Sports and Social Media: Same game; different rules

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  • ----- Meeting Notes (7/18/12 22:58) ----- Please silence your phones by hitting the mute button. During the course of this Webinar, please feel free to ask questions or make observations. ----- Meeting Notes (7/18/12 23:05) ----- Welcome to SPORTS: SOCIAL MEDIA & ALL THINGS DIGITAL: Today I want to talk about how to maximize your use of social media, what to post on your website, where to post it and when to post it in an effort to engage our readers and address their need for real-time content.
  • I want to stir your creativity, rekindle your imagination as you rethink and restructure your coverage plans to meet the needs of today’s sports fan. You may not use all of the tools we will discuss, and many of the concepts may not work in your community. Yet, many will, but only if you try them.
  • ----- Meeting Notes (7/18/12 22:58) ----- We are experiencing a cultural shift in the way sports fans are following their teams, viewing games and consuming stats. The print platform provides excellent opportunities for strong content, but we should rethink the way we gather and offer real-time information to engage our readers and meet their demands while driving them to print and digital platforms. How do we accomplish this? There are many thoughts on how to deal with this chaotic disruption involving the sports department. All of those thoughts and theories, however, need to include social media as reporting tools.
  • ----- Meeting Notes (8/14/13 22:50) ----- Grantland Rice was a storyteller; conjuring images of grandeur. We still tell a story, but we have different tools and platforms on which to deliver the message. Sometimes I think we get bogged down with details that distract from the human angle of the sport.
  • Second and third screens 59 percent of Twitter users are accessing the social network via mobile devices. 69 percent of followers on Twitter are suggested by friends
  • 65 percent in age group 18-29 said Internet was their main source of news. End of 2010, 34 percent Internet in the past 24 hours; 31 percent newspapers
  • Second and third screens 59 percent of Twitter users are accessing the social network via mobile devices. 69 percent of followers on Twitter are suggested by friends
  • Why? Well, to start, because of the preceding numbers.
  • Self-serving reasons
  • For ESPN, it’s
  • ----- Meeting Notes (7/19/12 14:46) ----- what does this mean? 24/7 coverage accessing information through mobile devices such as smart phones and tablets. We need to be in a position to address this need
  • ----- Meeting Notes (7/19/12 14:46) ----- what does this mean? 24/7 coverage accessing information through mobile devices such as smart phones and tablets. We need to be in a position to address this need
  • ----- Meeting Notes (7/19/12 14:46) ----- what does this mean? 24/7 coverage accessing information through mobile devices such as smart phones and tablets. We need to be in a position to address this need
  • ----- Meeting Notes (7/18/12 23:05) ----- Rebel Mouse "And it's not just the story of what happened; it's also the story of how it happened, how we got there and what we learned along the way." Thus the need for curation and/or aggregation of content from multiple sources and platforms.
  • No. 2 Ny Giants victory over Patriots 21-17 in Feb. 2012 Super Bowl 46; Madonna SB halftime 10, 245; Tim Tebow touchdown against Steelers 29-23 in 2012 9, 420
  • ----- Meeting Notes (7/18/12 22:58) ----- Please silence your phones by hitting the mute button. During the course of this Webinar, please feel free to ask questions or make observations. ----- Meeting Notes (7/18/12 23:05) ----- Welcome to SPORTS: SOCIAL MEDIA & ALL THINGS DIGITAL: Today I want to talk about how to maximize your use of social media, what to post on your website, where to post it and when to post it in an effort to engage our readers and address their need for real-time content.
  • Sports and Social Media: Same game; different rules

    1. 1. SPORTS and SOCIAL MEDIA Same game; different rules GATEHOUSE NEWS & INTERACTIVE DIVISION Audio: 888.398.2342 Access code: 585.200.4058
    2. 2. PREGAMEWARMUPS MIKE TURLEY CONTENT TEAM MANAGER Large Daily Division / GateHouse News & Interactive Division Phone: 585.851.9696 Email: mturley@gatehousemedia.com Twitter: @ml_turley Blog: www.ghnewsroom.com/blogs/mike- turley
    3. 3. THELINEUP • START with some facts and stats. • WHY reporters should use social media tools to cover the local sports scene. • WHAT social media tools are available to reporters, and WHAT they should cover through social media. • WHEN and WHERE reporters should post the content.
