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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