CCPR Web 2 Social Media Distribute

Web 2.0 and social media John Duffy Marketing Director, Nemisys [email_address] 01189 122226

A bit of background Environment97, Autism99, floated dotcom Award winning web sites & campaigns – New Media Age, Third Sector Nemisys in sport

Agenda Introductions Objectives for the day What is Web 2.0 & social media Web 2.0 techniques & social media sites Measurement Discussion of ideas Your homework – action plan

Current activities From 18 respondents

And what you’d like to explore Opportunities around ipadio Use of social media at events and championships Use of blogs for athletes Showing highlights from championships Overseas issues RSS (and private RSS) British/representative teams Providing better service to Members

What about Web 2.0? A set of tools and techniques designed to engage with your visitors A con – a new name for web 1.0, such that investors would forget the dotcom crash

What is web 2.0 – photo sharing

What is web 2.0 – online chat

What is web 2.0 – niche groups

Our first “web 2.0” project Environment97 12000 delegates – larger than Rio Earth summit From 100+ countries Jo(e) Public able to question World experts Take a look

Social media definitions Online people to people interactions A fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many) and is the democratization of information, transforming people from content readers into publishers Social media are works of user-created video, audio, text or multimedia that are published and shared in a social environment, such as a blog, wiki or video hosting site

Objectives Understand what is meant by Web 2.0 & social media Understand the opportunity Know WHERE to start Know HOW to start Explore some of the issues raised in your pre-workshop questionnaires

Introductions Of course, broadcast to the internet ... ;-)

Facebook Overview Account/profile Groups Pages Facebook Connect Sport England - Sports Hub Takeaways

Facebook – overview Unique users (UK) – 22.81 Share of time on social media sites – 75.4% Time spent per user per month – 6 hours Visits per user per month – 18

Facebook Groups Good for “private” groups – but you shouldn’t regard them as confidential! Maximum 5000 contacts Group creator is in public view Not a patch on Facebook pages – you should start to migrate to pages at the earliest opportunity!

Facebook Pages Open access Rich functionality Discussions Events Photos Videos Unlimited numbers DIALOGUE with fans Advertise Analytics

Facebook Sports Hub - Network Structure linking pages Connect NGBs to their clubs & participants using Pages Sports Hub Local Club Pages Shared content Competitors Wider participation Branded marketing Local Club Marketing Club Participation Brand participation Cross-promotion

Facebook sports hub – benefits

Sports Hub pilot 6 National Governing Bodies 19 Universities Facebook + Sport England BUCS + Nemisys roadshow Media Trust video training Key objective Can social media attract 12000 new participants to these 6 sports?

Child protection 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

Google Analytics & Facebook Set up a profile Filter for traffic from Facebook Set goals specifically for Facebook visitors

Facebook – Priorities Set up a personal account Don’t worry – it won’t be visible as part of your fan page With limited resource – use Facebook pages Limit content to that you know you can support ENGAGE WITH PEOPLE Monitor for activity/problems Answer questions Share ideas

Detail - tips to start you off Set up a page with http://www.Facebook.com/business/dashboard/ Name page – be literal, but be right – you cannot rename it later Track your Facebook referrers in Google Analytics or similar

Exercise Split in to 2 groups Decide what you might use Facebook for Or if already using, review what you’re doing in light of today

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%

Using YouTube for video Delivers an audience on YouTube YouTube Insights Number of views over time Individual and across channel Age ranges Gender Location Community engagements – ratings, comments & favourites

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 

Tagging tips In a sporting context: Your organisation name Sport (Americanisms?) Event name Location Year Players/teams involved Game highlights

Video sources / content Interviews – players & coaches Training material TV coverage (request permission!) Students – media departments need assignments Invite to championships National training sessions Humour – hard to do, but works well if you can!

Exercise Let’s try to produce a definitive list of content sources for the group

YouTube promotion Share to Facebook Share via Twitter Embed to your web site and blog Link from main sites And ask others to do the same

Exercise Much social media marketing is about using free or low cost networks to seed content Define your networks – I’ll start!

NGB networks Staff Many are players – social media can be “easier” to mix with your social life Committees Members Regions Representative players Some will have their own sites and networks Teams Own sites and networks Events Often a great catalyst for comms change

Photo sharing stats Nielsen Sept 2009 Flickr 2.95M uniques Photobucket 1.9M Other sites Fotki Picasa Snapfish Vimeo

Flickr tips Use “pro” account Use sets to organise and optimise Use titles, tags and descriptions Don’t be lazy! Embed to your own web site Share on other social networks

Twitter – overview Micro-blogging Give your views Alert to your news Link sharing Listening to relevant conversations Questions from an event audience Engaging with people who talk about you Potentially, dealing with negative issues quickly

Twitter – before you Tweet Follow people relevant to you Use Twitter lists Get a feel for what’s going on Then dive in!!

