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Sports & social media – practical advice,[object Object],Download this deck from www.nemisys.uk.com/sra,[object Object],4th October 2011, S+RA,[object Object],blog,[object Object],linkedin,[object Object],slideshare,[object Object],@johnrduffy,[object Object],@nemisys,[object Object],John Duffy,[object Object],Marketing Director, Nemisys,[object Object],john@nemisys.uk.com,[object Object],01189 122226,[object Object]
Experience – some of the company we keep,[object Object]
Other sports,[object Object]
Our first ever sports project (!),[object Object]
Social media & services,[object Object],British Horse Racing Authority,[object Object],The Football Association,[object Object],Rugby Football League,[object Object],Sport England,[object Object],British Universities & Colleges Sport,[object Object],English Golf Union,[object Object],Synergy, for Guinness,[object Object],England Squash & Racketball,[object Object],British Judo,[object Object],English Table Tennis Association,[object Object],The Children’s Trust,[object Object],Ipadio – live audio,[object Object],www.ipadio.com,[object Object],Vodpod – live video,[object Object],www.nemisys.uk.com/vodpod,[object Object]
We’ll cover,[object Object],Basic social media content types,[object Object],Content planning,[object Object],Practical advice for your web site & social media,[object Object],Some practical hints and tips,[object Object]
What we’re not going to cover,[object Object],Truly social organisations – I want to be more practical today!,[object Object],But do please read Christopher Carfi’s Social Customer Manifesto,[object Object],I want to have a say.,[object Object],I don't want to do business with idiots.,[object Object],I want to know when something is wrong, and what you're going to do to fix it.,[object Object],I want to help shape things that I'll find useful.,[object Object],I want to connect with others who are working on similar problems.,[object Object],I don't want to be called by another salesperson. Ever. (Unless they have something useful. Then I want it yesterday.),[object Object],I want to buy things on my schedule, not yours. I don't care if it's the end of your quarter.,[object Object],I want to know your selling process.,[object Object],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.,[object Object],I want to do business with companies that act in a transparent and ethical manner.,[object Object],I want to know what's next. We're in partnership…where should we go?,[object Object]
Is social media relevant to sport?,[object Object],Passion,[object Object],Loyalty,[object Object],Commitment,[object Object],Networks,[object Object],BANTER,[object Object],“As a brand manager, I crave the passion you have access to on sports. You have no idea how lucky you are ...,[object Object],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?”,[object Object]
Question,[object Object],With your permission, what information can I find out about you from Facebook?,[object Object]
ReachingFacebook information,[object Object]
Museum of Me,[object Object]
Capturing Facebook information,[object Object],Person who gives permission,[object Object],About_me,[object Object],Activities,[object Object],Birthday,[object Object],Education,[object Object],Events,[object Object],Groups,[object Object],Hometown,[object Object],Interests,[object Object],Likes,[object Object],Location,[object Object],Photos & tags,[object Object],Videos & tags,[object Object],Religion & politics,[object Object],Web site,[object Object],Work history,[object Object],Email,[object Object],Friend lists,[object Object],And their Facebook friends,[object Object],As above, apart from,[object Object],Email,[object Object],Friends list,[object Object]
Content, the key to your success,[object Object]
Content types,[object Object],Photos,[object Object],Staged, reportage, action,[object Object],Sneak previews, behind the scenes, capturing emotion,[object Object],Don’t forget they don’t have to be yours – you can post about other peoples’ photos too,[object Object],Video,[object Object],The types of video content are identical to photo,[object Object],With video, it’s even more common to post other peoples’ video to your page,[object Object],Links,[object Object],Can be informative,[object Object],Or occasionally just post for fun,[object Object],Questions and polls,[object Object],Can be looking for information you need,[object Object],Or again just for fun, asking for people’s opinions and views,[object Object]
