Presented at the Cricket Australia National Community Engagement Network Conference Dec 2015

1. Using Effective Social Media Management
To Drive Engagement & Participation

2. WHAT I’M GOING TO TALK ABOUT TODAY
1.Understanding
Your Audience.
2.Channel
Management
3.Better Content 4.Campaigns

3. 1. Understanding your
Audience

4. Our ApproachThe Audience focus
Females in general
Paying particular attentions to
the following 2 groups:
• Girls 13-19 Knowing your
audience
• Mums 36-46
• Where do they spend time
online /what are their habits
• Insights

5. What is being said about women and cricket?
Source:Sysomos Jun-Dec 2015

6. Source:Sensis 2015 Social Media Report
Women 30-49 Australian Social Media Usage
Facebook is heavily skewed female for the 30-49 age group but Instagram is rising fast
in the last 12 months with active users in Australia jumping to over 5 million.

7. 36-49 Women Segment attributes
Women (35-49yrs) are married , have a diploma or degree, lead full and busy lives are proud of their
families, want to enjoy now, have kids u-16, are health conscious and believe helping others is a part of
they are.
60.2
72
44.3
59.4
57.8
86.9
66.9
74.3
80.6
80.3
58.8
74.9
84.4
57.3
56.3
72.4
89.6
73.7
66.6
62.1
81.3
77.2
79.9
82.1
85.5
75.1
71.7
74.9
76.2
80.4
95.1
72.3
90.8
63.5
Source: Roy Morgan 2014 Australian Household survey baaed on a 100% index
Data from Roy Morgan form those women who answered which sports do you
participate in ,which have you watched & which have you been to in the last 3 months

8. 14-19 Women-Sports Played
The main sports that our audience segment who played sports in the last 12 months were netball 37%, swimming 20.3%,
volleyball 19.7%, cricket 19.6% & tennis 18.26%.
Source: Roy Morgan 2014 Australian Household survey
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
NETBALL
37.8%
CRICKET
19.6%
VOLLEYBALL
19.7%
TENNIS
18.26%
SWIMMING
20.3%

9. Community Sectors to target
The main sports that our audience segment who played sports in the last 12 months were netball 37%, swimming 20.3%,
volleyball 19.7%, cricket 19.6% & tennis 18.26%.
PLAYERS
Women’s health
Lisa Sthalekar
Soccer
Tara Moss
Sandra Sully
Hockey
McGrath
Foundation
Women’s fitness
CATERGORY
CONVERSATION Netball
Swimming
Naomi Simson
Megan Lanning
Lorna Jane
Volleyball
Alyssa Healey
Nike she runs
Ellyse Perry
Layne Beachley
Mel McLaughlin
Bianca Chatfield
AWRA
Source: Sysomos based on those social media mentions around women and cricket

10. Sports Communities to target on Facebook
Nike Women Lorna JaneVolleyball Australia Australian
Volleyball League
KookaburrasDiamondsMatildas

11. 2. Better Channel
Management

12. Our ApproachHow to reach out to new audiences!
Activities
• Undertake a series of
branded social posts
• Facebook advertising
• eDM’s
Actions
Target organic reach and
paid reach of feasible number
dependent upon the size of
the audience you are
targeting.
1.REACH 2.ENGAGEMENT 3.ACTIVATE
PROMOTE
PARTICIPATION
FACILITATE
CONSIDEARTION
Activities
• Prize redemption
• Advocacy
Actions
Drive our audience to sign-
up for the new season &
and engage with us on our
social channels.
Activities
• Highlighting fan posts
• Replies & liking posts
• Sharing
Actions
Target engagement of our
audience to drive action.
BUILD AWARENESS
Amplify
post
engagement
activity
Our audience share their experiences
………………………
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………………………
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13. ENDMIDDLESTART
CARRY ON INFLEUNCER CAMPAIGN THROUGHOUT PERIOD
Campaign Launch
Introduce the theme
Boost reach through Ad’s
Build anticipation for promo 1
Campaign Activations
Engage audience post promo
Build Anticipation for promo 2
Big Spring
Campaign
Amplification with UGC
Maintain engagement
Post Winner Entries
Build anticipation for Summer
campaign
Promotion 1- Winter
BRAND
EQUITY
LOYAL FANS
GREATER
CONVERSIONS
Advertising
Post
Promotion 2- Spring
Promotion 3-Summer
Utilising the ‘Brand Story’
Campaign Model helps build
‘Always On’ Brand storytelling Model

