2. Most Clubs Use a Range of Channels to Market
to Members and the Community
TV
Radio
Club Press / Magazines
Marketing
& PR Flyers
Websites
Email
SMS
2
3. Social Media Provide the Way People Share
Ideas, Content, Thoughts & Relationships Online
Anyone can create, comment on & add to
social media content 3
Source: The New Rules of Marketing & PR, David Meerman Scott
4. Social Media is About How Technologies & Tools
Allow You to Communicate Directly...
wi·ki wikē
Noun: A Web site developed
collaboratively by a community
of users, allowing any user to
add and edit content.
Enabled by Broadband & Mobility Technologies
…With Members & Customers In Places They
Are Congregating Right Now 4
5. If the Web is a City…
…Social Media is the Bars, Clubs and Cocktail
Parties of the City 5
6. Social Networking: How People Interact on Sites
Like Facebook, Twitter, Linkedin & Foursquare
Occurs when People Create a Personal Profile and
Interact to Become Part of a Community of Friends 6
and Like-Minded People to Share Information
7. Facebook
• Facebook launched in 2004 Age Facebook
• Currently has 845 million Facebook Users
users worldwide (about 1 in every 13 10-17 10%
people)
18-25 35%
• Over 250 million people log on every
day 26-34 20%
• The average user has 130 friends 35-44 16%
• Over 200 million people access
Facebook via their mobile phone 45-54 12%
• 10, 703,340 million Australians use 55-64 7%
Facebook, that’s 60% of the
Total 100%
Australian online population
• 53.5% of Australian Facebook users Source: Facebook.com, 03/01/11
are female
• 46.5% Australian FB users are male
7
8. Twitter
• Launched in 2006, Twitter started off as a simple
SMS-text service
• Today Twitter has about 300 million users
• There are more than 12.6 billion searches on Twitter
everyday
• 140 million tweets daily
• People on Twitter update anywhere anytime so
imagine what that means for bad customers
experiences?
• Mobile Twitter usage rose 347% in the past year
8
9. Linkedin
• Founded in December 2002 and launched in May 2003
• Linkedin is the largest professional networking site
• With 135 million users across 200 countries
• Registered users invite people with whom they have some level of
relationship with to be one of their connections
• It can then be used to find jobs, people and business opportunities
recommended by someone in one's contact network.
• Employers can list jobs and search for potential candidates.
• Job seekers can review the profile of hiring managers and discover
which of their existing contacts can introduce them.
• Users can now follow different companies and can get notification
about the new joining and offers available.
9
10. Foursquare
• The service was founded in 2009 and has some
15 million registered users with 50% of those
from the U.S
• Foursquare is a location-based social networking
website for mobile devices, such as smartphones
• Users of the service check-in at venues using a
mobile website, text messaging or a device-
specific app by selecting from a list of venues the
application locates nearby
• Location is based on GPS hardware in the
mobile device or network location provided by
the application
• Each check-in awards the user points and
sometimes "badges"
10
13. #1: Create a Custom URL for Your Facebook Page
• Create a customised URL for your Facebook page
• Its first-come first-served so claim yours before
someone else does!
• Simply visit http://www.facebook.com/username and
follow the instructions. Your URL cannot be changed
once it is set, so make sure you choose it carefully.
• Tip: include your city, state or country in your URL
depending on how people find you on Google.
• For example = Facebook.com/yourclubnamebrisbane
13
14. #2: Promote Your Visual Identity Through Photos
& Video
• Photos are great and a necessity
but there's nothing that sells a club
more than watching a good video
• Create general videos or niche-
specific videos
• Videos will also get more hits for
your club in search engines as
they also appear in results
14
15. #3: Use Facebook Insights
• Every administrator of your Facebook
page will have access to Facebook
insights which can be a powerful tool
for tracking the growth of your page;
• You are able to analyse which types
of posts are the most popular, monitor
fan growth and interaction, see page
views and track impressions.;
• Tip: You'll be able to see how many
fans have "hidden" you from their
feed - if this is high, it may indicate
that you are posting too often or the
wrong type of content. Monitoring
these metrics will enable you to adapt
your engagement and content
strategy.
