Ccpr Web 2 Social Media January 2010

(c) Nemisys Enterprises 2010 www.nemisys.uk.com
Web 2.0 and social media
John Duffy
Marketing Director, Nemisys
john@nemisys.uk.com
01189 122226
1 day workshop for CCPR

A bit of background
• Environment97, Autism99, floated dotcom
• Award winning web sites & campaigns –
New Media Age, Third Sector
• Nemisys in sport

Agenda
• Some internet history
• Introductions
• Objectives for the day
• What is Web 2.0 & social media
• Web 2.0 techniques & social media sites
• Measurement
• Some exercises
• Your homework – action plan

Current activities
Facebook page 3
Flickr 5
Linkedin 3
Podcasts 0
Vodcasts 0
Forums 2
Facebook group 3
Twitter 4
YouTube 5
Bebo 1
MySpace 0
• From 18
respondents

And what you’d like to explore
• Opportunities around ipadio
• Use of social media at events and
championships
• Use of blogs for athletes
• Showing highlights from championships
• Overseas issues
• RSS (and private RSS)
• British/representative teams
• Providing better service to Members

What about Web 2.0?
• A set of tools and techniques designed to
engage with your visitors
• A con – a new name for web 1.0, such that
investors would forget the dotcom crash

What is web 2.0 – photo
sharing

What is web 2.0 – online chat

What is web 2.0 – niche
groups

My first “web 2.0” project
• Environment97
• 12000 delegates – larger than Rio Earth
summit
• From 100+ countries
• Jo(e) Public able to question World experts
• Take a look

Social media definitions
• Online people to people interactions
• A fusion of sociology and technology,
transforming monologue (one to many) into
dialog (many to many) and is the
democratization of information,
transforming people from content readers
into publishers
• Social media are works of user-created
video, audio, text or multimedia that are
published and shared in a social
environment, such as a blog, wiki or video
hosting site

Objectives
• Understand what is meant by Web 2.0 &
social media
• Understand the opportunity
• Know WHERE to start
• Know HOW to start
• Explore some of the issues raised in your
pre-workshop questionnaires

Introductions
• Of course, broadcast to the internet ... ;-)

Before we get stuck in
• Recommendation or advert – which is more
likely to sway you?
• With an average of 3 hours per week for all
of this, are you PREPARED TO LET GO and
let your public speak on your behalf?

Digital natives
• Don’t read newspapers
• No landline phone
• Television on their terms
• Trust peers more than experts
• Internet experience is social
• Content is going mobile
• Television is for video games
• Want to be heard and self-express
• Email is for parents
• On demand content
• Source: USC Annenberg School, Centre for Digital Future

In a nutshell
• CREATION + CURATION = SUCCESS
• Prioritised, of course!

The tour - Facebook

Facebook
• Overview
• Account/profile
• Groups
• Pages
• Facebook Connect
• Sport England - Sports Hub
• Takeaways

Facebook – overview
• Unique users (UK) – 22.81
• Share of time on social media sites – 75.4%
• Time spent per user per month – 6 hours
• Visits per user per month – 18

Facebook Groups
• Good for “private” groups – but you
shouldn’t regard them as confidential!
• Contact a maximum of 5000 Members
• Group creator is in public view
• Not a patch on Facebook pages – you should
start to migrate to pages at the earliest
opportunity!

Facebook Pages
• Open access
• Rich functionality
– Discussions
– Events
– Photos
– Videos
– Unlimited numbers
– DIALOGUE with fans
– Advertise
– Analytics

Facebook Sports Hub - Network Structure linking pages
Connect NGBs to their clubs & participants using Pages
Sports Hub
Local Club
Pages
Shared
content
Competitor
s
Wider participation
Branded
marketing
Local Club
Marketing
Club Participation
Brand participation
Cross-promotion

Facebook sports hub – benefits

Sports Hub pilot
• 6 National Governing Bodies
• 19 Universities
• Facebook + Sport England
• BUCS + Nemisys roadshow
• Media Trust video training
Key objective
• Can social media attract 12000 new
participants to these 6 sports?

