Official Blog

Posts tagged “genet

Social Media for Events

As a Dad I can’t remember how many birthday party invitations my kids received or handed out over the years but I know it was a lot.  Some of them were written by the parents and others in that famous kid penmanship that even makes pharmacist’s take a double look.My wife is a big Save the Date kind of gal and yet it seems that the days of paper invites and RSVP’s are becoming relics of the past.  The web and specifically Web 2.0 has change the way people plan events and get the word out.

Social Media is making it easier then ever before to plan, promote, and reach the masses or just your family and friends.  Social Media allows individuals to communicate information rapidly and adjust this for any unforeseen issues.  You do not need stamps, envelopes or smoke signals to get the word out anymore.

Social Media also allows you to engage and involve those who can not make the event and also allow them to still share and participate.  You can share photos and videos of the event as it is happening and share stories online after the event.

Social media can make the planning process smoother by leveraging digital word-of-mouth. Here are some tips for best results.

Establish Your Event-Related Channels

The months and weeks before your event is a critical promotional period. Use every social media channel at your disposal to get the word out about your event.  If it is a private event make a group and keep it exclusive or if it open to the public encourage them to share the event.

You can encourage people to share information on the event in return for small rewards. For example: “Share this event with 20 friends for 10% off your admission.”

If you have your own social community or use third party applications the process is very similar.  One thing you should know about adding events to your own site is the SEO reward that comes with events.  Search Engine Crawlers love relevant and timely information and events are almost always indexed higher then blogs.  If you have your own social community or website we recommend using this this as the hub for the event.  If you do not, consider Facebook and Twitter as your next best solution.

Start by creating an event page on Facebook and an event hashtag on Twitter, then create an event blog where you’ll post updates about it (new speakers, registration discounts, etc.). Make sure your Twitter hashtag is specific to your event or organization, without being too long.

Once you have your channels established you have to begin to feed them.  Populate them with content.  Make sure your event content is relevant to the event.  One common mistake is if you have a Mixed Martial Arts event populating the channel with MMA specific content is a road for failure.  The content is not original, is not relevant to your event, and will detract from it.  If it’s a social event, post video or music clips, create a pre-event contest, or connect event-goers through interaction and games.

For a social or community event the content should be engaging, fun, and shareable in order to drive word-of-mouth interest. If the event is more corporate in nature, offer fans and followers sneak peeks at topics to be discussed, or special pre-conference articles and presentations.  Keep the content about your event and what you are promoting.

Provide Incentives for Viral Marketing

Participation is key to your success.  The social community sites we build come with a built in “Event” tool.  This allows you to RSVP, share, promote and comment.  Make sure you are being responsive and relevant with your postings.  We can then push the event to any number of Social aggregators like Twitter, Facebook, StumbleUpon and many more.

No matter the platform or approach if you are a corporation or public event that is trying to attract eyeballs and attention to your event offer fans and followers special discounts or content. Incentivize people to register for the event, offer them early-bird discounts, invites to pre-event parties, or other rewards.

Make Registration Social

In the social communities we built Event sharing, inviting and RSVP’ing is all built in.  If you do not have a site that has this built in you can use a social registration service like EventBrite, which not only makes registration easier and more streamlined, but allows attendees to share their event activity with their friends. Other popular social event invitation platforms include Plancast and Twtvite. Most of these services are highly integrated with social networking platforms and can be configured with user caps and privacy options.

Use Location-Based Services and Check-in Rewards

Geo-location sites let you set up a page with rewards including badges, coupons, specials, or gifts. These location based services are easily integrated with other social networks such as Facebook, FourSquare and Twitter, so check ins will be shared with larger networks. When attendees come to your event, you can reward them for checking in at different stations, panels, or activities. Rewards such as free tee shirts, a gift card, or other small incentives can be redeemed after the show.

This helps you and those around you find you.  They may not be interested in attending the trade show you are at but if they know you are their and interacting they might just stop or check in.  This gives you a great chance to convert non-event attendees to visitors.

Bring your Event to Life With Social Media

This is one of those areas that is often missed.  Why are you at the event?  The answer should be it is for a good person, cause or business.  Any of those are worth promoting.  We live in a digital world and there is no reason to limit the event to the attendees.  One of the best ways to have more people at your next event is to have them talking about your event.

Why not capture your event as it unfolds and share it on your social community and push it out to sites like Twitter and Facebook.  If you do not have your own community contact us and in the mean time start using Twitter and Facebook for these feeds.

You can also encourage your attendees to share the events happenings as they unfold.  It is important that you encourage them to use your hashtag.  You can bet they will be Tweeting if it is a failure so encourage them to share it if they are enjoying themselves.  make sure you have someone from the host side on their Social Media Channels Tweeting and reading tweets.  Respond to problems.

