A project report on

Digital Marketing of SportsYatri – Sports is All We Do

Social Media Marketing

Group – 3, SMM-Batch I, PGDM 2017-19

Divyanshu Gandhi – 17PGDM147

Neha Bansal – 17PGDM206
Prasad Vishwanathan – 17PGDM090
Ram Shanoj R – 17PGDM095
Rohan Sachdev – 17PGDM101

Course Coordinator: Dr. Vinod Kumar

BlogSpot:
http://sportsyatri.blogspot.com/
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Blog Stats
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https://www.isupportcause.com/campaign/sports-yatri

Social Media Marketing and Ads

Instagram Marketing:

The brand must understand how to promote your Instagram to reach your biggest audience
possible. There are more than 700 million users and casting the perfect net with your
promotions can reel in big rewards.

Instagram has turned into a must-have social network for marketers. Even more so, younger
audiences continue to seek Instagram for brand interactions, engagement and personality.
According to the Sprout Social Q2 2017 Index, 51% of millennials enjoy brand personality on
Instagram.

The platform continues to be an environment of sharing, liking, tagging and commenting.

Additionally, younger generations can be inspired to make purchases on Instagram, despite
its limited “link in bio.”

The visual appeal of the app is unlike other networks as well. Images and videos from
brands drive engagement. People are more likely to make a purchase from a brand they
follow on social media. And the single-scroll environment of Instagram puts your content
front and center in the viewer’s smartphone or tablet.
If a brand is looking to promote Instagram, this is the perfect network to boost audience
engagement. It’s all about learning the environment and taking advantage of how users
interact.

When you want to promote your Instagram for your brand, the first thing to do is make a
clear distinction between your business and personal accounts. For starters, you should
optimize your Instagram account so you’re focusing on the audience and not just the
product.

Make Your Username Simple & Searchable. The majority of your customers know they can
probably find you by doing a quick search on Instagram Explore. Your job is to make it as
painless as possible to find you. Keep all your social media handles consistent and simple

The username will make it easier for users to find the account. The bio has been kept very
simple and yet it delivers what the brand stands for. The picture is also very simple,
containing just the brand logo which signifies the stars of the sports.
It’s essential to always have a link in your bio. While we have linked to our homepage,
several brands use this space to link to promotional, sales or other marketing landing pages.
This way you can keep the move from Instagram to your site more cohesive.

As a rule of thumb, hashtags are a great source of discovery on Instagram. Whether you
want to increase your visibility or find exactly what you’re looking for, hashtags for Instagram
are the best way to do so.

The hashtag doesn’t have to exactly correlate with your brand, but it should still be relevant.
With Instagram analytics tools, you have the flexibility to track outbound hashtag
performance by selecting any number of profiles. See what garners the most engagement
and how your branded hashtags work in broader industries. Lastly, monitor hashtags your
competitors use too.

With geotagging features on Instagram, it’s easy to make yourself seen across your city or
in other parts of the world. It gives a great opportunity to see user-generated content
showcasing your brand or place of business. From there, you can engage with customers
that tagged you and thank them for using your services. In our case however, because it is a
sports based product geo tagging is not very useful unless posting an image of an event
conducted by Sports Yatri itself.

Unless you’re a major brand with massive recognition, you have to be a bit more subtle with
selling. When users come to your feed, try to engage instead of directly sell. Try to see
Instagram as a promotional tool that drives traffic to your product pages. There you can do
hard-selling calls to action and phrases.

Additionally, photos that are brighter-colored can increase engagement by 24% as well when
compared to darker images. With nearly 65% of Instagram posts receiving between 0 and 10
likes, it’s important to find any way possible to get more people to like, engage and respond
to your posts.

 When promoting on Instagram you have to first decide on the objective and the
budget and decide the kind of audience you wish to reach. In this care we are
targeting the audience which will have a lot of interest in the sports with the driving
more footfall on our page blogs.
Once you have decided the audience that you wish to reach, you can then fix the budget
which will take you to the estimated reach that the post will have over the time duration that
you have selected, you can then preview the post and make the payment.
As a user clicks on Learn More, the person will be directed to our website, achieving the
objective of the ad.

Facebook Marketing
Facebook marketing can be used in various ways to achieve different objectives, you can
even opt for customised advertisment plans offered by FB tailor made for each used
depending on the objective of each business. These features include:

 Boost a post
 Promote Page
 Get more website visitors
 Get more leads

On choosing the custom advertising plan, it asks a few questions about the brand, objectives
and budget before designing a custom plan for the user.