What do you have to draw on?,[object Object],Matches,[object Object],Leagues,[object Object],Tournaments,[object Object],Cups,[object Object],Festivals,[object Object],Think age ranges – youth to seniors,[object Object],(Race) meetings,[object Object],Community work,[object Object],VIP visits,[object Object],Elite athletes,[object Object],Funded athletes,[object Object],Walking groups,[object Object],Committee meetings,[object Object],Sponsor opportunities,[object Object],Photos,[object Object],Video,[object Object],Links,[object Object],Questions & polls,[object Object],Before,[object Object],During,[object Object],After,[object Object]
Pull it together: content planning,[object Object],Download your copy here:,[object Object],www.nemisys.uk.com/contentplan,[object Object]
Your own content plan template,[object Object],www.nemisys.uk.com/contentplan,[object Object],Download,[object Object],Edit & improve to fit your organisation,[object Object],Run through your events calendar,[object Object],Feed back improvements and ideas (optional!),[object Object]
Ideas for getting your web site ‘ready for social’,[object Object]
Your web site, most basic,[object Object],Encourage people to share your content to their friends,[object Object],You can do this even if you have no social media presence,[object Object],Use (eg) Addthis on pages,[object Object]
Example,[object Object],Clicking here shares a link for your page with my friends,[object Object]
Example,[object Object],Clicking here sends the results to my friends – great for banter!,[object Object]
Encouraging fans & interaction,[object Object],Where you have a social media presence, promote it on your web site,[object Object],Use simple links,[object Object],Or use “social plugins” from social networks,[object Object]
Example,[object Object],Clicking here links people to EGU’s Twitter account, Facebook page etc,[object Object]
Example,[object Object],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.,[object Object]
Example,[object Object],You can include a feed from your Facebook page too – in fact virtually all social networks allow you to do this,[object Object]
Example,[object Object],England Athletics broadcast live from events via mobile phone using ipadio,[object Object],Disclaimer – ipadio is a Nemisys product,[object Object]
Integrating “social” fully,[object Object],At an early enough stage, you can work out how to integrate social actions fully with your online presence,[object Object],Ranging from “Sign in with Facebook/Twitter”,[object Object],To prompting social actions at key points on your web site,[object Object],Using social media to enable discussions,[object Object],To cross-posting automatically to social media,[object Object]
Sign in with Facebook,[object Object],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,[object Object]
Social discussions,[object Object],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.,[object Object]
‘Full’ integration,[object Object],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,[object Object],Disclaimer – ipadio is a Nemisys product,[object Object]
Developing for social media,[object Object],Facebook welcome page,[object Object],Facebook Apps,[object Object]
Example,[object Object],This welcome tab clearly guides visitors to actions you want them to take.,[object Object],Maybe consider a “Like our Page” prompt too?,[object Object]
Example,[object Object],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!,[object Object]
Example,[object Object],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!,[object Object],Another disclaimer, another of our technologies,[object Object]
Recap,[object Object],Share MY content to YOUR friends,[object Object],Join MY social network on Facebook, Twitter, Linkedin etc etc,[object Object],Read about my social networks on my web site,[object Object],Use YOUR social identity to register with MY web site,[object Object]
Some basic advice and tips,[object Object]
Where the networks sit,[object Object],Facebook,[object Object],Consumer,[object Object],Huge,[object Object],750M global,[object Object],29M+ UK,[object Object],Twitter,[object Object],Journalists,[object Object],Consumer,[object Object],100M global, UK n/a,[object Object],YouTube,[object Object],Consumer,[object Object],2nd largest “search engine”,[object Object],Flickr,[object Object],Consumer,[object Object],4 bn photos,[object Object],UK usage n/a,[object Object],Linkedin,[object Object],Professional,[object Object],20M+ across Europe,[object Object],ipadio (ahem!),[object Object],Small – not relevant as an audience in its own right,[object Object],But plugs you in to Facebook & Twitter with just a phone call,[object Object]
The key to success,[object Object],If it’s not a conversation, it’s not SOCIAL,[object Object],And people chat about:,[object Object],Photo,[object Object],Video,[object Object],Audio,[object Object],Opinions,[object Object],Competitions,[object Object],Fixtures and Results,[object Object]
