running a social media newsroom presented at running usa 2011
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Running a Social Media NewsroomBy
Jackie Reau & Betsy RossGame Day Communications
Running a Social Media Newsroom
About Game Day Communications
•Sports & Entertainment Communications Firm•Founded in 2002 by former ESPN Anchor Betsy Ross
•First client: Flying Pig Marathon (thank you, Iris!)
•Firm capabilities include:•Strategic communications and social media strategies•Mobile Media Center•Media relations•Crisis management•Event marketing/staffing•Sports fan marketing research
Running a Social Media Newsroom
GDC Mobile Media Center
•On-site traditional media and social media management for sporting events.
•Sporting event clients include:•Flying Pig Marathon•Akron Marathon•USTA’s Western & Southern Open•LPGA’s I Love New York Championship
Running a Social Media Newsroom
Tweet Live
•#RunningUSA
•@betsymross•@gamedayjreau
Today’s Agenda:
•“The Social Media Revolution”•Choosing your social media platforms•Building your e-community•Creating resourceful content•Your social media team•Monitor and measure the message•What’s next in social media
Available at Slideshare.net/gamedayjreau
Running a Social Media Newsroom
“The Social Media Revolution”
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
Running a Social Media Newsroom
Social media and your race
•Educate them how to find your social networks•Use social media for customer service•Build your on-line reputation, control your message
•You need to know what they are saying about you•Your participants are on-line, feed them info
•90+% use the internet to search for races•35+% use social media to learn about races
Running a Social Media Newsroom
Flying Pig Marathon Technology Summit
2011 Flying Pig MarathonApril 29-May 1, 2011
•13th running of the Flying Pig Marathon
•Registration is pacing double digit growth over last year’s record field
•Runner’s World named the “Pig” one of the best first-time U.S. Marathons in the January 2011 issue
social media through the eyes of the “Pig”
Flying Pig MarathonFirst Sunday in May 1, 201113th running of the “Pig”
•Key messages for social media•High touch, high tech approach•Passion about participant satisfaction•Be the health & fitness authority in Cincinnati
Running a Social Media Newsroom
Flying Pig Marathon Social Media Network
FlyingPigMarathon.comFacebook Fan PageTwitter: @runflyingpigYouTube: FlyingPigMarathonCincinnati.com/Runner’s High blog
Running a Social Media Newsroom
Running a Social Media Newsroom
Drive traffic back to your website as the primary source of information and build search engine optimization
Running a Social Media Newsroom
Flying Pig Marathon: Runner Concierge via Facebook, YouTube: Engage “fans” with resourceful content in a personalized manner
Running a Social Media Newsroom
http://www.youtube.com/user/flyingpigmarathon#p/u/3/poJd1xGE1IU
Running a Social Media Newsroom
With Twitter, set expectations for content. Share brief content and engage social media influencers to share your message.
Social Media: Planning for Race Week
•Create an editorial schedule for content creation and sharing (add FAQ and Crisis Plan)•Recruit/train a social media team to capture content, manage social networks•Allocate space for social media team in the Race Media Center•Measure the effort (#s of views/fans, website traffic, tone of engagement, promo offers)
Running a Social Media Newsroom
Social Media Editorial Schedule
•Content ideas for each social media platform:•Facebook•Twitter•YouTube
•Assign staff for each •Content must be shared in a timely manner (in 15 seconds not 15 minutes)
Running a Social Media Newsroom
Social Media Team
•Led by Communications Team, recruit tech-savvy key volunteers to help with the efforts
•Train them on your social media platforms and empower them to think like reporters using the editorial schedule
Running a Social Media Newsroom
Sharing and Engaging
•From the Media Center, use a social media aggregator to manage all platforms
•Share information as fast as it can be (confirmed, approved news only)
•In times of crisis, use social media as a complement to traditional media
Running a Social Media Newsroom
Running a Social Media Newsroom
How you can get involved:
•Corporate Relay for Charities•Provide content ideas/expert interviews•Provide special promo codes/offers•Link to the FPM website/social media efforts
Monitor the social media buzz on race week and throughout the year during key newsworthy moments.
Running a Social Media Newsroom
Measure and track your e-community on social media platforms for marketing, sponsorship planning and reporting.
Running a Social Media Newsroom
What’s next: introducing the Flying Pig Marathon i-phone app and year-round mobile marketing alerts via text/SMS
Running a Social Media Newsroom
QR Codes with resourceful content: a link to the race course video produced by media partner, WLWT-NBC.
Running a Social Media Newsroom
The video link on YouTube.
Flying Pig Marathon Technology Summit
Finish Line photo
•Provide content ideas/expert interviews•Provide special promo codes/offers•Link to the FPM website/social media efforts
Questions?
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