(c) Nemisys Enterprises 2010 www.nemisys.uk.com
Web 2.0 and social media
John Duffy
Marketing Director, Nemisys
john@nemis...
A bit of background
• Environment97, Autism99, floated dotcom
• Award winning web sites & campaigns –
New Media Age, Third...
Nemisys
in Sport
Agenda
• Some internet history
• Introductions
• Objectives for the day
• What is Web 2.0 & social media
• Web 2.0 techniq...
Current activities
Facebook page 3
Flickr 5
Linkedin 3
Podcasts 0
Vodcasts 0
Forums 2
Facebook group 3
Twitter 4
YouTube 5...
And what you’d like to explore
• Opportunities around ipadio
• Use of social media at events and
championships
• Use of bl...
An internet history warm up
An internet history warm up
An internet history warm up
What about Web 2.0?
• A set of tools and techniques designed to
engage with your visitors
• A con – a new name for web 1.0...
What is web 2.0 - YouTube
What is web 2.0 - iPlayer
What is web 2.0 – niche TV
What is web 2.0 – photo
sharing
What is web 2.0 – online chat
What is web 2.0 - Podcasts
What is web 2.0 - Podcasts
What is web 2.0 - Wikis
What is web 2.0 – niche
groups
What is web 2.0 – niche
groups
What is web 2.0 – audio
My first “web 2.0” project
• Environment97
• 12000 delegates – larger than Rio Earth
summit
• From 100+ countries
• Jo(e) ...
Social media definitions
• Online people to people interactions
• A fusion of sociology and technology,
transforming monol...
Social media - Facebook
Social media – Twitter
Social media - Linkedin
Objectives
• Understand what is meant by Web 2.0 &
social media
• Understand the opportunity
• Know WHERE to start
• Know ...
Introductions
• Of course, broadcast to the internet ... ;-)
Before we get stuck in
• Recommendation or advert – which is more
likely to sway you?
• With an average of 3 hours per wee...
Digital natives
• Don’t read newspapers
• No landline phone
• Television on their terms
• Trust peers more than experts
• ...
In a nutshell
• CREATION + CURATION = SUCCESS
• Prioritised, of course!
(c) Nemisys Enterprises 2010 www.nemisys.uk.com
The tour - Facebook
Facebook
• Overview
• Account/profile
• Groups
• Pages
• Facebook Connect
• Sport England - Sports Hub
• Takeaways
Facebook – overview
• Unique users (UK) – 22.81
• Share of time on social media sites – 75.4%
• Time spent per user per mo...
Facebook account/profile
Facebook news feed
Facebook Groups
• Good for “private” groups – but you
shouldn’t regard them as confidential!
• Contact a maximum of 5000 M...
Facebook Pages
• Open access
• Rich functionality
– Discussions
– Events
– Photos
– Videos
– Unlimited numbers
– DIALOGUE ...
Pages
vs Group
Facebook Connect
Facebook Sports Hub - Network Structure linking pages
Connect NGBs to their clubs & participants using Pages
Sports Hub
Lo...
Facebook Sports Hub
Facebook sports hub – benefits
Sports Hub pilot
• 6 National Governing Bodies
• 19 Universities
• Facebook + Sport England
• BUCS + Nemisys roadshow
• Me...
Child protection
• Child Protection in Sport Unit
• NSPCC / Sport England initiative
• Provides guidance and publications
...
Google Analytics & Facebook
• Set up a profile
• Filter for traffic from Facebook
• Set goals specifically for Facebook vi...
That Google analytics filter
Facebook – Priorities
• Set up a personal account
– Don’t worry – it won’t be visible as part of
your fan page
• With limi...
Detail - tips to start you off
• Set up a page with
http://www.Facebook.com/business/dashboard/
• Name page – be literal, ...
Exercise
• Let’s take 1 of your sports
• And see if there are any Facebook pages
• What are they doing
• Can you pick up a...
(c) Nemisys Enterprises 2010 www.nemisys.uk.com
The tour – Video & YouTube
Using video
Video stats
Nielsen, Sept 2009
• YouTube 16.25M uniques
Hitwise, year to Feb 2009
• 1. YouTube 62.9%
• 2. BBC iPlayer 11.2...
Using YouTube for video
• Delivers an audience on YouTube
• YouTube Insights
– Number of views over time
– Individual and ...
YouTube tips
• Brand your profile – name etc
• Choose name carefully – you can’t change it
later (youtube.com/user/yourful...
