The Community Sports Hub

Navigation slideDay 1• Introductions• Your audit – summary• Community Sports Hub• Why Facebook• Creating your page• Video app(lication)• Photo app• Competitions app• Events app• Pages & Groups app• Sponsors app• Ipadio app

Day 2• Recap & questions, day 1• Some other apps• Your specific issues• Structure of your activities• Structure of your FB pages• Promoting a (local )event• Running your Page• Content sources• Advertising your page• Communicating with your fans • Other easy steps• Measurement• Let’s put it all together• Support in place• Questions?

Intros - about Nemisys

• Creative, brand, digital• 25 people• Sport = majority sector

– Amateur, NGBs– Participation initiatives– Membership & CRM– Marketing services– Social media applications & workshops

Nemisys in Sport

Community Sports Hub partners

What is the Community Sports Hub?

Communications tool

• You -> community• Community <-> community• Community -> you

Organisational tool

• Events• Competitions• Reporting

• This is what makes CSH uniquely effective

Marketing platform

• Acquires contacts• Delivers sponsor message• Delivers quantifiable exposure to sponsors• Additional expenditure possible

Why digital? “Digital natives” is why!

• Don’t read newspapers• No landline phone• Television on their terms• Trust peers more than experts• Internet experience is social• Content is going mobile• Television is for video games• Want to be heard and self-express• Email is for parents• On demand content

• Source: USC Annenberg School, Centre for Digital Future

Why Facebook?• Unique users (UK) – 22.81• Share of time on social media sites – 75.4%• Time spent per user per month – 6 hours• Visits per user per month – 18

Why FB?

• Network effect

• In December, BUCS page had 5,000 fans• But University Community Sports Hub Pages

had 25,000 fans

• Giving BUCS a reach of 30,000 for its videos & photos, and ultimately its other campaigns

A few more stats• Facebook has 300 million users worldwide• 48% of these are under 25

• 4.9 million 17-22 year olds in the UK• 2.3 million students in HE in the UK• 1.9 million are at English HEIs• Roughly 85% of this age are on facebook so:• 4.1 million 17-22 year olds in the UK• 2.0 million students in HE in the UK• 1.6 million at English HEIs

• Facebook is part of the daily routine• 25 minutes• 2 visits a day• 50% return daily

Sources: Facebook internal dataOffice of National StatisticsHigher Education Statistics Agency

Why FB? Advertising

• BUCS page• Social advertising

• Acquisition of fans @£0.25 per fan• Which would be halved by matched funding

Advertising test, BUCS• Minimal promotion, viral spread• 1400 members

• 1 day experiment – single advert on Facebook• $25 spend• 131,484 page impressions• 91 visitors• 61 new fans• @ £0.25 per fan

• But more on advertising later ...

Why FB? Utility apps

• Facebook delivers community and interactivity

• But you can get so much more with your own applications– Specific to your purpose and objectives

Why a Page not a Group?Feature Facebook Pages Facebook Groups

“Friendly” URLs Yes No

Hosting a discussion Yes Yes

Discussion wall Yes Yes

Discussion forum Yes Yes

Add extra FB applications Yes No

Add your own applications Yes No

Messaging to all Members Yes (via updates) Yes (via PMs, max 5000)

Visitor statistics Yes (Page Insights) No

Video & photos – yours & Members/Fans

Yes Yes

Create & manage events Yes No

Promotion with social ads Yes No

Why a Page not a Group?Feature (Feb 2010) Facebook Pages Facebook Groups

“Friendly” URLs Yes No

Hosting a discussion Yes Yes

Discussion wall Yes Yes

Discussion forum Yes Yes

Add extra FB applications Yes No

Add your own applications Yes No

Messaging to all Members Yes (via updates) Yes (via PMs, max 5000)

Visitor statistics Yes (Page Insights) No

Video & photos – yours & Members/Fans

Yes Yes

Create & manage events Yes No

Promotion with social ads Yes No

Why FB? Safety

• Child Protection in Sport Unit• NSPCC / Sport England initiative• Provides guidance and publications

