(c) Nemisys Enterprises 2010 www.nemisys.uk.com

Web 2.0 and social media

John DuffyMarketing Director, Nemisysjohn@nemisys.uk.com01189 122226

1 day workshop for CCPR

A bit of background

• Environment97, Autism99, floated dotcom

• Award winning web sites & campaigns – New Media Age, Third Sector

• Nemisys in sport

Nemisysin Sport

Agenda

• Some internet history

• Introductions

• Objectives for the day

• What is Web 2.0 & social media

• Web 2.0 techniques & social media sites

• Measurement

• Some exercises

• Your homework – action plan

Current activities

Facebook page 3Flickr 5Linkedin 3Podcasts 0Vodcasts 0Forums 2Facebook group 3Twitter 4YouTube 5Bebo 1MySpace 0

• From 18 respondents

And what you’d like to explore

• Opportunities around ipadio

• Use of social media at events and championships

• Use of blogs for athletes

• Showing highlights from championships

• Overseas issues

• RSS (and private RSS)

• British/representative teams

• Providing better service to Members

An internet history warm up

An internet history warm up

An internet history warm up

What about Web 2.0?

• A set of tools and techniques designed to engage with your visitors

• A con – a new name for web 1.0, such that investors would forget the dotcom crash

What is web 2.0 - YouTube

What is web 2.0 - iPlayer

What is web 2.0 – niche TV

What is web 2.0 – photo sharing

What is web 2.0 – online chat

What is web 2.0 - Podcasts

What is web 2.0 - Podcasts

What is web 2.0 - Wikis

What is web 2.0 – niche groups

What is web 2.0 – niche groups

What is web 2.0 – audio

My first “web 2.0” project

• Environment97

• 12000 delegates – larger than Rio Earth summit

• From 100+ countries

• Jo(e) Public able to question World experts

• Take a look

Social media definitions

• Online people to people interactions

• A fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many) and is the democratization of information, transforming people from content readers into publishers

• Social media are works of user-created video, audio, text or multimedia that are published and shared in a social environment, such as a blog, wiki or video hosting site

Social media - Facebook

Social media – Twitter

Social media - Linkedin

Objectives

• Understand what is meant by Web 2.0 & social media

• Understand the opportunity

• Know WHERE to start

• Know HOW to start

• Explore some of the issues raised in your pre-workshop questionnaires

Introductions

• Of course, broadcast to the internet ... ;-)

Before we get stuck in

• Recommendation or advert – which is more likely to sway you?

• With an average of 3 hours per week for all of this, are you PREPARED TO LET GO and let your public speak on your behalf?

Digital natives

• Don’t read newspapers

• No landline phone

• Television on their terms

• Trust peers more than experts

• Internet experience is social

• Content is going mobile

• Television is for video games

• Want to be heard and self-express

• Email is for parents

• On demand content

• Source: USC Annenberg School, Centre for Digital Future

In a nutshell

• CREATION + CURATION = SUCCESS

• Prioritised, of course!

(c) Nemisys Enterprises 2010 www.nemisys.uk.com

The tour - Facebook

Facebook

• Overview

• Account/profile

• Groups

• Pages

• Facebook Connect

• Sport England - Sports Hub

• Takeaways

Facebook – overview

• Unique users (UK) – 22.81

• Share of time on social media sites – 75.4%

• Time spent per user per month – 6 hours

• Visits per user per month – 18

Facebook account/profile

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!

Facebook Pages

• Open access

• Rich functionality– Discussions– Events– Photos– Videos– Unlimited numbers– DIALOGUE with fans– Advertise– Analytics

Pages vs Group

Facebook Connect

Facebook Sports Hub - Network Structure linking pages

Connect 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

Facebook Sports Hub

Facebook sports hub – benefits

Sports Hub pilot

• 6 National Governing Bodies

• 19 Universities

• Facebook + Sport England

• BUCS + Nemisys roadshow

• Media Trust video training

Key objective

• Can social media attract 12000 new participants to these 6 sports?

Child protection

• 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

Google Analytics & Facebook

• Set up a profile

• Filter for traffic from Facebook

• Set goals specifically for Facebook visitors

That Google analytics filter

Facebook – Priorities

• Set up a personal account– Don’t worry – it won’t be visible as part of

your fan page

• With limited resource – use Facebook pages

• Limit content to that you know you can support

• ENGAGE WITH PEOPLE– Monitor for activity/problems– Answer questions– Share ideas

• Consider applications

Detail - tips to start you off

• Set up a page with http://www.Facebook.com/business/dashboard/

• Name page – be literal, but be right – you cannot rename it later

• Track your Facebook referrers in Google Analytics or similar

Exercise

• Let’s take 1 of your sports

• And see if there are any Facebook pages

• What are they doing

• Can you pick up any ideas?

(c) Nemisys Enterprises 2010 www.nemisys.uk.com

The tour – Video & YouTube

Using video

Video stats

Nielsen, 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%

Using YouTube for video

• Delivers an audience on YouTube

• YouTube Insights– Number of views over time– Individual and across channel– Age ranges– Gender– Location– Community engagements – ratings, comments

& favourites

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

Tagging tips

In a sporting context:

• Your organisation name

• Sport (Americanisms?)

