The Power Of Social Media For Sports Events
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This presentation was delivered to the members of the Sports Executives Association. To watch the video recording of this presentation visit http://t3connect.com/sportsexec Over the past few years, thousands of athletes, teams and leagues have embraced social networks like Facebook and Twitter to provide behind the scenes access and up-to-the minute info to eager sports fans across the globe. Social media provides an unprecedented opportunity for athletes, teams and leagues to further connect with their fan base. And this connection is creating a tremendous opportunity for sponsors looking to ride the wave of influence these sports entities have over their fan base. In this presentation, Trevor Turnbull (Founder - T3 CONNECT Sports Marketing) presents real world examples of how sports events are leveraging social media by profiling the Grand Slam tennis tournaments (Australian Open, US Open, Wimbeldon and French Open)
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The Power Of Social Media For Sports Events
- 1. The Power Of Social Media For Sports Events To watch the video recording of this presentation delivered to the Sports Executives Association visit http://t3connect.com/sportsexec
- 2. Trevor Turnbull Trevor@T3CONNECT.com http://linkedin.com/in/TrevorTurnbull http://twitter.com/TrevorTurnbull http://twitter.com/T3CONNECT http://facebook.com/T3CONNECT To watch the video recording of this presentation delivered to the Sports Executives Association visit http://t3connect.com/sportsexec www.T3CONNECT.com www.T3CONNECT.com
- 3. INFLUENCE INSPIRE www.T3CONNECT.com www.T3CONNECT.com
- 5. http://t3connect.com/SportsExec http://t3connect.com What Are We Going To Talk About? • Sports Event Branding • Monitoring Conversations • Building Buzz - Influencers & Fan Generated Content • Sponsorship Integration INFLUENCE | INSPIRE | CONNECT
- 6. http://t3connect.com/SportsExec http://t3connect.com Tennis Case Study INFLUENCE | INSPIRE | CONNECT
- 7. http://t3connect.com/SportsExec http://t3connect.com Sports Event Branding INFLUENCE | INSPIRE | CONNECT
- 8. http://t3connect.com/SportsExec http://t3connect.com Social Media Accounts INFLUENCE | INSPIRE | CONNECT
- 9. http://t3connect.com/SportsExec http://t3connect.com Social Media Accounts INFLUENCE | INSPIRE | CONNECT
- 10. http://t3connect.com/SportsExec http://t3connect.com Tools • http://knowem.com • http://www.usernamecheck.com/ • http://checkusernames.com/ • http://namechk.com • http://usernamez.com/ • http://friendscall.me INFLUENCE | INSPIRE | CONNECT
- 11. http://t3connect.com/SportsExec http://t3connect.com Social Media Accounts http://facebook.com/AustralianOpen http://twitter.com/AustralianOpen http://youtube.com/AustralianOpen INFLUENCE | INSPIRE | CONNECT
- 12. http://t3connect.com/SportsExec http://t3connect.com Social Media Accounts http://facebook.com/RolandGarros http://twitter.com/RolandGarros YouTube - N/A INFLUENCE | INSPIRE | CONNECT
- 13. http://t3connect.com/SportsExec http://t3connect.com Social Media Accounts http://youtube.com/rolandgarros http://youtube.com/frenchopen INFLUENCE | INSPIRE | CONNECT
- 14. http://t3connect.com/SportsExec http://t3connect.com Social Media Accounts http://twitter.com/French_Open INFLUENCE | INSPIRE | CONNECT
- 15. http://t3connect.com/SportsExec http://t3connect.com Social Media Accounts http://facebook.com/Wimbeldon http://twitter.com/Wimbeldon http://youtube.com/Wimbeldon INFLUENCE | INSPIRE | CONNECT
- 16. http://t3connect.com/SportsExec http://t3connect.com Social Media Accounts http://facebook.com/USOpenTennis http://twitter.com/USOpen http://youtube.com/USOpen INFLUENCE | INSPIRE | CONNECT
- 17. http://t3connect.com/SportsExec http://t3connect.com Social Media Accounts http://facebook.com/USOpen INFLUENCE | INSPIRE | CONNECT
- 18. http://t3connect.com/SportsExec http://t3connect.com Website Integration INFLUENCE | INSPIRE | CONNECT
- 19. http://t3connect.com/SportsExec http://t3connect.com Australian Open INFLUENCE | INSPIRE | CONNECT
