Tags: 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.
Tags: Facebook Plateau, Social Media, Social Media Douchebag, Social Media Rock Star
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).
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.
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…
Tags: 2011, ROI, Social Media, Sports Marketing
Have a look… And happy 2011!
Tags: Branding, Content Management, Sports Marketing
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.
Tags: 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?
Tags: Engagement, Facebook, Marketing, Social Media, Terms of Service, ToS
What exactly is social media – how does it redefine marketing?
I define social media simply as a communication platform that enables deep engagement. There seems to be a sense out there that social media means everything, and represents a revolution in marketing and communication. While I think it’s true that social media is changing the landscape, there is much being defined and redefined right in front of our eyes, almost a living test run in action. This is the speed of technological change and adaptation today…
For example… Check out the most recent Facebook ToS (Terms of Service) flap and the related story on CNN – or evangelistic posts such as this that purport social media as the undeniable redrawing of the face of marketing.
It seems a bit funny that the basics of social media are so simple – user generated content and participation – and how social media has made such a splash and impact on marketing. It can seem like social media is so much of a buzzword, or something that appeared out of nowhere, but its evolution can be easily tracked. In addition, the huge layer of opinion and discussion generated through blogs and online communities provides a whole other element to the “phenomenon”.
Social media is a powerful and engaging platform – but the rush to categorize and historicize it as the greatest thing since (a. the printing press, b. television, or c. fire) sometimes only serves to intimidate and confuse…
Let’s keep this simple – Social media is:
- Simple and/or Easy
- Free and/or Inexpensive
- Fun and/or Exciting
While social media maybe the greatest thing since sliced bread, whether or not it is redefining the concept of food and nutrition is another story for another day.
The point is – What are you doing with social media and your business today? It’s time to start with little steps…
Digital wing man and social media consultant.
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