When Humor Works – OSU Basketball Example

Sports Marketing, US Marketing

Humor is a tough one to get right in marketing and social media, but OSU did a good job with this photo for their Media Day.

The comments were a mixture of positive and negative, but the tweet had about 10x more engagement than normal. So, props to the coach for the pose, and props to the social media team on this one!

37 Types of Content Every Sports Team Should Be Using

Fan Engagement, Italian Soccer Marketing, MLS Marketing, Scottish Football Marketing, Soccer Marketing, Spanish Football Marketing, Sports Marketing

Goals. Touchdowns. Wins. Birthdays.

These are just some of the many moments that sports teams can highlight and turn into shareable content for their fans.

Having managed The Third Rail’s social media accounts for NYCFC’s inaugural season in the MLS, I wanted to organize these shareable moments in one place for my own use and thought it may be useful to other sports teams, too.

In this post, I’ve listed out 37 pieces of content that every sports team can use to make their social media shine.

MOMENTS FROM TRAINING

TIMEZONES TO WATCH

PREVIEW OF GAME

GAMEDAY CONDITIONS

SHOTS FROM THE CITY or STADIUM

PRE-GAME STATS

INJURY REPORTS

PRE-GAME FESTIVITIES

TEAM ARRIVALS/WARMUPS

TEAM LINEUPS

GOALS

or homeruns, touchdowns, tries and so on.

PREDICTIONS VIA POLLS

HALF-TIME

ENCOURAGEMENT DURING GAME

SUBSTITUTIONS

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FINAL RESULT

GAME STATS

MAN OF THE MATCH

or, let your fans decide who the MOTM/MVP is

IF YOU WIN

PLAYER STATS

POST-GAME INTERVIEWS

BEST MOMENTS FROM THE GAME

PHOTO REVIEW

STANDINGS

MILESTONES

HAPPY BIRTHDAY

HOLIDAYS

PLAYER QUOTES

PLAY-BY-PLAYS

COUNTDOWNS

RECAPS


RARER TYPES OF CONTENT

PLAYER MOVES

TEAM OUTINGS

CHARITY EFFORTS

GIVEAWAYS

MERCHANDISE OFFERS

PROMOTION OF OTHER CHANNELS


Written by Ross Cranwell

Customer Equity: Why BSC Young Boys fans might have one of the highest customer values in Swiss football

Uncategorized

FootballMarketing.tv

BSC Young Boys choreography, 25 June 2014 | Photo: Sebastiano Mereu BSC Young Boys choreography, 25 June 2014 | Photo: Sebastiano Mereu

There is an obvious relationship between the investment a company makes in a customer relationship and the return that investment generates (Grant, 2008:324). Kotler (2003:76) claims that the aim of customer relationship management is to produce high customer equity, which Rust, Lemon and Zeithaml (2004:110) define as the total of the discounted lifetime values summed over all of the firm’s current and potential customers. According to Blattberg and Deighton (1996:138), appraising customer equity is conceptually similar to appraising the value of a portfolio of income-producing real estate, and they add that the goal of maximising customer equity by balancing acquisition and retention efforts properly should serve as the star by which a company steers its entire marketing program.

In this article we will discuss the three drivers of customer equity…

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My Experience with Periscope at a Live Sports Event

MLS Marketing, New York Stuff, Periscope Marketing, Soccer Marketing, Sports Marketing, Stadium Marketing, Uncategorized

When NYCFC played Sporting Kansas City in Yankee stadium, I saw it as a perfect time to try out Periscope, the new live-broadcasting app from the creators of Twitter.

I downloaded the app, charged my phone to the max and set out for the Bronx.

The app itself was easy to use and incredibly fast to initiate broadcasting – so much so that I was worried that I would accidentally broadcast something when I was not ready.

At the 10th minute of the game I began to broadcast under “NYCFC v Sporting KC” and immediately people visited the live stream.

After 20 seconds there were close to 100 viewers and people were making comments such as “GO NYCFC” or “This is so cool”. I didn’t interact with commenters at this point, but I instantly saw the power of Periscope. 

20 more seconds in and viewers started to drop dramatically.

Seeing the drop I tried to vary up the viewpoints of the game, but the decline continued.

