Starting a website    DKHLT Workshop    31st October 2011© Freestyle Interactive – www.freestyleinteractive.co.uk
Overall UK Media consumption© Freestyle Interactive – www.freestyleinteractive.co.uk
48.1m Internet users in the UK© Freestyle Interactive – www.freestyleinteractive.co.uk
We spend an average of 2 hours 30minutes using the interneteveryday© Freestyle Interactive – www.freestyleinteractive.co.uk
Social Media accounts for 22%                     of all time spent         online* Neilsen, June 2010© Freestyle Interact...
An active social presence sells!© Freestyle Interactive – www.freestyleinteractive.co.uk
How do I launch my website?•     The web is a highly competitive landscape, particularly for businesses. It      isn’t eno...
Lesson•     Your website is as only as good as the content on it.•     CHOOSE the right web platform (the software your we...
PRINCIPLES© Freestyle Interactive – www.freestyleinteractive.co.uk
3 important web principles•     PEOPLE       – Who are your target audiences?       – Where do they interact on the web?  ...
3 important web principles•     PROCESS       – How can you build brand awareness for your services?       – How can you c...
3 important web principles•     TECHNOLOGY       – What is the primary purpose of the website?       – What web platform i...
CASE STUDIESATHLETES USING THE WEB FOR COMMERCIAL GAIN© Freestyle Interactive – www.freestyleinteractive.co.uk
Rio Ferdinand – Media Mogul?•    Professional EPL footballer coming to     the end of his career•    Has a far from clean ...
RioFerdinand.com                                                                   Ferdinand’s business                   ...
Leveraging Social Channels to promote       business            1,538,546 Followers                            13.3 Millio...
Active Social presence & content rank higher in       Google                                                           Reg...
Why is Ferdinand so good at Social?Talks AND Listens to his fansToo many athletes broadcast – only talk about themselves –...
Why bother?Benefits• Trust – Fans trust what he says and are more willing to accept his  content, as such they are more li...
Keri Anne Payne on Tumblr© Freestyle Interactive – www.freestyleinteractive.co.uk
Keep actively engaging with content© Freestyle Interactive – www.freestyleinteractive.co.uk
Focus on two way conversation – LISTEN!© Freestyle Interactive – www.freestyleinteractive.co.uk
Broad range of content = Trust!                                                                         Fans             P...
Common practices•     Recognise that they already have a powerful brand and play to their      strengths.•     Deliberate ...
THANKS!    Sean Walsh    Sean.walsh@freestyleinteractive.co.uk    @freestyleint© Freestyle Interactive – www.freestyleinte...
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Digital & Social Media for Sports Stars

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Presented to Olympic Athletes from Dame Kelly Holmes Legacy Trust for our 'Digital & Social Media' workshop hosted at Freestyle Interactive HQ.

www.freestyleinteractive.co.uk
@freestyleint

Published in: Sports, Technology, Business
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Digital & Social Media for Sports Stars

