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Super Bowl and Social - Seek To Resonate, Not Just To Be Seen
January 17, 2017
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As you may already know, Sports is a big driver on social. Especially Twitter as Twitter and sports go hand in hand.
You read (at times heated) passion over a team people love, and teams perhaps despised.
As Super Bowl 51 is upon us - it's important to have an idea of what you'll do socially to serve the audience since they are there on the platforms - with or without you.
And there's no winging this.
In order to earn the trust and reputation for people to stop scrolling their News Feeds long enough to give us their attention takes real discipline on our part.
Consider the following fundamentals when putting a social plan in place for any 'big game.'
Come at Content From The Fans' Point of View
A week before the game starts, share drink ideas and/or game food recipes - we're always looking for something new to serve and/or consume.
The goal is to be a resource on social.
Make it easier for the audience to plan out their food/drinks.
And on game day - have fun with Twitter polling.
Get your team together and write the questions out now. Hourly polling may be fun.
On Facebook Live - show everyone your superstitions - we all have them when it comes to sports.
Promise to live stream something weird (but legal) every time the team you want to win (or lose) scores. Put strange into live streaming.
Whatever you do, make sure there is value in everything you say.
Involve Clients
Speaking of sharing drinks and food ideas - What clients can you weave into posts and tweets that have something to offer?
Fully involve advertising partners if they have an offer/discount of real value.
This is a great way to super serve clients and maybe even pull new ones in.
List Potential Emotions
Games are all about emotion.
And as you have seen - gifs now communicate our feelings for us.
Twitter makes it easy as they have most emotions already listed in the gif area of the app:
Write down the emotions you're likely to use so you can go to your list - identify your emotion - and grab a gif in real time.
It's Not What You Say, It's How You Say It
Do the homework once the Super Bowl teams are determined.
People love strange facts - little odd unknown nuggets.
Google "Weird Super Bowl facts." You'll see lists like this one: 50 weird Super Bowl facts on Wiki. You can also Google weird facts about the NFC and AFC team that make it to the big game.
Most people say the same things socially. Our job is to stand out - again, to resonate. Not just to be seen.
Show me or tell me things in a way no one else is.
Actual Interaction
Two thirds of social media users wish brands would interact more with the audience.
The best live tweeting isn't play by play of what's happening, but rather your commentary and a response from you if fans tweet at you.
Showcase the audience. Repost/retweet entertaining or informative stuff.
Build your image on social as inclusive. Not only about what you have to say.
Remember, it's the conversations you create around your posts and tweets every day, and in these big moments, that increase awareness and maybe even tune-ins.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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