be open with most. (Being aware you are on public display is a good governor when absent a social media policy) Tutorial to create a custom welcome page for your facebook fan page
58. Northwoods League, Social Media Basic Strategic Engagement Plan General Tactical Notes- Blogs and Comments Use comment management service like Disqus.com Commenting on other blog posts *What did they say well? *Answer Questions *Relay what others say *Ask “what if ?” *Review history and project future Top Priority Tactic Comment early and often on other blog posts that mention your team.
59. Northwoods League, Social Media Basic Strategic Engagement Plan General Tactical Notes- Gmail Gmail account to administrate should be friendly moniker like "bigteamfan@gmail“ Load email contacts for future friend finding opportunities (gmail has 10k contact limit so be prepared to setup more than one account) Annually, refresh these contact lists with a new export from your data. Monthly, rotate these through your profiles to find new friends to follow
62. Full profile of informationOpen Comments Fear of negative comments shouldn’t limit you from positive connections “Subscribe to” and “Add as Friend” all peer organizations and individual who produce content around your mission.
66. Northwoods League, Social Media Basic Strategic Engagement Plan Task Order - Tool Tutorials gmail.com - may need more than one - sign up with name equivalent of “NorthwoodsLeaguefan@gmail.com” - also get NorthwoodsLeaguefan2, NorthwoodsLeaguefan3 - load contact list from csv file (limit to 10,000 contacts per email account) hootsuite.com- signup with primary gmail account - connect personal twitter, team twitter, facebook fan pages, facebook personal profile - feed YouTube RSS to Hootsuite on RSS/Atom tab http://gdata.youtube.com/feeds/api/users/username/uploads -set keyword search columns - video tutorial – Setting up a hootsuite account -video tutorial – Hootsuitehas a $1.99 iphone app Google.com/reader- signup with primary gmail account - import known blog RSS feeds and keyword alert feeds - video tutorial – Using Google Reader
67. Northwoods League, Social Media Basic Strategic Engagement Plan Task Order - Tool Tutorials youtube.com- signup with primary gmail account -setup teamYouTube channel with matching username disqus.com- signup with primary gmail account -setup disqusprofile and replace blog comment system Discover New Bloggers alltop.com- become familiar technorati.com- become familiar icerocket.com- become familiar User Names - bring usernames into alignment - http://namechk.com/