1. ACT Sport and Recreation
Social Media Workshop Series 2012
Social Media Strategy
#SportRecSM
FB: ACTSRS #SportRecSM

2. Agenda
• Session 1 – Organisational Context
– Understanding your existing strategies
• Session 2 – Moving through the Strategy
– Communication Objectives
– Audiences and Key Messages
– Social Media Usage
• Session 3 – Implementing the Strategy
– Publishing Process
– Your next steps
FB: ACTSRS #SportRecSM

3. Building a Social Media Framework
• Strategic Plan
• Communication Objectives
• Audiences
• Platforms
• Connection to other comms
FB: ACTSRS #SportRecSM

4. Social Media in context
Social Media Tactics and Business Objectives
In order to decide the appropriate style of social media use, the tactic must be balanced with outcomes
Social Media Business Outcome Decision/Position to choose the
Tactic tactic
Broadcast Get messages out and get them out to “I want as many people as possible
more people than ever before, but don’t knowing about a specific service
deliberately engage with people. offered by our organisation.”
Connect Reach stakeholders, athletes and “I want to engage in a dialogue with,
volunteers and engage with them or network with, define stakeholders.”
(virtually) face to face in order to gain
feedback and build relationships.
Promote Stake a place in crowded markets by “I want people to know about our
overtly marketing services. organisation – as a brand, as a
service.”
Monitor Understand what people are saying about “I want to understand what’s being
you and why. said about, and by our organisation.”
FB: ACTSRS #SportRecSM

5. Organisational Context
•Looking at what you’ve brought in
• Business Plan
• Communication Strategy
• Constitution
• Marketing material
• Etc.
FB: ACTSRS #SportRecSM

6. Social Media Framework
• Link it to your
strategic objectives
right in the
document
• Draw the org chart IF
it has some bearing
on your comms
• Think about the
image you DON’T
want to present
FB: ACTSRS #SportRecSM

7. Agenda
• Session 1 – Organisational Context
– Understanding your existing strategies
• Session 2 – Moving through the Strategy
– Communication Objectives
– Audiences and Key Messages
– Social Media Usage
• Session 3 – Implementing the Strategy
– Publishing Process
– Your next steps
FB: ACTSRS #SportRecSM

8. Social Media Framework
• Give it a date
• Get it approved
• Version control it
FB: ACTSRS #SportRecSM

9. Social Media Framework
• Define audiences
even if you don’t end
up using social to
speak to them
• Define their
motivation to gauge
the investment you
should make trying
to engage with them
• Define a series of
evens you can tailor
messages around
FB: ACTSRS #SportRecSM

10. Social Media Framework
• Commit to which
platforms you will
use
• Set indicative timing
so that you know
when you are
‘publishing’
FB: ACTSRS #SportRecSM

11. Social Media Framework
• Link it to your other
comms work
• Allocate a resource!
FB: ACTSRS #SportRecSM

12. Agenda
• Session 1 – Organisational Context
– Understanding your existing strategies
• Session 2 – Moving through the Strategy
– Communication Objectives
– Audiences and Key Messages
– Social Media Usage
• Session 3 – Implementing the Strategy
– Publishing Process
– Your next steps
FB: ACTSRS #SportRecSM

13. Social Media in Use
1. IDENTIFY & PLAN 2. INFORM & APPROVE 3. AUTHOR & PUBLISH 4. REVIEW &
Business Owners of the program After Social Media Coordinator adds Due to the range of platforms and
MEASURE
or message must identify and the content request to the Publishing their different requirements the
All published content will be
define what they are seeking to Plan and alerts any internal business owner need only develop
required to have a review date
achieve. As part of this process stakeholders who might be affected content in line with the following
(nominally 2 weeks) unless
they must: by the messaging (due to similar guidelines:
requested otherwise at which point
messaging, audience target or timing).
•Summary of the activity / program the Social Media Coordinator will
1.Link the activity to their business
undertake an review.
outcomes Pre-approved content eg. interaction etc
2.Nominate the SM Objective with athletes and promotion of •Key messages(no more than a
The Business Owner will be
(broadcast, connect, promote, results, does not require individual sentence per message)
•Link to detailed existing responsible for any changes
monitor) approval.
required at that point.
3.Identify the audience for the background
message *Pre-approved content means having
4.Identify preferred platform for a set of drafted content available for The content should be developed
message delivery the Social Media Coordinator to view in line with existing protocols and
5.Identify resources who will before a specific event. policies
develop the message and content
6.Name specific measures they
will judge success on (linked to the
strategic framework)
FB: ACTSRS #SportRecSM

14. Social Media in Use
Social Media Coordinator
•Experience in executing content in SM platforms and is the owner of the implementation of a SM strategy.
•Establises SM capacity and scheduling social media activities so that the use of social media doesn’t become
resource intensive for other teams within an organisation.
Business Owner
•Anyone who identifies an idea for the use of SM– the business risk of using SM rests with them, upon approval
by a Senior Executive /Sign-off Point in an organisation.
Social Media Strategist
• Actively works with Business Owners to seek out social media opportunities and make recommendations on
the implementation. It is a similar but more proactive role than Social Media Coordinator and purely strategic.
Community Manager
• Responsible for the design, delivery and ongoing management of a designated community with a specific focus
on ‘network’ communications.
• Works within an organisation to deliver key messages and execute communication objectives whilst engaging
with users and providing feedback to the business.
Social Media Writer
• Has skills in weaving structured themes and messages into ongoing conversations; reacting and recognising all
interactions with a risk management approach and having an ability to understand technical language and to
translate that for audiences.
Social Media Producer
• Ensures that any visual opportunities are ‘curated’ effectively and within brand and policy guidelines. The
producer would be responsible for turning events into packages.
FB: ACTSRS #SportRecSM

15. Your next steps
• Any questions or clarification?
• Preview of other SRS governance and
education & training sessions
• Continue the conversation
– Twitter #SportRecSM
– Facebook https://www.facebook.com/ACTSRS
FB: ACTSRS #SportRecSM

16. Thanks
Justin Barrie
Principal Consultant
0423302814
@DMA_Canberra
designmanagers.com.au
FB: ACTSRS #SportRecSM

17. Wikinews - paralympics
Pinterest – mental health
FB: ACTSRS #SportRecSM