Tagging tips
In a sporting context:
• Your organisation name
• Sport (Americanisms?)
• Event name
• Location
• Year
• Play...
Video sources / content
• Interviews – players & coaches
• Training material
• TV coverage (request permission!)
• Student...
Exercise
• Let’s try to produce a definitive list of
content sources for the group
YouTube promotion
• Share to Facebook
• Share via Twitter
• Embed to your web site and blog
• Link from main sites
• And a...
Exercise
• Imagine you are promoting your national
championships
• What networks can you call on to help you?
Sporting bodies networks
• Staff
– Many are players – social media can be “easier” to
mix with your social life
• Committe...
(c) Nemisys Enterprises 2010 www.nemisys.uk.com
The tour - photography
Photo sharing
Photo sharing stats
Nielsen Sept 2009
• Flickr 2.95M uniques
• Photobucket 1.9M
Other sites
• Fotki
• Picasa
• Snapfish
• ...
Flickr tips
• Use “pro” account
• Use sets to organise and optimise
• Use titles, tags and descriptions
– Don’t be lazy!
•...
(c) Nemisys Enterprises 2010 www.nemisys.uk.com
The tour - Twitter
Twitter – overview
• Micro-blogging
• Give your views
• Alert to your news
• Link sharing
• Listening to relevant conversa...
Twitter – before you Tweet
• Follow people relevant to you
• Use Twitter lists
• Get a feel for what’s going on
• Then div...
When might you Tweet?
• With links to new content on own web site
• With links to content on other sites
• Retweets
• Indu...
Twitter – tips for Tweeting
• Little(!) and often
• But not too often – “10 per day” rule of
thumb
• Some personal content...
Twitter – brand monitoring
Twitter – tools & ideas
• Tweetdeck
– Search panels
• Tweetmeme
– Trending and retweets
• Twitterlocal
– Search for local ...
Twitter - takeaways
• Not for everyone – but try it, it delivers web
site traffic
• Decide on the type of account
– Person...
Twitter – what to do now
• Set up an account
• Download Tweetdeck
• And listen to what people are saying
The tour - blogs
Blogs
• “Unloved” compared to video, audio
• But should still have a firm place in your
thinking
• Find ways to make them ...
Successful blogs ...
• Have a clear editorial tone and direction
– Actually, may have more with guest authors
• Invite dia...
Exercise
• Consider a blog for
your organisation
• Who would write?
• What about?
• Rules – blog smart
Online chat
• Media coverage
Forums - web
Forums – email
Forums – key points
• It’s not all about high numbers – service to
Members matters too
• Email still has a role to play
• ...
Podcasts
• Audio that you can subscribe to
• Often consumed offline, via MP3 players
Podcasts promotion
• As video
• Podcast directories
• Submit to iTunes
• The Pod Delusion
– Content by diverse contributor...
Podcast creation – tech stuff
• Recording Laptop + mic, phone
• Editing Audacity
• Hosting service ipadio, Podbean,
your s...
Wikipedia
• Do you have an entry?
• Is it correct?
• Check links to your site – user experience
and SEO
Wikipedia
ipadio - demonstration
• ... And play time
• Disclaimer – ipadio was developed by
Nemisys!
ipadio in sport
• English Golf Union, championships
• http://www.englishgolfunion.org/news.asp?code=000100030002&recent=1&...
ipadio – features tour
RSS feeds
• Really simple syndication
• Allows users to subscribe using RSS Readers
• Allows other web sites to reuse your...
Analytics - measuring success
• Google Analytics – “social media profile”
• YouTube, Facebook – have their own
metrics
• M...
Analytics – what to do
• If you use Google analytics, set up a profile
to report on “traffic from social media”
• If not, ...
Roundup
• Facebook
• Video / YouTube
• Photos / Flickr
• Podcasts
• Online chats
• Forums
• Blogs
• Twitter
• Wikipedia
• ...
Let’s talk major events
• What ideas can you take away to your next
major event?
• Which of today’s techniques & sites to ...
Your “homework”
Essentials
• Map techniques to your current marcomms plan / project work
/ campaigns
• Insert “social medi...
Whatever you do ...
• Measure, measure, measure ...
• We know it works, but how else can you
justify future budgets for yo...
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Ccpr Web 2 Social Media January 2010

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Slide set used at a 1 day workshop for CCPR members. More of an aide memoire for people after the event than a rigid direction for the day.

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  • Personal, not organisational
    Do you want to mix your business and social lives?
    Many people do!
