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Twitter: @TiffannyJuneewww.tiffannyjunee.comTiffanny Junee © September 2012
The content of this presentation is based on on-going research.      Full copyright remains with the author, Tiffanny June...
 What is Social technology? Social Tech & Aussie Sport Brand Management 3.0  The Good, the Bad & the Participatory Q&A
 GDE Semantic Web Social Media Community Empower Flat world navigators
Social Tech Social              Social           SocialRelevance            Media          Networking    Online reputation...
www Thought L’shipGovernance                   technacy Social tech               Mobility    www            dialogue  The...
The Media Sport Environment:  Social Tech      & Rugby Union         How                  © Tiffanny Junee 2011
1996 - ARU Online since 19962010 - IRB’s ‘Year of GettingSocial’2011 – Rugby World Cup (NZ)ARU marketing ‘One Team’• Tradi...
Individual              Team                            Event                “Our position is that Twitter and            ...
Access                  NeedFree       Open              Habit            Technology       source       Software
The Sports Organisation                                       • The Athlete                                       • The Te...
Understanding the Fan needs:     Marketing --Die hards: Stats   Sponsorships    -Team Info      Extension -Player Profiles
www                     Thought L’shipGovernance                                       technacy                     Social...
For further information:T: @TifffannyJuneeE: tjunee@hotmail.comToday’s presentation will be available at the end of  the s...
Social Media in Government - Social Technology & International Sport
Social Media in Government - Social Technology & International Sport
Social Media in Government - Social Technology & International Sport
Social Media in Government - Social Technology & International Sport
Social Media in Government - Social Technology & International Sport
Social Media in Government - Social Technology & International Sport
Social Media in Government - Social Technology & International Sport
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Social Media in Government - Social Technology & International Sport

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Published in: Sports, Technology, Business
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Social Media in Government - Social Technology & International Sport

  1. 1. Twitter: @TiffannyJuneewww.tiffannyjunee.comTiffanny Junee © September 2012
  2. 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 andcannot be reproduced without the express permission of the author. Image references are available on request. © Tiffanny Junee 2012
  3. 3.  What is Social technology? Social Tech & Aussie Sport Brand Management 3.0  The Good, the Bad & the Participatory Q&A
  4. 4.  GDE Semantic Web Social Media Community Empower Flat world navigators
  5. 5. Social Tech Social Social SocialRelevance Media Networking Online reputation ie: ie: Slideshare, ie: Facebook,your relevance YouTube Twitter online (Klososky 2011)
  6. 6. www Thought L’shipGovernance technacy Social tech Mobility www dialogue The Strategic The MarketingCom-Organisation Organisation
  7. 7. The Media Sport Environment: Social Tech & Rugby Union How © Tiffanny Junee 2011
  8. 8. 1996 - ARU Online since 19962010 - IRB’s ‘Year of GettingSocial’2011 – Rugby World Cup (NZ)ARU marketing ‘One Team’• Traditional marketing tactics• Social media & social networkingstrategy = underdeveloped• Social Relevance is negligible• Social Media policy non-existentbeyond RUPA’s ‘how to’ guidelines.The Internet is a mirror of the self…
  9. 9. 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
  10. 10. Access NeedFree Open Habit Technology source Software
  11. 11. The Sports Organisation • The Athlete • The Team • The Organisation • The Sports Brand Environment Dialogue Connectednes s Governance Personality LanguageThe 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
  12. 12. Understanding the Fan needs: Marketing --Die hards: Stats Sponsorships -Team Info Extension -Player Profiles
  13. 13. www Thought L’shipGovernance technacy Social tech Mobility www dialogue The Strategic The Marketing Com-Organisation OrganisationDifferentiators:• Capability – Technacy, Platform Socialisation (marcomms/ IT)• Language - Personalised Vs Mass produced•Behaviour – Confident Vs Tentative - Dialogue Vs Lecture
  14. 14. For further information:T: @TifffannyJuneeE: tjunee@hotmail.comToday’s presentation will be available at the end of the session from www.tiffannyjunee.com Images References available on request

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