14. Social Strategy & Campaign Execution
We helped The NSW Waratahs successfully increase their
membership base from 15-20,000 by building their social presence
and converting their fans into members.
To help them do this Evolve undertook a Social Media data research project,
which analysed 12 months social media conversation around the brand, providing
rich insights around audience behaviour, conversation triggers, and who was part
of the conversation. We used these insights to develop a social media members
strategy designed to:
• Drive membership sales
• Achieve rapid exposure and engagement with their target audience.
• Tell the Waratahs brand story in an authentic way that would resonate with
their fans and increase community numbers
Results
• A Month on month 2K increase of new fans on their page
• An Increase of membership numbers from 14-18K in the with their campaign
KPI’s
• An Increase of 62,000 (+163%) Facebook fans in a 6 month period from 38-
100k audience.
• Our ‘Win a season pass for you & four Mates’ promo saw an increase of
engagement on the page of 241 % in a short period of that helped build
awareness and saw a 311% increase in visitors to the website membership
page.
NSW Waratahs –Case Study

15. Our ApproachSetting up an Engagement Dashboard
With a free tool like Hootsuite you can monitor
conversation on your own Twitter, Instagram
and Facebook pages and you can also
schedule posts and respond to your fans all
from the one dashboard.
Strategy
• To leverage the best content around
Cricket and be agile and ready to
maximise news as and when it occurs
How
• Capturing & curating the best cricket
content on a daily basis
• Pulling in separate feeds from Pulling in
separate feeds from partners &
influencers.
• Monitoring specific keywords & popular
hashtag from Instagram, facebook &
twitter
Benefits
• Knowing the key topics of conversation
• Who the most influential groups and
individual are.
• Knowing what the sentiment & feeling is
around cricket

16. Our ApproachReaching out to new audiences via Instagram
Strategy
• To utlise Instagram to boost engagement and grow your
community.
How
• Post regularly & think about what lifestyle you want to
convey & post good quality photos around this theme.
• Always add location your posts
• Follow influential users and industry organisations and
players and clubs
• Review all your main hashtags 2/3 times a week & keep an
eye on what types of content is popular.
• Like relevant pages /posts regularly and leave a comments.
• Instagram is pretty friendly community so if you ask
questions most good users will respond.
• Once you are connected you can direct message them.
Benefits
• Increase community and engagement
• Finding out who and what content & topics are popular
• Allows you to easily reach out to your community.
Iconosquare is a great Instagram
search tool that also offers analytics

17. Our ApproachInstagram Themes
AMBASSADORSPLAYERSWOMEN IN SPORT
14,459
Why not #womenincricket to tap into female equality and female pride?

18. Our ApproachInstagram Themes
TEAMLIFEPROUD CRICKET MOMENTWBBL
14,459

19. Our ApproachFacebook Events
Strategy
• To leverage Facebook events to boost engagement and sign ups
to your local events.
How
• Utlise a strong colorful photo which conveys the excitement of
your event.
• once set up start inviting people who are also part of your
immediate network who can then invite their friend networks
• Use targeted facebook advertising to your existing fans and
communities audience targets.
• balance content posted on your regular news feed and event
page.
• Post regular updates in the lead up to your event sharing
articles from different channels, photos and videos to build
buzz and excitement.
• Post event photos and let people know when your next event
is.
Benefits
• Increase signs up to your event
• Boost engagement around your event
• In page insights & targeted advertising to reach news audiences
http://www.eventbrite.co.uk/blog/5-best-practice-examples-of-a-facebook-event-page/

20. Reaching new Audiences through Facebook Ad’s
Strategy
• To drive reach & engagement and to build your
community on your Facebook page & support any
promotions it is important to use Facebook
advertising to integrate with your other marketing
activities.
How
• We recommend a combination of
o Like page ads
o Post engagement ads
o Promoted posts
Benefits
• Allows you to grow our Facebook community quickly
and easily.
• Ensure our posts are seen by a large percentage of
our fans and potential new fans than otherwise
possible without advertising.
• Incredibly cost effective way of driving fan page
reach and likes.

21. Our ApproachMaking the most of your players influence !
Strategy
• To develop a group of influencers from players who are
ambassadors for the sport & in turn state league’s.
How
• Leveraging their popularity to boost reach and
community engagement.
Recommendations
• Create be spoke content creation where possible. i.e
interviews during personal appearances
• Player Q&A on your facebook page/Instagram page
take over .
• Content amplification from their own channels.
• Help buzz around our lew season and at training.
• Tell their stories
Benefits
• Reduces ongoing content creation costs
• Connect quickly and easily with existing & new
audiences.
• Encourages participation.

