LIVE BLOG: SMC Sacramento – Social Media and Sports

Bryan of the Giants - older demographic won't leave Facebook, they've invested too much time in it.

Utilize your own network to start building a following. You need to start somewhere!

Building a database and getting registered users is how GAGA proves they are effective. It's all about building a database that can be used for e-mail marketing.

Teams are looking into adding apps to Facebook pages, using more video content, and seeing what will happen with location-based social networks.

The off season is the time to think of new ideas, plan for the next season, and come up with creative compelling content. The Giants don't have an off season! :)

GAGA plans out a content calendar 2-3 month in advance. This helps them consistently create content and update microsites.

The Kings map out the calendar and schedule live chats, promotions, etc to keep things going.

The Kings are in constant conversations with their players. They try to use them to promote specials, and keep an eye on the content they RT.

Interviews of athletes aren't as relevant now. The media uses tweets as quotes. Some athletes can't handle it - Barry Zito felt like he had to respond to every@reply.

Some players have their own social media companies. Teams need to figure out how to work with those companies so they both can benefit.

Joseph Yi made a video tutorial about social media for athletes to watch.

How do you deal with negative comments from fans? "If you can't say anything nice, don't say anything at all. Ignore the haters." - Karla Fung, SacMntLions

How do you use real-time in game updates?

The River Cats use Four Square as a promotion by awarding the first people to check-in. The Giants use Four Square by adding tips to different specific parts of the ball park. ATT Park is the highest check-in point in San Francisco. Many users check-in without the Giants having to promote anything. They are still figuring out how to integrate with partners.

Kings use video to engage fans and sell tickets. Instead of just using a billboard, create content with fans involved that doesn't seem like an advertisement.

How do you deal with technology malfunctions?

The Rivercats like to do things on the fly... create promotions that have to do with the current games. It helps to be able to adapt quickly.

Giants - Are we using social media as a marketing tool, PR...? They established a voice as a fan by leveraging the passion for the team. The first step is understanding how you want to deliver messages, and make sure management is on board.

Sports teams already help bring the community together. The Kings developed their online community and made sure to make it visual as well.

Social media started as more of a news feed - broadcasting and not engaging. GAGA helped build communities around the brand. Not only using Facebook and Twitter - stretching to blogs and YouTube.

Sac Mountain Lions - Starting from the top down. They have social media from the beginning of the team. The utilized the already active social media community.

SF Giants - In the middle of San Francisco and Silicon Valley, tech is important to the fan base. Fans are using mobile devices and they want to keep up with their audience.

Management felt behind, but individual departments were using social media under the radar. Later the MLB added tight restrictions to keep social media under control. Baseball is a little behind football and other sports.

Sacramento Kings were the first NBA team on Twitter - they were ahead of the game starting with upper management.

Sacramento Mountain Lions (through Runyon): Goal is to raise awareness of this brand new team.

Sacramento Kings goals: Want to interact and engage fans, build relationships, lead to more sales

GAGA Sports: They work with sports teams by using technology, social media, and developing high quality content for different teams.

Rivercats goals: They have a homestand magazine and report all the scores. They use social media to distribute the information.

Giants goals for social media: create a comprehensive plan. MLB overseas the entire league, and the Giants have to keep all accounts in order.

engaging with all fans, selling tickets, saving money on advertising. This year has been about growth and exploration.