Social Media 101 Leveraging Social Media for Sports Marketing An Introduction http://www.flickr.com/photos/hectoralejandro/3499429624 http://www.flickr.com/photos/jancyclops/ 4302613514 http://www.flickr.com/photos/localandbitter/sets/ 72157601501234353/ http://www.flickr.com/photos/ zacheverson/2259577982/ http://www.flickr.com/photos/24704473
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Participate• Ask questions• Comment on others blogs posts• Compliment others content• Forward and link to others content
Generate Buzz• Open profiles on social bookmarking
and crowd-sourcing sites like digg and stumbleupon
• Bookmark content you like and share your profile
• Promote others content through services like digg, mixx and newsvine
Share Content• Take time to create content that
address any recurring questions your fan base is asking.
• Listen for where and when your content can be used to help a conversation or answer a question.
• Answer the questions by directing people to the content you have created.
• Host contests, quizzes and giveaways directly in these spaces. Draw in non-baseball fans because of your respected use of the tool.
• Develop strategy and tactics for mascots, play-by-play, concessions, players, coaches
TacticsFinally, consider the tools for• Listening• Participating• Sharing Your Story
• Spreading Awareness • Generating Buzz• Social Networking For
Motivation and Action
Tactics and Tools over Time
Listen Participate
Community Building &
Social Networking
Generate Buzz
Less Time More Time
5hr 10hr 15hr 20hr
ShareContent
Adapted from Beth Kanter
Giving Up Control• Not all content is precisely
right, but the majority is generally right.
• Not all of your interaction will be positive or favorable.
Source:firstgiving presentation, Using social media to expand your fundraising horizonsImage: http://paultan.org/photo/albums/2009-honda-city-malaysia/Steering%20Wheel.jpg
• How you respond to criticism will say a lot about you and your organization.
• Pick your battles and be willing to apologize when necessary.
Suggested Online Bibliography
• SportsNetworker - http://www.sportsnetworker.com• Take A Peck- • http://www.jasonfpeck.com/• The Business of Sports -
Known Constraints- Staff - 2 Daily Time Allotment - 30 min Budget- $0 Existing SM Policies- No policy manual
Summary of Strategy -
1/12th - News Outlet 11/12th - Fan cultivation and engagementContent discovery and republication, focusing on constituent-centric engagement strategy that attempts to maintain an 12 to 1 ratio of updates that focus on friends/followers
Northwoods League, Social Media Basic Strategic Engagement Plan
Audience, Objectives, Constraints and Strategy
Northwoods League, Social Media Basic Strategic Engagement Plan
General Tactical Notes-Google Reader
Google Reader-keywords *org name *programs and events *Owner, GM, Coach *other teams in space *URLs of site and blog *industry terms related to local fan interest*Subscribe to key bloggers in your space AVOID GENERAL TERMS.
Find New Blogs:Technorati.com
Alltop.comIcerocket.com
Northwoods League, Social Media Basic Strategic Engagement Plan
General Tactical Notes-Twitter
Reveal More in Bio• One sentence dedicated to overall mission
• One sentence to explain purpose of twitter presence• One sentence to show authenticity of who is behind
itFor instance…
“Great family baseball experience. Using twitter to connect with fans. You may hear several of our voices
through this profile. Nice to tweet you!”
