This document contains a presentation by Tiffanny Junee on social technology and its application to Australian sports. It discusses key concepts like social media, online communities, and how an empowered and connected digital world has changed user behavior and expectations. The presentation examines how social relevance, social media, and social networking can help sports organizations and brands better engage with fans and other stakeholders in this new environment. It also provides examples of how some rugby unions in Australia have begun using these tools but still have room for improvement in their social media strategies and policies.

1. Twitter: @TiffannyJunee
www.tiffannyjunee.com
Tiffanny Junee © September 2012

2. The content of this presentation is based on on-going research.
Full copyright remains with the author, Tiffanny Junee.
Information contained in the visualisations is proprietary and
cannot be reproduced without the express permission of the author.
Image references are available on request.
© Tiffanny Junee 2012

3.  What is Social technology?
 Social Tech & Aussie Sport
 Brand Management 3.0
 The Good, the Bad &
the Participatory
 Q&A

5.  GDE
 Semantic Web
 Social Media
 Community
 Empower
 Flat world navigators

7. Social Tech
Social Social Social
Relevance Media Networking
Online
reputation ie: ie: Slideshare, ie: Facebook,
your relevance YouTube Twitter
online
(Klososky 2011)

11. www
Thought L’shipGovernance
technacy
Social tech Mobility
www dialogue
The Strategic The Marketing
Com-Organisation Organisation

13. The Media Sport
Environment:
Social Tech
&
Rugby Union
How
© Tiffanny Junee 2011

14. 1996 - ARU Online since 1996
2010 - IRB’s ‘Year of Getting
Social’
2011 – Rugby World Cup (NZ)
ARU marketing ‘One Team’
• Traditional marketing tactics
• Social media & social networking
strategy = underdeveloped
• Social Relevance is negligible
• Social Media policy non-existent
beyond RUPA’s ‘how to’ guidelines.
The Internet is a mirror of the self…

15. Individual Team Event
“Our position is that Twitter and
Facebook is just like sitting at a press
conference. [Each] is a media
platform and you must manage it like
you would any other form of media”
– Anthony MacKaiser,
Communications & Marketing
Manager, SANZAR

17. Access
Need
Free
Open Habit Technology
source
Software

18. The Sports Organisation
• The Athlete
• The Team
• The Organisation
• The Sports Brand
Environment
Dialogue
Connectednes
s Governance
Personality
Language
The Event The Person
• The Sponsors : The Business Community • The Athlete
• The Teams • The Team Member
• The Celebrities • The Contractor / Employee
• The Formalities • The Sports Brand
• The Fan Communities: Family & Friends,
Fanatics
• The Games

19. Understanding
the Fan needs: Marketing -
-Die hards: Stats Sponsorships
-Team Info Extension
-Player Profiles

20. www
Thought L’shipGovernance
technacy
Social tech Mobility
www dialogue
The Strategic The Marketing
Com-Organisation Organisation
Differentiators:
• Capability – Technacy, Platform Socialisation (marcomms/ IT)
• Language - Personalised Vs Mass produced
•Behaviour – Confident Vs Tentative
- Dialogue Vs Lecture

21. For further information:
T: @TifffannyJunee
E: tjunee@hotmail.com
Today’s presentation will be available at the end of
the session from www.tiffannyjunee.com
Images References available on request