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Harnessing Digital Media in Sport

The document outlines strategies for harnessing digital media, emphasizing the importance of user engagement and content relevance across various platforms such as Facebook, Twitter, and Instagram. It highlights significant trends in social media usage and audience behavior, stressing the need for brands to adapt their strategies to meet changing consumer expectations. The document also provides insights into effective content creation and distribution, encouraging a tailored approach to digital marketing.

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Harnessing Digital Media Harnessing Digital Media Sarah Edwards Creative Director, Make it Digital
Harnessing Digital Media Co-owner of the agency Make it Digital Working in digital for over 10 years Working specifically in mobile for the majority of that time Co-founder of women’s rugby site scrumqueens.com Keen rugby player and on the committee of Teddington RFC About Me
Digital is our world. We help people bring brilliant ideas to life online, combining our skills in user experience, interface design and development with their vision to create applications across web and mobile that inspire and engage. About Make it Digital Harnessing Digital Media
1Social Evolution What is social media? Social media is the social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks. Harnessing Digital Media
Harnessing Digital Media 1. Social Evolution
Harnessing Digital Media 1. Social Evolution
Harnessing Digital Media Our digital world is changing Email Open Rates 2002 = 37.3% DoubleClick by Google, Q3 2002 2009 = 26% Harte-Hanks, June 2011 2011 = 17% Harte-Hanks, June 2011 Banner Ad Click-Through Rates Mid-90’s = 3.0% Thomson & Schumann, October 2004 Early 2000’s = 0.5% Thomson & Schumann, October 2004 2010 = 0.1% Google, 2010 Cost-Per-Click Demand of Google AdWords 2011 to 2012 15% y.o.y. Google Inc., October 2012 1. Social Evolution
Harnessing Digital Media Where is your mobile? Harnessing Digital Media 1. Social Evolution
Harnessing Digital Media Bandwidth has increased Harnessing Digital Media 1. Social Evolution
Harnessing Digital Media 1. Social Evolution1. Social Evolution People are no longer tied to their PC’s Harnessing Digital Media 1. Social Evolution
Harnessing Digital Media What is changing… The way we fall in love The way we stay in touch with family and friends The way we look for jobs These are all incredibly important and personal interactions, users don’t want ads intruding into these spaces Harnessing Digital Media 1. Social Evolution
Harnessing Digital Media Think about how your content is perceived Harnessing Digital Media 1. Social Evolution
Harnessing Digital Media Native Burberry Instagram Vans Instagram Non-Native 1. Social Evolution
Harnessing Digital Media Native BudLight’s Facebook BestBuy Facebook Non-Native 1. Social Evolution
Harnessing Digital Media Native Sesame Street Tumblr Sharpie Tumblr Non-Native 1. Social Evolution
Harnessing Digital Media 2Trends Social TV behaviours will grow in value Harnessing Digital Media
Harnessing Digital Media 2. Trends Content experiences will get more immersive Harnessing Digital Media Brand storytelling Micro how to’s ‘Prankvertising’
Harnessing Digital Media Niche networks will increase in popularity Networks that do something and do it well, like Instagram This is where we have the movement away from Facebook in early teens Apps that enhance contact ‘in real life’ (IRL) not attempt to replace it. Harnessing Digital Media 2. Trends
Harnessing Digital Media Visual content will explode Photos: the most engaging post type on Facebook Harnessing Digital Media 2. Trends
Harnessing Digital Media Showing you care Harnessing Digital Media 2. Trends
21/20Harnessing Digital Media 2. Trends Contrary to popular belief, most people aren’t using multiple social networks. Over 50% of Internet users either don’t use any social networks, or use just one (i.e. Facebook). 21/20Harnessing Digital MediaHarnessing Digital Media
3What are you saying? Harnessing Digital Media Content is King but context is God
Harnessing Digital Media 3. What are you saying? Creating stories that people want to engage with Harnessing Digital Media
