Social networks do one thing really well: they connect people. That's a critical thing to keep on your mind as you develop a strategy. And it's a great thing for teams to think about, because they have potential to really take advantage of this by connecting their fans to their players.
Say what?
Exactly. Can you imagine walking down the concourse in an arena and having a team marketing representative stop you and say "I'd love to introduce you to (insert player)." No way. But that's exactly what social media can do. And I get a bit giddy when I see it in action.
Let's take inspiration in what the NFL's Tennessee Titans are doing.
You'll note that they have a permanent place for this feature (as permanent as digital stuff can ever be I guess). And they are elevating one person each week. (See the thumbnail in the upper right-hand corner of the page). When you click in to enter, you'll leave Facebook, taking you to the page below (or here)...
It's on this page that you can enter your question and have a chance to win. It's ironic to me that what you win is a prize package from Motorola. Cool, yes, but a bit disconnected as well. Winners are notified via email, one per week.
How could we make this better? Well for starters, anyone can give away entertainment packages. But not anyone could give away the chance to connect with a player. Fans are submitting questions - why not make the prize package the chance to watch the question being asked, in person (or even over Skype)? Let them meet the player, thus rewarding with access and making them closer in the process. Finally, post the winning question on Facebook and tag both the player and the fan in the post. Give them some social street cred after all!
And for the rest of us, take inspiration here -- the Titans are asking for input. Just don't overthink the reward system. Fans want access, and I'd love to see a few steps in this direction.
Posts
0 comments:
Post a Comment