4/24/ Presenters. + Webinar Description

Transcription

1 + + Presenters Lexi Rohner, lexisk8@aol.com National Vice Chair, Adult Skating Competitions Pacific Coast Membership Committee Vice Chair Cathy Brinkman, cbrinkman@fuse.net FSC of Cincinnati Lainie DeMore, lainie@mooseleum.com Membership Development Group Coordinator + Webinar Description Social Media and Your Club Social media is becoming an integral part of life online as social websites and applications proliferate. Social media refers to interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks. This webinar will provide you with definitions of various social media platforms, an explanation of social media marketing for your club and events, and information on branding your club s business. Social media is the collective of online communications channels dedicated to community-based input, interaction, content-sharing and collaboration. Websites and applications dedicated to forums, microblogging, social networking, social bookmarking, social curation and wikis are among the different types of social media. This webinar will serve to help you connect with your club s future! 1

2 + Basics Social media allows the creation and exchange through which individuals and communities share, co-create, discuss, and modify user-generated content. Nielsen statistics: internet users continue to spend more time with social media sites than any other type of site. At the same time, the total time spent on social media in the U.S. across PC and mobile devices increased by 37 percent to 121 billion minutes in July 2012 compared to 88 billion minutes in July Content contributor benefits The term "social media" and the web The term social media marketing + Characteristics of social media Online platforms that enable users to: Create, share, adapt and reuse content engage in digital dialogue and collaboration Create linkages, groups and communities Have peer-to-peer contact Online platforms: Are largely public, but walled gardens exist within some platforms Are accessible 24/7 from range of devices and locations Generally expose users to an unknown audience Content on a social media platform is: Discoverable Community moderated Persistent Subject to conditions of use Have social interactions with other users Create and maintain their own user profiles and IDs + Social Media Marketing What is Social Media Marketing? Social media marketing, or SMM, is a form of internet marketing that implements various social media networks in order to achieve marketing communication and branding goals. Social media marketing primarily covers activities involving social sharing of content, videos, and images for marketing purposes. Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A popular definition of social media marketing is the methodical use of marketing with other technological concepts and techniques to achieve specific goals. Social media marketing history Effectiveness of social media marketing 2

3 + Aspects That Fit Into The Social Media Marketing Definition Blog Creation Reputation Management Social Networking Podcasting Viral Video Marketing + In modern marketing, social media is one of the biggest forces driving change. Understand content and how audiences respond to it Understand the content needs of your audience Expand your social and content marketing efforts Earn the attention of your audience Build trust Using social media for marketing can enable small businesses, like your club, to further their reach to more customers. + Questions to Ask How can you inspire and captivate your social media community? Who in your club uses social media? How can you create dynamic, engaging and diverse content? How can you stand out online? Answer: You must earn the attention of your audience, and you must do it in a short amount of time. According to Sally Hogshead, author of Fascinate, you have nine seconds to command attention. National Center for Biotechnology study: The amount of time you have to capture your consumer s attention is even less than 9 seconds. So how can you win the moment? How do you build a stellar club brand, use social media to expand your reach, and define your club s uniqueness? What exactly is that? 3

4 + Social Media and Marketing: Start With a Plan Create your goals Before you begin creating social media marketing campaigns, consider your business goals. What are you hoping to achieve through social media marketing? Who is your target audience? Where would your target audience hang out and how would they use social media? What message do you want to send to your audience with social media marketing? Developing Your Goals Website traffic Brand (club/skating) awareness Creating a brand identity and positive brand association Communication and interaction with key audiences in your membership + U.S. Figure Skating Online Statistics U.S. Figure Skating continues to grow its online presence through many different avenues. While growth has been steady and strong, the Olympic Winter Games delivered a great opportunity to engage and retain new followers. We began the year with 21,000 followers on Twitter and 30,000 Likes on Facebook, and as of March 3, 2014, U.S. Figure Skating had surpassed 54,000 on both platforms. Over the past year we have also added a presence on Google+ which has reached a following of greater than 117,000. U.S. Figure Skating also ramped up its visibility on Pinterest and Instagram, using these social media outlets strategically around events and in conjunction with Twitter and Facebook based campaigns. Launched in August, the #TheseAreTheMoments campaign posts significant historic photos on both Facebook and Twitter with simple text to convey that goose-bump moment. Reaction and goodwill have been overwhelmingly positive. On Twitter, each photo has been shared at a very high rate. The featured athletes have helped fuel that push by interacting at a nearly 100 percent rate. + Social media marketing tips Planning Consider keyword research and brainstorm content ideas that will interest your target audience Content is King Make sure you are offering valuable information that your audience will find interesting Consistent Brand Image Project a consistent image across all social media platforms you choose to use Blogging Blogging allows sharing a wide array of information and content with readers Links Linking outside articles can be useful if relevant to your content consistency. Track Competitors Watch what other clubs are doing. If they are using a certain social media marketing technique that seems to be working for them, do the same. Be reciprocal in linking to other clubs. Measure Success with Analytics If you are inclined, you can determine the success of your social media marketing strategies by tracking data. 4

