The slides from the first of three workshops delivered by DMA on behalf of the ACT Government's Sport and Recreation Services.

1. ACT Sport and Recreation
Social Media Workshop Series 2012
Understanding the Social Media Landscape

2. Welcome!
• Who are we?
• Who are you?
– Let’s introduce ourselves by doing an activity
– Everybody stand up!

3. Agenda
• Section 1 – the social media landscape
– Social media and business
– What’s out there
• Section 2 – social media framework
– Connecting communications and social media
• Section 3 – Protocols and Capability
– Managing Risk
– Managing Resources

4. Defining Social Media
• A brief history of social media
Web 2.0: The participatory, social & decentralised web (~2007-now)
The new web empowers people to interact, generate and share multi-
media content across the web, seamlessly.
Moved from a solo activity to a series of participatory activities enabled by
new web applications, platforms, technologies and methodologies.
These platforms are accessible from multiple devices – the PC,
netbooks, mobile phones, interactive TV, media players and gaming
consoles. Social Media Athlete – Wirestone, via Slideshare

5. Defining Social Media
• Definitions of social media
OBJECTIVE PLATFORM EXAMPLES
Online Communities Facebook, LinkedIn, Google +
Media Sharing YouTube, Vimeo, Instagram
Micro-Blogging Twitter, Tumblr, Posterous, FourSquare,
Pinterest
Rating and Linking AddThis, DIGG, Bit.ly
Broadcasting Email, MailChimp
Others Twibbons

6. Social Media in context
Social Media Tactics and Business Objectives
In order to decide the appropriate style of social media use, the tactic must be balanced with outcomes
Social Media Business Outcome Decision/Position to choose the
Tactic tactic
Broadcast Get messages out and get them out to “I want as many people as possible
more people than ever before, but don’t knowing about a specific service
deliberately engage with people. offered by our organisation.”
Connect Reach stakeholders, athletes and “I want to engage in a dialogue with,
volunteers and engage with them or network with, define stakeholders.”
(virtually) face to face in order to gain
feedback and build relationships.
Promote Stake a place in crowded markets by “I want people to know about our
overtly marketing services. organisation – as a brand, as a
service.”
Monitor Understand what people are saying about “I want to understand what’s being
you and why. said about, and by our organisation.”

7. Social Media in action
Becomes 1510
An audience of 16
Then over
8000

8. Social Media – the landscape
The Top 10 – June 2012
1. Facebook – 11,008,520 6. WordPress.com - 1,600,000
2. YouTube – 11,000,000 7. Tumblr – 1,200,000
3. Blogspot – 4,020,000 8. Flickr – 900,000
4. LinkedIn – 2,100,000 9. TripAdvisor - 900,000
5. Twitter – 1,800,000 10. Pinterest - 620,000
Via socialmedianews.com.au
Used under Creative Commons License

9. Social Media – the big guys
• Facebook
– The stats
• Over 800 million users worldwide, half of whom log in
daily
• 2 billion pieces of content liked or commented on daily
• 40,000 new users in Australia in the past month
• 11 million users in total, aiming for 90% or population
between 15-60
– Why would you use it?
• Build a fan base, promote events, run competitions

10. Social Media – the big guys
• Facebook –
How is it used

11. Social Media – the big guys
• Twitter
– The stats
• Around 2 million Australian users and growing
– Why would you use it?
• To follow people of interest to you
• To create followers who read your messages
• As a linking platform to your other material
• To promote in real time and engage on outcomes

12. Social Media – the big guys
• Twitter
– How is
it used

13. Social Media – the big guys
• LinkedIn
– The stats
• 100 million global accounts
• Over 2 million Australian accounts
– Why would you use it?
• Link to other professionals
• Learn from like-minded groups
• Promote activities

14. Social Media – the big guys
• LinkedIn
– How it is used

15. Social Media – the big guys

16. Social Media – specialist platforms
• Pinterest • Vimeo
• Instagram • Tumblr
• Foursquare • Slideshare
• YouTube • UStream
• Paperli

