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SPORTS and SOCIAL MEDIA Same game; different rules
GATEHOUSE NEWS & INTERACTIVE DIVISIONAudio: 888.398.2342 Access code: 585.200.4058
PREGAMEWARMUPS
MIKE TURLEY CONTENT TEAM MANAGER
Large Daily Division / GateHouse News & Interactive Division
Phone: 585.851.9696Email: [email protected]: @ml_turleyBlog: www.ghnewsroom.com/blogs/mike-
turley
THELINEUP
• START with some facts and stats.• WHY reporters should use social media tools to cover the local sports scene.• WHAT social media tools are available to reporters, and
WHAT they should cover through social
media.• WHEN and WHERE reporters should post the content.
THEHISTORY
“Outlined against a blue-gray October sky, the Four Horsemen rode again. In dramatic lore they are known as Famine, Pestilence, Destruction, and Death. These are only aliases. Their real names are Stuhldreher, Miller, Crowley and Layden."— Grantland Rice, sports writer for the New York Tribune, wrote this lede graph to his story on the Notre Dame-Army football game in 1924.
NUMBERSGAME
86The percentage of people who will check sports updates while at work. Factoid• “Social media has climbed to the top as the No. 1 source for the average person’s sports fix.”
Source: GMR Marketing
81The percentage of sports fans who prefer the
Internet overradio for sports news.
63 The percentage of fans who check on game
updates whilethey are at a game.
Source: GMR Marketing
NUMBERSGAME
Top sources for breaking sports news
41 — Percentage of sports fans who turn to Twitter
and Facebook.
40 — Percentage of people who turn to national news websites.
13 — Percentage of people who turn to television.
4 — Percentage of people who turn to sports radio.
Source: Daily Infographic.com
NUMBERSGAME
PLAYINGFIELDS
Print • A second-day look at yesterday’s coverage;
platform for previews and features; medium of record. Web • Multimedia
opportunities;breaking game coverage. Social media • Live platform; high
engagement, conversational.
PLAYINGFIELDS
How adults consume sports content
49The percentage of U.S. population that owns a smartphone. Number willincrease to 68 percent by 2017.
89 The percentage of 18-24 year-olds who have
theirsmartphones with them 22 hours a day.
Source: Allison Stadd / Mediabistro
NUMBERSGAME
WHYSOCIALMEDIA?
• Readers will seek out the information; why not be the one they find?
• Proactive approach allows readers to follow the action, not just read about it the next day.
• Fans want to share their opinions and thoughts when it comes to sports so create a forum for discussion.
Factoid• “No one knows more about a sport than its fans, so
providing a destination where fans can talk among themselves and create their own content is the epitome of Web 2.0 thinking. … let users post video, chat on message boards and write sports reports themselves.”
— 10,000 words / mediabistro
• Increase followers on Twitter, likes on Facebook, traffic on Web …
• Build a more loyal audience.• Generate buzz around your name; get people
talking about the brand.• Increase the reach of your content. Factoid• “Without content, social media is a sports
car with an empty gas tank: All show, no go.”
— Joe Chernov, Content Marketing Institute
WHYSOCIALMEDIA?
ESPN approach to Twitter
• To become the breaking sports news wire.• Cultivate and enhance a growing network of
citizen contributors.• Provide a first-screen coverage option for
non-televised events. • Second-screen analysis option for TV events.• One-on-one, one-to-many communication tool,
or many-to-one.
WHYSOCIALMEDIA?
How can we give fans a moreengaging experience?
• TWITTER — Micro-blogging service that allows you to post real-time updates and short bursts of information.
• FACEBOOK — Social networking platform that allows you to connect and share content with friends.
• PINTEREST — Virtual pinboard that allows you to create and organize theme-based visual content.
• INSTAGRAM, VINE — Photo- and video-sharing social networking services.
TOOLS OF THE TRADE
• The percentage of Internet users that uses this micro-blogging platform has doubled since 2010 to 16 percent. Twenty-
seven percent of those in the 18-29 age group use Twitter.
• There are 554,750,000 registered Twitter users.
• The average number of tweets per day is 58 million.
• 9,100 tweets occur every second.• Forty-three percent of Twitter users access
their phone to tweet.
Source: Statistic Brain
5 Twitter tips
• Be active — Twitter is the best way to share what is happening right now, so tweet what you are seeing. It’s more than just scores and stats.
• Engage — Share the experience; don’t tell it.
• Promote — Create an event-specific hashtag; let readers know you are covering an event.
