Sport and Rec Social Media Workshop 2


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Slides from the second of three workshops on social media for local sporting organisations. Presented by DMA on behalf of ACT Sport and Recreation.

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Sport and Rec Social Media Workshop 2

  1. 1. ACT Sport and Recreation Social Media Workshop Series 2011 Workshop 2 – Social media opportunities and protection
  2. 2. Welcome! <ul><li>Let’s introduce ourselves </li></ul><ul><ul><li>Name </li></ul></ul><ul><ul><li>Organisation </li></ul></ul><ul><ul><li>Position / responsibility </li></ul></ul><ul><ul><li>Give us your number 1 communication objective </li></ul></ul><ul><ul><li>Reflections from previous session </li></ul></ul><ul><ul><ul><ul><ul><li>Demographics </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Creating revenue </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>privacy </li></ul></ul></ul></ul></ul>
  3. 3. Before we start <ul><li>How Workshop 2 and 3 fit together </li></ul><ul><li>Workshop 3 will.... </li></ul><ul><li>Be interactive on live terminals </li></ul><ul><li>Provide case studies of best practice </li></ul><ul><li>Respond to your direct sports’ need and offer examples and solutions </li></ul><ul><li>Workshop 2 is about.... </li></ul><ul><li>Defining Social Media </li></ul><ul><li>Planning Strategic Communications </li></ul><ul><li>Building Protocols </li></ul>
  4. 4. Agenda <ul><li>Section 1 – social media opportunities </li></ul><ul><ul><li>Workshop 1 re-cap </li></ul></ul><ul><li>Section 2 – social media in context </li></ul><ul><ul><li>Definitions </li></ul></ul><ul><ul><li>Developing a strategic approach to social media </li></ul></ul><ul><li>Section 3 – managing risk </li></ul><ul><ul><li>Protocols </li></ul></ul><ul><ul><li>Handling Social Media once implemented </li></ul></ul>
  5. 5. Defining Social Media <ul><li>A brief history of social media </li></ul>Web 2.0 : The participatory, social & decentralised web (~2007-now) The new web empowers people to interact, generate and share multi-media content across the web, seamlessly. Moved from a solo activity to a series of participatory activities enabled by new web applications, platforms, technologies and methodologies. These platforms are accessible from multiple devices – the PC, netbooks, mobile phones, interactive TV, media players and gaming consoles. Social Media Athlete – Wirestone, via Slideshare
  6. 6. Defining Social Media <ul><li>Definitions of social media </li></ul>OBJECTIVE PLATFORM EXAMPLES Online Communities Facebook, LinkedIn, Google + Media Sharing YouTube, Flickr, Instagram Micro-Blogging Twitter, Tumblr, Posterous, FourSquare Rating and Linking AddThis, DIGG, Broadcasting Email, MailChimp Others Twibbons
  7. 7. Social Media – the landscape <ul><li>The Best – September 2011 </li></ul><ul><ul><li>Facebook: 10,628,600 users </li></ul></ul><ul><ul><li>YouTube: 9.9mil unique views per month </li></ul></ul><ul><ul><li>Blogspot: 4.6m il unique views per month </li></ul></ul><ul><ul><li>WordPress: 2mil unique views per month </li></ul></ul><ul><ul><li>LinkedIn: 1.8mil unique views per month </li></ul></ul><ul><ul><li>Twitter: 1.6 mil unique views per month </li></ul></ul><ul><ul><li>Flickr: 1.3 mil unique views per month </li></ul></ul>Via; >Social Media Statistics Australia – September 2011 Used under Creative Commons License
  8. 8. Social Media – what we didn’t cover <ul><li>Integrated Campaigns </li></ul><ul><ul><li>Ensuring cross-linking between platforms </li></ul></ul><ul><li>SEO and SEM to increase visits </li></ul><ul><li>Facebook and other advertising platforms </li></ul><ul><li>Links to mobile and app development </li></ul><ul><li>Analytics on email, sms, applications and web and social platforms </li></ul>
  9. 9. Social Media - demographics <ul><li>Most stats are US based </li></ul><ul><li>Generally female participation in Facebook and Twitter sits around 52-56% </li></ul><ul><li>Both Twitter and Facebook have concentrated membership in the 18-45 age group with Facebook skewed to an older audience </li></ul>
