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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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ACT Sport and Recreation Social Media Workshop Series 2012
Understanding the Social Media Landscape
Welcome!• Who are we?• Who are you?
– Let’s introduce ourselves by doing an activity– Everybody stand up!
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
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
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
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
An audience of 16Becomes 1510
Then over 8000
Social Media in action
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
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
Social Media – the big guys
• Facebook – How is it used
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
Social Media – the big guys
• Twitter– How is
it used
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
Social Media – the big guys
• LinkedIn– How it is used
Social Media – the big guys
Social Media – specialist platforms
• Pinterest• Instagram• Foursquare• YouTube• Paperli
• Vimeo• Tumblr• Slideshare• UStream
Social Media – the specialists
• Share your photos– Instagram
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
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
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
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
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
Social Media - the specialists
• Create your own newspaper– Paper.li
• You choose the articles• Feature friends and
partners to aid distribution
Social Media – the rest!
• Promoting a cause– Twibbons
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
Social Media – the rest!
• Using email to learn– MailChimp
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
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
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
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
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
Building a Social Media Framework
• Strategic Plan• Communication Objectives• Audiences• Platforms• Connection to other comms
Exercise
•We move through the handout
Social Media Framework• Give it a date
• Get it approved
• Version control it
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.
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.
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
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
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
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.
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
Social Media – the risks
What are your concerns?
• Athletes• Brand• Sponsorship• Corruption / Gamesmanship• Team dynamic• Privacy
Exercise
•Open discussion
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
What risks are worth managing• Individuals
– Privacy– Defamation /
Discrimination
• Employees– Access– Usage
• The Sport– Controlling message
and information– Managing debate
• Fans– Interaction– Criticism
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’
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
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
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
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
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
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
Managing the Whine
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
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
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
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.
Social Media in Use• Brand ‘voice’
– Friend– Trusted Advisor– Policeman– Salesperson
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
Justin Barrie & Mel EdwardsPrincipal Consultants0423302814@DMA_Canberradesignmanagers.com.au
Thanks and see you at Workshop 2!
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