labs

New Springpad and Social Strides for the Red Sox & Olympics


Top Story: Olympics go Social with New Online Hub Connecting Fans and Athletes

The 2012 Summer Olympics are being dubbed the world’s “first social games” where marketers are creating buzz around all social media outlets in hopes of creating awareness around their brands. Advertisers are targeting social media to help raise brand profiles and engage consumers to chat about promotions online.

But it’s not just the marketers chatting on Facebook and Twitter. The 2012 London Olympics created an online social hub for athletes and fans to connect and interact. The International Olympics Committee organized a site called the Olympic Athletes’ Hub as an effort to better engage fans and create interactions with participating athletes.

The hub integrates Twitter and Facebook feeds of the athletes into one combined feed. Fans can sign up and search the directory by athlete name, country, sport, discipline, or event. Currently there are 1,000 athletes in the hub and more participants will be added as they qualify for events.

In order to create interaction and engagement, the hub has created contests for fans to win prizes; including attending the games, by liking athletes’ Facebook pages and following them on Twitter.

2008

2012

FB 100 million users More than 845 million members
Twitter 6 million users 20x larger with 140 million members


During the London 2012 summer Olympics athletes will:

  • Have real time text chats with fans from inside the Olympic Village
  • Share their results and engage with fans
  • Experience growth in their social media following

Fun Fact: The Olympic TV audience continues to increase: 3.7 billion in 2000, 3.9 billion in 2004, and 4.3 billion in 2008.

Do you think the social media campaign will increase the amount of viewers by an even larger margin this year?

 

Tool of the Week: Springpad

Springpad recently re-launched with a whole new look, feel and purpose. What was originally more of an individual list-maker and web page clipper is not uber-Pinterest. While it doesn’t have the audience Pinterest does, Springpad does have a more fully built out functionality for individual ‘Springs’ (think Pinning on Pinterest).

The features that really stuck out for me are;

  • Product locators for some items. While it does not appear this is fully built out – I clicked on a Spring of a wine, and was given a location to buy the wine by entering my zip code. This online to offline location can be very powerful for marketers.
  • Smart Springs. When I click on a food recipe spring it gives me not just the option to say I ‘like’ it but also an option for ‘want’ and ‘cooked’. This recognition of the difference between major Sprung items is a nice touch.
  • Private lists. This one is where I feel Pinterest has really fallen short – being able to privately share boards with friends is a basic, but valuable feature.
  • Spring breakdown. Springpad automatically categorizes your springs by type (at least on a major category level). It has broken mine down to recipe, book, note, TV show and checklist.
  • Notes and web clipping. As Springpad began as more of an Evernote-type product, they have retained much of this functionality. You can easily create checklists and clip Web pages with a simple Chrome plugin.
  • Attractive mobile experience. The iPhone app is user friendly, aesthetically pleasing and seems to have most if not all of the Web functionality.

Overall I have found Springpad to be a valuable tool for business and pleasure. Give it a try and find out if Springpad will work for you as well, and let us know what you think!

 

Around the Hub: The Red Sox Take Some Social Media Initiative

The Boston Red Sox are finally seeming to catch on to something the Celtics, Patriots, and Bruins have understood for quite awhile now. Social media sells. And fans want to hear from their favorite teams and participate in all things team spirit on social media. In all fairness, the entire Major League Baseball organization has been very slow jumping aboard the social media train; not just the Red Sox organization. Sure the Sox are on Facebook and Twitter these days; they just haven’t been too actively interacting with fans or letting us get involved in any promotions.

But with Fenway Park’s Opening Day and their 100th birthday celebration, Bostonians finally saw some signs of life from the Red Sox on the interwebs. And an opportunity to actually get involved. In honor of the celebration, they filled 100 balloons with pairs of game tickets and hid those balloons around Boston. Then, they created a hashtag for the promotion and revealed clues about the balloons whereabouts on their Twitter account. Of course, fans went wild trying to find the tickets and eagerly talked up the team on Twitter.