  10. 10. Social Media – the big guys <ul><li>Facebook </li></ul><ul><ul><li>The stats </li></ul></ul><ul><ul><ul><li>800 million users worldwide, half of whom log in daily </li></ul></ul></ul><ul><ul><ul><li>2 billion pieces of content liked or commented on daily </li></ul></ul></ul><ul><ul><ul><li>100,000 new users in Australia in the past month </li></ul></ul></ul><ul><ul><ul><li>10 million users in total, aiming for 90% or population between 15-60 </li></ul></ul></ul><ul><ul><li>Why would you use it? </li></ul></ul><ul><ul><ul><li>Build a fan base, promote events, run competitions </li></ul></ul></ul>
  11. 11. Social Media – the big guys <ul><li>Facebook – How is it used </li></ul>
  12. 12. Social Media – the big guys <ul><li>Twitter </li></ul><ul><ul><li>The stats </li></ul></ul><ul><ul><ul><li>Around 2 millions Australian users and growing </li></ul></ul></ul><ul><ul><li>Why would you use it? </li></ul></ul><ul><ul><ul><li>To follow people of interest to you </li></ul></ul></ul><ul><ul><ul><li>To create followers who read your messages </li></ul></ul></ul><ul><ul><ul><li>As a linking platform to your other material </li></ul></ul></ul><ul><ul><ul><li>To promote in real time and engage on outcomes </li></ul></ul></ul>
  13. 13. Social Media – the big guys <ul><li>Twitter </li></ul><ul><ul><li>How is it used </li></ul></ul>
  14. 14. Social Media – the big guys <ul><li>LinkedIn </li></ul><ul><ul><li>The stats </li></ul></ul><ul><ul><ul><li>100 million global accounts </li></ul></ul></ul><ul><ul><ul><li>2 million Australian accounts </li></ul></ul></ul><ul><ul><li>Why would you use it? </li></ul></ul><ul><ul><ul><li>Link to other professionals </li></ul></ul></ul><ul><ul><ul><li>Learn from like-minded groups </li></ul></ul></ul><ul><ul><ul><li>Promote activities </li></ul></ul></ul>
  15. 15. Social Media – the big guys <ul><li>LinkedIn </li></ul><ul><ul><li>How it is used </li></ul></ul>
  16. 16. Social Media – specialist platforms <ul><li>Flickr </li></ul><ul><li>Instagram </li></ul><ul><li>Foursquare </li></ul><ul><li>YouTube </li></ul><ul><li>Vimeo </li></ul><ul><li>Tumblr </li></ul><ul><li>Slideshare </li></ul><ul><li>UStream </li></ul>
  17. 17. Social Media – the rest! <ul><li>The new kid on the block - UPDATED </li></ul><ul><ul><li>Google+ </li></ul></ul><ul><ul><ul><li>Set up a Google+ account to encourage a community of followers to endorse you </li></ul></ul></ul><ul><ul><ul><li>Ensure that your organisation is visible in personal search results </li></ul></ul></ul><ul><ul><ul><li>Use the Hangout (live video) to connect with each other and stakeholders </li></ul></ul></ul><ul><ul><ul><li>Link to Google Places to promote your competition </li></ul></ul></ul>
  18. 18. Defining Social Media <ul><li>What would you / do you use? </li></ul><ul><ul><li>Name the platform </li></ul></ul><ul><ul><li>Tell us about the objective </li></ul></ul><ul><li>Exercise </li></ul><ul><li>Use the blank paper on your table to list </li></ul>
  19. 19. Agenda <ul><li>Section 1 – social media opportunities </li></ul><ul><ul><li>Workshop 1 re-cap </li></ul></ul><ul><li>Section 2 – social media in context </li></ul><ul><ul><li>Definitions </li></ul></ul><ul><ul><li>Developing a strategic approach to social media </li></ul></ul><ul><li>Section 3 – managing risk </li></ul><ul><ul><li>Protocols </li></ul></ul><ul><ul><li>Handling Social Media once implemented </li></ul></ul>
  20. 20. Social Media in context <ul><li>Business Objectives </li></ul><ul><ul><li>Broadcast </li></ul></ul><ul><ul><ul><li>Get messages out and get them out to more people than ever before; promotion direct to the public </li></ul></ul></ul><ul><ul><li>Network </li></ul></ul><ul><ul><ul><li>Reach stakeholders, athletes and volunteers and engage with them (virtually) face to face </li></ul></ul></ul><ul><ul><li>Promote your brand </li></ul></ul><ul><ul><ul><li>Stake a place in crowded markets </li></ul></ul></ul><ul><ul><li>Internal Communication </li></ul></ul><ul><ul><ul><li>Between small groups within your sport </li></ul></ul></ul>