17. Social Media – the specialists
• Share your photos
– Instagram

18. Social Media - the specialists
• Share your interests
– Pinterest
• An online pinboard
(aggregator) that allows you
to share the things you love
• Growing rapidly – already in
the Australian top 10
• Massive cross-demographic
interest

19. Social Media - the specialists
• Share where you are
– FourSquare
• Location based check-in
• Can create a movement around
your event
• Usage in Australia low, potential
high
• People ‘check-in’ and as a result
promote

20. Social Media - the specialists
• Share video
– YouTube
• Video sharing
• Set up a ‘channel’ to collect your videos in one place
• You do not control the linking and suggested videos
– Vimeo
• Same as YouTube but with much greater control over
what your videos link to

21. Social Media - the specialists
• Share your thoughts
– Tumblr
• Microblog allows quick share of posts, links and photos
• Growing in popularity, particularly with the young
– SlideShare
• Open source online directory of slide presentations
• Amazing amount of topics, can spread your message to
the world

22. Social Media - the specialists
• Share your event - live
– Ustream
• You don’t need to be on
television to be seen
• Provide access to fans
to any event at any time

23. Social Media - the specialists
• Create your own
newspaper
– Paper.li
• You choose the articles
• Feature friends and
partners to aid
distribution

24. Social Media – the rest!
• Promoting a cause
– Twibbons

25. Social Media – the rest!
• Was new kid on the block, still maturing
– Google+
• Relatively small population
• Circles = ability to have private conversations with
segmented groups

26. Social Media – the rest!
• Using email to learn
– MailChimp

27. Social Media – the rest!
• Making content go viral
– Products exist that allow you to encourage
readers of your material in any platform to share
what they are reading with their networks

28. Social Media – related topics
• Integrated Campaigns
– Ensuring cross-linking between platforms
• SEO and SEM to increase visits
• Facebook as an advertising platforms
• Links to mobile and app development
• Analytics on email, sms, applications and web
and social platforms

29. Defining Social Media
• What do you use and why?
Exercise
– Name the platform
•Discuss in small
– Tell the table about why you groups
•Use the blank paper
use it on your table to list

30. 7.10
Agenda
• Section 1 – the social media landscape
– Social media and business
– What’s out there
• Section 2 – social media framework
– Connecting communications and social media
• Section 3 – Protocols and Capability
– Managing Risk
– Managing Resources

31. Social Media in context
Social Media Tactics and Business Objectives
In order to decide the appropriate style of social media use, the tactic must be balanced with outcomes
Social Media Business Outcome Decision/Position to choose the
Tactic tactic
Broadcast Get messages out and get them out to “I want as many people as possible
more people than ever before, but don’t knowing about a specific service
deliberately engage with people. offered by our organisation.”
Connect Reach stakeholders, athletes and “I want to engage in a dialogue with,
volunteers and engage with them or network with, define stakeholders.”
(virtually) face to face in order to gain
feedback and build relationships.
Promote Stake a place in crowded markets by “I want people to know about our
overtly marketing services. organisation – as a brand, as a
service.”
Monitor Understand what people are saying about “I want to understand what’s being
you and why. said about, and by our organisation.”

32. Building a Social Media Framework
• Strategic Plan
• Communication Objectives
• Audiences Exercise
•We move through the
• Platforms handout
• Connection to other comms

33. Social Media Framework
• Give it a date
• Get it approved
• Version control it

34. Social Media Framework
• Link it to your strategic
objectives right in the
document
• Draw the org chart IF it has
some bearing on your
comms
• Think about the image you
DON’T want to present
EXAMPLE TEXT
Goal: To develop our coaches,
managers and other volunteers
to be the best.

35. Social Media Framework
• Re-write your
strategic objectives
as communication
objectives
• Define how you
measure success
EXAMPLE TEXT
Goal: To develop our coaches,
managers and other volunteers to be
the best.
Objective:
To ensure promotion of our
expectations, link to available courses
and to to facilitate shared learning
between these groups.

