Posts Tagged 'Twitter'

3 Tips on Twitter Events

Published July 7, 2009 Marketing , NHL , Social Media , Twitter 4 Comments
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This post is long overdue – it’s been a busy week for me but I wanted to get these ideas out…

I learned of Michael Jackson’s death via Twitter – I was going about setting up mobile alerts for @lakingshockey, @vancanucks and @darrendreger to follow the NHL Draft strictly via Twitter as opposed to traditional media. It was some time later until CNN reported that Jackson was dead – perhaps up to an hour later. Real time has a great deal to do with what social media is all about – and a massive entertainment news event like this proved it.

I had to turn off updates from @lakingshockey as they kept inundating me with messages during the day with links that I was never going to visit. By the time the draft had rolled around, I had heard enough from them and switched them off – a powerful lesson there… For events like the draft, all I wanted was to be kept informed via mobile. I was not interested in scouting videos or interviews – I just wanted to be kept in the loop. @vancanucks kept it short and to the point – no too much info until the draft began.

@darrendreger (from TSN.ca) provided some great insight during the draft, such as:

tsn-twitterI’m just outside the Bell Centre, a Habs fan just paid a scalper $100 for a ticket to the draft.3:30 PM Jun 26th from mobile web
hilarious. Bell Centre chanting… 67…as the Leafs go up to make their pick.8:09 PM Jun 26th from mobile web

There was plenty of “factual tweets” such as Tavares selected first overall, or breaking the news of the Pronger trade, but Dreger’s comments added some colour to the event and brought some of the immediacy and authenticity that Twitter can convey.

So here are some take-aways:

  1. Social media is faster than traditional media: Your market will be expecting “real time” now, and you can provide it to them
  2. Keep event based tweets short: This is not a time for tons of links
  3. Make it personal: Add to the experience; give something unique/real

The NHL Draft and Twitter vs. ROI

Published June 22, 2009 Social Media , Sports Marketing , Twitter 2 Comments
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LA KingsWhile NHL Tweetups are nothing new, the LA Kings are making a bit of a splash as they will have front office personnel tweeting from the floor of the draft.

More on that at the Sportsin140 blog .

And you can follow the LA Kings on Twitter here.

Another Twitter first for an NHL club – it will be interesting to see how this plays out from a fan engagement perspective. Here again – some significant attention is being paid to the Kings Twitter feed and there is no apparent sponsorship. Some people will criticize me for my attempts  to  monetize social media – and some people will hire me for it. I believe  it’s naive to think that ROI just doesn’t need to apply – “adding value” doesn’t add up at the end of the day (as this article attempts to counter).

My point here – and a big part of the reason I am interested in sports marketing and social media – is that sponsorship is 100% plain as day, in your face, front and centre ROI. I recall some radio broadcasts of games in Toronto with the “Home Hardware out-of-town scoreboard” (Blue twitter birdJays, I think). There weren’t too many people complaining that sponsorship was ruining the free medium of radio. Social Media is still just media.

Tweeting from the draft floor is an innovative move on the part of the Kings – but now it’s time to take that innovation a step further into revenue.

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.

Bang On: @umassdilo and #Pens vs. #Caps #Game 7

Published May 13, 2009 Sports Marketing , Twitter Leave a Comment
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CapsPensSome readers may find the title of this post confusing, and some may have an idea what it is about…

Yes, it’s about Twitter.

There are some exciting things happening if you are into sports marketing and social media. @umassdilo is the Twitter name for Michael DiLorenzo, Director of Corporate Communications with the NHL. Michael also has a blog - From the Blue Seats.

In case you didn’t know, the “#” (hashtag) is used on Twitter to denote a topic or grouping (more about hashtags here) – it’s a simple way of saying “I’m talking about this”. It’s community driven, so there isn’t really a great deal of etiquette on the use of hashtags yet. Anyone can use or create one, like #directcontact or #baconandeggs.

What’s been happening as of late is a pretty fantastic hockey playoff series between the Penguins and Capitals, and Michael DiLorenzo has been assigned to cover the games on Twitter. During the game, you will find @umassdilo Tweeting away, and there are several other individuals doing the same. I spent some time on Twitter while watching the games, and have found the experience to be interesting. The teams’ own Twitter feeds, @umassdilo’s and several other people contribute to a shared experience.