- 20. http://t3connect.com/SportsExec http://t3connect.com Australian Open INFLUENCE | INSPIRE | CONNECT
- 21. http://t3connect.com/SportsExec http://t3connect.com French Open INFLUENCE | INSPIRE | CONNECT
- 22. http://t3connect.com/SportsExec http://t3connect.com French Open INFLUENCE | INSPIRE | CONNECT
- 23. http://t3connect.com/SportsExec http://t3connect.com Wimbeldon INFLUENCE | INSPIRE | CONNECT
- 24. http://t3connect.com/SportsExec http://t3connect.com Wimbeldon INFLUENCE | INSPIRE | CONNECT
- 25. http://t3connect.com/SportsExec http://t3connect.com US Open INFLUENCE | INSPIRE | CONNECT
- 26. http://t3connect.com/SportsExec http://t3connect.com US Open INFLUENCE | INSPIRE | CONNECT
- 27. http://t3connect.com/SportsExec http://t3connect.com Monitoring INFLUENCE | INSPIRE | CONNECT
- 28. http://t3connect.com/SportsExec http://t3connect.com Why Is This Important? • Find • Listen • Engage • Lead INFLUENCE | INSPIRE | CONNECT
- 29. http://t3connect.com/SportsExec http://t3connect.com Free Tools • http://socialmention.com • http://www.google.com/alerts • http://www.icerocket.com • http://www.blogpulse.com/ • http://addictomatic.com/ INFLUENCE | INSPIRE | CONNECT
- 30. http://t3connect.com/SportsExec http://t3connect.com Paid Tools • http://buzzmgr.com • http://www.buzzlogic.com • http://socialmedia.alterian.com • http://www.radian6.com • http://www.trackur.com INFLUENCE | INSPIRE | CONNECT
- 31. http://t3connect.com/SportsExec http://t3connect.com Building Buzz INFLUENCE | INSPIRE | CONNECT
- 32. http://t3connect.com/SportsExec http://t3connect.com OWNED | PAID | EARNED http://darmano.typepad.com/logic_emotion/2010/04/engagement.html INFLUENCE | INSPIRE | CONNECT
- 33. http://t3connect.com/SportsExec http://t3connect.com Social Influence http://stefanomaggi.blogspot.com INFLUENCE | INSPIRE | CONNECT
- 34. http://t3connect.com/SportsExec http://t3connect.com Athletes • @SerenaWilliams - 1.8M • @AndyRoddick - 447,984 • @ClijstersKim - 68,603 • @Andy_Murray 280,700 INFLUENCE | INSPIRE | CONNECT
- 35. http://t3connect.com/SportsExec http://t3connect.com Athletes • Roger Federer - 6M • Rafael Nadal - 5.3M • Maria Sharapova - 3.7M • Anna Kournikova - 1.2M INFLUENCE | INSPIRE | CONNECT
- 36. http://t3connect.com/SportsExec http://t3connect.com Sponsors INFLUENCE | INSPIRE | CONNECT
- 37. http://t3connect.com/SportsExec http://t3connect.com Sponsors INFLUENCE | INSPIRE | CONNECT
- 38. http://t3connect.com/SportsExec http://t3connect.com Sponsors INFLUENCE | INSPIRE | CONNECT
- 39. http://t3connect.com/SportsExec http://t3connect.com Sponsors INFLUENCE | INSPIRE | CONNECT
- 40. http://t3connect.com/SportsExec http://t3connect.com Bloggers http://blogs.tennis.com/tennisworld/ • 951 Comments • 1390 Comments • 1552 Comments • 2035 Comments INFLUENCE | INSPIRE | CONNECT
- 41. http://t3connect.com/SportsExec http://t3connect.com Fan Generated Content • Bloggers • Sports Fans • Smartphones • Facebook • Twitter • Photos & Videos INFLUENCE | INSPIRE | CONNECT
- 42. http://t3connect.com/SportsExec http://t3connect.com Online Contests • http://wildfireapp.com • http://offerpop.com/ • http://votigo.com • http://strutta.com • http://memelabs.com • http://onekontest.com/ INFLUENCE | INSPIRE | CONNECT
- 43. http://t3connect.com/SportsExec http://t3connect.com Australian Open AO Challenge - Wildfire App • Daily Facebook Contest • The Federer & Rafa Rap • Tennis Player Look-A-Like • Encourages Engagement and Sharing http://www.australianopen.com/en_AU/event_guide/daily_ao_challenge.html INFLUENCE | INSPIRE | CONNECT
- 44. http://t3connect.com/SportsExec http://t3connect.com French Open Roland Garros Official Game • Interactive Online Tennis Game • Daily Challenge • Annual Contest • Facebook Sharing http://www.jeu-rolandgarros.com/challenge.php INFLUENCE | INSPIRE | CONNECT
- 45. http://t3connect.com/SportsExec http://t3connect.com US Open Olympus - Caption It Contest • Daily Photo Caption Contest • Disqus Comments http://2010.usopen.org/en_US/news/caption/2010-09-13/201009131284418300636.html INFLUENCE | INSPIRE | CONNECT
