Welcome back to The Sports Ace, where optimism over our Boys of Summer (Go Twins!) always reigns supreme this time of year. Especially when we sign a Gold-Glove All-Star for a bargain price at the start of camp.
Maybe the most fascinating part of social media for me is the voice that people choose to take with the various interfaces like Facebook, Twitter, LinkedIn, etc. There are so many ways to use these sites, and engage in direct conversations of all types with others. But should people interact differently with each other and show different sides of themselves on the different sites? What are the best practices for how to use each interface? Does it even matter?
It seems that most social media veterans have at some point thought about how they want to use these sites, how they want to represent themselves on each one, etc. Conversely, I find that many social media newbies - and even some veterans - haven't seriously thought about how they come across through the different social media channels. Every Tweet, Facebook wall post, status update, group you join, etc. speaks to who you are and what other people will think of you. Put another way, everything about you in social media speaks to your own personal brand.
So the question then becomes: are you presenting yourself on social media the way that you want, and giving the perception of yourself that you want others to have? Is your online self adding value to the community that you are a part of? What are the potential consequences of how you represent yourself, and are you okay with them?
Personally, I believe in using each site differently. Each one seems to have a different vibe, set of users and reasons for existence. Plus, I have many different roles in life just like anyone else, so I give each of those roles the attention/respect I think they deserve on the site that I think they align with the closest. My Facebook profile is my personal social media tool - for personal connections (friends and family) only. My LinkedIn profile is for my professional life only. And my Twitter, loosely defined, is a strategic combination of the two. Sure, there's plenty of overlap in who I engage with on each site and what we talk about. But those people that I connect with through all three sites could look closely and see a different side of me on each one. The content I post, the conversations I have and the tone I use are different for each site. But I am very careful that everything I do supports who I am, my values/beliefs and how I want others to see me in the online world. It works for me.
If you haven't thought about this, then you probably should. And if you have, well, maybe it's worth doing again. Are you portraying yourself in a way that's true to who you are and what you hope to get out of your investment in social media? If the answer is no, then you probably should make some changes. It could mean editing your profile, or restricting what you Tweet about, engaging more with certain contacts or any number of other things. But give it some serious thought, and I think the process will help you achieve your social media goals.
As always, thoughts/comments are more than welcome. What is your social media voice?
I'm out like scoring in the mens' basketball version of the Big Ten Conference.
Monday, February 23, 2009
Thursday, February 12, 2009
Nike: The Sports Marketing Giant Cuts Back?
Welcome back to The Sports Ace, where our teams are always locks for the Big Dance...never on the bubble.
News broke today that Nike, a true heavyweight in the sports marketing business, may cut its budget in that area due to economic considerations (link to a story: http://tinyurl.com/dh2zu4 - thanks to Ron Goch - @RonGoch - for Tweeting it over).
The article raises some interesting points, which I'll elaborate on briefly:
--Potential cuts in partnerships with athletes would be made among lower-tier players, preserving relationships and contractual agreements with better-known stars. If you have limited marketing dollars, you have to make sure you get maximum bang for the buck, and a big part of that is sticking with the key assets that got you to where you are in the first place. Bigger names = bigger traffic = bigger return.
--Nike marketing executives, despite their potential reduction in budget, still probably won't be pleased if they see a reduction in results - namely market share and mindshare. And honestly, they shouldn't be. Their internal staff and outside help will be tasked with improving results using cheaper strategies and tactics, and I think the job can be done. Don't be surprised if plenty of social media, YouTube, etc. ideas get the green light.
--The belt-tightening, if it indeed happens, likely will be a healthy process for the company. It's easy to spend money fast, especially in the sports marketing biz. Granted, the circumstances aren't optimal, but it's not a terribly bad thing for them that they have to look at everything they're doing under the microscope and make sure they're getting the most bang for their buck. They'll emerge from the exercise as a stronger company.
It will be an interesting year at Nike headquarters, not only for the belt-tightening that may occur but also for the great ideas and campaigns that would surely follow. They've delivered in the past, and there's no reason to expect any less this year...I, for one, will be watching with interest and seeing what I can learn from them along the way.
I'm out like the SEC in men's college hoops.