36. Social Media Framework
• Define audiences
even if you don’t end
up using social to
speak to them
• Define their
motivation to gauge
the investment you
EXAMPLE TEXT should make trying
to engage with them
Audience: Coaches
Life Events: Pre-Season, Training, Selections,
• Define a series of
Certification, Competition events you can tailor
messages around

37. Social Media Framework
• Commit to which
platforms you will
use
• Set indicative timing
so that you know
when you are
‘publishing’
EXAMPLE TEXT
Platform: Email
Activity: Contact
Timing: Twice Weekly

38. Social Media Framework
• Link it to your other
comms work
• Allocate a resource!
EXAMPLE TEXT
Goal: To ensure promotion of our
expectations, link to available
courses and to to facilitate shared
learning between these groups.
Existing Channel: Club Email,
National Federation Email, Private
Coaching Websites
Social Channel: Facebook Page
Alignment: re-use of email
messages on Facebook. Link in
emails to event RSVP on
Facebook

39. Using the Framework
• Research
Exercise
• Planning Go through the Framework and identify:
1. One area you could easily complete
• Approval tomorrow
2.One area you would struggle to complete
•What are the sorts of things would you need
to do as an organisation to complete the 2.

40. Agenda
• Section 1 – the social media landscape
– Social media and business
– What’s out there
• Section 2 – social media framework
– Connecting communications and social media
• Section 3 – Protocols and Capability
– Managing Risk
– Managing Resources

41. Social Media – the risks

42. What are your concerns?
• Athletes
• Brand
Exercise
• Sponsorship
•Open discussion
• Corruption / Gamesmanship
• Team dynamic
• Privacy

43. Context for sport social policy
• Organisations are still understanding the area
• Many larger sports and organisations moving
into the space
– Life saving
– Swimming Australia
• ACT requirements for funded organisations to
have a Member Protection Information
Officer can provide a platform

44. What risks are worth managing
• Individuals • The Sport
– Privacy – Controlling message
– Defamation / and information
Discrimination – Managing debate
• Employees • Fans
– Access – Interaction
– Usage – Criticism

45. What we like:
•Provides a definition of social
media and doesn’t limit the
definition. Could probably use the
term “user-generated content”
•Defines the audience for the policy
•Sets context around reputation
•Defines what it DOES NOT relate to
•Uses the term ‘Guiding Principles’

46. What we like:
•Clear information about lack of
anonymity and the link between the
web and public information
•Mentions brand and intellectual
property in terms of respect but
also firm guidance on the graphic
brand marks
•Covers off staff and member usage
in one statement – simplicity
•Demands written consent for the
creation of any new SM presence

47. What we like:
•Stipulates advertising (particularly
‘pop-up’) must be controlled
•Reminds members and staff to
respect privacy
•Notes potential discipline but does
not fall into the trap of defining it
•Provides a links to the experts for
support

48. Policy or Guideline
• Policy – enforceable • Are we actually
resourced to:
– Controls legal burden • Monitor
• Manage
– Covers HR and other regulatory compliance
issues • Enforce
• Promote
– Based on risk
• Guidelines – suggestion
– General pointers
– Positive positioning of options

49. Do they already exist?
• Code of conduct
– Most social media policies talk about the same
elements as a code of conduct, they simple
designate the channels in focus
• Values and discipline within Constitutions
– Or your general operating procedures
• Fair use of technology policies
– With a focus on mobile and social access

50. Essential Elements
1. Link to ‘code of conduct’ benchmarks and
educate as part of policy
2. Definition of policy audience and diff between
public / private information
3. Statement of relevant legislative protections /
limitations
4. Reminders about ownership of material
5. Summary of potential discipline / outcome

