Pragmatic tips to leverage social media in your sports and destination marketing, by Mary Van Buren, Excelerate Consulting

1. Social Media in Sports Tourism: What’s your game plan? April 29, 2011

3. It’s rare now to… Get money from a teller….pay with money? Pay your bills by check and mail them Go to the library Get airline tickets in the mail

4. Who is engaged digitally? (More like who is not engaged digitally!!)

6. A digital world

7. 500M active users- log in each day 70% are outside US 250M access FB through mobile and are 2x as active as non mobile

8. 5 years old 175M users 1 Billion tweets per week 500,000 accounts created DAILY 182% increase in mobile apps vs last year

9. 100 Million professionals 1 Million new members each week 200 countries 50% of members are outside US

10. Mobile Apps Mobile app downloads 7B to 50B by 2012 Market worth $7B in 2012 to $30B 2013

11. 2011 Trends… Group messaging Reputation engines QR codes increasing complexity for the marketer without necessarily increasing revenues

12. Canadians are Digital Consumers

13. Some stats… Spend online nearly doublethe worldwide average (43.5 hours per month versus 23.1) Visit nearly 100 different websites over three months, more than double the worldwide average of just 42. 55 and older are fastest-growing demographic of internet users - one in five internet users, more than people aged 10 to 24, 25 to 34, and 35 to 44 who comprise 10, 18, and 18 percent of internet users respectively. Newspaper and political websites are gaining traction. Group buying websitesGroupon, Watch more videos on average than the U.S., 147 per viewer compared to 100. 18-24 year old watches about 244 videos per month. Source: http://www.techvibes.com/blog. Research firm Comscore.

15. 0K- I see the opportunity but where do I start?

16. Strategy before Tactics Build your skills Conduct a social media audit Develop your goals Establish objectives Build a social media plan Implement and measure

18. Confidence comes with competence Workshops, webinars, books Seek out the early adopters in your work place or at home Open up social media to employees Lean into it personally…..Facebook, Youtube, Linked In, Twitter Corporately, listen before engaging

19. Some resources www.cepsm.ca : workshops, slides, consulting Marcom.ca: June 1/2 http://www.dreamgrow.com/best-selling-social-media-marketing-books-2011/#axzz1KkZTdOpl Marketing Profs Twitter ESPN, IMG, lancearmstrong, ochocinco, sportstourism, London2012, GoWhistler… Linked In Groups: Social Media Marketing: 153,000 members Social Media & Sport: 1,350 members Destination Marketing: 585 members

21. Understand your digital presence Conduct a social media audit: Key search words used related to your organization, brand and service offering List of influencers and the tone of the conversations Competitive analysis S W O T analysis Recommendations

24. What are you trying to achieve Build awareness? Gain market intelligence? Increase your web presence/digital footprint? Build relationships with new audiences? Recruit staff or volunteers? Generate revenue for the event, city and tourism partners? Attract partnership dollars?

25. Establish S M A R T Goals Actionable insights Facebook likes, twitter followers Mentions, re-tweets, positive blogs Qualified leads Listed within top 10 on preferred terms, listed Increase in Klout score Resumes received

26. Is social media part of your mix?

27. Measuring: Twitter

28. Measuring: Blogs

29. Measuring: Social Influence

30. Dashboards & Tools for Monitoring

31. Managing your Presence

32. Best Practices Integrate and leverage content across all platforms: web, Youtube, Facebook and Twitter AND traditional media Assign dedicated resources: community manager Cross promote and share content across the tourism partnership: City, municipality or region Accommodations, dining, attractions, transportation Event venue Athletes Volunteers Attendees Sponsors Ensure consistency in user names, hashtags Open up social media to your staff

33. Where’s your digital engagement?

34. Getting Attention Rewards programs for followers Contests on Twitter: http://www.seomoz.org/blog/7-new-tips-for-running-a-twitter-giveaway Flashmobs Ski Association of France 23,000 views Bondi Beach 1,000,000 + views

35. Case Study Alpine Canada- GMC Canadian Championships

37. Link to the Resort

38. Use all digital channels- results

39. Live Streaming

40. Leverage Athletes

41. Involve the network

42. Local sports community

43. Facebook

44. Ready to take your shot?

45. Strategy before Tactics Build your skills Conduct a social media audit Develop your goals Establish objectives Build an integrated social media plan Implement and measure

46. Thank You