Digital & Social Media for Sports Stars

Starting a website
DKHLT Workshop

31st October 2011

© Freestyle Interactive – www.freestyleinteractive.co.uk

Overall UK Media consumption


48.1m Internet users in the UK


We spend an average of 2 hours 30
minutes using the internet
everyday


Social Media accounts for 22% of all time spent
online

* Neilsen, June 2010


An active social presence sells!


How do I launch my website?
• The web is a highly competitive landscape, particularly for businesses. It
isn’t enough to create a website, do nothing else and simply ‘hope for the
best’.

• The web is a network of content competing against each another to be
the most engaging, receive the most traffic and rank higher in search
results.

• Whatever the business, you need to regularly engage with your customers
with content.

• The more valuable the content you generate, the more likely you will see
web traffic – as well as improvements in search engines. This means =
More potential customers.


Lesson
• Your website is as only as good as the content on it.

• CHOOSE the right web platform (the software your website will be built
with) for the right audience.

• CREATE engaging content for your audience

• SHARE your content with the right people and right places

• SHARE other peoples content – become part of a community – don’t just
talk about yourself.


PRINCIPLES


3 important web principles
• PEOPLE
– Who are your target audiences?
– Where do they interact on the web?
– Why would they be interested in your services?
– What value can you offer them?
– Who do you already know who can benefit your efforts? Leverage
personal connections


• PROCESS
– How can you build brand awareness for your services?
– How can you create better content for your customers?
– How can you perform better in search engines?
– How can you convert web visitors into customers?
– How can you measure success?


• TECHNOLOGY
– What is the primary purpose of the website?
– What web platform is best suited to your objectives?
– How can you improve the performance and engagement of your
website?
– How can you manage your website easily & cost effectively?


CASE STUDIES

ATHLETES USING THE WEB FOR COMMERCIAL GAIN


Rio Ferdinand – Media Mogul?
• Professional EPL footballer coming to
the end of his career

• Has a far from clean brand – marked by
several scandals throughout his younger
years – drugs, sex and speeding to
name just a few.

• However, Ferdinand is widely acclaimed
for his usage of Twitter and regularly
engaging with his fans in creative and
innovative ways. He is probably the best
example of an athlete using Social
Media effectively.

• Ferdinand uses his Social Media
kudos and fanbase to promote his
own commercial venture – his media
brand and magazine.


RioFerdinand.com
Ferdinand’s business
model sits around a free
Makes it online magazine – that
obvious what undoubtedly raises his
his social media own media profile but also
channels are
generates revenue via
advertising and his online
store.

Ferdinand leverages his
own brand (and
connections) in order to
create engaging content
suitable for his audience –
it’s very subtle and never
a hard sell.


Leveraging Social Channels to promote
business

1,538,546 Followers 13.3 Million Video Views 902,628 Likes

Ferdinand focuses his He generates content to the
energy on interacting with needs of his audience, so he
his existing fanbase in doesn’t just broadcasts but
order to push them subtly asks them for ideas and
to his commercial website. engages with them to see
what they want.


Active Social presence & content rank higher in
Google

Regular activity on
Social Channels has
pushed Ferdinand’s
Twitter and Website to
number 1 & 2 in the
Search Rankins.


Why is Ferdinand so good at Social?
Talks AND Listens to his fans
Too many athletes broadcast – only talk about themselves – on Social Media
channels. Ferdinand is more personable and has gained a reputation for being
more social by:

- Asking questions about what content they would like

- Holding impromptu Q&As

- Sharing engaging content such as photos and video shot from his iPhone

- Open dialogue with fans about all kinds of issues – has a balance between
his personal life and his footballing career. People don’t want to hear just
about one thing.


Why bother?
Benefits
• Trust – Fans trust what he says and are more willing to accept his
content, as such they are more likely to visit his website.

• Community – Fans feel like their views count and they are part of a
community, they actively share content and create more buzz –
again, pushing traffic to his website.

• Increased Media profile – Twitter comments are often picked up by the
press, seen as a Sports Social Media innovator in an industry where Social
Media often causes problems.

• Improved search rankings – Not only does this improve traffic to the
website, but it buries press stories surrounding his past scandals.


Keri Anne Payne on Tumblr


Keep actively engaging with content


Focus on two way conversation – LISTEN!


Broad range of content = Trust!

Fans

Personal

Sponsorship

Motivational - Sport Events

Achievements

Common practices
• Recognise that they already have a powerful brand and play to their
strengths.

• Deliberate focus on utilising Social Media – quickest way to promote yours
services to varied audiences.

• Leverage their fanbase on social channels – it isn’t a sales pitch, but a
business by association. Blur the lines between personal and business.

• Build a website using the right web platform – one that is comfortable for
you AND your audience to use.

• Create regular and engaging content – websites need to be dynamic in
order to compete in a Search & Social world.


THANKS!

Sean Walsh
Sean.walsh@freestyleinteractive.co.uk
@freestyleint


Digital & Social Media for Sports Stars

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