Child protection
• Child Protection in Sport Unit
• NSPCC / Sport England initiative
• Provides guidance and publications
• www.thecpsu.org.uk
• Standards for Safeguarding and Protecting
Children in Sport

Google Analytics & Facebook
• Set up a profile
• Filter for traffic from Facebook
• Set goals specifically for Facebook visitors

Facebook – Priorities
• Set up a personal account
– Don’t worry – it won’t be visible as part of
your fan page
• With limited resource – use Facebook pages
• Limit content to that you know you can
support
• ENGAGE WITH PEOPLE
– Monitor for activity/problems
– Answer questions
– Share ideas
• Consider applications

Detail - tips to start you off
• Set up a page with
http://www.Facebook.com/business/dashboard/
• Name page – be literal, but be right – you
cannot rename it later
• Track your Facebook referrers in Google
Analytics or similar

Exercise
• Let’s take 1 of your sports
• And see if there are any Facebook pages
• What are they doing
• Can you pick up any ideas?

The tour – Video & YouTube

Video stats
Nielsen, Sept 2009
• YouTube 16.25M uniques
Hitwise, year to Feb 2009
• 1. YouTube 62.9%
• 2. BBC iPlayer 11.2%
• 3. Google Video 2.0%
• 4. MegaVideo 1.5%
• 5. MSN Video 1.4%
• 6. Google Video UK 1.3%
• 7. Channel 4 TV 1.3%
• 8. MetaCafe 1.2%
• 9. Vuze 1.2%
• 10. Daily Motion 1.1%

Using YouTube for video
• Delivers an audience on YouTube
• YouTube Insights
– Number of views over time
– Individual and across channel
– Age ranges
– Gender
– Location
– Community engagements – ratings,
comments & favourites

YouTube tips
• Brand your profile – name etc
• Choose name carefully – you can’t change it
later (youtube.com/user/yourfullname)
• Complete your profile
• Account type – choose guru
• Name and tag your channel
• Choose to show your latest videos by default
• When uploading, TAKE TIME TO NAME AND TAG
CONTENT
• Then it’s just content and promotion 

Tagging tips
In a sporting context:
• Your organisation name
• Sport (Americanisms?)
• Event name
• Location
• Year
• Players/teams involved
• Game highlights

Video sources / content
• Interviews – players & coaches
• Training material
• TV coverage (request permission!)
• Students – media departments need
assignments
– Invite to championships
– National training sessions
• Humour – hard to do, but works well if you
can!

Exercise
• Let’s try to produce a definitive list of
content sources for the group

YouTube promotion
• Share to Facebook
• Share via Twitter
• Embed to your web site and blog
• Link from main sites
• And ask others to do the same

Exercise
• Imagine you are promoting your national
championships
• What networks can you call on to help you?

Sporting bodies networks
• Staff
– Many are players – social media can be “easier” to
mix with your social life
• Committees
• Members
• Regions
• Representative players
– Some will have their own sites and networks
• Teams
– Own sites and networks
• Events
– Often a great catalyst for comms change
• Youth groups
• Officials
• Journalists

The tour - photography

Photo sharing stats
Nielsen Sept 2009
• Flickr 2.95M uniques
• Photobucket 1.9M
Other sites
• Fotki
• Picasa
• Snapfish
• Vimeo

Flickr tips
• Use “pro” account
• Use sets to organise and optimise
• Use titles, tags and descriptions
– Don’t be lazy!
• Embed to your own web site
• Share on other social networks

The tour - Twitter

Twitter – overview
• Micro-blogging
• Give your views
• Alert to your news
• Link sharing
• Listening to relevant conversations
• Questions from an event audience
• Engaging with people who talk about you
• Potentially, dealing with negative issues
quickly

Twitter – before you Tweet
• Follow people relevant to you
• Use Twitter lists
• Get a feel for what’s going on
• Then dive in!!

When might you Tweet?
• With links to new content on own web site
• With links to content on other sites
• Retweets
• Industry news of note
• During events and championships
• Comment on “the weekend’s play”
• Running workshops & training events
• Photos
• Phlogs
• Any other ideas?

Twitter – tips for Tweeting
• Little(!) and often
• But not too often – “10 per day” rule of
thumb
• Some personal content is fine
• Retweet Tweets you like – “acquired
wisdom” or ego stroking

Twitter – tools & ideas
• Tweetdeck
– Search panels
• Tweetmeme
– Trending and retweets
• Twitterlocal
– Search for local Tweets
– Uses for championships?
• Twitpic
– Email in photos to Twitter
• ipadio
– We’ll come to later
• Twibbons
– Do you do any campaigning?

