University of sheffield social media and sports workshop 9 august 2010

About Nemisys

John DuffyMarketing Director, Nemisysjohn@nemisys.uk.com01189 122226

Links

• About Nemisys

• Facebook

• YouTube

• Flickr

• ipadio

• Content plan

• Issue management

• Analytics

Nemisysin Sport

Our first sporting project in 2000

http://www.youtube.com/watch?v=LN-i8CBenVI

Facebook

Facebook – overview

• 500 million users worldwide

• Unique users (UK) – 25 million

• Share of time on social media sites – 75.4%

• Time spent per user per month – 6 hours

• Visits per user per month – 18

How Facebook compares

Why a Page not a Group?Feature Facebook Pages Facebook Groups

“Friendly” URLs Yes No

Hosting a discussion Yes Yes

Discussion wall Yes Yes

Discussion forum Yes Yes

Add extra FB applications Yes No

Add your own applications Yes No

Messaging to all Members Yes (via updates) Yes (via PMs, max 5000)

Visitor statistics Yes (Page Insights) No

Video & photos – yours & Members/Fans

Yes Yes

Create & manage events Yes No

Promotion with social ads Yes No

Why a Page not a Group?Feature (Feb 2010) Facebook Pages Facebook Groups

“Friendly” URLs Yes No

Hosting a discussion Yes Yes

Discussion wall Yes Yes

Discussion forum Yes Yes

Add extra FB applications Yes No

Add your own applications Yes No

Messaging to all Members Yes (via updates) Yes (via PMs, max 5000)

Visitor statistics Yes (Page Insights) No

Video & photos – yours & Members/Fans

Yes Yes

Create & manage events Yes No

Promotion with social ads Yes No

Setting up a page

http://www.youtube.com/watch?v=xYLApdBi2c4

Before we get stuck in ...

• How is sport resourced at your Uni?

• Can NTU ever catch Nottingham?

• Or Hallam catch Sheffield?

Running your page

• Effective posts– Question– Provoke– Bant

• Essential but boring– Broadcast– Notices

Competitions

Credit: Cardiff Universitywww.cardiff.ac.uk/stayconnected

Objectives

• Convert email contacts to Facebook

• Improve conversion rate from visit to like for Facebook page

• To develop comms channel that allows less formal and more frequent contacts

Seeding

Results

• 3rd in fans behind Oxford & Cambridge

• Would be great if I can sub in or add the “total fans” growth too

Lessons

• Response peaks quickly – make your call to action page perfect for launch!– A/B test first if you can

• Ts & Cs– Make them clear, engage openly with any questions

• Track behaviour on your own web site– Use campaign tracking URLs in seeding– Set up goals to track entries– Set up profile to report traffic from Facebook

– Martyn – not implying the tracking lessons are from Cardiff, these will be more generic

Attention to detail is all

Applied similar technique to

• Twitter– Linked to ReTweet– Canny beggars timed with graduation & Stephen Fry’s hon

degree for a Tweet– Early days but looking very promising, again 3rd behind

Oxford & Cambridge for followers

• Flickr– “125 years photo competition” established Flickr footprint

with over 1000 photos– Great source of images for other uses– Go for “license to use” in Ts & Cs– Engage any vocal complainers, turn them in to evangelists!

@ing people and pages

And the result

• Your post on their wall, with your page name NOT profile name

Connecting with your web site

Advertising

• http://www.bucs.org.uk/sportshub

Advertising

Advertising

Advertising

Advertising

Advertising

Advertising

Things you MUST do

• Leave your wall open to all to comment and post

• Regularly post photos

• Regularly post videos

• And tag people in photos and videos

• Post your results

• Question your fans

• Provoke your fans

• Provoke your rival universities

• Poll your fans

• Run competitions

• Integrate with your web site

• Regularly broadcast audio (ahem ...!)

Other applications

Other applications

Other applications

• Events

• Slideshare

• Youtube

Community Sports Hub

Sports Hub - sports involved

Pilot

• Badminton

• Table Tennis

• Judo

• Athletics

• Volleyball

• Squash & racketball

Joined by

• Rugby Football League

• Football

• Cycling?

• Swimming?

Applications available

• You have access to these Community Sports Hub applications through BUCS – come through john@nemisys.uk.com for more info

• Photos

• Videos

• Competitions – perfect for recording times for that rowing competition!

• Events

• Sponsors

• ipadio – additional license fee would apply

• Pages

• Groups

YouTube & video

Video stats

Nielsen, Sept 2009

• YouTube 16.25M uniques

Hitwise, year to Feb 2009

• 1. YouTube 62.9%

• 2. BBC iPlayer 11.2%

• 3. Google Video 2.0%

• 4. MegaVideo 1.5%

• 5. MSN Video 1.4%

• 6. Google Video UK 1.3%

• 7. Channel 4 TV 1.3%

• 8. MetaCafe 1.2%

• 9. Vuze 1.2%

• 10. Daily Motion 1.1%

Where YouTube fits

• http://www.youtube.com/watch?v=Oe3St1GgoHQ

Examples – lower cost!

YouTube tips

• Brand your profile – name etc

• Choose name carefully – you can’t change it later (youtube.com/user/yourfullname)

• Complete your profile

• Account type – choose guru

• Name and tag your channel

• Choose to show your latest videos by default

• When uploading, TAKE TIME TO NAME AND TAG CONTENT

• Then it’s just content and promotion

Partner programme

• http://www.youtube.com/user/LeedsMetUni#p/p/F9F39999609CA26D/4/l-UXEdSSN6Q

• http://www.youtube.com/partners

Tagging tips

In a sporting context:

• Your organisation name

• Sport (Americanisms?)

