Presentation given at United Soccer Leagues (USL) AGM by Demosphere which talked about the 5 components of a successful online presence.

2. Online Best Practices
Presented by Demosphere
Presented by Sean Rose
November 20, 2010

3. Today's Agenda
• The 5 Components of a Successful Online Presence
• Plus: The latest in Social Media
• Be thinking about: New ways to connect & establish relationships
with fans.
• Including: Lots of great materials you can use today.

4. Welcome!
• Why this session is important:
• The economy stinks
• The market is increasingly more competitive
• Your team (investment) is at stake

5. The 5 Components
• Location is Everything
• Devise a Plan
• Commit
• Always Learn
• Let Your Passion Show

6. 1: Location!
• Life-altering revelation: You must work to reach fans.
o Fans won't come to you ... you must go to them.

7. 1: Location!
• What does that mean? Multiple avenues ..
o Traditional
 Newspaper, Print, TV, Radio, etc.
o Non-Traditional
 Promotions - HBO/Pacquiao
o Online
 Website, Social Media

8. 1: Location - Website
• Professional looking, consistently updated, shareable
• Keyword-dense content.
• Pictures tell stories. (Don't forget alt-tags!)
• “Our game was fun” vs.
• Track what's happening - Analytics
• Main point: If you ARE found, don't blow it.

9. 1: Location - Website

10. 1: Location - Social Media
• Quick definition: Media created to be shared freely.
• Dictionary of terms

11. 1: Location - Facebook
• The Stats are Staggering:
o 500 million active users. 50% log on each day.
o Avg. 130 friends and connected to 80 pages.
o 25% of all web traffic in the US
• Top 10 Teams on Facebook
o 7 are soccer teams. (FC Barcelona - 6.9 million fans)

12. 1: Location - Facebook
• From individual people ... to pages
o Groups vs. Pages
o People = Members or Fans
o Groups = restricted | Pages = open = your team
• Page Usage
o People become "fans" of pages
o These pages show up in their profiles
o News items appear in live stream
o Fans can interact with pages based on settings of page

13. 1: Location - Facebook

14. 1: Location - Facebook
• Resources To Use:
o Facebook - Create Fan Page
o How To Set Up A Winning Facebook Page
o Another Great How-To
o Maximize Demosphere - Facebook Session
o Sponsors!

15. 1: Location - Twitter
• What is Twitter?
o First and foremost, a real-time communication medium.
• Wikipedia Page
o Free, 140 characters, pick a username, etc.
• Follower - someone 'following' your feed
• RT - "ReTweet" - repost something someone else said.
• @ - Message that followers of both can see
• DM - "Direct Message" to one person
o They must follow you in order to receive
• # - "Hash Tag" - searchable thread on a particular topic

16. 1: Location - Twitter
• Not 500 million, but pretty impressive...
o 145 million users - 65% growth from April '09
o Average person interacts with 300+ users
• Top 10 Teams on Twitter
o #1 - LA Lakers - 1.7 million followers
o #4 - Real Madrid - 818k

17. 1: Location - Twitter

18. 1: Location - Twitter
• What do I 'tweet' about?
o Key website information (not all)
o Important Dates
o Local events of interest
o Relevant league/general soccer news
o Contests
o Reasons to come to the game!
o Experiment! What gets the most traction?
• Do not pitch your organization ... leave that to your website.

19. 1: Location - Twitter
• Resources To Use:
o Find others to follow: Twellow, Twitterpacks
o Software/Applications for updating: Tweetdeck | CoTweet
o Mobile Apps
o 7 Step Guide for Twitter Rookies
o General Resource Roundup
o Maximize Demosphere - Twitter Session
o Sign Up Now

20. 1: Location - YouTube
• Briefly about YouTube ...
o People watch 2 billion videos/day on YouTube.
o 24 hours of video is uploaded ... every minute.
o Video tells the story - this will convince you!
o Sell your environment
o Video Editing - Windows Movie Maker / iMovie
o Increase Web Traffic via YouTube

21. Location - Other
• Blog
o Social Media confluence - Why you need one
• FourSquare
o Location-based networking - Intro & How To
• LinkedIn
o Business/Professional focused - Use to sell?
• GroupOn | livingsocial
o Power of the crowds ...

22. 2: Devise a Plan
Five Steps to a successful plan ..
1.Where is Your Market?
2. Pick Your Objectives
3. Listen & Engage
4. Creativity Reigns
5. Measure & Evaluate

23. 2: Where Is Your Market?
• What else is happening in your community?
• Who are the other players? Who gets attention?
• What are other teams doing? Other sports?
• How To Find Your Market

24. 2: Pick Your Objectives
• What do you want to accomplish?
o Generate Awareness
o Establish Demand
o Product/Service Comparison
o Positive Association
o Form/Change Opinion
o Influence the Influencers
o Drive Action/Traffic
o Establish/Regain Trust
• How To Choose?

25. 2: Listen & Engage
• The two way social media street
• Not a newspaper…
• Variety of topics
o News
o Feature
o Giveaway
o Online-only news
• 20 Ways to Engage
• Engage Social Media Blog
• How To & Cautions

26. 2: Creativity Reigns
• Creative Contests
• Increase Your Facebook Fan Base
• Twitter Competition Ideas
• What are other teams doing? If something is successful in
one market …

27. 2: Measure & Evaluate
• Some Key Metrics:
• Traffic
• Sales
• Customer Engagement
• …and finally – Profits
• 10 Metrics to Review
• More Planning Tips

28. Component 3: Commit
• Whose Responsibility Is This?
• Ownership, Marketing, Intern, Coach, Players?
• All can play a role, but have someone responsible.
• Extremely dangerous …
• Not being timely
• Letting your channels lapse
• Remember: Social Media is NOT free.
• Key expenses: time and effort.
• Don’t Forget: You’re Putting Your Name on This

29. Component 4: Learn
• Online world is evolving rapidly.
• Track current trends & be aware of the future
• Blog Resources:
o Online Marketing
o Social Media Marketer
o Social Media Today
o Social Media Marketing Blog
o Facebook Marketing
• Search for & follow resources on Twitter
• Maximize Demosphere series

30. Component 5: Passion & Fun
• Always enjoy what you're doing - let that passion & fun show.
• Remember the medium…
• Press Releases – Formal
• Website – More formal than informal
• Social Media - Informal
• How To Make Social Media Experiments Fun

31. Recap ...
• Location is Everything
• Devise a Plan
• Commit
• Always Learn
• Let Your Passion Show

32. ...and remember this...
• "None of this is hard ... you just have to do it."
• Use this session as a springboard...
• Use the remainder of 2010 to set your plan for 2011.

33. Wrap Up
• What's one thing you can do today?
• Want these slides? Leave your card and we'll email them.
• Other feedback? Share
• Pick up a card - ask any specific questions
o Sean Rose
o srose@demosphere.com