Social Media Strategic Planning for the Sports Front Office
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Social Media Strategic Planning for the Sports Front Office

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A presentation to aid sports teams in strategic planning. This is an exercise hosted for the Northwoods Summer Baseball League by Pursuant Sports. It contains blank worksheets at the end of the ...

A presentation to aid sports teams in strategic planning. This is an exercise hosted for the Northwoods Summer Baseball League by Pursuant Sports. It contains blank worksheets at the end of the presentation for others who would like to download and use

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Social Media Strategic Planning for the Sports Front Office Social Media Strategic Planning for the Sports Front Office Presentation Transcript

  • Social Media Strategic Planning Strategic Planning for the Front OfficeAn Introduction
    http://www.flickr.com/photos/24704473@N07
    http://www.flickr.com/photos/zacheverson/2259577982/
    http://www.flickr.com/photos/hectoralejandro/3499429624
    http://www.flickr.com/photos/localandbitter/sets/72157601501234353/
    http://www.flickr.com/photos/jancyclops/4302613514
    Prepared for Northwoods League
    by Michael Ames, Pursuant Group
  • Northwoods League, Social Media
    Basic Strategic Engagement Plan
    Audience, Objectives,
    Constraints and Strategy
  • Northwoods League, Social Media
    Basic Strategic Engagement Plan
    General Tactical Notes-
    Google Reader
    Google Reader-keywords
    *org name
    *programs and events
    *Owner, GM, Coach
    *other teams in space
    *URLs of site and blog
    *industry terms related to local fan interest
    *Subscribe to key bloggers in your space
    AVOID GENERAL TERMS.
    Find New Blogs:
    Technorati.com
    Alltop.com
    Icerocket.com
  • Northwoods League, Social Media
    Basic Strategic Engagement Plan
    General Tactical Notes-
    Twitter
    Reveal More in Bio
    • One sentence dedicated to overall mission
    • One sentence to explain purpose of twitter presence
    • One sentence to show authenticity of who is behind it
    For instance…
    “Great family baseball experience. Using twitter to connect with fans. You may hear several of our voices through this profile. Nice to tweet you!”
    *Follow back all real people
    *Block spammers and marketers
    Find and follow
    • Individuals who tweet about mission
    • Like minded organizations /peers Corporate relations/partners
    Don’t follow more than 200 than who is following you until you reach about 1000 followers
    Place personal Twitter handle in “Name Field”
    Best Practices
    • Background photo should be as fan centric as possible
    • Actively seek to reply and retweet others
    • Include home page link in the bio
  • Northwoods League, Social Media
    Basic Strategic Engagement Plan
    General Tactical Notes-
    Twitter
    Great Practice
    • Shows largest following because of fan expectations
    • Be more engaging with fans
    • Give then an experience, a twitter autograph just for them
  • Northwoods League, Social Media
    Basic Strategic Engagement Plan
    General Tactical Notes-
    Update Scheduler - Hootsuite
    Top Efficiency Tactic
    Used to schedule updates to multiple locations
    Feedback and Stats
    Measure effectiveness through easy reports
  • Northwoods League, Social Media
    Basic Strategic Engagement Plan
    General Tactical Notes-
    Facebook Profile and Pages
    In facebook, your personal profile is the way for you to make initial connections and it gives you the chance to invite friends to fan pages. Privacy is customizable, but be willing to be open with most.
    (Being aware you are on public display is a good governor when absent a social media policy)
    Tutorial to create a custom welcome page for your facebook fan page
  • Northwoods League, Social Media
    Basic Strategic Engagement Plan
    General Tactical Notes-
    Blogs and Comments
    Use comment management
    service like Disqus.com
    Commenting on other blog posts *What did they say well?
    *Answer Questions
    *Relay what others say
    *Ask “what if ?”
    *Review history and project future
    Top Priority Tactic
    Comment early and often on other blog posts that mention your team.
  • Northwoods League, Social Media
    Basic Strategic Engagement Plan
    General Tactical Notes-
    Gmail
    Gmail account to administrate should be friendly moniker like "bigteamfan@gmail“
    Load email contacts for future friend finding opportunities (gmail has 10k contact limit so be prepared to setup more than one account)
    Annually, refresh these contact lists with a new export from your data.
    Monthly, rotate these through your profiles to find new friends to follow
  • Northwoods League, Social Media
    Basic Strategic Engagement Plan
    General Tactical Notes-
    YouTube
    Incorporate Branding
    Bio Should Include…
    • Fan-friendly welcome
    • Links to your sites
    • Full profile of information
    Open Comments
    Fear of negative comments shouldn’t limit you from positive connections
    “Subscribe to” and “Add as Friend” all peer organizations and individual who produce content around your mission.
  • Northwoods League, Social Media
    Basic Strategic Engagement Plan
    Schematic Workflow
  • Northwoods League, Social Media
    Basic Strategic Engagement Plan
    Tactical Matrix
  • Northwoods League, Social Media
    Basic Strategic Engagement Plan
    Daily Tasks and Time
  • Northwoods League, Social Media
    Basic Strategic Engagement Plan
    Task Order - Tool Tutorials
    gmail.com - may need more than one
    - sign up with name equivalent of “NorthwoodsLeaguefan@gmail.com”
    - also get NorthwoodsLeaguefan2, NorthwoodsLeaguefan3
    - load contact list from csv file (limit to 10,000 contacts per email account)
    hootsuite.com- signup with primary gmail account
    - connect personal twitter, team twitter, facebook fan pages, facebook personal profile
    - feed YouTube RSS to Hootsuite on RSS/Atom tab
    http://gdata.youtube.com/feeds/api/users/username/uploads
    -set keyword search columns
    - video tutorial – Setting up a hootsuite account
    -video tutorial – Hootsuitehas a $1.99 iphone app
    Google.com/reader- signup with primary gmail account
    - import known blog RSS feeds and keyword alert feeds
    - video tutorial – Using Google Reader
  • Northwoods League, Social Media
    Basic Strategic Engagement Plan
    Task Order - Tool Tutorials
    youtube.com- signup with primary gmail account
    -setup teamYouTube channel with matching username
    disqus.com- signup with primary gmail account
    -setup disqusprofile and replace blog comment system
    Discover New Bloggers
    alltop.com- become familiar
    technorati.com- become familiar
    icerocket.com- become familiar
    User Names - bring usernames into alignment - http://namechk.com/
  • Northwoods League, Social Media
    Basic Strategic Engagement Plan
    Tactical Matrix
  • Northwoods League, Social Media
    Basic Strategic Engagement Plan
    Daily Tasks and Time