Social Media 101 Leveraging Social Media for the Front OfficeAn Introduction<br />http://www.flickr.com/photos/24704473@N07<br />http://www.flickr.com/photos/zacheverson/2259577982/<br />http://www.flickr.com/photos/hectoralejandro/3499429624<br />http://www.flickr.com/photos/localandbitter/sets/72157601501234353/<br />http://www.flickr.com/photos/jancyclops/4302613514<br />Prepared for Northwoods League <br />by Michael Ames, Pursuant Group<br />
Building Fan Loyalty<br />Front offices being loyal to their fans!<br />The front office must talk to the people with whom they hope to create relationships. <br />To speak with a human voice, front offices must share the concerns of their communities. <br />“If you want us to talk to you, tell us something. Make it something interesting for a change.” <br />“We have better tools, more new ideas, no rules to slow us down. We are waking up and linking to each other.”<br />http://img.stern.de/_content/52/90/529061/Fan_Eisschnellauf400_400.jpg<br />
spectators<br />one-way<br />creatives<br />critics<br />joiners<br />http://www.swimwatch.net/uploaded_images/coach-yelling-at-athlete-716268.jpg<br />Broadcast Media <br />Social Media <br />http://www.fitzroyjuniorfc.com.au/2008/Images/Week%206%20-%20U10%20Green/GroupHuddle_Coach.jpg<br />People have had a taste of two-way conversations around your brand. They won’t wait for you. <br />
In social media, you might be the topic of conversation without being the center of it<br />SOCIAL<br />MEDIA<br />BROADCAST<br />MEDIA<br />You will have to give up some control of your message in order to gain more influence.<br />
Differences in Tactics<br />BROADCAST<br />Front Office in Control<br />One Way / Delivering a Message<br />Repeating the Message<br />Focused on the Brand<br />Educating<br />Front Office Creates Content<br />SOCIAL MEDIA<br />Fans in Control<br />Two way / Being Part of a Conversation<br />Adapting the Message<br />Focused on the Fans / Adding Value<br />Influencing, Involving<br />User Created Content / Co-creation<br />Source: Slide 10 from "What's Next In Media?" by Neil Perkin<br />
A few quick stats…<br />79% of English speaking adults use the internet <br />60% of U.S. adults use home broadband connections<br />39% of internet users subscribe to an RSS feed <br />57% of internet users have joined a social network <br />55% have uploaded photos <br />83% have watched video clips <br />The conversation is happening with or without you.<br />Sources: Universal McCann’s Comparative Study on Social Media Trends, April 2008, <br />Pew Internet, January ,2010<br />
Resist AutomationOnce a communication system becomes automated…- efficiency is built into delivery- more communication can be done for less- messages are crafted for demographic groups- the communications sounds less human - the communication channel becomes less effective and more ignored<br />Yeah!<br />Yipee!<br />Good.<br />Oops!<br />Uh-oh!<br />
Consider What is Happening to Email<br />How many email addresses have you had?<br />Why do you have multiple, how is each used?<br />If your organization asked you for your email address, <br /> which one would you give them?<br />
Thinking Things Through<br />Objectives<br />Audience<br />Constraints<br />Strategy<br />Tactics<br />
Audience<br />Who are they?<br />Where will I find them online?<br />How do they use the social web?<br />What are they talking about?<br />What are they wanting?<br />Source: Beth Kanter, from 10/08 Share Our Strength presentation <br />Image: http://blog.pandora.com/pandora/archives/sports-fans.jpg<br />
Who is your audience?<br />Source: Forrester, Groundswell<br />
Who is your audience?<br />Source: Forrester, Groundswell<br />
Who is your audience?<br />Source: Forrester, Groundswell<br />http://www.forrester.com/Groundswell/profile_tool.html<br />
Objectives<br />Ticket Sales?<br />Brand Equity?<br />Fan Experience?<br />Customer Service?<br />Other?<br />PICK ONE OBJECTIVE TO START WITH<br />Notice that “press release outlet” is not on the list<br />
Personnel time capacity?</li></ul>Budget?<br />Communication policies?<br />What is non-negotiable?<br />
StrategyRemember this is all based on building loyalty and trust!<br />Listening strategies?<br />Engagement strategies?<br />Motivation strategies?<br />
Online Listening<br />Questions in preparing your organization to listen<br />Who will do the listening and responding?<br />What is your response policy to criticism/praise/questions?<br />How much time is allocated?<br />How will you analyze and share results?<br />What are the benchmarks to measure usefulness?<br />Beth Kanter, Listening Literacy<br />
Online Listening<br />Keyword Search Suggestions<br />Organizational Name<br />Peer names in your space<br />Other peers with similar sounding names<br />Program/Services/Event Names<br />Owner, GM or well known associated personalities<br />Brand or tagline<br />URLs of your online properties<br />Industry terms or phrases related to your mission<br />Your known strengths and weaknesses<br />Beth Kanter, Listening Literacy<br />
Forward and link to others content</li></ul>Generate Buzz<br /><ul><li>Open profiles on social bookmarking and crowd-sourcing sites like digg and stumbleupon
Bookmark content you like and share your profile
Promote others content through services like digg, mixx and newsvine</li></li></ul><li>Share Content<br /><ul><li>Take time to create content that address any recurring questions your fan base is asking.
Listen for where and when your content can be used to help a conversation or answer a question.
Answer the questions by directing people to the content you have created.
Host contests, quizzes and giveaways directly in these spaces. Draw in non-baseball fans because of your respected use of the tool.
Develop strategy and tactics for mascots, play-by-play, concessions, players, coaches</li></li></ul><li>Tactics<br />Finally, consider the tools for<br />Listening<br />Participating<br />Sharing Your Story<br /><ul><li>Spreading Awareness
Social Networking For Motivation and Action</li></li></ul><li>Tactics and Tools over Time<br />Community Building & Social Networking<br />Share<br />Content<br />Generate Buzz<br />Listen<br />Participate<br /> 20hr<br /> 5hr<br /> 10hr<br /> 15hr<br />Less Time<br />More Time<br />Adapted from Beth Kanter<br />
Giving Up Control<br /><ul><li>How you respond to criticism will say a lot about you and your organization.</li></ul>Not all content is precisely right, but the majority is generally right. <br />Not all of your interaction will be positive or favorable.<br /><ul><li>Pick your battles and be willing to apologize when necessary. </li></ul>Source:firstgivingpresentation, Using social media to expand your fundraising horizons<br />Image: http://paultan.org/photo/albums/2009-honda-city-malaysia/Steering%20Wheel.jpg<br />
Suggested Online Bibliography<br />SportsNetworker - http://www.sportsnetworker.com<br />Take A Peck- <br />http://www.jasonfpeck.com/<br />The Business of Sports - http://www.thebusinessofsports.com/<br />Sports Marketing 2.0 - an open online community moderated by Pat Coyle of http://www.patcoyle.nethttp://www.sportsmarketing20.com/<br />