- 46. http://t3connect.com/SportsExec http://t3connect.com Mobile Applications • 200 Million active users currently accessing Facebook through mobile devices • Twice as active on Facebook than non-mobile users • By 2011, over 85% of new handsets will be able to access the mobile web http://www.facebook.com/press/info.php?statistics http://www.gartner.com/it/page.jsp?id=1328113 INFLUENCE | INSPIRE | CONNECT
- 47. http://t3connect.com/SportsExec http://t3connect.com Australian Open • Live Scores • Draws • Player Information • Photos & Video • Live Radio • Autograph Feature INFLUENCE | INSPIRE | CONNECT
- 48. http://t3connect.com/SportsExec http://t3connect.com French Open • Latest News • Live Scores & Results • Draws • Player Information • Photos & Videos INFLUENCE | INSPIRE | CONNECT
- 49. http://t3connect.com/SportsExec http://t3connect.com Wimbeldon • Latest News • Live Scores & Results • Draws • Player Information • Photos & Videos • Augmented Reality INFLUENCE | INSPIRE | CONNECT
- 50. http://t3connect.com/SportsExec http://t3connect.com US Open • Live Scores • Latest News • “Around Me” Feature • USOpen.org Radio • Photos & Video • Twitter - Players • Maps and American Express benefits INFLUENCE | INSPIRE | CONNECT
- 51. http://t3connect.com/SportsExec http://t3connect.com Monetize INFLUENCE | INSPIRE | CONNECT
- 52. http://t3connect.com/SportsExec http://t3connect.com Sponsorship Integration • Social Account Branding • Cross Promotion • Online Contests • Offline-Online Activation http://www.redbullusa.com//cs/Satellite/en_US/001242924880396 INFLUENCE | INSPIRE | CONNECT
- 53. http://t3connect.com/SportsExec http://t3connect.com Rajon Rondo - Red Bull http://www.redbullusa.com//cs/Satellite/en_US/001242924880396 INFLUENCE | INSPIRE | CONNECT
- 54. http://t3connect.com/SportsExec http://t3connect.com Rajon Rondo - Red Bull http://www.facebook.com/rajonrondo#!/rajonrondo?v=app_4949752878 INFLUENCE | INSPIRE | CONNECT
- 55. http://t3connect.com/SportsExec http://t3connect.com Rajon Rondo - Red Bull http://twitter.com/#!/rajonrondo http://twitter.com/#!/redbull INFLUENCE | INSPIRE | CONNECT
- 56. http://t3connect.com/SportsExec http://t3connect.com Sponsors INFLUENCE | INSPIRE | CONNECT
- 57. http://t3connect.com/SportsExec http://t3connect.com Australian Open Kia Fan Of The Day • Kia team taking photos • Uploading photos • Fan voting • Offline - Online Activation http://www.australianopen.com/en_AU/news/photos/kia/index.html INFLUENCE | INSPIRE | CONNECT
- 58. http://t3connect.com/SportsExec http://t3connect.com Sponsors INFLUENCE | INSPIRE | CONNECT
- 59. http://t3connect.com/SportsExec http://t3connect.com US Open American Express - Next Contenders • Profiles 4 Future Stars • Player Tweets • Unique YouTube Videos • Player Social Account Links http://nextcontenders.com/ INFLUENCE | INSPIRE | CONNECT
- 60. http://t3connect.com/SportsExec http://t3connect.com US Open Olympus - Caption It Contest • Daily Photo Caption Contest • Disqus Comments http://2010.usopen.org/en_US/news/caption/2010-09-13/201009131284418300636.html INFLUENCE | INSPIRE | CONNECT
- 61. http://t3connect.com/SportsExec http://t3connect.com Sponsors INFLUENCE | INSPIRE | CONNECT
- 62. http://t3connect.com/SportsExec http://t3connect.com Wimbeldon HSBC Photo Booth • HSBC team taking photos • Uploading photos • Fans download photos • Offline - Online Activation http://hsbc.wimbledon.org/ INFLUENCE | INSPIRE | CONNECT
- 63. http://t3connect.com/SportsExec http://t3connect.com Sponsors INFLUENCE | INSPIRE | CONNECT
- 64. http://t3connect.com/SportsExec http://t3connect.com What Did We Learn? • Secure Your Online Brand • Find - Listen - Engage - Lead • Leverage Influencers and Fan Generated Content to Build Buzz • Integrate Sponsors - Online & Offline INFLUENCE | INSPIRE | CONNECT
- 65. Trevor Turnbull Trevor@T3CONNECT.com http://linkedin.com/in/TrevorTurnbull http://twitter.com/TrevorTurnbull http://twitter.com/T3CONNECT http://facebook.com/T3CONNECT www.T3CONNECT.com www.T3CONNECT.com
Editor's Notes
