Social Media & Sport- 6 Ways Social Media can Grow Your Business and Brand
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Sports brands whether they be a personal or corporate need to embrace social media as part of their marketing. Social media does not replace traditional media such as TV but enhances it. It provides immediacy, leverage and longevity as part of your marketing tactics
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Social Media & Sport- 6 Ways Social Media can Grow Your Business and Brand
- 1. Social Media & Sport 6 Ways It Can Help Your Business & Brand 20 YEARS OF SPORT CONFERENCE: May 11, 2011
- 2. Social Media Landscape 20 YEARS OF SPORT CONFERENCE: May 11, 2011
- 3. Social Media Landscape 20 YEARS OF SPORT CONFERENCE: May 11, 2011
- 4. Social Media Has An Image Problem 20 YEARS OF SPORT CONFERENCE: May 11, 2011
- 5. Social Media Is Growing Up 20 YEARS OF SPORT CONFERENCE: May 11, 2011
- 6. 6 Ways Social Media Can Help Your Business 20 YEARS OF SPORT CONFERENCE: May 11, 2011
- 8. 20 YEARS OF SPORT CONFERENCE: May 11, 2011 Reality & Transparency
- 9. Get Found Online 20 YEARS OF SPORT CONFERENCE: May 11, 2011
- 10. Leverage 20 YEARS OF SPORT CONFERENCE: May 11, 2011
- 11. Longevity 20 YEARS OF SPORT CONFERENCE: May 11, 2011
- 12. Creates an Online Brand “ For the life after sport ” 20 YEARS OF SPORT CONFERENCE: May 11, 2011
- 13. Social Media? B2B or B2C 20 YEARS OF SPORT CONFERENCE: May 11, 2011
- 14. Social Media for B2B 20 YEARS OF SPORT CONFERENCE: May 11, 2011
- 15. Social Media for B2C 20 YEARS OF SPORT CONFERENCE: May 11, 2011
- 17. 20 YEARS OF SPORT CONFERENCE: May 11, 2011
Notas do Editor
- Sport Entertainment and Social Media Follow this on Twitter - #20YS With competition from other forms of entertainment and the increasing reliance by TV channels on talent shows and celebrity programmes to drive valuable advertising revenue, sport is struggling to get prime time viewing. Gone are the days that sports like athletics could command prime time slots on the main channels for four hours at a time. Sport is now being faced with a move to secondary digital channels with substantially lower audiences. So sport is having to re-invent itself and come up with new formats like Twenty20 cricket and 3-on-3 basketball. Some sports are also seeking to embrace other forms of entertainment by, for example, staging live rock music acts at their events. Over the last few years there has been an explosion in the growth of social media platforms. By the end of 2010 there were Over 200 million registered Twitter users, growing from only 5 million in 2008. Facebook users had grown to over 600 million users. But has sport embraced this new medium, and are sports federations taking full advantage of the opportunities that social media offers to communicate their news as it happens? The announcement of the FIFA World Cup hosts for 2018 and 2022 were leaked on Twitter 30 minutes before Sepp Blatter made his announcement on stage. How could FIFA have managed this better? How can sport manage this constant communication platform, how important is it and how can it use social media to increase awareness and, ultimately, drive revenues? If you have questions or issues you would like addressed during the session please send them to [email_address] M oderator Richard Brinkman - KantarSport - Head of KantarSport Panellists Simon Bazalgette - The Jockey Club - Group Chief Executive Jeff Bullas – Consultant Sarah-Jayne Gratton - Consultant Rod O'Connor - AEG - Executive Vice President for AEG Facilities Europe Michael Payne - Michael Payne Associates - Consultant 1. Impact of social media 2. What is the role and relevance of social media in sport 3. How will social media impact sport in the future
- The Social Media Landscape Story about GenY that they think social media is Facebook There are literally thousands of social networking platforms Look at the top 5
- The Social Media Landscape Blogs - 1997 Friendster - 2002 MySpace - 2003 Facebook – 2004 YouTube - 2005 Twitter - 2006
- Social Media’s Image Problem Not taken seriously Why? Twitter tweets are superficial and users are ”Twits” MySpace was for Teenagers Facebook is a waste of time (and was started after a broken relationship) According to the New York Times the founder Mr. Abrams drew his inspiration to create Friendster from a broken heart brought on by a failed relationship YouTube’s original idea was a video dating site
- Facebook Pages Facebook Groups Twitter for Sales and Service Twitter for News YouTube after initially being about viral videos that just entertain is now much more than that, with the “ How To ” category being the fastest growing segment on the social video sharing channel. YouTube is even being used as a tool to teach high level mathematics and other academic and tertiary subjects with Salman Khan of khanacademy.org revealing at a recent Ted Talk , how his 2,000 plus YouTube videos are assisting students pass university degrees. Twitter for promoting Blogs LinkedIn has been created from the ground up as an executive and professionals networking platform
- It enhances traditional media by adding 6 additional elements 1. Immediate 2. Transparency & Reality 3. Get Found online 4. Leverage 5. Longevity 6. Creates an online brand
- It enhances traditional media by adding 6 additional elements Immediate Twitter allows a sports stars tweets to hit the web instantly via laptops, mobile phones and iPads while they are on the team bus, in the locker room or at a restaurant. In fact in a recent study by Dan Zarella the ‘social media scientist’ showed that 33% of Facebook updates are from a mobile phone which provides the platform for real time news to hit Facebook while on the go.
