social media for marathons

#RoadRaceSM • @prTini

Why Social Media is a Must

Heather [email protected]

prtini.com • @prTini

a fresh approach to event communication:


The basics:Event news & announcementsRegistrationVolunteers


Dig deeper:IntentCustomer serviceCommunity relationsSponsor integrationCrisis communication


Desired Outcomes:

Photo credits: Schoolhouse, Post-It, Line, Runner

activate &

accelerate

educate eliminate barriers

drive registratio

n


“People don’t buy what you do, they buy why you do it.”– Simon Sinek


Integrating Traditional and Digital PR

Photo source: http://www.flickr.com/photos/will-lion/2636903303/

innovate best practices


Community Development


You have to BUILD a community before you can ACTIVATE it.

tweetable tip:


“You have to earn the right to sell something in the same way you earn the right to ask a friend a favor.” – Renegades Write the Rules


Case Study: The Columbus Marathon


Goals: • Build a community year-round, activate it leading up

to the marathon• Provide real-time customer service to deliver a

better race-day experience for athletes & spectators• Extend partnerships, especially with Nationwide

Children’s Hospital• Gain insights and feedback through online

monitoring and digital research


nail the basics


• facebook.com/columbusmarathon• Off season: Update 4-5 times per week• Training season: Update twice daily• Emphasis on facilitating conversation among

marathoners

tweetable tip:Consistent, frequent updates are required to

build interactive Facebook communities


Facebook


Countdown Images

The Final Countdown• 1,175 shares• Week-of interactions

increased 385%• Secured car donation


Facebook – Customer Service151 questions answered the

week of the race – just on Facebook


Facebook – Race Day Coverage


• @cbusmarathon• Limit: 3-4 scheduled tweets per day• Focus on being conversational, providing moral support• Heavy use of lists & local search


Virtual Scavenger Hunt:• Drive traffic to the new website• Positive reinforcement• Establish new connections with

potential marathon runners/walkers• http://bit.ly/CbusMarathonHunt


Twitter – Customer Service


Post Race #PRParty


www.columbusmarathon.com/blog

• “Maintenance mode” during off season• In-season: 2-3 posts per week• Blogging team provides real-life

perspective. • Bloggers include:

– Board member/sponsor– Local media personality– Mom walking to lose pregnancy weight– First-timer

• 30 Tips, 30 Days


30 Tips, 30 Days• 8 of the top 10 blog

pages in 2011 were tips

• Blog traffic grew 260%

• 2010 to 2011: pageviews tripled


30 Tips in 30 Days


First Marathon to Join PinterestAmong top 15 referring sites to the

website


bridge the digital & physical divide


Partnership Press Conference


RunFest

Co-hosts•6 local influencers•Each blogged, shared on Facebook•40 tweets


RunFest

Result:1,000 attendees (250 in 2010, 500 in 2011)


Tweet & Go Seek


Potential partner:

Sponsor:

Participant:

Taking note:


Ask The Race Director 2012

• UStream• Questions solicited in

advance and in real-time

• Promoted on Facebook, Twitter, Pinterest, and the blog

• Viewership increased 68%


Expo “Tweet Up”


crowdsource feedback


just ask


results


Results:•Top referral sources:

• Facebook • Facebook Mobile • Twitter

•Facebook:• Engagement: +133%• Fans: +42%• Customer service

doubled•Twitter:

• Engagement: +59%• Followers: +45%

•$875,000 raised for Nationwide Children’s


Rapid Fire: Content Creation Tools


Instagram.com@Instagram

Why? Fastest-growing mobile network; visual storytelling


Tout.com @tout

Why? 15-second videos to repost on Facebook & Twitter


VenueSeen.com • @VenueSeen

Why? Monitor Instagram & Foursquare images; create hashtag-driven campaigns; Instagram CRM


MadewithOver.com @MadeWithOver

Why? Simple, beautiful textography


Pitchengine.com@Pitchengine

Why? Social media news releases


Disrupt the status quo. Build awareness.

Acquire customers. Excel in the social world.

Increase sales. Innovate best practices.

Heather Whaling • @[email protected]

subscribe: bit.ly/prTini

social media for marathons

Documents

facebook twitter

facebook race day coverage

twitter customer service

race director

post race

realtime customer service

week training season

better race day experience