This presentation is about social media planning for big sports events. These events are full of moments of truth that spike conversation online. The challenge for many of us is how can our brands be a meaningful part of that conversation as we try and align ourselves closer to a particular audience.
Focused on sports sponsorship agencies, this presentation runs through the tools, processes and examples to help associate your brand tighter to your property online.
15. Find a narrative fitting to your
brand identity!
!
• IBM = Data / stats!
• MasterCard = Priceless moments!
• Mars = Celebrating the small wins!
!
What assets do we have to make
our conversation stand out?!
!
• Players?!
• Behind-the-scenes access?!
• First to break news?!
• Prizes etc?!
Why should people care about what
you have to say?!
16. What will be the key themes of
conversation?!
!
• Big matches, build-up, rivalries,
off-pitch drama, plan for the
unexpected!
• Pick up the papers and speak to
passionate fans!
• Use social media listening to
identify what fans are talking about!
Social Media listening tools!
• Identify historical spikes of
conversation e.g. themes from
previous matches!
• Identify key influencers to engage
with later down the line!
• Share of voice amongst brands –
look at other sponsors’
conversation to uncover learnings!
Research and identify those moments
of truth!
20. • With conversation themes
identified, brain storm ALL
potential scenarios with copy
and rich content (if possible)!
• Outline all content and assets
available. See how this can
power the digital content being
created.!
• Create a bank of content to
cover all scenarios from the
expected to the ridiculous for
client sign-off!
!
Anticipate the expected and
unexpected scenarios!
25. Creative (copywriter) – writing the witty lines
Graphic Designer – designing content for social
Lead Planner – ensuring everything we do is on strategy
Account Manager – managing all key stakeholders and
client
Digital Analyst – identifying new moments and reviewing
what is working and opportunities for improvement
Client – there to buy into the ambition and ensure fast
sign-off
Media Planner – to help boost awareness of social posts
Ensure the right people are aligned
and in the room!
26. Planning for the unexpected: !
Reactive Planning!
Copywriter to write
line / client approves!
28. Use analytics to identify opportunities
and optimise engagement!
• Which pieces of content are seeing
higher engagement rates? Why is this?!
• Can we identify why viewers aren’t
watching our video all the way
through?!
• Social listening is identifying
conversations growing around a
pigeon who’s on court #1 – do we
have content for this scenario? Can
we create something?!
• We’re receiving lots of negative
commentary about our brand because
of _____ - how can we douse the
flames?!
29. Use paid to get your conversation
seen by more of your audience!
• Fans may not be online at that very
moment you publish a piece of great
content!
• On Facebook, your content will not
land in the news feed of all your
followers!
• If content clearly connects well with
your audience consider putting paid
money behind that content to drive
incremental reach and engagement!
• Work with the media planner to
discuss how best to promote!
30. Recap on key phases!
PLAN
PRODUCE
PUBLISH
PERFORMANCE
31. KEY TAKEAWAYS:!
!
People first, not platforms!
!
Interest and engagement spikes when live - plan to
be relevant in the moment(s) !
!
Be relevant. Be relevant.!
!
Maximise assets available to ensure a unique
conversation!
!
Set up a Live Studio to be reactive during live events!
!
Use analytics to continuously review and improve all
efforts!
!
Use paid to boost top performing posts!