    Can link status updates to Twitter, YouTube viewings etc
  • Ccpr Web 2 Social Media January 2010

    1. 1. (c) Nemisys Enterprises 2010 www.nemisys.uk.com Web 2.0 and social media John Duffy Marketing Director, Nemisys john@nemisys.uk.com 01189 122226 1 day workshop for CCPR
    2. 2. A bit of background • Environment97, Autism99, floated dotcom • Award winning web sites & campaigns – New Media Age, Third Sector • Nemisys in sport
    3. 3. Nemisys in Sport
    4. 4. Agenda • Some internet history • Introductions • Objectives for the day • What is Web 2.0 & social media • Web 2.0 techniques & social media sites • Measurement • Some exercises • Your homework – action plan
    5. 5. Current activities Facebook page 3 Flickr 5 Linkedin 3 Podcasts 0 Vodcasts 0 Forums 2 Facebook group 3 Twitter 4 YouTube 5 Bebo 1 MySpace 0 • From 18 respondents
    6. 6. And what you’d like to explore • Opportunities around ipadio • Use of social media at events and championships • Use of blogs for athletes • Showing highlights from championships • Overseas issues • RSS (and private RSS) • British/representative teams • Providing better service to Members
    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? • A set of tools and techniques designed to engage with your visitors • A con – a new name for web 1.0, such that investors would forget the dotcom crash
    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. My first “web 2.0” project • Environment97 • 12000 delegates – larger than Rio Earth summit • From 100+ countries • Jo(e) Public able to question World experts • Take a look
    23. 23. Social media definitions • Online people to people interactions • 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 • 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
    24. 24. Social media - Facebook
    25. 25. Social media – Twitter
    26. 26. Social media - Linkedin
    27. 27. Objectives • Understand what is meant by Web 2.0 & social media • Understand the opportunity • Know WHERE to start • Know HOW to start • Explore some of the issues raised in your pre-workshop questionnaires
    28. 28. Introductions • Of course, broadcast to the internet ... ;-)
    29. 29. Before we get stuck in • Recommendation or advert – which is more likely to sway you? • 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?
    30. 30. Digital natives • Don’t read newspapers • No landline phone • Television on their terms • Trust peers more than experts • Internet experience is social • Content is going mobile • Television is for video games • Want to be heard and self-express • Email is for parents • On demand content • Source: USC Annenberg School, Centre for Digital Future
    31. 31. In a nutshell • CREATION + CURATION = SUCCESS • Prioritised, of course!
    32. 32. (c) Nemisys Enterprises 2010 www.nemisys.uk.com The tour - Facebook
    33. 33. Facebook • Overview • Account/profile • Groups • Pages • Facebook Connect • Sport England - Sports Hub • Takeaways
    34. 34. Facebook – overview • Unique users (UK) – 22.81 • Share of time on social media sites – 75.4% • Time spent per user per month – 6 hours • Visits per user per month – 18
    35. 35. Facebook account/profile
    36. 36. Facebook news feed
    37. 37. Facebook Groups • Good for “private” groups – but you shouldn’t regard them as confidential! • Contact a maximum of 5000 Members • Group creator is in public view • Not a patch on Facebook pages – you should start to migrate to pages at the earliest opportunity!
    38. 38. Facebook Pages • Open access • Rich functionality – Discussions – Events – Photos – Videos – Unlimited numbers – DIALOGUE with fans – Advertise – Analytics
    39. 39. Pages vs Group
    40. 40. Facebook Connect
    41. 41. Facebook Sports Hub - Network Structure linking pages Connect NGBs to their clubs & participants using Pages Sports Hub Local Club Pages Shared content Competitor s Wider participation Branded marketing Local Club Marketing Club Participation Brand participation Cross-promotion
    42. 42. Facebook Sports Hub
    43. 43. Facebook sports hub – benefits
    44. 44. Sports Hub pilot • 6 National Governing Bodies • 19 Universities • Facebook + Sport England • BUCS + Nemisys roadshow • Media Trust video training Key objective • Can social media attract 12000 new participants to these 6 sports?
