From Adweek
Video 1
Video 2
Review by Kelsey Holmes in KIN 501
In 2013, NASCAR re-gained its digital rights from Turner Sports allowing them to control their own website, NASCAR.com and better integrate their digital media presence with social media. Senior Marketing Partner, Andrew Campagnone admitted, “We were behind in the technology space.” While other professional leagues, such as the NBA and NFL, were using technology and social media to take fan interaction to a whole new level NASCAR was falling behind.
In 2013, NASCAR, America’s largest Spectator Sport, began working to increase their digital media presence. 5 weeks after their new campaign launch, Nascar added 25,000 Facebook fans, 20,000 Twitter followers, 46,00 YouTube subscribers, and 1000 Instagram followers. As of January 27th, 2014 those numbers were up to a total of 583,00 Facebook fans, 1.33M Twitter followers, 52,000 YouTube subscribers, and 94,000 Instagram followers. Their current marketing strategy includes; pulling together the Nascar brand, teams drivers, fans, and sponsors to cheer on their favorite cars and drivers through the use of the hash tag #Whatdriversneed across all of their social sites. The current campaign focuses on the use of Twitter and Instagram while Nascar.com, Facebook, TV, radio, and print playing supporting roles. The new campaign seems to be helping NASCAR reach their fans as they have seen increase on all of their digital media platforms. Along with the new campaign came the innovative Fan and Media Engagement center. This center allows NASCAR professionals to stay up to date on trends and happenings on social media. Also, the center analyzes data and then adapts to better serve the fans.
While some leagues steer their athletes away from social media in fear that it will damage their brand, NASCAR is doing quite the opposite. NASCAR has very lose rules on social media and race day tweeting, and that helps to give them a competitive advantage over other sports that monitor their athletes so heavily. NASCAR vice president Steve O’donell says “it’s one of the cool things about our sport. We feel like social media gives us that direct access to some of race fans”. The more interaction fans have the more interested they become, and the bigger the interest the more likely they are to come to a race, which is what NASCAR ultimately wants. NASCAR already has a cult following and social media allows their fans to engage even more. NASCAR themselves have said they want to bring fans as close to the driver seat as possible, which is done through Twitter, Facebook, and Instagram.
A survey of 1,500 adults in October 2012 found that 54% of avid fans said they visit social media sites regularly for NASCAR content and that percentage jumps to 78% for 18-34 year old fans. This is great for building your brand when you can reach most of your fans through digital media. With social media you can reach new fans and gain a bigger audience especially children and college age consumers where NASCAR fans are most lacking. The push in digital media can help build the star power of your drivers by letting fans interact with them intimately and more often. Most NASCAR tracks are now installing wifi, to improve the racetrack experience, allowing fans to tweet or post about their day at the track. By engaging fans on a regular basis NASCAR digital media push is helping to build the NASCAR brand for today and the future.
As a sports marketing professional it is important to realize that social media, when used properly, is a great tool and can always be used to your advantage. Digital media plays an integral part in building your brand in today’s society. Staying up on recent trends allows the company to remain relevant at all times. Knowing how to actively engage fans with the company will definitely pay off in the long run.
Monday, January 27, 2014
Breaches in sport media ethics
From iMediaEthics 1, 2, 3, and Deborah Jackson's Ethics in Sport Media course website
Review by Tommy LaRose in SRM 435
During my presentation on the topic of ethics in sports media, I discussed a code of ethics set forth by the Society of Professional Journalists. The four main components of the code are as follows: seek truth and report it, minimize harm, act independently, and be accountable. While I believe these are important rules for all journalists to try to live by, things are not always so cut and dry in a field where the bottom line is often who gets the story first.
The main goal of the media is to appeal to the broadest audience possible. Of course the media also aims to inform the public about current events and issues, but sometimes they are willing to take shortcuts to get a jump on a story that will generate big headlines. The question is, at what point does a journalist’s or reporter’s actions cross the line from doing their job to acting unethically? This is not a question that is easily answered. Often times, journalists have to connect the dots to get a story they can publish. While the foundation usually is, or at least should be, based upon fact, some inferences are normally necessary to get a full story. For example, Selena Roberts recently wrote an article claiming that Lolo Jones was only awarded a spot on the US Olympic Bobsled team due to her star nature and sex appeal. She went so far as to say Jones is the ratings replacement for injured ski queen Lindsey Vonn. While this is clearly an opinion on the part of Roberts (she has no affiliation with the US Bobsled Federation), I still am not quite sure if it is fair of her to publish something potentially damaging to Jones. However, without Roberts’ opinion on the matter, there would be no story to be heard. So on the one hand, opinion is somewhat necessary, but it is not always fair. I believe it is okay to publish stories based heavily on conjecture, but people should not give these stories as much credence. The problem with that is people always want a story, and the media understands that controversy sells, so they will publish whatever story they can, no matter how loosely based on fact it is. The bottom line in my opinion is intention: if a journalist intends to inform factually and not stir controversy, then the job is being done correctly.
The article on the code of ethics in sports media clearly relates to this class in many ways. It relates to leadership, publishing, and certainly public relations. Content providers strive to be leaders in the society we live in, and understanding the ethical way to go about providing content is certainly helpful.
Review by Tommy LaRose in SRM 435
During my presentation on the topic of ethics in sports media, I discussed a code of ethics set forth by the Society of Professional Journalists. The four main components of the code are as follows: seek truth and report it, minimize harm, act independently, and be accountable. While I believe these are important rules for all journalists to try to live by, things are not always so cut and dry in a field where the bottom line is often who gets the story first.
