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1 st UEG Communication Seminar

1 st UEG Communication Seminar. Presentations of the National Federations. Royal Spanish Gymnastics Federation (RFEG). Communication projects and tools. Background (1). Growing relevance of online worlds in current transforming societies

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1 st UEG Communication Seminar

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  1. www.ueg.org – March 2014

  2. 1st UEG Communication Seminar Presentations of the National Federations www.ueg.org – March 2014

  3. Royal Spanish Gymnastics Federation (RFEG) Communication projects and tools www.ueg.org – March 2014

  4. Background (1) Growing relevance of online worlds in current transforming societies This process is necessarily leading to an audience transformation Age: young and ‘digital natives’ High specialization: gymnastics’ fandom Rather low participation: shifting slowly from spectators (passive) to actors (active information seekers, content-producers…) www.ueg.org – March 2014

  5. Background (2) RFEG 2010 diagnosis December 2009: Elections 2010: Crisis in terms of image/reputation Media and social pressure December 2010: New elections New President, new governing bodies 2011-2013: Drastic budget reduction 2011: around 12% 2012: around 25% 2013: 50% www.ueg.org – March 2014

  6. Background (3) RFEG 2011-2013 decisions Internal labor re-structuration Sports Management Technical Departments Parallel external strategy in order to build up a fresher and more solid image Re-launching of website Microsites and events’ live scoring Presence on social networking sites Monthly newsletter www.ueg.org – March 2014

  7. Background (4) Online strategy: strengths & weaknesses Lack of solid development in other federations Very small team behind a wide and growingly-demanding strategy One IT expert developing and feeding all online platforms, punctually helped by other employees and volunteers www.ueg.org – March 2014

  8. Website www.ueg.org – March 2014

  9. Data: Microsites www.ueg.org – March 2014

  10. Data: Microsites Reached more than 100,000 spectators per year Content: results, live scoring, ticket prices, official documents, accommodation options… There is a unique design development for each and every single official RFEG event www.ueg.org – March 2014

  11. Data: Total visits (2012-2013) www.ueg.org – March 2014

  12. Data: Visited pages (2012-2013) www.ueg.org – March 2014

  13. Data: Pages www.ueg.org – March 2014

  14. Data: Users’ profiles www.ueg.org – March 2014

  15. Data: Where are users coming from? Generic web-search engines: 50% + Google, Bing… Direct access: around 13% Facebook: around 11% Specialized blogs Regional federations www.ueg.org – March 2014

  16. Data: Where are users coming from? www.ueg.org – March 2014

  17. SNS presence & strategy SNS provides us with dynamism and a direct contact to our membership and followers It has also become a direct connection with sports media professionals: press releases Facebook is the most spread option in Spain, while YouTube has proved to be an extremely useful resource, even if the infrastructure to feed the channel is time and resources-consuming www.ueg.org – March 2014

  18. SNS presence & strategy: Facebook www.ueg.org – March 2014

  19. SNS presence & strategy: Facebook Continuous growth of ‘Likes’: heading to 9000 Timeline (biography) as a news resource for our audience: all news stories are incorporated there, so it is the fastest way to receive information www.ueg.org – March 2014

  20. SNS presence & strategy: Facebook Profile: Young Spanish Women www.ueg.org – March 2014

  21. SNS presence & strategy: YouTube www.ueg.org – March 2014

  22. SNS presence & strategy: Twitter www.ueg.org – March 2014

  23. Monthly newsletter www.ueg.org – March 2014

  24. But there is still a long way to go… Current situation (2014) Slow process of financial recovery Drastic costs-reduction has lead to… Increase of public funding Good online position/reputation One of the most visited sites among sports federations in Spain, receiving support and admiration from national sports authorities www.ueg.org – March 2014

  25. But there is still a long way to go… Main goals Explore and exploit the commercial opportunities via website Incorporate the online results in terms of audience to our sponsorship negotiations Gradual increase of users’ participation Become the point of reference (connecting position) for the Latin American countries, as Spanish speakers www.ueg.org – March 2014

  26. But there is still a long way to go… Future lines and decisions Strengthen the online department in terms of human resources Launching a media and communication department, closely linked with the marketing area Get our community involved in the news and content production www.ueg.org – March 2014

  27. And don’t forget to follow us! Facebook (Real Federación Española de Gimnasia) https://www.facebook.com/pages/Real-Federaci%C3%B3n-Espa%C3%B1ola-de-Gimnasia/126771720759443 Twitter profile https://twitter.com/RFEGimnasia YouTube Channel http://www.youtube.com/user/RFEGOficial/videos Newsletter http://www.rfegimnasia.es/newsletter/marzo-2014/ www.ueg.org – March 2014

  28. Royal Spanish Gymnastics Federation Communication projects and tools Thanks a lot! www.ueg.org – March 2014

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