www.ueg.org – March 2014
1st UEG Communication Seminar
“Social Media : Why & How?”
Nadia Atienza
www.ueg.org – March 2014
Presentation
• 35 years old
• Marketing & Communication Manager at
SINERGI Sports Consulting
• Earlier experience in marketing and
communication at FINA – Fédération
Internationale de Natation, Cycling Ireland and
Swiss Cycling
• Diploma of digital marketing and social
networks
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3
Agenda
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Introduction
The Social Networks
What use for which network?
Plan your social media project
Twitter
Facebook
YouTube
Conclusions
Workshop
Questions
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4
Quizz
1. Do you «tweet»?
2. Did you watch a video on the web these last days?
3. Do you have a LinkedIn profil?
4. Do you have a Flickr or instagram account?
5. Did you already buy music on line?
6. Did you watch any TV program on internet lately?
7. Have you ever left a reply on a blog?
8. Do you use RSS feeds?
9. Do you use internet on your mobile?
10. Do you have a wi-fi connexion at home?
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Quizz
11. Have you clicked on a "sponsored" link in a search engine this
week?
12. Do you use Instant Messaging?
13. Did you already buy/sell something on ebay/ricardo, etc.?
14. Did you already download a podcast?
15. Do you have a Facebook or Google+ profil ?
16. Did you already download a mobile application?
17. Do you have an online video game connected with multiplayer?
18. Did you already do a VOIP call?
19. Did you already download a movie?
20. Are you connected to internet more than 2 hours per day?
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Results
20 – 18
17 – 14
13 – 11
10 – 8
7–4
3–1
Perfect, you can work in the digital
Good, almost geek
Not so bad, you must have a Wii
Should get started!
Oops…
Do you know that we are in 2014?
More information:
http://www.20thingsilearned.com
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The new social tools
What is the third
most populated
country in the
world?
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The new social tools
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If Facebook was a country, it would be the 3rd after China and India.
The new social tools
1/7 of the planet is social-digital :
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The new social tools
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The new social tools
The winners 2013
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What use per network?
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The new social tools
- Facebook : 1,23 bn users and the 2nd most visited
website in the world after Google
- Twitter : microblogging tool that gives a user the
possibility to send free short messages called tweets on
internet. These messages are limited to 140 characters.
241 million users worldwide.
- Instagram : acquisition by Facebook for 1 mio $
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The new social tools
- Tumblr : microblogging platform, created in 2007 by David
Karp, which allows users to post text, images, videos, links and
sounds on their tumbleblog. 50 million blogs, attracting 135
million of Internet users. 60 million articles published every
day (2,500 items every second!). 16 bn page views per month.
Over 120,000 people join Tumblr every day. Presence mainly
in the U.S., Europe is developing.
- Pinterest : U.S. website mixing the concepts of social
networking and photo sharing. Launched in 2010 by Paul
Sciarra, Evan Sharp and Ben Silbermann.
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15
The new social tools
- Allows its users to share their interests, passions,
hobbies, etc.. through photo albums with pictures
found on Internet. The name of the website is a mix of
the words "pin" (pin) and "interest" (interest).
- LinkedIn : professional network, dialogue
business/professional, personal branding.
- Google+ : Launched in 2011 by Google. 500 mio of
users (343 mio actif).
More figures:
http://www.blogdumoderateur.com/chiffres-reseauxsociaux/
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Mobile Social Media
• World average: 20 apps
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Important steps of a social media
project
Before getting started blindly it is necessary to make a
general evaluation of the situation :
1.
2.
3.
4.
5.
6.
7.
Overview of the situation
Objectives
Tactics
Actions
Tools
Ressources
Measurement and ROI
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1. Overview of the situation
Where am I?
1.
2.
3.
4.
5.
6.
My presence, the presence of the others
Context
Target audience : X vs. Y generation
Local vs. global
National vs. international
Special Codes, political aspects
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2. Objectives – my own ones
What do I want? Where do I go? What do I aim for? What should
my organisation become ?
