ccpr web 2 social media distribute

Copyright Nemisys Enterprises 2009 www.nemisys.uk.com

Web 2.0 and social media

John DuffyMarketing Director, Nemisysjohn@nemisys.uk.com01189 122226

A bit of background

• Environment97, Autism99, floated dotcom

• Award winning web sites & campaigns – New Media Age, Third Sector

• Nemisys in sport

Nemisysin Sport

Agenda

• Introductions

• Objectives for the day

• What is Web 2.0 & social media

• Web 2.0 techniques & social media sites

• Measurement

• Discussion of ideas

• Your homework – action plan

Current activities

Facebook page 3Flickr 5Linkedin 3Podcasts 0Vodcasts 0Forums 2Facebook group 3Twitter 4YouTube 5Bebo 1MySpace 0

• From 18 respondents

And what you’d like to explore

• Opportunities around ipadio

• Use of social media at events and championships

• Use of blogs for athletes

• Showing highlights from championships

• Overseas issues

• RSS (and private RSS)

• British/representative teams

• Providing better service to Members

An internet history warm up

An internet history warm up

An internet history warm up

What about Web 2.0?

• A set of tools and techniques designed to engage with your visitors

• A con – a new name for web 1.0, such that investors would forget the dotcom crash

What is web 2.0 - YouTube

What is web 2.0 - iPlayer

What is web 2.0 – niche TV

What is web 2.0 – photo sharing

What is web 2.0 – online chat

What is web 2.0 - Podcasts

What is web 2.0 - Podcasts

What is web 2.0 - Wikis

What is web 2.0 – niche groups

What is web 2.0 – niche groups

What is web 2.0 – audio

Our first “web 2.0” project

• Environment97

• 12000 delegates – larger than Rio Earth summit

• From 100+ countries

• Jo(e) Public able to question World experts

• Take a look

Social media definitions

• Online people to people interactions• A fusion of sociology and technology,

transforming monologue (one to many) into dialog (many to many) and is the democratization of information, transforming people from content readers into publishers

• Social media are works of user-created video, audio, text or multimedia that are published and shared in a social environment, such as a blog, wiki or video hosting site

Social media - Facebook

Social media – Twitter

Social media - Linkedin

Objectives

• Understand what is meant by Web 2.0 & social media

• Understand the opportunity

• Know WHERE to start

• Know HOW to start

• Explore some of the issues raised in your pre-workshop questionnaires

Introductions

• Of course, broadcast to the internet ... ;-)

Copyright Nemisys Enterprises 2009 www.nemisys.uk.com

The tour - Facebook

Facebook

• Overview

• Account/profile

• Groups

• Pages

• Facebook Connect

• Sport England - Sports Hub

• Takeaways

Facebook – overview

• Unique users (UK) – 22.81

• Share of time on social media sites – 75.4%

• Time spent per user per month – 6 hours

• Visits per user per month – 18

Facebook account/profile

Facebook news feed

Facebook Groups

• Good for “private” groups – but you shouldn’t regard them as confidential!

• Maximum 5000 contacts

• Group creator is in public view

• Not a patch on Facebook pages – you should start to migrate to pages at the earliest opportunity!

Facebook Pages

• Open access

• Rich functionality– Discussions– Events– Photos– Videos– Unlimited numbers– DIALOGUE with fans– Advertise– Analytics

Facebook Connect

Facebook Sports Hub - Network Structure linking pages

Connect NGBs to their clubs & participants using Pages

Sports Hub

Local Club Pages

Shared content

Competitors

Wider participation

Branded marketing

Local Club Marketing

Club Participation

Brand participation

Cross-promotion

Facebook Sports Hub

Facebook sports hub – benefits

Sports Hub pilot

• 6 National Governing Bodies

• 19 Universities

• Facebook + Sport England

• BUCS + Nemisys roadshow

• Media Trust video training

Key objective

• Can social media attract 12000 new participants to these 6 sports?

Child protection

• 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

Google Analytics & Facebook

• Set up a profile

• Filter for traffic from Facebook

• Set goals specifically for Facebook visitors

That Google analytics filter

Facebook – Priorities

• Set up a personal account– Don’t worry – it won’t be visible as part of

your fan page

• With limited resource – use Facebook pages

• Limit content to that you know you can support

• ENGAGE WITH PEOPLE– Monitor for activity/problems– Answer questions– Share ideas

Detail - tips to start you off

• Set up a page with http://www.Facebook.com/business/dashboard/

• Name page – be literal, but be right – you cannot rename it later

• Track your Facebook referrers in Google Analytics or similar

Exercise

• Split in to 2 groups

• Decide what you might use Facebook for

• Or if already using, review what you’re doing in light of today

Copyright Nemisys Enterprises 2009 www.nemisys.uk.com

The tour – Video & YouTube

Using 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%

Using YouTube for video

• Delivers an audience on YouTube

• YouTube Insights– Number of views over time– Individual and across channel– Age ranges– Gender– Location– Community engagements – ratings, comments

& favourites

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

Tagging tips

In a sporting context:

• Your organisation name

• Sport (Americanisms?)

• Event name

• Location

• Year

• Players/teams involved

• Game highlights

Video sources / content

• Interviews – players & coaches

• Training material

• TV coverage (request permission!)

• Students – media departments need assignments– Invite to championships– National training sessions

• Humour – hard to do, but works well if you can!

Exercise

• Let’s try to produce a definitive list of content sources for the group

YouTube promotion

• Share to Facebook

• Share via Twitter

• Embed to your web site and blog

• Link from main sites

• And ask others to do the same

Exercise

• Much social media marketing is about using free or low cost networks to seed content

• Define your networks – I’ll start!

