1 st UEG Communication Seminar

1. www.ueg.org – March 2014

2. 1st UEG Communication Seminar “Social Media : Why & How?” Nadia Atienza www.ueg.org – March 2014

3. Presentation • 35 years old • Marketing & Communication Manager at SINERGI Sports Consulting • Earlier experience in marketing and communication at FINA – FédérationInternationale de Natation, Cycling Ireland and Swiss Cycling • Diploma of digital marketing and social networks www.ueg.org – March 2014

4. Agenda • Introduction • The Social Networks • What use for which network? • Plan your social media project • Twitter • Facebook • YouTube • Conclusions • Workshop • Questions www.ueg.org – March 2014

5. Quizz • Do you «tweet»? • Didyouwatch a video on the web these last days? • Do you have a LinkedIn profil? • Do you have a Flickr or instagramaccount? • Didyoualreadybuy music on line? • Didyouwatchany TV program on internet lately? • Have you ever left a reply on a blog? • Do you use RSS feeds? • Do you use internet on your mobile? • Do you have a wi-ficonnexion at home? www.ueg.org – March 2014

6. Quizz • Have you clicked on a "sponsored" link in a search engine this week? • Do you use Instant Messaging? • Didyoualreadybuy/sellsomething on ebay/ricardo, etc.? • Didyoualreadydownload a podcast? • Do you have a Facebook or Google+ profil ? • Didyoualreadydownloada mobile application? • Do you have an online videogameconnectedwithmultiplayer? • Didyoualready do a VOIP call? • Didyoualreadydownloada movie? • Are youconnected to internet more than 2 hours per day? www.ueg.org – March 2014

7. Results 20 – 18 Perfect, you can work in the digital 17 – 14 Good, almost geek 13 – 11 Not sobad, you must have a Wii 10 – 8 Shouldgetstarted! 7 – 4 Oops… 3 – 1 Do you know that we are in 2014? More information: http://www.20thingsilearned.com www.ueg.org – March 2014

8. The new social tools What is the third most populated country in the world? www.ueg.org – March 2014

9. The new social tools www.ueg.org – March 2014 If Facebook was a country, itwouldbe the 3rdafter China and India.

10. The new social tools 1/7 of the planetis social-digital : www.ueg.org – March 2014

11. The new social tools www.ueg.org – March 2014

12. The new social tools The winners 2013 www.ueg.org – March 2014

13. What use per network? www.ueg.org – March 2014

14. The new social tools • Facebook : 1,23 bnusers and the 2ndmost visited website in the world after Google • Twitter : microblogging tool that gives a user the possibility to send free short messages called tweets on internet. These messages are limited to 140 characters. 241 million users worldwide. • Instagram : acquisition by Facebook for 1 mio $ www.ueg.org – March 2014

15. The new social tools • Tumblr : microblogging platform, created in 2007 by David Karp, which allows users to post text, images, videos, links and sounds on their tumbleblog. 50 million blogs, attracting 135 million of Internet users. 60 million articles published every day (2,500 items every second!). 16 bn page views per month. Over 120,000 people join Tumblr every day. Presence mainly in the U.S., Europe is developing. • Pinterest: U.S. website mixing the concepts of social networking and photo sharing. Launched in 2010 by Paul Sciarra, Evan Sharp and Ben Silbermann. www.ueg.org – March 2014

16. The new social tools • Allows its users to share their interests, passions, hobbies, etc.. through photo albums with pictures found on Internet. The name of the website is a mix of the words "pin" (pin) and "interest" (interest). • LinkedIn : professional network, dialogue business/professional, personalbranding. • Google+ : Launched in 2011 by Google. 500 mio of users(343 mio actif). • More figures: • http://www.blogdumoderateur.com/chiffres-reseaux-sociaux/ www.ueg.org – March 2014

17. Mobile Social Media • World average: 20 apps www.ueg.org – March 2014

18. Important steps of a social media project Before getting started blindly it is necessary to make a general evaluation of the situation : • Overview of the situation • Objectives • Tactics • Actions • Tools • Ressources • Measurement and ROI www.ueg.org – March 2014

19. 1. Overview of the situation Where am I? • My presence, the presence of the others • Context • Target audience : X vs. Y generation • Local vs. global • National vs. international • Special Codes, political aspects www.ueg.org – March 2014

