Mediaboss Marketing

BALTIMORE--(BUSINESS WIRE)--

SocialToaster, the social marketing platform, today revealed the four rules for running a successful social media brand program, according to some of Americas biggest and best professional sports teams. These professional sports teams included the Detroit Pistons, Indianapolis Colts and Baltimore Ravens who are sharing their expertise as SocialToaster launches SocialToaster FANACTIVE, which helps professional sports teams harness social media to amplify their messages, exponentially increasing their online reach while driving website traffic, fan advocacy, and ticket sales. According to these teams, the four social media rules are: Create Content No One Else Is Making; Balance Quantity with Quality (Not Quality over Quantity); Dont Use One Voice Use Many; and Sharing beats Stalking.

Create Content No One Else Is Making

You have to listen, analyze and adjust the content you are providing your fans, said Mike Donnay, Senior Director, Brand Networks of Palace Sports & Entertainment and The Detroit Pistons. In our case, what weve learned by analyzing our social metrics is that fans want exclusive behind the scenes content that you cant get from other media outlets like ESPN. Our Instagram feed, for example, is all behind-the-scenes photos that you cant get anywhere else. But thats not something we simply created from our plan, but from using social listening and monitoring tools to understand what fans want. We then use these insights to optimize our social strategy to deliver unique content to each of our social channels.

Balance Quantity with Quality (Not Quality over Quantity)

The rule used to be do not overload your fans with too many posts, said Baltimore Ravens Super Fan and Social Media Strategist AK Stout. Then Facebook changed their algorithms and now any given post only reaches about 16% of your fan base. The general rule for Facebook now is post as often as you want, up to 5 times a day evenly timed. For Twitter, you can tweet 30 times a day and its probably ok. People are unlikely to see all of your posts, so as long as you are sharing valuable info, most followers will be ok with it. For Pinterest, it works a little bit differently you really can post as many times daily as you want. Users dont have to follow everything a brand pushes out they opt in to follow specific boards which allows them to tailor what content they want to receive.

Dont Use One Voice - Use Many

All digital channels are not equal, added Daniel Plumlee, Director of Interactive Media for The Indianapolis Colts. Sports teams have a huge range in a fans age. Each age likes to consume media in their own way. You have to tailor your message to each channel. You have to provide content they will find valuable.

We operate on the philosophy that we need to be wherever our fans are, said Michelle Andres, Vice President, of Digital Media for the Baltimore Ravens. We are very active on Facebook and Twitter but you also have to look at Google Plus and Pinterest. In fact, you never know what is going to come along and turn into the next Facebook. You have to be flexible social networks are changing all the time.

Sharing Beats Stalking

Originally posted here:
NFL and NBA Teams Reveal Their Social Media Secrets

Forget everything you ever learned about conversion funnels and traditional online marketing when thinking about social (media) marketing. When it comes to social marketing you cant simply expect customers to flow seamlessly through a series of steps as if being pulled by gravity as funnel analysis implies. Its time to embrace the concept of getting your customers to walk or run up the down escalator of social marketing.

When it comes to traditional online marketing (banner ads, email marketing, pay per click ads), you are marketing to peoples wants. Youve done your demographic studies, you know what keywords theyre looking for and you simply created ads that appeal to that audience at a particular point in their buying cycle. When your creative is effective and people click through to your website, you can allow the site to generate its own gravity to pull (guide) their interactions through a series of steps, to their ultimate goal. These steps comprise your conversion funnel.

With social marketing, youre reaching people at a completely different stage in the buying cycle. Frequently social marketing reaches people so early on that they might not even know what they want. They have no idea what the prize is at the end of the social engagement. It is through multiple social interactions that you will ultimately encourage them to walk up the down escalator to reach a prize they dont even know they wanted yet. A prize they perhaps didnt know existed when they took their first steps towards the escalator.

The customers first step is their first social interaction with you and your brand. This might simply be a response to a tweet, a +1 or a Facebook Like of a blog post. It is through these initial interactions that your customer is at the bottom of the down escalator ready to make the decision to commit to the climb or simply walk away.

As a social marketer, your job now isnt simply to get them to slowly look up the escalator and see the prize that awaits them. Your job is to entice them to take the next step and actually get on the escalator. This step might be simply becoming a fan of your Facebook page, following you on Twitter, adding you to a G+ Circle, or following your Pinterest feed. In essence theyve given you a small indication that they have some interest in you and your brand.

Once the potential customer is on your escalator, you need to make them truly want that prize at the end and keep climbing up the down escalator. Anyone who has ever attempted to walk up a down escalator knows, it takes a lot work just to stay in one spot and a significant effort to work your way all the way up. Thats exactly what were expecting from our audience. If you fail to entice or deliver what they want, theyll simply stop and take the quick and easy ride back to the bottom and perhaps try your competitors escalator instead.

At this stage in the climb your customer might simply need to catch their breath, but if you let them, theyll quickly slip away. At a minimum you need to keep them engaged just to hold them at the same spot. From an organizations perspective this is also where you need to spend a lot of time interacting with your existing and potential customers. You need to demonstrate you care about their wants, needs and interests. If they tweet out a question, you need to answer it quickly and appropriately. If theyre interacting with you through Facebook, Google Plus or any other platform, you cant let their attempts at communication fall on deaf ears. Social marketing isnt a broadcast medium (unlike TV & Radio), it is a true form of bi-directional communication.

