This is a presentation that I gave at the 2010 Major League Baseball Winter Meetings to a group of

1. The New Sports Community Using Social Media to Increase Awareness, Drive Traffic and Generate Coverage

2. Introduction Born: Lawton, Oklahoma 1970 First Computer: Fairfax, Virginia 1983 Stumbled Upon Internet: 1992 Built First Web Site: IBM 1996 Started TEKGROUP: 1998 Works with using social media and social networks to generate press coverage, drive traffic to web sites, and help increase the awareness of both small and large organizations. Steve Momorella TEKGROUP International

3. Is this Social Media? Yes.

4. But this is also social media…

5. And yes, this too…

6. People are: Talking about the Pawtucket Red Sox on Facebook. Talking about the Durham Bulls on Twitter. Talking about the Philadelphia Phillies on Digg. Sharing tailgating photos from a World Series game on Flickr. Actively liking (or disliking) draft picks or trades. Looking for things to do on the weekend. Watching YouTube videos of their favorite players Searching blogs for the best deals on tickets and merchandise. Using Twitter to keep up with managerial and player moves. Why social media is important to your brand

7. The Scouting Report Facebook Users Twitter Account Followers by League Tweets During NBA Finals vs. World Cup Twitter Activity By MLB Team YouTube Videos News on Digg, Reddit and other outlets The Scouting Report

8. 500,000,000

9. 500,000,000 Facebook Users60,000,000 update their status every single day

11. 2,124,124

12. Number of Followers on Twitter for Major Sports Leagues

13. 3,283

14. Data visualization of the volume of tweets during World Cup 2010 matches. The record for number of tweets per second was set at 3,283. Tweets per second. Worldwide. Four days later that record was broken during the Lakers/Celtics championship game. An average day on Twitter is 750 tweets per second.

15. 548

17. MLB Team Twitter Accounts

18. Community Fan outreach / contest Key influencer Minor League news

19. People are watching 2 billion videos a day on YouTube

20. DIGG gets more than 6,000,000 visitors per month reading and voting on news.

21. Reddit gets nearly 2,000,000 visitors per month reading and voting on news.

22. Today’s Lineup Increase Awareness Drive Traffic Generate Coverage What’s On Deck

23. Increase Awareness Brand recognition Share of voice Creating network of localized content Engage fans & youth players Content, content, content Community based programs & outreach Increase Awareness

24. Your organization is your brand Consistency of social media message Cross promote offline & online campaigns Picture worth 1000 words; Video worth 10,000 Increase Awareness: Brand Recognition GOOD BETTER BEST

25. Who are your competitors? Other events going on locally Teams in fringe cities where fans have choices Percentage that your brand makes up of the overall set of news and messages online Increased Share of Voice = Increased Awareness Increase Awareness: Share of Voice

26. Offer a network of local content Automate news feeds from your farm system Increase Awareness: Localized Content Offering news concerts events Sponsored by Your Team movies bars/dining other sports (farm) art/theater

27. Leverage existing fans and brand enthusiasts Create brand evangelists 15-25 year olds are very active in social media Increase Awareness: Engage with Fans & Youth

28. More & Better Content = More Awareness Create content channels from within your organization from top to bottom Repurpose existing content Establish editorial calendar outside of games Contests, polls, Top 10 plays, videos, voting Increase Awareness: Content, Content, Content

29. Promote off field activities in the community Keep awareness high during off-season Create online community programs Increase Awareness: Community Outreach

30. Web Site Online Newsroom Store & Ticket Sales Other Social Media Sites Drive Traffic

31. Identify “landing pages” on your web site Create special hyperlinks that are trackable Use social media to drive traffic Drive Traffic: Web Site

32. Create automated feeds of your press releases and media content Journalists use Twitter to search for stories Promote your news content Drive Traffic: Online Newsroom

33. Identify all products and specials that are running in your online store Create trackable hyperlink Social media promotions for coupons Drive Traffic: Store & Ticket Sales

34. Cross promote between various social media channels Relevant links between sites helps with SEO Drive Traffic: Other Social Media Sites

35. Blogs Traditional Media Social Media Outlets Monitoring Generate Coverage

36. Generate Coverage: Reach

37. Build relationships with key bloggers in your city (both sports and non-sports related) Create your own blog to offer story ideas and to provide insight into your organization (behind the scenes) Create ongoing blog editorial calendar that syncs with existing communications messages Generate Coverage: Blogs

38. Most print, TV, and radio outlets also are on social media – follow and friend them Provide links to your social media channels in all traditional press outreach (email, fax, mail) Make your use of social media the story Generate Coverage: Traditional Media

39. Treat social media outlets as legitimate news outlets (Twitter, Facebook, Digg) Breaking news (good and bad) on social media will spread quicker and also stay relevant longer Create relationships with key social media influencers in your city Generate Coverage: Social Media Mentions

40. Generate Coverage: Monitoring It is no longer enough to just monitor traditional media outlets Setup a social media dashboard that shows you metrics from your efforts Many free packages exist that allow you to track online mentions Monitor your competition

41. What’s On Deck Evaluate Where You Are Social Media Strategy Determine goals Centralize content Dashboard Mobile

42. Create quick list of social media outlets that you currently have and baseline numbers Who in your organization is responsible for social media? Do you have a social media policy? What are your competitors doing in social media? What’s On Deck: Current Evaluation

43. Start with an organization wide policy State your intended goals Create a plan and editorial content calendar Monitor and measure successes What’s On Deck: Social Media Strategy

44. What’s On Deck: Determine Goals Traffic Coverage Sales Attendance Awareness Share of Voice Mentions Follower Base Cost/Time Savings

45. Create a centralized online newsroom Repurpose existing content into news channel Categorize content (community, players, team) Use email alerts and social media distribution What’s On Deck: Centralized Content Online Newsroom

46. Based on goals, determine the appropriate measurement criteria and metrics that you want to track Make the dashboard available within your organization Update with new tools and techniques Create dashboards for your competitors to monitor their use of social media What’s On Deck: Internal Dashboard

47. What’s On Deck: Mobile Significant amount of social media usage is done on iPhone, Blackberry Ensure that your messages are readable in mobile formats Engage with people 24x7 Offer exclusives and incentives only to social media and mobile users

48. Extra Innings Extra Innings Athletes & Social Media Case Study: 49ers' Takeo Spikes The NBA and Social Media - A case study Blackhawks Tweet Their Way to Success in NHL Marketing Lesson ... Case Study: NBA Social Media Strategy & Tactics Social Media Turns Good Sports Fans Into Great Ones The Technology Behind the World Series

49. Steve Momorella 734-945-7790 steve@tekgroup.com http://www.twitter.com/tekgroup http://www.facebook.com/stevemomorella