The Power of Social Media for Amateur & Non-Profit Sports
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This presentation was delivered to over 40 Executives, Directors and Marketing Coordinators that represent the Provincial Sport Organizations in British Columbia. A leader and an advocate for amateur sport across the province, Sport BC is a driving force in bringing healthy living and sport to the forefront for British Columbians. With a legacy stretching back over forty years, Sport BC continues to propel participation in organized sport provincially, bringing the power of sport to more than 650,000 sport participants and building strong, healthy individuals and communities. In this presentation, Trevor reviews the following: * Why should amateur and non-profit sports organizations engage in social media? * The importance of finding and listening to conversations online around your sport * How to engage in and lead conversation around your sport online * Ways an integrated marketing strategy can add value to your sponsorship packages * Leveraging social media to benefit from social fundraising To view the recorded video presentation visit http://t3connect.com/speaking and sign up for the T3 CONNECT newsletter
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The Power of Social Media for Amateur & Non-Profit Sports
- 1. The Power Of Social Media For Amateur & Non-Pro t Sports
- 2. T3 CONNECT Sports Marketing helps clients inďŹuence, inspire and connect to their audience with measurable, integrated marketing solutions. Our unique approach combines traditional, emerging and social media to enhance existing sales, marketing & sponsorship efforts, integrate sponsors, activate fans and generate new revenue opportunities. www.T3CONNECT.com www.T3CONNECT.com
- 4. INFLUENCE INSPIRE www.T3CONNECT.com www.T3CONNECT.com
- 5. INFLUENCE INSPIRE www.T3CONNECT.com www.T3CONNECT.com
- 7. http://t3connect.com What Are We Going To Talk About? ⢠Why Social Media? ⢠Find & Listen To Conversations ⢠Engage & Lead Conversations ⢠Social InďŹuencers & Fan Content ⢠Social Fundraising INFLUENCE | INSPIRE | CONNECT
- 8. http://t3connect.com Why Social Media? http://www.youtube.com/t/fact_sheet http://www.facebook.com/press/info.php?statistics http://dannybrown.me/2010/07/03/cool-facts-about-social-media/ INFLUENCE | INSPIRE | CONNECT
- 9. http://t3connect.com Why Social Media? ⢠600 Tweet Sent On Twitter/Second http://www.youtube.com/t/fact_sheet http://www.facebook.com/press/info.php?statistics http://dannybrown.me/2010/07/03/cool-facts-about-social-media/ INFLUENCE | INSPIRE | CONNECT
- 10. http://t3connect.com Why Social Media? ⢠600 Tweet Sent On Twitter/Second ⢠Over 2 Billion Videos Watched On YouTube/Day http://www.youtube.com/t/fact_sheet http://www.facebook.com/press/info.php?statistics http://dannybrown.me/2010/07/03/cool-facts-about-social-media/ INFLUENCE | INSPIRE | CONNECT
- 11. http://t3connect.com Why Social Media? ⢠600 Tweet Sent On Twitter/Second ⢠Over 2 Billion Videos Watched On YouTube/Day ⢠500M+ Facebook Accounts http://www.youtube.com/t/fact_sheet http://www.facebook.com/press/info.php?statistics http://dannybrown.me/2010/07/03/cool-facts-about-social-media/ INFLUENCE | INSPIRE | CONNECT
- 12. http://t3connect.com Why Social Media? ⢠600 Tweet Sent On Twitter/Second ⢠Over 2 Billion Videos Watched On YouTube/Day ⢠500M+ Facebook Accounts http://www.youtube.com/t/fact_sheet http://www.facebook.com/press/info.php?statistics http://dannybrown.me/2010/07/03/cool-facts-about-social-media/ INFLUENCE | INSPIRE | CONNECT
- 13. http://t3connect.com Why Social Media? ⢠600 Tweet Sent On Twitter/Second ⢠Over 2 Billion Videos Watched On YouTube/Day ⢠500M+ Facebook Accounts ⢠People Spend 700 Billion+ Mins On Facebook/Month http://www.youtube.com/t/fact_sheet http://www.facebook.com/press/info.php?statistics http://dannybrown.me/2010/07/03/cool-facts-about-social-media/ INFLUENCE | INSPIRE | CONNECT
