DIGITAL STRATEGY APRIL 2016

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Dominick Stewart
5 years ago
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1 DIGITAL STRATEGY APRIL 2016

2 AIM FOR THIS FIRST SESSION What we re going to cover: The relationship between corporate & digital strategies Our approach to strategy Can we make some money from this? Common questions and things to keep an eye out for As the CEO, what questions should you be asking? But you do need a strategy.

3 SOME QUESTIONS DIGITAL WORKSHOP Do you have clear objectives for your federation?

4 YOUR FEDERATION S OBJECTIVES? Serve high performance athletes win medals Stage great events & deliver a great experience Increase participation Increase revenue sponsorship and TV rights Manage the brand image of athletics Build a new fanbase Promote the sport visibility, awareness, athlete profile Sell tickets to events

5 SOME QUESTIONS DIGITAL WORKSHOP Do you have clear objectives for digital?

6 CORPORATE AND DIGITAL STRATEGIES WHAT S THE DIFFERENCE? Corporate strategy Digital strategy helps achieve it

7 CORPORATE AND DIGITAL STRATEGIES WHAT S THE DIFFERENCE? Corporate strategy More people taking part in athletics Digital strategy helps achieve it Using digital to get more people taking part in athletics

8 CORPORATE AND DIGITAL STRATEGIES WHAT S THE DIFFERENCE? Corporate strategy More people taking part in athletics Growing the fanbase for athletics Digital strategy helps achieve it Using digital to get more people taking part in athletics Using digital to grow the fanbase for athletics

9 CORPORATE AND DIGITAL STRATEGIES WHAT S THE DIFFERENCE? Corporate strategy More people taking part in athletics Growing the fanbase for athletics Increasing sponsorship and broadcast revenue Digital strategy helps achieve it Using digital to get more people taking part in athletics Using digital to grow the fanbase for athletics Using digital to increase sponsorship and broadcast revenues

10 OUR APPROACH TO STRATEGY Using digital to achieve our objectives Where are we today? What is going on in the market? Where do we want to get to? What are we going to do to get there? Be honest! Audience need Technology Competition Statement What does that actually look like? Actions Priorities

11 WHERE ARE WE TODAY? DIGITAL WORKSHOP What is good and bad about your website / mobile app / social? What content is working for you on different channels? What is your audience saying about your digital efforts? Who are your strongest assets athletes, influencers? How do you compare to your benchmarks? What capabilities are you using? eg paid social

12 WHERE ARE WE TODAY? - CHANNELS

13 WHERE ARE WE TODAY? - RESOURCES How big is the team? Is digital their focus or one part of a bigger remit? Do they have the knowledge & skillsets? Do you have the ability to make decisions on content? Are you using the student to run the social accounts?

14 CAN THEY MAKE THE EDITORIAL DECISIONS? Twitter: most important to be immediate and impactful in capturing the moment. Facebook: video is more powerful than on any other platform. Serena s winning moment clipped and posted from Grabyo. Instagram: focus should be on getting the best possible image in this case, waiting for a photo with the trophy.

15 WHERE ARE WE TODAY? YOUR BIGGEST DIGITAL ASSETS

16 WHERE ARE WE TODAY? WHEN ARE PEOPLE TALKING m final 80,000 Tweets per minute!

17 OUR APPROACH TO STRATEGY Using digital to achieve our objectives Where are we today? What is going on in the market? Where do we want to get to? What are we going to do to get there? Be honest! Audience need Tech trends Competition Statement What does that actually look like? Actions Priorities

18 YOUR AUDIENCE Who are they? How old are they? What do they like? How much do they earn? What brands do they buy? What do they buy from you? What digital channels do they use? What do they want? Does your audience want what you are producing? What do they want that you are not giving them? Are you being useful for them? What content do they watch, like, share? Who do they follow? Who influences them? Athletes? Are they the audience you want? First, deliver for the audience, and then the rest will follow

19 TECH TRENDS - MOBILE AS THE FIRST SCREEN May 2015 more search from mobile than desktop Time spent on digital media is now higher on mobile 89% of mobile usage is via an app It s ios (15%) and Android (85%) 73% of Facebook revenue comes from mobile

20 TECH TRENDS - IMPORTANCE OF VIDEO Rugby World Cup The Haka 3.65m 17.4m 58m Video views Users reached Page likes

21 TECH TRENDS - IMPORTANCE OF VIDEO 17K views Views 39.3k views Facebook Website Twitter 422.8k views

22 OUR APPROACH TO STRATEGY Using digital to achieve our objectives Where are we today? What is going on in the market? Where do we want to get to? What are we going to do to get there? Be honest! Audience need Tech trends Competition Statement What does that actually look like? Actions Priorities

23 WHERE DO WE WANT TO GET TO? 1. A clear statement ideally quantitative and time bound 2. Describe what that looks like Any alternatives? Pros and Cons Will it achieve our objective?

24 OUR APPROACH TO STRATEGY Using digital to achieve our objectives Where are we today? What is going on in the market? Where do we want to get to? What are we going to do to get there? Be honest! Audience need Tech trends Competition Statement What does that actually look like? Actions Priorities

25 WHAT ARE WE GOING TO DO TO GET THERE? What are the key things to focus on? pick 6 or 7 key things Are they the things that will have the most impact? Make sure at least one is organisationally focused How you going to use your athletes? Spikes in conversation Are there certain aspects that need to be done first? Sense check: If we do this, are we closer to our end goal Get things live and learn quickly

26 CAN WE MAKE SOME MONEY FROM THIS?

27 CAN WE MAKE SOME MONEY FROM THIS?

28 CAN WE MAKE SOME MONEY FROM THIS?

29 COMMON QUESTIONS AND THINGS TO KEEP AN EYE OUT FOR

30 SOME COMMON QUESTIONS. Is the number of Facebook likes important? Gives you a pool of people from which to work Quality of content is paramount Organic reach is low, but not dead Sponsors still look at it Be realistic what is most likely to increase your likes

achieve Be sensible how you are measuring it Use your

31 SOME COMMON QUESTIONS. Should I be paying Facebook? If you ve got the budget Be clear on what you want to achieve Be sensible how you are measuring it Use your data It s a great way to boost your reach You don t have to

32 SOME COMMON QUESTIONS. With all the networks, is my website still important? Yes! It s yours Search is paramount Invest in content You re an athletics federation, not a media company

33 THINGS TO KEEP AN EYE OUT FOR. Facebook Instant articles

34 THINGS TO KEEP AN EYE OUT FOR. Facebook Live

35 Any Questions?

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