The Sports Social Network Platformc1593.r93.cf3.rackcdn.com/...Training_Slidespdf.pdf · Three definitions of social networking: Online people to people interactions It's a fusion

The Sports Social Network

PlatformPlatform

The presenters:

Dr Mark K Smith CEO, Nemisys

John Duffy Director, Nemisys

Paul Graves Developer, Nemisys

Agenda:

• Introduction to the project

• Why Facebook?

• Walk through of a “completed” fan page

• Setting up your pages• Setting up your pages

• Play time – make friends and challenge each other

• Discussions about tomorrow

• Feedback on day 1

Other things

• Elearning environment under development

• Refresher course

• NGB/University “speed dating” soon

Why are we here?

Why are we here

• React to the changing sporting landscape

• Making you relevant to people who play your sport

• FACT: only 5% of players are members of an NGB

• FACT: 500,000 more people played sport in 2008, 40,000 fewer members of clubsmembers of clubs

• FACT: more people play Badminton than Rugby and Cricket combined

Why are we here?

• This pilot project aims to build relationships between NGBs, Universities and players

• It uses some nifty technology

• But ultimately it’s about using social media to • But ultimately it’s about using social media to

increase sports participation by 12000 across 6

sports

About Social Networking

History of Social Networking:

People to Information

Information to People

People to People

The built in cleverness of the web:

� www.google.co.uk

� Search for flights and look at the adverts

� Search for India

� Then search for flights again – and see the difference

Social networking what is it:

� A bag of interactive tools

�Blogs, phlogs, chat, pod and vodcasts, wikis, forums, tweets and pokes

� Personal details of user

�By asking and by guessing�By asking and by guessing

� By association

�Your mates with him so you must like what he likes

Look at it go:

� 0-200,000,000 in 5 years = Facebook

� 1,000,000 to 14,000,000 in one year = Twitter

Tweet, tweet:

Three definitions of social networking:

� Online people to people interactions

� It's 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 publisherspublishers

� 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

The future of Social Media 2:

� Whatever the future holds by definition it will not be the same as today!

� Facebook is safe – you really don’t want to be barred from the cyber pub now do you........

� New economic reality� New economic reality

� It’s whomever works out how to monetise the online community, and few have done that successfully

The future of Social Media 2:

Social Networking – your experience

• What social networking experience do you all have?

– Socially

– Professionally

The Sports Social Network

PlatformPlatform

The formal bit:

• Designed to provide a central place for BUCS (British Universities and College Sport) to make people aware of the opportunities, benefits and events surrounding badminton, judo, athletics, volleyball and table tennis through online social networking sites (and more recently Squash and Racketball).recently Squash and Racketball).

• The product has been built for a not for profit joint venture with Channel 4 and Sport England who will invest in it parri passu with the objective of providing a marketing, organisational and potential revenue stream generation to national governing bodies and British Universities and Colleges Sports.

What this means

• A series of sports-specific applications in Facebook

• To help you

– Attract and talk to players

– Organise events

– Run leagues– Run leagues

– Share photos and videos

• Use of high quality/impossible to get content provided by NGBs

• Driving participation up

But why:

Sport England has just begun its four-year cycle and is investing £480 million of lottery and government funding in 46 national governing bodies of sport

“We have to be brave enough to adjust as we go along and that’s

where the judgement comes in. We have to be an organisation where the judgement comes in. We have to be an organisation

that genuinely rewards success and knows how to deal with

failure. The funding we put into sport is an investment on which

we expect a return. It is not a donation.”

Jennie Price, SE

Firm foundations:

� This project is about turning unknowns into knowns

� There are 18 million FB users in the UK

� We want 2,000 for each sport to ‘have a go’

� That’s great and I’m confident they will

� But what happens next?� But what happens next?

Phase 2

� Remember this is a pilot project

� With success, we:

�Move to all sports

�Move beyond Universities

�And much, much more!�And much, much more!

Why Facebook?