• www.thecpsu.org.uk • Standards for Safeguarding and Protecting Chil

dren in Sport

Creating your page

Creating your page• http://www.bucs.org.uk/sportshubworkshop• http://www.facebook.com/business/dashboard/ • http://www.youtube.com/watch?v=xYLApdBi2c4

Creating your page – tips

• Type of page– Products/brands -> sports

• Name– Be literal & remember SEO

• Profile photo size/margins– 300 x 300, 30 px margin

Community Sports Hub video app

• Imports feed from YouTube– Longer videos– Higher quality

• Pushes your videos down to your network– Enhanced content to your sport– Increased interaction around your content

Video app demo

• http://www.facebook.com/bucs

YouTube account

• www.youtube.com• The YouTube feed only contains the latest 20

videos for each user• So once you have reached 20 videos in your

account, you will need to create another account• Apply for a Partner Account if you don’t already

have 1• http://www.youtube.com/partners

Tagging• Sport name (don’t forget Americanisms?)• Event name• Location (University /stadium/city/town/country)• Year• Players/teams involved (players only tangible benefit for high profile

players)• Game highlights (for high profile games)

• Example from Magic Weekend• Rugby league, magic weekend 2010, engage super league magic weekend,

magic weekend Murrayfield, rugby league Edinburgh, Bradford Bulls,Crusaders, Leeds Rhinos, Salford City Reds, Hull FC, Castleford Tigers etc, player 1 try, player 2 try etc

Installing the app

http://apps.facebook.com/sp_videos/

And let’s have a look at recommended videos cascading down through your pages

General advice

• Agree a corporate account and all share it to upload videos

• Work in best size for each system if you have the capacity

• Remember that each video platform itself will bring you an audience as well as the SSNP

• So don’t cut corners when titling, tagging, describing and categorising uploads

• And change the file names to reflect keywords

Potential uses

• Games & races• Top player interviews• Top coach interviews• During international championships• Community festivals

Specific uses

• But really, let’s look at your specific objectives• -> discussion

• You have hi-def cameras• Plans for using them?

How to use

• YouTube account• Shoot video for new apps

– Importing YouTube video feed– Selecting videos for your page

Community Sports Hub photo app

• Allows you to import photos direct from Flickr• And users to like/comment on the photos• Pushes your photos down to your network

– Enhanced content to your sport– Increased interaction around your content

Why Flickr?

– Better organisation than Facebook native– Organise in to sets– Exposes you to Flickr audience too

• Makes it easy to take photos from others

Photo app demo

• Quick tour– BUCS photos – www.facebook.com/bucs – Show cascading down

• http://apps.facebook.com/sp_photos/

How to use

• Flickr Pro Account• Video – importing for new apps

– Importing Flickr feeds– Selecting photos for your page– Sets & catalogues

Flickr account

• Use a Pro account• Create a new set of photos for each event• But each photo can belong to more than 1 set,

so create:– A set for each sport– A set of highlights for each year (for alumni)– A set for each hall/department/club etc

Potential uses

• Many as for video– Games & races– Top player interviews– Top coach interviews– During international championships

• But really, let’s look at your specific objectives• -> discussion

Competitions app

• Installation & demo

Competitions app

• Play time:• Set up 1 competition• Invite trainees & issue challenges

Events app

Events app benefits

• Promote events• Manage registrations• Manage communications• Interaction before event -> buzz• Interaction after event -> conversion

When you add an event ...• Add some photos so that people can comment on them -> viral• Add a video so that people can comment on it -> viral• Add a link if there’s 1 relevant (set up a short URL for high

profile events)• Confirm your attendance (I know it seems lame – but trust me

it helps!) -> viral• Write on your own wall -> vir... You get the picture!• Share to your profile

