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DBNSW SOCIALMEDIA TOOLKITFOR CLUBS
Defining what platforms your
club should be on4 - 9
What's in this toolkit?
Key tips for your club on social 12
How to create content & amplify
on social 10 -11Why clubs should be on social 3
Why clubs should be on social
Dragon Boats NSW Inc. (DBNSW) has embraced social media as a means to improve openness, accessibility and transparency,
whilst being a key cost-effective marketing and communications tool. DBNSW encourages all clubs and their members to leverage
social media for club marketing and internal communications, inline with the DBNSW social media policy. You can find DBNSW in
social below:
Social media allows your club to connect to your members, create communities of engaged followers, promote the brand of your
club and recruit. Plus with over 18 million Australians being active on social media there has never been a bigger or better
opportunity for clubs to be active on social media. This toolkit will give you the resources to understand what platforms you should
be on, what content you should be creating and how to amplify your content.
What social platforms shouldyour club be on?
Know what you want to achieve through social
Who do you want to reach on social?
What kind of content do you want to create and share?
There are over 75 social media channels in the world, but that doesn't mean you need to be across every single one, we
recommend choosing 1-3 channels and doing them well.
There are three things your club should define before committing or exploring to more social channels to be on:
1.
2.
3.
The next three slides will take you through these points, and map out what platforms can help you achieve them.
Know what youwant to achieve
through social
Improving your recruitment pipeline
Creating a platform to share informative content off the water
Reaching out to new audiences or demographics
Increasing awareness of your club and culture
Increasing traffic to your site
Sharing thought leadership on our sport
Improving engagement on your existing channels
Knowing what your goals on social media are will steer you to the
right platforms, and define what content you should create. Have a
think about what these goals may be, it could include:
Know what audience you
want to speak to
Current club members
Parents, partners and family of members
New recruits within a particular demographic e.g. <30's, health
conscious, male or female
Cross training athletes looking for a new sport
Asking your existing and on-boarding members through survey
Read research on how Australian's are consuming media
For paid ad's you can use Facebook data to find your ideal audience
Define who you want to view and act on your social media content, then
understand where/how they are using social media.
Who are you looking to communicate with?:
Find what social platforms your audience is active on by:
Know what content you wantto share & create
Behind the Scenes
Blog articles on leadership in sport
Member testimonials
Membership offers
Live streams of events
Podcasts
Videography & Photography
Different content types work better with certain social media platforms, so
you should consider what content you like to create and what works for
your club. For example long form video content performs well on YouTube,
while pictures work better on Instagram. Some content you might want to
focus on could be:
Pick your platform/sB E L O W I S A Q U I C K S U M M A R Y O F T H E M O S T P O P U L A R S O C I A L M E D I A P L A T F O R M S . C H O O S E 1 - 3 T H A T
C O U L D A L I G N T O Y O U R G O A L S , A U D I E N C E A N D C O N T E N T , A N D L O O K A T H OW Y O U C O U L D C R O S S -
P R O M O T E B E T W E E N P L A T F O R M S . E A C H P L A T F O R M I S H Y P E R L I N K E D W I T H M O R E I N F O R M A T I O N .
InstagramFacebook TwitterLinkedIn
More than 16M monthly active
users in Australia
Strong usage between 25-39
year olds (younger lean towards
other platforms).
You can reach a lot of people
through both organic and paid
content, however the
competition for your content to
'cut through' is higher.
Many content types work, but
the trick is to showing a unique
side to your club.
Third most used platform in
Australia, with unique features
for visual content formats
including photos, videos long &
short, & stories.
Majority of users are within
younger generations (Gen Z &
Y), & more likely to follow
'brands' if they share interesting
or valuable content.
Users navigate platform to find
new experiences and content,
think about how your content
can be 'found' by this audience.
This platform is typically used
between professionals and B2B
businesses. In a paddling
context LinkedIn can be used by
members to share corporate
racing experiences, and articles
or posts on topics in sport that
relate to the workplace e.g.
team work, leadership,
resilience etc..
The demographic on LinkedIn is
skewed towards ages of 30-49.
You can use twitter best for
quick, small posts that require
speedy publishing. Typically this
platform is favoured by govt.
and journalists, however there is
a space for your club.
Great for regatta updates, and
posts that are digestible text,
links to articles, and quotes.
If you want to share creative,
videos perform than images.
Most users come under the age
50 category.
Pick your platform/s
The newest successful social
media platform, however with
over 1.6 million Australian users
(Feb 20) and a unique
algorithm, it is undetermined
how best Clubs could leverage
this channel, however there is a
large Gen z following, with this
being their preferred platform
second to YouTube.
