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Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
Sport & Leisure Industry - Session 9 - Social Media
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Sport & Leisure Industry - Session 9 - Social Media

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  • 1. Sport & Leisure Industry Social Media Marketing
  • 2. Sport & Leisure Industry Social Media - Objectives 1. To understand what social media is and the types of social media in existence. 2. To understand the opportunities they present to us as marketers. 3. How to take advantage of the opportunities social media present us.
  • 3. Sport & Leisure Industry Social Media - What Traditional media are static, one-way, broadcast technologies. Social media, or new media, technologies are two-way.
  • 4. Sport & Leisure Industry Social Media - What 1. Blogs 2. Microblogs (Twitter) 3. Social Networks (Facebook, LinkedIn) 4. Media Sharing Sites (Flickr, YouTube) 5. Social Bookmarking and Voting Sites (Digg, Reddit) 6. Review Sites (Yelp) 7. Forums 8. Virtual World (Second Life)
  • 5. Sport & Leisure Industry Social Media - Why Social media has leveled the playing field. Previously the marketing budget, as much as anything, defined a promotions scope. Now, it’s content, customer engagement and creativity/relevance that matter; not necessarily budget. Small brands can make big names for themselves.
  • 6. Sport & Leisure Industry Social Media - Why - Customer contact point. - Placeless. - Conversation, not a promotion. - Opportunity to express visual and verbal identity. - Part of the relationship. - Easy to identify prosumers. - Specific, targeted marketing. - Know what people are saying about you. Good and bad! - People get to know ‘who you are’ to a much deeper degree. - Add (hopefully!) perceived value through positive brand equity.
  • 7. Sport & Leisure Industry Social Media - Why Trust Recommendations from people known TV 62% Newspaper Magazines 61% 59% Online banner ads 33% 90%
  • 8. Sport & Leisure Industry Social Media 1. Blogs 2. Microblogs (Twitter) 3. Social Networks (Facebook, LinkedIn) 4. Media Sharing Sites (Flickr, YouTube) 5. Social Bookmarking and Voting Sites (Digg, Reddit) 6. Review Sites (Yelp) 7. Forums 8. Virtual World (Second Life)
  • 9. Sport & Leisure Industry Social Media - Blogs A type of CMS (Content Management System) that makes it easy for anyone to publish articles. ‘Bloggers’ publish, generally, short articles and every organisation should have one! They speak about current trends or exiting occurrences in the industry in question. They are often conversational in tone. Comments sections, Blogroll and like/twitter buttons make them two-way. A company blog should speak to it’s consumers as real people; they’re not the place for corporate jargon or ‘employee speak’. The most popular blog posts are often lists, how-to’s and posts about controversies. 55% more website traffic for brands who blog - http://blog.adidas-group.com/
  • 10. Sport & Leisure Industry Social Media – Twitter / Microblogging A limited size blog. E,g Twitter with its 140 character limit. Used to promote blog posts, products and services. To share industry info, to converse with customers and to keep them up to date with what you’re doing with them and for them. The more ‘followers’ an account can gather on twitter, the greater their message will reach. Accounts with handles without _’s attract 15% more followers. Accounts without numbers attract 35% more followers.
  • 11. Sport & Leisure Industry Social Media – Twitter / Microblogging All tweets, avavtars, bio’s and backgrounds should conform to your brands visual and verbal identity - https://twitter.com/adidas&http://www.adidas.co.uk/ The avater for an organisations account should be their logo. It’s recongisable! The account’s Bio has 160 characters available to tell the world who you are. Use key terms. Buzz words. Accounts with bio’s have more followers than those without. Bio’s with emoticons in them have less followers.
  • 12. Sport & Leisure Industry Social Media – Twitter / Microblogging Retweets increase the scope of a tweet & your brand. Asking for them (Please RT) helps by 5.5%. Don’t ask all the time though – it’s annoying and seems needy! RT’s occur more often between 11am and 6pm. Most RT’s contain a link. (Practical value!) Talking about yourself (your brand) won’t get you many retweets – use the 80/20 rule. You’ve only got 140 charatecrs to play with so shorten URL’s using TinyURL, Bit.ly or Ow.ly
  • 13. Sport & Leisure Industry Social Media – Twitter / Microblogging
  • 14. Sport & Leisure Industry Social Media – Social Networking Places where people connect with friends. Offline friends and online only. Facebook& LinkedIn dominate. As an organisation ‘add’ people who use ‘groups’ that show their interest in your industry. Then your updates appear in their news feed. A picture says a thousand words! Get others to take photos of your product in use or photos of themselves enjoying your events. Running an event? Then set up an online event. Invite people to it who you’ve identified as being interested. Don’t just repeat things from your website on social networks. Customers should feel it’s personal to them when reading your status updates.
