social media and sports - session 1 the social media landscape

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ACT Sport and Recreation Social Media Workshop Series 2012 Understanding the Social Media Landscape

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The slides from the first of three workshops delivered by DMA on behalf of the ACT Government's Sport and Recreation Services.

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Page 1: Social Media and Sports - Session 1 the Social Media Landscape

ACT Sport and Recreation Social Media Workshop Series 2012

Understanding the Social Media Landscape

Page 2: Social Media and Sports - Session 1 the Social Media Landscape

Welcome!• Who are we?• Who are you?

– Let’s introduce ourselves by doing an activity– Everybody stand up!

Page 3: Social Media and Sports - Session 1 the Social Media Landscape

Agenda• Section 1 – the social media landscape

– Social media and business– What’s out there

• Section 2 – social media framework– Connecting communications and social media

• Section 3 – Protocols and Capability– Managing Risk– Managing Resources

Page 4: Social Media and Sports - Session 1 the Social Media Landscape

Defining Social Media

• A brief history of social mediaWeb 2.0: The participatory, social & decentralised web (~2007-now)

The new web empowers people to interact, generate and share multi-media content across the web, seamlessly.

Moved from a solo activity to a series of participatory activities enabled by new web applications, platforms, technologies and methodologies.

These platforms are accessible from multiple devices – the PC, netbooks, mobile phones, interactive TV, media players and gaming consoles. Social Media Athlete – Wirestone, via Slideshare

Page 5: Social Media and Sports - Session 1 the Social Media Landscape

Defining Social Media

• Definitions of social mediaOBJECTIVE PLATFORM EXAMPLES

Online Communities Facebook, LinkedIn, Google +

Media Sharing YouTube, Vimeo, Instagram

Micro-Blogging Twitter, Tumblr, Posterous, FourSquare, Pinterest

Rating and Linking AddThis, DIGG, Bit.ly

Broadcasting Email, MailChimp

Others Twibbons

Page 6: Social Media and Sports - Session 1 the Social Media Landscape

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

Page 7: Social Media and Sports - Session 1 the Social Media Landscape

An audience of 16Becomes 1510

Then over 8000

Social Media in action

Page 8: Social Media and Sports - Session 1 the Social Media Landscape

Social Media – the landscapeThe Top 10 – June 2012

1. Facebook – 11,008,5202. YouTube – 11,000,0003. Blogspot – 4,020,0004. LinkedIn – 2,100,000 5. Twitter – 1,800,000

Via socialmedianews.com.auUsed under Creative Commons License

6. WordPress.com - 1,600,0007. Tumblr – 1,200,000 8. Flickr – 900,000 9. TripAdvisor - 900,000 10. Pinterest - 620,000

Page 9: Social Media and Sports - Session 1 the Social Media Landscape

Social Media – the big guys• Facebook

– The stats• Over 800 million users worldwide, half of whom log in

daily• 2 billion pieces of content liked or commented on daily• 40,000 new users in Australia in the past month• 11 million users in total, aiming for 90% or population

between 15-60

– Why would you use it?• Build a fan base, promote events, run competitions

Page 10: Social Media and Sports - Session 1 the Social Media Landscape

Social Media – the big guys

• Facebook – How is it used

Page 11: Social Media and Sports - Session 1 the Social Media Landscape

Social Media – the big guys

• Twitter– The stats

• Around 2 million Australian users and growing

– Why would you use it?• To follow people of interest to you• To create followers who read your messages• As a linking platform to your other material• To promote in real time and engage on outcomes

Page 12: Social Media and Sports - Session 1 the Social Media Landscape

Social Media – the big guys

• Twitter– How is

it used

Page 13: Social Media and Sports - Session 1 the Social Media Landscape

Social Media – the big guys

• LinkedIn– The stats

• 100 million global accounts• Over 2 million Australian accounts

– Why would you use it?• Link to other professionals• Learn from like-minded groups• Promote activities

Page 14: Social Media and Sports - Session 1 the Social Media Landscape

Social Media – the big guys

• LinkedIn– How it is used

Page 15: Social Media and Sports - Session 1 the Social Media Landscape

Social Media – the big guys

Page 16: Social Media and Sports - Session 1 the Social Media Landscape

Social Media – specialist platforms

• Pinterest• Instagram• Foursquare• YouTube• Paperli

• Vimeo• Tumblr• Slideshare• UStream

Page 17: Social Media and Sports - Session 1 the Social Media Landscape

Social Media – the specialists

• Share your photos– Instagram

Page 18: Social Media and Sports - Session 1 the Social Media Landscape

Social Media - the specialists

• Share your interests– Pinterest

• An online pinboard (aggregator) that allows you to share the things you love

• Growing rapidly – already in the Australian top 10

• Massive cross-demographic interest

Page 19: Social Media and Sports - Session 1 the Social Media Landscape

Social Media - the specialists

• Share where you are– FourSquare

• Location based check-in• Can create a movement around

your event• Usage in Australia low, potential

high• People ‘check-in’ and as a result

promote

Page 20: Social Media and Sports - Session 1 the Social Media Landscape

Social Media - the specialists

• Share video– YouTube

• Video sharing• Set up a ‘channel’ to collect your videos in one place• You do not control the linking and suggested videos

