1. + Who knows you best? A movement into User Generated Content Making better use of the internet to build your sports team brand by integrating fan User-Generated content into your website. “Share the memories” “Be part of the team” Fans are #1 UGC Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion

2. + Using Fan-Generated Content to fuel the conversation. Who knows you best? When it comes to sports, no one is more passionate, devoted and engaged than your fans. There is no comparison to the die-hard fans, who paint their faces, live stream games, tailgate, buy merchandize and fuel the conversation. Without fans, there is no game. Fans define the rules of the game in this new social environment. Who better than them to drive content into your website and leverage your marketing efforts. Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 2

3. + Our UGC Mission: Building your sports brand community online Through User Generated content, we can build your brand community online and deliver a compelling user-experience that: Increases your online presence & drives traffic into your site Encourages subscriptions and website signups Engages current fans and captivates new ones Generates new revenue through sponsorship Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 3 Foster conversation Persuades fan prospects Lead to revenue & popularity

4. + Benefits of User Generated Content Brand Awareness Brand Integration Brand & Consumer Relationship Brand Loyalty Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 4

5. + Brand Awareness The power of Social Media and UGC Building your SM and UGC to enhance sports Expanding awareness globally Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 5 By: Carolina Murillo

6. + The Power of User-Generated Content Its impact thus far: Social media is the most popular online method of interacting with other sports fans among those 18-24 When it comes to the athletes they follow, 60 percent of NBA fans said they are most interested in hearing that player’s thoughts about the recent or upcoming game/match 3.5 Billion- the amount of content shared each week on Facebook 17% of fans comment on games they are watching via online blogs or social media sites “155 million- amount of Internet users that will consume some form of user-created content this year ( up 116 million since ’08)” Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 6 Sport and social media are obvious partners. Sport provides ‘live’ excitement and social media lets you share the moment with your friends *http://www.adweek.com/news/advertising-branding/emarketer-user-generated-content-difficult-monetize-111223

7. + Build your UGC to enhance sports Making better use of each site: Facebook- use for team news, stories surrounding players, team photos YouTube- use to post old games, after game interview, fan reactions, game highlights Twitter- use for score updates, athlete’s personal tweets, contests Tumblr- use for more photos and game analysis by other fans Istagram-Use to connect to player’s personal pictures outside of the game, fan photos, and game photographs Pinterest-use to drive merchandise and general sports photos Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 7 With the explosion of new social media platforms, the amount of UGC is endless. Fans are constantly online sharing, liking, commenting, and clicking away. Use this valuable information to connect your team brand, your athletes and the fans.

8. + Sports Awareness, Did you know? Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 8 A survey by Catalyst Public Relations to conducted among a sample of 1,934 sports fans age 13-64 who are members a national online consumer survey http://www.catalystpublicrelations.com/wp-content/uploads/Catalyst-2012.pdf

9. + Expanding team awareness globally. Globally there are over 460 million fans who ‘like’ sports teams on Facebook and almost 100 million fans ‘follow’ teams on Twitter Fans are constantly seeking livestream videos and links on forums. With UGC, we can alleviate this stress and make tis content available for everyone to see worldwide It all starts with one fan, one believer to spread the word and influence others. Today it is way easier to share your passions with others worldwide Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 9

10. + Brand Integration Why integrate UGC? How to integrate UGC? When is the time to get connected with UGC? Understanding the results of integration Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 10 By: Lina Orbes Diaz

11. + Why integrate UGC between social platforms? In order to achieve maximum visibility and user integration, the team must expand itself unto as many social platforms as possible. An integrated UGC foundation must be created to gain fan loyalty. The success of integrating UGC is based on how well the team uses social networking sites to share content, opinions and experiences with their fans. There is no better way to build a lasting relationship between the team and its fans than to offer the fans the ability to communicate through UGC networks; such as Facebook, Twitter, YouTube, etc. Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 11 The importance of having a social media presence BUILD the brand: “Vital marketing departs from traditional advertising in its reliance on consumer word of the mouth (WOM) instead of mass media as the message conveyance vehicle” - Geoffrey Precourt, What We Know About Social Media http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=84295232&site=bsi-live&scope=site

