Lessons Learned in Digital Sports Marketing for Non-Sports Brands
February 15, 2012 at 6:48 pm | Posted in Blogging, Business Tips, Networking, Social Media, Sports Marketing | 1 CommentTags: Brand, Entrepreneurs, Networking, Sports Marketing
The other night, I presented to a group of Vancouver entrepreneurs on the topic of social media – specifically on how non-sports brands can leverage the passion of sports marketing for their own brands.
It’s a topic that had been on my mind recently and I was happy to take advantage of the opportunity to speak at the event. I used to do presentations to entrepreneurs back when I lived in Toronto. When I started my business in 2005, I benefited from a great program that supported entrepreneurs so I’ve always been happy to give back.
The carry over to my blog is this – give back. The sports business is a niche to say the least. It’s tough to break into, and there are a lot of challenges despite its high-profile perception. I’ve always gone out of my way to support people I’ve worked with and recommend individuals for positions with teams. Like any business, sports is about people and networking is critical.
In addition, I always admire entrepreneurs and those people who go about building their own business. Building a career in sports or building a business requires tireless efforts, bouncing back from mistakes/rejection, adapting and growing. It’s about people and networking – so thank you for being a reader and let me know how I can help you.
The Social Media Honeymoon is Over
June 20, 2011 at 3:37 am | Posted in Blogging, Branding, Digital Strategies, Facebook, Marketing, Social Media, Twitter | 1 CommentTags: Facebook Plateau, Social Media, Social Media Douchebag, Social Media Rock Star
I’ve been wanting to write this post for some time now. So here goes…
Like you, I’ve seen a number of blogs and article criticizing social media “experts”, “gurus” and the like – and they are well deserved. Social is hardly new – and though it is still new to some, that’s ok. Some people are new to driving, oysters or gardening. This hardly makes these practices and interests unimportant. We’re simply seeing the demise of the 1st wave of social media as the answer, and all the excitement and opportunity within the social space that must inevitably stare ROI right back in the eye (pun completely intended).
Some humorous examples of these criticisms here, here and here.
It didn’t help that (some of) this 1st wave of social media types took to calling themselves rock stars. It made some sense at the time – remember when Facebook had “Fans”? And with the dizzying rates of new users, various social start-ups and “game changing” events – who can blame them.
But this time is long gone now. Trending is great. Lots of Followers and Likes are fantastic. But it’s hardly enough to be remotely noteworthy any longer. Social media is a marketing channel – like any other. Its digital. It can be really cool. But it needs to factor in some ROI. Big time.
Those of you who’ve read me for a while know this – I’ve spoken on my position previously, once or twice.
I’m a little weary of brands that position social so close to the core of their digital assets – I’ve seen a number of TV ads that give a Facebook page as the digital destination. There are an increasing amount of articles featuring stories of Facebook plateaus and user rates that are dropping.
Social is hardly “done for” – but the role it plays and the impact it has, is having and can have is changing. Social is what we make it, every post, tweet or status update.
Social is a place – a dynamic place. But it’s not the only place. Use it wisely…
Video Blog: 2011
January 1, 2011 at 6:09 pm | Posted in Blogging, Social Media, Sports Marketing, Video | Leave a commentTags: 2011, ROI, Social Media, Sports Marketing
Have a look… And happy 2011!
Content Management Strategies and Why You Should Care
June 2, 2010 at 10:24 am | Posted in Blogging, Branding, Content Management, Marketing, Social Media, Sports Marketing | Leave a commentTags: Branding, Content Management, Sports Marketing
A couple of things you might be thinking…
What is Content Management?
Or, maybe if you know a bit about what content management is all about – Why should Content Management matter to me if I am a sports team?
First off – What is Content Management?
It’s most easily defined as the non-technical management of website and online content and how it is delivered. It’s the stories on your website, the posts on your blog, the status updates on Facebook, the things you tweet about… anything digital that you push out. A lot of people have been talking about content management as the next “big thing” following the rise of social media. You may have also heard the statement that “Content is King”.
But crowing “Content as King” is leaving a lot to be addressed. What good is content (no matter how good it is) unless there is someone out there to see/read/experience it? So, yes, its true that content is critically important, but do not forget the “how” part of this – how the content is distributed and organized.
I do a lot of work with sports teams so the issue of content might seem obvious at first for sports teams. “Content is not a concern for us”, you might be thinking. At first blush, one might consider “the game” to be your content. Sure – but consider that the game, your product, is primarily disseminated on television and across the internet by programing and websites that are not your own. Think of the different layers of media and experience involved here…
At the core is your product – the live game. Depending on your sport, about 20-50,000 people experience it live.
The next layer is broadcast – again depending on your team, sport and specific game, thousands to millions of people experience your product on television. Those not viewing the game will experience the highlights on TV as well… you can also add radio into this mix.
Now, of course, your website and social media platforms will “cover” the game as well – but it’s important to consider product content as only a portion of your content management strategy. No other business outside of professional sports benefits from such widespread coverage on a day-in-day-out manner (unless it is bad news… BP is a timely example). Non sports companies must rely on their own efforts to get their product out there, so content management strategies may seem more “important” or vital to them.
