Social Media and Marketing for Clubs

Ian Wakefield Chartered Marketer (CIM) and Fellow of CIMSPA

Marketing & Communications for Sport Nottinghamshire CSP and former Business Development Manager at CIMSPA.

Overview of the Presentation

Segmentation & targeting PlanningWebsiteSocial media trendsSocial media tipsCyber SafetyAdditional marketingFundingQuestions

Market Segmentation

Why do we segment the Market? Tells us who our potential customers are Tells us what they might like Helps us understand barriers Allows us to target more effectively

Where did the information come from? Sport England & Experian Taking Part & Active People Surveys Demographics from established sources Further info from Experian Databases

Market Segmentation

19 Segments Circle Size =Population % Segment Supergroups A-D Horizontal Line shows Average 21% Decrease in activity with age Also shows impact of Gender & Impact of Social Deprivation

Market Segmentation

% % % Segment Name Forename (s) Population Male Female In million

A01 Competitive Male Urbanites Ben 6.4 13.3 0 2,521 A02 Sports Team Drinkers J amie 5.4 11.1 0 2,127 A03 Fitness Class Friends Chloe 6.9 0 13.4 2,717 A04 Supportive Singles Leanne 4.7 0 9.1 1,851 B05 Career Focussed Females Helena 5 0 9.7 1,969 B06 Settling Down Males Tim 9.4 19.3 0 3,702 B07 Stay at Home Mums Alison 4.6 0 8.9 1,812 B08 Middle England Mums J ackie 4 0 7.7 1,575 B09 Pub League Team Mates Kev 5.8 12 0 2,284 B10 Stretched Single Mums Paula 3.8 0 7.4 1,497

C11 Comfortable Mid-Life Males Philip 7.8 16 0 3,072 C12 Empty Nest Career Ladies Elaine 5.3 0 10.2 2,087

C13 Early Retirement Couples Roger & J oy 6.2 6.2 6.3 2,442 C14 Older Working Women Brenda 4 0 7.6 1,575 C15 Local ‘Old Boys’ Terry 3.4 7 0 1,339 C16 Later Life Ladies Norma 2 0 3.6 788

D17 Comfortable Retired Couples Ralph & Phyllis 3.7 5 2.4 1,457 D18 Twilight Year Gents Frank 3.5 7.1 0 1,378

D19 Retirement Home Singles Elsie & Arnold 8.3 2.5 13.8 3,269

Market Segmentation

Mixed gender, 56 – 65 6% in England Average 3x30 Likely to participate in recreational

walking, golf and aqua aerobics You might also catch them sailing Team sports are a not appealing Take part to help with injuries and to

keep fit. They also just enjoy it. Many continue to train and compete

If there was improved transport and better facilities they may go more often

If they don’t do sport its because they aren’t interested

Roger and Joy - “Early Retirement Couple”

Market Segmentation

What sports they are most likely to take part in

Motivations and barriers Where they are located Likely Occupations Likely Income Likely Family Status Type of message responds to Buying Habits & Brand Loyalty Decision making styles

What else do the Segments tell us?

www.sportengland.org/segments

Market Segmentation

Nottinghamshire

Market Segmentation

Nottinghamshire

Planning Marketing & Comms

Your Website

Have one (Free)Easy to findEasy to NavigateLooks InspiringEncourages InteractionEasy to ContactRecognisable BrandingInformativeUp to dateAnalyticsGoogle AlertsNewsletter (Mail Chimp)

Google Analytics

Understand your websiteWho is visiting?For how long?How do they find you?Search terms/wordsDesktop/Laptop/MobileWho refers for youWhat are the trends?

Google Analytics - Referrals

Understand your websiteSocial Media TopPartnersGoogle

Social Media Trends

Full-time 3-4 days 1-2 days No0

10

20

30

40

50

60

50

14

1917

Marcomms Roles in CSP's 2012

%

Social Media Trends

Yes Not often Hindered Considering No0

5

10

15

20

25

30

35

40

45

19

7

12

2

9

30

35

8

3

40

0 0

8

1

Do you use Facebook?

201020112012

Social Media Trends

Yes Not often Hindered Considering No0

5

10

15

20

25

30

35

40

45

50

19

5 57

13

37

42 3 3

45

30 0 1

Do you use Twitter?

201020112012

Social Media Trends

Valuable Building Occasional Too Early No0

5

10

15

20

25

30

35

3

10

1

7

3

12 12

3 32

32

9

5

12

Is Twitter Valuable

201020112012

Social Media Trends

Yes Not sure No0

5

10

15

20

25

30

35

40

45

50

27

4

18

37

0

12

43

24

Do you upload video's to Youtube?

