Posts Tagged 'Facebook'

Can Brands Be “Friends” on Facebook?

Published October 27, 2009 Branding , Facebook , Marketing , NHL , Social Media Leave a Comment
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fbookMy two cents – in a word, “No”.

Here’s why…

Let’s say you have a Pro Sports Team Facebook Fan Page – and a brand – one that is not currently a sponsor of yours – shows up and engages your brand on Facebook. The viral nature of Facebook makes this action visible to many, possibly thousands of other people. Is this kind of brand interaction “fair” to your other (paying) sponsors who are not actively engaging your brand on Facebook?

Perhaps fair is the wrong word, but you get the idea. Social media is a platform – and yes – it is a free one, but that doesn’t necessarily mean that brand interaction in this space does not have a price. In fact, I would counter that it does.

As teams and leagues begin to negotiate the social media space (check out the NHL’s new Fan Page that launched recently) these kinds of questions need to be asked and addressed. These are the kinds of answers and strategies that I build. More on just how to do that in a later post…

What do you think? Can brands be Friends?

Do the Penguins Defy Ordinary?

Published October 2, 2009 Branding , Facebook , Marketing , NHL , Uncategorized Leave a Comment
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Defy_OrdinaryA new video hit the Pittsburgh Penguins Facebook FanPage… click here to have a look (runs 2:22). It positions the marketing focus for the team’s 2009/2010 season.

This is not exactly what I expected to see, but it is always nice to be surprised. True to social media good form, the feedback from the fans has mixed reviews. Take a moment to review the comments and you’ll see some of the additional value that spaces like this provide organizations that are interested to gauage their market’s opinions and discussions.

What do you think of this alternative positioning – Does the organization or product defy the ordinary?

NHL Teams on Facebook: FanPage Rankings

Published September 20, 2009 Facebook , NHL , Social Media 5 Comments
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fbook logoHere’s a list of the NHL club’s “official” (i.e. owned and operated by the club) Facebook FanPages ranked by total population – with some analysis to follow…

Montreal*: 491,271
Pittsburgh: 119,073
Vancouver: 94,714
Chicago: 75,806
Philadelphia: 73,366
Boston: 66,307
Washington: 47,881
Buffalo: 45,028
Minnesota: 32,463
NYR: 22,210
Colorado: 21,452
Dallas: 20,876
St. Louis: 20,066
Anaheim: 19,188
San Jose: 19,129
Carolina: 19,125
Ottawa: 18,542
Toronto: 18,494
Calgary: 16,526
Edmonton: 16,201
New Jersey: 13,014
NYI: 9,172
Nashville: 9,078
Florida: 5,981
Tampa: 4,808
Phoenix: 4,787
Los Angeles: 4,707
Atlanta: 2,381
Columbus: 933
*Montreal leverages a 3rd party app for their Facebook Fanpage.

Analysis

Montreal’s “official” page uses a WaterCooler app – I blogged about this in an earlier post. It works in a much different way… Pittsburgh’s 2nd place rank seems quite obvious as they possess some of the games’ brightest talents and stars and are the current Stanley Cup Champions.

Vancouver stands out here at #3. Without a Stanley Cup in its history, the primary reason that the Canucks rank so high is their positioning and focus on social media.

I am most surprised by Toronto – an original 6 team in a huge market with loads of history and success; Toronto’s numbers are not strong compared to their brand, profile, status in the league and widespread fan base.

What are your thoughts on this list?

Information is Free

Published May 20, 2009 Blogging , Business Tips , Facebook , Linkedin , Networking , Sales Tips , Social Media , Twitter 6 Comments
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FreeBeware 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.

Direct Contact Now Provides Custom Facebook Apps

Published May 18, 2009 Facebook , Social Media , Sponsorship , Sports Marketing 2 Comments
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IBT GamesI 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.

Facebook Apps that Drive Fan Engagement

Published April 20, 2009 Facebook , Marketing , Networking , Social Media , Sports Marketing 2 Comments
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Here’s a look at 2 Facebook apps for teams I’ve blogged about previously – the Vancouver Canucks and Toronto Maple Leafs.

