Sports Social Media Marketing

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Sports Social Media Marketing Powered By Docstoc
					Portland State University’s Quarterly
Digital Marketing Breakfast Series

Sports Social Media Marketing
Multimedia Professional Program

      September 25, 2010
          Orientation
 3 digital media certificates
         Portland State’s 
    Digital Marketing Strategy 
            Certificate
       begins October 1, 2010

Social Media Marketing class ‐ Oct 22

      www.pdc.pdx.edu/dms
         SAVE THE DATE:   

PSU’s Digital Marketing Conference

           Monday
       December 13, 2010
          Today’s Panel of Experts
•Moderator:  John Anthony Hartman, Feedia Inc.
             Social Media Marketing Instructor

•Cory Dolich, VP Business Op & Mktg
  Portland Timbers
•Kenny Dow, PSU Athletic Mktg Director
  Portland State University
•Chris Murphy, Director Digital Marketing
  adidas US
•Dan Harbison, Dir Interactive Mktg/Media
  Portland Trailblazers
            Moderator:  

    John Anthony Hartman
            Feedia Inc.

PSU Digital Mktg Strategies Instructor,
   Social Media Marketing class
                             John Anthony Hartman



                                         http://www.feedia.net           http://www.cre8con.com




http://www.evergreenbrandedmedia.co   http://www.myindiemovies.co   http://sesweb.ses.pdx.edu/pdc_cat/
                  m                               m                    catalog/details.cfm?id=WM403




              http://www.glimpseoftomorrow.com/
                            @feedia
   Social Media
    Marketing
Whether it's called social media, new media, or Internet media it
 all comes back to the interactive and collaborative nature of the
Web application platform referred to as Web 2.0. Social and viral,
 this iteration of the Internet has changed the way we interact on
       and with the Web, as well as the way we do business.
 Understanding these changes and the new models is crucial to
our understanding of Social Media Marketing. Did you know that
  social media drives as much traffic to websites as all the major
 search engines combined? Social Media Marketing brings up a
      host of new marketing practices such as community and
relationship management, active customer engagement, product
    development and co-creation, thought leadership, and lead
                      generation, to name a few.

   The first day establishes a baseline in social media tools. We
    then look at a series of tools and analytical instruments to
 understand what measured engagement means in social media
 and how digital ethnography and our social sphere have shaped
 the meaning of “face” value in a world of Facebook. Participants
should be prepared to actively engage in some social media sites
                 in the labs and class assignments.
Social Media in Sport
             Panelist:  

           Cory Dolich
VP Business Operations & Marketing
        Portland Timbers FC
            Leverage Your Assets
• Access, Access, Access
• Use Your Partners to Drive 
Content 
• Use Your Key Stakeholders
• All Information is Valuable
       Go To Your Fans; Employ Your 
                   Fans
• Integrate Social Media 
Platforms With Other Digital 
Tools

• Customize Content to Drive 
Engagement

• Use External Resources for 
Content
          Pool Collective Resources
• Use League/Parent Company Reach
• Work With Other Teams to Develop 
Content
• Use Secondary Social Media Outlets 
(e.g. players, key staff, mascot etc.)
• Use Sponsors & Marketing Partners to 
Share Content
         Panelist:  

       Kenny Dow
Athletic Marketing Director
 Portland State University
           Portland state vikings
                      Social media




Facebook.com/PSUVIKINGS   GOVIKS.COM   TWITTER.COM/PSU_VIKINGS



   Communicate. Interact. Engage.
communicate
interact
engage
          Panelist:  

      Chris Murphy
Director of Digital Marketing
          adidas US
“Your brand is no longer what you tell people it is,
it’s what people tell each other it is.”


“Your brand is what people say about you when
you’re not in the room.”
          500 million active users
          50% of which are on facebook every day
          700 billion minutes per month
          73% of all teens are on Facebook
          30 billion pieces of content shared each month
          130 friends per user




Facebook Statistics
Facebook is responsible for shifting digital trends


Email & IM decline


Google’s growth slowing


Irrelevant blogs
Develop and grow brand advocates


The new measure of marketing is ADVOCACY


10,000 x 130 = 1,300,000
             Panelist:  

          Dan Harbison
Director Interactive Marketing/Media
         Portland Trailblazers
        Trail Blazers History
•   Founded 1970

•   1977 First time making NBA
    Playoffs won NBA Championship

•   Blazermania is born

•   Longest sellout streak in
    professional sports.

•   Continued success through 80's,
    90's, but...
    Troubles with the brand
•   Off-court troubles led to
    a fractured relationship

•   Began to turn the brand,
    needed to communicate

•   Email open rates shows
    that emails aren't efficient

•   Also wanted to give a safe
    haven to remaining fans
                 The Concept
•   Started as video
    testimonials

•   The vision: create a site to
    connect remaining fans with
    each other, organization and
    players to strengthen the
    connection of community
    and team.

•   Connection and passion
    would be contagious
         Launch
of iamatrailblazersfan.com
        1.19.2007
         Launch
of iamatrailblazersfan.com
         v2.0
        4.9.2009
                Passive vs Active
                  Engagement
•   Active                  •   Passive

    •   Message boards          •   Starting 5

    •   Blogs                   •   Scrapbook

    •   Photos/Video            •   Fan Statements
                        Starting 5
•   Fantasy sports are huge

•   Fantasy Basketball is hard, time
    consuming

•   Make it easy, only have think
    about the team you love

•   20,000+ Starting 5's

•   78% checked weekly

•   42% checked daily
            Fan Statements
•   Let fans declare who or
    what they're a fan of

•   Feature best on
    homepage, ownership
    of site

•   Jones Soda contest,
    3,500+ entries in 3
    weeks
The Dashboard
                     Success
•   26,000+ fans to feed CRM

•   Sponsorship revenue
    doubled this past year

•   Time spent is now over
    10:00/visit

•   Extend to Season Ticket
    Holders, Sponsors, Groups
                Rip City United
•   84% Season Ticket Holders
    enrolled

•   Exclusive benefits, contests,
    deals, content

•   Even in down economy, raise in
    ticket prices, 87% renewal rate

•   48% renewed online, league
    average ~20%

•   Floating more basketball
    features up for them
                 Live Interaction
•   Live events drove 30% of our page views
    this year

•   Give fans social arena experience at home

•   Where do those home sellout crowds go
    when your team travels?

•   Live chat with Cover It Live, message
    boards active, video highlights

•   Crowd source through Facebook and
    Twitter

•   Live video, expiring content
        Facebook and Twitter
•   Helped drive Starting 5 numbers. 12%

•   Full Open Graph Facebook Connect
    enabled for draft. Great numbers. 502 sign-
    ups, 312 from Facebook. 1,200 have linked.
    Defacto login system.

•   Will really be working on pushing and
    pulling fan interaction through social graph.

•   People live on Facebook and sometimes
    don't leave

•   Twitter integration is next, tweet Fan
    Statements, Tweet Comments, especially
    during our live video chats

				
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posted:6/29/2011
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