Bryan Srabian – Director of Social Media at SF Giants – #IMS11

  • Giants are a 100-year-old brand
  • Prior to social media, SF Giants was always trying to create a connection to fans
    • Importance of players meeting with fans
    • Importance of merchandise
  • Your tools may change, but the fundamentals remain the same
  • You need to humanize your brand
  • You need to create a voice for your brand
    • Don’t just speak to your fans — Speak *with* your fans
  • Make sure to “listen” to your fans
    • What are people saying?
    • What do they like?
  • Instead of just posting marketing messages – ask questions.
  • Started curating content from web on Facebook that they found interesting.
  • Hardcore fans, but also casual fans. Have to provide content for both.
  • Try to bring your fans into the “front row”.
  • Announced dynamic pricing and used social media to educate their fans when questions come up about the policy.
  • Have done tweetups and they are trying to make them unique for Giants fans.
  • Establish voice, go behind the scenes and give photos of clubhouse, etc.
  • If you can give the fans value and feel like they are on “the inside”, that’s the value of social media.
  • Spend as much time listening as you do broadcasting your own message.
  • Fans want more of the players on Twitter, but baseball players tend to be more traditional and don’t necessarily want to be on Twitter. Giants social media is trying to bring experiences like live Q&As with players to build that connection with the fans.
  • Don’t Stop Believin’ video from fan got over 2 million views on YouTube … SF Giants decided to do their own twist with Keenan Cahill video.
  • Try to make social media seamless within the company. How can they incorporate social media into their normal workflow.
  • Use social media as customer service and when someone says something negative about you, use it as an opportunity to turn people into bigger fans.