Constructing an Atlelete’s

Brand throughout Social Media

Symposium Social Media in the Global Sport

Let’s start...

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Even you don’t know me… you already do!!!

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@ja

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Are you aware?

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Personal Branding

WHAT?

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Personal branding

@ja

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@ja

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It’s easy in Sport

Personal branding

But sports careers aren’t for all life…

@ja

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ME

WHY?

@ja

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Why your digital brand needs to be worked?

@ja

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• Control of the first results in Google

• Your profiles reflects who you are

• Official vs unofficial pages that you don’t control

Why your digital brand needs to be worked?

@ja

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itikc

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Why your digital brand needs to be worked?

@ja

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• Create value out of sport– Sponsors and advertising contracts– Increase visibility -> no 'gossip magazine'–Humanize the hero– Loyalty of followers beyond the sport itself–Create opportunities for the future

Why your digital brand needs to be worked?

@ja

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itikc

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Why your digital brand needs to be worked?

@ja

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itikc

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Why your digital brand needs to be worked?

@ja

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itikc

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Why your digital brand needs to be worked?

@ja

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• Interact with fans:

– Commitment– Nearness– Direct and informal way

Why your digital brand needs to be worked?

@ja

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• Manage / avoid crisis

• Quick deletion of unwanted information

• Reply if necessary with the right answer

HOW ?

@ja

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How to build it?

@ja

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• Why do you want to be on networks• ‘Mandatory’ or because you like it?

• Define who you are• Your values as an athlete and person

• For who?• Fans, friends, endorsements, ...

How to build it?

@ja

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•What do you share?– Sports content– Everyday life– Personal events–Humor, funny videos, ...

When needs to be build?

@ja

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• As soon as possible

• Step by step

• Quality vs quantity

How to manage it?

@ja

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Yourself?

External expert?

50% vs 50%

Tips & advices

@ja

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• Verify your profile• Customize your profile• Combine quality photos and

homemade photos and videos• Keep tour profile regulary updated but

not every minute…• Do not share personal information ...

learn to use the tools

Tips & advices

@ja

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Tips & advices

@ja

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Tips & advices

@ja

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• Plan your contents• Think before you act• Interact with other athletes and

celebrities• Try to reply the comments• If you don’t like that you read…..…

Keep calm and answer later

Tips & advices

@ja

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Tips & advices

@ja

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Tips & advices

@ja

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Tips & advices

@ja

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• Advertising discreetly• Respect opponents, teammates,

coaches,…• Don’t talk about current issues that

you don’t know (or learn it!)• Don’t be a robot

Tips & advices

@ja

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itikc

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Tips & advices

@ja

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Tips & advices

@ja

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Tips & advices

@ja

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Hero or Villain?

Tips & advices

@ja

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No statement in social networks

Tips & advices

@ja

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Do not forget the fans and their effort to the perfect selfie

THE MOST IMPORTANT

@ja

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Especially

@ja

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Coherence

Honesty

The Person before the brand

And don’t forget anything.....

@ja

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@itikconsultoria @sportsocialM

Thanks!