social media sponsorship
DESCRIPTION
TRANSCRIPT
How Social Media is Shaping Sponsorship
Contribute to The Debate Live on
#smands
www.totalsponsorship.co.uk
movementsnot campaigns
movementsnot campaigns
movementsnot campaigns
not impressionsexpressions
expressionsnot impressions
expressionsnot impressions
expressionsnot impressions
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10000000
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May
Year 4
Year 3
Year 2
Year 1
Yoplait“Save Lids to Save Lives”: 2nd Spike
Source: Yoplait presentation at IEG
emotionnot eyeballs
emotionnot eyeballs
creditnot awareness
creditnot awareness
businessnot just marketing
not outputsoutcomes
+1opensource
unsocialAdvertise
InformAttention
IDTelevised
One to oneImpressionsCampaigns
Control
socialEntertainInspireParticipationContentFriendedMany to manyExpressionsMovementsLeverage
Bob Stapleton: Owner HTC Columbia Q+A
HTC Columbia Introduction
Video
Bob Stapleton: Owner HTC Columbia Q+A
22CONFIDENTIAL
The Sony Ericsson Approach
CalumMacDougall
Global Marketing Partnerships Director
April 15th 2010
10% +
1 in 6
Ashton Kucher & Ellen DeGeneres
25%+
CONFIDENTIAL
Rights choice & activation Impact of Social Media on Sponsorship
Activation StrategyFan centric
Deliver unique experiences & ways to access and share content
Tactics1. Brand Visibility/SoV: WTA
2. Drive Sales: FIFA promotions/content3. User engagement & CRM: Social Media
Sponsorship Objectives 1. Brand Visibility/SoV
2. Drive Sales 3. Loyalty: user engagement & CRM
Activation StrategyFan centric
Deliver unique experiences & ways to access and share content
Tactics1. Brand Visibility/SoV: WTA
2. Drive Sales: FIFA promotions/content3. User engagement & CRM: Social Media
Sponsorship Objectives 1. Brand Visibility/SoV
2. Drive Sales 3. Loyalty: user engagement & CRM
Activation StrategyFan centric
Deliver unique experiences & ways to access and share content
Tactics1. Brand Visibility/SoV: WTA
2. Drive Sales: FIFA promotions/content3. User engagement & CRM: Social Media
Sponsorship Objectives 1. Brand Visibility/SoV
2. Drive Sales 3. Loyalty: user engagement & CRM
CONFIDENTIAL
Sony Ericsson Activation in Social Media
“Opportunities in social media seem boundless: the best do not seek to disrupt conversations but to integrate – to add
something useful and compelling”
Nuri Djavit, founder & CEO, Last Exit
The 2010 FIFA World Cup™ on Twitter
Fast Facts:
• Over 150,000 Tweets
• England out front
• Heavy media interest
WTA Super Fans
How Social Media is Shaping Sponsorship
Contact: Adam Lewis, Total Sponsorship from Burson‐Marsteller:
[email protected] or @adamlewis10
Emily Rogers, IEG: