Instagram, Pinterest, Vine and Tumblr, Oh My! • Kyle Kelly, Assistant Director of Athletic Communications, Central Michigan University • Russell Sauve, E-Commerce and Social Media Manager, Fox Theatre • Craig Ricks, Vice President of Marketing, Paciolan • Dave Brooks, Managing Editor, Venues Today Magazine • Doug Meffley, Director of Athletics Digital & Social Communications, Northwestern University • Michael Nabasny, Head of Enterprise Sales, Wildfire at Google SOCIAL MEDIA PLATFORMS BY THE NUMBERS 80 % of online adults who use the social media sites by year 71 70 67 60 50 40 2012 2013 30 20 22 21 20 16 18 17 15 13 10 0 Facebook LinkedIn Pinterest Twitter Instagram *Pew Research SOCIAL MEDIA PLATFORMS BY THE NUMBERS 64 Facebook 22 14 58 Instagram 20 22 Frequency of 47 Social Media Site Use Twitter 21 32 24 Daily Pinterest 31 Weekly 45 Less Often 14 LinkedIn 34 52 0 10 20 30 40 50 60 70 *Pew Research MILESTONE CAMPAIGNS TICKETPOP – DATA ACQUISITION GREAT SOCIAL ENGAGEMENT EXAMPLES COCA COLA BOTTLE RUMOR GOOGLE STREET VIEW GOOGLE SPOTIFY ENGAGEMENT PINTEREST ENGAGEMENT PIN IT TO WIN IT SPORTS STREAM FRONT PAGE ASK AND YOU SHALL RECEIVE “GAMEDAY FAN VOTE” CMU Football Day after Thanksgiving - Value customer’s opinion - Drive attendance - Voting entered fans in a contest to win sideline passes/upgraded seats - Allowed to build data base of fans for email marketing - Fans could vote on - Jerseys - Kickoff time - Kickoff song MOBILE AND SOCIAL STATS 61% of adults 874 million 65% of time During the and 78% of users check spent on holidays 17% Millennials Facebook via social of digital sales own a smart mobile each networks originated phone month happens on from mobile - 93% of - 507 million mobile devices, a adults own a each day devices 46% increase cell phone YOY MOBILE AND SOCIAL STATS 61% OF PEOPLE HAVE A BETTER OPINION OF BRANDS WHEN THEY OFFER A GOOD MOBILE EXPERIENCE .* *Latitude research WELLS FARGO CENTER BIG TICKET CONTEST MOBILE FIRST STRATEGY GOOGLE ZERO MOMENT OF TRUTH FEATURE GOOD CONTENT FEATURE GOOD CONTENT FEATURE GOOD CONTENT FEATURE GOOD CONTENT SPONSOR PARTNERSHIPS DIGITAL WEB GUIDES Pages can be created with limited experience in Adobe systems. All interactive and compatible with web and mobile. SPONSOR ACTIVATION VIA SOCIAL TELL A STORY – MAKE IT VIRAL PORTLAND TRAIL BLAZERS – INSTAGRAM VIDEO ENGAGE FAN’S PASSIONS MARYLAND FANTASY FIVE STORIFY SCHEDULE CARDS FOR KEVIN - Started with a blog post - Seeded via influencers - Ended in great PR THE POWER OF SOCIAL MEDIA “FISHER EFFECT” Take advantage of opportunity… LEVERAGING EVENTS OUTSIDE YOUR VENUE LEVERAGING EVENTS OUTSIDE YOUR VENUE LEVERAGING EVENTS OUTSIDE YOUR VENUE LEVERAGING EVENTS OUTSIDE YOUR VENUE LEVERAGING EVENTS OUTSIDE YOUR VENUE WHAT DOES THE FOX SAY? WHAT DOES THE FOX SAY? WHAT DOES THE FOX SAY? WHAT DOES THE FOX SAY? USER-GENERATED CONTENT GOOGLE CONTENT PLACE SAVER SOCIAL MEDIA SHOPPING BY THE NUMBERS Pinteterst $199 Facebook $92 Average Order Value Twitter $58 $0 $50 $100 $150 $200 $250 Average Conversation Rate CYBER MONDAY TICKET BUYING OPPORTUNITIES SOCIAL SALES, RETARGETING & FACEBOOK TARGETED POSTS CMU Athletics Digital Advertising/Return - Total Spent as of 12/2/13: $4,319 - New Revenue Generated: $30,968 - Total Gross: $26,649 SOCIAL AS A CUSTOMER SERVICE CHANNEL SOCIAL AS A CUSTOMER SERVICE CHANNEL SOCIAL AS A CUSTOMER SERVICE CHANNEL GOOGLE Questions? .