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	  stor...
NOT JUST FACEBOOK                        You	  can’t	  buy	  it,	  	                       you	  have	  to	  earn	  it.	  ...
CONTENT AND CONVERSATIONS WORTH HAVING (25%)   Content	    sGmulates	  conversaGons	  ConversaGons	    sGmulate	     conte...
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...
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 Ar...
NOT JUST TEENS DIGITALLY CONNECTED
DIGITAL + SOCIAL HAS CREATED NEW INFLUENCERS                                    “To find something comparable             ...
LOVE CONNECTING AROUND PASSIONS AND INTERESTS10M+ PEOPLE LIKE THIS                          8M+ PEOPLE FOLLOW   Not just o...
SPORTS & ENT. THE MOST POPULAR CONVERSATIONS                        Significant sports events (ie FIFA World              ...
WATCHING LIVE SPORTS NOT JUST ON TV                                Internet TV an emerging new platform for sports viewing...
INTERNET TV WILL IMPROVE VIEWING EXPERIENCE                   “What will make the most impact on sports coverage ?”Source:...
WATCHING MORE FOOTAGE ON SOCIAL MEDIACommenting, sharing, linking, suggesting, re-playing.             Multi-tasking fans ...
TRUSTING EARNED MEDIA AND OWNED MEDIA                          “What do you trust for information on a brand ?”Source: Glo...
SOCIAL MEDIA + SPORTS CONCLUSIONS1.  Fans	  congregate	  online,	  in	  social	  networks.	  It’s	  where	  they	  swap	  ...
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 offic...
PRODUCE CONTENT WORTH SHARING  Issue: Live coverage expensive and obtrusive in extreme situations         Solution: Helmet...
REWARD INFLUENCERS WITH SOCIAL CURRENCY Issue: Create exclusive content for sites to embed, comment and share        Solut...
BE HUMAN AND SAY SORRY WHEN NECESSARY      The below clip can be found on YouTube searching for ‘JetBlue apology’ Issue: S...
KEY LEARNINGS- THE WINS      CLEAR OBJECTIVES AND COMMUNICATION      LIQUID AND PERSONALISED CONTENT      HUMAN, ATTENTIVE...
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, cre...
TRYING TO CONTROL EVERYTHING     Issue: Nike deletes video footage showing Lebron dunking  Impact: UGC content, uploads an...
JUMPING ON THE BAND WAGON / TRENDING TOPICS Issue: Habitat uses Twitter trending topics (#IRAN) to gain awareness       Im...
IGNORING THE ISSUES  Issue: Failure to swiftly comment and respond through SM channels       Impact: Un-official voices an...
KEY LEARNINGS- FAILS      BE HONEST, FACILITATING CONVERSATION, NOT CONTROLLING      THINK THROUGH IMPLICATIONS WITH GUIDE...
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...
HUB AND SPOKE APPROACH TO PUBLISHING                            P	         O	        E	                                   ...
ESTABLISH A SOCIAL MEDIA ROADMAP      CRAWL	         WALK	          RUN	            FLY	       ESTABLISH	      ENRICH	    ...
MONITOR EVERYTHING IN REAL TIME                    Watch video here : http://www.youtube.com/watch?v=1vQf-aOe2EYFor a demo...
THANK YOU.JEZ JOWETTJezj@cakegroup.com+44 7791 717 718                     41	  
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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

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Transcript of "Social media for sports federations"