- 14. http://t3connect.com Why Social Media? ⢠600 Tweet Sent On Twitter/Second ⢠Over 2 Billion Videos Watched On YouTube/Day ⢠500M+ Facebook Accounts ⢠People Spend 700 Billion+ Mins On Facebook/Month ⢠60% of statistics you hear are actually true http://www.youtube.com/t/fact_sheet http://www.facebook.com/press/info.php?statistics http://dannybrown.me/2010/07/03/cool-facts-about-social-media/ INFLUENCE | INSPIRE | CONNECT
- 15. http://t3connect.com Who Is On Social Media? ⢠Parents ⢠Coaches ⢠Athletes ⢠Sponsors ⢠Supporters INFLUENCE | INSPIRE | CONNECT
- 16. http://t3connect.com Who Is On Social Media? http://www.marketingcharts.com/direct/older-socnet-use-dramatically-rises-15418/pew-socnet-changes-generation-dec-2010jpg/ INFLUENCE | INSPIRE | CONNECT
- 17. http://t3connect.com Why Are People On Social Media? ⢠Stay Up To Date On News ⢠Connect With Like-Minded People ⢠Educate & Promote Initiatives ⢠Exchange Ideas ⢠Become Part Of A Community INFLUENCE | INSPIRE | CONNECT
- 18. http://t3connect.com Social Media Overload!! INFLUENCE | INSPIRE | CONNECT
- 19. http://t3connect.com These Are The Big Ones! INFLUENCE | INSPIRE | CONNECT
- 20. http://t3connect.com INFLUENCE | INSPIRE | CONNECT
- 21. http://t3connect.com Buying A Hockey Stick Does Not Mean You Will Be A Good Hockey Player INFLUENCE | INSPIRE | CONNECT
- 22. http://t3connect.com Setting Up A Facebook Page Doesnât Mean You Will See Results From Social Media Buying A Hockey Stick Does Not Mean You Will Be A Good Hockey Player INFLUENCE | INSPIRE | CONNECT
- 23. http://t3connect.com The Only Way To Bene t From Social Media Is To Be Social INFLUENCE | INSPIRE | CONNECT
- 24. http://t3connect.com This Guy Is Not The Answer Social Media Intern INFLUENCE | INSPIRE | CONNECT
- 25. http://t3connect.com Donât Let The Technology Get In The Way. Social Networks Are Tools To Engage In Conversations INFLUENCE | INSPIRE | CONNECT
- 26. http://t3connect.com Education ⢠http://mashable.com ⢠http://sportsnetworker.com ⢠http://www.sportsexec.com ⢠http://www.thebusinessofsports.com/ ⢠http://sportfanconnect.com/ INFLUENCE | INSPIRE | CONNECT
- 27. http://t3connect.com How To Make Social Media Work? Find Conversations Around Your Sport Listen To What People Are Saying INFLUENCE | INSPIRE | CONNECT
- 28. http://t3connect.com Free Listening Tools ⢠http://socialmention.com ⢠http://www.google.com/alerts ⢠http://www.icerocket.com ⢠http://www.blogpulse.com/ ⢠http://addictomatic.com/ INFLUENCE | INSPIRE | CONNECT
- 29. http://t3connect.com Paid Listening Tools ⢠http://buzzmgr.com ⢠http://www.buzzlogic.com ⢠http://socialmedia.alterian.com ⢠http://www.radian6.com ⢠http://www.trackur.com INFLUENCE | INSPIRE | CONNECT
- 30. http://t3connect.com How To Make Social Media Work? Engage In Conversations Online Lead Conversations Online INFLUENCE | INSPIRE | CONNECT
- 31. http://t3connect.com OWNED | PAID | EARNED http://darmano.typepad.com/logic_emotion/2010/04/engagement.html INFLUENCE | INSPIRE | CONNECT
- 32. http://t3connect.com Rules Of Engagement ⢠Be Helpful ⢠Be Present ⢠Be Social ⢠Share The Love ⢠Pay It Forward http://www.intersectionconsulting.com/blog/ INFLUENCE | INSPIRE | CONNECT
- 33. http://t3connect.com Building Buzz About Your Sport INFLUENCE | INSPIRE | CONNECT
- 34. http://t3connect.com Social In uence: Reach vs. Af nity http://stefanomaggi.blogspot.com INFLUENCE | INSPIRE | CONNECT
- 35. http://t3connect.com Athletes ⢠Reach & AfďŹnity ⢠Inspire With Their Talent ⢠InďŹuence Our Decisions ⢠Advocate For Your Sport INFLUENCE | INSPIRE | CONNECT
- 36. http://t3connect.com Sponsors ⢠Local Professionals ⢠Local Businesses ⢠Corporate Sponsors ⢠Government Sponsors INFLUENCE | INSPIRE | CONNECT
- 37. http://t3connect.com Journalists | Freelancers | Bloggers ⢠New Media & Traditional ⢠Reach & AfďŹnity ⢠Passion For Your Sport ⢠Advocate For Your Sport http://www.stevedangle.com INFLUENCE | INSPIRE | CONNECT