    4. 4. THEHISTORY “Outlined against a blue-gray October sky, the Four Horsemen rode again. In dramatic lore they are known as Famine, Pestilence, Destruction, and Death. These are only aliases. Their real names are Stuhldreher, Miller, Crowley and Layden." — Grantland Rice, sports writer for the New York Tribune, wrote this lede graph to his story on the Notre Dame- Army football game in 1924.
    5. 5. NUMBERSGAME 86The percentage of people who will check sports updates while at work. Factoid • “Social media has climbed to the top as the No. 1 source for the average person’s sports fix.” Source: GMR Marketing
    6. 6. 81The percentage of sports fans who prefer the Internet over radio for sports news. 63The percentage of fans who check on game updates while they are at a game. Source: GMR Marketing NUMBERSGAME
    7. 7. Top sources for breaking sports news 41 — Percentage of sports fans who turn to Twitter and Facebook. 40 — Percentage of people who turn to national news websites. 13 — Percentage of people who turn to television. 4 — Percentage of people who turn to NUMBERSGAME
    8. 8. PLAYINGFIELDS Print • A second-day look at yesterday’s coverage; platform for previews and features; medium of record. Web • Multimedia opportunities; breaking game coverage. Social media • Live platform; high engagement, conversational.
    9. 9. PLAYINGFIELDS How adults consume sports content
    10. 10. 49The percentage of U.S. population that owns a smartphone. Number will increase to 68 percent by 2017. 89The percentage of 18-24 year-olds who have their smartphones with them 22 hours a day. NUMBERSGAME
    11. 11. WHYSOCIALMEDIA? • Readers will seek out the information; why not be the one they find? • Proactive approach allows readers to follow the action, not just read about it the next day. • Fans want to share their opinions and thoughts when it comes to sports so create a forum for discussion. Factoid • “No one knows more about a sport than its fans, so providing a destination where fans can talk among themselves and create their own content is the epitome of Web 2.0 thinking.
    12. 12. • Increase followers on Twitter, likes on Facebook, traffic on Web … • Build a more loyal audience. • Generate buzz around your name; get people talking about the brand. • Increase the reach of your content. Factoid • “Without content, social media is a sports car with an empty gas tank: All show, no go.” — Joe Chernov, Content Marketing Institute WHYSOCIALMEDIA?
    13. 13. ESPN approach to Twitter • To become the breaking sports news wire. • Cultivate and enhance a growing network of citizen contributors. • Provide a first-screen coverage option for non-televised events. • Second-screen analysis option for TV events. • One-on-one, one-to-many communication tool, or many-to-one. WHYSOCIALMEDIA?
    14. 14. How can we give fans a more engaging experience? • TWITTER — Micro-blogging service that allows you to post real-time updates and short bursts of information. • FACEBOOK — Social networking platform that allows you to connect and share content with friends. • PINTEREST — Virtual pinboard that allows you to create and organize theme-based visual content. • INSTAGRAM, VINE — Photo- and video-sharing social networking services. TOOLS OF THE TRADE
    15. 15. TWITTER • The percentage of Internet users that uses this micro-blogging platform has doubled since 2010 to 16 percent. Twenty- seven percent of those in the 18-29 age group use Twitter. • There are 554,750,000 registered Twitter users. • The average number of tweets per day is 58 million. • 9,100 tweets occur every second. • Forty-three percent of Twitter users access their phone to tweet.
