social media and crm in sport
DESCRIPTION
Slide deck from Goodform's Sports CRM Summit, 9 June 2011.TRANSCRIPT
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Social media & CRM
Introduction
John [email protected]@johnrduffywww.nemisys.uk.com/blogs/nemisys
Advanced
Click introduction for session 1, advanced for session 2 or just continue for all slides
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Mandatory #tag
• #sportcrmsummit
• #sportsCRM (with apologies for confusion)
• Ideas for engagement around matches
• CRM systems which already cope with social media
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Nemisys in sport
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Social media & services
• British Horse Racing Authority
• The Football Association
• Rugby Football League
• Sport England
• British Universities & Colleges Sport
• English Golf Union
• Synergy, for Guinness
• England Squash & Racketball
• British Judo
• English Table Tennis Association
• The Children’s Trust
• Ipadio – live audio– www.ipadio.com
• Vodpod – live video– www.nemisys.uk.com/vodpo
d
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Our first ever sports project (!)
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What is social media?
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The Conversation Prism
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Your (social) fans - Generation Y• Don’t read newspapers
• No landline phone
• Television on their terms
• Trust peers
• Internet experience is social
• Content is going mobile
• Television is for video games
• Want to be heard and self-express
• Email is for parents/work
• On demand content
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How we got here
• Web 1.0 Company consumer
• Web 1.5 Company consumer
• Web 2.0 Consumer consumer
• Now: Companies/clubs joining the conversation• If people don’t engage, it’s not social media
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And what is CRM?
• A business process or system
• For managing interactions
• With customers & potential customers
• Often automated / driven by technology
• Usually sales driven
• Usually “broadcast” – from company to prospect/client
• In other words, the antithesis of “social”
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Our aims
Introduction
• Acquisition techniques
• Engagement techniques
• Exercise: content plan
• Fit to CRM
• Analytics
Advanced
• “Capturing” information from Facebook– Changing your web
site– Ideas for apps
• Social commerce
• The Holy Grail
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What we’re not going to cover
• Truly social organisations – I want to be more practical today!
But do please read Christopher Carfi’s Social Customer Manifesto
• I want to have a say.
• I don't want to do business with idiots.
• I want to know when something is wrong, and what you're going to do to fix it.
• I want to help shape things that I'll find useful.
• I want to connect with others who are working on similar problems.
• I don't want to be called by another salesperson. Ever. (Unless they have something useful. Then I want it yesterday.)
• I want to buy things on my schedule, not yours. I don't care if it's the end of your quarter.
• I want to know your selling process.
• I want to tell you when you're screwing up. Conversely, I'm happy to tell you the things that you are doing well. I may even tell you what your competitors are doing.
• I want to do business with companies that act in a transparent and ethical manner.
• I want to know what's next. We're in partnership…where should we go?
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Acquisition – competitions
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On a more down to Earth budget
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Objectives
• Convert email contacts to Facebook
• Improve conversion rate from visit to like for Facebook page
• To develop comms channel that allows less formal and more frequent contacts
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Seeding
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Results
• #3 University behind Oxford & Cambridge
• < £.50 per conversion
• Model successfully applied to Twitter & Flickr
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Lessons & success factors
• Response peaks quickly – make your call to action page perfect for launch!– A/B test first if you can
• Ts & Cs– Make them clear, engage openly with any questions
• Track behaviour on your own web site– Use campaign tracking URLs in seeding– Set up goals to track entries– Set up profile to report traffic from Facebook
• Make entry dependent on a(ny) viral action
See below for Facebook Ts & Cs
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Engagement - matches
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Engagement - matches
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Engagement - matches
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Engagement - matches
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Engagement - matches
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Engagement - matches
• Photos from previous matches
• Videos from previous matches
• Ask people to predict the results
• Ask for UGC from the match
• Behind the scenes footage
Key techniques
• Use #tag or Facebook Livestream
• Use Facebook Questions app
Let’s see if you’re truly social – Tweet more ideas for engaging your users at matches using #sportsCRM
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Key technique: content plan
Date What's happening Content opportunities Blog Facebook YouTube Linkedin Twitter ipadio Foursquare News item Who?09-Jun Goodform CRM Summit Visit to Emirates Stadium y y y jd
Running workshops y y y jdContact with speakers y y y jdContact with delegates y y y jd
14-Jun Meeting at Woodhall Spa, EGU HQ Photograph before meeting y y jd
15-Jun Mark Wood meeting Polar explorer - photos & interview
y y y mks
17-Jun Workshop at British Eventing Sample interviews as part of workshop
y y y jd
12-Jul England Hockey, London Cup Photographs with great & good
y y jd
David Faulkner insights to team progress
y y y jd
Match itself y jd12-Jul Primary Club Dinner (Lords?) Photographs y y jd13-Jul BUCS conference, fixtures &
results system launchy y y y jd
19-Jul Melcrum, Internal Communications conference
Giving paper y mks
ipadio interviews y y mks
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Your content plan template
• Tweet content ideas about the type of events and activities you have coming up in the next month
• You know by now ... #sportCRM
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And my stab at your content
• Tournaments
• Cups
• Think age ranges – youth to seniors
• Race meetings
• Ladies day
• Magic weekend
• Wimbledon – tickets?
