Facebook workshopDownload this deck from www.nemisys.uk.com/sportengland29th September & 6th October 2011, Sport EnglandJo...
AgendaIntroductions                               12.30 – Lunch• Commercial team• Nemisys                                 ...
Experience – some of the company we keep
Othersports
Survey results - techniquesTechnique                    Total (from 7)Facebook Group               1Facebook Page         ...
Survey results – time & resourceResource availabilitySize of marketing dept                  0 – 2 people (plus volunteers...
Key lessons•   Practical advice•   Not too technical•   Not too time-consuming
Introduction to Facebook
Introduction & context
Facebook vs othersFacebook                        Flickr• Consumer                      • Consumer• Huge                  ...
The key to success•   If it‟s not a conversation, it‟s not SOCIAL
Sport has the key ingredients ...•   Passion•   Loyalty•   Commitment•   Networks•   BANTER    “As a brand manager, I crav...
Creating a Page
Creating a Page•   Type: entertainment > sports team•   Settings    – Always comment as Page (not from personal account)  ...
Content planning
Writers block hits us all ...
Key technique: content planDate      Whats happening               Content opportunities          Blog Facebook YouTube Li...
Your content plan templateDownload your copy here:www.nemisys.uk.com/contentplan
Content typesPhotos                           Links• Staged, reportage, action      • Can be informative• Sneak previews, ...
What do you have to draw on?•   Matches                       •   Photos•   Tournaments                   •   Video•   Cup...
Engaging with people
First, some dos & don‟ts
Don‟ts    If you go in to a pub, you instinctively know how to behave –    when it’s OK to chat to people, what to say and...
Dos•   Do thank people. If someone likes or shares your content, thank them!•   Do post fairly often. It’s hard to have a ...
Tone of voice    So, you’re still in the pub – what tone of voice should you use?    The best way to imagine it is you are...
Ask questions•   Back to the pub – it‟s easy to ignore a statement•   But not so much a direct question•   Tip: make your ...
Be topical•   Time your questions to specific events•   Plan for them!•   Seed questions to Twitter, ask people to answer ...
Express an opinion    As NGBs, we know it‟s sometimes difficult to come off    the fence, but there are ways:•   “We are e...
Matches and competitions•   Not so much a technique, but we all run high profile matches    and competitions – use them to...
Promoting your Page
Low- and no-cost techniques•   We know you don‟t have large budgets to promote your    Page•   Here‟s the good news – low-...
Use your existing networks•   Every NGB knows hundreds or thousands of people and    organisations who might help with a l...
Email is not dead yet•   Contrary to what some social media types will tell you,    email isn‟t dead yet.    – In fact, so...
Claim your friendly web address•   There‟s an easy way you can set up a friendly web    address for your Facebook Page lik...
Your web site•   Publish a link from your web site to your Facebook Page.•   This can be as simple as a text link•   Or if...
Measurement
Facebook Insights
What to look forBasic measures     Monitor improvement•   Active users   •   Interactions – what sort    – Total          ...
Traffic from Facebook
Give this to your GA administrator1. Create new profile called „traffic from Facebook‟2. Add a filter:   –   Name: Source ...
Page clinic
Page clinic checklistsPage set up                   Content plan• Page type                   • Work through content• Admi...
British Equestrian•   https://www.facebook.com/EquestrianTeamGBR
Snowsport England•   https://www.facebook.com/pages/Snowsport-England/145370442173263
England Handball•   https://www.facebook.com/pages/England-Handball-Association/140637915956495
Rounders England•   http://www.facebook.com/#!/pages/Rounders-England/148597798515961
British Taekwondo Control Board•   https://www.facebook.com/SportTaekwondoUK
Questions?Download this deck from www.nemisys.uk.com/sportenglandJohn Duffy                       blogMarketing Director, ...
