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University of sheffield social media and sports workshop 9 august 2010

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Slideset used to support a social media workshop for University Sports Departments. Joint presentation with Sue Anstiss of Promote PR - search for sueanstiss for Sue's slide set too

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University of sheffield social media and sports workshop 9 august 2010

  1. 1. About Nemisys John Duffy Marketing Director, Nemisys john@nemisys.uk.com 01189 122226
  2. 2. Links • About Nemisys • Facebook • YouTube • Flickr • ipadio • Content plan • Issue management • Analytics
  3. 3. Nemisys in Sport
  4. 4. Our first sporting project in 2000
  5. 5. http://www.youtube.com/watch?v=LN-i8CBenVI
  6. 6. Facebook
  7. 7. Facebook – overview • 500 million users worldwide • Unique users (UK) – 25 million • Share of time on social media sites – 75.4% • Time spent per user per month – 6 hours • Visits per user per month – 18
  8. 8. How Facebook compares
  9. 9. Why a Page not a Group? Feature Facebook Pages Facebook Groups “Friendly” URLs Yes No Hosting a discussion Yes Yes Discussion wall Yes Yes Discussion forum Yes Yes Add extra FB applications Yes No Add your own applications Yes No Messaging to all Members Yes (via updates) Yes (via PMs, max 5000) Visitor statistics Yes (Page Insights) No Video & photos – yours & Members/Fans Yes Yes Create & manage events Yes No Promotion with social ads Yes No
  10. 10. Why a Page not a Group? Feature (Feb 2010) Facebook Pages Facebook Groups “Friendly” URLs Yes No Hosting a discussion Yes Yes Discussion wall Yes Yes Discussion forum Yes Yes Add extra FB applications Yes No Add your own applications Yes No Messaging to all Members Yes (via updates) Yes (via PMs, max 5000) Visitor statistics Yes (Page Insights) No Video & photos – yours & Members/Fans Yes Yes Create & manage events Yes No Promotion with social ads Yes No
  11. 11. Setting up a page http://www.youtube.com/watch?v=xYLApdBi2c4
  12. 12. Before we get stuck in ... • How is sport resourced at your Uni? • Can NTU ever catch Nottingham? • Or Hallam catch Sheffield?
  13. 13. Running your page • Effective posts – Question – Provoke – Bant • Essential but boring – Broadcast – Notices
  14. 14. Competitions Credit: Cardiff University www.cardiff.ac.uk/stayconnected
  15. 15. Objectives • Convert email contacts to Facebook • Improve conversion rate from visit to like for Facebook page • To develop comms channel that allows less formal and more frequent contacts
  16. 16. Seeding
  17. 17. Results • 3rd in fans behind Oxford & Cambridge • Would be great if I can sub in or add the “total fans” growth too
  18. 18. Lessons • Response peaks quickly – make your call to action page perfect for launch! – A/B test first if you can • Ts & Cs – Make them clear, engage openly with any questions • Track behaviour on your own web site – Use campaign tracking URLs in seeding – Set up goals to track entries – Set up profile to report traffic from Facebook – Martyn – not implying the tracking lessons are from Cardiff, these will be more generic
  19. 19. Attention to detail is all
  20. 20. Applied similar technique to • Twitter – Linked to ReTweet – Canny beggars timed with graduation & Stephen Fry’s hon degree for a Tweet – Early days but looking very promising, again 3rd behind Oxford & Cambridge for followers • Flickr – “125 years photo competition” established Flickr footprint with over 1000 photos – Great source of images for other uses – Go for “license to use” in Ts & Cs – Engage any vocal complainers, turn them in to evangelists!
  21. 21. @ing people and pages
  22. 22. And the result • Your post on their wall, with your page name NOT profile name
  23. 23. Connecting with your web site
  24. 24. Advertising • http://www.bucs.org.uk/sportshub
  25. 25. Advertising
  26. 26. Advertising
  27. 27. Advertising
  28. 28. Advertising
  29. 29. Advertising
  30. 30. Advertising
  31. 31. Things you MUST do • Leave your wall open to all to comment and post • Regularly post photos • Regularly post videos • And tag people in photos and videos • Post your results • Question your fans • Provoke your fans • Provoke your rival universities • Poll your fans • Run competitions • Integrate with your web site • Regularly broadcast audio (ahem ...!)
  32. 32. Other applications
  33. 33. Other applications
  34. 34. Other applications • Events • Slideshare • Youtube
  35. 35. Community Sports Hub
  36. 36. Sports Hub - sports involved Pilot • Badminton • Table Tennis • Judo • Athletics • Volleyball • Squash & racketball Joined by • Rugby Football League • Football • Cycling? • Swimming?
  37. 37. Applications available • You have access to these Community Sports Hub applications through BUCS – come through john@nemisys.uk.com for more info • Photos • Videos • Competitions – perfect for recording times for that rowing competition! • Events • Sponsors • ipadio – additional license fee would apply • Pages • Groups
  38. 38. YouTube & video
  39. 39. 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%
  40. 40. Where YouTube fits
  41. 41. • http://www.youtube.com/watch?v=Oe3St1GgoHQ
  42. 42. Examples – lower cost!
  43. 43. 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 
  44. 44. Partner programme • http://www.youtube.com/user/LeedsMetUni#p/p/F9F39999609CA26D/4/l-UXEdSSN6Q • http://www.youtube.com/partners