News broke today that Nike, a true heavyweight in the sports marketing business, may cut its budget in that area due to economic considerations (link to a story: http://tinyurl.com/dh2zu4 - thanks to Ron Goch - @RonGoch - for Tweeting it over).
The article raises some interesting points, which I'll elaborate on briefly:
--Potential cuts in partnerships with athletes would be made among lower-tier players, preserving relationships and contractual agreements with better-known stars. If you have limited marketing dollars, you have to make sure you get maximum bang for the buck, and a big part of that is sticking with the key assets that got you to where you are in the first place. Bigger names = bigger traffic = bigger return.
--Nike marketing executives, despite their potential reduction in budget, still probably won't be pleased if they see a reduction in results - namely market share and mindshare. And honestly, they shouldn't be. Their internal staff and outside help will be tasked with improving results using cheaper strategies and tactics, and I think the job can be done. Don't be surprised if plenty of social media, YouTube, etc. ideas get the green light.
--The belt-tightening, if it indeed happens, likely will be a healthy process for the company. It's easy to spend money fast, especially in the sports marketing biz. Granted, the circumstances aren't optimal, but it's not a terribly bad thing for them that they have to look at everything they're doing under the microscope and make sure they're getting the most bang for their buck. They'll emerge from the exercise as a stronger company.
It will be an interesting year at Nike headquarters, not only for the belt-tightening that may occur but also for the great ideas and campaigns that would surely follow. They've delivered in the past, and there's no reason to expect any less this year...I, for one, will be watching with interest and seeing what I can learn from them along the way.
I'm out like the SEC in men's college hoops.
Sunday, February 08, 2009
Consequences of the Steroid Era
Welcome back to The Sports Ace, where the U of Minnesota Marching Band I proudly played in for 4 years finally gets its day in the spotlight...and the USC band takes a back seat.
Unless you've been under a rock, you know by now that Alex Rodriguez tested positive for steroids a few years ago, according to a report from SI.com. How unfortunate that another of baseball's supposed greats cheated - and countless thousands of kids are crying because their role model couldn't distinguish right from wrong. It makes me absolutely sick.
I think it's about time to start really holding the game's leadership accountable for the Steroid Era, namely commissioner Bud Selig. Sure, people have shown displeasure with his reign, but I don't think he receives the wrath he deserves and has earned. It's any top executive's job to ensure that the product his/her organization provides value for the money consumers spend on it - and does so in a legal, ethical manner. This is even more the case where the product - and the teams and players - are so public. Sure, ticket sales have never been higher, although the recession could change that. But ask anyone 30-50 years from now what they'll remember most about the game from the past decade, and I'm sure their answers will almost universally center on one theme: steroids and cheaters in the game.
And now, with my marketing/PR hat on, the steroid scandal is an absolute branding disaster for the game. Instead of being known as the national pastime, as it has been for generations, baseball is now inherently associated with steroids and cheating. This alone is serious enough, with plenty of implications on the future of the game. But the kicker is that Selig and others in baseball leadership don't seem to be doing much about it. They aren't publicly bashing the cheaters and defending the integrity of the game. They also aren't reaching out any more than normal to fans (namely parents of young kids playing the game) to tout the game's greatness - and to cultivate the next generation of baseball fans, who will be the ones buying the tickets and merchandise a couple of decades from now. To me, these are serious mistakes by the Selig Administration, and they will leave an ugly, lasting stain on the game.
What could they do to improve the situation? Well, for starters, resign and let a new set of leaders reform the game. But since that likely won't happen, I think Selig should come out strong, with his gloves off, and publicly expose any/all cheating in the game and shame/punish the guilty players. Say that there's no room in today's game for cheaters. Establish zero-tolerance policies going forward that strictly police players and ensure the integrity of the game. Convince the players' union that these measures are absolutely necessary and vital to ensure that the game and league still exist a few decades from now. Invest more in existing and new programs to promote the game and teach younger generations to appreciate it. Acknowledge the negative, and reflect upon it, but also highlight the positive and work doggedly to set a new course. And then don't look back.
It's an exercise in good crisis communications. And this is definitely a time of crisis...the future of the game, or at least the version of the game that we all love and grew up with, is at stake.
I'm out like Alex Rodriguez from future consideration for the Hall of Fame.