The point I am trying to make here, is that your sports product is being “covered” and disseminated already for you by NBC, CBS, Fox, CBC, TSN ESPN… Therefore, content management strategies in sports are even more critical.
Why? Because you have the opportunity to layer on much more than the product itself – and sometimes the product may not be the greatest thing in the world either. This is where your brand really matters.
What is your brand all about?
What is your team’s place in the community? What place do you want it to occupy?
What is your history/legacy?
What is your vision?
These are the questions you should be asking in regards to content management. Last night’s box score is the easy stuff – this is much deeper.
6 Questions for Jay Feaster
April 6, 2010 at 10:42 am | Posted in Blogging, Linkedin, NHL, Social Media, Sports Marketing | 1 CommentTags: Linkedin, NHL, Sales, Social Media, Tampa Bay Lightning, The Hockey News
I recently connected with Jay Feaster (NHL Insider on NHL Radio, Blogger for The Hockey News and EVP and GM of the Tampa Bay Lightning, 2002-2008) and asked him the following questions about social media, sales and sports:
1. What impact does social media have on your bi-weeky blog on the The Hockey News (or your work with NHL Live)?
Social media really doesn’t impact my bi-weekly blog for THN.com. I am not a Facebook person and I don’t use Twitter or follow anyone on those social media outlets. I read the newspapers and beat writer blogs from around the NHL, I always check TSN.com, I try to keep up on what Scott Burnside and Pierre LeBrun and E.J. Hradek write on ESPN.com and I often read HockeyBuzz.com; however, I don’t use the social media sites. I also watch as many games as possible every night and I make it a point to catch NHL on the Fly on NHL Network.
2. From your perspective at the Executive level – what do you most dislike about sales people?
I dislike sales people who don’t understand the product and those who don’t respect the product. I believe the Hockey Operations Dept and the Sales Staff must work together in order for an organization to be successful. However, it is important that the sales staff understands the demands on the players and respects the chain of command. It is also frustrating when the sales personnel treat everyone in the same manner. B/c the demands on the players are so great we need to make sure that it is our VERY BEST customers we are “rewarding” with the special perks of a player’s time, travel with the team, etc. Just as in Las Vegas you won’t see a casino comping the once-in-while customer who gambles a couple hundred dollars, but rather takes care of the true “high rollers,” it needs to be the same in our business. We need to truly reward the very big spenders!
3. What qualities/skills or attributes do you think are required to make a good sales person?
I want our sales people within the organization to be hard-working, honest, bright, knowledgeable, personable, and able to relate to our potential customers. You need to be driven and you need to have a passion for what you are doing.
4. In your day-to-day work as a GM and/or EVP, did social media factor into your work?
It didn’t factor in all that much in Hockey Operations; however, it would be a much bigger factor now than it was prior to my departing the team in July of 2008. The organization needs to use the various social media outlets to its advantage, and were I managing a team now I would certainly utilize the technology. (I would look to Ted Leonsis and the Washington Capitals for the blueprint or road map on how to do it best b/c I really believe Mr. Leonsis has the Caps at the cutting edge of the social media phenomenon.)
5. Are you a regular linkedin user? What does linkedin do for you?
I enjoy linkdedin and I use it on a regular basis. I like to see what my former colleagues are doing and the various groups they have joined. It is a great way to keep in touch with people and network at your own pace and pleasure.
6. What gets you interested or excited about the NHL or member clubs use themselves regarding social media?
Again, I think we can all learn a great deal from the Washington Capitals and how they have made use of the various social media forums. There are so many uses an organization can make and it’s clear that player agents are aware of the value such sites have for their clients. We live in an information age, and it is great to be able to get critical information to our fans quickly and, in many cases, in real time. Without a doubt, in the event I am fortunate enough to land another job managing an NHL Club, I would make extensive use of social media as a way to stay in touch with and inform fans. The more we can do to make fans feel like “insiders” the better our chances of retaining those fans for life, and social media helps make that possible.
Information is Free
May 20, 2009 at 12:12 pm | Posted in Blogging, Business Tips, Facebook, Linkedin, Networking, Sales Tips, Social Media, Twitter | 6 CommentsTags: Facebook, Linkedin, Sales Training, Social Media, Twitter
Beware of sales resources that charge for information on social media.
Tools like Linkedin, Twitter and Facebook are free and hardly new. There is a great deal of information about their use and value for sellers available on the Internet. Charging hundreds of dollars for seminars and using terms like…
“By this time next year, the gold rush to social media marketing will be near complete.”
… are misleading and false.
In addition, announcements like this one (eNewsletter focused on sales and social media) use sales techniques that are just plain cheesy and a turn off for many buyers. It just rubs me the wrong way and reinforces the sales stigma that I try to combat in my own training.
My Method
I freely share information to sellers, marketers or interested persons on what social media tools can do for them through this blog. My way is to share information that people may value and continue to follow. I appreciate this and their ideas/comments. Sometimes, those conversations turn into opportunities or projects – things that I do charge for, but only when it is for my direct services – not for information that is free to all.
Charging for such info flies in the face of what social media marketing is all about.
