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For those who don’t like sport…

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

Relevance: What’s the Point?
Rules of engagement: 140 characters! Really?
Language: WTFs, <3, #rofl
No kill switch: Rethinking Control &
Influence of the Leader

www
Thought L’ship Governance
technacy
Social tech Mobility
www dialogue
The Strategic Com- The Marketing
Organisation Organisation

Probably not.
WHY?

Celebrity 2.0
Power, Personality & Pull
V’s (or + ?)
Media/ Celebrity 3.0
Content, Context &
Connectedness

Bourdieu: Field &
Habitus How
A structured social
space with its own
rules, regulations
© Tiffanny Junee 2011

1.0 2.0 3.0
F-2-F F-2-F F-2-F
Celebrity 2.0
-Post match/ Mobile Power,
Sponsorship
events: Talking to
Personality & Pull
Sponsors
-Attending events/ YouTube + (?)
community
signings/ hospital
visits
-Print, Radio & TV Twitter Celebrity 3.0
media interviews
(Captain) Content, Context
Contact via media PLUS: Instagram & Connectedness
manager, • Email
corporate box • www
Foursquare
1990s 1996 2012

Free
Need
Access
Open Habit Technology
source
Software

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…

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
Watch This Space:
Impact of 2012 Arbib
Report into Rugby in Oz © Tiffanny Junee 2011

Fine:
$60K
+ 2 yr good behaviour
bond
& 2 Test suspension

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

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

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

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