Sunday, March 15, 2009
Sports and Social Media
The Cincinnati Enquirer's Dustin Dow wrote a story today that was featured on the front page of the Sports section. Dustin and I chatted about the story in advance and how sports teams and athletes can embrace social media. http://news.cincinnati.com/article/20090314/SPT02/303140060/1062/SPT
Here are a few thoughts for teams and athletes to use social media for fan development (read: an increase in ticket sales, merchandise, concessions, etc):
-Create a Digital Media Network using social media platforms such as Youtube.com, Facebook.com, Twitter.com and/or 12seconds.tv. There are more options but these have the most users and are probably most familiar with fans).
All of these platforms should be linked to the team's web site to encourage interaction and awareness.
-Pick one player to be the face of the Network, perhaps a younger player who might have used Facebook in college.
The player should have an i-phone or PDA with video and photo capability to use 12seconds.tv and Twitterpic to make the content more inviting.
-Help the player but make it transparent. It's okay for the team to assist the player with posts and information sharing but let fans and followers know this.
-Use traditional media to communicate the Digital Media Network. Post the Twitter username on the scoreboard or create a game-day promotion with Facebook fans.
-Have fun with it. @Real_Shaq, the Phoenix Suns' Shaquille O'Neal is using Twitter to give tickets to fans on street corner, and at the time of this blog post, Shaq had 209,000 followers on Twitter.
-Of course, some teams, especially Major League teams, may have restrictions that will limit use of social media with the team web site. If this is the case, think about using social media for community relations projects and/or youth membership programs.
A team might consider using Facebook for College Ticketing promotional program to alert fans to special promotions tied to a Facebook code.
Whichever route a team chooses, they have to embrace social media now.
Here are a few thoughts for teams and athletes to use social media for fan development (read: an increase in ticket sales, merchandise, concessions, etc):
-Create a Digital Media Network using social media platforms such as Youtube.com, Facebook.com, Twitter.com and/or 12seconds.tv. There are more options but these have the most users and are probably most familiar with fans).
All of these platforms should be linked to the team's web site to encourage interaction and awareness.
-Pick one player to be the face of the Network, perhaps a younger player who might have used Facebook in college.
The player should have an i-phone or PDA with video and photo capability to use 12seconds.tv and Twitterpic to make the content more inviting.
-Help the player but make it transparent. It's okay for the team to assist the player with posts and information sharing but let fans and followers know this.
-Use traditional media to communicate the Digital Media Network. Post the Twitter username on the scoreboard or create a game-day promotion with Facebook fans.
-Have fun with it. @Real_Shaq, the Phoenix Suns' Shaquille O'Neal is using Twitter to give tickets to fans on street corner, and at the time of this blog post, Shaq had 209,000 followers on Twitter.
-Of course, some teams, especially Major League teams, may have restrictions that will limit use of social media with the team web site. If this is the case, think about using social media for community relations projects and/or youth membership programs.
A team might consider using Facebook for College Ticketing promotional program to alert fans to special promotions tied to a Facebook code.
Whichever route a team chooses, they have to embrace social media now.
Sunday, February 08, 2009
Dear A-Rod...
By Betsy Ross, president
Game Day Communications
One day God stood in front of a young Jack Nicklaus and a young Arnold Palmer. “Jack,” God smiled, “you will be the greatest golfer of your time and win a record number of major titles. You will win just about every trophy imaginable.”
And then God turned and put his arm around Arnold. “But Arnie,” God smiled, “the people will love you more.”
Substitute Alex Rodriguez and Derek Jeter for Jack and Arnie, and you sense the frustration that A-Rod must feel these days. Despite all his awards and individual achievements in baseball, the people love Derek more.
And now, the people have another reason not to like A-Rod: The stench of steroids has reached back from 2003 and settled on him like Madonna’s perfume. Quick refresher: Even though baseball said players couldn’t use performance-enhancing drugs without a doctor’s prescription, there was no punishment for doing so until after A-Rod’s supposed anonymous test sample. While the federal government and players’ union battle over who owns those samples and, eventually, who leaked A-Rod’s name, Rodriguez himself must twist slowly in the winds of popular opinion over whether he did, didn’t and what do we do with the home run records and MVP awards he has.
