Lesson 4.9 – Digital Marketing

Lesson 4.9 – Digital Marketing
Copyright © 2014 by Sports Career Consulting, LLC

Digital Marketing What is digital marketing?
LESSON 4.9 Marketing Applications Digital Marketing What is digital marketing? Today’s consumer is more cognizant of the marketing messages all around them, leaving them more likely to tune out advertisements or other forms of marketing communication Copyright © 2014 by Sports Career Consulting, LLC

Digital Marketing What is Digital Marketing? Marketing Applications
LESSON 4.9 Marketing Applications Digital Marketing What is Digital Marketing? In the “golden age” of television, an ad on one of the big three networks could reach 70 percent of the viewing audience According to Seth Godin (author of Permission Marketing) today’s consumer receives roughly one million marketing messages a year on average Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Overwhelmed consumers are becoming adept at tuning out marketing messages filters to block spam Digital video recorders (DVRs) to skip commercials Caller ID to screen telemarketers Recycling direct mail pieces without opening them Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Overwhelmed consumers are becoming adept at tuning out marketing messages The Big Four networks (ABC, NBC, CBS & Fox) all filed lawsuit against satellite cable provider Dish Network in 2012 after it introduced a new DVR feature that allows Dish viewers to automatically skip commercials In 2014, the courts ruled in favor of Dish Network in a ruling Dish called "a victory for American consumers.” Copyright © 2014 by Sports Career Consulting, LLC 5

LESSON 4.9 Marketing Applications Digital Marketing Business and marketing professionals refer to this saturation as “clutter” Clutter is a major problem for today’s marketer The cost of selling has almost tripled over the past decade Today’s consumer has a broken trust with traditional marketing means (broadcast media, print media etc.) Copyright © 2014 by Sports Career Consulting, LLC

Digital Marketing How does clutter impact marketers?
LESSON 4.9 Marketing Applications Digital Marketing How does clutter impact marketers? Marketers today must determine ways to effectively cut through the clutter if the firms they represent are to financially thrive Today’s digital marketers must become more creative and free thinking in their approach to promoting company products and services Sports, entertainment and event marketing provide an effective means for cutting through today’s marketing clutter Copyright © 2014 by Sports Career Consulting, LLC

How are marketers adjusting?
LESSON 4.9 Marketing Applications Digital Marketing How are marketers adjusting? Digital marketers turn to technology to help reach target consumers Internet marketing Mobile marketing Social marketing Viral marketing Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing How are marketers adjusting? The goal for digital marketers is to focus on interactive elements, encouraging consumers to participate in the marketing process U.S. interactive marketing spending will reach $55 billion by 2014, making up 21% of all marketing spending, according to a report issued by Forrester Research Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing How are marketers adjusting? Each team also owns an equal share in MLB Advanced Media, which, among other things, has generated massive revenue from its game-day video and audio app MLB At Bat, the highest grossing sports app in the Apple store on the iPhone and iPad for four consecutive years. MLB Advanced Media generates more than $600 million in revenue, and Forbes conservatively values the subsidiary at $6 billion. Copyright © 2014 by Sports Career Consulting, LLC

Interactive Strategies
LESSON 4.9 Marketing Applications Interactive Strategies To promote its fall drama "Person of Interest," CBS created interactive billboards in New York City and Los Angeles which took photos of passersby, then incorporated those faces into the billboard’s display, accompanied by a phone number and identification number to text-message. If the person sends the text, they receive a link to their "classified file" and can post the photo on Facebook or Twitter. Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Interactive Strategies During the 2012 U.S. Olympic track and field trials, Nike created an interactive "Camp Victory” experience on-site that promoted various Nike products. The exhibit featured a 15-foot-tall digital wall that provided a visualization of the fastest runs from the Olympic trials and head-to-head treadmill races for fans. Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Interactive Strategies The last time the Dallas Mavericks rolled out a new uniform design was in the season, but owner Mark Cuban announced on his blog that they would get a makeover for the season and he reached out to fans to submit their designs in an online contest Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Interactive Strategies It isn’t always enough to simply host a Facebook page, so many organizations develop creative ways for engaging fans with interactive elements Phoenix Suns fans can have their picture taken by Suns personnel at a game and retrieve it for free on the team’s Facebook page Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Interactive Strategies The Los Angeles Lakers provided a virtual tour of the team’s locker room for their fans on Facebook Vancouver Canucks fans could play a virtual hockey game on the team’s Facebook page to win prizes and coupon vouchers Racing fans can test their NASCAR IQ via a number of quizzes and polls featured on NASCAR’s Facebook page Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Interactive Strategies In 2013, a 12-year-old found a "Tony Hawk" customized Taylor guitar hidden at a local California restaurant during the annual "Hawk Hunt", a scavenger hunt hosted by skateboarding legend Tony Hawk via Twitter where his 3 million followers keep track of hundreds of clues sent out by Hawk and his helpers Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Interactive Strategies The PGA Tour took an unprecedented approach to fan interaction in 2013 when they announced that fans all over the globe would help determine the pin placement at the par-3 15th hole in the final round of the PGA Championships through an online vote (they even enlisted golf legend Jack Nicklaus as a host for the unique event on PGA.com) Copyright © 2014 by Sports Career Consulting, LLC

