1

Social Media & Sports workshop

Giles BryanDirector, Nemisysgiles@nemisys.uk.com0844 706 9665

Links

• Facebook• YouTube• Flickr• Twitter• ipadio• Content plan• Issue management• Analytics• About Nemisys• Giles Bryan

2

Facebook

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 john@nemisys.uk.com 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

Twitter

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 john@nemisys.uk.com 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.