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SPORTS and
SOCIAL MEDIA
Same game; different rules
GATEHOUSE NEWS & INTERACTIVE DIVISION
Audio: 888.398.2342 Access code: ...
PREGAMEWARMUPS
MIKE TURLEY
CONTENT TEAM MANAGER
Large Daily Division / GateHouse
News & Interactive Division
Phone: 585.85...
THELINEUP
• START with some facts and stats.
• WHY reporters should use social
media tools to cover the local
sports scene...
THEHISTORY
“Outlined against a blue-gray
October sky, the Four
Horsemen rode again. In
dramatic lore they are known
as Fam...
NUMBERSGAME
86The percentage of people who will check
sports updates while at work.
Factoid
• “Social media has climbed
to...
81The percentage of sports fans who prefer the
Internet over
radio for sports news.
63The percentage of fans who check on ...
Top sources for breaking
sports news
41 — Percentage of sports fans who turn to
Twitter
and Facebook.
40 — Percentage of p...
PLAYINGFIELDS
Print
• A second-day look
at yesterday’s coverage;
platform for previews
and features; medium
of record.
Web...
PLAYINGFIELDS
How adults consume sports content
49The percentage of
U.S. population that owns
a smartphone. Number will
increase to 68 percent by 2017.
89The percentage o...
WHYSOCIALMEDIA?
• Readers will seek out the information; why
not be the one they find?
• Proactive approach allows readers...
• Increase followers on Twitter, likes on
Facebook, traffic on Web …
• Build a more loyal audience.
• Generate buzz around...
ESPN approach to Twitter
• To become the breaking sports news wire.
• Cultivate and enhance a growing network of
citizen c...
How can we give fans a more
engaging experience?
• TWITTER — Micro-blogging service that allows
you to post real-time upda...
TWITTER
• The percentage of Internet users that
uses this micro-blogging platform has
doubled since 2010 to 16 percent. Tw...
5 Twitter tips
• Be active — Twitter is the best way to share
what is happening right now, so tweet what
you are seeing. I...
FACEBOOK
• Two-thirds of adults who access
the Internet are Facebook users.
• Eighty-six percent fall in the 18-29 age
gro...
5 Facebook tips
• Interact — Create a virtual tailgate; ask
fans to submit photos and details of their
pregame activities....
FACEBOOK
This Facebook
post links
readers to The
State Journal-
Register’s
website and
access to print
versions of the
loc...
PINTEREST
Pinterest is a good platform to
organize theme-driven visual content
such as best pitchers in the
conference, be...
VIDEOTOOLS
INSTAGRAM
• Thirteen percent of Internet users
take and share photos on the platform.
• Twenty-eight percent fa...
VIDEOTOOLS
Instagram and Vine:
Beyond the lines
• Look for cheerleaders, the
drill team, poms and band.
Shoot a segment of...
• Blogging platform
used to curate a
timeline
of posts from Twitter,
Facebook, Instagram,
YouTube, etc.
STORIFY
Factoid
• ...
Taking the first steps
• Recognize cultural shift in way people
consume news.
• Reality of earlier deadlines.
• No longer ...
• Live updates — cancellations, lineup
changes,
crowd and parking updates, alerts
• Interaction and engagement — Who do yo...
Pregame
• Who is starting?; who is injured?
Gametime
• Problem with goal posts in south endzone;
kickoff pushed back 30 mi...
Twitter feeds
Use Twitter widgets to embed
Twitter boxes in story on
your
website.
https://twitter.com/about/resources/wid...
Content turnover …
An app for Illinois Prep
Scores
keeps fans updated on every
football score in the state.
THEOPPONENT
Fa...
THETAKEAWAYS
• Sports fans are relying on social media to
keep them informed with real-time content and
conversation.
• Sp...