22. 3. Better content

23. • Producing the kind of content
that engages
• Producing content that gets
shared
• What content formats to
produce & how often.
• Making the most of the WBBL
assets
• Reaching new audiences with
our content
Biggest challenges

24. • Creating interesting & valuable
content that our audience will want
to share.
• Providing a reason for people to
care about your brand and the sport
& what it stands for.
• Using a combination of great
visuals and great copy.
• Great Content Isn’t great until it’s
Discovered, Consumed and
Shared.
Telling your Brand story through content

25. Suggested Content Pillars
Content Type Content Details Pillars Purpose Weight
Southern stars &
WBBL Teams
• News
• Highlights/showcasing/countdown
• Brand Inform & Excite 25%
Matches & local
events
• Local info– fans
• Match highlights- player of the match.
• Player profile & Promos captured by staff.
• Community Entertain & inform 30%
Curated Content
• UGC
• Best of daily conversation
• Community Inform & drive
participation
15%
Cricket Australia &
other partners
• Local sponsor Products
• Merchandise &
• Marketing campaigns
• Brand
Educate &
Excite
15%
Promotions
& Prizes
• Instagram UGC promos
• Facebook –merchandise Give away’s
• Official CA & WBBL Merchandise
• Brand Excite 15%
Defining your Content Framework

26. Curating Content
Strategy
• To leverage the best content from the buzz and
excitement of the WBBL and sharing it with our
audience.
How
• Daily monitoring on our engagement dashboard to
capture the hottest stories and content being re-
shared.
• Re-tweeting stories on Twitter.
• Using popular WBBL themes to create our own
branded content.
• Cross promote to our Facebook page
Benefits
• Maximise engagement during our summer period to
drive community growth.
• Be seen as a credible source on information
• Helping drive awareness of our state brand and local
partners.
• Support the sign up sales drive pre-season .

27. Leveraging The WBBL Content
Why
• To create excitement around the WBBL and
the new era of cricket in Australia to inspire
and engage.
How
• Re-tweeting BBL news & content
• Producing our own well wishes posts
• Live-match posting
• Local state player focus
• Highlighting Fans
• Re-sharing on Facebook & posting with our
own comments on Instagram.
Benefits
• Leveraging female pride of women in sport
• Helping drive awareness & engagement of
cricket in Australia.
• Being part of the WBBL conversation.

28. Video Content
Inspire Entertain Educate Provide Utility
Hygiene
Always-on “pull”
content designed
for your core target
Hub
Regularly scheduled
“push” content designed
for your prime prospects
Hero
Large-scale, tent-pole events
or “go big” moments designed
for broad awareness
1. Welcome to the
Sydney Sixers League
2. What you need to play
cricket
3. Fitness & training tips
with our coach.
1. Monthly Player
interview
2. WWBL match trailers
3. Cult film & TV series
reviews
4. Film Directors &
Producer series
5. Software & product
updates
1. Welcome to a new
season of Cricket 2016.
2. Sign up invitation
3. WBBL trailer campaign
4. 2016 Season highlights

29. 4. Campaigns

30. Rebel Sport ‘Show your Colours’ Brazil 2014
World Cup Campaign

31. Our strategy focussed on helping the brands audience join
the fun and excitement of the world cup and positioning the
brand as part of the conversation.
Our
Strategy

32. Positioning the
brand as the
home of football
& part of the
conversation .
Igniting our fans
passion to get
them to take part
in the experience
themselves.
Providing the
opportunity for
our fans to
express their
feelings.
TELLING OUR
STORY
DRIVING
AWARENESS
ENGAGE &
EXCITE
PROMOTING
ADVOCACY
1 2 3 4
Driving product
awareness and reach
of our campaign
through a series
coordinated
activities.
Our Approach

33. To play on our audience’s passion to support their team and promote merchandise sales we
asked them to post a selfie on Instagram and ‘Show their Teams Colours’ for their chance to go
into a weekly draw to win a $1,000 gift card every week of the world cup.
Tapping into our audience’s Passion !

34. All the photos were published via our Map Kats platform to Facebook gallery where
our community could vote on their favourites and the four photos with the most likes
each week were chosen as our finalists and a winner selected.
Leveraging User-Generated Content

35. The winners of our Daily Prize Draw and Show your Colours contest became
brand advocates and took to social media to show their delight to their own
social networks with a deluge of User generated content and product
conversation driving further reach of our campaign and awareness of Rebel
merchandise.
Turning our fans into brand advocates!

