professional athletes on social media
DESCRIPTION
With social media, athletes now have access to powerful tools to build their personal brands. Athletes are negotiating greater contractual freedom to build and leverage their own personalities beyond the team they represent. Concurrently, we are entering the “post‐privacy”era. Nothing happens outside of camera range. If an athlete brushes off a fan’s request for an autograph, stumbles drunkenly out of a bar or gives a passerby the finger, you can bet that it will be Tweeted within minutes and grainy cellphone footage will find its way onto YouTube within hours. Canadians have an ambivalent relationship with celebrity culture. We respect Sidney Crosby (because he doesn't take himself too seriously) but mock Celine Dion (because she does). For athletes seeking to build a personal brand, for sponsors seeking to leverage the athlete brand, and for NFPs seeking alignment with an athlete, there are opportunities and there are pitfalls For more presentations and video recordings of live presentations, visit http://t3connect.comTRANSCRIPT
Leveraging The Athlete Brand
Agenda
‣ Who Is Trevor Turnbull?
‣ Personal Branding
‣ Why Social Media?
‣ Athletes & Social Media
‣ What Do Athletes Have To Offer?
‣ Rewards vs Risks
‣ Case Study - Professionals
‣ Case Study - Amateurs
‣ Keys To Success
‣ Questions
Who Is Trevor Turnbull?
Hockey Player?
What Now?
Who Is Trevor Turnbull?
Sales Guy?
Who Is Trevor Turnbull?
Who Is Trevor Turnbull?
Who Is Trevor Turnbull?
T3 CONNECT Sports
Personal Branding
Hockey Player? Sales Guy?
Personal Branding
BC LionsTravis Lulay #14
Personal Branding
Personal Branding
Trevor Turnbull Travis Lulay
Professional Athletes are REAL PeopleJUST LIKE YOU AND ME
Personal Branding
Trevor Turnbull Travis Lulay
http://stefanomaggi.blogspot.com
Social Influence
People Want To Connect With People
NOT LOGOS
Connect With Fans
Control Personal Brand
Create Own Media
Leo Messi - FC BarcelonaArgentina Soccer
Affinity & Reach
‣ 7M LIKE’s in 7hrs (Facebook Record)
‣ Currently 25.8M+ LIKE’s
‣ FC Barcelona - 21.3M+ LIKE’s
Unique Sponsorship
Scale Philanthropy
Chad Johnson
(aka. Ochocinco)
75% of NFL Players Are Broke, Divorced
Or Unemployed 5 Years After Retiring
Life After Sports
Trevor LindenClub 16 - Trevor Linden Fitness
Life After Sports
Why Social Media?
Social Media Is Not A Fad
Social Media is changing the way we consume information,
communicate & interact with each other, make purchasing decisions, view the world and live our lives
US Internet Users Who Use Social Networking Sites
Largest Growth Rate (Sept 2005 - May 2010)*50-64 years - 176% *65+ years - 271%
0
15
30
45
60
75
90
Sept 2005 May 2008 Nov 2008 Apr 2009 Dec 2009 May 2010
5 74
13
2226
711
16
25
36
47
12
25
36
48
5861
16
6773
76
8386
Perc
enta
ge W
ho U
se S
ocia
l Med
ia
18-29 Yrs 30-49 Yrs 50-64 Yrs 65+ Yrs
Facebook Stats & Facts
‣ #1 Visited Site Online (Google - #2)
‣ 350+ M Active Mobile Users (and growing)
‣ 16.8M Facebook Users in Canada
Facebook is the largest social networking
site with over 800+ Million Users
Twitter Stats & Facts
‣ 300+ M Twitter Users
‣ 5% of Twitter Users Generate 75% Of The Content
‣ 43% of users access via mobile
70% of Twitter Accounts Are Outside Of The US
Less Than 5% Are In Canada
YouTube Stats & Facts
‣ 3 Billion Videos Viewed Per Day
‣ More video uploaded to YouTube in one month than 3 major US Networks created in 60 years
YouTube (owned by Google) is the
second largest search engine in the world
Traditional Advertising
60%
40%
60% of Canadians are on CRTC “Do Not Call” List
86% of People Skip TV Ads
44% of directmail never opened
Marketers are shifting their budgets awayfrom “Interruption” Advertising
NIKE - Steve Dangle
20 yr old YouTube video-blogger hired by Nike to cover World Jr Hockey & 2010 Olympics
Athletes & Social Media
What Do Athletes Have To Offer?