You know what? I don’t care what he took. We’re all grownups here, and we know that baseball players have been taking some kind of enhancement since the beginning of the game. Speed to get through doubleheaders—cocaine to get through life. Heck, no-hitters have been pitched in the fog of a hangover! If Alex Rodriguez looks around and sees other players using performance enhancers and making big money, we would be naïve to think he would turn the other cheek (literally).
The P.R. maelstrom that A-Rod now faces is THE BIG LIE. One can only hope he has learned from Roger Clemens, Mark McGuire, even Martha Stewart and Bill Clinton: It’s not the transgression that gets you into trouble—it’s lying about the transgression that slides you into deep (you know what). Andy Pettit comes out, yes, yep, I used it, I’m sorry, and it’s over with. Period. Didn’t try to cover up, lie about it or even blame a teammate. Fess up, say I’m sorry, and yes I didn’t tell Katie Couric the truth and I apologize for that, as well. Have one news conference, answer questions, then say “I’m never going to talk about it again.”
Because look in the mirror and ask yourself: If you could take a pill that would allow you do to your job better, give you more energy, make your productivity go up and, in turn, give you a big fat raise (and you knew co-workers were taking it), wouldn’t you take that pill? Most of us wouldn’t hesitate.
Now, if A-Rod could just find a pill to make the people love him more. I’m not sure that one has been invented yet.
Game Day Communications
One day God stood in front of a young Jack Nicklaus and a young Arnold Palmer. “Jack,” God smiled, “you will be the greatest golfer of your time and win a record number of major titles. You will win just about every trophy imaginable.”
And then God turned and put his arm around Arnold. “But Arnie,” God smiled, “the people will love you more.”
Substitute Alex Rodriguez and Derek Jeter for Jack and Arnie, and you sense the frustration that A-Rod must feel these days. Despite all his awards and individual achievements in baseball, the people love Derek more.
And now, the people have another reason not to like A-Rod: The stench of steroids has reached back from 2003 and settled on him like Madonna’s perfume. Quick refresher: Even though baseball said players couldn’t use performance-enhancing drugs without a doctor’s prescription, there was no punishment for doing so until after A-Rod’s supposed anonymous test sample. While the federal government and players’ union battle over who owns those samples and, eventually, who leaked A-Rod’s name, Rodriguez himself must twist slowly in the winds of popular opinion over whether he did, didn’t and what do we do with the home run records and MVP awards he has.
You know what? I don’t care what he took. We’re all grownups here, and we know that baseball players have been taking some kind of enhancement since the beginning of the game. Speed to get through doubleheaders—cocaine to get through life. Heck, no-hitters have been pitched in the fog of a hangover! If Alex Rodriguez looks around and sees other players using performance enhancers and making big money, we would be naïve to think he would turn the other cheek (literally).
The P.R. maelstrom that A-Rod now faces is THE BIG LIE. One can only hope he has learned from Roger Clemens, Mark McGuire, even Martha Stewart and Bill Clinton: It’s not the transgression that gets you into trouble—it’s lying about the transgression that slides you into deep (you know what). Andy Pettit comes out, yes, yep, I used it, I’m sorry, and it’s over with. Period. Didn’t try to cover up, lie about it or even blame a teammate. Fess up, say I’m sorry, and yes I didn’t tell Katie Couric the truth and I apologize for that, as well. Have one news conference, answer questions, then say “I’m never going to talk about it again.”
Because look in the mirror and ask yourself: If you could take a pill that would allow you do to your job better, give you more energy, make your productivity go up and, in turn, give you a big fat raise (and you knew co-workers were taking it), wouldn’t you take that pill? Most of us wouldn’t hesitate.
Now, if A-Rod could just find a pill to make the people love him more. I’m not sure that one has been invented yet.
Sunday, January 18, 2009
A Sports Fan Competitive Analysis: Grow the Base for Women's Sports
Last evening, I went to a NCAA Women's Division 1 basketball game. I noticed that I have more friends on Facebook than people were in the stands for the game.
Let me set the scene for you, there were fans only on one side of the gym, while there were about 12 people on the sidelines in seats that would make Jack Nicholson proud.
Sure it was a Saturday night on a chilly weekend where staying on the couch probably sounded really good to the 12,000 people who might have attended--making the game a sellout. And, sure it was women's basketball, a niche sport.
What do women's sports need to do to sell it out game after game?
We encourage teams to audit their fan experience from the street to the seat. Our evaluation includes a report-like analysis with benchmarks from competing programs in the market. Here are a few thoughts.