Once FB understands your objectives and the business, it automatically chooses a plan for
you that will be best suited for your needs, giving you a little brief on what all services will it
be providing for you. Considering that Sports Yatri website allows people to book packages
for sports events the promotion suggested for us was to get more website visitors.

It then gives the preview of the ad that it has created for the page, you can adjust, replace or
change the content as per your requirements, and it is advised to use a lot of visual appeal
to get attention from the users. In the next window you are supposed to choose the
geographical and demographic details of your target audience where you want the ad to be
displayed. We have taken a male target audience from the age group of 18 to 28 who will be
more interested in sports.
You can then make the payment.

Once you make the payment, your ad is ready for the launch on Facebook.

Twitter
Twitter falls into the category of microblogging tools because of the short, disconnected
messages it distributes. Other microblogging tools include Tumblr, FriendFeed and Plurk.
Your Twitter account and profile are the foundation of your Twitter experience. It’s your
chance to tell your business story to the Twitter community.

It is important that your Twitter presence have the same look and feel as your other online
tools. This helps people identify your business and builds trust. Choose an account name
and images consistent with your other online presences and your brand.

Twitter uses two different images to represent your account. It’s important that you take
advantage of both of these images to tell your business story. You upload these images
under Profile in your account settings. In our case we have used the logo as the profile
image and a sports based pic as Twitter profile header. Similar to the Facebook cover
photo, your header photo appears at the top of your profile page.
Twitter is a fast-paced smorgasbord of ideas and sentence fragments. Via Tweets you send
out a message to everyone who follows you. This is the heart of Twitter communication. A
mention tweet includes the name of a Twitter user but is not a reply to a previous tweet from
that person. You can also use the retweet option. The idea is to focus on how your products
and services benefit your customers.

Give people useful information and answer their questions, and they will consider you
a valuable member of their community. That’s an important first step to winning a new
customer.

LinkedIn
With over 380 million registered users, LinkedIn is one the largest professional networks in
the world. It can lead to a lot of engagement and provide you with a platform where
you can share updates about your company, news, upcoming events and more. The
network allows you to connect with professionals in your industry as well as potential
customers.

LinkedIn is a great platform for lead generation. Post daily updates and blog posts to make
sure that your LinkedIn company page is visible to your customers. Use content that is
relevant to your business, and also schedule weekly posts to be published to your company
page. This ensures that your LinkedIn page remains active, and that it stays on your
customer’s radar.

Getting more followers on your page by actively participate in the discussions that take place
on your page. Spark conversations that makes it easier for the target audience to engage
with you on the page. This will help draw more attention to your page, and can lead to more
visitors.
Include a LinkedIn Follow button on your company website and blog. This can be easily
done using the Plugin Generator that LinkedIn offers on their developers website. By clicking
this button your website, your customers can follow updates, posts, and event notifications
that you post on your page.

The best way to place your company in front of your customers is to create a group that is
relevant to your field. In this group, you can start discussions, and create an open forum for
your customers to share their opinions, suggestions and concerns. However, you cannot just
create a group and leave it at that. You must actively participate in those discussions and
address your customer’s opinions or concerns.

Other than creating a brand new group, you can also consider joining other groups and
communities that are related to your business’s niche. This way you can listen to what your
target audience is talking about and the kinds of problems they are facing. Address these
problems in those groups and propose solutions that your company can offer. If you develop
a connection with a potential customer in the group, you can send them a message via
LinkedIn InMail and start building a stronger relationship with your customer.

Having a completed profile is a must when it comes to your LinkedIn company page. Your
customers should be able to understand what your company does and know more about the
products or services that you offer by just skimming through your page.
Give special attention to the Summary section on LinkedIn. In 2,000 characters, you can
directly speak to your audience and provide them with more information about your
company. Ensure that your summary is to the point and addresses the pain points of your
customers.

