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

1. SOCIAL
MEDIA
FOR
SPORTS
FEDERATIONS
Jez
Jowe5,
Global
Social
Media
Director
Twi5er:
#Jezmond

2. PLAY

3. AGENDA
SOCIAL MEDIA & SPORTS
WINS & FAILS
SOCIAL MEDIA SUCCESS

4. WHAT IS SOCIAL MEDIA?
“People
connecGng
with
other
people,
through
the
internet
to
share
stories,
experiences,
opinions
and
content.”

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. CONTENT AND CONVERSATIONS WORTH HAVING (25%)
Content
sGmulates
conversaGons
ConversaGons
sGmulate
content

7. CONTENT AND CONVERSATIONS BUILD COMMUNITIES
…..which brands can leverage to meet communication objectives

8. LOTS OF COMMUNITIES AND SPECIALIST SITES EXIST

9. 3C’s = OPPORTUNITIES
Content

10. 3C’s = OPPORTUNITIES
Conversations

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
d'Escrime
-­‐
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. 3C’s = OPPORTUNITIES
Content
Conversations
Communities

13. SUCCESSFUL ORGANISATIONS UNDERSTAND CHANGE
http://www.youtube.com/watch?v=aA8RYoJfiq4&feature=channel_video_title

14. APPRECIATE AUDIENCE AND LANDSCAPE IS DIGITAL
http://www.youtube.com/watch?v=P81bb0Tzwbo
We Are The Future

15. NOT JUST TEENS DIGITALLY CONNECTED

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. LOVE CONNECTING AROUND PASSIONS AND INTERESTS
10M+ PEOPLE LIKE THIS 8M+ PEOPLE FOLLOW
Not just on a PC, but mobile, out of home, and at a game
(whatever is handy)

18. SPORTS & ENT. THE MOST POPULAR CONVERSATIONS
Significant sports events (ie FIFA World
Cup) dominate social media conversations

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. 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. WATCHING MORE FOOTAGE ON SOCIAL MEDIA
Commenting, sharing, linking, suggesting, re-playing.
Multi-tasking fans will vocally share their POV

22. TRUSTING EARNED MEDIA AND OWNED MEDIA
“What do you trust for information on a brand ?”
Source: Global WebIndex, Annual Report 2011

23. SOCIAL MEDIA + SPORTS CONCLUSIONS
1. 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. AGENDA
SOCIAL MEDIA & SPORTS
WINS & FAILS
SOCIAL MEDIA SUCCESS

25. LEVERAGE AN EXISTING COMMUNITY
Issue: Coca Cola un-official community established by fans
Solution: Make it the official community, employing ‘2 blokes’

26. PRODUCE CONTENT WORTH SHARING
Issue: Live coverage expensive and obtrusive in extreme situations
Solution: Helmet cam footage provides WOW content

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. 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. KEY LEARNINGS- THE WINS
CLEAR OBJECTIVES AND COMMUNICATION
LIQUID AND PERSONALISED CONTENT
HUMAN, ATTENTIVE, COMMITTED

30. AGENDA
SOCIAL MEDIA & SPORTS
WINS & FAILS
SOCIAL MEDIA SUCCESS

31. PRETENDING TO BE A FAN
Issue: Honda Manager posting positive comments and reviews
Impact: Negative buzz, credibility and trust
31

32. TRYING TO CONTROL EVERYTHING
Issue: Nike deletes video footage showing Lebron dunking
Impact: UGC content, uploads and comments flooded the internet
32

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. IGNORING THE ISSUES
Issue: Failure to swiftly comment and respond through SM channels
Impact: Un-official voices and commentators more trusted
34

35. KEY LEARNINGS- FAILS
BE HONEST, FACILITATING CONVERSATION, NOT CONTROLLING
THINK THROUGH IMPLICATIONS WITH GUIDELINES
MONITOR EVERYTHING, AND AGREE RESPONSES

36. AGENDA
SOCIAL MEDIA & SPORTS
WINS & FAILS
SOCIAL MEDIA SUCCESS

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. 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. 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 foundations
On-Going: Co-Create with community involvement and permanent listening 39

40. MONITOR EVERYTHING IN REAL TIME
Watch video here : http://www.youtube.com/watch?v=1vQf-aOe2EY
For 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. THANK YOU.
JEZ JOWETT
Jezj@cakegroup.com
+44 7791 717 718
41