An overview of what is possible in socail medai, the risk, management and frameworks available. Helping to enable ACT sporting organisati

1. ACT Sport and Recreation
Social Media Workshop Series 2012
Understanding the Social Media Landscape

2. Welcome!
• Who are you?
– What are you currently using in social media, both
personal use and business usage

3. Thanks
• Sport & Rec would like to thank Mel and Justin
from Design Managers Australia for their
assistance in developing and presenting the
Social Media workshops in 2011 and 2012.
• http://designmanagers.com.au/

4. Defining Social Media
• What do you use and why?
– Name the platform
– Tell the table about why you
use it
Exercise
•Discuss in small groups
•Use the blank paper on
your table to list

5. Agenda
• Section 1 – the social media landscape
– Social media and business
– What’s out there
• Section 2 – social media framework
– Connecting communications and social media
• Section 3 – Protocols and Capability
– Managing Risk
– Managing Resources

6. Defining Social Media
• A brief history of social media
Web 2.0: The participatory, social & decentralised web (~2007-now)
The new web empowers people to interact, generate and share multi-media
content across the web, seamlessly.
Moved from a solo activity to a series of participatory activities enabled by new
web applications, platforms, technologies and methodologies.
These platforms are accessible from multiple devices – the PC, netbooks,
mobile phones, interactive TV, media players and gaming consoles.
Social Media Athlete – Wirestone, via Slideshare

7. Defining Social Media
• Definitions of social media
OBJECTIVE PLATFORM EXAMPLES
Online Communities Facebook, LinkedIn, Google +, Pheed
Media Sharing YouTube, Vimeo, Instagram, Vine
Micro-Blogging Twitter, Tumblr, Posterous, FourSquare,
Pinterest
Rating and Linking AddThis, DIGG, Bit.ly
Broadcasting Email, MailChimp
Others Twibbons

8. Social Media in context
Social Media
Tactic
Business Outcome Decision/Position to choose the
tactic
Broadcast Get messages out and get them out to
more people than ever before, but don’t
deliberately engage with people.
“I want as many people as possible
knowing about a specific service
offered by our organisation.”
Connect Reach stakeholders, athletes and
volunteers and engage with them
(virtually) face to face in order to gain
feedback and build relationships.
“I want to engage in a dialogue with,
or network with, define stakeholders.”
Promote Stake a place in crowded markets by
overtly marketing services.
“I want people to know about our
organisation – as a brand, as a
service.”
Monitor Understand what people are saying about
you and why.
“I want to understand what’s being
said about, and by our organisation.”
Social Media Tactics and Business Objectives
In order to decide the appropriate style of social media use, the tactic must be balanced with outcomes

9. An audience of 16
Becomes 1510
Then over
8000
Social Media in action

10. Social Media – the landscape
The Top 10 – June 2013
1. Facebook – 12,200,000
2. YouTube – 11,250,000
3. WordPress – 3,200,000
4. Blogspot – 2,950,000
5. LinkedIn – 2,900,000
*15.Google+ 100,000 Via socialmedianews.com.au
Used under Creative Commons License
6. Tumblr – 2,750,000
7. Twitter – 2,167,849
8. Instagram- 1,083,924
9. Flickr – 870,000
*11. Pinterest - 570,000

11. Social Media – the landscape
2009 vs. 2013

12. Social Media – the big guys
• Facebook
– The stats
• 58.24% of the Australian population
• Largest age segment: 25-34
• 40,000 new users in Australia in the past month
• 13 million users in total
• World wide- 189 million of Facebook’s users are ‘mobile only’
– Why would you use it?
• Build a fan base, promote events, run competitions

13. Social Media – the big guys
• Facebook –
How is it used

14. Facebook usage –past 6 months

15. Social Media – the big guys
• Twitter
– The stats
• Around 2 million Australian users and growing
– Why would you use it?
• To follow people of interest to you
• To create followers who read your messages
• As a linking platform to your other material
• To promote in real time and engage on outcomes

