1
Social Media & Sports workshop
Giles BryanDirector, [email protected] 706 9665
Links
• Facebook• YouTube• Flickr• Twitter• ipadio• Content plan• Issue management• Analytics• About Nemisys• Giles Bryan
2
Facebook – overview
• 500 million users worldwide• Unique users (UK) – 25 million• Share of time on social media sites – 75.4%• Time spent per user per month – 6 hours• Visits per user per month – 18
3
How Facebook compares
Facebook account/profile
4
Facebook news feed
Facebook Groups
• Good for “private” groups – but you shouldn’t regard them as confidential!
• Contact a maximum of 5000 Members• Group creator is in public view• Not a patch on Facebook pages – you should start to
migrate to pages at the earliest opportunity!
5
Facebook Pages
• Open access• Rich functionality
– Discussions– Events– Photos– Videos– Unlimited numbers– DIALOGUE with fans– Advertise– Analytics
Why a Page not a Group?Feature Facebook Pages Facebook Groups
“Friendly” URLs Yes No
Hosting a discussion Yes Yes
Discussion wall Yes Yes
Discussion forum Yes Yes
Add extra FB applications Yes No
Add your own applications Yes No
Messaging to all Members Yes (via updates) Yes (via PMs, max 5000)
Visitor statistics Yes (Page Insights) No
Video & photos – yours & Members/Fans
Yes Yes
Create & manage events Yes No
Promotion with social ads Yes No
6
Why a Page not a Group?Feature (Feb 2010) Facebook Pages Facebook Groups
“Friendly” URLs Yes No
Hosting a discussion Yes Yes
Discussion wall Yes Yes
Discussion forum Yes Yes
Add extra FB applications Yes No
Add your own applications Yes No
Messaging to all Members Yes (via updates) Yes (via PMs, max 5000)
Visitor statistics Yes (Page Insights) No
Video & photos – yours & Members/Fans
Yes Yes
Create & manage events Yes No
Promotion with social ads Yes No
Setting up a page
http://www.youtube.com/watch?v=xYLApdBi2c4
7
Running your page
• Effective posts– Question– Provoke– Bant
• Essential but boring– Broadcast– Notices
Competitions
Credit: Cardiff Universitywww.cardiff.ac.uk/stayconnected
8
Objectives
• Convert email contacts to Facebook
• Improve conversion rate from visit to like for Facebook page
• To develop comms channel that allows less formal and more frequent contacts
Seeding
9
Results
• 3rd in fans behind Oxford & Cambridge
• Would be great if I can sub in or add the “total fans” growth too
Lessons
• Response peaks quickly – make your call to action page perfect for launch!– A/B test first if you can
• Ts & Cs– Make them clear, engage openly with any questions
• Track behaviour on your own web site– Use campaign tracking URLs in seeding– Set up goals to track entries– Set up profile to report traffic from Facebook
10
Attention to detail is all
Applied similar technique to
• Twitter– Linked to ReTweet– Canny beggars timed with graduation & Stephen Fry’s hon degree
for a Tweet– Early days but looking very promising, again 3rd behind Oxford &
Cambridge for followers
• Flickr– “125 years photo competition” established Flickr footprint with
over 1000 photos– Great source of images for other uses– Go for “license to use” in Ts & Cs– Engage any vocal complainers, turn them in to evangelists!
11
@ing people and pages
And the result
• Your post on their wall, with your page name NOT profile name
12
Connecting with your web site
Advertising
• http://www.bucs.org.uk/sportshub
13
Advertising
Advertising
14
Advertising
Advertising
15
Advertising
Advertising
16
Things you MUST do• Leave your wall open to all to comment and post• Regularly post photos• Regularly post videos• Regularly post / broadcast audio (ahem…!)• And tag people in photos and videos• Post your results
• Question your fans• Provoke your fans• Provoke your rival organisations• Poll your fans• Run competitions
• Integrate with your web site
Other applications
17
Other applications
Other applications
• Events• Slideshare• Youtube
18
Facebook Sports Hub - Network Structure linking pagesConnect NGBs to their clubs & participants using Pages
Sports Hub
Local Club Pages
Shared content
Competitors
Wider participation
Branded marketing
Local Club Marketing
Club Participation
Brand participation
Cross-promotion
Community Sports Hub
19
Facebook sports hub – benefits
Measuring results – more later
20
Sports Hub - sports involvedPilot• Badminton• Table Tennis• Judo• Athletics• Volleyball• Squash & racketball
Joined by• Rugby Football League• Football• Cycling?• Swimming?
