A virtual sports conference was hosted last Thursday and Friday (18-19 Feb) by Hashtag Sports. The #SportsConf was sponsored by Google and held online through Google+ Hangouts. It hosted over 80 speakers, it was viewed by over 13,000 people from 101 country all over the world, and generated over 15,6 million impressions on social networks. But, what are the most important pointers we decided to share with you?
One thing should be noted, and that is the fact that hamsters are replacing cats as the most popular images in social content, according to Valerie De La Rosa, Head of Social at StubmbleUpon.
RT @Kenny_Dow:Today I learned Hamsters are replacing cats as most popular images in social content.@vdlr #SportsConf pic.twitter.com/tFM8Ku59Ug
— Marijan Palić (@marijanpalic) February 19, 2015
We underlined 8 lessons from the sports conference that could be of use to all marketers.
1. Follow trends, get Snapchat!
Snapchat is the hit in the USA now, and sports clubs started noticing it too. As it was noted at the conference, Snapchat is mostly used by millennials, and clubs brands will try to attract fans through that channel. Stanford University Athletics started following this trend, and all Stanford University athletes were advised to use Snapchat.
The focus is on the ‘behind the scene’ content, such as photos from road trips, practices, weightroom, and all other places athletes aren’t usually seen publicly. This put Stanford University Athletics on the front page of every media, and drove other teams brands to start using Snapchat as well.
2. Communicate and engage fans
All clubs have the same goal – to interact with fans, but many don’t realize fans want the same thing. This is why teams need to involve fans when telling their stories! Thank them for their support, invite them to hang out or play a game with their favorite player and then share the content. Also, make sure to answer their questions and comments on social networks. All this means a lot to fans.
”It’s about having a dialog with fans, not only pushing content!” – Matthew Baxter, @LFC #SportsConf #smsports — Marijan Palić (@marijanpalic) February 18, 2015
Fans take photos and make videos with their friends at the game. Share that content on your club’s official social network accounts, and show fans YOU CARE!
Unfortunately, many clubs just worry about growing their fan base on social networks, and they are not actually interacting with fans. Hint: focus on your fans and you will have interaction; when you have interaction with fans, you will have more impressions which leads toward a ‘healthy’ growth of your brand on social networks.
”Do you want reach largest or right audience? Be focused on core audience and interaction!” – Cody Cheshier, @NitroCircus #SportsConf
— Marijan Palić (@marijanpalic) February 18, 2015
“It’s all about engagement” – Dave Abbott #SportsConf — Vedran Vukušić (@vukusic11) February 18, 2015
3. Experiment and test
Liverpool FC is the first club that started multilingual communicating on social networks, and now most clubs are doing the same thing. This is a part of ‘experimenting and testing’ by this popular English club that brought them excellent results. Liverpool FC now publishes their content in 20 languages on over 40 different platforms with 40 million fans constantly involved in the interaction.
.@LFC was one of the first soccer clubs with multiple lenguage socialmedia. Now its a trend in all european top clubs #SportsConf.
— SportsManagersUnited (@ManagersUnited) February 18, 2015
“At the moment we are engaging in 20 languages, 45+ social media platforms, & 40M engaged fans.” Matthew Baxter w/ Liverpool #SportsConf — Duane Aagaard (@DuaneAagaard) February 18, 2015
Aaron LeValley from AEG Sports pointed out that testing anything is easy on social networks, but it requires understanding from the club owners.
“If we make mistake, executives back us, because they know we have an end goal in mind.” – Aaron Levalley #SportsConf
— Marijan Palić (@marijanpalic) February 18, 2015
Representatives from many clubs in the USA indicated that before they put any product on the market, they test that same product for popularity among fans on social networks.
“Experimentation is key! We want to build an emotional connection with our fans.” – Melissa Proctor, @ATLHawks #sportsconf — Marijan Palić (@marijanpalic) February 18, 2015
4. ‘Behind the scene’ content
Give your fans that unique ‘behind the scene’ content only you can provide. Give them clean, raw, uncensored content that will show athletes as humans; fans will do rest of the work for you by sharing and commenting that content with their friends.
