Social Media and Sports - Session 1 the Social Media Landscape

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The slides from the first of three workshops delivered by DMA on behalf of the ACT Government's Sport and Recreation Services.

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Social Media and Sports - Session 1 the Social Media Landscape

  1. 1. ACT Sport and RecreationSocial Media Workshop Series 2012Understanding the Social Media Landscape
  2. 2. Welcome!• Who are we?• Who are you? – Let’s introduce ourselves by doing an activity – Everybody stand up!
  3. 3. Agenda• Section 1 – the social media landscape – Social media and business – What’s out there• Section 2 – social media framework – Connecting communications and social media• Section 3 – Protocols and Capability – Managing Risk – Managing Resources
  4. 4. Defining Social Media• A brief history of social mediaWeb 2.0: The participatory, social & decentralised web (~2007-now)The new web empowers people to interact, generate and share multi-media content across the web, seamlessly.Moved from a solo activity to a series of participatory activities enabled bynew web applications, platforms, technologies and methodologies.These platforms are accessible from multiple devices – the PC,netbooks, mobile phones, interactive TV, media players and gamingconsoles. Social Media Athlete – Wirestone, via Slideshare
  5. 5. Defining Social Media• Definitions of social media OBJECTIVE PLATFORM EXAMPLES Online Communities Facebook, LinkedIn, Google + Media Sharing YouTube, Vimeo, Instagram Micro-Blogging Twitter, Tumblr, Posterous, FourSquare, Pinterest Rating and Linking AddThis, DIGG, Bit.ly Broadcasting Email, MailChimp Others Twibbons
  6. 6. Social Media in contextSocial Media Tactics and Business ObjectivesIn order to decide the appropriate style of social media use, the tactic must be balanced with outcomes Social Media Business Outcome Decision/Position to choose the Tactic tactic Broadcast Get messages out and get them out to “I want as many people as possible more people than ever before, but don’t knowing about a specific service deliberately engage with people. offered by our organisation.” Connect Reach stakeholders, athletes and “I want to engage in a dialogue with, volunteers and engage with them or network with, define stakeholders.” (virtually) face to face in order to gain feedback and build relationships. Promote Stake a place in crowded markets by “I want people to know about our overtly marketing services. organisation – as a brand, as a service.” Monitor Understand what people are saying about “I want to understand what’s being you and why. said about, and by our organisation.”
  7. 7. Social Media in action Becomes 1510An audience of 16 Then over 8000
  8. 8. Social Media – the landscape The Top 10 – June 20121. Facebook – 11,008,520 6. WordPress.com - 1,600,0002. YouTube – 11,000,000 7. Tumblr – 1,200,0003. Blogspot – 4,020,000 8. Flickr – 900,0004. LinkedIn – 2,100,000 9. TripAdvisor - 900,0005. Twitter – 1,800,000 10. Pinterest - 620,000 Via socialmedianews.com.au Used under Creative Commons License
  9. 9. Social Media – the big guys• Facebook – The stats • Over 800 million users worldwide, half of whom log in daily • 2 billion pieces of content liked or commented on daily • 40,000 new users in Australia in the past month • 11 million users in total, aiming for 90% or population between 15-60 – Why would you use it? • Build a fan base, promote events, run competitions
  10. 10. Social Media – the big guys• Facebook – How is it used
  11. 11. Social Media – the big guys• Twitter – The stats • Around 2 million Australian users and growing – Why would you use it? • To follow people of interest to you • To create followers who read your messages • As a linking platform to your other material • To promote in real time and engage on outcomes
  12. 12. Social Media – the big guys• Twitter – How is it used
  13. 13. Social Media – the big guys• LinkedIn – The stats • 100 million global accounts • Over 2 million Australian accounts – Why would you use it? • Link to other professionals • Learn from like-minded groups • Promote activities
  14. 14. Social Media – the big guys• LinkedIn – How it is used
  15. 15. Social Media – the big guys
