Month: April 2015

Anyone remotely aware of the social media and sports world, has certainly, by now, seen the ill-fated emoji-laced tweet sent out in poor taste by the Houston Rockets Twitter account. It set off a lot of opinions and ideas. Not so much the pitchforks and torches thrown by easily upset Twitter users, but more so the intelligent conversation that was had by those that work in, and study, the field of social media in sports. Many appreciated the attempt to continue the account’s consistently ‘edgy’ brand and voice, while still recognizing this one crossed the boundary. All noted how this whole situation reinforced the power of social media as perhaps the primary voice of the organization.

A few of the NBA social media managers and coordinators were quick to note that @HoustonRockets had had a snarky, edgy voice and brand all season. While no one can support the tweet in question, I can appreciate the notion of infusing an intentional brand and voice behind every social media post.

Over the years, I have had the privilege of speaking with several folks that work professionally in sports, particularly social media and marketing. One of my favorite lines of questioning is all about how self-aware the team is of its brand; whether they can articulate what that brand is and how it’s reflected in all that they do. Oftentimes, I get a response like “I have never thought about that before” or “No one has asked me that before,” followed by a pause as they consider the question. But, for some, I get a thoughtful response that has been discussed, strategized around, and is clearly seen in all communication and content for fans. Even better is when it aligns with the community’s values and characteristics and, therefore, resonates that much more deeply in a fan base.

Some brands are, indeed, snarky. Some are all about family. Others are all about winning and expecting to win. And, still some are just here to have fun and are self-deprecating even when the team is getting beaten badly. There are so many ways to describe a brand and, of course, snappy slogans to reinforce them.

When reviewing a corporate partner or analyzing a team’s digital and social media personality and presence, perhaps my most important stop is their Facebook and Twitter pages. A lot can be learned from the website, sure, but it is in the social media posts where one can get easily get a quick glance and understanding of who this team is, how they sound, what they look like, what their community is like, what their fans think and say about them. At least, that’s the case for those teams that have that ability to effectively articulate and think through their brand.

So conduct a little experiment on yourself and/or a client. What is your brand and your voice? What are you known for? (And is it reflected in virtually all that you do?) It’s not as simple or easy it seems, but it’s one of the most important things an organization, and even an individual, can do.

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The best advice for any sports marketer is to always take the view of their fans Imagine the perception in their shoes and understand that your customers are not normal “customers” of a brand – they are fans.

So, with that in mind, here a few things that we sports marketers want to hear from fans and what the fans want, in reality.

1) Marketers want to hear: “My main reason for following the team on social media and subscribing to their e-newsletters is to receive a bunch of great discounts and offers from the team.”

Reality – While some offers can be welcomed and loyalty plays a large role, most fans want some good
content from the team and information. They want to be entertained, informed, heard, and, yes, “engaged.”

2) Marketers want to hear: “What I really want from a team mobile app is make purchases and sharing my personal preferences and profile easier.”

Reality – Some of this is fine and can be highly effective, but it’s not the fans’ primary focus. Look around a game and, while a handful of fans may be eager to spend another $75 to upgrade their seat, most are either texting friends, social networking, or taking photos and videos. Enhance and augment those native activities your fans want to do. Deliver the main value, first, earn your fans’ trust, and then progress from there.

3) Marketers think they hear: “I expect nothing but highly formal and professional online content from the team, not something that looks like I could’ve shot it on my iPhone. And I need all the quotes the beat reporters get”

Reality – Fans want authenticity with team content, especially on social media. A behind-the-scenes photo will garner more interest than many of the best produced video features. The content should appear native to the platform, not something a brand paid an agency to produce. Ultimately, fans want content they’re not accustomed to seeing and stuff they can’t see with other media outlets..

4) Marketers want to hear: “I will actively seek out and learn about all the brands that partner with my team, jumping on Google to research every logo and presenting sponsor I encounter.”

