social media in sportsfor European universities

Veerle De Jaegher

5th November 2014 #ENASconference

Veerle De Jaeghersocial media marketeer (coach & trainer)

also organisator of i-Trainingenthusiastic young entrepreneur

jong voka & JCI member

@veerledejaegher

diversity in audience today, but also difference in socialmedia for every country..

social media landscape

…

choose some.. not all, not one!

• not by number of users

• by goal, style & type of users

• different medium, different tone of voice

• strategy: multiple purposes

• map of content

• mediaplan

source: Catalyst (part of IMG)

create valuable content

• resources lists(e.g. : www.sportnext.nl, www.tyrsday.com, enas-sport.net/media-library/links)

• social media reflex

• social = dialogue ! interactions! engage!

• create added value, no pure promotional/commercial content!

relate to trending topics

source: Sportsnetworker

making the most efficient social media

marketing mix

monitor & measure

• screening of posts by others about you & related topics

• identify superfans

• use tools to facilitate

• determine points of measurement

(KPI: Key Performance Indicator) source: EPM review

continuation

• how to extend current audience?

• follow up of graduates

• broaden audience: partners, suppliers, investors, other schools, journalists, influentials, ...

• internal network: educate, inspire & involve them

• give a reason to keep up with your social media: win-win

• keep them truly connected

create an open WiFi network at

your location!

no restrictions on social media either..

easy to access & recognise

variety & originality

• interview (text or video) • demo • article• anecdote• question • game • tips, advice• announcement• quote• …

social media team

internal:

• from multiple divisions

• with a social media policy (guidelines)

• on a time-saving structure

• supported by ambassadors (teachers AND students, involve them!)

• ..

look around & collaborate

external:

such as

a company that provides a platform (offline + online) for sports professionals, companies & organizations in the sports business

= a community (Benelux) to help them find jobs, internships, create partnerships, collaborate and grow the sports business

tips & trics

…for Facebook pages

• erase URL after preview is made in post

• like & interact on other pages in behalf of yourorganisation

• be proactive: prepare 10 worst case scenarios

• organise photo albums as IRL

• add customized tabs with Woobox, Shortstack, .. and complete with tab image

• track statistics to pay attention to Edgerank

• duplicates or automated pages: merge / claim

…for Facebook event pages

• post updates in Facebook events

• paste URL into ticket box for events

• start inviting people yourself

• use different images for every event:

…for Twitter

• use lists (e.g. professors or on topic) https://twitter.com/slk8500/lists/mediawijs/members

• install a tweetwall, especially at events

• make sure your bio is complete & correct

• dont follow inactive accounts or bots

• force not to be followed, neither to befollowed back

• write unique content, no copy/paste fromFacebook but rather breaking news & info

…for Foursquare/Swarm

…for LinkedIn profile

• be a leading example

• create a customized URL

which can also be used in your mail signature

• add tags to those 3 links instead of ‘company website’ & refer to significant social media

• recognisable picture (namesakes! e.g. Neil Rogers: 92 in UK only!)

…for LinkedIn company page

• request all employees to link to correct page

• like = share

• give = get (do not only ask for help), giveadvice, news and a look behind the scenes

• determine your top distributors by ‘how yourank for profile views’ feature

• add featured group on your page if available

• showcase page for sports section?

• write short messages & edit previews

http://youtu.be/icBHQmtkU80

• use ‘LinkedIn for education’ tool: https://www.linkedin.com/edu

…for YouTube

“YouTube has become a critical tool for young athletes looking to get attention from college coaches and recruiters”

cfr. athletes who got rich & famous on YouTube:

http://monetizepros.com/blog/2014/25-celebrities-who-got-rich-famous-on-youtube/

act social

be true

there’s no hocus pocus

Q &A

good luck with your social media !

thank you!

Veerle De Jaegher