Facebook workshop

Download this deck from www.nemisys.uk.com/sportengland 29th September & 6th October 2011, Sport England

John DuffyMarketing Director, Nemisysjohn@nemisys.uk.com01189 122226

bloglinkedinslideshare@johnrduffy@nemisys

Agenda

Introductions

• Commercial team

• Nemisys

• Survey feedback

Introduction to Facebook

• What is Facebook?

• Context – where Facebook sits among other social media

 Creating a Page

• Step through of the basics

Building your presence

• Content plan - a structured approach to generating content

• Content types

Engaging with people

• Core techniques for running your Page and raising engagement levels

12.30 – Lunch  

Promoting your Facebook page

• Simple and low cost ways to promote your Page

Measurement

• within Facebook

• on your web site Page clinic

• Take 2 attendee Pages and jointly produce a plan to improve them

 3.30 – Wrap up and session ends

Experience – some of the company we keep

Other sports

Survey results - techniques

Technique Total (from 7)

Facebook Group 1

Facebook Page 5

Flickr account 0

Linkedin Group 0

Podcasts 0

Vodcasts 0

Forums 1

Twitter account 4

YouTube (or similar) 2

Own social network 0

Other ‘web 2.0’ techniques 0

Survey results – time & resourceResource availability

Size of marketing dept 0 – 2 people (plus volunteers)

Is digital a discrete element in your marketing plan?

Yes – 1

Amount of time you have 1 – 10 hours per week

Members Potential audience Current contacts

11,000 20,000 340

14,000 14,000 100

24,000 24,000 500

1,000 1,000 250

0 200,000 21,000

Key lessons

• Practical advice

• Not too technical

• Not too time-consuming

Introduction to Facebook

Introduction & context

Facebook vs others

Facebook

• Consumer

• Huge

• 750M global

• 29M+ UK

Twitter

• Journalists

• Consumer

• 100M global, UK n/a

YouTube

• Consumer

• 2nd largest “search engine”

Flickr

• Consumer

• 4 bn photos

• UK usage n/a

Linkedin

• Professional

• 20M+ across Europe

The key to success

• If it’s not a conversation, it’s not SOCIAL

Sport has the key ingredients ...

“As a brand manager, I crave the passion you have access to on sports. You have no idea how lucky you are ...

No matter how well we do, how many of my customers will say they loved staying in our hotels so much they want their ashes scattered in the foyer?”

• Passion

• Loyalty

• Commitment

• Networks

• BANTER

Creating a Page

Creating a Page

• Type: entertainment > sports team

• Settings– Always comment as Page (not from personal account)– Send notifications

• Allow people to post photos, videos & tag

• Add photo & video tabs

• Photo– 180 px wide– Square for best thumbnail

Content planning

Writers block hits us all ...

Key technique: content plan

Date What's happening Content opportunities Blog Facebook YouTube Linkedin Twitter ipadio Foursquare News item Who?09-Jun Goodform CRM Summit Visit to Emirates Stadium y y y jd

Running workshops y y y jdContact with speakers y y y jdContact with delegates y y y jd

14-Jun Meeting at Woodhall Spa, EGU HQ Photograph before meeting y y jd

15-Jun Mark Wood meeting Polar explorer - photos & interview

y y y mks

17-Jun Workshop at British Eventing Sample interviews as part of workshop

y y y jd

12-Jul England Hockey, London Cup Photographs with great & good

y y jd

David Faulkner insights to team progress

y y y jd

Match itself y jd12-Jul Primary Club Dinner (Lords?) Photographs y y jd13-Jul BUCS conference, fixtures &

results system launchy y y y jd

19-Jul Melcrum, Internal Communications conference

Giving paper y mks

ipadio interviews y y mks

Your content plan template

Download your copy here:www.nemisys.uk.com/contentplan

Content types

Photos

• Staged, reportage, action

• Sneak previews, behind the scenes, capturing emotion

• Don’t forget they don’t have to be yours – you can post about other peoples’ photos too

Video

• The types of video content are identical to photo

• With video, it’s even more common to post other peoples’ video to your page

Links

• Can be informative

• Or occasionally just post for fun

Questions and polls

• Can be looking for information you need

• Or again just for fun, asking for people’s opinions and views

What do you have to draw on?

• Matches

• Tournaments

• Cups

• Festivals

• Think age ranges – youth to seniors

• (Race) meetings

• Community work

• VIP visits

• Elite athletes

• Funded athletes

• Committee meetings

• Sponsor opportunities

• Photos

• Video

• Links

• Questions & polls

• Before

• During

• After

Let’s get stuck in!www.nemisys.uk.com/contentplan

Engaging with people

First, some dos & don’ts

Don’ts

If you go in to a pub, you instinctively know how to behave – when it’s OK to chat to people, what to say and when to leave them well alone. Facebook has similar rules, and don’t worry, they are all pretty much common sense.

• Don’t “broadcast” your links all the time. Sometimes it’s nice just to chat rather than sell.

• Don’t ignore people. Don’t dominate the conversation, but do join other peoples’ conversations if you have something to offer.

Dos

• Do thank people. If someone likes or shares your content, thank them!

• Do post fairly often. It’s hard to have a conversation if there’s nothing to chat about. Start with a couple of posts a day - you’ll soon get a good feel for how often. If you’re a bit stuck for content, don’t post everything in one day, it’s ok to string it out with a little subtlety.

• Do vary your posts. Mix it up with photos, videos, questions, opinions and of course links.

