Slide deck from Goodform's Sports CRM Summit, 9 June 2011.

1. Social media & CRM Introduction Advanced Click introduction for session 1, advanced for session 2 or just continue for all slides John Duffy john@nemisys.uk.com @johnrduffy www.nemisys.uk.com/blogs/nemisys

2. Mandatory #tag #sportcrmsummit #sportsCRM (with apologies for confusion) Ideas for engagement around matches CRM systems which already cope with social media

3. Nemisys in sport

4. Social media & services British Horse Racing Authority The Football Association Rugby Football League Sport England British Universities & Colleges Sport English Golf Union Synergy, for Guinness England Squash & Racketball British Judo English Table Tennis Association The Children’s Trust Ipadio – live audio www.ipadio.com Vodpod – live video www.nemisys.uk.com/vodpod

5. Our first ever sports project (!)

6. What is social media?

7. The Conversation Prism

8. Your (social) fans - Generation Y Don’t read newspapers No landline phone Television on their terms Trust peers Internet experience is social Content is going mobile Television is for video games Want to be heard and self-express Email is for parents/work On demand content

9. How we got here Web 1.0 Company  consumer Web 1.5 Company  consumer Web 2.0 Consumer  consumer Now: Companies/clubs joining the conversation If people don’t engage, it’s not social media

10. And what is CRM? A business process or system For managing interactions With customers & potential customers Often automated / driven by technology Usually sales driven Usually “broadcast” – from company to prospect/client In other words, the antithesis of “social”

11. Our aims Introduction Acquisition techniques Engagement techniques Exercise: content plan Fit to CRM Analytics Advanced “Capturing” information from Facebook Changing your web site Ideas for apps Social commerce The Holy Grail

12. What we’re not going to cover Truly social organisations – I want to be more practical today! But do please read Christopher Carfi’s Social Customer Manifesto I want to have a say. I don't want to do business with idiots. I want to know when something is wrong, and what you're going to do to fix it. I want to help shape things that I'll find useful. I want to connect with others who are working on similar problems. I don't want to be called by another salesperson. Ever. (Unless they have something useful. Then I want it yesterday.) I want to buy things on my schedule, not yours. I don't care if it's the end of your quarter. I want to know your selling process. I want to tell you when you're screwing up. Conversely, I'm happy to tell you the things that you are doing well. I may even tell you what your competitors are doing. I want to do business with companies that act in a transparent and ethical manner. I want to know what's next. We're in partnership…where should we go?

13. Acquisition – competitions

14. On a more down to Earth budget

15. Objectives Convert email contacts to Facebook Improve conversion rate from visit to like for Facebook page To develop comms channel that allows less formal and more frequent contacts

16. Seeding

17. Results #3 University behind Oxford & Cambridge < £.50 per conversion Model successfully applied to Twitter & Flickr

18. Lessons & success factors Response peaks quickly – make your call to action page perfect for launch! A/B test first if you can Ts & Cs Make them clear, engage openly with any questions Track behaviour on your own web site Use campaign tracking URLs in seeding Set up goals to track entries Set up profile to report traffic from Facebook Make entry dependent on a(ny) viral action See below for Facebook Ts & Cs

19. Engagement - matches

20. Engagement - matches

21. Engagement - matches

22. Engagement - matches

23. Engagement - matches

24. Engagement - matches Photos from previous matches Videos from previous matches Ask people to predict the results Ask for UGC from the match Behind the scenes footage Key techniques Use #tag or Facebook Livestream Use Facebook Questions app Let’s see if you’re truly social – Tweet more ideas for engaging your users at matches using #sportsCRM

25. Key technique: content plan

26. Your content plan template Tweet content ideas about the type of events and activities you have coming up in the next month You know by now ... #sportCRM

27. And my stab at your content Tournaments Cups Think age ranges – youth to seniors Race meetings Ladies day Magic weekend Wimbledon – tickets? Community work Transfer speculation VIP visits Sportivate & summer coaching sessions ...