Example: We were in Vegas for a fan meet and greet.  My client had to make a flight so eventually we have to cut the line off so we could get to everyone that was in line.  One of the clients fans was upset and in tears about missing out on meeting the client.  They Tweeted and because we were monitoring the channel  I was able to see we had an upset fan and sent someone to find them.  We were able to connect the fan and client and issue resolved.  I am not saying we would have lost that fan but I am saying we were able to make a meaningful engagement because we were monitoring the event.

Use a photographer and let your attendees know they can get the pictures from your social community or your social channels.  This will encourage them to come to your site and view the picture.  It will also increase the likelyhood of them sharing your event and the photos.

An active Twitter stream during your event not only engages participants in real time but also allows people who could not attend to get a feel for the sessions and topics being discussed. Some event organizers set up a huge screen behind speakers to display hashtagged tweets in real time. But again, this can backfire if the tweets become negative or go off-topic. All that interaction can derail speakers as they try to respond in real-time to all the “interference.”

This is why it is critical to have your team monitor the channels and interact or even lead the charge on interaction.  The @UFC channel on Twitter does a great job of engaging the fans and promoting the events beforehand, during and post event.

Include Non-Attendees

The goal of every event is to have happy attendees and hopefully be able to do the event over and over again.  The best way to “grow” the event is to include those not in attendance.  This is where your future growth will come from.  Plus there is absolutely no reason to share the event as it happens.  As mentioned above the majority of your attendees will be connected to one or more Social Media Platforms during your event.  You can and should try to own and direct this interaction.

There are some great tools that will allow you to livestream during the event using Facebook or UStream so fans can follow along online. Facebook enables you to store this stream so that people can watch it after the event proper. You can also create a YouTube channel for the event to post videos before, during, and after. Encourage non-attendees to ask questions through Twitter or Facebook during the event and answer them live.

The communities we build are fully integrated with all of these platforms and can support or host a livestream.

Extend the Shelf Life of Your Event, Even When it is Over

Your event doesn’t have to end the day it’s over. Social media can keep the momentum going for many weeks and months afterwards. On your blog, post a “wrap up” of all the key highlights. You can add links to presentations, key learnings, and other downloadable documents. Of course, you’ll want to post photos on the blog and on Facebook, and continue tweeting about the event even after it’s over. You can post thoughts, ideas, or links to longer articles that might be of interest to those who attended.

Another great way to keep your event from fading fast from people’s memories is to create ways for attendees and other interested parties to continue socializing, discussing, or debating topics covered there. Do whatever you can to keep the conversation alive.

I am sure a lot of you have been to fundraisers where they have the step and repeat and a house photographer that gives you a card for redemption of the photo later on in the evening.  Give that person your Social Channels address’s and let them know where they can find the videos, pictures and share stories from the event.

Post event contest are great too.  you can do contest like share your favorite story and the best commented or most shared content gets a prize.  Just be creative and let the attendees know that you are capturing the memories and where they can find them.

Use Social Media Metrics to Measure Success

Consider using online surveys to ask attendees for feedback on panels, venue, speakers, topics, and other facets of the event. Facebook polls are fun, easy ways to get quick responses and feedback from attendees.

Be prepared for honesty. If someone has a negative comment to share, make sure to address their comment or concern and store the information to improve next year’s event. Lastly, pull total social media stats from sites like Search.Twitter.com and Social Mention, or set up Google Alerts ahead of time. If the results are positive, don’t be shy about publicizing some of these metrics to highlight the reach and impact your event had.

This is another area where your hashtag or using third party social platforms like UbberTwitter or Hootsuite give you easy tools to track tweets and mentions.  Many of them are offering Social Media Analytics too.

HASHTAG

This is not a game that your hippie parents played while attending Woodstock.  This is an easy way to make your event come up on searches.  It is essentially Twitters answer to tags like you see on Flickr.  A hashtag can be any word or combination of words.  As an example #UFC would help my tweet show under searches for “UFC”.

Be Real and in Real-Time

Social media is your ability to be the source.  Your target audience is likely using social media right now.  You just have to engage with them and be real.  We have addressed this in some of our other blogs.

Make sure that you are posting in the real-time.  If you are hosting or attending an event make sure you post your opinions and experiences.  As you see things happen comment and share.  This will increase interest int he event and in you.

Jason Genet
http://www.ingrainedmedia.com


Has MMA Folded on Poker?

(Disclaimer: Ingrained Media represents Athletes within the sport of Mixed Martial Arts. We have never done business with any of the companies listed below but certain members of our company have. Collectively these individuals made less then $1000 from their previous relationships with these companies. We have no current relationship with these companies.)

Media outlets ranging from The Wall Street Journal to all the top MMA websites have reported on the issuance of arrest warrants for several executives from the online gaming and poker sites such as Pokerstars.com and FullTiltPoker.com and that the government has shut down those URL’s . The Mixed Martial Arts industry claimed “It’s sponsors were shutdown” and one infamous agent said, “In the short-term, it will severely impact fighters’ sponsor revenue, which traditionally matched their show pay for our televised clients. I would venture to say the poker industry is equal to apparel industry as the No. 1 sponsor of fighters outside the UFC.”