- 38. http://t3connect.com Fan Generated Content ⢠Target Audience Is On Social Media ⢠Many Of Them Have Smartphones ⢠They Take Photos & Videos ⢠They Have Interesting Stories To Tell ⢠Build A Community For Them INFLUENCE | INSPIRE | CONNECT
- 39. http://t3connect.com Online Contests ⢠http://northsocial.com ⢠http://wildďŹreapp.com ⢠http://offerpop.com/ ⢠http://votigo.com ⢠http://strutta.com ⢠http://memelabs.com ⢠http://onekontest.com/ INFLUENCE | INSPIRE | CONNECT
- 40. http://t3connect.com Kidsport Calgary - Online Contests ⢠Jarome Iginla - InďŹuencer ⢠Engaging, Open-Ended Questions INFLUENCE | INSPIRE | CONNECT
- 41. http://t3connect.com Kidsport Calgary - Online Contests ⢠Jarome Iginla - InďŹuencer ⢠Engaging, Open-Ended Questions ⢠Fun Photo Captions INFLUENCE | INSPIRE | CONNECT
- 42. http://t3connect.com Kidsport Calgary - Online Contests ⢠Jarome Iginla - InďŹuencer ⢠Engaging, Open-Ended Questions ⢠Fun Photo Captions ⢠Unique Prizes INFLUENCE | INSPIRE | CONNECT
- 43. http://t3connect.com Website Integration INFLUENCE | INSPIRE | CONNECT
- 45. http://t3connect.com Traditional Fundraising ⢠Door To Door Sales ⢠Calendars, Cookie Dough, Chocolates ⢠DifďŹcult To Plan & Coordinate ⢠Time Consuming ⢠Hard To Scale Efforts INFLUENCE | INSPIRE | CONNECT
- 46. http://t3connect.com Social Fundraising INFLUENCE | INSPIRE | CONNECT
- 47. http://t3connect.com SPORTS Powered By ⢠Targeted Fundraising INFLUENCE | INSPIRE | CONNECT
- 48. http://t3connect.com SPORTS Powered By ⢠Targeted Fundraising ⢠Athlete/Sports Team Endorsement INFLUENCE | INSPIRE | CONNECT
- 49. http://t3connect.com SPORTS Powered By ⢠Targeted Fundraising ⢠Athlete/Sports Team Endorsement ⢠Matched Sponsor Donations INFLUENCE | INSPIRE | CONNECT
- 50. http://t3connect.com SPORTS Powered By ⢠Targeted Fundraising ⢠Athlete/Sports Team Endorsement ⢠Matched Sponsor Donations ⢠Personalized Messaging INFLUENCE | INSPIRE | CONNECT
- 51. http://t3connect.com SPORTS Powered By ⢠Targeted Fundraising ⢠Athlete/Sports Team Endorsement ⢠Matched Sponsor Donations ⢠Personalized Messaging ⢠Athlete/Sponsor Promotion INFLUENCE | INSPIRE | CONNECT
- 52. http://t3connect.com SPORTS Powered By ⢠Targeted Fundraising ⢠Athlete/Sports Team Endorsement ⢠Matched Sponsor Donations ⢠Personalized Messaging ⢠Athlete/Sponsor Promotion ⢠Social Sharing & WOM Promotion INFLUENCE | INSPIRE | CONNECT
- 53. http://t3connect.com SPORTS Powered By ⢠Targeted Fundraising ⢠Athlete/Sports Team Endorsement ⢠Matched Sponsor Donations ⢠Personalized Messaging ⢠Athlete/Sponsor Promotion ⢠Social Sharing & WOM Promotion ⢠Social Proof INFLUENCE | INSPIRE | CONNECT
- 54. http://t3connect.com What Did We Learn? ⢠Find & Listen To Conversations ⢠Engage & Lead Conversations ⢠Promote Others & Your Initiatives ⢠Leverage InďŹuencers & Supporters ⢠Build A Community Online ⢠Tap Into Social Fundraising INFLUENCE | INSPIRE | CONNECT
- 55. Trevor Turnbull Trevor@T3CONNECT.com 604-715-2550 http://linkedin.com/in/TrevorTurnbull http://twitter.com/TrevorTurnbull http://twitter.com/T3CONNECT http://facebook.com/T3CONNECT www.T3CONNECT.com www.T3CONNECT.com
Hinweis der Redaktion
- 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 these groups 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 a Sports Marketing Consultant who's passion for the sports industry began while consulting with the CFL's Calgary Stampeders, where he spearheaded the development \nof an award winning social media driven website. His company, T3 CONNECT Sports Marketing, helps clients influence, inspire & connect to their audience with integrated marketing solutions. These solutions include emerging and \nsocial media tactics to enhance sales, marketing and fundraising efforts. We work with sponsors, activate fans and generate new revenue opportunities. \n\nTrevor is a