Facebook fits the bill

• Your sporting participants are already there

• Utility applications to ./make your job easier

• Commitment to project success

– Collaborated with Techlightenment during development– Collaborated with Techlightenment during development

– Will match official/NGB advertising spend

An example – BUCS fan page

• Minimal promotion, viral spread

• 1400 members

• 1 day experiment – single advert on Facebook

• $25 spend• $25 spend

• 131,484 page impressions

• 91 visitors

• 61 new fans

• @ £0.25 per fan

A safe environment

• Facebook provides a measure of safety for the project

• Note – when adding the SSNP to your existing pages, you MUST change existing page settings to 18+

Your media coverage - paid

• You have control over content and placement

• But creative and placement cost you

Your media coverage - owned

• You have complete control over content

• But it costs you time to originate content

Your media coverage - earned

• Facebook’s viral features turn earned media in to a science!

Enough words

Show me the platform!Show me the platform!

Whistlestop tour

Photos on the platform

General advice

� Agree a corporate account and all share it to upload photos

� Remember that Flickr itself will bring you an audience as well as the SSNP

� So don’t cut corners when titling, tagging, describing and categorising uploadscategorising uploads

� And change the file names to reflect keywords

SSPN Photo App:

� Log in to Facebook

� Install the app. Go to http://apps.facebook.com/sp_photos

� Log in to Flickr (Photobucket or Fotki)

� Find the feed url for the album you want to import

� Select the photos we want to show and which one we want to be the � Select the photos we want to show and which one we want to be the main photo

� See the recommended photos at the top?

� These come from BUCS and NGBs and are pushed down to universities and smaller clubs

SSPN Photo App:

� We can view the app on the page in a number of ways

� In a tab

� In the boxes tab

� Or on the wall itself.

Video on the platform

General advice

• Agree a corporate account and all share it to upload videos

• Work in best size for each system if you have the capacity

• Remember that each video platform itself will bring you an audience as well as the SSNP

• So don’t cut corners when titling, tagging, describing and • So don’t cut corners when titling, tagging, describing and categorising uploads

• And change the file names to reflect keywords

YouTube

� Up to 1GB

� Up to 10 minutes

� Best formats

� 1280 x 720 (16 x 9 HD)

� 640 x 480 (4:3 SD)� 640 x 480 (4:3 SD)

� Share your video

Tagging

• Sport (American?)

• Event name

• Location

• Year

• Players/teams involved

• Game highlights

Example - Olympic Hockey Finals

• Hockey, field hockey, Olympics, Olympics final, England, London, London 2012, London Olympics, 2012, England, Germany, England vs Germany, Duffy goal, perfect hockey goal

Vimeo

• 1 x HD per week (standard account)

• 640x480 (4 x 3 SD)

• 872x480 (widescreen DV)

• 1280x720 (16 x 9 HD)

• Do not use 1920x1080 or 1440x1080 – change to 1280x720• Do not use 1920x1080 or 1440x1080 – change to 1280x720

Metacafe

• Sizes as Vimeo

• Tags – unrecognised tags, it will ask for a description (and often fail to accept)

SSPN Video App:

� Very similar to the photo app to administer

� Install the app. Go to http://apps.facebook.com/sp_videos

� Now log in to your Youtube, Vimeo or MetaCafe account

� Find the feed url and add it to the app.

� Select the videos you want to show and the main video� Select the videos you want to show and the main video

� Recommended videos work in the same way as for photos.

� As with the photos app we can view the video app in a number of places.

Setting up events

SSPN Event App:

� Add the app. Go to http://apps.facebook.com/sp_events

� We can add custom events via the app itself

� Or we can import events from a Google iCal

� Selecting which events show is similar to the previous 2 apps

� We can convert these events to Facebook events.� We can convert these events to Facebook events.

� As with the other apps we can display the events app in a number of places.