Unless you've been under a rock, you know by now that Alex Rodriguez tested positive for steroids a few years ago, according to a report from SI.com. How unfortunate that another of baseball's supposed greats cheated - and countless thousands of kids are crying because their role model couldn't distinguish right from wrong. It makes me absolutely sick.
I think it's about time to start really holding the game's leadership accountable for the Steroid Era, namely commissioner Bud Selig. Sure, people have shown displeasure with his reign, but I don't think he receives the wrath he deserves and has earned. It's any top executive's job to ensure that the product his/her organization provides value for the money consumers spend on it - and does so in a legal, ethical manner. This is even more the case where the product - and the teams and players - are so public. Sure, ticket sales have never been higher, although the recession could change that. But ask anyone 30-50 years from now what they'll remember most about the game from the past decade, and I'm sure their answers will almost universally center on one theme: steroids and cheaters in the game.
And now, with my marketing/PR hat on, the steroid scandal is an absolute branding disaster for the game. Instead of being known as the national pastime, as it has been for generations, baseball is now inherently associated with steroids and cheating. This alone is serious enough, with plenty of implications on the future of the game. But the kicker is that Selig and others in baseball leadership don't seem to be doing much about it. They aren't publicly bashing the cheaters and defending the integrity of the game. They also aren't reaching out any more than normal to fans (namely parents of young kids playing the game) to tout the game's greatness - and to cultivate the next generation of baseball fans, who will be the ones buying the tickets and merchandise a couple of decades from now. To me, these are serious mistakes by the Selig Administration, and they will leave an ugly, lasting stain on the game.
What could they do to improve the situation? Well, for starters, resign and let a new set of leaders reform the game. But since that likely won't happen, I think Selig should come out strong, with his gloves off, and publicly expose any/all cheating in the game and shame/punish the guilty players. Say that there's no room in today's game for cheaters. Establish zero-tolerance policies going forward that strictly police players and ensure the integrity of the game. Convince the players' union that these measures are absolutely necessary and vital to ensure that the game and league still exist a few decades from now. Invest more in existing and new programs to promote the game and teach younger generations to appreciate it. Acknowledge the negative, and reflect upon it, but also highlight the positive and work doggedly to set a new course. And then don't look back.
It's an exercise in good crisis communications. And this is definitely a time of crisis...the future of the game, or at least the version of the game that we all love and grew up with, is at stake.
I'm out like Alex Rodriguez from future consideration for the Hall of Fame.
Wednesday, February 04, 2009
PR = Sales?
Welcome back to The Sports Ace, where we always win at home.
I saw a brilliant blog post today from Lauren Fernandez, a Twitterer I follow from the Dallas area (she's a packer fan, but we won't hold that against her). She makes the argument that there's more sales involved in PR than you'd think at first - and she's absolutely right.
Here's the text of her post (also at http://laurenafernandez.wordpress.com/):
"Most of the PR pros I know turn their nose up at being compared to a sales person - maybe it’s because the stereotype of sales people is that slick, used cars salesman that will tell you anything to buy a car. Isn’t that misconception, though, exactly the type of thing we fight in this field? The stereotype that we are party planners might apply to some, but doesn’t apply to us as a whole.
My dad has been in sales for 25+ years, and I can assure you that I would never make the comparison of some who was a national sales manager in the medical field to a used car salesman.
PR and publicity involves selling, and any salesperson will tell you that you have to analyze your audience before you even begin an approach. Well, I do that when I start a campaign. A sales person has a deep understanding of why people will be receptive to a certain message, or what type of audience they are talking to - it’s an act of persuasion. Don’t we as PR professionals “persuade” the media to run a story through the art of an effective pitch? And then, once the journalist is hooked, the information that we provide the journalist with needs to be enticing to their audience so they are receptive (there is that word again) to the message. Sounds familar…..
Everytime I pick up the phone, I am selling a client to the media - the organization I work for. You can call it pitching all you want, but it is a very similar concept.
A big part of both a PR and salesperson is to figure out who to sell your ideas to: whether its a product, a non-profit, etc. My dad knows just as much about the products he is selling as the doctors do - he actually scrubs in and has to explain to the doctor how to use the equipment. We, as PR professionals, have to know the ins and outs of what we are pitching.