5 + 3 Steps to Being Unforgettable on Social Media 1. Develop a Consistent Look, Feel, and Message Defining and consistently share your club s message Develop your online message, voice, look, and feel Deliver it consistently and without fail Success in branding Ask these questions: What are my greatest strengths/weaknesses? What does your club do best? What separates your club from the competition (other sports, activities, organizations)? What need or concern can you solve for your current and potential client(s)? + 2. Build Out a Captivating Social Profile that Converts Social media profiles are an enormous opportunity to present your story and message in a real and relatable way. They also speak directly to the search engines, so do your homework and know how potential members are searching for you when online. Optimize Your Profile: Your club s profile summary Profile image/logo Relevant keywords Get local A call to action + 3. Find Your One Thing and Spread it Like Wildfire What is your one thing? I encourage you to do the same for your club. Motivation, challenge, excitement 5

6 + Platforms + Understanding Social Media Platforms Conversation Entertainment Relationships Building Facebook Twitter Foursquare Google + Publishing Rating/tagging Content Dissemination/Distribution YouTube Shutterfly Flickr Blogs Pinterest Instagram Participation Entertainment Rating/tagging Sharing Relationships Building Facebook Twitter Foursquare Google + Content Dissemination/Distribution YouTube Shutterfly Flickr Blogs Pinterest Instagram + How to Use Social Media for Marketing: Know Your Platform Each platform s unique environment. Various social media marketing sites will require different techniques, so develop a unique strategy tailored for each platform. Facebook Google+ Twitter YouTube Wikipedia LinkedIn Reddit Pinterest 6

7 + Branding & Marketing Your Club Know your audience Know your market Reputation management Build a Sensational Brand 1. Define What Makes Your Club Stand Out 2. Create a Credible Website 3. Embrace Social Media 4. Merge Offline with Online 5. Invest In Your Brand 6. Set Measurable Goals 7. Stay Fresh and Relevant + Benefits to social media use Participation Word of mouth advertising Parents need to manage their children Detriments to social media use SafeSport and Social Media Misconduct + SafeSport: Social Media, Mobile and Electronic Communications Policy All electronic communication of any kind between adults and minors, including use of social media, should be non-personal in nature and be for the purpose of communicating information about skating-related activities appropriate, productive, and transparent. All content between adults and minors should be readily available to share with the public or families of the minor member. As a best practice to facilitate communication, an official club, program or team page may be set up and members and parents may join (i.e., friend ) the official organization or team page. 7

