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Social media for sports federations
 

Social media for sports federations

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A look at Social Media for Sports Federations- by Jez Jowett, HS&E Global Social Media Director

A look at Social Media for Sports Federations- by Jez Jowett, HS&E Global Social Media Director

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    Social media for sports federations Social media for sports federations Presentation Transcript

    • SOCIAL  MEDIA  FOR  SPORTS  FEDERATIONS  Jez  Jowe5,  Global  Social  Media  Director  Twi5er:  #Jezmond  
    • PLAY  
    • AGENDA SOCIAL MEDIA & SPORTS WINS & FAILS SOCIAL MEDIA SUCCESS
    • WHAT IS SOCIAL MEDIA? “People  connecGng  with  other  people,  through  the  internet  to     share  stories,  experiences,  opinions  and  content.”  
    • NOT JUST FACEBOOK You  can’t  buy  it,     you  have  to  earn  it.   Through  sGmulaGng   conversaGons  with  a   good  story  and  great   content.  
    • CONTENT AND CONVERSATIONS WORTH HAVING (25%) Content   sGmulates  conversaGons  ConversaGons   sGmulate   content  
    • CONTENT AND CONVERSATIONS BUILD COMMUNITIES…..which brands can leverage to meet communication objectives
    • LOTS OF COMMUNITIES AND SPECIALIST SITES EXIST
    • 3C’s = OPPORTUNITIES Content
    • 3C’s = OPPORTUNITIES Conversations
    • CONVERSATIONS ABOUT ALL YOUR FEDERATIONS Social mentions over the last 4 months (2011) I used a paid for tool called Sysomos to research the below http://www.sysomos.com The below results were for the words underlined.InternaGonal  Basketball  FederaGon  –  FIBA   1m  blog  menGons,  812,400  news  menGons  InternaGonal  Cycling  Union  -­‐  UCI   247,085  blog  menGons,  85,639  news  menGons  FédéraGon  InternaGonale  dEscrime  -­‐  FIE   50,454  blog  menGons,  27,548  news  menGons  Union  Européenne  de  GymnasGque  -­‐  UEG   59,441  blog  menGons,  33,417  news  menGons  FédéraGon  InternaGonale  de  Hockey  –  FIH   473,056  blog  menGons,  378,101  news  menGons  FédéraGon  InternaGonale  de  Motocyclisme  -­‐  FIM   16,214  blog  menGons,  4,842  news  menGons  FédéraGon  InternaGonale  de  NataGon  -­‐  FINA   603,495  blog  menGons,  190,727  news  menGons  InternaGonal  SkaGng  Union  -­‐  ISU   31,265  blog  menGons,  9,624  news  menGons  FédéraGon    internaGonale  de  Tennis  de  Table  -­‐  ITTF   31,116  blog  menGons,  8,234  news  menGons  
    • 3C’s = OPPORTUNITIES Content Conversations Communities
    • SUCCESSFUL ORGANISATIONS UNDERSTAND CHANGE http://www.youtube.com/watch?v=aA8RYoJfiq4&feature=channel_video_title
    • APPRECIATE AUDIENCE AND LANDSCAPE IS DIGITAL http://www.youtube.com/watch?v=P81bb0Tzwbo We Are The Future
    • NOT JUST TEENS DIGITALLY CONNECTED
    • DIGITAL + SOCIAL HAS CREATED NEW INFLUENCERS “To find something comparable you have to go back 500 years to the printing press and birth of mass media.   Now it’s the people who are in control”   Rupert Murdoch Always on, consuming, watching, creating, broadcasting
    • LOVE CONNECTING AROUND PASSIONS AND INTERESTS10M+ PEOPLE LIKE THIS 8M+ PEOPLE FOLLOW Not just on a PC, but mobile, out of home, and at a game   (whatever is handy)
    • SPORTS & ENT. THE MOST POPULAR CONVERSATIONS Significant sports events (ie FIFA World Cup) dominate social media conversations
    • WATCHING LIVE SPORTS NOT JUST ON TV Internet TV an emerging new platform for sports viewing “Where do you watch sports coverage?”Source:  The  “ConsumpGon  of  Sport  in  2011  and  Beyond”  study  conducted  by  Havas  Sports  &  Entertainment  for  the  Global  Sports  Forum  Barcelona.  Based  on  a  quanGtaGve  survey  of  over  2,000  Europeans  from  five  markets  (UK,  France,  Germany,  Spain  and  Italy)  taking  place  in  February  2011.  
