Social Media 101 for the Sports Front Office

Social Media 101 Leveraging Social Media for the Front OfficeAn Introduction http://www.flickr.com/photos/24704473@N07 http://www.flickr.com/photos/zacheverson/2259577982/ http://www.flickr.com/photos/hectoralejandro/3499429624 http://www.flickr.com/photos/localandbitter/sets/72157601501234353/ http://www.flickr.com/photos/jancyclops/4302613514 Prepared for Northwoods League by Michael Ames, Pursuant Group

You Can’t Leverage Social Media! Until “Fan Loyalty” is defined as you being loyal to your fans – your organization will not use social media in it’s most impactful way.

Social Media really is a large, emerging conversation that is…

“Your fans are the message” -Marshall McLuhan(sort of) “The medium is the message” guy

Building Fan Loyalty Front offices being loyal to their fans! ,[object Object]

The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. http://images12.fotki.com/v212/photos/1/134799/3424959/superfan-vi.jpg?1173438754 The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000

Building Fan Loyalty Front offices being loyal to their fans! The front office must talk to the people with whom they hope to create relationships. To speak with a human voice, front offices must share the concerns of their communities. “If you want us to talk to you, tell us something. Make it something interesting for a change.” “We have better tools, more new ideas, no rules to slow us down. We are waking up and linking to each other.” http://img.stern.de/_content/52/90/529061/Fan_Eisschnellauf400_400.jpg

spectators one-way creatives critics joiners http://www.swimwatch.net/uploaded_images/coach-yelling-at-athlete-716268.jpg Broadcast Media Social Media http://www.fitzroyjuniorfc.com.au/2008/Images/Week%206%20-%20U10%20Green/GroupHuddle_Coach.jpg People have had a taste of two-way conversations around your brand. They won’t wait for you.

In social media, you might be the topic of conversation without being the center of it SOCIAL MEDIA BROADCAST MEDIA You will have to give up some control of your message in order to gain more influence.

Differences in Tactics BROADCAST Front Office in Control One Way / Delivering a Message Repeating the Message Focused on the Brand Educating Front Office Creates Content SOCIAL MEDIA Fans in Control Two way / Being Part of a Conversation Adapting the Message Focused on the Fans / Adding Value Influencing, Involving User Created Content / Co-creation Source: Slide 10 from "What's Next In Media?" by Neil Perkin

A few quick stats… 79% of English speaking adults use the internet 60% of U.S. adults use home broadband connections 39% of internet users subscribe to an RSS feed 57% of internet users have joined a social network 55% have uploaded photos 83% have watched video clips The conversation is happening with or without you. Sources: Universal McCann’s Comparative Study on Social Media Trends, April 2008, Pew Internet, January ,2010

A Helpful Metaphor Approach #1 annoying, impersonal, forces permission Approach #2 natural, human, authentic, requests permission http://images.dailyradar.com/media/uploads/ballhype/story_large/2009/03/12/nfl_logo.jpg The world’s largest outdoor cocktail party

Resist AutomationOnce a communication system becomes automated…- efficiency is built into delivery- more communication can be done for less- messages are crafted for demographic groups- the communications sounds less human - the communication channel becomes less effective and more ignored Yeah! Yipee! Good. Oops! Uh-oh!

Consider What is Happening to Email How many email addresses have you had? Why do you have multiple, how is each used? If your organization asked you for your email address, which one would you give them?

Thinking Things Through Objectives Audience Constraints Strategy Tactics

Audience Who are they? Where will I find them online? How do they use the social web? What are they talking about? What are they wanting? Source: Beth Kanter, from 10/08 Share Our Strength presentation Image: http://blog.pandora.com/pandora/archives/sports-fans.jpg

Who is your audience? Source: Forrester, Groundswell

Who is your audience? Source: Forrester, Groundswell http://www.forrester.com/Groundswell/profile_tool.html

Objectives Ticket Sales? Brand Equity? Fan Experience? Customer Service? Other? PICK ONE OBJECTIVE TO START WITH Notice that “press release outlet” is not on the list

Personnel time capacity?Budget? Communication policies? What is non-negotiable?

StrategyRemember this is all based on building loyalty and trust! Listening strategies? Engagement strategies? Motivation strategies?

Online Listening Questions in preparing your organization to listen Who will do the listening and responding? What is your response policy to criticism/praise/questions? How much time is allocated? How will you analyze and share results? What are the benchmarks to measure usefulness? Beth Kanter, Listening Literacy

Online Listening Keyword Search Suggestions Organizational Name Peer names in your space Other peers with similar sounding names Program/Services/Event Names Owner, GM or well known associated personalities Brand or tagline URLs of your online properties Industry terms or phrases related to your mission Your known strengths and weaknesses Beth Kanter, Listening Literacy

Social Media 101 for the Sports Front Office

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Social Media 101 for the Sports Front Office