8 + Question: (from a previous webinar on SafeSport, August, 2013) Our club has had a few members receive suspensions from club activities for posting derogatory statements (bullying and harassing) on their Facebook pages - what should we do to prevent this in the future? Answer: Develop a social media policy that addresses appropriate use and have all club members sign it All electronic communication of any kind between adults and minors, including use of social media, should be non-personal in nature and be for the purpose of communicating information about skating-related activities - appropriate, productive, and transparent. All content between adults and minors should be readily available to share with the public or families of the minor member. Refer to Social Media, Mobile, and Electronic Communications Policy Additional resources from USOC Tips for Clubs and Coaches + Volunteers Finding a reliable, trustworthy volunteer to manage Social media has become an instantaneous manner by which to spread information and connect with other skaters. Often news travels faster in social media than more traditional paths. Adult skaters make judicious use of social media. It is highly advisable to create a page for adult skating on your club web site. + Role of the Club, U. S. Figure Skating Duties: Create and initiate new programs as they relate to Adult Skating for the benefit of Adult Skating members of U.S. Figure Skating. Maintain awareness of I.S.U. activities regarding Adult Skating issues and to integrate these activities into U.S. FIGURE SKATING programs where appropriate. Act as an advocate for U.S. Adult Skating and to promote U.S. Adult Skating related programs and activities throughout the U.S. FIGURE SKATING. Formulate and generate programs specific to the development of Adult Skating in the United States. U.S. Figure Skating has an extensive volunteer network of committees supporting all disciplines and aspects of figure skating. The Adult Skating Committee (ASC) is dedicated to the growth and advancement of adult skating within U.S. Figure Skating. Committee representatives exist in most areas of the country, including three Sectional Vice Chairs, and are a valuable resource in assisting clubs and adult skaters with information regarding testing, membership, rule interpretation and, most of all, networking with other adult skaters. To get in touch with an ASC member near you, or to get involved, please visit the Adult Skating program page. 8

9 + Social Media Specific to Figure Skating Shaun White and Figure Skating Rules Social Media Snowboarder Shaun White is the most buzzed-about Olympic athlete on Facebook but figure skating is by far the sport that attracts the most interest. The social media site said Friday that more than 24 million people have commented on the Olympics during Sochi's first week, with a total of 48 million posts, comments and "likes." The most activity was in the United States, Canada and Great Britain. Television programmers have long looked at ratings to conclude that figure skating is the No. 1 Winter Olympic sport. Facebook chatter confirmed it, with skating attracting more online commentary by a margin of more than two to one, said Robert D'Onofrio, a Facebook data editor stationed at the games. Olympics: Figure skating controversy rages, especially in social media Good or bad, this is where the conversation was, and is. Hate tweets force U.S. figure skater Ashley Wagner off social media until after Olympics The downside of SM. "While some users visit both our Facebook page and website, in general, the two sites appear to attract different users groups. The Facebook page is frequently visited by our teenage skaters and the parents of teenage and youth skaters, while the website seems to be primarily visited by adult skaters," Dina Gold, of the The Washington Figure Skating Club, said. The club also has a Twitter account. Alex & Maia Shibutani Athletes can fly under the radar, Maia Shibutani says, particularly in a sport with little exposure, save the quadrennial Olympic coverage. Using their videos to draw attention to the sport is the larger mission, Maia said. Figure Skating Faces Fuel Social Media Furor + Contact Information U.S. Figure Skating SafeSport page: Communications: Facebook: Twitter: Online Interactive Business Planning Tool 9

10 Price -$19.95 per month, no contract. Includes 2 user licenses. Features just a few highlights Wizard walks you through the creation of business plan Flexible tool; start anywhere Performs all financial calculations for you Portable work on it anywhere you can access Internet service Professional Integration with QuickBooks track your progress with actual financials compared to plan 10

11 Sample implementation start up basic skills program Inside the plan Finished document.pdf or.doc Styles and design 11

12 Sample pages from actual Plan Doodle Doodle.com You will need to create an account or sign in using Facebook or Google Web based scheduling tool Free Premium version available Eliminates the endless back and forth s to schedule a meeting Easy to see the date that works for the most people Notifications are sent when the poll is updated Set up the invite/poll 12

13 Easy, web based scheduling Determine who sends invitation to poll Review calendar to determine best date for meeting 13

14 Sample to invitees Hi all - OK -let's use Doodle to set up a time to review the webinar schedule. Fill out the Doodle survey (link below) so a meeting date/time can be determined. Assume the meeting will last 1 hour The survey SHOULD take time zone into account Click on this link ->> fill in your name on the left side Click on the times you ARE available -it's easier to see in the table view -there's also a calendar view And don't forget to go all the way across the page (double click on the "accordion" to see all days/times) and hit SAVE - which submits your responses to me. I get notified when each person responds. The dates/times were entered as Eastern and should change for your time zone.. (operative word is should) Once everyone has replied and there is a "winner", I will communicate the date/time + Q & A Time for Questions 14