With social media, athletes now have access to powerful tools to build their personal brands. Athletes are negotiating greater contractual freedom to build and leverage their own personalities beyond the team they represent. Concurrently, we are entering the “post‐privacy”era. Nothing happens outside of camera range. If an athlete brushes off a fan’s request for an autograph, stumbles drunkenly out of a bar or gives a passerby the finger, you can bet that it will be Tweeted within minutes and grainy cellphone footage will find its way onto YouTube within hours.   Canadians have an ambivalent relationship with celebrity culture. We respect Sidney Crosby (because he doesn't take himself too seriously) but mock Celine Dion (because she does). For athletes seeking to build a personal brand, for sponsors seeking to leverage the athlete brand, and for NFPs seeking alignment with an athlete, there are opportunities and there are pitfalls For more presentations and video recordings of live presentations, visit http://t3connect.com

1. Leveraging The
Athlete Brand

2. Agenda
‣ Who Is Trevor Turnbull?
‣ Personal Branding
‣ Why Social Media?
‣ Athletes & Social Media
‣ What Do Athletes Have To Offer?
‣ Rewards vs Risks
‣ Case Study - Professionals
‣ Case Study - Amateurs
‣ Keys To Success
‣ Questions

3. Who Is Trevor Turnbull?
Hockey Player?

4. Who Is Trevor Turnbull?
What Now?

5. Who Is Trevor Turnbull?
Sales Guy?

6. Who Is Trevor Turnbull?

7. Who Is Trevor Turnbull?

8. T3 CONNECT Sports

9. Personal Branding

10. Personal Branding
Hockey Player? Sales Guy?

11. Personal Branding
BC Lions
Travis Lulay #14

12. Personal Branding
Trevor Turnbull Travis Lulay

13. Personal Branding
Professional Athletes are REAL People
JUST LIKE YOU AND ME
Trevor Turnbull Travis Lulay

14. Social Influence
http://stefanomaggi.blogspot.com

15. Connect With Fans
People Want To Connect With People
NOT LOGOS

16. Control Personal Brand

17. Create Own Media

18. Affinity & Reach
‣ 7M LIKE’s in 7hrs (Facebook Record)
‣ Currently 25.8M+ LIKE’s
‣ FC Barcelona - 21.3M+ LIKE’s
Leo Messi - FC Barcelona
Argentina Soccer

19. Unique Sponsorship

20. Scale Philanthropy

21. Life After Sports
75% of NFL Players
Are Broke, Divorced
Or Unemployed
5 Years After Retiring
Chad Johnson
(aka. Ochocinco)

22. Life After Sports
Trevor Linden
Club 16 - Trevor Linden Fitness

23. Why Social Media?

24. Social Media Is Not A Fad
Social Media is changing the way
we consume information,
communicate & interact with each
other, make purchasing decisions,
view the world and live our lives

25. US Internet Users Who Use Social Networking Sites
18-29 Yrs 30-49 Yrs 50-64 Yrs 65+ Yrs
86
90 83
76
Percentage Who Use Social Media
73
75 67
61
58
60
48 47
45 36 36
25 25 26
30 22
16 16
12 11 13
15 7
5 7
4
0
Sept 2005 May 2008 Nov 2008 Apr 2009 Dec 2009 May 2010
Largest Growth Rate (Sept 2005 - May 2010)
*50-64 years - 176% *65+ years - 271%

26. Facebook Stats & Facts
Facebook is the largest social networking
site with over 800+ Million Users
‣ #1 Visited Site Online (Google - #2)
‣ 350+ M Active Mobile Users (and growing)
‣ 16.8M Facebook Users in Canada

27. Twitter Stats & Facts
70% of Twitter Accounts Are Outside Of The US
Less Than 5% Are In Canada
‣ 300+ M Twitter Users
‣ 5% of Twitter Users Generate 75% Of The Content
‣ 43% of users access via mobile

28. YouTube Stats & Facts
YouTube (owned by Google) is the
second largest search engine in the world
‣ 3 Billion Videos Viewed Per Day
‣ More video uploaded to YouTube in one month
than 3 major US Networks created in 60 years

