User Generated Content Turning Every Fan into a Super Fan! By Nature, the sporting world is competitive. Fans are a critical component to the success and support of a sports team. Teams want more than the average fan that watches games on the weekends. Teams need super fans. Staying connected with fans is essential in the development of support and revenue. Solve the problem by integrating fans into your marketing strategies. Who better to tell you what fans want, than the fans? References: http://www.searchenginejournal.com/4-fun-ways-to-get-user-generated-content-on-your-website/48495/ http://searchengineland.com/guide/what-is-seo

Integrating UGC into Existing Sports Marketing Strategies Advertising – TV, Radio, Mail, Print, Billboards Promotion – Special Events, Contests, Discounts, Community/ Youth Outreach Sales and Merchandising – Team Gear and Products, Clothing, Sports Equipment Online Marketing – Websites, Banner Ads, Per Click User Generated Content – Blogs, Fan Sites, Chat Forums, Word of Mouth Integrating UGC in Existing Strategies Traditional marketing strategies are effective and make concerted efforts to reach fans. However, they are often costly and lack the personal touch that fans need to feel a part of the team Special events and functions give fans an opportunity to directly interact with teams and players, making them feel a greater connection to their favorite team. However, these events are time consuming and costly. How does one stay connected with fans on a daily basis? How do you let the fans know that you are listening, even if you are in different cities? Continue with existing and effective marketing strategies, but begin embracing new strategies that are not only cost effective, but usable across multiple platforms. This is the direction marketers are heading. 58 percent of businesses are planning to increase their social media marketing to boost their online presence this year. References: http://homebusiness.about.com/od/marketingadvertising/a/Types-Of-Marketing-Traditional-And-Internet.htm http://www.searchenginejournal.com/4-fun-ways-to-get-user-generated-content-on-your-website/48495/ http://www.brafton.com/blog/four-winning-sports-social-media-marketing-campaigns-you-can-learn-from 58% of businesses plan to increase their social media marketing to boost their online presence this year.

Incorporating Multiple Strategies for Greater Impact

User Generated Content Expanding Your Reach UGC Fan Blogs Staying connected to fans at all costs. Do not limit your reach. Continue to use the heavy hitters, such as, Facebook, Twitter, YouTube and Instagram. Begin integrating additional sites, like Pintrest, Enneagram and Tumblr. Create value in personalized team sites, such as, fan sites, blogs and player webpages. Put the power in the hands of the public. Team Fan Site Individual Player Webpages

Multi-Platform Capability Keep experience consistent across platforms Individuals can transition from computer, tablet or smart phone throughout the day with minimal experience difference.

Make an Easy Connection

What Makes a Successful UGC Page? The Fans! Devoted Fans Attend games. Buy products and merchandise. Review sporting websites. Blog, message and like content. Paint themselves blue to support their team! Fans are the lifeblood of any team. Never under estimate the power of a devoted sports fan!

Make Your Fans Part of the Team Connect Engage Encourage Individuals are more likely to return to webpages in which they have posted content. Make Your Fans Part of the Team Connect with fans by reaching out using UGC webpages. Engage fans by making the webpages information and interactive. Encourage fan participation and interaction. Make sure they visit team web on a regular basis, keeping them informed and constantly engaged. Make the content easy to access References: http://www.searchenginejournal.com/4-fun-ways-to-get-user-generated-content-on-your-website/48495/ http://www.squidoo.com/time-spent-on-lens

Notable Teams that have embraced UGC and Fan Participation Campaign resulting in $17,000 in revenue increases. Fan contest generated 4 million Facebook impressions. The New Jersey Devils Within the first 6 months Facebook fans increased by 70,000 Twitter increased by 600 new followers per week Campaign grossed over $17,000 in revenue Baylor Bears After 3 weeks of new fan reward program/contest Generated 4 million Facebook impressions An overall increase of 8 thousand new fans Michigan Wolverines 24 hour ticket pre-sale promotion Generated 7,000 fan likes on Facebook $74,000 in ticket sales Facebook fans increased by 70,00 The University of Oregon Ducks 7th Largest Social Media presence in college sports 500 combined Facebook and Twitter Followers Increased game attendance 24hr pre-sale resulted in $74,000 in ticket sales. 500 combined Facebook and Twitter followers.

