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Presentation given at the 2013 Social Media for Social Good conference in Glasgow by Sue Gyford of scottishathletics and jogscotland. Includes: * General info on their use of social media. * Ways of reaching smaller "sub-audiences" within your target group. * The potential for creating meaningful changes in people's lives by using powerful one-to-one SM interactions.
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Sue GyfordDigital Communications and Press Officer
@scotathletics @jogscotland @suegyford
facebook.com/scottishathletics facebook.com/jogscotty
“athletes” “joggers”
competitive recreational
measurable achievement participation
national local
established new
“athletes” “joggers”
competitive recreational
measurable achievement participation
national local
established new
What is/are your audience/s – does your organisation have more
than one?
Do you use separate platforms to speak to different audiences?
QUESTION TIME
DevolveSupporting others to use social media
Independent facebook pages
EnableJog Leaders Group
EngageOne-to-one relationships
EngageOne-to-one relationships
EngageOne-to-one relationships
EngageOne-to-one relationships
What are your aims?
On social media
In real lifeBECOME activeREMAIN active
ENJOY it
How could you reach smaller sub-groups of your audience using
social media?(Devolve, Enable, Engage)
What are your goals for individual SM interactions with your
audience, and in the real world?
QUESTION TIME
Then…Experiment!
What worksBig names –when they’re in the public eye
What worksBig names –when they’re in the public eye
What worksAchievement – at all levels
What worksKnowing your audience
Structural, organisational, official news
What doesn’t work
Discussion
What doesn’t work
What have you tried that worked?
What have you tried that failed?
What has surprised you, for better or for worse?
QUESTION TIME
Is it working IRL?
Is it working IRL?
Is it working IRL?
Is it working IRL?
Is it working IRL?
In the past six months….• Scottish Athletics twitter interacting more• More live tweeting and fb around events• Beginning to crank up YouTube usage• Increased following on all platforms• Social Media Guidelines to athletes
• Jog Leaders Group
What next?
• More consistency on twitter• Outdoor season live tweeting and fb around events
• Interviews with athletes at events onto YouTube • More event videos
• Analytics
What have you achieved so far?
What have been the barriers (if any) to you achieving what you want on social media?
What will you go back and do now?
QUESTION TIMEWhat next for you?
Summary
• Think about your goals as an organisation: for social media AND for the real world
• Experiment and notice what works
• Think about your audience – or audiences. Is there more than one group?
• Think about how you could split/direct your SM activity for different groups
@scotathletics @jogscotland @suegyfordfacebook.com/scottishathletics
facebook.com/jogscotty
