Transcript Document
Social Media and Marketing for Clubs
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 & targeting
Planning
Website
Social media trends
Social media tips
Cyber Safety
Additional marketing
Funding
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
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
Market Segmentation
Roger and Joy - “Early Retirement Couple”
Mixed gender, 56 – 65
6% in England
Average 3x30
Likely to participate in recreational
walking, golf and aqua aerobics
You might also catch them sailing
Team sports are a not appealing
Take part to help with injuries and to
keep fit. They also just enjoy it. Many
continue to train and compete
If there was improved transport and
better facilities they may go more
often
If they don’t do sport its because
they aren’t interested
Market Segmentation
What else do the Segments tell us?
What sports they are most likely to
take part in
Motivations and barriers
Where they are located
Likely Occupations
Likely Income
Likely Family Status
Type of message responds to
Buying Habits & Brand Loyalty
Decision making styles
www.sportengland.org/segments
Market Segmentation
Nottinghamshire
Market Segmentation
Nottinghamshire
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
Newsletter (Mail Chimp)
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 Analytics - Referrals
Understand your website
Social Media Top
Partners
Google
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 & RT
Use apps like Tweetdeck
Interact with Tweeps
Follow the right Tweeps
Be Gracious
Be interesting/Spam
Use Links/Pictures
Twilerts
Listorious
Integrate to website
#FF
Facebook
Use branding
Multiple Admin
Integrate with website
People like People
Use Pictures
Videos/You Tube
Encourage
Shares/Comps
Post links to website
Be interesting
BE SOCIABLE
Don’t overdo it
Groups/Pages
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
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
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)
Cyber Safety 4 Children
20 Point Plan – What parents should know!
Know all social sites that your child is a part of
it
Have access to all content pages that your child
has created
Know all user names, passwords and profiles
that your child has created
Know all email accounts with user names and
passwords that your child has created
Create rules of engagement on social sites that
are built on being “accountable” to you for
their actions-A 3 strikes rule is not a bad idea.
Create your own accounts in these networks
Explain that though you will have all this
information, you will only access it, should
there be a need to.
Establish Trust.
Understand that that trust may be breached
Review the privacy settings in your child’s social
networks and map it to their profiles and then
review their profiles
Cyber Safety 4 Children
See who is following of “friending” your child
and vice-versa
No adult, unless it’s a family member should be
in any network that your child is part of.
Explain the dark side of social networks to your
child, there’s nothing wrong with being scared
straight.
Periodically evaluate the content they are
sharing and consuming.
Know what they are searching for
Don’t forget or ignore texting and email.
Establish usage guidelines for those as well.
Never assume they are harmless or easy to
manage.
If you feel the need to establish time constraints
for computer and phone usage, do it.
You’re not trying to be a friend here- we’re trying
to be parents.
If you have to shut it down-don’t feel guilty. Do
it without remorse.
The computer is not a babysitter. Talk to them.
Additional Marketing Activities
Register your club with CSP
Register your club with NGB
Register with SPOGO
Register with Active Places
Distribute Flyers Locally
Promote through Schools
Effective use of Banners
Offer Social memberships
Put Social Events on – Community Games?
Link with other clubs
School-Club Links
Use the Sport England Tools
Promote at local events
Open Days
Come and Try
Press Releases
Funding for your Club
Funding for
Clubs
Funding for
Athletes
Funding for
Activities
• Grantnet
• Inspired
Facilities
• Improvement
Fund
• SportsAid
• TASS
• Ron Pickering
Memorial
Fund
• Sportivate
• NGB
initiatives
• Sports Match
Any Questions?
www.sportnottinghamshire.co.uk
Contact Ian Wakefield on Twitter : @iandwakefield or Linkedin