A Tale of Two Calgary’s
July 21, 2009 at 1:27 pm | Posted in Facebook, NHL, Social Media, Sponsorship, Sports Marketing, Twitter | Leave a commentTags: Calgary Flames, Calgary Stampeders, KickApps, Social Media, Sports Marketing
The other week, I posted about StampsConnect – a true social media aggregator site developed for the Calgary Stampeders of the CFL. Recently, Calgary’s other pro sports team – The Flames – came out with their social media package titled “The C of Red” via KickApps (now adopted by the NHL league wide).
So let’s compare and contrast what Calgary has on the go.
StampsConnect vs. C of Red
First off – “The C of Red” hits a little too close to the “Red” brand/tag used by the Washington Capitals. (POST SCRIPT: Please review the comment by Rowan regarding other NHL teams use of “Red” as a tag or brand. My apologies to the Flames, I was wrong.)
KickApps is more of a “push” strategy, as opposed to a “pull” strategy employed by StampsConnect. In order to be a member of the C of Red, fans must sign up via the NHL in order to participate. With StampsConnect – users can simply view and leverage the social media content already out there on the Internet now. These same social media sites – namely Facebook and Twitter – are available to the C of Red as well, but exist completely outside of it.
StampsConnect succeeds because it is so simple – by leveraging the web tools and content that is already there, fans do not have to sign up for anything new, or “float” between platforms/logins to be part of the community.
Ultimately – these networks build loyalty and fan investment and will drive revenue indirectly as such. There is limited opportunity for sponsorship via KickApps itself as this would result in traditional web advertising possibilities. However, via true social media networks – sponsorship is much more dynamic and open to possibilities – not to mention the viral component of user visibility that provides a greater marketing footprint.
Summary
It remains to be seen how NHL teams will be using the KickApps platform – and what kind of engagement their fans provide vs. existing social media networks. I believe the goal is not to build isolated networks that borrow concepts of sharing and connection – but work with sites that are already doing this like Facebook and Twitter. Smart teams will be making the most of these opportunities and layering on sponsorship activation to provide a ROI in addition to fan loyalty and engagement.
StampsConnect: Sports Social Media Aggregator
June 30, 2009 at 5:30 pm | Posted in Facebook, Social Media, Sponsorship, Sports Marketing, Twitter | 4 CommentsTags: Aggregator, Calgary Stampeders, CFL, Engagement, StampsConnect
What is the hotest new social media site in the world of sports marketing?
The site is www.stampsconnect.com and you should check it out.
It’s the new social media aggregator site from the Calgary Stampeders of the CFL. The site was launched today to coincide with the 2009 season kicking off tomorrow (July 1).
What Makes StampsConnect.com Different?
You might have seen PlanetOrange.net, the social network hub of the Phoenix Suns – widely regarded as leaders in this kind of thing. It is great to see that other teams and leagues are now stepping up and doing some engaging work – especially from a (relatively) smaller market team like the Stampeders.
StampsConnect is 100% user generated content – it pulls content from Facebook, Twitter, YouTube and Flickr and brings it into a single hub – this is most often called an aggregator. The site employs a “pull” strategy – StampsConnect pulls in content from other sources into a single place. As more and more teams look to 3rd party social networking sites like Facebook and Twitter, I think it makes increasing sense to build some structure around that in order to centralize and manage it. In addition – it provides another opportunity for advertising and sponsorship activation.
If you are interested in StampsConnect and want to learn more – please use my Contact page. I will be happy to connect you with the development company.
Lastly – a question…
What do you think about teams using an aggregator such as this? Does it provide a useful layer of media? Will fans use it or simply access each social network site individually?
The Offseason: 6 Ways to Stay Plugged In
June 17, 2009 at 6:28 pm | Posted in Social Media, Sponsorship, Sports Marketing | 3 CommentsTags: MLB, NBA, NFL, NHL, Social Media, Sponsorship, Sports Marketing
The NBA and NHL championships have come and gone.
It’s a bit too early to start talking about the NFL, and MLB is not the most social media focused league in town.
So one might think that there is very little to discuss regarding social media and sports right now – but that would be a mistake. Now is a very important time for teams and leagues to keep fans engaged.
Why? Because, if you follow my path to social media then you know that sponsorship is not far behind. Through social media, there are still opportunities to keep fans active, and to keep sponsors activated.
Consider the following… How can you leverage:
- Ticket Sales – Do you have a social media angle for marketing tickets?
- Contests/Give Aways – Are you giving your market a reason to keep plugged in?
- Off Season Drafts/Trades/Personnel Changes – Can you provide perspectives and insight from the source?
- Discussion – Can you generate discussion and debate?
- Access – Can you provide visibility on team insiders?
- Announcements – Can you release info via social networks prior to a press release?
If you give your market good reasons to stay plugged in – then they will. Staying plugged in is what your sponsors want and need to see.
Direct Contact Now Provides Custom Facebook Apps
May 18, 2009 at 12:08 pm | Posted in Facebook, Social Media, Sponsorship, Sports Marketing | 2 CommentsTags: Apps, Direct Contact, Facebook, IBT Games, Sports Marketing
I am pleased to announce a new partnership with IBT Games.