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Introduction to Facebook for National Governing Bodies

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  • A bit about John: “Traditional” marketing since 1989 With the addition of online marketing since 1997 Both hands on and marketing management/strategic roles, progress from Marketing Assistant to PLC Marketing DirectorSpecialises in: Working out how to deliver your objectives (business, communications, revenue, support) when people visit your web site (interpreting briefs, functional specifications, analytics) Associated campaigns to attract those visitors (email, social networks, advertising, seo, sem, pr)Most often heard saying: Why? What do you really mean? Let’s work out how to do that online
  • Credentials
  • http://www.theconversationprism.com/presentation/ for more on The Conversation Prism
  • The game Players they know Great wins & losses Banter!
  • A bit about John: “Traditional” marketing since 1989 With the addition of online marketing since 1997 Both hands on and marketing management/strategic roles, progress from Marketing Assistant to PLC Marketing DirectorSpecialises in: Working out how to deliver your objectives (business, communications, revenue, support) when people visit your web site (interpreting briefs, functional specifications, analytics) Associated campaigns to attract those visitors (email, social networks, advertising, seo, sem, pr)Most often heard saying: Why? What do you really mean? Let’s work out how to do that online
  • Introduction to Facebook for National Governing Bodies

    1. 1. Facebook workshopDownload this deck from www.nemisys.uk.com/sportengland29th September & 6th October 2011, Sport EnglandJohn Duffy blogMarketing Director, Nemisys linkedin slidesharejohn@nemisys.uk.com @johnrduffy01189 122226 @nemisys
    2. 2. AgendaIntroductions 12.30 – Lunch• Commercial team• Nemisys Promoting your Facebook page• Survey feedback • Simple and low cost ways to promote your PageIntroduction to Facebook• What is Facebook? Measurement• Context – where Facebook sits among • within Facebook other social media • on your web siteCreating a Page Page clinic• Step through of the basics • Take 2 attendee Pages and jointly produce a plan to improve themBuilding your presence• Content plan - a structured approach to 3.30 – Wrap up and session ends generating content• Content typesEngaging with people• Core techniques for running your Page and raising engagement levels
    3. 3. Experience – some of the company we keep
    4. 4. Othersports
    5. 5. Survey results - techniquesTechnique Total (from 7)Facebook Group 1Facebook Page 5Flickr account 0Linkedin Group 0Podcasts 0Vodcasts 0Forums 1Twitter account 4YouTube (or similar) 2Own social network 0Other ‘web 2.0’ techniques 0
    6. 6. Survey results – time & resourceResource availabilitySize of marketing dept 0 – 2 people (plus volunteers)Is digital a discrete element in your Yes – 1marketing plan?Amount of time you have 1 – 10 hours per weekMembers Potential audience Current contacts11,000 20,000 34014,000 14,000 10024,000 24,000 5001,000 1,000 2500 200,000 21,000
    7. 7. Key lessons• Practical advice• Not too technical• Not too time-consuming
    8. 8. Introduction to Facebook
    9. 9. Introduction & context
    10. 10. Facebook vs othersFacebook Flickr• Consumer • Consumer• Huge • 4 bn photos• 750M global • UK usage n/a• 29M+ UK LinkedinTwitter • Professional• Journalists • 20M+ across Europe• Consumer• 100M global, UK n/aYouTube• Consumer• 2nd largest “search engine”
    11. 11. The key to success• If it‟s not a conversation, it‟s not SOCIAL
    12. 12. Sport has the key ingredients ...• Passion• Loyalty• Commitment• Networks• BANTER “As a brand manager, I crave the passion you have access to on sports. You have no idea how lucky you are ... No matter how well we do, how many of my customers will say they loved staying in our hotels so much they want their ashes scattered in the foyer?”
    13. 13. Creating a Page
    14. 14. Creating a Page• Type: entertainment > sports team• Settings – Always comment as Page (not from personal account) – Send notifications• Allow people to post photos, videos & tag• Add photo & video tabs• Photo – 180 px wide – Square for best thumbnail
    15. 15. Content planning
    16. 16. Writers block hits us all ...
