ACT Sport and Recreation
Social Media Workshop Series 2012
Understanding the Social Media Landscape
Welcome!
• Who are you?
– What are you currently using in social media, both
personal use and business usage
Thanks
• Sport & Rec would like to thank Mel and Justin
from Design Managers Australia for their
assistance in developing ...
Defining Social Media
• What do you use and why?
– Name the platform
– Tell the table about why you
use it
Exercise
•Discu...
Agenda
• Section 1 – the social media landscape
– Social media and business
– What’s out there
• Section 2 – social media ...
Defining Social Media
• A brief history of social media
Web 2.0: The participatory, social & decentralised web (~2007-now)...
Defining Social Media
• Definitions of social media
OBJECTIVE PLATFORM EXAMPLES
Online Communities Facebook, LinkedIn, Goo...
Social Media in context
Social Media
Tactic
Business Outcome Decision/Position to choose the
tactic
Broadcast Get messages...
An audience of 16
Becomes 1510
Then over
8000
Social Media in action
Social Media – the landscape
The Top 10 – June 2013
1. Facebook – 12,200,000
2. YouTube – 11,250,000
3. WordPress – 3,200,...
Social Media – the landscape
2009 vs. 2013
Social Media – the big guys
• Facebook
– The stats
• 58.24% of the Australian population
• Largest age segment: 25-34
• 40...
Social Media – the big guys
• Facebook –
How is it used
Facebook usage –past 6 months
Social Media – the big guys
• Twitter
– The stats
• Around 2 million Australian users and growing
– Why would you use it?
...
Social Media – the big guys
• Twitter
– How is
it used
Social Media – the big guys
• LinkedIn
– The stats
• 100 million global accounts
• Over 2 million Australian accounts
• Ev...
Social Media – the big guys
• LinkedIn
– How it is used
Social Media – the big guys
Social Media – specialist platforms
• Pinterest
• Instagram
• Foursquare
• YouTube
• Paperli
• Vimeo
• Tumblr
• Slideshare...
Social Media – the specialists
• Share your photos
– Instagram
Social Media - the specialists
• Share your interests
– Pinterest
• An online pinboard
(aggregator) that allows you
to sha...
Social Media - the specialists
• Share where you are
– FourSquare
• Location based check-in
• Can create a movement around...
Social Media - the specialists
• Share video
– YouTube
• Video sharing
• Set up a ‘channel’ to collect your videos in one ...
Social Media - the specialists
• Share your thoughts
– Tumblr
• Microblog allows quick share of posts, links and photos
• ...
Social Media - the specialists
• Share your event - live
– Ustream
• You don’t need to be on
television to be seen
• Provi...
Social Media - the specialists
• Create your own
newspaper
– Paper.li
• You choose the articles
• Feature friends and
part...
Social Media – the rest!
• Was new kid on the block,
– Google+
• Relatively small population
• Circles = ability to have p...
Social Media – related topics
• Integrated Campaigns
– Ensuring cross-linking between platforms
• SEO and SEM to increase ...
Social Media – the rest!
• Using email to learn
– MailChimp
Social Media – the rest!
• Making content go viral
– Products exist that allow you to encourage
readers of your material i...
Social Media – the rest!
• WhatsApp
• WhatsApp is growing like crazy — 300 million mo
Social Media – the rest!
• Scoop.it
• http://www.scoop.it/t/liasing
• StumbleUpon
Agenda
• Section 1 – the social media landscape
– Social media and business
– What’s out there
• Section 2 – social media ...
Social Media in context
Social Media
Tactic
Business Outcome Decision/Position to choose the
tactic
Broadcast Get messages...
Building a Social Media Framework
• Strategic Plan
• Communication Objectives
• Audiences
• Platforms
• Connection to othe...
Social Media Framework
• Give it a date
• Get it approved
• Version control it
Social Media Framework
• Link it to your strategic
objectives right in the
document
• Draw the org chart IF it has
some be...
Social Media Framework
• Re-write your strategic
objectives as
communication
objectives
• Define how you
measure success
E...
Social Media Framework
• Define audiences even
if you don’t end up
using social to speak to
them
• Define their motivation...
Social Media Framework
• Commit to which
platforms you will use
• Set indicative timing so
that you know when
you are ‘pub...
Social Media Framework
• Link it to your other
comms work
• Allocate a resource!
EXAMPLE TEXT
Goal: To ensure promotion of...
Using the Framework
• Research
• Planning
• Approval
Exercise
Go through the Framework and identify:
1. One area you could...
Agenda
• Section 1 – the social media landscape
– Social media and business
– What’s out there
• Section 2 – social media ...
What are your concerns?
