‘Maximising Marketing Sport NI ‘Maximising Marketing Through Social Media’

Agenda Social Channel Communication Platform Mirror Shop Window Social Media Prevalence in Sport Communicating with Various Audiences & Networks Content Video Content Optimisation Website Content Refreshes Events promotions Resources Crowdsourcing Facebook Functionality in Sport Twitter Functionality in Sport Snapchat Functionality in Sport Competitions Role Models Case Studies & Tasks Social Channel Communication Platform Mirror Shop Window Marketing Tool

Social Media Strategy How to maximise marketing through social media? Social Channel Clarify your social media aims & goals Audit your current social media status Define improvements to your social media profiles Build your own networks Develop a content strategy & calendar Implement all of the above Monitor, evaluate & measure performance Communication Platform Mirror Shop Window Marketing Tool

Social Media – Content Shock Social Channel Communication Platform Mirror Shop Window Marketing Tool

Social Media in Sport Social Channel Communication Platform Mirror Using social media whilst at an event/stadium Social Channel Communication Platform Mirror Shop Window Marketing Tool Checking social media whilst watching sport on TV

Social Media in Sport Social Channel Communication Platform Mirror Shop Window Marketing Tool

Social Media in Sport Social Channel Communication Platform Mirror Shop Window Marketing Tool

Audiences Social Channel Communication Platform Mirror Shop Window “A social media strategy starts with deciding what network fits your audience best” Social Channel Communication Platform Mirror Shop Window Marketing Tool

Maximising Your Social Networks Athletes Clubs Governing Bodies Brands Publications Media/Journalists Bloggers Venues Celebrities Influencers Industry Leaders Stakeholders Supporters Competitors/Rivals

Stakeholders… Reciprocal marketing Tagging Contra partnerships

13 x Content – Why? Awareness Relationships Value Success More Likely Awareness Relationships Value Success Sales/Conversions

Content – Why?

Content – What?

Video How to increase the quality of videos on Facebook? Social Channel Storytelling – history, traditions, people Emotion – accomplishments, reflections, sentiment, nostalgia Motivation – captions, music Duration – each scene, transitions, tempo CTA – what to include, where to include, why to include Content – variety Titles – intrigue, captivate, entice, persuade Communication Platform Mirror Shop Window Marketing Tool

Video Social Channel Communication Platform Mirror Shop Window Marketing Tool

Video Social Channel Communication Platform Mirror Shop Window Marketing Tool

Video Social Channel Communication Platform Mirror Shop Window Sport England wanted to address the fact that 2m more men than women take part in sport in the UK. 2. Research showed that fear of judgement - for appearance, ability (good or bad) or poor priorities - was stopping women from playing sport. 3. Street-casting led to the choice of real people (doing their regular exercise) to feature in the adverts and commercials. 4. Sport England primed its audience, influencers and media with similar sentiment (on social and through the media) well before the campaign was launched. 5. Women began making their own responses to the campaign, which Sport England then shared on social media. 6. Stats released in January 2016 show that 2.8m women aged 14-40 who recognise the campaign say they have done some or more activity as a result, while 1.6m say they’ve started exercising. Social Channel Communication Platform Mirror Shop Window Marketing Tool

Blogs Communication Platform Mirror Shop Window Marketing Tool

Facebook Events What’s best practice? Content Budget Interaction Promotion

Content Quick Win Cover Photos = Shop Window

Content – How? 13 x More Likely

Resources for Creating Content 13 x More Likely

Content – How? 13 x More Likely

Content – Crowdsourcing? 13 x More Likely

Frames 13 x More Likely

Content – How? 13 x More Likely

Content – Optimal Construction 13 x More Likely

Content – How? 13 x More Likely

13 x Content – Timing? Most Engagement Events Live Coverage More Likely Most Engagement Events Live Coverage Training Routines Call to Action Consumption Time

13 x Facebook Ads Targeted Call to Action Budgeted Measurable More Likely Targeted Call to Action Budgeted Measurable Controlled

13 x Facebook Live Behind the scenes Sporting action Q&As Launches More Likely Behind the scenes Sporting action Q&As Launches Engagement

Twitter 13 x More Likely #Hashtags Lists Lead Cards Influencers

Snapchat

Competitions Are they beneficial or do they dilute brand messages? Aim – data capture, visibility, sharability Mechanic – entry form, like & comment, like & tag Prize – value, relationship, relevancy Longevity – how, why, when

How To Be Current… Seasonal Topical Trending Reactive Prepared

Role Models…

Case Study – This Girl Can Why did it work? What elements could you replicate?

Task – Deploy a campaign

Any Questions?

Thank You