    • INTERNET TV WILL IMPROVE VIEWING EXPERIENCE “What will make the most impact on sports coverage ?”Source:  The  “ConsumpGon  of  Sport  in  2011  and  Beyond”  study  conducted  by  Havas  Sports  &  Entertainment  for  the  Global  Sports  Forum  Barcelona.  Based  on  a  quanGtaGve  survey  of  over  2,000  Europeans  from  five  markets  (UK,  France,  Germany,  Spain  and  Italy)  taking  place  in  February  2011.  
    • WATCHING MORE FOOTAGE ON SOCIAL MEDIACommenting, sharing, linking, suggesting, re-playing. Multi-tasking fans will vocally share their POV
    • TRUSTING EARNED MEDIA AND OWNED MEDIA “What do you trust for information on a brand ?”Source: Global WebIndex, Annual Report 2011
    • SOCIAL MEDIA + SPORTS CONCLUSIONS1.  Fans  congregate  online,  in  social  networks.  It’s  where  they  swap  passion.  2.  At  the  heart  of  this  passion  is  content  and  conversaGons.  •  Content  that  is  mulG-­‐plalorm,  engaging,  informaGve  and  entertaining.  •  ConversaGons  that  are  worth  joining,  having  and  sharing.  •  They  can’t  be  fooled.  A  value  exchange:  my  likes  and  shares,  your  currency.  
    • AGENDA SOCIAL MEDIA & SPORTS WINS & FAILS SOCIAL MEDIA SUCCESS
    • LEVERAGE AN EXISTING COMMUNITY Issue: Coca Cola un-official community established by fans Solution: Make it the official community, employing ‘2 blokes’
    • PRODUCE CONTENT WORTH SHARING Issue: Live coverage expensive and obtrusive in extreme situations Solution: Helmet cam footage provides WOW content
    • REWARD INFLUENCERS WITH SOCIAL CURRENCY Issue: Create exclusive content for sites to embed, comment and share Solution: 87 videos personal video responses in 48 hours
    • BE HUMAN AND SAY SORRY WHEN NECESSARY The below clip can be found on YouTube searching for ‘JetBlue apology’ Issue: Stranded passengers required honest and accurate information Solution: YouTube CEO video apology and explanation
    • KEY LEARNINGS- THE WINS CLEAR OBJECTIVES AND COMMUNICATION LIQUID AND PERSONALISED CONTENT HUMAN, ATTENTIVE, COMMITTED
    • AGENDA SOCIAL MEDIA & SPORTS WINS & FAILS SOCIAL MEDIA SUCCESS
    • PRETENDING TO BE A FAN Issue: Honda Manager posting positive comments and reviews Impact: Negative buzz, credibility and trust 31  
    • TRYING TO CONTROL EVERYTHING Issue: Nike deletes video footage showing Lebron dunking Impact: UGC content, uploads and comments flooded the internet 32  
    • JUMPING ON THE BAND WAGON / TRENDING TOPICS Issue: Habitat uses Twitter trending topics (#IRAN) to gain awareness Impact: Huge SM impact and negative coverage and trust 33  
    • IGNORING THE ISSUES Issue: Failure to swiftly comment and respond through SM channels Impact: Un-official voices and commentators more trusted 34  
    • KEY LEARNINGS- FAILS BE HONEST, FACILITATING CONVERSATION, NOT CONTROLLING THINK THROUGH IMPLICATIONS WITH GUIDELINES MONITOR EVERYTHING, AND AGREE RESPONSES
    • AGENDA SOCIAL MEDIA & SPORTS WINS & FAILS SOCIAL MEDIA SUCCESS
    • ROLES AND RESPONSIBILITIES Please Google ‘Social Media Guidelines’ for a list of other examples Solution: Clear guidelines, roles and responsibilities On-Going: Updated with changing landscape and usage 37  
    • HUB AND SPOKE APPROACH TO PUBLISHING P   O   E   SOCIAL   NETWORK S   P   P   BLOG   CONTENT   O   SITES   SITES   O   SOCIAL   E   MEDIA     E   HUB     (ie  blog)   NEWS   SITES   P   O   E   Solution: Digitize content and publish from central hub On-Going: Add additional social platforms as relevant 38  
    • ESTABLISH A SOCIAL MEDIA ROADMAP CRAWL   WALK   RUN   FLY   ESTABLISH   ENRICH   ATTRACT   EMBRACE   SOCIAL   WITH   ALL   THE   PRESENCE   CONTENT   AUDIENCES   COMMUNITY   Solution: Put basics in place, and build on these foundationsOn-Going: Co-Create with community involvement and permanent listening 39  
    • MONITOR EVERYTHING IN REAL TIME Watch video here : http://www.youtube.com/watch?v=1vQf-aOe2EYFor a demonstration of using social media listening tool and the advantages of The Flightdeck pls contact Jez. Solution: Monitor social media in real time against objectives On-Going: Integrate other metrics for complete ROI of social media 40  
    • THANK YOU.JEZ JOWETTJezj@cakegroup.com+44 7791 717 718 41