With every new social channel that appears in the digital space comes the need for a sports team to evaluate whether or not they will participate and adopt it. Aside from the decision to build a presence on a social channel, like a Facebook or Twitter, the other dilemma sports teams face is how that social channel will fit into their existing digital strategy.
Do your sponsorship presentations look just like everyone else's?
Recently I visited a friend that evaluates and negotiates corporate partnerships for one of the world’s largest communication companies. I noticed a large stack of presentations on the corner of her desk and was not surprised to learn that these were sponsorship proposals and recaps from sports teams all over the country. Some had only a staple in the top left corner, some were bound with a cover, and some were even packaged in tin boxes. While the content may have been different, they all had two identical features: created in PowerPoint and covered in dust. She would read them eventually, but not anytime soon. And when she did, I’m sure she would go through them quickly and the benefits of a partnership with the Tigers would be overlooked or confused with the benefits of a partnership with the Wildcats.
The Indians Social Suite rewards social media users and establishes new connections with fans
As part of its growing social media focus, the Cleveland Indians are recognizing Twitter followers and Facebook fans of the team and rewarding those social media users with free tickets to an Indians game. While this prize sounds great by itself, if one then considers that those free tickets are for seats in a suite, the legitimacy of social media for the Tribe can be seen clearly in the crosshairs.
You can be successful in ticket sales if you stay focused on two things:
1. Understanding your customers, and
2. Knowing how to develop new potential clients.
An account executive uses every tool possible to make these two things happen. A good sales rep needs to be good on the phone, adept at starting and holding a conversation, a skilled listener, and use email well. A good sales rep must be organized, understand how to network, and be able to spot trends and new potential sales opportunities. And now a good sales rep needs to understand social media and the importance of being good at using it.
Special thanks to Chuck Salter, senior writer, Fast Company (www.fastcompany.com).
Aside from fan passion, what is the biggest influence on the fan’s decision to buy a ticket? No, it’s not the price, the venue, the date, or anything related to the event. With a qualified prospect willing, able, and interested in buying, research tells us the biggest factor will be whether or not others close to the fan want to go. Over 98% of fans attend games with at least one other person. If no one else wants to go, neither will even the most passionate fan.
With the advent of digital social networks,
By Jeremy Zimmer, Director of Social Media, Pittsburgh Penguins
Taking advantage of new media opportunities is important for all sports teams. Fans are passionate and want to consume team-related content around the clock. However, as technology advances fans are increasingly consuming content on their own terms. What I mean is that teams can no longer expect fans to proactively seek out official team websites. Fans are accessing content in a variety of places including Facebook, Twitter, mobile websites, mobile apps, rumor sites, fan blogs, YouTube, message boards, etc. Teams need to develop and implement cross-platform strategies which acknowledge and take advantage of these opportunities.
In an earlier edition of the The Migala Report, I outlined five fan-friendly technology trends that teams and leagues should monitor as opportunities to more closely connect with fans. Two of those trends were Location Based Services (e.g., Foursquare and Facebook Places) and Companion Viewing Products - second screen products that complement the TV experience by allowing viewers to participate (ex. CBS’s NFL TV app). We’re now seeing the offspring from the marriage of these two products – TV check-in services.
What’s the point of using Twitter? The same thing as with any other communication tool: To initiate and build relationships with customers in order to provide satisfying experiences with the team.
The prevalence of social media in our lives is a world away from how many of us started in this business. My first day of work, my boss ordered, “There’s the phone. Here’s a phone book. Good luck.” If we sold tickets, we went to the dummy terminal shared by everyone to pull the seats and record them in a log book before finalizing the deal with the customer. Eventually we received desktops and were able to pull-up seats in real-time. Email communications became common. More recently, CRM systems have pulled the whole process together. Throughout the evolution of digital media, improved data collection and communication processes have led to increased sales and improved customer service.
If you’re still not on Twitter, you’re not alone. Recent reports show approximately 10% (or 17 million) of internet users (18 and up) actively visit Twitter. By 2013, the total is projected to grow to 28 million. And, since social media advertising spending is expected to roughly quadruple by 2015, I figured it might be a good idea to figure out more of what’s going on in this sector.
By Jared Frank, Editor of SEAT Magazine, Association of Luxury Suite Directors
The Phoenix Suns are leveraging a dedicated and active fan base, which includes 357,000+ “likes” on Facebook and 57,000+ “followers” on Twitter, to attract new marketing partners and potential suite holders through their new Suite and Social Night packages. The offerings target small, Phoenix-area businesses that might not have the budget to go out and purchase a TV, radio or print media advertising package. “Not every business is a national brand with a large advertising budget,” says Mandy Medsker, Digital Sales Executive for the Suns. “But at $7,000, we’re giving [Suite and Social Night customers] the option to get in and grab a piece of the pie at an affordable rate.”
