running a social media newsroom presented at running usa 2011

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


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


Tweet Live

•#RunningUSA

•@betsymross•@gamedayjreau

Flying Pig Marathon Technology Summit

http://www.cbts.cinbell.com/

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


“The Social Media Revolution”

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng


http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

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



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


Flying Pig Marathon Social Media Network

FlyingPigMarathon.comFacebook Fan PageTwitter: @runflyingpigYouTube: FlyingPigMarathonCincinnati.com/Runner’s High blog



Drive traffic back to your website as the primary source of information and build search engine optimization




Flying Pig Marathon: Runner Concierge via Facebook, YouTube: Engage “fans” with resourceful content in a personalized manner




http://www.youtube.com/user/flyingpigmarathon#p/u/3/poJd1xGE1IU




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)


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)


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


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



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.




Measure and track your e-community on social media platforms for marketing, sponsorship planning and reporting.




What’s next: introducing the Flying Pig Marathon i-phone app and year-round mobile marketing alerts via text/SMS


QR Codes with resourceful content: a link to the race course video produced by media partner, WLWT-NBC.


The video link on YouTube.


Finish Line photo

•Provide content ideas/expert interviews•Provide special promo codes/offers•Link to the FPM website/social media efforts

Questions?