Reality – There is some proof that fans have increased affinity for team partners. However, teams and partners can’t expect that to deliver effective ROI. Activate the brand and integrate it into team promotions or content in a way that entertains fans, natively, and teaches them what the partner’s business does and stands for. Tell them and show them what partner brands do.

5) Marketers want to hear: “I always like to buy tickets in advance and make plans as early as possible.”

Reality – Particularly among younger fans, going to a game can be a last minute thing, plans made over text or Facebook not long before doors open. There’s still nothing better than selling a season ticket, but understand to whom you’re marketing. Appreciate there are a huge number of potential game attendees that will, almost by rule, not decide to attend until the last minute. Stay front of mind, give them the right messages at the right time and place, and don’t be in a pushy, sell-at-all-times, always-be-closing mode.

Make every Friday a Fan Friday for yourself. Walk through the process of browsing the website, check out and go through ticket sales, open an email, view and share social media content, use the mobile app and mobile website, and, really, adopt the mindset of the everyday fan.

Because, despite the everlasting wisdom of George Costanza, just because you (want to) believe something to be true, doesn’t make it so. Build your strategy and tactic around how fans will experience them. Always listen and learn. It’s simple, right?

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On episode 43 of the Digital and Social Media Sports podcast, Neil chatted with Jason Brower, Fan Engagement and Social Media Coordinator for the West Michigan Whitecaps (Detroit Tigers A affiliate)

What follows are some snippets from the episode.
Click Here to listen to the full episode or check it out and subscribe in iTunes.

Posted by Neil Horowitz

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On a couple of Fridays each month, I’ll throw out five brief thoughts on how to succeed in social and digital media in sports, based on experience, observation, and conversation. Examples abound (and always reach out to me via Twitter @njh287 if you want to see examples or want more info). This is meant to be a short post, so, without further adieu…the Friday 5:

Success with strong, overpowering visuals — Look at the best team Facebook pages, Twitter timelines, and Instagram feeds and many of them share at least one common trait: a wealth of eye-catching, emotion-stirring, or aesthetically impressiv visuals. Whether touched-up photos or sharp graphics, visuals dominate the timeline and are “thumbstoppers” in a world of the interminable scroll.

Any chance for good video — It’s no secret to any digital and social media marketer, by now, that fans love video and social media loves video. Pretty much regardless of length and even deep substance. Sports is chock full of video – practice drills, game highlights, warm-up routines, messages from players, a walk-around a rink, and so much more. Turn on your smartphone’s camera at least 1-3 times/day and see what you can capture and share.

Revisiting big highlights — Silence that voice inside your head saying that, especially in this short attention span world, a highlight from over 36 hours ago is too late to share. Cool plays never go out of style and are always enjoyed. Get fans psyched for a series revisiting a cool old play, integrate a contest with a sweet play, do a recurring top play post, revisit top plays of a game, a week, a series; even posting one play at a time on social media. Sports is why fans are there, first. Help them enjoy it and share it.

Noting great news — Most teams have daily clips sent out and social media managers monitoring mentions and keywords all day, every day. If there’s good news to share that fans will want to share or react to, don’t worry that it wasn’t in your content calendar or posting plan, put it up! It could be a local or weekly award, something positive in the community related to your team or sport, an achievement by a prospect or alumnus or former player. Don’t pass on positive news, be a source for fans and be a valuable part of their community, providing content they want to share and consume.

Talking with fans — Another look at the most successful teams and brands on social media will often reveal another tactic in common: two-way communication, aka conversation with fans. Ask fans questions (and listen and respond), invite fans to engage, reply back on Twitter, Facebook, and Instagram. Stop talking about building relationships and connections and start taking action. Even a few sporadic interactions each day can cultivate more and more superfans over time, building fangelists and a more deeply invested and engaged overall fan base. Try talking, you’ll like it. Fans will too.

In addition to the iTunes podcast directory, the Digital and Social Media Sports Podcast is now an offering on Stitcher Radio. Find it here or via the Stitcher app.