12. + How to best integrate UGC? Stay connected within all the UGC platforms… Maintain a consistent theme and layout throughout all networking platforms Use Hashtag, Share and Quote to highlight trending topics Attach URL to link one UGC site to another Create and/or join forums, groups and events where fans can blog, share news and post updates Allow fans to share pictures, videos and comments back and forth amongst the multiple UGC sites. Friend, tag and follow sports teams, athletes and other fans! Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 12 The best way to integrate user-generated content when marketing a sports team is through cross platform consistency.

13. + When is the time to get connected with UGC? Every year a new social media outlet surfaces on the internet, and due to the massive diversity of media platforms, teams have the ability to be in all the places that their fans are looking to find information about their favorite teams. This integration not only builds on the team’s popularity but also allows the fans to create a stronger and more personal bond with the team. Due to the major buzz created by UGC, fans are more likely to want to share any updates they have about a team with fellow aficionados, creating an even bigger buzz that draws in more fans. Social networking makes creating UGC very simple - however & whenever!! THE TIME IS NOW! With the excessive use of social media by people of all ages, it is an easy, effective and inexpensive way for a business to promote itself using the UGC provided by these media outlets. Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 13

14. + Understanding the results of integration. GET CLOSER TO YOUR FANS!!! Free social networking and micro-blogging enables… Receiving updates on information relevant to your favorite team through UGC newsfeed updates. Sharing information, pictures and videos with friends and fellow fans; retweet, favorite, like and comment. Taking part in special offers, contests and sales. Using UGC to answer questions, address issues and pose inquires about your favorite sports teams! Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 14

15. + Strong Brand & Consumer Relationships  Athletes can interact with fans  Fans are able to share content Fans are reminded of their value Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 15 By: Carlos Encarnacion

16. + Athletes interaction with their fans Athletes can build a stronger fan base and gain new supporters, allowing them to expand their brand Fans feel more connected With websites like Facebook and Twitter, athletes can make themselves more accessible to the fans and “humanize” themselves Athletes can discuss their opinions in an instant Athletes can now express their views on hot topics and even confirm or deny rumors Athletes are more able to maintain relevancy post career After retirement from sports, athletes can easily maintain popularity through social media and ensure endorsement deals and other sources of income Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 16 http://lewishowes.com/social-media/3-reasons-athletes-should-use-social-media/

17. + Fans are encouraged to “Share the Memories” There will be proof of fan dedication Fans can share content such as videos and pictures taken with their favorite athlete Fans can also help promote their favorite athlete with their content i.e. hash tagging the athletes name when posting content Fans will feel more involved with their favorite Athlete’s brand Fans will feel as if they have an involvement with athlete's brands with their own content on the athlete's personal website Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 17

18. + Remind Fans that they are valuable Social media allows for more useful methods that encourage fans to continue their support i.e. contests, sweepstakes & giveaways With sweepstakes and other fun contests, athletes are creating publicity that draws attention to their brand and/or any product they are sponsored by Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 18

19. + Brand & Consumer Relationship Athlete’s Twitter Fans feel more connected and getting personal with athletes because athletes control their own twitter sites Never before seen/behind the scene inside look images of athletes on/off the court Encourage Fan to “Share the Memories” Stream on main site videos, comments, tweets that fans post Remind Fans that they are valuable Weekly emails Giveaways Contest Shout-outs Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 19

20. + Brand Loyalty Fan Clubs Corporate Sponsorship & Promotion Benefits for both the fans and team Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 20 By: Jordan Storey

21. + Fan clubs aligns perfectly with the organization’s goals Fans clubs promote the awareness of the organization through the use of social media Fans buy the tickets and the merchandise of the organization. Fan clubs can increase attendance to games through the use of promoting the organization Fans clubs keep up-to-date information about the organization Fans can promote corporate sponsors as well, thus strengthening our alliances Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 21