16. Social Media – the big guys
• Twitter
– How is
it used

17. Social Media – the big guys
• LinkedIn
– The stats
• 100 million global accounts
• Over 2 million Australian accounts
• Every second 2 new members join LinkedIn
– Why would you use it?
• Link to other professionals
• Learn from like-minded groups
• Promote activities

18. Social Media – the big guys
• LinkedIn
– How it is used

19. Social Media – the big guys

20. Social Media – specialist platforms
• Pinterest
• Instagram
• Foursquare
• YouTube
• Paperli
• Vimeo
• Tumblr
• Slideshare
• Ustream
• Branch
• Pheed
• Social Toaster
• http://sulia.com/

21. Social Media – the specialists
• Share your photos
– Instagram

22. Social Media - the specialists
• Share your interests
– Pinterest
• An online pinboard
(aggregator) that allows you
to share the things you love
• Growing rapidly – already in
the Australian top 10
• Massive cross-demographic
interest

23. Social Media - the specialists
• Share where you are
– FourSquare
• Location based check-in
• Can create a movement around
your event
• Usage in Australia low, potential
high
• People ‘check-in’ and as a result
promote

24. Social Media - the specialists
• Share video
– YouTube
• Video sharing
• Set up a ‘channel’ to collect your videos in one place
• You do not control the linking and suggested videos
– Vimeo
• Same as YouTube but with much greater control over
what your videos link to

25. Social Media - the specialists
• Share your thoughts
– Tumblr
• Microblog allows quick share of posts, links and photos
• Growing in popularity, particularly with the young
– SlideShare
• Open source online directory of slide presentations
• Amazing amount of topics, can spread your message to
the world

26. Social Media - the specialists
• Share your event - live
– Ustream
• You don’t need to be on
television to be seen
• Provide access to fans
to any event at any time

27. Social Media - the specialists
• Create your own
newspaper
– Paper.li
• You choose the articles
• Feature friends and
partners to aid
distribution

28. Social Media – the rest!
• Was new kid on the block,
– Google+
• Relatively small population
• Circles = ability to have private conversations with
segmented groups

29. Social Media – related topics
• Integrated Campaigns
– Ensuring cross-linking between platforms
• SEO and SEM to increase visits
• Facebook as an advertising platform
• Links to mobile and app development
• Analytics on email, sms, applications and web
and social platforms

30. Social Media – the rest!
• Using email to learn
– MailChimp

31. Social Media – the rest!
• Making content go viral
– Products exist that allow you to encourage
readers of your material in any platform to share
what they are reading with their networks

32. Social Media – the rest!
• WhatsApp
• WhatsApp is growing like crazy — 300 million mo

33. Social Media – the rest!
• Scoop.it
• http://www.scoop.it/t/liasing
• StumbleUpon

34. Agenda
• Section 1 – the social media landscape
– Social media and business
– What’s out there
• Section 2 – social media framework
– Connecting communications and social media
• Section 3 – Protocols and Capability
– Managing Risk
– Managing Resources
7.10

35. Social Media in context
Social Media
Tactic
Business Outcome Decision/Position to choose the
tactic
Broadcast Get messages out and get them out to
more people than ever before, but don’t
deliberately engage with people.
“I want as many people as possible
knowing about a specific service
offered by our organisation.”
Connect Reach stakeholders, athletes and
volunteers and engage with them
(virtually) face to face in order to gain
feedback and build relationships.
“I want to engage in a dialogue with,
or network with, define stakeholders.”
Promote Stake a place in crowded markets by
overtly marketing services.
“I want people to know about our
organisation – as a brand, as a
service.”
Monitor Understand what people are saying about
you and why.
“I want to understand what’s being
said about, and by our organisation.”
Social Media Tactics and Business Objectives
In order to decide the appropriate style of social media use, the tactic must be balanced with outcomes

36. Building a Social Media Framework
• Strategic Plan
• Communication Objectives
• Audiences
• Platforms
• Connection to other comms
Exercise
•We move through the
handout

37. Social Media Framework
• Give it a date
• Get it approved
• Version control it

38. Social Media Framework
• Link it to your strategic
objectives right in the
document
• Draw the org chart IF it has
some bearing on your comms
• Think about the image you
DON’T want to present
EXAMPLE TEXT
Goal: To develop our coaches,
managers and other volunteers to
be the best.