lifelong sports fan that has competed at a high level of competitive sports including participation in the CIS University Cup as a member of the University of Saskatchewan Huskies hockey program. He is a graduate of the University of Saskatchewan - College of Commerce program with a major in Marketing. \n\nTrevor's experience as a Sports Marketing Consultant includes work with the Calgary Stampeders, 2009 Grey Cup Festival and 2010 World Jr. Hockey Championships, U of S Huskie Hockey, Iowa State Cyclone Hockey, Kidsport Calgary and the 2010 Night of Champions hosted by Damon Allen. \n\n
- I have worked with a wide variety of sports teams, athletes, sports events and non-profits over the past 2 years.\n\nPrevious to working in the sports industry.....I owned a website development company and then sold that business and went on to work for a large interactive agency where I had the opportunity to work with the Calgary Stampeders. It was this experience that caused me to find my passion in the sports industry.\n\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
- 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
- Why Social Media? Is the Risk worth the Reward? \n\nFind & Listen To Conversations - Why it’s important to monitor conversations around your brand and tools you can use to do this.\n\nEngage & Lead Conversations - How do you go about engaging in and ultimately leading those conversations so that you can build a community around your brand.\n\nSocial Fundraising - there is a tremendous opportunity to leverage social media to raise funds for your group, organization or sport. Social fundraising taps into the social sharing and WOM promotion\n\nCase Study Examples - we’ll review two examples of different PSO’s. How they are currently using social media and what they could be doing better.\n
- Facebook Accounts \nCanada - 17M+ (over half the CDN population - 33.7M+)\nBC - 2.4M+ (over half the BC population - 4.5M+)\n\nhttp://www.facebook.com/press/info.php?statistics\nhttp://www.youtube.com/t/fact_sheet\nhttp://www.websuccessteam.com/WSTblog/2011/01/amazing-social-media-statistics/\nhttp://www.statcan.gc.ca/daily-quotidien/100628/t100628a2-eng.htm \nhttp://www.webpronews.com/topnews/2011/01/31/16-social-media-statistics-that-might-surprise-you\nhttp://dannybrown.me/2010/07/03/cool-facts-about-social-media/\n\nMy point in all of this is that these stats might all be true.....but what does it actually mean?\n\n\n\n
- Facebook Accounts \nCanada - 17M+ (over half the CDN population - 33.7M+)\nBC - 2.4M+ (over half the BC population - 4.5M+)\n\nhttp://www.facebook.com/press/info.php?statistics\nhttp://www.youtube.com/t/fact_sheet\nhttp://www.websuccessteam.com/WSTblog/2011/01/amazing-social-media-statistics/\nhttp://www.statcan.gc.ca/daily-quotidien/100628/t100628a2-eng.htm \nhttp://www.webpronews.com/topnews/2011/01/31/16-social-media-statistics-that-might-surprise-you\nhttp://dannybrown.me/2010/07/03/cool-facts-about-social-media/\n\nMy point in all of this is that these stats might all be true.....but what does it actually mean?\n\n\n\n
- Facebook Accounts \nCanada - 17M+ (over half the CDN population - 33.7M+)\nBC - 2.4M+ (over half the BC population - 4.5M+)\n\nhttp://www.facebook.com/press/info.php?statistics\nhttp://www.youtube.com/t/fact_sheet\nhttp://www.websuccessteam.com/WSTblog/2011/01/amazing-social-media-statistics/\nhttp://www.statcan.gc.ca/daily-quotidien/100628/t100628a2-eng.htm \nhttp://www.webpronews.com/topnews/2011/01/31/16-social-media-statistics-that-might-surprise-you\nhttp://dannybrown.me/2010/07/03/cool-facts-about-social-media/\n\nMy point in all of this is that these stats might all be true.....but what does it actually mean?\n\n\n\n
