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DKHLT 2012 Team Day - Raising Your Profile - Part 3


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Part 3 of a presentation to athletes from Dame Kelly Holmes Legacy Trust on raising your profile using the internet

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DKHLT 2012 Team Day - Raising Your Profile - Part 3

  1. 1. Your audience© Freestyle Interactive –
  2. 2. Put your audience at the heart of your strategy Audience© Freestyle Interactive –
  3. 3. Don‟t jump straight into tactics “But I want to be on Facebook”© Freestyle Interactive –
  4. 4. Put audience at the centre• In the digital age, it isn‟t what you say about yourself – it‟s what your audience says about you!• Your audience should dictate all of your digital assets – content, blogs, website, Twitter, Facebook, search optimisation• Whatever you do in the digital age – always think: “HOW WILL THIS AFFECT MY AUDIENCE?”Will it be good? bad? useful? controversial? worth looking at? sell myproduct?© Freestyle Interactive –
  5. 5. Understanding your audience• The 4 W‟s are crucial whenever you are considering your audience:WHO?Who are they? (Age, Job, Interests, Wage, Location)WHAT?What do they want? (Advice? Opinion? Copy or Visual? Entertaining?)WHERE?Where do they sit in the digital world? (Facebook? Forums? Newspapers?Google?)WHEN?When do they use the digital world? (Internet habits? Seasonal? Only whenthey have a problem?)© Freestyle Interactive –
  6. 6. © Freestyle Interactive –
  7. 7. Put content at the heart of your strategy! CONTENT© Freestyle Interactive –
  8. 8. What does good a good Tweet look like?• LIVE: Using Twitter to report live from British Swimming Trials – providing fans with insight, so they share the experience.• APPROPRIATE HASHTAG: Uses the right hashtag “#bgchamps” so tweets are more likely to receive greater engagement and easily found• INVOLVE OTHERS: Doesn‟t just talk about herself. Not only talks about others – but makes effort to use their Twitter handle – more likely to be RTd• SUPPORTING CONTENT: Make the most of the situation! Keri-Anne also tweets a photo of her view – visuals always add to engagement!© Freestyle Interactive –
  9. 9. What does a good Facebook update look like? • CONTENT: What does your audience want? You might not be interested in your equipment, but your fans may be! • VISUAL: Again, visuals are always better. Share photos and videos. The more personal & „behind the scenes‟ the better! • ASK: Don‟t talk AT your fans – talk with them. Ask them what they think, hold conversations. • LENGTH: Short is better. Make a statement, ask a question, post a photo.© Freestyle Interactive –
  10. 10. Facebook timelines – Coca Cola© Freestyle Interactive –
  11. 11. Facebook timelines – Old Spice© Freestyle Interactive –
  12. 12. What does a good blog post look like?• 200-600 WORDS: Never more! Blogs are supposed to be short.• TONE: Think about Audience. Diary-like entries make fans feel special. Keep it casual!• CONTENT: This is a great article because it has so much: – Relevant and live from the trials – Includes a photo so it isn‟t a boring chunk of text – Talks about multiple things e.g. music choice, training meals, the Twitter hashtag, how she deals with nerves.© Freestyle Interactive –
  13. 13. What does good video look like?• Video – Short! 20secs-3 minutes. NO MORE! – 10 second rule - users will turn off if you don‟t explain why they should watch in first 10 seconds – Video from an iPhone is FINE! Feels more authentic. – Always think about audience! What do THEY want? © Freestyle Interactive –
  14. 14. What do good images look like? • Images – Think about audience! What do THEY want? – Use apps like Instagram to make your photos more attractive and engage in new communities – Don‟t worry about being too professional on Social Media, the content trumps the quality.© Freestyle Interactive –
  15. 15. Bringing it all together© Freestyle Interactive –
  16. 16. The process • What is my product? Strategy • What do I want to achieve? • Who are they? Audience • Where are they? • What do they want? • What content do I have? Content • What content can I generate? • Which channels best fit Channel my strategy, audience and content? Seed content© Freestyle Interactive –
  17. 17. BE STRATEGIC!Don’t do everything! Use what you have and thinkabout:- Time- Resources- Effort© Freestyle Interactive –
  18. 18. Measuring success© Freestyle Interactive –
  19. 19. Why measure?• How do we know if it‟s working?• How do we learn?• How do we improve?• Measuring‟s easy!© Freestyle Interactive –
  20. 20. The content cycle Decide on goals Develop Measure, learn content Seed content© Freestyle Interactive –
  21. 21. Monitoring websites and blogs• Your sites - Google Analytics –• Other sites – Google Insights for search – Google Trends for websites –© Freestyle Interactive –
  22. 22. Facebook Insights© Freestyle Interactive –
  23. 23. •© Freestyle Interactive –
  24. 24. Conclusion Strategy Audience Content Channel Measure, learn, improve Repeat!© Freestyle Interactive –
  25. 25. © Freestyle Interactive –