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Intro to Social Media

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This is a presentation I gave in April 2012 on why social media is important to the Houston Texans and what we aim to accomplish through social media.

Tecnología
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SOCIAL MEDIA LUNCH & LEARN
Overview Big picture Organizational objectives Intro to… Q&A
What is social media? The tools, websites and applications that people use to easily publish and share content online and on other media platforms (i.e. TV, radio).
Why does social media matter? • This is where our fans are! 83% of sports fans will check sports social media sites while watching the game on TV 63% of sports fans will browse sports social media sites while at the actual game Source: Mashable.com
The opportunity • Majority of Houston Texans fans will never attend a game at Reliant Stadium. What’s the most effective way to reach these fans? • Tickets are scarce/expensive. It’s a big deal to attend a game. What do people do when they experience something significant in their lives? 49% of sporting event attendees share the experience or pictures of the game on Facebook. Source: Ticketmaster LiveAnalytics
Consumption habits have changed • Game stories in newspapers are old news. Social media caters to live updates and active fan participation on many devices (CPU, phone, tablet)
No more barriers • Fans no longer need to attend a game and wait for an autograph to interact with a team and its players • Would Linsanity or Tebowing have existed in 2000? Source: Tracksocial.com blog
Can’t ignore social media • The conversation is happening; it’s up to teams whether they want to participate in it • Teams that don’t participate can’t shape the conversation or reach their influencers Social Engage Monitor Measure Media Success
Organizational Objectives 1. Brand Fish where the fish are. Create meaningful interactions where fans spend the most time online.
Organizational Objectives 2. Fan Cultivate our fan base. Be responsive. Engage our influencers. Convey our message. Avg. Minutes Spent/Visitor Facebook (Jan. 2012) Pinterest (405) (89) Twitter (21) Google+ (3) Source: Wall Street Journal
Organizational Objectives 3. Revenue Facilitate purchase decisions. Create value for sponsors/fans in innovative and engaging ways. Fans active on social media spend 60% more per ticket than all ticket buyers. Source: Ticketmaster LiveAnalytics
Facebook Growth
Twitter Growth
Rankings (Facebook + Twitter)
Google+ Growth
Facebook Launched in Feb. 2004 FREE to use World’s largest social networking platform Grew from 30mm to 900mm active users (2007-2012) Usage shift: desktop to mobile (+50% of daily active users) Revenue: Advertising (auction) IPO in May 21, 2012 ( 9%)
Facebook basics Profile Edge Social Rank Graph Comment Share News Like Feed
Twitter Created in March 2006 - big break at 2007 SXSWi FREE to use 140mm active users as of 2012 One of Top 10 most visited websites in the world 340mm posts per day worldwide; the world’s newsreader Private company Revenue: Advertising
Twitter basics Tweet 140 Mention characters Verified Trending @handle #Hashtag Retweet Tweetup Follower
Google+ Created in Sept. 2011 after invitation-only beta period FREE to use Google’s response to Facebook (search + you) By Dec. 2011, Google+ had 90mm active users Revenue: Search (no advertising) Early adopters: 71% male (source: ReadWriteWeb.com)
Google+ Hangouts +1 Circle Ripples
Instagram FREE mobile app launched in Oct. 2010 on iPhone devices Photo sharing/editing/filtering app exclusively for mobile devices Available on Android devices in April 2012 1mm registered users (12/10) -> 30mm registered users (4/12) Sold to Facebook for $1b in April 2012 Revenue model: None
Instagram Filters @Handle Popular #Hashtag
Pinterest Image bookmarking site launched in March 2010 FREE to use Users post/organize online images into boards and can follow others Demography: 68% female (97% of its Facebook fans are women, per Mashable 1.36mm daily users, according to Mashable In Jan. 2012, drove more referral traffic to retailers than YouTube, LinkedIn, G+ Revenue model: None
Pinterest Pins Pin It Re-pin Bookmark Like Boards
Foursquare Created in spring 2009 FREE to use Location-based social network primarily for mobile devices Users “check-in” at locations to earn points and virtual badges, leave tips, etc. 20mm registered users as of April 2012 w/3mm check-ins per day 50% of users outside the U.S. Revenue model: Partnership w/AmEx, badges, etc.
Foursquare Check-in Foursquare Venue Day Specials Badges Tasks Mayor Lists Tips
Q&A

