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For those who don’t like sport…
Social Tech
Social Relevance
Online reputation ie: your
relevance online
Social Media
ie: Slideshare, YouTube
Social Networking
ie: Facebook, Twitter
(Klososky 2011)
Relevance: What’s the Point?
Rules of engagement: 140 characters! Really?
Language: WTFs, <3, #rofl
No kill switch: Rethinking Control & Influence of the Leader
The Marketing Organisation
The Strategic Com-Organisation
www
www dialogue Social tech
Thought L’ship technacy
Governance
Mobility
Probably not.
WHY?
Celebrity 2.0 Power, Personality & Pull
V’s (or + ?)
Media/ Celebrity 3.0 Content, Context & Connectedness
How
© Tiffanny Junee 2011
Bourdieu: Field & Habitus
A structured social space with its own rules, regulations
1.0 2.0 3.0
F-2-F F-2-F F-2-F
-Post match/ Sponsorship events: Talking to Sponsors
Mobile
-Attending events/ community signings/ hospital visits
YouTube
-Print, Radio & TV media interviews (Captain)
Contact via media manager, corporate box
PLUS: • Email • www
Foursquare
1990s 1996 2012
Celebrity 2.0 Power, Personality & Pull
+ (?)
Celebrity 3.0 Content, Context & Connectedness
Free
Open source Software
Nee
d Habit
Acc
ess Technology
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 a mirror of the self…
How
© Tiffanny Junee 2011
“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
Watch This Space: Impact of 2012 Arbib Report into Rugby in Oz
Fine:
$60K + 2 yr good behaviour bond
& 2 Test suspension
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
Marketing - Sponsorships Extension
Understanding the Fan needs:
- Die hards: Stats - Team Info
- Player Profiles
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
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
