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Jackie ReauGame Day Communications
Social Media For Sporting Events
Agenda
• Introduction
• Planning
• Pay to Play
• Collaboration
• Connectivity
• Content
• Fan Experience
Typical Day: Last Tuesday3:30 a.m.
Leave home to prep for Local 12 live shot at CineBistro at Liberty Center (4:30-8 a.m.)
9 a.m.
Conference call with national franchise client, CycleBar
11 a.m.
Media tour for CineBistro hosting 17 media members
2 p.m.
Client meeting to discuss upcoming holiday promotions
4 p.m.
Finalize day by answering 300+ emails, half dozen phone calls
6-8:50 p.m.
Teach Sports PR at UC
Plan Your Content by Audience and Platform
It’s a Pay to Play World
• The average number of Facebook friends users have is 338 (that’s a big increase compared to 130 back in 2008).
• 15 percent of Facebook users have more than 500 friends.
• There are between 1,500 and 15,000 pieces of content that Facebook could potentially show in your news feed each time you log on to the site!
• The Facebook news feed ranking algorithm (some folks call this formula ‘EdgeRank’) uses more than 100,000 weights to determine what you’ll see.
• Ultimately, out of the 1,500 – 15,000 potential stories, Facebook passes them through the mega algorithm and displays approximately 300 stories in your feed.
What factors affect Facebook’s Edge Rank?
Punishing Promotional Content
Posts that solely push people to buy a product
or install an app.Posts that push people to enter promotions and sweepstakes with no real context
Trigger words: Sale, Buy, Coupon, Deal, Download, Offer, Save, $, Order
Make the offer on your website and create content that drives visitors to that page.
Post good content that links to your site.Place the offer prominently on your landing page.
[your content/article/story/video at landing page]
Get tickets to our critically acclaimed production of Giselle for Just $25! Sign up now for special coupon code:
Name:
Email: Why the Critics ARE WRONG about our production of Giselle.
Collaboration
A social media effort is activated at its best when there is collaboration among key departments including:
• Event Management
• Marketing/PR/Social Media
• Sponsorship & Ticket Sales
• Information Technology
Collaboration Keys• Event Management
– Increase fan experience and length of $tay
• Marketing/PR/Social Media
– Engage fans, collect contact information
• Sponsorship & Ticket Sales
– Create lasting relationships to drive revenue
• Information Technology
– Manage the system and expectations
Connectivity for Experience
The majority of sports fans will expect a high-speed wi-fi connection while visiting the venue so they can upload photos, post status updates, check fantasy stats among other activities.
Connectivity for Experience KeysFind a sponsor to underwrite your wi-fi: This will provide the service to your fans while allowing the sponsor to showcase their capabilities
Create an app for your event: A one-stop, multi-functional online resource with up-to-the minute information, schedules, results, player bios, live video coverage
Capture contact information: Require an email for connectivity access, and perhaps, a survey of five questions on event experience, sponsors, etc.
Content
Encourage fans to create and share their own content using your # (hashtag) with branded spaces at your event
Ensure your content is “share-sexy” and is appropriate for each social media platform and audience
Fan Experience
Social media will allow venues to enhance the fan experience in real time as more fans use social media platforms as a new form of a customer service channel.
Fans that used the hashtag were also entered into a contest with prizes ranging from VIP seats to gift cards for merchandise.
Agenda
• Introduction
Fan Experience Trends
Use social media to keep an eye on trends in sports marketing, social media and fan experience.
Fan Experience Trends
Fan Experience Trends
In Conclusion
• It’s essential to constantly engage and enhance the fan experience at sports venues and events.
• It’s essentially a battle: Your Event, Ticket Prices, and Concessions vs. Their High Definition TV, Comfortable Couch and Stocked Refrigerator.
In Conclusion• Social media can assist the entire team at a sports
venue to build an emotional connection with sports fans with a positive experience and consistent connectively through social media platforms.
• As event organizations continue to evolve into fan-centric organizations, social media platforms provide the opportunity to connect with the team or sporting event in real time so they can share their opinions…and selfies.
Dream Job
Discussion
“Turn the tables on
the job search”