- People love to LOVE and HATE their favorite players, teams and leagues\n\nOver the past few years, thousands of athletes, teams and leagues have embraced social networks like Facebook and Twitter to provide behind the scenes access and up-to-the minute info to eager sports fans across the globe.\n\nSocial media provides an unprecedented opportunity for athletes, teams and leagues to further connect with their fan base. And this connection is creating a tremendous opportunity for sponsors looking to ride the wave of influence these sports entities have over their fan base.\n
- Trevor Turnbull is an online entrepreneur with a diverse background as a successful Business Owner, Business Development Professional, Sports Marketing Consultant, Multi-Media Producer, Social Media Consultant, Speaker and Trainer.\n\nT3 CONNECT is a passionate team of Sports Marketing Pros. We help Athletes, Sports Teams & Sports Events influence, inspire and connect to their audience with measurable, integrated marketing solutions. \n\nOur unique approach combines traditional, emerging and social media to enhance existing sales and marketing efforts, integrate sponsors, activate fans and generate new revenue opportunities.\n
- Athletes have the power to influence their fan base. They are our idols growing up and they influence our decisions. Sports have the power to inspire us. You only have to look back to the 2010 South Africa World Cup and 2010 Vancouver Winter Olympics to see the impact sports has on society.\n\n\n
- Athletes have the power to influence their fan base. They are our idols growing up and they influence our decisions. Sports have the power to inspire us. You only have to look back to the 2010 South Africa World Cup and 2010 Vancouver Winter Olympics to see the impact sports has on society.\n\n\n
- At T3 CONNECT Sports Marketing, we believe the opportunity lies in connecting these different entities in a mutually beneficial way through an integrated approach (Traditional and New Media)\n\n
- \n
- In this presentation, I will present real world examples of how sports events are leveraging social media by profiling the Grand Slam tennis tournaments. Australian Open, US Open, Wimbeldon and French Open.\n
- Just like Athletes, Teams and Leagues are brands.......so are sporting events. \n\nSecuring your sports event brand online is critical. And, in the case of annual events, it’s important to build a website that is not “year” specific, but rather, something that represents the “brand” itself so that it can live on year after year.\n
- There are hundreds of social media accounts that you need to be aware of. In fact, there are over 500+. However, you should not focus your attention on managing this many accounts as it is literally impossible to keep up with everything. The point is, if you have the opportunity to own your name online, then take advantage of that and secure your name before someone else does.\n
- The big 3 social accounts you need to focus on are Facebook, Twitter and YouTube\n
- There are a number of social media username checking services. Here are a few of the more popular ones. Knowem.com offers a service where you can pay them to register your name on over 500+ social accounts.\n
- The Australian Open owns their name across the big 3 - Facebook, Twitter, YouTube\n
- The Australian Open owns their name on 2 of the big 3 - Facebook, Twitter. They do not own their name on YouTube.\n
- In fact, both the “Roland Garros” and “French Open” usernames are vacant. In the case of “RolandGarros”, the channel has been terminated due to “multiple or severe violations”. And, the “FrenchOpen” account is currently owned, but it is unclear whether they own it or if someone is squating on it. Either way, the comments on this channel scream opportunity. The fans are looking for behind the scenes video content......and, they are willing to pay for it!\n
- The French Open has recently launched an official “French Open” twitter account. However, they are only currently uploading old videos from past tournaments. There is no engagement or value being offered and therefor, the “followers” are not that significant.\n
- Wimbeldon owns their name across the big 3 - Facebook, Twitter, YouTube\n
- The US Open owns their name across the 2 of the big 3 - Twitter, YouTube. They do not own their name on Facebook\n
