social media in sports marketing

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

April 29, 2011

Social Media in Sports Tourism: What’s your game plan?

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

It’s rare now to…

• Get money from a teller….pay with money?• Pay your bills by check and mail them• Go to the library• Get airline tickets in the mail

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Who is engaged digitally?

(More like who is not engaged digitally!!)

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

A digital world

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

• 500M active users- log in each day• 70% are outside US• 250M access FB through mobile and are 2x as

active as non mobile

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

• 5 years old• 175M users• 1 Billion tweets per week• 500,000 accounts created DAILY• 182% increase in mobile apps vs last year

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

• 100 Million professionals• 1 Million new members each week• 200 countries• 50% of members are outside US

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Mobile Apps

• Mobile app downloads 7B to 50B by 2012

• Market worth $7B in 2012 to $30B 2013

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

2011 Trends…

• Group messaging• Reputation engines• QR codes• increasing complexity for the marketer

without necessarily increasing revenues

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Canadians are Digital Consumers

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Some stats…• Spend online nearly double the worldwide average (43.5 hours per month versus 23.1)

• Visit nearly 100 different websites over three months, more than double the worldwide average of just 42.

• 55 and older are fastest-growing demographic of internet users - one in five internet users, more than people aged 10 to 24, 25 to 34, and 35 to 44 who comprise 10, 18, and 18 percent of internet users respectively.

• Newspaper and political websites are gaining traction. Group buying websites

Groupon,

•Watch more videos on average than the U.S., 147 per viewer compared to 100.

• 18-24 year old watches about 244 videos per month.

Source: http://www.techvibes.com/blog. Research firm Comscore.

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

0K- I see the opportunity but where do I start?

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Strategy before Tactics

• Build your skills• Conduct a social media audit• Develop your goals• Establish objectives• Build a social media plan• Implement and measure

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Confidence comes with competence

• Workshops, webinars, books• Seek out the early adopters in your work place

or at home• Open up social media to employees• Lean into it personally…..Facebook, Youtube,

Linked In, Twitter• Corporately, listen before engaging

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Some resources• www.cepsm.ca : workshops, slides, consulting• Marcom.ca: June 1/2• http://www.dreamgrow.com/best-selling-social-media-mar

keting-books-2011/#axzz1KkZTdOpl

• Marketing Profs• Twitter

– ESPN, IMG, lancearmstrong, ochocinco, sportstourism, London2012, GoWhistler…

• Linked In Groups:– Social Media Marketing: 153,000 members– Social Media & Sport: 1,350 members– Destination Marketing: 585 members

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Understand your digital presence

Conduct a social media audit:• Key search words used related to your

organization, brand and service offering• List of influencers and the tone of the

conversations• Competitive analysis• S W O T analysis• Recommendations

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

What are you trying to achieve

• Build awareness?• Gain market intelligence?• Increase your web presence/digital footprint?• Build relationships with new audiences?• Recruit staff or volunteers?• Generate revenue for the event, city and

tourism partners?• Attract partnership dollars?

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Establish S M A R T Goals

• Actionable insights• Facebook likes, twitter followers• Mentions, re-tweets, positive blogs• Qualified leads• Listed within top 10 on preferred terms, listed • Increase in Klout score• Resumes received

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Is social media part of your mix?

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Measuring: Twitter

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Measuring: Blogs

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Measuring: Social Influence

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Dashboards & Tools for Monitoring

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Managing your Presence

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Best Practices

• Integrate and leverage content across all platforms: web, Youtube, Facebook and Twitter AND traditional media

• Assign dedicated resources: community manager• Cross promote and share content across the tourism partnership:

– City, municipality or region– Accommodations, dining, attractions, transportation– Event venue– Athletes– Volunteers– Attendees– Sponsors

• Ensure consistency in user names, hashtags• Open up social media to your staff

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Where’s your digital engagement?

Website

Search Engines

FacebookYoutubeFlicker

Linked In

Twitter

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Getting Attention

• Rewards programs for followers• Contests on Twitter:

http://www.seomoz.org/blog/7-new-tips-for-running-a-twitter-giveaway

• Flashmobs – Ski Association of France 23,000 views– Bondi Beach 1,000,000 + views

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Case Study

• Alpine Canada- GMC Canadian Championships

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Link to the Resort

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Use all digital channels- results

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Live Streaming

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Leverage Athletes

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Involve the network

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Local sports community

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Facebook

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Ready to take your shot?

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Strategy before Tactics

• Build your skills• Conduct a social media audit• Develop your goals• Establish objectives• Build an integrated social media plan• Implement and measure

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Thank You