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CCPR Web 2 Social Media Distribute


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Distribution copy of slide set used for John Duffy's social media workshop for CCPR

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CCPR Web 2 Social Media Distribute

  1. 1. Web 2.0 and social media <ul><li>John Duffy </li></ul><ul><li>Marketing Director, Nemisys </li></ul><ul><li>[email_address] </li></ul><ul><li>01189 122226 </li></ul>
  2. 2. A bit of background <ul><li>Environment97, Autism99, floated dotcom </li></ul><ul><li>Award winning web sites & campaigns – New Media Age, Third Sector </li></ul><ul><li>Nemisys in sport </li></ul>
  3. 3. Nemisys in Sport
  4. 4. Agenda <ul><li>Introductions </li></ul><ul><li>Objectives for the day </li></ul><ul><li>What is Web 2.0 & social media </li></ul><ul><li>Web 2.0 techniques & social media sites </li></ul><ul><li>Measurement </li></ul><ul><li>Discussion of ideas </li></ul><ul><li>Your homework – action plan </li></ul>
  5. 5. Current activities <ul><li>From 18 respondents </li></ul>
  6. 6. And what you’d like to explore <ul><li>Opportunities around ipadio </li></ul><ul><li>Use of social media at events and championships </li></ul><ul><li>Use of blogs for athletes </li></ul><ul><li>Showing highlights from championships </li></ul><ul><li>Overseas issues </li></ul><ul><li>RSS (and private RSS) </li></ul><ul><li>British/representative teams </li></ul><ul><li>Providing better service to Members </li></ul>
  7. 7. An internet history warm up
  8. 8. An internet history warm up
  9. 9. An internet history warm up
  10. 10. What about Web 2.0? <ul><li>A set of tools and techniques designed to engage with your visitors </li></ul><ul><li>A con – a new name for web 1.0, such that investors would forget the dotcom crash </li></ul>
  11. 11. What is web 2.0 - YouTube
  12. 12. What is web 2.0 - iPlayer
  13. 13. What is web 2.0 – niche TV
  14. 14. What is web 2.0 – photo sharing
  15. 15. What is web 2.0 – online chat
  16. 16. What is web 2.0 - Podcasts
  17. 17. What is web 2.0 - Podcasts
  18. 18. What is web 2.0 - Wikis
  19. 19. What is web 2.0 – niche groups
  20. 20. What is web 2.0 – niche groups
  21. 21. What is web 2.0 – audio
  22. 22. Our first “web 2.0” project <ul><li>Environment97 </li></ul><ul><li>12000 delegates – larger than Rio Earth summit </li></ul><ul><li>From 100+ countries </li></ul><ul><li>Jo(e) Public able to question World experts </li></ul><ul><li>Take a look </li></ul>
  23. 23. Social media definitions <ul><li>Online people to people interactions </li></ul><ul><li>A fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many) and is the democratization of information, transforming people from content readers into publishers </li></ul><ul><li>Social media are works of user-created video, audio, text or multimedia that are published and shared in a social environment, such as a blog, wiki or video hosting site </li></ul>
  24. 24. Social media - Facebook
  25. 25. Social media – Twitter
  26. 26. Social media - Linkedin
  27. 27. Objectives <ul><li>Understand what is meant by Web 2.0 & social media </li></ul><ul><li>Understand the opportunity </li></ul><ul><li>Know WHERE to start </li></ul><ul><li>Know HOW to start </li></ul><ul><li>Explore some of the issues raised in your pre-workshop questionnaires </li></ul>
  28. 28. Introductions <ul><li>Of course, broadcast to the internet ... ;-) </li></ul>
  29. 29. The tour - Facebook
  30. 30. Facebook <ul><li>Overview </li></ul><ul><li>Account/profile </li></ul><ul><li>Groups </li></ul><ul><li>Pages </li></ul><ul><li>Facebook Connect </li></ul><ul><li>Sport England - Sports Hub </li></ul><ul><li>Takeaways </li></ul>
  31. 31. Facebook – overview <ul><li>Unique users (UK) – 22.81 </li></ul><ul><li>Share of time on social media sites – 75.4% </li></ul><ul><li>Time spent per user per month – 6 hours </li></ul><ul><li>Visits per user per month – 18 </li></ul>
  32. 32. Facebook account/profile
  33. 33. Facebook news feed
