Why the Miami Marlins Should Hire Social Media Marketers

Marlins Mania

A terrific 2012 season is unfolding for Major League Baseball’s Miami Marlins:

  • New manager:  Ozzie Guillén, is taking over; he is flamboyant and fun.
  • New “baseball-only” stadium:  This April, Marlins Park, a state-of-the-art, $389 million dollar facility, opens its doors featuring a retractable roof to protect from sultry weather conditions.

Leverage Customer Communities to Ignite E-Commerce, Campaign Development, and Sales

The Miami Marlins would be wise to implement social networking tools for the creation of “fan communities.” To illustrate this, I’d like to highlight some insights from two industry analysts featured in a February 27th report entitled:  The Gartner CRM Team Perspective on Customer Communities.

Social Communities Drive Campaigns – Kim Collins

  • Customer communities help marketers quickly validate new service concepts and campaigns at lower costs than traditional media (e.g., television ads).
  • Customer communities can help target loyalty programs and promotions, which fosters a more intimate connection with customers.

Sports Franchise Use Case:  Golden State Warriors – Patrick Stakenas

  • Fan communities can be leveraged to increase revenue through generation of qualified leads.
  • The NBA’s Golden State Warriors leveraged social media communities on its proprietary Web and Facebook to host a promotion, investing only $5,000, which led to:
    • 102 new season tickets sold to contest registrants.
    • 291 new mini-plans sold to contest registrants.
    • An increase in sales of $440,000!
We’d like to hear from you. For example, will sports teams that fail to use fan communities and social media have fewer campaign successes and less fan loyalty? We look forward to your comments (below).
Ed Lucente Network Application and Cloud Solutions Application Sales Executive AT&T About Ed