Harnessing Digital Media 3. What are you saying? Give something to your audience, don’t just take Harnessing Digital Media
Harnessing Digital Media 3. What are you saying? Harnessing Digital Media Content for the sake of content is pointless
Harnessing Digital Media 3. What are you saying? Harnessing Digital Media Use popular culture
Harnessing Digital MediaHarnessing Digital Media 3. What are you saying? Use popular culture
Harnessing Digital Media 3. What are you saying? Harnessing Digital Media Learning to adapt
4Where are you saying it? Harnessing Digital Media
Harnessing Digital Media 4. Where are you saying it? Social media sites, 2012-2013 % of online adults who use the following social media websites, by year Pew Research Center’s Internet Project Tracking Surveys, 2012-2013 Facebook Linkedin 67 20 15 16 13 71 22 21 18 17 Pinterest Twitter Instagram 2012 2013
4. Where are you saying it? Facebook There are now over 1.28 billion Facebook users 23 percent of Facebook users login at least 5 times per day Facebook is aging. 45% of Internet users aged 65+ use Facebook. Almost all social networkers use Facebook. In fact, over 80% of ‘other’ social network users also use Facebook. Harnessing Digital Media
Harnessing Digital Media Facebook tips Fridays are Facebook’s best day for engagement Photos drive engagement on Facebook pages Post in a timely way, know the best days and times to post updates for your demographics Don’t spam people; post thought-out content When you want to interact with your audience it’s a good place to start conversations 4. Where are you saying it? Harnessing Digital Media
Example Engaging with players 4. Where are you saying it? Harnessing Digital Media
Harnessing Digital Media 4. Where are you saying it? Harnessing Digital Media Example Shakira
Harnessing Digital Media 4. Where are you saying it? Harnessing Digital Media Example Luke’s Lobster
4. Where are you saying it? Twitter There are now over 550 million registered users 34% of marketers use Twitter to successfully generate leads Twitter was the fastest growing network with a 44% growth from 2012-2013 215 million monthly active users Harnessing Digital Media
Harnessing Digital Media 4. Where are you saying it? Twitter tips Ideally, you should respond within an hour on Twitter Late night is the best time for retweets Your prime time for interaction is during the events Follow other similar organisations Create your own hash tags (#wrugby) Harnessing Digital Media
Harnessing Digital Media 4. Where are you saying it? Example US Soccer: Surprises Delights 4. Where are you saying it? Harnessing Digital Media If you tweet at @USSoccer in support of the team (while using the hashtag #USMNT) there’s a good chance you’ll get your very own personalized jersey
Harnessing Digital Media 4. Where are you saying it?4. Where are you saying it? Harnessing Digital Media Example EA Sports
Harnessing Digital Media 4. Where are you saying it?4. Where are you saying it? Harnessing Digital Media Example UCLA Basketball
4. Where are you saying it? Instagram has 200 million active monthly users Instagrammers also use Twitter. There is a 50% crossover between the networks 20 Billion+ photos have been shared on Instagram to date 23% of teens consider Instagram their favorite social network Instagram Harnessing Digital Media
Harnessing Digital Media 4. Where are you saying it? Instagram tips Create your own space Use hash tags Show emotion in your images Instagram is about quality, not quantity Create your own space, become a role model Use photography well Harnessing Digital Media
Harnessing Digital Media 4. Where are you saying it? Example Brooklyn Nets: 46,262 Harnessing Digital Media
Harnessing Digital Media 4. Where are you saying it? Other platforms: Pinterest Harnessing Digital MediaHarnessing Digital MediaHarnessing Digital Media
Harnessing Digital Media 4. Where are you saying it? Other platforms: Pinterest There’s a best day for everything on Pinterest Women are four times more likely to be Pinterest users than men Pinterest attracts older people  Twitter and Instagram are still youth dominated networks, but 23% of Internet users aged 50+ use Pinterest. 45/20Harnessing Digital Media 45/20Harnessing Digital MediaHarnessing Digital Media
Harnessing Digital Media 4. Where are you saying it?
