If you can’t win social media, you might as well embrace it.
NBA’s marketing director, Dan Opallo said:
“We decided as a league rather than putting all our efforts to wrestle (fans) away from these social media platforms and get them over to NBA.com, we want to give them an experience on both.”
Sponsors are seeing more value in social media and many sports leagues are not letting this opportunity go.
They are going on Twitter and Facebook and holding sponsored contests. Even though, direct revenue from social media is relatively smaller than other revenue streams, leagues are seeing potential for huge growth. It’s all about gaining exposure, engaging fans and seeking new revenue opportunities.
“The more time and emotion and energy we get our fans to spend with us, it’s a natural and pretty short leap to think that we’ll gain share of wallet also,” said Michael Dilorenzo, NHL director of social media marketing and strategy.
“The opportunity is really to create that relationship that eventually translates into sales, but there’s no question we’re seeing some very direct translatable numbers,” said Bill Gentner, divisional vice president in charge of men’s marketing for J.C. Penney, an SB Nation sponsor.
Seems like these sports leagues have got the gist of social media:
1. Social media complements other marketing channels (website, brick and mortar)
2. Social media is not about direct sales, it’s about relationships
3. Relationships are seeds to your harvest (sales), you got to first plant it, and then take time to nurture it.
