I recently had the pleasure of visiting the corporate offices of the 2010 World Series Champion San Francisco Giants. Tucked away inside AT&T Park, it is the homebase of the Giant’s organization and their director of social media, Bryan Srabian. I sat down with Bryan and Cory O’Brien from Swirl Integrated Marketing to discuss how they worked together to integrate social media for the first time during the exciting 2010 MLB season. You can listen to the 30 minute interview is below.

Interview w/ Director of Social Media for the San Francisco Giants by secretsushi

Some insights from the interview:

  • The Giants relied on Swirl (their agency, not an app) to help them explore their initial strategy and provide guidance when they first started
  • Bryan worked with Cory and the Swirl team to first listen and identify what fans were already saying and doing on the social web before diving in
  • They chose two of the most active social networks, Facebook & Twitter, to focus their limited resources on
  • They used social media content, such as photos of things happening in real-time, to share the experience of being at the game
  • Bryan and others at the Giants organization do the lion’s share of monitoring and fan engagement themselves
  • Engaging with fans in real-time using social media keeps the Giants directly on the pulse of what fans are thinking
  • Twitter has become an essential tool to engage hardcore fans who use it as an information source for photos, links to stories, announcements, etc
  • Social media is used as an extension of their existing traditional marketing efforts
  • They shared unique offers and hosted special events marketed via Twitter so they could track its success separately from other marketing efforts
  • Swirl and Bryan worked together to adjust their game plan to fit within MLB regulations
  • Bryan is a big fan of the Giants and he allows it to shine through when he engages fans

Follow the San Francisco Giants on TwitterFacebook, or check out their website to see what they are up to as they get ready for the 2011 MLB season.

Who is your favorite sports team and do they use social media to interact with fans? How are they getting fans excited and engaged? Let us know in the comments.

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About Adam Helweh

Adam Helweh

Adam is CEO of Secret Sushi Creative Inc, a strategic design, digital and social media marketing agency. He specializes in the convergence of design and technology to provide businesses with more intelligent and interactive ways to connect with customers and grow. His clients have included Edelman, Broadcom, Stanford Federal Credit Union, the Thomas Keller Restaurant Group, Bunchball and others. He's also the co-host of the "SoLoMo Show", a weekly digital marketing podcast, and he has shared the stage with professionals from companies including Facebook, Virgin Airlines, Paypal, Dell and 24 Hour Fitness.

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Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

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  • Kevin Hillstrom

    Find an example of how social media helped fans engage with a truly bad team in 2010 and achieve positive results, and you're really on to something!

  • davevandewalle

    I was recently at an event in the Midwest and a speaker mentioned that their firm works with a baseball team in the Midwest – but that the MLB regulations prohibited so much digital communications that they really didn't have a social presence.

    So this shoots that theory, huh. Or maybe the Giants asked forgiveness as opposed to permission. Or pointed to the scoreboard.

    Great stuff.

    • http://www.secretsushi.com/ Adam Helweh

      Dave I am not sure, but I think the fact that so many fans were already involved in the discussion about the team all over the web was an important driver. Some folks in the social media and digital marketing space work towards finding ways they can work around or with any restrictions they are given. Some give up before trying.

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