creating, managing and growing online communities for sport fans
DESCRIPTION
Alana Fischer from #dss10Including Case Studies:- Australian National Football Team / Socceroos- Australia’s 2022 FIFA World Cup BidTRANSCRIPT
Social Media in Sport
Including Case Studies:- Australian National Football Team / Socceroos
- Australia’s 2022 FIFA World Cup Bid
Alana Fisher | @aussiegoldy
Creating, managing and growing online communities for sport fans
Buzz Words
• Social media• Social networking• New media• UGC (user-generated
content)• Content
• Community• Connecting• Communication• Conversation• Moderation
To help avoid confusion:
For the next 20 minutes, ‘football’ at the MCG = association football, the world game, the one that is played in the world’s largest sporting event.
Of the world’s top 100 companies…
Why build a community?
• Transparency– Break down barriers inside and outside the organisation
between company/brand and stakeholders
• Conversation– 2-way communication, listen– Research
• Front doors– Website, blog, other online channels
• Brand exposure– COI – cost of inactivity
• Customer loyalty– Brand ambassadors
Community Manager
• Content– Creating– Uploading– Repackaging– Featuring (valuing)– Creating opportunities
(marketing, events)• Moderation
– Proactive and reactive– Custom platforms need
custom moderation tools• Participation
– #1 active community member – lead by example
– Seed content– Communication
Community Manager
• Content– Creating– Uploading– Repackaging– Featuring– Creating opportunities
(marketing, events)• Moderation
– Proactive and reactive– Custom platforms need
custom moderation tools• Participation
– #1 active community member – lead by example
– Seed content– Communication
• Skills, Knowledge and Experience– Common sense– Online legal– Consumer insights and metrics
analysis– Editorial– Marketing– Public relations– Media management– General online– Industry– Brand ambassador– Journalism– Commercial– Image and video editing– Desire to follow ever-changing social
media landscape
Moderation
• Moderation– Fair, but firm– Proactive and reactive– Full-time– Community Guidelines
(not rules)
Keep it simple
• Use existing platforms where possible– Facebook, Twitter, Flickr, YouTube
etc• Use apps and other tools to
increase engagement and community size on mature channels
• Always provide engaging content– Ask community’s opinion (see )
• Think carefully about custom social networking platforms– Time, cost, resources, relevancy,
need
How to talk to/with your community
• Honestly• Avoid selling and too many broadcasts –
engagement and conversation is key• Correct tone for right channel
– E.g. casual professionalism
• Frequency– Different channels, different frequency
• As a valued brand partner – collaboratively, listen, 2-way
Create front doors to your brand and existing online channels
Integration: Create front doors to your social media
2022 FIFA World Cup Bid – custom social networking platform
Socceroos – 2010 FIFA World Cup insider perspective
Engaging content
Unique content
Things to remember
• Social media is not a campaign, it is a long-term commitment
• Social media is not a strategy, it’s a tactic (but you still need a strategy, as part of a brand strategy)
• Communities are not built overnight – be patient and committed
• A marketing and advertising campaign to support social media is necessary
Follow/Contact me
twitter.com/aussiegoldy
linkedin.com/in/alana1
Presentation will be posted on:slideshare.net/aussiegold
twitter.com/Socceroostwitter.com/AusComePlay
facebook.com/Socceroosfacebook.com/ComePlay
youtube.com/AusComePlay
flickr.com/AusComePlay