Jason Frederick. Timothy Newman YORK COLLEGE OF PENNSYLVANIA. Peck LIVINGSOCIAL. Charles Harris CALIFORNIA STATE UNIVERSITY, LONG BE

Transcription

1 A Timothy Newman YORK COLLEGE OF PENNSYLVANIA Jason Frederick Peck LIVINGSOCIAL Charles Harris CALIFORNIA STATE UNIVERSITY, LONG BE Brendan Wilhide BRENDANWILHIDE Consulting Editor: Packianathan Chellad Holcomb Hathaway, Publishers Scottsdale, Arizona

2 .w contents Preface x About the Authors xiii CHAPTER f Introduction to Social Media 1 INTRODUCTION 1 WHAT IS SOCIAL MEDIA? 2 SOCIAL MEDIA WEBSITES, TOOLS, AND PLATFORMS 3 Publishing Services 4 Media Sharing Services 4 Networking Services 6 THE BACKGROUND AND RISE OF SOCIAL MEDIA 7 SOCIAL MEDIA'S IMPACT ON PEOPLE 8 Who Is Using Social Media? 9 How Do People Use Social Media? 10 BOX: Using social media to find a job 12 SOCIAL MEDIA'S IMPACT ON COMPANIES 13 Basic Information on Companies and Social Media 13 How Companies Use Social Media 14 How Social Media Impacts the Media 16 How Companies Are Measuring Social Media 17 POTENTIAL NEGATIVE EFFECTS OF SOCIAL MEDIA 18 Exposes Brands and People to Criticism. 18 Potential Damage to Employees' Companies and Careers Potential to Be Used for Destructive Behavior 19 Free Speech and Communication Issues iii

3 JV CONTENTS Athletic Recruiting Loopholes and Violations 19 CONCLUSION 20 REVIEW QUESTIONS 20 REFERENCES 20 CHAPTER 2 Introduction to Principles of Sport Communication, Marketing, and Social Media 23 INTRODUCTION 23 EVOLUTION OF SPORT COMMUNICATION 24 } The Old Model of Sports Communication 25 The New Model of Sports Communication (1990s-Present) 25 BOX: How social media has intensified the need for crisis managementand made it easier 28 THE CHANGING LANDSCAPE OF SPORT MARKETING 28 BOX: Consumers seek ads 29 BOX: How the Chicago Fire engages season ticket holders all season long 32 From the 4 P's to the 4 C's of Marketing 33 BOX: The Diadora campaign 35 Relationship Marketing 36 BOX: European sport organizations' use of mobile devices 38 Persuasion Marketing 40 CONCLUSION 42 REVIEW QUESTIONS 42 REFERENCES 43 CHAPTER 3 Social Networks and Real-time Platforms 45 INTRODUCTION 45 MAJOR SOCIAL NETWORKS 46 i Facebook 46 CASE STUDY: Facebook pages in action: Two case studies 52

4 CONTENTS Twitter 54 Google+ 56 B O X: Linkedln and sport marketing careers 57 B O X: How fans use social networking 58 THE SOCIAL NETWORK MEDIA PLAN 59 Identifying the Message 59 Identifying the Audience 59 Identifying the Medium 61 EXAMPLES OF GOOD SOCIAL MEDIA WORK 61 Teams 62 Retailers 63 The Fans 64 The Athletes 65 CONCLUSION 66 REVIEW QUESTIONS 67 REFERENCES 67 CHAPTER 4 Blogging 69 INTRODUCTION 69 WEBSITES AND BLOGS 70 WHY CREATE A BLOG? 71 BLOGGING PLATFORMS 72 B O X: Comparison of blogging platforms 73 CREATING THE BLOG ENTRY 74 Deciding on Content 75 B O X: Stay updated and find inspiration by reading up on other blogs 75 Deciding on Titles for Your Posts 76 POSTING YOUR ENTRIES 76 Establishing an Internet Voice 79 Determining Frequency 80 Developing an Editorial Calendar 81 Creating a Blogroll 81 MARKETING THE BLOG ONLINE 82 Using Plug-Ins 83

