Sport and Rec Social Media Workshop 2
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Transcript of Sport and Rec Social Media Workshop 2
ACT Sport and Recreation Social Media Workshop Series 2011
Workshop 2 – Social media opportunities and protection
Welcome!• Let’s introduce ourselves
– Name– Organisation– Position / responsibility– Give us your number 1 communication objective– Reflections from previous session
» Demographics» Creating revenue» privacy
Before we start
• How Workshop 2 and 3 fit together
Workshop 3 will....
•Be interactive on live terminals•Provide case studies of best practice•Respond to your direct sports’ need and offer examples and solutions
Workshop 2 is about....
•Defining Social Media•Planning Strategic Communications•Building Protocols
Agenda• Section 1 – social media opportunities
– Workshop 1 re-cap
• Section 2 – social media in context– Definitions– Developing a strategic approach to social media
• Section 3 – managing risk– Protocols – Handling Social Media once implemented
Defining Social Media
• A brief history of social mediaWeb 2.0: The participatory, social & decentralised web (~2007-now)
The new web empowers people to interact, generate and share multi-media content across the web, seamlessly.
Moved from a solo activity to a series of participatory activities enabled by new web applications, platforms, technologies and methodologies.
These platforms are accessible from multiple devices – the PC, netbooks, mobile phones, interactive TV, media players and gaming consoles. Social Media Athlete – Wirestone, via Slideshare
Defining Social Media
• Definitions of social mediaOBJECTIVE PLATFORM EXAMPLES
Online Communities Facebook, LinkedIn, Google +
Media Sharing YouTube, Flickr, Instagram
Micro-Blogging Twitter, Tumblr, Posterous, FourSquare
Rating and Linking AddThis, DIGG, Bit.ly
Broadcasting Email, MailChimp
Others Twibbons
Social Media – the landscape• The Best – September 2011
– Facebook: 10,628,600 users
– YouTube: 9.9mil unique views per month
– Blogspot: 4.6mil unique views per month
– WordPress: 2mil unique views per month
– LinkedIn: 1.8mil unique views per month
– Twitter: 1.6 mil unique views per month
– Flickr: 1.3 mil unique views per monthVia socialmedianews.com.auhttp://www.socialmedianews.com.au/social-media-statistics-australia-september-2011/" >Social Media Statistics Australia – September 2011Used under Creative Commons License
Social Media – what we didn’t cover
• Integrated Campaigns– Ensuring cross-linking between platforms
• SEO and SEM to increase visits• Facebook and other advertising platforms• Links to mobile and app development• Analytics on email, sms, applications and web
and social platforms
Social Media - demographics
• Most stats are US based• Generally female participation in Facebook and
Twitter sits around 52-56%• Both Twitter and Facebook have concentrated
membership in the 18-45 age group with Facebook skewed to an older audience
Social Media – the big guys
• Facebook– The stats
• 800 million users worldwide, half of whom log in daily• 2 billion pieces of content liked or commented on daily• 100,000 new users in Australia in the past month• 10 million users in total, aiming for 90% or population
between 15-60
– Why would you use it?• Build a fan base, promote events, run competitions
Social Media – the big guys
• Facebook – How is it used
Social Media – the big guys
• Twitter– The stats
• Around 2 millions Australian users and growing
– Why would you use it?• To follow people of interest to you• To create followers who read your messages• As a linking platform to your other material• To promote in real time and engage on outcomes
Social Media – the big guys
• Twitter– How is
it used
Social Media – the big guys
• LinkedIn– The stats
• 100 million global accounts• 2 million Australian accounts
– Why would you use it?• Link to other professionals• Learn from like-minded groups• Promote activities
Social Media – the big guys
• LinkedIn– How it is used
Social Media – specialist platforms
• Flickr• Instagram• Foursquare• YouTube
• Vimeo• Tumblr• Slideshare• UStream
Social Media – the rest!