When might you Tweet? With links to new content on own web site With links to content on other sites Retweets Industry news of note During events and championships Comment on “the weekend’s play” Running workshops & training events Photos Phlogs Any other ideas?

Twitter – tips for Tweeting Little(!) and often But not too often – “10 per day” rule of thumb Some personal content is fine Retweet Tweets you like – “acquired wisdom” or ego stroking

Twitter – tools & ideas Tweetdeck Search panels Tweetmeme Trending and retweets Twitterlocal Search for local Tweets Uses for championships? Twitpic Email in photos to Twitter ipadio We’ll come to later Twibbons Do you do any campaigning?

Twitter - takeaways Not for everyone – but try it, it delivers web site traffic Decide on the type of account Personal or business or both (the personal brand ...) Add link to your account from site Add Retweet buttons to web site articles Monitor your brand mentions Trial for events

Blogs “ Unloved” compared to video, audio But should still have a firm place in your thinking Find ways to make them easier by incorporating other Web 2.0 techniques Embed video Embed audio Embed photos Might be ghosted ... but be careful!

Successful blogs ... Have a clear editorial tone and direction Actually, may have more with guest authors Invite dialogue Reader comments With answers Are optimised Are easy to promote and seed content

Forums – key points It’s not all about high numbers – service to Members matters too Email still has a role to play People who are used to interacting with you are more likely to TRANSACT with you

Podcasts Audio that you can subscribe to Often consumed offline, via MP3 players

Podcasts promotion As video Podcast directories Submit to iTunes The Pod Delusion Content by diverse contributors, edited by Nemisys Hundreds of subscribers 1000s of listens each week

Podcast creation – tech stuff Recording Laptop + mic, phone Editing Audacity Hosting service ipadio, Podbean, your site Promotion As with video etc – use your networks

Wikipedia Do you have an entry? Is it correct? Check links to your site – user experience and SEO

ipadio - demonstration ... And play time Disclaimer – ipadio was developed by Nemisys!

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 Shaun Long http://www.ipadio.com/phlogs/Barlacommentary/2009/10/19/Interview-with-Sean-Long Stewards enquiries http://www.britishhorseracing.com/BHAxtra/ Results at the World Transplant Games http://www.worldtransplantgames09.com/

RSS feeds Really simple syndication Allows users to subscribe using RSS Readers Allows other web sites to reuse your content – passing on “linkjuice” if done correctly! Can be applied to most techniques we’ve discussed today! BBC Suffolk Sport

Measuring success Google Analytics – “social media profile” YouTube, Facebook – have their own metrics Meaningful measurements Set up goals Order values Acquisitions / sign ups Engagements (comments, votes etc)

Roundup Facebook Video / YouTube Photos / Flickr Podcasts Online chats Forums Blogs Twitter Wikipedia ipadio RSS feeds

Types of media coverage Media can be Paid Owned Earned

Owned media Owned is “free” – you’ve already bought it But nothing’s really free Time People

Earned media – word of mouth 75% of people trust peer recommendations And most ask for advice before buying 14% trust advertising It’s not new, but it’s easier than ever before Characteristics Other peoples’ voices Which you CANNOT control But you can invite debate and ENGAGE them And you can cultivate them to help you In the end, thousands of people may pass your message on for free

Before we talk ideas We need to discuss this crucial concept With an average of 3 hours per week for all of this, are you PREPARED TO LET GO and let your public speak on your behalf?

In a nutshell CREATION + CURATION = SUCCESS Prioritised, of course!

Ideas – a possible action plan Review existing marketing/communications activities Might be strategic, better if campaign or project related Any opportunities for Web 2.0 techniques? Existing plans – can Web 2.0 improve? New activities – anything extra you could do? Define some goals, alongside isolating some resource Set up your analytics before you start

Your Next Major Event Let’s pick a major event for one of you Golf – Brabazon, overseas event? Rowing – next World Championships? And work up some ideas Techniques & sites to use Specific ideas Before, during, after Commercial opportunities? Goals to set

Other scenarios Raising your players’ & teams’ profiles Specifically, blogging for athletes Providing better service to Members Premium deliverables? Online shops – improving performance

Your “homework” Essentials Map techniques to your current marcomms plan / project work / campaigns Insert “social media angle?” in to your future thinking Measure your current traffic and outcomes from social media Monitor Twitter & other social media for mentions and engage with the conversation Then pick & choose Join Twitter and follow @johnrduffy Survey your Members – what information do they want, and how do they want it? Start a blog Create a Facebook page (you don’t have to publish until you are happy) Kit your teams up with ipadio  Register a YouTube account and start practising filming! Create sets of photos from your events

Whatever you do ... Measure, measure, measure ... We know it works, but how else can you justify future budgets for your, erm, digital agency 

CCPR Web 2 Social Media Distribute

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