Tags: Business Planning, Digital Marketing, Objectives, Sponsorship
One of the most common questions I’m asked is, “So, how are we doing?”. They’re asking about their social media efforts. I always reply with the same response, “I don’t know, what are you trying to do?”
Then they blink at me.
It used to be enough just to be active in social media, To have a Facebook page and Twitter following and watch those numbers grow. Then innovative organizations started dabbling in Instagram, or Pinterest, or Google Plus. I remember when G+ came out and I saw a number of sports teams launch a presence there – mostly just because they could.
There’s only really two platforms that don’t require an explanation for use in Facebook and Twitter. They are pervasive and have a reach beyond the platforms themselves (both are frequently discussed in other forms of media). No one’s gonna call you out for using them. But that’s where my point is stemming from…
Why are you using any social platform? What kind of content are you posting and to what end? Do you have an app – why? Do you sponsor an app – why?
Objectives first, assets second. Objectives should be tied to an over-arching marketing plan. There’s often a rush for Business Development teams to sell, for sponsors to be in the mix, for PR companies to commit the client’s budget – but to what end?
When you start with identifying objectives the rest of the path can become clear, as long as you know what each platform can do for you – but that’s a deeper dive…
Tags: Activation, Sales, Social Media, Sponsorship
- Cultural Issues
- Skill Gaps
A few years ago, I was a fairly lone voice in my position on selling social media assets to corporate sponsors.
Today, digital assets are premium buys and social remains the most dynamic property available. Trouble is, many teams are challenged in selling it (it’s a solution sell, not a transactional sale) and some sponsors think they need it but don’t know what to do or why.
One challenge that holds up sales teams is the classic QUOTA. The development or standardization of social assets means that quotas will go up, and sales manager/director targets go up in turn. This is a cultural issue – teams continually are looking for revenue stream development, yet some stand in the way of adopting this category of digital inventory. Broader thinking is required here…
The other problem is rooted in skill.
I mentioned that social is a solution sell – one that takes a different set of skills and discovery questioning. Often, sponsors need some guidance here to develop a social strategy for the deal. In this way, many web/technical resources have become “sales engineers” of a sort – as they better understand the platforms involved – and can lend good skill sets to these sales conversations.
Since some sellers struggle with how to sell social assets – here’s a list of questions to use in your own sales process to help uncover deals with social media activations:
- What are your own goals with social media?
- How does your company handle admin of your social sites?
- How does social fit into the rest of your marketing mix?
- What results will make a promotion/activation a success for you?
- What , specifically, would you like to accomplish here?
- Are they any examples of successful social campaigns that resonate with you?
- What are your expectations of my team/brand?
What we’re trying to avoid here is “Do you want to buy some Facebook updates and Twitter posts? They are $X each – how many would you like?”. These are simply conversation starters to get your partners talking – there are endless ways to structure a promotion, but you need to start somewhere.
Here are some other tips:
- Keep it high level (to start)
- Bring ideas and facilitate brainstorming
- Understand their goals and experience
- Work to conceptualize with your internal resources
- Present options that meet those needs
- Be prepared to adapt/adjust
One last thing… both problems – Cultural and Skill – are very solvable for organizations looking to uncover the dollar. I can help with both.
Tags: Facebook, Photo tagging, Sponsorship
The first impact falls on your sports brand as fans can now tag your Page in their photos. Consider fans’ photos wearing team jerseys/apparel, or photos in your arena… the ability to tag your team Page layers a new level of visibility and engagement.
The second impact falls on your sponsors. Activations can now involve your Page tagging a sponsor’s Page in a photo – situations like this provide:
- A passive social marketing opportunity
- An increase in using images of/with sponsors
- A greater focus on product placement
- Cross page promotions – Sponsors tagging your Page on their photos
Up to now, most sponsored activity on Facebook has been located in status updates or tabs. Photo tagging presents a new opportunity to include images as an important asset to include in your social media kit.
Tags: Sales, Social Media, Sponsorship
The rapid rise of activations in the social space has teams building deals/packages with social elements, but without a breakdown how these items are priced out. Now, that’s a good problem to have – but teams need to be careful as they are setting standards and precedents on how their social inventory is valued and priced.
Some teams have hundreds of thousands of fans/followers – this is a premium buy for a sponsor and should not be treated as a value add activation. Innovative sponsorships look to position the social element at the core of the deal and then build in value adds around it. If you are suddenly “throwing in” custom tabs and contests on Facebook, you run the risk of having to justify any increase in this area down the line. Teams need to be aware of how social sponsorships can factor in renewals, and how this is positioned against new business.
Beyond that – social $ spend is a number that teams need to be tracking. If their in-house/CRM systems are not set up to track it, then there needs to be some sort of excel sheet that accounts for what % of deals or entire social deals that are being quoted and sold to your corporate partners.
Tags: Alex Ovechkin, Facebook, Fan Page, NHL, Social Plugins, Sponsorship, Sports Marketing
You may have heard/seen that recently Facebook changed the term “Fans” from its Pages to simply, “Like”. So now, your Page doesn’t have fans, but people who like it (too bad – “Fans” was a perfect fit for sports teams). Now, the idea of “Like”ing something gets a whole lot more engaged.