  21. 21. Building a Social Media Framework <ul><li>Strategic Plan </li></ul><ul><li>Communication Objectives </li></ul><ul><li>Audiences </li></ul><ul><li>Platforms </li></ul><ul><li>Connection to other comms </li></ul><ul><li>Exercise </li></ul><ul><li>We move through the handout </li></ul>
  22. 22. Social Media Framework <ul><li>Give it a date </li></ul><ul><li>Get it approved </li></ul><ul><li>Version control it </li></ul>
  23. 23. Social Media Framework <ul><li>Link it to your strategic objectives right in the document </li></ul><ul><li>Draw the org chart IF it has some bearing on your comms </li></ul><ul><li>Think about the image you DON’T want to present </li></ul>EXAMPLE TEXT Goal: To develop our coaches, managers and other volunteers to be the best.
  24. 24. Social Media Framework <ul><li>Re-write your strategic objectives as communication objectives </li></ul><ul><li>Define how you measure success </li></ul>EXAMPLE TEXT Goal: To develop our coaches, managers and other volunteers to be the best. Objective: To ensure promotion of our expectations, link to available courses and to to facilitate shared learning between these groups .
  25. 25. Social Media Framework <ul><li>Define audiences even if you don’t end up using social to speak to them </li></ul><ul><li>Define their motivation to gauge the investment you should make trying to engage with them </li></ul><ul><li>Define a series of events you can tailor messages around </li></ul>EXAMPLE TEXT Audience: Coaches Life Events: Pre-Season, Training, Selections, Certification, Competition
  26. 26. Social Media Framework <ul><li>Commit to which platforms you will use </li></ul><ul><li>Set indicative timing so that you know when you are ‘publishing’ </li></ul>EXAMPLE TEXT Platform: Email Activity: Contact Timing: Twice Weekly
  27. 27. Social Media Framework <ul><li>Link it to your other comms work </li></ul><ul><li>Allocate a resource! </li></ul>EXAMPLE TEXT Goal : To ensure promotion of our expectations, link to available courses and to to facilitate shared learning between these groups . Existing Channel : Club Email, National Federation Email, Private Coaching Websites Social Channel : Facebook Page Alignment: re-use of email messages on Facebook. Link in emails to event RSVP on Facebook
  28. 28. Break <ul><li>See you at 7.45 </li></ul>
  29. 29. Agenda <ul><li>Section 1 – social media opportunities </li></ul><ul><ul><li>Workshop 1 re-cap </li></ul></ul><ul><li>Section 2 – social media in context </li></ul><ul><ul><li>Definitions </li></ul></ul><ul><ul><li>Developing a strategic approach to social media </li></ul></ul><ul><li>Section 3 – managing risk </li></ul><ul><ul><li>Protocols </li></ul></ul><ul><ul><li>Handling Social Media once implemented </li></ul></ul>
  30. 30. Social Media – the risks
  31. 31. What are your concerns? <ul><li>Athletes </li></ul><ul><li>Brand </li></ul><ul><li>Sponsorship </li></ul><ul><li>Corruption / Gamesmanship </li></ul><ul><li>Team dynamic </li></ul><ul><li>Privacy </li></ul><ul><li>Exercise </li></ul><ul><li>Open discussion </li></ul>
  32. 32. What risks are worth managing <ul><li>Individuals </li></ul><ul><ul><li>Privacy </li></ul></ul><ul><ul><li>Defamation / Discrimination </li></ul></ul><ul><li>Employees </li></ul><ul><ul><li>Access </li></ul></ul><ul><ul><li>Usage </li></ul></ul><ul><li>Records Management </li></ul><ul><li>The Sport </li></ul><ul><ul><li>Controlling message and information </li></ul></ul><ul><ul><li>Managing debate </li></ul></ul><ul><li>Records Management </li></ul><ul><ul><li>Keeping a record </li></ul></ul><ul><ul><li>Others keeping a record </li></ul></ul>
