S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

April 29, 2011

Social Media in Sports Tourism:

What’s your game plan?

Social Media in Sports Tourism:

What’s your game plan?

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

It’s rare now to…

• Get money from a teller….pay with money?

• Pay your bills by check and mail them

• Go to the library

• Get airline tickets in the mail

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Who is engaged digitally?

(More like who is not engaged digitally!!)

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

A digital world

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

• 500M active users- log in each day

• 70% are outside US

• 250M access FB through mobile and are 2x as

active as non mobile

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

• 5 years old

• 175M users

• 1 Billion tweets per week

• 500,000 accounts created DAILY

• 182% increase in mobile apps vs last year

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

• 100 Million professionals

• 1 Million new members each week

• 200 countries

• 50% of members are outside US

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Mobile Apps

• Mobile app downloads

7B to 50B by 2012

• Market worth $7B in

2012 to $30B 2013

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

2011 Trends…

• Group messaging

• Reputation engines

• QR codes

• increasing complexity for the marketer

without necessarily increasing revenues

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Canadians are Digital Consumers

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Some stats…• Spend online nearly double the worldwide average (43.5 hours per month versus 23.1)

• Visit nearly 100 different websites over three months, more than double the worldwide average of just 42.

• 55 and older are fastest-growing demographic of internet users - one in five internet users, more than people aged 10 to 24, 25 to 34, and 35 to 44 who comprise 10, 18, and 18 percent of internet users respectively.

• Newspaper and political websites are gaining traction. Group buying

websites Groupon,

• Watch more videos on average than the U.S., 147 per viewer compared to 100.

• 18-24 year old watches about 244 videos per month.

Source: http://www.techvibes.com/blog. Research firm Comscore.

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

0K- I see the opportunity but where

do I start?

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Strategy before Tactics

• Build your skills

• Conduct a social media audit

• Develop your goals

• Establish objectives

• Build a social media plan

• Implement and measure

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Confidence comes with competence

• Workshops, webinars, books

• Seek out the early adopters in your work place

or at home

• Open up social media to employees

• Lean into it personally…..Facebook, Youtube,

Linked In, Twitter

• Corporately, listen before engaging

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Some resources• www.cepsm.ca : workshops, slides, consulting

• Marcom.ca: June 1/2

• http://www.dreamgrow.com/best-selling-social-media-marketing-books-2011/#axzz1KkZTdOpl

• Marketing Profs

• Twitter– ESPN, IMG, lancearmstrong, ochocinco, sportstourism,

London2012, GoWhistler…

• Linked In Groups:– Social Media Marketing: 153,000 members

– Social Media & Sport: 1,350 members

– Destination Marketing: 585 members

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Understand your digital presence

Conduct a social media audit:

•Key search words used related to your organization, brand and service offering

•List of influencers and the tone of the conversations

•Competitive analysis

•S W O T analysis

•Recommendations

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

What are you trying to achieve

• Build awareness?

• Gain market intelligence?

• Increase your web presence/digital footprint?

• Build relationships with new audiences?

• Recruit staff or volunteers?

• Generate revenue for the event, city and tourism partners?

• Attract partnership dollars?

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Establish S M A R T Goals

• Actionable insights

• Facebook likes, twitter followers

• Mentions, re-tweets, positive blogs

• Qualified leads

• Listed within top 10 on preferred terms, listed

• Increase in Klout score

• Resumes received

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Is social media part of your mix?

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Measuring: Twitter

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Measuring: Blogs

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Measuring: Social Influence

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Dashboards & Tools for Monitoring

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Managing your Presence

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Best Practices

• Integrate and leverage content across all platforms: web, Youtube, Facebook and Twitter AND traditional media

• Assign dedicated resources: community manager

• Cross promote and share content across the tourism partnership:– City, municipality or region

– Accommodations, dining, attractions, transportation

– Event venue

– Athletes

– Volunteers

– Attendees

– Sponsors

• Ensure consistency in user names, hashtags

• Open up social media to your staff

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Where’s your digital engagement?

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Getting Attention

• Rewards programs for followers

• Contests on Twitter:

http://www.seomoz.org/blog/7-new-tips-

for-running-a-twitter-giveaway

• Flashmobs

– Ski Association of France 23,000 views

– Bondi Beach 1,000,000 + views

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Case Study

• Alpine Canada- GMC Canadian Championships

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Link to the Resort

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Use all digital channels- results

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Live Streaming

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Leverage Athletes

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Involve the network

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Local sports community

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Facebook

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Ready to take your shot?

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Strategy before Tactics

• Build your skills

• Conduct a social media audit

• Develop your goals

• Establish objectives

• Build an integrated social media plan

• Implement and measure

S T R A T E G I C P L A N N I N G M A R K E T I N G & C O M M U N I C A T I O N S N E W M E D I A

Thank You