  16. 16. Social Media – specialist platforms • Pinterest • Vimeo • Instagram • Tumblr • Foursquare • Slideshare • YouTube • UStream • Paperli
  17. 17. Social Media – the specialists• Share your photos – Instagram
  18. 18. Social Media - the specialists• Share your interests – Pinterest • An online pinboard (aggregator) that allows you to share the things you love • Growing rapidly – already in the Australian top 10 • Massive cross-demographic interest
  19. 19. Social Media - the specialists• Share where you are – FourSquare • Location based check-in • Can create a movement around your event • Usage in Australia low, potential high • People ‘check-in’ and as a result promote
  20. 20. Social Media - the specialists• Share video – YouTube • Video sharing • Set up a ‘channel’ to collect your videos in one place • You do not control the linking and suggested videos – Vimeo • Same as YouTube but with much greater control over what your videos link to
  21. 21. Social Media - the specialists• Share your thoughts – Tumblr • Microblog allows quick share of posts, links and photos • Growing in popularity, particularly with the young – SlideShare • Open source online directory of slide presentations • Amazing amount of topics, can spread your message to the world
  22. 22. Social Media - the specialists• Share your event - live – Ustream • You don’t need to be on television to be seen • Provide access to fans to any event at any time
  23. 23. Social Media - the specialists• Create your own newspaper – Paper.li • You choose the articles • Feature friends and partners to aid distribution
  24. 24. Social Media – the rest!• Promoting a cause – Twibbons
  25. 25. Social Media – the rest!• Was new kid on the block, still maturing – Google+ • Relatively small population • Circles = ability to have private conversations with segmented groups
  26. 26. Social Media – the rest!• Using email to learn – MailChimp
  27. 27. Social Media – the rest!• Making content go viral – Products exist that allow you to encourage readers of your material in any platform to share what they are reading with their networks
  28. 28. Social Media – related topics• Integrated Campaigns – Ensuring cross-linking between platforms• SEO and SEM to increase visits• Facebook as an advertising platforms• Links to mobile and app development• Analytics on email, sms, applications and web and social platforms
  29. 29. Defining Social Media• What do you use and why? Exercise – Name the platform •Discuss in small – Tell the table about why you groups •Use the blank paper use it on your table to list
  30. 30. 7.10 Agenda • Section 1 – the social media landscape – Social media and business – What’s out there • Section 2 – social media framework – Connecting communications and social media • Section 3 – Protocols and Capability – Managing Risk – Managing Resources
  31. 31. Social Media in contextSocial Media Tactics and Business ObjectivesIn order to decide the appropriate style of social media use, the tactic must be balanced with outcomes Social Media Business Outcome Decision/Position to choose the Tactic tactic Broadcast Get messages out and get them out to “I want as many people as possible more people than ever before, but don’t knowing about a specific service deliberately engage with people. offered by our organisation.” Connect Reach stakeholders, athletes and “I want to engage in a dialogue with, volunteers and engage with them or network with, define stakeholders.” (virtually) face to face in order to gain feedback and build relationships. Promote Stake a place in crowded markets by “I want people to know about our overtly marketing services. organisation – as a brand, as a service.” Monitor Understand what people are saying about “I want to understand what’s being you and why. said about, and by our organisation.”
  32. 32. Building a Social Media Framework• Strategic Plan• Communication Objectives• Audiences Exercise •We move through the• Platforms handout• Connection to other comms
  33. 33. Social Media Framework • Give it a date • Get it approved • Version control it
  34. 34. Social Media Framework • Link it to your strategic objectives right in the document • Draw the org chart IF it has some bearing on your comms • Think about the image you DON’T want to present EXAMPLE TEXT Goal: To develop our coaches, managers and other volunteers to be the best.
