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SOCIAL MEDIA AND SOCIAL MEDIA AND SPORTSSPORTSSocial Media Breakfast CharlotteJanuary 19, 2010
Social Media And SportsSocial Media And SportsThe sports news media has
changed◦Layoffs◦Fewer reporters◦Smaller news holes
Social Media And SportsSocial Media And SportsAt the same time, the public’s
appetite for information has increased exponentially
Social Media And SportsSocial Media And Sports“When I first got to the TOUR
there was breaking news. Now there’s no such thing as breaking news. It’s a 24-hour cycle of news feeds.”◦Joel Schuchmann, PGA TOUR
communications manager
Sports TV PerspectiveSports TV Perspective“Twitter has been a complete game-
changer for my job. For example, just today the Panthers tweeted how they’re staying at Wofford through 2014 for training camp. That’s information I wouldn’t have known unless they had sent me an email, which they probably wouldn’t have. But I found it on Twitter”◦ Bill Voth, WSOC-TV sports anchor
Sports TV PerspectiveSports TV Perspective“We can’t hold back our
information anymore until the 6 p.m. news. So if you’re not on Twitter and you’re in this job you’re an idiot. I check it every few minutes to see what’s going on and basically find out all day what’s going on in the sports world through Twitter.”◦Bill Voth, WSOC-TV sports anchor
Social Media And SportsSocial Media And SportsSo…
◦You have a sports event◦Sports media has less time and
space to cover it◦Public wants more, more, more◦And, SO DOES YOUR CLIENT
What do you do?
AH HA!AH HA!Use social mediaBut, how?
““Social media should be viewed as a Social media should be viewed as a fantastic complement to sports that fantastic complement to sports that is good for both fans and the TV is good for both fans and the TV networks”networks”
Adam Ostrow, editor-in-chief of Mashable
Two Case StudiesTwo Case Studies2009 Quail Hollow Championship
Golf Tournament
2009 BreezePlay Tennis Championships At The Palisades
2009 Quail Hollow 2009 Quail Hollow Championship: Social Media Championship: Social Media Case StudyCase StudyChallenges
◦Economy◦Tiger’s injury◦Staying top-of-mind◦Engaging younger audience and the
fans◦Informing fans about players who
would be there
2009 Quail Hollow 2009 Quail Hollow Championship: Social Media Championship: Social Media Case StudyCase StudyWhy Social Media?
◦PGA TOUR ◦Fans◦Staying ahead
2009 Quail Hollow 2009 Quail Hollow Championship: Social Media Championship: Social Media Case StudyCase StudySocial Media Efforts
◦Facebook◦Twitter◦Providing inside look
2009 Quail Hollow 2009 Quail Hollow Championship: Social Media Championship: Social Media Case StudyCase Study
2009 Quail Hollow 2009 Quail Hollow Championship: Social Media Championship: Social Media Case StudyCase Study
2009 Quail Hollow 2009 Quail Hollow Championship: Social Media Championship: Social Media Case StudyCase Study
2009 Quail Hollow 2009 Quail Hollow Championship: Social Media Championship: Social Media Case StudyCase StudyResults
◦2,169 followers on Twitter◦Most talked about user◦Built a base on social media
2009 Championships at The 2009 Championships at The Palisades:Palisades:Social Media Case StudySocial Media Case StudyChallenges
◦Timeframe for planning◦Keeping event top-of-mind◦Ticket sales◦No main event presence in social
media
2009 Championships at The 2009 Championships at The Palisades:Palisades:Social Media Case StudySocial Media Case StudyWhy social media?
◦Awareness◦Ticket sales◦Engage fans◦Brand event
2009 Championships at The 2009 Championships at The Palisades:Palisades:Social Media Case StudySocial Media Case StudySocial media efforts
◦Twitter account for Jim Courier◦Social media plan leading up to
tournament and during event week
2009 Championships at The 2009 Championships at The Palisades: Social Media Case Palisades: Social Media Case StudyStudyResults
◦Jim developed over 2,300 followers◦Generated over 1,000,000
impressions◦Broadened a presence online for
tournament brand◦Created a conversation
2009 Championships at The 2009 Championships at The Palisades: Social Media Case Palisades: Social Media Case StudyStudyWashington Post covers Jim
Courier tweeting from exhibition match
http://www.washingtonpost.com/wp-dyn/content/article/2009/04/29/AR2009042904348.html
Social Media and Sports: Social Media and Sports: A Natural ProgressionA Natural ProgressionSponsors and brands
◦Getting social in order to connectTicket sales
◦Social Relationship Management