4. You can’t expect people to
come to you.
You have to meet them where
they already are.
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. 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. 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. 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. “Third Party”
Endorsement or
Provide Behind-the-
Scenes “Insider”
Information
Brewers Blogs
10. Mix of Media and
Marketing
There is No Offseason
Event Coverage
◦ Photo Day
◦ Spring Training
◦ Field of Sweet Dreams
◦ Bowl-a-Thon
◦ Commercial Shoot
brewers.mlblogs.com
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. $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. 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. 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. Blog preview of auction
Pre-promotion on
Facebook and Twitter
Updates and Photos
posted to Facebook
and Twitter
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. Help Consumers
Find Us Where They
Are
Promotion through
e-mail blasts, in-
game inventory, etc.
brewers.com/connect