SMW 2012 #SportAndSocial

John Paul Fox Mark StuartClient Insight Manager Insight Executive @johnpaulfox @mistermumble

Sport and Social Media: The Showdown #SportAndSocial

Our Speakers #SportAndSocial

Sue Gyford Social media and digital communications officer @scotathletics @jogscotland Kayleigh Grieve Digital media manager @scottish_fa Andrew Jenkin Support network manager @scottishfans @andrewjenkin#SportAndSocial

Sport and social media: A match made in heaven?Sport, at all levels, is inherently social. social media provides a virtual gathering placethats open all day, every daySport fans are attentive and responsive. They want to be part of the experience.Brands would kill for such a loyal, passionate and active audience.Unprecedented access and insight into the working of professional sport.Fan interacting 1.0 to fan interacting 2.0Marketing the experience, not the brand.User generated content.Sports journalism. (Two-Way).83% of sports fans are active on social media platforms when watching a game on TV. #SportAndSocial

The Inside Scoop #SportAndSocial

Sue GyfordSocial Media and Digital Communications Officer@scotathletics @jogscotland @suegyford facebook.com/scottishathletics facebook.com/jogscotty

Do what seems right at the time

Aims:Regular, reliable use; consistent voice Interaction An effect in the real world More people more involved in athletics/jogging, getting more out of it

Tactics:1. Announce our arrival2. Start experimenting

Good Tweeting:• Consistent voice• Clear, easy to follow (not too many hashtags/names etc)• Link to other users• Tweet with a purpose: Useful OR interesting OR funny OR drives traffic to our web/facebook, or partners’ web/facebook• Interact – including answering tweets addressed to us, even if they’re negative.• Regular, gradual tweeting, not fits and starts• Being fast, and seven days a week• Capitalise on what people are interested in – eg Olympics

Good facebook:• Appropriate, consistent voice• Use different formats – plenty of pics, links to other sites• Encourage interaction• And…..

What works Famous People

What worksAchievement – at all levels

What worksEvents – recent and future

What doesn’t work Discussion

What worksFriendly, informalinteraction,encouragement,shout-outs

What worksOne to one relationships

Into the future…. • Develop our voices • Get Scottish Athletics interacting more • More round the clock tweeting – weekend results etc. • More jogscotland groups with their own facebook groups

Is it working online?

Is it working IRL?

Find out what works. Do more of it.@scotathletics @jogscotland @suegyford facebook.com/scottishathletics facebook.com/jogscotty

Kayleigh GrieveScottish FA Digital Media Manager

Strategy andobjectives Digital Department‣ increase engagement with fans‣ increase visitors to the website‣ increase participation numbers acrossplaying, coaching, volunteering, andrefereeing‣ improve wider knowledge of what theScottish FA does Main heading text‣ increase revenue from ticket sales,merchandise, kit sales etc‣ increase SUBHEADING TEXT HERE REPLACE WITH ANYsubscriptions to Supporters Clubs‣establish as a credible and reliable sourcefor Scottish Football news stories andinformation

Key questions Digital DepartmentWhere does the conversionhappen for us? Ticket payment portal, on the gate,website, regional websites, Coach World, sponsor’s websites, onthe groundWhat are our calls to action?Buy amembership, buy a season ticket, buy a Scotland match ticket,attend a football match, become a referee, play football, Main heading textvolunteer in football, coach football, attend coach educationcourses, attend CPD events, buy merchandise REPLACE WITH ANY SUBHEADING TEXT HEREWhat are our key messages andcampaigns? #GrowingTheGame#CoachingCommunity #BeTheRoar #HampdenWillRoar#RoadToHampden #ScotlandWinning #ScotlandPassion#CreatingHeroes

So, where are we social? Digital Department Main heading text REPLACE WITH ANY SUBHEADING TEXT HERE

Mobile and Social Digital Department• In play interaction• Viral• Social media pulls• Social media pushesheading text Main• Responsive REPLACE WITH ANY SUBHEADING TEXT HERE and great APIs

The...let’s callthem...challenges Digital Department• Marketing vs Comms• Life consuming• Personalities vs business front• Painful Main heading text• She’s got it, REPLACE WITHit too I want ANY SUBHEADING TEXT HERE• Connectivity

What’s next? Digital Department Main heading text REPLACE WITH ANY SUBHEADING TEXT HERE • Social to website or, website to social? • CRM

Andrew JenkinSupport network manager @scottishfans @andrewjenkin

Scottish Fansand Social Media

Supporters Direct• Supporters Direct was formed in 2000 as an initiative of the UK Government.• Our goal is to „promote sustainable spectator sports clubs based on supporters‟ involvement and community ownership‟.• Started in Scotland in 2002.

Scottish Fans• Funded and supported by Supporters Direct Scotland and the Scottish Government.• Scottish Fans is a new website which harnesses the power of Scottish football fans to influence change within the game.

Why is Social Media important to Supporters Direct• Gathering views – help fans become represented• Present those views to clubs and decision makers – our USP• Promoting ourselves and our brand

Social Media• Fans out of touch with clubs and footballers• “platforms such as Facebook and Twitter have allowed a new generation of fans to connect with their football idols and teams in ways that they haven‟t been able to within the modern game… clubs and organisations need to embrace this” – Alex Clough

Our Uses

Research• Clubs uses of social media

Conclusion• Lack of interactivity• Lack of interest in fans views and opinions• Self-promotional

Our other SM uses to engage supporters

Spotify

Facebook

Ideas we like

For the future• Survey – SM used to promote survey• Roadshows – Tweeting Q&A with former professionals• Book – Comments from LinkedIn, Facebook and Twitter to be included in book

Thank you!• @ScottishFans• #FansViews

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SMW 2012 #SportAndSocial

by Yomego on Oct 15, 2012

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SMW 2012 #SportAndSocial Presentation Transcript