Twitter - takeaways
• Not for everyone – but try it, it delivers web
site traffic
• Decide on the type of account
– Personal or business or both (the personal
brand ...)
• Add link to your account from site
• Add Retweet buttons to web site articles
• Monitor your brand mentions
• Trial for events

Twitter – what to do now
• Set up an account
• Download Tweetdeck
• And listen to what people are saying

Blogs
• “Unloved” compared to video, audio
• But should still have a firm place in your
thinking
• Find ways to make them easier by
incorporating other Web 2.0 techniques
– Embed video
– Embed audio
– Embed photos
• Might be ghosted ... but be careful!

Successful blogs ...
• Have a clear editorial tone and direction
– Actually, may have more with guest authors
• Invite dialogue
– Reader comments
– With answers
• Are optimised
• Are easy to promote and seed content

Exercise
• Consider a blog for
your organisation
• Who would write?
• What about?
• Rules – blog smart

Online chat
• Media coverage

Forums – key points
• It’s not all about high numbers – service to
Members matters too
• Email still has a role to play
• People who are used to interacting with you
are more likely to TRANSACT with you

Podcasts
• Audio that you can subscribe to
• Often consumed offline, via MP3 players

Podcasts promotion
• As video
• Podcast directories
• Submit to iTunes
• The Pod Delusion
– Content by diverse contributors, edited by
Nemisys
– Hundreds of subscribers
– 1000s of listens each week

Podcast creation – tech stuff
• Recording Laptop + mic, phone
• Editing Audacity
• Hosting service ipadio, Podbean,
your site
• Promotion
– As with video etc – use your networks

Wikipedia
• Do you have an entry?
• Is it correct?
• Check links to your site – user experience
and SEO

ipadio - demonstration
• ... And play time
• Disclaimer – ipadio was developed by
Nemisys!

ipadio in sport
• English Golf Union, championships
• http://www.englishgolfunion.org/news.asp?code=000100030002&recent=1&id=3728
• Interview with Dame Tanni Grey-Thompson
• http://www.ipadio.com/phlog.asp?section=39&phlogId=849&phlogcastId=870
• Interview with Shaun Long
• http://www.ipadio.com/phlogs/Barlacommentary/2009/10/19/Interview-with-Sean-
Long
• Stewards enquiries
• http://www.britishhorseracing.com/BHAxtra/
• Results at the World Transplant Games
• http://www.worldtransplantgames09.com/

RSS feeds
• Really simple syndication
• Allows users to subscribe using RSS Readers
• Allows other web sites to reuse your content
– passing on “linkjuice” if done correctly!
• Can be applied to most techniques we’ve
discussed today!
• BBC
• Hockey RSS feed

Analytics - measuring success
• Google Analytics – “social media profile”
• YouTube, Facebook – have their own
metrics
• Meaningful measurements
– Set up goals
– Order values
– Acquisitions / sign ups
– Engagements (comments, votes etc)

Analytics – what to do
• If you use Google analytics, set up a profile
to report on “traffic from social media”
• If not, talk to your web or analytics agency

Roundup
• Facebook
• Video / YouTube
• Photos / Flickr
• Podcasts
• Online chats
• Forums
• Blogs
• Twitter
• Wikipedia
• ipadio
• RSS feeds

Let’s talk major events
• What ideas can you take away to your next
major event?
• Which of today’s techniques & sites to use?
• Before, during, after
• Any commercial opportunities?
• Raising your players’ & teams’ profiles
• Specifically, blogging for athletes
• Providing better service to Members
– Premium deliverables?
• Online shops – improving performance
• Goals to set

Your “homework”
Essentials
• Map techniques to your current marcomms plan / project work
/ campaigns
• Insert “social media angle?” in to your future thinking
• Measure your current traffic and outcomes from social media
• Monitor Twitter & other social media for mentions and engage
with the conversation
• Write a blog, whether you publish it or just in Word
Then pick & choose
• Join Twitter and follow @johnrduffy
• Survey your Members – what information do they want, and
how do they want it?
• Start a blog
• Create a Facebook page (you don’t have to publish until you
are happy)
• Kit your teams up with ipadio 
• Register a YouTube account and start practising filming!
• Create sets of photos from your events

Whatever you do ...
• Measure, measure, measure ...
• We know it works, but how else can you
justify future budgets for your, erm, digital
agency 

Ccpr Web 2 Social Media January 2010

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