Creating, managing and growing online communities for sport fans

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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

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Creating, managing and growing online communities for sport fans

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

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