Sm session 3 slides 12-10-12

FB: ACTSRS #SportRecSM

ACT Sport and Recreation Social Media Workshop Series 2012

Social Media Strategy#SportRecSM


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


Building a Social Media Framework

• Strategic Plan• Communication Objectives• Audiences• Platforms• Connection to other comms


Social Media in context

Social Media Tactic

Business Outcome Decision/Position to choose the tactic

Broadcast Get messages out and get them out to more people than ever before, but don’t deliberately engage with people.

“I want as many people as possible knowing about a specific service offered by our organisation.”

Connect Reach stakeholders, athletes and volunteers and engage with them (virtually) face to face in order to gain feedback and build relationships.

“I want to engage in a dialogue with, or network with, define stakeholders.”

Promote Stake a place in crowded markets by overtly marketing services.

“I want people to know about our organisation – as a brand, as a service.”

Monitor Understand what people are saying about you and why.

“I want to understand what’s being said about, and by our organisation.”

Social Media Tactics and Business ObjectivesIn order to decide the appropriate style of social media use, the tactic must be balanced with outcomes


Organisational Context •Looking at what you’ve brought in

•Business Plan•Communication Strategy•Constitution•Marketing material•Etc.


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


Social Media Framework• Give it a date

• Get it approved

• Version control it


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


Social Media Framework• Commit to which

platforms you will use

• Set indicative timing so that you know when you are ‘publishing’


Social Media Framework• Link it to your other

comms work

• Allocate a resource!


Social Media in Use4. REVIEW & MEASURE

All published content will be required to have a review date (nominally 2 weeks) unless requested otherwise at which point the Social Media Coordinator will undertake an review.

The Business Owner will be responsible for any changes required at that point.

1. IDENTIFY & PLAN

Business Owners of the program or message must identify and define what they are seeking to achieve. As part of this process they must:

1.Link the activity to their business outcomes2.Nominate the SM Objective (broadcast, connect, promote, monitor)3.Identify the audience for the message4.Identify preferred platform for message delivery5.Identify resources who will develop the message and content6.Name specific measures they will judge success on (linked to the strategic framework)

2. INFORM & APPROVE

After Social Media Coordinator adds the content request to the Publishing Plan and alerts any internal stakeholders who might be affected by the messaging (due to similar messaging, audience target or timing).

Pre-approved content eg. interaction with athletes and promotion of results, does not require individual approval.

*Pre-approved content means having a set of drafted content available for the Social Media Coordinator to view before a specific event.

3. AUTHOR & PUBLISH

Due to the range of platforms and their different requirements the business owner need only develop content in line with the following guidelines:

•Summary of the activity / program etc•Key messages(no more than a sentence per message)•Link to detailed existing background

The content should be developed in line with existing protocols and policies


Social Media in UseSocial 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.


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


Justin BarriePrincipal Consultant0423302814@DMA_Canberradesignmanagers.com.au

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Sm session 3 slides 12-10-12

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Transcript of Sm session 3 slides 12-10-12