– Vimeo• Same as YouTube but with much greater control over

what your videos link to

Page 21: Social Media and Sports - Session 1 the Social Media Landscape

Social Media - the specialists

• Share your thoughts– Tumblr

• Microblog allows quick share of posts, links and photos• Growing in popularity, particularly with the young

– SlideShare• Open source online directory of slide presentations• Amazing amount of topics, can spread your message to

the world

Page 22: Social Media and Sports - Session 1 the Social Media Landscape

Social Media - the specialists

• Share your event - live– Ustream

• You don’t need to be ontelevision to be seen

• Provide access to fans to any event at any time

Page 23: Social Media and Sports - Session 1 the Social Media Landscape

Social Media - the specialists

• Create your own newspaper– Paper.li

• You choose the articles• Feature friends and

partners to aid distribution

Page 24: Social Media and Sports - Session 1 the Social Media Landscape

Social Media – the rest!

• Promoting a cause– Twibbons

Page 25: Social Media and Sports - Session 1 the Social Media Landscape

Social Media – the rest!

• Was new kid on the block, still maturing – Google+

• Relatively small population• Circles = ability to have private conversations with

segmented groups

Page 26: Social Media and Sports - Session 1 the Social Media Landscape

Social Media – the rest!

• Using email to learn– MailChimp

Page 27: Social Media and Sports - Session 1 the Social Media Landscape

Social Media – the rest!

• Making content go viral– Products exist that allow you to encourage

readers of your material in any platform to share what they are reading with their networks

Page 28: Social Media and Sports - Session 1 the Social Media Landscape

Social Media – related topics

• Integrated Campaigns– Ensuring cross-linking between platforms

• SEO and SEM to increase visits• Facebook as an advertising platforms• Links to mobile and app development• Analytics on email, sms, applications and web

and social platforms

Page 29: Social Media and Sports - Session 1 the Social Media Landscape

Defining Social Media

• What do you use and why?

– Name the platform– Tell the table about why you

use it

Exercise

•Discuss in small groups

•Use the blank paper on your table to list

Page 30: Social Media and Sports - Session 1 the Social Media Landscape

Agenda• Section 1 – the social media landscape

– Social media and business– What’s out there

• Section 2 – social media framework– Connecting communications and social media

• Section 3 – Protocols and Capability– Managing Risk– Managing Resources

7.10

Page 31: Social Media and Sports - Session 1 the Social Media Landscape

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

Page 32: Social Media and Sports - Session 1 the Social Media Landscape

Building a Social Media Framework

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

Exercise

•We move through the handout

Page 33: Social Media and Sports - Session 1 the Social Media Landscape

Social Media Framework• Give it a date

• Get it approved

• Version control it

Page 34: Social Media and Sports - Session 1 the Social Media Landscape

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

EXAMPLE TEXT

Goal: To develop our coaches, managers and other volunteers to be the best.

Page 35: Social Media and Sports - Session 1 the Social Media Landscape

Social Media Framework• Re-write your

strategic objectives as communication objectives

• Define how you measure success

EXAMPLE TEXT

Goal: To develop our coaches, managers and other volunteers to be the best.

Objective:To ensure promotion of our expectations, link to available courses and to to facilitate shared learning between these groups.

Page 36: Social Media and Sports - Session 1 the Social Media Landscape

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 events you can tailor messages around

EXAMPLE TEXT

Audience: Coaches

Life Events: Pre-Season, Training, Selections, Certification, Competition

Page 37: Social Media and Sports - Session 1 the Social Media Landscape

Social Media Framework• Commit to which

platforms you will use

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

EXAMPLE TEXT

Platform: Email Activity: ContactTiming: Twice Weekly

Page 38: Social Media and Sports - Session 1 the Social Media Landscape

Social Media Framework• Link it to your other

comms work

• Allocate a resource!

EXAMPLE TEXT

Goal: To ensure promotion of our expectations, link to available courses and to to facilitate shared learning between these groups.Existing Channel: Club Email, National Federation Email, Private Coaching WebsitesSocial Channel: Facebook PageAlignment: re-use of email messages on Facebook. Link in emails to event RSVP on Facebook

Page 39: Social Media and Sports - Session 1 the Social Media Landscape

Using the Framework

• Research• Planning• Approval

ExerciseGo through the Framework and identify:

1. One area you could easily complete tomorrow

2.One area you would struggle to complete•What are the sorts of things would you need to do as an organisation to complete the 2.

Page 40: Social Media and Sports - Session 1 the Social Media Landscape

Agenda• Section 1 – the social media landscape

– Social media and business– What’s out there

• Section 2 – social media framework– Connecting communications and social media

• Section 3 – Protocols and Capability– Managing Risk– Managing Resources

Page 41: Social Media and Sports - Session 1 the Social Media Landscape

Social Media – the risks

Page 42: Social Media and Sports - Session 1 the Social Media Landscape

What are your concerns?