We wanted to look into this situation and the billion dollar industry that will be impacted by these bans and the effects, if any, on the sport of MMA and the game of Poker..

A couple things that we need to make sure are clear: This is a US based ban that has a minimal impact on the overall international gaming market, and secondly, this is the US; these executives and companies are innocent until proven guilty.

The sponsors that the Mixed Martial Arts industry have been talking about are actually not the sites that have been taken down. The sponsor of the Mixed Martial Arts industry that is the most prominent is FullTiltPoker.net. The site that has been banned by the US Government is Fulltiltpoker.com. The difference is the .NET site is for entertainment and learning purposes and the .COM is the pay-for-play site. You would think that agent would know who his “number 2” sponsor is. That is, unless he did his deals with FullTiltPoker.com.

It is actually feasible to assume that the Full Tilt corporation will spend more in the US on its .NET presence since that is all they will be allowed to do. Many of the sites that are reporting on this story also earn income from the online gaming industry. I am not sure why or how they could misreport the information.

The Television lineup is still full of various cash poker games and anyone that can go to an Indian Reservation Casino or most of the Casinos in Las Vegas offer both electronic and live cash games. Many states have “poker rooms” that allow cash games and in houses across the US family and friends come together for friendly cash poker games. Poker is a game that dates back to the earliest settlers of this country. Poker is a part of America’s history and future.

Full Tilt Poker is on record saying:

“Dublin Ireland (April 15, 2011) – Full Tilt Poker is saddened by today’s charges against its CEO Raymond Bitar and offers its full support to Mr. Bitar and Nelson Burtnick.

Online poker is a game of skill enjoyed by tens of millions of people in the United States and across the world. And, Full Tilt Poker remains as committed as ever to preserving the rights of those players to play the game they love online.

Mr. Bitar and Full Tilt Poker believe online poker is legal – a position also taken by some of the best legal minds in the United States. Full Tilt Poker is, and has always been committed to preserving the integrity of the game and abiding by the law.

“I am surprised and disappointed by the government’s decision to bring these charges. I look forward to Mr. Burtnick’s and my exoneration”, said Mr. Bitar.

Unfortunately, as a result of this action, Full Tilt Poker has decided that it must suspend “real money” play in the United States until this case is resolved. However, Full Tilt Poker will continue to provide peer-to-peer online poker services outside of the United States.”

We tend to agree with Mr. Bitar’s claims. While we cannot reasonably or responsibly talk about the legal issues these 11 executives are facing, as we said they are innocent until proven guilty. What we do know is that many of the greatest legal minds contend that poker is a game of skill not chance and therefore not technically gambling. I love the game of poker myself. I have played on FullTiltPoker.net and we have a family tradition where we all gather over Thanksgiving and have a Texas Hold Em Tournament.

Online gambling and online poker just got a lot less convenient in the US. The courts are going to be forced to determine if online gambling and poker should be legal and if legal, who regulates the industry.

If you’re in the U.S., when you point your browser to any of those three gambling sites, you see a scary message: The U.S. government has seized the domain names of the three sites, preventing gambling transactions and anything else:

The Government claims that these businesses manipulated the banks in order to process these transactions (almost all of them conducted electronically) using wire transfers, credit cards and other means of commerce.

The problem gets a bit dicey when you realize that these three online gambling organizations are not based in the U.S. For instance, PokerStars’ headquarters is on the Isle of Man, a self-governed British Crown Dependency located in the Irish Sea between Great Britain and Ireland. Here is an image of their headquarters.

Even if the US Government wins the judgement there is no guarantee that the Isle of Man or the other host countries where these business’ operate and are based will comply with the US extradition request or asset seizure request. There is huge disagreement about the legality of online gambling. Not to mention the economic impact these small countries would feel if these large industries ceased to exist.

Are we supposed to believe the banks and credit card companies did not notice billions of dollars of transactions coming and going out of very small countries? Bank of America calls me if I use my card in a store that is outside of my normal shopping habits but they could not detect the billions heading to Ilse of Man or Costa Rica?

Since we are talking about US law and online gambling being illegal in the US, some questions obviously arise. The US Government is for the people, by the people, right? A recent poll of US citizens with over 3100 responses indicates the people are siding with the poker companies. 52% of those asked said online gambling should be legal and that it is a victimless crime, 33% said as long as it was regulated and only 15% said no. So 85% of the people polled feel as if online gambling should be legal and if we were asking them about poker only the percentage would be in the mid to high 90’s.

