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
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