The main goal of the media is to appeal to the broadest audience possible. Of course the media also aims to inform the public about current events and issues, but sometimes they are willing to take shortcuts to get a jump on a story that will generate big headlines. The question is, at what point does a journalist’s or reporter’s actions cross the line from doing their job to acting unethically? This is not a question that is easily answered. Often times, journalists have to connect the dots to get a story they can publish. While the foundation usually is, or at least should be, based upon fact, some inferences are normally necessary to get a full story. For example, Selena Roberts recently wrote an article claiming that Lolo Jones was only awarded a spot on the US Olympic Bobsled team due to her star nature and sex appeal. She went so far as to say Jones is the ratings replacement for injured ski queen Lindsey Vonn. While this is clearly an opinion on the part of Roberts (she has no affiliation with the US Bobsled Federation), I still am not quite sure if it is fair of her to publish something potentially damaging to Jones. However, without Roberts’ opinion on the matter, there would be no story to be heard. So on the one hand, opinion is somewhat necessary, but it is not always fair. I believe it is okay to publish stories based heavily on conjecture, but people should not give these stories as much credence. The problem with that is people always want a story, and the media understands that controversy sells, so they will publish whatever story they can, no matter how loosely based on fact it is. The bottom line in my opinion is intention: if a journalist intends to inform factually and not stir controversy, then the job is being done correctly.
The article on the code of ethics in sports media clearly relates to this class in many ways. It relates to leadership, publishing, and certainly public relations. Content providers strive to be leaders in the society we live in, and understanding the ethical way to go about providing content is certainly helpful.
"Peyton Manning's 'Omaha! Omaha!' Snap Count Creates Most Random Tourism Marketing Ever"
From Adweek
Review by Candynce Boney in KIN 501
During the San Diego vs. Denver NFL playoff game, quarterback Peyton Manning yelled out the play “Omaha Omaha” numerous times during the game before the ball was snapped back to him. During the game “Omaha” became a trending topic on twitter, with the tourism marketers of Omaha Nebraska tweeting “we certainly appreciate all the love from Peyton Manning #Omaha”. Marketing for tourism weren’t the only ones which saw the opportunity with Peyton’s “Omaha” play, “Omaha Steaks” also saw this as an opportunity to promote their restaurants name. One buffet in particular Omaha’s Warren Buffet is hoping for a promotional commercial from Peyton once the season comes to an end.
This is great marketing not only for Peyton Manning but the Bronco franchise as an entity. With Nebraska not having a home NFL team, marketers for the Broncos can use this as an opportunity to increase their fan base. Slowly starting with Peyton doing commercials in different businesses in Omaha, as the team and corporation begin to gain recognition in that part of the country they can begin to incorporate different athletes in their press. As sports marketers we can start to see how much social media can improve marketing abilities. With Twitter and Instagram being so popular in this day and age, sports marketers can use these tools to reach crowds all across the country, possibly other countries depending on the sport(s).
As a recent graduate with aspirations of going into sports marketing, whether it is for a professional team or a college team, it is important to stay up to date with the evolution of technology. Many times the most efficient way to reach a crowd is through social media or the Internet. A sports marketer should be able to follow the trending topics on twitter and decide whether they can relate that topic back to their company in a positive way, this will allow you to stay up to date with the constantly changing fads.
Realistically speaking, social media isn’t always the best route to take. There is also a possibility of social media hurting your company or organization more than it could help. For instance Stephanie Rice, an Olympic swimmer was criticized for a picture she posted on Instagram in a swimsuit. Which is pretty interesting because her career revolves around wearing a swimsuit. As a sport’s marketer it is important to understand the vision of your organization, doing something in the public eye that does not correspond with your company or organizations mission can be detrimental to a reputation. Therefore it is important to know how to reconcile any social issues that may arise with any of your athletes at any time during the year.
Review by Candynce Boney in KIN 501
During the San Diego vs. Denver NFL playoff game, quarterback Peyton Manning yelled out the play “Omaha Omaha” numerous times during the game before the ball was snapped back to him. During the game “Omaha” became a trending topic on twitter, with the tourism marketers of Omaha Nebraska tweeting “we certainly appreciate all the love from Peyton Manning #Omaha”. Marketing for tourism weren’t the only ones which saw the opportunity with Peyton’s “Omaha” play, “Omaha Steaks” also saw this as an opportunity to promote their restaurants name. One buffet in particular Omaha’s Warren Buffet is hoping for a promotional commercial from Peyton once the season comes to an end.
This is great marketing not only for Peyton Manning but the Bronco franchise as an entity. With Nebraska not having a home NFL team, marketers for the Broncos can use this as an opportunity to increase their fan base. Slowly starting with Peyton doing commercials in different businesses in Omaha, as the team and corporation begin to gain recognition in that part of the country they can begin to incorporate different athletes in their press. As sports marketers we can start to see how much social media can improve marketing abilities. With Twitter and Instagram being so popular in this day and age, sports marketers can use these tools to reach crowds all across the country, possibly other countries depending on the sport(s).
As a recent graduate with aspirations of going into sports marketing, whether it is for a professional team or a college team, it is important to stay up to date with the evolution of technology. Many times the most efficient way to reach a crowd is through social media or the Internet. A sports marketer should be able to follow the trending topics on twitter and decide whether they can relate that topic back to their company in a positive way, this will allow you to stay up to date with the constantly changing fads.
Realistically speaking, social media isn’t always the best route to take. There is also a possibility of social media hurting your company or organization more than it could help. For instance Stephanie Rice, an Olympic swimmer was criticized for a picture she posted on Instagram in a swimsuit. Which is pretty interesting because her career revolves around wearing a swimsuit. As a sport’s marketer it is important to understand the vision of your organization, doing something in the public eye that does not correspond with your company or organizations mission can be detrimental to a reputation. Therefore it is important to know how to reconcile any social issues that may arise with any of your athletes at any time during the year.
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