5. Social Tech
Social Social Social
Relevance Media Networking
Online reputation ie: slideshare, ie: Facebook,
ie: your YouTube, upload files
& media Twitter
relevance online
(Klososky 2011)
6.
7.
8. www
Thought L’ship Governance
technacy
Social tech Mobility
www dialogue
The Strategic Com- The Marketing
Organisation Organisation
11. 1996 - ARU Online since 1996
2010 - IRB’s ‘Year of Getting Social
2011 – Rugby World Cup (NZ)
ARU marketing ‘One Team’
• Traditional marketing tactics
• Social media & social networking
strategy = underdeveloped
• Social Relevance is negligible
• Social Media policy non-existent
beyond RUPA’s ‘how to’ guidelines.
The Internet is but a mirror of
oneself…
12. Individual Team Event
“Our position is that Twitter and
Facebook is just like sitting at a press
conference. [Each] is a media platform
and you must manage it like you would
any other form of media”
– Anthony MacKaiser, Communications
& Marketing Manager, SANZAR
13. Understanding the
Fan needs: Marketing -
- Die hards: Stats Sponsorships
- Team Info Extension
- Player Profiles
14. The Sports Organisation
• The Athlete
• The Team
• The Organisation
• The Sports Brand
Environment
Dialogue
Connectedness
Governance
Personality
Language
The Event The Person
• The Sponsors : The Business Community • The Athlete
• The Teams • The Team Member
• The Celebrities • The Contractor / Employee
• The Formalities • The Sports Brand
• The Fan Communities: Family & Friends, Fanatics
• The Games
15. www
Thought L’ship Governance
technacy
Social tech Mobility
www dialogue
The Strategic Com- The Marketing
Organisation Organisation
Differentiators:
• Capability – Technacy, Platform Socialisation (marcomms/ IT)
• Language - Personalised Vs Mass produced
• Behaviour – Confident Vs Tentative
- Dialogue Vs Lecture