Harnessing Digital Media 4. Where are you saying it? Other platforms: Snapchat Harnessing Digital Media
Harnessing Digital Media 4. Where are you saying it? Other platforms: Snapchat Number of Snapchat snaps per day is 400 Million 70% of Snapchat users are female 12% of Snapchat snaps are shared with multiple recipients 5% of overall selfies shared on social media are from Snapchat 48/20Harnessing Digital Media 48/20Harnessing Digital MediaHarnessing Digital Media
Harnessing Digital Media 4. Where are you saying it? Other platforms: Vine Harnessing Digital Media
Harnessing Digital Media 4. Where are you saying it? Other platforms: Vine 5 Vines are tweeted every second Weekends are the most popular time for Vine sharing 3 of the 5 most retweeted Vines ever are by Musicians Time is short so think about content 50/20Harnessing Digital Media 50/20Harnessing Digital Media 50/20Harnessing Digital MediaHarnessing Digital Media
Harnessing Digital Media 4. Where are you saying it? Other platforms: WhatsApp 450m users with 1million joining each day This is a group messaging platform, great for organising teams Fantastic for creating a sense of community in sports teams This is where your players are thinking about how to engage them 51/20Harnessing Digital Media 51/20Harnessing Digital Media 51/20Harnessing Digital Media 51/20Harnessing Digital MediaHarnessing Digital Media
5Your strategy Harnessing Digital Media
Harnessing Digital Media 5. Your strategy Your strategy Ensure your website is up-to-date and easy to find Make your website responsive Include links to your platforms everywhere you can Include digital references in all printed material 53/20Harnessing Digital Media 53/20Harnessing Digital Media 53/20Harnessing Digital Media 53/20Harnessing Digital MediaHarnessing Digital Media
We need to start using the tools We need a Strategy 54/20Harnessing Digital MediaHarnessing Digital MediaHarnessing Digital MediaHarnessing Digital MediaHarnessing Digital MediaHarnessing Digital Media 5. Your strategy
5. Your strategy Set your goals Harnessing Digital Media
Harnessing Digital Media 5. Your strategy Define your audience Harnessing Digital Media
Harnessing Digital Media 5. Your strategy Define yourself Harnessing Digital Media
Harnessing Digital Media 5. Your strategy Develop your voice Harnessing Digital Media
Harnessing Digital Media 5. Your strategy Make a schedule allocate resources Harnessing Digital Media
Harnessing Digital Media 5. Your strategy Get connected Harnessing Digital Media
Harnessing Digital Media 5. Your strategy Make it work Harnessing Digital Media
Harnessing Digital Media 5. Your strategy Create a social media policy Harnessing Digital Media
Harnessing Digital Media 5. Your strategy Measure, analyse adapt Harnessing Digital Media
Harnessing Digital Media Questions? Harnessing Digital Media
Established 1991 • Based in Old Street, London • 17 Employees About the presenter Sarah Edwards is the Creative Director of Make it Digital, a Division of Make it Clear. info@makeitdigital.co.uk makeitdigital.co.uk @Make1tDigital Thank you
Image References pp.8 Blank iPhone. [online image]. Available at: http://www.iclarified.com/images/ tutorials/31004/125783/125783-1280.png [Accessed 7 July 2014]. pp.9 Cheetah sprinting at top speed of 65 miles an hour [online image]. Available at: http://pixdaus.com/ cheetah-sprinting-at-top-speed-of-65-miles-an- hour-acton-ani/items/view/278100/ [Accessed 7 July 2014]. pp.10 Broken chain [online image]. Available at: http://www. theagedp.com/?attachment_id=6501 [Accessed 7 July 2014]. pp.12 Standing out in a crowd [online image]. Available at: http://www.andypreston.com/2013/04/stand-out- selling/ [Accessed 7 July 2014]. pp.13 Burberry and Vans Instagram (Vaynerchuk, 2013, pp.19) pp.14 Budweiser and BestBuy Facebook (Vaynerchuk, 2013, pp.20) pp.15 Sesame Street and Sharpie Tumblr (Vaynerchuk, 2013, pp.20) pp.16 Living room TV is ‘making a comeback’, says Ofcom. [online image]. Available at: http://www.bbc.co.uk/ news/technology-23521277 [Accessed 7 July 2014]. pp.17 Iris Worldwide (2013) [online image]. Available at: http://www.slideshare.net/irisWorldwide?utm_ campaign=profiletrackingutm_medium=sssiteutm_ source=ssslideview [Accessed 7 July 2014]. pp.19 Camera lens. [online image]. Available at: http:// trikfotografi.com/tips-to-use-camera-lens-kit-with- dslr-and-telephoto-lens-new-in-2014/ [Accessed 7 July 2014]. pp.20 TBWALONDON (2014) Derrick Rose Adidas campaign. Available from: http://uk.adforum.com/award/ showcase/6650183/2014/ad/34499040 [Accessed 7 July 2014]. pp.22 Joep Roosen (2008) Crown [online image]. Available from: https://www.flickr.com/photos/ joeproosen/3376336410/in/faves-kidding_/ [Accessed 7 July 2014]. pp.23 Long Distance Relationship Date Ideas [online image]. Available from: http://dating.about.com/ od/longdistancerelationships/a/ldrdateideas.htm [Accessed 