Managing Social In Sports For Edelman Staff Discussion


Published on

Deck used to initiate discussion for Edelman Seattle staff on managing social media in sports.

Published in: Sports, Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Managing Social In Sports For Edelman Staff Discussion

  1. 1. Staying Inbounds: Managing Social Media In Sports<br />October 6, 2011 Edelman Seattle Percipio Presentation<br />
  2. 2. How Many Of You Follow Your Favorite Athletes On Twitter, See Some Of Their Crazy Tweets And Think, <br />“Wow, That Team’s PR Staff Has Its Hands Full!”<br />
  3. 3. If So, You Were Feeling Sorry For People Like Me<br />
  4. 4. What We’ll Discuss<br /><ul><li> Brief Look At How Teams Are Using Social
  5. 5. Examples Of Player Use – Good and Bad
  6. 6. How Leagues And Teams Are Addressing The Issue – The Social Media Policy
  7. 7. Player And Team Consequences For Policy Violation
  8. 8. Examining The Grey Areas
  9. 9. The Central Question: Open Discussion
  10. 10. Note: Interruptions And Questions Welcomed!</li></li></ul><li>Social Media Is Giving Sports Fans Ongoing Access To Their Favorite Teams In Ways They Never Thought Possible<br />
  11. 11. Teams Are Innovating Regularly To Increase Access And Provide More Value For Fans<br />
  12. 12. Team Social Media Tactics Have Proven Effective And Are Constantly Evolving<br />But What About The Players?<br />
  13. 13. For The Most Part, Players Are Not Being Trained Properly<br />
  14. 14. Inappropriate Posts Often Lead To This…<br />
  15. 15. And Sometimes This<br />
  16. 16. Despite High-Profile Negative Examples, Some Players Are Using Social Media Very Effectively<br />
  17. 17. So How Do Teams Ensure Players Use Social Media Responsibly?<br />For Many, The Answer Lies With The Social Media Policy<br />
  18. 18. Common Elements Of Team And League Social Media Policies<br />Team<br /><ul><li> Think of social media as a live microphone
  19. 19. Always use the headline test before posting
  20. 20. Be very mindful of external stakeholders
  21. 21. Your posts are seen and discussed by fans of ALL ages, plus media, your agent, opponents, current and potential sponsors
  22. 22. Your presence on social media is a direct reflection of your personal brand and therefore impacts your wallet
  23. 23. Prohibited from use during “team time”</li></ul>League<br /><ul><li> Set approved and prohibited time windows for social media use
  24. 24. Parallel rules of traditional media comments with regards to officiating, league offices, etc.
  25. 25. Allow for individual teams to customize more comprehensive policies on their own </li></li></ul><li>Consequences For Violation Of Social Media Policies<br />Players<br /><ul><li> Fines
  26. 26. Suspensions
  27. 27. Bans
  28. 28. Lose Current Sponsors
  29. 29. Lose Potential Sponsors
  30. 30. Create Lockerroom Conflict
  31. 31. Fall Out Of Favor With Current Team
  32. 32. Damage Reputation For Free Agent Market</li></ul>Teams<br /><ul><li> Lose Current Sponsors
  33. 33. Lose Potential Sponsors
  34. 34. Agitate Fan Base
  35. 35. Negatively Affect Attendance, Renewals, etc.
  36. 36. Hurt TV Ratings
  37. 37. Strain Relationship With Community Organizations</li></li></ul><li>But Due To Multiple And Sometimes Conflicting Stakeholders, Lines Drawn In The Policy Are Often Blurry<br />
  38. 38. So Posts Like These Create Headaches For The PR Staff And Are Hard To Manage<br />
  39. 39. And Some Players Seem To Somehow Transcend The Rules<br />
  40. 40. Central Question: <br />What are the most effective ways for PR professionals in the sports industry to balance the rights of individual athletes with the priorities and best interests of the organization they manage?<br />
  41. 41. In Summary<br /><ul><li> Teams Innovating Regularly To Connect With Fans Through Social Media
  42. 42. Despite Team Success, Players Not Being Trained Properly
  43. 43. Inappropriate Player Posts Leading To Fines, Suspensions and Bans
  44. 44. Despite High-Profile Negative Examples, Some Players Using Social Media Effectively To Connect With Fans And Build Their Brand
  45. 45. To Increase Positive Use Of Social Media By Players, Most Teams And Leagues Implementing Social Media Policies
  46. 46. Despite Policies In Place, Some Lines Are Blurred And Challenges Persist For PR Pros
  47. 47. Biggest Challenges Center Around Partner Conflicts, Non-Team Related Personal Opinions, Labor Issues And Airing Grievances In Public Forum</li></li></ul><li>Thank You<br />