Successful interactions and the possible next steps with your audience may include getting them to enter a social contest, share something, or like something youve done; in simplest terms participate and through that participation share your brand with their friends, family and colleagues. In this way, they are helping tell others that you exist and that they are engaged with your brand. When they do, they just might bring a few more people to your escalator (the social multiplier effect). If and when they mention your brand, dont forget to use good manners and say thank you. You are building the trust and when the time is right show them the prize.

Youre about to close the deal, you just need to have customer take that final step so they can reach the top of the escalator and step off and claim their prize. Their prize is your prize. By getting your potential customer to climb up the down escalator youve built brand loyalty and more importantly trust with the individual. They trust you with their money and in exchange you have given them your service/product. Best of all, because of all the work they did to get up and claim their prize theyre less likely to take the trip back down and start all over with a competitor. All you have to do at this stage is keep them happy.

To be successful in the social marketing game, you need to be less of a hard sell marketer and more of a sports coach. Show your potential customers the way, provide encouragement and motivation to climb up your down escalator. In the end youll both be happy with the results and when done correctly your organization will have a positive ROI.

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Up the Down Escalator of Social Marketing

BALTIMORE--(BUSINESS WIRE)--

SocialToaster, the social marketing platform, announced today the launch of SocialToaster FANACTIVE. SocialToaster FANACTIVE helps professional sports teams harness social media to amplify their messages, exponentially increasing their online reach while driving website traffic, fan advocacy, and ticket sales. SocialToaster FANACTIVE works by using its patent-pending technology to harness the power of Super Fans, individuals who are passionate about their team and excited to engage in team related social interactions. The typical SocialToaster professional sports team has 3,000 Super Fans who share content 72% of the time to a total average audience of 1.2 million people - a far more effective and affordable way to connect to fans compared to traditional cost-per-click marketing. Already SocialToaster FANACTIVE is being deployed in NFL teams like the Baltimore Ravens and Indianapolis Colts, NBA teams like the Detroit Pistons, and NHL teams such as the Chicago Blackhawks and Buffalo Sabres.

Our team has received a lot of positive feedback about using SocialToaster, said Daniel Plumlee, Director of Interactive Media for The Indianapolis Colts. Since incorporating SocialToaster into our program, we have seen a huge expansion of our messages reach. One of the best reasons to use SocialToaster is when you have a message that is vital to get out. For example when Coach Chuck Pagano was diagnosed with cancer, we wanted everyone to know right away. We offered t-shirts with 100% of proceeds going to leukemia charity. By using SocialToaster in conjunction with our Facebook page we saw our traffic increase five-fold.

Ive been a Ravens Super Fan on SocialToaster since October 2010 when I won a signed pair of cleats, said Baltimore Ravens Super Fan and Social Media Strategist AK Stout. I love being a Super Fan its my way of showing my support for the team. It makes me feel like Im more of a part of the Ravens community, and because of the exclusive content I get to share, my friends look to me as a source for team news. SocialToaster is the only program I have seen that focuses on spreading the story and the message. One of the challenges on social media is rising above the noise and clutter. To be successful on social media, a team must think outside the box and use creative new ways to reach fans. SocialToaster does exactly that and really helps their message stand out.

For us social media success is not only about sustaining our growth, but also growing our fan engagement, said Mike Donnay, Senior Director, Brand Networks of Palace Sports & Entertainment and The Detroit Pistons. Last season we had 40,000 followers on Twitter. Now we have almost 100,000 followers with the number of engaged fans per post constantly increasing. In fact, since we have started using SocialToaster we have seen a rise in ticket sales through social media and fan engagement. Super Fans are becoming the go-to person for our brand, and we make it possible for them to have exclusive content before anyone else.

Other teams are enjoying similar success. The Chicago Blackhawks signed up 2,000 new Super Fans within the first two weeks of their SocialToaster ambassador program. The Baltimore Ravens meanwhile, sign up 440 new Super Fans every time they announce a new Super Fan incentive package or prize.

We currently have about 8,400 RavensReps on SocialToaster, said Michelle Andres, Vice President of Digital Media at for the Baltimore Ravens. If an ambassador program would work anywhere, it would work with pro sports teams. We love that SocialToaster FANACTIVE allows us to enlist the help of our fans to disseminate our content and extend our reach on social media. We can quickly and easily engage with fans, measure results, and turn engagement into action.

Were seeing widespread adoption of SocialToaster by teams throughout professional sports who are joining the movement to drive revenue through their social media and brand sponsorships, said Brian Razzaque, chief executive officer of SocialToaster. SocialToaster replaces the cost-per-click model by enabling sports teams to control how often content is pushed out to their fans, as well as control the messaging. The SocialToaster platform pushes messages across multiple platforms including LinkedIn, Facebook, and Twitter whereas traditional online ad buys are relegated to an individual channel or search engine. That means we provide the viral lift at a fraction of the cost.

ABOUT SOCIAL TOASTER

SocialToaster, with corporate headquarters in Baltimore, Maryland, is a fan engagement and message amplification platform that provides a simple way to amplify the reach of messages on social networking sites by making content sharing fun and easy. SocialToaster mobilizes Super Fans of media and entertainment brands, sports teams, and other enterprise-level organizations to increase fan engagement, propel website traffic, strengthen brand loyalty, and drive revenues. As an alternative to traditional advertising, SocialToaster helps clients monetize the social channel by increasing the visibility of posts and maximizing their potential reach in a repeatable, measurable way.

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SocialToaster FANACTIVE: Helping NFL, NBA, & NHL Teams Use Social Media to Connect With Fans

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