3. What is Social technology?
Social Tech & Aussie Sport
Brand Management 3.0
The Good, the Bad &
the Participatory
Q&A
4.
5. GDE
Semantic Web
Social Media
Community
Empower
Flat world navigators
6.
7. Social Tech
Social Social Social
Relevance Media Networking
Online
reputation ie: ie: Slideshare, ie: Facebook,
your relevance YouTube Twitter
online
(Klososky 2011)
8.
9.
10.
11. www
Thought L’shipGovernance
technacy
Social tech Mobility
www dialogue
The Strategic The Marketing
Com-Organisation Organisation
14. 1996 - ARU Online since 1996
2010 - IRB’s ‘Year of Getting
Social’
2011 – Rugby World Cup (NZ)
ARU marketing ‘One Team’
• Traditional marketing tactics
• Social media & social networking
strategy = underdeveloped
• Social Relevance is negligible
• Social Media policy non-existent
beyond RUPA’s ‘how to’ guidelines.
The Internet is a mirror of the self…
15. 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
16.
17. Access
Need
Free
Open Habit Technology
source
Software
18. The Sports Organisation
• The Athlete
• The Team
• The Organisation
• The Sports Brand
Environment
Dialogue
Connectednes
s Governance
Personality
Language
The 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
19. Understanding
the Fan needs: Marketing -
-Die hards: Stats Sponsorships
-Team Info Extension
-Player Profiles
20. www
Thought L’shipGovernance
technacy
Social tech Mobility
www dialogue
The Strategic The Marketing
Com-Organisation Organisation
Differentiators:
• Capability – Technacy, Platform Socialisation (marcomms/ IT)
• Language - Personalised Vs Mass produced
•Behaviour – Confident Vs Tentative
- Dialogue Vs Lecture
21. For further information:
T: @TifffannyJunee
E: tjunee@hotmail.com
Today’s presentation will be available at the end of
the session from www.tiffannyjunee.com
Images References available on request
Notas do Editor
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.