22. + Corporate Sponsorships provides a benefits for the organization UGC creates media buzz and gains a lot of media coverage Provides advertising revenue to the organization Excellent way to get the organization notice Creates better experience for the fans Establishes relationship for future sponsorship Helps drive advertising campaigns Can help build new areas of business for organization owners Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 22

23. + Corporate sponsorships can generate high profits In 2006, Coca-Cola provided the football league with !5 million Euros For the 2014 World Cup FIFA rates for partnership was between 150 million – 200 million Euros The London Organizing Committee of the Olympic Games sought up to 100 million for each major sponsorships For the World Cup has the potential to generate an extra 8.5bn for the mobile industry Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 23

24. + Benefits for both the fans and team How it benefits the fans Consumer focused initiatives, providing a better fan experience Exclusive content and offers are created for the fans Are provided with constant new information and updates Engages fans more into the organization How it benefits the team Establishes stronger ties with the fans and solidifies brand loyalty Increased revenue through fan support by purchasing merchandise, tickets, etc. Free promotion through fan excitement and interest through sharing on their personal social media More exposure through corporate sponsorship, able to reach larger audience Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 24

25. + Understanding the pros/cons of UGC Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 25 Positive affects of UGC Negative outcomes Do’s and Don'ts to follow By: Kayla Sfiligoj

26. + There can be negative impacts if teams don’t correctly handle UGC. Content Availability Much of the content that is around the Internet regarding out team (highlights, game streaming, and press releases) is available on a number of different sites. It is imperative that our social media outlets include content that our fans cannot find ANYWHERE else. We can share behind-the-scenes photos, interviews, and special moments to remember. Copywriter Infringement The content that users may be illegal Close attention needs be given to content when contests are held. It is very easy for content to include copyright material (even very small. This would create a legal nightmare. Fans may also create false stories in order to win contests, giving unfair advantage to the majority. Unpredictability Fans are diehard – good and bad. There may be times when the content is negative. It is imperative that we go along with the information, responding to negative fan reactions, rather than deleting information. Confusion It is easy to fake anything on the Internet. The relationship between us and our fans needs to be as transparent as possible. This will eliminate the possibility of bad fake profiles of our team. By keeping an integrated name throughout the social media channels. HOWEVER…. There is no such thing as bad publicity. We would rather have people talking about us than forgetting about us. Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 26

27. + When properly monitored, UGC has numerous positive results. Widespread promotion The biggest positive of user-generated content is the ROI. For very little money (besides the time needed to monitor and guide activity) the users can create a buzz around the team far beyond anything that we could do single-handedly. Be apart of something By allowing the fans to share content, they are able to feel like an extended part of the team. This creates a stronger bond between team and fan. The fans may even act as a PR team when necessary. The user ‘voice’ on our social media platforms allows our loyal followers to defend the team against rivals or nay-sayers when conflicts arise. Increases SEO This is especially important for smaller teams or ones that haven’t yet established an online fan community. The more interactive your fans are, the more Google will recognize your ‘brand’/team. Qualitative Measurements There are qualitative ways to measure the success of the different media accounts. ((Total Likes / number of photos posted on a given day) / number of followers) x 100 = Average Engagement Rate Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 27

28. + There are many Do’s & Don’ts to follow when interacting with fans. DO cross promote the content between channels to ensure all users will get the unique material (make sure you don’t use the same exact statements on every site). DO use both internal (players, executives, employees) AND brand advocates (sports writers, fans) to generate a non-stop conversation around the team. DO listen to your fans and adjust the content provided. Make sure that you are providing a unique experience that no other team is offering (Brand advantage). DO allow the fans to interact, create discussions that are worth-while and have a true outcome. (Ex: Who gets the game ball survey?) DO use the same team name consistency on all platforms. DO always allow your fans to create and share pictures, parodies, memes, and videos. DON’T forget to register your URL so that fans are able to easy access your pages, and so others cannot impersonate you. Don’t use irrelevant names for media sites that may confuse new and current fans. This may also dilute the team image. DON’T forget that quality is more important that quantity. Do not just flood your fans with small, insignificant pieces of information. They come to the site to find unique information. We want to gain fans instead of push them away. 28