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Intro to Social Media

  • 3. What is social media? The tools, websites and applications that people use to easily publish and share content online and on other media platforms (i.e. TV, radio).
  • 4. Why does social media matter? • This is where our fans are! 83% of sports fans will check sports social media sites while watching the game on TV 63% of sports fans will browse sports social media sites while at the actual game Source: Mashable.com
  • 5. The opportunity • Majority of Houston Texans fans will never attend a game at Reliant Stadium. What’s the most effective way to reach these fans? • Tickets are scarce/expensive. It’s a big deal to attend a game. What do people do when they experience something significant in their lives? 49% of sporting event attendees share the experience or pictures of the game on Facebook. Source: Ticketmaster LiveAnalytics
  • 6. Consumption habits have changed • Game stories in newspapers are old news. Social media caters to live updates and active fan participation on many devices (CPU, phone, tablet)
  • 7. No more barriers • Fans no longer need to attend a game and wait for an autograph to interact with a team and its players • Would Linsanity or Tebowing have existed in 2000? Source: Tracksocial.com blog
  • 8. Can’t ignore social media • The conversation is happening; it’s up to teams whether they want to participate in it • Teams that don’t participate can’t shape the conversation or reach their influencers Social Engage Monitor Measure Media Success
  • 9. Organizational Objectives 1. Brand Fish where the fish are. Create meaningful interactions where fans spend the most time online.
  • 10. Organizational Objectives 2. Fan Cultivate our fan base. Be responsive. Engage our influencers. Convey our message. Avg. Minutes Spent/Visitor Facebook (Jan. 2012) Pinterest (405) (89) Twitter (21) Google+ (3) Source: Wall Street Journal
  • 11. Organizational Objectives 3. Revenue Facilitate purchase decisions. Create value for sponsors/fans in innovative and engaging ways. Fans active on social media spend 60% more per ticket than all ticket buyers. Source: Ticketmaster LiveAnalytics
  • 16. Facebook Launched in Feb. 2004 FREE to use World’s largest social networking platform Grew from 30mm to 900mm active users (2007-2012) Usage shift: desktop to mobile (+50% of daily active users) Revenue: Advertising (auction) IPO in May 21, 2012 ( 9%)
  • 17. Facebook basics Profile Edge Social Rank Graph Comment Share News Like Feed
  • 18. Twitter Created in March 2006 - big break at 2007 SXSWi FREE to use 140mm active users as of 2012 One of Top 10 most visited websites in the world 340mm posts per day worldwide; the world’s newsreader Private company Revenue: Advertising
  • 19. Twitter basics Tweet 140 Mention characters Verified Trending @handle #Hashtag Retweet Tweetup Follower
  • 20. Google+ Created in Sept. 2011 after invitation-only beta period FREE to use Google’s response to Facebook (search + you) By Dec. 2011, Google+ had 90mm active users Revenue: Search (no advertising) Early adopters: 71% male (source: ReadWriteWeb.com)
  • 21. Google+ Hangouts +1 Circle Ripples
  • 22. Instagram FREE mobile app launched in Oct. 2010 on iPhone devices Photo sharing/editing/filtering app exclusively for mobile devices Available on Android devices in April 2012 1mm registered users (12/10) -> 30mm registered users (4/12) Sold to Facebook for $1b in April 2012 Revenue model: None
  • 23. Instagram Filters @Handle Popular #Hashtag
  • 24. Pinterest Image bookmarking site launched in March 2010 FREE to use Users post/organize online images into boards and can follow others Demography: 68% female (97% of its Facebook fans are women, per Mashable 1.36mm daily users, according to Mashable In Jan. 2012, drove more referral traffic to retailers than YouTube, LinkedIn, G+ Revenue model: None
  • 25. Pinterest Pins Pin It Re-pin Bookmark Like Boards
  • 26. Foursquare Created in spring 2009 FREE to use Location-based social network primarily for mobile devices Users “check-in” at locations to earn points and virtual badges, leave tips, etc. 20mm registered users as of April 2012 w/3mm check-ins per day 50% of users outside the U.S. Revenue model: Partnership w/AmEx, badges, etc.
  • 27. Foursquare Check-in Foursquare Venue Day Specials Badges Tasks Mayor Lists Tips
  • 28. Q&A