  1. 1. SOCIAL  MEDIA  FOR  SPORTS  FEDERATIONS  Jez  Jowe5,  Global  Social  Media  Director  Twi5er:  #Jezmond  
  2. 2. PLAY  
  3. 3. AGENDA SOCIAL MEDIA & SPORTS WINS & FAILS SOCIAL MEDIA SUCCESS
  4. 4. WHAT IS SOCIAL MEDIA? “People  connecGng  with  other  people,  through  the  internet  to     share  stories,  experiences,  opinions  and  content.”  
  5. 5. NOT JUST FACEBOOK You  can’t  buy  it,     you  have  to  earn  it.   Through  sGmulaGng   conversaGons  with  a   good  story  and  great   content.  
  6. 6. CONTENT AND CONVERSATIONS WORTH HAVING (25%) Content   sGmulates  conversaGons  ConversaGons   sGmulate   content  
  7. 7. CONTENT AND CONVERSATIONS BUILD COMMUNITIES…..which brands can leverage to meet communication objectives
  8. 8. LOTS OF COMMUNITIES AND SPECIALIST SITES EXIST
  9. 9. 3C’s = OPPORTUNITIES Content
  10. 10. 3C’s = OPPORTUNITIES Conversations
  11. 11. 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  
  12. 12. 3C’s = OPPORTUNITIES Content Conversations Communities
  13. 13. SUCCESSFUL ORGANISATIONS UNDERSTAND CHANGE http://www.youtube.com/watch?v=aA8RYoJfiq4&feature=channel_video_title
  14. 14. APPRECIATE AUDIENCE AND LANDSCAPE IS DIGITAL http://www.youtube.com/watch?v=P81bb0Tzwbo We Are The Future
  15. 15. NOT JUST TEENS DIGITALLY CONNECTED
  16. 16. 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
  17. 17. 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)
  18. 18. SPORTS & ENT. THE MOST POPULAR CONVERSATIONS Significant sports events (ie FIFA World Cup) dominate social media conversations
  19. 19. 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.  
  20. 20. 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.  
  21. 21. WATCHING MORE FOOTAGE ON SOCIAL MEDIACommenting, sharing, linking, suggesting, re-playing. Multi-tasking fans will vocally share their POV
  22. 22. TRUSTING EARNED MEDIA AND OWNED MEDIA “What do you trust for information on a brand ?”Source: Global WebIndex, Annual Report 2011
  23. 23. 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.  
  24. 24. AGENDA SOCIAL MEDIA & SPORTS WINS & FAILS SOCIAL MEDIA SUCCESS
  25. 25. LEVERAGE AN EXISTING COMMUNITY Issue: Coca Cola un-official community established by fans Solution: Make it the official community, employing ‘2 blokes’
  26. 26. PRODUCE CONTENT WORTH SHARING Issue: Live coverage expensive and obtrusive in extreme situations Solution: Helmet cam footage provides WOW content
  27. 27. 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
  28. 28. 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
  29. 29. KEY LEARNINGS- THE WINS CLEAR OBJECTIVES AND COMMUNICATION LIQUID AND PERSONALISED CONTENT HUMAN, ATTENTIVE, COMMITTED
  30. 30. AGENDA SOCIAL MEDIA & SPORTS WINS & FAILS SOCIAL MEDIA SUCCESS
  31. 31. PRETENDING TO BE A FAN Issue: Honda Manager posting positive comments and reviews Impact: Negative buzz, credibility and trust 31  
  32. 32. TRYING TO CONTROL EVERYTHING Issue: Nike deletes video footage showing Lebron dunking Impact: UGC content, uploads and comments flooded the internet 32  
  33. 33. 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  
  34. 34. IGNORING THE ISSUES Issue: Failure to swiftly comment and respond through SM channels Impact: Un-official voices and commentators more trusted 34  
  35. 35. KEY LEARNINGS- FAILS BE HONEST, FACILITATING CONVERSATION, NOT CONTROLLING THINK THROUGH IMPLICATIONS WITH GUIDELINES MONITOR EVERYTHING, AND AGREE RESPONSES
  36. 36. AGENDA SOCIAL MEDIA & SPORTS WINS & FAILS SOCIAL MEDIA SUCCESS
  37. 37. 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  
  38. 38. 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  
  39. 39. 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  
  40. 40. 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  
  41. 41. THANK YOU.JEZ JOWETTJezj@cakegroup.com+44 7791 717 718 41  

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