    16. 16. 5 Twitter tips • Be active — Twitter is the best way to share what is happening right now, so tweet what you are seeing. It’s more than just scores and stats. • Engage — Share the experience; don’t tell it. • Promote — Create an event-specific hashtag; let readers know you are covering an event. • Respond — Pay attention to your followers; ask questions. • Retweet — Encourage reader participation. TWITTER
    17. 17. FACEBOOK • Two-thirds of adults who access the Internet are Facebook users. • Eighty-six percent fall in the 18-29 age group. • There are 1,110,000,000 monthly active Facebook users. • 680,000,000 are mobile Facebook users. • 700 billion minutes are spent each month on Facebook. • 130 is the average number of friends per Facebook user. Source: Statistic Brain
    18. 18. 5 Facebook tips • Interact — Create a virtual tailgate; ask fans to submit photos and details of their pregame activities. • Entertain — create polls, contests such as trivia quizzes. • Full-court coverage — Provide information before, during and after games. Fans are most active during the days leading up to the event so fuel the fire. • Respond — Pay attention to the comments. • Promote — Let readers know what they are missing on Facebook; conversely, drive FACEBOOK
    19. 19. FACEBOOK This Facebook post links readers to The State Journal- Register’s website and access to print versions of the local high school football schedules.
    20. 20. PINTEREST Pinterest is a good platform to organize theme-driven visual content such as best pitchers in the conference, best plays of the season, etc. Source: Norwich Bulletin
    21. 21. VIDEOTOOLS INSTAGRAM • Thirteen percent of Internet users take and share photos on the platform. • Twenty-eight percent fall in the 18-29 age group. Source: Statistic Brain VINE • Five Vines are tweeted every second. • 19,667 Vines were made amidst the Boston Marathon bombings.
    22. 22. VIDEOTOOLS Instagram and Vine: Beyond the lines • Look for cheerleaders, the drill team, poms and band. Shoot a segment of a routine or song. • Interview fans in the stands. Find parents of athletes and ask how they deal with the “excitement” of watching their son or daughter play.
    23. 23. • Blogging platform used to curate a timeline of posts from Twitter, Facebook, Instagram, YouTube, etc. STORIFY Factoid • The real-time, right-now nature of Twitter is just a snapshot. Over a period of time, a whole story emerges.
    24. 24. Taking the first steps • Recognize cultural shift in way people consume news. • Reality of earlier deadlines. • No longer can rely on print platform to shoulder responsibility of result-based content. • Recognize opportunities to cover prep sports. • Become more creative in digital approach. • Put reporters in position to win with social media. • Plan and budget for social media on a daily GAMECHANGER
    25. 25. • Live updates — cancellations, lineup changes, crowd and parking updates, alerts • Interaction and engagement — Who do you think is going to win? Who will be the star of the game? Note — Box scores and results are static. WHATTOPOST Factoid • Major League Baseball saw a 36-percent increase in its balloting for the All-Star Game after hyping the selection process with a hashtag campaign. Source: business2community
    26. 26. Pregame • Who is starting?; who is injured? Gametime • Problem with goal posts in south endzone; kickoff pushed back 30 minutes Postgame • Video of coach’s decision to go for 2. www.rrstar.com Practice time • Coverage throughout the week to keep readers engaged. WHENTOPOST Factoid • “Twitter is like a time stamp on a scoop. If you get it on Twitter first, that’s what a lot of people are going to recognize at this point.”
    27. 27. Twitter feeds Use Twitter widgets to embed Twitter boxes in story on your website. https://twitter.com/about/resources/widgets) WHERETOPOST Factoid • Soccer fans sent 15,358 tweets per second as Spain scored the winning goal in the Euro 2012 Finals. It is the second highest rate in Twitter history. Sporting events account for four of the top five most related tweets per second.
    28. 28. Content turnover … An app for Illinois Prep Scores keeps fans updated on every football score in the state. THEOPPONENT Factoid • “We need people to be involved. It is a community effort. We created this for the fans. We created a tool for fans to report scores to everyone else.” — John Ingles / Illinois Prep Scores
    29. 29. THETAKEAWAYS • Sports fans are relying on social media to keep them informed with real-time content and conversation. • Sports departments and reporters need to recognize the cultural change and rethink the way they gather and report news. • Determine the right social media tools to engage readers. • Develop a game plan — what, when and where to post. Factoid • “(Twitter) is the appetizer we use to get people hooked on our site’s
    30. 30. SPORTS and SOCIAL MEDIA Same game; different rules GATEHOUSE NEWS & INTERACTIVE DIVISION

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