social media in sports marketing
DESCRIPTION
Pragmatic tips to leverage social media in your sports and destination marketing, by Mary Van Buren, Excelerate ConsultingTRANSCRIPT
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
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Who is engaged digitally?
(More like who is not engaged digitally!!)
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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
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• 500M active users- log in each day• 70% are outside US• 250M access FB through mobile and are 2x as
active as non mobile
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• 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
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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
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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
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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
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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
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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?
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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
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Measuring: Blogs
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Measuring: Social Influence
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Dashboards & Tools for Monitoring
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Managing your Presence
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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
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Where’s your digital engagement?
Website
Search Engines
FacebookYoutubeFlicker
Linked In
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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
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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
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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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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