Last but surely not least, Full Tilt Poker specifically is just a platform. The laws that are being violated if online poker is illegal are being broken by the users of Full Tilt Poker, not the company itself. If the Government prevails in it’s case against Full Tilt and others, are the Internet providers who connect the users responsible? Or how about the poker table manufacturer? Full Tilt is not a wagering company or betting company. They are the virtual version of a Card Room; they merely provide a service to those who wish to test their skills against others for fun, prizes or money. It is duly regulated and licensed by the Alderney Gambling Control Commission.

The residents of the US seem to want to be able to play poker and gamble online and poker seems to be at its all time high in popularity. The few in opposition of the game and its legality should be reminded of Las Vegas. It was a relatively unregulated home to the Mob who handled and profited from the gambling industry. The US Government did not shut down Las Vegas, they cleaned it up and regulated it. The Mob was servicing millions of tourists (the voting public) and the Government found a way to keep them playing. Now Vegas represents a billion dollar industry.

For a company that has always found a way to brand itself (NSFW) in a industry valued in the billions we think the fight has just begun.

Or look at China. Some of Las Vegas’s biggest “whales” came from Asia and specifically China. China took a small island that had historically been plagued with prostitution and some of the lowest numbers trade jobs in the region. It has been transformed to a Chinese Las Vegas. Many of the same casinos located in Las Vegas have locations there. It has become extremely successful and transformed the economy of the region.

The law makers and media do not need to worry about the MMA athletes who are sponsored by websites still operating and very much in need of promotion. We need to ask our Senate and Congress to try to find a way to do what the majority of the people want and legalize poker and online gambling. Virtual gaming will help our economy and could create jobs here in the US if we found a way to embrace rather than erase this business.

Jason Genet

IngrainedMedia.com


Mixed Martial Arts Gold Mine?

We have been blessed to work with some amazing athletes and sponsors over the past few years. They both shared one thing in common, they gain exposure when they perform, and in that performance they have a 50% or greater chance to loose. Throughout this time in the sport of MMA, fighters complain that they do not earn enough and the sponsors claim to not be able to identify the return on investment (ROI) involved.

One of the big issues is that the athletes are usually too busy to market themselves correctly and do not have the right representation helping them find the time and tools to build their own fame outside of the events. The sponsors rarely activate the sponsorship and roll the dice on the event. Yet the athlete they are paying has little to no control over the event, if they show the sponsors logos or the very important walkout. Some brands have paid mid five-figures per fight to have their shirt worn during the walkout and post-fight coverage.

Many opportunities to engage the consumer and potential consumers are often missed or ignored and the activation is almost non-existent. The major promotions like the UFC regulate and restrict which sponsors are allowed and even charge the Brands a sponsorship participation fee. This fees can sometimes be in the mid to high five figures per year. They are not given anything that any other brand is given. You would think that this “tax” would increase the sponsors desire to get more for their investment. Instead it appears to have only reduced the amount the sponsors are willing to pay, made the sponsors focus more on if the event will be televised, and at the same time weeded out the small to medium apparel companies from the mix and removed their ability to support athletes. That is at least what they will have you believe. The fact is, many have just used this “tax” as a reason to leave the sport because they never developed an ROI.

We have brought in many non-endemic sponsors that are focused on the athletes and are willing to look at the events as “bonus” exposure while working with the athlete in a true endorsement fashion. One of the UFC’s major sponsors, Bud Light and it’s parent company, is arguably one of the largest Sports Marketing agencies in the world. They are also one of the most successful.

There is no missing the event involvement Bud Light has in place with the UFC. Their approach to their MMA Fight Team is less about big in-event placement on the athlete and instead more focused on outside the event endorsement. They use their athletes in their retail point of sale advertisements, use the athletes image and likeness in their bar and restaurant advertising, produce webisode series promoting the athletes and more. They make sure they ingrain their brand and athletes at every possible outlet and event. It may be argued that they provide equal or greater promotion of these athletes than the UFC does.

So what are some of the solutions? The first step is for the Brands to realize they are sponsoring and endorsing an athlete. They need to have a plan in place on how they are going to extract value from the sponsorship and utilize these athletes. Instead of looking at it as a billboard type logo placement it must instead be viewed as a relationship. They have to get beyond being a fan of the athlete because that will only lead to the most expensive Facebook photo in the world. Second, they need to activate around the athlete and his or her platform. Use the events these athlete’s participate in as spikes in exposure and capitalize on the ability the events have to engage the target consumer but do not make this the be all, end all effort. The athletes and their team need to make sure they have a platform to offer. The brands need to try to coordinate and cross promote whenever possible.

As you can see Wrangler does a great job with this. They offer a wide array of their shirts with various PRCA and PBR sponsor logos on the shirt along with their Wrangler logo. I know MMA has to get away from having seven competing fight brands on one tee shirt and shorts before they can offer this type of merchandise. As you will see in the slide show below it is not just Rodeo either, many sports employ this model. You are also not tied to using all of the brands as you see with the Wrangler shirt above.

