Social media marketing in sport
Roar Rookie
By glloyd75, 5 Jul 2009 glloyd75 is a Roar Rookie
- Tagged:
- american sport, Facebook, marketing, social media, Sport, twitter
I wanted to start a discussion and raise awareness on the use of social media marketing and how it can become very useful for sporting organisations and clubs to keep in touch with their most important asset, their fans.
Social media is nothing new but the potential to use this medium of online communication to full effect has all the makings of providing sporting clubs another avenue for engaging with it’s fans and if done properly, there is an opportunity for increases in revenue through sponsorship, advertising, merchandise, memberships and ticket sales.
Professional sporting clubs in the USA have realised the potential and benefits that social media can bring and by having their own social media platform that brings in user content from the likes of Facebook, Twitter, Flickr and You Tube the clubs can extend the reach of their brand and take ownership by hosting their own community online.
By having one’s own social media platform this also acts as an extension to a club’s main website and acts as a ‘marketing pull strategy’ to direct consumers to a club’s website for where activities of consumer purchasing in a clubs products and services can be made.
At the moment some clubs here in Australia are using tools such as Twitter and Facebook, which is the first step in engagement in this new age, with the main issue here is it takes away ownership and brand identity for a club as conversations and communication is made on another brands website.
By using social media in the right way, intended by listening to its fans and supporters, they can get a greater understanding of what fans are thinking of their club and by the club also initiating topics of conversations by hosting forums and blogs is where the engagement with a fan begins and an opportunity for that fan to have closer ties to that club’s brand.
I would be interested to see how long it takes clubs here in Australia to realise the potential to host their own social media platforms and the potential and positive effect this will have on clubs that take up this new age of communication.
Enjoy sports? Enjoy a bargain? All Sports Online has your favourite sporting brands at up to 70% off. Online only, premium quality sporting goods and merchandise at discounted prices. Get a deal now.
Do you have what it takes to become a sports writer? Write for the roar
Other Sports articles
- Victoria Azarenka vs Maria Sharapova: Australian Open women’s final live scores, blog (89)
- Why I won’t be watching the Sharapova-Azarenka final (51)
- The sporting fallacy of the Olympic ‘Games’ (45)
- Djokovic vs Nadal was great, but do we need six-hour finals? (36)
- Sonny Bill needs to start boxing full time (36)
- Sonny Bill looking sharp for his first real test (29)
- Sonny Bill wins title in first round (25)
- New champ Williams looking to next fight (4)
- Aust and GB aim to convert 4ths to bronze
- Young pitcher signs big deal with Red Sox (7)
- World Cup Darts heartbreak in Hamburg (3)
- Mayweather and Pacquiao have shamed boxing (12)
- Will Tom Brady’s legacy be affected by one drop? (19)
- Sonny Bill needs to start boxing full time (36)
- World Cup Darts heartbreak in Hamburg (3)
- Mayweather and Pacquiao have shamed boxing (12)
- Will Tom Brady’s legacy be affected by one drop? (19)
- Sonny Bill needs to start boxing full time (36)
- Lachlan Murdoch squashing FTA sport for Fox’s benefit (4)
- Sonny Bill Williams vs Clarence Tillman III: Live updates, blog [video] (179)
- Chauncey Billups injury: Is his career over? (2)
- Explore:
- american sport, Facebook, marketing, social media, Sport, twitter
Brett McKay said | July 5th 2009 @ 12:02pm | Report comment
this is an interesting topic, for sure, glloyd. There was an article in the last week or ten days about Eastwood rugby club in Sydney allowing supporters to watch full match video for a subscription fee from the club website, and it’s a brilliant idea in the light of limited TV coverage for each club. I would reckon in the next round of broadcast contracts, the major sports will put a bigger emphasis on internet and mobile content too. So I think, it will definitely happen, it’s just a matter of how and when…
mattamkII said | July 5th 2009 @ 12:51pm | Report comment
I could talk about this topic all day long – its what I do for a living.
Clubs and organizations, professional or not really have only just scratched to surface of online communities.
Even the big ones, AFL, ARU etc have little idea what they are doing online. The AFL website is used as an example of ‘what not to do’ at just about every industry event I go to, while the ARU and its content are lacking. But rugby.com.au is actually ok to use.