• Do write “for the news feed”. Even though you are writing on your own wall, remember that most people will read your message on their own news feed. So saying things like “check out the tab on the left” doesn’t work.

• Do send updates, but only for really important things. Edit page > resources > connect with people & then you can send your message. This arrives as a notification, so don’t use this too often or you will turn people off.

• Do make your page as open as possible. Allow fans to post to your page, add photos, tag photos etc. This is the best way to benefit from Facebook’s viral effect, so if you don’t do this it’s just more marketing!

Tone of voice

So, you’re still in the pub – what tone of voice should you use?

The best way to imagine it is you are going for a drink after work. So you are friendly with everyone – your usual enthusiastic and lively self. But not as friendly as you would be with the mates you’ve known since school. You just don’t have the same shared experiences and references to be that familiar, particularly when it comes to humour.

• Be friendly. Open, honest and considerate.

• Be informal. If you have a corporate style guide, start the discussion now about how you’ll need to change the rules for social media.

• Be a good host. Make people feel welcome, ensure they know enough to feel comfortable and have a few tricks up your sleeve to start the conversation going (more on that later).

• DON’T SHOUT. Besides being harder to read, online etiquette has it that CAPS is shouting

• Be humorous. But stop way before you think you might be getting anywhere near the line. And use smileys just to make sure people know you are joking.

Ask questions

• Back to the pub – it’s easy to ignore a statement

• But not so much a direct question

• Tip: make your questions as edgy as you can

• Type 1 – just post a question on your wall

• Type 2 – Facebook Questions make polls really easy

• https://www.facebook.com/questions/

Be topical

• Time your questions to specific events

• Plan for them!

• Seed questions to Twitter, ask people to answer on Facebook ...

Express an opinion

As NGBs, we know it’s sometimes difficult to come off the fence, but there are ways:

• “We are excited about Saturday’s cup semi finals ...”

• “Good luck to everyone taking part in ...”

• “So proud of the volunteers picking up awards last night ...”

Or going a little further

• “Did you see Rooney’s sending off? What did you think ...?”

Matches and competitions

• Not so much a technique, but we all run high profile matches and competitions – use them to generate chat!

• Photos– beforehand, from previous encounters– During and after, from the match in question

• Videos– As for photos

• Predictions– Ask for predications, always great for banter

• Spectators– Ask for spectators to upload their photos & videos, give a prize for

the best

• Behind the scenes footage– interviews with players, coaches, officials, spectators?

Promoting your Page

Low- and no-cost techniques

• We know you don’t have large budgets to promote your Page

• Here’s the good news – low- and no-cost techniques are the place to start no matter what your budget!

Use your existing networks

• Every NGB knows hundreds or thousands of people and organisations who might help with a link to your Page.

• Think clubs, officials, players, coaches, leagues etc – anyone you know!

• If you can reach them by email, drop them a link and ask them:– To become a fan (like your Page)– To put a link on their web site– To pass on a link to your Page via email to their networks

• You will probably need you to give them a reason

Email is not dead yet

• Contrary to what some social media types will tell you, email isn’t dead yet. – In fact, so long as Facebook and Twitter send an email each

time someone posts on your Wall or sends you a Tweet, that’s proof enough for us that even the social networks know email still works!

• So have a think about simple things you can do– Add a link to everyone’s email signature– If you run a regular newsletter, include a section “view

from Facebook” and publish the best user posts– Can you ask clubs & leagues to mention you in their

regular newsletters?

Claim your friendly web address• There’s an easy way you can set up a friendly web

address for your Facebook Page like www.facebook.com/MiddlesexCountyFA

• When you are signed in to your Facebook account, just visit this link https://www.facebook.com/username/, choose you page and add the name you’d like.

• Then start to use this address instead of the complicated one – it will make it much more likely that people will pass it on

Your web site

• Publish a link from your web site to your Facebook Page.

• This can be as simple as a text link

• Or if you fancy it, try a “Like box” – this shows people looking at your site which of their friends also like your Page, and so encourages them to like it too

• https://developers.facebook.com/docs/reference/plugins/like-box/

• https://www.facebook.com/EquestrianTeamGBR

• Now paste the code in to your CMS

Measurement

Facebook Insights

What to look for

Basic measures• Active users

– Total– Unique

• Page views

• Tab views

• Total likes

Monitor improvement• Interactions – what

sort of posts work best for you?– Like– Comments– Media types

Traffic from Facebook

Give this to your GA administrator1.Create new profile called ‘traffic from Facebook’2.Add a filter:

– Name: Source – Facebook– Type: custom > include– Filter field: Referral– Filter pattern: facebook\.com– Case sensitive: no

Page clinic

Page clinic checklists

Page set up

• Page type

• Administrators

• Notifications

• Friendly name

• Profile picture

• Post as self/page

Current Page activity

• Type of posts

• Facebook Insights – clear winners?

Content plan

• Work through content plan

• Plan activities & generate ideas

Page promotion

• Easy actions to take

• Things to try

British Equestrian

• https://www.facebook.com/EquestrianTeamGBR

Snowsport England

• https://www.facebook.com/pages/Snowsport-England/145370442173263

England Handball

• https://www.facebook.com/pages/England-Handball-Association/140637915956495

Rounders England

• http://www.facebook.com/#!/pages/Rounders-England/148597798515961

British Taekwondo Control Board

• https://www.facebook.com/SportTaekwondoUK

Questions?

Download this deck from www.nemisys.uk.com/sportengland

John DuffyMarketing Director, Nemisysjohn@nemisys.uk.com01189 122226

bloglinkedinslideshare@johnrduffy@nemisys