The Core of Direct Contact: Sales Direction
May 4, 2009 at 10:32 am | Posted in Blogging, Business Tips, Facebook, Linkedin, Marketing, Sales Methodologies, Sales Tips, Social Media, Sports Marketing, Twitter | 4 CommentsTags: Business, Sales Training, Social Media, Sports Marketing
Some poeple know me as a sales trainer.
Some know me as a social media consultant.
Some think of me as a sports marketer.
I blog about Facebook, Twiter, Linkedin, sports marketing, selling skills, sales theory… a range of different topics – that have one common point at the core. Sales.
My perspective always comes back to the $. These are tools to help find, establish, listen to and reinforce customers/clients and keep the dollars following. Is this cold? No – this is business. And (most) businesses are about generating revenue and profit – it is that simple.
As it has been just over a year since I started this blog, I felt it was important to talk about my focus – why I write what I do. I have appreciated all the comments and emails that I received and I look forward to many more.
Thank you for being a reader – thank you for your interest. Now, what are we going to do next?
3 Levels for Sales and Social Networking
March 23, 2009 at 9:41 pm | Posted in Blogging, Branding, Entrepreneurs, Facebook, Networking, Personal Brand, Sales Tips, Social Media | 10 CommentsTags: Facebook, Linkedin, Networking, Personal Brand, Sales, Social Media, Twitter
There are 3 stages that sellers need to go through in order to use the tools of social networks to their fullest. It doesn’t matter if you are starting out, or are already on the path – social media networks are vital in sales today:
- Begin with a Profile
- Leverage your Presence
- Work as a Hub
Begin with a Profile
There are countless people who build a profile and then let it sit… this passive approach won’t work. Just like your phone doesn’t ring, you won’t get much out of building a profile and leaving it alone. A few thoughts on profile building:
- Use a good picture - pics are standard now, and not having one reads as absence – especially in sales.
- Be in the Right Networks - Consider your use of Linkedin (no brainer), Facebook, Twitter… you need to be where your market already is. Do some searching around to find your spot(s).
- Be Active – Update, post, use, build and change your profile; make yourself visible and interesting (and professional).
- Keep it 1st Person – Avoid the 3rd person narrative of “Carson is a dedicated…”, Use ‘I’ and ‘my’.
Leverage Your Presence
Now that you have a profile, you need to actively build out your network. As I have said before, with Sales2.0, there is no prospecting – it is simply networking:
- Search for and connect with all your customers on social media platforms
- Search for and connect with your top prospects
- Business Development: Seek new contacts by profile searching for your ideal contact, reach out with a simple message – not a pitch
- Join appropriate groups to expand your network and connect with target industry professionals
- Use RSS feeds to share information with your network
Work as a Hub
Once you have been actively operating on social media platforms, the next level is to operate as a hub or central node of your network. What it means to be a “hub” depends on your business and your role as a seller within it.
- For a sales force rep- operating as a hub is more of a central network node – someone who is well connected, someone with information to share and is considered a source or a conduit.
- For a business owner or solo entrepreneur – working as a hub means to build a core – like a blog, or a group or a specific network, a virtual place or destination for people when they are online to access what you know and share what they have.
These are the 3 main concepts behind sales and social networking – which level are you currently operating from?
NBA Team Bans Twitter (“on company time”)
March 19, 2009 at 10:59 am | Posted in Blogging, Personal Brand, Sports Marketing, Twitter | 3 CommentsTags: Sports Marketing, Twitter
It’s a cliche, but you heard it here first a week ago regarding Twitter use by players and pending policy requirements… and a heads up to Alan Tonner for his comment about this on my blog.
I’d post a link to the article in the Sports Business Daily, but since it is subscription based you wouldn’t be able to view it. So here is a cut & paste…
The Bucks have banned players using social networking site Twitter “while on company time” after F Charlie Villanueva sent out a message during halftime of Sunday’s game against the Celtics, according to Don Walker of the MILWAUKEE JOURNAL SENTINEL. Bucks officials confirmed that Villanueva sent out the following message “to fans and friends alike shortly after the coaches spoke to the team at halftime: ‘In da locker room, snuck to post with my twitt. We’re playing the Celtics, tie ball game at da half. Coach wants more toughness. I gotta step up.’” Villanueva, whose Twitter ID is CV31, after the game sent a follow-up message, stating, “By the way, lets just get the record straight, my halftime twitt had no interference with what goes on regularly during the locker room.” Skiles yesterday said, “We made a point to address Charlie and the team that it’s nothing we ever want to happen again. We don’t want to blow it out of proportion.” Skiles added that Villanueva “was not fined” (MILWAUKEE JOURNAL SENTINEL, 3/18). Walker adds that early yesterday, prior to news reports on Villanueva’s halftime post, Villanueva had 1,257 “followers,” but he now is “closing in on 4,500 followers.” Also, while it is “impossible to prove, many believe Villanueva was the first professional athlete to Tweet while he was on the job” (JSONLINE.com, 3/18).
What do you think? Was Charlie V out of line?
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Carson McKee,
Digital wing man and social media consultant. -
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