Delivered to Sports Clubs during CPD seminars for Sport Nottinghamshire Dec 2012

1. Social Media and Marketing for Clubs
Ian Wakefield
Chartered Marketer (CIM) and Fellow of CIMSPA
Marketing & Communications for Sport Nottinghamshire CSP and former Business Development Manager at CIMSPA.

2. Overview of the Presentation
Segmentation & targeting
Planning
Website
Social media trends
Social media tips
Cyber Safety
Additional marketing
Funding
Questions

3. Market Segmentation
Why do we segment the Market?
 Tells us who our potential customers are
 Tells us what they might like
 Helps us understand barriers
 Allows us to target more effectively
Where did the information come from?
 Sport England & Experian
 Taking Part & Active People Surveys
 Demographics from established sources
 Further info from Experian Databases

4. Market Segmentation
 19 Segments
 Circle Size =Population %
 Segment Supergroups A-D
 Horizontal Line shows Average 21%
 Decrease in activity with age
 Also shows impact of Gender
 & Impact of Social Deprivation

5. Market Segmentation
% % %
Segment Name Forename (s) Population Male Female In million
A01 Competitive Male Urbanites Ben 6.4 13.3 0 2,521
A02 Sports Team Drinkers Jamie 5.4 11.1 0 2,127
A03 Fitness Class Friends Chloe 6.9 0 13.4 2,717
A04 Supportive Singles Leanne 4.7 0 9.1 1,851
B05 Career Focussed Females Helena 5 0 9.7 1,969
B06 Settling Down Males Tim 9.4 19.3 0 3,702
B07 Stay at Home Mums Alison 4.6 0 8.9 1,812
B08 Middle England Mums Jackie 4 0 7.7 1,575
B09 Pub League Team Mates Kev 5.8 12 0 2,284
B10 Stretched Single Mums Paula 3.8 0 7.4 1,497
C11 Comfortable Mid-Life Males Philip 7.8 16 0 3,072
C12 Empty Nest Career Ladies Elaine 5.3 0 10.2 2,087
C13 Early Retirement Couples Roger & Joy 6.2 6.2 6.3 2,442
C14 Older Working Women Brenda 4 0 7.6 1,575
C15 Local ‘Old Boys’ Terry 3.4 7 0 1,339
C16 Later Life Ladies Norma 2 0 3.6 788
D17 Comfortable Retired Couples Ralph & Phyllis 3.7 5 2.4 1,457
D18 Twilight Year Gents Frank 3.5 7.1 0 1,378
D19 Retirement Home Singles Elsie & Arnold 8.3 2.5 13.8 3,269

6. Market Segmentation
Roger and Joy - “Early Retirement Couple”
 Mixed gender, 56 – 65
 6% in England
 Average 3x30
 Likely to participate in recreational
walking, golf and aqua aerobics
 You might also catch them sailing
 Team sports are a not appealing
 Take part to help with injuries and to
keep fit. They also just enjoy it. Many
continue to train and compete
 If there was improved transport and
better facilities they may go more
often
 If they don’t do sport its because
they aren’t interested

7. Market Segmentation
What else do the Segments tell us?
 What sports they are most likely to
take part in
 Motivations and barriers
 Where they are located
 Likely Occupations
 Likely Income
 Likely Family Status
 Type of message responds to
 Buying Habits & Brand Loyalty
 Decision making styles
 www.sportengland.org/segments

8. Market Segmentation
Nottinghamshire

9. Market Segmentation
Nottinghamshire

10. Planning Marketing & Comms

11. Your Website
Have one (Free)
Easy to find
Easy to Navigate
Looks Inspiring
Encourages Interaction
Easy to Contact
Recognisable Branding
Informative
Up to date
Analytics
Google Alerts
Newsletter (Mail Chimp)

12. Google Analytics
Understand your website
Who is visiting?
For how long?
How do they find you?
Search terms/words
Desktop/Laptop/Mobile
Who refers for you
What are the trends?

13. Google Analytics - Referrals
Understand your website
Social Media Top
Partners
Google

14. Social Media Trends
60
Marcomms Roles in CSP's 2012
50
50
40
30
%
19
20 17
14
10
0
Full-time 3-4 days 1-2 days No

15. Social Media Trends
45
Do you use Facebook?
40
40
35
30
30
25
2010
20 19 2011
2012
15
12
10 9
8 8
7
5
5 3 3
2
1
0 0
0
Yes Not often Hindered Considering No

16. Social Media Trends
50
45
Do you use Twitter?
45
40
37
35
30
2010
25
2011
20 19
2012
15 13
10
7
5 5
5 4
3 3 3
2
1
0 0
0
Yes Not often Hindered Considering No

17. Social Media Trends
35
32 Is Twitter Valuable
30
25
20
2010
2011
15
12 12 2012
10
10 9
7
5
5
3 3 3 3
2 2
1 1
0
Valuable Building Occasional Too Early No