7 July 2014]. pp.24 Green ribbon gift box [online image]. Available from: https://nelsonrivas.wordpress.com/page/6/ [Accessed 7 July 2014]. pp.25 Curtis Palmer. E-Waste collection centre in South America [online image]. Available from: http://www. euractiv.com/sections/circular-economy/fitting-e- waste-circular-economy-302645 [Accessed 7 July 2014]. pp.26 Tweet from Oreo’s Twitter account. Available from: https://twitter.com/Oreo pp.27 Tweets from the official Twitter accounts of: Major League Baseball https://twitter.com/MLB, Listerine Global https://twitter.com/ListerineGlobal, Bud Light https://twitter.com/budlight, Trident Gum https:// twitter.com/tridentgum, and WhataBurger https:// twitter.com/Whataburger pp.28 Colorful Chameleon [online image]. Available from: http://hdw.eweb4.com/out/1106119.html [Accessed 7 July 2014]. pp.33 Post from from Olympic Game’s Facebook account. Available from: www.facebook.com/olympics pp.34 Post from from Shakira’s official Facebook account. Available from: www.facebook.com/shakira pp.35 Post from from Luke’s Lobster official Facebook account. Available from: www.facebook.com/ LukesLobster pp.38 Tweet from US Soccer’s Twitter account. Available from: https://twitter.com/ussoccer pp.39 Tweet from EA Sport’s Twitter account. Available from: https://twitter.com/EASPORTSFIFA pp.40 Tweet from UCLA’s Basketball Twitter account. Available from: https://twitter.com/UCLAMBB pp.43 Post from Brooklyn Net’s Instagram account. Available from: instagram.com/brooklynnets pp.44 Pinterest interface. [online image]. Available from: www.pinterest.com [Accessed 7 July 2014] pp.46 Understanding usage patterns with data. [online image]. Available at: http://engineering.pinterest. com/ [Accessed 7 July 2014]. pp.47 Snapchat interface. [online image]. Available at: http://www.engadget.com/2013/06/06/snapchat-5- 0-for-ios/ [Accessed 7 July 2014]. pp.49 Posts from official Vine accounts of: Charlie Love https://vine.co/v/bQiInhatpWK and Jethro Ames http://vine.co/v/bPWbDJVlPjT pp.55 Peter Fuchs. Tiltshifted shot of a Goal (2007) [online image]. Available from: https://www.flickr. com/photos/peterfuchs/1239399915/in/faves- dortmundtourismus/ [Accessed 7 July 2014].
Text References pp.7 VAYNERCHUK, G. (2013), Jab, Jab, Jab, Right Hook. New York: HarperCollins Publishers. pp.30 Pew Research Center (2013), Pew Research Center’s Internet Project Tracking Surveys, 2012-2013. Further Information http://99u.com/videos/22081/gary-vaynerchuk-how-to- tell-stories-in-an-a-d-d-world http://www.slideshare.net/usabilitycounts/ hunting-unicorns-what-makes-an-effective-ux- professional?qid=4c53d9b1-637b-45c0-a597- e11ddd88d5a7v=qf1b=from_search=1 http://socialnsport.wordpress.com/ http://www.business2community.com/brandviews/ buffer/10-surprising-important-social-media-stats- need-know-0930686#!7KXZf http://oursocialtimes.com/10-useful-social- networking-statistics-for-2014/ http://www.jeffbullas.com/2014/01/17/20-social- media-facts-and-statistics-you-should-know-in-2014/ http://www.c4lpt.co.uk/blog/2014/06/07/social-media- 2014-statistics-interactive-infographic/ http://www.fastcompany.com/3031259/these-kids- today http://mashable.com/2011/11/28/facebook-sports- marketing/ Image References (cont.) pp.56 Avon Story Time [online image]. Available from: http:// www.visitavoncolorado.com/Avon-CO/Family-Fun/ Story-Time/808/ [Accessed 7 July 2014]. pp.57 Woman kneeling on ground with mirror and reflection . [online image]. Available from: http://www.inmagine. com/ojsi045/ojsi045550-photo [Accessed 7 July 2014]. pp.58 Alfie Boe. [online image]. Available from: en.wikipedia. org/wiki/Alfie_Boe [Accessed 7 July 2013]. pp.59 Interior Decoration and Redesign. [online image]. Available from: http://www.afreshlookdesign.co/ interior-design-charlotte/ [Accessed 7 July 2014]. pp.60 Multiple exposure Photography Technique. [online image]. Available from: http://learnmyshot.com/ multiple-exposure-photography-technique/ [Accessed 7 July 2014]. pp.61 Clockwork. [online image]. Available from: http://www. fotosearch.com/photos-images/clock.html [Accessed 7 July 2014]. pp.62 Motivating your creativity. [online image]. Available from: http://plusempresarial.com/Emprendedores- detail/infografia-motivar-la-creatividad/ [Accessed 7 July 2014]. pp.63 Measuring tools. [online image]. Available from: http:// www.shimidesigns.com/ [Accessed 7 July 2014].

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Harnessing Digital Media in Sport

  • 1.
    Harnessing Digital Media HarnessingDigital Media Sarah Edwards Creative Director, Make it Digital
  • 2.
    Harnessing Digital Media Co-owner of the agency Make it Digital Working in digital for over 10 years Working specifically in mobile for the majority of that time Co-founder of women’s rugby site scrumqueens.com Keen rugby player and on the committee of Teddington RFC About Me
  • 3.
