Dana White and the Power of Social Media in Sports
White was always a natural fit for social media, but it was hooking up with Amy Martin and the Digital Royalty firm that really crystallized his "Man of the People" online strategy. From Fast Company:
"Whether they be individuals or corporate brands, we help them build their influence online, measure it, and monetize it," says Amy Martin, CEO of Digital Royalty. "We don't build websites, we don't build mobile apps--we build a universe around their brand through social media."
For example, to promote a UFC match, president Dana White and Digital Royalty decided to tweet his phone number to some 4 million followers on Twitter, asking fans to give their picks on that event's winners. Soon, the cell was ringing off the hook with rabid fans from around the country eager to talk shop with White.
It's hard to think of an executive in sports who is willing to take the time to do this, although White admits it's something he's interested in. This kind of outreach not only builds a brand, but loyalty as well and protects him from criticism or reproach. It's just a small part of how he's able to drive a wedge between himself and the media with the fans in between.
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When it comes to solidifying a brand through new and social media, I think Dana’s the most clued-in executive in sports today.
by StephenDedalus on Oct 29, 2010 10:32 AM EDT reply actions
Definitely.
He is accessible, and that is huge.
"You stick a microphone in a guy's face and he calls out anybody but the champion, and Joe Silva should fax him a pink slip right then." -- Chael Sonnen.
I was amazed when he tweeted it out.
I mean I am sure he has another top secret phone, but that truly is a brilliant bit of marketing.
The fact he’s embraced social media so openly and fighters have as well allows for a closer feel for the sport. Shit, writers for newsites will respond to your tweets as if your opinion matters. Other sports have put a ban on tweeting during games but I’d almost believe Dana would accept a fighter tweeting from the stool.
His giving away tickets via twitter builds a loyalty that is almost impossible to lose. You would think owners of teams with poor attendance figures (I’m looking at your Washington Nationals!) would embrace this method of trying to get people in the park and make up for it via concessions.
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Ha!
Tweeting from the stool!
"You stick a microphone in a guy's face and he calls out anybody but the champion, and Joe Silva should fax him a pink slip right then." -- Chael Sonnen.
There's a ton of hand-wringing in other sports about how social media has changed the game.
The athletes have more power. The PR people are a less involved. They can scarcely control their own narratives. All of a sudden the fans matter even more.
It’s pretty clear that Dana White gets it. He understands his fans. He understands the appeal of this technology. And most importantly he understands that his sport is small so he does stuff like this and the fan expo’s to let the fans know that he’s there and he gets this shit and he is doing everything he can to keep this sport from becoming a PC-crapfest like the NFL or NBA.
PR people are not less involved
Social media in the corporate domain, even the UFC, is a PR function. In White’s case they hired an outside PR firm, but it has hardly replaced PR. If anything, new PR is all about mastering social media for organizational ends.
And social media hasn’t replaced traditional forms out media outreach. Press releases still need to be sent out. Someone has to coordinate radio interviews. Strategy and talking points still need to be developed. But social media has complemented PR’s ability to do it’s job.
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by Luke Thomas on Oct 29, 2010 10:51 AM EDT up reply actions
Twitter has also changed how newpapers deliver the news
Since they are a dying breed most have begun to accept social media as a way breaks stories, even if it is 140 characters at a time.
Follow me on twitter @thisredengine
Also please check out SBnation's Red Bulls blog @ www.onceametro.com
by Matthew Roth on Oct 29, 2010 10:55 AM EDT up reply actions
PR has not been replaced
But to me they have taken a different approach, more damage control oriented since athletes sometimes seem to say really outrageous stuff and it gets published as a controversial news story since the contact with said athlete and the audience is direct
yeah, I agree with that
PR has changed, but in no way undermined or eliminated.
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by Luke Thomas on Oct 29, 2010 11:10 AM EDT up reply actions
Under the radar props
For the UFC using a upstart small to medium PR firm, in terms of social media marketing the UFC have been one step ahead of the game when measured versus traditional sport properties.
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Impressed
I have to admit, for a guy like this (Dana) with his schedule, family, work, events, etc… to take even a hour out of the day to answer calls from fans is a good deal.
Way to go bud!
Precisely the reaction he was hoping for.
Not that that’s a bad thing.
by StephenDedalus on Oct 29, 2010 11:39 AM EDT up reply actions
Luke,
Amy is friends with Bankoff, might be able to grab her # if you wanna talk to her.
@PoyznusMMA
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Hoya Saxa
by David St. Martin on Oct 29, 2010 11:49 AM EDT reply actions
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