- Reality & Transparency Mass media has editors and sub-editors which protect the grammar (and attempt to protect the ‘brand’) but remove the humanity, honesty and the transparency that social media brings. Fans love this as it gives insights to the lives of sports stars that previously was not possible
- 3. Get Found Online Google and Twitter have added a new dimension to media that didn’t exist before. If you are looking for a story about your favourite sports star you can search for it and find it in seconds rather than waiting for the news at 6. Ranking on the first page of a search engine is the holy grail for businesses (it is where 90% of all clicks to websites occur). Google along with Bing is now placing a higher priority on all things social ( you may or may not have noticed that YouTube videos and Blogs are often appearing high up in search along with other social networking channels). The search giants have realized over the last 12 months that people’s ranking of content on websites and blogs with Facebook likes, Twitter retweets and Google +1′s that social recommendations are valuable as a ranking for search. An active and persistent presence on social media channels increases significantly your chances of being ‘found’ online and we all know how important that is on a world that is continuously connected, searching and clicking. Do you ‘get’ social media yet? Does your boss ‘get it’? Social media is way beyond fluffy, fun and superficial… it is now serious business! More reading Google Becomes More Social And It’s Hurting Your Business Is Facebook Bing’s Secret Weapon To Beat Google? Google Gets More Social and Copies Facebook’s “Like” Button 10 Facts Reveal the Importance of Ranking High in Google
- 4. Leverage Traditional mass media does provide leverage and amplification of your message but it is only one to many. Social media’s strength is with its ‘World of Mouth’ that is one to many and many to many. Social media provides high leverage and low friction brand messages and ideas to spread quickly and effortlessly globally. The latest news about a sports star is quickly spread from Facebook friend to Facebook friend and then continues to spread as it is published to Twitter and YouTube. Television can reach an audience of millions but that’s where it stops. You cannot hit retweet or Facebook share on your TV remote (not yet .. but watch this space). Television is also mostly local or national and is not global unless you are watching the Olympics or the ‘World Cup’. Social media’s viral capacity lies in its ‘one to many’ and then the ‘many to many’ amplification of ideas and content on a worldwide scale. The low friction of sharing (how easy is it to hit a ‘like’ button or a retweet icon) with social media provides the power to make ideas spread that dictators of the past and present would admire.
- 5. Longevity Once a news story is on TV it is archived and often never to be seen again. Last weeks newspaper is lining the bin. If you want to read more about your favorite sports star or brand you can go to their Facebook page, YouTube Channel or check Twitter for their tweets. Google indexes and files the social web for all to view tomorrow and next year. The longevity is not just in the ability to find it on Google or Facebook or Twitter next year but also the fact that it never sleeps and it operates 24/7 and it promotes the brand while the marketers are sleeping. I don’t know if you realize that Google is now indexing and archiving your tweets. The tweets may be fleeting but Google’s 1 million servers are quietly buzzing and working away in dark rooms in distant corners of the earth digitally filing away your superficial tweets along with those ones with great links to YouTube videos and great blog posts that make a difference in people’s lives. The blog posts you write are saved, maybe not for eternity but certainly for decades to come. Think of your content as a digital asset that you should be continually investing in as you build up your online properties net worth.
- 6. Creates an Online brand Comment from a post today “Amazing post, Jeff! It's nice to se how social media can push a professional athlete's personal brand and help him building a solid, engaged fan base. Every professional athlete (at least those who haven't gained multi millions) has to think about what will be happening after his career. Having built a solid personal brand via social media can be of incredible value for the "life after". Think Global Think Digital Be Ubiquitous
- Two Go To Market Business Models B2B B2C
- The Relevance of Social Media in Sport B2B Blogs – Position you as an expert and thought leader, social media buttons to make it easy to share LinkedIn – Connect online then meet offline YouTube - How To’s, Education, Presentations Facebook Page - Spread content, Link to other channels Twitter - Latest breaking news and distribution platform for content
- The Relevance of Social Media in Sport Facebook Page – Promote brand and distribute content FC Barcelona – 14 Million Facebook Fans, Rank 55 (Football Club, Spain) The FC Barcelona Football club realizes that their Facebook page is a great way to spread their brand and openly encourage you ‘liking’ their page, include a link to their YouTube channel and provide social shopping by having an e-Catalogue (online store) capability. There is no Twitter link though I am sure they have a Twitter account. Manchester United – 13 Million Facebook Fans, Rank 60 (Football Club, UK) This Facebook page a is a little more aggressive in its Fan acquisition tactics with you being able to invite 16 of your friends from the landing page tab. No YouTube channel link or a Twitter button YouTube Viral fun videos that entertain and spread Twitter - Latest breaking news and star tweets
- How will Social Media Impact Sport in the Future Embedded and Everywhere Mobile Facebook shops Location based apps ( Facebook places, Foursquare) The social web delivering what you want, when you want it, where you are ( a customised web that knows more about you than you do)