Analyzing social media community pages and blogs of competitors

Sports Yatri has just one competitor in India, i.e. Fanatic India. When we analyzed Fanatic
India, no results were found on Social Mention. Hence, we have analyzed Fanatic. Below
are the key results for Fanatic:
Strength - 58%
Passion - 32%
Reach - 40%
Positive - 13
Neutral - 93
Negative - 13
We found that the keyword has a good strength of 58% and the company can duly leverage
the same to market itself on social media. Reach is also good with 40%, but they should
target a bigger reach. The thing to worry about is the sentiment as only 13 have shown a
positive sentiment towards Fanatic and 93 were Neutral.
The keywords that they are targeting are:

1. Sporting
Strength - 77%
Sentiment - 19:1
Reach - 48%

2. Sport Travel -
Strength - 60%
Sentiment - 15:1
Reach - 42%

3. Ticketing
Strength - 99%
Sentiment - 5:1
Reach - 87%
4. Hospitality
Strength - 60%
Sentiment - 7:1
Reach - 37%

5. Wimbledon
Strength - 74%
Sentiment - 5:1
Reach - 62%

6. Travel
Strength - 41%
Sentiment - 13:1
Reach - 35%

Below are the results obtained from Worditout which brings out the keywords used on the
website
FANATIC

SPORTS YATRI
Google Trend Analysis
Based on the keywords highlighted by the word cloud, we performed an analysis of the
trends in Google trends. Google trends shows the frequency of searched made by user, in
specific region, and help us target the user using the specific keywords to create viral / brand
awareness content.
Below are a list of keywords and their trend analysis:
1. Sporting
120

100

80

60

40

20

0
2018 Wk No. 3
2017 Wk No. 35
2017 Wk No. 37
2017 Wk No. 39
2017 Wk No. 41
2017 Wk No. 43
2017 Wk No. 45
2017 Wk No. 47
2017 Wk No. 49
2017 Wk No. 51
2017 Wk No. 53

2018 Wk No. 5
2018 Wk No. 7
2018 Wk No. 9
2018 Wk No. 11
2018 Wk No. 13
2018 Wk No. 15
2018 Wk No. 17
2018 Wk No. 19
2018 Wk No. 21
2018 Wk No. 23
2018 Wk No. 25
2018 Wk No. 27
2018 Wk No. 29
2018 Wk No. 31
2018 Wk No. 33

The trendline shows that the search for sporting has decreased over the time frame
of 1 year, indicating that it is less likely to be searched in the future too following the
downward trend.

The keyword has a greater influence on certain regions like Andaman & Nicobar
Islands, Goa, West Bengal, Punjab.
 20
40
60
80
100
120
0
20
40
60
80
100
120

0
2017 Wk No. 35 2017 Wk No. 35

3. Ticketing
2017 Wk No. 37 2017 Wk No. 37
2. Sport Travel

2017 Wk No. 39 2017 Wk No. 39

2017 Wk No. 41 2017 Wk No. 41
2017 Wk No. 43 2017 Wk No. 43
2017 Wk No. 45 2017 Wk No. 45
2017 Wk No. 47 2017 Wk No. 47
2017 Wk No. 49 2017 Wk No. 49
2017 Wk No. 51 2017 Wk No. 51
2017 Wk No. 53 2017 Wk No. 53
2018 Wk No. 3 2018 Wk No. 3
2018 Wk No. 5 2018 Wk No. 5
2018 Wk No. 7 2018 Wk No. 7
2018 Wk No. 9 2018 Wk No. 9

Ticketing
2018 Wk No. 11 2018 Wk No. 11
Sport Travel

2018 Wk No. 13 2018 Wk No. 13

2018 Wk No. 15 2018 Wk No. 15
2018 Wk No. 17 2018 Wk No. 17
2018 Wk No. 19 2018 Wk No. 19
2018 Wk No. 21 2018 Wk No. 21
2018 Wk No. 23 2018 Wk No. 23

2017 to Week 33, 2018. This indicates a medium popularity.

2018 Wk No. 25 2018 Wk No. 25
2018 Wk No. 27 2018 Wk No. 27
2018 Wk No. 29 2018 Wk No. 29
2018 Wk No. 31 2018 Wk No. 31
2018 Wk No. 33 2018 Wk No. 33
The trend shows a score of 45 on 100 shows the interest over time for Week 35,

Also, we found that most of the searches were from Maharashtra and West Bengal.
 0
20
40
60
80
100
120
2017 Wk No. 35
2017 Wk No. 37

4. Hospitality

5. Wimbledon
2017 Wk No. 39
2017 Wk No. 41
2017 Wk No. 43
2017 Wk No. 45
2017 Wk No. 47
2017 Wk No. 49
2017 Wk No. 51
2017 Wk No. 53
2018 Wk No. 3
2018 Wk No. 5
2018 Wk No. 7
2018 Wk No. 9
2018 Wk No. 11
2018 Wk No. 13
2018 Wk No. 15
2018 Wk No. 17

out of 100. We can use this term for broad searches.