• Respond — Pay attention to your followers; ask questions.
• Retweet — Encourage reader participation.
• Two-thirds of adults who access the Internet are Facebook users.• Eighty-six percent fall in the 18-29 age group.
• There are 1,110,000,000 monthly active Facebook users.
• 680,000,000 are mobile Facebook users.• 700 billion minutes are spent each month on Facebook.
• 130 is the average number of friends per Facebook user.
Source: Statistic Brain
5 Facebook tips
• Interact — Create a virtual tailgate; ask fans to submit photos and details of their pregame activities.
• Entertain — create polls, contests such as trivia quizzes.
• Full-court coverage — Provide information before, during and after games. Fans are most active during the days leading up to the event so fuel the fire.
• Respond — Pay attention to the comments.• Promote — Let readers know what they are
missing on Facebook; conversely, drive social media traffic to Web and print.
Source: Lauren Drell / Mashable
This Facebook post links readers to The State Journal-Register’s website and access to print versions of the local high school football schedules.
Pinterest is a good platform to organize theme-driven visual content such as best pitchers in the conference, best plays of the season, etc.
Source: Norwich Bulletin
VIDEOTOOLS
INSTAGRAM• Thirteen percent of Internet userstake and share photos on the platform.• Twenty-eight percent fall in the 18-29
agegroup.
Source: Statistic Brain
VINE• Five Vines are tweeted every second.• 19,667 Vines were made amidst the Boston
Marathon bombings.
Source: Dash Burst
VIDEOTOOLS
Instagram and Vine:Beyond the lines
• Look for cheerleaders, the drill team, poms and band. Shoot a segment of a routine or song.
• Interview fans in the
stands. Find parents of athletes and ask how they deal with the “excitement” of watching their son or daughter play.
• Blogging platformused to curate a
timelineof posts from Twitter,Facebook, Instagram,YouTube, etc.
STORIFY
Factoid• The real-time, right-now nature of Twitter is just a snapshot. Over a period of time, a whole story emerges.
— Jon Mitchell / ReadWriteWeb
Taking the first steps
• Recognize cultural shift in way people consume news.
• Reality of earlier deadlines. • No longer can rely on print platform to
shoulder responsibility of result-based content.• Recognize opportunities to cover prep
sports.• Become more creative in digital approach. • Put reporters in position to win with social
media.• Plan and budget for social media on a daily
basis.
Source:
GAMECHANGER
• Live updates — cancellations, lineup changes,
crowd and parking updates, alerts• Interaction and engagement — Who do you
think is going to win? Who will be the star of
the game?
Note — Box scores and results are static.
WHATTOPOST
Factoid
• Major League Baseball saw a 36-percent increase in its balloting for the All-Star Game after hyping the selection process with a hashtag campaign.
Source: business2community
Pregame• Who is starting?; who is injured?Gametime• Problem with goal posts in south endzone; kickoff pushed back 30 minutes Postgame• Video of coach’s decision to go for 2.
www.rrstar.comPractice time • Coverage throughout the week to keep readers
engaged.
WHENTOPOST
Factoid• “Twitter is like a time stamp on a scoop. If you get it on Twitter first, that’s what a lot of people are going to recognize at this point.”
— Dustin Dopirak, Bloomington (Ind.) Herald-Times sportswriter
Twitter feedsUse Twitter widgets to embed Twitter boxes in story on
yourwebsite. https://twitter.com/about/resources/widgets)
WHERETOPOST
Factoid• Soccer fans sent 15,358 tweets per second as Spain scored the winning goal in the Euro 2012 Finals. It is the second highest rate in Twitter history. Sporting events account for four of the top five most related tweets per second.
— Brian Anthony Hernandez / Mashable
Content turnover …An app for Illinois Prep
Scoreskeeps fans updated on everyfootball score in the state.
THEOPPONENT
Factoid• “We need people to be involved. It is a community effort. We created this for the fans. We created a tool for fans to report scores to everyone else.”
— John Ingles / Illinois Prep Scores
THETAKEAWAYS
• Sports fans are relying on social media to keep them informed with real-time content and conversation.
• Sports departments and reporters need to recognize the cultural change and rethink the way they gather and report news.
• Determine the right social media tools to engage readers.
• Develop a game plan — what, when and where to post.
Factoid• “(Twitter) is the appetizer we use to get people hooked on our site’s content.”
— Jason Piscia, online editor / The State Journal-Register
SPORTS and SOCIAL MEDIA Same game; different rules
GATEHOUSE NEWS & INTERACTIVE DIVISION
