Background information & hints and tips related to the use of social media in UK sport. Produced by Nemisys for the Goodform Social Media workshop at Lords, September 2010.

1. Social Media & Sports workshop
Giles Bryan
Director, Nemisys
giles@nemisys.uk.com
0844 706 9665
Links
• Facebook
• YouTube
• Flickr
• Twitter
• ipadio
• Content plan
• Issue management
• Analytics
• About Nemisys
• Giles Bryan
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2. Facebook
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
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3. How Facebook compares
Facebook account/profile
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4. Facebook news feed
Facebook Groups
• Good for “private” groups – but you shouldn’t regard
them as confidential!
• Contact a maximum of 5000 Members
• Group creator is in public view
• Not a patch on Facebook pages – you should start to
migrate to pages at the earliest opportunity!
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5. Facebook Pages
• Open access
• Rich functionality
– Discussions
– Events
– Photos
– Videos
– Unlimited numbers
– DIALOGUE with fans
– Advertise
– Analytics
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 & Yes Yes
Members/Fans
Create & manage events Yes No
Promotion with social ads Yes No
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6. 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 & Yes Yes
Members/Fans
Create & manage events Yes No
Promotion with social ads Yes No
Setting up a page
http://www.youtube.com/watch?v=xYLApdBi2c4
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7. Running your page
• Effective posts
– Question
– Provoke
– Bant
• Essential but boring
– Broadcast
– Notices
Competitions
Credit: Cardiff University
www.cardiff.ac.uk/stayconnected
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8. 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
Seeding
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9. Results
• 3rd in fans behind Oxford
& Cambridge
• Would be great if I can
sub in or add the “total
fans” growth too
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
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10. Attention to detail is all
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!
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11. @ing people and pages
And the result
• Your post on their wall, with your page name NOT profile
name
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12. Connecting with
your web site
Advertising
• http://www.bucs.org.uk/sportshub
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13. Advertising
Advertising
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14. Advertising
Advertising
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15. Advertising
Advertising
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16. Things you MUST do
• Leave your wall open to all to comment and post
• Regularly post photos
• Regularly post videos
• Regularly post / broadcast audio (ahem…!)
• And tag people in photos and videos
• Post your results
• Question your fans
• Provoke your fans
• Provoke your rival organisations
• Poll your fans
• Run competitions
• Integrate with your web site
Other applications
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17. Other applications
Other applications
• Events
• Slideshare
• Youtube
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18. Facebook Sports Hub - Network Structure linking pages
Connect NGBs to their clubs & participants using Pages
Sports Hub Branded
Competitor
marketing
s
Brand participation
Shared Local Club
content Marketing
Cross-promotion
Local Club
Pages
Wider participation Club Participation
Community Sports Hub
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19. Facebook sports hub – benefits
Measuring results – more later
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20. Sports Hub - sports involved
Pilot
• Badminton
• Table Tennis
• Judo
• Athletics
• Volleyball
• Squash & racketball
Joined by
• Rugby Football League
• Football
• Cycling?
• Swimming?
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
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21. YouTube & video
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%
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22. Where YouTube fits
• http://www.youtube.com/watch?v=Oe3St1GgoHQ
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23. Examples – lower cost!
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 
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24. Partner programme
• http://www.youtube.com/user/LeedsMetUni#p/p/F9F39999609CA26D/4/l-UXEdSSN6Q
• http://www.youtube.com/partners
Tagging tips
In a sporting context:
• Your organisation name
• Sport (Americanisms?)
• Event name
• Location
• Year
• Players/teams involved
• Game highlights
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25. Analytics
• Number of views over time
• Individual and across channel
• Embeds
• Age ranges
• Gender
• Location
• Community engagements
– Ratings
– Comments
– Favourites
Embeds
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26. Video sources / content
• Ideas for video sources?
• Interviews – players & coaches
• Training material
• TV coverage (request permission!)
• Matches
• Humour – hard to do, but works well if you can!
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
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27. Twitter
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
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28. Twitter – overview
• Micro-blogging
• Give your views
• Alert to your news
• Link sharing
• Listening to relevant conversations
• Questions from an event audience
• Engaging with people who talk about you
• Potentially, dealing with negative issues quickly
Twitter – before you Tweet
• Follow people relevant to you
• Use Twitter lists
• Get a feel for what’s going on
• Then dive in!!
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29. When might you Tweet?
