Social media and sports workshop 14 september 2010
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Social media and sports workshop 14 september 2010

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Background information & hints and tips related to the use of social media in UK sport. Produced by Nemisys for the Goodform Social Media workshop at Lords, September 2010.

Background information & hints and tips related to the use of social media in UK sport. Produced by Nemisys for the Goodform Social Media workshop at Lords, September 2010.

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Social media and sports workshop 14 september 2010 Social media and sports workshop 14 september 2010 Document Transcript

  • Social Media & Sports workshop Giles Bryan Director, Nemisys giles@nemisys.uk.com 0844 706 9665 Links • Facebook • YouTube • Flickr • Twitter • ipadio • Content plan • Issue management • Analytics • About Nemisys • Giles Bryan 1
  • Facebook Facebook – overview • 500 million users worldwide • Unique users (UK) – 25 million • Share of time on social media sites – 75.4% • Time spent per user per month – 6 hours • Visits per user per month – 18 2
  • How Facebook compares Facebook account/profile 3 View slide
  • Facebook news feed Facebook Groups • Good for “private” groups – but you shouldn’t regard them as confidential! • Contact a maximum of 5000 Members • Group creator is in public view • Not a patch on Facebook pages – you should start to migrate to pages at the earliest opportunity! 4 View slide
  • Facebook Pages • Open access • Rich functionality – Discussions – Events – Photos – Videos – Unlimited numbers – DIALOGUE with fans – Advertise – Analytics Why a Page not a Group? Feature Facebook Pages Facebook Groups “Friendly” URLs Yes No Hosting a discussion Yes Yes Discussion wall Yes Yes Discussion forum Yes Yes Add extra FB applications Yes No Add your own applications Yes No Messaging to all Members Yes (via updates) Yes (via PMs, max 5000) Visitor statistics Yes (Page Insights) No Video & photos – yours & Yes Yes Members/Fans Create & manage events Yes No Promotion with social ads Yes No 5
  • Why a Page not a Group? Feature (Feb 2010) Facebook Pages Facebook Groups “Friendly” URLs Yes No Hosting a discussion Yes Yes Discussion wall Yes Yes Discussion forum Yes Yes Add extra FB applications Yes No Add your own applications Yes No Messaging to all Members Yes (via updates) Yes (via PMs, max 5000) Visitor statistics Yes (Page Insights) No Video & photos – yours & Yes Yes Members/Fans Create & manage events Yes No Promotion with social ads Yes No Setting up a page http://www.youtube.com/watch?v=xYLApdBi2c4 6
  • Running your page • Effective posts – Question – Provoke – Bant • Essential but boring – Broadcast – Notices Competitions Credit: Cardiff University www.cardiff.ac.uk/stayconnected 7
  • Objectives • Convert email contacts to Facebook • Improve conversion rate from visit to like for Facebook page • To develop comms channel that allows less formal and more frequent contacts Seeding 8
  • Results • 3rd in fans behind Oxford & Cambridge • Would be great if I can sub in or add the “total fans” growth too Lessons • Response peaks quickly – make your call to action page perfect for launch! – A/B test first if you can • Ts & Cs – Make them clear, engage openly with any questions • Track behaviour on your own web site – Use campaign tracking URLs in seeding – Set up goals to track entries – Set up profile to report traffic from Facebook 9
  • Attention to detail is all Applied similar technique to • Twitter – Linked to ReTweet – Canny beggars timed with graduation & Stephen Fry’s hon degree for a Tweet – Early days but looking very promising, again 3rd behind Oxford & Cambridge for followers • Flickr – “125 years photo competition” established Flickr footprint with over 1000 photos – Great source of images for other uses – Go for “license to use” in Ts & Cs – Engage any vocal complainers, turn them in to evangelists! 10
  • @ing people and pages And the result • Your post on their wall, with your page name NOT profile name 11
  • Connecting with your web site Advertising • http://www.bucs.org.uk/sportshub 12
  • Advertising Advertising 13
  • Advertising Advertising 14
  • Advertising Advertising 15
  • Things you MUST do • Leave your wall open to all to comment and post • Regularly post photos • Regularly post videos • Regularly post / broadcast audio (ahem…!) • And tag people in photos and videos • Post your results • Question your fans • Provoke your fans • Provoke your rival organisations • Poll your fans • Run competitions • Integrate with your web site Other applications 16
  • Other applications Other applications • Events • Slideshare • Youtube 17
  • Facebook Sports Hub - Network Structure linking pages Connect NGBs to their clubs & participants using Pages Sports Hub Branded Competitor marketing s Brand participation Shared Local Club content Marketing Cross-promotion Local Club Pages Wider participation Club Participation Community Sports Hub 18