    Digital is ourworld. We help people bring brilliant ideas to life online, combining our skills in user experience, interface design and development with their vision to create applications across web and mobile that inspire and engage. About Make it Digital Harnessing Digital Media
  • 4.
    1Social Evolution What issocial media? Social media is the social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks. Harnessing Digital Media
  • 5.
  • 6.
  • 7.
    Harnessing Digital Media Ourdigital world is changing Email Open Rates 2002 = 37.3% DoubleClick by Google, Q3 2002 2009 = 26% Harte-Hanks, June 2011 2011 = 17% Harte-Hanks, June 2011 Banner Ad Click-Through Rates Mid-90’s = 3.0% Thomson & Schumann, October 2004 Early 2000’s = 0.5% Thomson & Schumann, October 2004 2010 = 0.1% Google, 2010 Cost-Per-Click Demand of Google AdWords 2011 to 2012 15% y.o.y. Google Inc., October 2012 1. Social Evolution
  • 8.
    Harnessing Digital Media Whereis your mobile? Harnessing Digital Media 1. Social Evolution
  • 9.
    Harnessing Digital Media Bandwidthhas increased Harnessing Digital Media 1. Social Evolution
  • 10.
    Harnessing Digital Media 1.Social Evolution1. Social Evolution People are no longer tied to their PC’s Harnessing Digital Media 1. Social Evolution
  • 11.
    Harnessing Digital Media Whatis changing… The way we fall in love The way we stay in touch with family and friends The way we look for jobs These are all incredibly important and personal interactions, users don’t want ads intruding into these spaces Harnessing Digital Media 1. Social Evolution
  • 12.
    Harnessing Digital Media Thinkabout how your content is perceived Harnessing Digital Media 1. Social Evolution
  • 13.
    Harnessing Digital Media Native BurberryInstagram Vans Instagram Non-Native 1. Social Evolution
  • 14.
    Harnessing Digital Media Native BudLight’sFacebook BestBuy Facebook Non-Native 1. Social Evolution
  • 15.
    Harnessing Digital Media Native SesameStreet Tumblr Sharpie Tumblr Non-Native 1. Social Evolution
  • 16.
    Harnessing Digital Media 2Trends SocialTV behaviours will grow in value Harnessing Digital Media
  • 17.
    Harnessing Digital Media 2.Trends Content experiences will get more immersive Harnessing Digital Media Brand storytelling Micro how to’s ‘Prankvertising’
  • 18.
    Harnessing Digital Media Nichenetworks will increase in popularity Networks that do something and do it well, like Instagram This is where we have the movement away from Facebook in early teens Apps that enhance contact ‘in real life’ (IRL) not attempt to replace it. Harnessing Digital Media 2. Trends
  • 19.
    Harnessing Digital Media Visualcontent will explode Photos: the most engaging post type on Facebook Harnessing Digital Media 2. Trends
  • 20.
    Harnessing Digital Media Showingyou care Harnessing Digital Media 2. Trends
  • 21.
    21/20Harnessing Digital Media 2.Trends Contrary to popular belief, most people aren’t using multiple social networks. Over 50% of Internet users either don’t use any social networks, or use just one (i.e. Facebook). 21/20Harnessing Digital MediaHarnessing Digital Media
  • 22.
    3What are yousaying? Harnessing Digital Media Content is King but context is God
  • 23.
    Harnessing Digital Media 3.What are you saying? Creating stories that people want to engage with Harnessing Digital Media
  • 24.
    Harnessing Digital Media 3.What are you saying? Give something to your audience, don’t just take Harnessing Digital Media
  • 25.
    Harnessing Digital Media 3.What are you saying? Harnessing Digital Media Content for the sake of content is pointless
  • 26.
    Harnessing Digital Media 3.What are you saying? Harnessing Digital Media Use popular culture
  • 27.
    Harnessing Digital MediaHarnessingDigital Media 3. What are you saying? Use popular culture
  • 28.
    Harnessing Digital Media 3.What are you saying? Harnessing Digital Media Learning to adapt
  • 29.
    4Where are you sayingit? Harnessing Digital Media
  • 30.
    Harnessing Digital Media 4.Where are you saying it? Social media sites, 2012-2013 % of online adults who use the following social media websites, by year Pew Research Center’s Internet Project Tracking Surveys, 2012-2013 Facebook Linkedin 67 20 15 16 13 71 22 21 18 17 Pinterest Twitter Instagram 2012 2013
  • 31.