Best Practices• Background photo should be as fan centric as
possible• Actively seek to reply and retweet others
• Include home page link in the bio
*Follow back all real people *Block spammers and marketers
Find and follow• Individuals who tweet about mission
• Like minded organizations /peers Corporate relations/partners
Don’t follow more than 200 than who is following you until you reach about 1000
followers
Place personal Twitter handle in “Name Field”
Northwoods League, Social Media Basic Strategic Engagement Plan
General Tactical Notes-Twitter
Great Practice• Shows largest following because of
fan expectations• Be more engaging with fans
• Give then an experience, a twitter autograph just for them
Northwoods League, Social Media Basic Strategic Engagement Plan
General Tactical Notes-Update Scheduler - Hootsuite
SET UP – YouTube channel SET UP - Hootsuite.com SET UP - Gmail account for admin/signups SET UP – Disqus - Comment moderation efficiency
SET UP - GoogleReader - Read/Scan Alert feeds - 10 Minutes M,R
Others Found Content scheduled for daily publish thru Hootsuite - 8 Minutes M,R Cross Promote in specific channels with other channels on rotating basis 3 Minutes W
Find and follow (in FB/Tw) constiuents, using gmail contact list - 10 Minutes every other F
Blog Specific
SET UP - WordPress to HootsuiteSET UP – Add “comments with #” link to front page entries, Add “Blog” nav to homepagesSET UP - WordPress to Disqus
Technorati.com keyword search, blogs fed to Google Reader - 5 Minutes T
Existing Internal Strategy Google alert and Technorati.com discovered blogs fed to Google Reader - 3 Minutes T
Comment on others discovered blog posts- 15 Minutes T
Facebook (Profile)
Specific
Scan recent newsfeed for mission oriented content being shared 3 Minutes F
Reshare any discovered content (attributing it to the friend who you discovered it from) with facebook @reply 2 Minutes F
Scan friend requests and approve all real people, block spammers, ignore others- 1 Minute daily
Engage informally with full awareness of your blended online persona- Unscheduled Daily
Facebook (Pages)
Specific
SET UP - Hootsuite to Northwoods League fan page
Scanning read of wall and discussion board comments- 2 Minutes Daily
Invite recent Profile friends to fan pages, with status update rotate biweekly invite to various fanpages - 5 Minutes every other F
Reply to any comments, questions or discussions- 2 Minutes Daily
Twitter Specific
SET UP - Hootsuite to Northwoods League twitter SET UP - Keyword searches in Hootsuite
SET UP - Keyword searches to Google Reader - Scanning read @replies or Direct messages- 2 Minutes Daily
Scan followers and follow back all real people, block spammers, ignore others- 1 Minute daily
Reply to any @Reply or DM- 2 Minutes Daily RT content, @reply user (and follow user) from keyword hootsuite searches 5 Minutes M,R
YouTube SpecificSET UP - Establish standing request for native video from all internal sources SET UP - YouTube to Hootsuite
Monitor comments on uploaded videos- 5 Minutes W
Upload native videos with full description and tags - 10 Minutes W
Youtube.com keyword search and subscribe to mission oriented content providers- 5 Minutes W
Northwoods League, Social Media Basic Strategic Engagement Plan
Daily Tasks and TimeMonday Tuesday Wednesday Thursday Friday
read/reply comments - 4 invite friends to fan - 5 every other fri
Twitter
Reply to @ & DM - 4 Follow back - 1
Reply to @ & DM - 4 Follow back - 1
Reply to @ & DM - 4 Follow back - 1
Reply to @ & DM - 4 Follow back - 1
friend using gmail – 10 every other weekReply to @ & DM - 4 Follow back -1
YouTube Monitor comments - 5
Upload vids - 10 search/subscribe - 5
Technorati search for feeds - 5
Overview cross promote - 3
33 33 33 33 28
Northwoods League, Social Media Basic Strategic Engagement PlanTask Order - Tool Tutorials
gmail.com - may need more than one- sign up with name equivalent of “[email protected]”- also get NorthwoodsLeaguefan2, NorthwoodsLeaguefan3- load contact list from csv file (limit to 10,000 contacts per email account)
hootsuite.com - signup with primary gmail account- connect personal twitter, team twitter, facebook fan pages,
facebook personal profile- feed YouTube RSS to Hootsuite on RSS/Atom tab http://gdata.youtube.com/feeds/api/users/username/uploads
-set keyword search columns- video tutorial – Setting up a hootsuite account
-video tutorial – Hootsuite has a $1.99 iphone app
Google.com/reader - signup with primary gmail account- import known blog RSS feeds and keyword alert feeds- video tutorial – Using Google Reader