Digital Marketing Strategies
LESSON 4.9 Marketing Applications Digital Marketing Strategies Internet Marketing The Internet, far more than any other medium, has given consumers a voice, a publishing platform and a forum where their collective voices can be heard, shared and researched, creating a more powerful and educated audience than ever before Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Consumer-Generated Media (CGM) Encompasses the millions of consumer-generated comments, opinions and personal experiences posted in publicly available online sources on a wide range of issues, topics, products and brands Also referred to as Online Consumer Word-of-Mouth or Online Consumer Buzz Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Sports and entertainment properties use the Internet for a host of marketing functions Ticket sales Sponsorship sales Merchandise sales Additional revenue streams (banner advertising on team websites etc.) Community relations Player/staff fan connection (blogs, chats etc.) General promotion Copyright © 2014 by Sports Career Consulting, LLC

Internet Marketing Marketing Applications
LESSON 4.9 Marketing Applications Internet Marketing The Lakewood BlueClaws Baseball Club uses the Internet (specifically eBay and Craigslist) to sell available luxury suite and premium seat inventory. The team also utilizes Twitter and Facebook to stay connected with fans. Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Mobile Marketing Mobile marketing refers to two different marketing means: one refers to marketing on or with a mobile device (such as a mobile phone) while the other (more traditional) is meant to describe marketing “on-the-go” Copyright © 2014 by Sports Career Consulting, LLC

Mobile marketing represents an area of massive potential growth
LESSON 4.9 Marketing Applications Digital Marketing Mobile marketing represents an area of massive potential growth According to Portio Research, SMS traffic worldwide will reach 8.3 trillion messages annually by 2015 81 percent of smartphone users have done product research from a smartphone, and 50 percent have made a purchase via their phone Copyright © 2014 by Sports Career Consulting, LLC

Mobile marketing represents an area of massive potential growth
LESSON 4.9 Marketing Applications Digital Marketing Mobile marketing represents an area of massive potential growth Fan engagement (interaction with a device) via mobile sports apps increased 300% during the 2014 FIFA World Cup, demonstrating the sports consumers’ willingness and desire to follow sports using mobile devices Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies “Apps” Apps are individual software programs designed to run on the Internet, computer, phone or other electronic device typically designed to increase functionality or ease of use Apps have recently gained a lot of popularity among consumers Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies In June of 2013, Apple announced that 50 billion apps had been downloaded from their online “apps” store, up from 30 billion apps in June of 2012 Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies The sports and entertainment industry has taken note of the apps trend and launched a number of sports and entertainment related apps Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies At the start of the 2014 NBA Playoffs, Samsung released a “LeBron” app in partnership with LeBron James, featuring four main sections of content: Athlete, NBA Playoffs, Style, and Journey. Click here to watch the commercial (which has been viewed over 13 million times as of August, 2014) Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Perhaps the most commercially successful app developed by a major league sports property, Major League Baseball’s “At Bat” app reached 10 million paid downloads for the 2013 season, shattering the previous record (it is also the 10th highest grossing iOS app of all-time in the iTunes store) Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies With the “Fandango” app, users can watch film trailers, find showtimes, buy tickets and get directions to the theater, all from their mobile device Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies With apps like Zippo’s “concert lighter”, cell phones have become the new lighters for today’s concert goers (the app has been downloaded over 15 million times) Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Apps like ESPN’s Fantasy Football app allow users to manage their fantasy football teams from the palm of their hand Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Nike Golf launched an app (called “Nike Golf 360 or NG 360”) that allows users to track their rounds (including statistics), improve technique and view golf-specific workouts Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies In 2013, the NFL re-launched its app, providing fans with the ability to watch the NFL Network and NFL Redzone on their mobile devices, watch highlights and access other video clips (including videos on demand that had previously only been available to Verizon customers). Fans can now also listen to audio broadcasts from games (in English or Spanish), listen to NFL podcasts, manage and track their fantasy football teams, shop for NFL gear on NFL.com and purchase tickets to games through the NFL Ticket Exchange Copyright © 2014 by Sports Career Consulting, LLC 34