Setting up groups and pages

SSPN Groups and Pages Apps:

� These two apps are very similar, one allows us to list Facebook pages that are related to our page

� The other does the same but for Facebook groups

� Add the apps. Go to http://apps.facebook.com/sp_pages and http://apps.facebook.com/sp_groupshttp://apps.facebook.com/sp_groups

� No we can add groups and pages to these apps in a number of ways.

Play time

• Befriend each other

• Become fans of your pages

• Challenge each other to competitions• Challenge each other to competitions

Day 2

The Sports Social Network

PlatformPlatform

The presenters:

John Duffy Nemisys Marketing Director

Andy Smith BUCS, Sports Social Media Platform

Day 2

• Split up and chat – about sport at your Uni

• Use of photography

• Demonstration – improving a photograph

• Promoting a large event• Promoting a large event

• Copy writing

• Measurement and monitoring

• Actions

Over to you - ideas from and

for Universities

Sports organisation at your Uni

• Your set up

– Department

– Students Union

– Athletics Union

– Clubs

• Sport by sport - possibilities

– Judo

– Table Tennis

– Athletics

– Squash & racketball– Clubs

– Societies

– Squash & racketball

– Badminton

– Volleyball

Promotion of an event

Owned web pages

• Fan page

• Events app

• Main Uni site (news, events)

• Student pages, intranet

• Staff pages, intranet

• Sports dept pages, intranet

• Log in pages

• Splash/promotional pages

Other web pages & services

Email

• University email to students (solus or newsletters)

• Local clubs

• Local media (TV, press, student radio)

• Local clubs newsletters

• Alumni association

• Facilities datavases – people made bookings

Media

• Student newspapers (print & web)

• Local papersOther web pages & services

• NGB site(s) & listings

• Local clubs / partnerships

• Blogs

• Forums

• Cultivate friendly webmasters

• Twitter

People

• Club Members & friends – tap for contact

• Sports students / courses

• Sports Alumni pogramme (21 Club)

• Local papers

• Trade press

• TV & radio

• (Name of event sponsors)

Collateral

• Posters

• Leaflets

• Notes on pay slips

• Email signatures

• Kit – hoodies, polos

Other ideas

• Online surveys – menufacture for data capture

• 1 minute promo video on Youtube

Universities – ideas

• Fresher’s Fair

– Take laptop/registrations

– Stunts/events

– Need support?

• Fresher’s Bazaar (difference?)• Fresher’s Bazaar (difference?)

Universities – ideas for rewarding success

• Competitions between sports

– Difficult due to different nature of different sports

• Competitions between Universities?

– Most participants

– Best promotional video– Best promotional video

– Best video – match coverage

• The voting

– BUCS/Sport England to judge (Boo, hiss)

– Received most positive ratings

Ideas for prizes - NGBs

• Access to top coaches

– Win a coaching session from national coach

• Access to celebrities

– Celebrity club visit

– Speaker at AU Dinner– Speaker at AU Dinner

– Opening new sports facility (butter up the VC!)

• Kit

– Can sponsors provide giveaways?

– Opportunity for SSNP branded kit?

Universities – key roles

• University facilitators

• Club Members – your evangelists

• Participants

Universities - facilitating

• Event organiser toolkit?

• Promotional toolkit?

• Local media

– Standard copy for local media

– Photography for local media – provide stock library?– Photography for local media – provide stock library?

NGB input – what can they offer?

• Rich video content

• Rich photographic content

• National events

– Free student tickets

– Competitions & giveaways– Competitions & giveaways

– Celebrity prizes/airtime

• What do you need?

Copywriting

John DuffyJohn Duffy

Writing for web - overview

• Readers are engaged and looking to act and interact

• Readers want to achieve a goal – as do you!

• Non-linear – every page should stand alone

• Entry anywhere – every page should ...

• Readers might want to take action at any time – every page should...• Readers might want to take action at any time – every page should...

Six Honest Men

• Kipling said if better than I could!

I KEEP six honest serving-men

(They taught me all I knew);

Their names are What and Why and When Their names are What and Why and When

And How and Where and Who.