SPORTS and
SOCIAL MEDIA
Same game; different rules
GATEHOUSE NEWS & INTERACTIVE DIVISION
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Sports and Social Media: Same game; different rules

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Sports and Social Media: Same game; different rules

  1. 1. SPORTS and SOCIAL MEDIA Same game; different rules GATEHOUSE NEWS & INTERACTIVE DIVISION Audio: 888.398.2342 Access code: 585.200.4058
  2. 2. PREGAMEWARMUPS MIKE TURLEY CONTENT TEAM MANAGER Large Daily Division / GateHouse News & Interactive Division Phone: 585.851.9696 Email: mturley@gatehousemedia.com Twitter: @ml_turley Blog: www.ghnewsroom.com/blogs/mike- turley
  3. 3. THELINEUP • START with some facts and stats. • WHY reporters should use social media tools to cover the local sports scene. • WHAT social media tools are available to reporters, and WHAT they should cover through social media. • WHEN and WHERE reporters should post the content.
  4. 4. THEHISTORY “Outlined against a blue-gray October sky, the Four Horsemen rode again. In dramatic lore they are known as Famine, Pestilence, Destruction, and Death. These are only aliases. Their real names are Stuhldreher, Miller, Crowley and Layden." — Grantland Rice, sports writer for the New York Tribune, wrote this lede graph to his story on the Notre Dame- Army football game in 1924.
  5. 5. NUMBERSGAME 86The percentage of people who will check sports updates while at work. Factoid • “Social media has climbed to the top as the No. 1 source for the average person’s sports fix.” Source: GMR Marketing
  6. 6. 81The percentage of sports fans who prefer the Internet over radio for sports news. 63The percentage of fans who check on game updates while they are at a game. Source: GMR Marketing NUMBERSGAME
  7. 7. Top sources for breaking sports news 41 — Percentage of sports fans who turn to Twitter and Facebook. 40 — Percentage of people who turn to national news websites. 13 — Percentage of people who turn to television. 4 — Percentage of people who turn to NUMBERSGAME
  8. 8. PLAYINGFIELDS Print • A second-day look at yesterday’s coverage; platform for previews and features; medium of record. Web • Multimedia opportunities; breaking game coverage. Social media • Live platform; high engagement, conversational.
  9. 9. PLAYINGFIELDS How adults consume sports content
  10. 10. 49The percentage of U.S. population that owns a smartphone. Number will increase to 68 percent by 2017. 89The percentage of 18-24 year-olds who have their smartphones with them 22 hours a day. NUMBERSGAME
  11. 11. WHYSOCIALMEDIA? • Readers will seek out the information; why not be the one they find? • Proactive approach allows readers to follow the action, not just read about it the next day. • Fans want to share their opinions and thoughts when it comes to sports so create a forum for discussion. Factoid • “No one knows more about a sport than its fans, so providing a destination where fans can talk among themselves and create their own content is the epitome of Web 2.0 thinking.
  12. 12. • Increase followers on Twitter, likes on Facebook, traffic on Web … • Build a more loyal audience. • Generate buzz around your name; get people talking about the brand. • Increase the reach of your content. Factoid • “Without content, social media is a sports car with an empty gas tank: All show, no go.” — Joe Chernov, Content Marketing Institute WHYSOCIALMEDIA?
  13. 13. ESPN approach to Twitter • To become the breaking sports news wire. • Cultivate and enhance a growing network of citizen contributors. • Provide a first-screen coverage option for non-televised events. • Second-screen analysis option for TV events. • One-on-one, one-to-many communication tool, or many-to-one. WHYSOCIALMEDIA?
  14. 14. How can we give fans a more engaging experience? • TWITTER — Micro-blogging service that allows you to post real-time updates and short bursts of information. • FACEBOOK — Social networking platform that allows you to connect and share content with friends. • PINTEREST — Virtual pinboard that allows you to create and organize theme-based visual content. • INSTAGRAM, VINE — Photo- and video-sharing social networking services. TOOLS OF THE TRADE
  15. 15. TWITTER • The percentage of Internet users that uses this micro-blogging platform has doubled since 2010 to 16 percent. Twenty- seven percent of those in the 18-29 age group use Twitter. • There are 554,750,000 registered Twitter users. • The average number of tweets per day is 58 million. • 9,100 tweets occur every second. • Forty-three percent of Twitter users access their phone to tweet.
