Flag  on  the  Play:What  College  Athletics  Hasn’t  Figured  Out  About  Engaging  FansBrian  Reichli#le  m...
#"lagontheplay
@kathleenhessert@brianreich
Technology  and  the  Internet,  and  their  role  in  our  lives,  has  changed  how  we  communicate,  ge...
Information  moves  FASTER.  People  are  more  closely  CONNECTED.  We  all  have  DIFFERENT  OPTIONS  and ...
How  organizations  operate,  organize,  and  communicate  must  be  RE-­IMAGINED.    The  passion  and  inte...
What  we  are  doing  isn’t  working  anymore!
What’s  NOT  Working…• Missing  out  on  the  opportunity  to  engage  casual  fans.  • Too  much  focus  on...
Its  Time  For  A  New  Playbook  for  Engaging  Fans
Expand  the  de"inition  of  who  is  a  “sports  fan”
150+ MillionSports FansSports MediaIndustrialComplex1 2 3 4 5 6 7 8 9 10On  a  scale  from  1  to  10,  a  Casual	...
What  do  you  think?
Keys  To  Successful  Execution
Go  Where  Your  Fans  Are
Your  audience  will  tell  you  what  they  want  (and  probably  already  are).
Stop  broadcasting.  Start  a  conversation.
Give  fans  a  reason  to  participate  and  guide  them  to  act.
#GoBlueEcosystem© 2012 Sports Media Challenge
20Just  in  case  you  were  wondering...  #GoBlue  #LeadersAndBest  vine.co/v/blWrr7hBTq0—  Roy  Manning  (@Co...
GETTINGSTARTED
1.  Compare  and  contrast.  Audit  your  fans  social  experience  for  alignment  with  business  goals.  ...
  Athletic  Departments  need  to  ALIGN  digital,  social,  and  mobile  campaigns  with  BUSINESS  GOALS.  ...
Visit  http://www.buzzmgr.com/resources/flag-on-the-play/  to  download  slides  and  notes.Brian  Reichlittle  m	...
OTHER  EXAMPLES
-­  Lavender  Ladies  (51%  of  Baltimore  fans  are  women)-­  25k  members  of  Ravens’  Purple  Club-­  ...
•  FSU  follows  4•  90,117  people  follow  FSU•  89,244  have  FSU  in  Circles•  145  in  Google+  FSU	...
Evian  U.S.  Open  “Instawalk”•  3  superusers  (combined  600K  followers)  named  to  Digital  Street  Team...
Additional  Thoughts
More  than  ever,  fans  are  in  control  of  their  own  information  experience.If  news  and  informatio...
In  a  connected  society,  brand  is  about  experience.What  your  fans  are  saying  about  you  matters	...
Brands  believe  they  can  create  engagement  through  sponsorships  and  ads  alone.  But  tickets  and  ...
Colleges  and  universities  are  uniquely  positioned  to  leverage  social.But  the  appetite  for  innovati...
There  are  many  more  fans  than  there  are  seats  in  your  stadium.
Fans  access  sports  on  every  platform  and  device  -­-­  all  the  time,  everywhere.Their  fan  experi...
Acknowledge  that  fans  have  an  important  voice...  and  embrace  it.
Understand  the  difference  between  signal  and  noise  
Unlike  more  traditional  data,  real-­‐time  social  data  analytics  can  re9lect  consumer  preferences,  ...
INFLUENCERSThird  party  endorserwho  can  shape  publicattitudes.High  visibility  reachingMore  people  than  ...
Work  together  with  your  fans.
