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Be a “connector, not a collector”

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Having last week attended the 2013 European edition of the Social Media World Forum, #SMWF for those in the know, it quickly became clear that one particular topic was at the forefront of everyone’s mind. Whether it was the European Digital Director of Kellogg Company, or the Global Community Manager at Jack Daniel’s, it was the concept of ‘engagement’ that came to underpin a great deal of the discussion on Day 1 of #SMWF.

The topic was summed up succinctly by the Head of Corporate Communications and Social Media at ASDA who described the supermarket’s social media approach as being a “connector and not a collector”. Put another way, the idea that social media strategy should be based on simply acquiring as many likes and followers as possible was widely criticised as falling short of delivering on wider objectives which would result in tangible benefits to brands. With the focus from brands instead shifting to driving engagement within target demographics and key consumers.

It’s this shift to generating engagement with consumers that aligns closely with one of Limelight’s core beliefs about the strength of participation sport as a marketing channel. This belief contradicts one of the traditional criticisms of participation sport, which is that the reach of any experience is simply too small to justify significant marketing budget spend. With this budget reaching a far greater number of consumers through more ‘traditional’ forms of marketing, e.g. TV and print advertising or sponsoring elite sports teams.

However, when engagement is focused upon as a core objective it would seem that a far more effective way to produce high levels of engagement with consumers is through the personal achievements and intimate journeys created through participation sport.

Take, for example, the Royal Parks Foundation Half Marathon where the event dialogue with participants begins ten months in advance of race day. Entrants are provided with personalised training and lifestyle advice to aid them towards event day, becoming advocates through their journeys – telling their friends and colleagues and sharing their achievements through their social networks. With the consequence for brands that the engagement levels achievable far outweigh those available through other ‘traditional’ marketing channels.

With the demand from brands to connect with consumers growing, participation sport would appear to offer an innovative alternative in the marketing arena. With these experiences offering brands the opportunity for intimate engagement with participants, and through these advocates the extended networks with which they share their passions.

Oscar Reynolds – Business Development Executive


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