1) Winning, of course, cures all ills.
2) Create your sphere of influence and get to know them and what they want/need from your program. Develop your "Super 100" fan base: youth coaches, teachers, donors and corporate partners. Just think about these 100 people and if they brought or influenced 50 people to go to a game. That's a great start.
3) Grow the fan relationship--start with the kids at summer camps to youth clubs and schools. Create a schedule of community engagements with players, i.e. send each player to a youth basketball team practice once a month. This sounds like a no-brainer but it's not being done by most programs.
4) Make it fun and interactive. Use your video board as you do with the men's game, invite an honorary coach of the game, serve the same concesssion-stand food that you serve at the men's game. Make it so much fun that the kids are bugging their parents, coaches to bring them back.
5) Collect fan contact information at every opportunity: at the games, at community events and on-line. Set goals for the collection of names, emails and addresses.
It is also crucial to track your progress to see what is working and what needs improvement. Create your scorecard and engage your staff--all of your staff from coaches to operations, to help improve the fan experience.
Let me set the scene for you, there were fans only on one side of the gym, while there were about 12 people on the sidelines in seats that would make Jack Nicholson proud.
Sure it was a Saturday night on a chilly weekend where staying on the couch probably sounded really good to the 12,000 people who might have attended--making the game a sellout. And, sure it was women's basketball, a niche sport.
What do women's sports need to do to sell it out game after game?
We encourage teams to audit their fan experience from the street to the seat. Our evaluation includes a report-like analysis with benchmarks from competing programs in the market. Here are a few thoughts.
1) Winning, of course, cures all ills.
2) Create your sphere of influence and get to know them and what they want/need from your program. Develop your "Super 100" fan base: youth coaches, teachers, donors and corporate partners. Just think about these 100 people and if they brought or influenced 50 people to go to a game. That's a great start.
3) Grow the fan relationship--start with the kids at summer camps to youth clubs and schools. Create a schedule of community engagements with players, i.e. send each player to a youth basketball team practice once a month. This sounds like a no-brainer but it's not being done by most programs.
4) Make it fun and interactive. Use your video board as you do with the men's game, invite an honorary coach of the game, serve the same concesssion-stand food that you serve at the men's game. Make it so much fun that the kids are bugging their parents, coaches to bring them back.
5) Collect fan contact information at every opportunity: at the games, at community events and on-line. Set goals for the collection of names, emails and addresses.
It is also crucial to track your progress to see what is working and what needs improvement. Create your scorecard and engage your staff--all of your staff from coaches to operations, to help improve the fan experience.
Tuesday, October 21, 2008
NY Jets say: What recession?
I thought you would enjoy this new effort to create more fans at the highest level of the food chain.
FLORHAM PARK, N.J. (AP) - Big-spending New York Jets fans are sealing their bids for the best seats in the house with a click.
Online bidding went as high as $65,100 per seat through the first two days of the team's unprecedented auction of 2,000 personal seat licenses. The PSLs are in the Coaches Club - located near the 50-yard line and behind the Jets' bench - in the new
Meadowlands stadium, scheduled to open in 2010.
Fans can specify which seats they want to bid on through the online ticketing Web site StubHub. The public auction, which started Sunday and runs through Oct. 27, marks the first time a U.S. sports team has done so with PSLs.
"We continue to be pleased with the level of activity and interest in the auction," said Bruce Speight, the Jets' senior director of media relations.
The online event was kicked off at an auction preview party last Thursday at The Four Seasons restaurant in Manhattan, where the winning bid for a pair of PSLs on the 50-yard line was $200,000 per seat.
The auction's first day yielded its top two winning bids, with fans shelling out $65,100 and $61,100 per seat. The top bid Monday was $55,100 per seat, with the next highest $38,100 per seat.
Winning bidders will also have to pay $700 for each Jets gameticket. They will have the opportunity to leave their seats in the stands and watch the game from a railed-off section of the field 5 yards behind the Jets' bench, or from a bar and lounge area directly behind them.
Along with complimentary food and beverages, Coaches Club members will receive free parking and can buy tickets to other stadium events. Fans will also be able to stand in the tunnel before games and listen to the coach's postgame press conference from a few feet away.
