An overview of why sponsorship and social media are the perfect communication partners, including the results of research into how people consume sport through social media.
2. WHY ARE SPONSORSHIP HOW IS !
AND SOCIAL MEDIA THE SOCIAL TECHNOLOGY !
PERFECT PARTNERS ?! SOCIAL MEDIA HELPING LOYALTY?!
SPONSORSHIP LOYALTY
WHY DO SPORTS
SPONSORS HAVE SUCH AN
ADVANTAGE WHEN IT
COMES TO LOYALTY?!
3. WHY IS SOCIAL MEDIA !
THE PERFECT PARTNER !
FOR FAs?!
4. SPORTS FANS LIKE ACCESSING FOOTBALL
THROUGH SOCIAL MEDIA…
ACTIVE, COMMITTED FANS:!
THE PERFECT ENVIRONMENT FOR LOYALTY.!
5. SPORTS FANS SHAPE AND SHARE CONTENT
MORE THAN YOU MIGHT THINK.
68% actively
83% share
contribute On average,
content with
through people share
connections that
blogging, content they like
share their
posting and with 66 others.
passions.
sharing.
CONNECTED, SOCIAL FANS:!
THE PERFECT ENVIRONMENT FOR ‘GROWTH’.!
6. BUT, THESE FANS HAVE CHOICES
AS TO WHERE TO GET CONTENT…
Official Social Fanbase Unofficial Social Fanbase
10 million 30 million +
5,700 + 15,000 +
SPONSORS NEED TO ENGAGE FANS…TO ’CAPTURE THEM’.!
7. CAPTIVE
CONTENT CONVERSATION
AUDIENCE
FEEDING CONTENT TO FANS IS ‘STORY TELLING’.!
8. PROMOTE: 5 MILLION PROMOTE: 14 MILLION
STORY: WRESTLEMANIA 27 IS COMING!!
SHARING: 30% +
FACEBOOK OTS 11,700,000 INTERACTIONS: 10,000 PER DAY
10. BEFORE, THERE WAS DIALOGUE.
Brand Consumer
2-Way
ONE TO ONE RELATIONSHIPS ARE GREAT.!
BUT TODAY, EVEN CONVERSATIONS AREN’T ENOUGH.!
11. NOW, THERE IS ‘TRIALOGUE’.
Brand Consumer
3-Way
Friends
SOCIAL TECHNOLOGY MAKES WORD OF MOUTH EASY.!
AND LOYALTY INCENTIVES ARE GREAT FOR CONVERSATION.!
12. BUT, THE BRANDS WITH THE BIGGEST FOLLOWING OF CONSUMERS
BRING IN SOMETHING EMOTIONAL TOO.
‘Closest connection ever’ 3.5 million, 1 night 17 million
IN TODAY’S SOCIAL WORLD, !
GROWING LOYALTY IS AS MUCH ABOUT ‘STORIES’ AS ‘SAVINGS’!
13. WHY DO SPORTS SPONSORS!
HAVE SUCH AN ADVANTAGE !
WHEN IT COMES TO BUILDING LOYALTY?!
14. BECAUSE EMOTION SITS AT THE VERY HEART
OF WHAT IT MEANS TO BE A SPORTS FAN.
Federation Sports Fan
Shared Experience
16. TICKETS &
PAID FOR CONTENT
MERCHANDISE
SOCIAL MEDIA
NEW POINT OF SALE! NEW VALUE FOR SALE!
E.G. FACEBOOK! E.G. APPS !
REVENUE!
SPONSORSHIP LOYALTY
NEW AUDIENCE FOR SALE!
SPONSORSHIP &
ADVERTISING I.E. SOCIAL !
20. To capture your audience you need to capture how they behave.
Your fanbase love consuming sport through social media.
Stories are as powerful as savings for keeping fans coming back (loyalty).
Social Media helps you listen to your fans & understand what motivates them.
Big, active, loyal audiences offer a number of revenue channels.
21. INSIGHT IS EVERYTHING
CHEAP TICKETS STATISTICS
NATIONAL PRIDE
CELEBRITY
WINNING SOCIAL
WHAT MOTIVATES YOUR FANS?!