- The reason being that the US Open golf tournament owns this name on Facebook. This is a challenge for any event that has a generic name also owned by another entity. It’s not a huge deal since most people will continue to search for the right account if they are looking for the US Open tennis tournament. However, since it is not owned on Facebook (the largest of the 3 social accounts), it might make more sense to secure the name “USOpenTennis” on both Twitter and YouTube for brand consistency.\n
- It is important to showcase conversations on social media on your website so that there is a connection between the two. There are a number of plugins and widgets that you can use to help tie these communication platforms together.\n
- The Australian Open profiles player “tweets” on their homepage and provide links to “Like” their Facebook Fan Page.\n
- The Australian Open also has a Fan Zone where they have embedded widgets from both Facebook and Twitter.\n\n
- The French Open showcases official “RolandGarros” tweets and player tweets. They also have links to their social accounts on both Facebook and Twitter.\n\n
- The French Open has a “chatter” section on their website dedicated to showcasing their favorite tweets about the event as well as high profile players participating in the tournament.\n
- Wimbeldon has included social icons that link to their social accounts on their homepage.\n
- Wimbeldon also has a “Fan Zone” section where they have embedded social widgets from Facebook and Twitter.\n\n
- The US Open has social icons that link to their social accounts on Facebook and Twitter.\n
- They also have a “Fan Zone” section that has links to their social accounts on Facebook and Twitter.\n
- \n
- Find - identify all of the places people are talking about your event (blogs, social media, traditional online news sources)\n\nListen - know what people are saying about your event, the athletes involved in the event and your sponsors\n\nRespond - Fan are going to talk, both positively and negatively about your event. It’s going to happen whether you want it to or now. Burying your head in the sand won’t make it go away. Responding in a timely manner to all comments and engaging with the purpose of building relationships in order to earn the right to market/promote your products/tickets/merchandise to that audience is the way to go.\n\nLead - Make sure that you are driving the conversation online by finding the conversations, listening and engaging with both negative and positive feedback. There is no better way to squash negative feedback than to prove that you are listening and doing what you can to convert critics into advocates.\n
- There are a number of free social media monitoring tools to choose from. One of the better ones is SocialMention.com. The they not only show you what is being said about your event online, they also show you the sentiment around those comments. This is what separates SocialMention.com from the rest of the pack.\n
- There are a number of paid social media monitoring tools. BuzzManager is focused on providing services to the sports industry. Each one has different features and price points, but I recommend BuzzManager simply for the fact that they understand the sports industry.\n
- \n
- Owned - Website, Press Release, Etc\nPaid - Google & Facebook Advertising\nEarned - Social - tap into fan generated content, influencers, etc\n
- There are a few things to take away from this infographic.\n\n1. Influencers with a large reach can help spread your message to a large number of people, but they don’t necessarily have the trust and respect of their audience to make them take action\n\n2. Influencers with high affinity may not have large reach, but they have an extremely engaged audience that values their opinion and is willing to take the advice of this influencer.\n\nBoth are very valuable, but ideally, you want to find influencers that have both reach and affinity with their audience.\n
