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'.

1. Sponsorship, Social Media &
The Importance of Listening.

2. 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.

3. People’s passions sit right at the heart
of Social Media behaviour…

5. Groupon FarmVille Starbucks
Research: WHAT DOES THIS MEAN FOR SPONSORSHIP ?!

6. Top 20 Social Currency
The news
Art & Culture Gossip
Sport
Planning social events
Something funny or interesting
that happened today
Music
Gaming Sending links for people to
What happened at
watch or download
school/college/work
TV programs
Fashion Bitching or moaning
What’s on TV right now
Flirting
Film Things I’m stressed about
Adverts
Relationships

7. Passions are big in Social Media…
60% of people are
60% of people’s ‘more committed’
75% of people use social media time is
social media to fans as a result of
spent engaging in accessing their
access their their passions
passions. passions through
(about 45m p/day) social media.

8. People are shaping and sharing content more than you might think...
68% actively 83% share content On average, people
contribute through with others that share content they
blogging, posting share their like with 66 others.
and sharing. passions.

9. Sponsorship is the perfect fuel for the social engine.
Passion-powered Content Great Story
Long-lasting Platforms Frequent Communication
Fans want to Get Closer Real Value

10. Not only is Social a great partner,
but it also enables Sponsorship to…

11. GET CLOSER
Give them what they want. When and where they want it.

12. REACH FURTHER
Amplify Word of Mouth and grow audiences through sharing.

13. SELL HARDER
Close the gap to sales in the digital domain.

14. So, what do consumers want?
And what can Social tell you?

15. Listen Sponsor Creativity
3,500,000

16. Listen Sponsor Creativity
?

18. Credible Comments
Genuine
Natural Banter
SOCIAL LISTENING
Organic Conversation
Willing Depth of Insight

19. SoapBox enables us to capture the Wisdom of Fans in their natural habitat
1. Listen 2. Measure 3. Discuss
Comments Needs
Opportunities
Ideas
THREADS
THEMES
OPPORTUNITY TO HELP
Individual Conversations
Dominant Topics
Value Add

20. UK Football Families
Pre-Campaign Listening

21. Parenting Forums Football Forums
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
Local Club Sites Commercial Sites

22. “My son’s just started playing football. Anyone got any “We need a couple of jobs done at the Clubhouse and require an
advice on where I can find cheap boots?”
electrician. Does anyone know of one that would be prepared to
help us out?”
Daily Demands /Cost Community Support
“Looking for a nice set of rain jackets for my team - “a major priority for the club over past years has been to build a high quality indoor
preferably black/red. Anyone know a good cheap supplier training facility. With a footprint of 900 square metres the club’s brand new £200,000
who can also get badges put on them? Looking to pay £12 Peel Hall facility gives ample space for indoor training for their players every night of
per jacket.”
the week, whatever the Queensbury weather.”
“OK so i'm Mr Unsporty but my boys want to get involved in “We keep getting caught our with long balls through the
more than kicking a football around the back yard. How can i middle of our defence. Anyone know any good drills for
encourage them in something i have no passion, idea or dealing with it?”
knowledge of?.”
Bonding with kids Coaching Help
“The best thing is supporting the kids outside an academic environment. It gives “I have found that the exercises in the books are all too often
you the chance to discuss much more important aspects of being a decent human unwieldy or difficult to explain to players - or simply don't
being than who is good at literacy, such as teamwork, grace in victory and defeat, work on grass, though they look fine on paper.”
leadership etc. Also, the other mums are good for a laugh!!.”

23. Massive duplication of effort See through PR
Lack of support awareness 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’

24. What they want What they get

25. Help Sells.
Tactical Support e.g. ‘BootSwap’.
Central Support e.g. ‘ClubHub’.
Continue Listening.

26. Global WWE Fans
In-Campaign Listening

27. Drive Awareness of Wrestlemania

29. PROMOTE: 5 MILLION PROMOTE: 14 MILLION
FACEBOOK NEWSFEED: 5m + HITS: 300,000+

30. Positive Constructive!
“Probably the most creative Internet thing that WWE has ever done. If you “I wish it gave me an ounce of information
have a Facebook account and two minutes to spare, try it. You will most about what the hell it is before click it”
certainly not be disappointed. I got a good kick out of it.”
“I thought that this was a pretty neat idea and I enjoyed seeing my
picture and my name so well incorporated into WWE footage.
“I'm actually impressed I was prepared for it to be lame The only thing that would have made it neater would have been the
but that was nifty”
option to save the video or involve and share it with others.”
“thanks for showing me this, has to be one of the most
funniest things ever. great idea by the wwe”
“This is great. I love it. But I want to be there!!!!!!.”

31. Status Sells.
Be more clear that ‘you are the star’.
Make it easier for people to ‘share their image’.
Reward sharing with Value.

33. 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.

34. josh@robinsonpincus.com
robinsonpincus.blogspot.com
@robinsonpincus