Completely agree here: ”Give fans unique access only you can provide!” – Matthew Baxter, @LFC #SportsConf
— Marijan Palić (@marijanpalic) February 18, 2015
This type of content triggers an avalanche of comments among your fans, and they will be more than happy to share this with friends on social networks. Brands can apply the same concept because very often they use celebrities whose activities would be interesting to their fans (for example, footage from a commercial shoot).
5. Everyone can create content
Content moves(is) everything today, and it can be created by everyone. It is very easy to share photos or videos from a stadium with your friends. This is how fans at sporting events create stories and share them with friends on social networks. Fans are your team’s best ambassadors! Because of everything stated, clubs need to make an effort to provide internet access at stadiums and gyms, and stimulate fans to create content.
”Everyone can be own producer, make content and push message!” – William Dickinson #SportsConf — Marijan Palić (@marijanpalic) February 18, 2015
“Everything surrounding the sport teams are content” #SportsConf
— Alima DeVerteuil (@AlimaDev) February 18, 2015
Fans on event can also create own story from own perspective, and they are best ambassadors for teams. #SportsConf — Marijan Palić (@marijanpalic) February 18, 2015
6. Athletes must be online
It is very important for athletes to be active and communicate on social networks because they are sometimes more powerful as brands then the clubs they play for. Nowadays, athletes sign better contracts because of their activity on social networks. They also attract sponsors because any message they communicate for a brand is much more powerful when published on their personal (official) social network page. The most recent example of this is Zlatan Ibrahimović in his campaign for UN World Food Programme. Through his brand and social networks he sent a powerful message and brought attention to 805 million people fighting hunger all around the world.
”Athletes are building their own brand trough video, that is new! You saw Ibrahimović ad example.” – @TheoTabah, 5by #SportsConf — Marijan Palić (@marijanpalic) February 18, 2015
Key message from athletes using social media to reflect the important causes in their lives. It empowers them too. #SportsConf #smsports
— Chandrima Chatterjee (@chandrimatweets) February 18, 2015
7. Follow everything you can on social media
Scott Kegley, Director of Digital at San Francisco 49ers, shared an interesting story at #SportsConf. It is interesting because his club was inspired by the National Geographic Instagram profile.
They analyzed National Geographic’s Instagram profile, used that same approach in sports marketing, and they hit the ‘jackpot’. We must look everywhere for ideas because sometimes they come from places you least expect them.
.@49ers used National Geographic as a benchmark for their Instagram content #sportsconf
— B Hunter (@socialBedia) February 18, 2015
“Good ideas can come from anywhere.” – Melissa Proctor, @ATLHawks | So true! Keep your eyes & ears open for inspiration. #SportsConf — Jessica Smith (@WarJessEagle) February 18, 2015
8. Don’t use all communication channels
You need to get your priorities straight and be real. It is better to do fewer things great, then a lot of things bad.
New York City FC digital team decided they wouldn’t waste resources on Pinterest because it will not help their ticket sales, which is the club’s priority. NYCFC director of digital marketing, Jayne Bussman-Wise opted for 4 channels ‘only’ – Facebook, Twitter, Instagram and YouTube.
”For us, ticket sales is important, and we can’t use Pinterest.” – Meghan Ryan, @RedSox #SportsConf
— Marijan Palić (@marijanpalic) February 18, 2015
It is also important to point out a mistake many clubs make, and that is sharing same content on all social networks. Different platforms require different content, fans look for different content on different networks, and this is why you should, as an athlete or a club, decide to use fewer social networks.
”You have to prioritise and be realistic.It’s better to do few thing right.” – Meghan Ryan, @RedSox#SportsConf — Marijan Palić (@marijanpalic) February 18, 2015