Don’t just ‘be’ your organisation,[object Object]
Engaging with people,[object Object],On the value of pubs ...,[object Object]
Some common sense don’ts,[object Object],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,[object Object],Don’t ignore people. Don’t dominate the conversation, but do join other peoples’ conversations if you have something to offer.,[object Object],Don’t “broadcast” your links all the time. Sometimes it’s nice just to chat rather than sell.,[object Object]
And equally common sense dos,[object Object],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.,[object Object],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.,[object Object],Do thank people. Really simple. If someone likes or shares your content, thank them!,[object Object],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.,[object Object],[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.,[object Object],[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.,[object Object],[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!,[object Object]
1 final do,[object Object],Do visit www.slideshare.net/johnrduffy,[object Object],Free access to:,[object Object],Intro to Facebook for NGBs,[object Object],Social media & CRM in sport,[object Object],Ipadio usage for London 2012,[object Object],Social media & sports for universities,[object Object],[+ Google Analytics & search engine optimisation tips],[object Object]
John Duffy, Marketing Director,[object Object],Questions?,[object Object],john@nemisys.uk.com,[object Object],@johnrduffy,[object Object],Download this deck & others from: www.slideshare.net/johnrduffy,[object Object]
Hat tips,[object Object],Read these!,[object Object],www.facebook.com/socialmediainsports,[object Object],https://developers.facebook.com/policy/,[object Object],www.mashable.com,[object Object],www.techcrunch.com,[object Object],http://info.gigya.com/rs/gigya/images/SSO-MarketResearch.pdf,[object Object],https://www.facebook.com/promotions_guidelines.php,[object Object],http://www.socialcustomer.com/,[object Object]
Sales spiel,[object Object],Obviously we produce web sites, promote events, consult on digital strategy and social media, create mobile & web apps,[object Object],In addition to that we have developed some technologies that we can plug in to other peoples’ web sites and CRM systems,[object Object],Read on if you’d like to know more,[object Object]
Get Active Portal,[object Object],This is the London version of our national sports venues, events and activities portal,[object Object],NGBs – list all your clubs & events on this platform,[object Object],Professional clubs – list your community events (you won’t need us for your league fixtures!),[object Object]
Ipadio,[object Object],ANY phone call live to ANY web site,[object Object],Or moderated before publishing if you prefer!,[object Object],Sports uses,[object Object],Pre & post match interviews,[object Object],Commentary,[object Object],Bring fans closer to players,[object Object],Enter competitions,[object Object],CRM uses,[object Object],Take audio direct to customer record from phone,[object Object],Take key stroke data direct to a customer record via customisable “voice forms”,[object Object],Take customer surveys using audio and key pad direct to their record,[object Object],www.ipadio.com,[object Object]
Vodpod,[object Object],Take input from ANY webcam to YOUR web site or app,[object Object],With moderation, of course,[object Object],Used by British Horse Racing Authority for The Filly Factor,[object Object],Webcam on & have a go,[object Object],www.nemisys.uk.com/vodpod,[object Object]

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Editor's Notes

  1. A bit about John: “Traditional” marketing & marketing management since 1989 With the addition of online marketing since 1997 Client side both hands on and marketing management/strategic roles to PLC Marketing Director Agency side handling clients including BT, HP, Microsoft, Specsavers, Sport England, Paralympics GBSpecialises in: Working out how to deliver your objectives (business objectives, communications objectives, revenue objectives etc) through your digital activities (web site, online marketing, social media) Planning & implementation of associated campaigns to attract those visitors (email, social networks, advertising, seo, sem, online pr) Online fundraising Online membership systemsMost often heard saying: Why? What do you really mean? Let’s work out how to do that online
  2. Credentials
  3. 50 speakers 20,000+ worldwide delegates Discussion between delegates & speakers, and delegates & delegates Elearning CPD for attendance etc etc
  4. http://www.intel.com/museumofme/r/index.htm
  5. The game Players they know Great wins & losses Banter!