1. How Social Media is Shaping
Sponsorship
Contribute to The Debate Live on
#smands
www.totalsponsorship.co.uk

3. movements
not campaigns

4. movements
not campaigns

5. movements
not campaigns

6. expressions
not impressions

7. expressions
not impressions

8. expressions
not impressions

9. expressions
not impressions

10. emotion
not eyeballs
10000000
Yoplait
9000000
“Save Lids to
8000000
Save Lives”:
2nd Spike 7000000
6000000
Year 4 5000000
Year 3 4000000
Year 2 3000000
Year 1
2000000
1000000
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May
Source: Yoplait presentation at IEG

11. emotion
not eyeballs

12. credit
not awareness

13. credit
not awareness

14. credit
not awareness

15. business
not just marketing

16. outcomes
not outputs

17. +1
open
source

18. unsocial social
Advertise Entertain
Inform Inspire
Attention Participation
ID Content
Televised Friended
One to one Many to many
Impressions Expressions
Campaigns Movements
Control Leverage

19. Bob Stapleton: Owner HTC Columbia
Q+A

20. HTC Columbia
Introduction
Video

21. Bob Stapleton: Owner HTC Columbia
Q+A

22. The Sony Ericsson Approach
Calum MacDougall
Global Marketing Partnerships Director
April 15th 2010
CONFIDENTIAL 22

23. 1 in 6
10% +
Ashton Kucher & Ellen DeGeneres
25%+

25. Impact of Social Media on Sponsorship
Rights choice & activation
CONFIDENTIAL

27. Sponsorship Objectives
1. Brand Visibility/SoV
2. Drive Sales
3. Loyalty: user engagement & CRM
Activation Strategy
Fan centric
Deliver unique experiences & ways to access
and share content
Tactics
1. Brand Visibility/SoV: WTA
2. Drive Sales: FIFA promotions/content
3. User engagement & CRM: Social Media

28. Sponsorship Objectives
1. Brand Visibility/SoV
2. Drive Sales
3. Loyalty: user engagement & CRM
Activation Strategy
Fan centric
Deliver unique experiences & ways to access
and share content
Tactics
1. Brand Visibility/SoV: WTA
2. Drive Sales: FIFA promotions/content
3. User engagement & CRM: Social Media

29. Sponsorship Objectives
1. Brand Visibility/SoV
2. Drive Sales
3. Loyalty: user engagement & CRM
Activation Strategy
Fan centric
Deliver unique experiences & ways to access
and share content
Tactics
1. Brand Visibility/SoV: WTA
2. Drive Sales: FIFA promotions/content
3. User engagement & CRM: Social Media

30. Sony Ericsson Activation in Social
Media
CONFIDENTIAL

31. “Opportunities in social media seem boundless: the best do
not seek to disrupt conversations but to integrate – to add
something useful and compelling”
Nuri Djavit, founder & CEO, Last Exit

32. The 2010 FIFA World Cup™ on
Twitter
Fast Facts:
• Over 150,000 Tweets
• England out front
• Heavy media interest

33. WTA Super Fans

34. How Social Media is Shaping
Sponsorship
Contact:
Adam Lewis, Total Sponsorship from Burson‐Marsteller:
adam.lewis@bm.com or @adamlewis10
Emily Rogers, IEG:
emily.rogers@sponsorship.com