Stay Idle, Or Go Viral

Viral marketing; a marketing technique in which brand awareness is increased through the network effect of the internet. Viral campaigns have become very popular in recent times, greatly due to the increase of internet activity. Thanks to the large number of internet users, as well as the large number of networking and sharing websites, popular campaigns will be known worldwide in just a couple of days.

This ability for users to share and connect with people offers a great marketing tool that  can significantly boost awareness of a brand, as well as product sales. Viral campaigns are targeted at individuals with high social networking potential, as these people have a higher probability to spread and share in a short period of time. Websites such as Facebook, Twitter, Reddit, and YouTube are great sharing tools for users and popular content can easily reach millions of people, and that means reaching millions of potential consumers.

Although, viral campaigns are not always successful and so it is not in anyone’s best interest to attempt to produce a viral campaign, it would be better to produce an advertisement and hope it goes viral. Even though viral campaigns can sometimes be hit or miss, there are many examples of very successful advertising campaigns that have gone viral and become very popular. One of the best and most recent examples of this is the Old Spice commercials. These were HUGELY successful and increased brand awareness significantly. In the sporting world, Sporting Portugal, a Portugese football club, had an interesting advertising campaign in which they created an interactive ad where the viewer entered their name and phone number and the manager in the ad would ring them up and request they buy a season ticket (all in time with the video). This a very interesting approach and proved to be quite successful.

Viral marketing shows just how great social medias are for promoting brand awareness and product purchase. With this new connection between everyone in the world, businesses are able to reach every corner of the globe. Social medias are certainly the future for marketing and advertisement.


To Tweet, Or Not To Tweet

Twitter is currently the second most popular social networking site in the world. Seated just behind Facebook in popularity, Twitter receives an estimated unique monthly visitor number of 250 million people (Facebook receives 750 million). This makes Twitter one of the best ways to connect with people through social media. Although I have never used Twitter in my life, I constantly hear about news, events, and controversial things said by famous tweeters, which shows just how quickly things said on Twitter spread across the rest of the web.

One of the reasons why Twitter is such a good resource for businesses to use is the constant connection that is provided by the network. Twitter is a website that users usually like to keep up to date with and it can be constantly used whether at home, work, or travelling. Access to Twitter through cellphones has made this social media easily accessible anywhere in the world.
A 2009 article from The Dominion Post, a local Wellington newspaper, talks about the constant connection Twitter provides and even gives a few examples of business in Wellington that used Twitter as it was just emerging onto the scene. One business used Twitter to offer a coffee special and managed to sell more coffees than it had in the previous three weeks. Although there are examples like this, it is difficult to measure the actual benefits from Twitter, although it does provide plenty of exposure for businesses.

There are four ways that companies have been found to use twitter for business. These are; direct, indirect, internal, and inbound signaling.
The direct approach – this approach is the most common use, in which the business uses Twitter for marketing and public relations.
The indirect approach – this approach lets employees use Twitter, and “as the employees use Twitter to enhance their own personal reputations, the company’s reputation is also enhanced by proxy”.
The internal approach – this approach is used for sharing ideas and communicating about projects within the business, although this is not recommended due to the fact that most of this information is usually confidential.
The inbound signaling approach –  this approach is about “listening” to what is being said on Twitter about the business rather than actually using it to communicate.
This article also recommends making sure employees understand the limits of what is acceptable for posting and encourages having a defined public web participation policy within the company. This is very important for a business, as it will make sure that the image being sent out by their employees is the desired one.

Twitter in the sporting world is very popular and many sporting stars have a Twitter account, letting you know about everything that is going on in their life as well as their opinions on current news and events. Twitter is the easiest fan-star communication system in the world so far, and provides great feedback and exposure to sports clubs, as well as individuals.
Due to Twitter’s popularity, the social media can make someone famous overnight. A great example of this is the recent explosion in popularity of Jeremy Lin of the New York Knicks. #Linsanity became a trending topic on Twitter for a week as Lin turned in some brilliant performances. The popularity of Lin was reported to have lead to an increase in New York Knicks games broadcast in Taiwan, China, and the Philippines (obviously leading to a boost in income and exposure for the Knicks).

But is Twitter use worthwhile for both sports players and businessmen? All big names on Twitter are virtually a click away from destroying their image. This article asks the question, “is Twitter worth it?”. One poorly worded tweet could cause a big problem for any representative of a business or sporting club. Is this a risk worth taking due to the many positives of Twitter? There are also many stars that don’t have Twitter accounts that are doing great with their fans (such as Peyton Manning, and Lionel Messi).

I believe Twitter is a great social media for instant exposure and provides great communication between the business and it’s stakeholders. Although there are problems that may occur, enforcing proper use of the site should prevent these problems. Making sure that individuals don’t cause any harm towards the business is something that must be constantly monitored and avoided to provide good marketing.

What is your opinion on the use of Twitter in businesses or sport? Feel free to leave a comment and let me know your opinion!

Sports Marketing Through Social Media

Sports leagues and clubs are just like any other business, and the use of social media types by sports teams have proven to be a very effective way of connecting with fans and other teams and in turn boosting ticket and merchandise sales as well as increasing tv viewership.

Sports is very much based around the fans, because without fans there would be no sport, and just like every other business, sports teams main objective is to make a profit and to grow larger. Therefore, the 4 C’s of social software are very relevant to sports teams. These 4 C’s are:

  • Communication
  • Cooperation
  • Collaboration
  • Connection

Social media allows sports clubs to communicate and connect with their fan base and make the fans feel more involved with the club than they would have felt when social media wasn’t around. It also grants the ability for clubs to collaborate and cooperate with other clubs and leagues worldwide, instead of only limiting their connections to local teams or teams from the same country. The development of social media such as Facebook and Twitter has opened up a new market for sports teams to advertise themselves and the big bonus is that social media is all free. All sports teams should be involved with social media in one way or another so as to take advantage of this.

The growth of sports clubs in social media can be seen in the statistics for English premier league clubs social media in January 2012. These statistics are a great example of the massive marketplace these social media sites open up. Manchester United has 21,265,375 ‘likes’ on Facebook, which means that everything that is posted by the club onto their Facebook page is seen by over 21 million people. A simple post advertising a sale at the online store could reap a large profit for the club.

Some of the most well known teams in the world have massive Facebook followings, and this gives these teams fans worldwide and builds up their popularity around the globe instead of keeping them known in just on city or country. As seen in this article, Barcelona, Real Madrid, and Manchester United all have over 10 million fans on both Facebook and Twitter (as of April 2011).

I believe that social media is one of the most important marketing opportunities for modern day sporting clubs. Many doors have been opened by social media and everyone should be involved with it.

Do you agree with this statement? Do you not? Leave me a comment to let me know what you think!