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An introduction to how Social Media can help sponsors and rights holders uncover what makes their audience tick, by listening to active communities of passionate fans across the social web. 'Capture the Wisdom of Fans'.
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Sponsorship, Social Media &
The Importance of Listening.
This isn’t another presentation about and
It’s about consumer behaviour and a new communications landscape
that couldn’t be better suited to sponsorship, if we’d built it ourselves.
And, it’s about how to make the most of it.
People’s passions sit right at the heart of Social Media behaviour…
FarmVille Starbucks Groupon
Research: WHAT DOES THIS MEAN FOR SPONSORSHIP ?!
Music
Film
Sport
Fashion
Art & Culture
Gaming
TV programs
Something funny or interesting that happened today
Gossip
What happened at school/college/work
Planning social events
Relationships
Sending links for people to watch or download
Bitching or moaning
Flirting Things I’m stressed about
Adverts
What’s on TV right now
The news
Top 20 Social Currency
75% of people use social media to
access their passions.
60% of people’s social media time is spent engaging in
their passions (about 45m p/day)
60% of people are ‘more committed’ fans as a result of accessing their
passions through social media.
Passions are big in Social Media…
People are shaping and sharing content more than you might think...
68% actively contribute through blogging, posting
and sharing.
83% share content with others that
share their passions.
On average, people share content they like with 66 others.
Great Story
Frequent Communication
Real Value
Passion-powered Content
Long-lasting Platforms
Fans want to Get Closer
Sponsorship is the perfect fuel for the social engine.
Not only is Social a great partner, but it also enables Sponsorship to…
GET CLOSER
Give them what they want. When and where they want it.
REACH FURTHER
Amplify Word of Mouth and grow audiences through sharing.
SELL HARDER
Close the gap to sales in the digital domain.
So, what do consumers want? And what can Social tell you?
Listen Sponsor Creativity
3,500,000
Sponsor Creativity Listen
?
SOCIAL LISTENING
Natural Banter
Organic Conversation
Genuine
Willing Depth of Insight
Credible Comments
3. Discuss 1. Listen 2. Measure
OPPORTUNITY TO HELP Value Add
THREADS Individual Conversations
THEMES Dominant Topics
Needs
Ideas
Comments
Opportunities
SoapBox enables us to capture the Wisdom of Fans in their natural habitat
UK Football Families Pre-Campaign Listening
Over 100 sites monitored for 1 month
27 most active selected for listening Over 1.5 million members
Over 500 contributors Minimum of 30,000 views
Football Forums
Commercial Sites Local Club Sites
Parenting Forums
Bonding with kids
Daily Demands /Cost Community Support
Coaching Help
“OK so i'm Mr Unsporty but my boys want to get involved in more than kicking a football around the back yard. How can i
encourage them in something i have no passion, idea or knowledge of?.”
“The best thing is supporting the kids outside an academic environment. It gives you the chance to discuss much more important aspects of being a decent human being than who is good at literacy, such as teamwork, grace in victory and defeat,
leadership etc. Also, the other mums are good for a laugh!!.”
“a major priority for the club over past years has been to build a high quality indoor training facility. With a footprint of 900 square metres the club’s brand new £200,000 Peel Hall facility gives ample space for indoor training for their players every night of
the week, whatever the Queensbury weather.”
“Looking for a nice set of rain jackets for my team - preferably black/red. Anyone know a good cheap supplier who can also get badges put on them? Looking to pay £12
per jacket.”
“We need a couple of jobs done at the Clubhouse and require an electrician. Does anyone know of one that would be prepared to
help us out?”
“My son’s just started playing football. Anyone got any advice on where I can find cheap boots?”
“We keep getting caught our with long balls through the middle of our defence. Anyone know any good drills for
dealing with it?”
“I have found that the exercises in the books are all too often unwieldy or difficult to explain to players - or simply don't
work on grass, though they look fine on paper.”
Massive duplication of effort
Lack of support awareness
See through PR
Value Commitment
‘We’ll take all the free stuff we can get. But it’s long term help we really need and that’s what will make us feel good about a brand’
What they get What they want
Help Sells.
Tactical Support e.g. ‘BootSwap’.
Central Support e.g. ‘ClubHub’.
Continue Listening.
Global WWE Fans In-Campaign Listening
Drive Awareness of Wrestlemania
PROMOTE: 5 MILLION PROMOTE: 14 MILLION
HITS: 300,000+ FACEBOOK NEWSFEED: 5m +
Positive Constructive!
“This is great. I love it. But I want to be there!!!!!!.” “thanks for showing me this, has to be one of the most
funniest things ever. great idea by the wwe”
“I wish it gave me an ounce of information about what the hell it is before click it”
“Probably the most creative Internet thing that WWE has ever done. If you have a Facebook account and two minutes to spare, try it. You will most
certainly not be disappointed. I got a good kick out of it.”
“I'm actually impressed I was prepared for it to be lame but that was nifty”
“I thought that this was a pretty neat idea and I enjoyed seeing my picture and my name so well incorporated into WWE footage.
The only thing that would have made it neater would have been the option to save the video or involve and share it with others.”
Status Sells.
Be more clear that ‘you are the star’.
Make it easier for people to ‘share their image’.
Reward sharing with Value.
Insight before Technology.
Consumers are often smarter, more creative and more willing to contribute than you might expect.
Campaigns are catalysts for Consumer insight.
Listen before, during and after.
Social Research is real, rich, credible, quick and cost effective.
