Sport and Rec Social Media Workshop 2

ACT Sport and Recreation Social Media Workshop Series 2011 Workshop 2 – Social media opportunities and protection

Welcome!
Let’s introduce ourselves
Name
Organisation
Position / responsibility
Give us your number 1 communication objective
Reflections from previous session
Demographics
Creating revenue
privacy

Before we start
How Workshop 2 and 3 fit together
Workshop 3 will....
Be interactive on live terminals
Provide case studies of best practice
Respond to your direct sports’ need and offer examples and solutions
Workshop 2 is about....
Defining Social Media
Planning Strategic Communications
Building Protocols

Agenda
Section 1 – social media opportunities
Workshop 1 re-cap
Section 2 – social media in context
Definitions
Developing a strategic approach to social media
Section 3 – managing risk
Protocols
Handling Social Media once implemented

A brief history of social media
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

Definitions of social media
OBJECTIVE PLATFORM EXAMPLES Online Communities Facebook, LinkedIn, Google + Media Sharing YouTube, Flickr, Instagram Micro-Blogging Twitter, Tumblr, Posterous, FourSquare Rating and Linking AddThis, DIGG, Bit.ly Broadcasting Email, MailChimp Others Twibbons

Social Media – the landscape
The Best – September 2011
Facebook: 10,628,600 users
YouTube: 9.9mil unique views per month
Blogspot: 4.6m il unique views per month
WordPress: 2mil unique views per month
LinkedIn: 1.8mil unique views per month
Twitter: 1.6 mil unique views per month
Flickr: 1.3 mil unique views per month
Via socialmedianews.com.au http://www.socialmedianews.com.au/social-media-statistics-australia-september-2011/" >Social Media Statistics Australia – September 2011 Used under Creative Commons License

Social Media – what we didn’t cover
Integrated Campaigns
Ensuring cross-linking between platforms
SEO and SEM to increase visits
Facebook and other advertising platforms
Links to mobile and app development
Analytics on email, sms, applications and web and social platforms

Social Media - demographics
Most stats are US based
Generally female participation in Facebook and Twitter sits around 52-56%
Both Twitter and Facebook have concentrated membership in the 18-45 age group with Facebook skewed to an older audience

Social Media – the big guys
Facebook
The stats
800 million users worldwide, half of whom log in daily
2 billion pieces of content liked or commented on daily
100,000 new users in Australia in the past month
10 million users in total, aiming for 90% or population between 15-60
Why would you use it?
Build a fan base, promote events, run competitions

Facebook – How is it used

Twitter
The stats
Around 2 millions Australian users and growing
To follow people of interest to you
To create followers who read your messages
As a linking platform to your other material
To promote in real time and engage on outcomes

Twitter
How is it used

LinkedIn
The stats
100 million global accounts
2 million Australian accounts
Link to other professionals
Learn from like-minded groups
Promote activities

LinkedIn
How it is used

Social Media – specialist platforms
Flickr
Instagram
Foursquare
YouTube
Vimeo
Tumblr
Slideshare
UStream

Social Media – the rest!
The new kid on the block - UPDATED
Google+
Set up a Google+ account to encourage a community of followers to endorse you
Ensure that your organisation is visible in personal search results
Use the Hangout (live video) to connect with each other and stakeholders
Link to Google Places to promote your competition

What would you / do you use?
Name the platform
Tell us about the objective
Exercise
Use the blank paper on your table to list

Agenda
Workshop 1 re-cap
Definitions
Protocols

Social Media in context
Business Objectives
Broadcast
Get messages out and get them out to more people than ever before; promotion direct to the public
Network
Reach stakeholders, athletes and volunteers and engage with them (virtually) face to face
Promote your brand
Stake a place in crowded markets
Internal Communication
Between small groups within your sport

Building a Social Media Framework
Strategic Plan
Communication Objectives
Audiences
Platforms
Connection to other comms
Exercise
We move through the handout

Social Media Framework
Give it a date
Get it approved
Version control it

Link it to your strategic objectives right in the document
Draw the org chart IF it has some bearing on your comms
Think about the image you DON’T want to present
EXAMPLE TEXT Goal: To develop our coaches, managers and other volunteers to be the best.

Re-write your strategic objectives as communication objectives
Define how you measure success
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 .