    17. 17. Key technique: content planDate Whats happening Content opportunities Blog Facebook YouTube Linkedin Twitter ipadio Foursquare News item Who? 09-Jun Goodform CRM Summit Visit to Emirates Stadium y y y jd Running workshops y y y jd Contact with speakers y y y jd Contact with delegates y y y jd 14-Jun Meeting at Woodhall Spa, EGU HQ Photograph before meeting y y jd 15-Jun Mark Wood meeting Polar explorer - photos & y y y mks interview 17-Jun Workshop at British Eventing Sample interviews as part of y y y jd workshop 12-Jul England Hockey, London Cup Photographs with great & y y jd good David Faulkner insights to y y y jd team progress Match itself y jd 12-Jul Primary Club Dinner (Lords?) Photographs y y jd 13-Jul BUCS conference, fixtures & y y y y jd results system launch 19-Jul Melcrum, Internal Giving paper y mks Communications conference ipadio interviews y y mks
    18. 18. Your content plan templateDownload your copy here:www.nemisys.uk.com/contentplan
    19. 19. Content typesPhotos Links• Staged, reportage, action • Can be informative• Sneak previews, behind the • Or occasionally just post for scenes, capturing emotion fun• Don‟t forget they don‟t have to be yours – you can post Questions and polls about other peoples‟ photos • Can be looking for too information you need • Or again just for fun, askingVideo for people‟s opinions and• The types of video content views are identical to photo• With video, it‟s even more common to post other peoples‟ video to your page
    20. 20. What do you have to draw on?• Matches • Photos• Tournaments • Video• Cups • Links• Festivals • Questions & polls• Think age ranges – youth to seniors• (Race) meetings • Before• Community work • During• VIP visits • After• Elite athletes• Funded athletes Let‟s get stuck in!• Committee meetings www.nemisys.uk.com/contentplan• Sponsor opportunities
    21. 21. Engaging with people
    22. 22. First, some dos & don‟ts
    23. 23. Don‟ts If you go in to a pub, you instinctively know how to behave – when it’s OK to chat to people, what to say and when to leave them well alone. Facebook has similar rules, and don’t worry, they are all pretty much common sense.• Don‟t “broadcast” your links all the time. Sometimes it’s nice just to chat rather than sell.• Don‟t ignore people. Don’t dominate the conversation, but do join other peoples’ conversations if you have something to offer.
    24. 24. Dos• Do thank people. If someone likes or shares your content, thank them!• Do post fairly often. It’s hard to have a conversation if there’s nothing to chat about. Start with a couple of posts a day - you’ll soon get a good feel for how often. If you’re a bit stuck for content, don’t post everything in one day, it’s ok to string it out with a little subtlety.• Do vary your posts. Mix it up with photos, videos, questions, opinions and of course links.• Do write “for the news feed”. Even though you are writing on your own wall, remember that most people will read your message on their own news feed. So saying things like “check out the tab on the left” doesn’t work.• Do send updates, but only for really important things. Edit page > resources > connect with people & then you can send your message. This arrives as a notification, so don’t use this too often or you will turn people off.• Do make your page as open as possible. Allow fans to post to your page, add photos, tag photos etc. This is the best way to benefit from Facebook’s viral effect, so if you don’t do this it’s just more marketing!
    25. 25. Tone of voice So, you’re still in the pub – what tone of voice should you use? The best way to imagine it is you are going for a drink after work. So you are friendly with everyone – your usual enthusiastic and lively self. But not as friendly as you would be with the mates you’ve known since school. You just don’t have the same shared experiences and references to be that familiar, particularly when it comes to humour.• Be friendly. Open, honest and considerate.• Be informal. If you have a corporate style guide, start the discussion now about how you’ll need to change the rules for social media.• Be a good host. Make people feel welcome, ensure they know enough to feel comfortable and have a few tricks up your sleeve to start the conversation going (more on that later).• DON‟T SHOUT. Besides being harder to read, online etiquette has it that CAPS is shouting• Be humorous. But stop way before you think you might be getting anywhere near the line. And use smileys just to make sure people know you are joking.
    26. 26. Ask questions• Back to the pub – it‟s easy to ignore a statement• But not so much a direct question• Tip: make your questions as edgy as you can• Type 1 – just post a question on your wall• Type 2 – Facebook Questions make polls really easy• https://www.facebook.com/questions/
    27. 27. Be topical• Time your questions to specific events• Plan for them!• Seed questions to Twitter, ask people to answer on Facebook ...