Applications available• You have access to these Community Sports Hub
applications through BUCS – come through [email protected] for more info
• Photos• Videos• Competitions – perfect for recording times for that
rowing competition!• Events• Sponsors• ipadio – additional license fee would apply• Pages• Groups
21
YouTube & video
Video statsNielsen, Sept 2009• YouTube 16.25M uniques
Hitwise, year to Feb 2009• 1. YouTube 62.9%• 2. BBC iPlayer 11.2%• 3. Google Video 2.0%• 4. MegaVideo 1.5%• 5. MSN Video 1.4%• 6. Google Video UK 1.3%• 7. Channel 4 TV 1.3%• 8. MetaCafe 1.2%• 9. Vuze 1.2%• 10. Daily Motion 1.1%
22
Where YouTube fits
• http://www.youtube.com/watch?v=Oe3St1GgoHQ
23
Examples – lower cost!
YouTube tips
• Brand your profile – name etc• Choose name carefully – you can’t change it later
(youtube.com/user/yourfullname)• Complete your profile• Account type – choose guru• Name and tag your channel• Choose to show your latest videos by default
• When uploading, TAKE TIME TO NAME AND TAG CONTENT
• Then it’s just content and promotion
24
Partner programme
• http://www.youtube.com/user/LeedsMetUni#p/p/F9F39999609CA26D/4/l-UXEdSSN6Q• http://www.youtube.com/partners
Tagging tips
In a sporting context:• Your organisation name• Sport (Americanisms?)• Event name• Location• Year• Players/teams involved• Game highlights
25
Analytics
• Number of views over time• Individual and across channel• Embeds• Age ranges• Gender• Location• Community engagements
– Ratings– Comments– Favourites
Embeds
26
Video sources / content
• Ideas for video sources?
• Interviews – players & coaches• Training material• TV coverage (request permission!)• Matches• Humour – hard to do, but works well if you can!
YouTube free promotion
• Tagging is important• Share to Facebook• Share via Twitter• Embed to your web site and blog• Embed to other sites• Link from main sites• And ask others to do the same
27
YouTube free promotion
• Tagging is important• Share to Facebook• Share via Twitter• Embed to your web site and blog• Embed to other sites• Link from main sites• And ask others to do the same
28
Twitter – overview
• Micro-blogging• Give your views• Alert to your news• Link sharing• Listening to relevant conversations• Questions from an event audience• Engaging with people who talk about you• Potentially, dealing with negative issues quickly
Twitter – before you Tweet
• Follow people relevant to you• Use Twitter lists• Get a feel for what’s going on
• Then dive in!!
29
When might you Tweet?
• With links to new content on own web site• With links to content on other sites• Retweets• Industry news of note• During events and championships• Comment on “the weekend’s play”• Running workshops & training events• Photos• Phlogs
• Any other ideas?
Twitter – tips for Tweeting
• Little(!) and often• But not too often – “10 per day” rule of thumb• Some personal content is fine• Retweet Tweets you like – “acquired wisdom” or ego
stroking
30
Twitter – brand monitoring
Twitter – tools & ideas
• Tweetdeck– Search panels
• Tweetmeme– Trending and retweets
• Twitterlocal– Search for local Tweets– Uses for championships?
• Twitpic– Email in photos to Twitter
• ipadio– We’ll come to later
• Twibbons– Do you do any campaigning?
31
Twitter - takeaways
• Not for everyone – but try it, it delivers web site traffic• Decide on the type of account
– Personal or business or both (the personal brand ...)
• Add link to your account from site• Add Retweet buttons to web site articles• Monitor your brand mentions• Trial for events
Twitter – what to do now
• Set up an account• Download Tweetdeck• And listen to what people are saying
32
Flickr
Cardiff University
• “125 years photo competition” established Flickr footprint with over 1000 photos
• Great source of images for other uses• Go for “license to use” in Ts & Cs• Engage any vocal complainers, turn them in to
evangelists!
• http://www.flickr.com/groups/cardiffuni125/
33
Cardiff’s Group
Flickr tips
• Run photo competitions• Use Pro account if you have budget• Create a Group• http://www.flickr.com/help/groups/• Tagging – same as for video
34
Using audio - ipadio
Disclaimer
• Nemisys developed and own ipadio• There are other audio tools available!