• The new kid on the block - UPDATED– Google+
• Set up a Google+ account to encourage a community of followers to endorse you
• Ensure that your organisation is visible in personal search results
• Use the Hangout (live video) to connect with each other and stakeholders
• Link to Google Places to promote your competition
Defining Social Media
• What would you / do you use?
– Name the platform– Tell us about the objective
Exercise
•Use the blank paper on your table to list
Agenda• Section 1 – social media opportunities
– Workshop 1 re-cap
• Section 2 – social media in context– Definitions– Developing a strategic approach to social media
• Section 3 – managing risk– Protocols – Handling Social Media once implemented
Social Media in context
• Business Objectives– Broadcast
• Get messages out and get them out to more people than ever before; promotion direct to the public
– Network• Reach stakeholders, athletes and volunteers and engage with them
(virtually) face to face
– Promote your brand• Stake a place in crowded markets
– Internal Communication• Between small groups within your sport
Building a Social Media Framework
• Strategic Plan• Communication Objectives• Audiences• Platforms• Connection to other comms
Exercise
•We move through the handout
Social Media Framework• Give it a date
• Get it approved
• Version control it
Social Media Framework• Link it to your strategic
objectives right in the document
• Draw the org chart IF it has some bearing on your comms
• Think about the image you DON’T want to present
EXAMPLE TEXT
Goal: To develop our coaches, managers and other volunteers to be the best.
Social Media Framework• Re-write your
strategic objectives as communication objectives
• Define how you measure success
EXAMPLE TEXT
Goal: To develop our coaches, managers and other volunteers to be the best.
Objective:To ensure promotion of our expectations, link to available courses and to to facilitate shared learning between these groups.
Social Media Framework• Define audiences
even if you don’t end up using social to speak to them
• Define their motivation to gauge the investment you should make trying to engage with them
• Define a series of events you can tailor messages around
EXAMPLE TEXT
Audience: Coaches
Life Events: Pre-Season, Training, Selections, Certification, Competition
Social Media Framework• Commit to which
platforms you will use
• Set indicative timing so that you know when you are ‘publishing’
EXAMPLE TEXT
Platform: Email Activity: ContactTiming: Twice Weekly
Social Media Framework• Link it to your other
comms work
• Allocate a resource!
EXAMPLE TEXT
Goal: To ensure promotion of our expectations, link to available courses and to to facilitate shared learning between these groups.Existing Channel: Club Email, National Federation Email, Private Coaching WebsitesSocial Channel: Facebook PageAlignment: re-use of email messages on Facebook. Link in emails to event RSVP on Facebook
Break
• See you at 7.45
Agenda• Section 1 – social media opportunities
– Workshop 1 re-cap
• Section 2 – social media in context– Definitions– Developing a strategic approach to social media
• Section 3 – managing risk– Protocols – Handling Social Media once implemented
Social Media – the risks
What are your concerns?