Traditional Mobile Marketing
LESSON 4.9 Marketing Applications Digital Marketing Strategies Traditional Mobile Marketing The NBA's Jam Van tour is an interactive basketball program that travels from the United States to China. The Jam Van is a 67-foot 18-wheeler that transforms into 8,000 square feet of basketball and interactive “off-court” activities Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Traditional Mobile Marketing The Green Bay Packers’ annual “Tailgate Tour” visits five Wisconsin communities in five days during the summer while raising money for local non-profit organizations via tailgate parties at each stop. Along the way, the “Tour” also makes unannounced stops, often at schools. Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Traditional Mobile Marketing In 2011, Hard Rock took its world famous collection of music memorabilia on the road with the “Hard Rock International 40th Anniversary Memorabilia Tour. It traveled to over 30 Hard Rock cafes around the USA in an 80-foot-long double-wide truck specially constructed to exhibit 64 memorable artifacts once owned by popular musicians, such as a Jimi Hendrix custom Gibson Flying V guitar that he played at the Isle of Wight Festival in 1970, Janis Joplin's handwritten love letter to a boyfriend, Buddy Holly’s glasses, Michael Jackson’s iconic jacket, Katy Perry’s famous “birthday” dress and Justin Bieber’s skateboard, among other things. Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Traditional Mobile Marketing The Chicago Cubs deployed a Cubs “trolley”, equipped with 8 flat-screen TVs and Cubs memorabilia, that would make appearances throughout the city at parades, street festivals and sponsor locations Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Traditional Mobile Marketing Nike deployed a branded “sportswear” ice cream truck to the streets of New York City, selling everything from branded Nike gear to ice cream while the Jordan Brand’s #RISEABOVE truck traveled from Los Angeles to Washington DC to promote its newest sneaker, the Super.Fly Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Traditional Mobile Marketing To kick off 2014 Spring Training, ESPN’s Baseball Tonight Goodyear Express bus tour visited the Cactus League, making stops at camps in Florida and Arizona. Copyright © 2014 by Sports Career Consulting, LLC

Modern Mobile Marketing
LESSON 4.9 Marketing Applications Digital Marketing Strategies Modern Mobile Marketing Major League Soccer encouraged fans to cast votes for their favorite players to be included in the All-Star game via text messaging. Fans were instructed to text the last name (or twitter handle for those who chose to vote via Twitter) of their favorite player to a specific number to cast their vote. Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Modern Mobile Marketing The Atlanta Symphony continues the tradition of introducing members of the ASO to the audience with an evening-long live, on-site broadcast of the concert on large 15′x20′ screens, which are permanently affixed on either side of the stage. The live feed will include a pre-concert show, as well as live intermission interviews of guest artists and musicians from the Orchestra, fueled by text-message questions sent by the audience the night of the concert. Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Modern Mobile Marketing In 2013, Chipotle enjoyed s much success through a SMS text messaging campaign (called “Adventurrito”) that they brought it back for 2014, teaming up with Major League Soccer and offering customers the chance to win an all-expenses-paid trip to the MLS All-Star Game by texting “Homegrown” to Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, media and to otherwise interact Copyright © 2014 by Sports Career Consulting, LLC

