Basic overview of social media philosophy and use for the front office. Prepared by Pursuant Sports for the Northwoods Summer Baseball League.

1. Social Media 101 Leveraging Social Media for the Front OfficeAn 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 Prepared for Northwoods League by Michael Ames, Pursuant Group

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 few quick stats… 79% of English speaking adults use the internet 60% of U.S. adults use home broadband connections 39% of internet users subscribe to an RSS feed 57% of internet users have joined a social network 55% have uploaded photos 83% have watched video clips The conversation is happening with or without you. Sources: Universal McCann’s Comparative Study on Social Media Trends, April 2008, Pew Internet, January ,2010

17. 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

18. 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!

19. 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?

20. Thinking Things Through Objectives Audience Constraints Strategy Tactics

21. 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

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

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

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

25. 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

27. Personnel experience?

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

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

30. 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

31. 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

32. Social Media Listening

34. Comment on others blogs posts

35. Compliment others content

37. Bookmark content you like and share your profile

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

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

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

43. Generating Buzz

46. 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/