NACDA ICLA June 13, 2013 Presentation
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NACDA ICLA June 13, 2013 Presentation

Published on: Mar 3, 2016
Published in: Sports      Business      News & Politics      
Source: www.slideshare.net


Transcripts - NACDA ICLA June 13, 2013 Presentation

  • 1. Flag  on  the  Play:What  College  Athletics  Hasn’t  Figured  Out  About  Engaging  FansBrian  Reichli#le  m  mediaKathleen  HessertSports  Media  Challenge
  • 2. #"lagontheplay
  • 3. @kathleenhessert@brianreich
  • 4. Technology  and  the  Internet,  and  their  role  in  our  lives,  has  changed  how  we  communicate,  get  and  share  information,  the  media  we  consume,  and  the  reasons  we  engage  with  each  other  -­‐  online  and  of9line.  THE  EFFECTS  OF  THESE  CHANGES  ARE  BEING  FELT  BY  ALL  OF  US,  EVERY  DAY,  ALL  THE  TIME.
  • 5. Information  moves  FASTER.  People  are  more  closely  CONNECTED.  We  all  have  DIFFERENT  OPTIONS  and  BETTER  CHOICES.    Our  EXPECTATIONS  ARE  HIGHER.    The  connections  we  make  to  the  issues  and  events  that  shape  our  world  are  being  TRANSFORMED  -­‐-­‐  rapidly  and  constantly.
  • 6. How  organizations  operate,  organize,  and  communicate  must  be  RE-­IMAGINED.    The  passion  and  interest  of  individuals  must  be  RE-­FOCUSED  and  RE-­DIRECTED.    The  ways  that  we  measure  success  must  be  RE-­ASSESSED.    The  ways  we  promote  big  ideas  and  create  better  solutions  must  be  RE-­ENVISIONED.
  • 7. What  we  are  doing  isn’t  working  anymore!
  • 8. What’s  NOT  Working…• Missing  out  on  the  opportunity  to  engage  casual  fans.  • Too  much  focus  on  raising  awareness;  missing  out  on  engagement  and  revenue  opportunities.• Metrics  (e.g.  likes,  follows)  don’t  inform  real  behaviors.• Attention  paid  to  tactical  use  of  social  media;  need  to  think  more  strategically,  long-­‐term• Undervaluing  photo  and  video  (Instagram,  Vine,  etc)• Engagement  not  aligned  with  business  goals• Infrastructure  &  resources  not  scalable;  not  integrated• Basic  activation  with  limited  innovation,  evolution
  • 9. Its  Time  For  A  New  Playbook  for  Engaging  Fans
  • 10. Expand  the  de"inition  of  who  is  a  “sports  fan”
  • 11. 150+ MillionSports FansSports MediaIndustrialComplex1 2 3 4 5 6 7 8 9 10On  a  scale  from  1  to  10,  a  Casual  Fan  might  be  a  2  and  a  Committed  Fan  an  8.Almost  everyone  is  a  sports  fan...  but  very  few  of  them  are  being  properly  engaged.
  • 12. What  do  you  think?
  • 13. Keys  To  Successful  Execution
  • 14. Go  Where  Your  Fans  Are
  • 15. Your  audience  will  tell  you  what  they  want  (and  probably  already  are).
  • 16. Stop  broadcasting.  Start  a  conversation.
  • 17. Give  fans  a  reason  to  participate  and  guide  them  to  act.
  • 18. #GoBlueEcosystem© 2012 Sports Media Challenge
  • 19. 20Just  in  case  you  were  wondering...  #GoBlue  #LeadersAndBest  vine.co/v/blWrr7hBTq0—  Roy  Manning  (@CoachRoyM)  June  10,  2013
  • 20. GETTINGSTARTED
  • 21. 1.  Compare  and  contrast.  Audit  your  fans  social  experience  for  alignment  with  business  goals.  2.  Start  engaging.    Post  content,  start  a  conversation  -­‐-­‐  just  do  it  in  a  smart  and  measurable  way.3.  Build  a  system.  Don’t  just  put  a  plan  together,  create  a  sustainable,  scalable  mechanism  for  engaging  fans  differently.WE  CAN  HELP!We  Can  Help!
