A fairly introductory session on sports and social media, delivered to a wo

1. Sports & social media – practical advice Download this deck from www.nemisys.uk.com/sra 4th October 2011, S+RA blog linkedin slideshare @johnrduffy @nemisys John Duffy Marketing Director, Nemisys john@nemisys.uk.com 01189 122226

2. Experience – some of the company we keep

3. Other sports

4. Our first ever sports project (!)

5. Social media & services British Horse Racing Authority The Football Association Rugby Football League Sport England British Universities & Colleges Sport English Golf Union Synergy, for Guinness England Squash & Racketball British Judo English Table Tennis Association The Children’s Trust Ipadio – live audio www.ipadio.com Vodpod – live video www.nemisys.uk.com/vodpod

6. We’ll cover Basic social media content types Content planning Practical advice for your web site & social media Some practical hints and tips

7. What we’re not going to cover Truly social organisations – I want to be more practical today! But do please read Christopher Carfi’s Social Customer Manifesto I want to have a say. I don't want to do business with idiots. I want to know when something is wrong, and what you're going to do to fix it. I want to help shape things that I'll find useful. I want to connect with others who are working on similar problems. I don't want to be called by another salesperson. Ever. (Unless they have something useful. Then I want it yesterday.) I want to buy things on my schedule, not yours. I don't care if it's the end of your quarter. I want to know your selling process. I want to tell you when you're screwing up. Conversely, I'm happy to tell you the things that you are doing well. I may even tell you what your competitors are doing. I want to do business with companies that act in a transparent and ethical manner. I want to know what's next. We're in partnership…where should we go?

8. Is social media relevant to sport? Passion Loyalty Commitment Networks BANTER “As a brand manager, I crave the passion you have access to on sports. You have no idea how lucky you are ... No matter how well we do, how many of my customers will say they loved staying in our hotels so much they want their ashes scattered in the foyer?”

9. Question With your permission, what information can I find out about you from Facebook?

10. ReachingFacebook information

11. Museum of Me

12. Capturing Facebook information Person who gives permission About_me Activities Birthday Education Events Groups Hometown Interests Likes Location Photos & tags Videos & tags Religion & politics Web site Work history Email Friend lists And their Facebook friends As above, apart from Email Friends list

13. Content, the key to your success

14. Content types Photos Staged, reportage, action Sneak previews, behind the scenes, capturing emotion Don’t forget they don’t have to be yours – you can post about other peoples’ photos too Video The types of video content are identical to photo With video, it’s even more common to post other peoples’ video to your page Links Can be informative Or occasionally just post for fun Questions and polls Can be looking for information you need Or again just for fun, asking for people’s opinions and views

15. What do you have to draw on? Matches Leagues Tournaments Cups Festivals Think age ranges – youth to seniors (Race) meetings Community work VIP visits Elite athletes Funded athletes Walking groups Committee meetings Sponsor opportunities Photos Video Links Questions & polls Before During After

16. Pull it together: content planning Download your copy here: www.nemisys.uk.com/contentplan

17. Your own content plan template www.nemisys.uk.com/contentplan Download Edit & improve to fit your organisation Run through your events calendar Feed back improvements and ideas (optional!)

18. Ideas for getting your web site ‘ready for social’

19. Your web site, most basic Encourage people to share your content to their friends You can do this even if you have no social media presence Use (eg) Addthis on pages

20. Example Clicking here shares a link for your page with my friends

21. Example Clicking here sends the results to my friends – great for banter!

22. Encouraging fans & interaction Where you have a social media presence, promote it on your web site Use simple links Or use “social plugins” from social networks

23. Example Clicking here links people to EGU’s Twitter account, Facebook page etc

24. Example This box shows all SRA Members’ Tweets on their home page, a great way of saying “know us by knowing our Members”, and a nice way to tip your hat too.

25. Example You can include a feed from your Facebook page too – in fact virtually all social networks allow you to do this

26. Example England Athletics broadcast live from events via mobile phone using ipadio Disclaimer – ipadio is a Nemisys product

27. Integrating “social” fully At an early enough stage, you can work out how to integrate social actions fully with your online presence Ranging from “Sign in with Facebook/Twitter” To prompting social actions at key points on your web site Using social media to enable discussions To cross-posting automatically to social media

28. Sign in with Facebook Offering an alternative to sign in via a social identity works well, but should be part of a larger strategy because you don’t automatically ‘own’ all the user data

29. Social discussions BUCS are allowing Facebook discussion around each team and league. It’s early days (only Scottish Unis are playing just now), but referrals from Facebook jumped overnight.