- Facebook Accounts \nCanada - 17M+ (over half the CDN population - 33.7M+)\nBC - 2.4M+ (over half the BC population - 4.5M+)\n\nhttp://www.facebook.com/press/info.php?statistics\nhttp://www.youtube.com/t/fact_sheet\nhttp://www.websuccessteam.com/WSTblog/2011/01/amazing-social-media-statistics/\nhttp://www.statcan.gc.ca/daily-quotidien/100628/t100628a2-eng.htm \nhttp://www.webpronews.com/topnews/2011/01/31/16-social-media-statistics-that-might-surprise-you\nhttp://dannybrown.me/2010/07/03/cool-facts-about-social-media/\n\nMy point in all of this is that these stats might all be true.....but what does it actually mean?\n\n\n\n
- Facebook Accounts \nCanada - 17M+ (over half the CDN population - 33.7M+)\nBC - 2.4M+ (over half the BC population - 4.5M+)\n\nhttp://www.facebook.com/press/info.php?statistics\nhttp://www.youtube.com/t/fact_sheet\nhttp://www.websuccessteam.com/WSTblog/2011/01/amazing-social-media-statistics/\nhttp://www.statcan.gc.ca/daily-quotidien/100628/t100628a2-eng.htm \nhttp://www.webpronews.com/topnews/2011/01/31/16-social-media-statistics-that-might-surprise-you\nhttp://dannybrown.me/2010/07/03/cool-facts-about-social-media/\n\nMy point in all of this is that these stats might all be true.....but what does it actually mean?\n\n\n\n
- Facebook Accounts \nCanada - 17M+ (over half the CDN population - 33.7M+)\nBC - 2.4M+ (over half the BC population - 4.5M+)\n\nhttp://www.facebook.com/press/info.php?statistics\nhttp://www.youtube.com/t/fact_sheet\nhttp://www.websuccessteam.com/WSTblog/2011/01/amazing-social-media-statistics/\nhttp://www.statcan.gc.ca/daily-quotidien/100628/t100628a2-eng.htm \nhttp://www.webpronews.com/topnews/2011/01/31/16-social-media-statistics-that-might-surprise-you\nhttp://dannybrown.me/2010/07/03/cool-facts-about-social-media/\n\nMy point in all of this is that these stats might all be true.....but what does it actually mean?\n\n\n\n
- This is a massive, targeted audience that is impossible to reach with the same effectiveness with traditional communication methods. Social Media gives you a platform to build relationships and communicate with your target audience consistently and in a two-way conversation.\n\n13-20yrs old - 509,000+\n21-30yrs old - 762,000+\n31-40yrs old - 451,000+\n41-50yrs old - 319,000+\n51-64yrs old - 264,000+\n
- http://www.marketingcharts.com/direct/older-socnet-use-dramatically-rises-15418/pew-socnet-changes-generation-dec-2010jpg/\n\nIt’s not just the Millennials and Gen X demographic that is rapidly jumping on board.\n\nIn fact, the largest growth in social network site usage is in Older Baby Boomers (55-65) - up from 9% in Dec 2008 to 43% in May 2010 (Likely higher now)\n\n\n
- People are turning to social networks to stay up to date on current news, connect with like minded people, promote their initiatives, educate the public, exchange ideas and become a part of the community.\n\nThis is a massive, targeted audience that is impossible to reach with the same effectiveness as traditional communication methods. Social Media gives you a platform to build relationships and communicate with your target audience consistently.\n\n\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 4 social accounts you need to focus on are Facebook, Twitter, YouTube and Linkedin\n\nLINKEDIN - 80 Million Members (#1 Social Networking Site for business)\n- 45% of Linkedin’s Members are decision makers\n- highest average household income\n
- Owning a hockey stick does not make you a good hockey player\n\nSetting up a Facebook Page means that you will see results from social media.\n\nHaving a Facebook Fan Page is Yellowpages 2.0\n\n\n
- Owning a hockey stick does not make you a good hockey player\n\nSetting up a Facebook Page means that you will see results from social media.\n\nHaving a Facebook Fan Page is Yellowpages 2.0\n\n\n
- Owning a hockey stick does not make you a good hockey player\n\nSetting up a Facebook Page means that you will see results from social media.\n\nHaving a Facebook Fan Page is Yellowpages 2.0\n\n\n