• Event name

• Location

• Year

• Players/teams involved

• Game highlights

Video sources / content

• Interviews – players & coaches

• Training material

• TV coverage (request permission!)

• Students – media departments need assignments– Invite to championships– National training sessions

• Humour – hard to do, but works well if you can!

Exercise

• Let’s try to produce a definitive list of content sources for the group

YouTube promotion

• Share to Facebook

• Share via Twitter

• Embed to your web site and blog

• Link from main sites

• And ask others to do the same

Exercise

• Imagine you are promoting your national championships

• What networks can you call on to help you?

Sporting bodies networks

• Staff– Many are players – social media can be “easier” to mix with

your social life

• Committees

• Members

• Regions

• Representative players– Some will have their own sites and networks

• Teams– Own sites and networks

• Events– Often a great catalyst for comms change

• Youth groups

• Officials

• Journalists

(c) Nemisys Enterprises 2010 www.nemisys.uk.com

The tour - photography

Photo sharing

Photo sharing stats

Nielsen Sept 2009

• Flickr 2.95M uniques

• Photobucket 1.9M

Other sites

• Fotki

• Picasa

• Snapfish

• Vimeo

Flickr tips

• Use “pro” account

• Use sets to organise and optimise

• Use titles, tags and descriptions– Don’t be lazy!

• Embed to your own web site

• Share on other social networks

(c) Nemisys Enterprises 2010 www.nemisys.uk.com

The tour - Twitter

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!!

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

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?

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

The tour - blogs

Blogs

• “Unloved” compared to video, audio

• But should still have a firm place in your thinking

• Find ways to make them easier by incorporating other Web 2.0 techniques– Embed video– Embed audio– Embed photos

• Might be ghosted ... but be careful!

Successful blogs ...

• Have a clear editorial tone and direction– Actually, may have more with guest authors

• Invite dialogue– Reader comments– With answers

• Are optimised

• Are easy to promote and seed content

Exercise

• Consider a blog for your organisation

• Who would write?

• What about?

• Rules – blog smart

Online chat

• Media coverage

Forums - web

Forums – email

Forums – key points

• It’s not all about high numbers – service to Members matters too

• Email still has a role to play

• People who are used to interacting with you are more likely to TRANSACT with you

Podcasts

• Audio that you can subscribe to

• Often consumed offline, via MP3 players

Podcasts promotion

• As video

• Podcast directories

• Submit to iTunes

• The Pod Delusion– Content by diverse contributors, edited by

Nemisys– Hundreds of subscribers– 1000s of listens each week

Podcast creation – tech stuff

• Recording Laptop + mic, phone

• Editing Audacity

• Hosting service ipadio, Podbean, your site

• Promotion– As with video etc – use your networks

Wikipedia

• Do you have an entry?

• Is it correct?

• Check links to your site – user experience and SEO

Wikipedia

ipadio - demonstration

• ... And play time

• Disclaimer – ipadio was developed by Nemisys!

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 Shaun Long

• http://www.ipadio.com/phlogs/Barlacommentary/2009/10/19/Interview-with-Sean-Long

• Stewards enquiries

• http://www.britishhorseracing.com/BHAxtra/

• Results at the World Transplant Games

• http://www.worldtransplantgames09.com/

ipadio – features tour

RSS feeds

• Really simple syndication

• Allows users to subscribe using RSS Readers

• Allows other web sites to reuse your content – passing on “linkjuice” if done correctly!

• Can be applied to most techniques we’ve discussed today!

• BBC

• Hockey RSS feed

Analytics - measuring success

• Google Analytics – “social media profile”

• YouTube, Facebook – have their own metrics

• Meaningful measurements– Set up goals– Order values– Acquisitions / sign ups– Engagements (comments, votes etc)

Analytics – what to do

• If you use Google analytics, set up a profile to report on “traffic from social media”

• If not, talk to your web or analytics agency

Roundup

• Facebook

• Video / YouTube

• Photos / Flickr

• Podcasts

• Online chats

• Forums

• Blogs

• Twitter

• Wikipedia

• ipadio

• RSS feeds

Let’s talk major events

• What ideas can you take away to your next major event?

• Which of today’s techniques & sites to use?

• Before, during, after

• Any commercial opportunities?

• Raising your players’ & teams’ profiles

• Specifically, blogging for athletes

• Providing better service to Members– Premium deliverables?

• Online shops – improving performance

• Goals to set

Your “homework”

Essentials

• Map techniques to your current marcomms plan / project work / campaigns

• Insert “social media angle?” in to your future thinking

• Measure your current traffic and outcomes from social media

• Monitor Twitter & other social media for mentions and engage with the conversation

• Write a blog, whether you publish it or just in WordThen pick & choose

• Join Twitter and follow @johnrduffy

• Survey your Members – what information do they want, and how do they want it?

• Start a blog

• Create a Facebook page (you don’t have to publish until you are happy)

• Kit your teams up with ipadio

• Register a YouTube account and start practising filming!

• Create sets of photos from your events

Whatever you do ...

• Measure, measure, measure ...

• We know it works, but how else can you justify future budgets for your, erm, digital agency