Social Media Risk - The Art of Social
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International Business Review Social Media Risk Conference 2013, Sydney
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Social Media Risk - The Art of Social
- 1. Social Media & Sport Skills Sessions, Security = The Art of Social By: Tiffanny Junee Twitter: @TiffannyJunee www.tiffannyjunee.com Tiffanny Junee © November 2013
- 2. Who am I? Strategic Communicator Educator Researcher • Director of Marketing, Community Relations & Philanthropy at The Women’s College within The University of Sydney. • Postgraduate – Political Public Relations • Undergraduate – Media Relations • Masters – Social Media as Strategic Communications in Australian Rugby Union • PhD – Building brand equity through Social Technology in international sport.
- 3. Next AGENDA • • • • • What is Social technology? Social Tech & Pro Sport Leader / Employee Divide Data How? Q&A
- 5. The Buzz Words • • • • • • GDE Semantic Web Social Media Community Empower Flat world navigators
- 6. What is Social Media? Social Tech Social Relevance Social Media Social Networking Online reputation ie: your relevance online ie: Slideshare, YouTube ie: Facebook, Twitter (Klososky 2011)
- 7. Evolving Practice 2011 mindset •What’s the Point? •140 characters! Really? •WTFs, <3, : ) , #rofl – what does it mean? 2013 mindset •Understanding the potential to connect & Influence •Rethinking Control • Understanding the public role of the Leader (and the transparency of the employee)
- 8. SOCIAL TECH COMMUNICATIONS EVOLUTION – Consumption, Content & Community Online Social Networking Social Technology • Internet commercialised 1996 • www, Google Ads words • Facebook, Twitter, Pinterest, Instagram • Hotsuite, TwitterStats, Google Analytics • The Evolution: • Desktop – Laptop – Mobile – SmartPhone – Tablets – Wearable Technology (ie: Google glasses) NB: Impact of consumption of live sport
- 9. How do you look here? • Functionality is key Online SNS Social Technology • Strategically managed? • Are you multi-platform?
- 10. The Media Sport Environment: Social Tech & Rugby Union Bourdieu: Field &HabitusHow A structured social space with its own rules, regulations © Tiffanny Junee 2011
- 11. Habit Access Need Free Open source Software Technology The Evolution of Communications
- 12. The Marketing Organisation 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…
- 13. The Media Sport Environment: Social Tech & Rugby Union How “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 The Player is the ONLY individual still in the organisation. © Tiffanny Junee 2011
- 14. Managing beyond the Event Navigating the Employer/ Employee Brand Divide The Sports Organisation • The Athlete • The Team • The Organisation • The Sports Brand Environment Dialogue Connectedness The Event • The Sponsors : The Business Community • The Teams • The Celebrities • The Formalities • The Fan Communities: Family & Friends, Fanatics • The Games Governance Personality Language The Person • The Athlete • The Team Member • The Contractor / Employee • The Sports Brand
- 15. I’d work for this organisation….
- 16. A fan meets her hero
- 17. Differentiators: • Capability •Technacy, Platform Socialisation (marcomms/ IT) • Language •Personalised Vs Mass produced •Behaviour • Confident Vs Tentative - Dialogue Vs Lecture
- 18. The Art of Social = #CEP #ConnectEngageParticipate #CONNECT Know your key influencers/ stakeholders/ opinion leaders andthe mood of the community. Context: Is it accessible to some/ all? Appropriate? Relevant? Timely? #ENGAGE Content: what are you sharing/ creating/ debating and WHERE #PARTICIPATE Understand the process: You distribute (nurture The role of traditional media, court the public vote) Your SNS community takes your communication and redistributes it THEIR WAY. Nurture, engage & manage employees. Don’t underestimate the power of MOBILE and the evolution of the App
- 19. The Weekend Walk to End Women’s Cancers CLICK TO DONATE
- 20. Thank you For further information: T: @TifffannyJunee E: tjunee@thewomenscollege.com.au Today’s presentation will be available at the end of the session from www.tiffannyjunee.com
- 21. 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 2013
Editor's Notes
- Robbie Farrah learnt the hard way – delete is not gone!
- Renaissance to Goya prints and drawings from Spain - http://www.artgallery.nsw.gov.au/exhibitions/renaissance-to-goya/
- Renaissance to Goya prints and drawings from Spain
- www.ScottKlososky.com
- Image reference:www.briansolis.com
- Image source: Image source:http://www.google.com.au/imgres?q=two+roads+diverged+in+a+yellow+wood&hl=en&client=safari&sa=X&rls=en&biw=1276&bih=706&tbm=isch&prmd=imvns&tbnid=mQhLPu9qxyr7dM:&imgrefurl=http://vineetchhajer.wordpress.com/2012/04/22/the-road-not-taken-by-robert-frost/&docid=_FL0JEF7NaB9rM&imgurl=http://vineetchhajer.files.wordpress.com/2012/04/two-roads.jpg&w=700&h=278&ei=RRzWT-ONMpGwiQe29dyHAw&zoom=1&iact=hc&vpx=137&vpy=454&dur=1307&hovh=141&hovw=357&tx=183&ty=128&sig=104522286650297454552&page=1&tbnh=76&tbnw=191&start=0&ndsp=15&ved=1t:429,r:10,s:0,i:104
- Pierre Bourdieu’s (1977, 2005) concept of field, broadly a space where actions and reactions occur. Bourdieu shared Max Weber’s view that society cannot be analysed simply in terms of economic classes and ideologies, and introduced the concept of the field: a structured social space with its own rules, regulations, schemes of domination or being (habitus). Stanton (2007) uses the notion of field to articulate how media relations exist as a subfield of public relations, and are shaped by differing agents, internal and external forces. In looking at the complexity of the rugby community, it could be said that the ARU operates as a field of contention around strategic communications objectives and practices where there are ongoing struggles for control over communications and media production (
- Image by T.Junee Copyright © 2010
- The case of Quade - $60K+ 2 yr good behaviour bond& 2 Test suspensionPierre Bourdieu’s (1977, 2005) concept of field, broadly a space where actions and reactions occur. Bourdieu shared Max Weber’s view that society cannot be analysed simply in terms of economic classes and ideologies, and introduced the concept of the field: a structured social space with its own rules, regulations, schemes of domination or being (habitus). Stanton (2007) uses the notion of field to articulate how media relations exist as a subfield of public relations, and are shaped by differing agents, internal and external forces. In looking at the complexity of the rugby community, it could be said that the ARU operates as a field of contention around strategic communications objectives and practices where there are ongoing struggles for control over communications and media production (
- Same or different?Power lies in the hands of the players, administrators or both?Players/ Staff (employees) need to performCompany (employer) needs to be the best to lure the best. In rugby terms, both on and off the field.