  • Facebook sports hub – benefits Measuring results – more later 19
  • Sports Hub - sports involved Pilot • Badminton • Table Tennis • Judo • Athletics • Volleyball • Squash & racketball Joined by • Rugby Football League • Football • Cycling? • Swimming? Applications available • You have access to these Community Sports Hub applications through BUCS – come through john@nemisys.uk.com for more info • Photos • Videos • Competitions – perfect for recording times for that rowing competition! • Events • Sponsors • ipadio – additional license fee would apply • Pages • Groups 20
  • YouTube & video Video stats Nielsen, Sept 2009 • YouTube 16.25M uniques Hitwise, year to Feb 2009 • 1. YouTube 62.9% • 2. BBC iPlayer 11.2% • 3. Google Video 2.0% • 4. MegaVideo 1.5% • 5. MSN Video 1.4% • 6. Google Video UK 1.3% • 7. Channel 4 TV 1.3% • 8. MetaCafe 1.2% • 9. Vuze 1.2% • 10. Daily Motion 1.1% 21
  • Where YouTube fits • http://www.youtube.com/watch?v=Oe3St1GgoHQ 22
  • Examples – lower cost! YouTube tips • Brand your profile – name etc • Choose name carefully – you can’t change it later (youtube.com/user/yourfullname) • Complete your profile • Account type – choose guru • Name and tag your channel • Choose to show your latest videos by default • When uploading, TAKE TIME TO NAME AND TAG CONTENT • Then it’s just content and promotion  23
  • Partner programme • http://www.youtube.com/user/LeedsMetUni#p/p/F9F39999609CA26D/4/l-UXEdSSN6Q • http://www.youtube.com/partners Tagging tips In a sporting context: • Your organisation name • Sport (Americanisms?) • Event name • Location • Year • Players/teams involved • Game highlights 24
  • Analytics • Number of views over time • Individual and across channel • Embeds • Age ranges • Gender • Location • Community engagements – Ratings – Comments – Favourites Embeds 25
  • Video sources / content • Ideas for video sources? • Interviews – players & coaches • Training material • TV coverage (request permission!) • Matches • Humour – hard to do, but works well if you can! YouTube free promotion • Tagging is important • Share to Facebook • Share via Twitter • Embed to your web site and blog • Embed to other sites • Link from main sites • And ask others to do the same 26
  • Twitter YouTube free promotion • Tagging is important • Share to Facebook • Share via Twitter • Embed to your web site and blog • Embed to other sites • Link from main sites • And ask others to do the same 27
  • Twitter – overview • Micro-blogging • Give your views • Alert to your news • Link sharing • Listening to relevant conversations • Questions from an event audience • Engaging with people who talk about you • Potentially, dealing with negative issues quickly Twitter – before you Tweet • Follow people relevant to you • Use Twitter lists • Get a feel for what’s going on • Then dive in!! 28
  • When might you Tweet? • With links to new content on own web site • With links to content on other sites • Retweets • Industry news of note • During events and championships • Comment on “the weekend’s play” • Running workshops & training events • Photos • Phlogs • Any other ideas? Twitter – tips for Tweeting • Little(!) and often • But not too often – “10 per day” rule of thumb • Some personal content is fine • Retweet Tweets you like – “acquired wisdom” or ego stroking 29
  • Twitter – brand monitoring Twitter – tools & ideas • Tweetdeck – Search panels • Tweetmeme – Trending and retweets • Twitterlocal – Search for local Tweets – Uses for championships? • Twitpic – Email in photos to Twitter • ipadio – We’ll come to later • Twibbons – Do you do any campaigning? 30
  • Twitter - takeaways • Not for everyone – but try it, it delivers web site traffic • Decide on the type of account – Personal or business or both (the personal brand ...) • Add link to your account from site • Add Retweet buttons to web site articles • Monitor your brand mentions • Trial for events Twitter – what to do now • Set up an account • Download Tweetdeck • And listen to what people are saying 31
  • Flickr Cardiff University • “125 years photo competition” established Flickr footprint with over 1000 photos • Great source of images for other uses • Go for “license to use” in Ts & Cs • Engage any vocal complainers, turn them in to evangelists! • http://www.flickr.com/groups/cardiffuni125/ 32
  • Cardiff’s Group Flickr tips • Run photo competitions • Use Pro account if you have budget • Create a Group • http://www.flickr.com/help/groups/ • Tagging – same as for video 33
  • Using audio - ipadio Disclaimer • Nemisys developed and own ipadio • There are other audio tools available! • www.ipadio.com • www.tweetmic.com • www.audioboo.com • www.facemic.com 34
