social media strategic planning for the sports front office
Post on 08-Sep-2014
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Prepared for Northwoods League by Michael Ames, Pursuant Group
Social Media Strategic Planning
Strategic Planning for the Front OfficeAn Introduction
http://www.flickr.com/photos/hectoralejandro/3499429624http://www.flickr.com/photos/jancyclops/4302613514 http://www.flickr.com/photos/localandbitter/sets/72157601501234353/ http://www.flickr.com/photos/zacheverson/2259577982/ http://www.flickr.com/photos/24704473@N07
Audience Description - Typical ticket buyer is…
Primary Objective - Off-season fan engagement
Secondary Objective - Off-season fan relations
Known Constraints- Staff - 2 Daily Time Allotment - 30 min Budget- $0 Existing SM Policies- No policy manual
Summary of Strategy -
1/12th - News Outlet 11/12 th - Fan cultivation and engagementContent discovery and republication, focusing on constituent-centric engagement strategy that attempts to maintain an 12 to 1 ratio of updates that focus on friends/followers
Northwoods League, Social Media Basic Strategic Engagement Plan
Audience, Objectives, Constraints and Strategy
Northwoods League, Social Media Basic Strategic Engagement Plan
General Tactical Notes-Google Reader
Google Reader-keywords *org name *programs and events *Owner, GM, Coach *other teams in space *URLs of site and blog *industry terms related to local fan interest*Subscribe to key bloggers in your space AVOID GENERAL TERMS.
Find New Blogs:Technorati.com
Alltop.comIcerocket.com
Northwoods League, Social Media Basic Strategic Engagement Plan
General Tactical Notes-Twitter
Reveal More in Bio• One sentence dedicated to overall mission
• One sentence to explain purpose of twitter presence• One sentence to show authenticity of who is behind it
For instance… “Great family baseball experience. Using twitter to
connect with fans. You may hear several of our voices through this profile. Nice to tweet you!”
Best Practices• Background photo should be as fan centric as possible
• Actively seek to reply and retweet others• Include home page link in the bio
*Follow back all real people *Block spammers and marketers
Find and follow• Individuals who tweet about mission • Like minded organizations /peers
Corporate relations/partners
Don’t follow more than 200 than who is following you until you reach about 1000
followers
Place personal Twitter handle in “Name Field”
Northwoods League, Social Media Basic Strategic Engagement Plan
General Tactical Notes-Twitter
Great Practice• Shows largest following because of
fan expectations• Be more engaging with fans
• Give then an experience, a twitter autograph just for them
Northwoods League, Social Media Basic Strategic Engagement Plan
General Tactical Notes-Update Scheduler - Hootsuite
Top Efficiency TacticUsed to schedule updates to
multiple locations
Feedback and StatsMeasure effectiveness through
easy reports
Northwoods League, Social Media Basic Strategic Engagement Plan
General Tactical Notes-Facebook Profile and Pages In facebook, your personal profile is
the way for you to make initial connections and it gives you the
chance to invite friends to fan pages. Privacy is customizable, but
be willing to be open with most.(Being aware you are on public display is a good
governor when absent a social media policy)
Tutorial to create a custom welcome page for your facebook fan page
Northwoods League, Social Media Basic Strategic Engagement Plan
General Tactical Notes-Blogs and Comments
Use comment management service like Disqus.com
Commenting on other blog posts *What did they say well? *Answer Questions *Relay what others say *Ask “what if ?” *Review history and project future
Top Priority TacticComment early and often on other blog posts that mention your team.
Northwoods League, Social Media Basic Strategic Engagement Plan
General Tactical Notes-Gmail
Gmail account to administrate should be friendly moniker like
"bigteamfan@gmail“
Load email contacts for future friend finding opportunities
(gmail has 10k contact limit so be prepared to setup more than one account)
Annually, refresh these contact lists with a new export from your data.
Monthly, rotate these through your profiles to find new friends to follow
Northwoods League, Social Media Basic Strategic Engagement Plan
General Tactical Notes-YouTube Incorporate Branding
Bio Should Include…• Fan-friendly welcome
• Links to your sites• Full profile of information
Open CommentsFear of negative comments shouldn’t limit you from positive connections
“Subscribe to” and “Add as Friend” all peer organizations and individual who produce content around your mission.
