Transcript Document

Social Media and Marketing for
Professionals
Ian Wakefield
Chartered Marketer (CIM) and Fellow of CIMSPA
Marketing & Communications for Sport Nottinghamshire CSP and former Business Development Manager at CIMSPA.
Overview of the Presentation
Segmentation
Planning
Website
Social Media
Safeguarding
Newsletters
Surveys & Events
Questions
Market Segmentation
Why do we segment the Market?
 Tells us who our potential customers are
 Tells us what they might like
 Helps us understand barriers
 Allows us to target more effectively
Where did the information come from?
 Sport England & Experian
 Taking Part & Active People Surveys
 Demographics from established sources
 Further info from Experian Databases
Market Segmentation
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19 Segments
Circle Size =Population %
Segment Supergroups A-D
Horizontal Line shows Average 21%
Decrease in activity with age
Also shows impact of Gender
& Impact of Social Deprivation
Market Segmentation
Segment Name
Forename (s)
%
%
%
Population
Male
Female
In million
A01
Competitive Male Urbanites
Ben
6.4
13.3
A02
Sports Team Drinkers
Jamie
5.4
11.1
0
A03
Fitness Class Friends
Chloe
6.9
0
13.4
A04
Supportive Singles
Leanne
4.7
0
9.1
B05
Career Focussed Females
Helena
5
0
9.7
B06
Settling Down Males
Tim
9.4
19.3
0
B07
Stay at Home Mums
Alison
4.6
0
8.9
B08
Middle England Mums
Jackie
4
0
7.7
B09
Pub League Team Mates
Kev
5.8
12
0
B10
Stretched Single Mums
Paula
3.8
0
7.4
C11
Comfortable Mid-Life Males
Philip
7.8
16
0
C12
Empty Nest Career Ladies
Elaine
5.3
0
10.2
C13
Early Retirement Couples
Roger & Joy
6.2
6.2
6.3
C14
Older Working Women
Brenda
C15
Local ‘Old Boys’
Terry
C16
Later Life Ladies
Norma
D17
Comfortable Retired Couples
Ralph & Phyllis
D18
Twilight Year Gents
Frank
D19
Retirement Home Singles
Elsie & Arnold
0
2,521
2,127
2,717
1,851
1,969
3,702
1,812
1,575
2,284
1,497
3,072
2,087
2,442
1,575
1,339
788
4
0
7.6
3.4
7
0
2
0
3.6
3.7
5
2.4
3.5
7.1
0
1,457
1,378
8.3
2.5
13.8
3,269
Planning Marketing & Comms
Your Website
Have one (Free)
Easy to find
Easy to Navigate
Looks Inspiring
Encourages Interaction
Easy to Contact
Recognisable Branding
Informative
Up to date
Analytics
Google Alerts
Branding - Colour Match
PowerPoint's
Newsletters
Social Media Platforms
Emails
Graphs
Surveys
Colorcombos.com (Hex Codes)
http://www.colorcombos.com/index.html
Easycalculation.com (RGB Codes)
http://easycalculation.com/color-coder.php
Google Analytics
Understand your website
Who is visiting?
For how long?
How do they find you?
Search terms/words
Desktop/Laptop/Mobile
Who refers for you
What are the trends?
Google Ads
Google Analytics - Referrals
Understand your website
Social Media Top
Partners
Google
Social Media – The Landscape
Source: UK Social Media Survey 2011 CIPR
Social Media Trends
60
Marcomms Roles in CSP's 2012
50
50
40
30
%
19
20
17
14
10
0
Full-time
3-4 days
1-2 days
No
Social Media Trends
45
Do you use Facebook?
40
40
35
30
30
25
20
2010
2011
19
2012
15
12
10
8
7
8
9
5
5
3
2
0
3
1
0
0
Yes
Not often
Hindered
Considering
No
Social Media Trends
50
Do you use Twitter?