Social media presents itself in the form of many variable applications
LESSON 4.9 Marketing Applications Digital Marketing Strategies Social media presents itself in the form of many variable applications Google+ Twitter Flickr Facebook YouTube Snapchat Instagram foursquare Vine Pinterest Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing In today’s digital marketing era, harnessing the power of social media has become a top priority of sports and entertainment properties of all shapes and sizes Athletes, celebrities, leagues, teams, events and corporate sponsors are all shifting the focus to digital marketing strategies as they compete for attention in the social media space Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Among team sports properties internationally, the NBA is the only non-soccer league to rank among the top five in most combined Twitter followers and Facebook fans in 2014 (as of August they rank fifth behind FC Barcelona, Real Madrid and Manchester United and just ahead of Chelsea) Click here for a slideshow featuring the top ten international sports teams Copyright © 2014 by Sports Career Consulting, LLC

Digital Marketing Marketing Applications
LESSON 4.9 Marketing Applications Digital Marketing Sites like Starcount.com track the popularity of social media users and publish the results online. As of August, 2014, based on the site’s criteria of cumulative Facebook “likes”, Twitter followers and YouTube views, the most popular sports brands were (click here for an updated and complete listing): Nike (global) Adidas (global) Adidas Footbal (global) Under Armour Adidas Originals Team Messi Nike Football Nike Football (UK) DC Shoes (global) Puma (global) Jordan Brand Copyright © 2014 by Sports Career Consulting, LLC 48

Why is social media important to a sports or entertainment marketer?
LESSON 4.9 Marketing Applications Digital Marketing Why is social media important to a sports or entertainment marketer? In theory, social media is free Allows an organization to reach a massive audience Social media is still experiencing rapid growth, presenting unlimited potential for marketers Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Why is social media important to a sports or entertainment marketer? Facebook: More than 1.3 billion active users As of February 2014, Google Plus claims over 1 billion registered users and a 2014 study predicted that, although the two platforms can be dramatically different in terms of target audience and content, the number of G+ users will surpass Facebook by 2016 Linkedin: 313 million professionals and growing at more than two members per second, representing every company on the Fortune 500 in over 200 countries Twitter: : As of July 2014, there were nearly 650 million registered Twitter users with 135,000 new users signing up every day Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Why is social media important to a sports or entertainment marketer? YouTube: According to their website, over 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth Foursquare: A million users, a 50% gain from the number of users in 2013 Instagram: 200 million users who share an average of 60 million photos per day for a total of over 20 billion total photos shared in just four years (the company was founded in 2010) Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Why is social media important to a sports or entertainment marketer? Statistics from a 2013 report show the likelihood of a consumer making a purchase increases when the user has a social connection with a brand or its products (social activities such as sharing and recommendations drive sales, and fans of brands are 51 percent more likely to buy than non-fans) Copyright © 2014 by Sports Career Consulting, LLC 52

LESSON 4.9 Marketing Applications Digital Marketing Strategies Why is social media important to a sports or entertainment marketer? According to a recent study, 29 percent of sports fans globally indicated they use social media to follow leagues, teams and players in 2013, up from just 15 percent in 2011 When the 2012 Summer Olympics began in Beijing in 2008, Facebook had 100 million users and Twitter had just 6 million users, compared with over a billion Facebook users and 650 million Twitter users when the 2014 FIFA World Cup kicked off in Brazil Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Why is social media important to a sports or entertainment marketer? Recently, several start ups like Phanoto and SportsFanLive have featured social networks specifically targeting sports fans Click here to view a slideshow Copyright © 2014 by Sports Career Consulting, LLC 54

