lecture #2, 9 11-12

Sports Public RelationsClass Lecture NotesSeptember 11, 2012

Jackie ReauAdjunct Professor

In-Class Editing Quiz

Press Release Assignment

$ocial Media & $ports:Monetizing for Sponsorship

By Jackie Reau, Game Day Communications

Social Media Strategies By Jackie Reau, Game Day Communications

About Game Day Communications

•Founded in 2002 by former ESPN Anchor Betsy Ross and Jackie Reau as a sports & entertainment communications firm

•Capabilities include: strategic communications, media relations, event marketing, social media strategies and sports fan research

•Clients include: Akron Marathon, Cincinnati Ballet, Cincinnati Flying Pig Marathon, LPGA, University of Cincinnati, Western & Southern Open, among others

Social Media Strategies for Football Bowl Association

Social Media Scan among College Football Bowl Games

OverviewAs part of its annual sports research program, Game Day Communications conducted a social media scan among the 35 College Football Bowl Games in November and again in January to determine growth in advance and after the 2011-12 Bowl Season.

Top Line Research Results•All Bowl Games have a Facebook Fan Page•23 out of 35 have a Twitter account•33 out of 35 have a YouTube presence•Activity among total impressions on social media platforms from November 2011 to January 2012 ranged from -14% to 3,675% (includes Facebook, Twitter and YouTube)


Social Media Scan: Facebook Results•Among all Bowl Games, the average number of “fans” on Facebook is 3,885•Allstate Sugar Bowl has the most “fans” on Facebook with 16,440•Many Bowl Games have multiple renegade Facebook pages


Social Media Scan: Twitter Results•Among all Bowl Games, the average number of “followers” on Twitter is 3,301•AT&T Cotton Bowl has 6,197 “followers”•The average score on Klout for all Bowl Games is 28/100 (overall influence on social media networks)

Social Media Scan: YouTube Results•Discover Orange Bowl has uploaded 106 videos for 327,063 views•Kraft Fight Hunger Bowl has uploaded three videos for 4,445 views but a search reveals 209 videos from the Bowl Game

Determine Your Social Media Network Value and Influence

•Conduct a chart analysis with other events/organizations within your competitive set, reviewing #s of Facebook Fans, Twitter Followers, YouTube views, smart phone applications and additional social media efforts


Create Your Social Media Strategic Plan

•Create your social media strategic plan and editorial schedule so it aligns with your business goals, i.e. # of tickets sold, dollars raised for charity•Elements of the plan may include:

•Objective•Target audience(s)•Key messages•Keywords to tag content•Timeline of activity by platform (weekly, monthly)

•What content you will share on Facebook, Twitter, YouTube, etc.•When you will launch or update your smart phone application

•Monthly or quarterly scorecard to chart your growth on all platforms


Valuating Your Social Media Platforms

Our sponsorship valuation for social media platforms includes the following:

•# of current impressions (Fans, Followers, Views, Downloads)•Influence among your competitive set as determined through analysis•Frequency of content updates, photo/video sharing•Exclusivity of the sponsorship deal•Activation opportunities•Add traditional sponsorship opportunities to the mix

We recommend one exclusive social media partner who is a resource to

your fans across all platforms to build trust and consistency.


http://www.cbts.cinbell.com/


Valuating Your Facebook Fan PageYour Facebook Fans are valued for sponsorship at $1.33 per person

Sources for Valuation:•One Fan of your Facebook Fan Page is valued at $3.60 per person *•A recent study estimates that 37 percent of your fans are interested in deals/discounts offered on your Fan Page **

Sample Sponsor Benefit Analysis:The Flying Pig Marathon has 11,650 Facebook Fans and has been averaging monthly growth of 240 fans (2,880 annual growth) or 14,530 fans @ $1.33/person for an exclusive sponsorship value of $19,325.

*http://www.adweek.com/news/technology/value-fan-social-media-360-102063**http://www.emarketer.com/Report.aspx?code=emarketer_2000694




Valuating Your Twitter ProfileYour Twitter Followers are valued for sponsorship at $.24 per person

Sources for Valuation:•One Follower of your Twitter Profile is valued at $.24 per person*

Sample Sponsor Benefit Analysis:The Flying Pig Marathon has 6,300 followers on Twitter and is averaging monthly growth of 200 new followers (2,400) or 8,700 followers @ $.24 for an exclusive sponsorship opportunity valued at $2,523.

*http://kluriganalytics.com/2010/04/15/social-media-roi-value-of-a-twitter-follower/




Valuating Your YouTube ChannelYour YouTube video views are valued at $2.50/thousand views

Sources for Valuation:•YouTube videos are valued at $2.50 per thousand views *

Sample Sponsor Benefit Analysis:The Flying Pig Marathon has 70,000 views on its YouTube channel and is averaging monthly growth of 2,500 new views (30,000) or 100,000 views @ $2.50/thousand for an exclusive sponsorship opportunity valued at $2,500.

*http://www.youtube.com/watch?v=JkV1YgKHfuo




Smart Phone/Tablet Application•Before launching a smart phone application, use your social media networks to conduct research among your fans to determine the need and their smart phone/tablet usage to validate your initial thoughts•Craft your content and engagement strategy to position your social media partner as a resource rather than a sales source


Gaming Experiences•Gaming and social media are great opportunities to engage your fans and to extend the length of stay on your social media platform. •Gaming examples gaining popularity included open sourced: SCVNGR or FourSquare or those developed exclusively for the event or organization

Provide Your-Round Coverage of Your Bowl Game•Use your “social media network” to share/control your own news beyond Bowl Week•Create an editorial schedule to ensure year-round content capturing/sharing with fans•“Organically” grow your search engine optimization efforts

Build a Passionate Fan Base with “Share-Sexy” Content•Draw upon the “halo effect” of your host teams’ fan bases•Create engaging content (contests, questions, behind-the-scenes)•Engage coaches and players with your social media platforms

Develop New Revenue Streams•Valuate and sell exclusive sponsorship to your social media network•Sell tickets via your Facebook Fan Page with a special tab•Create and sell socially-connected areas within your event

Create a New Customer Service Channel•Create a “concierge” approach during Bowl Week to answer questions, concerns via social media•Create a Social Media Command Center to capture/share immediate, behind-scenes content•Use social media platforms to conduct fan and sponsor research

In-Class Group Project

Create an iPhone application for USA Rugby with the following:

*One gaming idea*One sponsorship idea to build revenue*One interactive idea with a rugby player*One idea to connect with a social media network*One idea to encourage Rugby fans to check the application on a weekly basis

Next Week’s Assignment

Read chapter 13 for Current Events Quiz

lecture #2, 9 11-12

Technology