Define audiences even if you don’t end up using social to speak to them
Define their motivation to gauge the investment you should make trying to engage with them
Define a series of events you can tailor messages around
EXAMPLE TEXT Audience: Coaches Life Events: Pre-Season, Training, Selections, Certification, Competition

Commit to which platforms you will use
Set indicative timing so that you know when you are ‘publishing’
EXAMPLE TEXT Platform: Email Activity: Contact Timing: Twice Weekly

Link it to your other comms work
Allocate a resource!
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

Break
See you at 7.45

Agenda
Workshop 1 re-cap
Definitions
Protocols

Social Media – the risks

What are your concerns?
Athletes
Brand
Sponsorship
Corruption / Gamesmanship
Team dynamic
Privacy
Exercise
Open discussion

What risks are worth managing
Individuals
Privacy
Defamation / Discrimination
Employees
Access
Usage
Records Management
The Sport
Controlling message and information
Managing debate
Records Management
Keeping a record
Others keeping a record

Context for sport social policy
Organisations still understanding the area
Many larger sports and organisations moving into the space
Life saving
Swimming Australia
ACT requirements for funded organisations to have a Member Protection Information Officer can provide a platform

The broader context
Even professional codes have different approaches
MLB: does not apply to players (but an electronic equipment policy does)
The FA: applies general code of conduct
NFL, NHL, NBA: Yes but mainly restricted to timing issues
AFL: in development but more detailed at club level

Policy or Guideline
Policy – enforceable
Controls legal burden
Covers HR and other regulatory issues
Based on risk
Guidelines – suggestion
General pointers
Positive positioning of options
Are we actually resourced to:
Monitor
Manage compliance
Enforce
Promote

Do they already exist?
Code of conduct
Most social media policies talk about the same elements as a code of conduct, they simple designate the channels in focus
Values and discipline within Constitutions
Or your general operating procedures
Fair use of technology policies
With a focus on mobile and social access

Essential Elements
Link to ‘ code of conduct ’ benchmarks and educate as part of policy
Definition of policy audience and diff between public / private information
Statement of relevant legislative protections / limitations
Reminders about ownership of material
Summary of potential discipline / outcome

Generic Protocol
The handout comprises two parts
The Surf Life Saving Australia Social Media Policy (case study)
Generic Policy Template
Exercise
Review the handout

What we like:
Provides a definition of social media and doesn’t limit the definition. Could probably use the term “user-generated content”
Defines the audience for the policy
Sets context around reputation
Defines what it DOES NOT relate to
Uses the term ‘Guiding Principles’

What we like:
Clear information about lack of anonymity and the link between the web and public information
Mentions brand and intellectual property in terms of respect but also firm guidance on the graphic brand marks
Covers off staff and member usage in one statement – simplicity
Demands written consent for the creation of any new SM presence

What we like:
Stipulates advertising (particularly ‘pop-up’) must be controlled
Reminds members and staff to respect privacy
Notes potential discipline but does not fall into the trap of defining it
Provides a links to the experts for support

Other options
It’s recommended you develop this yourself, but…

Social Media in Use
What needs to be in place besides a policy
Clear business ownership and processes
Publishing guidelines and timetable
Issues management plan
Resourcing
What can also help
Defined brand ‘voice’
Prepared responses

Social Media in Use
Business ownership and publishing processes
Have a all presences signed off by designated officer
Have agreement on what can be shared
Have agreement on the level of response the business owner is comfortable with
Have contacts and process if something goes wrong
Have a triage of publishing timing
Which platform is first

Social Media in Use
Issues management
First kind of issue
Those which fall under published guidelines (misuse, code of conduct violation)
Don’t respond through social media other than to moderate
Move them quickly, and privately, to formal disciplinary processes
Be public (as much as you can) about the outcome – not the actual exchange
Be aware of your responsibilities

Responsibilities
Privacy (driven by Privacy Commissioner)
Privacy breaches are not just “hacks” honest mistakes can constitute a breach
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
Cyber Safety (driven by AFP)
Promote passwords
Don’t publish or respond to anything you wouldn’t say face to face
Encourage members to have ‘private’ profiles
Don’t on-send unqualified embedded links
Only accept friend requests from those you know or can trace

Social Media in Use
Issues management
Second kind of issue
Those which come from outside your sphere of influence (visitors, friends or family of members)
Use non-confrontational pre-prepared responses
Moderate only if the interaction breaks publishing or legislative rules (defamation etc)
Seek to positively engage or take it offline

Managing the Whine

Social Media in Use
Brand ‘voice’
Friend
Trusted Advisor
Policeman
Salesperson

Social Media in Use
Prepared response examples (friendly advisor)
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)

Wrap-up
Any questions or clarification?
Preview of next session
Practical application of the frameworks with SportsGeekHQ
Continue the conversation
Twitter #SportRecSM
Facebook https://www.facebook.com/ACTSRS

Justin Barrie Principal Consultant 0423302814 @DMA_Canberra [email_address] Thanks and see you at Workshop 3!

Sport and Rec Social Media Workshop 2

by Justin Barrie

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Sport and Rec Social Media Workshop 2 Presentation Transcript