Every time I see an auto brand giving away an iPad or a telecom company sponsoring a pizza contest, I shake my head. Nearly ever business, big and small, want to find their way into sports sponsorship. A way to reach the coveted demographic of sports fans, whose emotional tie to their teams render partnerships that much more valuable, as well.

But the best sports sponsorship truly bring forth the brand and what it’s all about. If a fan walks away not knowing what your brand does or a business captures a bunch of leads that will never have interesting in becoming customers, the partnership is leaving a lot of latent value on the table. Name recall can be a strong thing, but the paradigm we should preach should be for activations that clearly show off the product/service and/or the bigger meaning of the brand of the partner.

With that in mind, here are four examples of sports-related sponsorships that have #NailedIt.

1) The Cincinnati Reds Nursery at the ballpark, sponsored/activated with Pampers (Procter & Gamble)

This activation hits all the right notes in so many ways. It provides a valuable service for fans at the ballpark, encouraging parents not to be discouraged to come out to the ballpark with kids to care for, and exposes parents to the products of a team partner, Pampers. Countless Reds fans will see and use Pampers products and will be very happy about being able to do so while at the stadium. Great activation all around. A data capture piece, Pampers coupons/offers, location-based activations/beacons and customer/fan awareness may come next here.

2)  Airbnb becomes ‘official alternative accommodations service supplier” for the 2016 Olympic Games in Rio de Janeiro

Kudos to the team behind the 2016 Olympic Games in Rio as they took a potentially embarrassing scenario, not having enough lodging for Olympic athletes, into a perfect partnership with Airbnb. Patrticularly for the older and the international Olympic viewers that may not have a clue what Airbnb is, let alone what they do, this activation will deliver a number of ways. Not only will countless viewers be exposed to the Airbnb brand, but will come away with no doubt about the valuable service they provide. A next phase could include a special offer for Olympic viewers, with an explicit CTA. Great stuff all around here.

3) UPS Shows How They Deliver the Final Four Court to Indianapolis

UPS continuously creates effective sports sponsorship activations and this year’s Final Four was no different with the delivery service activating in a number of ways, including an engaging, multimedia-infused, behind-the-scenes look at its delivery of the Final Four court. From video time lapses to articles and quotes, this promo showcases how UPS utilizes its infrastructure and services to lend an “Ultimate Assist” to the Final Four production process. Fans come away entertained by the content and with a strong perception and understanding of the UPS brand and service. A potential extension could be comparing delivery of something you would send to that required for the court [and capture data/needs of fans engaged with this content]. An on-point delivery here, though.

4) Verizon Wireless Sponsors Phone Charging Stations at Levi’s Stadium

These handy sponsored mobile device charging stations are becoming more and more popular at airports, as well as sports and entertainment venues. So it was no surprise that the new home of the San Francisco 49ers, Levi’s Stadium, caters to its perpetually connected, tech-savvy fans with charging stations all around the venue, sponsored by Verizon. Fans can get some quick juice for their mobile devices, while Verizon exposes their brand to fans they want to reach — those for whom their mobile devices are indispensable. A good extension could be a contest to enter to win a device, for Verizon to grab data, and/or a few of their products on site for some quick web needs, while also showcasing their product. Overall, a service fans can appreciate that is a value-add from a relevant brand tie-in.

The industry is evolving and there are countless more examples, among those lacking, that are effective sports sponsorship activations. These four are just a snapshot meant to hammer home that some of the most effective activations benefit all — the fans through a value-add service or experience, the team for taking on a sponsor, and the partner for getting fans directly exposed to their product/service and brand.

If an activation isn’t furthering a business’s objectives or leaves fans clueless as to what a partner actually does, it may be time to go back to the drawing board. When it all works like it should, everybody wins. That is a paradigm worth pursuing.

Posted by Neil Horowitz Follow me on Twitter @njh287   Connect on LinkedIn