I’ve just returned from a fabulous week at the Celtic Manor in Wales for golf’s most special event: the Ryder Cup. Now, I enjoy golf, but this is much more than that.
Indeed, it could be anything you want it to be; culture, sport, rivalry or mud. Or many other things for that matter. I loved it all.
Graeme McDowell dramatically seals victory in the Ryder Cup.
But there was one thing that fascinated me all week, and that’s the way we communicate. As a punter, you weren’t able to take mobile phones into the venue (to make sure we didn’t interrupt the play). No problem with that, this is world class sport, but what it highlighted to me, is how people love to share information.
Today, the world is fascinated with social media. Me included I’m afraid. But what I see as the common misjudgement here, is that ‘social media’ belongs purely to the digital world.
True, nowadays digital plays a fundamental role, and is the fastest and most efficient platform to take a message to the masses. This is how the term ‘social media’ has been defined. But I think it exists everywhere; far beyond digital alone.
Feel free to adapt the following for any film, music, sport or celeb event, as I think it can be applied just about about anywhere. I’ll give you some quick examples of what I’m referring to from the Ryder Cup, simply because it’s the latest thing on my mind:
a) The regular in the local pub
This lucky chap was there at the end. The man in Wales who will always be able to say “I was there”. On Monday night after the grand stand finish, he’s in his pub recounting tales to all that will listen about how “Poults” was throwing out team caps to the crowd, Jimenez smoking his fat cigar whilst swigging from a bottle of Marques de Rascal on the golf buggy and the caddies having such cracking banter with the fans on the players’ balcony.
We all know this man. Many of us have been him (or her). He loves to share.
b) The radio man
Giving his own unique version of the commentary he’s listening to (I’m certain in the hope Sky are listening, so he gets the gig for 2012). This man is sharing what he knows and what he hears from all around the course, all played to him from his latest prized possession: the official Ryder Cup radio. He tells you “Luke’s just gone two up” or “G-Mac has a three footer for a win at the 3rd” with his own ‘unique’ intelligent wit. He’s actually pretty useful, but for god sake don’t tell him.
I think (hope?) less of us know him.
But why do they share?
What makes them feel the need? It’s because sharing knowledge ahead of others offers something to make them feel special. We’ve been told for years knowledge is power, and both the above examples are a demonstration of exactly that. Human beings share something and then reflect in the glory that this information rewards them. And this power is granted because they’ve got this information first, or more likely, they ‘think’ they’ve got this information first.
Embarrassingly, I do it myself. I’m back to digital social media now, think about a retweet. People do this to share something that a) they think would be of interest to the people that follow them, and b) to show-off what they know. I’m convinced people think that certain celebs, journos, opinion formers etc have a direct line with them. It’s as if they’re talking directly to you and only you – that’s right, special little you. They’re not.
But this is how people feel. It’s a really special and significant form of communication when we get something first or personalised (or think we do). It’s then ours to share and we can use it to make people think we’re a bit more interesting, pretty helpful if you’re me, but even more so if you’re a brand involved in sponsorship, and for me this is a key area for brands to exploit.
So why does this matter to us?
Knowing and understanding that people want to be the first to know about their favourite sport, celeb or hobby, helps us plan sponsorship strategies that give the audience something unique. True, the route is most often through digital, but the important element being that it’s from the ‘inside’: making people feel like they’re there getting it first hand (particularly when they’re not).
Ian Poulter & Twitter
This blog has previously covered Ian Poulter and his Tweets. Now here’s a man who either understands his fans, or loves showing off. I tend to think it’s a bit of both. But what he does incredibly well, is share things you can’t get elsewhere which is truly what his fans crave. Insight from inside is so powerful, it means you want to share it to show what you know (and I can provide personal examples of this on Twitter). It’s shared down the pub too, so not just in the digital world (buy me a pint and I’m sure I can share an example of this too).
What digital does is give many people a voice. Individuals who may not have previously been the storyteller in the boozer now have their voice; and they use it. Sponsorship can, and is, grasping this to develop opportunities for brands to be at the heart of consumers passions. This area will continue to grow and will have even greater impact, particularly as we march closer to London 2012.
Social media provides unlimited opportunity.
There’s no doubt that the space is new and challenging. The skill is positioning the brand or message at the heart of the consumer trend or topic. So if you’re a brand, think how you can develop a way to be part to the conversation and play a role; but be transparent, open and honest.
Also be prepared that, just like in a bar, believe it or not, not everyone will like you. As the new poster for ‘The Social Network‘ Facebook film says “You don’t get 500 million friends without making a few enemies.”
By Ben Wilkinson on October 7th, 2010
Tags: Brand marketing, Digital marketing, Facebook, Golf, London 2012, Ryder Cup, Social Media, Sponsorship
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