Creating, managing and growing online communities for sport fans
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Alana Fischer from #dss10 Including Case Studies: - Australian National Football Team / Socceroos - Australia’s 2022 FIFA World Cup Bid
![Buzz Words ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],To help avoid confusion: For the next 20 minutes, ‘football’ at the MCG = association football, the world game, the one that is played in the world’s largest sporting event.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Creating, managing and growing online communities for sport fans
- 1. Social Media in Sport Including Case Studies: - Australian National Football Team / Socceroos - Australia’s 2022 FIFA World Cup Bid Alana Fisher | @aussiegoldy Creating, managing and growing online communities for sport fans
- 3. Of the world’s top 100 companies…
- 10. Create front doors to your brand and existing online channels
- 11. Integration: Create front doors to your social media
- 12. 2022 FIFA World Cup Bid – custom social networking platform
- 13. Socceroos – 2010 FIFA World Cup insider perspective
- 14. Engaging content
- 15. Unique content
Hinweis der Redaktion
- You have already heard from a number of speakers today who have provided you with reasons why you should be using social media as part of your brand’s activities and the statistics that support these reasons. Being at the conference, I am quite confident that you don’t need me to cover this further. What I aim to do is give you some insights into HOW to use social media. The name gives you a big clue: SOCIAL MEDIA Social – meaning to relate to human society and its members Media – having to do with communicating What we are doing, then, is communicating with members of society. If you are in marketing, comms or PR, this probably sounds quite familiar and something you do on a daily basis, so why do you need to learn anything? Why should you be here? Because communicating with new tools, through new channels brings a new set of challenges in a landscape that literally changes every day.
- 65% have a Twitter account 54% have a Facebook page 50% have a YouTube channel 33% have a blog (in Asia Pacific it is over 50%) Traditional marketing concepts are important, but if orgs don’t move on they will be left behind. Companies ARE using social media. It’s not new and it’s not going away!
- People will talk about your brand whether you are involved in the conversation or not.
- Traditional marketing experience is not enough and you need people with specific skills, knowledge and experience. Experience is not having a personal Facebook page or starting the Kalgoorlie Kittens are the awesomest cricket team in WA Group - although it is a start! The best community managers will be one of the most highly-skilled people in your organisation. Why? They are translating the brand over multiple online channels and creating offline opportunities to support their online activities. They become the voice of the brand and the people who run the brand, whether that be the CEO, a spokesperson, legal counsel or even athletes. Therefore, in order to be successful in their role, they need access to vast amounts of information and, in some way, need to be involved in most projects the company is working on. It is essential that departments, from marketing, to finance, to media are briefed about the role of social media and the need to access information. This ideally should come senior and executive staff.
- Who here is responsible for updating social media channels? Is social media your only role within the organisation? If you look at this list you will see that in the very least, a dedicated social media specialist is needed. I can tell you from personal experience that even then, you won’t get much time off. Creating working groups and ambassadors from across the organisation
- If you don’t take control from the beginning of the match, the players will push the limits and the game will get out of control. We see this time and time again on the field and the principle is the same online. Moderation is like the job of a referee. If you post an update on Facebook, keep refreshing and know that it’s ok to remove comments that are made to insight flair-ups in the community
- This morning, Anthony and Peter talked to you about Apps and Fantasy Sports, which can be fantastic ways to get your community engaged. But, what if you are still in the early stages of building a community? One of the mistakes of building a community is making it too complicated and giving them too much choice in the early stages. While I was at Yahoo, I was lucky enough to have been in the original global team that launched Answers, a UGC Q&A site. We did a lot of very expensive research and found that the community were interested in the core functionality of the product and bells and whistles were not necessary for their continued engagement. Time online increased over the years, however very little extra functionality was added. The research still showed that users wanted to ask and answer questions and be able to connect with other community members. If you have a custom platform, one of the most simple ways to increase community participation is to create a leaderboard of some kind, relevant to your community. Points don’t need to translate into anything except the pride they feel seeing their name on the list. A good example of this is foursquare, where becoming Mayor of a place is mostly good for nothing except bragging rights!
- Your community shouldn’t necessarily be about your products – it should be about what is relevant, interesting and exciting to your customers . A horse racing body should consider developing an online community for fashion – not necessarily an online community about owning and racing horses. A Sports PR agency could consider developing an online community for sports fitness – not necessarily an online community about sports and public relations. Imagine the possibility of involving clients to participate within the community, giving both exposure for the client and exposure for the company when content is picked up by fans. If you’re unwilling to accept that people in your online community will be talking about subjects other than your products, don’t build one. If you’re unwilling to accept that people in your online community may discuss your competitor’s products, don’t build one. You will have to do
- While the aim of social media for your brand may not be to directly increase revenue, all brands need a positive story to tell with their P&L statements at the end of the month. Whether you want to drive more traffic to your website to increase impressions for ads or you want to be able to provide a measurable outcome to give value to your team’s sponsors and partners, social networking can help by creating new front doors to your brand online.
- Company website is a great front door to your social media channels which can be much more engaging. Feature it prominently on your websites. Embedding content is far more engaging than providing a link.
- Different levels of participation are needed for different actions. Comments allow for 2-way communication and further engagement for the community.
- Best social media job in the country. Give the community the content that they want TV gives them 5 seconds of vision. Newspapers give 1 or 2 photos, but don’t show the reality. Using Getty or professional photos has a place, but it isn’t usually in social media.
- Make them feel involved and part of something bigger Help keep community in line Treat them like rock stars Give them a voice
- When administrators of an online community decide to close it down, the community is likely to get extremely upset. It’s an efficient and effective way to damage your brand at the same time as destroying customer loyalty. A perfect example of this was Disney’s 1 million strong VMK or Virtual Magic Kingdom which as free massively multiplayer online game and virtual world, which, when closed created online petitions, a protest and some very unhappy customers. Your community will have invested countless hours contributing content, making friends, all while becoming loyal brand ambassadors, so think very carefully about setting up communities for campaigns without a migration plan for when it closes. You will also likely find that campaigns don’t get much engagement, even when there are prizes involved.
- My opinions and advice have come about after trying lots of things, making mistakes and finally getting it right…..only for everything to change again. Such is the nature of social media. 20 minutes is a short time to talk on a topic like this, but what I hope I have given you are a few action points to take back with you so that you can build or further develop your online communities. I’d love to answer your questions now, so please don’t be shy…