DIGITAL STRATEGY APRIL 2016 - European Athletics€¦ · Digital strategy helps achieve it ....
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DIGITAL STRATEGY APRIL 2016
Transcript of DIGITAL STRATEGY APRIL 2016 - European Athletics€¦ · Digital strategy helps achieve it ....
DIGITAL STRATEGY APRIL 2016
DIGITAL WORKSHOP
What we’re going to cover:
• The relationship between corporate & digital strategies
• Our approach to strategy
• Can we make some money from this?
• Common questions and things to keep an eye out for
• As the CEO, what questions should you be asking?
But you do need a strategy ….
AIM FOR THIS FIRST SESSION
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Do you have clear objectives for your
federation?
SOME QUESTIONS …
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• Serve high performance athletes – win medals • Stage great events & deliver a great experience • Increase participation • Increase revenue – sponsorship and TV rights • Manage the brand image of athletics • Build a new fanbase • Promote the sport – visibility, awareness, athlete profile • Sell tickets to events
YOUR FEDERATION’S OBJECTIVES?
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Do you have clear objectives for digital?
SOME QUESTIONS …
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Corporate strategy
CORPORATE AND DIGITAL STRATEGIES – WHAT’S THE DIFFERENCE?
Digital strategy helps achieve it
DIGITAL WORKSHOP
Corporate strategy
CORPORATE AND DIGITAL STRATEGIES – WHAT’S THE DIFFERENCE?
Digital strategy helps achieve it
More people taking part in athletics
Using digital to get more people taking part in athletics
DIGITAL WORKSHOP
Corporate strategy
CORPORATE AND DIGITAL STRATEGIES – WHAT’S THE DIFFERENCE?
Digital strategy helps achieve it
More people taking part in athletics
Using digital to get more people taking part in athletics
Growing the fanbase for athletics
Using digital to grow the fanbase for athletics
DIGITAL WORKSHOP
Corporate strategy
CORPORATE AND DIGITAL STRATEGIES – WHAT’S THE DIFFERENCE?
Digital strategy helps achieve it
More people taking part in athletics
Using digital to get more people taking part in athletics
Growing the fanbase for athletics
Using digital to grow the fanbase for athletics
Increasing sponsorship and broadcast revenue
Using digital to increase sponsorship and broadcast revenues
DIGITAL WORKSHOP
OUR APPROACH TO STRATEGY…
Where are we today?
What is going on in the market?
Where do we want to get to?
What are we going to do to
get there?
• Be honest! • Audience need • Technology • Competition
• Statement • What does that
actually look like?
• Actions • Priorities
Using digital to achieve our objectives
WHERE ARE WE TODAY?
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• What is good and bad about your website / mobile app / social?
• What content is working for you on different channels?
• What is your audience saying about your digital efforts?
• Who are your strongest assets – athletes, influencers?
• How do you compare to your benchmarks?
• What capabilities are you using? – eg paid social
WHERE ARE WE TODAY? - CHANNELS
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WHERE ARE WE TODAY? - RESOURCES
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• How big is the team?
• Is digital their focus or one part of a bigger remit?
• Do they have the knowledge & skillsets?
• Do you have the ability to make decisions on content? Are you using
the student to run the social accounts?
CAN THEY MAKE THE EDITORIAL DECISIONS?
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Instagram: focus should be on getting the best possible image – in this case, waiting for a photo with the trophy.
Facebook: video is more powerful than on any other platform. Serena’s winning moment clipped and posted from Grabyo.
Twitter: most important to be immediate and impactful in capturing the moment.
WHERE ARE WE TODAY? – YOUR BIGGEST DIGITAL ASSETS
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WHERE ARE WE TODAY? – WHEN ARE PEOPLE TALKING
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• 2012 200m final
• 80,000 Tweets per minute!
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OUR APPROACH TO STRATEGY…
Where are we today?
What is going on in the market?
Where do we want to get to?
What are we going to do to
get there?
• Be honest! • Audience need • Tech trends • Competition
• Statement • What does that
actually look like?
• Actions • Priorities
Using digital to achieve our objectives
DIGITAL WORKSHOP
• How old are they?
• What do they like?
• How much do they earn?
• What brands do they buy?
• What do they buy from you?
• What digital channels do they use?
• Who do they follow?
• Who influences them? Athletes?
• Are they the audience you want?
YOUR AUDIENCE
• Does your audience want what you
are producing?
• What do they want that you are not
giving them?
• Are you being useful for them?
• What content do they watch, like,
share?
Who are they? What do they want?
First, deliver for the audience, and then the rest will follow
TECH TRENDS - MOBILE AS THE FIRST SCREEN
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• May 2015 – more search from mobile than desktop
• Time spent on digital media is now higher on mobile
• 89% of mobile usage is via an app
• It’s iOS (15%) and Android (85%)
• 73% of Facebook revenue comes from mobile
TECH TRENDS - IMPORTANCE OF VIDEO
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Rugby World Cup The Haka
3.65m
17.4m
58m
Page likes
Video views
Users reached
TECH TRENDS - IMPORTANCE OF VIDEO
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422.8k views
17K views 39.3k views
Views
Website
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OUR APPROACH TO STRATEGY…
Where are we today?
What is going on in the market?
Where do we want to get to?
What are we going to do to
get there?
• Be honest! • Audience need • Tech trends • Competition
• Statement • What does that
actually look like?
• Actions • Priorities
Using digital to achieve our objectives
DIGITAL WORKSHOP
WHERE DO WE WANT TO GET TO?
1. A clear statement – ideally quantitative and time bound
2. Describe what that looks like • Any alternatives? • Pros and Cons • Will it achieve our objective?
DIGITAL WORKSHOP
OUR APPROACH TO STRATEGY…
Where are we today?
What is going on in the market?
Where do we want to get to?
What are we going to do to
get there?
• Be honest! • Audience need • Tech trends • Competition
• Statement • What does that
actually look like?
• Actions • Priorities
Using digital to achieve our objectives
WHAT ARE WE GOING TO DO TO GET THERE?
DIGITAL WORKSHOP
• What are the key things to focus on? – pick 6 or 7 key things
• Are they the things that will have the most impact?
• Make sure at least one is organisationally focused
• How you going to use your athletes? Spikes in conversation
• Are there certain aspects that need to be done first?
• Sense check: If we do this, are we closer to our end goal
• Get things live and learn quickly
CAN WE MAKE SOME MONEY FROM THIS?
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CAN WE MAKE SOME MONEY FROM THIS?
DIGITAL WORKSHOP
CAN WE MAKE SOME MONEY FROM THIS?
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COMMON QUESTIONS AND THINGS TO KEEP AN EYE OUT FOR …
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SOME COMMON QUESTIONS ….
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Is the number of Facebook likes important? • Gives you a pool of people from which to work • Quality of content is paramount • Organic reach is low, but not dead • Sponsors still look at it • Be realistic – what is most likely to increase your
“likes”
SOME COMMON QUESTIONS ….
DIGITAL WORKSHOP
Should I be paying Facebook? • If you’ve got the budget • Be clear on what you want to achieve • Be sensible how you are measuring it • Use your data • It’s a great way to boost your reach • You don’t have to
SOME COMMON QUESTIONS ….
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With all the networks, is my website still important? • Yes! It’s yours • Search is paramount • Invest in content • You’re an athletics federation,
not a media company
THINGS TO KEEP AN EYE OUT FOR ….
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Facebook Instant articles
THINGS TO KEEP AN EYE OUT FOR ….
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Facebook Live
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Any Questions?
