Your SlideShare is downloading. ×
Dr Stephan Dahl, Middlesex University Business School<br />Social Media MarketingCreating Social Media Content for Sports ...
The Web 1.0<br />Owner/Government generated<br />Selective creation<br />Access is restricted<br />Often delayed<br />Stro...
3<br />User Generated = Everyone creates<br />Access to production is free (and easy)<br />Immediate<br />No content contr...
4<br />Epidemic like explosion<br />
Syndication & Social Network<br />5<br />Main Site<br />Other Sites<br />Badges<br />facebook<br />twitter<br />
6<br />impact 2.0<br />Loss of message control:<br />Consumer opinion competing with organisational message (can be good &...
7<br />market research 2.0<br />company<br />Learn from customers<br />company<br />Learn from customer interactions and c...
8<br />Technology Adoption 2.0<br />8<br />
9<br />Social Media Marketing<br />TOP3<br />engaged<br />buzzing<br />conversation<br />
Social Content Strategy<br />Beth Kanter, 2009<br />10<br />Web Site<br />Organisation created<br />Social Outpost<br />Or...
OK – but…<br />11<br />who has the time?<br />Newsletters<br />Funding ApplicationsUpdates for UsersEnquiries<br />Promoti...
3 steps<br />Organise<br />		Generate<br />				Remix<br />12<br />
1: Organise: Who? When? What?<br />Make a “publication calendar”ChannelAudienceType of Story<br />weekly/monthly/quarterly...
2 GenerateWhat will it be about?<br />14<br />Lists of possible topics:<br />Reviews<br />Opinions <br />Q & A  interviews...
2 GenerateEngage to Create!<br />15<br />Ask Questions<br />Monitor Response<br />Generate idea<br />Refine Ideas<br />Cre...
3 Remix<br /><ul><li>Different ChannelsFormats AudiencesPerspective
Upcoming SlideShare
Loading in...5
×

Social Networks Optimisation / Social Media Content Creation for Sports

1,649

Published on

Slides from a workshop with Pro-Active London on using Social Media Optimisation and creating Social Media content for sports marketing

Published in: Business, Technology
1 Comment
3 Likes
Statistics
Notes
No Downloads
Views
Total Views
1,649
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
1
Likes
3
Embeds 0
No embeds

No notes for slide

Transcript of "Social Networks Optimisation / Social Media Content Creation for Sports"

  1. 1. Dr Stephan Dahl, Middlesex University Business School<br />Social Media MarketingCreating Social Media Content for Sports Marketing<br />
  2. 2. The Web 1.0<br />Owner/Government generated<br />Selective creation<br />Access is restricted<br />Often delayed<br />Strong content control<br />“One man show”<br />Comfy environment to control the message = BUT disengaged users<br />
  3. 3. 3<br />User Generated = Everyone creates<br />Access to production is free (and easy)<br />Immediate<br />No content control<br />Collaborative & Engaging<br />2.0 changed it all<br />engaged users - sharing experiences & emotions<br />3<br />
  4. 4. 4<br />Epidemic like explosion<br />
  5. 5. Syndication & Social Network<br />5<br />Main Site<br />Other Sites<br />Badges<br />facebook<br />twitter<br />
  6. 6. 6<br />impact 2.0<br />Loss of message control:<br />Consumer opinion competing with organisational message (can be good & bad!) <br />Authority and “Dominating Voice Advantage” challenged<br />Potentially massive replication of +/- messages (spreading like a virus!)<br />
  7. 7. 7<br />market research 2.0<br />company<br />Learn from customers<br />company<br />Learn from customer interactions and creations<br />Respondent 1<br />Respondent 2<br />Respondent 1<br />Respondent 2<br />Schillewaert, De Ruyck, Verhaeghe: International Journal of Market Research, 2009<br />
  8. 8. 8<br />Technology Adoption 2.0<br />8<br />
  9. 9. 9<br />Social Media Marketing<br />TOP3<br />engaged<br />buzzing<br />conversation<br />
  10. 10. Social Content Strategy<br />Beth Kanter, 2009<br />10<br />Web Site<br />Organisation created<br />Social Outpost<br />Org or Community Created<br />Engage-mentCo-Created content<br />
  11. 11. OK – but…<br />11<br />who has the time?<br />Newsletters<br />Funding ApplicationsUpdates for UsersEnquiries<br />Promotion Material<br />Educational Material<br />Thank You Letters<br />That Old Website…<br />And now addFacebookMySpaceTwitterYouTubeFlicker…<br />We need a<br />Strategy!<br />
  12. 12. 3 steps<br />Organise<br /> Generate<br /> Remix<br />12<br />
  13. 13. 1: Organise: Who? When? What?<br />Make a “publication calendar”ChannelAudienceType of Story<br />weekly/monthly/quarterly/annual<br />13<br />
  14. 14. 2 GenerateWhat will it be about?<br />14<br />Lists of possible topics:<br />Reviews<br />Opinions <br />Q & A interviews<br />Tips<br />Guest Writers<br />Users & Clients<br />Use tags, folders, categories to organise ideas & content!<br />
  15. 15. 2 GenerateEngage to Create!<br />15<br />Ask Questions<br />Monitor Response<br />Generate idea<br />Refine Ideas<br />Create <br />Content<br />
  16. 16. 3 Remix<br /><ul><li>Different ChannelsFormats AudiencesPerspective
  17. 17. AddExamples, Details, Quotes
  18. 18. Remixed!</li></ul>16<br />

×