    4. Where areyou saying it? Facebook There are now over 1.28 billion Facebook users 23 percent of Facebook users login at least 5 times per day Facebook is aging. 45% of Internet users aged 65+ use Facebook. Almost all social networkers use Facebook. In fact, over 80% of ‘other’ social network users also use Facebook. Harnessing Digital Media
  • 32.
    Harnessing Digital Media Facebooktips Fridays are Facebook’s best day for engagement Photos drive engagement on Facebook pages Post in a timely way, know the best days and times to post updates for your demographics Don’t spam people; post thought-out content When you want to interact with your audience it’s a good place to start conversations 4. Where are you saying it? Harnessing Digital Media
  • 33.
    Example Engaging with players 4.Where are you saying it? Harnessing Digital Media
  • 34.
    Harnessing Digital Media 4.Where are you saying it? Harnessing Digital Media Example Shakira
  • 35.
    Harnessing Digital Media 4.Where are you saying it? Harnessing Digital Media Example Luke’s Lobster
  • 36.
    4. Where areyou saying it? Twitter There are now over 550 million registered users 34% of marketers use Twitter to successfully generate leads Twitter was the fastest growing network with a 44% growth from 2012-2013 215 million monthly active users Harnessing Digital Media
  • 37.
    Harnessing Digital Media 4.Where are you saying it? Twitter tips Ideally, you should respond within an hour on Twitter Late night is the best time for retweets Your prime time for interaction is during the events Follow other similar organisations Create your own hash tags (#wrugby) Harnessing Digital Media
  • 38.
    Harnessing Digital Media 4.Where are you saying it? Example US Soccer: Surprises Delights 4. Where are you saying it? Harnessing Digital Media If you tweet at @USSoccer in support of the team (while using the hashtag #USMNT) there’s a good chance you’ll get your very own personalized jersey
  • 39.
    Harnessing Digital Media 4.Where are you saying it?4. Where are you saying it? Harnessing Digital Media Example EA Sports
  • 40.
    Harnessing Digital Media 4.Where are you saying it?4. Where are you saying it? Harnessing Digital Media Example UCLA Basketball
  • 41.
    4. Where areyou saying it? Instagram has 200 million active monthly users Instagrammers also use Twitter. There is a 50% crossover between the networks 20 Billion+ photos have been shared on Instagram to date 23% of teens consider Instagram their favorite social network Instagram Harnessing Digital Media
  • 42.
    Harnessing Digital Media 4.Where are you saying it? Instagram tips Create your own space Use hash tags Show emotion in your images Instagram is about quality, not quantity Create your own space, become a role model Use photography well Harnessing Digital Media
  • 43.
    Harnessing Digital Media 4.Where are you saying it? Example Brooklyn Nets: 46,262 Harnessing Digital Media
  • 44.
    Harnessing Digital Media 4.Where are you saying it? Other platforms: Pinterest Harnessing Digital MediaHarnessing Digital MediaHarnessing Digital Media
  • 45.
    Harnessing Digital Media 4.Where are you saying it? Other platforms: Pinterest There’s a best day for everything on Pinterest Women are four times more likely to be Pinterest users than men Pinterest attracts older people  Twitter and Instagram are still youth dominated networks, but 23% of Internet users aged 50+ use Pinterest. 45/20Harnessing Digital Media 45/20Harnessing Digital MediaHarnessing Digital Media
  • 46.
    Harnessing Digital Media 4.Where are you saying it?
  • 47.
    Harnessing Digital Media 4.Where are you saying it? Other platforms: Snapchat Harnessing Digital Media
  • 48.
    Harnessing Digital Media 4.Where are you saying it? Other platforms: Snapchat Number of Snapchat snaps per day is 400 Million 70% of Snapchat users are female 12% of Snapchat snaps are shared with multiple recipients 5% of overall selfies shared on social media are from Snapchat 48/20Harnessing Digital Media 48/20Harnessing Digital MediaHarnessing Digital Media
  • 49.
    Harnessing Digital Media 4.Where are you saying it? Other platforms: Vine Harnessing Digital Media
  • 50.
    Harnessing Digital Media 4.Where are you saying it? Other platforms: Vine 5 Vines are tweeted every second Weekends are the most popular time for Vine sharing 3 of the 5 most retweeted Vines ever are by Musicians Time is short so think about content 50/20Harnessing Digital Media 50/20Harnessing Digital Media 50/20Harnessing Digital MediaHarnessing Digital Media
  • 51.
    Harnessing Digital Media 4.Where are you saying it? Other platforms: WhatsApp 450m users with 1million joining each day This is a group messaging platform, great for organising teams Fantastic for creating a sense of community in sports teams This is where your players are thinking about how to engage them 51/20Harnessing Digital Media 51/20Harnessing Digital Media 51/20Harnessing Digital Media 51/20Harnessing Digital MediaHarnessing Digital Media
  • 52.
