3. Using Social Media to make club life easier!
1. Introduction to Digital Media
2. Digital checklist
a) The website is the centrepiece
3. Social Media Platforms
4. How can a Club maximise ‘Social Media’
a) Communicate with members, fans, athletes, parents etc
b) Receive information from governing bodies
Review
4. What is Digital Media and how do we
become involved in Social Media networks
Using Social Media to make club life easier!
Social Media Video
5.
6. Using Social Media to make club life easier!
• 65% of online Australians use social networks
• 45% log in daily
• 23% log on more than 5 times per day
• 7.3m Australians access Facebook daily via mobile
• 37% view social networks fist thing in the morning
• 42% last thing at night
• 34% at work....
Adobe 2013 Mobile Consumer Survey
11. Social Media
Can:
•Inform members of upcoming events
•Inform members about fixture or training changes
•Inform members of general news
•Share photos and videos of team triumphs
•Sell merchandise or tickets to events
•Sell sponsorship space (naming rights to the club’s facebook page)
•Sell merchandise
•What about criticism – they’re saying it anyway
12. Lacrosse SA post –
seeking registrations
of interest
Very long link – use
https://bitly.com/
Create attention with
a headline and
engaging text
17. A great way to send
out training updates,
results, add a photo
and at the end of the
game do a summary
and load onto website.
Check date of post
though!
Account inactive
18. Instant results
Information as it happens –
cancellations, scores etc
Attach videos and pictures
Resource – information about topics
24. Questions
Understand how Digital
networks can help you
communicate
You still need good content or
they wont look
Don’t just use one platform,
use as many as you can handle
Develop a Plan
Summary
Good morning/evening etc
Thanks for the opportunity to share some experiences about the Digital landscape that we now find ourselves in and in particular the way we can use these tools to make our lives as Club officers easier.
Like most people born in the 50’s, 60’s or even perhaps the 70’s this type of communication medium is foreign and we have either had to learn to deal with it and embrace it or be left behind
I can remember back in the 80’s getting a computer with a 40MB Hard Drive...that wouldn’t even be enough to start it these days, the USB I’m using is 8G!!!
Facebook 2004, YouTube 2005 and Twitter 2006 all started about 10 years ago now…
Before we get started though a little bit about where I’ve been and some of my experiences...
Brief history
I have had some good experiences in recent times that have helped me get my head around this area
I spent 10 years at Coopers Brewery and prior to that in the wholesale sporting goods industry – a fair bit of time dealing with Clubs
Crows for 9 years starting in 2004 and PAC from October 2013 as Manager Communications and Marketing, more recently at Lion in the beer industry.
Recently with Connect2Social as an Authorised Distributor and SportsApp
Played a bit of SANFL footy for West and North, coached at U19 league level for Glenelg and Junior grades at PHOS Camden FC
Enjoy Surf Life Saving (Glenelg SLSC – Life Member and still quite active, committees etc), Kayaking – Masters comps
And not to mention a terrific and understanding family – wife Leanne 3 children Tom 21, Ryan 18 and Grace 14 so plenty happening
Like you I have been involved in recreation/sport for many years as a volunteer through Surf Life Saving and Junior Football as a Coach
5 Years on Surf Sports Standing Committee for Surf Life Saving SA as the Chair which ran everything to do with the competition side of SLS as well coordinating the Competition side of things at Glenelg SLSC
I feel that I can speak to you all from a community level as well as using my experiences in business and professional sport
What we will cover today
Please ask questions as we go
As the title suggests...
What is Digital Media and how do we become involved in Social Media networks – check out video
Nearly all of your organisations would have a website (correct – show of hands), and many of you are developing social networks through Facebook and Twitter, if you aren't then you are off the pace when it comes to communicating to your members, customers and stakeholders
We’ve come a long way since the first US newspaper was printed back in 1721 – then came radio – TV – The Internet and now Social Media.
It doesn’t stop there, just because you have a website, Facebook page or twitter account doesn’t mean you are using them to advantage.
Before we go any further lets have a look at where Social Media is today, for some of you this will be a refresher and others it may be news to you.