• Athletes
• Brand
• Sponsorship
• Corruption / Gamesmanship
• Team dynamic
• Privacy
Exercise
•Op...
Context for sport social policy
• Organisations are still understanding the area
• Many larger sports and organisations mo...
What risks are worth managing
• Individuals
– Privacy
– Defamation /
Discrimination
• Employees
– Access
– Usage
• The Spo...
Generic Social Media policy
•Provides a definition of social media and doesn’t limit the definition. Could probably use th...
Policy or Guideline
• Policy – enforceable
– Controls legal burden
– Covers HR and other regulatory
issues
– Based on risk...
Do they already exist?
• Code of conduct
– Most social media policies talk about the same
elements as a code of conduct, t...
Essential Elements
1. Link to ‘code of conduct’ benchmarks and
educate as part of policy
2. Definition of policy audience ...
Responsibilities
• Privacy (driven by Privacy Commissioner)
– Privacy breaches are not just “hacks” honest mistakes can co...
Social Media in Use
• What needs to be in place besides a policy
– Clear business ownership and processes
– Publishing gui...
Social Media in Use
• Business ownership and publishing processes
– Have all presences signed off by designated officer
– ...
Social Media in Use
4. REVIEW &
MEASURE
All published content will be
required to have a review date
(nominally 2 weeks) u...
Social Media in Use
Social Media Coordinator
•Experience in executing content in SM platforms and is the owner of the impl...
Social Media in Use
• Brand ‘voice’
– Friend
– Trusted Advisor
– Policeman
– Salesperson
Wrap-up
• Any questions or clarification?
• Preview of next session
– ‘Play’ session on your own device
Facebook.com/ACTSRS
@ACTSRS
#SportRecSM
Thanks and see you at Workshop 2!
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An Overview of Social Media for ACT Sporting organisations

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An overview of what is possible in socail medai, the risk, management and frameworks available. Helping to enable ACT sporting organisati

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  • June 2012 1 . Facebook – 11,008,520 2. YouTube – 11,000,000 3. Blogspot – 4,020,000 4. LinkedIn – 2,100,000 5. Twitter – 1,800,000 6. WordPress.com - 1,600,000 7. Tumblr – 1,200,000  8. Flickr – 900,000  9. TripAdvisor - 900,000 10. Pinterest - 620,000
  • Board members, sponsors, events, staff, interns
  • Pedal power e-bulletin
  • How it works WhatsApp Messenger is a cross-platform mobile messaging app which allows you to exchange messages without having to pay for SMS. WhatsApp Messenger is available for iPhone, BlackBerry, Android, Windows Phone and Nokia and yes, those phones can all message each other! Because WhatsApp Messenger uses the same internet data plan that you use for email and web browsing, there is no cost to message and stay in touch with your friends. In addition to basic messaging WhatsApp users can create groups, send each other unlimited images, video and audio media messages.
  • StumbleUpon is the easiest way to find cool new websites, videos, photos and images from across the Web. We make the best recommendations just for you
  • Communications Strategy Examples from Hockey ACT and Volleyball ACT How are your coaches allowed to contact u18 players??
  • End it here if we are running out of time.
  • An Overview of Social Media for ACT Sporting organisations

    1. 1. ACT Sport and Recreation Social Media Workshop Series 2012 Understanding the Social Media Landscape
    2. 2. Welcome! • Who are you? – What are you currently using in social media, both personal use and business usage
    3. 3. Thanks • Sport & Rec would like to thank Mel and Justin from Design Managers Australia for their assistance in developing and presenting the Social Media workshops in 2011 and 2012. • http://designmanagers.com.au/
    4. 4. Defining Social Media • What do you use and why? – Name the platform – Tell the table about why you use it Exercise •Discuss in small groups •Use the blank paper on your table to list
    5. 5. Agenda • Section 1 – the social media landscape – Social media and business – What’s out there • Section 2 – social media framework – Connecting communications and social media • Section 3 – Protocols and Capability – Managing Risk – Managing Resources
    6. 6. Defining Social Media • A brief history of social media Web 2.0: The participatory, social & decentralised web (~2007-now) The new web empowers people to interact, generate and share multi-media content across the web, seamlessly. Moved from a solo activity to a series of participatory activities enabled by new web applications, platforms, technologies and methodologies. These platforms are accessible from multiple devices – the PC, netbooks, mobile phones, interactive TV, media players and gaming consoles. Social Media Athlete – Wirestone, via Slideshare
