Creating, managing and growing online communities for sport fans

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Using social media in major sport events and for sport teams. …

Using social media in major sport events and for sport teams.

Online community management and fan engagement including case studies:

- Australian National Football Team / Socceroos
- Australia’s 2022 FIFA World Cup Bid

More in: Sports
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Transcript

  • 1. Including Case Studies: - Australian National Football Team / Socceroos - Australia’s 2022 FIFA World Cup Bid Alana Fisher | @aussiegoldy Manager, Digital and Social Media (FIFA World Cup Bid) Manager, Social Media (Socceroos) Football Federation Australia Creating, managing and growing online communities for sport fans Social Media in Sport
  • 2. Of the world’s top 100 companies…
  • 3. Why build a community?
    • Transparency
      • Break down barriers inside and outside the organisation between company/brand and stakeholders
    • Conversation
      • 2-way communication, listen
      • Research
    • Front doors
      • Website, blog, other online channels
    • Brand exposure
      • COI – cost of inactivity
    • Customer loyalty
      • Brand ambassadors
  • 4. Community Manager
    • Content
      • Creating
      • Uploading
      • Repackaging
      • Featuring
      • Creating opportunities (marketing, events)
    • Moderation
      • Proactive and reactive
      • Custom platforms need custom moderation tools
    • Participation
      • #1 active community member – lead by example
      • Seed content
      • Communication
    • Skills, Knowledge and Experience
      • Common sense
      • Industry (e.g. sport)
      • Editorial
      • Web producer
      • General online and digital
      • Marketing (traditional, online, mobile)
      • Public relations Online legal
      • Brand ambassador
      • Journalism
      • Commercial
      • Media management
      • Consumer insights and metrics analysis
      • Image and video editing
      • Desire to follow ever-changing social media landscape
  • 5. Moderation
    • Moderation
      • Fair, but firm
      • Proactive and reactive
      • Full-time
      • Community Guidelines (not rules)
  • 6. Keep it simple
    • Use existing platforms where possible
      • Facebook, Twitter, Flickr, YouTube etc
    • Use apps and other tools to increase engagement and community size on mature channels
    • Always provide engaging content
      • Ask community’s opinion (see  )
    • Think carefully about custom social networking platforms
      • Time, cost, resources, relevancy, need
  • 7. How to talk to/with your community
    • Honestly
    • Avoid selling and too many broadcasts – engagement and conversation is key
    • Correct tone for right channel
      • E.g. casual professionalism
    • Frequency
      • Different channels, different frequency
    • As a valued brand partner – collaboratively, listen, 2-way
  • 8. Create front doors to your brand and existing online channels
  • 9. Integration: Create front doors to your social media
  • 10. 2022 FIFA World Cup Bid – custom social networking platform
  • 11. Socceroos – 2010 FIFA World Cup insider perspective
  • 12. Engaging content
  • 13. Unique content When possible break important news over social media channels such as Twitter, Facebook or YouTube.
  • 14. Things to remember
    • Social media is not a campaign, it is a long-term commitment.
    • Social media is not a strategy, it’s a tactic (but you still need a strategy, as part of a brand strategy).
    • Communities are not built overnight – be patient and committed.
    • A marketing and advertising campaign to support social media is necessary.
  • 15. Follow/Contact me
    • twitter.com/aussiegoldy
    • linkedin.com/in/alana1
    • slideshare.net/aussiegold
    twitter.com/Socceroos twitter.com/AusComePlay facebook.com/Socceroos facebook.com/ComePlay youtube.com/AusComePlay flickr.com/AusComePlay This document was created for a live presentation. If you have difficulty understanding any slides please contact me and I can explain it in more detail. - Alana
  • 16.