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Creating, managing and growing online communities for sport fans

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Published on

Alana Fischer from #dss10

Including Case Studies:
- Australian National Football Team / Socceroos
- Australia’s 2022 FIFA World Cup Bid

Published in: Technology, Business
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Creating, managing and growing online communities for sport fans

  1. 1. Social Media in Sport Including Case Studies: - Australian National Football Team / Socceroos - Australia’s 2022 FIFA World Cup Bid Alana Fisher | @aussiegoldy Creating, managing and growing online communities for sport fans
  2. 2. Buzz Words <ul><li>Social media </li></ul><ul><li>Social networking </li></ul><ul><li>New media </li></ul><ul><li>UGC (user-generated content) </li></ul><ul><li>Content </li></ul><ul><li>Community </li></ul><ul><li>Connecting </li></ul><ul><li>Communication </li></ul><ul><li>Conversation </li></ul><ul><li>Moderation </li></ul>To help avoid confusion: For the next 20 minutes, ‘football’ at the MCG = association football, the world game, the one that is played in the world’s largest sporting event.
  3. 3. Of the world’s top 100 companies…
  4. 4. Why build a community? <ul><li>Transparency </li></ul><ul><ul><li>Break down barriers inside and outside the organisation between company/brand and stakeholders </li></ul></ul><ul><li>Conversation </li></ul><ul><ul><li>2-way communication, listen </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><li>Front doors </li></ul><ul><ul><li>Website, blog, other online channels </li></ul></ul><ul><li>Brand exposure </li></ul><ul><ul><li>COI – cost of inactivity </li></ul></ul><ul><li>Customer loyalty </li></ul><ul><ul><li>Brand ambassadors </li></ul></ul>
  5. 5. Community Manager <ul><li>Content </li></ul><ul><ul><li>Creating </li></ul></ul><ul><ul><li>Uploading </li></ul></ul><ul><ul><li>Repackaging </li></ul></ul><ul><ul><li>Featuring (valuing) </li></ul></ul><ul><ul><li>Creating opportunities (marketing, events) </li></ul></ul><ul><li>Moderation </li></ul><ul><ul><li>Proactive and reactive </li></ul></ul><ul><ul><li>Custom platforms need custom moderation tools </li></ul></ul><ul><li>Participation </li></ul><ul><ul><li>#1 active community member – lead by example </li></ul></ul><ul><ul><li>Seed content </li></ul></ul><ul><ul><li>Communication </li></ul></ul>
  6. 6. Community Manager <ul><li>Content </li></ul><ul><ul><li>Creating </li></ul></ul><ul><ul><li>Uploading </li></ul></ul><ul><ul><li>Repackaging </li></ul></ul><ul><ul><li>Featuring </li></ul></ul><ul><ul><li>Creating opportunities (marketing, events) </li></ul></ul><ul><li>Moderation </li></ul><ul><ul><li>Proactive and reactive </li></ul></ul><ul><ul><li>Custom platforms need custom moderation tools </li></ul></ul><ul><li>Participation </li></ul><ul><ul><li>#1 active community member – lead by example </li></ul></ul><ul><ul><li>Seed content </li></ul></ul><ul><ul><li>Communication </li></ul></ul><ul><li>Skills, Knowledge and Experience </li></ul><ul><ul><li>Common sense </li></ul></ul><ul><ul><li>Online legal </li></ul></ul><ul><ul><li>Consumer insights and metrics analysis </li></ul></ul><ul><ul><li>Editorial </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Public relations </li></ul></ul><ul><ul><li>Media management </li></ul></ul><ul><ul><li>General online </li></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><ul><li>Brand ambassador </li></ul></ul><ul><ul><li>Journalism </li></ul></ul><ul><ul><li>Commercial </li></ul></ul><ul><ul><li>Image and video editing </li></ul></ul><ul><ul><li>Desire to follow ever-changing social media landscape </li></ul></ul>
  7. 7. Moderation <ul><li>Moderation </li></ul><ul><ul><li>Fair, but firm </li></ul></ul><ul><ul><li>Proactive and reactive </li></ul></ul><ul><ul><li>Full-time </li></ul></ul><ul><ul><li>Community Guidelines (not rules) </li></ul></ul>
  8. 8. Keep it simple <ul><li>Use existing platforms where possible </li></ul><ul><ul><li>Facebook, Twitter, Flickr, YouTube etc </li></ul></ul><ul><li>Use apps and other tools to increase engagement and community size on mature channels </li></ul><ul><li>Always provide engaging content </li></ul><ul><ul><li>Ask community’s opinion (see  ) </li></ul></ul><ul><li>Think carefully about custom social networking platforms </li></ul><ul><ul><li>Time, cost, resources, relevancy, need </li></ul></ul>
  9. 9. How to talk to/with your community <ul><li>Honestly </li></ul><ul><li>Avoid selling and too many broadcasts – engagement and conversation is key </li></ul><ul><li>Correct tone for right channel </li></ul><ul><ul><li>E.g. casual professionalism </li></ul></ul><ul><li>Frequency </li></ul><ul><ul><li>Different channels, different frequency </li></ul></ul><ul><li>As a valued brand partner – collaboratively, listen, 2-way </li></ul>
  10. 10. Create front doors to your brand and existing online channels
  11. 11. Integration: Create front doors to your social media
  12. 12. 2022 FIFA World Cup Bid – custom social networking platform
  13. 13. Socceroos – 2010 FIFA World Cup insider perspective
  14. 14. Engaging content
  15. 15. Unique content
  16. 16. Things to remember <ul><li>Social media is not a campaign, it is a long-term commitment </li></ul><ul><li>Social media is not a strategy, it’s a tactic (but you still need a strategy, as part of a brand strategy) </li></ul><ul><li>Communities are not built overnight – be patient and committed </li></ul><ul><li>A marketing and advertising campaign to support social media is necessary </li></ul>
  17. 17. Follow/Contact me <ul><li>twitter.com/aussiegoldy </li></ul><ul><li>linkedin.com/in/alana1 </li></ul><ul><li>Presentation will be posted on: </li></ul><ul><li>slideshare.net/aussiegold </li></ul>twitter.com/Socceroos twitter.com/AusComePlay facebook.com/Socceroos facebook.com/ComePlay youtube.com/AusComePlay flickr.com/AusComePlay

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