Topic One – The positives and negatives of an organisation (brand, governing body or rights-holder) getting deeply involved in social media

The use of the phrase ‘Social Media’ means a lot of different things to different people. For many, it is a catch-all for a few well known sites like Facebook, Youtube, Flickr and Twitter. For others, the definition is broader and includes web 2.0 enabled blogs and some gaming applications.

While there is no doubt that these platforms have a huge number of users, they are hyped a little by the media and those who work in the digital industry. Many sports organisations have reason to ask questions about the relative merit of different platforms, but I think that the time has come where the opportunities do outweigh the benefits.

To put this question into some historical perspective, rephrase the question to “what are the positives and negatives of getting a fax machine or a post box or publishing your switchboard number on your website.

According to figures presented by Comscore at the conference, Facebook is the largest site on mobile – bigger even than Google. This is no real surprise – mobile is a person to person communication media and Facebook is a person to person platform.

So to answer the question (something I was accused on Twitter of not doing on the panel)

Positives.

Social Media is another channel. Another touchpoint. Another mechanism to listen to and communicate with partners, customers and fans. At the very least, these mechanisms make it more convenient for your fans to receive your news and content.

The listening part is important. While some may focus on the negatives of being open to criticism (See Negatives) others see that the feedback channel is a great way to improve the product, to understand what works and what doesn’t and to adapt to that feedback. This is another way of saying that the voices are a diverse set of opinions that are perhaps more useful than the groupthink of old white males that usually make the decisions.

Social media provides an immediacy that other media cannot. This is not just what fans are saying, it is what they are saying now, and in many cases their location can also be determined. The insights from social profiles and monitoring of sentiment in conversations provide a level of demographic information that traditional registration forms can’t match.

Finally, there are demonstrable benefits of using Social Media for Search Engine Optimisation (SEO). Obviously the more times your team, club, organisation or sponsor is mentioned on Facebook, YouTube, Twitter etc with a link back to your site, the more highly it will score with Google, Bing and the like. This will become even more important as Google moves to include real-time results in it’s search mechanism.

Negatives.

Many of the negatives associated with Social Media are actually not problems with the technology. A lot of the negative perceptions of social media come from a misunderstanding about the true nature of who is using it and how it is used.

It is true that anything negative will be amplified and accelerated by Social Media. A larger group of people will be exposed to comments and if the correct procedures are not in place then this can get out of control quickly.

Many of the negatives associated with Social Media can be fixed with good business practises and policies, so here are some of the issues to consider.

The use of social media when done properly will require resources that may not exist in the organisation. There is no point in doing it for the sake of doing it, if you are going to engage in a conversation with your most important stakeholders via this mechanism, then you need to show them that you are committed and you take it seriously.

I disagree with the sentiment that you can “throw a rock out the window, hit a teenager and get them to run your social media programme.” Better to invest in training the people who understand your business, its products and culture to represent you and your brands online.

Social Media is two way. This scares a lot of businesses who are worried about criticism. Many sports organisations, particularly governing bodies have a tendency to be faceless bureaucrats, sitting behind gatekeepers and policy. But here’s the thing – people will use social media to criticise you and your policies whether you are there or not. You can’t stop it. You can’t control it. You can’t spin it. The best that you can hope for is that you can influence key people via participating to see your point of view.

Now that there is real interest in the America’s Cup again and the stories are a more palatable mix of sailing, personalities, competition and racing instead of the grotty detail of legal posturing, we have launched a standalone page for news about the 33rd Edition in Valencia.

As well as YachtSponsorship.com’s unique opinion and insight, the new channel will feature embedded video from the teams, live twitter updates from journalists, teams and other sources as well as the occasional input from some special America’s Cup guests.

Yachtsponsorship.com’s coverage of the 33rd America’s Cup in Valencia between Alinghi and BMW ORACLE will be presented by the DARK BLUE BOOK – the Who’s Who of Yacht Racing.

CLICK HERE to Visit the Dedicated America’s Cup Page.

During the week, the publishers of the essential reference for the sport of professional yacht racing, released it’s distribution figures for 2009.

Over 500 copies of the business to business tool were sold via the official website to buyers from around the world. In addition, more than 500 copies were distributed to C-Level executives of companies identified as being able to contribute to the growth of the industry either as sponsors or suppliers.

