3. Digital Presence Objectives
โข To be the one single comprehensive source of all information
Information about the tournament
โข Create a strong brand among the online users
Brand Building โข Build a strong online marketing platform
โข Deliver a consistent message across all regions and channels
โข Use as a relationship building tool.
Social Media โข Boost traffic to the official website
Channels โข Monitor conversations and manage the brandโs online
reputation
โข Generate fan participation and discussion
Community โข Leverage the relationships in communities to promote
Engagement brands
โข To Promote the brand by word of mouth marketing
4. Digital Presence Framework
Content
Editorial Publishing
Social Media
Channels Moderation
Operations
Analytics Enhancements and Maintenance
5. Digital Presence Framework
Content Social Media Operations
โข Main Website โข Channels โข Web Analytics
โข Scorecard โข Facebook โข Enhancement
โข Teams & Players โข Twitter โข Bug fixes
โข Fixtures โข Orkut โข Monitoring
โข Venues โข YouTube โข Infrastructure
โข News โข Flickr โข Content Distribution
โข Features โข Moderation โข Video Streaming
โข Photos โข Comments
โข Videos โข User generated content
โข Community โข Photos
โข Discussion Forums โข Videos
โข Blogs โข Engagement
โข Groups โข Discussions
โข Photo Sharing โข Groups
โข Video Sharing โข Polls
7. Destinations
Fan Page on Account on YouTube Flickr Fan page on
Facebook Twitter Channel Channel Orkut
Outposts
Main Website
Tournament
Teams Venues News Features Photos Videos
Information
User Community
Discussion
Forums
Blogs Fan Groups Videos Photos
9. Community
โขA Community was built
around the brand focusing
specifically on the event.
โขThe community platform
implementation offered
โขUser Profiles
โขDiscussion Forums
โขBlogs
โขGroups
โขPhoto Sharing
โขVideo Sharing
โขChats
โขPrizes were announced for
early registrations and
contributions to the
community.
10. Community
โขThe leading advocates of the
brand were identified from the
community
โขThese were identified based
on their contribution to the
community and involvement
in helping advocating the
brand message.
โขThe contributions involved
the use of the forums, chats,
media sharing which helped
promote the brand.
โขThey were rewarded and
recognized as the Champions
of the community.
11. Social Media Channels - Facebook
๏ A Fan Page was set up on
Facebook
๏ This was set up to spread
awareness in the facebook
community
๏ Links were posted to drive
traffic to the main site
๏ Interesting posts, media
sharing and quizzing to
encourage the sharing of
information and discussion
12. Social Media Channels - Twitter
๏ A Twitter account was set up
mainly for announcements and
broadcasting information and
messages to the followers
๏ The account was linked to the
facebook page for status updates
13. Twitter Contest
โขTo engage the community and
help build relations a few
contests were announced on
Twitter.
โขThe followers on Twitter had
to answer a few simple
questions to become eligible
for free tickets to various
games.
โขThe final prize was for 30
lucky winners to watch the
final of the tournament in the
VIP lounge with the Chairman
of the Tournament.
14. Social Media Channels - YouTube
๏ A YouTube Channel was setup to
post teasers of videos available
on the main site
๏ This was done to engage the
community of YouTube and help
generate traffic to the main site.
๏ The growing subscriptions also
help increase the traffic to the
main site.
15. Social Media Channels - Flickr
๏ A channel was set up on Flickr to
engage the community on Flickr.
๏ Images were posted on flickr
promote the videos and photo
galleries on the main site.
17. Monitoring the web and outposts
Monitoring the Web
Google Social Website
Mention
Board Reader Same Point Twilerts
Alerts Users
โข Process and
Update mailbox
Website and โข Process and
โข Process and Update
mailbox
Mailbox Update Community
โข Process and
mailbox
Update
YouTube Flickr Page on Page on
Blogs Twitter
Channel Channel Facebook Orkut
Outposts
18. Buzz Monitoring and Moderation
Blogs Forums Groups Videos Photos
Community
Twitter
Search
Google FriendFeed Moderate
Alerts Search Community
Social Buzz Board Moderate
Mention Monitor Reader Social
Media
Channels
YouTube Flickr Facebook Orkut Twitter
Outposts
19. Social Media Publishing - Driving Traffic to main website
๏ Content published on the site was ๏ The blurbs and the short links on
pushed to the channels in the these sites helped drive traffic to
form of a blurb and a short link the main website
๏ Moderators did this using tools
like ping.fm, or manually.
Twitter Orkut
Flickr
Facebook YouTube
YouTub
Facebook
e
Main
site
Community
Main Flickr
Site
Twitter
Orkut
20. Social Media Publishing - Driving Traffic to the Community
Social Media Channels
Community Platform
โข Fanpage
Facebook โข Apps
Photos,
โข Share links Videos
Twitter โข Announcement
Forums
โข Community
Orkut โข Forums
Groups
โข Forums
Community
โข Teaser Videos
Profiles
YouTube โข Call to participate
โข Teaser Photos
Flickr โข Call to participate
22. Operations
Online Community
Social Monitoring
Networks Tools
Blogs
Forums
Comments
The Web Maintenance Main Site Content
Moderation
and Analytics
Updates
Facebook, YouTube,
Twitter Blogs
Orkut Flickr
Social Media Channels
23. Operations
Web Analytics CMS Ops Site Maintenance
โข Analysis of daily โข Updates of News, โข Fixing errors
traffic reports Features โข New features
โข Social Media โข Updates of Photos, โข Customer Care
Subscribers, Fans, Videos โข Mail Responses
Followers, Blog โข Updates of Banners, โข Brand
posts, discussions, Newsletters Communications
messages
โข Systems and
โข Videos, photos,
Network Admin
reviews, ratings
โข Performance
monitoring
โข Capacity
planning