  • 15. Sport & Leisure Industry Social Media – Media Sharing Allows you to create and upload multimedia content. Sometimes called UGC (User generated content.) These have the potential to become your brands own (very, very cheap) TV channel or photo gallery. Make sure they follow the visual and verbal identity of your brand. Have a conversation. Encourage comebacks, thoughts or similar videos/photos (Organic content). Use lots of tags and fill your contents headline with buzzwords and key terms. Ensure the thumbnail is appropriate and your content is open-license. Video’s 2-3 mins in length have a spike in sharing. Video’s beyond four minutes are five times more likely to be shared. Why do you think this is?
  • 16. Sport & Leisure Industry Social Media – Social Bookmarking & Voting Users submit and vote on content. Links, video’s, pictures, etc. Digg and Reddit are the most popular. Getting voted ‘up’ puts your content higher up the rankings, exposes your brand and drives traffic to your website = potential sales! You need to submit content to these sites – this doesn’t happen automatically. You need people to do it for you. It is frowned upon by users to submit your own content. So, on your website or company blog add links for your readers to upload your content to Reddit, Digg, etc. Fill your headline with buzzwords, and key terms and ensure your content is great, otherwise it will get voted ‘down’!
  • 17. Sport & Leisure Industry Social Media – Social Bookmarking & Voting Upload your content 22 hours before you want it to be popular. Reciprocity is rife. Lists (top tens etc) are always popular! As is breaking news and links to browser games. Amazon reviews and similar are in this category. They are two-way remember. Yelp is one of the world leading review sites. Aid your reputation by responding to reviews in an appropriate manner. Small local businesses rely on review sites for their word of mouth.
  • 18. Sport & Leisure Industry Social Media - Forums The oldest form of social media. Forums are the new form of community message board. They’re great because they are often niche and you can find the ones which your potential customers inhabit quite easily. Users talk about a certain topic of interest. In a linear, conversational style. Users are often wary of those plugging products and dislike advertising on their forum from members. Join as an expert and offer advice. Don’t peddle your product or service; they won’t like that! ‘Lurking’ offers a great way to get to know your target market. Integrate into the community. Don’t be a ‘hit and run’ poster.
  • 19. Sport & Leisure Industry Social Media - Advice We’ll address: - Monitoring social media - Responding on social media - Social media campaigns vs Ongoing strategy - Integration
  • 20. Sport & Leisure Industry Social Media - Advice Monitoring - Followers, likes, RT’s etc are easy to monitor – you know how your doing in that department. Be more in depth though – look out for spikes in likes after certain posts. Then use that tactic again. Look for which type of Tweets get you the most RT’s. Which posts/tweets get the most clicks (CTR). - Google is great – analytics (Where from & bouncing or sticking?) & alerts (For you and your competitors brand and products). - Which blog posts were ‘up’ voted? - Search for your organisation, your brand and your products on ALL social media. Do this for your competitors as well. - Think of social media as the world biggest and best focus group. - Monitor using Klout.
  • 21. Sport & Leisure Industry Social Media - Advice
  • 22. Sport & Leisure Industry Social Media - Advice Responding - When you identify a conversation about your brand/product you must decide whether to join in. - If it’s a negative conversation err on the side of joining in, but be sure that your presence in the conversation doesn’t draw unnecessary attention to the negative comment. - Don’t get defensive or angry with the customer. Their experience is their experience; it’s how you deal with them from here on that determines their intangible beliefs about your brand. - Respond in kind (Tweet to tweet. Video to video. Post to post.) - Dominoes response: http://www.youtube.com/watch?v=s-gvs2Y2368
  • 23. Sport & Leisure Industry Social Media - Advice Campaigns vs Ongoing Strategy - Strategy and campaigns are different. - Your Social Media Strategy is the things you are doing all the time. E.g. Blogging, tweeting, lurking/posting on forums, etc. Every organisation doesn’t do all of these. This is building your brand every day. - Campaigns are seasonal or timely events that look to create a buzz/website hits/sales related to a certain product or event.
  • 24. Sport & Leisure Industry Social Media - Advice Integration - Link all of your accounts together. - Someone on your company website needs to easily find you on Twitter, Facebook, G+, YouTube, your blog, etc. If it isn’t easy they won’t do it. - Make sure there are direct links to your website in all of your online bio’s. - Make sure your blog posts have links for readers to tweet them, post them to facebook, or vote them ‘up’ on Reddit or Digg. - Again, make sure EVERYTHING is integrated into your brands visual and verbal identity. Social media sites offer a good level of customisation – use it! - NBA: https://twitter.com/NBA& http://www.youtube.com/user/NBA
  • 25. Sport & Leisure Industry Social Media – STEPPS Remember, if you’re posting anything online it’s got a better chance of being shared if it includes one or more of these: S T E P P S - Social Currency Triggers Emotion Public Practical Value Stories
  • 26. Sport & Leisure Industry Social Media - Objectives 1. To understand what social media is and the types of social media in existence. 2. To understand the opportunities they present to us as marketers. 3. How to take advantage of the opportunities social media present us.
  • 27. Sport & Leisure Industry Social Media - NSS Unit code: SPO 028-1

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