Welcome to the Next Level in Sponsorship
13
ADD SOCIAL MEDIA. INCREASE AUDIENCE ENGAGEMENT. IMPROVE ROI. 5 Ways to Ensure Your Brand Gets Noticed
Transcript of Welcome to the Next Level in Sponsorship
ADD SOCIAL MEDIA. INCREASE AUDIENCE ENGAGEMENT. IMPROVE ROI.
5 Ways to Ensure Your Brand Gets Noticed
2Mass Relevance | Social Sponsorship For Brands
BE MORE THAN JUST A LOGO.BE PART OF THE EXPERIENCE.Sponsorships are a valuable way to connect with
your target audience. But it’s hard to stand out when
so many other brands are also participating. And
KVoU�GURGEKCNN[�FKHƂEWNV�YJGP�OCP[�QRRQTVWPKVKGU�CTG�exceedingly low impact.
The solution: integrate social experiences into your
sponsorship efforts. Doing so will give you greater
exposure and boost your sponsorship ROI.
Add social media. Increase audience
engagement. Improve ROI.
%QPVKPWG�TGCFKPI�VQ�NGCTP�VJG�ƂXG�YC[U VQ�GPUWTG�[QWT�DTCPF�IGVU�PQVKEGF�
DO MORE WITH YOUR SPONSORSHIPS.
3Mass Relevance | Social Sponsorship For Brands
LET’S COMPARE:SOCIAL MEDIA VS. TRADITIONAL SPONSORSHIP TACTICS
0.1% 80%
33% 62%
Banner ads have only
a 0.1% CTR in the U.S.
80% of consumers skip
TV commercials
33% of display ads
brands pay for are
never even shownprefer to engage with
a social brandYOURBRAND@
4Mass Relevance | Social Sponsorship For Brands
While many consumers struggle to recall who sponsored a game, show
or site, they remember the brands that offered memorable experiences.
6CMG�7TDCP�1WVƂVVGTU�URQPUQTUJKR�QH�*$1oU�Girls. To promote their home
HWTPKUJKPI�NKPG��VJG�TGVCKN�EJCKP�YQTMGF�YKVJ�*$1�VQ�NGXGTCIG�VJGKT�HCUJKQP�savvy millennial audience around the show’s second season premiere.
7TDCP�1WVƂVVGTU�YCU�UGGMKPI�VQ�CFF�C�UQEKCN�GNGOGPV�VQ�VJGKT�URQPUQTUJKR�CPF�VJG�PGVYQTM�QHHGTGF�WR�CP�KPVGTCEVKXG�RJQVQ�YCNN�QP�*$1�%QPPGEV��
*$1�VJGP�CUMGF�VJG�UJQYoU�HCPU�VQ�WRNQCF�RKEVWTGU�QH�VJGOUGNXGU�KP�VJGKT�apartments. In response, thousands of pictures were posted to the sponsored
experience via Instagram and Facebook — all in the hopes of winning a year’s
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By becoming part of the experience the retailer inspired viewers to share something
about themselves. In smartly putting the focus on viewers, and not their product or
DTCPF��7TDCP�1WVƂVVGTU�YCU�CDNG�VQ�RTQOQVG�VJGKT�JQOG�HWTPKUJKPIU�NKPG�KP�C�YC[�VJCV�felt genuine (and not at all like advertising).
BEST PRACTICE EXAMPLE URBAN OUTFITTERS SPONSORS HBO’S GIRLS
5Mass Relevance | Social Sponsorship For Brands
Keep reading for fresh ways to engage fans and followers like
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GET IDEAS, GET STARTED.
The Six Advantages of Social Sponsorships
ATTRACTS MORE ATTENTION
CREATES COMMUNITIES
ENCOURAGES PARTICIPATION
INCREASES REACH AND AMPLIFICATION
SPURS DISCOVERY
SPANS MULTIPLE CHANNELS&+)+6#.��$41#&%#56��/1$.'��+0�8'07'�
6Mass Relevance | Social Sponsorship For Brands
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7Mass Relevance | Social Sponsorship For Brands
Branded hashtags are an ideal way to add depth
to live events.