Sales of the DARK BLUE BOOK were predictably highest in countries where sailing is traditionally popular like the UK, USA, Spain, Italy, Australia and New Zealand; however a large number of the books were sold in emerging sailing markets including the Middle East, S. E. Asia and China.

David Fuller, CEO of Pilote Media and Editor of the directory is happy with the first year’s results.

“Like many sports, sailing at the elite level around the world is a relatively small industry, but it is growing and there is sense that there are opportunities that are untapped. The sport is becoming more commercial and more professional and the DARK BLUE BOOK aims to provide new and existing players with easier access to new business.”

Now that a solid base has been established, the publishers aim to increase the awareness of the directory and work with the leaders of the sport to position sailing as a competitor to more recognised global sports.

David Fuller says:

“Many in the yacht racing business know each other. They have sailed with or against one another, they have been at the same events as fans or suppliers and many have built up longstanding relationships, but many in the business are still competing amongst themselves for a share of the existing pie instead of working together to grow the sport by attracting new competitors, sponsors, suppliers and fans.”

“By collecting the industry together in a single reference, the DARK BLUE BOOK is one way of presenting yacht racing as a united global entity and increases the opportunities to develop individual events. It is also useful within the industry to identify key people or service providers.”

In 2010, the DARK BLUE BOOK will benefit from larger distribution through affiliate partners and increased visibility. The publishers are aiming in substantially increase the number of books sold in 2010.

The 2010 DARK BLUE BOOK closes for entries at the end of February. Listings can be created or updated online at: http://www.darkbluebook.com/

By the time this post goes out via our daily email, Australia and New Zealand will have already left 2009 and the ‘noughties’ behind. It’s been an interesting year and an even more interesting decade.

Thanks to you for reading and helping Yachtsponsorship to achieve huge growth in 2009. I am always thrilled to find out that this site is considered a ‘must read’ by many influentual people in the business, not just of sailing, but sports marketing and sponsorship.

Happy New Year. See you in 2010

Here are our top stories of 2009, determined by the number of times they were read.

1. Measuring Sports Sponsorship – ROI? ROO?
2. Two More Open 60’s Go Up for Sale.
3. Is Yacht Racing a Pretend Business?
4. The World’s Top 200 Sports Properties? Did Sailing Make it?
5. Where to Spend £10 Million… in Sailing
6. Sponsorship Value – The Commerical case for a DOG Match.
7. The Changing Face of Yacht Racing. Oman Sail Launches A100.
8. Louis Vuitton World Series Shows Promise.
9. iShares Cup 5th Man – The Best Seat in Sport?
10. Who’d Sponsor AC33?

Your top story not in the list? Let us know in the comments below which was your top story of 2009 and why.

The Who’s Who of yacht racing will be in town to discuss many of the issues that are affecting the sport as a business, to network and to forge partnerships. Pilote Media CEO, David Fuller says:

There are not many opportunities to get everyone together in the same room and talk about issues that affect the business of yacht racing. From where we sit, looking at the sport as a whole, there are plenty of opportunities for sailing to do things better. There are a few innovators, but that doesn’t mean that the sport can’t learn from best practise elsewhere. Networking and getting a view on what others are doing should help the sport to grow.

Via Yachtsponsorship.com, Pilote Media will be using several social media platforms to report on the Monaco event, but they probably wont be the only ones. David says:

As a whole, the sport of yacht racing is still scrambling to understand some of the new media opportunities. Certainly many of the brands in the sport just don’t get it, but there are innovators. Mark Turner’s Twitter updates over the last few days for example, describing the unfolding events with their Open60 BT have been compelling because they have a timeliness and a human element. I imagine that the twitter feeds from the World Yacht Racing Forum will be quite entertaining, so keep watching #WYRF.

The World Yacht Racing Forum is also a great opportunity for Pilote Media to promote the DARK BLUE BOOK. The directory is modelled on similar references for other sports and is a useful resource for anyone in the business of yacht racing. The 2009 edition was welcomed by many as a great way to define those in the industry, allowing the sport to be promoted to sponsors and major event partners around the world.  David commented:

At last year’s forum, the DARK BLUE BOOK was just an idea, but the timing seemed right. Many of those who attended the first World Yacht Racing Forum also appeared in the first DARK BLUE BOOK. Since we published the first edition in April, we have received hundreds of entries for the 2010 version but the forum gives us a great opportunity to partner with brands who want to be seen as leaders in the industry.