NJ Devils’ “Mission Control” makes loyal fans part of the team NJ Devils Make Fans Part of the Team Devoted “super” fans are turned into broadcasters on game day. They report back to the public and fellow fans, on websites, blogs and chat forums. Devoted fans work of 12 hours at a time on game days, all without pay! Fans are fighting over this coveted fan volunteer opportunity.

University of Oregon “Quack Cave” is Social Media Hub University of Oregon is the First College Team to Have Command Central for Fans Inspired by the NJ Devils, the University of Oregon introduced the “Quack Cave” to interact with fans. The high tech Quack Cave was designed entirely by University of Oregon students. The Quack Cave allows fans real time interaction on Twitter, Facebook and other social media sites. UGC leads to solid results for both the Devils and the Ducks. References: http://espn.go.com/blog/pac12/post/_/id/42326/oregon-opens-the-quack-cave http://www.cbssports.com/collegefootball/blog/college-football-rapidreports/19755930/oregon-unveils-the-quack-cave http://www.goducks.com/

Avoiding Potential Pitfalls Keep content fresh and consistent Actively respond to fans Make links easily accessible Give back to the fans/Call to action Contests Giveaways Highlighted fan of the week 40% of users do not return to a site when their first visit is a negative experience. Providing fresh and unique content to customers is key in keeping your brand relevant to your target audience and maintaining them as customers and fans. Respond to fans and let them know you are part of their conversation. Keep it simple. Simplicity and consistency are key to maintaining user engagement. Keep a user interested, and they will continue to return to the site. References: http://www.experiencedynamics.com/science-usability/facts-and-stats http://www.chromaticsites.com/blog/the-dos-and-donts-of-website-navigation-usability/ http://www.searchenginejournal.com/4-fun-ways-to-get-user-generated-content-on-your-website/48495/

Staying Connected in a Smart World Updates on the go. Current Stats and Scores. Broadcast Updates. Fantasy Teams. Blog Postings. Staying Connected in a Smart World In an era of the smart phone, fans can stay connected with their team 24/7. The touch of a button allows users to connect while on the run. Whether on the train, in the office or at school, you can stay updated on the latest team information. Even a student studying abroad, can continue remain connected to their favorite sports team Quick Smart Phone Stats 48% of American adults have smartphone. People ages 18-24 - 62% People ages 24-34 – 67% People ages 35-44 – 58% 83% of travellers are active on social networks while on the road. Staying connected with mobile applications is key to remaining relevant in the sporting world. References: http://blog.timesunion.com/seo/smartphone-penetration-reaches-48/716/ http://www.newmediatrendwatch.com/markets-by-country/17-usa/127-social-networks-and-ugc

Keep Them Coming Back Keep Them Coming Back Quality content will encourage fans to “stick around”, remaining on the webpage for as long as possible. The more connections that are made, the more in resulting online promotion. The more fan postings on a site, the greater the content and fresh information Fan UGC will continually be updated, engaging and meaningful, making that personal connection with each fan. References: Article: Lindic, Jaka. Triangle of Content Success http://www.squidoo.com/time-spent-on-lens

Resulting Effects of UGC Additional Team Exposure Fan Involvement/Dedication Increased Ticket/Merchandise Sales Brand Growth/Promotion/Increased Attendance AD DOLLARS! User Generated Content leads to the increased exposure and public interaction of fans and additional team exposure. Additional online team exposure allows fans to stay involved and engaged. The more a fan feel apart of the team, the more likely they are to continue to be longer term supporters of the organization Increased Fan interest will lead to more ticket sales and less empty seat in stadiums. The larger the stadium attendance, the greater the brand growth and potential advertising opportunities. Full stadiums lead to the greater advertiser interest. Interested advertisers means increased revenues.

UGC Bottom-line UGC Support Good for the team. Good for the fans. Good for the bottom-line. Ensuring that no money is left on the table.