• With links to new content on own web site
• With links to content on other sites
• Retweets
• Industry news of note
• During events and championships
• Comment on “the weekend’s play”
• Running workshops & training events
• Photos
• Phlogs
• Any other ideas?
Twitter – tips for Tweeting
• Little(!) and often
• But not too often – “10 per day” rule of thumb
• Some personal content is fine
• Retweet Tweets you like – “acquired wisdom” or ego
stroking
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30. Twitter – brand monitoring
Twitter – tools & ideas
• Tweetdeck
– Search panels
• Tweetmeme
– Trending and retweets
• Twitterlocal
– Search for local Tweets
– Uses for championships?
• Twitpic
– Email in photos to Twitter
• ipadio
– We’ll come to later
• Twibbons
– Do you do any campaigning?
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31. Twitter - takeaways
• Not for everyone – but try it, it delivers web site traffic
• Decide on the type of account
– Personal or business or both (the personal brand ...)
• Add link to your account from site
• Add Retweet buttons to web site articles
• Monitor your brand mentions
• Trial for events
Twitter – what to do now
• Set up an account
• Download Tweetdeck
• And listen to what people are saying
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32. Flickr
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/
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33. Cardiff’s Group
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
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34. Using audio - ipadio
Disclaimer
• Nemisys developed and own ipadio
• There are other audio tools available!
• www.ipadio.com
• www.tweetmic.com
• www.audioboo.com
• www.facemic.com
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35. ipadio - demonstration
• www.ipadio.com/live
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/
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36. 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
Strategy section
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37. Content plan
• What • Photos
• Who for • Videos
• Why • Polls
• Where from • Results
• How often • Interviews
• Who will do • Events
• Messages/Status/Tweets
• Regular activity
• Special projects
Regular activity
• How do we ensure there is daily activity across your
social media presence?
• Photos
• Videos
• Polls
• Results
• Interviews
• Events
• Messages/Status/Tweets
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38. Regular BUCS Wednesday
• Photos • Post photos across
– Build up several days
– Last year’s match • Post links to BUCS tables
– 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?”
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
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39. Example – University Event
Marketing
Owned web pages Email
• Facebook page • University email to students (solus or
• Events app newsletters)
• Main University site (news, events) • Local clubs
• Student pages, intranet • Local media (TV, press, student radio)
• Staff pages, intranet • Local clubs newsletters
• Sports dept pages, intranet • Alumni association
• Log in pages • Facilities databases – people made bookings
• Splash/promotional pages Media
• YouTube channel • Student newspapers (print & web)
• Flickr Group • Local papers
Other web pages & services • Trade press
• NGB site(s) & listings • TV & radio
• Local clubs / partnerships • Ipadio interviews
• Blogs • (Name of event sponsors)
• Forums Collateral
• Cultivate friendly webmasters • Posters
• Twitter • Leaflets
People • Notes on pay slips
• Club Members & friends – tap for contact • Email signatures
• Sports students / courses • Kit – hoodies, polos
• Sports Alumni programme (21 Club) Other ideas
• Online surveys – manufacture for data capture
• 1 minute promo video on YouTube
Issues management
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40. 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!
Ts & Cs
• If you commit to a network, know their Ts & Cs
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41. 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
Child Protection - CEOP
• http://apps.facebook.com/clickceop/
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42. Analytics
Twitter search
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43. Facebook insights
YouTube views
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44. Flickr stats
Tracking people on your site
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45. 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
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
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46. About Nemisys
Nemisys
in Sport
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47. Our first sporting project in 2000
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49. http://www.youtube.com/watch?v=LN-i8CBenVI
Giles Bryan is the Business Development Director both at Nemisys and at
ipadio. Nemisys is an award winning creative, brand and digital agency, and
the leading digital agency working with sport organisations in the UK, with
approaching 100 sports clients – including around 20 NGB’s. Ipadio is a social
media and communications technology, also award winning, and working
with organisations as diverse as Amnesty International, Virgin Media and
NATO, as well as (of course!) many of the UK’s sporting organisations such as
British Horseracing, England Golf and ParalympicsGB.
Previous to working with Nemisys, Giles has been a professional skipper (RYA
Yachtmaster Offshore) with Atlantic & Pacific crossings tucked under his
beard, has worked extensively in the US an internationally, and is also a
ticketed British Rail train shunter. Giles holds an English degree from Trinity,
Cambridge, is very nearly 40, and is married with 3 boys.
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