• Event name

• Location

• Year

• Players/teams involved

• Game highlights

Analytics

• Number of views over time

• Individual and across channel

• Embeds

• Age ranges

• Gender

• Location

• Community engagements– Ratings– Comments– Favourites

Embeds

Video sources / content

• Ideas for video sources?

• Interviews – players & coaches

• Training material

• TV coverage (request permission!)

• Matches

• Students – media departments need assignments– Invite to championships– National training sessions

• Humour – hard to do, but works well if you can!

YouTube free promotion

• Tagging is important

• Share to Facebook

• Share via Twitter

• Embed to your web site and blog

• Embed to other sites

• Link from main sites

• And ask others to do the same

Flickr

Cardiff University

• “125 years photo competition” established Flickr footprint with over 1000 photos

• Great source of images for other uses

• Go for “license to use” in Ts & Cs

• Engage any vocal complainers, turn them in to evangelists!

• http://www.flickr.com/groups/cardiffuni125/

Cardiff’s Group

Flickr tips

• Run photo competitions

• Use Pro account if you have budget

• Create a Group

• http://www.flickr.com/help/groups/

• Tagging – same as for video

Using audio - ipadio

Disclaimer

• Nemisys developed and own ipadio

• There are other audio tools available!

• www.ipadio.com

• www.tweetmic.com

• www.audioboo.com

• www.facemic.com

ipadio - demonstration

• www.ipadio.com/live

Examples - ipadio in sport• English Golf Union, championships

• http://www.englishgolfunion.org/news.asp?code=000100030002&recent=1&id=3728

• Interview with Dame Tanni Grey-Thompson

• http://www.ipadio.com/phlog.asp?section=39&phlogId=849&phlogcastId=870

• Interview with Sean Long

• http://www.ipadio.com/phlogs/Barlacommentary/2009/10/19/Interview-with-Sean-Long

• Results, views and racing tips

• http://www.britishhorseracing.com/BHAxtra/

• Results at the World Transplant Games

• http://www.worldtransplantgames09.com/

Potential uses

• Posting match reports and results

• Interviews with your star performers

• Athlete diaries

• Live commentaries on high profile matches

• Integrates to web sites, blogs

• Updates Facebook status

• Updates Facebook Pages

• Tweets your followers

• Handles subscribers by email

Strategy section

Content plan

• What

• Who for

• Why

• Where from

• How often

• Who will do

• Regular activity

• Special projects

• Photos

• Videos

• Polls

• Results

• Interviews

• Events

• Messages/Status/Tweets

Regular activity

• How do we ensure there is daily activity across your social media presence?

• Photos

• Videos

• Polls

• Results

• Interviews

• Events

• Messages/Status/Tweets

Regular BUCS Wednesday

• Photos– Build up– Last year’s match– Matches

• Poll– Man of the match

• Video– Camera crew?– Self-shot

• @ opposition Uni FB page with a challenge “Remember last year, 5-3 wasn’t it?”

• Post photos across several days

• Post links to BUCS tables

Develop checklists for posting

• Photos of Wednesday matches– Post best 1 or 2 to Flickr

• Title and tag• Share to Facebook• Tweet

– Post rest to Facebook• Title and tag the photos• Tag people where possible• Tweet• @ opposition Facebook page with link

Example – University Event MarketingOwned web pages

• Facebook page

• Events app

• Main University site (news, events)

• Student pages, intranet

• Staff pages, intranet

• Sports dept pages, intranet

• Log in pages

• Splash/promotional pages

• YouTube channel

• Flickr Group

Other web pages & services

• NGB site(s) & listings

• Local clubs / partnerships

• Blogs

• Forums

• Cultivate friendly webmasters

• Twitter

People

• Club Members & friends – tap for contact

• Sports students / courses

• Sports Alumni programme (21 Club)

• Let’s discuss your events

Email

• University email to students (solus or newsletters)

• Local clubs

• Local media (TV, press, student radio)

• Local clubs newsletters

• Alumni association

• Facilities databases – people made bookings

Media

• Student newspapers (print & web)

• Local papers

• Trade press

• TV & radio

• Ipadio interviews

• (Name of event sponsors)

Collateral

• Posters

• Leaflets

• Notes on pay slips

• Email signatures

• Kit – hoodies, polos

Other ideas

• Online surveys – manufacture for data capture

• 1 minute promo video on YouTube

Issues management

Negative comments

• Do everything in your control to leave negative comments online– Engage with the negative – they might be right!– Develop a thick skin– The FA approach – distance

• The perfect place to be is that your community responds on your behalf

• Of course, try not to score any own goals!

Ts & Cs

• If you commit to a network, know their Ts & Cs

Child protection – Sport England• Child Protection in Sport Unit

• NSPCC / Sport England initiative

• Provides guidance and publications

• www.thecpsu.org.uk

• Standards for Safeguarding and Protecting Children in Sport

Child Protection - CEOP

• http://apps.facebook.com/clickceop/

Analytics

Twitter search

Facebook insights

YouTube views

Flickr stats

Tracking people on your site

Google Analytics

In Google Analytics

• Add new profile

• Apply filter

• Custom filter– Include– Filter field = Referral– Filter pattern = facebook\.com

• Produces a profile for purely Facebook visitors

• Video

Pulling it all together

• Use Excel

• Dedicate time at start of each month

• Adapt our master spreadsheet to suit your:– Objectives– Site– Promotional techniques

Email john@nemisys.uk.com for a copy,and book on an analytics workshop at www.nemisys.uk.com/workshops