In this field, you HAVE to be personable. In sales, you have to be just as personable, but you have an entertainment budget. So, it might be a different playing field, but you still have to put yourself out there. I’m not sure how many sales people PR pros have talked to, because all the ones I know are friendly, courteous and always hold me rapt with their conversation. They know how to step outside their circle and make contacts with people they might never have talked to before. They know how to build relationships through conversation, even with those that might not be a salesperson. My personality comes directly from two sales people (although my mom quit when I was born) the type that PR pros turn their nose up at. But guess what I am most complimented on? How approachable and personable I am, and how I am not scared to step outside the bubble and ask questions.
So, look in the mirror and you might see the salesperson within."
This is spot on. Comments/thoughts welcome.
I'm out like the Gopher basketball team. I swear they didn't even get off the bus tonight.
I saw a brilliant blog post today from Lauren Fernandez, a Twitterer I follow from the Dallas area (she's a packer fan, but we won't hold that against her). She makes the argument that there's more sales involved in PR than you'd think at first - and she's absolutely right.
Here's the text of her post (also at http://laurenafernandez.wordpress.com/):
"Most of the PR pros I know turn their nose up at being compared to a sales person - maybe it’s because the stereotype of sales people is that slick, used cars salesman that will tell you anything to buy a car. Isn’t that misconception, though, exactly the type of thing we fight in this field? The stereotype that we are party planners might apply to some, but doesn’t apply to us as a whole.
My dad has been in sales for 25+ years, and I can assure you that I would never make the comparison of some who was a national sales manager in the medical field to a used car salesman.
PR and publicity involves selling, and any salesperson will tell you that you have to analyze your audience before you even begin an approach. Well, I do that when I start a campaign. A sales person has a deep understanding of why people will be receptive to a certain message, or what type of audience they are talking to - it’s an act of persuasion. Don’t we as PR professionals “persuade” the media to run a story through the art of an effective pitch? And then, once the journalist is hooked, the information that we provide the journalist with needs to be enticing to their audience so they are receptive (there is that word again) to the message. Sounds familar…..
Everytime I pick up the phone, I am selling a client to the media - the organization I work for. You can call it pitching all you want, but it is a very similar concept.
A big part of both a PR and salesperson is to figure out who to sell your ideas to: whether its a product, a non-profit, etc. My dad knows just as much about the products he is selling as the doctors do - he actually scrubs in and has to explain to the doctor how to use the equipment. We, as PR professionals, have to know the ins and outs of what we are pitching.
In this field, you HAVE to be personable. In sales, you have to be just as personable, but you have an entertainment budget. So, it might be a different playing field, but you still have to put yourself out there. I’m not sure how many sales people PR pros have talked to, because all the ones I know are friendly, courteous and always hold me rapt with their conversation. They know how to step outside their circle and make contacts with people they might never have talked to before. They know how to build relationships through conversation, even with those that might not be a salesperson. My personality comes directly from two sales people (although my mom quit when I was born) the type that PR pros turn their nose up at. But guess what I am most complimented on? How approachable and personable I am, and how I am not scared to step outside the bubble and ask questions.
So, look in the mirror and you might see the salesperson within."
This is spot on. Comments/thoughts welcome.
I'm out like the Gopher basketball team. I swear they didn't even get off the bus tonight.
Monday, February 02, 2009
A Grand Victory
Welcome back to The Sports Ace, where 1-year, $25 million contract offers never happen.
You might have heard, despite the pomp and circumstance of the Super Bowl, that Tennessee women's basketball head coach Pat Summitt is just a single victory away from her 1,000th career win. Her team lost tonight at Oklahoma in her first attempt at the mark, but it's just a matter of time before she hits that incredible milestone.
No matter what you think of Summitt and her coaching ability/style/talent, or whether you love her or hate her, it's time to take a pause and try to fully comprehend the magnitude of what she's about to accomplish. She's the winningest college basketball coach ever, a true trailblazer in the world of women's athletics in America, and she's on the verge of a milestone that has only been dreamed of up until now. The math of how many games you need to win in a season to reach that mark is simply mindboggling, and you don't just need a lot of great players and luck to win that many games. You also need to be able to teach, motivate and relate to players across decades and generations, and to combine superior people skills with a love and deep knowledge of the game. Very rare indeed...unprecedented, actually.