Soon enough there were little to no viewers and it seemed a poor use of time to continue. I turned off Periscope and went back to enjoying the game in ‘real-time’.

Seeing that huge rush of interest when initiating broadcasting I thought I would give it another go closer to half time, but certainly was not going to look through a screen for the majority of the match. Plus, my phone was dying fast.

At my second attempt, there was another flood of viewers and as I had seen before there was a massive drop off after a short period of time.

At random intervals I continued to broadcast but chose to enjoy the atmosphere with the Third Rail crew rather than focus major efforts on this.

While it was exhilarating to broadcast live from our supporters section and give people a view into the stadium I soon realized that the content I was creating was not being saved. I had captured great moments and then they were gone. Fortunately, I found that there was an option to save your video, albeit in a low-quality format.

As I move forward with documenting the Third Rail and NYCFC, it will definitely be a weigh up as to whether I want to get quality video capturing the moment or choose to broadcast live and have lower-quality material to upload on different platforms.

After the day of 4 or 5 periscopes these were the basic results.

Next time, when we make the trip to Philadelphia I will remember to save videos, bring a better battery (I am getting an external drive) and also be more saavy about the times to record live.

What have your experiences been with Periscope at sporting occasions or other events?

11-Year Old Wins Official Scottish Goal of the Month Award

CSR, Fan Engagement, Scottish Football Marketing, Soccer Marketing, Sports Marketing

Once again Celtic’s community efforts stand out in the soccer world with this latest gesture in Scotland. Last time we saw how the club offered free tickets to unemployed Glaswegians, and this time they did something equally special with the help of Hamilton.

An Incredibly Creative Way to Highlight Fans

Fan Engagement, Italian Soccer Marketing, Soccer Marketing, Sports Marketing, Stadium Marketing

We have talked in past articles about how clubs put fans pictures on everything from shirts to buses. Well, now you can get your little head on right on to the football pitch – during a huge game!

Juventus FC are offering fans the opportunity to have their faces shown on the pitch side advertising for the game against AC Milan this February.

juv-milan

Imagine your face on the side advertising as your favourite striker runs with the ball in your beloved stadium — in front of tens of thousands of supporters in person – and millions of viewers worldwide.

Yes, this campaign is pretty cool.

Let’s take a look at the details.

IMG_2244So, the prize is to have your photo on the side advertising.

To start the process you need to download the Juve app (smart marketing hack #1 – as is an opportunity to get more visibility for their app)

Once the app has been downloaded, you need to submit your photo and then get your friends to vote on that photo (smart marketing hack #2 – as drives further recognition of the campaign and the club).

This campaign is a clever use of what is available to the Juventus marketing team. With a certain portion of pitch-side advertising, they can be creative as they like. You will often see clubs advertising their own app or tickets to future games, but this fan engagement campaign is very clever and I hope it succeeds.

Keep an eye out on February 7th to see this campaign in action.

How Barcelona Remind Global Fans about Games

Fan Engagement, Sports Marketing

More than ever before, clubs need to have a global presence. Understanding and communicating with your international fans are a key to building your brand past your native country.

Barcelona is one club who has taken this into account. Here is one simple way in which they communicate with their fans from China to Chile.

IMG_2178

As you can see its a simple image (and not necessarily a beautiful one) – but the thing to note is that they are trying to make it as easy as possible for fans to follow their matches.

I personally don’t like the design, and find it hard to read, but the idea is right. It follows the ‘Don’t make me think’ principle whereby global fans can just look at the time in their zone and see when they need to get to follow Barcelona’s feed.

It’s smart, it’s simple – let’s just hope they make it easier to read the image.

What are you doing to make the experience for your users/fans as simple as possible?

How AS Roma Turned Turned Their Bus into a Fan Engagement Opportunity

Fan Engagement, Sports Marketing, Supplementary Revenue

Roma have a new American owner and the marketing smarts from Pallotta and his forward thinking approach are starting to show.

One of the initiatives that they have been pushing across social media and their website is the Roma bus – and the chance to have your face on the side of the vehicle.

This is a fun project that provides Roma with revenue and loyalty and gives fans an opportunity to be visible every time the Roma bus pulls into the stadium.

New York City FC recently launched the same initiative for their shirts, but this option was limited to season ticket holders only.

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As a sports team, what can you give fans the opportunity to be a part of?