smw 2012 #sportandsocial
DESCRIPTION
Yomego's Sport and Social event, hosted by Mark Stuart and John Paul Fox as part of Glasgow's Social Media Week 2012. Speakers included: Sue Gyford - Social Media & Digital Communications Officer at Scottish Athletics Andrew Jenkin - Support Network Manager at Supporters DirectTRANSCRIPT
John Paul FoxClient Insight Manager
@johnpaulfox
Mark StuartInsight Executive@mistermumble
Sport and Social Media:
#SportAndSocial
The Showdown
Our Speakers
#SportAndSocial
Sue GyfordSocial media and digital communications officer
@scotathletics@jogscotland
Kayleigh GrieveDigital media manager
@scottish_fa
Andrew JenkinSupport network manager
@scottishfans@andrewjenkin
#SportAndSocial
Sport and social media: A match made in heaven?Sport, at all levels, is inherently social. social media provides a virtual gathering place that's open all day, every day
Sport fans are attentive and responsive. They want to be part of the experience.
Brands would kill for such a loyal, passionate and active audience.
Unprecedented access and insight into the working of professional sport.
Fan interacting 1.0 to fan interacting 2.0
Marketing the experience, not the brand.
User generated content.
Sports journalism. (Two-Way).
83% of sports fans are active on social media platforms when watching a game on TV.
#SportAndSocial
The Inside Scoop
#SportAndSocial
Sue GyfordSocial Media and Digital Communications Officer
@scotathletics @jogscotland @suegyford
facebook.com/scottishathletics facebook.com/jogscotty
Do what seems right at the time
Aims:Regular, reliable use; consistent voice
Interaction
An effect in the real worldMore people more involved in athletics/jogging,
getting more out of it
Tactics:1. Announce our arrival
2. Start experimenting
• Consistent voice• Clear, easy to follow (not too many hashtags/names etc)• Link to other users • Tweet with a purpose: Useful OR interesting OR funny OR
drives traffic to our web/facebook, or partners’ web/facebook
• Interact – including answering tweets addressed to us, even if they’re negative.
• Regular, gradual tweeting, not fits and starts• Being fast, and seven days a week• Capitalise on what people are interested in – eg Olympics
Good Tweeting:
• Appropriate, consistent voice• Use different formats – plenty of pics, links to other sites• Encourage interaction• And…..
Good facebook:
What worksFamous People
What worksAchievement – at all levels
What worksEvents – recent and future
Discussion
What doesn’t work
Friendly, informal interaction, encouragement, shout-outs
What works
What worksOne to one relationships
Into the future….
• Develop our voices • Get Scottish Athletics
interacting more• More round the clock tweeting –
weekend results etc.• More jogscotland groups with their own facebook
groups
Is it working online?
Is it working online?
Is it working IRL?
Is it working IRL?
Find out what works.
Do more of it.@scotathletics @jogscotland @suegyford
facebook.com/scottishathletics facebook.com/jogscotty
Kayleigh Grieve Scottish FA Digital Media Manager
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Digital Department
Strategy and objectives ‣ increase engagement with fans ‣ increase visitors to the website ‣ increase participation numbers across
playing, coaching, volunteering, and refereeing
‣ improve wider knowledge of what the Scottish FA does
‣ increase revenue from ticket sales, merchandise, kit sales etc increase ‣subscriptions to Supporters Clubs ‣establish as a credible and reliable source for Scottish Football news stories and information
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Digital Department
Key questions
Where does the conversion happen for us? Ticket payment portal, on the gate, website, regional websites, Coach World, sponsor’s websites, on the ground
What are our calls to action?Buy a membership, buy a season ticket, buy a Scotland match ticket, attend a football match, become a referee, play football, volunteer in football, coach football, attend coach education courses, attend CPD events, buy merchandise
What are our key messages and campaigns? #GrowingTheGame #CoachingCommunity #BeTheRoar #HampdenWillRoar #RoadToHampden #ScotlandWinning #ScotlandPassion #CreatingHeroes
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Digital Department
So, where are we social?
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Digital Department
Mobile and Social
• In play interaction• Viral• Social media pulls• Social media pushes• Responsive and great
APIs
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Digital Department
The...let’s call them...challenges
• Marketing vs Comms• Life consuming• Personalities vs business front• Painful• She’s got it, I want it too• Connectivity
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Digital Department
What’s next?
• Social to website or, website to social?
• CRM
Andrew JenkinSupport network manager
@scottishfans@andrewjenkin
Scottish Fansand Social Media
Supporters Direct
• Supporters Direct was formed in 2000 as an initiative of the UK Government.
• Our goal is to ‘promote sustainable spectator sports clubs based on supporters’ involvement and community ownership’.
• Started in Scotland in 2002.
Scottish Fans
• Funded and supported by Supporters Direct Scotland and the Scottish Government.
• Scottish Fans is a new website which harnesses the power of Scottish football fans to influence change within the game.
Why is Social Media important to Supporters
Direct• Gathering views – help fans
become represented• Present those views to clubs and
decision makers – our USP• Promoting ourselves and our
brand
Social Media• Fans out of touch with clubs
and footballers• “platforms such as Facebook
and Twitter have allowed a new generation of fans to connect with their football idols and teams in ways that they haven’t been able to within the modern game… clubs and organisations need to embrace this” – Alex Clough
Our Uses
Research• Clubs uses of social media
Conclusion
• Lack of interactivity• Lack of interest in fans views
and opinions• Self-promotional
Our other SM uses to engage supporters
Spotify
Ideas we like
For the future
• Survey – SM used to promote survey
• Roadshows – Tweeting Q&A with former professionals
• Book – Comments from LinkedIn, Facebook and Twitter to be included in book
Thank you!
• @ScottishFans• #FansViews