    45. 45. Child protection • Child Protection in Sport Unit • NSPCC / Sport England initiative • Provides guidance and publications • www.thecpsu.org.uk • Standards for Safeguarding and Protecting Children in Sport
    46. 46. Google Analytics & Facebook • Set up a profile • Filter for traffic from Facebook • Set goals specifically for Facebook visitors
    47. 47. That Google analytics filter
    48. 48. Facebook – Priorities • Set up a personal account – Don’t worry – it won’t be visible as part of your fan page • With limited resource – use Facebook pages • Limit content to that you know you can support • ENGAGE WITH PEOPLE – Monitor for activity/problems – Answer questions – Share ideas • Consider applications
    49. 49. Detail - tips to start you off • Set up a page with http://www.Facebook.com/business/dashboard/ • Name page – be literal, but be right – you cannot rename it later • Track your Facebook referrers in Google Analytics or similar
    50. 50. Exercise • Let’s take 1 of your sports • And see if there are any Facebook pages • What are they doing • Can you pick up any ideas?
    51. 51. (c) Nemisys Enterprises 2010 www.nemisys.uk.com The tour – Video & YouTube
    52. 52. Using video
    53. 53. Video stats Nielsen, Sept 2009 • YouTube 16.25M uniques Hitwise, year to Feb 2009 • 1. YouTube 62.9% • 2. BBC iPlayer 11.2% • 3. Google Video 2.0% • 4. MegaVideo 1.5% • 5. MSN Video 1.4% • 6. Google Video UK 1.3% • 7. Channel 4 TV 1.3% • 8. MetaCafe 1.2% • 9. Vuze 1.2% • 10. Daily Motion 1.1%
    54. 54. Using YouTube for video • Delivers an audience on YouTube • YouTube Insights – Number of views over time – Individual and across channel – Age ranges – Gender – Location – Community engagements – ratings, comments & favourites
    55. 55. YouTube tips • Brand your profile – name etc • Choose name carefully – you can’t change it later (youtube.com/user/yourfullname) • Complete your profile • Account type – choose guru • Name and tag your channel • Choose to show your latest videos by default • When uploading, TAKE TIME TO NAME AND TAG CONTENT • Then it’s just content and promotion 
    56. 56. Tagging tips In a sporting context: • Your organisation name • Sport (Americanisms?) • Event name • Location • Year • Players/teams involved • Game highlights
    57. 57. Video sources / content • Interviews – players & coaches • Training material • TV coverage (request permission!) • Students – media departments need assignments – Invite to championships – National training sessions • Humour – hard to do, but works well if you can!
    58. 58. Exercise • Let’s try to produce a definitive list of content sources for the group
    59. 59. YouTube promotion • Share to Facebook • Share via Twitter • Embed to your web site and blog • Link from main sites • And ask others to do the same
    60. 60. Exercise • Imagine you are promoting your national championships • What networks can you call on to help you?
    61. 61. Sporting bodies networks • Staff – Many are players – social media can be “easier” to mix with your social life • Committees • Members • Regions • Representative players – Some will have their own sites and networks • Teams – Own sites and networks • Events – Often a great catalyst for comms change • Youth groups • Officials • Journalists
    62. 62. (c) Nemisys Enterprises 2010 www.nemisys.uk.com The tour - photography
    63. 63. Photo sharing
    64. 64. Photo sharing stats Nielsen Sept 2009 • Flickr 2.95M uniques • Photobucket 1.9M Other sites • Fotki • Picasa • Snapfish • Vimeo
    65. 65. Flickr tips • Use “pro” account • Use sets to organise and optimise • Use titles, tags and descriptions – Don’t be lazy! • Embed to your own web site • Share on other social networks
    66. 66. (c) Nemisys Enterprises 2010 www.nemisys.uk.com The tour - Twitter
    67. 67. Twitter – overview • Micro-blogging • Give your views • Alert to your news • Link sharing • Listening to relevant conversations • Questions from an event audience • Engaging with people who talk about you • Potentially, dealing with negative issues quickly
    68. 68. Twitter – before you Tweet • Follow people relevant to you • Use Twitter lists • Get a feel for what’s going on • Then dive in!!
    69. 69. When might you Tweet? • With links to new content on own web site • With links to content on other sites • Retweets • Industry news of note • During events and championships • Comment on “the weekend’s play” • Running workshops & training events • Photos • Phlogs • Any other ideas?
    70. 70. Twitter – tips for Tweeting • Little(!) and often • But not too often – “10 per day” rule of thumb • Some personal content is fine • Retweet Tweets you like – “acquired wisdom” or ego stroking
    71. 71. Twitter – brand monitoring
    72. 72. Twitter – tools & ideas • Tweetdeck – Search panels • Tweetmeme – Trending and retweets • Twitterlocal – Search for local Tweets – Uses for championships? • Twitpic – Email in photos to Twitter • ipadio – We’ll come to later • Twibbons – Do you do any campaigning?