In August, the Jets announced their PSL plan, which will cost some season-ticket holders between $4,000 and $25,000, but spares 27,000 upper-level seats from the new fee. The Jets will share the new 82,500-seat stadium with the defending Super Bowl champion Giants, whose most expensive PSLs will be sold at $20,000 per seat.
FLORHAM PARK, N.J. (AP) - Big-spending New York Jets fans are sealing their bids for the best seats in the house with a click.
Online bidding went as high as $65,100 per seat through the first two days of the team's unprecedented auction of 2,000 personal seat licenses. The PSLs are in the Coaches Club - located near the 50-yard line and behind the Jets' bench - in the new
Meadowlands stadium, scheduled to open in 2010.
Fans can specify which seats they want to bid on through the online ticketing Web site StubHub. The public auction, which started Sunday and runs through Oct. 27, marks the first time a U.S. sports team has done so with PSLs.
"We continue to be pleased with the level of activity and interest in the auction," said Bruce Speight, the Jets' senior director of media relations.
The online event was kicked off at an auction preview party last Thursday at The Four Seasons restaurant in Manhattan, where the winning bid for a pair of PSLs on the 50-yard line was $200,000 per seat.
The auction's first day yielded its top two winning bids, with fans shelling out $65,100 and $61,100 per seat. The top bid Monday was $55,100 per seat, with the next highest $38,100 per seat.
Winning bidders will also have to pay $700 for each Jets gameticket. They will have the opportunity to leave their seats in the stands and watch the game from a railed-off section of the field 5 yards behind the Jets' bench, or from a bar and lounge area directly behind them.
Along with complimentary food and beverages, Coaches Club members will receive free parking and can buy tickets to other stadium events. Fans will also be able to stand in the tunnel before games and listen to the coach's postgame press conference from a few feet away.
In August, the Jets announced their PSL plan, which will cost some season-ticket holders between $4,000 and $25,000, but spares 27,000 upper-level seats from the new fee. The Jets will share the new 82,500-seat stadium with the defending Super Bowl champion Giants, whose most expensive PSLs will be sold at $20,000 per seat.
Sunday, September 21, 2008
If only they were all like the Radio City Rockettes
I had the pleasure of coordinating a four-day media tour in Dayton and Cincinnati with members of the Radio City Rockettes this past week. It was one of the most positive experiences of my career for many reasons.
As I write this, I think professional sports teams should take notice.
The legacy of the Radio City Rockettes can rival the history of many professional sports teams (founded in 1933). The fitness level and physical stamina of the Radio City Rocketttes corp can also rival many professional athletes...they pack an entire year of work in about three months, perform up to four shows a day with 300 high flying kicks per show.
So, a few months in advance of their performances in Dayton and Cincinnati, the Radio City Rockettes landed in Ohio for a media tour. The Rockettes in full costume at all times are professional, driven, engaging, and talented. One day in Cincinnati began at 5 a.m. with live TV interviews and ended at 7 p.m. with a hospitality reception for local hoteliers and media.
The Rockettes made a number of connections with various audiences with an appearance and dance with Rosie Red at a Red game with 25,000 people in attendance along with another appearance at Kings Island to attempt a world record for the longest kick line where another 25,000 people were present.
They posed for hundreds of photographs throughout the week, answered the same questions over and over with grace ("how do you get to be a Rockette?) and signed hundreds of autographs.
Sure, there are a number of professional athletes who go above and beyond the call of duty for their team's promotional efforts on a daily basis.
Making an effort to engage with fans can lead to a life-long passion for the sport, the team or the game. All it takes is one smile, one autograph or one minute for a photo.
As I write this, I think professional sports teams should take notice.
The legacy of the Radio City Rockettes can rival the history of many professional sports teams (founded in 1933). The fitness level and physical stamina of the Radio City Rocketttes corp can also rival many professional athletes...they pack an entire year of work in about three months, perform up to four shows a day with 300 high flying kicks per show.
So, a few months in advance of their performances in Dayton and Cincinnati, the Radio City Rockettes landed in Ohio for a media tour. The Rockettes in full costume at all times are professional, driven, engaging, and talented. One day in Cincinnati began at 5 a.m. with live TV interviews and ended at 7 p.m. with a hospitality reception for local hoteliers and media.
The Rockettes made a number of connections with various audiences with an appearance and dance with Rosie Red at a Red game with 25,000 people in attendance along with another appearance at Kings Island to attempt a world record for the longest kick line where another 25,000 people were present.