• THEN start promoting as you would normally

Fan pages app

Fan pages app

• Groups your network together• Increases likelihood of all pages succeeding

• Find likely Pages, Rugby League

Groups app

Groups app

• Brings any existing Groups in your network together

• Means you can manage “legacy” Groups and unofficial Groups in to your network

• Find likely Rugby League Groups• Strategy for dealing with them

Sponsors app

Sponsors in action

Ipadio app

• Any phone, live to your web site/intranet/Facebook Page

• www.ipadio.com/live

Potential uses

• Resultshttp://www.englishgolfunion.org/showpage.asp?code=000100020001000300090009

• Player/coach interviewshttp://www.ipadio.com/phlogs/BritishHandball/2010/06/27/GB-Handball-Performance-Director-Lorraine-Brown

• Event build up & buzzhttp://www.britishhorseracing.com/bhaxtra/

• News broadcasts

Questions?

Day 2

Recap & questions

• All happy with the technicalities?• And how the “cascading” of photos, video

works?

Your specific issues

• Structure of your activities• Structure of your pages• Promoting events

• Participation!!

People

• Coaches• Officials• Club administrators• Teachers• Pupils• Parents• Fans

• Sponsors• Other sports (eg Rugby

Union)• Players

– Social– Club– School pupils– Pro

• Volunteers– Administrators– Other

Structure of your page network• Think of pages as “permanent”• And content (eg Events) as transitory

BUT• Approach from the visitors perspective – they don’t really care how the

RFL is structured!• Start with as few pages as you are comfortable with• Be honest – what will motivate your visitors:

– To join/like your page– To engage with your content– To contribute content

• We’ll start to ball rolling, and let’s discuss!

Regions all separated

No regions – fewest pages

• Gives 1 single event calendar• Concentrates fans for maximum engagement• But less “local” feel?• And all admins would have access to main page

Promoting a local event

• Let’s develop a checklist – and look beyond Facebook too!

Example – developed for Unis

Example – University event marketingOwned web pages• Facebook page• Events app• Main University site (news, events)• Student pages, intranet• Staff pages, intranet• Sports dept pages, intranet• Log in pages• Splash/promotional pagesOther web pages & services• NGB site(s) & listings• Local clubs / partnerships• Blogs• Forums• Cultivate friendly webmasters• TwitterPeople• Club Members & friends – tap for contact• Sports students / courses• Sports Alumni programme (21 Club)

• Let’s discuss your events

Email• University email to students (solus or newsletters)• Local clubs• Local media (TV, press, student radio)• Local clubs newsletters• Alumni association• Facilities databases – people made bookingsMedia• Student newspapers (print & web)• Local papers• Trade press• TV & radio• Ipadio interviews• (Name of event sponsors)Collateral• Posters• Leaflets• Notes on pay slips• Email signatures• Kit – hoodies, polosOther ideas• Online surveys – manufacture for data capture• 1 minute promo video on YouTube

Running your page ...

... To deliver your objectives

• Content• Promotion• Techniques

Content – video, photo, audio

• Self created– Results– News– Players and squads– Games– Training– “Diary style”– From festivals– Visitors to Red Hall– Commentaries– Cup draws

• User created– Encourage with competitions– Good luck messages– Feature “star performers” –

offer status– Engage with polls

http://apps.facebook.com/opinionpolls

Advertising your page

• Best practice sheetswww.bucs.org.uk/sportshub

• Let’s build an advert!

A special offer

Communicating with your fans

• Share photos, video, messages on your wall– If links, include the URL in the message too– Message styles that work:

• Questions• Topical• Rousing the crowd

• Send messages to user segments– Hit “updates” in inbox, not the most effective

Other easy steps

• Promote on your own web site & blog:– www.bucs.org.uk/sportshub comes from– http://developers.facebook.com/plugins

• Integrate with Twitter– Facebook -> Twitter, from “edit page”– Twitter -> Facebook,

http://apps.facebook.com/smarttwitterpages/– Link with caution– Consider linking temporarily during large events?

