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Milwaukee Brewers Social Media at Social Media Rockstar 2 in De Pere on June 2, 2011
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Caitlin MoyerSr. Manager, Advertising & Marketing
Source: Misscellania.com, 2010
Source: Cartoonaday.com,2010
You have to meet them where
they already are.
You can’t expect people tocome to you.
How does social media fit in with our overall marketing and advertising strategy?
How does social media fit in with our communications and media relations framework?
What do we want to accomplish? Increased Brand
Awareness/Positive Brand Influence
Engaging in Dialogue with Consumers
Providing “Insider” Content
Promoting Specific Events
Selling Tickets/Fundraising
Set measurable goals.• Ticket Sales Generated
• Event Attendance
• Number of “Likes” or “Followers”
• Media Coverage
• Levels of Engagement
Short Messages, Photos, Links, or a Call to Action
Interact with Consumers
Player Interaction
700-20,000 Followers
@Bernie_Brewer @Brewers @Brewercom@BrewersCF @BrewersHistory @JohnAxford@Adidas219 @TheRealTPlush
Interact with Consumers via Updates, Photos, Notes, Links
Listen in on Conversation
Promote Events
Ticket Offers
Over 400,000 People “Like” Us
Facebook.com/Brewers
Brewers Blogs
“Third Party” Endorsement or Provide Behind-the-Scenes “Insider” Information
brewers.mlblogs.com
Mix of Media and Marketing
There is No Offseason
Event Coverage ◦ Photo Day
◦ Spring Training
◦ Field of Sweet Dreams
◦ Bowl-a-Thon
◦ Commercial Shoot
$3.17 Field and Loge Level tickets for the April 6 & 7 games were offered on St. Patrick’s Day, 2010
Promoted via Facebook, Twitter, E-Mail, Blog, Staff and Message Boards
Used unique passwords and click conversion rate to track the success of each medium
Highest Order Number: E-mail, Facebook
Highest CCR: Blog, Staff, E-mail
11,500 Tickets Sold
$4.01 Loge Outfield, Club Outfield and Loge Bleachers tickets for the April 25, 26 and 27 games were offered on April Fools’ Day 2011
Promoted via Facebook, Twitter, E-Mail, Blog, Staff and Message Boards
Used unique passwords and click conversion rate to track the success of each medium
Highest Order Number: E-mail, Facebook
Highest CCR: Staff, E-mail, Twitter, Blog
20,000 Tickets Sold
John Axford Bobble Head Day was Easter Sunday, April 24 vs. the Astros.
Packages created for $59 in the AirTran Airways Landing Zone and Harley-Davidson Deck (All-Inclusive Areas)
Promoted solely through @JohnAxford
Sold 100 packages in minutes
Designed as a fun, interactive promotion with a strong social media component
Doubled @Bernie_Brewer’sTwitter following in one week; #1 MLB Mascot
Simple, regional promotion generated overwhelming response & national attention
Blog preview of auction
Pre-promotion on Facebook and Twitter
Updates and Photos posted to Facebook
and Twitter
Behind-the-scenes access
Immediately following the game, updates went out on Facebook and Twitter
Generated overwhelming response:
◦ “Trevor Hoffman” became a trending topic on Twitter
◦ Photos and Facebook posts received thousands of “likes” and comments over the next few days
Help Consumers Find Us Where They Are
Promotion through e-mail blasts, in-game inventory, etc.
brewers.com/connect
Caitlin Moyer
Sr. Manager, Advertising & Promotions
Milwaukee Brewers Baseball Club
(414) 902-4596
John & Cait…Plus 9
http://brewers.mlblogs.com