- Owning a hockey stick does not make you a good hockey player\n\nSetting up a Facebook Page means that you will see results from social media.\n\nHaving a Facebook Fan Page is Yellowpages 2.0\n\n\n
- You have to change the corporate culture to include online communications the same way you interact with people at live events, meetings and real life.\n
- This guy is not the answer --- Or maybe he is if he knows your brand (sport) inside and out. When looking for people to manage your social media profiles......hire for passion and social skills first. You can train someone to learn how to use the tools. \n
- The first step is learning how to use the tools......don’t let technology get in the way.\n\nThe most important step is learning how to engage in a HUMAN way.\n
- There are a number of website and blogs that provide great information on social media best practice with Mashable being one of the most popular. As it relates to the sports industry, there are also a number of blogs that focus solely on the sports business with case study examples in many sports.\n
- Find - Fan are going to talk, both positively and negatively about you and your sport. It’s going to happen whether you want it to or not. Burying your head in the sand won’t make it go away. Identify all of the places people are talking about your event (blogs, social media, traditional online news sources)\n\nListen - Once you find the conversations around your sport online, listen to know what people are saying about your sport, the athletes involved in the sport and your sponsors\n\nYou can’t join in the conversation until you know what is being talked about. Just like in real life, you don’t walk into a room and start selling what you have to offer. You listen to the conversations, find common interests and build a relationship. Once you’ve earned that trust, you have now earned the right to promote your initiatives (permission marketing).\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
- Engage - Once you’ve found the conversations online around your sport and you’ve listened to what people are saying, the next step is establishing social media policies to ensure everyone is on the same page. Once you have done this, you can start engaging in conversations online around your brand.\n\nLead - In order to success with social media, you have to lead conversations, not just respond. 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
- Owned - Website, Newsletter, Database Marketing (Email) Etc (4 P’s - Product, Place, Promotion, Price)\nPaid - Radio, TV, Print, Direct Mail, Web, Press Release, Google & Facebook Advertising,\nEarned - Social - tap into fan generated content, influencers, etc\n
- Here are some simple rules of engagement on social media.\n\n1. Be Helpful - offer your network advice or suggest people that can help\n2. Be Present - participate and contribute\n3. Be Social - engage with as many people as possible.....not to be confused with just pushing out messaging to a list\n4. Share The Love - make it about them.....talk about your network.\n5. Pay It Forward - brand equity by contributing to your network before asking for anything in return....and never take out more than you put in.\n
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- 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 and engage with them (Rules of Engagement). Promote their initiatives before asking for anything in return.\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 influence our decisions. They are role models to many people and their participation in the promotion of your sport can have a lasting impression.\n\nSteve Nash\nFacebook Fan Page - 1.1M Fans\nTwitter - 350,000 Followers\n\nAshleigh McIvor \nFacebook Fan Page - 1000 Fans\nTwitter - 864 Followers\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 sport by cross promoting these sponsors and including them in your social fundraising initiatives.\n\n\n
