The basics of social media prepared for those in sports marketing. A presentation by Pursuant Sports

1. Social Media 101 Leveraging Social Media for Sports MarketingAn Introduction http://www.flickr.com/photos/24704473@N07 http://www.flickr.com/photos/zacheverson/2259577982/ http://www.flickr.com/photos/hectoralejandro/3499429624 http://www.flickr.com/photos/localandbitter/sets/72157601501234353/ http://www.flickr.com/photos/jancyclops/4302613514

2. Social Media is…

3. But… not really.

4. You Can’t Leverage Social Media! Until “Fan Loyalty” is defined as you being loyal to your fans – your organization will not use social media in it’s most impactful way.

5. Social Media really is a large, emerging conversation that is…

6. powered by…

7. “Your fans are the message” -Marshall McLuhan(sort of) “The medium is the message” guy

10. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

11. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. http://images12.fotki.com/v212/photos/1/134799/3424959/superfan-vi.jpg?1173438754 The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000

12. Building Fan Loyalty Front offices being loyal to their fans! The front office must talk to the people with whom they hope to create relationships. To speak with a human voice, front offices must share the concerns of their communities. “If you want us to talk to you, tell us something. Make it something interesting for a change.” “We have better tools, more new ideas, no rules to slow us down. We are waking up and linking to each other.” http://img.stern.de/_content/52/90/529061/Fan_Eisschnellauf400_400.jpg

13. spectators one-way creatives critics joiners http://www.swimwatch.net/uploaded_images/coach-yelling-at-athlete-716268.jpg Broadcast Media Social Media http://www.fitzroyjuniorfc.com.au/2008/Images/Week%206%20-%20U10%20Green/GroupHuddle_Coach.jpg People have had a taste of two-way conversations around your brand. They won’t wait for you.

14. In social media, you might be the topic of conversation without being the center of it SOCIAL MEDIA BROADCAST MEDIA You will have to give up some control of your message in order to gain more influence.

15. Differences in Tactics BROADCAST Front Office in Control One Way / Delivering a Message Repeating the Message Focused on the Brand Educating Front Office Creates Content SOCIAL MEDIA Fans in Control Two way / Being Part of a Conversation Adapting the Message Focused on the Fans / Adding Value Influencing, Involving User Created Content / Co-creation Source: Slide 10 from "What's Next In Media?" by Neil Perkin

16. A Helpful Metaphor Approach #1 annoying, impersonal, forces permission Approach #2 natural, human, authentic, requests permission http://images.dailyradar.com/media/uploads/ballhype/story_large/2009/03/12/nfl_logo.jpg The world’s largest outdoor cocktail party

17. Resist AutomationOnce a communication system becomes automated…- efficiency is built into delivery- more communication can be done for less- messages are crafted for demographic groups- the communications sounds less human - the communication channel becomes less effective and more ignored Yeah! Yipee! Good. Oops! Uh-oh!

18. Consider What is Happening to Email How many email addresses have you had? Why do you have multiple, how is each used? If your organization asked you for your email address, which one would you give them?

19. Thinking Things Through Objectives Audience Constraints Strategy Tactics

20. Audience Who are they? Where will I find them online? How do they use the social web? What are they talking about? What are they wanting? Source: Beth Kanter, from 10/08 Share Our Strength presentation Image: http://blog.pandora.com/pandora/archives/sports-fans.jpg

21. Who is your audience? Source: Forrester, Groundswell

22. Who is your audience? Source: Forrester, Groundswell

23. Who is your audience? Source: Forrester, Groundswell http://www.forrester.com/Groundswell/profile_tool.html

24. Objectives Ticket Sales? Brand Equity? Fan Experience? Customer Service? Other? PICK ONE OBJECTIVE TO START WITH Notice that “press release outlet” is not on the list

26. Personnel experience?

27. Personnel time capacity?Budget? Communication policies? What is non-negotiable?

28. StrategyRemember this is all based on building loyalty and trust! Listening strategies? Engagement strategies? Motivation strategies?

29. Online Listening Questions in preparing your organization to listen Who will do the listening and responding? What is your response policy to criticism/praise/questions? How much time is allocated? How will you analyze and share results? What are the benchmarks to measure usefulness? Beth Kanter, Listening Literacy

30. Online Listening Keyword Search Suggestions Organizational Name Peer names in your space Other peers with similar sounding names Program/Services/Event Names Owner, GM or well known associated personalities Brand or tagline URLs of your online properties Industry terms or phrases related to your mission Your known strengths and weaknesses Beth Kanter, Listening Literacy

31. Social Media Listening

33. Comment on others blogs posts

34. Compliment others content

36. Bookmark content you like and share your profile

38. Listen for where and when your content can be used to help a conversation or answer a question.

39. Answer the questions by directing people to the content you have created.

40. Host contests, quizzes and giveaways directly in these spaces. Draw in non-baseball fans because of your respected use of the tool.