WYRF Chairman and World Champion Sailor Peter Gilmour will open the Forum on 9 December before the opening keynote address by Tom Whidden, President and CEO of North Sails on the state of the industry.

Other presentations will feature the commercial case for sailing sponsorship, the impact of yacht racing on host cities and ports, the measure and evaluation of sailing events’ commercial return, sailing sponsorship and new media.

The World Yacht Racing Forum and Design & Technology Symposium will create the platform for delegates to debate the key issues that are critical to the future of yacht racing. The event will focus on the socio-economic aspects of the sport as well as developments in media coverage and the technical and commercial aspects of large-scale sailing events, especially in terms of their organisation and promotion.

For a full schedule and to register for the World Yacht Racing Forum, visit www.worldyachtracingforum.com

We are happy to announce that the prize was won by Giles Pearman of KPMS. We contacted Giles to inform him of his win and he said:

“What a nice surprise. The World Yacht Racing Forum is excellent opportunity to meet and hear from some of the prime movers in the sport of sailing. The first edition proved it is a sound concept from which those involved in the competitive side of the sport may learn and benefit. Prior commitments prevented me attending last year, and this year I have no excuses!”

Tom Cagnina and Helena Gandara also won a copy of the DARK BLUE BOOK – the Who’s Who of Yacht Racing.

Thanks to everyone who entered the competition. If you missed out, you can still book a place at the World Yacht Racing Forum at a 20% discount until the end of September. REGISTER HERE

The DARK BLUE BOOK is also available from www.darkbluebook.com and selected affiliates.

We’ve published over 700 stories in the last 12 months and those in the know keep in touch daily via our newsletter, RSS feed, twitter feed or facebook page. Others have us bookmarked and some even have yachtsponsorship.com as their homepage. From America’s Cup movers and shakers to upcoming solo stars. From Marketing Directors to Chairmen of the Board – we have grown from a small blog to an international source of news about the business of professional sailing.

Visitors from over 141 countries make up the Yachtsponsorship.com audience. Naturally the biggest sailing nations make up the majority of the traffic – with the top countries being USA, UK, France, Australia, New Zealand, Italy and Spain. But we also have loyal followers from the Ukraine, Sweden, Bahrain and South Korea.

Along the way, we have ruffled a few feathers, but our purpose is still to evangelise the sport of sailing as a platform that provides real return on investment for those who want to treat it as a business. We believe that despite economic conditions, there is potential to grow the sport by adopting best practise from other sports and innovating.

There are some hard business realities that the sport as a whole has to face up to in order to get maximum share of voice, sponsorship dollars and media attention. That’s why we are proud to offer our readers the chance to win a free seat at the 2009 World Yacht Racing Forum.

The World Yacht Racing Forum, to be held in Monaco in December will bring together decision makers and influencers from around the sailing world to discuss the business of yacht racing. It is a one of a kind event and anyone who is serious about the commerical side of sailing as a sport should be there.

All you have to do to win a delegate place at the forum worth €975 is enter our competition… 2 runners up will receive a copy of the DARK BLUE BOOK – the Who’s Who of Yacht Racing.

ENTER NOW

Next week, we will be looking back over the first 12 months as well as offering some treats including a competition with a very cool prize.

We’d love to hear from you. If you are a subscriber or regular reader, tell us what you think of the site and how we are doing. Email us : editor (at) yachtsponsorship.com and let us know if you want to be quoted or not, or you can send us a message here

With several ‘Grand Prix’ series getting into full swing this weekend, we thought we would ask you – the readers, what kind of content you would like to see. Have we got the balance right? What should we change?

Take a minute to do this quick poll. If you have further comments, feel free to add them at the bottom of the page.

http://www.yachtsponsorship.com/global-sites/uk/

Even if you are sailing around the cans, you probably have stakeholders – your crew, the corner store that gives you a discount on sandwiches or potential charter customers.

We want to know what you do to promote yourselves…

Don’t forget, you can follow Yachtsponsorship.com in a variety of ways.. CLICK HERE for more.

Want more information about any of the communication and activation methods in this poll? Contact Pilote Media