In this Powerpoint presentation, Michael Ames of the Pursuant Group outlines some Social Media basics for the sports PR/marketing departments, showing that social media is a large, emerging conversation powered by building fan loyalty. He gives examples of strategies and tactics to engage your audience.
Click HERE for the Social Media 101: Leveraging Social Media for the Front Office (PowerPoint presentation)
or, click here: http://www.slideshare.net/mikeyames/social-media-101-for-the-sports-front-office
Presentation Highlights
•79% of English speaking adults use the internet
•60% of U.S. adults use home broadband connections
•39% of internet users subscribe to an RSS feed
•57% of internet users have joined a social network
•55% have uploaded photos
•83% have watched video clips
The conversation is happening with or without you.
Sources: Universal McCann’s Comparative Study on Social Media Trends, April 2008,
Pew Internet, January, 2010
Audience:Who are they?
Where will I find them online?
How do they use the social web?
What are they talking about?
What are they wanting?
Until “Fan Loyalty” is defined as you being loyal to your fans – your organization will not use social media in it’s most impactful way.
Social Media really is a large, emerging conversation that is powered by:
Building Fan Loyalty
Be loyal to your fans!• Conversations among human beings sound human. They are conducted in a human voice.
• The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
• These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.
• Talk to the people with whom they hope to create relationships.
• To speak with a human voice, front offices must share the concerns of their communities.
• “If you want us to talk to you, tell us something. Make it something interesting for a change.”
• “We have better tools, more new ideas, no rules to slow us down. We are waking up and linking to each other.”
Who is Your Audience?
(Social Technographics Ladder, from Forrester Researh, Inc.)
Creators- publish a blog; write articles/stories and post them; publish your own website; upload videos you created; upload audio/music you created;
Critics- post ratings/reviews of products/services; comment on someone’s blog; contribute to online forums; contribute to/edit articles in a wiki
Collectors- use RSS feeds; add “tags” to web pages or photos; “vote” for web sites online
Joiners- maintain profile on a social networking stie; visit social networking sites
Spectators- read blogs; watch video from other users; listen to podcasts; read online forums; read customer ratings/reviews
Inactives– none of the above
Broadcast Media vs. Social Media
In social media, you might be the topic of conversation without being the center of it
You will have to give up some control of your message in order to gain more influence.
Social online media listening/participate/generate buzz
Share content
Tactics and tools over time
Main graphic source, left:
http://www.briansolis.com/2008/08/introducing-conversation-prism.html