2018 Wk No. 19
2018 Wk No. 21
2018 Wk No. 23
2018 Wk No. 25
2018 Wk No. 27
2018 Wk No. 29
2018 Wk No. 31
2018 Wk No. 33
Hospitality has a higher interest since it a broad term. It is hovering around 80 to 100
 0
40
60
80
100
120

20
6. Travel
2017 Wk No. 35
2017 Wk No. 37
2017 Wk No. 39
2017 Wk No. 41
2017 Wk No. 43
2017 Wk No. 45
2017 Wk No. 47
2017 Wk No. 49
2017 Wk No. 51
2017 Wk No. 53
2018 Wk No. 3
2018 Wk No. 5
2018 Wk No. 7
2018 Wk No. 9
2018 Wk No. 11
2018 Wk No. 13
2018 Wk No. 15
2018 Wk No. 17
2018 Wk No. 19
2018 Wk No. 21
Wimbledon has a low interest and should not be targeted.

2018 Wk No. 23
2018 Wk No. 25
2018 Wk No. 27
2018 Wk No. 29
2018 Wk No. 31
2018 Wk No. 33
Viral Marketing
The Google trend analysis shows that certain words have a high interest rating and certain
keywords have a low rating. These insights can be used effectively to target the relevant
audience by inserting them in ads and generating interest in the customers.
Below are a few ways to make the viral content for our business:
1. Create a video of a well-known fan of a specific sport where the Selected fan is
travelling to various sporting events, cheering his team and wears our branded T
Shirt to generate publicity.
2. Create meme’s which display the prominent keywords and push it to target
audience on sport fan pages in Facebook and Instagram.
3. Create smart GIF to make the audience aware of the upcoming sporting events
and then display our webpage for booking tickets for those events.

Some real-life Sports social media stints that went wrong

WASHINGTON REDSKINS:

There’s a controversy where some see the name Redskins as racist towards people
of Native American decent. Then ran a hashtag contest telling users to tweet
#RedskinsPride, right during the time this controversy was taking place. As you can
probably assume, the reaction didn’t turn out the way the planned…
Just like with Decker, but, mean and sarcastic comments swarmed Twitter and made
an embarrassment out of the Washington Redskins organization. When creating a
social media campaign, it’s crucial that you stay away from controversial topics. The
Washington Redskins learned the hard way.

CHICAGO BEARS:

Date: September 28
Organizations: Butterfinger, Chicago Bears
The Chicago Bears aren’t very good at football, at least they haven’t been for
the past several years. Apparently, the embarrassment on the field has
trickled into their social team. In what was probably the most random Twitter
conversation of 2017, the Bears account and the Butterfinger, yes, the candy,
account got into a back and forth roasting session during the Bears-Packers
Thursday night game. The Bears social team got in its feelings and responded
to a joke made by Butterfinger after. It eventually evolved into the Butterfinger
social team unleashing a new level of savagery by roasting the Bears after
every Green Bay touchdown as the Packers went on to destroy Chicago, 35-
14.

BALTIMORE RAVENS:

Date: September 19
Team: Baltimore Ravens
Before the Ravens got trounced 44-7 by the Jaguars in London, their social
media team had an embarrassment of its own. To mark the occasion of
playing overseas, the Ravens thought it would be cool to decorate Queen
Elizabeth’s face. The resulting creepy picture happened to violate The UK
Code of Non-Broadcast Advertising, Sales Promotion and Direct Marketing.
There’s a rule that states: “members of the royal family should not normally be
shown or mentioned in a marketing communication without their prior
permission…” The tweet was quickly deleted.

SOME WIDELY ACCLAIMED SPORTS DIGITAL AND SOCIAL MEDIA

CAMPAIGNS

Google & the 2014 World Cup

In 2014, when Google started fleshing out its search results with all sorts of soccer
World Cup content, this felt like a bit of a game-changer.
Team lineups, live scores, tables, even video highlights from ESPN, were all
displayed in search.
On top of this, Google Now offered World Cup integration, Street View allowed you
to glimpse inside the stadia, and Google Trends was used to flesh out a
beautiful stat-filled microsite.
Despite doing a bit of research, I can find no evidence of a commercial link-up
between FIFA and Google.
But perhaps that's irrelevant, this was content that greatly benefitted both parties and
was the marketing story of the World Cup
#ThisGirlCan
1. This campaign by Sport England has received many column inches for its genius
creative and startling impact.
Sport England wanted to address the fact that 2m more men than women
take part in sport in the UK.
2. Research showed that fear of judgement - for appearance, ability (good or
bad) or poor priorities - was stopping women from playing sport.
3. Street-casting led to the choice of real people (doing their regular exercise) to
feature in the adverts and commercials.
4. Influencers and media outlets were engaged well before the campaign.
5. Sport England primed its audience with similar sentiment (on social and
through the media) well before the campaign was launched.
6. Women began making their own responses to the campaign, which Sport
England then shared on social media.
7. Stats released in January 2016 show that 2.8m women aged 14-40 who
recognise the campaign say they have done some or more activity as a result,
while 1.6m say they’ve started exercising.