Social Media Marketing
LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing A research project conducted by Catalyst Public Relations in conjunction with the Sports Business Journal revealed that 61% of MLB fans and 55% of NFL fans consider themselves bigger fans after they began following their teams through social media outlets Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing The marketing staff at Oregon State University used information collected on the Beaver’s Facebook page from “friends” to contact them in an attempt to increase the donor base. People from 20 countries are represented on OSU’s page, 92 percent of them are younger than 44 and 58 percent are 18-24, providing a much greater reach than traditional donor marketing campaigns. Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing For its midseason showcase, the Winter Classic, the NHL partnered with NBC to conduct a Watch-and-Win promotion on Facebook where fans were asked to register at the league’s Facebook page. During the game, names of selected winners would appear on the TV screen. Those fans would then receive phone calls from NHL staffers with questions related to the Winter Classic game. Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing Prizes including a Honda CR-Z and a trip to the NHL All-Star Game were awarded for correct answers. The effort helped boost awareness and usage of the NHL’s Facebook page, now with more than 1.7 million fans. The game on TV also grew to an average audience of 4.5 million viewers, the largest draw for a regular-season NHL game since 1975. Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing Prior to the Super Bowl between the Denver Broncos and Seattle Seahawks, Facebook teamed up with Fox Sports to integrate content from Facebook into Fox Sports’ pre-game television programming, including public comments from Facebook and Instagram users about the football game as well as fan statistics based on collective data from Facebook's members Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing The Boston Celtics created the “3-Point Play” ,a Facebook game where fans picked three Celtic players and predicted a specific statistic for an upcoming game. Points were then awarded based on accuracy and the risk level of a fan’s picks. After each game, the top-scoring fan won tickets to an upcoming home game. Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing New Era, who became the officially licensed hat for the NFL in 2012 (replacing Reebok), used its Facebook page to provide fans with a sneak peek at the brand’s new hats on NFL draft day Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing FIFA managed to reach 451 million Facebook users with officially branded FIFA content throughout the 2014 World Cup Copyright © 2014 by Sports Career Consulting, LLC 62

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing Twitter’s popularity has exploded recently, in large part because it allows for the user to control the dialogue without any filter, creating a direct line of communication between the athlete, celebrity or sports/entertainment property and the fan Nearly all NBA players are on Twitter, including almost all of the game's biggest stars Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing According to tweeting-athletes.com (a site that curates the twitter handles of athletes), nearly 9,000 athletes (ranging from NBA rookies to Olympic stars) are on Twitter Click here to visit the site and see which of your favorite athletes are on Twitter Copyright © 2014 by Sports Career Consulting, LLC 64

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing The Miami Heat were voted “Team of the Year” on ESPN’s ESPY award show, thanks to voting on Twitter, while Harry Potter was named “Best Hero” by fans on Twitter at the MTV Music Awards Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing Many teams, like the NHL’s New Jersey Devils, featured Twitter related messaging (from Twitter “handles” to “hashtags”) on team merchandise Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing In 2012, Nike debuted a Twitter campaign on New Year’s Eve with the hashtag #makeitcount that was supported (via tweets) by Nike endorsed athletes all over the world Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing The campaign drew the ire of officials in the United Kingdom and Nike subsequently became the first company to have a social media advertising campaign banned when it was ruled that star soccer players Wayne Rooney and Jack Wilshere’s tweets didn’t clearly state they were advertising Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing The 2014 #Oscars tweets made an unprecedented 3.3 billion impressions According to Time magazine, Barack Obama’s election-night photo of him embracing his wife held the record with over 778,000 retweets; it took less than an hour for Ellen Degeneres’ “selfie” tweet to beat his record and hit over 1.2 million retweets Copyright © 2014 by Sports Career Consulting, LLC 69

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing Sports Networker’s Twitter sports marketing guide analyzes the top twitter users in sports (teams like the Lakers and Real Madrid who enjoy the highest follower counts on Twitter) and offers five key steps for marketing a brand and interact with fans Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing 1. When in Doubt, Tweet 2. Respect the Fan 3. Use the Resources You Have 4. Follow Back and Listen 5. If it isn’t Broken, Don’t Fix it Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing The Vancouver Whitecaps, MLS expansion team opening play in 2011, took full advantage of YouTube by launching a "30-Day Countdown" marketing initiative that featured thirty consecutive days of viral videos introducing the team to the city of Vancouver, decorating landmarks, interviewing celebrities, displaying 3D billboard projections, and more Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing JK Rowling took to YouTube to create buzz prior to her Pottermore announcement on the Harry Potter YouTube channel by placing an interactive placeholder which featured a collection of owls that refused to budge, shaking their heads if touched — referring to the teaser line, "The owls are gathering... Find out why soon." Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing Rolex, in support of its long and storied relationship with Wimbledon, launched a “Golden Moments at Wimbledon” channel on YouTube Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing The Harlem Globetrotters have successfully created a connection with fans by creating memorable content on their You Tube channel, including a clip of one of their players dunking a basketball without jumping (which has garnered over 4 million views already). They later added an interactive element by challenging fans to the "World’s Largest Game of H.O.R.S.E." Fans were encouraged to submit video of their best trick shots and would later be attempted by a Harlem Globetrotter player. “Letters" were awarded weekly, based on fan voting, and prizes were distributed accordingly. Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing Many sports and entertainment business professionals utilize LinkedIn, not only as a networking and recruiting tool, but also as a means by for exchanging ideas and information and tracking current industry trends Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing The Milwaukee Bucks post photos of the Bucks’ gameday experience on their official Flickr page, providing fans with a behind the scenes look at the team Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing In 2012, the Puerto Rico Open became the first official PGA Tour event to actively use Pinterest during tournament as a promotional tool and means for engaging fans Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing The San Francisco Giants Pinterest page features pictures ranging from 2014 Opening Day to photos of the 2013 championship ring ceremony. Copyright © 2014 by Sports Career Consulting, LLC 80