18. Social Media Trends
50
Do you upload video's to Youtube?
45 43
40 37
35
30 27
2010
25
2011
20 18 2012
15 12
10
4 4
5 2
0
0
Yes Not sure No

19. Social Media Trends
100
Summary 91
88
90
78
80 75
70 67
60
60 55
2010
50
40 2011
40 36 2012
30
20
10
0
Facebook Twitter YouTube

20. Why use Social Media?

21. Twitter
Brand your page
Tweet regularly & RT
Use apps like Tweetdeck
Interact with Tweeps
Follow the right Tweeps
Be Gracious
Be interesting/Spam
Use Links/Pictures
Twilerts
Listorious
Integrate to website
#FF

22. Facebook
Use branding
Multiple Admin
Integrate with website
People like People
Use Pictures
Videos/You Tube
Encourage Shares/Comps
Post links to website
Be interesting
BE SOCIABLE
Don’t overdo it
Groups/Pages

23. Facebook insights
Understand the performance of your page
Learn which content resonates with your audience
 Optimise your posts

24. YouTube
Use branding
Film your events
Film your training
Tag them well
Easy to edit
Create a channel
Integrate with website
Other Social Media links

25. Flickr
Buy a Digital Camera
Photo’s of:
Coaches
Training
Venues
Competitions
Social events
Tag your photo’s
Be aware of Safeguarding
Use on Website
Use on Social Media

26. Flickr
Use Sets
Back Link to your website
Use Tags
Stream Sets to your website
Easy for multiple pics
Auto update for gallery
Encourages shares

27. Recap on Social Media
1. Have a Plan
2. Know your niche
3. Be yourself
4. Engage people
5. Link up
6. Be customer friendly
7. Think before you post
8. Time to perfection
9. Be consistent/regular
10. Get organised
11. Be responsible

28. Cyber Safety 4 Children
paedophiles cyber bullying
privacy extremism
media literacy
Identity theft
phishing
validity and bias
fraud
viruses
copyright sexting
online reputation Inappropriate content

29. Cyber Safety 4 Children
Protecting Staff
 Check your own digital footprint and privacy
settings regularly
 Never add anyone under 18 as a ‘friend’ on a
social networking site without their parents
permission
 Only send texts through a group texting system
 Do not add parents of club members as friends
or if already friends be aware of how they may
share information
 Never post photographs without the permission
and do not be afraid to say when you don’t
want your picture to be tagged or posted at all
 Avoid using your own phone to call parents and
do not use it to contact young people
 Be aware of your clubs safeguarding procedures
and how to report any cyber bullying directed at
you by club members or their parents
 All text/email messages sent to young people
should also be sent either to a parent or to an
external moderator (Source CPSU)

30. Cyber Safety 4 Children
20 Point Plan – What parents should know!
 Know all social sites that your child is a part of
it
 Have access to all content pages that your child
has created
 Know all user names, passwords and profiles
that your child has created
 Know all email accounts with user names and
passwords that your child has created
 Create rules of engagement on social sites that
are built on being “accountable” to you for
their actions-A 3 strikes rule is not a bad idea.
 Create your own accounts in these networks
 Explain that though you will have all this
information, you will only access it, should
there be a need to.
 Establish Trust.
 Understand that that trust may be breached
 Review the privacy settings in your child’s social
networks and map it to their profiles and then
review their profiles

31. Cyber Safety 4 Children
 See who is following of “friending” your child
and vice-versa
 No adult, unless it’s a family member should be
in any network that your child is part of.
 Explain the dark side of social networks to your
child, there’s nothing wrong with being scared
straight.
 Periodically evaluate the content they are
sharing and consuming.
 Know what they are searching for
 Don’t forget or ignore texting and email.
Establish usage guidelines for those as well.
Never assume they are harmless or easy to
manage.
 If you feel the need to establish time constraints
for computer and phone usage, do it.
 You’re not trying to be a friend here- we’re trying
to be parents.
 If you have to shut it down-don’t feel guilty. Do
it without remorse.
 The computer is not a babysitter. Talk to them.

32. Additional Marketing Activities
Register your club with CSP
Register your club with NGB
Register with SPOGO
Register with Active Places
Distribute Flyers Locally
Promote through Schools
Effective use of Banners
Offer Social memberships
Put Social Events on – Community Games?
Link with other clubs
School-Club Links
Use the Sport England Tools
Promote at local events
Open Days
Come and Try
Press Releases

33. Funding for your Club
Funding for Funding for Funding for
Clubs Athletes Activities
• Grantnet • SportsAid • Sportivate
• Inspired • TASS • NGB
Facilities • Ron Pickering initiatives
• Improvement Memorial • Sports Match
Fund Fund

34. Any Questions?
www.sportnottinghamshire.co.uk
Contact Ian Wakefield on Twitter : @iandwakefield or Linkedin