  45. 45. Tagging tips In a sporting context: • Your organisation name • Sport (Americanisms?) • Event name • Location • Year • Players/teams involved • Game highlights
  46. 46. Analytics • Number of views over time • Individual and across channel • Embeds • Age ranges • Gender • Location • Community engagements – Ratings – Comments – Favourites
  47. 47. Embeds
  48. 48. Video sources / content • Ideas for video sources? • Interviews – players & coaches • Training material • TV coverage (request permission!) • Matches • Students – media departments need assignments – Invite to championships – National training sessions • Humour – hard to do, but works well if you can!
  49. 49. YouTube free promotion • Tagging is important • Share to Facebook • Share via Twitter • Embed to your web site and blog • Embed to other sites • Link from main sites • And ask others to do the same
  50. 50. Flickr
  51. 51. Cardiff University • “125 years photo competition” established Flickr footprint with over 1000 photos • Great source of images for other uses • Go for “license to use” in Ts & Cs • Engage any vocal complainers, turn them in to evangelists! • http://www.flickr.com/groups/cardiffuni125/
  52. 52. Cardiff’s Group
  53. 53. Flickr tips • Run photo competitions • Use Pro account if you have budget • Create a Group • http://www.flickr.com/help/groups/ • Tagging – same as for video
  54. 54. Using audio - ipadio
  55. 55. Disclaimer • Nemisys developed and own ipadio • There are other audio tools available! • www.ipadio.com • www.tweetmic.com • www.audioboo.com • www.facemic.com
  56. 56. ipadio - demonstration • www.ipadio.com/live
  57. 57. Examples - 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 Sean Long • http://www.ipadio.com/phlogs/Barlacommentary/2009/10/19/Interview-with-Sean-Long • Results, views and racing tips • http://www.britishhorseracing.com/BHAxtra/ • Results at the World Transplant Games • http://www.worldtransplantgames09.com/
  58. 58. Potential uses • Posting match reports and results • Interviews with your star performers • Athlete diaries • Live commentaries on high profile matches • Integrates to web sites, blogs • Updates Facebook status • Updates Facebook Pages • Tweets your followers • Handles subscribers by email
  59. 59. Strategy section
  60. 60. Content plan • What • Who for • Why • Where from • How often • Who will do • Regular activity • Special projects • Photos • Videos • Polls • Results • Interviews • Events • Messages/Status/Tweets
  61. 61. Regular activity • How do we ensure there is daily activity across your social media presence? • Photos • Videos • Polls • Results • Interviews • Events • Messages/Status/Tweets
  62. 62. Regular BUCS Wednesday • Photos – Build up – Last year’s match – Matches • Poll – Man of the match • Video – Camera crew? – Self-shot • @ opposition Uni FB page with a challenge “Remember last year, 5-3 wasn’t it?” • Post photos across several days • Post links to BUCS tables
  63. 63. Develop checklists for posting • Photos of Wednesday matches – Post best 1 or 2 to Flickr • Title and tag • Share to Facebook • Tweet – Post rest to Facebook • Title and tag the photos • Tag people where possible • Tweet • @ opposition Facebook page with link
  64. 64. Example – University Event Marketing Owned web pages • Facebook page • Events app • Main University site (news, events) • Student pages, intranet • Staff pages, intranet • Sports dept pages, intranet • Log in pages • Splash/promotional pages • YouTube channel • Flickr Group Other web pages & services • NGB site(s) & listings • Local clubs / partnerships • Blogs • Forums • Cultivate friendly webmasters • Twitter People • Club Members & friends – tap for contact • Sports students / courses • Sports Alumni programme (21 Club) • Let’s discuss your events Email • University email to students (solus or newsletters) • Local clubs • Local media (TV, press, student radio) • Local clubs newsletters • Alumni association • Facilities databases – people made bookings Media • Student newspapers (print & web) • Local papers • Trade press • TV & radio • Ipadio interviews • (Name of event sponsors) Collateral • Posters • Leaflets • Notes on pay slips • Email signatures • Kit – hoodies, polos Other ideas • Online surveys – manufacture for data capture • 1 minute promo video on YouTube
  65. 65. Issues management
  66. 66. Negative comments • Do everything in your control to leave negative comments online – Engage with the negative – they might be right! – Develop a thick skin – The FA approach – distance • The perfect place to be is that your community responds on your behalf • Of course, try not to score any own goals!
  67. 67. Ts & Cs • If you commit to a network, know their Ts & Cs
  68. 68. Child protection – Sport England • 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
  69. 69. Child Protection - CEOP • http://apps.facebook.com/clickceop/
  70. 70. Analytics
  71. 71. Twitter search
  72. 72. Facebook insights
  73. 73. YouTube views
  74. 74. Flickr stats
  75. 75. Tracking people on your site
  76. 76. Google Analytics In Google Analytics • Add new profile • Apply filter • Custom filter – Include – Filter field = Referral – Filter pattern = facebook.com • Produces a profile for purely Facebook visitors • Video
  77. 77. Pulling it all together • Use Excel • Dedicate time at start of each month • Adapt our master spreadsheet to suit your: – Objectives – Site – Promotional techniques Email john@nemisys.uk.com for a copy, and book on an analytics workshop at www.nemisys.uk.com/workshops

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