Nick D’Arcy and Kevin MonkUK divers – homophobic tweet by semi –pro Welsh footballer highlight the contradiction of ‘law’ as it was intended to be funnyRobbie Farrah learnt the hard way – delete is not gone!
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 (
Shifting the Balance of Power: Synergies and Conflicts Individual v Team v Event vOrganisationWhat the professionals want: Training & Support and GovernanceIntegrated marketing communications management through Social Technology
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.
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…
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
Access NeedFree Open Habit Technology source Software
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
Understanding the Fan needs: Marketing --Die hards: Stats Sponsorships -Team Info Extension -Player Profiles
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
For further information:T: @TifffannyJuneeE: firstname.lastname@example.orgToday’s presentation will be available at the end of the session from www.tiffannyjunee.com Images References available on request