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing In 2012, Major League Baseball became the first professional sports league to have every single one of their franchises on Instagram while creating web-based versions of their Instagram feeds so fans could view photos from the league and their favorite teams online Just one month into the 2012 season, there was already a 400% increase in Instagram photos posted from big league parks compared to the entire 2011 season when more than 40,000 photos of ballparks were posted Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing Instagram was more popular than Twitter as the most popular social medium among athletes eligible for the 2014 NBA Draft VS Click here to see an infographic illustrating Instagram’s growth in popularity with young pro athletes Copyright © 2014 by Sports Career Consulting, LLC 83

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing To build buzz for the release of her "Burn" music video, Ellie Goulding enlisted her fans (via mashable.com) to create Vines inspired by their nearest and dearest friends. The short clips streamed in on Twitter and Vine using the hashtag #ellieburnvine, with the best ones mashed up in one video (below) before the official release. Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing According to a sportingnews.com story: “When the Giants caught themselves in a bind without someone to throw out the first pitch in 2014, the digital team adapted on the fly and created a "#SFGBucketList" social media contest. It asked fans "why should you throw out the first pitch?" The submissions were plastered across the team’s jumbotron and throughout AT&T Park. Ten minutes after the contest opened on the team’s social platforms, a fan responded with a catchy six-second video that ended up securing him a chance to throw out the first pitch.” Copyright © 2014 by Sports Career Consulting, LLC 85

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing The Minnesota Timbewolves and Minnesota Lynx hosted a Google+ “hangout” with season ticket holders, allowing fans to interact directly with front office executives Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing Google leveraged their Google+ platform during the 2014 World Cup for a fun augmented reality campaign, offering fans an opportunity to have their faces painted with colors of their favorite team “virtually” by simply uploading a photo of themselves and tagging it with a hashtag of the team they support Click here to check it out Copyright © 2014 by Sports Career Consulting, LLC 87

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing In 2013, Champs Sports included its Tumblr address in its TV commercials throughout the NBA playoffs, a move AdWeek suggest’s was the first time a major brand featured its Tumblr page in an ad campaign Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing The Boston Celtics created a customized, branded “Evite” for users of the popular evite.com website in an effort to help group leaders organize and promote a Celtics outing Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing In 2013, UStream invested in the exclusive rights to broadcast the popular music festival, Bonnaroo (in 2012 YouTube had the rights and in 2011 Vevo was the festival’s live stream partner). Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing The NBA launched its first Snapchat initiative by highlighting the 2014 Sprite Slam Dunk contest through the popular social platform Click here to read an interesting sportingnews.com story on “Snapchat’s rise as the ‘it’ social media channel in sports” Copyright © 2014 by Sports Career Consulting, LLC 92

