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

2. 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 and
cannot be reproduced without the express permission of the author.
Image references are available on request.
© Tiffanny Junee 2012

5. Social Tech
Social Social Social
Relevance Media Networking
Online reputation ie: slideshare, ie: Facebook,
ie: your YouTube, upload files
& media Twitter
relevance online
(Klososky 2011)

8. www
Thought L’ship Governance
technacy
Social tech Mobility
www dialogue
The Strategic Com- The Marketing
Organisation Organisation

10. How
© Tiffanny Junee 2011

11. 1996 - ARU Online since 1996
2010 - IRB’s ‘Year of Getting Social
2011 – Rugby World Cup (NZ)
ARU marketing ‘One Team’
• Traditional marketing tactics
• Social media & social networking
strategy = underdeveloped
• Social Relevance is negligible
• Social Media policy non-existent
beyond RUPA’s ‘how to’ guidelines.
The Internet is but a mirror of
oneself…

12. 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

13. Understanding the
Fan needs: Marketing -
- Die hards: Stats Sponsorships
- Team Info Extension
- Player Profiles

14. The Sports Organisation
• The Athlete
• The Team
• The Organisation
• The Sports Brand
Environment
Dialogue
Connectedness
Governance
Personality
Language
The 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

15. www
Thought L’ship Governance
technacy
Social tech Mobility
www dialogue
The Strategic Com- The Marketing
Organisation Organisation
Differentiators:
• Capability – Technacy, Platform Socialisation (marcomms/ IT)
• Language - Personalised Vs Mass produced
• Behaviour – Confident Vs Tentative
- Dialogue Vs Lecture

16. ?’s
The content of this presentation is based on on-going research and full copyright remains with the author, Tiffanny
Junee. Information contained in the visualisations is proprietary and should not be reproduced without the express
permission of the author. Image references are available on request. © Tiffanny Junee 2012.