Define quantifiable objectives that can be helped by digital marketingExamples: Increase ticket sales by 9,000 or £225k in 2013 Fill 10 more corporate hospitality boxes in 2013 worth £15,000 Sell 3,000 more jerseys worth £150k in 2013 Attract 10 more sponsors worth £250k in 2013
Understand your target audiences Demographics? Fans/CEOs/Marketing Directors? What are they most interested in? What content would they like? What are their stories? How and when do they use online and mobile? What calls to action would they follow? How do they want to engage with you?
Your audience can help to build and improve your organisation if you let themLink: http://www.youtube.com/watch?v=5K3hLBGO53s&feature=player_embedded
Listen to what your audience is sayingOther tabsdisplay relevantvideos, conversations and Googlecompetitor newsmentions summary RSS News feeds Conversations on forums Conversations on blogs
Super Bowl Social Media Command CentreLink: http://www.youtube.com/watch?v=wje1a16Ubec&noredirect=1
Content Questions What do CXO’s and Marketing Directors care about and talk about? Are you set up to facilitate these interactions online? What do the fans want to see? Do you currently have this targeted content on your site?
Create an online interaction policy for staff and players Create a policy and educate your staff and players on the benefits, risks and opportunities of interacting online effectively. Create online learning materials they can refer to. Remember to use the carrot over the stick and show them what is in it for them.
Mobile Apps or Mobile Sites? Don’t build a mobile app before you have defined your objectives and are clear on why you want one, what you want it to do and where the content will come from. However mobile enabled sites are now a necessity
Huggity – Fan Tagging at Scotland v New Zealand
To Recap Define your business objectives that digital communications could help to achieve. Understand your audience related to your objectives and listen online Create a content strategy, content plan and online tone of voice that is targeted at your audiences and linked to your objectives Have an online interaction policy and train your staff to create content & interact online in the right way Share content in the right places in the right way Have balanced calls to action relating to your business objectives
How we could help your organisation Objective setting and resource ID Content strategy and content planning Social media policy and training Build social media online infrastructure Train staff on content creation and online interaction Social media support and management