Robinson pincus sponsorship&socialmedia.pptx
22
SOCIAL MEDIA LOYALTY SPONSORSHIP + +
-
Upload
robinson-pincus-sponsorship-social-media -
Category
Sports
-
view
661 -
download
0
description
An overview of why sponsorship and social media are the perfect communication partners, including the results of research into how people consume sport through social media.
Transcript of Robinson pincus sponsorship&socialmedia.pptx
SOCIAL MEDIA LOYALTY SPONSORSHIP + +
SOCIAL MEDIA
LOYALTY SPONSORSHIP
WHY ARE SPONSORSHIP AND SOCIAL MEDIA THE
PERFECT PARTNERS ?!
HOW IS !SOCIAL TECHNOLOGY !HELPING LOYALTY?!
WHY DO SPORTS SPONSORS HAVE SUCH AN
ADVANTAGE WHEN IT COMES TO LOYALTY?!
WHY IS SOCIAL MEDIA !THE PERFECT PARTNER !
FOR FAs?!
SPORTS FANS LIKE ACCESSING FOOTBALL THROUGH SOCIAL MEDIA…
ACTIVE, COMMITTED FANS:!THE PERFECT ENVIRONMENT FOR LOYALTY.!
SPORTS FANS SHAPE AND SHARE CONTENT MORE THAN YOU MIGHT THINK.
68% actively contribute
through blogging,
posting and sharing.
83% share content with
connections that share their passions.
On average, people share
content they like with 66 others.
CONNECTED, SOCIAL FANS:!THE PERFECT ENVIRONMENT FOR ‘GROWTH’.!
BUT, THESE FANS HAVE CHOICES AS TO WHERE TO GET CONTENT…
Official Social Fanbase Unofficial Social Fanbase
5,700 + 15,000 +
10 million 30 million +
SPONSORS NEED TO ENGAGE FANS…TO ’CAPTURE THEM’.!
CONTENT CONVERSATION CAPTIVE
AUDIENCE
FEEDING CONTENT TO FANS IS ‘STORY TELLING’.!
PROMOTE: 5 MILLION PROMOTE: 14 MILLION
INTERACTIONS: 10,000 PER DAY
SHARING: 30% +
STORY: WRESTLEMANIA 27 IS COMING!!
FACEBOOK OTS 11,700,000
HOW IS SOCIAL TECHNOLOGY HELPING LOYALTY?!
BEFORE, THERE WAS DIALOGUE.
ONE TO ONE RELATIONSHIPS ARE GREAT.!BUT TODAY, EVEN CONVERSATIONS AREN’T ENOUGH.!
Brand Consumer
2-Way
NOW, THERE IS ‘TRIALOGUE’.
SOCIAL TECHNOLOGY MAKES WORD OF MOUTH EASY.!AND LOYALTY INCENTIVES ARE GREAT FOR CONVERSATION.!
Brand Consumer
Friends
3-Way
BUT, THE BRANDS WITH THE BIGGEST FOLLOWING OF CONSUMERS BRING IN SOMETHING EMOTIONAL TOO.
IN TODAY’S SOCIAL WORLD, !GROWING LOYALTY IS AS MUCH ABOUT ‘STORIES’ AS ‘SAVINGS’!
‘Closest connection ever’ 3.5 million, 1 night 17 million
WHY DO SPORTS SPONSORS!HAVE SUCH AN ADVANTAGE !
WHEN IT COMES TO BUILDING LOYALTY?!
BECAUSE EMOTION SITS AT THE VERY HEART OF WHAT IT MEANS TO BE A SPORTS FAN.
Federation Sports Fan
Shared Experience
WHERE’S THE REVENUE?!
TICKETS & MERCHANDISE
SPONSORSHIP & ADVERTISING
PAID FOR CONTENT
SOCIAL MEDIA
LOYALTY SPONSORSHIP
REVENUE!
NEW AUDIENCE FOR SALE!
I.E. SOCIAL !
NEW VALUE FOR SALE!
E.G. APPS !
NEW POINT OF SALE!
E.G. FACEBOOK!
TICKETS & MERCHANDISE
PAID FOR CONTENT
SPONSORSHIP & ADVERTISING
Your fanbase love consuming sport through social media.
Social Media helps you listen to your fans & understand what motivates them.
Stories are as powerful as savings for keeping fans coming back (loyalty).
Big, active, loyal audiences offer a number of revenue channels.
To capture your audience you need to capture how they behave.
INSIGHT IS EVERYTHING
WHAT MOTIVATES YOUR FANS?!
NATIONAL PRIDE
WINNING
CHEAP TICKETS
CELEBRITY
SOCIAL
STATISTICS
