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Constructing an Atlelete’s
Brand throughout Social Media
Symposium Social Media in the Global Sport
Let’s start...
@ja
naGC
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itikc
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ltoria
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spor
tsoc
ialM
Even you don’t know me… you already do!!!
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
Are you aware?
@ja
naGC
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itikc
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ltoria
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spor
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ialM
Personal Branding
WHAT?
@ja
naGC
@
itikc
onsu
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spor
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ialM
Personal branding
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
It’s easy in Sport
Personal branding
But sports careers aren’t for all life…
@ja
naGC
@
itikc
onsu
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@
spor
tsoc
ialMPersonal branding
ME
WHY?
@ja
naGC
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itikc
onsu
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@
spor
tsoc
ialM
Why your digital brand needs to be worked?
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
• Control of the first results in Google
• Your profiles reflects who you are
• Official vs unofficial pages that you don’t control
Why your digital brand needs to be worked?
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
Why your digital brand needs to be worked?
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
• Create value out of sport– Sponsors and advertising contracts– Increase visibility -> no 'gossip magazine'–Humanize the hero– Loyalty of followers beyond the sport itself–Create opportunities for the future
Why your digital brand needs to be worked?
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
Why your digital brand needs to be worked?
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
Why your digital brand needs to be worked?
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
Why your digital brand needs to be worked?
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
• Interact with fans:
– Commitment– Nearness– Direct and informal way
Why your digital brand needs to be worked?
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
• Manage / avoid crisis
• Quick deletion of unwanted information
• Reply if necessary with the right answer
HOW ?
@ja
naGC
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itikc
onsu
ltoria
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spor
tsoc
ialM
How to build it?
@ja
naGC
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itikc
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spor
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ialM
• Why do you want to be on networks• ‘Mandatory’ or because you like it?
• Define who you are• Your values as an athlete and person
• For who?• Fans, friends, endorsements, ...
How to build it?
@ja
naGC
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itikc
onsu
ltoria
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spor
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ialM
•What do you share?– Sports content– Everyday life– Personal events–Humor, funny videos, ...
When needs to be build?
@ja
naGC
@
itikc
onsu
ltoria
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spor
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ialM
• As soon as possible
• Step by step
• Quality vs quantity
How to manage it?
@ja
naGC
@
itikc
onsu
ltoria
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spor
tsoc
ialM
Yourself?
External expert?
50% vs 50%
Tips & advices
@ja
naGC
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itikc
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spor
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ialM
• Verify your profile• Customize your profile• Combine quality photos and
homemade photos and videos• Keep tour profile regulary updated but
not every minute…• Do not share personal information ...
learn to use the tools
Tips & advices
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
Tips & advices
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
Tips & advices
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
• Plan your contents• Think before you act• Interact with other athletes and
celebrities• Try to reply the comments• If you don’t like that you read…..…
Keep calm and answer later
Tips & advices
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
Tips & advices
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
Tips & advices
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
Tips & advices
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
• Advertising discreetly• Respect opponents, teammates,
coaches,…• Don’t talk about current issues that
you don’t know (or learn it!)• Don’t be a robot
Tips & advices
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
Tips & advices
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
Tips & advices
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
Tips & advices
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
Hero or Villain?
Tips & advices
@ja
naGC
@
itikc
onsu
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spor
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ialM
No statement in social networks
Tips & advices
@ja
naGC
@
itikc
onsu
ltoria
@
spor
tsoc
ialM
Do not forget the fans and their effort to the perfect selfie
THE MOST IMPORTANT
@ja
naGC
@
itikc
onsu
ltoria
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spor
tsoc
ialM
Especially
@ja
naGC
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itikc
onsu
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spor
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ialM
Coherence
Honesty
The Person before the brand
And don’t forget anything.....
@ja
naGC
@
itikc
onsu
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@
spor
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ialM
@itikconsultoria @sportsocialM
Thanks!