39. Social Media Framework
• Re-write your strategic
objectives as
communication
objectives
• Define how you
measure success
EXAMPLE TEXT
Goal: To develop our coaches, managers
and other volunteers to be the best.
Objective:
To ensure promotion of our expectations,
link to available courses and to to facilitate
shared learning between these groups.

40. Social Media Framework
• Define audiences even
if you don’t end up
using social to speak to
them
• Define their motivation
to gauge the
investment you should
make trying to engage
with them
• Define a series of
events you can tailor
messages around
EXAMPLE TEXT
Audience: Coaches
Life Events: Pre-Season, Training, Selections,
Certification, Competition

41. Social Media Framework
• Commit to which
platforms you will use
• Set indicative timing so
that you know when
you are ‘publishing’
EXAMPLE TEXT
Platform: Email
Activity: Contact
Timing: Twice Weekly

42. Social Media Framework
• Link it to your other
comms work
• Allocate a resource!
EXAMPLE TEXT
Goal: To ensure promotion of our
expectations, link to available courses
and to to facilitate shared learning
between these groups.
Existing Channel: Club Email, National
Federation Email, Private Coaching
Websites
Social Channel: Facebook Page
Alignment: re-use of email messages
on Facebook. Link in emails to event
RSVP on Facebook

43. Using the Framework
• Research
• Planning
• Approval
Exercise
Go through the Framework and identify:
1. One area you could easily complete tomorrow
2.One area you would struggle to complete
•What are the sorts of things would you need to do
as an organisation to complete the 2.

44. Agenda
• Section 1 – the social media landscape
– Social media and business
– What’s out there
• Section 2 – social media framework
– Connecting communications and social media
• Section 3 – Protocols and Capability
– Managing Risk
– Managing Resources

45. What are your concerns?
• Athletes
• Brand
• Sponsorship
• Corruption / Gamesmanship
• Team dynamic
• Privacy
Exercise
•Open discussion

46. Context for sport social policy
• Organisations are still understanding the area
• Many larger sports and organisations moving
into the space
– Life saving
– Swimming Australia
• ACT requirements for funded organisations to
have a Member Protection Information
Officer can provide a platform

47. What risks are worth managing
• Individuals
– Privacy
– Defamation /
Discrimination
• Employees
– Access
– Usage
• The Sport
– Controlling message
and information
– Managing debate
• Fans
– Interaction
– Criticism

48. Generic Social Media policy
•Provides a definition of social media and doesn’t limit the definition. Could probably use the term
“user-generated content”
•Defines the audience for the policy
•Sets context around reputation
•Defines what it DOES NOT relate to
•Uses the term ‘Guiding Principles’
•Clear information about lack of anonymity and the link between the web and public information
•Mentions brand and intellectual property in terms of respect but also firm guidance on the graphic
brand marks
•Covers off staff and member usage in one statement – simplicity
•Demands written consent for the creation of any new SM presence
•Reminds members and staff to respect privacy
•Notes potential discipline but does not fall into the trap of defining it

49. Policy or Guideline
• Policy – enforceable
– Controls legal burden
– Covers HR and other regulatory
issues
– Based on risk
• Guidelines – suggestion
– General pointers
– Positive positioning of options
• Are we actually
resourced to:
• Monitor
• Manage
compliance
• Enforce
• Promote

50. Do they already exist?
• Code of conduct
– Most social media policies talk about the same
elements as a code of conduct, they simple
designate the channels in focus
• Values and discipline within Constitutions
– Or your general operating procedures
• Fair use of technology policies
– With a focus on mobile and social access

51. Essential Elements
1. Link to ‘code of conduct’ benchmarks and
educate as part of policy
2. Definition of policy audience and diff between
public / private information
3. Statement of relevant legislative protections /
limitations
4. Reminders about ownership of material
5. Summary of potential discipline / outcome