29. + Be better than your competition Sites/Teams that are using UGC to their advantage Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 29 By: Kayla Sfiligoj

30. + Besides competition, other teams can be emulated for their effective UGC. Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 30 Tumblr- Lakers The Lakers created a successful Tumblr page by laying out aesthetically pleasing unique photos, a personalized navigation bar, and easy widgets that connect the multiple social media channels. Facebook- Knicks The New York Knicks have also realized the importance of integration between sites. On their personalized cover photo, they include clickable icons that bring fans to other social media sites. They also provide fans with special content lie practice photos and all-access videos.

31. + Besides competition, other teams can be emulated for their effective UGC. Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 31 Twitter- PhilliesInstagram- OKC Oklahoma City Thunder uses the social media outlet, Instagram, for more than just sharing pictures during a game to their almost 200,000 followers. This team made sure to include behind-the-scenes photos, photos with fans, and pic-stitch photos. Phildelphia Phillies understand the purpose of Twitter. They are the most followed team outside the NBA. They tweet injury updates, promos, in- game updates, announcements, and trivialities.

32. + “By your fans, for your fans” Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 32

33. + Work Cited "A Slam Dunk! Celtics Take An Interest In Pinterest." Response 21.4 (2013): 28. Business Source Premier. Web. 24 Feb. 2013. Broughton, David. "Survey: Social Media Continues to Fuel Fans." Sportsdaily.com. N.p., 22 July 2012. Web. Carter, Ben. “Digitally enhanced.” Marketing (May 2006): 44-45. ABI Inform. Web. 23 Feb. 2013. DeClemente, Donna. "Donna's Promo Talk - Promotional Marketing That Creates Excitement and Gets Results." Donna's Promo Talk. N.p., 28 Sept. 2011. Web. 23 Feb. 2013.. "EMarketer: User-Generated Content." Adweek – Breaking News in Advertising, Media and Technology. N.p., 28 Jan. 2009. Web. Geoffrey, Precourt. "What We Know About Social Media." Journal Of Advertising Research 52.4 (2012): 389-390. Business Source Premier. Web. 24 Feb. 2013. Gillis, Richard. “Worthwhile Associations.” Marketing, suppl. The Ultimate Marketing Manual (Dec. 2006): 46-47. ABI Inform. Web. 23 Feb. 2013. Howes, Lewis. "3 Reasons Athletes Should Use Social Media." Web log post. Lewis Howes RSS. N.p., n.d. Web. 24 Feb. 2013. Kendall, Augustin. "What User-Generated Content Can Do for You." Business 2 Community. N.p., 26 May 2012. Web. 23 Feb. 2013.. Natelli, Alex and Pauleen, David. “Diehard Fans: The Wellington Phoenix and Yellow Fever.” University of Auckland Business Review (Autumn 2011): Vol.13 Issue 1. Business Source Premier. Web. 23 Feb. 2013. TEAMTalk BroadcastLtd. “Sports Broadcasting: Rising Players.” New Media Age (Jul. 2006): 25. ABI Inform. Web. 22 Feb. 2013. Warden, Chris. "Content Marketing like a Professional Sports Team." Spread Effect. Disqus, 20 Nov. 2012. Web. 24 Feb. 2013. http://spreadeffect.com/content-marketing-like-a-professional-sports-team-2/. World Telemedia. “World Telemedia: Ready for kick-off.” New Media Age (Apr. 2006): 27. ABI Inform. Web. 23 Feb. 2013. Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 33

34. Team: Carolina Murillo, Jordan Storey, Lina Orbes Diaz, Kayla Sfiligoj, Carlos Encarnacion 34