Social Media & SportSkills Sessions, Security = The Art of Social

By: Tiffanny JuneeTwitter: @TiffannyJunee www.tiffannyjunee.com

Tiffanny Junee © November 2013

Who am I?

AGENDA• What is Social technology?• Social Tech & Pro Sport• Leader / Employee Divide• Data How?• Q & A

Next

The Buzz Words

• GDE • Semantic Web• Social Media • Community• Empower• Flat world navigators

What does it all mean for pro sport and your organisation?

What is Social Media?

(Klososky 2011)

Evolving Practice

2011 mindset•What’s the Point?•140 characters! Really?• WTFs, <3, : ) , #rofl – what does it mean?

2013 mindset •Understanding the potential to connect & Influence•Rethinking Control • Understanding the public role of the Leader(and the transparency of the employee)

NB: Impact of consumption of live sport

SOCIAL TECH COMMUNICATIONS EVOLUTION – Consumption, Content & Community

How do you look here?

How

The Media Sport Environment:

Social Tech&

Rugby Union

© Tiffanny Junee 2011

Bourdieu: Field & Habitus

A structured social space with its own rules, regulations

The Evolution of Communications

The Marketing Organisation

1996 - ARU Online since 1996

2010 - IRB’s ‘Year of Getting Social’

2011 – Rugby World Cup (NZ)

ARU marketing ‘One Team’

• Traditional marketing tactics• Social media & social networking strategy = underdeveloped• Social Relevance is negligible• Social Media policy non-existent beyond RUPA’s ‘how to’ guidelines.

The Internet is a mirror of the self…

How

The Media Sport Environment:

Social Tech& Rugby Union

© Tiffanny Junee 2011

“Our position is that Twitter and Facebook is just like sitting at a

press conference. [Each] is a media platform and you must manage it like you would any

other form of media” – Anthony MacKaiser,

Communications & Marketing Manager, SANZAR

The Player is the ONLY individual still in the

organisation.

Managing beyond the EventNavigating the Employer/ Employee Brand Divide

Environment

Personality

Language

ConnectednessDialogue

Governance

I’d work for this organisation….

A fan meets her hero Athlete’s commentary

An inner circle perspective A new fan won

Which way do you communicate…?How does your organisation use social tech? How does your organisation develop & insulate against technacy?

Differentiators:

• Capability• Technacy, Platform Socialisation (marcomms/ IT)

• Language • Personalised Vs Mass produced

• Behaviour • Confident Vs Tentative

- Dialogue Vs Lecture

The Art of Social = #CEP#ConnectEngageParticipate

#CONNECTKnow your key influencers/ stakeholders/ opinion leaders and the mood of the community.Context: Is it accessible to some/ all? Appropriate? Relevant? Timely?

#ENGAGEContent: what are you sharing/ creating/ debating and WHERE

#PARTICIPATEUnderstand the process: You distribute (nurture The role of traditional media, court the public vote) Your SNS community takes your communication and redistributes it THEIR WAY.

Nurture, engage & manage employees.Don’t underestimate the power of MOBILE and the evolution of the App

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Thank you

For further information:T: @TifffannyJuneeE: tjunee@thewomenscollege.com.au

Today’s presentation will be available at the end of the session from www.tiffannyjunee.com

The content of this presentation is based on on-going research.Full copyright remains with the author, Tiffanny Junee.

Information contained in the visualisations is proprietary and cannot be reproduced without the express permission of the author.

Image references are available on request. © Tiffanny Junee 2013