    7. 7. Defining Social Media • Definitions of social media OBJECTIVE PLATFORM EXAMPLES Online Communities Facebook, LinkedIn, Google +, Pheed Media Sharing YouTube, Vimeo, Instagram, Vine Micro-Blogging Twitter, Tumblr, Posterous, FourSquare, Pinterest Rating and Linking AddThis, DIGG, Bit.ly Broadcasting Email, MailChimp Others Twibbons
    8. 8. Social Media in context Social Media Tactic Business Outcome Decision/Position to choose the tactic Broadcast Get messages out and get them out to more people than ever before, but don’t deliberately engage with people. “I want as many people as possible knowing about a specific service offered by our organisation.” Connect Reach stakeholders, athletes and volunteers and engage with them (virtually) face to face in order to gain feedback and build relationships. “I want to engage in a dialogue with, or network with, define stakeholders.” Promote Stake a place in crowded markets by overtly marketing services. “I want people to know about our organisation – as a brand, as a service.” Monitor Understand what people are saying about you and why. “I want to understand what’s being said about, and by our organisation.” Social Media Tactics and Business Objectives In order to decide the appropriate style of social media use, the tactic must be balanced with outcomes
    9. 9. An audience of 16 Becomes 1510 Then over 8000 Social Media in action
    10. 10. Social Media – the landscape The Top 10 – June 2013 1. Facebook – 12,200,000 2. YouTube – 11,250,000 3. WordPress – 3,200,000 4. Blogspot – 2,950,000 5. LinkedIn – 2,900,000 *15.Google+ 100,000 Via socialmedianews.com.au Used under Creative Commons License 6. Tumblr – 2,750,000 7. Twitter – 2,167,849 8. Instagram- 1,083,924 9. Flickr – 870,000 *11. Pinterest - 570,000
    11. 11. Social Media – the landscape 2009 vs. 2013
    12. 12. Social Media – the big guys • Facebook – The stats • 58.24% of the Australian population • Largest age segment: 25-34 • 40,000 new users in Australia in the past month • 13 million users in total • World wide- 189 million of Facebook’s users are ‘mobile only’ – Why would you use it? • Build a fan base, promote events, run competitions
    13. 13. Social Media – the big guys • Facebook – How is it used
    14. 14. Facebook usage –past 6 months
    15. 15. Social Media – the big guys • Twitter – The stats • Around 2 million Australian users and growing – Why would you use it? • To follow people of interest to you • To create followers who read your messages • As a linking platform to your other material • To promote in real time and engage on outcomes
    16. 16. Social Media – the big guys • Twitter – How is it used
    17. 17. Social Media – the big guys • LinkedIn – The stats • 100 million global accounts • Over 2 million Australian accounts • Every second 2 new members join LinkedIn – Why would you use it? • Link to other professionals • Learn from like-minded groups • Promote activities
    18. 18. Social Media – the big guys • LinkedIn – How it is used
    19. 19. Social Media – the big guys
    20. 20. Social Media – specialist platforms • Pinterest • Instagram • Foursquare • YouTube • Paperli • Vimeo • Tumblr • Slideshare • Ustream • Branch • Pheed • Social Toaster • http://sulia.com/
    21. 21. Social Media – the specialists • Share your photos – Instagram
    22. 22. Social Media - the specialists • Share your interests – Pinterest • An online pinboard (aggregator) that allows you to share the things you love • Growing rapidly – already in the Australian top 10 • Massive cross-demographic interest
    23. 23. Social Media - the specialists • Share where you are – FourSquare • Location based check-in • Can create a movement around your event • Usage in Australia low, potential high • People ‘check-in’ and as a result promote
    24. 24. Social Media - the specialists • Share video – YouTube • Video sharing • Set up a ‘channel’ to collect your videos in one place • You do not control the linking and suggested videos – Vimeo • Same as YouTube but with much greater control over what your videos link to
    25. 25. Social Media - the specialists • Share your thoughts – Tumblr • Microblog allows quick share of posts, links and photos • Growing in popularity, particularly with the young – SlideShare • Open source online directory of slide presentations • Amazing amount of topics, can spread your message to the world
