Posted by: admin in Case study, Conference, tags: Community, Customer,
Marketing, Media, Promotion, snc, Social Network, Sport, Strategy
Jim Rushton, Miami Dolphins
I had the opportunity to moderate the conference NFL session this
afternoon at the Social Networking Conference, where pioneers from the
Miami Dolphins and the Seattle Seahawks shared their experiences with
social media. Here are my notes from Jim Rushton's remarks.
The Miami Dolphins will be hosting Super Bowl XLIV next week, so it
was only appropriate for the Social Networking Conference to feature
NFL case studies. Here are Jim's insights on the Miami Dolphins'
strategy and tactics:
Miami Dolphins Social Networking Lessons Learned
* The Dolphins' social networking team focuses on fan experience
inside and outside of games. They perceive that they run several
businesses such as: stadium, ticket sales, concessions, and integrated
media (presumably he meant media rights, revenue). They want to use
social networking to create a stronger glue between different
* He brought up a great point that newspapers had uncertain
revenue models early in their history, so the team keeps in mind that
there are many unknowns, they are experimenting.
* They think about a social networking process with fans: gain
awareness and favor to earn transactions.
* Fans are far more difficult to reach because there are some many
more ways to communicate now, it's a splintered media ecosystem.
* They try to deploy their media assets to increase engagement.
* They perceive four "social circles of sports": the NFL > the
team > the fans > the person.
* They focus on three levels of engagement: the stadium, the
screen (home TV or computer) and radio/mobile.
* From a demographic perspective, Florida has many Boomers, who
have time and money, so the Dolphins try to engage them with the "NFL
Alumni" program; they are also building special sections of the
* They engage fans in several ways: bloggers get invited "behind
the curtain" to blog about the team and games in Web Weekend.
* Don't overlook "do good" initiatives; the Dolphins have the
"Touchdown for Life" blood drive.
* Two-way blog enables fans to comment and help "cover" games.
They also have ticket giveaways for people who participate in several
* Fan Cams lends flipcams to fans, so they can shoot the game, and
the best ones are featured alongside the Dolphins' content.
Jim's message was integrate your social activity with other marketing
and promotions. The Dolphins also have the right attitude. Jim closed
by saying, "Realize that failure is an option; if you are going to try
something new, accept the possibility."
This entry was posted on Friday, January 29th, 2010 at 8:13 pm