Writing for web - specifics

• Headings

– Information in first 3 words

– Use keywords, “information scent”

• Get to the point

• Give call to action• Give call to action

• Active voice

• Make it objective

– Superlatives bad

– Facts good

Writing headlines

Writing headlines

Your body copy

• Information scent – first phrase in first paragraph

• Make it “scanable”

• Break up with subheadings

• 8 not eight• 8 not eight

• http://www.bucs.org.uk/news.asp?section=8&sectionTitle=News+from+BUCS

• http://www.englishtabletennis.org.uk/

Photos & video

• Relevant file names

• Relevant titles

• Relevant descriptions

• Add tags where available

• This logic applies for all feeds (& native Facebook photos & video too)

Tagging

• Sport (American?)

• Event name

• Location

• Year

• Players/teams involved

• Game highlights

Example - Olympic Hockey Finals

• Hockey, field hockey, Olympics, Olympics final, England, London, London 2012, London Olympics, 2012, England, Germany, England vs Germany, Duffy goal, perfect hockey goal

The golden rules

• Be concise

• Be literal

• Call to action

• Write for people not search engines

• Don’t take short cuts

Use of photography

Photography:

� photos reflect and enhance your brand, through colour & tone

Photography:

� They depict your values: energy, vibrancy, sobriety, quirkiness, speed of response, quality or work, or general human qualities ect and enhance your brand, through colour & tone

Photography:

� Pictures do the work of a wealth of words

Photography:

� Does the image have a strong focal point or are you struggling to work out what it’s all about

Photography:

� Is it in focus?

Photography:

� Is it over or underexposed ?

Photography:

� If it’s not a great photo are there still other photos within it which can be ‘discovered’ by cropping?

Photography:

� Is the meaning clear? Is the image appropriate to the subject matter?

Photography:

� Will it work on your homepage/fan page?

Photography:

� Avoid busy backgrounds

Photography:

� Allow enough “white space” around the image slots

Photography:

� Crop for impact

Photography:

� Allow enough breathing space within the frame

Photography:

� Don’t put a frame within a frame

Photography:

� Start with the highest quality original image

Photography:

� Make a duplicate to work with

Photography:

� Build up a library of image

Photography:

� If in doubt , use faces

Use of stock photography:

� Royalty free: once you've purchased a Royalty Free stock photo license you can use it for an indefinite period of time with no limits on quantity

� Rights Managed: Rights Managed licensing requires licensing a specific image for a specific usage over a specific period of timespecific image for a specific usage over a specific period of time

�The length of time the image will be in use

�The placement of the image

�The geographic distribution

�The volume of distribution

�Whether or not the usage is for profit

Example resources:

� http://www.istockphoto.com/

� http://www.stockxpert.com/

� http://www.shutterstock.com/

� http://www.gettyimages.com/

� http://www.fotosearch.com/� http://www.fotosearch.com/

Improving photos demo

Simple steps

• Adobe Photoshop Elements

• Edit > Guided mode

• Lighten shadows slider + 20

• Sharpen slider + 70

• Straighten horizon drag along hurdles top• Straighten horizon drag along hurdles top

• Save for web

– Photos, jpg

– Logos, gif

• Key words in file name

Online marketing - Facebook

• The Platform really takes care of its promotion with virality built in, but worth recapping– Facebook - communication not marketing– Status updates – include links– Send update to fans

• Broad or targeted• Broad or targeted– Add lots of content– Interact with your own content

• Tip – set up a second account & make yourself a fan so you can see what fans see– It’s frowned on, but common practice! Choose a real sounding name

Advertising on FaceBook

• Adverts– http://www.facebook.com/help/seeall.php?facebook&id=409#What%20Do%20You%20Want%20To%20Advertise?

– Capitalise title

– Capitalise key phrases and calls to action

• Target by geography and key phrases• Target by geography and key phrases

• Even target by University & course

Social actions

– Captures viral/endorsement effect by attaching ad to a friend’s actions

Naming your (next!) fan page

• Your fan page name is important!