  • 53.
    Harnessing Digital Media 5.Your strategy Your strategy Ensure your website is up-to-date and easy to find Make your website responsive Include links to your platforms everywhere you can Include digital references in all printed material 53/20Harnessing Digital Media 53/20Harnessing Digital Media 53/20Harnessing Digital Media 53/20Harnessing Digital MediaHarnessing Digital Media
  • 54.
    We need tostart using the tools We need a Strategy 54/20Harnessing Digital MediaHarnessing Digital MediaHarnessing Digital MediaHarnessing Digital MediaHarnessing Digital MediaHarnessing Digital Media 5. Your strategy
  • 55.
    5. Your strategy Setyour goals Harnessing Digital Media
  • 56.
    Harnessing Digital Media 5.Your strategy Define your audience Harnessing Digital Media
  • 57.
    Harnessing Digital Media 5.Your strategy Define yourself Harnessing Digital Media
  • 58.
    Harnessing Digital Media 5.Your strategy Develop your voice Harnessing Digital Media
  • 59.
    Harnessing Digital Media 5.Your strategy Make a schedule allocate resources Harnessing Digital Media
  • 60.
    Harnessing Digital Media 5.Your strategy Get connected Harnessing Digital Media
  • 61.
    Harnessing Digital Media 5.Your strategy Make it work Harnessing Digital Media
  • 62.
    Harnessing Digital Media 5.Your strategy Create a social media policy Harnessing Digital Media
  • 63.
    Harnessing Digital Media 5.Your strategy Measure, analyse adapt Harnessing Digital Media
  • 64.
  • 65.
    Established 1991 •Based in Old Street, London • 17 Employees About the presenter Sarah Edwards is the Creative Director of Make it Digital, a Division of Make it Clear. info@makeitdigital.co.uk makeitdigital.co.uk @Make1tDigital Thank you
  • 66.
    Image References pp.8 Blank iPhone.[online image]. Available at: http://www.iclarified.com/images/ tutorials/31004/125783/125783-1280.png [Accessed 7 July 2014]. pp.9 Cheetah sprinting at top speed of 65 miles an hour [online image]. Available at: http://pixdaus.com/ cheetah-sprinting-at-top-speed-of-65-miles-an- hour-acton-ani/items/view/278100/ [Accessed 7 July 2014]. pp.10 Broken chain [online image]. Available at: http://www. theagedp.com/?attachment_id=6501 [Accessed 7 July 2014]. pp.12 Standing out in a crowd [online image]. Available at: http://www.andypreston.com/2013/04/stand-out- selling/ [Accessed 7 July 2014]. pp.13 Burberry and Vans Instagram (Vaynerchuk, 2013, pp.19) pp.14 Budweiser and BestBuy Facebook (Vaynerchuk, 2013, pp.20) pp.15 Sesame Street and Sharpie Tumblr (Vaynerchuk, 2013, pp.20) pp.16 Living room TV is ‘making a comeback’, says Ofcom. [online image]. Available at: http://www.bbc.co.uk/ news/technology-23521277 [Accessed 7 July 2014]. pp.17 Iris Worldwide (2013) [online image]. Available at: http://www.slideshare.net/irisWorldwide?utm_ campaign=profiletrackingutm_medium=sssiteutm_ source=ssslideview [Accessed 7 July 2014]. pp.19 Camera lens. [online image]. Available at: http:// trikfotografi.com/tips-to-use-camera-lens-kit-with- dslr-and-telephoto-lens-new-in-2014/ [Accessed 7 July 2014]. pp.20 TBWALONDON (2014) Derrick Rose Adidas campaign. Available from: http://uk.adforum.com/award/ showcase/6650183/2014/ad/34499040 [Accessed 7 July 2014]. pp.22 Joep Roosen (2008) Crown [online image]. Available from: https://www.flickr.com/photos/ joeproosen/3376336410/in/faves-kidding_/ [Accessed 7 July 2014]. pp.23 Long Distance Relationship Date Ideas [online image]. Available from: http://dating.about.com/ od/longdistancerelationships/a/ldrdateideas.htm [Accessed 7 July 2014]. pp.24 Green ribbon gift box [online image]. Available from: https://nelsonrivas.wordpress.com/page/6/ [Accessed 7 July 2014]. pp.25 Curtis Palmer. E-Waste collection centre in South America [online image]. Available from: http://www. euractiv.com/sections/circular-economy/fitting-e- waste-circular-economy-302645 [Accessed 7 July 2014]. pp.26 Tweet from Oreo’s Twitter account. Available from: https://twitter.com/Oreo