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Social Media Strategic Planning for the Sports Front Office
 

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