smw 2012 #sportandsocial

John Paul FoxClient Insight Manager

@johnpaulfox

Mark StuartInsight Executive@mistermumble

Sport and Social Media:

#SportAndSocial

The Showdown

Our Speakers

#SportAndSocial

Sue GyfordSocial media and digital communications officer

@scotathletics@jogscotland

Kayleigh GrieveDigital media manager

@scottish_fa

Andrew JenkinSupport network manager

@scottishfans@andrewjenkin

#SportAndSocial

Sport and social media: A match made in heaven?Sport, at all levels, is inherently social. social media provides a virtual gathering place that's open all day, every day

Sport fans are attentive and responsive. They want to be part of the experience.

Brands would kill for such a loyal, passionate and active audience.

Unprecedented access and insight into the working of professional sport.

Fan interacting 1.0 to fan interacting 2.0

Marketing the experience, not the brand.

User generated content.

Sports journalism. (Two-Way).

83% of sports fans are active on social media platforms when watching a game on TV.

#SportAndSocial

The Inside Scoop

#SportAndSocial

Sue GyfordSocial Media and Digital Communications Officer

@scotathletics @jogscotland @suegyford

facebook.com/scottishathletics facebook.com/jogscotty

Do what seems right at the time

Aims:Regular, reliable use; consistent voice

Interaction

An effect in the real worldMore people more involved in athletics/jogging,

getting more out of it

Tactics:1. Announce our arrival

2. Start experimenting

• Consistent voice• Clear, easy to follow (not too many hashtags/names etc)• Link to other users • Tweet with a purpose: Useful OR interesting OR funny OR

drives traffic to our web/facebook, or partners’ web/facebook

• Interact – including answering tweets addressed to us, even if they’re negative.

• Regular, gradual tweeting, not fits and starts• Being fast, and seven days a week• Capitalise on what people are interested in – eg Olympics

Good Tweeting:

• Appropriate, consistent voice• Use different formats – plenty of pics, links to other sites• Encourage interaction• And…..

Good facebook:

What worksFamous People

What worksAchievement – at all levels

What worksEvents – recent and future

Discussion

What doesn’t work

Friendly, informal interaction, encouragement, shout-outs

What works

What worksOne to one relationships

Into the future….

• Develop our voices • Get Scottish Athletics

interacting more• More round the clock tweeting –

weekend results etc.• More jogscotland groups with their own facebook

groups

Is it working online?

Is it working online?

Is it working IRL?

Is it working IRL?

Find out what works.

Do more of it.@scotathletics @jogscotland @suegyford

facebook.com/scottishathletics facebook.com/jogscotty

Kayleigh Grieve Scottish FA Digital Media Manager

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Digital Department

Strategy and objectives ‣ increase engagement with fans ‣ increase visitors to the website ‣ increase participation numbers across

playing, coaching, volunteering, and refereeing

‣ improve wider knowledge of what the Scottish FA does

‣ increase revenue from ticket sales, merchandise, kit sales etc increase ‣subscriptions to Supporters Clubs ‣establish as a credible and reliable source for Scottish Football news stories and information

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Digital Department

Key questions

Where does the conversion happen for us? Ticket payment portal, on the gate, website, regional websites, Coach World, sponsor’s websites, on the ground

What are our calls to action?Buy a membership, buy a season ticket, buy a Scotland match ticket, attend a football match, become a referee, play football, volunteer in football, coach football, attend coach education courses, attend CPD events, buy merchandise

What are our key messages and campaigns? #GrowingTheGame #CoachingCommunity #BeTheRoar #HampdenWillRoar #RoadToHampden #ScotlandWinning #ScotlandPassion #CreatingHeroes

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Digital Department

So, where are we social?

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Digital Department

Mobile and Social

• In play interaction• Viral• Social media pulls• Social media pushes• Responsive and great

APIs

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Digital Department

The...let’s call them...challenges

• Marketing vs Comms• Life consuming• Personalities vs business front• Painful• She’s got it, I want it too• Connectivity

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Digital Department

What’s next?

• Social to website or, website to social?

• CRM

Andrew JenkinSupport network manager

@scottishfans@andrewjenkin

Scottish Fansand Social Media

Supporters Direct

• Supporters Direct was formed in 2000 as an initiative of the UK Government.

• Our goal is to ‘promote sustainable spectator sports clubs based on supporters’ involvement and community ownership’.

• Started in Scotland in 2002.

Scottish Fans

• Funded and supported by Supporters Direct Scotland and the Scottish Government.

• Scottish Fans is a new website which harnesses the power of Scottish football fans to influence change within the game.

Why is Social Media important to Supporters

Direct• Gathering views – help fans

become represented• Present those views to clubs and

decision makers – our USP• Promoting ourselves and our

brand

Social Media• Fans out of touch with clubs

and footballers• “platforms such as Facebook

and Twitter have allowed a new generation of fans to connect with their football idols and teams in ways that they haven’t been able to within the modern game… clubs and organisations need to embrace this” – Alex Clough

Our Uses

Research• Clubs uses of social media

Conclusion

• Lack of interactivity• Lack of interest in fans views

and opinions• Self-promotional

Our other SM uses to engage supporters

Spotify

Facebook

LinkedIn

Pinterest

Ideas we like

For the future

• Survey – SM used to promote survey

• Roadshows – Tweeting Q&A with former professionals

• Book – Comments from LinkedIn, Facebook and Twitter to be included in book

Thank you!

• @ScottishFans• #FansViews