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Are you a sports marketer who's interested in learning more about social media? This free, downloadable ebook was made to help people just like you. Covering topics such as creating your social media sports marketing goals, identifying your online target audience, understanding your sports fans needs and online behaviour, creating your social media sports marketing funnel phases, coming up with content ideas your sports fans will love to consume, using hashtags in social media and real-time sports marketing.
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Social Media MarketingFor Sports
Wednesday, August 20, 14
Overview
Social media marketing has changed the way we communicate. As a result, we have to
change the way sell.
Wednesday, August 20, 14
Social Media Sports Marketing Guidelines
• Social Media Goals
• Online Target Audience Identification
• Sports Fan Needs
• The Social Media Sports Marketing Funnel
Workbook Contents
• Content Sports Fans Like To Consume
• Hashtags
• Real-Time Marketing
Wednesday, August 20, 14
Guideline #1
Where Should You Start?
Before you can do anything, you need to figure out what you want to accomplish at the end of the day. Write down some of your social media goals:
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Wednesday, August 20, 14
Example Goals
1. ________________________________________
2. ________________________________________
3. ________________________________________
4. ________________________________________
5. ________________________________________
Increase the size of my online fan base
Increase my bottom line
Strengthen my sports brand
Increase my online engagement rates
Become a leader in the sports industry
Wednesday, August 20, 14
Who Are Your Ideal Target Audiences?
Gender: __________________
Age: _____________________
Education: ________________
Geographic Location: __________________
Job Title: _____________________________
Parental Status: _______________________
1
Gender: __________________
Age: _____________________
Education: ________________
Geographic Location: __________________
Job Title: _____________________________
Parental Status: _______________________
2
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Target AudiencesContinued...
Gender: __________________
Age: _____________________
Education: ________________
Geographic Location: __________________
Job Title: _____________________________
Parental Status: _______________________
3
Gender: __________________
Age: _____________________
Education: ________________
Geographic Location: __________________
Job Title: _____________________________
Parental Status: _______________________
4
Wednesday, August 20, 14
Guideline #2
How Can You Give Your Fans Value?
In today’s marketplace, people need to witness your value before they’ll believe
you have any. There’s too many self-proclaimed experts out there that really aren’t experts at all. To do this, you need to identify your target audience’s pain points:
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_____________________________________________________________________
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Wednesday, August 20, 14
What Do Fans Need?
Education
Entertainment Excellence Ego Boost Engagement
Messaging should be informative
Messaging should be controversial
Messaging should be well-written
Messaging should compliment
someone else
Messaging should be conversational
Content should teach the audience
something new
Content should be dramatic
Content should be top-tier quality
Content should be appealing
Content should have calls-to-
action
Speak the same language as your
audience
Be an opinion leader to your
fans
Romance your listeners
Give your sports fans raw talent
Make your sports fans laugh, cry,
cheer, lash-out & advocate
Wednesday, August 20, 14
Guideline #3
Understand Online Consumption Behavior
Are you familiar with content optimization? This is how people find you online. It happens when you use keywords and keyword phrases they know and understand because they’re using them too. What are your keywords and keyword phrases?
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Wednesday, August 20, 14
Guideline #4
The Social Media Marketing Funnel Phases
There is no longer a one-size-fits-all marketing funnel. Now, funnel phases have to be customized because messaging is personalized. Create five “interest-
in-you” levels and describe what each sports fan interest-level looks like:
1. ___________________________________________________________________
2. ___________________________________________________________________
3. ___________________________________________________________________
4. ___________________________________________________________________
5. ___________________________________________________________________
Wednesday, August 20, 14
Create Your Social Media Marketing Funnel
Acquaintance
Friends More Than Friends
Almost Doing It Doing It
Visited your website less than
3 times
Visited your website 3-7 times
Visited your website 7-10 times
Visited your website 10-15
times
Visited your website +15 times
Doesn’t engage with your content
Follows you on 1 social network
Follows you on 2-3 social
networks
Follows you on 3-5 social
networks
Follows you on all your social
networks
Follows you online & offline
Likes and Retweets your
content once in a while
Likes, comments & shares your
content quite a bit
This fan is a hard-core
advocate for you & all that you do
This fan has your back when
something bad happens
Wednesday, August 20, 14
Guideline #5
What Content Types Does Your Audience Like To Consume?
As you immerse yourself in social media, you will begin to see that a content piece will perform better on one platform than it will on another. Describe the the purpose(s) content will serve within the following platforms:
LinkedIn: _____________________________________________________________
Facebook: ____________________________________________________________
Twitter: ______________________________________________________________ Wednesday, August 20, 14
Content Fans Like To Consume
Reading
• _________________
•__________________
•__________________
• _________________
•__________________
•__________________
Watching
•_________________
•_________________
•_________________
• _________________
•_________________
•_________________
Listening
•_________________
•_________________
•_________________
• _________________
•_________________
•_________________
Downloading
•_________________
•_________________
•_________________
• _________________
•_________________
•_________________
Sharing
•_________________
•__________________
•__________________
• _________________
•__________________
•__________________
LinkedIn Post Video Podcast SlideShareebook
Mobile AppBlog Post Breaking NewsGame Highlights A Public Speech
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Guideline #6
Increase Your Chances Of Getting Found
Hashtags increase the chances of your content getting found in Twitter, Facebook, Tumblr and Instagram. Do you know which hashtags you should be using? Write down some popular hashtags for your specific sport(s):
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
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Popular HashtagsIn Football
#MLSallstart#Football#Soccer#UEFA#FIFA#mufc#MLS
#CristianoRonaldo#DavidBeckham#Ronaldo#Neymar#Futbol#FIFA15#EPL
Wednesday, August 20, 14
Guideline #7
Publish Content In Real-Time
Creating and publishing content, as well as having conversations in real-time has made major sports events like the World Cup successful in terms of online reach and engagement ratings. In which ways can you create and publish
content, as well as converse with your fans on social media in real-time?
_____________________________________________________________________
_____________________________________________________________________
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Wednesday, August 20, 14
Contact Leah Dyck
ca.linkedin.com/in/leahdyck@Leah_Dyck
Wednesday, August 20, 14