    28. 28. Express an opinion As NGBs, we know it‟s sometimes difficult to come off the fence, but there are ways:• “We are excited about Saturday‟s cup semi finals ...”• “Good luck to everyone taking part in ...”• “So proud of the volunteers picking up awards last night ...”Or going a little further• “Did you see Rooney‟s sending off? What did you think ...?”
    29. 29. Matches and competitions• Not so much a technique, but we all run high profile matches and competitions – use them to generate chat!• Photos – beforehand, from previous encounters – During and after, from the match in question• Videos – As for photos• Predictions – Ask for predications, always great for banter• Spectators – Ask for spectators to upload their photos & videos, give a prize for the best• Behind the scenes footage – interviews with players, coaches, officials, spectators?
    30. 30. Promoting your Page
    31. 31. Low- and no-cost techniques• We know you don‟t have large budgets to promote your Page• Here‟s the good news – low- and no-cost techniques are the place to start no matter what your budget!
    32. 32. Use your existing networks• Every NGB knows hundreds or thousands of people and organisations who might help with a link to your Page.• Think clubs, officials, players, coaches, leagues etc – anyone you know!• If you can reach them by email, drop them a link and ask them: – To become a fan (like your Page) – To put a link on their web site – To pass on a link to your Page via email to their networks • You will probably need you to give them a reason
    33. 33. Email is not dead yet• Contrary to what some social media types will tell you, email isn‟t dead yet. – In fact, so long as Facebook and Twitter send an email each time someone posts on your Wall or sends you a Tweet, that‟s proof enough for us that even the social networks know email still works!• So have a think about simple things you can do – Add a link to everyone‟s email signature – If you run a regular newsletter, include a section “view from Facebook” and publish the best user posts – Can you ask clubs & leagues to mention you in their regular newsletters?
    34. 34. Claim your friendly web address• There‟s an easy way you can set up a friendly web address for your Facebook Page like www.facebook.com/MiddlesexCountyFA• When you are signed in to your Facebook account, just visit this link https://www.facebook.com/username/, choose you page and add the name you‟d like.• Then start to use this address instead of the complicated one – it will make it much more likely that people will pass it on
    35. 35. Your web site• Publish a link from your web site to your Facebook Page.• This can be as simple as a text link• Or if you fancy it, try a “Like box” – this shows people looking at your site which of their friends also like your Page, and so encourages them to like it too• https://developers.facebook.com/docs/reference/plugins/like-box/• https://www.facebook.com/EquestrianTeamGBR• Now paste the code in to your CMS
    36. 36. Measurement
    37. 37. Facebook Insights
    38. 38. What to look forBasic measures Monitor improvement• Active users • Interactions – what sort – Total of posts work best for – Unique you?• Page views – Like• Tab views – Comments• Total likes – Media types
    39. 39. Traffic from Facebook
    40. 40. Give this to your GA administrator1. Create new profile called „traffic from Facebook‟2. Add a filter: – Name: Source – Facebook – Type: custom > include – Filter field: Referral – Filter pattern: facebook.com – Case sensitive: no
    41. 41. Page clinic
    42. 42. Page clinic checklistsPage set up Content plan• Page type • Work through content• Administrators plan• Notifications • Plan activities & generate• Friendly name ideas• Profile picture• Post as self/page Page promotion • Easy actions to takeCurrent Page activity • Things to try• Type of posts• Facebook Insights – clear winners?
    43. 43. British Equestrian• https://www.facebook.com/EquestrianTeamGBR
    44. 44. Snowsport England• https://www.facebook.com/pages/Snowsport-England/145370442173263
    45. 45. England Handball• https://www.facebook.com/pages/England-Handball-Association/140637915956495
    46. 46. Rounders England• http://www.facebook.com/#!/pages/Rounders-England/148597798515961
    47. 47. British Taekwondo Control Board• https://www.facebook.com/SportTaekwondoUK
    48. 48. Questions?Download this deck from www.nemisys.uk.com/sportenglandJohn Duffy blogMarketing Director, Nemisys linkedin slidesharejohn@nemisys.uk.com @johnrduffy01189 122226 @nemisys

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