• Elevate your participation by actively engaging
viewers during a live broadcast
• This interaction closes the gap between
the audience and your brand
&QPoV�HQTEG�C�EQPXGTUCVKQP�YKVJ�HCPU�� Instead, inspire them to share something CDQWV�VJGOUGNXGU�
SPARK CONVERSATIONSDURING ON-AIR BROADCASTS
ONE
8Mass Relevance | Social Sponsorship For Brands
Start by incorporating a Leaderboard or Tweet
Q&A into the experience.
• Keep the audience returning with unique content
VJG[�YQPV�ƂPF�CP[YJGTG�GNUG• Incorporate relevant Facebook posts, Tweets and
images from your brand — not just the show
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ENCOURAGE WORD OF MOUTHWITH A TV SHOW’S WEBSITE
TWO
9Mass Relevance | Social Sponsorship For Brands
Engage with the audience online or through the
Jumbrotron.
• Spotlight Tweets, Instagram photos, Facebook
posts or Vine videos
• Display this content natively within the
experience
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LET FANS SHOW THEIR SPIRITTHROUGHOUT SPORTING EVENTS
THREE
10Mass Relevance | Social Sponsorship For Brands
Draw audiences in by showing what’s trending
in real time.
• Add a dynamic new level to your sponsorship
by monitoring the speed of entertainment news
• Lower the barrier for fans to create and share
content around the event
'ZRGTKGPEGU�VJCV�CWVQ�WRFCVG�YKVJ�VJG�NCVGUV�KPHQ�IKXG�HCPU�C�TGCUQP�VQ�NKPIGT�
TRACK THE LATEST BUZZON AN EVENT WEBSITETweet about the awards:
#MAwardsNite http://bit.link.com
Chazz Mau@chazzmazz
Juan should winbest actor. Just sayin’ #MAwardsNite
3m
Lindsay Noble@lanksanot
Vote for ‘Shortie’ best animation! #MAwardsNite
3m
AWARDS NOMINEES EVENTS RULES ABOUT
FROM THE RED CARPET
S O C I A L C H AT T E R
Becky Smith@beckyboo23
OMG! Kristen’sdress is so gorgeous! #MAwardsNite
3m
FOUR
11Mass Relevance | Social Sponsorship For Brands
Invite readers to express themselves by taking part
in a contest.
• Drive conversations between the brand and
the consumer
• Leverage display ads natively within
the experience
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INSPIRE PEOPLE TO GET CREATIVEVIA A PUBLISHER’S WEBSITE
FIVE
12Mass Relevance | Social Sponsorship For Brands
As traditional sponsorships become more crowded — and offer less impact —
OCTMGVGTU�OWUV�ƂPF�KPPQXCVKXG�YC[U�VQ�GPUWTG�VJGKT�DTCPF�KU�PQVKEGF��5QEKCN�OGFKC�provides companies with numerous opportunities to truly own marquee events,
in ways that are meaningful and relevant to both audiences and brands.
By supplementing your sponsorship agreements with highly participatory social
GZRGTKGPEGU��VJG�CWFKGPEGU�TGNCVKQPUJKR�YKVJ�[QWT�DTCPF�YQPoV�DG�ƃGGVKPI��9JGVJGT�HCPU�EJQQUG�VQ�GPICIG�KP�XGPWG��QPNKPG�QT�FWTKPI�C�DTQCFECUV��VJG[NN�EQPVKPWG�VQ�associate you with the experience you created. As a result, you can take credit for
a wholly unique experience while winning over those who interact with it.
THE BOTTOM LINE:
13Mass Relevance | Social Sponsorship For Brands
For more on how to augment your sponsorships
with social media, contact Mass Relevance today.
@massrelevancemassrelevance.com(888) 330 6441800 Brazos Street, Suite 340Austin, TX 78701
Mass Relevance helps brands, media, and agencies get more from their social media efforts by building social experiences into their marketing strategy. The Mass Relevance SaaS platform is leveraged to create real-time consumer engagement by >}}Ài}>Ì��}]�w�ÌiÀ��}]�>�`�Ài�`�ë�>Þ��}�Ã�V�>��content from any social network to any digital property — TV, web, mobile, or jumbotron.
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