36. The
Results
Over both our contests we had over 1,300 entries and added
over 18.5K Fans and followers to the Rebel social community.
Our campaign saw a social engagement uplift of 519% across all
the rebel social channels reaching over 3 million people and in the
process delivering the Rebel brand record levels of merchandise
sales across it’s 200+ retail stores.

37. Our Approach2016 /2017 Calendar
AUTUMN 16 WINTER 16 SPRING 16SUMMER 16
PLANNING & STRATEGY DVLPT REACH NEW AUDIENCES ENGAGE & SIGN UP
SUMMER 17
ENGAGE BRING TO
GAMES +CONVERT NEW
PLAYERS
CAMPAIGNS
CAMPAIGN
Target soccer & netball
audiences at games/finals
UGC from events +games
NEWSEASONSTARTS

38. www.mapkats.comCommercial in confidence - Copyright 2015 Mapkats R
your promoted
locations
geo-targeted
instagram
photo contests
geo-targeted
instagram
ads
mapkats gives you the
tools to reach &
engage today’s
audience
MOST of your target audience
regularly use their smartphones
at sporting events.
Attract these people to your events with
‘geo-targeted’ Instagram ads & contests.
Increase your reach with social
amplification.
Capture more players with Instagram click
throughs and social media.
MAPKATS
* COMING DEC 2015
*
clicks to
your pages

39. www.mapkats.comCommercial in confidence - Copyright 2015 Mapkats R
Reach people with
Instagram Ads
within the
awareness
zones
Call to action
links in
Instagram Ads
1
2
click throughs
increase reach to
your sites
3
Winter campaign
Workflow
Make plans for the summer
sports season. Check out our WBBL
site for more details.
WBBL
Jenny SponsoredWBBL
LEARN MORE
Reach your target audience
when they’re at a major soccer
match. promote wbbl as
summer sporting activity.
WBBLwill knock you
for
6

40. www.mapkats.comCommercial in confidence - Copyright 2015 Mapkats R
Reach people with
Instagram Ads
within the
awareness
zones
Call to
action links in
Instagram Ad
1
2
click
throughs
increase reach to
your sites
3
Summer campaign
Workflow - awareness
Come support your team
next weekend at Junction Oval.
Share your moments to win!
WBBL
Jenny SponsoredWBBL
LEARN MORE
Reach your target audience
when they’re at major
sporting matches. promote
the local team.
WBBL
Support
your team
display stars ads to
people in Melbourne.

41. www.mapkats.comCommercial in confidence - Copyright 2015 Mapkats R
engagement
zone
Engage people with
Instagram contests
within the
1
capture branded user
generated content
from your events
2
click
throughs
reach/amplify
Amplify reach to
your sites
3
facebook
Summer campaign
Workflow -
engagement
run geo-targeted instagram
contests at the game.
capture branded UGC -
publish to facebook and
website for greater reach.

42. run instagram contests
at location
www.mapkats.comCommercial in confidence - Copyright 2015 Mapkats R
WIN
MAPKATS
BRING VISITORS TO EVENT - run an Instagram
photo contest at the event with geo-targeted
Instagram contests.
BRAND AWARENESS - increase your reach into
your target audience with branded User generated
content from your event.
BRAND AUTHENTICITY - real people at your event
capturing great moments that you can publish to
your Facebook pages and websites.
Reward fans for coming to your game
by giving them a chance to win a
prize for entering your photo contest.
really loving being at the
WBBL today, the game has
been great!
Susan
JennySusan
visitors take
a selfie at
event to
enter the
contest

43. direct people to your
facebook page to
vote on their
favourite pictures -
the most ‘likes’ wins.
MAPKATS
www.mapkats.comCommercial in confidence - Copyright 2015 Mapkats R

44. cricket aust
365,965
facebook fans
www.mapkats.comCommercial in confidence - Copyright 2015 Mapkats R
Rebel’s logo added to
published pictures in
Cricket Australia’s facebook
page
publish user generated
content to facebook

45. www.mapkats.comCommercial in confidence - Copyright 2015 Mapkats R
WBBL’s logo added to
published pictures in
rebel facebook page
publish user generated content
to facebook
rebel
114,845
facebook fans

46. THANK YOU FOR LISTENING!
david@evolvesocial.com.au
www.evolvesocial.com.au