30. ‘Full’ integration Because ipadio is a social technology, we allow a single phone call to show in iTune, Facebook profiles & Pages, Twitter, Tumblr, Posterous, WordPress, Blogger and LiveJournal Disclaimer – ipadio is a Nemisys product

31. Developing for social media Facebook welcome page Facebook Apps

32. Example This welcome tab clearly guides visitors to actions you want them to take. Maybe consider a “Like our Page” prompt too?

33. Example The FA allowed fans to create their own England shirt and use the shirt for their profile pic – arguably this was more successful than the team itself, but that’s sport!

34. Example This Facebook Page detects a webcam and then allows the visitor to record direct to the Page – which is why the author’s ugly mug is in view! Another disclaimer, another of our technologies

35. Recap Share MY content to YOUR friends Join MY social network on Facebook, Twitter, Linkedin etc etc Read about my social networks on my web site Use YOUR social identity to register with MY web site

36. Some basic advice and tips

37. Where the networks sit Facebook Consumer Huge 750M global 29M+ UK Twitter Journalists Consumer 100M global, UK n/a YouTube Consumer 2nd largest “search engine” Flickr Consumer 4 bn photos UK usage n/a Linkedin Professional 20M+ across Europe ipadio (ahem!) Small – not relevant as an audience in its own right But plugs you in to Facebook & Twitter with just a phone call

38. The key to success If it’s not a conversation, it’s not SOCIAL And people chat about: Photo Video Audio Opinions Competitions Fixtures and Results

39. Don’t just ‘be’ your organisation

40. Engaging with people On the value of pubs ...

41. Some common sense don’ts Don’t butt in.You wouldn’t walk straight in to a new pub, sit down at a stranger’s table and hog the conversation Don’t ignore people. Don’t dominate the conversation, but do join other peoples’ conversations if you have something to offer. Don’t “broadcast” your links all the time. Sometimes it’s nice just to chat rather than sell.

42. And equally common sense dos Do be a regular. That way strangers know where to find you. Work out how often you can post, Tweet, share etc based on resource + content plan. Do listen. Be ready to answer if your name comes up in conversation. You will find automated barmen/maids who will listen for you and let you know if your name comes up while you’re not there. Do thank people. Really simple. If someone likes or shares your content, thank them! Do vary your posts. Back to the pub – don’t only tell jokes, tell stories and discuss current affairs too. Mix it up with photos, videos, questions, opinions and of course links. [FB] Do write “for the news feed”. Even though you are writing on your own wall, remember that most people will read your message on their own news feed. So saying things like “check out the tab on the left” doesn’t work. [FB] Do send updates, but only for really important things. Edit page > resources > connect with people & then you can send your message. This arrives as a notification, so don’t use this too often or you will turn people off. [FB] Do make your page as open as possible. Allow fans to post to your page, add photos, tag photos etc. This is the best way to benefit from Facebook’s viral effect, so if you don’t do this it’s just more marketing!

43. 1 final do Do visit www.slideshare.net/johnrduffy Free access to: Intro to Facebook for NGBs Social media & CRM in sport Ipadio usage for London 2012 Social media & sports for universities [+ Google Analytics & search engine optimisation tips]

44. John Duffy, Marketing Director Questions? john@nemisys.uk.com @johnrduffy Download this deck & others from: www.slideshare.net/johnrduffy

45. Hat tips Read these! www.facebook.com/socialmediainsports https://developers.facebook.com/policy/ www.mashable.com www.techcrunch.com http://info.gigya.com/rs/gigya/images/SSO-MarketResearch.pdf https://www.facebook.com/promotions_guidelines.php http://www.socialcustomer.com/

46. Sales spiel Obviously we produce web sites, promote events, consult on digital strategy and social media, create mobile & web apps In addition to that we have developed some technologies that we can plug in to other peoples’ web sites and CRM systems Read on if you’d like to know more

47. Get Active Portal This is the London version of our national sports venues, events and activities portal NGBs – list all your clubs & events on this platform Professional clubs – list your community events (you won’t need us for your league fixtures!)

48. Ipadio ANY phone call live to ANY web site Or moderated before publishing if you prefer! Sports uses Pre & post match interviews Commentary Bring fans closer to players Enter competitions CRM uses Take audio direct to customer record from phone Take key stroke data direct to a customer record via customisable “voice forms” Take customer surveys using audio and key pad direct to their record www.ipadio.com

49. Vodpod Take input from ANY webcam to YOUR web site or app With moderation, of course Used by British Horse Racing Authority for The Filly Factor Webcam on & have a go www.nemisys.uk.com/vodpod