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Practical Steps for Rugby Organisations, Sponsors and Suppliers to Leverage Online Social Interaction
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Practical Steps for Rugby Organisations, Sponsors and Suppliers to Leverage Online Social Interaction
ByColm Hannon
Founder of eSocialMedia
Is an enterprise social media consultancy based in London
We advise and train companies to achieve real business value from having online interactions with clients and talent
The Bar Analogy
How we add value…
What is a social media strategy?
Define quantifiable objectives that can be helped by digital marketing
Examples: Increase ticket sales by 9,000 or £225k in
2013 Fill 10 more corporate hospitality boxes in
2013 worth £15,000 Sell 3,000 more jerseys worth £150k in 2013 Attract 10 more sponsors worth £250k in
2013
ID the resources you have available
V
Understand your target audiences Demographics? Fans/CEOs/Marketing
Directors? What are they most interested in? What content would they like? What are their stories? How and when do they use online and
mobile? What calls to action would they follow? How do they want to engage with you?
Your audience can help to build and improve your organisation if you let them
Link: http://www.youtube.com/watch?v=5K3hLBGO53s&feature=player_embedded
Other tabs display relevant videos, conversations and competitor mentions
RSS News feeds
Google news summary
Conversations on forums
Conversations on blogs
Listen to what your audience is saying
Super Bowl Social Media Command Centre
Link: http://www.youtube.com/watch?v=wje1a16Ubec&noredirect=1
Will there be a command centre for:
Create one of these:
Content Questions What do CXO’s and
Marketing Directors care about and talk about?
Are you set up to facilitate these interactions online?
What do the fans want to see?
Do you currently have this targeted content on your site?
You have a secret weapon….
Your Players and Support Staff
Create an online interaction policy for staff and players
Create a policy and educate your staff and players on the benefits, risks and opportunities of interacting online effectively.
Create online learning materials they can refer to.
Remember to use the carrot over the stick and show them what is in it for them.
Infrastructure
Market reaction to Eversheds
Blog:Website 8:1
The UFC is training fighters on social media useCEO leads by example
Rugby MUST train it’s players to interact online and to a plan that benefits both them and the club or union
Calls to action and advertising should be balanced alongside content
Social Media Manager
Listens online for opportunities
Co-ordinates the planning, creation and publishing of content
Facilitates interactions online between the target audience and your staff
Potential Online Communities
Fans Sponsors Your internal community Suppliers Community Governing bodies
Mobile Apps or Mobile Sites?
Don’t build a mobile app before you have defined your objectives and are clear on why you want one, what you want it to do and where the content will come from.
However mobile enabled sites are now a necessity
Huggity – Fan Tagging at Scotland v New Zealand
To Recap Define your business objectives that digital
communications could help to achieve. Understand your audience related to your
objectives and listen online Create a content strategy, content plan and
online tone of voice that is targeted at your audiences and linked to your objectives
Have an online interaction policy and train your staff to create content & interact online in the right way
Share content in the right places in the right way
Have balanced calls to action relating to your business objectives
How we could help your organisation
Objective setting and resource ID Content strategy and content
planning Social media policy and training Build social media online
infrastructure Train staff on content creation and
online interaction Social media support and
management
Contact
Colm HannonManaging DirectoreSocialMedia
[email protected]: +44 7704 921 651Twitter @ColmHannonSkype: Colm.HannonLinkedin: uk.linkedin.com/in/colmhannon www.esocialmedia.co.uk