The document discusses the future of social media in sport and active leisure. It provides an overview of Promote PR, an agency established in 1994 specializing in clients in sport, fitness, and active leisure. The document then covers various topics related to social media strategy and use for sports organizations, including listening to audiences, experimenting with platforms, engaging in two-way conversations, and measuring results. Key stats on social media users and the growth of platforms like Facebook, Twitter, and Google+ are also presented.

1. The future of social
media in
sport & active
leisure
Sue Anstiss, Promote PR

2. Our agency
 Established in 1994
 Team of 12 based in Berkshire
 Extensive range of clients in sport, fitness and active leisure

3. Our current clients
Current clients

4. Some of our previous clients

5. • Quick bit about you...
• Your experience of social media?
• What you’d like from today?

6. 1752 1916 1930’s 1970 2011
First newspaper Radio TV Computer
published

12. The old communication model
was a monologue.

13. The average person is exposed to
3000 advertising
messages/day

14. The new communication model
is a dialogue.

15. The new communication model
is a dialogue.

18. In Europe, 50%
is member of
only 1 social
network, mostly
Facebook.

19. But how do we
get started?

20. 1. Have a strategy

21. HOPE IS NOT A STRATEGY.
Photo by Utne.com

23. 2. Experiment with social media
• Experiment personally before
professionally
• Try a variety of social media
tools
• Be yourself, make some
friends, and share

25. 3. Listen

33. o Avoid puffery
o Avoid evasion and lying
o Admit your mistakes right
away

35. 5. Give
generously

36. o Don’t be afraid to share
o Make your content easy
to share
o Think like a contributor & not a
marketer

37. Relinquish
control

38. o Don't shout
Don't broadcast
Don’t brag
o Speak like yourself
o Personify your brand

39. o Don’t try to delete or remove
criticism
o Admit your shortcomings
o Work openly towards an
explanation and solution

40. o Don’t wait until you
have a campaign to
launch - start planning
and listening now
o Build relationships so
they’re ready when you
need them

41. o ‘Divide and conquer’ within
your team
o Recruit more help if needed
o Use your audience to spread the
word

42. 10. Measure
results

43. www.google.com/analytics

44. Free analytics to measure success

45. Facebook offers unique analytics

46. Paid for analysis
Level 1 Level 2 Level 3

48. 4,000,000,000
The number of photos archived on Flickr.com

58. o Fastest ever growing online viral
video campaign
o 6.7 million views after 24 hours
o 23 million views after 36 hours
o Isaiah Mustafa replied to 186 online
comments and questions
o Sales increased by 107%

63. WORLDWIDE
750 million users
100+ million mobile

64. UK STATS
30 million
Over users
15+ million daily

66. Top ten sporting brands on
Facebook

70. Basketball Never Stops

72. RAZR Challenge

73. Increasing engagement...?
1. Photo posts
Receive 50% more impressions than any other post type or media type
2. Quotes
Provide 22% more interactions when compared to all post types
3. Questions
Generate almost twice as many comments as any other post type
4. Links
87% more likely to be shared than any other type of post
Source: Roost.com
Study evaluating 10,000 Facebook and twitter posts by 8,000 small businesses across 50 industries

74. o Location
o Age
o Sex
o Keywords (appear in your
users profile)
o Education
o Workplace
o Relationship status
o Relationship interests
o Languages

75. Add the ‘like button’ to your
website and emails

78. From a daily social media
strategy conference call to the
final postgame tweet, these
efforts seek to create what
commissioner David Stern likes
to refer to as a "digital water
cooler," a space where friends,
fans and followers can discuss
the NBA.

79. "I hope fans understand that we're
listening to them as much as we're
talking to them.
"We're responding in real time and
making changes big and small to
deliver them content that they want."

84. Over half the NBA’s players
(220+) are on Twitter

85. Kaka – 5M+ Followers
Shaquille O’ Neal – 4M+ Followers
Cristiano Ronaldo – 3.5M Followers
Lance Armstrong – 3M Followers
Tony Hawk – 2.5 M Followers

90. Google +

98. Facebook Timeline

100. HOPE IS NOT A STRATEGY.
Photo by Utne.com

101. HOPE IS NOT A STRATEGY.
Photo by Utne.com

102. HOPE IS NOT A STRATEGY.
Photo by Utne.com

103. HOPE IS NOT A STRATEGY.

104. HOPE IS NOT A STRATEGY.

105. HOPE IS NOT A STRATEGY.

109. Some reading material...

111. Contact details
01628 630363
sue@promotepr.com
www.promotepr.com
Copthall House, St Ives Road, Maidenhead, Berkshire, SL6 1QS
Twitter - @sueanstiss