• Athletes• Brand• Sponsorship• Corruption / Gamesmanship• Team dynamic• Privacy
Exercise
•Open discussion
What risks are worth managing• Individuals
– Privacy– Defamation /
Discrimination
• Employees– Access– Usage
• Records Management
• The Sport– Controlling message
and information– Managing debate
• Records Management– Keeping a record– Others keeping a
record
Context for sport social policy• Organisations still understanding the area• Many larger sports and organisations
moving into the space– Life saving– Swimming Australia
• ACT requirements for funded organisations to have a Member Protection Information Officer can provide a platform
The broader context• Even professional codes have different
approaches– MLB: does not apply to players (but an
electronic equipment policy does)– The FA: applies general code of conduct– NFL, NHL, NBA: Yes but mainly restricted to
timing issues– AFL: in development but more detailed at club
level
Policy or Guideline• Policy – enforceable
– Controls legal burden– Covers HR and other regulatory
issues– Based on risk
• Guidelines – suggestion– General pointers– Positive positioning of options
• Are we actually resourced to:
• Monitor• Manage
compliance• Enforce• Promote
Do they already exist?• Code of conduct
– Most social media policies talk about the same elements as a code of conduct, they simple designate the channels in focus
• Values and discipline within Constitutions– Or your general operating procedures
• Fair use of technology policies– With a focus on mobile and social access
Essential Elements1. Link to ‘code of conduct’ benchmarks and
educate as part of policy2. Definition of policy audience and diff between
public / private information3. Statement of relevant legislative protections /
limitations4. Reminders about ownership of material5. Summary of potential discipline / outcome
Generic Protocol• The handout comprises two
parts– The Surf Life Saving Australia
Social Media Policy (case study)
– Generic Policy Template
Exercise
•Review the handout
What we like:
•Provides a definition of social media and doesn’t limit the definition. Could probably use the term “user-generated content”
•Defines the audience for the policy
•Sets context around reputation
•Defines what it DOES NOT relate to
•Uses the term ‘Guiding Principles’
What we like:
•Clear information about lack of anonymity and the link between the web and public information
•Mentions brand and intellectual property in terms of respect but also firm guidance on the graphic brand marks
•Covers off staff and member usage in one statement – simplicity
•Demands written consent for the creation of any new SM presence
What we like:
•Stipulates advertising (particularly ‘pop-up’) must be controlled
•Reminds members and staff to respect privacy
•Notes potential discipline but does not fall into the trap of defining it
•Provides a links to the experts for support
Other options• It’s recommended you develop this yourself,
but…
Social Media in Use• What needs to be in place besides a policy
– Clear business ownership and processes– Publishing guidelines and timetable– Issues management plan– Resourcing
• What can also help– Defined brand ‘voice’– Prepared responses
Social Media in Use• Business ownership and publishing processes
– Have a all presences signed off by designated officer– Have agreement on what can be shared– Have agreement on the level of response the
business owner is comfortable with– Have contacts and process if something goes wrong– Have a triage of publishing timing
• Which platform is first
Social Media in Use• Issues management
– First kind of issue• Those which fall under published guidelines (misuse,
code of conduct violation)– Don’t respond through social media other than to moderate– Move them quickly, and privately, to formal disciplinary
processes– Be public (as much as you can) about the outcome – not the
actual exchange– Be aware of your responsibilities
Responsibilities• Privacy (driven by Privacy Commissioner)
– Privacy breaches are not just “hacks” honest mistakes can constitute a breach
– There is no requirement under the Privacy Act to notify an individual but If there is a risk of harm due to private information being published you should contact the individual
• Cyber Safety (driven by AFP)– Promote passwords– Don’t publish or respond to anything you wouldn’t say face to face– Encourage members to have ‘private’ profiles– Don’t on-send unqualified embedded links– Only accept friend requests from those you know or can trace
Social Media in Use• Issues management
– Second kind of issue• Those which come from outside your sphere of
influence (visitors, friends or family of members)– Use non-confrontational pre-prepared responses– Moderate only if the interaction breaks publishing or
legislative rules (defamation etc)– Seek to positively engage or take it offline
Managing the Whine
Social Media in Use• Brand ‘voice’
– Friend– Trusted Advisor– Policeman– Salesperson
Social Media in Use• Prepared response examples (friendly advisor)
Scenario Response
Request for further info “Hi (insert name), if you follow this link you’ll get the information you are after. Thanks for dropping by (insert link)
Question about detailed policy or individual circumstances
“Hi (insert name) can’t really answer that one here, contact us at (insert email address) and we’ll see what we can do”
Question about a public event “Hi (insert name), the event you are asking about starts at (insert details of event) and there are still places. Go here to register (insert link)
Wrap-up
• Any questions or clarification?• Preview of next session
– Practical application of the frameworks with SportsGeekHQ
• Continue the conversation– Twitter #SportRecSM– Facebook https://www.facebook.com/ACTSRS
Justin BarriePrincipal Consultant0423302814@[email protected]
Thanks and see you at Workshop 3!