– Is used for H1, page title and alt tag on main image

– So try to get the most from it

• WTTC – bad

• Wokingham Table Tennis Club – good• Wokingham Table Tennis Club – good

– Invent a strapline if your name doesn’t say it all!

Beyond Facebook – existing networks

• Whether it’s called word of mouth, network marketing or viral marketing, it’s your single most effective technique

• Facebook just takes the sweat out of it

• But you must attract them as fans to your pages

Beyond Facebook - your own web site

• BUCS’ web site

– Up to 180,000 visitor sessions/month

Beyond Facebook

• 1000 referring sites/month

– 40,000 visitors/month

– (Up to 8,000 direct from Facebook)

• Investigate your best referrers• Investigate your best referrers

• And cultivate them!

– Offer news

– News feeds

– Invite them to the SSNP party!

Promotion of an event

• See earlier slide

RSS feeds

• (Better for NGBs than Universities?)

• BBC sports sites– http://news.bbc.co.uk/sport1/hi/olympics/badminton/default.stm

– http://news.bbc.co.uk/sport1/hi/olympics/hockey/default.stm

• BBC regional sites– http://news.bbc.co.uk/sport1/hi/front_page/7181705.stm– http://news.bbc.co.uk/sport1/hi/front_page/7181705.stm

• Club sites

– http://www.rewhc.co.uk/website/

• League sites

• Specialist sports news sites

• Facebook!!

Other simple techniques

• Email signatures

– 20 people x 30 emails per day = 120,000 emails in a 200 working day year

• Forums

– Hang out and offer advice

• Specialist online communities

– Cultivate gatekeepers

– Don’t forget email-based lists

• Bloggers & Twitterati

Measurement and Monitoring

John DuffyJohn Duffy

Why bother with measurement?

• If you can’t measure it, you can’t improve it

• And we aim to turn our clients in to geeks too!

Facebook Insights

Highlights:

� Fans & new fans – doesn’t tell you how often people come back

� Unique views – simplest measure of popularity

� Then engagement per application – views in photos app, plays in video appvideo app

� Total interactions – ok for overall trending

� http://www.facebook.com/help.php?topic=pages

Facebook Advertising - Reporting

� Total Impressions

� Total Clicks

� Total click through rate

� Total Average cost per click

� Total Average cost per thousand impressions

� Total Spent (US$): The total cost in US dollars for the given row

� Unique Clicks

� Unique click through rate

� Total Social Impressions

� Total Social Clicks

� Total Social click through rate

� Unique Social Impressions

� Unique Social Clicksfor the given row

� Unique Impressions� Unique Social Clicks

� Unique Social CTR

Facebook Insights

Highlights:

� Fans & new fans – doesn’t tell you how often people come back

� Unique views – simplest measure of popularity

� Then engagement per application – views in photos app, plays in video appvideo app

� Total interactions – ok for overall trending

� http://www.facebook.com/help.php?topic=pages

SSNP analytics

• To come, ref Techlightenment

Tracking visitors from Facebook 1

�Use Google Analytics ability to track URL parameters as campaigns

�Google URL builder

http://www.google.co.uk/support/googleanalytics/bin/answer.py?answer=55578&topic=10998http://www.google.co.uk/support/googleanalytics/bin/answer.py?answer=55578&topic=10998

http://www.bucs.org.uk/?utm_source=facebook&utm_medium=training&utm_campaign=SSNP

http://www.englandathletics.org/?utm_source=facebook&utm_medium=statusupdate&utm_campaign=SSNP

Google URL Builder

Google URL Builder

• Campaign SSNP

• Source Facebook

• Medium (eg) statusupdate, fanupdates

Tracking visitors from Facebook 2

� In Google Analytics

– Add new profile

– Apply filter

• Custom filter

• Include• Include

• Filter field = Referral

• Filter pattern = facebook\.com

� Produces a profile for purely Facebook visitors