Slideset used to support a social media workshop for University Sports Departments. Joint presentation with Sue Anstiss of Promote PR - search for sueanstiss for Sue's slide set too

1. About Nemisys
John Duffy
Marketing Director, Nemisys
john@nemisys.uk.com
01189 122226

2. Links
• About Nemisys
• Facebook
• YouTube
• Flickr
• ipadio
• Content plan
• Issue management
• Analytics

3. Nemisys
in Sport

4. Our first sporting project in 2000

8. http://www.youtube.com/watch?v=LN-i8CBenVI

9. Facebook

10. Facebook – overview
• 500 million users worldwide
• Unique users (UK) – 25 million
• Share of time on social media sites – 75.4%
• Time spent per user per month – 6 hours
• Visits per user per month – 18

11. How Facebook compares

12. 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

13. 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

14. Setting up a page
http://www.youtube.com/watch?v=xYLApdBi2c4

15. Before we get
stuck in ...
• How is sport resourced at
your Uni?
• Can NTU ever catch
Nottingham?
• Or Hallam catch
Sheffield?

16. Running your page
• Effective posts
– Question
– Provoke
– Bant
• Essential but boring
– Broadcast
– Notices

17. Competitions
Credit: Cardiff University
www.cardiff.ac.uk/stayconnected

18. Objectives
• Convert email contacts to Facebook
• Improve conversion rate from visit to like for Facebook
page
• To develop comms channel that allows less formal and
more frequent contacts

19. Seeding

20. Results
• 3rd in fans behind Oxford
& Cambridge
• Would be great if I can
sub in or add the “total
fans” growth too

21. Lessons
• Response peaks quickly – make your call to action page
perfect for launch!
– A/B test first if you can
• Ts & Cs
– Make them clear, engage openly with any questions
• Track behaviour on your own web site
– Use campaign tracking URLs in seeding
– Set up goals to track entries
– Set up profile to report traffic from Facebook
– Martyn – not implying the tracking lessons are from Cardiff, these
will be more generic

22. Attention to detail is all

23. Applied similar technique to
• Twitter
– Linked to ReTweet
– Canny beggars timed with graduation & Stephen Fry’s hon degree
for a Tweet
– Early days but looking very promising, again 3rd behind Oxford &
Cambridge for followers
• Flickr
– “125 years photo competition” established Flickr footprint with
over 1000 photos
– Great source of images for other uses
– Go for “license to use” in Ts & Cs
– Engage any vocal complainers, turn them in to evangelists!

24. @ing people and pages

25. And the result
• Your post on their wall, with your page name NOT profile
name

26. Connecting with
your web site

27. Advertising
• http://www.bucs.org.uk/sportshub

28. Advertising

29. Advertising

30. Advertising

31. Advertising

32. Advertising

33. Advertising

34. Things you MUST do
• Leave your wall open to all to comment and post
• Regularly post photos
• Regularly post videos
• And tag people in photos and videos
• Post your results
• Question your fans
• Provoke your fans
• Provoke your rival universities
• Poll your fans
• Run competitions
• Integrate with your web site
• Regularly broadcast audio (ahem ...!)

35. Other applications

36. Other applications

37. Other applications
• Events
• Slideshare
• Youtube

38. Community Sports Hub

39. Sports Hub - sports involved
Pilot
• Badminton
• Table Tennis
• Judo
• Athletics
• Volleyball
• Squash & racketball
Joined by
• Rugby Football League
• Football
• Cycling?
• Swimming?

40. Applications available
• You have access to these Community Sports Hub
applications through BUCS – come through
john@nemisys.uk.com for more info
• Photos
• Videos
• Competitions – perfect for recording times for that
rowing competition!
• Events
• Sponsors
• ipadio – additional license fee would apply
• Pages
• Groups

41. YouTube & video

42. Video stats
Nielsen, Sept 2009
• YouTube 16.25M uniques
Hitwise, year to Feb 2009
• 1. YouTube 62.9%
• 2. BBC iPlayer 11.2%
• 3. Google Video 2.0%
• 4. MegaVideo 1.5%
• 5. MSN Video 1.4%
• 6. Google Video UK 1.3%
• 7. Channel 4 TV 1.3%
• 8. MetaCafe 1.2%
• 9. Vuze 1.2%
• 10. Daily Motion 1.1%

43. Where YouTube fits

44. • http://www.youtube.com/watch?v=Oe3St1GgoHQ

45. Examples – lower cost!

46. YouTube tips
• Brand your profile – name etc
• Choose name carefully – you can’t change it later
(youtube.com/user/yourfullname)
• Complete your profile
• Account type – choose guru
• Name and tag your channel
• Choose to show your latest videos by default
• When uploading, TAKE TIME TO NAME AND TAG
CONTENT
• Then it’s just content and promotion 

47. Partner programme
• http://www.youtube.com/user/LeedsMetUni#p/p/F9F39999609CA26D/4/l-UXEdSSN6Q
• http://www.youtube.com/partners

48. Tagging tips
In a sporting context:
• Your organisation name
• Sport (Americanisms?)
• Event name
• Location
• Year
• Players/teams involved
• Game highlights

49. Analytics
• Number of views over time
• Individual and across channel
• Embeds
• Age ranges
• Gender
• Location
• Community engagements
– Ratings
– Comments
– Favourites

50. Embeds

51. Video sources / content
• Ideas for video sources?
• Interviews – players & coaches
• Training material
• TV coverage (request permission!)
• Matches
• Students – media departments need assignments
– Invite to championships
– National training sessions
• Humour – hard to do, but works well if you can!

