Month: March 2013

Social media in the NFL: Strategy and tools

kirk_wakefield Digital Strategy, Relate, Social Media , , , , , , , , , 0 Comment
Social media in the NFL: Strategy and tools
by Nick Schenck – March 2013

At the Houston Texans, we publish content on three times as many platforms as we did in 2010. Through Facebook, Twitter, Google+, Instagram, Foursquare and Pinterest, we collectively reach more than 1.4mm fans.

We’re not alone in allocating resources toward social. McKinsey found that 39 percent of companies use social media as their primary digital tool to reach customers. Within four years it is expected to grow to 47 percent.[dropshadowbox align=”right” effect=”lifted-bottom-right” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]What works best?chargers logo

The use of imagery. The rise of both Instagram and Pinterest makes it clear visual storytelling has to be part of our social strategy. Photos posted to our San Diego Chargers Facebook page see an astoundingly higher percentage of fan engagement than a typical text-only status update. We now make every effort to combine images with content in innovative ways to foster engagement on all social networks. It’s been said many times, a well-chosen image is worth a thousand words (or more).

Joel Price
Joel PriceSenior Manager
Digital Content
San Diego Chargers[/dropshadowbox]

Beyond creating a Facebook page and opening a Twitter account, though, what does it mean to have a successful social media strategy? Our social media strategy centers around our brand, our fans and, ultimately, increasing revenue.

  • Brand: Building an authentic dialogue with our fans would not be possible without a strong social media presence. We aim to reach our fans where they spend the most time online, and more than 20% of time spent online is on social media. Also, Mass Relevance shows that 62% of respondents are more likely to engage with social brands.
  • Fans: Creating memorable experiences for fans is among our biggest goals. Many fans will first engage with us on social media, so meaningful interactions are crucial. Fans today intuitively contact brands more via social media than through other channels like phones or e-mail.
    • Customer service is key in this environment: Fans discuss our brand on social media whether we participate or not. To ignore that conversation would be a lost opportunity.
  • Revenue: The more value we create via social media the better. However, it’s important we remain credible to fans in the process. Running sweepstakes, publishing discounts and promoting exclusive player appearances are a few ways to generate value for sponsors and fans on social media. Also, we try to facilitate purchase decisions (i.e. merch, tickets, events) where possible. In many ways, facilitating the growth of a relationship is the purpose of social media. Why? Because the majority (54% according to this survey) indicate that “liking” a brand increases purchase intent.

Other than creating a strategy, I don’t believe there is a holy grail to social media. Since the beginning of advertising, the most effective brands have employed talented writers that know their audiences well and can communicate succinctly.

[dropshadowbox align=”right” effect=”lifted-bottom-right” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]What works best?Green-Bay-Packers-Logo-Small

It’s all about the fans. It sounds cliché, but social media is connecting with our fans and providing content they want to talk about. We have tested various promotions, posts and tweets throughout the season. The common theme is : What would you tell a friend about?

Overall, we curate content from our site, games, and fan-submitted-content to share with fans/followers to reinforce passion for their team, the Green Bay Packers.

Garrison CummingsGarrison Cummings
Marketing Analyst
Green Bay Packers [/dropshadowbox]

Of course, the tools change. I recommend the free tools available to measure your efforts (see below). Better perhaps than other forms of media, digital media lends itself to testing and measurement. Find out what works for your brand and audience and constantly optimize.

  • Bit.ly: Use a URL shortener to track click-thrus and discover which content resonates the most.
  • CircleCount/AllMyPlus: The best measurement tools for Google+.
  • Hashtracking: Track impressions and the reach of specific Twitter hashtags.
  • PicMonkey: Images drive engagement on social media. Use this tool. It’s easier than Photoshop.
  • Statigram: Instagram is growing rapidly. Track your progress and identify your best content.
  • TwitterCounter: Measure your Twitter growth and compare vs. other accounts.

March Madness! Selling sports, sponsorships, social media platforms, and your personal brand

kirk_wakefield About S3, Relate, S3, Sell , , , , , , , , 0 Comment
March Madness! Selling sports, sponsorships, social media platforms, and your personal brand
by Kirk Wakefield – March 2013

Brittney Griner Sells

No one rises above everyone else like Brittney Griner. She’s the tall one in the picture.

Brittney has scored over 3000 points (currently 4th all-time) and over 700 blocks (1st all-time, men or women). Brittney sells Baylor sports. Attendance for Baylor’s women’s basketball continues to rank near the top in the nation, frequently filling the Ferrell Center near or at its 10,347 capacity. We expect Brittney to take her skills to the WNBA next year, but she could succeed in the business of selling sports. Brittney has developed her own personal brand and communicates it clearly through her behavior and performance.

What about you?

[dropshadowbox align=”right” effect=”raised” width=”150px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]March Authors [slideshow_deploy id=’1318′]

[/dropshadowbox]Each of us can do the same. We need to think carefully about our own personal brands. One of the ways we do that is to be intentional about our leadership style. Jeremy Walls introduces the Daniel Sports & Entertainment Leadership Summit to help us do just that. The Leadership Freak, Dan Rockwell, shares three qualities traditional leaders lack and that successful leaders need to adopt. This article has already been shared by over 500 Leadership Freak fans.

Ken Troupe introduced the basics last month. This month we learn how to communicate our personal brands through social media. Teams would do well to learn HOW NOT TO RUN A TWITTER ACCOUNT.

Taking it a step further, Ben Milsom explains how social media has changed the nature of successful consultative selling in sports.

Social media platforms have proliferated in the last three years. Nick Schenck, Director of Integrated Media at the Houston Texans, shares what social media strategies and tools work best in the NFL.

Phil Grieco, Director of Sponsorships with the NBA, inspires us to think beyond the normal soup and bolts of sponsorships and ticket sales. What can we blow up and make bigger? Read about the Soup Nazi here.

If you are in charge of hiring new talent or maybe you are the new talent, Jeannette Salas (HR Director, Houston Texans) provides what job candidates need to know. Pass this series of articles along to prospective job applicants and keep on file yourself for the next time you’re on the market.

[dropshadowbox align=”right” effect=”lifted-both” width=”150px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]March Insights [slideshow_deploy id=’1319′][/dropshadowbox]Dr. Darryl Lehnus, Director of the S3 Program, shows how Baylor students can work with teams, companies, and agencies to produce relevant, innovative sponsorship activation strategies. The AT&T Challenge, initiated by Eric Fernandez, brings student creativity to the forefront each year with AT&T and one of its partners. The S3 Program also announces its Sponsorship Incubator (SI) for those who would like to draw upon the brainstorming skills of young people in the S3 major.