    26. 26. Social Media - the specialists • Share your event - live – Ustream • You don’t need to be on television to be seen • Provide access to fans to any event at any time
    27. 27. Social Media - the specialists • Create your own newspaper – Paper.li • You choose the articles • Feature friends and partners to aid distribution
    28. 28. Social Media – the rest! • Was new kid on the block, – Google+ • Relatively small population • Circles = ability to have private conversations with segmented groups
    29. 29. Social Media – related topics • Integrated Campaigns – Ensuring cross-linking between platforms • SEO and SEM to increase visits • Facebook as an advertising platform • Links to mobile and app development • Analytics on email, sms, applications and web and social platforms
    30. 30. Social Media – the rest! • Using email to learn – MailChimp
    31. 31. Social Media – the rest! • Making content go viral – Products exist that allow you to encourage readers of your material in any platform to share what they are reading with their networks
    32. 32. Social Media – the rest! • WhatsApp • WhatsApp is growing like crazy — 300 million mo
    33. 33. Social Media – the rest! • Scoop.it • http://www.scoop.it/t/liasing • StumbleUpon
    34. 34. Agenda • Section 1 – the social media landscape – Social media and business – What’s out there • Section 2 – social media framework – Connecting communications and social media • Section 3 – Protocols and Capability – Managing Risk – Managing Resources 7.10
    35. 35. Social Media in context Social Media Tactic Business Outcome Decision/Position to choose the tactic Broadcast Get messages out and get them out to more people than ever before, but don’t deliberately engage with people. “I want as many people as possible knowing about a specific service offered by our organisation.” Connect Reach stakeholders, athletes and volunteers and engage with them (virtually) face to face in order to gain feedback and build relationships. “I want to engage in a dialogue with, or network with, define stakeholders.” Promote Stake a place in crowded markets by overtly marketing services. “I want people to know about our organisation – as a brand, as a service.” Monitor Understand what people are saying about you and why. “I want to understand what’s being said about, and by our organisation.” Social Media Tactics and Business Objectives In order to decide the appropriate style of social media use, the tactic must be balanced with outcomes
    36. 36. Building a Social Media Framework • Strategic Plan • Communication Objectives • Audiences • Platforms • Connection to other comms Exercise •We move through the handout
    37. 37. Social Media Framework • Give it a date • Get it approved • Version control it
    38. 38. Social Media Framework • Link it to your strategic objectives right in the document • Draw the org chart IF it has some bearing on your comms • Think about the image you DON’T want to present EXAMPLE TEXT Goal: To develop our coaches, managers and other volunteers to be the best.
    39. 39. Social Media Framework • Re-write your strategic objectives as communication objectives • Define how you measure success EXAMPLE TEXT Goal: To develop our coaches, managers and other volunteers to be the best. Objective: To ensure promotion of our expectations, link to available courses and to to facilitate shared learning between these groups.
    40. 40. Social Media Framework • Define audiences even if you don’t end up using social to speak to them • Define their motivation to gauge the investment you should make trying to engage with them • Define a series of events you can tailor messages around EXAMPLE TEXT Audience: Coaches Life Events: Pre-Season, Training, Selections, Certification, Competition
    41. 41. Social Media Framework • Commit to which platforms you will use • Set indicative timing so that you know when you are ‘publishing’ EXAMPLE TEXT Platform: Email Activity: Contact Timing: Twice Weekly
    42. 42. Social Media Framework • Link it to your other comms work • Allocate a resource! EXAMPLE TEXT Goal: To ensure promotion of our expectations, link to available courses and to to facilitate shared learning between these groups. Existing Channel: Club Email, National Federation Email, Private Coaching Websites Social Channel: Facebook Page Alignment: re-use of email messages on Facebook. Link in emails to event RSVP on Facebook
    43. 43. Using the Framework • Research • Planning • Approval Exercise Go through the Framework and identify: 1. One area you could easily complete tomorrow 2.One area you would struggle to complete •What are the sorts of things would you need to do as an organisation to complete the 2.