29. Traditional Advertising
60% of Canadians are on
CRTC “Do Not Call” List
86% of People 44% of direct
Skip TV Ads mail never opened
40%
60%
Marketers are shifting their budgets away
from “Interruption” Advertising

30. NIKE - Steve Dangle
20 yr old YouTube video-blogger hired by Nike
to cover World Jr Hockey & 2010 Olympics

31. Athletes & Social Media

32. What Do Athletes Have To Offer?
‣ Branding (cool factor)
‣ Exposure
‣ mentions
‣ Impressions
‣ Lead Generation
‣ Unique Contests
‣ Email List Building
‣ Sales Opportunities
‣ Measurable ROI

33. Reward vs Risk
REWARD
‣They are human...can play great
‣ get lots of media attention
‣ help build affinity w a brand
‣ can say all the right things
RISK
‣They are human...can play bad
‣ get benched
‣ get hurt
‣ get released
‣ can say the wrong thing

34. Social Media Risks?
Rob Murphy - Toronto Argonauts

35. Opportunity?

36. Case Study - Professionals

37. Firstar - Athletes

38. Firstar Sports
“The Pro’s Of Tomorrow Are The
Young Kids Today”

39. Firstar - Target Audience
Precise Interest targeting lets you define your ideal audience by what they are interested in, using
terms people have shared in their Facebook profiles. These may be drawn from their listed interests,
activities, education and job titles, pages they like or groups to which they belong.

40. Ryan Kesler - Vancouver Canucks
15824 Fans
85877 Followers
‣ FB - Last post FEB 9, 2011
‣ FB - No Fan Engagement
‣ TW - Active User (Personal)
No Firstar Branding
No Firstar Mentions
No Contests or Leads
PEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS

41. James Reimer - Toronto Maple Leafs
13787 Fans
N/A
‣ FB - Not managed by Reimer
‣ FB - Appears to be run by
tshirt company
‣ http://nhljerseys.spreadshirt.com/
No Firstar Branding
No Firstar Mentions
No Contests or Leads
PEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS

42. Travis Lulay - BC Lions
672 Fans
2456 Followers
‣ Branding Strategy
‣ Ongoing Training
‣ Communication Strategy
‣ Fan Engagement
‣ Online Contests
No Firstar Branding
No Firstar Mentions
No Contests or Leads
PEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS

43. Firstar Sports
741 Fans
1055 Followers
‣ Need a social media strategy
‣ Need to work WITH athletes
‣ Need to stop pushing message
and provide value
Build Brand Affinity
Leverage Word Of Mouth
Generate Leads
Increase sales
PEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS

44. Red Bull Social Model

45. Rajon Rondo - Boston Celtics
3.35M Fans
347,627 Followers
‣ Red Bull Branding
‣ Red Bull Social Mentions
‣ Twitter contests
‣ Lead Generation
PEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS

46. Tim Lincecum - SF Giants
402,000 Fans
N/A
‣ Red Bull Branding
‣ Red Bull Social Mentions
‣ Facebook Contests
‣ Lead Generation
PEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS

47. Thierry Henri - New York Red Bulls
855,000 Fans
N/A
‣ Red Bull Branding
‣ Red Bull Social Mentions
‣ Facebook Contests
‣ Unique Fan Experiences
PEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS

48. Amateur Athletes

49. Kevin Jagger - Amateur Athlete

50. Kevin Jagger - Amateur Athlete
Sponsors Media

51. Kevin Jagger - Amateur Athlete

52. Kevin Jagger - Amateur Athlete

53. Kevin Jagger - Amateur Athlete
Interview Series

54. Keys To Success?
‣ Education
‣ Policies (League, Team, Coaches)
‣ Training
‣ Ongoing - Best Practice Training
‣ Brand Building
‣ Authentic
‣ Transparent
‣ Provide Value
‣ Sponsorship
‣ Brand Alignment
‣ Set Measurable Goals

55. Thank You
Trevor Turnbull
Trevor@T3CONNECT.com
604-715-2550
linkedin.com/in/TrevorTurnbull
twitter.com/TrevorTurnbull
twitter.com/T3CONNECT
facebook.com/T3CONNECT
Questions?