Slides from a workshop with Pro-Active London on using Social Media Optimisation and creating Social Media content for sports marketing

1. Dr Stephan Dahl, Middlesex University Business School Social Media MarketingCreating Social Media Content for Sports Marketing

2. The Web 1.0 Owner/Government generated Selective creation Access is restricted Often delayed Strong content control “One man show” Comfy environment to control the message = BUT disengaged users

3. 3 User Generated = Everyone creates Access to production is free (and easy) Immediate No content control Collaborative & Engaging 2.0 changed it all engaged users - sharing experiences & emotions 3

4. 4 Epidemic like explosion

5. Syndication & Social Network 5 Main Site Other Sites Badges facebook twitter

6. 6 impact 2.0 Loss of message control: Consumer opinion competing with organisational message (can be good & bad!) Authority and “Dominating Voice Advantage” challenged Potentially massive replication of +/- messages (spreading like a virus!)

7. 7 market research 2.0 company Learn from customers company Learn from customer interactions and creations Respondent 1 Respondent 2 Respondent 1 Respondent 2 Schillewaert, De Ruyck, Verhaeghe: International Journal of Market Research, 2009

8. 8 Technology Adoption 2.0 8

9. 9 Social Media Marketing TOP3 engaged buzzing conversation

10. Social Content Strategy Beth Kanter, 2009 10 Web Site Organisation created Social Outpost Org or Community Created Engage-mentCo-Created content

11. OK – but… 11 who has the time? Newsletters Funding ApplicationsUpdates for UsersEnquiries Promotion Material Educational Material Thank You Letters That Old Website… And now addFacebookMySpaceTwitterYouTubeFlicker… We need a Strategy!

12. 3 steps Organise Generate Remix 12

13. 1: Organise: Who? When? What? Make a “publication calendar”ChannelAudienceType of Story weekly/monthly/quarterly/annual 13

14. 2 GenerateWhat will it be about? 14 Lists of possible topics: Reviews Opinions Q & A interviews Tips Guest Writers Users & Clients Use tags, folders, categories to organise ideas & content!

15. 2 GenerateEngage to Create! 15 Ask Questions Monitor Response Generate idea Refine Ideas Create Content

17. AddExamples, Details, Quotes

18. Remixed!16