The stats are always changing but you will get the picture
Some good insights – Australian data
A few stats
Social Media Statistics Australia – December 2015
http://www.socialmedianews.com.au/social-media-statistics-australia-december-2015/
1. Facebook – 14,000,000 users (steady) 2. YouTube – 13,900,000 UAVs 3. WordPress.com – 5,700,000 4. Instagram – 5,000,000 Monthly Active Australian Users (Facebook/ Instagram data) 5. Tumblr – 4,400,000 6. LinkedIn – 3,700,000 8. Twitter – 2,800,000 Active Australian Users approx (see calculation) 7. Blogspot – 2,500,000 9. WhatsApp – 2,400,000 Active Australian Users (see calculation) 10. TripAdvisor – 2,200,000 11. Snapchat – 2,000,000 approx Monthly Active Australian Users (see calculation) 12. Tinder – 1,800,000 Australian users (my estimation) 13. Yelp – 1,500,000 14. Flickr – 600,000 15. Pinterest – 300,000 16. Reddit – 120,000 17. MySpace – 80,000 18. Google Plus – 60,000 monthly active Australian users approx (my estimation *revised*) 19. StumbleUpon – 40,000 20. Foursquare/Swarm – 19,000 21. Digg – 15,000 22. Delicious – 13,000 23. Periscope – 10,000
(All figures represent the number of Unique Australian Visitors [UAVs] to that website over the monthly period – unless otherwise stated above).
Key Points to Note:
We expect to see a Facebook increase in Australian users over the longer term
Travel related social networks will increase over the summer months
Many of the smaller networks ranked 10+ continue to lose users every month and they don’t provide enough interest for people to return over and over.
2013 data so probably has increased
How do you measure up?
First of all – as mentioned earlier do each of you have a website for your organisation – critical area, what does a good club website have – information mainly, needs to be up to date and visually appealing
Hands up who has a Facebook account, what about Twitter, LinkedIn, Instagram
Social Media which forms a major part of Digital Media is made up of many touch points or platforms such as those depicted
I am going to focus mainly on 5:
Facebook – Twitter – LinkedIn – Youtube – Instagram (Click to remove the others)
Why is the Web in the middle – all of these platforms can re-direct customers to your website for more details, increases traffic, increases commercial viability of site as the more unique impressions you get the better chance you have of connecting with a sponsor.
Why are our websites so important? DISCUSS
Web sites are the centre of all of your digital activity, everything should drive back to the Website.
SEO and Content – Social media presence can greatly increase your search rankings
How does your website rate:
Usability – How easy is it to find what you are looking for – search capabilities
Architecture – The layout – hero pictures, easy links etc
Insights – How do you know if the website is doing its job – Google analytics
Unique Visitations – How many people visit the site
Page Impressions – How many pages are visited by these people
Time spent on site – Can be misleading if people take too long to find things however normally its good if they spend some time on the site
Web site designers - http://www.muchmedia.com.au/
Do it yourself - www.weebly.com.au or www.wordpress.com
Facebook – for most organisations a “Fan Page” is the way to go – some just want a members only page
Facebook users just have to like your page.
A “members only” or “Group” page is fine for communicating info that is only relevant to members, you would need to accept a persons request to join.
Useful for Coaches/Administrators who just want to communicate with their own group, reasonably secure.
Lets have a look at a couple of Facebook pages:
And their may be instances where you just want to keep in touch with a select group – a members only section for a particular team eg U16’s so the coach can use it to communicate with his/her players
Personal vs Group vs Fan Page
Personal
Do not create a personal profile as your club’s representation on Facebook as they are meant for individual people, as opposed to a group or club. If your club’s facebook presence is via personal profile and the person leaves the club then you lose valuable club information.
The difference between a Fan Page and a Group
The key difference between a Fan Page and a Group is that a group is for a community of people with a common interest, while a Fan Page represents a brand or entity of which there are “fans.”
Fan Page
A Facebook Fan Page enables your club to create an authentic and public presence on Facebook. Fan Pages are visible to anyone with an account on facebook. Anybody can become a fan of your page by “liking” it and will then receive your updates in their news feed, as well as being able to interact with your club’s page.
Page administrators can share posts under the page’s name, which fans of the page can then comment on and provide feedback.
Creating a page for your club is probably the best option when starting out on Facebook as it is more effective than a Group in terms of reaching a wider audience and gaining outside exposure for your club.
