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Social Networks Optimisation / Social Media Content Creation for Sports
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Social Networks Optimisation / Social Media Content Creation for Sports

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

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

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  • I think that Viral Advertising is a great strategy to get ahead of the usual time it take a campaign to spread. Good work on the video! Very informative

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Social Networks Optimisation / Social Media Content Creation for Sports Social Networks Optimisation / Social Media Content Creation for Sports Presentation Transcript

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