First off - The Vancouver Canucks Fans App by Watercooler.com

A couple of weeks ago, I connected with Kevin Chou, CEO of Watercooler.com (Pat Coyle had referred him to me – thanks Pat!). While watercooler.com does many interesting things, I am only going to focus on the Canucks app in this post.

canucks-fans1recruit_button

While Facebook provides a fan connection opportunity (to both the team and other fans), teams can maximize reasons why their fans would want to join Fan Pages and continue to visit them. The Canucks app provides:

  • Contests
  • Networking/interactivity
  • Share-able content
  • Ability to purshace tickets and merchandise

So beyond the value of social media fan engagement, there is a revenue stream opportunity here as well. At the time of writing – the Canucks app has 183K+ fans… a pretty large group to tap into.

Here is a link to the Maple Leafs App on Facebook…

The Leafs have built this App internally – it still requires some tweaking, but when fully operational, it will allow fans to build a custom jersey Facebook Leafs Jerseyonline, or create their own hockey card with their own face/name on it.

What I find interesting about the Leafs social media situation is to see how their fan base buys into it. As I wrote about previously, the Maple Leaf brand is very strong and I expect to see their followers and fans soar online – especially as their on-ice rebuild continues.

If you are on Facebook, I suggest that you give these apps a test drive for yourself- when fans use them, the viral nature of Facebook info permits waves of 2nd degree marketing messages, e-commerce opportunities, and can help drive eyeballs back to the team website.

MLSE Social Media Strategy

Published April 17, 2009 Branding , Facebook , Marketing , Social Media , Sponsorship , Sports Marketing , Twitter 5 Comments
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leafsraptors

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 with a K

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.

Ticket Sales and Sponsorship via Social Networks

Published March 31, 2009 Facebook , Linkedin , Marketing , Networking , Social Media , Sponsorship , Sports Marketing , Twitter Leave a Comment
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If you are in ticket sales or corporate sponsorship sales, here are some tips for marketers and sellers alike…

facebook2

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

twitter-logo1

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-logo1

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
      • Build relationships, look to understand their goals and ideas
  • 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.

Twitter and Sports Marketing: Vancouver Canucks

Published March 27, 2009 Branding , Facebook , Marketing , Social Media , Sponsorship , Sports Marketing , Twitter 2 Comments
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canucks_logoI’ve been doing some consulting with the NHL’s Canucks on their strategies for their Facebook Page and Twitter.

The Canucks have made a focused effort on growing their Twitter followers  (1800+ today). Here’s a look at some of the efforts being implemented that are getting them results:

  • A custom Twitter page (Twitter has some scaling issues)
  • Twitter based contests and give-aways
  • Use of tools like Tweetdeck to help use and organize their efforts
  • Cross platform promotion via Facebook

Beyond loyalty and fan engagement, the Canucks address the ROI effort by looking at possible sponsorship activation opportunities once their numbers are strong (at least 5K+).

With a healthy number of Facebook fans (27K+ today), the Canucks are looking to promote Twitter through that platform. These fans are already active on social media and fans of the team, so they are most likely to follow the team on Twitter. The Canucks can also feature Twitter contest winners on their Facebook page – this makes for a great duality of social media platform crossover.

One of the great things about using Facebook for sports marketing is the visibility chain reaction of Friend engagement. When someone joins a group or makes a comment, their entire Friend network is alerted about it – so a residual marketing message is carried through Friend networks adding an exponential touch to the Facebook marketing strategy – much like WOM (word of mouth), Facebook style.

Follow the Canucks on Twitter at @vancanucks

3 Levels for Sales and Social Networking

Published March 23, 2009 Blogging , Branding , Entrepreneurs , Facebook , Networking , Personal Brand , Sales Tips , Social Media 10 Comments
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social_network_diagrams2bThere 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:

  1. Begin with a Profile
  2. Leverage your Presence
  3. 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

5265503___networkOnce 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?

Next Page »

Direct Contact is:

. . . Social Media Strategies. . .

. . . Sponsorship and Sales . . .

. . . Sports Industry Services . . .

Carson McKee
Owner, Direct Contact
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