  35. 35. Social Media Framework • Re-write your strategic objectives as communication objectives • Define how you measure success EXAMPLE TEXT Goal: To develop our coaches, managers and other volunteers to be the best. Objective: To ensure promotion of our expectations, link to available courses and to to facilitate shared learning between these groups.
  36. 36. Social Media Framework • Define audiences even if you don’t end up using social to speak to them • Define their motivation to gauge the investment youEXAMPLE TEXT should make trying to engage with themAudience: CoachesLife Events: Pre-Season, Training, Selections, • Define a series ofCertification, Competition events you can tailor messages around
  37. 37. Social Media Framework • Commit to which platforms you will use • Set indicative timing so that you know when you are ‘publishing’ EXAMPLE TEXT Platform: Email Activity: Contact Timing: Twice Weekly
  38. 38. Social Media Framework • Link it to your other comms work • Allocate a resource! EXAMPLE TEXT Goal: To ensure promotion of our expectations, link to available courses and to to facilitate shared learning between these groups. Existing Channel: Club Email, National Federation Email, Private Coaching Websites Social Channel: Facebook Page Alignment: re-use of email messages on Facebook. Link in emails to event RSVP on Facebook
  39. 39. Using the Framework• Research Exercise• Planning Go through the Framework and identify: 1. One area you could easily complete• Approval tomorrow 2.One area you would struggle to complete •What are the sorts of things would you need to do as an organisation to complete the 2.
  40. 40. Agenda• Section 1 – the social media landscape – Social media and business – What’s out there• Section 2 – social media framework – Connecting communications and social media• Section 3 – Protocols and Capability – Managing Risk – Managing Resources
  41. 41. Social Media – the risks
  42. 42. What are your concerns?• Athletes• Brand Exercise• Sponsorship •Open discussion• Corruption / Gamesmanship• Team dynamic• Privacy
  43. 43. Context for sport social policy• Organisations are still understanding the area• Many larger sports and organisations moving into the space – Life saving – Swimming Australia• ACT requirements for funded organisations to have a Member Protection Information Officer can provide a platform
  44. 44. What risks are worth managing• Individuals • The Sport – Privacy – Controlling message – Defamation / and information Discrimination – Managing debate• Employees • Fans – Access – Interaction – Usage – Criticism
  45. 45. What we like:•Provides a definition of socialmedia and doesn’t limit thedefinition. Could probably use theterm “user-generated content”•Defines the audience for the policy•Sets context around reputation•Defines what it DOES NOT relate to•Uses the term ‘Guiding Principles’
  46. 46. What we like:•Clear information about lack ofanonymity and the link between theweb and public information•Mentions brand and intellectualproperty in terms of respect butalso firm guidance on the graphicbrand marks•Covers off staff and member usagein one statement – simplicity•Demands written consent for thecreation of any new SM presence
  47. 47. What we like:•Stipulates advertising (particularly‘pop-up’) must be controlled•Reminds members and staff torespect privacy•Notes potential discipline but doesnot fall into the trap of defining it•Provides a links to the experts forsupport
  48. 48. Policy or Guideline• Policy – enforceable • Are we actually resourced to: – Controls legal burden • Monitor • Manage – Covers HR and other regulatory compliance issues • Enforce • Promote – Based on risk• Guidelines – suggestion – General pointers – Positive positioning of options
  49. 49. Do they already exist?• Code of conduct – Most social media policies talk about the same elements as a code of conduct, they simple designate the channels in focus• Values and discipline within Constitutions – Or your general operating procedures• Fair use of technology policies – With a focus on mobile and social access
  50. 50. Essential Elements1. Link to ‘code of conduct’ benchmarks and educate as part of policy2. Definition of policy audience and diff between public / private information3. Statement of relevant legislative protections / limitations4. Reminders about ownership of material5. Summary of potential discipline / outcome