42. Generating Buzz

45. Suggested Online Bibliography SportsNetworker - http://www.sportsnetworker.com Take A Peck- http://www.jasonfpeck.com/ The Business of Sports - http://www.thebusinessofsports.com/ Sports Marketing 2.0 - an open online community moderated by Pat Coyle of http://www.patcoyle.nethttp://www.sportsmarketing20.com/

46. Social Media Strategic Planning Strategic Planning for the Sports Front Office http://www.flickr.com/photos/24704473@N07 http://www.flickr.com/photos/zacheverson/2259577982/ http://www.flickr.com/photos/hectoralejandro/3499429624 http://www.flickr.com/photos/localandbitter/sets/72157601501234353/ http://www.flickr.com/photos/jancyclops/4302613514

47. Northwoods League, Social Media Basic Strategic Engagement Plan Audience, Objectives, Constraints and Strategy

48. Northwoods League, Social Media Basic Strategic Engagement Plan General Tactical Notes- Google Reader Google Reader-keywords *org name *programs and events *Owner, GM, Coach *other teams in space *URLs of site and blog *industry terms related to local fan interest *Subscribe to key bloggers in your space AVOID GENERAL TERMS. Find New Blogs: Technorati.com Alltop.com Icerocket.com

50. One sentence to explain purpose of twitter presence

53. Actively seek to reply and retweet others

55. Be more engaging with fans

57. Northwoods League, Social Media Basic Strategic Engagement Plan General Tactical Notes- Facebook Profile and Pages In facebook, your personal profile is the way for you to make initial connections and it gives you the chance to invite friends to fan pages. Privacy is customizable, but be willing to be open with most. (Being aware you are on public display is a good governor when absent a social media policy) Tutorial to create a custom welcome page for your facebook fan page

58. Northwoods League, Social Media Basic Strategic Engagement Plan General Tactical Notes- Blogs and Comments Use comment management service like Disqus.com Commenting on other blog posts *What did they say well? *Answer Questions *Relay what others say *Ask “what if ?” *Review history and project future Top Priority Tactic Comment early and often on other blog posts that mention your team.

59. Northwoods League, Social Media Basic Strategic Engagement Plan General Tactical Notes- Gmail Gmail account to administrate should be friendly moniker like "bigteamfan@gmail“ Load email contacts for future friend finding opportunities (gmail has 10k contact limit so be prepared to setup more than one account) Annually, refresh these contact lists with a new export from your data. Monthly, rotate these through your profiles to find new friends to follow

61. Links to your sites

62. Full profile of informationOpen Comments Fear of negative comments shouldn’t limit you from positive connections “Subscribe to” and “Add as Friend” all peer organizations and individual who produce content around your mission.

63. Northwoods League, Social Media Basic Strategic Engagement Plan Schematic Workflow

64. Northwoods League, Social Media Basic Strategic Engagement Plan Tactical Matrix

65. Northwoods League, Social Media Basic Strategic Engagement Plan Daily Tasks and Time

66. Northwoods League, Social Media Basic Strategic Engagement Plan Task Order - Tool Tutorials gmail.com - may need more than one - sign up with name equivalent of “NorthwoodsLeaguefan@gmail.com” - also get NorthwoodsLeaguefan2, NorthwoodsLeaguefan3 - load contact list from csv file (limit to 10,000 contacts per email account) hootsuite.com- signup with primary gmail account - connect personal twitter, team twitter, facebook fan pages, facebook personal profile - feed YouTube RSS to Hootsuite on RSS/Atom tab http://gdata.youtube.com/feeds/api/users/username/uploads -set keyword search columns - video tutorial – Setting up a hootsuite account -video tutorial – Hootsuitehas a $1.99 iphone app Google.com/reader- signup with primary gmail account - import known blog RSS feeds and keyword alert feeds - video tutorial – Using Google Reader

67. Northwoods League, Social Media Basic Strategic Engagement Plan Task Order - Tool Tutorials youtube.com- signup with primary gmail account -setup teamYouTube channel with matching username disqus.com- signup with primary gmail account -setup disqusprofile and replace blog comment system Discover New Bloggers alltop.com- become familiar technorati.com- become familiar icerocket.com- become familiar User Names - bring usernames into alignment - http://namechk.com/

68. Northwoods League, Social Media Basic Strategic Engagement Plan Tactical Matrix

69. Northwoods League, Social Media Basic Strategic Engagement Plan Daily Tasks and Time