  34. 34. Facebook Groups <ul><li>Good for “private” groups – but you shouldn’t regard them as confidential! </li></ul><ul><li>Maximum 5000 contacts </li></ul><ul><li>Group creator is in public view </li></ul><ul><li>Not a patch on Facebook pages – you should start to migrate to pages at the earliest opportunity! </li></ul>
  35. 35. Facebook Pages <ul><li>Open access </li></ul><ul><li>Rich functionality </li></ul><ul><ul><li>Discussions </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Unlimited numbers </li></ul></ul><ul><ul><li>DIALOGUE with fans </li></ul></ul><ul><ul><li>Advertise </li></ul></ul><ul><ul><li>Analytics </li></ul></ul>
  36. 36. Facebook Connect
  37. 37. Facebook Sports Hub - Network Structure linking pages <ul><li>Connect NGBs to their clubs & participants using Pages </li></ul>Sports Hub Local Club Pages Shared content Competitors Wider participation Branded marketing Local Club Marketing Club Participation Brand participation Cross-promotion
  38. 38. Facebook Sports Hub
  39. 39. Facebook sports hub – benefits
  40. 40. Sports Hub pilot <ul><li>6 National Governing Bodies </li></ul><ul><li>19 Universities </li></ul><ul><li>Facebook + Sport England </li></ul><ul><li>BUCS + Nemisys roadshow </li></ul><ul><li>Media Trust video training </li></ul><ul><li>Key objective </li></ul><ul><li>Can social media attract 12000 new participants to these 6 sports? </li></ul>
  41. 41. Child protection <ul><li>Child Protection in Sport Unit </li></ul><ul><li>NSPCC / Sport England initiative </li></ul><ul><li>Provides guidance and publications </li></ul><ul><li> </li></ul><ul><li>Standards for Safeguarding and Protecting Children in Sport </li></ul>
  42. 42. Google Analytics & Facebook <ul><li>Set up a profile </li></ul><ul><li>Filter for traffic from Facebook </li></ul><ul><li>Set goals specifically for Facebook visitors </li></ul>
  43. 43. That Google analytics filter
  44. 44. Facebook – Priorities <ul><li>Set up a personal account </li></ul><ul><ul><li>Don’t worry – it won’t be visible as part of your fan page </li></ul></ul><ul><li>With limited resource – use Facebook pages </li></ul><ul><li>Limit content to that you know you can support </li></ul><ul><li>ENGAGE WITH PEOPLE </li></ul><ul><ul><li>Monitor for activity/problems </li></ul></ul><ul><ul><li>Answer questions </li></ul></ul><ul><ul><li>Share ideas </li></ul></ul>
  45. 45. Detail - tips to start you off <ul><li>Set up a page with </li></ul><ul><li>Name page – be literal, but be right – you cannot rename it later </li></ul><ul><li>Track your Facebook referrers in Google Analytics or similar </li></ul>
  46. 46. Exercise <ul><li>Split in to 2 groups </li></ul><ul><li>Decide what you might use Facebook for </li></ul><ul><li>Or if already using, review what you’re doing in light of today </li></ul>
  47. 47. The tour – Video & YouTube
  48. 48. Using video
  49. 49. Video stats <ul><li>Nielsen, Sept 2009 </li></ul><ul><li>YouTube 16.25M uniques </li></ul><ul><li>Hitwise, year to Feb 2009 </li></ul><ul><li>1. YouTube 62.9% </li></ul><ul><li>2. BBC iPlayer 11.2% </li></ul><ul><li>3. Google Video 2.0% </li></ul><ul><li>4. MegaVideo 1.5% </li></ul><ul><li>5. MSN Video 1.4% </li></ul><ul><li>6. Google Video UK 1.3% </li></ul><ul><li>7. Channel 4 TV 1.3% </li></ul><ul><li>8. MetaCafe 1.2% </li></ul><ul><li>9. Vuze 1.2% </li></ul><ul><li>10. Daily Motion 1.1% </li></ul>
  50. 50. Using YouTube for video <ul><li>Delivers an audience on YouTube </li></ul><ul><li>YouTube Insights </li></ul><ul><ul><li>Number of views over time </li></ul></ul><ul><ul><li>Individual and across channel </li></ul></ul><ul><ul><li>Age ranges </li></ul></ul><ul><ul><li>Gender </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Community engagements – ratings, comments & favourites </li></ul></ul>
  51. 51. YouTube tips <ul><li>Brand your profile – name etc </li></ul><ul><li>Choose name carefully – you can’t change it later ( yourfullname) </li></ul><ul><li>Complete your profile </li></ul><ul><li>Account type – choose guru </li></ul><ul><li>Name and tag your channel </li></ul><ul><li>Choose to show your latest videos by default </li></ul><ul><li>When uploading, TAKE TIME TO NAME AND TAG CONTENT </li></ul><ul><li>Then it’s just content and promotion  </li></ul>
