Sponsorship, Social Media &

The Importance of Listening.

This isn’t another presentation about and

It’s about consumer behaviour and a new communications landscape

that couldn’t be better suited to sponsorship, if we’d built it ourselves.

And, it’s about how to make the most of it.

People’s passions sit right at the heart of Social Media behaviour…

FarmVille Starbucks Groupon

Research: WHAT DOES THIS MEAN FOR SPONSORSHIP ?!

Music

Film

Sport

Fashion

Art & Culture

Gaming

TV programs

Something funny or interesting that happened today

Gossip

What happened at school/college/work

Planning social events

Relationships

Sending links for people to watch or download

Bitching or moaning

Flirting Things I’m stressed about

Adverts

What’s on TV right now

The news

Top 20 Social Currency

75% of people use social media to

access their passions.

60% of people’s social media time is spent engaging in

their passions (about 45m p/day)

60% of people are ‘more committed’ fans as a result of accessing their

passions through social media.

Passions are big in Social Media…

People are shaping and sharing content more than you might think...

68% actively contribute through blogging, posting

and sharing.

83% share content with others that

share their passions.

On average, people share content they like with 66 others.

Great Story

Frequent Communication

Real Value

Passion-powered Content

Long-lasting Platforms

Fans want to Get Closer

Sponsorship is the perfect fuel for the social engine.

Not only is Social a great partner, but it also enables Sponsorship to…

GET CLOSER

Give them what they want. When and where they want it.

REACH FURTHER

Amplify Word of Mouth and grow audiences through sharing.

SELL HARDER

Close the gap to sales in the digital domain.

So, what do consumers want? And what can Social tell you?

Listen Sponsor Creativity

3,500,000  

Sponsor Creativity Listen

?

SOCIAL LISTENING

Natural Banter

Organic Conversation

Genuine

Willing Depth of Insight

Credible Comments

3. Discuss 1. Listen 2. Measure

OPPORTUNITY TO HELP Value Add

THREADS Individual Conversations

THEMES Dominant Topics

Needs

Ideas

Comments

Opportunities

SoapBox enables us to capture the Wisdom of Fans in their natural habitat

UK Football Families Pre-Campaign Listening

Over 100 sites monitored for 1 month

27 most active selected for listening Over 1.5 million members

Over 500 contributors Minimum of 30,000 views

Football Forums

Commercial Sites Local Club Sites

Parenting Forums

Bonding with kids

Daily Demands /Cost Community Support

Coaching Help

“OK so i'm Mr Unsporty but my boys want to get involved in more than kicking a football around the back yard. How can i

encourage them in something i have no passion, idea or knowledge of?.”

“The best thing is supporting the kids outside an academic environment. It gives you the chance to discuss much more important aspects of being a decent human being than who is good at literacy, such as teamwork, grace in victory and defeat,

leadership etc. Also, the other mums are good for a laugh!!.”

“a major priority for the club over past years has been to build a high quality indoor  training facility. With a footprint of 900 square metres the club’s brand new £200,000 Peel Hall facility gives ample space for indoor training for their players every night of

the week, whatever the Queensbury weather.” 

“Looking for a nice set of rain jackets for my team - preferably black/red. Anyone know a good cheap supplier who can also get badges put on them? Looking to pay £12

per jacket.”

“We need a couple of jobs done at the Clubhouse and require an electrician. Does anyone know of one that would be prepared to

help us out?”

“My son’s just started playing football. Anyone got any advice on where I can find cheap boots?”

“We keep getting caught our with long balls through the middle of our defence. Anyone know any good drills for

dealing with it?”

“I have found that the exercises in the books are all too often unwieldy or difficult to explain to players - or simply don't

work on grass, though they look fine on paper.”

Massive duplication of effort

Lack of support awareness

See through PR

Value Commitment

‘We’ll take all the free stuff we can get. But it’s long term help we really need and that’s what will make us feel good about a brand’  

What they get What they want

Help Sells.

Tactical Support e.g. ‘BootSwap’.

Central Support e.g. ‘ClubHub’.

Continue Listening.

Global WWE Fans In-Campaign Listening

Drive Awareness of Wrestlemania

PROMOTE: 5 MILLION PROMOTE: 14 MILLION

HITS: 300,000+ FACEBOOK NEWSFEED: 5m +

Positive Constructive!

“This is great. I love it. But I want to be there!!!!!!.”  “thanks for showing me this, has to be one of the most

funniest things ever. great idea by the wwe”

“I wish it gave me an ounce of information about what the hell it is before click it”

“Probably the most creative Internet thing that WWE has ever done. If you have a Facebook account and two minutes to spare, try it. You will most

certainly not be disappointed. I got a good kick out of it.”

“I'm actually impressed I was prepared for it to be lame but that was nifty”

“I thought that this was a pretty neat idea and I enjoyed seeing my picture and my name so well incorporated into WWE footage.

The only thing that would have made it neater would have been the option to save the video or involve and share it with others.”

Status Sells.

Be more clear that ‘you are the star’.

Make it easier for people to ‘share their image’.

Reward sharing with Value.

Insight before Technology.

Consumers are often smarter, more creative and more willing to contribute than you might expect.

Campaigns are catalysts for Consumer insight.

Listen before, during and after.

Social Research is real, rich, credible, quick and cost effective.

josh@robinsonpincus.com

@robinsonpincus

robinsonpincus.blogspot.com