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The Rugby Expo 2
1. Practical Steps for Rugby
Organisations, Sponsors and Suppliers
to Leverage Online Social Interaction
By
Colm Hannon
Founder of eSocialMedia
2. Is an enterprise social media consultancy based in London
We advise and train companies to achieve real business value
from having online interactions with clients and talent
7. Define quantifiable objectives that can be
helped by digital marketing
Examples:
Increase ticket sales by 9,000 or £225k in
2013
Fill 10 more corporate hospitality boxes in
2013 worth £15,000
Sell 3,000 more jerseys worth £150k in 2013
Attract 10 more sponsors worth £250k in
2013
9. Understand your target audiences
Demographics? Fans/CEOs/Marketing
Directors?
What are they most interested in?
What content would they like?
What are their stories?
How and when do they use online and
mobile?
What calls to action would they follow?
How do they want to engage with you?
10. Your audience can help to build and
improve your organisation if you let them
Link: http://www.youtube.com/watch?v=5K3hLBGO53s&feature=player_embedded
11. Listen to what your audience is saying
Other tabs
display relevant
videos, convers
ations and Google
competitor news
mentions summary
RSS News
feeds
Conversations on
forums
Conversations on
blogs
12. Super Bowl Social Media Command Centre
Link: http://www.youtube.com/watch?v=wje1a16Ubec&noredirect=1
15. Content Questions
What do CXO’s and
Marketing Directors care
about and talk about?
Are you set up to facilitate
these interactions online?
What do the fans want to
see?
Do you currently have this
targeted content on your
site?
18. Create an online interaction policy for staff and
players
Create a policy and educate your staff
and players on the benefits, risks and
opportunities of interacting online
effectively.
Create online learning materials they
can refer to.
Remember to use the carrot over the
stick and show them what is in it for
them.
23. The UFC is training fighters on social media use
CEO leads by example
Rugby MUST train it’s players to interact online and to a plan that
benefits both them and the club or union
24. Calls to action and advertising should be
balanced alongside content
25. Social Media Manager
Listens online for
opportunities
Co-ordinates the
planning, creation and
publishing of content
Facilitates interactions
online between the
target audience and
your staff
27. Mobile Apps or Mobile Sites?
Don’t build a mobile app before you have defined your
objectives and are clear on why you want one, what you
want it to do and where the content will come from.
However mobile enabled sites are now a necessity
29. To Recap
Define your business objectives that digital
communications could help to achieve.
Understand your audience related to your
objectives and listen online
Create a content strategy, content plan and
online tone of voice that is targeted at your
audiences and linked to your objectives
Have an online interaction policy and train
your staff to create content & interact online in
the right way
Share content in the right places in the right
way
Have balanced calls to action relating to your
business objectives
30. How we could help your organisation
Objective setting and resource ID
Content strategy and content
planning
Social media policy and training
Build social media online
infrastructure
Train staff on content creation and
online interaction
Social media support and
management