I asked Michael today if he would be Tweeting during #Game 7 – I didn’t get a direct answer but he did make (harmless) fun of me for what seems to be a Canadian term, “bang on” (as in: correct, perfect, bang on):

Michael DiLorenzoumassdilo@carsonmckee Yer bang-on right it is.about 7 hours ago from web in reply to carsonmckee

So here’s hoping we find @umassdilo online again for Game 7 – Michael has informed me that he will not be in DC for game 7, but I do expect him to be monitoring the Twitter stream. If you are on Twitter, please join us.



Twitter Sponsorship Strategies

Published May 9, 2009 Branding , Social Media , Sponsorship , Sports Marketing , Twitter Leave a Comment
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TwitterIn 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?

Is Twitter a Fad?

Published April 30, 2009 Social Media , Twitter 4 Comments
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Beached Whale

It was a pretty strong ride…

No doubt – I am a Twitter user. When I blog about Twitter, I am:

  1. Considering that I am preaching to the converted, and…
  2. Also hoping to help explain the “why Twitter?” as well

Point #2 is the focus of this post. First off – have a look at:

Looks like the meteoric rise of Twitter has plateaued. And let’s be honest – it was a good ride. For while, Twitter was all you heard on the web, on TV, everywhere. Everyone was getting on Twitter, Facebook wanted to be Twitter… Getting popular very fast has 1 scary side effect – the slide back down to earth. Don’t get me wrong – I am a firm believer that Twitter is a powerful and engaging social media platform, and it will continue to be – as it continues to evolve in its own right as well as change the way we communicate.

The trouble with Twitter’s popularity is that many people join up simply because Ashton Kutcher, or Oprah, or Ellen or Obama told them to. This all coincided with the race to 1M followers (did we all just get Punk’d?!?) and ultimately results in millions of people who figured out that they just weren’t that interested after all.

That’s not a bad thing – it’s a good thing. The world has been experimenting with Twitter, and we are all seeing what we will do with it as individuals, as marketers, as businesses as brands.

Is Twitter a fad? No.

What do you think?

The CBC: Sports and Twitter

Published April 28, 2009 Personal Brand , Social Media , Sports Marketing , Twitter Leave a Comment
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cbc-logoI was recently contacted by Tom Harrington at the CBC regarding a story he is working on about sports and social media.

With all the high profile attention Twitter is getting in the sports industry, Tom was looking for some background and opinions on why Twitter is so increasingly popular…

Why do pro athletes Twitter?

This all started with Shaq for the most part, who started tweeting after an imposter set up an account. Twitter provides a very simple 1-to-many approach to communication in real time. Fans follow players because of the authenticity and ability to get closer to their favorite teams – it is a different (and deeper) level of engagement. Sports organizations have taken note and are looking to get more organized and involved in social media and Twitter specifically.

Is Twitter a Fad?

Hard to say but I think probably not. Twitter is a success because of it’s simplicity. Twitter is still evolving and it is filling a need. 140 characters to communicate from anywhere, anytime. Twitter takes one of the most basic elements of Facebook – the status update – and turns it into an entire platform. Twitter is changing the way we communicate, much like email or IM.

Are There any Pitfalls with Twitter?

Sure -just like anything that is (relatively) new. Twitter is growing quickly in popularity and is being adopted by many people. There is the potential for another Domino’s Pizza type fiasco – consider how sensitive info could be breached (contract signings for example), or PR nightmares (is this the REAL Sean Avery? Don’t think so… but you see where I’m going). Teams should be looking at social media policies now, just ask Charlie V.

Should Tom and The National on CBC proceed with the interview, I’ll be sure to let you know…

Follow me on Twitter here.

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.

How to Leverage Sponsorships via Twitter

Published April 11, 2009 Branding , Social Media , Sponsorship , Sports Marketing , Twitter 2 Comments
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twitter-birdIn 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…

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

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.

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Direct Contact is:

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Carson McKee
Owner, Direct Contact
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