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing Many NHL teams have partnered with the website to help raise money for their team charity as a way to piggyback on a longstanding NHL tradition where players do not shave during the playoffs. In 2012, the “beard-a-thon” began integrating a number of social media elements, including Twitter, Pinterest, Facebook and even a Facebook app that allowed those unable to grow facial hair the opportunity to participate through augmented reality (the beard-a-thon effort raised over $520,000 for charities in 2012) Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing Taking it a step further, the Boston Bruins launched a unique “network” (called the DEN page) to serve as a portal to all the team’s social media efforts, from Facebook to Pinterest, a gateway to its mobile app, and a home for video and other digital content offerings (the site attracts more than 2.5 million fans every month) Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing To promote the 2013 blockbuster film “Man of Steel”, Walmart implemented a multi-platform digital marketing strategy that featured an augmented-reality mobile app that allowed fans to take photos with the caped crusader, a free digital comic book, and a social media campaign with the hashtag #SeeSteelFirst (part of the overall marketing campaign featured a promotion that provided Walmart customers with the opportunity to see the film a day before its official premiere) Copyright © 2014 by Sports Career Consulting, LLC 97

LESSON 4.9 Marketing Applications Digital Marketing Strategies Social Media Marketing To commemorate the retirement of New York Yankee legend Derek Jeter, Jordan Brand rolled out a #RE2PECT campaign via several social platforms, including Twitter, Instagram, Facebook, and YouTube Click here to watch the commercial Copyright © 2014 by Sports Career Consulting, LLC 98

Location-based Marketing
LESSON 4.9 Marketing Applications Digital Marketing Strategies Location-based Marketing Location based social networking allows users to “check into” businesses at a physical location using a mobile device while alerting their friends and contacts know where they are and, in some instances, to receive coupons and discounts at the establishment at which they are visiting (think of it as the convergence of social media and mobile marketing) Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Location-based Marketing The MLB Fan Cave in New York is a customized Foursquare-linked smart phone vending experience that dispenses official MLB baseballs upon user command. Pedestrians on the streets of NYC who encounter the experience can use their smart phones to check into "THE FRANCHISE on SHOWTIME" via Foursquare, notifying the intelligent storefront to release a baseball. Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Location-based Marketing Leading up to the 2012 Olympic Games, Foursquare users were encouraged to check-in to Olympic venues around the world (the official Foursquare featured more than 40 historic sites and venues from past Olympic Games) for an opportunity to win a trip to London while GetGlue sports fans were able to collect stickers for watching all their favorite Olympics sports Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Viral Marketing Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence Viral marketing is the digital marketer’s version of “word-of-mouth” advertising Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Viral Marketing Nike launched a video as a way to tie in with the 2014 World Cup (named “Risk Everything” featuring some of the biggest names in soccer) that racked up more than 56 million views in just one week Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Viral Marketing Less than 24 hours after posting to YouTube, the Miami Heat’s version of the “Harlem Shake” racked up more than 2 million views, ultimately amassing more than 1 billion views in just 40 days Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 Marketing Applications Digital Marketing Strategies Viral Marketing In the summer of 2013, DirecTV released a rap video featuring Peyton and Eli Manning which generated over 7 million views in the first week of its release Copyright © 2014 by Sports Career Consulting, LLC 105

LESSON 4.9 Marketing Applications Digital Marketing Strategies Viral Marketing Also in the summer of 2013, the band Mumford & Sons enlisted actors Jason Sudeikis, Jason Bateman, Will Forte, Ed Helms to play them in their ‘Hopeless Wanderer’ music video, attracting more than 5 million views in less than two weeks Copyright © 2014 by Sports Career Consulting, LLC 106

LESSON 4.9 Marketing Applications Digital Marketing Strategies Ultimately, this shift in marketing trends creates new opportunities for the sports and entertainment industry John Meindl, President of SPORTSBRANDEDMEDIA says on their website: “Sports, TV, movies and music each offer successful marketing models. But when sports and branded entertainment work in unison, from sports and entertainment will share their insights and demonstrate how the power of sports can help you build your brand, engage your customers and sell your products.” the result can cut through the clutter of advertising messages and enable you to reach your target audience in a unique and effective way. Executives Copyright © 2014 by Sports Career Consulting, LLC

LESSON 4.9 REVIEW (ANSWERS)
Marketing Applications 1) Understand the concept of digital marketing Today’s consumer is more cognizant of the marketing messages all around them, leaving them more likely to tune out advertisements or other forms of marketing communication. Digital marketers turn to technology to help reach target consumers. Marketers must be creative and innovative to connect with today’s consumer and target audiences. Copyright © 2014 by Sports Career Consulting, LLC

Lesson 4.9 – Digital Marketing

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