#DARETOZLATAN

The #DareToZlatan Q&A was promoted with some video content on YouTube but
carried out solely on Twitter.

Promoting Zlatan's new clothing line, agency bods took control of Ibra's Twitter
account in March 2014 and created some superb comedic responses.
This no-doubt pre-prepared content was funny and appeared, playing on the
footballer's renowned ego
REAL MADRID ON SNAPCHAT

Real Madrid has a sprawling digital presence as one of the biggest soccer brands in
the world.

The club launched on SnapChat in 2015, becoming the first soccer team in Europe
to partner on an Official Live Story.

480,000 subscribers were gained in just three months and the Clasico Live Story
generated 185m impressions.
MEMES AND PUNS BY SOCIAL MEDIA ACCOUNTS OF SPORTS
COMPANIES AND TEAMS

ICELAND CRICKET TEAM

AS ROMA ON DEFEATING BARCELONA IN THE UEFA CHAMPIONS
LEAGUE 2017-18
HOW BUNDESLIGA CREATED ONE
OF THE MOST SUCCESSFUL
MODERN-DAY SPORTS SOCIAL
MEDIA CAMPAIGNS
Fox Sports and the Bundesliga worked together to create this unique
challenge, winning an award for 'Best Global Brand Strategy' at The
Drum Marketing Awards 2017.

Bundesliga’s defining characteristics was that it has the most goals of any
major professional football league. This made for an appealing USP: goals
are the most exciting part of the sport and can be appreciated by seasoned
fans and newcomers alike. To capitalize on this insight, Bundesliga created
#18toWin - the world’s biggest penalty-shoot out.

Each Bundesliga club filmed a penalty in secret over the winter break: 18 in
total, featuring star players from every club. After several weeks of teasers
- including behind-the-scenes content from the training grounds -
Bundesliga unveiled the challenge.

#18toWin challenged fans to predict the results of all 18 penalties on

Twitter and Facebook by using emoji. They needed to share (on Facebook
or Twitter) a combination of 18 football and hand emoji, using the #18toWin
hashtag to register their guess. They could also compose and share their
predictions using our microsite and Facebook app.

#18toWin launched on 22 January. Fox Sports regions rebranded their

social channels around the world to celebrate, and the #18toWin app was
added to all the Bundesliga clubs and Fox Sports Facebook pages.

For those taking the challenge scientifically, there were infographics

packed with stats about penalties. For those looking to find a new favorite
team, there were gifs and interviews with players. Bundesliga kept
everyone educated and entertained with video and image content.

Overall, Bundesliga created and shared over 150 pieces of original visual
content, including more than 40 videos. Each individual asset was also
translated into seven languages for global use.

By using social listening, Fox Sports were able to identify people making
#18toWin predictions within each region and send them reward content or
‘thank you’ tweets from their local Fox Sports Twitter account.

RESULTS

Bundesliga set ourselves ambitious targets – we wanted a social reach of

300m, with 30,000 participants. We also set a specific engagement
objective – at least 33% of engagement to come from new fans.

#18toWin smashed its targets, achieving an organic social reach of over

650m, with 100,000 participants from over 100 countries.

On Twitter alone, #18toWin had an organic reach of over 200m, and

generated over 4,700 hash tagged tweets - excluding tens of thousands of
retweets and favorites. Over half the tweets shared one of Bundesliga’s
videos or images as well, showing fan engagement in our content above
and beyond the game itself. There was an increase in engagement over
the campaign period for every single club Twitter feed.

On Facebook, there were over 100,000 non-video engagements on the

public posts, and an additional 2.8m video views. Over 50,000 people
played #18toWin through the Facebook app alone.

Although Bundesliga did not create content for other social channels,
excited fans and partners spread the campaign for us – and #18toWin
content appeared on YouTube, Vimeo, Google+, Instagram, Tumblr and
even LinkedIn.

UTILISING SPORTS GROUNDS

FOR ASPECTS OTHER THAN
PLAYING TO PROMOTE SPORTS
TOURISM
Lancashire Cricket Club

Hampshire Cricket Club