Digital Sport Summit 2010 - Nick Marvin

HOW MANAGEMENT CAN USE SOCIAL MEDIA TO THEIR ADVANTAGE

NICK MARVIN – PERTH WILDCATS

INTRO

DUCTIO

NDiscussion points...

1. Context – Uniqueness of Sports Marketing & Management

2. Media Management3. Brand Management4. Personnel Management

CON

TEXTNon-sporting business model...

CON

TEXTSporting model...

CON

TEXTExclusive..

A sporting customer is almost always an exclusive customer. In a non-sporting environment customers are extremely likely to use multiple providers. There may be a preference but rarely exclusive.

CON

TEXTFor Life...

•Further, a sporting customer is typically one for life.• It is extremely unlikely that a Collingwood fan will switch to becoming a Carlton fan.

CON

TEXTWhy the context?

1. No amount of resource investment will attract customers who are already committed to a competing brand

2. Whilst it is important to expand your prospect base (horizontally), it is just as important to move your fans up the vertical relationship chain from non-financial supporters and advocates into long-term paying members

3. Commitment to a sporting brand is made quite early in life – for life

4. Commitment is usually by early family direction or early ‘defining moment’

CON

TEXTWinning isn’t everything...

•Despite just one premiership (1966) since commencing in 1897 St Kilda fans are not leaving for other clubs. •Same with the Demons fans (1964) last premiership•Bulldogs (1954) last premiership. •Dockers are yet to register a win since 1995. •Even though it is the primary purpose of existence - winning is not everything in sport!

ENGAGEM

ENT IS EVERYTHIN

GSo what is?

ENGAGEMENTtribal - belonging

ENGAGEM

ENT IS EVERYTHIN

GWhat are social media fans looking for?

•28% of men and 20% of women – sense of belonging!•22% of men and 29% of women – to gain exclusive content/news•27% of men and 28% of women – be the first to know information•52% of men and 34% of women – to show others I support the brand

Source: CMB (500 Facebook fans and 240 Twitter fans)

ENGAGEM

ENT IS EVERYTHIN

GTLess than five...

Online users are most likely to follow less than five brands. Make sure your one of them.

72% of online users follow four or less brands75% of men and 68% of women

Also note that one in five users follow no brands at all.

NGAGEM

ENT IS EVERYTHIN

GTHow to engage...

Open up the club to the fans. This year we will launch a social media page that brings together twitter/facebook updates from the following:1.Coach2.Players3.Team Manager4.Community Manager5.Media Manager6.CEOThis will give our fans a multi-dimensional view of the entire club. We plan to employ a dedicated social media manager

CON

VERTING FAN

S TO CUSTO

MERS

More likely to buy...

51% of Facebook and 67% of Twitter users are more likely to buy since becoming a fan/follower

CMB Consumer Pulse 2009/2010.

CON

VERTING FAN

S TO CUSTO

MERS

Discounts & Promotions...

35% of men and 43% of women follow a brand for discounts and promotions

CMB Consumer Pulse 2009/2010.

CON

VERTING FAN

S TO CUSTO

MERS

Advocates and evangelisation

60% of Facebook fans and 79% of Twitter fans are more likely to recommend at least one brand since becoming a fan/follower

Online recommendations are seen as more authentic in social media context than otherwise

CMB Consumer Pulse 2009/2010.

ENGAGEM

ENT IS EVERYTHIN

GTKey notes...

1. Spread the risk – engage through facebook, twitter, foursquare, community forums, blogs and email

2. Gambling everything on one medium can be dangerous – e.g. Myspace

3. No need to always be the first...the second mouse gets the cheese

4. Ensure authenticity (no ghost writers)

ENGAGEM

ENT IS EVERYTHIN

GTKey notes...2

1. Avoid controlling your personnel by using controls2. Ensure the brand is linked to the name e.g.

@sunswebmaster 3. Mobile use is on the rise (twice more active)

according to facebook4. Need to move from CRM to SCRM5. Off-line strategies can be just as important

MEDIA

Conventional Media strategy

Conventional media is becoming less relevant

FANCLUBPress

Release /Media Event

MEDIA

Go Direct...(like Dell)

Engage with your fan base direct through social and online media strategies

FANCLUBSocial Media

MEDIA

Going direct through social media

Whilst a broad brush media strategy is important going direct through social media has its advantages:1.Real time2.Direct to the fan/member3.More authentic – no need to sensationalise to get coverage4.More frequent5.No noise – tell your story without dilution/embellishment6.Appropriate length – short and pithy for the busy and long/detailed for those that want the full story

BRAND M

ANAGEM

ENT

Brand Reality

Just like marketing has transformed to go upstream in designing and delivering appropriate products and services instead of its traditional role of push selling....

Brand reality is no longer what you say it is but what your customers and fans say it is.

Uncontrolled communications

BRAND M

ANAGEM

ENT

Brand Management

You need to know what people are saying about your brand...Social media gives you tools to do this

BRAND M

ANAGEM

ENT

Brand Alerts – google alerts

BRAND M

ANAGEM

ENT

Brand Alerts – backtype.com

BRAND M

ANAGEM

ENT

Brand Alerts – socialmention.com

BRAND M

ANAGEM

ENT

Manage your brand in real time – Virgin Blue

PERSON

NEL M

ANAGEM

ENT

Personnel Management

Social media gives you an insight in to current and existing staff both on and off the court.

Get a better understanding of their work-life balance and needs

Find out in real time their major concerns, peer relationships

PERSON

NEL M

ANAGEM

ENT

Player Management

Gain an understanding of players before recruiting them

Understand their social lifestyle and whether it matches your organisation