pp.27 Tweets from the official Twitter accounts of: Major League Baseball https://twitter.com/MLB, Listerine Global https://twitter.com/ListerineGlobal, Bud Light https://twitter.com/budlight, Trident Gum https:// twitter.com/tridentgum, and WhataBurger https:// twitter.com/Whataburger pp.28 Colorful Chameleon [online image]. Available from: http://hdw.eweb4.com/out/1106119.html [Accessed 7 July 2014]. pp.33 Post from from Olympic Game’s Facebook account. Available from: www.facebook.com/olympics pp.34 Post from from Shakira’s official Facebook account. Available from: www.facebook.com/shakira pp.35 Post from from Luke’s Lobster official Facebook account. Available from: www.facebook.com/ LukesLobster pp.38 Tweet from US Soccer’s Twitter account. Available from: https://twitter.com/ussoccer pp.39 Tweet from EA Sport’s Twitter account. Available from: https://twitter.com/EASPORTSFIFA pp.40 Tweet from UCLA’s Basketball Twitter account. Available from: https://twitter.com/UCLAMBB pp.43 Post from Brooklyn Net’s Instagram account. Available from: instagram.com/brooklynnets pp.44 Pinterest interface. [online image]. Available from: www.pinterest.com [Accessed 7 July 2014] pp.46 Understanding usage patterns with data. [online image]. Available at: http://engineering.pinterest. com/ [Accessed 7 July 2014]. pp.47 Snapchat interface. [online image]. Available at: http://www.engadget.com/2013/06/06/snapchat-5- 0-for-ios/ [Accessed 7 July 2014]. pp.49 Posts from official Vine accounts of: Charlie Love https://vine.co/v/bQiInhatpWK and Jethro Ames http://vine.co/v/bPWbDJVlPjT pp.55 Peter Fuchs. Tiltshifted shot of a Goal (2007) [online image]. Available from: https://www.flickr. com/photos/peterfuchs/1239399915/in/faves- dortmundtourismus/ [Accessed 7 July 2014].
  • 67.
    Text References pp.7 VAYNERCHUK, G.(2013), Jab, Jab, Jab, Right Hook. New York: HarperCollins Publishers. pp.30 Pew Research Center (2013), Pew Research Center’s Internet Project Tracking Surveys, 2012-2013. Further Information http://99u.com/videos/22081/gary-vaynerchuk-how-to- tell-stories-in-an-a-d-d-world http://www.slideshare.net/usabilitycounts/ hunting-unicorns-what-makes-an-effective-ux- professional?qid=4c53d9b1-637b-45c0-a597- e11ddd88d5a7v=qf1b=from_search=1 http://socialnsport.wordpress.com/ http://www.business2community.com/brandviews/ buffer/10-surprising-important-social-media-stats- need-know-0930686#!7KXZf http://oursocialtimes.com/10-useful-social- networking-statistics-for-2014/ http://www.jeffbullas.com/2014/01/17/20-social- media-facts-and-statistics-you-should-know-in-2014/ http://www.c4lpt.co.uk/blog/2014/06/07/social-media- 2014-statistics-interactive-infographic/ http://www.fastcompany.com/3031259/these-kids- today http://mashable.com/2011/11/28/facebook-sports- marketing/ Image References (cont.) pp.56 Avon Story Time [online image]. Available from: http:// www.visitavoncolorado.com/Avon-CO/Family-Fun/ Story-Time/808/ [Accessed 7 July 2014]. pp.57 Woman kneeling on ground with mirror and reflection . [online image]. Available from: http://www.inmagine. com/ojsi045/ojsi045550-photo [Accessed 7 July 2014]. pp.58 Alfie Boe. [online image]. Available from: en.wikipedia. org/wiki/Alfie_Boe [Accessed 7 July 2013]. pp.59 Interior Decoration and Redesign. [online image]. Available from: http://www.afreshlookdesign.co/ interior-design-charlotte/ [Accessed 7 July 2014]. pp.60 Multiple exposure Photography Technique. [online image]. Available from: http://learnmyshot.com/ multiple-exposure-photography-technique/ [Accessed 7 July 2014]. pp.61 Clockwork. [online image]. Available from: http://www. fotosearch.com/photos-images/clock.html [Accessed 7 July 2014]. pp.62 Motivating your creativity. [online image]. Available from: http://plusempresarial.com/Emprendedores- detail/infografia-motivar-la-creatividad/ [Accessed 7 July 2014]. pp.63 Measuring tools. [online image]. Available from: http:// www.shimidesigns.com/ [Accessed 7 July 2014].