  52. 52. Tagging tips <ul><li>In a sporting context: </li></ul><ul><li>Your organisation name </li></ul><ul><li>Sport (Americanisms?) </li></ul><ul><li>Event name </li></ul><ul><li>Location </li></ul><ul><li>Year </li></ul><ul><li>Players/teams involved </li></ul><ul><li>Game highlights </li></ul>
  53. 53. Video sources / content <ul><li>Interviews – players & coaches </li></ul><ul><li>Training material </li></ul><ul><li>TV coverage (request permission!) </li></ul><ul><li>Students – media departments need assignments </li></ul><ul><ul><li>Invite to championships </li></ul></ul><ul><ul><li>National training sessions </li></ul></ul><ul><li>Humour – hard to do, but works well if you can! </li></ul>
  54. 54. Exercise <ul><li>Let’s try to produce a definitive list of content sources for the group </li></ul>
  55. 55. YouTube promotion <ul><li>Share to Facebook </li></ul><ul><li>Share via Twitter </li></ul><ul><li>Embed to your web site and blog </li></ul><ul><li>Link from main sites </li></ul><ul><li>And ask others to do the same </li></ul>
  56. 56. Exercise <ul><li>Much social media marketing is about using free or low cost networks to seed content </li></ul><ul><li>Define your networks – I’ll start! </li></ul>
  57. 57. NGB networks <ul><li>Staff </li></ul><ul><ul><li>Many are players – social media can be “easier” to mix with your social life </li></ul></ul><ul><li>Committees </li></ul><ul><li>Members </li></ul><ul><li>Regions </li></ul><ul><li>Representative players </li></ul><ul><ul><li>Some will have their own sites and networks </li></ul></ul><ul><li>Teams </li></ul><ul><ul><li>Own sites and networks </li></ul></ul><ul><li>Events </li></ul><ul><ul><li>Often a great catalyst for comms change </li></ul></ul>
  58. 58. The tour - photography
  59. 59. Photo sharing
  60. 60. Photo sharing stats <ul><li>Nielsen Sept 2009 </li></ul><ul><li>Flickr 2.95M uniques </li></ul><ul><li>Photobucket 1.9M </li></ul><ul><li>Other sites </li></ul><ul><li>Fotki </li></ul><ul><li>Picasa </li></ul><ul><li>Snapfish </li></ul><ul><li>Vimeo </li></ul>
  61. 61. Flickr tips <ul><li>Use “pro” account </li></ul><ul><li>Use sets to organise and optimise </li></ul><ul><li>Use titles, tags and descriptions </li></ul><ul><ul><li>Don’t be lazy! </li></ul></ul><ul><li>Embed to your own web site </li></ul><ul><li>Share on other social networks </li></ul>
  62. 62. The tour - Twitter
  63. 63. Twitter – overview <ul><li>Micro-blogging </li></ul><ul><li>Give your views </li></ul><ul><li>Alert to your news </li></ul><ul><li>Link sharing </li></ul><ul><li>Listening to relevant conversations </li></ul><ul><li>Questions from an event audience </li></ul><ul><li>Engaging with people who talk about you </li></ul><ul><li>Potentially, dealing with negative issues quickly </li></ul>
  64. 64. Twitter – before you Tweet <ul><li>Follow people relevant to you </li></ul><ul><li>Use Twitter lists </li></ul><ul><li>Get a feel for what’s going on </li></ul><ul><li>Then dive in!! </li></ul>
  65. 65. When might you Tweet? <ul><li>With links to new content on own web site </li></ul><ul><li>With links to content on other sites </li></ul><ul><li>Retweets </li></ul><ul><li>Industry news of note </li></ul><ul><li>During events and championships </li></ul><ul><li>Comment on “the weekend’s play” </li></ul><ul><li>Running workshops & training events </li></ul><ul><li>Photos </li></ul><ul><li>Phlogs </li></ul><ul><li>Any other ideas? </li></ul>
  66. 66. Twitter – tips for Tweeting <ul><li>Little(!) and often </li></ul><ul><li>But not too often – “10 per day” rule of thumb </li></ul><ul><li>Some personal content is fine </li></ul><ul><li>Retweet Tweets you like – “acquired wisdom” or ego stroking </li></ul>
  67. 67. Twitter – brand monitoring