The point is, people now use online as their main place for not just information and data, entertainment and social interaction – yes more than TV and tradition media (this is not new). We interact and make decisions about brands based on their online presence. Sadly very few people making marketing decisions really understand this.
Social media, although over stated in the general populous has massive opportunities in the sports area. If you have a following, get on twitter, FB etc. Sure its a bit of a oddity to some but right now there is no better way to engage with fans.
Justin said | July 5th 2009 @ 1:09pm | Report comment
Very interesting topic.
Matta – would like to here more about the AFLs website and why its is used as what not to do so often. Can you provide some more detail please, be interested to hear what the experts say.
I read an article about twitter (which I think is hyped up rubbish and its usefulness is next to zero) in The Age saying that 90% of traffic is by 10% of its registered users.
If and when we ever get decent internet speed in this country then the market will really open up but we are that far behind it may be some time before we can use it effectively.
Duane Sprague said | July 5th 2009 @ 4:12pm | Report comment
You are absolutely correct. Having served as Vice President of Advertising and Digital Media for the Utah Jazz, an NBA team in the U.S., and worked with collegiate teams and the NBA Development league on digital and viral marketing, I can assure you that there is nothing more powerful, versatile, instantaneous and beneficial for a strong ROI as an integrated social media (web 2.0) communication strategy.
We have used social media channels like Facebook, Twitter and YouTube, combined with widgets, SMS text and email campaigns to:
• Sell last minute unsold tickets
• Boost a sponsors promotion and web traffic
• Conduct surveys
• Promote contests
• Promote new online interviews and stories
• Create better search engine placement for the web site
• Blast out breaking news press releases
• Promote a concert or event at the arena
• Notify fans of last minute events, game changes, opportunities, specials, discounts, etc
• Promote team apparel and food item specials
• Create special “insider” content
• Notify fans of station dial positions and start times for broadcasts
• Disseminate viral content and widgets
• Provide additional value to sponsors
• Provide an additional revenue stream from sponsorships
• Stay connected to the fan base all year
The list goes on, but there is virtually no end to the uses and power of digital channels for sports marketers.
And don’t forget the database. Unless you are building a powerful database where you can segment and augment your data, as well as run queries and RFM analysis, and execute personalized, timely and relevant campaigns across multiple platforms, you are missing half of the power of digital marketing and social media.
And finally, integrating your online marketing strategy and messaging with your offline and PR channels will complete the loop and provide maximum branding, impact and ROI.
DuaneSprague@gmail.com
Eamonn said | July 5th 2009 @ 7:01pm | Report comment
Interesting topic gloyd75.
Coming from a football background the new e-media is I believe something that has enabled football, the A-League, to succeed where the NSL never could. For once the fans can connect thru forums, blogs, sites like these podcasts etc etc in a way they never could in australia in the past.
And when sections of the media “block” a football coverage or just give more coverage to more popular codes it’s no longer so critical.
In an attempt to brainwash my local junior football club, some 1200 junior players, (we must be pushing 5,000 members when you add in the divocee rate!), I’ve put together a newsletter that brings the kids, mums and dads of the club, some say football’s greatest advantage, and wraps the Socceroos A-League etc gently around it. Football clearly only has to bring the big game to some of the little players to entrench it further in Australia. Using http://www.issuu.com which is free, those interested can take a look. http://issuu.com/nearpost/docs/majura_june_newsletter?viewMode=magazine
Football may still lack consistent quality coverage in mainstream papers and commercial tv but there are many many ways football can get info out these days and the code is doing it increasing numbers.
txt of members, voicemail seems used by a number of League and A-League clubs already to remind fans of games, memberships etc I’m sure AFL do this to although have no idea. And many use podcasts regularly. Some have Facebook and twitter but seem to be infrequent or untargeted in their use after initial bursts.
I guess we just have to follow EPL and American clubs and see what works, we don’t need to reinvent the wheel in this area particularly clubs in some codes still have limited resources most noticeably in League, Union and A-League clubs.
Seems like theroar.com reflects the mainstream media’s sports coverage in some way. Union and football fans appear to be the most ardent and prolific posters, possibly becasue their voices aren’t reflected as often by mainstream media.