We here at The Sports Ace salute Pat Summitt for her historic accomplishment. May basketball fans everywhere appreciate what she's done for the University of Tennessee and women's sports in general.
I'm out like the NFL season.
You might have heard, despite the pomp and circumstance of the Super Bowl, that Tennessee women's basketball head coach Pat Summitt is just a single victory away from her 1,000th career win. Her team lost tonight at Oklahoma in her first attempt at the mark, but it's just a matter of time before she hits that incredible milestone.
No matter what you think of Summitt and her coaching ability/style/talent, or whether you love her or hate her, it's time to take a pause and try to fully comprehend the magnitude of what she's about to accomplish. She's the winningest college basketball coach ever, a true trailblazer in the world of women's athletics in America, and she's on the verge of a milestone that has only been dreamed of up until now. The math of how many games you need to win in a season to reach that mark is simply mindboggling, and you don't just need a lot of great players and luck to win that many games. You also need to be able to teach, motivate and relate to players across decades and generations, and to combine superior people skills with a love and deep knowledge of the game. Very rare indeed...unprecedented, actually.
We here at The Sports Ace salute Pat Summitt for her historic accomplishment. May basketball fans everywhere appreciate what she's done for the University of Tennessee and women's sports in general.
I'm out like the NFL season.
Sunday, February 01, 2009
Super Bowl Sunday
Welcome back to The Sports Ace, where every home (including mine) has Rock Band and Rock Band 2 with unlimited song downloads.
Super Bowl Sunday, the unofficial national holiday itself, is finally upon us. Don't forget, in the midst of the 25,000-calorie snack trays, $3-million 30-second ads and lip-synching musical artists that there actually will be a football game played today. I know, what a concept. According to ESPN, 30 million pounds of chips and 8 million pounds of popcorn will be consumed in America today. Sick (literally).
It took me longer than normal to figure out how I'm going to pick this game. I like both teams and think they both have redeeming qualities. But in the end, it all comes down to Kurt Warner and Larry Fitzgerald. Warner is a likely Hall-of-Famer now that he's led another team to the Big Game, and Twin Cities-raised Fitz is in one heckuva zone. The two of them are the key to Arizona's chances today.
And that just won't matter. Pittsburgh is uniquely qualified to actually get to Kurt Warner, one of the best quick-fire QBs in memory, on the blitz. They are good and fast enough in the defensive backfield to take away the Arizona passing attack, which almost by itself has gotten the Cards to Tampa. And they have a QB and offense that has a knack for getting the job done in big games, no matter what their stats (or lack thereof) might be. The Steelers are the tougher, sharper team, and they will show it today.
The Sports Ace's Super Bowl XLIII Pick: Pittsburgh 27, Arizona 17. The most dominant franchise in NFL history will get one for the second hand. And Mike Tomlin becomes the latest Vikings assistant to win the Lombardi Trophy as a head coach.
I'm out like Cris Carter.
Super Bowl Sunday, the unofficial national holiday itself, is finally upon us. Don't forget, in the midst of the 25,000-calorie snack trays, $3-million 30-second ads and lip-synching musical artists that there actually will be a football game played today. I know, what a concept. According to ESPN, 30 million pounds of chips and 8 million pounds of popcorn will be consumed in America today. Sick (literally).
It took me longer than normal to figure out how I'm going to pick this game. I like both teams and think they both have redeeming qualities. But in the end, it all comes down to Kurt Warner and Larry Fitzgerald. Warner is a likely Hall-of-Famer now that he's led another team to the Big Game, and Twin Cities-raised Fitz is in one heckuva zone. The two of them are the key to Arizona's chances today.
And that just won't matter. Pittsburgh is uniquely qualified to actually get to Kurt Warner, one of the best quick-fire QBs in memory, on the blitz. They are good and fast enough in the defensive backfield to take away the Arizona passing attack, which almost by itself has gotten the Cards to Tampa. And they have a QB and offense that has a knack for getting the job done in big games, no matter what their stats (or lack thereof) might be. The Steelers are the tougher, sharper team, and they will show it today.
The Sports Ace's Super Bowl XLIII Pick: Pittsburgh 27, Arizona 17. The most dominant franchise in NFL history will get one for the second hand. And Mike Tomlin becomes the latest Vikings assistant to win the Lombardi Trophy as a head coach.
I'm out like Cris Carter.
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