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Web 3.0 IBR Conference presentation, Sofitel, Sydney, Australia June 2012
Citation preview
The content of this presentation is based on on-going research. Full copyright remains with the author, Tiffanny Junee.
Information contained in the visualisations is proprietary and cannot be reproduced without the express permission of the author.
Image references are available on request. © Tiffanny Junee 2012
Social Tech
Social Relevance
Online reputation ie: your
relevance online
Social Media
ie: slideshare, YouTube, upload files
& media
Social Networking
ie: Facebook, Twitter
(Klososky 2011)
The Marketing Organisation
The Strategic Com-Organisation
www
www dialogue Social tech
Thought L’ship technacy
Governance
Mobility
How
© Tiffanny Junee 2011
1996 - ARU Online since 1996
2010 - IRB’s ‘Year of Getting Social
2011 – Rugby World Cup (NZ)
ARU marketing ‘One Team’
• Traditional marketing tactics • Social media & social networking strategy = underdeveloped • Social Relevance is negligible • Social Media policy non-existent beyond RUPA’s ‘how to’ guidelines.
The Internet is but a mirror of oneself…
Individual Team
“Our position is that Twitter and Facebook is just like sitting at a press
conference. [Each] is a media platform and you must manage it like you would
any other form of media” – Anthony MacKaiser, Communications
& Marketing Manager, SANZAR
Event
Marketing - Sponsorships Extension
Understanding the Fan needs:
- Die hards: Stats - Team Info
- Player Profiles
The Sports Organisation • The Athlete • The Team • The Organisation • The Sports Brand
The Person • The Athlete • The Team Member • The Contractor / Employee • The Sports Brand
The Event • The Sponsors : The Business Community • The Teams • The Celebrities • The Formalities • The Fan Communities: Family & Friends, Fanatics • The Games
Environment
Personality
Language
Connectedness Dialogue
Governance
The Marketing Organisation
The Strategic Com-Organisation
www
www dialogue Social tech
Thought L’ship technacy
Governance
Mobility
Differentiators:
• Capability – Technacy, Platform Socialisation (marcomms/ IT) • Language - Personalised Vs Mass produced • Behaviour – Confident Vs Tentative
- Dialogue Vs Lecture
?’s
The content of this presentation is based on on-going research and full copyright remains with the author, Tiffanny Junee. Information contained in the visualisations is proprietary and should not be reproduced without the express permission of the author. Image references are available on request. © Tiffanny Junee 2012.
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