Jez jowett social media tips 2011

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SOCIAL MEDIA BEST PRACTISES - FOCUS ON FACEBOOK-

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TIME & RESOURCE

SPEND & INTEGRATION

HOW - SOCIAL MEDIA ROADMAP

INSIGHTSSTRATEGYKPI’s

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Build a strong foundation, and the ‘house won’t fall over’- Claim your vanity URL with 25 likes.

Build private group first to test resources, issues and dry run- Twitter yes, Flickr yes, YouTube yes, Facebook no (practise on own page)

Use crawl stage to make team familiar, comfortable, and involved- See how they react to the language of SoMe

CRAWL



BIG IMAGE

PROFILE SET UP

CRAWL

Call to Action

Custom navigation

Integrated social media’s

Welcome message

Loads of contentLoads of

content



Who manages permissions ?

Who is in charge ?

Have you agreed guidelines & resources ?

ADMINISTRATION

Who can upload content ?

Moderation ?

Out of hours team ?

Responsibility for measurement ?

What to measure ? Fans or engagement?

CRAWL

House Rules?



SOCIAL PLUG-INS

Make your own site more ‘social’ (Facebook, Twitter, YouTube, Flickr)

“Like’ button integrated into own site.

Connect with Facebook and pull in your friend’d activity

See if people like the jeans

See if friends like the jeans

See if friends who likes the jeans, has a birthday and gift them

Community size shown, with friends pic first.

CRAWL



Schedule future content (digital PR and web toys)- Plot (with flex) a schedule of cool things with sharing.

Conduct a content audit of everything you have available- Look at what content competitors have, which gets the most views and clicks

WALK

Upload, tag, digitise your existing content (info, images, video’s, links)

- SEO ’d, shareable and legally legitimate, 1 0 second test



NEWS & RESULTS

Short sentence plus links

5 posts per day

Respond to questions within 5 hours

WALK



GAMES & APPLICATIONS

Dedicated tab / section

Facebook app (play in FB). All others link to microsite

WALK



Average length 1-2 mins.

CLIPS & PHOTOS

YouTube player embedded

Consistent keywords / tags

WALK



Specific content (video, pics and links)

Clear description

EVENT DETAILS

Dates, time, location

Specific buzz and news

Who’s attending

WALK



VIDEO & TV

Integrated TV channel , live stream

HD version on micro site

Share and discuss

TV schedule should have been featured

WALK



Owned Media : Email database

Signage

Links & share buttons

Earned Media : PR & Word of Mouth (WOM)

Paid Media : Display & engagement ads

Search

You are now ready to announce and attract people to your sites- Announce it, PR it, link to it, only then advertise it.

RUN



Signage in all emails & outlets

Signage in all advertising

Signage on all materials

RUNOWNED MEDIA

Signage in store / office



Cyber PR targeting all sites and blogs

1-2-1 approach offering story, content & links

RUN

EARNED MEDIA- PR & BLOGGER OUTREACH



Clear call to action (CTA)

Ask people to share the content

Make it easy to share

RUN

EARNED MEDIA- WORD OF MOUTH



Driving to acquisition (likes)

Click through rate (CTR): 0.052%Cost per click (CPC): 22p

Driving to content

Click through rate (CTR): 0.09%Cost per click (CPC): 17p

Online advertising featuring content and friends

RUN

PAID MEDIA- ENGAGEMENT ADVERTS



Interact with the community - ask them things- Opinions, ideas, suggestions, anything

Leverage Value (social commerce / sales)- Subscriptions, purchases, discounts, tickets

Build loyalty- Reward people, give them offers

Get real - making real life experiences part of online- Geo-Location, check ins, Facebook Places, FourSquare

FLY

Build the community, with the community heavily involved



STIMULATE CONVERSATIONS & IDEAS

Ask questions daily.

Ask for feedback

Ask for ideas.

Say thank you.

FLY



COMPETITIONS & OFFERS

Competitions and offers changed weekly.

Integrates with other promotions (driving to micro site)

Use Wildfire.com to provide competition tool

FLY



‘LIKE’ page and get 50% off

Feature all other promotions and offers.

FLY

GIVE REWARDS & DISCOUNTS



Link to tickets sales

Link to subscription pass

FLY

DRIVE SOCIAL COMMERCE = SELL!

Merchandise and fan shop

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FLY **

ENCOURAGE UGC & INNOVATION

Slow Motion Sport Cam

Hawk eye Player Cam Virtual Spectator

Thermal Cam RFID / Chips







WHAT - SOCIAL MEDIA MADE SIMPLE

“People connecting with other people, through the internet, to share stories, experiences, opinions and content”

It is a conversation. It is a relationship.



Global Audiences- Ability for fans to connect and follow their passion, from anywhere

Technology adoption and experience- Connectivity, touch points and SM integration into mobile and dual screening

Global Friendships- Instant access and connections with like minded people and fans

Virtual Attendance- You don’t have to be there, to participate and share the excitement

Shift in media consumption- Huge increase in online mentions, buzz, conversations from traditional to social sites

WHY - SOCIAL MEDIA + SPORTS



FILMShare your own video or watch and comment on others

PHOTOUpload your images for others to see, discuss and download

FRIENDSConnect with your friends (find, share, comment, upload, discuss)

A THOUGHTExpress yourself in 140 characters

THOUGHTSCommit to digital paper what you find interesting and want others to

MUSICConnect, share and discuss around sound, songs and artists.

LOCATIONShare where you are and what you are doing, and find friends

PROFESSIONConnect with colleagues, interests and qualifications

WHERE - SOCIAL MEDIA SITES & TOOLS



HOW - COMMUNITY MGM’T BEST PRACTISES



HOW- TWITTER TOP 10

Jez jowett social media tips 2011

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