  68. 68. Twitter – tools & ideas <ul><li>Tweetdeck </li></ul><ul><ul><li>Search panels </li></ul></ul><ul><li>Tweetmeme </li></ul><ul><ul><li>Trending and retweets </li></ul></ul><ul><li>Twitterlocal </li></ul><ul><ul><li>Search for local Tweets </li></ul></ul><ul><ul><li>Uses for championships? </li></ul></ul><ul><li>Twitpic </li></ul><ul><ul><li>Email in photos to Twitter </li></ul></ul><ul><li>ipadio </li></ul><ul><ul><li>We’ll come to later </li></ul></ul><ul><li>Twibbons </li></ul><ul><ul><li>Do you do any campaigning? </li></ul></ul>
  69. 69. Twitter - takeaways <ul><li>Not for everyone – but try it, it delivers web site traffic </li></ul><ul><li>Decide on the type of account </li></ul><ul><ul><li>Personal or business or both (the personal brand ...) </li></ul></ul><ul><li>Add link to your account from site </li></ul><ul><li>Add Retweet buttons to web site articles </li></ul><ul><li>Monitor your brand mentions </li></ul><ul><li>Trial for events </li></ul>
  70. 70. The tour - blogs
  71. 71. Blogs <ul><li>“ Unloved” compared to video, audio </li></ul><ul><li>But should still have a firm place in your thinking </li></ul><ul><li>Find ways to make them easier by incorporating other Web 2.0 techniques </li></ul><ul><ul><li>Embed video </li></ul></ul><ul><ul><li>Embed audio </li></ul></ul><ul><ul><li>Embed photos </li></ul></ul><ul><li>Might be ghosted ... but be careful! </li></ul>
  72. 72. Successful blogs ... <ul><li>Have a clear editorial tone and direction </li></ul><ul><ul><li>Actually, may have more with guest authors </li></ul></ul><ul><li>Invite dialogue </li></ul><ul><ul><li>Reader comments </li></ul></ul><ul><ul><li>With answers </li></ul></ul><ul><li>Are optimised </li></ul><ul><li>Are easy to promote and seed content </li></ul>
  73. 73. Online chat <ul><li>Media coverage </li></ul>
  74. 74. Forums - web
  75. 75. Forums – email
  76. 76. Forums – key points <ul><li>It’s not all about high numbers – service to Members matters too </li></ul><ul><li>Email still has a role to play </li></ul><ul><li>People who are used to interacting with you are more likely to TRANSACT with you </li></ul>
  77. 77. Podcasts <ul><li>Audio that you can subscribe to </li></ul><ul><li>Often consumed offline, via MP3 players </li></ul>
  78. 78. Podcasts promotion <ul><li>As video </li></ul><ul><li>Podcast directories </li></ul><ul><li>Submit to iTunes </li></ul><ul><li>The Pod Delusion </li></ul><ul><ul><li>Content by diverse contributors, edited by Nemisys </li></ul></ul><ul><ul><li>Hundreds of subscribers </li></ul></ul><ul><ul><li>1000s of listens each week </li></ul></ul>
  79. 79. Podcast creation – tech stuff <ul><li>Recording Laptop + mic, phone </li></ul><ul><li>Editing Audacity </li></ul><ul><li>Hosting service ipadio, Podbean, your site </li></ul><ul><li>Promotion </li></ul><ul><ul><li>As with video etc – use your networks </li></ul></ul>
  80. 80. Wikipedia <ul><li>Do you have an entry? </li></ul><ul><li>Is it correct? </li></ul><ul><li>Check links to your site – user experience and SEO </li></ul>
  81. 81. Wikipedia
  82. 82. ipadio - demonstration <ul><li>... And play time </li></ul><ul><li>Disclaimer – ipadio was developed by Nemisys! </li></ul>
  83. 83. ipadio in sport <ul><li>English Golf Union, championships </li></ul><ul><li> </li></ul><ul><li>Interview with Dame Tanni Grey-Thompson </li></ul><ul><li> </li></ul><ul><li>Interview with Shaun Long </li></ul><ul><li> </li></ul><ul><li>Stewards enquiries </li></ul><ul><li> </li></ul><ul><li>Results at the World Transplant Games </li></ul><ul><li> </li></ul>
  84. 84. ipadio – features tour
  85. 85. RSS feeds <ul><li>Really simple syndication </li></ul><ul><li>Allows users to subscribe using RSS Readers </li></ul><ul><li>Allows other web sites to reuse your content – passing on “linkjuice” if done correctly! </li></ul><ul><li>Can be applied to most techniques we’ve discussed today! </li></ul><ul><li>BBC </li></ul><ul><li>Suffolk Sport </li></ul>
  86. 86. Measuring success <ul><li>Google Analytics – “social media profile” </li></ul><ul><li>YouTube, Facebook – have their own metrics </li></ul><ul><li>Meaningful measurements </li></ul><ul><ul><li>Set up goals </li></ul></ul><ul><ul><li>Order values </li></ul></ul><ul><ul><li>Acquisitions / sign ups </li></ul></ul><ul><ul><li>Engagements (comments, votes etc) </li></ul></ul>