- Athletes fall into the category of having both reach and affinity. As we mentioned at the start of this presentation, athletes have the ability to affect our purchasing decision. They are role models to many people and their participation in the promotion of your event can have a lasting impression.\n
- Athletes have numerous platforms where they can communicate directly with their fan base. The most high profile of these platforms are Twitter and Facebook.\n
- Your sponsors have a certain amount of reach and affinity with their own “fans” or “followers”. There is a tremendous opportunity to leverage this reach and affinity to build buzz around your event by cross promoting these sponsors.\n
- Your sponsors have a certain amount of reach and affinity with their own “fans” or “followers”. There is a tremendous opportunity to leverage this reach and affinity to build buzz around your event by cross promoting these sponsors.\n
- Your sponsors have a certain amount of reach and affinity with their own “fans” or “followers”. There is a tremendous opportunity to leverage this reach and affinity to build buzz around your event by cross promoting these sponsors.\n
- Your sponsors have a certain amount of reach and affinity with their own “fans” or “followers”. There is a tremendous opportunity to leverage this reach and affinity to build buzz around your event by cross promoting these sponsors.\n
- Bloggers that write about your sport are also highly sought after influencers. They have a very engaged audience and are able to impact their audiences sentiment towards your event. Both positively and negatively. Cross promotion with these individuals can have a lasting impact on your event.\n
- Fan generated content is something that can’t be ignored. Fans love to share their experience around your event and would be thrilled to have a platform to share their love for your event. Tapping into this fan generated content is possible through existing, popular social networks like Facebook, Twitter and YouTube.\n
- Online contests are another great way to engage with your audience. It also allows you to leverage fan generated content by rewarding fans for producing content (videos, photos, text) around your event.\n
- The Australian Open has 232,000 Likes - 4300 "Check Ins" to Facebook Places. Plenty of activity on page. Includes a Wildfire Contest application that includes daily contests during the tournament.\n
- The French Open has created an interactive online tennis game that challenges fans to challenge each other in a game of online tennis. They have included a “sharing” feature to allow participants to share their results with their Facebook friends. Another unique feature to this game is that they’ve included a perpetual contest where the participants performance transfers from year to year keeping them engaged.\n
- The US Open hosted a “Caption It” contest where they asked fans to create a unique caption for daily photos. They used the Disqus commenting system that allowed fans to easily comment and share their feedback on numerous social accounts.\n
- Mobile cannot be ignored, in fact, it will become more important than ever going forward. Sports fans love to share their experiences around their favorite sports events. And, many of them have smartphones capable of uploading video, photos, Facebook updates and Twitter tweet instantly. There is a tremendous opportunity to tap into this growing trend.\n\nhttp://support.awarenessnetworks.com/Main/content/?id=4917700231905046646& - another good site full of social media statistics\n\nhttp://www.slideshare.net/anthonyharrison/mobile-an-oppotunity-for-sport-digital-sport-summit-dss10-july-7 - Social Media mobile statistics\n
- The Australian Open have build a mobile application, iPhone application and iPad application to give fans live scores, draw information, player info, photos & video and live video. The iPad application also has a built in feature that allows fans to get “virtual” autographs from the players, mash them up with photos and send them to their friends via social media sharing.\n
- The French Open have built a mobile application and iPhone application to give their fans the latest news, live scores and results, draw information, player info, photos and videos.\n