The skinny: Through Direct Contact, I provide social media consulting services. Working with IBT now gives me the opportunity to work with sports teams to build customized applications for Facebook. This is an exciting development as now teams can:
- Take the fan experience even deeper by redefining the online experience through the custom development of their own applications
- Differentiate their brand from other teams on Facebook and outpace competitive interests
- Include unique sponsorship activation through product placement or advertising
- Improve and enhance their current Facebook presence and social media focus
This helps elevate social media engagement strategies to a direct ROI level with bottom line impact. IBT’s games yield engagement levels 4x greater than that of average top applications on social media – that means more eyeballs spending more time on your team, your brand and your sponsors.
This is a total solution approach. Many teams have adopted social media strategies, but they are unable to differentiate themselves online within their league let alone their own local markets. Direct Contact nad IBT Games now allows them to do just that.
I should be clear that anyone can use IBT’s games on Facebook right now – my partnership with IBT allows sports teams to build similar games or high level engagement apps focused on their own league, team and brand. Teams may have ideas but lack the technical resources to develop such apps, but through my partnership with IBT, we can provide the full solution.
For more information on IBT Games – please visit their website, or contact me with any questions you may have.
Twitter Sponsorship Strategies
May 9, 2009 at 9:53 am | Posted in Branding, Social Media, Sponsorship, Sports Marketing, Twitter | Leave a commentTags: Branding, Sponsorship, Sports Marketing, Twitter
In a previous post, I talked about sponsorship activation via Twitter and provided a list of brands that Tweet. The idea being that these brands did not need to be educated on Twitter and would be more open to a conversation about sponsorship.
As of yet, I am not aware of any existing sponsorships through Twitter. In this post, I’d like to take a look at other ways to leverage Twitter for sponsorship:
- The first and most obvious is to display sponsors on a teams’ Twitter background. Teams have branded their Twitter backgrounds, and the next step is to use parts of that space for sponsorship.
- Teams can provide sponsor’s links in Tweets
- Teams can drive fans to back to their website via tweet links where their sponsors are advertised
- Use hash tags (#) to create sponsor titled contests or events (Ex. #sponsorGameday, #sponsorUpdate, #sponsorContest)
- Crossover – Teams can participate in a sponsor’s own Twitter feed and encourage fans to follow the sponsors
Like any sponsorship – it is truly a partnership. Some brands will be more aligned with teams in terms of compatibility or Twitter crossover. Considerations surrounding frequency of messages, tracking, timing and visibility will all come into play. Again, these are the very early days – smart sales teams will be moving on these opportunities and laying the path forward one step at a time.
For a complete list of players, teams and leagues on Twitter, click here.
Your feedback…
- Any ideas for more activation?
- Know of any sponsors working like this now?
- Feedback/comments/questions on these ideas?
MLSE Social Media Strategy
April 17, 2009 at 12:00 am | Posted in Branding, Facebook, Marketing, Social Media, Sponsorship, Sports Marketing, Twitter | 6 CommentsTags: Facebook, Maple Leafs, Raptors, Sponsorship, Sports Marketing, Twitter
Maple Leaf Sports and Entertainment is a local mini sports empire here in Toronto. Repeatedly regarded as the highest earning property in the NHL year after year, the Maple Leafs lead the pack of other MLSE properties: the NBA’s Raptors, Toronto Marlies of the AHL, and the surprisingly highly successful Toronto FC of the MLS league.
Internal Social Media Sites
MLSE has 2 online communities for the Leafs and Raptors:
These sites are tied into their primary websites (mapleleafs.com and raptors.com) and internal database. These online communities serve to drive fans back to their sites and are further supported by 3rd party social media platforms like Facebook and Twitter. Here is the ROI… more unique visitors to these sites = sponsorship opportunities.
The Leafs on Facebook
Here is the official Facebook Fan Page for the Leafs. There are several fan created fan pages – a testament to their base and brand. While the page is still evolving, MLSE is focused on providing unique applications for the fans to use – like building a custom jersey or creating your own hockey card. This represents a viable e-commerce stream in addition to fan engagement.
MLSE on Twitter
Monika
Here is where I see an interesting approach – one that is different than other teams – MLSE is focusing on people vs. the brand on Twitter. Rather than follow “the Leafs”, MLSE has positioned an individual - Monika – as the face of the online community. Monika is also the in-game announcer, so she is tied in with fan experience in a live capacity. Via the Twitter platform, Monika represents the brand. True to social media’s core of people as content – time will tell how the strategy of individual vs. brand will play out.
The Raptors have a similar approach – but the indivual is a further step removed and embodied in Raptors Web Guy. Here, Raptors Web Guy comes across as someone within the organization, but not a named/pictured individual. In this way, Raptors Web Guy is half person and half brand – again, a different approach than what other teams are doing on Twitter and one that is noteworthy.