5 VI CONTENTS Marketing Through Linking and Commenting 84 Marketing Through Facebook 85 MEASUREMENT 86 CONCLUSION 87 REVIEW QUESTIONS 88 REFERENCES 88 CHAPTER S Photos, Video, and Podcasting 89 INTRODUCTION 89 PHOTOS 90 Photo Sharing Methods 90 Developing a Photo Sharing Strategy 92 CASE STUDY: Carolina Panthers' Purrsuit 93 VIDEO 95 Tips for Using Video to Make an Impact 96 CASE STUDY: SquareTrade, YouTube, & the power of the people 97 Video Sources 98 BOX: Boxer Floyd Meriweather, Jr., on Ustream 99 Creating Impact: What Makes a Video a Hit? 101 PODCASTS 104 BOX: How to create your own podcast 104 CONCLUSION 105 REVIEW QUESTIONS 106 REFERENCES 106 CHAPTER & Search Marketing 107 INTRODUCTION 107 SEARCH ENGINE MARKETING OVERVIEW 108 Search Engines and Results Pages 108 Major Search Engines 109 SEARCH ENGINE MARKETING IN SPORTS 109 SEARCH ENGINE OPTIMIZATION (SEO) 111

6 CONTENTS VII SEO Overview 111 Key Components of SEO 115 SEO Strategy and Program Development 120 SEO Challenges 123 PAID SEARCH 124 Paid Search Overview 125 Key Components of Paid Search 127 Paid Search Strategy and Program Development 130 Paid Search Challenges 132 CONCLUSION 133 REVIEW QUESTIONS 133 REFERENCES 134 CHAPTER 7 Mobile Marketing 135 INTRODUCTION 135 CASE STUDY: ESPN 136 THE RISE OF MOBILE MARKETING IN SPORTS 138 MOBILE MARKETING TACTICS, EXAMPLES, AND BEST PRACTICES 140 SMS/Text Messaging 140 CASE STUDY: Columbus Blue Jackets Text 2 Win promotion 142 Mobile Websites 143 Mobile Advertising 144 Mobile Apps 145 CASE STUDY: Redskins reward loyal fans for Foursquare check-ins 148 Mobile Commerce 149 MOBILE MARKETING STRATEGY 150 Understanding the Audience 150 Developing a Goal-Based Program 150 Selecting Content and Assets 150 Choosing the Best Ways to Reach Fans 151 MOBILE MARKETING CHALLENGES 151 Difficult to Integrate 151 Lack of Best Practices and Research 152 The Mobile App vs. Mobile Websites Debate 152

7 VIII CONTENTS Complicated Relationships Between Content Providers and Carriers 152 Consumer Confusion over Advertising and Sponsorship 152 CONCLUSION 152 REVIEW QUESTIONS 153 REFERENCES 153 CHAPTER & Marketing 157 INTRODUCTION 157 MARKETING DEFINED 158 BOX: The emarketing Association " 159 COLLECTING ADDRESSES 159 Signups 159 CAMPAIGNS 163 Creating s for Campaigns 163 Timing Your Communication 164 HoW Much Is Too Much? 165 Avoiding Opt-Outs and Being Labeled as Spam 166 MARKETING STRATEGIES 167 MEASUREMENT 168 Dashboard Data 169 CONCLUSION 170 REVIEW QUESTIONS 171 REFERENCES 171 CHAPTER & Planning and Measuring a Successful Social Media Program 173 INTRODUCTION 173 PLANNING A SUCCESSFUL SOCIAL MEDIA PROGRAM 174 Crafting a Strategy: The POST Method 174 Crafting a Strategy: Targets and Tactics 178 APPROACHES TO SOCIAL MEDIA MEASUREMENT 179

8 CONTENTS IX Direct ROI 180 Correlated ROI 182 KEY PERFORMANCE INDICATORS 183 Sales/Revenue 184 Community Size 185 Engagement 185 Website Metrics 185 SOCIAL MEDIA MEASUREMENT TOOLS 186 CASE STUDY: The San Francisco Giants and social media 186 Website Analytics Software 187 CASE STUDY: The St. Patrick's Day Clippers Gold Contest 188 Basic Social Media Management and Tracking Software 189 Advanced Social Media Management and Tracking Software 190 Surveys 191 BOX: Social media measurement checklist 191 Other Tools 191 SOCIAL MEDIA MEASUREMENT CHALLENGES 192 Lack of Objectives in Social Media Programs 192 Choosing What to Measure Is Not Easy 192 Correlation Can be Difficult to Establish 193 CONCLUSION 193 REVIEW QUESTIONS 193 REFERENCES 194 Index 195