  • 22.   Athletic  Departments  need  to  ALIGN  digital,  social,  and  mobile  campaigns  with  BUSINESS  GOALS.  A  social  presence  needs  to  be  STRATEGIC,  not  TACTICAL.  Brands  must  be  INNOVATIVE  and  INTEGRATE  social  strategies  throughout.  The  social  presence  needs  to  be  a  SUSTAINED  effort,  not  ONE-­OFF  CAMPAIGNS.  Start  with  BASELINE  AUDIT  of  your  SOCIAL  to  evaluate  status,  growth,  and  future  direction.
  • 23. Visit  http://www.buzzmgr.com/resources/flag-on-the-play/  to  download  slides  and  notes.Brian  Reichlittle  m  mediabrian@littlemmedia.com(646)  789-­‐1323@brianreichKathleen  HessertSports  Media  Challengekhessert@sportsmediachallenge.com(704)  541-­‐5942@kathleenhessert
  • 24. OTHER  EXAMPLES
  • 25. -­  Lavender  Ladies  (51%  of  Baltimore  fans  are  women)-­  25k  members  of  Ravens’  Purple  Club-­  87%  renewal  rate  -­‐  Wait  List  is  90%  of  membership  -­‐  Purple  Merchandise  line  planned
  • 26. •  FSU  follows  4•  90,117  people  follow  FSU•  89,244  have  FSU  in  Circles•  145  in  Google+  FSU  CommunityFSU  &  Google+  “Hangout”
  • 27. Evian  U.S.  Open  “Instawalk”•  3  superusers  (combined  600K  followers)  named  to  Digital  Street  Team•  Instapics  displayed  on  Jumbotron•  Campaign  grew  evianwater  Instagram  account  to  1000+  fans•  Estimated  reach:  4.3M  impressions•  Current  acct.  growth:  3440  followers,  1741  following,  385  photos
  • 28. Additional  Thoughts
  • 29. More  than  ever,  fans  are  in  control  of  their  own  information  experience.If  news  and  information  is  important  to  fans,  it  will  Zind  them.
  • 30. In  a  connected  society,  brand  is  about  experience.What  your  fans  are  saying  about  you  matters  more  than  anything  else.
  • 31. Brands  believe  they  can  create  engagement  through  sponsorships  and  ads  alone.  But  tickets  and  merchandise  sales  are  heavily  inZluenced  by  ongoing  social  engagement.
  • 32. Colleges  and  universities  are  uniquely  positioned  to  leverage  social.But  the  appetite  for  innovation  and  experimentation  is  still  too  limited  when  it  comes  to  sports.
  • 33. There  are  many  more  fans  than  there  are  seats  in  your  stadium.
  • 34. Fans  access  sports  on  every  platform  and  device  -­-­  all  the  time,  everywhere.Their  fan  experience  is  always  on.
  • 35. Acknowledge  that  fans  have  an  important  voice...  and  embrace  it.
  • 36. Understand  the  difference  between  signal  and  noise
  • 37. Unlike  more  traditional  data,  real-­‐time  social  data  analytics  can  re9lect  consumer  preferences,  sentiment  and  intention.    Its  the  immediacy  and  personal  nature  of  social  conversations  that  make  it  unlike  any  other  form  of  information  we  can  track.It  is  important  to  track  more  than  just  mentions/interactions  with  your  own  brand.  How  your  audience  gets  and  shares  information,  and  what  they  are  discussing,  creates  opportunities  for  you.WhyMonitoring  Matters
  • 38. INFLUENCERSThird  party  endorserwho  can  shape  publicattitudes.High  visibility  reachingMore  people  than  average  fan.Typically  needs  incentivesWill  move  on  quickly  to  the  next  opportunity.ADVOCATESMore  passionate,  avid  supportersSelf  motivated;  don’t  need  incentives.Align  &  commit  to  a  team;  unless/until  driven  awayReach  niche  communitiesMore  direct  in9luence.Identify  and  leverage  in"luencers  and  advocates
  • 39. Work  together  with  your  fans.

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