Macs.football said | July 5th 2009 @ 7:04pm | Report comment
Football clubs such as Melbourne Victory and Liverpool FC are already using social media. So the answer to your question in the last paragraph glloyd 75 is you won’t have to wait for one particular Australiam club to realise the potential of social media, they already know.
Nick Gonios said | July 5th 2009 @ 8:14pm | Report comment
Nice post Gareth.
I have been lively and breathing web and social media for the last 15 years! When it comes to the sports market with a focus on the Australia, well, we are still a little behind in our general adoption of the use of online and mobile vs the Northern Hemisphere.
Some of you would know me as the co-founder of 3eep and have a growing number of local sports communities leveraging our sports social media platform (SportsPassion) for a while now. It has been a great experience to date full of learnings and insights about the local sports market.
I’m continuously meeting with sports administrators and high level execs in the market and I need to remind them that we have entered the next phase of the web.
‘What next phase they say?’
Well, ‘we are in the next phase of the web’s evolution as a communications tool where the first phase was basically all about transferring offline communications capabilities to a relatively more effective tool for administrators to broadcast relevant information. We are in the next phase (social media) which empowers relevant participants to contribute!’
This is the fundamental shift we are experiencing globally with media models. For a lot of ‘them’, the natural emotive next step is to see social media as a loss of control or privacy when it should be seen as a platform to engage your communities!
I constantly reflect on the evolving sports business model and I must say that it does dissapoint me to not see enough innovation in this space as we could have in this local market.
As I write this comment, I’m actually packing my bags and off to London for a Sports Summit which is focused on debating and celebrating global sports social entrepreneurial best practices. After reading the programme, there are no local case studies being presented. Dissapointing but my aim is to connect with our Northern hemisphere colleagues and reflect upon challenges in this space and aim to go back in coming years to present our successes!
Best
Nick Gonios
Executive Director – SportsPassion
Board member – Women Sport NSW & AIMIA NSW
Founder – Sports Symposia
mattamkII said | July 5th 2009 @ 8:49pm | Report comment
Justin, where do I start with AFL.com.au …? (hope you dont work there) ok, its a farking mess. Its horrid on the eye and, to the first time or irregular user is actually challenging to navigate. I cant tell you how many times others in the industry comment on how poor it is.
Yes, to guys like you an I twitter seems like a joke, but we don’t have a following. Internet speeds shouldn’t have any play on twitter.
glloyd said | July 5th 2009 @ 9:00pm | Report comment
Glad to see there is interest out there on this topic and seems like there is a consistent level of understanding about the uses and benefits of social media in the sporting spectrum. It’s now just a matter of those key decision makers out there in the land of sport to grasp the concept and plan out how social media can work for them.
I know a few organisations have started the ball rolling on this, for which Football Federation Australia have recently employed someone full time to run their social media platform as part of creating public interest in backing their bid to host the 2018 – 2022 World Cup. For those who have not seen their site here in the link : http://www.australia2018-2022.com.au/
Duane,
Very interested to read your comments on this subject and how it has benefited a club like the Utah Jazz. I think we need someone like you here in here in Oz as part of increasing the awareness to our sport clubs.
Michael C said | July 5th 2009 @ 9:40pm | Report comment
Justin, mattamkll
problem with the AFL industry was this whole going down the Telstra path – - Telstra are website butchers. They (the AFL) gave up on internet ingenuity by going for a ‘bidder’ such as Telstra.
However, unlike most other sports codes – the AFL has a heap of info on there, such as annual reports and drug testing reports and the like that you can’t find elsewhere.
And another problem – the AFL website is BOTH the website of the AFL (the competition), and the AFL (the organisation).
However – good to see, that with Setanta UK gone, that the AFL website is allowing UK users free access to match coverage via the website.
btw – many, many of the Aust Footy clubs overseas these days start out with an expanding facebook group. These ‘social’ sites become the great asset of clubs that effectively have nothing. The internet and the power of it has been a major reason that niche sports such as Aust Footy has had on a relative (I stress – relative!!!) scale a huge growth rate over the last 8-10 years.