Group
Facebook Groups are the place for small group communication and for people to share their common interests and express their opinion. Groups allow people to come together around a common cause, issue or activity, to organize, express objectives, discuss issues, post photos and share related content.
When you create a group, you can decide whether to make it publicly available for anyone to join, require administrator approval for members to join or keep it private and by invitation only. Similar to Fan Pages, new posts by a group are included in the News Feeds of its members and members can interact and share with one another from the group.
Group pages will suit clubs with an established membership that are more focused on sharing information within an established community rather than recruiting new members.
Henley SLSC – example of a good post
Informative, photo, timely
Clubs can use social media to communicate with their members and market their services as well as sell goods.
The key to the success of social media is to get all club members joined or subscribed to the social media platform.
Lacrosse SA post – seeking registrations of interest
Use of https://bitly.com/
Create attention – some more creative use of text
Links to website
Facebook fans like good content
A few rules about posting content:
Don’t just try and sell on Facebook – Fans will soon turn off – make it interesting
Remember many people go onto Facebook to look at family things, what their friends have been up to or stalk old school friends...
so if your post is just about trying to sell them something they wont want a bar of it.
You don’t want people to hide your posts, we expect to see ads on TV and radio but social media is not like that.
Facebook Ads or paid boost – I wont go into this today however it does work quite well for some
A few guidelines about posting content:
I wont read all this out as you can have a good look later but the main points are:
Images – Crop them so they are square and about 1200 x 900 pixels, use high impact action images, try not to use logos, short videos
Copy – Keep it short, say 90 characters or link to a URL in the first 90 characters, link to web site – https://bitly.com/
Timing – Start with 6-12 posts per week with 75% about general activity and the rest commercial or event offers
Mobile – most people >70% will view your post on their smartphone
Measure – insights section, no of people reached
Engagement – keep an eye on the comments and interact, especially of you are providing a service
Another good sessions by the Junior Board Team, reached 519 individuals
Reach is the number of unique people that have seen your post.
Familiarise yourself with the “Insights” section of Facebook – click to bring up live page direct from FB site
To follow somebody is to subscribe to their messages
A follower is someone who follows you
Follow-back is when you reciprocate someone following you
A DM or direct message is a private message on twitter to someone you follow
Trending topics are the most discussed terms on Twitter at any given moment
#hashtags - good for searching like things
Some samples –
http://theundercoverrecruiter.com/what-all-twitter-twitter-really-about-infographic/
Athletes using twitter – Olympic Games examples – Seebohm, Bolt and of course the Darcy and Monck Gun photo
Twitter – need to build your audience as numbers are generally lower than Facebook.
Great for broadcasting updates and results
Need to post regularly and engage your audience
The more people you follow the better chance you have of them following you
number of tweets/followers and following ratio
Content is also critical here – links to web sites, photos etc
Frequency is also important, don’t go off the air
Some good sites to help you manage twitter and social in general:
Hootsuite
Tweetdeck
Sproutsocial
Click on picture and go to live twitter page – Mark Upton – resource for coaches
Great source of information for coaches
You can see how many followers there are and who we are following
Room to have some creative around the page etc
See how many tweets have been posted in the last 24 hours
General rule of thumb on twitter is keep it real and post as required however don’t over do it like some.
In AFL some clubs are posting every score or movement in a game which can be annoying.
YouTube – create your own account, use a smartphone, buy a camera (a GoPro), great to store videos (Library), easy for athletes, fans, members to find
LinkedIn – Facebook for suits, useful for organisations looking to engage the corporate sector for sponsorships and executive staff for networking with existing or potential sponsors – great tool for Coaches networking and Presidents for sponsorship seeking
How many in this room have a LinkedIn account? After this event we should all be connected on LinkedIn – no need for business cards any more
Instagram – owned by Facebook, very popular with the younger ones and may have better engagement than twitter for this group.
Great for sharing photos and short videos with comments, as well as games and events
Google+ is closer to Facebook, social networking
A Google product that in time will be a big player
Check it out, who knows it might just be the next big thing
Assists with SEO – searching
Advice – set one up and just use info from Facebook account
How can you use these platforms to communicate to your Coaches and Officials
There are probably more like notice boards, newsletters etc
Use them all or at least most of them
Make sure someone in your organisation has the responsibility of Social Media
