The content of this presentation is based on on-going research.       Full copyright remains with the author, Tiffanny Jun...
Social Tech   Social                Social               Social Relevance               Media              NetworkingOnlin...
www Thought L’ship Governance                    technacy Social tech                    Mobility    www              dial...
How      © Tiffanny Junee 2011
1996 - ARU Online since 19962010 - IRB’s ‘Year of Getting Social2011 – Rugby World Cup (NZ)ARU marketing ‘One Team’•  Trad...
Individual              Team                             Event                “Our position is that Twitter and           ...
Understanding the       Fan needs:      Marketing - - Die hards: Stats    Sponsorships       - Team Info     Extension   -...
The Sports Organisation                                            • The Athlete                                          ...
www                       Thought L’ship Governance                                          technacy                     ...
?’sThe content of this presentation is based on on-going research and full copyright remains with the author, TiffannyJune...
Social Technology & International Sport by Tiffanny Junee
Social Technology & International Sport by Tiffanny Junee
Social Technology & International Sport by Tiffanny Junee
Social Technology & International Sport by Tiffanny Junee
Social Technology & International Sport by Tiffanny Junee
Social Technology & International Sport by Tiffanny Junee
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Social Technology & International Sport by Tiffanny Junee

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Web 3.0 IBR Conference presentation, Sofitel, Sydney, Australia June 2012

Published in: Sports, Business, Technology
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Social Technology & International Sport by Tiffanny Junee

  1. 1. The content of this presentation is based on on-going research. Full copyright remains with the author, Tiffanny Junee. Information contained in the visualisations is proprietary andcannot be reproduced without the express permission of the author. Image references are available on request. © Tiffanny Junee 2012
  2. 2. Social Tech Social Social Social Relevance Media NetworkingOnline reputation ie: slideshare, ie: Facebook, ie: your YouTube, upload files & media Twitterrelevance online (Klososky 2011)
  3. 3. www Thought L’ship Governance technacy Social tech Mobility www dialogueThe Strategic Com- The Marketing Organisation Organisation
  4. 4. How © Tiffanny Junee 2011
  5. 5. 1996 - ARU Online since 19962010 - IRB’s ‘Year of Getting Social2011 – Rugby World Cup (NZ)ARU marketing ‘One Team’•  Traditional marketing tactics•  Social media & social networkingstrategy = underdeveloped•  Social Relevance is negligible•  Social Media policy non-existentbeyond RUPA’s ‘how to’ guidelines.The Internet is but a mirror ofoneself…
  6. 6. Individual Team Event “Our position is that Twitter and Facebook is just like sitting at a press conference. [Each] is a media platform and you must manage it like you would any other form of media” – Anthony MacKaiser, Communications & Marketing Manager, SANZAR
  7. 7. Understanding the Fan needs: Marketing - - Die hards: Stats Sponsorships - Team Info Extension - Player Profiles
  8. 8. The Sports Organisation • The Athlete • The Team • The Organisation • The Sports Brand Environment Dialogue Connectedness Governance Personality LanguageThe Event The Person• The Sponsors : The Business Community • The Athlete• The Teams • The Team Member• The Celebrities • The Contractor / Employee• The Formalities • The Sports Brand• The Fan Communities: Family & Friends, Fanatics• The Games
  9. 9. www Thought L’ship Governance technacy Social tech Mobility www dialogue The Strategic Com- The Marketing Organisation OrganisationDifferentiators:•  Capability – Technacy, Platform Socialisation (marcomms/ IT)•  Language - Personalised Vs Mass produced•  Behaviour – Confident Vs Tentative - Dialogue Vs Lecture
  10. 10. ?’sThe content of this presentation is based on on-going research and full copyright remains with the author, TiffannyJunee. Information contained in the visualisations is proprietary and should not be reproduced without the expresspermission of the author. Image references are available on request. © Tiffanny Junee 2012.
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