  16. 16. 5 Twitter tips • Be active — Twitter is the best way to share what is happening right now, so tweet what you are seeing. It’s more than just scores and stats. • Engage — Share the experience; don’t tell it. • Promote — Create an event-specific hashtag; let readers know you are covering an event. • Respond — Pay attention to your followers; ask questions. • Retweet — Encourage reader participation. TWITTER
  17. 17. FACEBOOK • Two-thirds of adults who access the Internet are Facebook users. • Eighty-six percent fall in the 18-29 age group. • There are 1,110,000,000 monthly active Facebook users. • 680,000,000 are mobile Facebook users. • 700 billion minutes are spent each month on Facebook. • 130 is the average number of friends per Facebook user. Source: Statistic Brain
  18. 18. 5 Facebook tips • Interact — Create a virtual tailgate; ask fans to submit photos and details of their pregame activities. • Entertain — create polls, contests such as trivia quizzes. • Full-court coverage — Provide information before, during and after games. Fans are most active during the days leading up to the event so fuel the fire. • Respond — Pay attention to the comments. • Promote — Let readers know what they are missing on Facebook; conversely, drive FACEBOOK
  19. 19. FACEBOOK This Facebook post links readers to The State Journal- Register’s website and access to print versions of the local high school football schedules.
  20. 20. PINTEREST Pinterest is a good platform to organize theme-driven visual content such as best pitchers in the conference, best plays of the season, etc. Source: Norwich Bulletin
  21. 21. VIDEOTOOLS INSTAGRAM • Thirteen percent of Internet users take and share photos on the platform. • Twenty-eight percent fall in the 18-29 age group. Source: Statistic Brain VINE • Five Vines are tweeted every second. • 19,667 Vines were made amidst the Boston Marathon bombings.
  22. 22. VIDEOTOOLS Instagram and Vine: Beyond the lines • Look for cheerleaders, the drill team, poms and band. Shoot a segment of a routine or song. • Interview fans in the stands. Find parents of athletes and ask how they deal with the “excitement” of watching their son or daughter play.
  23. 23. • Blogging platform used to curate a timeline of posts from Twitter, Facebook, Instagram, YouTube, etc. STORIFY Factoid • The real-time, right-now nature of Twitter is just a snapshot. Over a period of time, a whole story emerges.
  24. 24. Taking the first steps • Recognize cultural shift in way people consume news. • Reality of earlier deadlines. • No longer can rely on print platform to shoulder responsibility of result-based content. • Recognize opportunities to cover prep sports. • Become more creative in digital approach. • Put reporters in position to win with social media. • Plan and budget for social media on a daily GAMECHANGER
  25. 25. • Live updates — cancellations, lineup changes, crowd and parking updates, alerts • Interaction and engagement — Who do you think is going to win? Who will be the star of the game? Note — Box scores and results are static. WHATTOPOST Factoid • Major League Baseball saw a 36-percent increase in its balloting for the All-Star Game after hyping the selection process with a hashtag campaign. Source: business2community
  26. 26. Pregame • Who is starting?; who is injured? Gametime • Problem with goal posts in south endzone; kickoff pushed back 30 minutes Postgame • Video of coach’s decision to go for 2. www.rrstar.com Practice time • Coverage throughout the week to keep readers engaged. WHENTOPOST Factoid • “Twitter is like a time stamp on a scoop. If you get it on Twitter first, that’s what a lot of people are going to recognize at this point.”
  27. 27. Twitter feeds Use Twitter widgets to embed Twitter boxes in story on your website. https://twitter.com/about/resources/widgets) WHERETOPOST Factoid • Soccer fans sent 15,358 tweets per second as Spain scored the winning goal in the Euro 2012 Finals. It is the second highest rate in Twitter history. Sporting events account for four of the top five most related tweets per second.
  28. 28. Content turnover … An app for Illinois Prep Scores keeps fans updated on every football score in the state. THEOPPONENT Factoid • “We need people to be involved. It is a community effort. We created this for the fans. We created a tool for fans to report scores to everyone else.” — John Ingles / Illinois Prep Scores
  29. 29. THETAKEAWAYS • Sports fans are relying on social media to keep them informed with real-time content and conversation. • Sports departments and reporters need to recognize the cultural change and rethink the way they gather and report news. • Determine the right social media tools to engage readers. • Develop a game plan — what, when and where to post. Factoid • “(Twitter) is the appetizer we use to get people hooked on our site’s
  30. 30. SPORTS and SOCIAL MEDIA Same game; different rules GATEHOUSE NEWS & INTERACTIVE DIVISION

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