  33. 33. Context for sport social policy <ul><li>Organisations still understanding the area </li></ul><ul><li>Many larger sports and organisations moving into the space </li></ul><ul><ul><li>Life saving </li></ul></ul><ul><ul><li>Swimming Australia </li></ul></ul><ul><li>ACT requirements for funded organisations to have a Member Protection Information Officer can provide a platform </li></ul>
  34. 34. The broader context <ul><li>Even professional codes have different approaches </li></ul><ul><ul><li>MLB: does not apply to players (but an electronic equipment policy does) </li></ul></ul><ul><ul><li>The FA: applies general code of conduct </li></ul></ul><ul><ul><li>NFL, NHL, NBA: Yes but mainly restricted to timing issues </li></ul></ul><ul><ul><li>AFL: in development but more detailed at club level </li></ul></ul>
  35. 35. Policy or Guideline <ul><li>Policy – enforceable </li></ul><ul><ul><li>Controls legal burden </li></ul></ul><ul><ul><li>Covers HR and other regulatory issues </li></ul></ul><ul><ul><li>Based on risk </li></ul></ul><ul><li>Guidelines – suggestion </li></ul><ul><ul><li>General pointers </li></ul></ul><ul><ul><li>Positive positioning of options </li></ul></ul><ul><li>Are we actually resourced to: </li></ul><ul><ul><li>Monitor </li></ul></ul><ul><ul><li>Manage compliance </li></ul></ul><ul><ul><li>Enforce </li></ul></ul><ul><ul><li>Promote </li></ul></ul>
  36. 36. Do they already exist? <ul><li>Code of conduct </li></ul><ul><ul><li>Most social media policies talk about the same elements as a code of conduct, they simple designate the channels in focus </li></ul></ul><ul><li>Values and discipline within Constitutions </li></ul><ul><ul><li>Or your general operating procedures </li></ul></ul><ul><li>Fair use of technology policies </li></ul><ul><ul><li>With a focus on mobile and social access </li></ul></ul>
  37. 37. Essential Elements <ul><li>Link to ‘ code of conduct ’ benchmarks and educate as part of policy </li></ul><ul><li>Definition of policy audience and diff between public / private information </li></ul><ul><li>Statement of relevant legislative protections / limitations </li></ul><ul><li>Reminders about ownership of material </li></ul><ul><li>Summary of potential discipline / outcome </li></ul>
  38. 38. Generic Protocol <ul><li>The handout comprises two parts </li></ul><ul><ul><li>The Surf Life Saving Australia Social Media Policy (case study) </li></ul></ul><ul><ul><li>Generic Policy Template </li></ul></ul><ul><li>Exercise </li></ul><ul><li>Review the handout </li></ul>
  39. 39. <ul><li>What we like: </li></ul><ul><li>Provides a definition of social media and doesn’t limit the definition. Could probably use the term “user-generated content” </li></ul><ul><li>Defines the audience for the policy </li></ul><ul><li>Sets context around reputation </li></ul><ul><li>Defines what it DOES NOT relate to </li></ul><ul><li>Uses the term ‘Guiding Principles’ </li></ul>
  40. 40. <ul><li>What we like: </li></ul><ul><li>Clear information about lack of anonymity and the link between the web and public information </li></ul><ul><li>Mentions brand and intellectual property in terms of respect but also firm guidance on the graphic brand marks </li></ul><ul><li>Covers off staff and member usage in one statement – simplicity </li></ul><ul><li>Demands written consent for the creation of any new SM presence </li></ul>
  41. 41. <ul><li>What we like: </li></ul><ul><li>Stipulates advertising (particularly ‘pop-up’) must be controlled </li></ul><ul><li>Reminds members and staff to respect privacy </li></ul><ul><li>Notes potential discipline but does not fall into the trap of defining it </li></ul><ul><li>Provides a links to the experts for support </li></ul>
  42. 42. Other options <ul><li>It’s recommended you develop this yourself, but… </li></ul>
  43. 43. Social Media in Use <ul><li>What needs to be in place besides a policy </li></ul><ul><ul><li>Clear business ownership and processes </li></ul></ul><ul><ul><li>Publishing guidelines and timetable </li></ul></ul><ul><ul><li>Issues management plan </li></ul></ul><ul><ul><li>Resourcing </li></ul></ul><ul><li>What can also help </li></ul><ul><ul><li>Defined brand ‘voice’ </li></ul></ul><ul><ul><li>Prepared responses </li></ul></ul>