According to BostInno, the promotion allowed to Sox to double their daily Twitter followers and increase average mentions by 1.5 times. So, was the successful campaign enough to keep the Red Sox going on social media? We think so and have a feeling the 2012 season will be the year we see all of the MLB teams bloom online in a big way. In fact, the Red Sox are very recently joined  Pinterest and Tumblr, too. Now we’re just waiting for them to create a gathering spot for all things social media, like the Bruins recently did. And more of those ticket giveaways, exclusive to followers on social media. Game on.

Red Sox Home Opener 2011: Using a Local Event to Promote a Sense of Community

 

As a rookie Bostonian, it’s safe to say that I still haven’t fully grasped the intense passion that New Englanders feel towards their teams – Red Sox, Patriots, Bruins, and Celtics alike.  The footprint of the home teams on the local social media scene was obvious to me on Friday when the Red Sox had their Home Opener against their arch rivals, the New York Yankees.  Businesses and organizations coordinated their tweets for the day to coincide with the event.

Many businesses simply mentioned the event and integrated it in with their normal twitter content:

@BPLBoston: It’s Flickr Friday at the Boston Public Library. In honor of Red Sox opening day, we give you these baseball images http://bit.ly/eXxM8u

 

@NewEnglandMCA: New England MCA wishes the Red Sox well on Opening Day2011! Go Sox!

 

@Simmonslibrary: Today is Red Sox Opening Day! Check out one of these great Sox books from our collection http://bit.ly/g0TTl8 (expandhttp://bit.ly/hUgZKy

 

@thelobstershack: What do the Red Sox and the Lobster Shack have in common? OPENING DAY! April 8, 2011 – 11am official start to the 2011 season.

 

@@Bar10_Boston Despite coming 0-6, there is nothing like #Redsox Home Opener! We can feel the excitement in the city, game time 2pm

 

@WestinCopleyPl With the #RedSox back in town don’t forget to refresh your senses and experience summer in #Boston with the Westin!

 

@Ettractions: Today is opening day at Fenway Park!! Check out the Boston RedSox schedule or take a tour of the stadium. http://fb.me/YKtwgYwp

 

 

Other businesses took it a step further, building deals and specials around the event:

@Finzsalem: Opening day! Join us for the game & enjoy our Fenway Special: Grilled Pearl Hotdog and an ice cold PBR, only $8!! Go Red Sox!

 

@McFaddensRI: OPENING DAY : **RED SOX / YANKEES AFTER-PARTY** TONIGHT, from 9-11pm!!! Want to snag a spot on the Guest List? Receive FREE COVER, and $3…

 

@berkleesac: Celebrate opening day at Fenway with FREE hot dogs, snacks, refreshments and FREE Red Sox gear giveaways all afternoon beginning at 1:30pm.

 

@boYOfroyo: it’s opening day and the red sox need our support. our new boYO of the week is a regular red sox raspberry froyo… http://fb.me/NvTq64sD

 

@fraskedesigns: Happy Red Sox Home Opening Day! Last day to save 15% and get free shipping at http://www.fraskedesigns.etsy.com with the code GOSOX2011!

 

@BostonHandmade: Red Sox Print Sale for Opening Dayhttp://dlvr.it/MrqBl

 

 

My favorite type of promotion during the home opener was offering a special deal to patrons wearing Red Sox gear. Bostonians are going to wear their Sox hats and jerseys on opening day (or any day the Sox are in town) no matter what, but offering special promotions to those who do makes the company a part of that fan’s Home Opener experience.

@Cardullos: It’s opening day for the Boston Red Sox. Today only, visit us in the store dressed in your Red Sox garbs and get a FREE bag of peanuts! 🙂

 

The overall impression that I get from tweet activity around this local event is that it served to promote a sense of community between businesses and those they serve.  The message: we are all in this together – we are all a part of the Red Sox Nation – embraces a sense of unity that is unique and special to New Englanders.   Go Sox or go home.

Did you come across any other tweets or facebook posts that integrated Opening Day in a unique way? We would love to see them!

-Halley Sheffield, 451 Marketing Manager