20. 2. Objectives – myownones What do I want? Where do I go? What do I aim for? What should my organisation become ? • Just start : max. 1-3 objectives • Insert it in the overall strategy • Avoid to make it become a separate project and obtain the support of all • Make a slogan • Publish it big For ex., to be on Facebook is not an objective! The social media are a tool, not a goal! www.ueg.org – March 2014

21. 2. Objectives – expectations of users What interests / motivate them? Different member categories? • Their expectations : do they match my objectives? • If no, how to solve the contradiction? For ex., to be on Facebook is not an objective! The social media are a tool, not a goal! www.ueg.org – March 2014

22. 2. Tactics What will I do to achieve the objectives? • Content • “Storytelling” (ex. Campagne P&G – « Thank you, Mom») • Involvement of all stakeholders (ex. “Nike Football”) • Quizz (ex. “Quizz Facebook PSG”) • Gifts (ex. “SportAccord International Convention”) • Events • Questions/Answers • Curation www.ueg.org – March 2014

23. Ex. Quizz Facebook PSG www.ueg.org – March 2014

24. Ex. Quizz Facebook SportAccord www.ueg.org – March 2014

25. 4. Actions What will my action plan be like ? • Speakers: internal (community manager, specialists, management, etc.) and/or external (relay, key players, ambassadors) • Actions: content, messages, events • Chronology : frequency • Target • Tone, style www.ueg.org – March 2014

26. 5. Tools What tools do I have? • Creation • Share: social networks • Diffusion • Curation • Surveillance • Monitoring • Reporting www.ueg.org – March 2014

27. 6. Resources What resources do I have? • Community manager • Web developer/designer • Content producer • Support/guarantor • Ambassadors relay • Technical support www.ueg.org – March 2014

28. 7. Measure and ROI The Communities don’t buy anything ... the return is in: • Uses • Behavior • Contacts • Networking • Reputation • Attention • Participation www.ueg.org – March 2014

29. Twitter • Created by Jack Dorsey in 2006 and launched in July of the same year. • Mission statement : we want to instantly connect people everywhere to what’s most important to them. www.ueg.org – March 2014

30. Twitter www.ueg.org – March 2014

31. Twitter • To establish and improve my presence • To keep an eye on my e-reputation • To share information • To create a news feed • To create links • To create conversations around the brand or its values • To amplify the distribution of mymessage www.ueg.org – March 2014

32. Twitter Bad buzz : it is important to watch out when humour or general social events are reused. www.ueg.org – March 2014

33. Twitter The most discussed topics (source: 2012.twitter.com) www.ueg.org – March 2014

34. Twitter Examples www.ueg.org – March 2014

35. Facebook • Created by Mark Zuckerberg in 2004. • Initially limited to Harvard students. Open to all in 2006. • Think mobile: 65% of Facebook users are looking at it on their mobile and / or tablet www.ueg.org – March 2014

36. Facebook https://www.facebook.com/redbull/app_9279253524 www.ueg.org – March 2014

37. Facebook • The Human being likes to be defined by its interests. • With this button, he sends this information to his network. www.ueg.org – March 2014

38. Facebook The other Facebook points • Events • Groups • Status • Pictures • Photo Albums • Profile picture • Cover page • Articles www.ueg.org – March 2014

39. Facebook To summarize, your page is ... • A visual experience • A story to tell • Opportunities to engage The best campaigns and the official Facebook blog : http://www.facebook-studio.com/ www.ueg.org – March 2014

40. Founded in 2005 by S. Chen, C. Hurley, J. Karim. Acquired by Google in 2006. 1bn users. This is the most important web video community. • Focus on content • Objective: To be found and to obtain a click in order to increase thevisibility To build a channel: https://www.youtube.com/onechannel www.ueg.org – March 2014

41. Example : https://www.youtube.com/user/FINA1908 www.ueg.org – March 2014

42. Live streaming – mobile Applications Example : http://www.digotel.com/ www.ueg.org – March 2014

43. Conclusions From my personal experience, I remember: • The particularity of sport which transmits emotions • The need to create stories • To listen to the Internet users and to give them the floor, to be interactive • The specificities of the real-time related to the event • The need to communicate internally before, to obtain understanding and agreement of the hierarchy • To set up an editorial schedule www.ueg.org – March 2014

44. Workshop Following the presentations this morning, set: Your own social media plan (10 min) • Overview of your Federation’s situation • Objectives • Tactics www.ueg.org – March 2014

45. Questions? Thank you for your attention! Nadia Atienza @nadiatienza www.ueg.org – March 2014