#DSGlasgow - Lessons Learned From Three Years Of Social Media At Rangers
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Presentation delivered at the first #DSGlasgow event on 19th March, 2014. Rangers Football Club launched onto Social Media in 2011 and this presentation outlines some of the different lessons learned about social in these three years.
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#DSGlasgow - Lessons Learned From Three Years Of Social Media At Rangers
- 1. Lessons learned from three years of social at Rangers #DSGlasgow
- 2. So what are you going to cover? • Lessons learned from three very interesting years • My social media toolbox #DSGlasgow
- 3. Try your best to be consistent. Build expectation. #DSGlasgow
- 4. It’s the little things that matter #DSGlasgow
- 5. Don’t forget to think about how your fans consume what you do. #DSGlasgow
- 6. …and if it worked once, do it again. #DSGlasgow
- 7. #DSGlasgow
- 8. Don’t over-stretch yourself. Seek help wherever you can. #DSGlasgow
- 9. Sport is emotional. Harness it where possible. #DSGlasgow
- 10. Fractl Viral Emotions Study Positive and happy stories shared 1. Amusement 2. Interest 3. Surprised 4. Happiness 5. Delight 6. Pleasure 7. Joy 8. Hope 9. Affection 10.Excitement #DSGlasgow
- 11. Take a picture, it lasts longer #DSGlasgow
- 12. #DSGlasgow
- 13. Don’t chase the new thing. Chase the right thing. #DSGlasgow
- 14. Don’t be afraid to experiment. Know what you want to achieve, but be fluid about how you achieve it. #DSGlasgow
- 15. Be prepared for no one to notice (or understand). Develop a thick skin quickly. #DSGlasgow
- 16. Don’t be afraid to get things wrong. Don’t panic when they do, because they will. #DSGlasgow
- 17. Put a process in place. You’ll be able to act quicker. #DSGlasgow
- 19. Don’t be afraid to sell stuff sometimes. #DSGlasgow
- 20. Use the knowledge and opinion of your fans. They’ll thank you for it. #DSGlasgow
- 21. Lay some ground rules. #DSGlasgow
- 22. You are not alone. We’re a community too. #DSGlasgow
- 23. Social Media Toolbox • Bitly • Evernote • Dropbox • Spotify • Avocado • Google Drive • Pocket • Hootsuite • Pic Stitch • Google Analytics • Facebook Pages • Flipagram • Buffer • IFTTT • PicPlayPost • Audacity What do you use and why? #DSGlasgow
- 24. #DSGlasgow
Editor's Notes
- Introduce myself
- Let your fans get to know what you do and when. Train them to expect certain features and certain types of content at certain times. When we launched we decided what a Facebook post would look like and what a Twitter post would look like and developed a house style.
- The use of Bitly – we used a rng.rs – cheap and easy to set up. Fans see a consistent link URL that breeds confidence in clicking from your audience.Have a house style for putting up different social networks. Encourage to have a tone, but make sure that it’s flexible where possible.
- When do you use social media? I use it during the day because I work in social media. When I used to have a “normal” job I wasn’t able to. I was only online at night.Think about how far back people scroll on back on their Twitter, or Facebook timelines. I look at it as periods of time or consciousness of what you do.
- Going back to the stream of consumer consciousness I touched on previously, you can’t have all the people reading all your things, all the time. So if a tweet works well, do it again. Tailor it slightly if you want, but there is no harm in linking to a story 1,2 or 3 times.
- This is a little trick that I’ve started to use on Twitter that links together tweets in a users timeline. Essentially extending the length of one message.
- Most sports organisations are lucky if they have one person responsible for social. Exists in different areas of a business, sometimes with a differing focus. Eg Newcastle used to be very sales oriented – may have been within marketing.Identify people within your organisation that can help you (eg. someone who will be in a place where you can’t always be)
- Sport is a passionate game so when possible, try to awaken that passion within the people who consume what you do. Use powerful language, use the vernacular that they use themselves. Speak from the heart. Try to make them remember how they felt.According to recent research – there is four “basic” emotions – happy, sad, afraid/surprised and angry/disgusted. That usually happens within 90 minutes for every football fan.
- Even if your team isn’t winning, we can all point to things that bring out these emotions. These ten different emotions could easily be article categories on a website such as Upworthy.
- Pictures (and videos) are what ties emotion to sports. Everyone can take a picture these days with their phone. People want to see things to add context to words
- This is supported by Twitter in these stats they’ve recently released.Verified sports users most retweeted tweets contain photos – 50% more than they would expect to get anyway. If @sportsteam gets an average of 100 retweets per post, then a photo would see them getting an average 148 per tweet. Tool discussed later for use.Also apparent that images are the best performing for Facebook in their ranking algorithm. Performing much better than plain statuses or, as I’ve found. Video.
- So Vine turns up. Don’t just launch yourself onto Vine on the same day. If you’ve not got a massive amount of resource and a finite amount of time, don’t commit to something that you can’t continue. If you do it once, then stop – folk won’t go back there. What are you trying to achieve on social media for your company. Look for the best platforms and the best tools to get you there.Have a look, have a play about with it. But don’t go all singing all dancing with a press release just so you can say that you are “first”. Make sure that what you are doing aligns back to your business aims and objectives. Strategy is important.Takes us to my next point about experimentation
- Social media strategies are out of date about as quickly as they are finished. I’ve had analytics from the day I started working here, but the platforms themselves alter that quickly that comparing stats from two years ago to now doesn’t happenSame goes with the way that content appears to users. Need to be flexible there. Timelines change.
- A lot of work goes into producing what is often referred to as little more than “doing social media”. Criticism and mindset of what you do being easy can occur from inside and from outside. However this is changing as digital and social becomes woven into the DNA of all businesses as we move forward.Things don’t tend to be personal on Twitter. They’re angry at the concept of something, not you as an individual. Reply as such too.
- Mistakes happen. I’ve seen some crackers recently. From MCFC tweeting about how good Demichelis is playing one minute, to him being sent off in the next. Just leave it and where possible be open or make a joke about it. Sometimes deleting it can cause more of a stooshie than would ever have been required in the first place.
- When thing go wrong, its best to have a process in place for what should happen. Who do you speak to if x or y happens. What are the motions that you go through for publishing a new story on your website? Who needs to know. Control your messaging and how you work as best you can.Social media happens very fast, make sure that you can go into autopilot as easily as you can.
- So vitally important. Something I speak about with the youngsters at Rangers quite a lot. Don’t make your passwords easy to guess. I remember being in a room and asking, “how many of you have a password that is the word Rangers plus a number, say 1972” There were quite a few sheepish looking faces.
- People like to know about stuff they can buy. So don’t be afraid to tell them about it. Fans want tickets. They want new merchandise. They want club DVDs. Don’t ram it down their throat, but its as much of a service as telling them the score.
- Fans like to have their say on all things related to their club. Something that’s very apparent at Rangers. Social media (particularly Twitter) is a great way to float ideas, receive feedback and much more. I try to do it every Sunday where possible. Pick a topic, and let them speak.
- All our players are educated on the policy the club has for social media. Created by me through consultation with all areas of the business – from manager, to football administration etc. From our u13s to our first team players. Officiating | Management Decisions | Media Speculation | TransfersGloating | Closed door matches | Injuries
- You aren’t competing with other clubs. You are trying to do the best for your own fanbase. So learn from what others are doing. Take their lead. There’s no shame in reusing an idea someone else has had. More importantly, speak to each other.