Conversational Sports Marketing

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COPYRIGHT KICKAPPS l CONFIDENTIAL

Justin Chase

Social Media Strategist

Conversational Sports Marketing:

Leveraging your Social Network to

Fire-Up your Teams Brand and Ignite

Fan Engagement


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COPYRIGHT KICKAPPS l CONFIDENTIAL 2

Justin ChaseSocial Media Strategist

5+ yrs of experience building social

strategies for Fortune 500

companies

Proven social media thought leader

Responsible for social strategy

and implementation guidelines

that delivered 1MM+ Facebookfans in under a month

Expert in turning self-contained

websites into full socially-

enabled experiences


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Agenda

1. KickApps Overview

2. The Evolution of Social in Sports

3. The Importance of an Integrated SocialStrategy

4. Creating a Forum for Your Fans

5. Use Game Day for Activation

6. The KickApps Solution

7. How to Monetize Your Community


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What is KickApps?

TECHNOLOGY

SERVICE

Robust platform to build

custom social experiences

Strategy & services to maximize

your social impact


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Football

KickApps Clients

Basketball

Hockey Other
http://images.google.com/imgres?imgurl=http://deportes.gamersmafia.com/storage/bet/0/1_428px-real_madrid_logo.svg.png&imgrefurl=http://www.xtratime.org/forum/showthread.php?t=246040&page=6&usg=__Qfmdvxxzfgco6AOMsodWJvkokuA=&h=599&w=428&sz=114&hl=en&start=23&um=1&itbs=1&tbnid=PlP4zzSST6y8oM:&tbnh=135&tbnw=96&prev=/images?q=Real+Madrid+USA&ndsp=20&hl=en&rls=com.microsoft:*&sa=N&start=20&um=1http://images.google.com/imgres?imgurl=http://anemptyfeeling.files.wordpress.com/2009/03/liverpool-fc-crest.jpg&imgrefurl=http://anemptyfeeling.wordpress.com/2009/03/&usg=__XKtaxTfv2C2U99y2bqQ855yC3cU=&h=392&w=303&sz=93&hl=en&start=1&um=1&itbs=1&tbnid=013h5hngwyPpeM:&tbnh=123&tbnw=95&prev=/images?q=Liverpool+football&hl=en&rls=com.microsoft:*&sa=N&um=1http://images.google.com/imgres?imgurl=http://www.wichitakansas.org/user/image/kansas_city_chiefs_article(1).jpg&imgrefurl=http://www.wichitakansas.org/membership-benefits_value.php?view=print&&usg=__BJLX-jbPe3g5hifxn8qMv-H6ZLk=&h=300&w=450&sz=16&hl=en&start=2&um=1&itbs=1&tbnid=DiYr7RxrTxN3sM:&tbnh=85&tbnw=127&prev=/images?q=kansas+city+chiefs&hl=en&rls=com.microsoft:*&sa=N&um=1


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Being a sports fan isnt a solitary experience

Sports are meant to be enjoyed in groups

Sports are inherently social


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A fans natural

behavior OFFLINE

2.) Support

3.) Shout-Out

6.) Validate

4.) Congregate

5.) Camaraderie

1.) Identify



Mirrors a members behavior

ONLINE

Within a fan driven community


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Identify Support Shout Out

Congregate Camaraderie Validation



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The Sports News Cycle

Has Shortened

NATIONAL

NEWS

SPORTS

MEDIA INTERNETSOCIAL

MEDIA

Next Day Same Day Hours Real Time



Social is KING!!!

Now fans get their latest sports updates directly from the

athletes in real timeand its because of this


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We are all witnessesTo the most-hyped, highest anticipated,

most covered, free agency in all of sports period.

And the Social Revolution



LeBrons free agency sparked a national social

movementthe likes of which the world has never

seen. In New York a facebook page was erected

and entitled CMon Lebron. This page literally

embodied a city-wide social movement to bringLeBron to the Big Apple.



Q: But why doesnt anyone remember Kobes

decision? Just six years ago, when Kobe decided totest his value in the free agency market, a very similar

situation ensued. But how come no one remembers?

A: The Adoption of SOCIAL!



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Now Athletes control the media.

Twitter, Facebook and Blogs have broken

down the wall between the fan and athlete.



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Fans have unprecedented access to athletes

24/7. Shaq doesnt use a ghost writer for any of

his tweets. Misspellings and all its 100% Shaq.

This authenticity is one of the reasons thatathletes are so popular in the social space.



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LeBron started a Twitter account 2 days

before he was scheduled to make The

Decision and just three tweets later, LeBron

had amassed almost 300k fans, netting morethan 98k fans per tweet.


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Now as fans have

access to players like

never before.

Why not promoteand facilitate access

to the players on

your team? So you control the

interaction.


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HOW?

Weekly tweets from your

players

Community player blogs

Position based groups

Team facebook pagescross pollinated with

content from domain

Personalized video

responses from playersto fan questions



This means that

we as teams

Facilitate flow ofconversation

Create relevant,

authentic and official

destinations Need to leverage the

individual athletes

celebrity

Use earned media to

generate publicity

Have an integrated social

media strategy


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Operating without a social strategy

is like walking a tightrope without a net

52% of social marketers are operating

without a game plan

Those with a plan find it doesnt fit all

their needs

71% of companies who have a planacknowledge its only short term

*May 2010 Digital Brand Expressions, Social Media without a

Parachute. excerpt taken from eMarketer, June 21st , 2010

d


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Most Brands

Dont Have an Integrated Social

Strategy

52% of social marketers operate

without a game plan

Those with a plan find it

doesnt fit all their needs

71% of companies with a plan

acknowledge its only short term

Why?