52. Responsibilities
• Privacy (driven by Privacy Commissioner)
– Privacy breaches are not just “hacks” honest mistakes can constitute a
breach
– There is no requirement under the Privacy Act to notify an individual
but If there is a risk of harm due to private information being
published you should contact the individual
• Cyber Safety (driven by AFP)
– Promote passwords
– Don’t publish or respond to anything you wouldn’t say face to face
– Encourage members to have ‘private’ profiles
– Don’t on-send unqualified embedded links
– Only accept friend requests from those you know or can trace

53. Social Media in Use
• What needs to be in place besides a policy
– Clear business ownership and processes
– Publishing guidelines and timetable
– Issues management plan
– Resourcing
• What can also help
– Defined brand ‘voice’
– Prepared responses

54. Social Media in Use
• Business ownership and publishing processes
– Have all presences signed off by designated officer
– Have agreement on what can be shared
– Have agreement on the level of response the
business owner is comfortable with
– Have contacts and process if something goes
wrong
– Have a triage of publishing timing
• Which platform is first

55. Social Media in Use
4. REVIEW &
MEASURE
All published content will be
required to have a review date
(nominally 2 weeks) unless
requested otherwise at which point
the Social Media Coordinator will
undertake an review.
The Business Owner will be
responsible for any changes
required at that point.
1. IDENTIFY & PLAN
Business Owners of the program
or message must identify and
define what they are seeking to
achieve. As part of this process
they must:
1.Link the activity to their business
outcomes
2.Nominate the SM Objective
(broadcast, connect, promote,
monitor)
3.Identify the audience for the
message
4.Identify preferred platform for
message delivery
5.Identify resources who will
develop the message and content
6.Name specific measures they
will judge success on (linked to the
strategic framework)
2. INFORM & APPROVE
After Social Media Coordinator adds
the content request to the Publishing
Plan and alerts any internal
stakeholders who might be affected
by the messaging (due to similar
messaging, audience target or timing).
Pre-approved content eg. interaction
with athletes and promotion of
results, does not require individual
approval.
*Pre-approved content means having
a set of drafted content available for
the Social Media Coordinator to view
before a specific event.
3. AUTHOR & PUBLISH
Due to the range of platforms and
their different requirements the
business owner need only develop
content in line with the following
guidelines:
•Summary of the activity / program
etc
•Key messages(no more than a
sentence per message)
•Link to detailed existing
background
The content should be developed
in line with existing protocols and
policies

56. Social Media in Use
Social Media Coordinator
•Experience in executing content in SM platforms and is the owner of the implementation of a SM strategy.
•Establises SM capacity and scheduling social media activities so that the use of social media doesn’t become
resource intensive for other teams within an organisation.
Business Owner
•Anyone who identifies an idea for the use of SM– the business risk of using SM rests with them, upon approval
by a Senior Executive /Sign-off Point in an organisation.
Social Media Strategist
• Actively works with Business Owners to seek out social media opportunities and make recommendations on
the implementation. It is a similar but more proactive role than Social Media Coordinator and purely strategic.
Community Manager
• Responsible for the design, delivery and ongoing management of a designated community with a specific focus
on ‘network’ communications.
• Works within an organisation to deliver key messages and execute communication objectives whilst engaging
with users and providing feedback to the business.
Social Media Writer
• Has skills in weaving structured themes and messages into ongoing conversations; reacting and recognising all
interactions with a risk management approach and having an ability to understand technical language and to
translate that for audiences.
Social Media Producer
• Ensures that any visual opportunities are ‘curated’ effectively and within brand and policy guidelines. The
producer would be responsible for turning events into packages.

57. Social Media in Use
• Brand ‘voice’
– Friend
– Trusted Advisor
– Policeman
– Salesperson

58. Wrap-up
• Any questions or clarification?
• Preview of next session
– ‘Play’ session on your own device

59. Facebook.com/ACTSRS
@ACTSRS
#SportRecSM
Thanks and see you at Workshop 2!