    73. 73. Twitter - takeaways • Not for everyone – but try it, it delivers web site traffic • Decide on the type of account – Personal or business or both (the personal brand ...) • Add link to your account from site • Add Retweet buttons to web site articles • Monitor your brand mentions • Trial for events
    74. 74. Twitter – what to do now • Set up an account • Download Tweetdeck • And listen to what people are saying
    75. 75. The tour - blogs
    76. 76. Blogs • “Unloved” compared to video, audio • But should still have a firm place in your thinking • Find ways to make them easier by incorporating other Web 2.0 techniques – Embed video – Embed audio – Embed photos • Might be ghosted ... but be careful!
    77. 77. Successful blogs ... • Have a clear editorial tone and direction – Actually, may have more with guest authors • Invite dialogue – Reader comments – With answers • Are optimised • Are easy to promote and seed content
    78. 78. Exercise • Consider a blog for your organisation • Who would write? • What about? • Rules – blog smart
    79. 79. Online chat • Media coverage
    80. 80. Forums - web
    81. 81. Forums – email
    82. 82. Forums – key points • It’s not all about high numbers – service to Members matters too • Email still has a role to play • People who are used to interacting with you are more likely to TRANSACT with you
    83. 83. Podcasts • Audio that you can subscribe to • Often consumed offline, via MP3 players
    84. 84. Podcasts promotion • As video • Podcast directories • Submit to iTunes • The Pod Delusion – Content by diverse contributors, edited by Nemisys – Hundreds of subscribers – 1000s of listens each week
    85. 85. Podcast creation – tech stuff • Recording Laptop + mic, phone • Editing Audacity • Hosting service ipadio, Podbean, your site • Promotion – As with video etc – use your networks
    86. 86. Wikipedia • Do you have an entry? • Is it correct? • Check links to your site – user experience and SEO
    87. 87. Wikipedia
    88. 88. ipadio - demonstration • ... And play time • Disclaimer – ipadio was developed by Nemisys!
    89. 89. ipadio in sport • English Golf Union, championships • http://www.englishgolfunion.org/news.asp?code=000100030002&recent=1&id=3728 • Interview with Dame Tanni Grey-Thompson • http://www.ipadio.com/phlog.asp?section=39&phlogId=849&phlogcastId=870 • Interview with Shaun Long • http://www.ipadio.com/phlogs/Barlacommentary/2009/10/19/Interview-with-Sean- Long • Stewards enquiries • http://www.britishhorseracing.com/BHAxtra/ • Results at the World Transplant Games • http://www.worldtransplantgames09.com/
    90. 90. ipadio – features tour
    91. 91. RSS feeds • Really simple syndication • Allows users to subscribe using RSS Readers • Allows other web sites to reuse your content – passing on “linkjuice” if done correctly! • Can be applied to most techniques we’ve discussed today! • BBC • Hockey RSS feed
    92. 92. Analytics - measuring success • Google Analytics – “social media profile” • YouTube, Facebook – have their own metrics • Meaningful measurements – Set up goals – Order values – Acquisitions / sign ups – Engagements (comments, votes etc)
    93. 93. Analytics – what to do • If you use Google analytics, set up a profile to report on “traffic from social media” • If not, talk to your web or analytics agency
    94. 94. Roundup • Facebook • Video / YouTube • Photos / Flickr • Podcasts • Online chats • Forums • Blogs • Twitter • Wikipedia • ipadio • RSS feeds
    95. 95. Let’s talk major events • What ideas can you take away to your next major event? • Which of today’s techniques & sites to use? • Before, during, after • Any commercial opportunities? • Raising your players’ & teams’ profiles • Specifically, blogging for athletes • Providing better service to Members – Premium deliverables? • Online shops – improving performance • Goals to set
    96. 96. Your “homework” Essentials • Map techniques to your current marcomms plan / project work / campaigns • Insert “social media angle?” in to your future thinking • Measure your current traffic and outcomes from social media • Monitor Twitter & other social media for mentions and engage with the conversation • Write a blog, whether you publish it or just in Word Then pick & choose • Join Twitter and follow @johnrduffy • Survey your Members – what information do they want, and how do they want it? • Start a blog • Create a Facebook page (you don’t have to publish until you are happy) • Kit your teams up with ipadio  • Register a YouTube account and start practising filming! • Create sets of photos from your events
    97. 97. Whatever you do ... • Measure, measure, measure ... • We know it works, but how else can you justify future budgets for your, erm, digital agency 

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