Social Media Strategy for Sports: Presentation outlines challenges and opportunities for franchises, players, media and sponsors.

1. Leveraging Social Media to Grow Your Fan Base, Maximize Attendance and Increase Revenue Pat Coylepat@coylemedia.com

2. Web 2.0 ContentPeopleSoftwareHardware Bandwidth 2008-09 250 million websites, 300,000 Twitter apps, 550,000 Facebook apps, 150,000 iPhone Apps…and counting

3. Keeping pace with Digital (sort of) 3 One team’s perspective $500,000 Raised Name Changed to Facebook Move to Palo Alto Facebook Like button Face book opens to public Turns down $1 billion offer “Facemash” is born in Zuckerberg’s dorm room Facebook Connect $40 Million raised Facebook 500 million… Four Square 2003 2004 2005 2006 2007 2008 2009 2010 Broadband access increasing MySpace purchased by NewsCorp for $580 million YouTube Founded YouTube bought by Google for $1.65 Billion Twitter launched MySpacefounded MySpace brand pages iPhone proliferates Teams launch Facebook pages & Twitter accounts 1997 Colts.com Launched 2007 Colts.com $$

4. U.S. Team Digital Landscape Teams / Innovation Rules / Issues Leadership NFL – NBA – NHL – MLB – NASCAR - AFL

5. Team Media: revenue potential? Sources: Scarborough, Omniture, TNS Research (ESPN Sports Poll)

6. Sense of urgency: perishable inventory Revenue per unique:Arena: $32.09 Radio $15.63 Internet: $0.16 2009 Web Unique Visitors from Omniture2009 Radio & Arena visitors from Scarborough2009 Revenue data from club records 6

7. Sports Team Digital : balancing act 7 Revenue

8. Discovering the value of social media 10 9 8 7 6 5 4 3 2 1 0 EASYEfficient Execute HARDExpensive Fans Create Community PR Easy or affordable Low Value Easy or affordableHigh Value Team news, video, photos, stats Video or News that nobody sees Difficult or ExpensiveLow Value Difficult or expensiveHigh Value 0 1 2 3 4 5 6 7 8 9 10 LOWValueHIGH Visits, Views, Sales

9. 9 What is social media? Social = people Media = connector Connect customers to each other, and you connect them to your brand

10. Why all the fuss? Paid Media Earned Media “Word-of-mouth” Social Graph $$$ Time

11. 2 schools of thought (social) ? Collect the whole setStick to your knitting AB Engage Fans where they are until we figure it out… Drive fans to team Website, sell sponsorship; collect data and direct market via E mail.

12. A

14. Segmenting is critical,(even with Beanie Babies) Retail Sold $10 $3,000 Peanut People swarmed to collect Gained bragging rights Is anyone making a living?

15. Drive traffic & fan engagement Since implementing LIKE button: Page views per user up 92% Time on-site was up 85% Overall visits went up 36% B

16. Team social updates: no links, no strategy? Study of 10 pro teams, Aug 15 to Sept 1, 2010

17. What am I saying? Have a strategy (what’s measured can be managed) Know your limits (set realistic goals, timelines, budgets) Know your fans(listen first, then join the conversation)

18. Who is following the teams?16 teams, 4 leagues, 2 countries 18 Team social survey, 2010

19. Why do fans follow teams? ? Team social survey, Summer 2010

20. Avid fan interest year-round Club followers are interested year-round… …and consume club news everywhere! Source: AFL Social Survey 2010, Coyle Media

21. Social Media Personality: differences 21 Understand what fans will do, and what they won’t do… …before devising plans Spectator Talker Joiner Critic Creator Collector Inactive

22. Produce Content 22

23. 90% of content producers more likely to gain awareness, consideration, purchase and recommendations 23

24. 24 Engage fans: they’ll generate great content My Father started taking me to PGA & LPGA golf tournaments in 1977 to watch Ben Crenshaw, Tom Watson, Nancy Lopez and Betsy King. We had a lot of great memories. My Dad would be mistaken for Nancy Lopez's Dad in the gallery at times and we ended up meeting her family at a Corning tournament. He is passed away now, but would be proud that I will always have a love of golf because of him.In 2005, I had just had our youngest child when Crooked Stick was hosting the Solheim Cup. I attempted to drive over to the course, but was not physically able to watch the matches. My dream would be to take my oldest daughter to the U.S. Open this year.She is almost 14, the age I was when my Dad would take me to tournaments. She has a natural swing and ability for golf and what an opportunity to see the greatest players who ever lived up close! It would be incredible to make and relive memories and have her experience a part of history.

25. 80% of fans can be motivated to purchase by causes / charities 25

26. Cause Marketing goes viral: locally! Fans compete – word of mouth 60,000 cans of soup to local food pantries Learn about sponsor product Play football themed game

27. Location-Based Services 27 Just 4% of U.S. Online consumers have used location-based services Relatively high % willing to engage

29. Team prize

32. Value of each “share” $1.78 Ticket Sales 7 Site Visits Consistent across all types of events: large, small, free, paid.

34. Partner for Ticket promotions @KingJames: 1 million + followers @nba: 2 million + followers Chris Paul: 248,625 followers Player shares a standard offer as if it’s a special offer for his followers Hornets: 15,761 followers Players also partner:

35. Social Graph:Invite fans to do the work Photo contest – post photo on Jets Facebook album (sponsored by Motorola). Most “Likes” wins Fans motivated to enlist friends Drove more traffic to Jets Facebook page

36. Cross-promote E mail offer to “Bee Mail” list “Like” to win Added 1,400+ FB followers Team Media Channels

37. Long way to go: focus on attendees? .8% 3% Example: NY Knicks. Source: TNS Research (ESPN Sports Poll 2010), “Fav team fans.” (Sept., 2010)

38. FC Barcelona Facebook: information Source of ticket information, customer service

40. Face-to-face connections

41. Tweet for Charity (#

43. Celtics: Build database, engagement

44. Barclays ATP World Tour Finals Email Marketing Case Study 41 Program at center of event digital strategy Effective results, best ROI: over 50k tickets, $3M in revenue Program life cycle established for upcoming years Best practice for other ATP World Tour events.

45. 42 Push ticket offers when sport is in the news

46. Takeaways Invite engagement, and build database Content Contests Causes If you can’t monetize on social, then drive traffic to event Website Include links back to Website in all updates Pump the volume: don’t be afraid to update Leverage social apps on site (Share, Like, comment, etc) Use all your tools and partners – cross promotion & distribution PGA, players, fans, other tour events, local media, etc. Find content producers & influencers ASAP (Tom Sawyer) Piggy-back on news (social media is real time) Major events Player news Charity news

47. 44 Sportsmarketing20.com Linkedin Group (Sports 2.0) @sports20, #sports20