- Journalists, Freelance Writers and 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 sport. Both positively and negatively. Cross promotion with these individuals can have a lasting impact on your sport.\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\nMOBILE\n200 Million active users access Facebook on mobile device\nTwice as active as non-mobile users\nBy 2011 - over 85% of new handsets will be able to access the mobile web\n\nhttp://www.facebook.com/press/info.php?statistics\nhttp://www.gartner.com/it/page.jsp?id=1328113\n\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
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- Tell story about Kidsport Calgary - guy walked into office and donated because he follows on Twitter\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
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- Fundraising is a challenge for all amateur and non-profit sports. Traditionally, we have been accustomed to selling products door to door to raise money for your sports group. Anyone who has been involved in this process knows that it is difficult to plan and coordinate, very time consuming and hard to scale your efforts since you are relying on the time invested by others (Parents, athletes, friends, family, supporters)\n
- Social fundraising taps into the viral nature of social media to help spread the word about your fundraising initiative. \n
- People like to give to initiatives that are close to home, have special meaning to them or are supported by their friends and family. They are also more willing to give if the process is simple. Just like with traditional fundraising initiatives like direct mail. When you include a Pre-Stamped Envelope, your likelyhood of receiving donations increases since you've made it easier for people to donate.\n\nSports Fundrazr is built in partnership with PayPal and operates on the Facebook Platform. There are also widgets being developed for Twitter and Blogs.\n\n\n
- Sports Fundrazr taps into the influence of athletes and sports teams by allowing them to promote your initiative on their social channels.\n
- Sponsors can also get involved by offering matched donations for your Sports Fundrazr initiative. The great part is, you don't have to go find new sponsors to leverage this type of sponsorship opportunity. You just need to take their existing sponsorship and associate it to the Sports Fundrazr initiative. People love to give money when they know that their donation will essentially be doubled.\n
- Once a donation is made, a custom message is sent to the person that donated thanking them for their generous donation. The message can be customized to appear as though it is sent from the endorsing athlete.\n
- The personalized message includes link backs to both the Athlete and the Sponsor, thereby providing more value for everyone involved.\n
- The success of Sports Fundrazr is directly tied to the impact of social sharing and WOM promotion. Rather than one person trying to raise money individually, you are tapping into everyones social network to help spread the word and ultimately, raise more money.\n
- As you start to receive donations from supporters, your social accounts allow you to keep your supporters updated in real time on the progress of your fundraising initiatives. People like to see where their money is going and with social media, you have the medium to be able to communicate to those people in a timely manner.\n\n\n
- You must have an integrated approach to promote your social fundraising initiative. Implementing a social media strategy is the first step to success in raising money via social media.\n
- For more information on T3 CONNECT Sports Marketing and Sports Fundrazr, contact Trevor Turnbull - trevor@t3connect.com - 604-715-2550\n