1. Just start : max. 1-3 objectives
2. Insert it in the overall strategy
3. Avoid to make it become a separate project and obtain the
support of all
4. Make a slogan
5. Publish it big
For ex., to be on Facebook is not an objective! The social
media are a tool, not a goal!
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2. Objectives – expectations of users
What interests / motivate them? Different member categories?
1. Their expectations : do they match my objectives?
2. If no, how to solve the contradiction?
For ex., to be on Facebook is not an objective! The social
media are a tool, not a goal!
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2. Tactics
What will I do to achieve the objectives?
1.
2.
3.
4.
5.
6.
7.
8.
Content
“Storytelling” (ex. Campagne P&G – « Thank you, Mom »)
Involvement of all stakeholders (ex. “Nike Football”)
Quizz (ex. “Quizz Facebook PSG”)
Gifts (ex. “SportAccord International Convention”)
Events
Questions/Answers
Curation
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Ex. Quizz Facebook PSG
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Ex. Quizz Facebook SportAccord
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4. Actions
What will my action plan be like ?
1. Speakers: internal (community manager, specialists,
management, etc.) and/or external (relay, key players,
ambassadors)
2. Actions: content, messages, events
3. Chronology : frequency
4. Target
5. Tone, style
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5. Tools
What tools do I have?
1.
2.
3.
4.
5.
6.
7.
Creation
Share: social networks
Diffusion
Curation
Surveillance
Monitoring
Reporting
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6. Resources
What resources do I have?
1.
2.
3.
4.
5.
6.
Community manager
Web developer/designer
Content producer
Support/guarantor
Ambassadors relay
Technical support
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7. Measure and ROI
The Communities don’t buy anything ... the return is in:
1.
2.
3.
4.
5.
6.
7.
Uses
Behavior
Contacts
Networking
Reputation
Attention
Participation
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Twitter
• Created by Jack Dorsey in 2006 and launched in July of
the same year.
• Mission statement : we want to instantly connect people
everywhere to what’s most important to them.
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Twitter
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Twitter
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To establish and improve my presence
To keep an eye on my e-reputation
To share information
To create a news feed
To create links
To create conversations around the brand or its values
To amplify the distribution of my message
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Twitter
Bad buzz : it is important to watch out when humour or
general social events are reused.
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Twitter
The most discussed topics (source: 2012.twitter.com)
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Twitter
Examples
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Facebook
• Created by Mark Zuckerberg in 2004.
• Initially limited to Harvard students. Open to all in 2006.
• Think mobile: 65% of Facebook users are looking at it on
their mobile and / or tablet
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Facebook
https://www.facebook.com/redbull/app_9279253524
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Facebook
• The Human being likes to be defined by its interests.
• With this button, he sends this information to his network.
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Facebook
The other Facebook points
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Events
Groups
Status
Pictures
Photo Albums
Profile picture
Cover page
Articles
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Facebook
To summarize, your page is ...
• A visual experience
• A story to tell
• Opportunities to engage
The best campaigns and the official Facebook blog :
http://www.facebook-studio.com/
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Founded in 2005 by S. Chen, C. Hurley, J. Karim. Acquired
by Google in 2006. 1bn users.
This is the most important web video community.
• Focus on content
• Objective: To be found and to obtain a click in order to
increase the visibility
To build a channel:
https://www.youtube.com/onechannel
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Example : https://www.youtube.com/user/FINA1908
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Live streaming – mobile
Applications
Example : http://www.digotel.com/
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Conclusions
From my personal experience, I remember:
- The particularity of sport which transmits emotions
- The need to create stories
- To listen to the Internet users and to give them the floor,
to be interactive
- The specificities of the real-time related to the event
- The need to communicate internally before, to obtain
understanding and agreement of the hierarchy
- To set up an editorial schedule
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Workshop
Following the presentations this morning,
set:
Your own social media plan (10 min)
- Overview of your Federation’s situation
- Objectives
- Tactics
www.ueg.org – March 2014
Questions?
Thank you for your attention!
Nadia Atienza
@nadiatienza
www.ueg.org – March 2014