S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
April 29, 2011
Social Media in Sports Tourism:
What’s your game plan?
Social Media in Sports Tourism:
What’s your game plan?
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
It’s rare now to…
• Get money from a teller….pay with money?
• Pay your bills by check and mail them
• Go to the library
• Get airline tickets in the mail
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Who is engaged digitally?
(More like who is not engaged digitally!!)
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
A digital world
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
• 500M active users- log in each day
• 70% are outside US
• 250M access FB through mobile and are 2x as
active as non mobile
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
• 5 years old
• 175M users
• 1 Billion tweets per week
• 500,000 accounts created DAILY
• 182% increase in mobile apps vs last year
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
• 100 Million professionals
• 1 Million new members each week
• 200 countries
• 50% of members are outside US
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Mobile Apps
• Mobile app downloads
7B to 50B by 2012
• Market worth $7B in
2012 to $30B 2013
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
2011 Trends…
• Group messaging
• Reputation engines
• QR codes
• increasing complexity for the marketer
without necessarily increasing revenues
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Canadians are Digital Consumers
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Some stats…• Spend online nearly double the worldwide average (43.5 hours per month versus 23.1)
• Visit nearly 100 different websites over three months, more than double the worldwide average of just 42.
• 55 and older are fastest-growing demographic of internet users - one in five internet users, more than people aged 10 to 24, 25 to 34, and 35 to 44 who comprise 10, 18, and 18 percent of internet users respectively.
• Newspaper and political websites are gaining traction. Group buying
websites Groupon,
• Watch more videos on average than the U.S., 147 per viewer compared to 100.
• 18-24 year old watches about 244 videos per month.
Source: http://www.techvibes.com/blog. Research firm Comscore.
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
0K- I see the opportunity but where
do I start?
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Strategy before Tactics
• Build your skills
• Conduct a social media audit
• Develop your goals
• Establish objectives
• Build a social media plan
• Implement and measure
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Confidence comes with competence
• Workshops, webinars, books
• Seek out the early adopters in your work place
or at home
• Open up social media to employees
• Lean into it personally…..Facebook, Youtube,
Linked In, Twitter
• Corporately, listen before engaging
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Some resources• www.cepsm.ca : workshops, slides, consulting
• Marcom.ca: June 1/2
• http://www.dreamgrow.com/best-selling-social-media-marketing-books-2011/#axzz1KkZTdOpl
• Marketing Profs
• Twitter– ESPN, IMG, lancearmstrong, ochocinco, sportstourism,
London2012, GoWhistler…
• Linked In Groups:– Social Media Marketing: 153,000 members
– Social Media & Sport: 1,350 members
– Destination Marketing: 585 members
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Understand your digital presence
Conduct a social media audit:
•Key search words used related to your organization, brand and service offering
•List of influencers and the tone of the conversations
•Competitive analysis
•S W O T analysis
•Recommendations
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
What are you trying to achieve
• Build awareness?
• Gain market intelligence?
• Increase your web presence/digital footprint?
• Build relationships with new audiences?
• Recruit staff or volunteers?
• Generate revenue for the event, city and tourism partners?
• Attract partnership dollars?
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Establish S M A R T Goals
• Actionable insights
• Facebook likes, twitter followers
• Mentions, re-tweets, positive blogs
• Qualified leads
• Listed within top 10 on preferred terms, listed
• Increase in Klout score
• Resumes received
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Is social media part of your mix?
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Measuring: Twitter
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Measuring: Blogs
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Measuring: Social Influence
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Dashboards & Tools for Monitoring
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Managing your Presence
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Best Practices
• Integrate and leverage content across all platforms: web, Youtube, Facebook and Twitter AND traditional media
• Assign dedicated resources: community manager
• Cross promote and share content across the tourism partnership:– City, municipality or region
– Accommodations, dining, attractions, transportation
– Event venue
– Athletes
– Volunteers
– Attendees
– Sponsors
• Ensure consistency in user names, hashtags
• Open up social media to your staff
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Where’s your digital engagement?
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Getting Attention
• Rewards programs for followers
• Contests on Twitter:
http://www.seomoz.org/blog/7-new-tips-
for-running-a-twitter-giveaway
• Flashmobs
– Ski Association of France 23,000 views
– Bondi Beach 1,000,000 + views
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Case Study
• Alpine Canada- GMC Canadian Championships
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Link to the Resort
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Use all digital channels- results
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Live Streaming
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Leverage Athletes
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Involve the network
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Local sports community
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Ready to take your shot?
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Strategy before Tactics
• Build your skills
• Conduct a social media audit
• Develop your goals
• Establish objectives
• Build an integrated social media plan
• Implement and measure
S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A
Thank You