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Online Best Practices Presented by Demosphere

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Presentation given at United Soccer Leagues (USL) AGM by Demosphere which talked about the 5 components of a successful online presence.

Presentation given at United Soccer Leagues (USL) AGM by Demosphere which talked about the 5 components of a successful online presence.

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Online Best Practices Presented by Demosphere Online Best Practices Presented by Demosphere Presentation Transcript

  • Online Best Practices Presented by Demosphere Presented by Sean Rose November 20, 2010
  • Today's Agenda • The 5 Components of a Successful Online Presence • Plus: The latest in Social Media • Be thinking about: New ways to connect & establish relationships with fans. • Including: Lots of great materials you can use today.
  • Welcome! • Why this session is important: • The economy stinks • The market is increasingly more competitive • Your team (investment) is at stake
  • The 5 Components • Location is Everything • Devise a Plan • Commit • Always Learn • Let Your Passion Show
  • 1: Location! • Life-altering revelation: You must work to reach fans. o Fans won't come to you ... you must go to them.
  • 1: Location! • What does that mean? Multiple avenues .. o Traditional  Newspaper, Print, TV, Radio, etc. o Non-Traditional  Promotions - HBO/Pacquiao o Online  Website, Social Media
  • 1: Location - Website • Professional looking, consistently updated, shareable • Keyword-dense content. • Pictures tell stories. (Don't forget alt-tags!) • “Our game was fun” vs. • Track what's happening - Analytics • Main point: If you ARE found, don't blow it.
  • 1: Location - Website
  • 1: Location - Social Media • Quick definition: Media created to be shared freely. • Dictionary of terms
  • 1: Location - Facebook • The Stats are Staggering: o 500 million active users. 50% log on each day. o Avg. 130 friends and connected to 80 pages. o 25% of all web traffic in the US • Top 10 Teams on Facebook o 7 are soccer teams. (FC Barcelona - 6.9 million fans)
  • 1: Location - Facebook • From individual people ... to pages o Groups vs. Pages o People = Members or Fans o Groups = restricted | Pages = open = your team • Page Usage o People become "fans" of pages o These pages show up in their profiles o News items appear in live stream o Fans can interact with pages based on settings of page
  • 1: Location - Facebook
  • 1: Location - Facebook • Resources To Use: o Facebook - Create Fan Page o How To Set Up A Winning Facebook Page o Another Great How-To o Maximize Demosphere - Facebook Session o Sponsors!
  • 1: Location - Twitter • What is Twitter? o First and foremost, a real-time communication medium. • Wikipedia Page o Free, 140 characters, pick a username, etc. • Follower - someone 'following' your feed • RT - "ReTweet" - repost something someone else said. • @ - Message that followers of both can see • DM - "Direct Message" to one person o They must follow you in order to receive • # - "Hash Tag" - searchable thread on a particular topic
  • 1: Location - Twitter • Not 500 million, but pretty impressive... o 145 million users - 65% growth from April '09 o Average person interacts with 300+ users • Top 10 Teams on Twitter o #1 - LA Lakers - 1.7 million followers o #4 - Real Madrid - 818k
  • 1: Location - Twitter
  • 1: Location - Twitter • What do I 'tweet' about? o Key website information (not all) o Important Dates o Local events of interest o Relevant league/general soccer news o Contests o Reasons to come to the game! o Experiment! What gets the most traction? • Do not pitch your organization ... leave that to your website.
  • 1: Location - Twitter • Resources To Use: o Find others to follow: Twellow, Twitterpacks o Software/Applications for updating: Tweetdeck | CoTweet o Mobile Apps o 7 Step Guide for Twitter Rookies o General Resource Roundup o Maximize Demosphere - Twitter Session o Sign Up Now
  • 1: Location - YouTube • Briefly about YouTube ... o People watch 2 billion videos/day on YouTube. o 24 hours of video is uploaded ... every minute. o Video tells the story - this will convince you! o Sell your environment o Video Editing - Windows Movie Maker / iMovie o Increase Web Traffic via YouTube
  • Location - Other • Blog o Social Media confluence - Why you need one • FourSquare o Location-based networking - Intro & How To • LinkedIn o Business/Professional focused - Use to sell? • GroupOn | livingsocial o Power of the crowds ...
  • 2: Devise a Plan Five Steps to a successful plan .. 1.Where is Your Market? 2. Pick Your Objectives 3. Listen & Engage 4. Creativity Reigns 5. Measure & Evaluate
  • 2: Where Is Your Market? • What else is happening in your community? • Who are the other players? Who gets attention? • What are other teams doing? Other sports? • How To Find Your Market
  • 2: Pick Your Objectives • What do you want to accomplish? o Generate Awareness o Establish Demand o Product/Service Comparison o Positive Association o Form/Change Opinion o Influence the Influencers o Drive Action/Traffic o Establish/Regain Trust • How To Choose?
  • 2: Listen & Engage • The two way social media street • Not a newspaper… • Variety of topics o News o Feature o Giveaway o Online-only news • 20 Ways to Engage • Engage Social Media Blog • How To & Cautions
  • 2: Creativity Reigns • Creative Contests • Increase Your Facebook Fan Base • Twitter Competition Ideas • What are other teams doing? If something is successful in one market …
  • 2: Measure & Evaluate • Some Key Metrics: • Traffic • Sales • Customer Engagement • …and finally – Profits • 10 Metrics to Review • More Planning Tips
  • Component 3: Commit • Whose Responsibility Is This? • Ownership, Marketing, Intern, Coach, Players? • All can play a role, but have someone responsible. • Extremely dangerous … • Not being timely • Letting your channels lapse • Remember: Social Media is NOT free. • Key expenses: time and effort. • Don’t Forget: You’re Putting Your Name on This
  • Component 4: Learn • Online world is evolving rapidly. • Track current trends & be aware of the future • Blog Resources: o Online Marketing o Social Media Marketer o Social Media Today o Social Media Marketing Blog o Facebook Marketing • Search for & follow resources on Twitter • Maximize Demosphere series
  • Component 5: Passion & Fun • Always enjoy what you're doing - let that passion & fun show. • Remember the medium… • Press Releases – Formal • Website – More formal than informal • Social Media - Informal • How To Make Social Media Experiments Fun
  • Recap ... • Location is Everything • Devise a Plan • Commit • Always Learn • Let Your Passion Show
  • ...and remember this... • "None of this is hard ... you just have to do it." • Use this session as a springboard... • Use the remainder of 2010 to set your plan for 2011.
  • Wrap Up • What's one thing you can do today? • Want these slides? Leave your card and we'll email them. • Other feedback? Share • Pick up a card - ask any specific questions o Sean Rose o srose@demosphere.com