‣ Branding (cool factor)
‣ Exposure
‣ mentions
‣ Impressions
‣ Lead Generation
‣ Unique Contests
‣ Email List Building
‣ Sales Opportunities
‣ Measurable ROI
Reward vs Risk
RISK ‣They are human...can play bad
‣ get benched
‣ get hurt
‣ get released
‣ can say the wrong thing
REWARD‣They are human...can play great
‣ get lots of media attention
‣ help build affinity w a brand
‣ can say all the right things
Rob Murphy - Toronto Argonauts
Social Media Risks?
Opportunity?
Case Study - Professionals
Firstar - Athletes
Firstar Sports
“The Pro’s Of Tomorrow Are The Young Kids Today”
Firstar - Target Audience
Precise Interest targeting lets you define your ideal audience by what they are interested in, using terms people have shared in their Facebook profiles. These may be drawn from their listed interests,
activities, education and job titles, pages they like or groups to which they belong.
Ryan Kesler - Vancouver Canucks
15824 Fans85877 Followers
‣ FB - Last post FEB 9, 2011
‣ FB - No Fan Engagement
‣ TW - Active User (Personal)
PEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS
No Firstar Branding No Firstar MentionsNo Contests or Leads
James Reimer - Toronto Maple Leafs
13787 FansN/A
‣ FB - Not managed by Reimer
‣ FB - Appears to be run by tshirt company‣ http://nhljerseys.spreadshirt.com/
PEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS
No Firstar Branding No Firstar MentionsNo Contests or Leads
Travis Lulay - BC Lions
672 Fans2456 Followers
‣ Branding Strategy
‣ Ongoing Training
‣ Communication Strategy
‣ Fan Engagement
‣ Online Contests
PEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS
No Firstar Branding No Firstar MentionsNo Contests or Leads
Firstar Sports
741 Fans1055 Followers
‣ Need a social media strategy
‣ Need to work WITH athletes
‣ Need to stop pushing message and provide value
PEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS
Build Brand Affinity Leverage Word Of Mouth
Generate Leads Increase sales
Red Bull Social Model
Rajon Rondo - Boston Celtics
3.35M Fans347,627 Followers
‣ Red Bull Branding
‣ Red Bull Social Mentions
‣ Twitter contests
‣ Lead Generation
PEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS
Tim Lincecum - SF Giants
402,000 FansN/A
‣ Red Bull Branding
‣ Red Bull Social Mentions
‣ Facebook Contests
‣ Lead Generation
PEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS
Thierry Henri - New York Red Bulls
855,000 FansN/A
PEOPLE WANT TO CONNECT WITH PEOPLE.....NOT LOGOS
‣ Red Bull Branding
‣ Red Bull Social Mentions
‣ Facebook Contests
‣ Unique Fan Experiences
Amateur Athletes
Kevin Jagger - Amateur Athlete
Kevin Jagger - Amateur Athlete
Sponsors Media
Kevin Jagger - Amateur Athlete
Kevin Jagger - Amateur Athlete
Kevin Jagger - Amateur Athlete
Interview Series
Keys To Success?
‣ Education
‣ Policies (League, Team, Coaches)
‣ Training
‣ Ongoing - Best Practice Training
‣ Brand Building
‣ Authentic
‣ Transparent
‣ Provide Value
‣ Sponsorship
‣ Brand Alignment
‣ Set Measurable Goals
Trevor [email protected]
linkedin.com/in/TrevorTurnbull
twitter.com/TrevorTurnbull
twitter.com/T3CONNECT
facebook.com/T3CONNECT
Thank You
Questions?