52. YouTube free promotion
• Tagging is important
• Share to Facebook
• Share via Twitter
• Embed to your web site and blog
• Embed to other sites
• Link from main sites
• And ask others to do the same

53. Flickr

54. Cardiff University
• “125 years photo competition” established Flickr
footprint with over 1000 photos
• Great source of images for other uses
• Go for “license to use” in Ts & Cs
• Engage any vocal complainers, turn them in to
evangelists!
• http://www.flickr.com/groups/cardiffuni125/

55. Cardiff’s Group

56. Flickr tips
• Run photo competitions
• Use Pro account if you have budget
• Create a Group
• http://www.flickr.com/help/groups/
• Tagging – same as for video

57. Using audio - ipadio

58. Disclaimer
• Nemisys developed and own ipadio
• There are other audio tools available!
• www.ipadio.com
• www.tweetmic.com
• www.audioboo.com
• www.facemic.com

59. ipadio - demonstration
• www.ipadio.com/live

60. Examples - ipadio in sport
• English Golf Union, championships
• http://www.englishgolfunion.org/news.asp?code=000100030002&recent=1&id=3728
• Interview with Dame Tanni Grey-Thompson
• http://www.ipadio.com/phlog.asp?section=39&phlogId=849&phlogcastId=870
• Interview with Sean Long
• http://www.ipadio.com/phlogs/Barlacommentary/2009/10/19/Interview-with-Sean-Long
• Results, views and racing tips
• http://www.britishhorseracing.com/BHAxtra/
• Results at the World Transplant Games
• http://www.worldtransplantgames09.com/

61. Potential uses
• Posting match reports and results
• Interviews with your star performers
• Athlete diaries
• Live commentaries on high profile matches
• Integrates to web sites, blogs
• Updates Facebook status
• Updates Facebook Pages
• Tweets your followers
• Handles subscribers by email

62. Strategy section

63. Content plan
• What
• Who for
• Why
• Where from
• How often
• Who will do
• Regular activity
• Special projects
• Photos
• Videos
• Polls
• Results
• Interviews
• Events
• Messages/Status/Tweets

64. Regular activity
• How do we ensure there is daily activity across your
social media presence?
• Photos
• Videos
• Polls
• Results
• Interviews
• Events
• Messages/Status/Tweets

65. Regular BUCS Wednesday
• Photos
– Build up
– Last year’s match
– Matches
• Poll
– Man of the match
• Video
– Camera crew?
– Self-shot
• @ opposition Uni FB page
with a challenge
“Remember last year, 5-3
wasn’t it?”
• Post photos across
several days
• Post links to BUCS tables

66. Develop checklists for posting
• Photos of Wednesday matches
– Post best 1 or 2 to Flickr
• Title and tag
• Share to Facebook
• Tweet
– Post rest to Facebook
• Title and tag the photos
• Tag people where possible
• Tweet
• @ opposition Facebook page with link

67. Example – University Event
Marketing
Owned 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 pages
• YouTube channel
• Flickr Group
Other web pages & services
• NGB site(s) & listings
• Local clubs / partnerships
• Blogs
• Forums
• Cultivate friendly webmasters
• Twitter
People
• 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 bookings
Media
• 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, polos
Other ideas
• Online surveys – manufacture for data capture
• 1 minute promo video on YouTube

68. Issues management

69. Negative comments
• Do everything in your control to leave negative
comments online
– Engage with the negative – they might be right!
– Develop a thick skin
– The FA approach – distance
• The perfect place to be is that your community responds
on your behalf
• Of course, try not to score any own goals!

70. Ts & Cs
• If you commit to a network, know their Ts & Cs

71. Child protection – Sport England
• Child Protection in Sport Unit
• NSPCC / Sport England initiative
• Provides guidance and publications
• www.thecpsu.org.uk
• Standards for Safeguarding and Protecting Children in
Sport

72. Child Protection - CEOP
• http://apps.facebook.com/clickceop/

73. Analytics

74. Twitter search

75. Facebook insights

76. YouTube views

77. Flickr stats

78. Tracking people on your site

79. Google Analytics
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

80. Pulling it all together
• Use Excel
• Dedicate time at start of
each month
• Adapt our master
spreadsheet to suit your:
– Objectives
– Site
– Promotional techniques
Email john@nemisys.uk.com for a copy,
and book on an analytics workshop
at www.nemisys.uk.com/workshops