• Community work
• Transfer speculation
• VIP visits
• Sportivate & summer coaching sessions ...
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First (next?) steps for CRM
• How can your social media content plan enhance your planned marketing/CRM-based activity?– Bums on seats– Friend get friend– Kit sales
• Use competitions to:– Acquire social contacts– Acquire CRM contacts– LINK social and CRM contacts
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Simple analytics
• New contacts – CRM system
• New contacts – social networks
• Linked contacts – exist in CRM, but you know their social network user name
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Assumptions
• You already “do” social media – well
• You know your communications & business objectives for both social media & CRM
• Your web site is well designed for the “social basics”– Subscribe functionality in place– Share functionality in place– Semantic mark up in place (or planned)
• Essentially, you’re ready to step up a gear
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Semantic mark up
The visitor sees
• The London Cup
• Richmond Hockey Club
• July 12th – 16th
Facebook & Google see
• The London Cup This is an event that you can attend
• Richmond Hockey Club I see the coordinates, I can show them on
a map
• July 12th – 16th I see that’s a date, I can show this event in a
listing
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Revisit your web site
• Events
• Clubs
• Sports teams
• Sports leagues
• Athletes
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Reaching Facebook information
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Museum of Me
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Feedback / ideas
• Idea to encourage early arrival – 1st X people in crowd get a free beer
• Personalised merchandise – email goes to fan showing mock up of their name on shirt in time to order for their birthday
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Simpler to do – Jibjab
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Birthday reminders
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Integrating to your site
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Video launch + competition
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Cross-network competitions
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Capturing Facebook informationUser
• About_me
• Activities
• Birthday
• Education
• Events
• Groups
• Hometown
• Interests
• Likes
• Location
• Photos & tags
• Videos & tags
• Religion & politics
• Web site
• Work history
• Friend lists
Friends
• As the user, apart from
• Friends list
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Boring but noteworthy
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Discussion
• Birthday reminders = perfect use of social graph allied to core offer
• And ideas like this are the key to your social media/CRM success
• Ideas for your sport?
• Tweet them on #sportsCRM
• I’ll curate them later
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Some more ideas to explore
• Entry systems
• Competitions
• Ticket purchase
• Kit sales (birthday presents?)
• Top trumps
• Match days – mobile apps
• Check in + deals
• Fan fan banter
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Success factors
• Simple and compelling offer
• A(ny) viral action– Like’s best– Share– Tag
• Gains permission to the real gold
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Social commerce
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Analytics
Club Fans Active
MU 9,915,504 256,206
Real 9,397,059 154,972
Barca 10,337,494 142,137
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Analytics
CRM
1 simplistic model
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My (your?) end goal
• Link these elements– Web site behaviour (pre-
registration)– Web site behaviour
(post-registration)– Social media
demographic information– Social media behaviour– Response to offers /
marcomms channels– Customer/fan purchase
behaviour / lifetime value
• Then act accordingly– You map user journeys– For
demographic/segments– Engage with each
segment on its terms– & take each individual on
his/her “correct” journey to achieve your objectives
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Recap
• Have clear objectives
• Make your digital properties “ready”
• Find a way to link CRM contacts with their social presence– Always, with their permission
• Next conversations– CRM vendor capabilities & roadmap– Analytics vendor capabilities & roadmap– CMS vendor capabilities & roadmap
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Another recap
Find a way to link people in your CRM system to
their social media personas – with their
permission
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Age issues
• http://www.nspcc.org.uk/Inform/cpsu/resources/briefings/social_networking_services_wdf69029.pdf
• http://www.nspcc.org.uk/Inform/cpsu/cpsu_wda57648.html
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Hat tips
Read these!• www.facebook.com/socialmediainsports
• https://developers.facebook.com/policy/
• www.mashable.com
• www.techcrunch.com
• http://info.gigya.com/rs/gigya/images/SSO-MarketResearch.pdf
• https://www.facebook.com/promotions_guidelines.php
• http://www.socialcustomer.com/
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John Duffy, Marketing Director
Questions?
[email protected]@johnrduffyDownload this deck & others from:
www.slideshare.net/johnrduffy
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Sales spiel
• Obviously we produce web sites, promote events, consult on digital strategy and social media, create mobile & web apps
• In addition to that we have developed some technologies that we can plug in to other peoples’ web sites and CRM systems
• Read on if you’d like to know more
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Get Active Portal
• This is the London version of our national sports venues, events and activities portal
• NGBs – list all your clubs & events on this platform
• Professional clubs – list your community events (you won’t need us for your league fixtures!)
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Ipadio
• ANY phone call live to ANY web site– Or moderated before publishing if you prefer!
• Sports uses– Pre & post match interviews– Commentary– Bring fans closer to players– Enter competitions
• CRM uses– Take audio direct to customer record from phone– Take key stroke data direct to a customer record via customisable
“voice forms”– Take customer surveys using audio and key pad direct to their record
• www.ipadio.com
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Vodpod
• Take input from ANY webcam to YOUR web site or app– With moderation, of
course
• Used by British Horse Racing Authority for The Filly Factor
• Webcam on & have a go– www.nemisys.uk.com/vodpod