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Alana Fisher-Chejoski Connect with

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1 Alana Fisher-Chejoski Connect with me: @aussiegoldy

2 1.What social media is and is not. 2.The importance of content in social media. 3.How to develop and use social media channels. 4.How to develop and use content. 5.Common mistakes in use of social media and content. 6.Best practice case studies in sport and elsewhere. 7.What you should do tomorrow.

3 On social media Social media is not going away and is not a fad. Social media is about people and relationships, not technologies. Social media is a long-term relationship between your stakeholders (incl. fans) and your organisation, not a short-term promotional campaign.  No one strategy will work for all organisations and/or brands. Your social media strategy MUST link to your business objectives in order to be successful. Listen (monitor/observe)  Plan  Participate Participate  Listen  Re-plan Don’t write off social media because of risks - there is risk in everything you do. You can minimise the risks of communicating on social media channels by getting good advice in the beginning.

4 Elements of a basic social media strategy  Goals  Audience  Platforms  Tone of voice and persona  Measurement metrics  Message  Roles  Scenarios  Content  Governance

5 Risk is part of doing business and part of doing social media  If you wouldn’t say it to your grandma or put it on a billboard, don’t say it!  Numerous examples of athletes behaving badly in Australia and overseas – not an issue with social media o Stephanie Rice gay slur o David Warner fined $5750 for breaching Cricket Australia's behavioural guidelines following o Greek triple jumper Voula Papachristo ejected from maiden Olympics in London for Twitter comments on African immigrants and supporting a far-right party o Canberra Raiders fullback Josh sacked for a series of misdemeanors, including a tweet allegedly suggesting a fan should "end" himself  Minimise risk by setting out policy and putting processes in place  educate staff and athletes on correct code of conduct and the possible pitfalls of social media

6 Social media blunders  Mistakes happen. Say sorry. Learn.

7 Ensuring social media channels are safe and nurturing  Set out participation / community guidelines that specifically cover appropriate conduct and ramifications.  Monitor what is being said about your organisation and members

8 Social media can help you with…  Marketing  Communications  PR  Customer service  Sales / membership

9 Do your fans and potential fans know you exist? The 3 Os of social media channels: Promote your social media channels online, offline and often. – Website – Athlete social media accounts – eDM (e-newsletter) – Email signatures – Event signage and flyers – Office signage – Clothing – Direct mail – Sporting venues such as signage, ground branding – Advertising such as TVCs, radio, online display advertising

10 Social media is part of your digital solution, not a department in itself

11 Case Study: Tough Mudder on Facebook  Great tone of voice.  Regular posting.  Asking for engagement with questions and polls.  Many quality photos of participation – different demographics.

12 When someone tells you, you need a social media strategy, make sure you understand that content is at the core of it, so first you need a content strategy.

13 What is content strategy?  Planning, development and management of content for all media types.  “…content strategy is to copywriting as information architecture is to design” – Rachel Lovinger, 2007.

14 What is content marketing?  Not a new strategy or tactic. o First CM initiative was The Furrow by farming technology co. John Deere: since 1895; 1.5 million distro; 40 countries.  Content that is actionable o Leads to a transaction eg sales of products/services; memberships; data capture.  In a nutshell…A way of communicating with your current and prospective participants and/or stakeholders without overtly selling or ‘pitching’

15 Brand benefits of content marketing  Trust  Loyalty  Authenticity  Credibility  Authority  Brand (or sport) recognition

16 Goals of content marketing  Provides a reason for meaningful engagement  Brand/sport awareness or brand reinforcement  Lead capture and nurturing for membership  Customer/player retention  Product/service upsell/x-sell  Customer servicing  Expanding digital footprint

17 It’s not (about) me, it’s (about) you.

18 Types of content marketing  Blogs  Whitepapers  E-books  Social media  Case studies  Videos  Podcasts  Webinars/webcasts  Microsites  Website articles  eDMs  + many more

19 Finding content: raid your archives

20 Finding content: repackage

21 Finding content: ask colleagues and/or players

22 Finding content: set up a content committee and meet regularly

23 Finding content: news + current events

24 Finding content: events

25 Simplified content marketing roadmap 1.Undertake existing content audit. 2.Define editorial strategy – brand personality, TOV, style etc. 3.Research customer challenges - needs, wants. 4.Define content strategy – audience, types, channels, distribution, promotion, objective. 5.Define social media strategy – you won’t succeed unless you have something interesting/entertaining to say! 6.Create editorial/content calendar. 7.Produce content in advance – 4 week content bank is good practice. 8.Measure and assess/reassess.

26 4 things to do now with content 1.Audit your existing content. 2.Find out what content participants in your target market want. 3.Get executive buy-in. 4.If needed, reassign budget from traditional marketing that isn’t as successful as it used to be. 5.Repackage existing content for new channels. 6.Create a home for your content.

27 Case Study – The AFL  Over 100 staff working on producing content – now seen as threat by mainstream media’s reporting of game.  Images and videos + copy.  About people, the game and the environment around the game, not about the organisation.

28 Case Study – Fisher-Price  Sign up for eDM newsletter.  Games for kids on Family Playtime section.  Use of milestones for content.  Subject-matter experts.

29 Case Study – The Mint  Financial literacy content for parents and kids.  Uses milestones for content topics.  Encourages engagement through tools and games.

30 Case Study – Huggies Australia  Content for parents and kids.  Uses milestones for content topics.  Encourages website registration (data capture) with promotions.  Online community engagement.

31 5 things to do tomorrow  Get some equipment to create great content o DSLR (video and stills).  Enrol team members in video/photography classes.  Create a digital home for stories and start telling your story.

32 Alana Fisher-Chejoski Connect with me: @aussiegoldy

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