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Social Media: The new buddies' concept



An introduction to the value of social media in the world of aquatics programming. This presentation and information will be useful for people starting in social media for work - the information is ...

An introduction to the value of social media in the world of aquatics programming. This presentation and information will be useful for people starting in social media for work - the information is high level and provides a start for further exploration.



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  • This is just a sample of social networks that your audience(s) could be using…But as we want to understand these specifically for the purpose of communicating and marketing to our audience(s), we need to focus on the premise of marketing which is to be where the bulk of your audience is – so, let’s look at some of the more popular platforms.
  • So – now we have a sense for what the platforms are, let’s look at the people who use them…
  • Who remembers Jordache jeans?Who’s first kiss was to Madonna’s “Crazy for you”?You’re probably a gen Xer. Generations are decided as such based on the types of international/national and local issues that are present during the teenage (influence-able) years.
  • Draw for booksQuestions re: SBUX cards1/ What are the “big 3”?2/ How many tweets go out on average everyday? (50M)3/ Name 2 of the 4 wings of the Dragonfly.4/ YouTube is the 2nd largest search engine. Who’s #1? (Google)5/ What is the largest geo-location social network? (Foursquare)

Social Media: The new buddies' concept Social Media: The new buddies' concept Presentation Transcript

  • The Social Network:A new buddies’ system
    PRO Aquatics Conference
    November 3, 2010
    JW Rosseau Marriott (Minett, ON)
    Judi Samuels
    Manager, Corporate Communications
    Maritz Canada
  • Tag – you’re it
    Put a blank name tag somewhere on you – where you won’t mind others putting stickers on it (i.e. arm, shoulder, back)
    Take the small stickers & pencils with you: GO!
    Meet new people, talk with them; you have about 5-10sec per person
    Form an opinion. Write it as a single word – as a tag – on one of the smaller stickers
    Put the sticker on the person’s blank name tag, and let them do the same to you
  • http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
  • What we’ll talk about today
    Simplifying social media
    The scary part: Tag
    Peas & carrots: Understand, enable & motivate
    Your people
    Generation X
    Generation Y
    • How will you mobilize them?
    • The Dragonfly Effect
    • Challenge: The virtual pool deck
    • Strategies: Things to think about
  • So, let’s dissect the term: social media
  • Social media: a definition
    Social –
    of or relating to human society, the interaction of the individual and the group, or the welfare of human beings as members of society
    Media –
    a channel or system of communication, information, or entertainment
    Courtesy: Merriam Webster online
  • Basically, the social part can be likened to a party…
  • And, the media: a boat
    So – what can go wrong with a party on a boat?
  • If the host does something that one person doesn’t like – and then they tell someone else… the tables can turn quickly!
  • Tag – you’re it
    Name tags
    How do you feel?
    The results of the name tag game: there were plants in the room meant to provide negative tags – not all tags were “good news”. That’s social media.
  • But – if we learn a few things, we can all get along like peas & carrots.
  • Peas & Carrots
    We need to understand the platforms
    We need to understand, enable & motivate the people we are trying to reach
  • Platforms
  • +
  • Most popular platforms
    Most popular in Canada
  • Most popular platforms
    • 400M+ profiles
    • 35M status updates
    • avg user = 130 friends
    • 55min usage a day
    • move to mobile: 100M mobile users
    • 75M+ profiles
    • 50M tweets
    • mobile growth = 347% year over year
    • 55% women
    • 45% men
    • 2nd largest search engine
    • 32.4B videos watched
    • 99% on YouTube
  • People
  • Social media demands authenticity, transparency and honesty – independent of your market.
  • Why do people use social media?
    Stay updated
    Connect around common interests
    Get information
    Source: www.pewinternet.org
  • Generation X
  • Gen X – a few facts
    Born late 60s to mid 70s
    Today: 34 to 45yrs
    Beta to VCR to DVD
    Desktop to laptop
    Star Wars rocks
    JFK & Martin Luther King Jr. are in history books
  • Gen X & Social Media
    Lifestyle needs
    Facebook = friends & family
    LinkedIn = work
    Twitter = “brand me”
  • Generation Y
  • Gen Y – a few facts
    Born early 80s to late 2000s
    Today: 10 to 30yrs
    What USSR?
    There is only 1 Germany
    Why won’t you give me a ribbon for 12th place?
    And, I need a laptop, iPhone, iPod, iPad and…
    September 11
  • Gen Y & Social Media
    Digital is everywhere
    Email is old school
    Social media = MY friends
    WIIFM online
  • So, how will you mobilize them?
  • The Dragonfly Effect
    Source: www.dragonflyeffect.com
  • Challenge
  • Set up
    Teams of 4
    Seek out 1 Gen Y per team (ideally 2)
    3 Groups
    • Group 1: Targeting parents
    • Group 2: Targeting employees
    • Group 3: Targeting community
  • The virtual pool deck
    Provide water safety instruction to everyone in Ontario
    Role of the lifeguard/water safety provider: off the pool deck
    How does a lifeguard/water safety provider reflect their role?
    What does a lifeguard/water safety provider do online?
    What does a virtual pool deck look/act/sound like?
    How will your virtual pool deck contribute to the BIG goal?
  • The Dragonfly Effect
    Source: www.dragonflyeffect.com
  • So, how will you mobilize them?
  • Strategies
  • Things to think about
    Engage your community
    Why should they visit your pool/community centre?
    Why should they trust you?
    How can they support, endorse and promote you?
    Engage your employees
    How do they portray their link to your pool/community centre?
    What can they do to portray their role and your pool/community centre in a relevant/appropriate light?
    How can you use social media to make their job easier, more efficient & reflect your culture?
  • More things to think about
    Let your employees engage your community
    What if the lifeguard/water safety instructor role has gone beyond the pool deck?
    How can a community engagement program take shape, with social media, executed by employees?
    Interested: what are your objectives, how do you want to come across, who do you want to reach?
  • One more thing
    There is still debate over location-based social networks and games, but there exists true opportunity that is yet to be tapped. Foursquare is only 1 example.
  • http://www.youtube.com/watch?v=sM-kGGURWCE
  • Q&A
  • Judi Samuels
    Manager, Corporate Communications