1 st ueg communication seminar
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1 st UEG Communication Seminar. “Social Media : Why & How?” Nadia Atienza. Presentation. 35 years old Marketing & Communication Manager at SINERGI Sports Consulting - PowerPoint PPT PresentationTRANSCRIPT
www.ueg.org – March 2014
www.ueg.org – March 2014
1st UEG Communication Seminar
“Social Media : Why & How?”Nadia Atienza
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Presentation
• 35 years old• Marketing & Communication Manager at
SINERGI Sports Consulting• Earlier experience in marketing and
communication at FINA – Fédération Internationale de Natation, Cycling Ireland and Swiss Cycling
• Diploma of digital marketing and social networks
www.ueg.org – March 2014
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Agenda
• Introduction• The Social Networks• What use for which network?• Plan your social media project• Twitter• Facebook • YouTube• Conclusions• Workshop• Questions
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Quizz1. Do you «tweet»?2. Did you watch a video on the web these last days?3. Do you have a LinkedIn profil?4. Do you have a Flickr or instagram account?5. Did you already buy music on line?6. Did you watch any TV program on internet lately?7. Have you ever left a reply on a blog?8. Do you use RSS feeds?9. Do you use internet on your mobile?10. Do you have a wi-fi connexion at home?
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Quizz11. Have you clicked on a "sponsored" link in a search engine this
week?12. Do you use Instant Messaging?13. Did you already buy/sell something on ebay/ricardo, etc.?14. Did you already download a podcast?15. Do you have a Facebook or Google+ profil ?16. Did you already download a mobile application?17. Do you have an online video game connected with multiplayer?18. Did you already do a VOIP call?19. Did you already download a movie?20. Are you connected to internet more than 2 hours per day?
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Results20 – 18 Perfect, you can work in the digital17 – 14 Good, almost geek13 – 11 Not so bad, you must have a Wii10 – 8 Should get started!7 – 4 Oops…3 – 1 Do you know that we are in 2014?
More information:http://www.20thingsilearned.com
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The new social tools
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What is the third most populated country in the
world?
The new social tools
www.ueg.org – March 2014If Facebook was a country, it would be the 3rd after China and India.
The new social tools
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1/7 of the planet is social-digital :
The new social tools
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The new social tools
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The winners 2013
What use per network?
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The new social tools
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- Facebook : 1,23 bn users and the 2nd most visited website in the world after Google
- Twitter : microblogging tool that gives a user the possibility to send free short messages called tweets on internet. These messages are limited to 140 characters. 241 million users worldwide.
- Instagram : acquisition by Facebook for 1 mio $
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The new social tools- Tumblr : microblogging platform, created in 2007 by David
Karp, which allows users to post text, images, videos, links and sounds on their tumbleblog. 50 million blogs, attracting 135 million of Internet users. 60 million articles published every day (2,500 items every second!). 16 bn page views per month. Over 120,000 people join Tumblr every day. Presence mainly in the U.S., Europe is developing.
- Pinterest : U.S. website mixing the concepts of social networking and photo sharing. Launched in 2010 by Paul Sciarra, Evan Sharp and Ben Silbermann.
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The new social tools
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- Allows its users to share their interests, passions, hobbies, etc.. through photo albums with pictures found on Internet. The name of the website is a mix of the words "pin" (pin) and "interest" (interest).
- LinkedIn : professional network, dialogue business/professional, personal branding.
- Google+ : Launched in 2011 by Google. 500 mio of users (343 mio actif).
More figures:http://www.blogdumoderateur.com/chiffres-reseaux-sociaux/
Mobile Social Media
• World average: 20 apps
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Important steps of a social media project
Before getting started blindly it is necessary to make a general evaluation of the situation :
1. Overview of the situation2. Objectives3. Tactics4. Actions5. Tools6. Ressources7. Measurement and ROI
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1. Overview of the situation
Where am I?