  1. 1. Starting a website DKHLT Workshop 31st October 2011© Freestyle Interactive – www.freestyleinteractive.co.uk
  2. 2. Overall UK Media consumption© Freestyle Interactive – www.freestyleinteractive.co.uk
  3. 3. 48.1m Internet users in the UK© Freestyle Interactive – www.freestyleinteractive.co.uk
  4. 4. We spend an average of 2 hours 30minutes using the interneteveryday© Freestyle Interactive – www.freestyleinteractive.co.uk
  5. 5. Social Media accounts for 22% of all time spent online* Neilsen, June 2010© Freestyle Interactive – www.freestyleinteractive.co.uk
  6. 6. An active social presence sells!© Freestyle Interactive – www.freestyleinteractive.co.uk
  7. 7. How do I launch my website?• The web is a highly competitive landscape, particularly for businesses. It isn’t enough to create a website, do nothing else and simply ‘hope for the best’.• The web is a network of content competing against each another to be the most engaging, receive the most traffic and rank higher in search results.• Whatever the business, you need to regularly engage with your customers with content.• The more valuable the content you generate, the more likely you will see web traffic – as well as improvements in search engines. This means = More potential customers.© Freestyle Interactive – www.freestyleinteractive.co.uk
  8. 8. Lesson• Your website is as only as good as the content on it.• CHOOSE the right web platform (the software your website will be built with) for the right audience.• CREATE engaging content for your audience• SHARE your content with the right people and right places• SHARE other peoples content – become part of a community – don’t just talk about yourself.© Freestyle Interactive – www.freestyleinteractive.co.uk
  9. 9. PRINCIPLES© Freestyle Interactive – www.freestyleinteractive.co.uk
  10. 10. 3 important web principles• PEOPLE – Who are your target audiences? – Where do they interact on the web? – Why would they be interested in your services? – What value can you offer them? – Who do you already know who can benefit your efforts? Leverage personal connections© Freestyle Interactive – www.freestyleinteractive.co.uk
  11. 11. 3 important web principles• PROCESS – How can you build brand awareness for your services? – How can you create better content for your customers? – How can you perform better in search engines? – How can you convert web visitors into customers? – How can you measure success?© Freestyle Interactive – www.freestyleinteractive.co.uk
  12. 12. 3 important web principles• TECHNOLOGY – What is the primary purpose of the website? – What web platform is best suited to your objectives? – How can you improve the performance and engagement of your website? – How can you manage your website easily & cost effectively?© Freestyle Interactive – www.freestyleinteractive.co.uk
  13. 13. CASE STUDIESATHLETES USING THE WEB FOR COMMERCIAL GAIN© Freestyle Interactive – www.freestyleinteractive.co.uk
  14. 14. Rio Ferdinand – Media Mogul?• Professional EPL footballer coming to the end of his career• Has a far from clean brand – marked by several scandals throughout his younger years – drugs, sex and speeding to name just a few.• However, Ferdinand is widely acclaimed for his usage of Twitter and regularly engaging with his fans in creative and innovative ways. He is probably the best example of an athlete using Social Media effectively.• Ferdinand uses his Social Media kudos and fanbase to promote his own commercial venture – his media brand and magazine.© Freestyle Interactive – www.freestyleinteractive.co.uk
  15. 15. RioFerdinand.com Ferdinand’s business model sits around a free Makes it online magazine – that obvious what undoubtedly raises his his social media own media profile but also channels are generates revenue via advertising and his online store. Ferdinand leverages his own brand (and connections) in order to create engaging content suitable for his audience – it’s very subtle and never a hard sell.© Freestyle Interactive – www.freestyleinteractive.co.uk
  16. 16. Leveraging Social Channels to promote business 1,538,546 Followers 13.3 Million Video Views 902,628 LikesFerdinand focuses his He generates content to theenergy on interacting with needs of his audience, so hehis existing fanbase in doesn’t just broadcasts butorder to push them subtly asks them for ideas andto his commercial website. engages with them to see what they want.© Freestyle Interactive – www.freestyleinteractive.co.uk
  17. 17. Active Social presence & content rank higher in Google Regular activity on Social Channels has pushed Ferdinand’s Twitter and Website to number 1 & 2 in the Search Rankins.© Freestyle Interactive – www.freestyleinteractive.co.uk
  18. 18. Why is Ferdinand so good at Social?Talks AND Listens to his fansToo many athletes broadcast – only talk about themselves – on Social Mediachannels. Ferdinand is more personable and has gained a reputation for beingmore social by:- Asking questions about what content they would like- Holding impromptu Q&As- Sharing engaging content such as photos and video shot from his iPhone- Open dialogue with fans about all kinds of issues – has a balance between his personal life and his footballing career. People don’t want to hear just about one thing.© Freestyle Interactive – www.freestyleinteractive.co.uk
  19. 19. Why bother?Benefits• Trust – Fans trust what he says and are more willing to accept his content, as such they are more likely to visit his website.• Community – Fans feel like their views count and they are part of a community, they actively share content and create more buzz – again, pushing traffic to his website.• Increased Media profile – Twitter comments are often picked up by the press, seen as a Sports Social Media innovator in an industry where Social Media often causes problems.• Improved search rankings – Not only does this improve traffic to the website, but it buries press stories surrounding his past scandals.© Freestyle Interactive – www.freestyleinteractive.co.uk
  20. 20. Keri Anne Payne on Tumblr© Freestyle Interactive – www.freestyleinteractive.co.uk
  21. 21. Keep actively engaging with content© Freestyle Interactive – www.freestyleinteractive.co.uk
  22. 22. Focus on two way conversation – LISTEN!© Freestyle Interactive – www.freestyleinteractive.co.uk
  23. 23. Broad range of content = Trust! Fans Personal Sponsorship Motivational - Sport Events Achievements© Freestyle Interactive – www.freestyleinteractive.co.uk
  24. 24. Common practices• Recognise that they already have a powerful brand and play to their strengths.• Deliberate focus on utilising Social Media – quickest way to promote yours services to varied audiences.• Leverage their fanbase on social channels – it isn’t a sales pitch, but a business by association. Blur the lines between personal and business.• Build a website using the right web platform – one that is comfortable for you AND your audience to use.• Create regular and engaging content – websites need to be dynamic in order to compete in a Search & Social world.© Freestyle Interactive – www.freestyleinteractive.co.uk
  25. 25. THANKS! Sean Walsh Sean.walsh@freestyleinteractive.co.uk @freestyleint© Freestyle Interactive – www.freestyleinteractive.co.uk

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