Competitor platforms like
Instagram are now offering
similar content placements
known as 'Reels'.
B E L O W I S A Q U I C K S U M M A R Y O F T H E M O S T P O P U L A R S O C I A L M E D I A P L A T F O R M S . C H O O S E 1 - 3 T H A T
C O U L D A L I G N T O Y O U R G O A L S , A U D I E N C E A N D C O N T E N T , A N D L O O K A T H OW Y O U C O U L D C R O S S -
P R O M O T E B E T W E E N P L A T F O R M S . E A C H P L A T F O R M I S H Y P E R L I N K E D W I T H M O R E I N F O R M A T I O N .
Around half of social media
users aged between 18-29 are
on SnapChat, with of 82% of
their customer base being under
25. So if you're wanting engage
with a younger audience this
could be the right platform for
your club.
Cross promote between your
social channels to increase
following, SnapChat make this
easy for users with their iconic
Ghost Snap Code.
SnapChatTik TokYouTube
The second most used social
media platform in Australia,
however the number one
platform for Gen Z (ages 14-
27).
Educational/How To videos are
some of the most consumed,
consider how your club could
create educational content on
our sport for YouTube.
How to create content on social
P L A N C R E A T I V E C O P Y
Club Culture = member takeover over your
channel to show a 'day in the life' of a paddler
Recruitment = membership offers, trial days.
Sharing information = video on stretches for
paddlers
Remember, what are your goals for social and plan
content to them and your audience. For example:
Build a small calendar of when you have key events
where social media could be leveraged.
Re-purpose user generated content from
your members or DBNSW.
Use Canva templates to create on brand,
social first content fit for any channel.
Share nostalgic content e.g.
#ThrowBackThursday
Lean into trending topics e.g. TP Paddle
Challenge
Tips on how to create content: Short & sharp is the most effective aim for
150 characters or less for updates.
For story telling or emotive content aim for
less than 500 characters.
If you want people act, have a single,
simple, strong call to action e.g. get your
free trial today, challenge yourself, join us.
Tag people and use hashtags - more tips on
next page!
How to amplify yourcontent on social
B O O S T I N G P O S T S E N C O U R A G E R E S H A R I N G T A G G I N G & H A S H T A G S
Want to extend the audience of your content beyond
your primary following? Consider 'boosting' your high
performing posts to reach a more people, this will
come at a small cost depending on each platform, how
long you want to boost the content and who you want
to reach, more information linked below:
Re-sharing club material; and
Members creating their own content that the
Club re-shares or re-purposes.
Adopt a culture within your club of your members:
This creates a more sustainable method of creating
content, and member content can be considered
'more authentic' coming from a real person rather
than a brand.
You can tag an individual or account using the @
symbol across most platforms. Tagging key audiences
can help ensure people see your content and engage
e.g. sponsors, the members pictured.
Hashtags are used to search and find content, consider
using hashtags that add value to your content and what
people would 'search' for, e.g. #SportsSydney
#CommunitySport. Remember to always capitalise each
word and use your hashtag on promotional materials.
F R E Q U E N C Y
Mondays = Increase recruitment - post a message
about free trials or membership offers
Wednesdays = Helpful information, share content on
mobility and stretches for paddlers
Saturday = Club Culture, share images of post
training, team coffee catch up etc.
It is recommended that you're engaging with your
audiences via social 1-3 times per week. This can sound
overwhelming, but plan your week/days to specific
content that relates to your social goals, this will help
plan ahead and intentionally capture content e.g.:
O T H E R R E S O U R C E S
APAC Twitter Marketing Calendar: A calendar of key
dates, holidays, or events that your brand can create
relevant content to, while making a connection to
our sport e.g. Jeans for Genes Day, club could train
in jeans and raise awareness of genetic disorders.
Canva Pro: Not a graphic designer, but want to
create content? Try Canva, they have already made
templates, and by having a business account you can
make 'branded' content easier.
A D V O C A T E S A N D
S U P P O R T E R S
All stakeholders who touch your club are
potential advocates. Encourage members,
new comers, parents, family members,
partners and sponsors to support your sport
through social media. Don't forget to give
them the tools/directions to amplify your
brand e.g. social handles and hashtags
Key tips for yourclub on socialmedia
P L A T F O R M T R A I N I N G
Facebook Blue Print
Twitter Flight School
If you have a business account for your club
on Facebook or Twitter you can enrol into
their free training on how to best use their
platforms:
B E N C H M A R K & R E P L I C A T E
Why reinvent the wheel? Take a look at what your
indirect competitors interstate and overseas are doing
for social content and be inspired. Is there something
you could replicate and benchmark towards?