In a chat with SBC Leaders, we sat down with Troy Paul, SGG Media President and Co-Founder, to debate how his up-and-coming firm has disrupted the conventional affiliate marketing area by harnessing the energy of social media.
Utilising a community of over a thousand “micro-influencers”, SGG Media is ready to ship related content material and promoting to followers of particular person sports, leagues and groups, permitting them to supply highly-focused posts that are way more prone to generate person engagement.
With Troy believing this to be the most focused and cost-effective type of marketing at present obtainable to corporations, we picked his brains on the do’s and don’ts of utilizing social media successfully and the way the thought behind SGG Media first took place.
Thanks for taking the time to speak with us! For those who may not know you but, are you able to give us your elevator pitch on SGG Media – who are you and what do you do?
To offer you some background on SGG Media – we’re all about social media! We’re the high social media-based marketing firm in the sports playing area. Our model has partnerships with 1,176 sports content material creators with a mixed social media following of 24,756,430 followers.
We’ve been in the area for three years and conduct branding and participant acquisition campaigns for our shoppers. Our vastly skilled workforce of 17 creates customized graphics, implements marketing campaign design, and distributes to our community of 25 million followers. We have partnerships with FanDuel, DraftKings, Fanatics, BetMGM, Prizepicks, Fliff and plenty of others. When it involves social media marketing, SGG Media has created a turnkey marketing/media workforce that runs between 20 and 30 campaigns a day.
At 24 years outdated, you’ve already made a reputation for your self as President of your individual firm! Can you inform us extra about your roots and the journey to creating SGG Media?
My journey to SGG Media all started throughout my college years at NYU. As an avid sports fan, I noticed how synonymous social media had develop into with the act of watching my favorite groups. I observed throughout NFL RedZone Sundays that my associates have been not simply watching the video games – additionally they all had their telephones out and have been logged into Twitter and Instagram the total time.
Things like harm information, line adjustments, and rating updates have been all being considered instantaneously by means of social media – which led me to the concept that the future of cost-effective sports marketing was going to come back from social media platforms. Once I found the magnitude of “micro-influencers” in the sports area, I knew there was a enterprise to be shaped connecting B2C corporations with sports social media followers.
What would you say are the largest errors that different corporations make with regards to harnessing the energy of social media as a marketing instrument?
There’s rather a lot that goes into utilising social media marketing successfully, however there are undoubtedly two main errors that I see different companies make nearly each week. The first is corporations not specializing in the particular area of interest inside their content material. The market is already saturated with proficient accounts that are recurrently posting picks and normal sports information, so for my part, each firm wants to search out their very own viewers and focus the majority of their content material round catering for their particular tastes and preferences.
The second is investing an excessive amount of of their promoting spend on the big-name influencers. The majority of celebrities and ex-athletes cost a major premium for postings made on their social accounts purely primarily based on the energy of their model title. Many corporations purchase into this logic due to the repute of the influencer they’re promoting with, however in doing so, they overlook the quantity of engagement the posts themselves truly obtain. As such, they usually find yourself paying 5x-10x the value of what utilizing a ‘micro influencer’ community can be simply to have a reputation hooked up to their model, no matter its precise influence.
What ideas would you supply to these seeking to discover the world of social media? Are there any platforms you’d suggest or is it extra essential to have a spread of channels working for you?
I believe considered one of the most essential issues is to regulate the competitors to see what they’re doing after which discover methods which you could enhance on them. As a primary step, I’d suggest doing analysis into the different profitable social media accounts in your subject, as a result of discovering issues like posting schedules, content material concepts and platform distribution is extraordinarily essential while you launch your individual social media.
Beyond that, it’s essential to keep in mind that the social media panorama is consistently altering – maybe extra so than in every other medium – and that maintaining with the place its heading is admittedly essential to long-term success. What labored for you one month could not be viable the subsequent month as issues like know-how and social media habits evolve, so you must hold up-to-date with the newest developments.
Are micro-influencers the future with regards to sports and betting marketing or do conventional channels resembling affiliation, billboards, TV promoting and so forth nonetheless have an essential position to play?
In my opinion, micro-influencers are 100% the future with regards to sensible sports and betting marketing. The quantity of focused engagement {that a} micro-influencer community can generate for the prices related to it’s actually game-changing. It goes again to considered one of my earlier solutions – would you relatively spend tons of of hundreds of {dollars} on posts that generate little to no engagement from a big-name influencer’s account or use a focused community of micro-influencers who can submit laser-focused league or team-specific content material for a fraction of the value?
I actually assume that with the sports playing trade trending in the direction of profitability turning into a precedence, the reply is a complete no-brainer. There’s merely no less expensive approach to promote at present – and on high of that, I additionally consider social media will proceed to dominate display screen time with sports followers for years to come back. This offers it the longevity that sports and betting corporations are wanting for, as discovering the marketing platform of tomorrow is much more key than wanting for short-term marketing strategies at this time.
You just lately acquired a $2 million money injection from Astralis Capital and different skilled buyers in your earlier spherical of funding – how will this assist SGG Media additional develop its attain inside the sports marketing world?
Astralis Capital was considered one of our most important contributors in our final fundraising spherical. This capital, together with the experience they convey in the gaming area, will assist SGG Media proceed to develop our partnerships with over 1,000 sports content material creators and counting – enabling us to supply an excellent further-reaching community that may provide extremely targeted sports and betting content material to many extra followers.
We’re additionally planning to make a push into podcasting and quick kind social media video content material in the coming months, and now having over $3 million in complete funding – this shall be essential for the continued development of SGG Media. It’s definitely an thrilling interval for us and we’re very a lot wanting ahead to serving to companies join with numerous extra sports followers in the future.
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