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Social Media Workshop for Sport Hampshire IoW
1. Social media workshop
Sport Hampshire & IoW
Download this deck - www.nemisys.uk.com/hants
24th April 2012, The ageas Bowl
John Duffy blog
Marketing Director, Nemisys linkedin
slideshare
john@nemisys.uk.com
@johnrduffy
01189 122226 @nemisys
10. What our clients currently do ...
Total responding 35 • Little bit out of date
Facebook Page 27 • Twitter may have
Facebook group 4 overtaken Facebook Page
Twitter 22
YouTube 17 • I’m amazed not more
LinkedIn 12 interest in geography
Foursquare 2 (because sport & venues
Podcasts 7
are physical)
Vodcasts 4
Flickr 3
11. Time
Total responses 35
Less than 1 hour per week 6
1 – 2 hours per week 14
2 – 4 hours per week 6
1 hour per day 2
12. So what?
• We’ll try to keep our advice practical
• For your budgets
• & time you have
16. Privacy
• Don’t worry – it’s YOUR • Museum of Me ... Let’s
privacy at risk from see what information
Facebook, Twitter, Facebook Apps know
Google etc about me!
• NOT your visitors at risk
from you!
23. The key to success
• If it’s not a conversation, it’s not SOCIAL
And people chat about:
• Photo
• Video
• Audio
• Questions
• Opinions
• Competitions
• Fixtures and Results
25. Don’t
.... butt in.
• You wouldn’t walk straight in to a new pub, sit down at a
stranger’s table and hog the conversation
26. Don’t
• ... ignore people.
• If someone asks you a question answer it!
27. Don’t
• ... dominate the conversation
• But do politely join other peoples’ conversations if you have
something to offer.
28. Don’t
• ... “broadcast” your links all the time.
• Sometimes it’s nice just to chat rather than sell, sell, sell
29. Do
• ... be a regular.
• That way strangers know where to find you. Work out how often
you can post, Tweet, share etc based on resource + content
plan.
30. Do
• ... listen.
• Be ready to answer if your name comes up in conversation. You
will find automated barmen/maids who will listen for you and let
you know if your name comes up while you’re not there.
31. Do
• ... thank people.
• Really simple. If someone likes or shares your content, thank
them!
32. Do
• ... vary your posts.
• Back to the pub – don’t only tell jokes, tell stories and discuss
current affairs too. Mix it up with photos, videos, questions,
opinions and of course links.
33. [FaceBook] Do
• ... write “for the news feed”.
• Even though you are writing on your own wall, remember that
most people will read your message on their own news feed. So
saying things like “check out the tab on the left” doesn’t work.
34. [FaceBook] Do
• send updates, but only for really important things.
• Edit page > resources > connect with people & then you can
send your message. This arrives as a notification, so don’t use
this too often or you will turn people off.
35. [FaceBook] Do
• ... make your page as open as possible.
• Allow fans to post to your page, add photos, tag photos etc. This
is the best way to benefit from Facebook’s viral effect, so if you
don’t do this it’s just more marketing!
39. Fundamentals
• Audience
• Their objectives/motivations
• Purpose of the page
• Organisational objectives
40. Content types
Photos Links
• Staged, reportage, action • Can be informative
• Sneak previews, behind the • Or occasionally just post for
scenes, capturing emotion fun
• Don’t forget they don’t have
to be yours – you can post Questions and polls
about other peoples’ photos • Can be looking for
too information you need
Video
• Or again just for fun, asking
for people’s opinions and
• The types of video content views
are identical to photo
• With video, it’s even more Other
common to post other • Competitions
peoples’ video to your page
• Opinions
41. What do you have to draw on?
• Matches • Photos
• Tournaments • Video
• Cups • Links
• Festivals • Questions & polls
• Think age ranges – youth to • Competitions
seniors • Opinions
• (Race) meetings
• Community work • Before
• VIP visits • During
• Elite athletes • After
• Funded athletes
• Committee meetings Let’s get stuck in!
• Sponsor opportunities www.nemisys.uk.com/contentplan
42. Key technique: content plan
Date What's happening Content opportunities Blog Facebook YouTube Linkedin Twitter ipadio Foursquare News item Who?
09-Jun Goodform CRM Summit Visit to Emirates Stadium y y y jd
Running workshops y y y jd
Contact with speakers y y y jd
Contact with delegates y y y jd
14-Jun Meeting at Woodhall Spa, EGU HQ Photograph before meeting y y jd
15-Jun Mark Wood meeting Polar explorer - photos & y y y mks
interview
17-Jun Workshop at British Eventing Sample interviews as part of y y y jd
workshop
12-Jul England Hockey, London Cup Photographs with great & y y jd
good
David Faulkner insights to y y y jd
team progress
Match itself y jd
12-Jul Primary Club Dinner (Lords?) Photographs y y jd
13-Jul BUCS conference, fixtures & y y y y jd
results system launch
19-Jul Melcrum, Internal Giving paper y mks
Communications conference
ipadio interviews y y mks
43. Your content plan template
Download your copy here:
www.nemisys.uk.com/contentplan
We’ll use this one
A bit about John: “Traditional” marketing since 1989 With the addition of online marketing since 1997 Both hands on and marketing management/strategic roles, progress from Marketing Assistant to PLC Marketing DirectorSpecialises in: Working out how to deliver your objectives (business, communications, revenue, support) when people visit your web site (interpreting briefs, functional specifications, analytics) Associated campaigns to attract those visitors (email, social networks, advertising, seo, sem, pr)Most often heard saying: Why? What do you really mean? Let’s work out how to do that online
19 segments – some are more likely to sail than othersThe segments were created by Experian, using their own population, demographic and other indicators, as well as ‘Active People Survey’ data, ‘Satisfaction with the Quality of the Sporting Experience’ survey data and ‘Taking Part’ survey data. It’s the type of process a major supermarket (Tesco or Lidl) would undertake to decide on the location of a new store.Know who your customer is, what they want from a sporting experience and how to reach them. Top four most likely to want to do sailing nationallyPhilip = Comfortable mid life males. Sporty males with older childrenTim = settling down male (sporty male professional, buying house settling with partner)Roger and Joy = early retirement couples (Free time couples nearing end of their careers)Ralph and Phyllis = comfortable retired couples (enjoying active and comfortable lifestyles)
The game Players they know Great wins & losses Banter!
A bit about John: “Traditional” marketing since 1989 With the addition of online marketing since 1997 Both hands on and marketing management/strategic roles, progress from Marketing Assistant to PLC Marketing DirectorSpecialises in: Working out how to deliver your objectives (business, communications, revenue, support) when people visit your web site (interpreting briefs, functional specifications, analytics) Associated campaigns to attract those visitors (email, social networks, advertising, seo, sem, pr)Most often heard saying: Why? What do you really mean? Let’s work out how to do that online