social media in government - social technology & international sport
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#socialgov2012TRANSCRIPT
To Tweet or not to Tweet:Social Media & International Sport- The Good, The Bad & The Participatory
Twitter: @TiffannyJunee www.tiffannyjunee.com Tiffanny Junee © September 2012
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AGENDAWhat is Social technology?Social Tech & Aussie SportBrand Management 3.0
The Good, the Bad &the Participatory
Q & A
The Buzz WordsGDE Semantic WebSocial Media CommunityEmpowerFlat world navigators
What does it all mean for professionals in sport?
What is Social Media?
What is Social Media?
(Klososky 2011)
The highest trending Aussie athlete on a weekend in June
A fan meets her hero Athlete’s commentary
An inner circle perspective A new fan won
Today on Twitter
Which way do you communicate…?How does your organisation use social tech?
The Marketing
Organisation
The Strategic Com-
Organisation
www
www dialogueSocial techThought L’ship technacy
Governance
Mobility
How
The Media Sport
Environment:
Social Tech&
Rugby Union
© Tiffanny Junee 2011
The Marketing Organisation
1996 - ARU Online since 1996
2010 - IRB’s ‘Year of Getting Social’
2011 – Rugby World Cup (NZ)
ARU marketing ‘One Team’
• Traditional marketing tactics• Social media & social networking strategy = underdeveloped• Social Relevance is negligible• Social Media policy non-existent beyond RUPA’s ‘how to’ guidelines.The Internet is a mirror of the self…
Brand Management 3.0: The Good, The Bad and the Participatory Environment
Individual Team
“Our position is that Twitter and Facebook is just like sitting at a
press conference. [Each] is a media platform and you must manage it like you would any
other form of media” – Anthony MacKaiser,
Communications & Marketing Manager, SANZAR
Event
Interconnectedness requires Technacy
The Evolution of Communications
Managing beyond the EventNavigating the Employer/ Employee
Brand Divide
Environment
PersonalityLanguage
Connectedness
DialogueGovernance
Marketing - Sponsorships Extension
Understanding the Fan needs:- Die hards:
Stats- Team Info
-Player Profiles
Which way do you communicate…?How does your organisation use social tech?
The Marketing
Organisation
The Strategic Com-
Organisation
www
www dialogueSocial techThought L’ship technacy
Governance
Mobility
Differentiators:
• Capability – Technacy, Platform Socialisation (marcomms/ IT)• Language - Personalised Vs Mass produced• Behaviour – Confident Vs Tentative
- Dialogue Vs Lecture
Thank youFor further information:
T: @TifffannyJunee
Today’s presentation will be available at the end of the session from www.tiffannyjunee.com
Images References available on request