Sports and Social Media

Driving Partnership ValueThrough Social Media

Overview

1. Understanding the Social Media Landscape

2. 10 Key Tips About Social Media

3. Case Studies

2 // Partnership Activation 2009

Understanding the Social Media Landscape


There are five (5) core social media platforms that sports organizations are currently using to drive their business and leverage corporate partners:

But there are plenty of additional social media platforms, new technologies, and mobile applications that you need to be aware of:

10 Key Tips About Social Media

1. #1 Goal Needs To Be Fan Engagement

2. ROO = Indirect Revenue, Web Traffic, Couponing, Various Methods Of Fan Engagement

3. Social Media Is A Great Tool To Support Existing Assets/Programs

4. Social Media Is Cost-Effective But Requires Time & Resources

5. Social Media Is An Untapped, “Ownable” Space

6. Fans Now “Expect” Sponsors To Offer Social Media Extensions

7. Seamless Integration Opportunities Exist In-Venue

8. Social Media Allows You To Target Casual Fans, Tech Savvy Fans, and New Consumers*

9. Social Media Allows You To Go Where The Fans Are Pre-Game (19%) & In-Game (30%)

10. Social Media Use Drives Fan Avidity


Case Study: Tribe Social Media Deck


Overview• The Cleveland Indians transformed a section of their ballpark for

members of the team’s social media community who are active on Twitter, Facebook, Foursquare, and blogs

• Consists of (2) rows of seats, offering guests Wi-Fi access, cable TV, and power outlets, media information, and audio interviews

• Presented by Time Warner Cable (a buildout of their Bleachers section)

Fan Engagement• Allows the Cleveland Indians and Time Warner Cable to

reconnect with lost fans and connect with a new generation of Indians fans

• Allows the team’s avid social media followers an opportunity to watch a live game and network with other members of the digital community

Case Study: Panthers Purrsuit


Overview• The Carolina Panthers and their mascot, Sir Purr, are hosting

a 1-day city-wide social media challenge that tasks teams of fans with finding clues, competing challenges, and earning prizes in an effort to win prizes

• Presented by Allen Tate Company (realtors)

Fan Engagement• The Panthers Purrsuit is an Amazing Race-style competition,

where teams use clues given via social media to visit local businesses and non-profits, discover new places, and connect with other Panthers fans

• Revenue generator ($40/team) that supports businesses in the local community

Case Study: San Francisco Giants Tweet Up


Overview• The SF Giants sold 600 special $20 “Tweet Up Tickets” to fans

for a game in April that included:• Panel Discussion with Social Media Experts• SF Giants “Follow Us” T-Shirt• Private Pre-Game Tweet Up Party • A Ticket in a Special Tweet Up Section• Partial Proceeds Benefited Local Non-Profit

@RoomtoRead

Fan Engagement• The event provided the team’s avid social media followers with

a once-in-a-lifetime experience where they heard from SM industry leaders, connected live with other fans, and engaged with the Giants organization in a new, interactive way

• The Giants sold out all 600 reserved seats, promoting the event via the hashtag #SFGTweetup

Case Study: Manchester City Foursquare Promotion


Overview• EPL soccer club Manchester City FC teamed up with Umbro

to generate buzz for their final home game of the 2009-2010 season via a Foursquare promotion

• Fans were asked to “check-in” at the City of Manchester Stadium via Foursquare in an effort to set a world record for the most Foursquare check-ins in a single location at one time

Fan Engagement• To generate interest and awareness, the team posted an

announcement on its team page and offered fans the chance to win (1) of (11) limited edition team jerseys if they added the phrase “Umbro Blue Moon Tee Please” to the tips section of their Foursquare check-in

Case Study: Reggie Bush #RedZones Promotion


Overview• Reggie Bush recently celebrated the start of the 2010 NFL

season by giving away (8) autographed footballs at select locations through New Orleans via social media

• Bush posted clues on his Official Facebook Page and Twitter account alerting fans where the balls were placed on a map

Fan Engagement• To win, fans simply had to click on a Foursquare link provided

in the alerts, view a map detailing the exact location and supporting tips, and be the first person to find and touch the football

• Signs were placed at each location encouraging fans to leave a text, photo, or video post for Reggie by scanning a Stickybits barcode

• Fans who didn’t win the grand prize could win t-shirts and other gear

Case Study: Other Social Media Applications


Live, Branded Twitter Feeds in Suites QR Code Promotions/Videos

Fans Can Email Photos and Vote To Have Them On the Scoreboard

The White Sox and Indians Held a SM Mascot Battle for Charity

LA Let Fans Post Their Own Billboard Pictures

What’s Next…


What Do You Have Planned?

Contact Information


For More Information• Please feel free to contact Brian Gainor of Partnership

Activation at:Brian Gainor

Partnership Activation

Email: [email protected]

Twitter: @BrianGainor

Sports and Social Media

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