*May 2010 Digital Brand Expressions, Social Media without a

Parachute. excerpt taken from eMarketer, June 21st , 2010

Th t th ti Wh did b d j i


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The answer to the question Why did brands jump in so

quickly without a strategy, is all brands that didnt have the

luxury of being early adopters found themselves in a race to

break into the space for fear of being left behind.


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As brands dove-in head first, they were not considering best

practices, they were simply thinking about acquisition and

forgetting about high engagement and social sustainability

Identify Audience

Determine Consistent

Tone and Voice

Determine Featured

Content

Develop a MISSIONfor your Fans

Create PublicationSchedule or Strategic

Social Roadmap

Set Fan /Traffic Goalor Weekly

Benchmarks

Media Support

Paid, Earned,Affiliates

Develop Clusters

Echo Effect =targeting friends of

fans

Reach goal

Reward fan base

Leverage new fansfor next initiative


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Use KickApps As Your Social Hub

Boost Cross-Channel Engagement

Across Your Social Network


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Passive Consumption Only

Low

Most Brands are

stuck here

Levels of Fan Engagement

High

Mid

A KickApps fan page facilitates high engagement user


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A KickApps fan page facilitates high engagement user

behavior. LoriAnn reached MVP status through the points

and levels system and has over 40k views

With fans like Lori Ann creating more robust full featured profiles


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With fans like Lori Ann creating more robust full featured profiles

teams are strengthening inter-community identification and

getting more valuable, relevant fan data that can be repurposed

This also means you can deliver more relevant content


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This also means you can deliver more relevant content

feeds through User Aware Widgets. UAWs are KickApps

widgets that pull feeds from your fans profile or social

graph to populate themselves with content relevant to that

specific fan, such as, local promotions, regional offers,local events etc.


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LoriAnnSUPERFAN!

The possibilities of the KA Fan Page

Really the possibilities are endless but the thing to

focus on is the idea that a social experience can be

personalized. You can serve up content that is relevant

to a specific fan which then can be pushed out across

that fans social network

The KickApps webcam video response tool allows players to


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The KickApps webcam video response tool allows players to

respond via webcam to fan questions. These are real

authentic minimally produced webcam videos that athletes

on your team can record in seconds.

You can also take


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You can also take

existing video on

domain and widgetize

it in the KickAppswidget studio. The

widget studio lets you

create fully

customizable widgetsthat can be syndicated

to your social web.

This is an example of a

kickapps video widgeton the sixflags domain

that was embedded

directly on facebook

within a custom tab.

So We Know


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So We Know

The KickApps platform is ideal for

building or growing your teams

community

A robust fan page enables fans to

express themselves

Smarter profiles feed smarter

widgets

A community on domain doesnt

detract from the rest of your social

network

Every team has millions of fans


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Every team has millions of fans

Why arent they members of your community?

*

E j t t


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Every major sports team

has millions of traditional fans.

So how can you convert those traditional fans to

fans of your social community?

If you build it They will come


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If you build itThey will come

This is not to say that if you create a social destination fans

will follow you need to create that unique official experience

that fans are not going to get elsewhere

Fans want to express themselves. Fans want to be heard.


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*

Fans want to express themselves. Fans want to be heard.

Teams that dont create a forum, for fans to interact, contribute

and participate, are leaving the door open for fans to create the

experience on their own

AND THEY WILL!

Building Social Brand Affinity. Create a community destination that


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*

g y y

your biggest fans cant ignore. Target key influencers first and the

causal fans will followOk, so now that Ive built my social

community, what now? How can I promote it?

.

Use game day for activationOne of the best ways to build a


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Use game day for activationOne of the best ways to build a

strong social campaign is through offline activation.

Brands will invest hundreds of thousands of dollars in agencies or

PR firms to manage these activationsBut you dont have to

Because you already have dozens of free activations.Every home game = An Activation


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So how do you activate?Social Tailgates take a traditionaloffline tailgate and make it a social

eventIncentivize check-ins reward onlinefans for checking in offline

Reward UGCoffer rewards such asautographed apparel for the user with

the best athlete photo, painted face,

crazy hair, etc.Mascot Participation get yourmascots and cheerleaders involved in

offline activations

Community Meetups for a simpleractivation have various checkins

around your stadium for community

members, but you take their pictures

and upload them to the community.

Player CameosGet players to greet

your community members


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Post online community content EVERYWHERE!

Within your stadium, arena, park or venue you

need to make sure you are posting your communitycontent everywhere


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Take an arena for exampleContent can live on

a scoreboard


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Or a ticket stub.


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Or signage


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So now we know


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That by using game day as activation and your stadium

for earned media you can grow and promote your

community with no massive traditional media buys. Ok

great so now you have grown a large community. Yourfans are engaged as youve created a sustainable social

experience with exclusive content - So what now ?


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So how can you monetize your teams' social

community?

Have you ever been


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Have you ever been

to a stadium

and notseen an

advertisement?

Never?


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Never?

Maybe in high

school?


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You control the space.

You shape sponsor messaging.

You control the merchandizing.

Since you are inspiring, nurturing and facilitating the flow of


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conversation, you have a finger on the pulse of the

community consumer. This means that by monitoring and

engaging in the conversation, you can optimize the

merchandise and target different consumer groups within thecommunity.

If you can become the go-to source for news, tweets, player


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content, customized video response, blogs & profiles - your

fans are going to view your social community as invaluable -

fans by nature are loyal, and once this occurs its proven that

they will show their loyalty by being high-engagement, high-impact and high-UGC generating fans.

Contact Information


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Contact Information

Justin ChaseSocial Media Strategist

[email protected]

212.730.4556
mailto:[email protected]:[email protected]

Conversational Sports Marketing

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