Social Media and America's Favorite Pastime
- 1. Caitlin Moyer Sr. Manager, Advertising & Marketing
- 4. You can’t expect people to come to you. You have to meet them where they already are.
- 5. How does social media fit in with our overall marketing and advertising strategy? How does social media fit in with our communications and media relations framework?
- 6. What do we want to Set measurable goals. accomplish? • Ticket Sales Generated Increased Brand • Event Attendance Awareness/Positive Brand • Number of “Likes” or Influence “Followers” Engaging in Dialogue with • Media Coverage Consumers • Levels of Engagement Providing “Insider” Content Promoting Specific Events Selling Tickets/Fundraising
- 7. Short Messages, Photos, L inks, or a Call to Action Interact with Consumers Player Interaction 700-20,000 Followers @Bernie_Brewer @Brewers @Brewercom @BrewersCF @BrewersHistory @JohnAxford @Adidas219 @TheRealTPlush
- 8. Interact with Consumers via Updates, Photos, No tes, Links Listen in on Conversation Promote Events Ticket Offers Over 400,000 People “Like” Us Facebook.com/Brewers
- 9. “Third Party” Endorsement or Provide Behind-the- Scenes “Insider” Information Brewers Blogs
- 10. Mix of Media and Marketing There is No Offseason Event Coverage ◦ Photo Day ◦ Spring Training ◦ Field of Sweet Dreams ◦ Bowl-a-Thon ◦ Commercial Shoot brewers.mlblogs.com
- 11. $3.17 Field and Loge Level tickets for the April 6 & 7 games were offered on St. Patrick’s Day, 2010 Promoted via Facebook, Twitter, E-Mail, Blog, Staff and Message Boards Used unique passwords and click conversion rate to track the success of each medium Highest Order Number: E-mail, Facebook Highest CCR: Blog, Staff, E-mail 11,500 Tickets Sold
- 12. $4.01 Loge Outfield, Club Outfield and Loge Bleachers tickets for the April 25, 26 and 27 games were offered on April Fools’ Day 2011 Promoted via Facebook, Twitter, E-Mail, Blog, Staff and Message Boards Used unique passwords and click conversion rate to track the success of each medium Highest Order Number: E-mail, Facebook Highest CCR: Staff, E-mail, Twitter, Blog 20,000 Tickets Sold
- 13. John Axford Bobble Head Day was Easter Sunday, April 24 vs. the Astros. Packages created for $59 in the AirTran Airways Landing Zone and Harley- Davidson Deck (All- Inclusive Areas) Promoted solely through @JohnAxford Sold 100 packages in minutes
- 14. Designed as a fun, interactive promotion with a strong social media component Doubled @Bernie_Brewer’s Twitter following in one week; #1 MLB Mascot Simple, regional promotion generated overwhelming response & national attention
- 15. Blog preview of auction Pre-promotion on Facebook and Twitter Updates and Photos posted to Facebook and Twitter
- 16. Behind-the-scenes access Immediately following the game, updates went out on Facebook and Twitter Generated overwhelming response: ◦ “Trevor Hoffman” became a trending topic on Twitter ◦ Photos and Facebook posts received thousands of “likes” and comments over the next few days
- 17. Help Consumers Find Us Where They Are Promotion through e-mail blasts, in- game inventory, etc. brewers.com/connect
- 18. Caitlin Moyer Sr. Manager, Advertising & Promotions Milwaukee Brewers Baseball Club (414) 902-4596 Caitlin.Moyer@brewers.com John & Cait…Plus 9 JohnandCait@brewers.com http://brewers.mlblogs.com