15
17. #5: Use the Reviews Application
• Facebook has a reviews
application which can be added to
your page
• It allows guests to leave honest
reviews and opinions of your club
• These reviews will let your
prospective customers know what
to expect from the club
• In the event of a bad review, you
don't necessarily have to remove
it
• Respond to the user with a
positive reply and look at how you
can improve things in the future.
17
18. #6. Run Competitions to Encourage Interaction
• Running a competition on Facebook is
a good way to increase fans and
interaction;
• If someone sees a competition that one
of their friends has entered in their
newsfeed, they will probably enter it
and recommend it to their friends and
so on;.
• There are endless possibilities with
competitions but be careful, Facebook
has guidelines on what you can and
can't do; .
• So make sure you read these rules
carefully.
18
19. #7. Customise your Page with a Welcome Page
• Landing on a customised
welcome page on Facebook is
far more appealing than seeing
the basic wall or the general
info page
• There are no custom
Facebook pages from 20
Queensland Based Social &
RSL Clubs reviewed
• Settings of your page can be
changed so every new user
automatically lands on the
Welcome Page.
19
20. #8: Use Facebook Questions
• Anyone can add Facebook
questions to their page and for
club managers, it's an effective
tool to survey users and get
feedback
• You can create quick polls to
gather opinions and learn about
your potential customers or ask
questions - great if you are
thinking of trialling new
promotions and/or offers.
To get started visit
www.facebook.com/questions.
20
21. #9: Use Facebook Advertising
• The beauty of advertising on Facebook
is that you can target your preferred
demographic based on a users profile
information.
• So whether you want to target 30-
something women, men who like certain
sports or married couples, you can
reach these markets through Facebook.
• Before you even place an ad, you can
use the advertising platform to see how
many people are in a certain
demographic and then add or remove
filters if necessary.
• You can get started easily by visiting
http://www.facebook.com/advertising
21
22. #10: Link Twitter to your Facebook
Generate Facebook & Twitter Account
• Log into Facebook and search for the Twitter application
• Alternatively, it can be accessed directly at the following URL:
http://www.facebook.com/apps/application.php?id=2231777543
• Add Application Add the 'Twitter' Facebook Application
• Add Twitter to Facebook Choose your preferred settings and click
'Add Twitter’
• Twitter Login Enter Your Twitter Login Information
• Twitter / Updated Facebook Status IMPORTANT: Choose to have
Twitter update your Facebook status
• Allow and Authorize Access for Twitter to Facebook
• Once active, every time you update your Twitter, your Facebook
status will update automatically
22
23. Australian Retailers Have Yet to Engage
Consumers Using Social Networks
Source: Australian Facebook Performance Report; January 2012, onlinecircle
23
24. Some RSLs are Active in Social Networking
Clubs Talking Were Engagement Comments
About Here Rate
Kedron Wavell 861 96 n/a 11% Relevant Photos
Caloundra RSL 909 124 7,699 13% FB Application
United Services 0 1 6 nil Page not claimed
Redcliffe RSL 348 281 2,028 80% Cash Giveaways
Logan Diggers 928 73 2,255 8% Meal Deals
Redlands RSL 32 3 830 9% Page not claimed
Total 3,078 578 19%
24
Source: Micropower Research, 24th February 2012
25. Is Social Networking Relevant for My Club?
Automate
SN Comms
Rollout as Part
of Marketing &
PR Program
Determine
Correlations & Trends
Compare Engagement Rates
with Gaming and F&B Spend
per Month
Conduct Pilot, Capturing Engagement
Rates Over 3-6 Months
25
Source: Micropower Research
26. Social Networking Tips for the Converted
1. Have a risk plan in place
– What if a user mentions a competitor?
– What if a user expresses an opinion contrary to your club’s views?
– What are your community guidelines, standards and escalation processes
if something goes wrong?
2. Activate your audience, don’t just collect them
– Your Social Network audience is a club, a tribe – not just a list
– Get creative, get interesting, create a strong, ongoing calendar
3. Share of attention, not share of market
– Go for emotional engagement
4. One strategy, not 100 tactics
– Create a structured, well considered Communications Plan
– Develop a clear strategy for Social Networking
– Review it regularly based on “Insights”
26
Source: Australian Facebook Performance Report; January 2012, onlinecircle