1. My presence, the presence of the others2. Context3. Target audience : X vs. Y generation4. Local vs. global5. National vs. international6. Special Codes, political aspects
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2. Objectives – my own ones
What do I want? Where do I go? What do I aim for? What should my organisation become ?
1. Just start : max. 1-3 objectives2. Insert it in the overall strategy3. Avoid to make it become a separate project and obtain the support of all4. Make a slogan5. Publish it big
For ex., to be on Facebook is not an objective! The social media are a tool, not a goal!
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2. Objectives – expectations of users
What interests / motivate them? Different member categories?
1. Their expectations : do they match my objectives?2. If no, how to solve the contradiction?
For ex., to be on Facebook is not an objective! The social media are a tool, not a goal!
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2. Tactics
What will I do to achieve the objectives?
1. Content2. “Storytelling” (ex. Campagne P&G – « Thank you, Mom »)3. Involvement of all stakeholders (ex. “Nike Football”)4. Quizz (ex. “Quizz Facebook PSG”)5. Gifts (ex. “SportAccord International Convention”)6. Events7. Questions/Answers8. Curation
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Ex. Quizz Facebook PSG
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Ex. Quizz Facebook SportAccord
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4. Actions
What will my action plan be like ?
1. Speakers: internal (community manager, specialists, management, etc.) and/or external (relay, key players, ambassadors)
2. Actions: content, messages, events3. Chronology : frequency4. Target5. Tone, style
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5. Tools
What tools do I have?
1. Creation2. Share: social networks3. Diffusion4. Curation5. Surveillance6. Monitoring7. Reporting
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6. Resources
What resources do I have?
1. Community manager2. Web developer/designer3. Content producer4. Support/guarantor5. Ambassadors relay6. Technical support
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7. Measure and ROI
The Communities don’t buy anything ... the return is in:
1. Uses2. Behavior3. Contacts4. Networking5. Reputation6. Attention7. Participation
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• Created by Jack Dorsey in 2006 and launched in July of the same year.
• Mission statement : we want to instantly connect people everywhere to what’s most important to them.
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• To establish and improve my presence • To keep an eye on my e-reputation• To share information• To create a news feed• To create links• To create conversations around the brand or its values • To amplify the distribution of my message
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Bad buzz : it is important to watch out when humour or general social events are reused.
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The most discussed topics (source: 2012.twitter.com)
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Examples
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• Created by Mark Zuckerberg in 2004.• Initially limited to Harvard students. Open to all in 2006. • Think mobile: 65% of Facebook users are looking at it on
their mobile and / or tablet
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https://www.facebook.com/redbull/app_9279253524
• The Human being likes to be defined by its interests. • With this button, he sends this information to his network.
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The other Facebook points
• Events• Groups• Status• Pictures• Photo Albums• Profile picture• Cover page• Articles
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To summarize, your page is ...
• A visual experience• A story to tell• Opportunities to engage
The best campaigns and the official Facebook blog : http://www.facebook-studio.com/
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Founded in 2005 by S. Chen, C. Hurley, J. Karim. Acquired by Google in 2006. 1bn users.This is the most important web video community.
• Focus on content • Objective: To be found and to obtain a click in order to
increase the visibility
To build a channel:https://www.youtube.com/onechannel
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Example : https://www.youtube.com/user/FINA1908
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Example : http://www.digotel.com/
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Live streaming – mobile Applications
Conclusions
From my personal experience, I remember:- The particularity of sport which transmits emotions- The need to create stories- To listen to the Internet users and to give them the floor,
to be interactive- The specificities of the real-time related to the event- The need to communicate internally before, to obtain
understanding and agreement of the hierarchy- To set up an editorial schedule
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Workshop
Following the presentations this morning, set:
Your own social media plan (10 min)- Overview of your Federation’s situation- Objectives- Tactics
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Questions?
Thank you for your attention!
Nadia Atienza
@nadiatienza
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