SOCIAL MEDIA AND SOCIAL MEDIA AND SPORTSSPORTSSocial Media Breakfast CharlotteJanuary 19, 2010

Social Media And SportsSocial Media And SportsThe sports news media has

changed◦Layoffs◦Fewer reporters◦Smaller news holes

Social Media And SportsSocial Media And SportsAt the same time, the public’s

appetite for information has increased exponentially

Social Media And SportsSocial Media And Sports“When I first got to the TOUR

there was breaking news. Now there’s no such thing as breaking news. It’s a 24-hour cycle of news feeds.”◦Joel Schuchmann, PGA TOUR

communications manager

Sports TV PerspectiveSports TV Perspective“Twitter has been a complete game-

changer for my job. For example, just today the Panthers tweeted how they’re staying at Wofford through 2014 for training camp. That’s information I wouldn’t have known unless they had sent me an email, which they probably wouldn’t have. But I found it on Twitter”◦ Bill Voth, WSOC-TV sports anchor

Sports TV PerspectiveSports TV Perspective“We can’t hold back our

information anymore until the 6 p.m. news. So if you’re not on Twitter and you’re in this job you’re an idiot. I check it every few minutes to see what’s going on and basically find out all day what’s going on in the sports world through Twitter.”◦Bill Voth, WSOC-TV sports anchor

Social Media And SportsSocial Media And SportsSo…

◦You have a sports event◦Sports media has less time and

space to cover it◦Public wants more, more, more◦And, SO DOES YOUR CLIENT

What do you do?

AH HA!AH HA!Use social mediaBut, how?

““Social media should be viewed as a Social media should be viewed as a fantastic complement to sports that fantastic complement to sports that is good for both fans and the TV is good for both fans and the TV networks”networks”

Adam Ostrow, editor-in-chief of Mashable

Two Case StudiesTwo Case Studies2009 Quail Hollow Championship

Golf Tournament

2009 BreezePlay Tennis Championships At The Palisades

2009 Quail Hollow 2009 Quail Hollow Championship: Social Media Championship: Social Media Case StudyCase StudyChallenges

◦Economy◦Tiger’s injury◦Staying top-of-mind◦Engaging younger audience and the

fans◦Informing fans about players who

would be there

2009 Quail Hollow 2009 Quail Hollow Championship: Social Media Championship: Social Media Case StudyCase StudyWhy Social Media?

◦PGA TOUR ◦Fans◦Staying ahead

2009 Quail Hollow 2009 Quail Hollow Championship: Social Media Championship: Social Media Case StudyCase StudySocial Media Efforts

◦Facebook◦Twitter◦Providing inside look

2009 Quail Hollow 2009 Quail Hollow Championship: Social Media Championship: Social Media Case StudyCase Study

2009 Quail Hollow 2009 Quail Hollow Championship: Social Media Championship: Social Media Case StudyCase Study

2009 Quail Hollow 2009 Quail Hollow Championship: Social Media Championship: Social Media Case StudyCase Study

2009 Quail Hollow 2009 Quail Hollow Championship: Social Media Championship: Social Media Case StudyCase StudyResults

◦2,169 followers on Twitter◦Most talked about user◦Built a base on social media

2009 Championships at The 2009 Championships at The Palisades:Palisades:Social Media Case StudySocial Media Case StudyChallenges

◦Timeframe for planning◦Keeping event top-of-mind◦Ticket sales◦No main event presence in social

media

2009 Championships at The 2009 Championships at The Palisades:Palisades:Social Media Case StudySocial Media Case StudyWhy social media?

◦Awareness◦Ticket sales◦Engage fans◦Brand event

2009 Championships at The 2009 Championships at The Palisades:Palisades:Social Media Case StudySocial Media Case StudySocial media efforts

◦Twitter account for Jim Courier◦Social media plan leading up to

tournament and during event week

2009 Championships at The 2009 Championships at The Palisades: Social Media Case Palisades: Social Media Case StudyStudyResults

◦Jim developed over 2,300 followers◦Generated over 1,000,000

impressions◦Broadened a presence online for

tournament brand◦Created a conversation

2009 Championships at The 2009 Championships at The Palisades: Social Media Case Palisades: Social Media Case StudyStudyWashington Post covers Jim

Courier tweeting from exhibition match

http://www.washingtonpost.com/wp-dyn/content/article/2009/04/29/AR2009042904348.html

Social Media and Sports: Social Media and Sports: A Natural ProgressionA Natural ProgressionSponsors and brands

◦Getting social in order to connectTicket sales

◦Social Relationship Management