2019 LOOR Racing Guide

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Page 46 Lake Ontario Offshore Racing Guide UTILIZING SOCIAL MEDIA TO ELEVATE YOUR REGATTA By Louisa Sonosky | Parker Media Management Inc. YOU’VE GOT THE FOLLOWERS – NOW WHAT? Half the battle in social media is gaining followers, the other half (arguably the more important half), is what to do to keep them interested and engaging with you. The importance of this cannot be underplayed as your followers are an important asset to your brand, organisation and event. I’ve put together my top 5 tips on how to utilize your followers to elevate your regatta, increase its success, and impress sponsors. POST WITH MEANING It’s not enough to post a status update a couple days before an event or share a link from something else. All posts need to be done with meaning to represent an extension of your event/brands voice. For example, sharing information leading up to the event about sponsors, how-to sign up for certain things, or payment deadlines have much more significance to your followers than a post with a few sentences only. Running a contest with a giveaway from one of your sponsors or asking a question to elicit a response from them. LOOR did this in 2017 with Humberview for a chance to win car detailing packages; racers had to post a sunset picture. Always ask yourself about the value added – to your customer and event – before you hit the post button. CONSISTENT COMMUNICATION Coming in hot right before and during your event but then never posting again isn’t the best thing. You should consistently be communicating with your followers, so they get to know your brand and members of your event. Consistent communication in 2017 for the Susan Hood Trophy Race allowed us to increase Facebook engagement by 178.2% in the long term and 92% in the short term. In 2018, we further increased engagement by 13.28%. Similarly, for the LO300 in 2017, we engaged with 40,329 on Facebook alone – a 73% increase – while on Twitter we delivered messages to 18,200 people. QUALITY OVER QUANTITY If you’re feeling like you have to post for the sake of posting, then you probably shouldn’t be posting. Always think back to your regatta’s purpose before posting something to ensure it fits with your events meaning, purpose and community. Followers are constantly thrown information all day so the last thing they need is more unnecessary posts that clutter their feeds. THE SECOND TIP LEADS INTO THE THIRD – GRAPHICS You MUST use some form of graphics when posting or sharing something on your event’s social media platforms. Videos and photos are way more engaging than
words – especially in our time starved society where the maximum attention span in a video is 10 seconds. Videos created and posted by Parker Media during the 2017 LO300 reached over 10,610 people while in 2018, they reached 17,980. Of those reached this past season, 8,900 people watched those videos which represents a total of 3,200 minutes consumed (over 53 hours!). REVIEW YOUR ANALYTICS This is probably the most important part of utilizing your followers to wow sponsors. These numbers and information represent “extreme value”, i.e. what the sponsor will get in return. Sponsors want more than just a banner at events like back in the day. They expect to see how you’re communicating online with your community and gaining their attention. This two-way communication represents a larger community (or “eyeballs”), that they can engage their brand with, such as the 616,618 people engaged with LOOR’s Facebook page during the 2018 LO300 (an increase of 53.13% from 2017). The numbers from your analytics, across all your platforms, is what value your brand or event brings to a sponsor – which is the question they all love to ask. On LOOR’s Instagram account, 6,623 impressions (total number of times a post was seen) occurred during the LO300. And when all else fails, contact Parker Media Management - we’ll take care of it. Lake Ontario Offshore Racing Guide Page 47
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Page 4 and 5: • SUSAN HOOD TROPHY RACE • ONTA
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Page 11 and 12: Susan Hood Trophy Race: May 31, 201
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Page 22 and 23: 2018 LO600 Finish Challenging the L
Page 26 and 27: 2018 TROPHY WINNERS Susan Hood Trop
Page 32 and 33: A GOOD TIME… The 2018 Susan Hood
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Page 62 and 63: LOSHRS 2019 • Try just one race o
Page 76: Photo - courtesy of The Broad Reach

2019 LOOR Racing Guide

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