45
45
40
37
35
30
2010
25
20
2011
19
2012
15
13
10
7
5
5
4
5
3
3
2
0
3
1
0
0
Yes
Not often
Hindered
Considering
No
Social Media Trends
35
Is Twitter Valuable
32
30
25
20
2010
2011
15
12
2012
12
10
10
9
7
5
5
3
3
1
3
3
1
2
0
Valuable
Building
Occasional
Too Early
No
2
Social Media Trends
50
Do you upload video's to Youtube?
45
43
40
37
35
30
27
2010
25
2011
20
2012
18
15
12
10
4
5
4
2
0
0
Yes
Not sure
No
Social Media Trends
100
Summary
91
88
90
78
80
75
67
70
60
60
55
2010
50
2011
40
40
2012
36
30
20
10
0
Facebook
Twitter
YouTube
Why use Social Media?
Twitter
Brand your page
Tweet regularly
Use apps like Tweetdeck
Interact with Tweeps
Follow the right Tweeps
Be Gracious
Be interesting
Use Links/Pictures
Twilerts
Listorious
Integrate to website
Competitions
Header Settings
Twitter
Branding your page
 Background
 Colour Branding
 Header (Profile)
 Icon
 Description
 Twitter ID
 Spam Messages 
Facebook
Use branding
Multiple Admin
Integrate with website
People like People
Use Pictures
Videos/You Tube
Encourage Shares
Post links to website
Be interesting
BE SOCIABLE
Don’t overdo it
Facebook
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Post Engaging Content
Colour Match
Tag People
Be regular
Share with Friends
Time your posts
Competitions for Shares
Facebook insights
Understand the performance of your page
Learn which content resonates with your audience
 Optimise your posts
YouTube
Use branding
Film your events
Film your training
Tag them well
Easy to edit
Create a channel
Integrate with website
Other Social Media links
Flickr
Buy a Digital Camera
Photo’s of:
Coaches
Training
Venues
Competitions
Social events
Tag your photo’s
Be aware of Safeguarding
Use on Website
Use on Social Media
Flickr
Use Sets
Back Link to your website
Use Tags
Stream Sets to your website
Easy for multiple pics
Auto update for gallery
Encourages shares
Social Media – Do’s & Don'ts
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Don’t tell secrets
Protect your privacy
Don’t Insult or Stalk
Be honest
Do Tag, Link, Like & Mention
Respect Copyright Laws
Disclaimers
Be first to admit to mistakes
Don’t follow or friend children
Monitor posts & photos & act
Don’t Spam or Swear
Cyber Safety 4 Children
paedophiles
cyber bullying
privacy
extremism
media literacy
Identity theft
phishing
validity and bias
fraud
viruses
sexting
copyright
online reputation
Inappropriate content
Cyber Safety 4 Children
Protecting Staff
 Check your own digital footprint and privacy
settings regularly
 Never add anyone under 18 as a ‘friend’ on a
social networking site without their parents
permission
 Only send texts through a group texting system
 Do not add parents of club members as friends
or if already friends be aware of how they may
share information
 Never post photographs without the permission
and do not be afraid to say when you don’t
want your picture to be tagged or posted at all
 Avoid using your own phone to call parents and
do not use it to contact young people
 Be aware of your clubs safeguarding procedures
and how to report any cyber bullying directed at
you by club members or their parents
 All text/email messages sent to young people
should also be sent either to a parent or to an
external moderator (Source CPSU)
Recap on Social Media
1. Have a Plan
2. Know your niche
3. Be yourself
4. Engage people
5. Link up
6. Be customer friendly
7. Think before you post
8. Time to perfection
9. Be consistent/regular
10. Get organised
11. Be responsible
Newsletters
Be regular
Generate enough content
Post a web friendly version
Easy sign-up
Easy unsubscribe
Keep it short
Use links
Use Photo’s
Proof, Proof & Check, Check
Be relevant
Surveys & Event Bookings
Survey Monkey
Personalising
Embed/Links
Social Media
Google Docs
Embedding/Links
Tracking/Notifications
Accessible PDF’s
Online
Surveys & Event Bookings
Google Docs
Embedding/Links
Tracking/Notifications
Any Questions?
www.sportnottinghamshire.co.uk
Contact Ian Wakefield on Twitter : @iandwakefield or Linkedin