Develop your network• Befriend other web sites & page owners

– Will they help to spread your message?– Would they be happy for you to post your news to their wall? Or would they do it

for you?• Most will agree if high quality content, say 1 photo from your set, with an invite/link to

view the rest

• Don’t forget bloggers!– Still very influential

• And players– Which ones have Facebook pages, blogs, their own web sites?

• And Twits (or as David Cameron called them ...)

• Suggestion: build a master list of your influencers, and how they want to receive your/their news

Measurement

• If you don’t measure it ...

... you can’t IMPROVE it

Analytics - Facebook Insights

• Highlights:• Fans & new fans – doesn’t tell you how often people

come back• Unique views – simplest measure of popularity• Then engagement per application – views in photos

app, plays in video app• Total interactions – ok for overall trending

• http://www.facebook.com/help.php?topic=pages

Analytics – Sports Hub reports

Facebook Advertising - Reporting• Total Impressions• Total Clicks• Total click through rate• Total Average cost per click• Total Average cost per thousand impressions• Total Spent (US$): The total cost in US dollars for the given row• Unique Impressions• Unique Clicks• Unique click through rate• Total Social Impressions• Total Social Clicks• Total Social click through rate• Unique Social Impressions• Unique Social Clicks• Unique Social CTR

Tracking visitors from Facebook 1

• Use Google Analytics ability to track URL parameters as campaigns

• Just come up with a common approach (spreadsheet) that means you can allocate a new cod each time someone publishes a link

• http://www.google.co.uk/support/googleanalytics/bin/answer.py?answer=55578&topic=10998

• Example – where you might use a coded url

Google URL Builder

• Example approaches• Campaign SSNP• Source SSNP• Medium statusupdate

• http://www.google.co.uk/support/googleanalytics/bin/answer.py?hl=en-uk&answer=55578

Tracking visitors from Facebook 2

Tracking visitors from Facebook 2

In Google Analytics• Add new profile• Apply filter• Custom filter

– Include– Filter field = Referral– Filter pattern = facebook\.com

• Produces a profile for purely Facebook visitors• Video

Let’s put it all together ...

... & plan/build a page you plan to publish• WHO is it for• WHY will they join• WHAT will the page include

– Structure– Apps– Content plan

• HOW will you promote it?

Support & updates/screencams• You have 1 year’s support from Nemisys – use it!• I’m just as happy to discuss ideas as “how do I”s• Documents here: www.bucs.org.uk/sportshub• Other Sports Hub admins here: www.facebook.com/spengineroom

Official support details• support@nemisys.uk.com – ticketing system, reaches John or Paul or colleagues• 0844 7069665Direct contact details• john@nemisys.uk.com – direct• If you’re a Twit too ... @nemisys / @johnrduffy• www.facebook.com/johnduffy • http://uk.linkedin.com/in/johnrduffy

Copywriting

Writing for web - overview

• Readers are engaged and looking to act and interact

• Readers want to achieve a goal – as do you!• Non-linear – every page should stand alone• Entry anywhere – every page should ...• Readers might want to take action at any time

– every page should...

Use Kipling’s Six Honest Men

• I KEEP six honest serving-men• (They taught me all I knew);• Their names are What and Why and When • And How and Where and Who

Writing for web - specifics

• Headings• Information in first 3 words• Use keywords, “information scent”• Get to the point• Give call to action• Active voice• Make it objective• Superlatives bad• Facts good

Your body copy

• Information scent – first phrase in first paragraph• Make it “scanable”• Break up with subheadings• 8 not eight

• http://www.bucs.org.uk/news.asp?section=8&sectionTitle=News+from+BUCS

• http://www.englishtabletennis.org.uk/

Photos & video

• Relevant file names• Relevant titles• Relevant descriptions• Add tags where available (see tagging in

general advice on photos & videos)

• This logic applies for all feeds (& native Facebook photos & video too)

The golden rules

• Be concise• Be literal• Call to action• Write for people not search engines• Don’t take short cuts