Here is the Official NASCAR Team DuPont Jersey.

And here is a NASCAR fan wearing the same jersey.

Obviously there are no competing brands on this jersey but you see various brands showcased and the primary brand DuPont is prominent. The fans buy these jerseys for the same reason they buy NFL, NBA and MLB apparel because it is authentic looking.

I recently moved to the Central Coast of California and on any given day you see a slew of Cyclists riding through the hills, coast line, and throughout town. I started to notice the majority of them are wearing authentic team apparel. Either Radio Shack has started sponsoring every cyclist in the world or once again we are seeing fans and practitioners of the sport seeking authentic apparel. Here are some examples –

Here is the Team Radio Shack cycling uniform.

and

Here is the Team using the uniform

And once again here is a fan who has sought, purchased, and is proudly representing the brand in the exact same gear.

This is not really a sport specific phenomenon. The fact is NASCAR, NBA, Soccer, MLB, NFL, PBR, PRCA, Motocross, Indy Car and more derive a considerable amount of revenue from this type of merchandise. The brands exposure is extended beyond the athlete, the event, and the athlete’s platform and the marketing provided by the Brand. The exposure alone is a tangible return on the sponsors investment and having your brand worn by your target consumer or applied to your target consumers personal property becomes an extremely valuable proposition for the brands supporting these athletes and Teams.

The majority of the MMA industry is missing this market and opportunity. From the athletes to the brands no one seems to be making any replica merchandise. There is no doubt that there is a demand for these types of products. There is no doubt that in these tough economic times we need the sponsors to be more successful then ever before and at the same time find a way to extend the engagement beyond the events.

The managers and agents in the sport of MMA need to get out of the patch business and get into the brand building business. They need to build the brands of the athletes they represent and help guide the brands that support those athletes to successful and controllable engagements. If you are merely trading logos for dollars based on exposure you did not create you are on the path to failure for you and your clients.

The athletes need to look for ways to connect with the fans and extract value for the sacrifices made. Depending on events and televised exposure you can not and do not control is a recipe for disaster. You need to yourself or have other people helping you build your brand and increase your exposure even when you are not fighting.

Brock Lesnar’s sponsor Death Clutch has offered replica walk out tees in the past. They seem to be one of the few brands or athletes offering such items. In the past you used to be able to buy the Overeem Replica Fight shorts. The issue with fight shorts is that unless you can kick ass like The Reem you probably should not be wearing his shorts. It is kind of like showing up to your first BJJ class with 20 sponsors on your gi.

Here is the Death Clutch UFC 116 walk out tee:

We have had one client that fought 9 times and 3 of which were in the UFC and he had earned just under $100,000 for 3 years of work and 9 fights that he won, his MMA earnings were predicated on when or if he fought. The same client is now a millionaire based on competing 3 times over two years. He has months where he makes $50,000 and has consistently has earned a monthly income from his endeavors in and out of the Octagon. The difference has been focusing on building his brand and finding ways for his sponsors to earn their ROI. He has both endemic and non-endemic sponsors alike.

The authentic and replica tee shirts are a great opportunity to increase your brand, your sponsors branding, and your income as an athlete. You can go to any size event and you will see merchandise similar to what you see here and in our slide show. If the athletes do not create these then the brands should. Even the video games strive to ingrain authentic sponsors on the in-game characters on both the THQ and EA Sports MMA games.

This should not be ignored and it very well may be the lowest hanging fruit in the entire MMA market. If you trained would you wear replicas of your favorite fighters shorts or rash guard?

I am sure just about everyone in the US has seen that NASCAR fan who has their personal possessions or vehicles with logos from the brands that support their favorite athlete.

Here is a slide show that shows various sport jerseys and tee shirts and the fans that wear them. It is easy to see the potential market that is out there. A lot of these fans are cross over fans and are fans of many sports.


Social Experts or Snake Oil Salesmen?

We’ve received quite a few emails about our Facebook blogs, so we wanted to expand upon some of those thoughts. Please feel free to comment or send us an email about your thoughts.

The fact is Facebook is a 500 pound “Gorilla” and most people know of it or have an account. So essentially, it becomes the easiest target for companies and brands to focus on. The job of “social media manager” is one of the fastest growing new job postings. University of Southern California is even offering courses and degrees focused on this new phenomenon. Agencies all over are working overtime to create new divisions focusing on social media. Pretty much every brand has a social media “expert” to assist them in this new world of social media.

The “affiliate marketing” experts are now touting their social selling skills and as this new market emerges, the so called experts seem to be more like job seeking opportunists rather then social media experts.

