How can sports organizations get sponsors to treat social media activations more as valuable assets than ancillary accessories? That’s the literal million-dollar question.
Social media and digital activation are typically bundled into agreements, more a throw-in than a specific element of a sponsorship program. But today, activating a sponsor on social media is too important and valuable to treat as an afterthought or throw-in.
Social media, especially when there are few or no fans at events, is almost the ONLY way for fans to engage with sponsors. Today, social media is where sponsors can target specific audiences and meet specific activation objectives. The key to delivering and demonstrating this value to sponsors is to frame assets and activations around specific digital goals and wrap ALL of their impressions and engagements together — across your branded channels but also including athletes, staff, freelancers and staff.
To help sports marketers in this critical area, Greenfly has published a new guide, Eight Ways to Demonstrate Value to Sponsors Through Social Media. This CMO resource outlines partner goals and offers actionable tips and insights to deliver against those goals through social media.
As the partnerships and social media teams collaborate more, the organization can better deliver an activation that provides value for both fans and sponsors. When social media teams have a better idea of the typical objectives that prospects and partners have each season, they can more effectively collaborate to conceptualize and create the best content to achieve those goals.
An easy way to start is to frame any potential sponsored social media content around which business objectives each can fulfill. For example:
- What goal does a logo on a win graphic accomplish for a partner?
- What objective does a BOGO offer after a win support?
- When does sponsored content make sense based on the sponsor’s stated goals?
- Which goal does a contest target? A social media sweepstakes?
Your organization is likely already integrating corporate partners into social media. But the key to getting more value for these assets is to frame the activation around specific sponsor goals. That will determine the right measures of success and how to turn those metrics into monetary values for the partner. This guide will walk through how to do that with eight different sponsor activations in sports and social media.
As the pandemic diminishes gameday and in-venue sponsor activations, social media stands out as an enormous opportunity for sports organizations to recoup revenue and deliver value for sponsors.
Get the guide and seize that opportunity. Make your organization’s sponsored social media more effective, engaging, and lucrative than ever before.
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Eight Ways to Demonstrate Value to Sponsors Through Social Media