NGB networks

• Staff– Many are players – social media can be “easier” to

mix with your social life

• Committees• Members• Regions• Representative players

– Some will have their own sites and networks

• Teams– Own sites and networks

• Events– Often a great catalyst for comms change

Copyright Nemisys Enterprises 2009 www.nemisys.uk.com

The tour - photography

Photo sharing

Photo sharing stats

Nielsen Sept 2009

• Flickr 2.95M uniques

• Photobucket 1.9M

Other sites

• Fotki

• Picasa

• Snapfish

• Vimeo

Flickr tips

• Use “pro” account

• Use sets to organise and optimise

• Use titles, tags and descriptions– Don’t be lazy!

• Embed to your own web site

• Share on other social networks

Copyright Nemisys Enterprises 2009 www.nemisys.uk.com

The tour - Twitter

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!!

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

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?

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

The tour - blogs

Blogs

• “Unloved” compared to video, audio

• But should still have a firm place in your thinking

• Find ways to make them easier by incorporating other Web 2.0 techniques– Embed video– Embed audio– Embed photos

• Might be ghosted ... but be careful!

Successful blogs ...

• Have a clear editorial tone and direction– Actually, may have more with guest authors

• Invite dialogue– Reader comments– With answers

• Are optimised

• Are easy to promote and seed content

Online chat

• Media coverage

Forums - web

Forums – email

Forums – key points

• It’s not all about high numbers – service to Members matters too

• Email still has a role to play

• People who are used to interacting with you are more likely to TRANSACT with you

Podcasts

• Audio that you can subscribe to

• Often consumed offline, via MP3 players

Podcasts promotion

• As video

• Podcast directories

• Submit to iTunes

• The Pod Delusion– Content by diverse contributors, edited by

Nemisys– Hundreds of subscribers– 1000s of listens each week

Podcast creation – tech stuff

• Recording Laptop + mic, phone

• Editing Audacity

• Hosting service ipadio, Podbean, your site

• Promotion– As with video etc – use your networks

Wikipedia

• Do you have an entry?

• Is it correct?

• Check links to your site – user experience and SEO

Wikipedia

ipadio - demonstration

• ... And play time

• Disclaimer – ipadio was developed by Nemisys!

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 Shaun Long

• http://www.ipadio.com/phlogs/Barlacommentary/2009/10/19/Interview-with-Sean-Long

• Stewards enquiries

• http://www.britishhorseracing.com/BHAxtra/

• Results at the World Transplant Games

• http://www.worldtransplantgames09.com/

ipadio – features tour

RSS feeds

• Really simple syndication

• Allows users to subscribe using RSS Readers• Allows other web sites to reuse your content –

passing on “linkjuice” if done correctly!

• Can be applied to most techniques we’ve discussed today!

• BBC• Suffolk Sport

Measuring success

• Google Analytics – “social media profile”

• YouTube, Facebook – have their own metrics

• Meaningful measurements– Set up goals– Order values– Acquisitions / sign ups– Engagements (comments, votes etc)

Roundup

• Facebook

• Video / YouTube

• Photos / Flickr

• Podcasts

• Online chats

• Forums

• Blogs

• Twitter

• Wikipedia

• ipadio

• RSS feeds

Types of media coverage

• Media can be– Paid– Owned– Earned

Owned media

• Owned is “free” – you’ve already bought it

• But nothing’s really free

• Time

• People

Earned media – word of mouth

• 75% of people trust peer recommendations– And most ask for advice before buying

• 14% trust advertising• It’s not new, but it’s easier than ever before

Characteristics• Other peoples’ voices• Which you CANNOT control• But you can invite debate and ENGAGE them• And you can cultivate them to help you• In the end, thousands of people may pass your

message on for free

Before we talk ideas

• We need to discuss this crucial concept

• With an average of 3 hours per week for all of this, are you PREPARED TO LET GO and let your public speak on your behalf?

In a nutshell

• CREATION + CURATION = SUCCESS

• Prioritised, of course!

Ideas – a possible action plan

• Review existing marketing/communications activities – Might be strategic, better if campaign or

project related– Any opportunities for Web 2.0 techniques?

• Existing plans – can Web 2.0 improve?

• New activities – anything extra you could do?

• Define some goals, alongside isolating some resource– Set up your analytics before you start

Your Next Major Event

• Let’s pick a major event for one of you– Golf – Brabazon, overseas event? – Rowing – next World Championships?

• And work up some ideas– Techniques & sites to use– Specific ideas

• Before, during, after

• Commercial opportunities?

– Goals to set

Other scenarios

• Raising your players’ & teams’ profiles

• Specifically, blogging for athletes

• Providing better service to Members– Premium deliverables?

• Online shops – improving performance

Your “homework”

Essentials• Map techniques to your current marcomms plan / project work

/ campaigns• Insert “social media angle?” in to your future thinking• Measure your current traffic and outcomes from social media• Monitor Twitter & other social media for mentions and engage

with the conversationThen pick & choose• Join Twitter and follow @johnrduffy• Survey your Members – what information do they want, and

how do they want it?• Start a blog• Create a Facebook page (you don’t have to publish until you

are happy)• Kit your teams up with ipadio • Register a YouTube account and start practising filming!• Create sets of photos from your events

Whatever you do ...

• Measure, measure, measure ...

• We know it works, but how else can you justify future budgets for your, erm, digital agency