This group of newly employed “experts” continue to spout off about engagement on third party social platforms like Facebook as if they are Mark Zuckerberg’s first cousins. They are the same ‘experts’ that lead brands to the social graveyard called Myspace.com. They claim that these engagements are meaningful and encourage these brands to spend their hard earned money to help promote a third party application. Billions of dollars are being spent to gain a “like” and resulting in tons of free exposure for the brands like Facebook. Where is the ROI? They are merely telling brands what the brands already know (that Facebook is popular) and that social media marketing is an emerging but necessary market.

As we have discussed in our previous blogs, people (the brands target consumer) use social networking and specifically sites like Facebook to connect with friends. There was a time when you could not even join without a connection within the network. Now that it has grown, the brands and their experts see Facebook as the holy grail of social media marketing.

Facebook is essentially web 2.0’s version of email You do not need to send emails through email clients. You can share, connect or find your friends, colleagues and family. It is an easy way to stay connected and communicate with the people you want to connect with. No email address changes or loosing the phone number. Just type in their name and Facebook will give you numerous ways to connect. Most consumers do not seek to have these kinds of relationships with brands. They are interested in brands providing them content, information, contests and so on, but a meaningful friendship is not what they are after. If you are a brand and not an athlete or celebrity, the actual engagement ration on Facebook for brands is close to zero percent.

People aren’t involved with most brands’ fan pages, even though on a daily basis a large percentage of them are involved in connecting with the brand. The problem is the “real” engagements and the feedback provided is normally one directional. This is not engagement, but more like a new form of email spam. When the engagement is real Facebook provides no real way to engage the users back. Ultimately, what little success you will find can backfire. The consumer will feel ignored.

People tend to forgive the celebrities for the lack of response. The celebrities tend to be forgiven based on the sheer number of fans they have commenting. It would be humanly impossible to engage with 50 Cent’s 12,000,000 Facebook fans. He offers his hard core fans his own unique social network that has over 540,000 active members (www.thisis50.com). To me, this group is far more valuable to 50 and his endorsed brands. He can directly communicate back and forth with his fans. The engagements are real. He can monetize thisis50.com and owns it rather then being a passive participant on Facebook.

There are too many people and groups on Facebook and making lasting and meaningful engagements is next to impossible. Facebook and sites like it offer the users of the site a tremendous platform to stay connected and communicate. It just does not mean that all of its users will “like” you or even be your target consumer. Social media is like having clovers in your lawn. They look cool and you hope to find a four leaf clover but they are not necessarily good for your lawn.

I always try to get our clients to visualize social media as a virtual social gathering. If you had a gathering with 12,000,000 people, it would be chaos. Even 500,000 could be chaotic so brands have to remember that they are going to be at the center of the conversation. So building your network needs to be balanced with feeding your network content and meaningful engagements.
Brands should, however, focus on Facebook advertising. The cost to advertise on Facebook is very affordable and very effective. Since Facebook revolves around socializing, those conversations create the ability to target conversations and interest. Facebook users tend to list their likes and dislikes and Facebook advertising can effectively help you find your target consumer. Targeting is the smartest ad expenditure brands can make. Niche advertising networks like MMAAdnet.com are one solution; contextual based targeting is another. Each are very effective and remove a lot of the mystery involved when advertising on or off line.

Brands SHOULD have a page or at least a group or two established on sites like Facebook. They should use these platforms to help find and potentially extract this consumer from being a passive friend to a truly engaged consumer. At the very least, Facebook and third party social media platforms offer “free advertising” for brands.

Build a realistic plan, assign realistic goals and go. If you are using it correctly, social media will tell you where to go and what to do. You have to listen to the consumer. If your expert has advised you to focus solely on Facebook and suggests hiring staff to manage the comments and tell you what you should be sharing, you might need a new expert. There is no magic to social media marketing. It is about engagements and providing feedback in a timely manner.

You can have your own thisis50.com style site with an iPhone app for under $5000. You and your team can manage this and all of your social platforms through your cellphones and desk top. I guarantee you it is not Weird Science or even Sixteen Candles. It is just communication with the very person you are willing to spend tons of money to understand what they like and want. Save your money and time and just ask them.

Jason Genet

IngrainedMedia.com


Henry Cejudo

Henry Cejudo CeWHOdo

Cejudo Captures Gold

You might not be a fan of Wrestling if you do not know who Henry Cejudo is. Either way, please keep reading as this blog is relative to any sport and athlete.  Henry won the Olympic Gold Medal in the sport of Wrestling at the ripe age of 21.

Being the youngest Olympic Gold Medalist in USA Wrestling History was quite the accomplishment.  His Olympic run was your typical underdog story.  He came into the Olympics seeded 16th and even lost his first period of his first match.

In the sport of wrestling, especially at the elite level, losing the first period can sometimes mean losing the match. Again in the quarterfinals and the semifinals Henry would go on to lose the first period and was forced to rally back to victory.

Henry went on to win his gold medal match and the gold medal.  Henry’s personal struggle and life story made this unbelievable accomplishment even more amazing.