  87. 87. Roundup <ul><li>Facebook </li></ul><ul><li>Video / YouTube </li></ul><ul><li>Photos / Flickr </li></ul><ul><li>Podcasts </li></ul><ul><li>Online chats </li></ul><ul><li>Forums </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>Wikipedia </li></ul><ul><li>ipadio </li></ul><ul><li>RSS feeds </li></ul>
  88. 88. Types of media coverage <ul><li>Media can be </li></ul><ul><ul><li>Paid </li></ul></ul><ul><ul><li>Owned </li></ul></ul><ul><ul><li>Earned </li></ul></ul>
  89. 89. Owned media <ul><li>Owned is “free” – you’ve already bought it </li></ul><ul><li>But nothing’s really free </li></ul><ul><li>Time </li></ul><ul><li>People </li></ul>
  90. 90. Earned media – word of mouth <ul><li>75% of people trust peer recommendations </li></ul><ul><ul><li>And most ask for advice before buying </li></ul></ul><ul><li>14% trust advertising </li></ul><ul><li>It’s not new, but it’s easier than ever before </li></ul><ul><li>Characteristics </li></ul><ul><li>Other peoples’ voices </li></ul><ul><li>Which you CANNOT control </li></ul><ul><li>But you can invite debate and ENGAGE them </li></ul><ul><li>And you can cultivate them to help you </li></ul><ul><li>In the end, thousands of people may pass your message on for free </li></ul>
  91. 91. Before we talk ideas <ul><li>We need to discuss this crucial concept </li></ul><ul><li>With an average of 3 hours per week for all of this, are you PREPARED TO LET GO and let your public speak on your behalf? </li></ul>
  92. 92. In a nutshell <ul><li>CREATION + CURATION = SUCCESS </li></ul><ul><li>Prioritised, of course! </li></ul>
  93. 93. Ideas – a possible action plan <ul><li>Review existing marketing/communications activities </li></ul><ul><ul><li>Might be strategic, better if campaign or project related </li></ul></ul><ul><ul><li>Any opportunities for Web 2.0 techniques? </li></ul></ul><ul><li>Existing plans – can Web 2.0 improve? </li></ul><ul><li>New activities – anything extra you could do? </li></ul><ul><li>Define some goals, alongside isolating some resource </li></ul><ul><ul><li>Set up your analytics before you start </li></ul></ul>
  94. 94. Your Next Major Event <ul><li>Let’s pick a major event for one of you </li></ul><ul><ul><li>Golf – Brabazon, overseas event? </li></ul></ul><ul><ul><li>Rowing – next World Championships? </li></ul></ul><ul><li>And work up some ideas </li></ul><ul><ul><li>Techniques & sites to use </li></ul></ul><ul><ul><li>Specific ideas </li></ul></ul><ul><ul><ul><li>Before, during, after </li></ul></ul></ul><ul><ul><ul><li>Commercial opportunities? </li></ul></ul></ul><ul><ul><li>Goals to set </li></ul></ul>
  95. 95. Other scenarios <ul><li>Raising your players’ & teams’ profiles </li></ul><ul><li>Specifically, blogging for athletes </li></ul><ul><li>Providing better service to Members </li></ul><ul><ul><li>Premium deliverables? </li></ul></ul><ul><li>Online shops – improving performance </li></ul>
  96. 96. Your “homework” <ul><li>Essentials </li></ul><ul><li>Map techniques to your current marcomms plan / project work / campaigns </li></ul><ul><li>Insert “social media angle?” in to your future thinking </li></ul><ul><li>Measure your current traffic and outcomes from social media </li></ul><ul><li>Monitor Twitter & other social media for mentions and engage with the conversation </li></ul><ul><li>Then pick & choose </li></ul><ul><li>Join Twitter and follow @johnrduffy </li></ul><ul><li>Survey your Members – what information do they want, and how do they want it? </li></ul><ul><li>Start a blog </li></ul><ul><li>Create a Facebook page (you don’t have to publish until you are happy) </li></ul><ul><li>Kit your teams up with ipadio  </li></ul><ul><li>Register a YouTube account and start practising filming! </li></ul><ul><li>Create sets of photos from your events </li></ul>
  97. 97. Whatever you do ... <ul><li>Measure, measure, measure ... </li></ul><ul><li>We know it works, but how else can you justify future budgets for your, erm, digital agency  </li></ul>