• www.ipadio.com• www.tweetmic.com• www.audioboo.com• www.facemic.com
35
ipadio - demonstration
• www.ipadio.com/live
Examples - ipadio in sport• English Golf Union, championships• http://www.englishgolfunion.org/news.asp?code=000100030002&recent=1&id=3728
• Interview with Dame Tanni Grey-Thompson• http://www.ipadio.com/phlog.asp?section=39&phlogId=849&phlogcastId=870
• Interview with Sean Long• http://www.ipadio.com/phlogs/Barlacommentary/2009/10/19/Interview-with-Sean-Long
• Results, views and racing tips• http://www.britishhorseracing.com/BHAxtra/
• Results at the World Transplant Games• http://www.worldtransplantgames09.com/
36
Potential uses
• Posting match reports and results• Interviews with your star performers• Athlete diaries• Live commentaries on high profile matches
• Integrates to web sites, blogs• Updates Facebook status• Updates Facebook Pages• Tweets your followers• Handles subscribers by email
Strategy section
37
Content plan
• What• Who for• Why• Where from• How often• Who will do
• Regular activity• Special projects
• Photos• Videos• Polls• Results• Interviews• Events• Messages/Status/Tweets
Regular activity
• How do we ensure there is daily activity across your social media presence?
• Photos• Videos• Polls• Results• Interviews• Events• Messages/Status/Tweets
38
Regular BUCS Wednesday
• Photos– Build up– Last year’s match– Matches
• Poll– Man of the match
• Video– Camera crew?– Self-shot
• @ opposition Uni FB page with a challenge “Remember last year, 5-3 wasn’t it?”
• Post photos across several days
• Post links to BUCS tables
Develop checklists for posting
• Photos of Wednesday matches– Post best 1 or 2 to Flickr
• Title and tag• Share to Facebook• Tweet
– Post rest to Facebook• Title and tag the photos• Tag people where possible• Tweet• @ opposition Facebook page with link
39
Example – University Event MarketingOwned web pages• Facebook page• Events app• Main University site (news, events)• Student pages, intranet• Staff pages, intranet• Sports dept pages, intranet• Log in pages• Splash/promotional pages• YouTube channel• Flickr GroupOther web pages & services• NGB site(s) & listings• Local clubs / partnerships• Blogs• Forums• Cultivate friendly webmasters• TwitterPeople• Club Members & friends – tap for contact• Sports students / courses• Sports Alumni programme (21 Club)
Email• University email to students (solus or
newsletters)• Local clubs• Local media (TV, press, student radio)• Local clubs newsletters• Alumni association• Facilities databases – people made bookingsMedia• Student newspapers (print & web)• Local papers• Trade press• TV & radio• Ipadio interviews• (Name of event sponsors)Collateral• Posters• Leaflets• Notes on pay slips• Email signatures• Kit – hoodies, polosOther ideas• Online surveys – manufacture for data capture• 1 minute promo video on YouTube
Issues management
40
Negative comments
• Do everything in your control to leave negative comments online– Engage with the negative – they might be right!– Develop a thick skin– The FA approach – distance
• The perfect place to be is that your community respondson your behalf
• Of course, try not to score any own goals!
Ts & Cs
• If you commit to a network, know their Ts & Cs
41
Child protection – Sport England
• Child Protection in Sport Unit• NSPCC / Sport England initiative• Provides guidance and publications
• www.thecpsu.org.uk• Standards for Safeguarding and Protecting Children in
Sport
Child Protection - CEOP
• http://apps.facebook.com/clickceop/
42
Analytics
Twitter search
43
Facebook insights
YouTube views
44
Flickr stats
Tracking people on your site
45
Google Analytics
In Google Analytics• Add new profile• Apply filter• Custom filter
– Include– Filter field = Referral– Filter pattern = facebook\.com
• Produces a profile for purely Facebook visitors• Video
Pulling it all together
• Use Excel• Dedicate time at start of
each month• Adapt our master
spreadsheet to suit your:– Objectives– Site– Promotional techniques
Email [email protected] for a copy,and book on an analytics workshop at www.nemisys.uk.com/workshops
46
About Nemisys
Nemisysin Sport
47
Our first sporting project in 2000
48
49
http://www.youtube.com/watch?v=LN-i8CBenVI
Giles Bryan is the Business Development Director both at Nemisys and at ipadio. Nemisys is an award winning creative, brand and digital agency, and the leading digital agency working with sport organisations in the UK, with approaching 100 sports clients – including around 20 NGB’s. Ipadio is a social media and communications technology, also award winning, and working with organisations as diverse as Amnesty International, Virgin Media and NATO, as well as (of course!) many of the UK’s sporting organisations such as British Horseracing, England Golf and ParalympicsGB.
Previous to working with Nemisys, Giles has been a professional skipper (RYA Yachtmaster Offshore) with Atlantic & Pacific crossings tucked under his beard, has worked extensively in the US an internationally, and is also a ticketed British Rail train shunter. Giles holds an English degree from Trinity, Cambridge, is very nearly 40, and is married with 3 boys.
Top Related