  51. 51. Responsibilities• Privacy (driven by Privacy Commissioner) – Privacy breaches are not just “hacks” honest mistakes can constitute a breach – There is no requirement under the Privacy Act to notify an individual but If there is a risk of harm due to private information being published you should contact the individual• Cyber Safety (driven by AFP) – Promote passwords – Don’t publish or respond to anything you wouldn’t say face to face – Encourage members to have ‘private’ profiles – Don’t on-send unqualified embedded links – Only accept friend requests from those you know or can trace
  52. 52. Managing the Whine
  53. 53. Social Media in Use• What needs to be in place besides a policy – Clear business ownership and processes – Publishing guidelines and timetable – Issues management plan – Resourcing• What can also help – Defined brand ‘voice’ – Prepared responses
  54. 54. Social Media in Use• Business ownership and publishing processes – Have a all presences signed off by designated officer – Have agreement on what can be shared – Have agreement on the level of response the business owner is comfortable with – Have contacts and process if something goes wrong – Have a triage of publishing timing • Which platform is first
  55. 55. Social Media in Use1. IDENTIFY & PLAN 2. INFORM & APPROVE 3. AUTHOR & PUBLISH 4. REVIEW &Business Owners of the program After Social Media Coordinator adds Due to the range of platforms and MEASUREor message must identify and the content request to the Publishing their different requirements the All published content will bedefine what they are seeking to Plan and alerts any internal business owner need only develop required to have a review dateachieve. As part of this process stakeholders who might be affected content in line with the following (nominally 2 weeks) unlessthey must: by the messaging (due to similar guidelines: requested otherwise at which point messaging, audience target or timing). •Summary of the activity / program the Social Media Coordinator will1.Link the activity to their business undertake an review.outcomes Pre-approved content eg. interaction etc2.Nominate the SM Objective with athletes and promotion of •Key messages(no more than a The Business Owner will be(broadcast, connect, promote, results, does not require individual sentence per message) •Link to detailed existing responsible for any changesmonitor) approval. required at that point.3.Identify the audience for the backgroundmessage *Pre-approved content means having4.Identify preferred platform for a set of drafted content available for The content should be developedmessage delivery the Social Media Coordinator to view in line with existing protocols and5.Identify resources who will before a specific event. policiesdevelop the message and content6.Name specific measures theywill judge success on (linked to thestrategic framework)
  56. 56. Social Media in UseSocial Media Coordinator•Experience in executing content in SM platforms and is the owner of the implementation of a SM strategy.•Establises SM capacity and scheduling social media activities so that the use of social media doesn’t becomeresource intensive for other teams within an organisation.Business Owner•Anyone who identifies an idea for the use of SM– the business risk of using SM rests with them, upon approvalby a Senior Executive /Sign-off Point in an organisation.Social Media Strategist• Actively works with Business Owners to seek out social media opportunities and make recommendations on the implementation. It is a similar but more proactive role than Social Media Coordinator and purely strategic.Community Manager• Responsible for the design, delivery and ongoing management of a designated community with a specific focus on ‘network’ communications.• Works within an organisation to deliver key messages and execute communication objectives whilst engaging with users and providing feedback to the business.Social Media Writer• Has skills in weaving structured themes and messages into ongoing conversations; reacting and recognising all interactions with a risk management approach and having an ability to understand technical language and to translate that for audiences.Social Media Producer• Ensures that any visual opportunities are ‘curated’ effectively and within brand and policy guidelines. The producer would be responsible for turning events into packages.
  57. 57. Social Media in Use• Brand ‘voice’ – Friend – Trusted Advisor – Policeman – Salesperson
  58. 58. Wrap-up• Any questions or clarification?• Preview of next session – ‘Play’ session on your own device• Continue the conversation – Twitter #SportRecSM – Facebook https://www.facebook.com/ACTSRS
  59. 59. Thanks and see you at Workshop 2! Justin Barrie & Mel Edwards Principal Consultants 0423302814 @DMA_Canberra designmanagers.com.au

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