Northwoods League, Social Media Basic Strategic Engagement Plan
Schematic Workflow
Northwoods League, Social Media Basic Strategic Engagement Plan
Tactical MatrixTACTICAL MATRIX - Infrastructure Tactics Listening
TacticsContent
TacticsFriend/Follow
Tactics Engagement Tactics
Overall
SET UP – YouTube channel SET UP - Hootsuite.com SET UP - Gmail account for admin/signups SET UP – Disqus - Comment moderation efficiency
SET UP - GoogleReader - Read/Scan Alert feeds - 10 Minutes M,R
Others Found Content scheduled for daily publish thru Hootsuite - 8 Minutes M,R Cross Promote in specific channels with other channels on rotating basis 3 Minutes W
Find and follow (in FB/Tw) constiuents, using gmail contact list - 10 Minutes every other F
Blog Specific
SET UP - WordPress to HootsuiteSET UP – Add “comments with #” link to front page entries, Add “Blog” nav to homepagesSET UP - WordPress to Disqus
Technorati.com keyword search, blogs fed to Google Reader - 5 Minutes T
Existing Internal Strategy Google alert and Technorati.com discovered blogs fed to Google Reader - 3 Minutes T
Comment on others discovered blog posts- 15 Minutes T
Facebook (Profile)
Specific
Scan recent newsfeed for mission oriented content being shared 3 Minutes F
Reshare any discovered content (attributing it to the friend who you discovered it from) with facebook @reply 2 Minutes F
Scan friend requests and approve all real people, block spammers, ignore others- 1 Minute daily
Engage informally with full awareness of your blended online persona- Unscheduled Daily
Facebook (Pages)
Specific
SET UP - Hootsuite to Northwoods League fan page
Scanning read of wall and discussion board comments- 2 Minutes Daily
Invite recent Profile friends to fan pages, with status update rotate biweekly invite to various fanpages - 5 Minutes every other F
Reply to any comments, questions or discussions- 2 Minutes Daily
Twitter Specific
SET UP - Hootsuite to Northwoods League twitter SET UP - Keyword searches in Hootsuite
SET UP - Keyword searches to Google Reader - Scanning read @replies or Direct messages- 2 Minutes Daily
Scan followers and follow back all real people, block spammers, ignore others- 1 Minute daily
Reply to any @Reply or DM- 2 Minutes Daily RT content, @reply user (and follow user) from keyword hootsuite searches 5 Minutes M,R
YouTube SpecificSET UP - Establish standing request for native video from all internal sources SET UP - YouTube to Hootsuite
Monitor comments on uploaded videos- 5 Minutes W
Upload native videos with full description and tags - 10 Minutes W
Youtube.com keyword search and subscribe to mission oriented content providers- 5 Minutes W
Northwoods League, Social Media Basic Strategic Engagement Plan
Daily Tasks and TimeMonday Tuesday Wednesday Thursday Friday
Google Reader
Read/Scan -10 add feeds - 3 comment on blogs - 15
Read/Scan -10
HootsuiteSchedule Updates -8 RT and Follow - 5
Schedule Updates -8 RT and Follow - 5
Facebook Profile
accept friends - 1 accept friends - 1 accept friends - 1 accept friends - 1 friend using gmail – 10 every other weekscan newsfeed/ reshare - 2 accept friends - 1
Facebook Fan Page
read/reply to comments - 4
read/reply to comments - 4
read/reply to comments - 4
read/reply to comments - 4
read/reply comments - 4 invite friends to fan - 5 every other fri
Reply to @ & DM - 4 Follow back - 1
Reply to @ & DM - 4 Follow back - 1
Reply to @ & DM - 4 Follow back - 1
Reply to @ & DM - 4 Follow back - 1
friend using gmail – 10 every other weekReply to @ & DM - 4 Follow back -1
YouTube Monitor comments - 5
Upload vids - 10 search/subscribe - 5
Technorati search for feeds - 5
Overview cross promote - 3
33 33 33 33 28
Northwoods League, Social Media Basic Strategic Engagement PlanTask Order - Tool Tutorials
gmail.com - may need more than one
- sign up with name equivalent of “NorthwoodsLeaguefan@gmail.com”- also get NorthwoodsLeaguefan2, NorthwoodsLeaguefan3- load contact list from csv file (limit to 10,000 contacts per email account)
hootsuite.com - signup with primary gmail account
- connect personal twitter, team twitter, facebook fan pages, facebook personal profile
- feed YouTube RSS to Hootsuite on RSS/Atom tab http://gdata.youtube.com/feeds/api/users/username/uploads
-set keyword search columns- video tutorial – Setting up a hootsuite account
-video tutorial – Hootsuite has a $1.99 iphone app
Google.com/reader - signup with primary gmail account
- import known blog RSS feeds and keyword alert feeds- video tutorial – Using Google Reader
Northwoods League, Social Media Basic Strategic Engagement PlanTask Order - Tool Tutorials
youtube.com - signup with primary gmail account
-setup teamYouTube channel with matching username
disqus.com - signup with primary gmail account
-setup disqus profile and replace blog comment system
Discover New Bloggersalltop.com - become familiar
technorati.com - become familiar
icerocket.com - become familiar
User Names - bring usernames into alignment - http://namechk.com/
Northwoods League, Social Media Basic Strategic Engagement Plan
Tactical MatrixTACTICAL MATRIX - Infrastructure Tactics Listening
TacticsContent
TacticsFriend/Follow
Tactics Engagement Tactics
Overall
Blog Specific
Facebook (Profile)
Specific
Facebook (Pages)
Specific
Twitter Specific
YouTube Specific
Northwoods League, Social Media Basic Strategic Engagement Plan
Daily Tasks and TimeMonday Tuesday Wednesday Thursday Friday
Google Reader
Hootsuite
Facebook Profile
Facebook Fan Page
YouTube
TechnoratiOverview
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