Getting Social with Your Fans: Opportunities for Sports Marketers

Lecture by Jackie Reau

Group Assignment Review in 30 minutes

Today’s Agenda•Traditional Media

•Internet Marketing

•Social Media

•Crisis Communications

How the Next Generation Consumes Media

http://vimeo.com/3390739

How will we promote the Cincinnati Queens

in today’s new media age?

Communications Planning Outline•Objective on how you will communicate to your target audiences to influence behavior (ticket purchase, attendance, merchandise

•Target Audiences (primary, secondary)

•Key Messages (elevator speech)

•Initiatives

• Editorial Schedule for release of content

• Content

• Media guide/fan guide (media distribution list/fan distribution list)

• Internet (webs copy, email blast copy)

• Press releases, media guides, media alerts

• Ad copy, external promotional materials

• Media Relations planning

**Evaluation of initiatives based on metrics

Internet Marketing

http://www.nike.com/us/en_us/?flp=lp/basketball/&ref=http%3A%2F%2Fwww.bing.com%2Fsearch%3Fq%3Dnikebasketball%26form%3DDLCDF8%26pc%3DMDDR%26src%3DIE-SearchBox

Social Media Revolution

Promote all social media platforms via website

Facebook: Home base for fan activity

Be the source for the team and the sport: Sell promotions

Encourage fans to get social at the game

Pinterest: Lifestyle, aspiration, visual

Instagram: Visual photo sharing

Communications Trends For Discussion

Create a Social Media Team

Social Media as a Customer Service Channel

Social CRM to Better Understand Fan Segmentation

The State of Social Media Marketing, September 2012

What’s Next for Social in 2013: Social CRM

Gamification of Content

http://store.nike.com/us/en_us/?l=shop,fuelband&cp=USNS_KW_0611081620

Lifestyle of Engagement

http://www.locotu.com/tedxcincy-chris-erb-branding-a-lifestyle-of-engagement-ycCim8Jo1qKhlLc.html

Augmented Reality and Products

http://www.youtube.com/watch?v=PGu0N3eL2D0&feature=player_embedded

Super Interactive Catalogs

http://www.youtube.com/watch?feature=player_embedded&v=QQ8HNXtl7jQ#!

Crisis Communications Management

http://www.youtube.com/watch?v=aoMmbUmKN0E

Crisis Communications Plan•Black Sky Session

•FAQ to address all potential crisis situations

•Spokesperson preparation

•Internal/External communications plan and timeline

•Proactive communications to internal and external audiences

•Resolution of the issue: How it won’t happen in the future

•Class discussion on how to resolve three top issues for crisis management.

Next Class Meeting: Oct. 22

Title of Lecture: Audience Development and the Sports Fan Experience with Will Sikes, Western & Southern Open

Review of a Sports Experience Audit and Discussion

Sports Marketing Challenge Presentation, Group #1: Audience Development