- Wimbeldon has developed a mobile application, iPhone application and Android Application to give their fans the latest news, live scores and results, draw information, player info, photos and videos. They have also included an “Augmented Reality” feature in their iPhone and Android application that allows fans to scan the Wimbeldon grounds with the camera on their phone and get custom information when they scan across venues. These features include live video streaming of games, updates on party venues and information on taxi lineups.\n
- The US Open developed an iPhone application that gives fans live scores, latest news, an “Around Me” feature that tells them what’s happening around the grounds, radio, photos, video, player tweets and exclusive content for American Express clients.\n\n
- In honor of Lewis’s “Money Button”, now we will talk about how to monetize your social media efforts.\n\n\n
- You cannot successfully incorporate sponsors into social media without a well-established social media presence. Social Media should be engaging and relevant. A collectively beneficial social media presence is best defined as providing your followers with something of worth.\n\nA great example of this is the sponsorship integration of Red Bull with it’s athletes. In this case, Rajon Rondo is sponsored by Red Bull in his efforts to help clean up the basketball courts around the Boston area.\n
- Fans are able to vote for their favorite entry to win or give Rondo an assist by making a donation of your own\n\nThis sponsorship integration is managed by a sports marketing firm out of Washington, DC called Activ8Social (http://activ8social.com)\n
- The sponsorship integrate transfers into Rajon Rondo’s Facebook Fan Page.\n
- There is also cross promotion between Rajon Rondo’s personal Twitter account and the Red Bull Twitter account.\n
- Australian Open - Sponsors\n
- The Australian Open has incorporated sponsorship that includes online and offline fan activation. The Kia Fan Of The Day works by having a team of Kia employees on the grounds of the US Open taking photos of fans. The fans are then given a card directing them to the website where they can vote for the “fan of the day”\n
- US Open Sponsors\n
- The US Open and American Express have partnered up to present “Next Contenders” which profiles up and coming tennis athletes. The website is full of interactive content (photos, videos, tweets) and gives fans a behind the scenes look at some of their favorite athletes. They have included “share” links to encourage fans to share the content with their friends.\n
- The US Open “Caption It” contest is sponsored by Olympus. Olympus has a team of people on the ground taking photos of the tournament. Fans are then asked to comment on the photos and share the photos with their friends.\n\n
- Wimbeldon Sponsors\n
- Wimbeldon and HSBC have partnered to deliver the “HSBC Photo Booth” where fans can get their picture taken at the tournament and then go online to download the photo. This contest drives traffic online from offline engagement and encourages fans to share their experience at Wimbeldon.\n
- French Open Sponsors - no sponsorship integration\n
- Other key takeaways from this presentation include: \n\n1. Provide valuable content\n2. Include influencers for "WOW" factor\n3. Make content easily sharable\n4. Encourage participation\n5. Gather statistics and use in sponsorship package (valuable)\n6. Leverage fan generated content for future promotions\n
- Trevor Turnbull is an online entrepreneur with a diverse background as a successful Business Owner, Business Development Professional, Sports Marketing Consultant, Multi-Media Producer, Social Media Consultant, Speaker and Trainer.\n\nT3 CONNECT is a passionate team of Sports Marketing Pros. We help Athletes, Sports Teams & Sports Events influence, inspire and connect to their audience with measurable, integrated marketing solutions. \n\nOur unique approach combines traditional, emerging and social media to enhance existing sales and marketing efforts, integrate sponsors, activate fans and generate new revenue opportunities.\n