201020112012

Social Media Trends

Facebook Twitter YouTube0

10

20

30

40

50

60

70

80

90

100

4036

5560

7875

67

9188

Summary

201020112012

Why use Social Media?

TwitterBrand your pageTweet regularly & RTUse apps like TweetdeckInteract with TweepsFollow the right TweepsBe GraciousBe interesting/SpamUse Links/PicturesTwilertsListoriousIntegrate to website#FF

Facebook

Use brandingMultiple AdminIntegrate with websitePeople like PeopleUse PicturesVideos/You TubeEncourage Shares/CompsPost links to websiteBe interestingBE SOCIABLEDon’t overdo itGroups/Pages

Facebook insights

Understand the performance of your pageLearn which content resonates with your audience Optimise your posts

YouTube

Use brandingFilm your eventsFilm your trainingTag them wellEasy to editCreate a channelIntegrate with websiteOther Social Media links

Flickr

Buy a Digital CameraPhoto’s of:

CoachesTrainingVenuesCompetitionsSocial events

Tag your photo’sBe aware of SafeguardingUse on WebsiteUse on Social Media

Flickr

Use SetsBack Link to your websiteUse TagsStream Sets to your websiteEasy for multiple picsAuto update for galleryEncourages shares

Recap on Social Media

1. Have a Plan2. Know your niche3. Be yourself4. Engage people5. Link up6. Be customer friendly7. Think before you post8. Time to perfection9. Be consistent/regular10. Get organised11. Be responsible

fraud

cyber bullying

sexting

Inappropriate content

paedophiles

viruses

privacy

online reputation

validity and bias

media literacy

copyright

Identity theftphishing

extremism

Cyber Safety 4 Children

Cyber Safety 4 Children

Check your own digital footprint and privacy settings regularly

Never add anyone under 18 as a ‘friend’ on a social networking site without their parents permission

Only send texts through a group texting system Do not add parents of club members as friends

or if already friends be aware of how they may share information

Never post photographs without the permission and do not be afraid to say when you don’t want your picture to be tagged or posted at all

Avoid using your own phone to call parents and do not use it to contact young people

Be aware of your clubs safeguarding procedures and how to report any cyber bullying directed at you by club members or their parents

All text/email messages sent to young people should also be sent either to a parent or to an external moderator (Source CPSU)

Protecting Staff

Cyber Safety 4 Children

Know all social sites that your child is a part of it Have access to all content pages that your child

has created Know all user names, passwords and profiles that

your child has created Know all email accounts with user names and

passwords that your child has created Create rules of engagement on social sites that are

built on being “accountable” to you for their actions-A 3 strikes rule is not a bad idea.

Create your own accounts in these networks Explain that though you will have all this

information, you will only access it, should there be a need to.

Establish Trust. Understand that that trust may be breached Review the privacy settings in your child’s social

networks and map it to their profiles and then review their profiles

20 Point Plan – What parents should know!

Cyber Safety 4 Children See who is following of “friending” your child

and vice-versa No adult, unless it’s a family member should be

in any network that your child is part of. Explain the dark side of social networks to your

child, there’s nothing wrong with being scared straight.

Periodically evaluate the content they are sharing and consuming.

Know what they are searching for Don’t forget or ignore texting and email.

Establish usage guidelines for those as well. Never assume they are harmless or easy to manage.

If you feel the need to establish time constraints for computer and phone usage, do it.

You’re not trying to be a friend here- we’re trying to be parents.

If you have to shut it down-don’t feel guilty. Do it without remorse.

The computer is not a babysitter. Talk to them.

Additional Marketing Activities

Register your club with CSPRegister your club with NGBRegister with SPOGORegister with Active PlacesDistribute Flyers LocallyPromote through SchoolsEffective use of BannersOffer Social membershipsPut Social Events on – Community Games?Link with other clubsSchool-Club LinksUse the Sport England ToolsPromote at local eventsOpen DaysCome and TryPress Releases

Funding for your Club

Funding for Clubs

• Grantnet• Inspired

Facilities• Improvement

Fund

Funding for Athletes

• SportsAid• TASS• Ron Pickering

Memorial Fund

Funding for Activities

• Sportivate• NGB

initiatives• Sports Match

Funding Surgeries Case Studies

Top TipsCSP WebsiteSport England

NGB Websites

www.sportnottinghamshire.co.uk

Contact Ian Wakefield on Twitter : @iandwakefield or Linkedin

Any Questions?