They posed for hundreds of photographs throughout the week, answered the same questions over and over with grace ("how do you get to be a Rockette?) and signed hundreds of autographs.
Sure, there are a number of professional athletes who go above and beyond the call of duty for their team's promotional efforts on a daily basis.
Making an effort to engage with fans can lead to a life-long passion for the sport, the team or the game. All it takes is one smile, one autograph or one minute for a photo.
Labels: Cincinati Reds, Kings Island, Radio City Rockettes
Sunday, September 07, 2008
Women and the NFL: Bengals leading the way
I had the opportunity to hear Katie Brown Blackburn, the heir apparent to the Cincinnati Bengals ownership, on Friday at a breakfast for businesswomen. The sold-out room of 350+ women and a few men (?, it's called Biz Women for a reason, guys), learned first hand how challenging and rewarding it can be to run an NFL franchise.
Katie reeled off the 10 best things about her job which included food, being on the SuperBowl committee and watching football/getting paid. Her speech was informative, funny and honest. Having never heard her speak before, she made a fan out of me.
So it is fitting that Katie is one of a handful of women to work at the highest level for NFL teams. The NFL is targeting women, big time, as the fastest growing fan segment for the league. Consider these numbers:
« 375,000 women attend NFL games each weekend
« More than 45 million women watch NFL games each weekend
« More than 1 million girls annually participate in NFL Pepsi Punt, Pass & Kick competition
« More than 10,000 women annually attend NFL Football 101 Workshops for Women
« More women watched the Super Bowl this year (42.2 million) than the Academy Awards (40.2 million)
These are great numbers and it's a smart move by the NFL to go after these women who used to call themselves, "Sunday Football Widows."
And check out the new NFL merchandise for women at www.nfl.com.
Katie reeled off the 10 best things about her job which included food, being on the SuperBowl committee and watching football/getting paid. Her speech was informative, funny and honest. Having never heard her speak before, she made a fan out of me.
So it is fitting that Katie is one of a handful of women to work at the highest level for NFL teams. The NFL is targeting women, big time, as the fastest growing fan segment for the league. Consider these numbers:
« 375,000 women attend NFL games each weekend
« More than 45 million women watch NFL games each weekend
« More than 1 million girls annually participate in NFL Pepsi Punt, Pass & Kick competition
« More than 10,000 women annually attend NFL Football 101 Workshops for Women
« More women watched the Super Bowl this year (42.2 million) than the Academy Awards (40.2 million)
These are great numbers and it's a smart move by the NFL to go after these women who used to call themselves, "Sunday Football Widows."
And check out the new NFL merchandise for women at www.nfl.com.
Sunday, August 31, 2008
AVP is hot for fans
The AVP Crocs Tour is in Mason, OH, just north of Cincinnati. As I type, I am watching the "Golden Girls" team (May-Treanor/Walsh) play on NBC and the joint is jumping.
Yesterday, I did make it out to watch some live action. The entire experience is a lesson in fan-friendly planning designed to create a beach lifestyle. The sponsors are positioned around the courts to create this experience. You will find title sponsor, Crocs, selling Crocs, (duh) along with Cuervo, Naked Juice and DIG volleyball magazine.
After the players practice or play, they can often times be seen sitting in the stands with fans, signing autographs and just hanging out.
The AVP is often called one of the hottest tours in sports thanks to their accessible and successful players as well as their sponsor support.
Other events should take a page out of the AVP's book:
-Make the event fan friendly with interactive displays
-Ask the players to be accessible and create fan interactive opps
-Don't sell out for cash. Partner with sponsors who make sense and help expand the event and the tour brand
Yesterday, I did make it out to watch some live action. The entire experience is a lesson in fan-friendly planning designed to create a beach lifestyle. The sponsors are positioned around the courts to create this experience. You will find title sponsor, Crocs, selling Crocs, (duh) along with Cuervo, Naked Juice and DIG volleyball magazine.
After the players practice or play, they can often times be seen sitting in the stands with fans, signing autographs and just hanging out.
The AVP is often called one of the hottest tours in sports thanks to their accessible and successful players as well as their sponsor support.
Other events should take a page out of the AVP's book:
-Make the event fan friendly with interactive displays
-Ask the players to be accessible and create fan interactive opps
-Don't sell out for cash. Partner with sponsors who make sense and help expand the event and the tour brand