28. First (next?) steps for CRM How can your social media content plan enhance your planned marketing/CRM-based activity? Bums on seats Friend get friend Kit sales Use competitions to: Acquire social contacts Acquire CRM contacts LINK social and CRM contacts

29. Simple analytics New contacts – CRM system New contacts – social networks Linked contacts – exist in CRM, but you know their social network user name

30. Assumptions You already “do” social media – well You know your communications & business objectives for both social media & CRM Your web site is well designed for the “social basics” Subscribe functionality in place Share functionality in place Semantic mark up in place (or planned) Essentially, you’re ready to step up a gear

31. Semantic mark up The visitor sees The London Cup Richmond Hockey Club July 12th – 16th Facebook & Google see The London Cup This is an event that you can attend Richmond Hockey Club I see the coordinates, I can show them on a map July 12th – 16th I see that’s a date, I can show this event in a listing

32. Revisit your web site Events Clubs Sports teams Sports leagues Athletes

33. ReachingFacebook information

34. Museum of Me

35. Feedback / ideas Idea to encourage early arrival – 1st X people in crowd get a free beer Personalised merchandise – email goes to fan showing mock up of their name on shirt in time to order for their birthday

36. Simpler to do – Jibjab

37. Birthday reminders

38. Integrating to your site

39. Video launch + competition

40. Cross-network competitions

41. Capturing Facebook information User About_me Activities Birthday Education Events Groups Hometown Interests Likes Location Photos & tags Videos & tags Religion & politics Web site Work history Email Friend lists Friends As the user, apart from Email Friends list

42. Boring but noteworthy

43. Discussion Birthday reminders = perfect use of social graph allied to core offer And ideas like this are the key to your social media/CRM success Ideas for your sport? Tweet them on #sportsCRM I’ll curate them later

44. Some more ideas to explore Entry systems Competitions Ticket purchase Kit sales (birthday presents?) Top trumps Match days – mobile apps Check in + deals Fan  fan banter

45. Success factors Simple and compelling offer A(ny) viral action Like’s best Share Tag Gains permission to the real gold

46. Social commerce

47. Analytics

48. Analytics CRM 1 simplistic model

49. My (your?) end goal Link these elements Web site behaviour (pre-registration) Web site behaviour (post-registration) Social media demographic information Social media behaviour Response to offers / marcomms channels Customer/fan purchase behaviour / lifetime value Then act accordingly You map user journeys For demographic/segments Engage with each segment on its terms & take each individual on his/her “correct” journey to achieve your objectives

50. Recap Have clear objectives Make your digital properties “ready” Find a way to link CRM contacts with their social presence Always, with their permission Next conversations CRM vendor capabilities & roadmap Analytics vendor capabilities & roadmap CMS vendor capabilities & roadmap

51. Another recap Find a way to link people in your CRM system to their social media personas – with their permission

52. Age issues http://www.nspcc.org.uk/Inform/cpsu/resources/briefings/social_networking_services_wdf69029.pdf http://www.nspcc.org.uk/Inform/cpsu/cpsu_wda57648.html

53. Hat tips Read these! www.facebook.com/socialmediainsports https://developers.facebook.com/policy/ www.mashable.com www.techcrunch.com http://info.gigya.com/rs/gigya/images/SSO-MarketResearch.pdf https://www.facebook.com/promotions_guidelines.php http://www.socialcustomer.com/

54. John Duffy, Marketing Director Questions? john@nemisys.uk.com @johnrduffy Download this deck & others from: www.slideshare.net/johnrduffy

55. Sales spiel Obviously we produce web sites, promote events, consult on digital strategy and social media, create mobile & web apps In addition to that we have developed some technologies that we can plug in to other peoples’ web sites and CRM systems Read on if you’d like to know more

56. Get Active Portal This is the London version of our national sports venues, events and activities portal NGBs – list all your clubs & events on this platform Professional clubs – list your community events (you won’t need us for your league fixtures!)

57. Ipadio ANY phone call live to ANY web site Or moderated before publishing if you prefer! Sports uses Pre & post match interviews Commentary Bring fans closer to players Enter competitions CRM uses Take audio direct to customer record from phone Take key stroke data direct to a customer record via customisable “voice forms” Take customer surveys using audio and key pad direct to their record www.ipadio.com

58. Vodpod Take input from ANY webcam to YOUR web site or app With moderation, of course Used by British Horse Racing Authority for The Filly Factor Webcam on & have a go www.nemisys.uk.com/vodpod