Henry was one of the country’s most decorated high school wrestlers.  He won State Championships in two states (AZ and CO) and was the ASICS Wrestler Of The Year. He was also the first high-schooler to win U.S. Nationals since USA Wrestling‘s formation as the sport’s national sanctioning body in 1983.

Henry’s youth was another tale of overcoming accomplishments.  He was born in the late 80’s in South Central Los Angeles, California.  His parents were undocumented Mexican immigrants.  Henry’s father was a frequent long-term visitor to many of the California Prisons.

Henry’s mother did what she could to provide for her six children and worked numerous jobs to provide for her family.

Henry’s family eventually settled in Phoenix, Arizona which was just a hotter version of the bad neighborhoods they had lived in the past.  This is the basis for a story that many lead to tell from behind the walls of America’s prisons.  Some could say he was destined for failure.  Henry found wrestling and began to devote himself to the sport.  Henry used the sport to build an opportunity for himself and his family.  Henry and his brother dominated the sport of high school wrestling.

They were so talented the national developmental freestyle coach for USA Wrestling invited both Angel and Henry to attend the resident freestyle program at the Olympic Training Center in Colorado Springs, CO.

The fact that Henry essentially raised himself while his mother worked and his father paid his debts to society lead to the fact that Henry’s education was nowhere near the college level.  Making it to the Olympics without college wrestling is the route less taken to say the least.  Had Henry’s chosen sport been Basketball or Football he would have been on a full ride to any NCAA Division I powerhouse and playing in the NBA or NFL today, he is simply that good.

Henry took second at World’s losing to Matt Azevedo but came back the next year and won the spot on the 2008 Olympic team.  This is normally a spot reserved for NCAA All-American’s and Champions.  Henry would secure the Gold Medal in storybook fashion.

Henry was the poster child for the 2008 Olympics during his time in Beijing and when he came back to the US.  He appeared on The Today Show, The Tonight Show, CBS Early Morning Show, ABC’s Nightly News, Oprah, and many more.  For a short period of time he was an International Star.

I was sitting one row ahead of him when he and his posse rolled into a MMA fight in Phoenix.  Most everyone knew who he was and a lot of kids were coming up asking for his autograph and he was even announced as being in attendance by the promotion.  He must have had 12 to 15 people with him, who all seemed to be catering to Henry.

Henry was living the life of a rock star.  Everyone wanted a piece of him and “just a few minutes of his time”.  It seemed like wrestling finally had a star.

Now, fast forward to 2011 and we are beginning to approach the 2012 Olympic Games where Henry is again just one of many wrestlers in the 55 kg division competing for the one spot at the top.  In the last 4 years we have seen All-American Wrestlers become Champions and millionaires in the sport of MMA.  We have seen Wrestlers become the dominant force in the fastest growing sport in the world.  Wrestling programs at the College level are under attack and stories like skipping college to pursue the Olympic Gold may become the only option.  The PAC 10 Conference is shrinking and NCAA Division II powerhouses like Nebraska have been eliminated.

Pac 10

Wrestling is one of the few USA Olympic sports that still uses true amateurs when competing.  Something the Eastern European countries stopped doing long ago.  Athletes like Henry need to find ways to earn a living and remain relevant for 4 years before then hoping to secure the single spot on the Olympic team.

This may be the very reason that wrestling is considered a “poor mans” martial art.  It also is likely the same reason the sport of wrestling is failing to thrive while wrestlers are able to use wrestling outside of the sport the thrive and earn a living.  My very own brother has spent 20 plus years of his life sacrificing his time and efforts for about $2,800 a year.  The Athletic Directors pay by season so it doesn’t seem as bad but any Wrestling Coach will tell you it is a year round commitment.

Why is USA Wrestling so anti-MMA?  Everywhere I go I see BJJ gyms and MMA gyms opening in the same town where the Wrestling Programs are on life support.  What was the plan with a guy like Henry?  Obviously the USA Wrestling program knew he could win or they would not have even invited him to Colorado.  Once he made the team and won the spot on the ladder, why not market him?  When he won the gold and had all of the press and momentum, why not market him?

Instead they let a rising star succumb to gravity.  Imagine an athlete like Henry competing in MMA.  His wrestling skills alone would place him at the top of the 125 pound division.  Then you take his story and his Olympic notoriety and he is everything the UFC was hoping for in a Cain Velasquez.

Imagine a wrestler like Henry after he has learned to contend with punches and submissions.  He would be an elite Mixed Martial Artists and his participation in MMA would allow him to earn a living, promote USA Wrestling and make him a more complete athlete when the Olympic Games come around in 2012.

