Communications &
Social Media Strategy
Raise your hand if you use social
media on a daily basis?
How many of you when you hear the term “Social Media”........think of this?
For those of you that don’t know.....this is Facebook founder, Mark Zuckerberg. And,
yes, he did invet “Poking”
I’m not here to tell you that social media is the answer to all your problems. I also not
here to tell you that social media ISN’T the DEVIL.....that will be up to you to decide.
Agenda
‣ Who Is Trevor Turnbull?
‣ What’s the BIG DEAL with Social Media?
‣ What are the Challenges?
‣ What are the Opportunities?
‣ What is a Social Media Policy (and why do you need one?)
‣ 5 Steps to Implement a Social Media Strategy
‣ Questions
Here’s what we are going to review during my time with you.
Who Is Trevor Turnbull?
Early on in life I was definitely defined as a “hockey player”......like many young Canadian’s, my goal was to make the
NHL.
While I did have some success up to my college playing days at both Iowa State and the University of Saskatchewan.
Unfortunately, I have not yet won the Stanley Cup.......I say YET though....notice that I did not touch the cup in this
picture
Who Is Trevor Turnbull?
June - August 2009
I started my work in the Sports Social Media world consulting with the Calgary Stampeders.
Helped them incorporate social media into their overall sales sales, marketing & communication strategies
From there, I decided to jump in head first and pursue a career in the sports industry.
So, I quit my job and launched a website called SportFanConnect.com where we went on the road and
documented the unique relationship between sports and fans and how social media was impacting this
relationship.
Who Is Trevor Turnbull?
September 2009
Using tools like Twitter & Linkedin, I was able to connect with people like Tom Jolly (NY Times Sr Sports
Editor), Kathleen Hessert (consultant with Shaquelle O’Neil, NFL, ESPN, etc) and Brett Wilson (2009 Grey
Cup Festival)
THIS WAS MY WOW MOMENT. I WAS IN CONTROL OF HOW PEOPLE PERCEIVED ME AND NO ONE
WAS UNREACHABLE
Who Is Trevor Turnbull?
And it has resulted in me being positioned as a “thought-leader” in my chosen field of Online Marketing in the sports industry.
What’s the BIG DEAL
with Social Media?
So, what is the Big Deal with Social Media?
For many of you.......this might be what you think of when you hear the term “Social
Media”?
IT’S ALL JUST NOISE!
Or perhaps you view it like this? Similar to a press release, poster or newspaper ad
where you can use Social Media to blast your message out onto the world.
Social media is just how it sounds..........SOCIAL
It’s used for SOCIAL INTERACTION between people.
Who is using
Social Media?
Who is using Social Media?
‣ Players
‣ Coaches
‣ Parents
‣ Family
‣ Referees
‣ Volunteers
‣ Pro Athletes
‣ Fans
‣ Scouts
‣ Agents
When you break it down to the core, these are the TYPES of people that are using Social
Media
BC Population = 4.4M
Over half of BC Residents on Facebook
And, if we look at Facebook.......you’ll see that over half the population of BC is on
Facebook. And, of those, 300,000 people in British Columbia are INTERESTED in hockey
Internet Users Who Use
Social Networking Sites
18-29 Yrs
30-49 Yrs
50-64 Yrs
Percentage Who Use Social Media
90
83
73
75
86
70
58
48
45
36
25
30
16
12
75
11
7
61
47
36
25
16
83
76
67
60
15
65+ Yrs
22
51
33
26
13
4
0
Sept 2005 May 2008 Nov 2008 Apr 2009 Dec 2009 May 2010 Sept 2011
Largest Growth Rate (Sept 2005 - May 2010)
*50-64 years - 919%
*65+ years - 3200%
18-29 years - 418%
30-49 years - 483%
50-64 years - 919%
65+ years - 3200%
Canadians in general, spend more time online than any other country in the world.
http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/
32788/
http://www.marshu.com/articles/calculate-percentage-increase-decrease-percentcalculator.php
http://www.cbc.ca/news/technology/story/2010/12/28/tech-facebook-twitter-onlineinternet-trends.html
How are people using
Social Media?
‣ CONNECT
‣ SHARE
‣ EDUCATE
‣ PROMOTE
‣ PROTEST
‣ FUNDRAISE
‣ JOB SEARCH
1.11 Billion Users On Facebook
751 Million Users Access Via Mobile
More than doubled since Jan 2012 (350M Mobile Users)
http://thenextweb.com/facebook/2013/05/01/facebook-mobile-ad-revenueq1-2013-earnings/
What platforms are
people using on
Social Media?
3.4B Search Queries per day - News source
http://tweetreports.com/brand-monitoring/twitter-clock-twitter-brand-monitoring/
#.TwSaXSPUOkU
Angry hockey dad in Selkirk, MB
Capturing the “good” and “bad”
25% of YouTube views on mobile devices
http://www.youtube.com/t/press_statistics
http://youtu.be/Vhu_ITW-DWA
Instagram is a fun and quirky way to share your life with friends through a series of
pictures. Snap a photo with your mobile phone, then choose a filter to transform the
image into a memory to keep around forever.
http://instagram.com/Canucks
http://instagram.com/about/faq/
By a show of hands...........how many people feel like this guy when you think about social
media?
Don’t worry....I’m not here to tell you that you need to go setup a Pinterest account
today. Rather, I’m hoping you will walk away from this presentation with a sense of relief
that you DON’T need to do everything!
