Tweet for a Ticket

June 28, 2011

Today, Social Times wrote a piece on Cyber Lion Grand Prix winner Pay With a Tweet. The company allows you to do exactly what it sounds like, put your product up for “sale” for social currency. “If a customer tweets about your product, they get it for free, and you reap the promotional benefits of their tweet.” Pay With a Tweet came to life when Leif Abraham and Christian Behrendt were looking for a new way to promote their book. They say, “No one really knew who we were or how to find the book…we decided to give away the book for free as long as the person tweeted about it.”

With Sports organizations making a push to become immersed in Social Media, this would be a wise practice to pursue. While it might not be financially lucrative to “give away” tickets, teams can certainly offer dramatic discounts for a tweet. The “pay with a tweet” system could certainly apply to Facebook, allowing fans to pay by posting on their Facebook wall to tell their friends about the tickets, the promotion, and the team.

The Oakland Athletics have developed a Follow and Save campaign that loosely mimics the “pay with a tweet” concept; for 1 week every 100 followers the Athletics gained, the discount price on Field Level tickets for a specific game would increase by $1. The initial campaign showed promising results; the Athletics’ official Twitter account (@Athletics) increased from 18,118 to 18,690 from June 13th to June 20th, an improvement of 572 fans (rounded up to 600) that resulted in $6 off per Field Level ticket for the July 4th game. [Note: The @Athletics twitter account has 19,300 followers as of 6/28]

The Florida Marlins have one of the lowest average home attendance figures as well as the least followers on Twitter among MLB teams (@Marlins – 8,125 followers as of 6/28), they would be a prime candidate to employ a “pay with a tweet” campaign to boost ticket sales, attendance, and social media contacts. This would also be an interesting initiative for the team with the most Twitter followers in MLB (@Yankees – 389,650 followers as of 6/28) as well as a Minor League organization, such as the AAA Sacramento RiverCats (@Rivercats – 6,165 followers as of 6/28).


MLB en español

June 21, 2011

Today the Boston Red Sox announced the launch of a Spanish-language webpage, redsox.com/beisbol, as well as a Spanish Twitter account @redsoxbeisbol. Social media is still a (relatively) new frontier for Major League Baseball teams; the Red Sox are just the 8th team to have a dedicated Spanish-language Twitter and/or Facebook. However, Los Red Sox are the 21st team to create a Spanish-language webpage meaning there are still 9 teams lacking one. The question is, why are the teams without a Spanish-language page reluctant to create such a site?

The teams currently without an official Spanish webpage are the Blue Jays, Brewers, Cardinals, Indians, Orioles, Phillies, Pirates, Reds, and Twins. If the teams do not add any content and simply translate their current pages, what’s the hold-up? In the cases of Baltimore, Cincinnati, Minnesota, Pittsburgh, St.Louis, and Toronto, Hispanics and Latinos make up less than 5% of the population in each respective city (per the most recent U.S. Census), but that should not be a valid excuse; 27% of current Major League ballplayers are Latino, it would appear that the interest is certainly there.

The Phillies (5.7%), Indians (7.3%), and especially the Brewers (13.3%) need to leverage the Hispanic presence in their home cities. The San Francisco Giants have a similar Hispanic presence (14.1%) and have two specific positions in the front office targeted at that audience including a Hispanic Sales and Marketing Coordinator. The aforementioned teams are leaving thousands of dollars on the table in both online advertising and ticket sales by not having a dedicated Spanish-language team website. Team executives would be wise to look at the numbers and adjust their sales and marketing plans accordingly.