• Athletes• Brand• Sponsorship• Corruption / Gamesmanship• Team dynamic• Privacy

Exercise

•Open discussion

Page 43: Social Media and Sports - Session 1 the Social Media Landscape

Context for sport social policy• Organisations are still understanding the area• Many larger sports and organisations moving

into the space– Life saving– Swimming Australia

• ACT requirements for funded organisations to have a Member Protection Information Officer can provide a platform

Page 44: Social Media and Sports - Session 1 the Social Media Landscape

What risks are worth managing• Individuals

– Privacy– Defamation /

Discrimination

• Employees– Access– Usage

• The Sport– Controlling message

and information– Managing debate

• Fans– Interaction– Criticism

Page 45: Social Media and Sports - Session 1 the Social Media Landscape

What we like:

•Provides a definition of social media and doesn’t limit the definition. Could probably use the term “user-generated content”

•Defines the audience for the policy

•Sets context around reputation

•Defines what it DOES NOT relate to

•Uses the term ‘Guiding Principles’

Page 46: Social Media and Sports - Session 1 the Social Media Landscape

What we like:

•Clear information about lack of anonymity and the link between the web and public information

•Mentions brand and intellectual property in terms of respect but also firm guidance on the graphic brand marks

•Covers off staff and member usage in one statement – simplicity

•Demands written consent for the creation of any new SM presence

Page 47: Social Media and Sports - Session 1 the Social Media Landscape

What we like:

•Stipulates advertising (particularly ‘pop-up’) must be controlled

•Reminds members and staff to respect privacy

•Notes potential discipline but does not fall into the trap of defining it

•Provides a links to the experts for support

Page 48: Social Media and Sports - Session 1 the Social Media Landscape

Policy or Guideline• Policy – enforceable

– Controls legal burden– Covers HR and other regulatory

issues– Based on risk

• Guidelines – suggestion– General pointers– Positive positioning of options

• Are we actually resourced to:

• Monitor• Manage

compliance• Enforce• Promote

Page 49: Social Media and Sports - Session 1 the Social Media Landscape

Do they already exist?• Code of conduct

– Most social media policies talk about the same elements as a code of conduct, they simple designate the channels in focus

• Values and discipline within Constitutions– Or your general operating procedures

• Fair use of technology policies– With a focus on mobile and social access

Page 50: Social Media and Sports - Session 1 the Social Media Landscape

Essential Elements1. Link to ‘code of conduct’ benchmarks and

educate as part of policy2. Definition of policy audience and diff between

public / private information3. Statement of relevant legislative protections /

limitations4. Reminders about ownership of material5. Summary of potential discipline / outcome

Page 51: Social Media and Sports - Session 1 the Social Media Landscape

Responsibilities• Privacy (driven by Privacy Commissioner)

– Privacy breaches are not just “hacks” honest mistakes can constitute a breach

– There is no requirement under the Privacy Act to notify an individual but If there is a risk of harm due to private information being published you should contact the individual

• Cyber Safety (driven by AFP)– Promote passwords– Don’t publish or respond to anything you wouldn’t say face to face– Encourage members to have ‘private’ profiles– Don’t on-send unqualified embedded links– Only accept friend requests from those you know or can trace

Page 52: Social Media and Sports - Session 1 the Social Media Landscape

Managing the Whine

Page 53: Social Media and Sports - Session 1 the Social Media Landscape

Social Media in Use• What needs to be in place besides a policy

– Clear business ownership and processes– Publishing guidelines and timetable– Issues management plan– Resourcing

• What can also help– Defined brand ‘voice’– Prepared responses

Page 54: Social Media and Sports - Session 1 the Social Media Landscape

Social Media in Use• Business ownership and publishing processes

– Have a all presences signed off by designated officer– Have agreement on what can be shared– Have agreement on the level of response the

business owner is comfortable with– Have contacts and process if something goes wrong– Have a triage of publishing timing

• Which platform is first

Page 55: Social Media and Sports - Session 1 the Social Media Landscape

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

Page 56: Social Media and Sports - Session 1 the Social Media Landscape

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. 

Page 57: Social Media and Sports - Session 1 the Social Media Landscape

Social Media in Use• Brand ‘voice’

– Friend– Trusted Advisor– Policeman– Salesperson

Page 58: Social Media and Sports - Session 1 the Social Media Landscape

Wrap-up

• Any questions or clarification?• Preview of next session

– ‘Play’ session on your own device

• Continue the conversation– Twitter #SportRecSM– Facebook https://www.facebook.com/ACTSRS

Page 59: Social Media and Sports - Session 1 the Social Media Landscape

Justin Barrie & Mel EdwardsPrincipal Consultants0423302814@DMA_Canberradesignmanagers.com.au

Thanks and see you at Workshop 2!