What are the
Challenges
with Social Media?
1. Information Overload
You Need To Filter
The Noise
2. Fear of the Unknown
What if someone says
something negative?
What if one of your players
does something stupid?
Everything Posted Online Is A
Part Of Your Legacy!
Nathan Kotolyk
http://www.cbc.ca/sports/olympics/summersports/story/2011/09/27/cp-waterpolo.html
Everything posted online is a part of your legacy.....whether you put it there or not. You
need to educate your players on the risks and rewards associated with social media.
Here are a few resources you can check out for more information on this topic:
http://sportsnetworker.com
http://mashable.com
Being Present and
Education are the KEYS!
3. Communication
Challenges
Communication Channels
http://www.bchockey.net/Contacts.aspx
Social Media Communication Channels
This is the new reality!
People expect direct contact
and instant response
What are the
Opportunities
with Social Media?
1. Research Tool
Hockey - Social Media Accounts
Hockey Canada
http://www.hockeycanada.ca/
https://www.facebook.com/HockeyCanada
https://twitter.com/HockeyCanada
USA Hockey
http://www.usahockey.com/
https://www.facebook.com/USAHockey
https://twitter.com/usahockey
BC Hockey
http://www.bchockey.net/MemberWebsites/memberwebsites.aspx
https://www.facebook.com/pages/BC-Hockey/199101200111518
http://twitter.com/BCHockey_Source
http://twitter.com/BCHockey_Refs
http://twitter.com/BCHockey_Female
http://twitter.com/BCHockey_MU16
http://twitter.com/BCHockey_MML
http://twitter.com/U17TeamPacific
http://twitter.com/BCHSHL
Hockey Alberta
http://www.hockeyalberta.ca/
https://www.facebook.com/HockeyAlberta
https://twitter.com/HockeyAlberta
Saskatchewan Hockey Association
http://www.sha.sk.ca/
https://www.facebook.com/pages/Official-Page-of-the-Saskatchewan-Hockey-Association/324377598563
https://twitter.com/sask_hockey
Hockey Manitoba
http://www.hockeymanitoba.ca/
https://www.facebook.com/hockeymanitoba
https://twitter.com/hockeymanitoba
http://www.youtube.com/hockeymanitoba
Ontario Hockey Federation
http://www.ohf.on.ca/
https://www.facebook.com/OHFHockey
2. Build A Community Online
Connect players, parents, volunteers
local business & supporters
3. Instant Feedback
Everyone has an opinion on this topic
http://www.cbc.ca/news/canada/british-columbia/story/2013/05/26/bc-bodychecking-hockey.html
http://www.cbc.ca/sports/hockey/nhl/story/2013/05/25/sp-hockey-canada-bodychecking-pee-wee.html
4. Fan Generated Content
‣ Already on Social Media
‣ Many have Smartphones
‣ They share stories
‣ They take photos
‣ They record videos
‣ They love to win prizes!
Give them a place to SHARE
5. “FREE” Media
‣ Promote Games
‣ Promote Players
‣ Fundraising
‣ Sponsorship
*It’s not actually “FREE” unless you don’t value your time?
What is a
Social Media Policy/Guideline
(and why do you need one?)
A Social Media Policy/
Guideline sets expectations
and establishes precedence
‣ Executive Policy
‣ Association Policy
‣ Online Community Policy
There is NO “template” that works for all
situations and types of people
Legally speaking....social media policies/
guidelines are tough to enforce
http://www.thestar.com/news/crime/2013/04/30/
young_target_of_exmaple_leafs_gm_brian_burkes_lawsuit_wonders_why_is_it_a_big_deal
.html
Ford Social Media Guidelines
http://www.scribd.com/doc/36127480/Ford-Social-Media-Guidelines
5 Steps To Implement a
Social Media Strategy
1. Choose Your Platform(s)
Choose Your Platform(s)
Pick one and do it really good!
2. Find, Follow, Listen & Share
Find, Follow, Listen & Share
‣ Use Facebook Search
‣ LIKE other Facebook Fan Pages
‣ Monitor News Feed
‣ Use Twitter Search
‣ FOLLOW other Twitter Accounts
‣ Create Twitter Lists
‣ Use RSS Tools for news
‣ Feedly.com
Share other people’s content first!
3. Content is KING!
Content is KING!
‣ Deliver VALUE first!
‣ EDUCATE followers
‣ News, Rules, Schedules
‣ ENGAGE followers
‣ Ask Questions
‣ @ Mention People
‣ Respond to comments
‣ ENTERTAIN followers
‣ Inspirational Quotes
‣ Upload photo albums
‣ Create contests
ENCOURAGE “fans” to share their content
4. Consistency is KEY!
Consistency is KEY!
Make sure your “fans” KNOW they can rely on you!
5. Manage Your Time!
Manage Your Time
‣ Monitor conversations
‣ Post to multiple accounts
‣ Manage as a team
‣ Use on your smartphone
‣ Measure your results
Don’t get overwhelmed! Get organized!
http://iag.me/socialmedia/reviews/7-reasons-why-you-should-use-hootsuite/
Questions?
Chuck Norris does
NOT need Social Media
Social Media needs HIM!
http://trevorturnbull.com
http://linkedin.com/in/TrevorTurnbull
http://twitter.com/TrevorTurnbull