  • ipadio - demonstration • www.ipadio.com/live Examples - ipadio in sport • English Golf Union, championships • http://www.englishgolfunion.org/news.asp?code=000100030002&recent=1&id=3728 • Interview with Dame Tanni Grey-Thompson • http://www.ipadio.com/phlog.asp?section=39&phlogId=849&phlogcastId=870 • Interview with Sean Long • http://www.ipadio.com/phlogs/Barlacommentary/2009/10/19/Interview-with-Sean-Long • Results, views and racing tips • http://www.britishhorseracing.com/BHAxtra/ • Results at the World Transplant Games • http://www.worldtransplantgames09.com/ 35
  • Potential uses • Posting match reports and results • Interviews with your star performers • Athlete diaries • Live commentaries on high profile matches • Integrates to web sites, blogs • Updates Facebook status • Updates Facebook Pages • Tweets your followers • Handles subscribers by email Strategy section 36
  • Content plan • What • Photos • Who for • Videos • Why • Polls • Where from • Results • How often • Interviews • Who will do • Events • Messages/Status/Tweets • Regular activity • Special projects Regular activity • How do we ensure there is daily activity across your social media presence? • Photos • Videos • Polls • Results • Interviews • Events • Messages/Status/Tweets 37
  • Regular BUCS Wednesday • Photos • Post photos across – Build up several days – Last year’s match • Post links to BUCS tables – Matches • Poll – Man of the match • Video – Camera crew? – Self-shot • @ opposition Uni FB page with a challenge “Remember last year, 5-3 wasn’t it?” Develop checklists for posting • Photos of Wednesday matches – Post best 1 or 2 to Flickr • Title and tag • Share to Facebook • Tweet – Post rest to Facebook • Title and tag the photos • Tag people where possible • Tweet • @ opposition Facebook page with link 38
  • Example – University Event Marketing Owned web pages Email • Facebook page • University email to students (solus or • Events app newsletters) • Main University site (news, events) • Local clubs • Student pages, intranet • Local media (TV, press, student radio) • Staff pages, intranet • Local clubs newsletters • Sports dept pages, intranet • Alumni association • Log in pages • Facilities databases – people made bookings • Splash/promotional pages Media • YouTube channel • Student newspapers (print & web) • Flickr Group • Local papers Other web pages & services • Trade press • NGB site(s) & listings • TV & radio • Local clubs / partnerships • Ipadio interviews • Blogs • (Name of event sponsors) • Forums Collateral • Cultivate friendly webmasters • Posters • Twitter • Leaflets People • Notes on pay slips • Club Members & friends – tap for contact • Email signatures • Sports students / courses • Kit – hoodies, polos • Sports Alumni programme (21 Club) Other ideas • Online surveys – manufacture for data capture • 1 minute promo video on YouTube Issues management 39
  • Negative comments • Do everything in your control to leave negative comments online – Engage with the negative – they might be right! – Develop a thick skin – The FA approach – distance • The perfect place to be is that your community responds on your behalf • Of course, try not to score any own goals! Ts & Cs • If you commit to a network, know their Ts & Cs 40
  • Child protection – Sport England • Child Protection in Sport Unit • NSPCC / Sport England initiative • Provides guidance and publications • www.thecpsu.org.uk • Standards for Safeguarding and Protecting Children in Sport Child Protection - CEOP • http://apps.facebook.com/clickceop/ 41
  • Analytics Twitter search 42
  • Facebook insights YouTube views 43
  • Flickr stats Tracking people on your site 44
  • Google Analytics In Google Analytics • Add new profile • Apply filter • Custom filter – Include – Filter field = Referral – Filter pattern = facebook.com • Produces a profile for purely Facebook visitors • Video Pulling it all together • Use Excel • Dedicate time at start of each month • Adapt our master spreadsheet to suit your: – Objectives – Site – Promotional techniques Email john@nemisys.uk.com for a copy, and book on an analytics workshop at www.nemisys.uk.com/workshops 45
  • About Nemisys Nemisys in Sport 46
  • Our first sporting project in 2000 47
  • 48
  • http://www.youtube.com/watch?v=LN-i8CBenVI Giles Bryan is the Business Development Director both at Nemisys and at ipadio. Nemisys is an award winning creative, brand and digital agency, and the leading digital agency working with sport organisations in the UK, with approaching 100 sports clients – including around 20 NGB’s. Ipadio is a social media and communications technology, also award winning, and working with organisations as diverse as Amnesty International, Virgin Media and NATO, as well as (of course!) many of the UK’s sporting organisations such as British Horseracing, England Golf and ParalympicsGB. Previous to working with Nemisys, Giles has been a professional skipper (RYA Yachtmaster Offshore) with Atlantic & Pacific crossings tucked under his beard, has worked extensively in the US an internationally, and is also a ticketed British Rail train shunter. Giles holds an English degree from Trinity, Cambridge, is very nearly 40, and is married with 3 boys. 49