    44. 44. Agenda • Section 1 – the social media landscape – Social media and business – What’s out there • Section 2 – social media framework – Connecting communications and social media • Section 3 – Protocols and Capability – Managing Risk – Managing Resources
    45. 45. What are your concerns? • Athletes • Brand • Sponsorship • Corruption / Gamesmanship • Team dynamic • Privacy Exercise •Open discussion
    46. 46. Context for sport social policy • Organisations are still understanding the area • Many larger sports and organisations moving into the space – Life saving – Swimming Australia • ACT requirements for funded organisations to have a Member Protection Information Officer can provide a platform
    47. 47. What risks are worth managing • Individuals – Privacy – Defamation / Discrimination • Employees – Access – Usage • The Sport – Controlling message and information – Managing debate • Fans – Interaction – Criticism
    48. 48. Generic Social Media policy •Provides a definition of social media and doesn’t limit the definition. Could probably use the term “user-generated content” •Defines the audience for the policy •Sets context around reputation •Defines what it DOES NOT relate to •Uses the term ‘Guiding Principles’ •Clear information about lack of anonymity and the link between the web and public information •Mentions brand and intellectual property in terms of respect but also firm guidance on the graphic brand marks •Covers off staff and member usage in one statement – simplicity •Demands written consent for the creation of any new SM presence •Reminds members and staff to respect privacy •Notes potential discipline but does not fall into the trap of defining it
    49. 49. Policy or Guideline • Policy – enforceable – Controls legal burden – Covers HR and other regulatory issues – Based on risk • Guidelines – suggestion – General pointers – Positive positioning of options • Are we actually resourced to: • Monitor • Manage compliance • Enforce • Promote
    50. 50. Do they already exist? • Code of conduct – Most social media policies talk about the same elements as a code of conduct, they simple designate the channels in focus • Values and discipline within Constitutions – Or your general operating procedures • Fair use of technology policies – With a focus on mobile and social access
    51. 51. Essential Elements 1. Link to ‘code of conduct’ benchmarks and educate as part of policy 2. Definition of policy audience and diff between public / private information 3. Statement of relevant legislative protections / limitations 4. Reminders about ownership of material 5. Summary of potential discipline / outcome
    52. 52. Responsibilities • Privacy (driven by Privacy Commissioner) – Privacy breaches are not just “hacks” honest mistakes can constitute a breach – There is no requirement under the Privacy Act to notify an individual but If there is a risk of harm due to private information being published you should contact the individual • Cyber Safety (driven by AFP) – Promote passwords – Don’t publish or respond to anything you wouldn’t say face to face – Encourage members to have ‘private’ profiles – Don’t on-send unqualified embedded links – Only accept friend requests from those you know or can trace
    53. 53. Social Media in Use • What needs to be in place besides a policy – Clear business ownership and processes – Publishing guidelines and timetable – Issues management plan – Resourcing • What can also help – Defined brand ‘voice’ – Prepared responses
    54. 54. Social Media in Use • Business ownership and publishing processes – Have all presences signed off by designated officer – Have agreement on what can be shared – Have agreement on the level of response the business owner is comfortable with – Have contacts and process if something goes wrong – Have a triage of publishing timing • Which platform is first
    55. 55. Social Media in Use 4. REVIEW & MEASURE All published content will be required to have a review date (nominally 2 weeks) unless requested otherwise at which point the Social Media Coordinator will undertake an review. The Business Owner will be responsible for any changes required at that point. 1. IDENTIFY & PLAN Business Owners of the program or message must identify and define what they are seeking to achieve. As part of this process they must: 1.Link the activity to their business outcomes 2.Nominate the SM Objective (broadcast, connect, promote, monitor) 3.Identify the audience for the message 4.Identify preferred platform for message delivery 5.Identify resources who will develop the message and content 6.Name specific measures they will judge success on (linked to the strategic framework) 2. INFORM & APPROVE After Social Media Coordinator adds the content request to the Publishing Plan and alerts any internal stakeholders who might be affected by the messaging (due to similar messaging, audience target or timing). Pre-approved content eg. interaction with athletes and promotion of results, does not require individual approval. *Pre-approved content means having a set of drafted content available for the Social Media Coordinator to view before a specific event. 3. AUTHOR & PUBLISH Due to the range of platforms and their different requirements the business owner need only develop content in line with the following guidelines: •Summary of the activity / program etc •Key messages(no more than a sentence per message) •Link to detailed existing background The content should be developed in line with existing protocols and policies
    56. 56. Social Media in Use Social Media Coordinator •Experience in executing content in SM platforms and is the owner of the implementation of a SM strategy. •Establises SM capacity and scheduling social media activities so that the use of social media doesn’t become resource intensive for other teams within an organisation. Business Owner •Anyone who identifies an idea for the use of SM– the business risk of using SM rests with them, upon approval by a Senior Executive /Sign-off Point in an organisation. Social Media Strategist • Actively works with Business Owners to seek out social media opportunities and make recommendations on the implementation. It is a similar but more proactive role than Social Media Coordinator and purely strategic. Community Manager • Responsible for the design, delivery and ongoing management of a designated community with a specific focus on ‘network’ communications. • Works within an organisation to deliver key messages and execute communication objectives whilst engaging with users and providing feedback to the business. Social Media Writer • Has skills in weaving structured themes and messages into ongoing conversations; reacting and recognising all interactions with a risk management approach and having an ability to understand technical language and to translate that for audiences. Social Media Producer • Ensures that any visual opportunities are ‘curated’ effectively and within brand and policy guidelines. The producer would be responsible for turning events into packages.
    57. 57. Social Media in Use • Brand ‘voice’ – Friend – Trusted Advisor – Policeman – Salesperson
    58. 58. Wrap-up • Any questions or clarification? • Preview of next session – ‘Play’ session on your own device
    59. 59. Facebook.com/ACTSRS @ACTSRS #SportRecSM Thanks and see you at Workshop 2!

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