The Impact of Social Media on Sports Marketing
April 15, 2009 at 10:23 am | Posted in Business Development, Linkedin, Marketing, Networking, Sales Methodologies, Sponsorship, Sports Marketing | 3 CommentsTags: Sales Training, Social Media, Social Networks, Sponsorship, Sports Marketing
Social media and sports marketing are a perfect fit.
I was very pleased to read Pat Coyle’s article from the Sports Business Journal about social networking and fans (SBJ is subscription based, so the article link is on Pat’s Sports Marketing 2.0 site).
Over the past several months, I’ve been reading a lot of Pat’s blog and info posted on his Linkedin Group – and it was great to see the similar content and thinking we have in why sports teams/leagues should care about social media and social networks.
Definitely take a minute a read Pat’s article, but here’s the high level take-aways:
- Social media isn’t about technology, it’s about fans
- Build online fan communities to allow them to connect with one another, and in turn – to the team
- Leverage community #’s to make $ via e-commerce
- Sponsorship opportunities present themselves by increasing visits to team sites
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And I’d like to personally add – through social media sites themselves
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This is all relatively new for many teams – and building/managing fan generated content and opening up sponsorship opportunities is the task that many teams are uncertain about how to proceed with…
The other part of the story that I like to bring to this topic is integrating social networks into sales training. When it comes to ticket sales or sponsorships, the consistency of use in social media platforms not only goes a long way from a sales methodology perspective, but the simple fact that social networking tools get results for sellers is key.
How to Leverage Sponsorships via Twitter
April 11, 2009 at 11:19 pm | Posted in Branding, Social Media, Sponsorship, Sports Marketing, Twitter | 2 CommentsTags: Brands, Sponsorship, Sports Marketing, Twitter
In an earlier post, I suggested that sports organizations should look to social media for sponsorship activation opportunities.
This is new territory – right now, teams are just beginning to reach out to their fan base to engage them via social networks. Under the focus of ROI (and with an ongoing debate in social media circles), social media as a sponsorship platform can be a bit confusing and intimidating.
Instead of looking to educate sponsors on why they should look to invest their brand in Twitter, a better approach is to preach to the converted. Seek out brands that are already using Twitter – don’t sell the medium, focus on their brand and their goals. The internet is pretty good for providing lists, so…
- Here is a link to a number of brands on Twitter already.
- Some are a bit obscure… so here is a list of the 10 biggest brands on Twitter today.
- And here is a long list of brands that tweet.
Again, the goal in leveraging Twitter as a sponsorship opportunity is to engage into discussions with the brands that are already there. Of course, you need to have your own sizable network in order to make the relationship effective.
Preach to the converted – teams need to be looking at these opportunities as additional revenue streams. Start with the brands that are already there.
Ticket Sales and Sponsorship via Social Networks
March 31, 2009 at 10:46 am | Posted in Facebook, Linkedin, Marketing, Networking, Social Media, Sponsorship, Sports Marketing, Twitter | Leave a commentTags: Facebook, Linkedin, Networking, Social Media, Sports Marketing, Twitter
If you are in ticket sales or corporate sponsorship sales, here are some tips for marketers and sellers alike…
Facebook is a great tool for “soft” networking with friends and family. The idea behind using Facebook as a sales tool is not to use it to sell, but participate in communities, monitor activities, and leverage the PR factor of Friend networks.
- Build your network:
- Friends
- Family
- Coworkers (past & present)
- Alumni
- Make it known that you sell tickets
- Join local Facebook networks (your city)
- Join your teams’ Facebook fan page
- Drive your network to it
- Reference it in your status updates
- Join your sponsor’s Facebook pages
- Monitor their use
- Keep up to date on their activities
- Discuss their strategies with them
- Keep your profile professional
The primary goal of using Twitter for sports marketing is to allow fans to get “closer” to their team and reward them with offers and real time info they cannot get elsewhere. Once your follower base grows, you can look to leverage targeted sponsorship activation.
- Release unclaimed reserved game tickets offers via Twitter
- Include links to purchase them
- Follow key brands, see how they use it
- Follow your team and other teams Twitter feeds
- Share relevant information and links with your followers
- Build followers from your other networks
Linkedin’s best fit is for sponsor and corporate partner networking. There are apps to leverage here, like the ability to share documents or slide shows. Networking is all about what you can do for other people, so actively look to help out and connect your contacts. Give referrals to your contacts, and share information with them that can make a difference in their day. Don’t sell here – be informative and available.
- Building and strengthen existing contact relationships
- Connect with clients (previous as well)
- Search for existing prospects/contacts
- Build credibility through Recommendations
- Search out contacts, but do not sell to them
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- Build relationships, look to understand their goals and ideas
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- Share information with your contacts
- Give them relevant info that matters to them
- Keep them informed
- Ask how you can help them
Fans, sponsors, brands are all participating in social media communities right now. These are places you need to be representing your organization as well. The approach here is not to sell or to pitch, but to be available, involved and participatory. Building your network and strengthening your relationships is what will provide you the opportunity to sell.
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Carson McKee
Owner, Direct Contact -
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