Instead Henry Cejudo is just another great Wrestler having to earn every inch he gets.  He has to work harder and train harder than any other athlete in the world and all for a once in a lifetime opportunity to represent our Country for free.  USA Wrestling needs to embrace MMA if it expects MMA fans to embrace Wrestling.  MMA is the NFL for Wrestlers.  MMA makes it possible for guys like Henry to continue building his brand outside of Olympic Trials and The Olympics.

If not MMA, what is the plan?  There is an extreme lack of follow-through in marketing and little to no plan exists to keep amateur wrestlers who earn a place in the spotlight relevant.  From Henry’s posse to USA Wrestling, they all have to take responsibility for Henry’s lack of exposure.  If he happens to win another Olympic Gold, will we see even less than we have seen since 2008?  Maybe USA Wrestling is waiting for Henry to save a baby from a burning building while overcoming the obstacles in his life and winning the US Olympic Gold.

No matter what the platform or stage, athletes and their posses need to find a way to stay relevant and engage with people of the sport.  Do not expect those around you to do so because you are the current flavor of the week.  You worked hard to earn this opportunity, make sure you have someone working hard to make it last.  Do not become a Henry CeWHOdo.

Olympic Gold Taste So Good!

For my wrestling readers, please do your part to support your local wrestling tournaments and teams.  Give back to the sport.  It needs you now more than ever.  One of the greatest and oldest sports in the World has played a large part in building one of the fastest growing professional sports in the world.  There has never been a better time to support Wrestling and Wrestlers.  USA Wrestling works for you.  They could not exist without your contributions so make sure you let them know you want more for the sport and the athletes of the sport.

Jason Genet

http://www.ingrainedmedia.com


Brands Struggle With Social Networks

Like Me, Like Me, Like Me!!!!

Pretty much every ad these days has some sort of Twitter or Facebook tie in. This week on the Howard Stern Show you could hear the crew discussing who is “Verified” and who is not, who had how many followers etc. My own company started dedicating space on our Athletes banners and websites to Twitter and Facebook..

So there is no wonder why Twitter and Facebook are some of the fastest growing Social Networks. Brands are spending hundreds of millions of dollars on promoting their Brand on Facebook and Twitter. Some campaigns are fully dedicated to increasing Facebook “Likes” and engaging with their target consumer.

That really is the beauty of Social Media. Long gone are the days of waiting on data and feedback from focus groups or retailers. You can engage with your consumer and be on a direct one-to-one relationship. This will revolutionize the way products come to market and how brands develop their strategy.

There are a couple things that Brands need to consider. These are not your typical Social Media pitfalls or even typical Social Media thinking. The facts are pretty hard to argue and the solutions are actually fairly inexpensive and the average business owner or executive can run these tools.

The first thing to remember is history has a history of repeating itself. When was the ast time you logged into your Myspace account. Myspace is on it’s proverbial death bed and if it was not for the Music and Entertainment industry it would likely already be dead. What we can learn from Myspace,com is that even Social Media giants can tumble. Social Media has to universe connected and when they move they move in herds.

So what becomes of your Facebook investment when the herd moves? You really not have collected any critical contact data and you cannot be sure that you will be able re-connect with them when you move to the new platform. So will the money spent be totally wasted?

The bigger concern is that Twitter and Facebook are so big that no matter what percentage of the total users you engage with there is a greater number of consumers that your alienating. What I mean by that is studies show that the young consumer and future consumers are turned off my brands in Facebook or Twitter.

According to a new report from Forrester Research;

“just 6 percent of 12-17-year-olds who use the Web desire to be friends with a brand on Facebook, despite the fact that half of this demographic uses the site.”

Among Web-connected 18-24-year-olds, that figure doubles—meaning that 12 percent of that demo feels okay with befriending brands—though the vast majority of young adults are not, per Forrester.

Even scarier for brands: Young people don’t want brands’ friendship, and they think brands should go away.

“Many brands are looking to social media as a strong digital channel to communicate with these consumers, since it’s where 12- to 17-year-olds are spending so much time,” wrote Jacqueline Anderson, Forrester’s Consumer Insights Analyst, who authored the report. “But research shows that it is important to consider more than just consumers’ propensity to use a specific channel. Almost half of 12- to 17-year-olds don’t think brands should have a presence using social tools at all.”

To arrive at these conclusions, Forrester surveyed 4,681 Americans aged 12-17 on the Web in September of last year.

So what should brands do? We have several solutions that we offer our clients. They solve allow of the problems listed above and at the same time tie into these very important Social Communities. We cover over twelve Social Networks and Share services and at the same time we engage directly with the small percent of consumers that want to be involved.

You can also use Social Media as a tool for extracting information. Not necessarily by blind engagements on Twitter or Facebook but by listening. Don’t push your message listen and ask questions. Show the consumer via your products and ad messages that you hear them.

With over 74% of 12-17 year-olds using social networks you can be certain that social networking will continue to be one of the biggest platforms used by your target consumer.

Jason Genet
President
Ingrained Media

http://www.ingrainedmedia.com