  44. 44. Social Media in Use <ul><li>Business ownership and publishing processes </li></ul><ul><ul><li>Have a all presences signed off by designated officer </li></ul></ul><ul><ul><li>Have agreement on what can be shared </li></ul></ul><ul><ul><li>Have agreement on the level of response the business owner is comfortable with </li></ul></ul><ul><ul><li>Have contacts and process if something goes wrong </li></ul></ul><ul><ul><li>Have a triage of publishing timing </li></ul></ul><ul><ul><ul><li>Which platform is first </li></ul></ul></ul>
  45. 45. Social Media in Use <ul><li>Issues management </li></ul><ul><ul><li>First kind of issue </li></ul></ul><ul><ul><ul><li>Those which fall under published guidelines (misuse, code of conduct violation) </li></ul></ul></ul><ul><ul><ul><ul><li>Don’t respond through social media other than to moderate </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Move them quickly, and privately, to formal disciplinary processes </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Be public (as much as you can) about the outcome – not the actual exchange </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Be aware of your responsibilities </li></ul></ul></ul></ul>
  46. 46. Responsibilities <ul><li>Privacy (driven by Privacy Commissioner) </li></ul><ul><ul><li>Privacy breaches are not just “hacks” honest mistakes can constitute a breach </li></ul></ul><ul><ul><li>There is no requirement under the Privacy Act to notify an individual but If there is a risk of harm due to private information being published you should contact the individual </li></ul></ul><ul><li>Cyber Safety (driven by AFP) </li></ul><ul><ul><li>Promote passwords </li></ul></ul><ul><ul><li>Don’t publish or respond to anything you wouldn’t say face to face </li></ul></ul><ul><ul><li>Encourage members to have ‘private’ profiles </li></ul></ul><ul><ul><li>Don’t on-send unqualified embedded links </li></ul></ul><ul><ul><li>Only accept friend requests from those you know or can trace </li></ul></ul>
  47. 47. Social Media in Use <ul><li>Issues management </li></ul><ul><ul><li>Second kind of issue </li></ul></ul><ul><ul><ul><li>Those which come from outside your sphere of influence (visitors, friends or family of members) </li></ul></ul></ul><ul><ul><ul><ul><li>Use non-confrontational pre-prepared responses </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Moderate only if the interaction breaks publishing or legislative rules (defamation etc) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Seek to positively engage or take it offline </li></ul></ul></ul></ul>
  48. 48. Managing the Whine
  49. 49. Social Media in Use <ul><li>Brand ‘voice’ </li></ul><ul><ul><li>Friend </li></ul></ul><ul><ul><li>Trusted Advisor </li></ul></ul><ul><ul><li>Policeman </li></ul></ul><ul><ul><li>Salesperson </li></ul></ul>
  50. 50. Social Media in Use <ul><li>Prepared response examples (friendly advisor) </li></ul>Scenario Response Request for further info “ Hi (insert name), if you follow this link you ’ ll get the information you are after. Thanks for dropping by (insert link) Question about detailed policy or individual circumstances “ Hi (insert name) can ’ t really answer that one here, contact us at (insert email address) and we ’ ll see what we can do ” Question about a public event “ Hi (insert name), the event you are asking about starts at (insert details of event) and there are still places. Go here to register (insert link)
  51. 51. Wrap-up <ul><li>Any questions or clarification? </li></ul><ul><li>Preview of next session </li></ul><ul><ul><li>Practical application of the frameworks with SportsGeekHQ </li></ul></ul><ul><li>Continue the conversation </li></ul><ul><ul><li>Twitter #SportRecSM </li></ul></ul><ul><ul><li>Facebook </li></ul></ul>
  52. 52. Justin Barrie Principal Consultant 0423302814 @DMA_Canberra [email_address] Thanks and see you at Workshop 3!