If you are familiar with Facebook, the ability to “Like” something is not new. But through the use of social plugins - check them out here – the “Like” button can show up anywhere, on any website – even your own.
Here’s an example from NHL.com with Alex Ovechkin.
What this means is that now, Facebook can be pretty much anywhere. The web is increasingly semantic and social. Furthermore, “Like”s can dynamically alter a Facebook users profile, and the act of “Like”ing something can create a long-term communication between the user and NHL.com. Whenever there is an update on Ovechkin from NHL.com, the “Like” will update the user on the Facebook platform. Pretty neat stuff.
Ok – Now What?
So now that you have an idea of what technology is in place – here’s what to start doing with it.
- Every team site has a roster page – get some Like buttons up there for the players (like the NHL.com model) and tell your fans to get clicking
- The viral nature of all this “Like”ing should help grow your Page population as well, be ready to track this
- NHL.com integration increased the NHL Facebook Page by 3.2% (>9000 Fans) overnight after this launch
- Consider partner/sponsor brand synergy – what kinds of sponsors would be a good fit for social plugins?
I will be thinking/blogging more about the last bullet – in the meantime, more to come on Facebook’s new tools and how to best put them to use.
If you have some ideas or some other great examples/models to look at, please leave a comment and let us all know…
Tags: Facebook, ROI, Social Media, Sponsorship, Sports Marketing, Twitter
- Grow your Fan and Follower populations – more eyeballs, more traffic to drive back to your website
- Bigger pops allows you to sell the social space itself too (see #2)
- Custom tabs on Facebook: You can build and sell these spaces to sponsors
- Sponsored contests for engagement
- Don’t just drop sponsored links, give fans a reason to click
- Sell your Twitter background space
- Get a sponsor for your Facebook page
- Engage with sponsors on Facebook and Twitter
- As part of a marketing strategy, brand synergy is important
- Sponsored player Twitter account
7 tips to get your social media strategy integrated into your marketing mix and draw an ROI as well.
Have you tried any of these?
Tags: Sales Tips, Social Media, Sponsorship
2010 will be the year that social media earns its rightful place along side other traditional marketing media. Many teams have managed to grow a toe hold into a solid foot in the door and with that comes the inevitable ROI question.
If you are looking to layer social media as part of your sponsorship inventory, here are a few ideas/tips on how to get started:
1. Profile Your Base
If you have 100 or so brands that you work with, you should start by profiling your account base. By that, I mean to map out commonalities in the industries (retail, beverage, financial, etc…) and get a picture of what kinds of businesses you are working with. Finding similarities can provide the path of common strategies and approaches to speak the language of your customer. Profiling your base will give you a deeper understanding of what you have to work with.
2. Build a Social Media Matrix
Take those 100 brands and determine which ones are already active in social media. Do they have a Facebook Page or a Twitter feed? Are they active in this space? This is your “A” list.
The next group would be the “me too” brands that are emerging social media marketers. Small followers and small fans, less than consistent content and engagement. This is your “B” list.
The remaining group of brands are your “C” list – brands that are not yet active in social media or not interested.
3. Engage Your “A” List
Time to become a fan and follow your “A” list. You might consider building an alias profile to do this. The idea here is to understand how the brand operates within these platforms and get a real feeling for what the brand is about and how their social media strategy is playing out. Spend a bit of time on this as the information and insight you gain will be very valuable down the road when it is time to talk about alignment.
By alignment, I mean that you will be looking for brands that would be interested to partner with/leverage the online brand that your team represents in the same social media spaces.
4. Collaborate with Your “A” List
Request to meet with your partners to discuss their social media strategies. Find out what their goals are – what their challenges are – what their successes have been. Successful social media sponsorships are built collaboratively with the sponsor and are unique and custom in their approach. Creative teams, web teams and marketing teams need to be in communication to pull ideas together into promotions and campaigns. It’s all about working together, not about just another piece of inventory to sell.
5. Farm the “B” List
Meanwhile, your “B” list may see the opportunity to work with you as a chance to establish their social media presence. Keep going back to this group who may consider you a thought leader and look to find ways to leverage your presence and market. Your “B”s want to be here, and they see you as being in a position to help them. Stay close to them, but spend your time preaching to the converted with your “A” list.
6. Wait for the “C” List to Catch Up
Sponsorship sales can be difficult enough – you shouldn’t be spending your time and energy educating on social media benefits and strategies. These brands will catch up if they feel the need or simply continue on with current marketing efforts outside of the social media sphere. This isn’t a criticism, just the highest and best way to spend your time when social space sales are on the table.
I hope this gives you some ideas and plans on how to approach your base. Remember these are not off the shelf deals – this is not about dropping a link into your Twitter stream or posting a sponsored status update. There is a great deal more at stake in the social space for teams, brands and fans – engagement and collaboration is the key and there must be something in it for everyone.
Tags: Branding, Facebook, Sponsorship, Sports Marketing
My two cents – in a word, “No”.
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?
Digital wing man and social media consultant.
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