51. Responsibilities
• Privacy (driven by Privacy Commissioner)
– Privacy breaches are not just “hacks” honest mistakes can constitute a
breach
– There is no requirement under the Privacy Act to notify an individual
but If there is a risk of harm due to private information being
published you should contact the individual
• Cyber Safety (driven by AFP)
– Promote passwords
– Don’t publish or respond to anything you wouldn’t say face to face
– Encourage members to have ‘private’ profiles
– Don’t on-send unqualified embedded links
– Only accept friend requests from those you know or can trace

52. Managing the
Whine

53. Social Media in Use
• What needs to be in place besides a policy
– Clear business ownership and processes
– Publishing guidelines and timetable
– Issues management plan
– Resourcing
• What can also help
– Defined brand ‘voice’
– Prepared responses

54. Social Media in Use
• Business ownership and publishing processes
– Have a all presences signed off by designated
officer
– Have agreement on what can be shared
– Have agreement on the level of response the
business owner is comfortable with
– Have contacts and process if something goes
wrong
– Have a triage of publishing timing
• Which platform is first

55. Social Media in Use
1. IDENTIFY & PLAN 2. INFORM & APPROVE 3. AUTHOR & PUBLISH 4. REVIEW &
Business Owners of the program After Social Media Coordinator adds Due to the range of platforms and
MEASURE
or message must identify and the content request to the Publishing their different requirements the
All published content will be
define what they are seeking to Plan and alerts any internal business owner need only develop
required to have a review date
achieve. As part of this process stakeholders who might be affected content in line with the following
(nominally 2 weeks) unless
they must: by the messaging (due to similar guidelines:
requested otherwise at which point
messaging, audience target or timing).
•Summary of the activity / program the Social Media Coordinator will
1.Link the activity to their business
undertake an review.
outcomes Pre-approved content eg. interaction etc
2.Nominate the SM Objective with athletes and promotion of •Key messages(no more than a
The Business Owner will be
(broadcast, connect, promote, results, does not require individual sentence per message)
•Link to detailed existing responsible for any changes
monitor) approval.
required at that point.
3.Identify the audience for the background
message *Pre-approved content means having
4.Identify preferred platform for a set of drafted content available for The content should be developed
message delivery the Social Media Coordinator to view in line with existing protocols and
5.Identify resources who will before a specific event. policies
develop the message and content
6.Name specific measures they
will judge success on (linked to the
strategic framework)

56. Social Media in Use
Social Media Coordinator
•Experience in executing content in SM platforms and is the owner of the implementation of a SM strategy.
•Establises SM capacity and scheduling social media activities so that the use of social media doesn’t become
resource intensive for other teams within an organisation.
Business Owner
•Anyone who identifies an idea for the use of SM– the business risk of using SM rests with them, upon approval
by a Senior Executive /Sign-off Point in an organisation.
Social Media Strategist
• Actively works with Business Owners to seek out social media opportunities and make recommendations on
the implementation. It is a similar but more proactive role than Social Media Coordinator and purely strategic.
Community Manager
• Responsible for the design, delivery and ongoing management of a designated community with a specific focus
on ‘network’ communications.
• Works within an organisation to deliver key messages and execute communication objectives whilst engaging
with users and providing feedback to the business.
Social Media Writer
• Has skills in weaving structured themes and messages into ongoing conversations; reacting and recognising all
interactions with a risk management approach and having an ability to understand technical language and to
translate that for audiences.
Social Media Producer
• Ensures that any visual opportunities are ‘curated’ effectively and within brand and policy guidelines. The
producer would be responsible for turning events into packages.

57. Social Media in Use
• Brand ‘voice’
– Friend
– Trusted Advisor
– Policeman
– Salesperson

58. Wrap-up
• Any questions or clarification?
• Preview of next session
– ‘Play’ session on your own device
• Continue the conversation
– Twitter #SportRecSM
– Facebook https://www.facebook.com/ACTSRS

59. Thanks and see you at Workshop 2!
Justin Barrie & Mel Edwards
Principal Consultants
0423302814
@DMA_Canberra
designmanagers.com.au