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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
Some of the NGBs we know
& CSPs
Social Media Workshop for Sport Hampshire IoW
Social Media Workshop for Sport Hampshire IoW
Social Media Workshop for Sport Hampshire IoW
Social Media Workshop for Sport Hampshire IoW
So what about social?
The fuss about social
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Total responding   35   •   Little bit out of date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
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
So what?
•   We’ll try to keep our advice practical

•   For your budgets

•   & time you have
Is it worth
the effort?
•   www.bucs.org.uk
Is it worth
the effort?
Safeguarding
•   http://www.nspcc.org.uk/inform/cpsu/cpsu_wda57648.html
•   http://www.swimming.org/asa/news/clubs/guidance-for-clubs-
    on-the-world-of-social-networking/6049/

•   www.nemisys.uk.com/hants
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!
Museum of Me
Which information?
User
• About_me                  •   Location
• Activities                •   Photos & tags
• Birthday                  •   Videos & tags
• Education                 •   Religion & politics
• Events                    •   Web site
• Groups                    •   Work history
• Hometown                  •   Email
• Interests                 •   Friend lists
• Likes
Friends
• As the user, apart from
• Email
• Friends list
Who are you targeting?
•   No really – who are you targeting?
Sport England resources
Social Media Workshop for Sport Hampshire IoW
The fuss about social
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
On the value of pubs ...
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
Don’t
•   ... ignore people.

•   If someone asks you a question answer it!
Don’t
•   ... dominate the conversation

•   But do politely join other peoples’ conversations if you have
    something to offer.
Don’t
•   ... “broadcast” your links all the time.

•   Sometimes it’s nice just to chat rather than sell, sell, sell
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.
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.
Do
•   ... thank people.

•   Really simple. If someone likes or shares your content, thank
    them!
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.
[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.
[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.
[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!
And tone of voice
Examples

•   http://www.youtube.com/watch?feat
    ure=player_embedded&v=vdTsNXTQa
    Kw
•   https://twitter.com/search/Richmond
    HCskip
•   https://twitter.com/marlow_rowing
•   https://twitter.com/leedsrowing
Content planning
Fundamentals
•   Audience
•   Their objectives/motivations



•   Purpose of the page
•   Organisational objectives
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
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
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
Your content plan template




Download your copy here:
www.nemisys.uk.com/contentplan
We’ll use this one
Advertising
Let’s have a look at Facebook
                  •   Targeting options

                  •   http://www.facebook.com/ads/create/
& some freebies from me
Questions?

www.nemisys.uk.com/hants




John Duffy                    blog
Marketing Director, Nemisys   linkedin
                              slideshare
john@nemisys.uk.com
                              @johnrduffy
01189 122226                  @nemisys

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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
  • 2. Some of the NGBs we know
  • 8. So what about social?
  • 9. The fuss about social
  • 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
  • 13. Is it worth the effort? • www.bucs.org.uk
  • 14. Is it worth the effort?
  • 15. Safeguarding • http://www.nspcc.org.uk/inform/cpsu/cpsu_wda57648.html • http://www.swimming.org/asa/news/clubs/guidance-for-clubs- on-the-world-of-social-networking/6049/ • www.nemisys.uk.com/hants
  • 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!
  • 18. Which information? User • About_me • Location • Activities • Photos & tags • Birthday • Videos & tags • Education • Religion & politics • Events • Web site • Groups • Work history • Hometown • Email • Interests • Friend lists • Likes Friends • As the user, apart from • Email • Friends list
  • 19. Who are you targeting? • No really – who are you targeting?
  • 22. The fuss about social
  • 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
  • 24. On the value of pubs ...
  • 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!
  • 36. And tone of voice
  • 37. Examples • http://www.youtube.com/watch?feat ure=player_embedded&v=vdTsNXTQa Kw • https://twitter.com/search/Richmond HCskip • https://twitter.com/marlow_rowing • https://twitter.com/leedsrowing
  • 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
  • 45. Let’s have a look at Facebook • Targeting options • http://www.facebook.com/ads/create/
  • 46. & some freebies from me
  • 47. Questions? www.nemisys.uk.com/hants John Duffy blog Marketing Director, Nemisys linkedin slideshare john@nemisys.uk.com @johnrduffy 01189 122226 @nemisys

Notas do Editor

  1. 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
  2. 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)
  3. The game Players they know Great wins & losses Banter!
  4. 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