Published on November 23, 2009
Dr Stephan Dahl, Middlesex University Business School
Social Media MarketingCreating Social Media Content for Sports Marketing
The Web 1.0 Owner/Government generated Selective creation Access is restricted Often delayed Strong content control “One man show” Comfy environment to control the message = BUT disengaged users
3 User Generated = Everyone creates Access to production is free (and easy) Immediate No content control Collaborative & Engaging 2.0 changed it all engaged users - sharing experiences & emotions 3
4 Epidemic like explosion
Syndication & Social Network 5 Main Site Other Sites Badges facebook twitter
6 impact 2.0 Loss of message control: Consumer opinion competing with organisational message (can be good & bad!) Authority and “Dominating Voice Advantage” challenged Potentially massive replication of +/- messages (spreading like a virus!)
7 market research 2.0 company Learn from customers company Learn from customer interactions and creations Respondent 1 Respondent 2 Respondent 1 Respondent 2 Schillewaert, De Ruyck, Verhaeghe: International Journal of Market Research, 2009
8 Technology Adoption 2.0 8
9 Social Media Marketing TOP3 engaged buzzing conversation
Social Content Strategy Beth Kanter, 2009 10 Web Site Organisation created Social Outpost Org or Community Created Engage-mentCo-Created content
OK – but… 11 who has the time? Newsletters Funding ApplicationsUpdates for UsersEnquiries Promotion Material Educational Material Thank You Letters That Old Website… And now addFacebookMySpaceTwitterYouTubeFlicker… We need a Strategy!
3 steps Organise Generate Remix 12
1: Organise: Who? When? What? Make a “publication calendar”ChannelAudienceType of Story weekly/monthly/quarterly/annual 13
2 GenerateWhat will it be about? 14 Lists of possible topics: Reviews Opinions Q & A interviews Tips Guest Writers Users & Clients Use tags, folders, categories to organise ideas & content!
2 GenerateEngage to Create! 15 Ask Questions Monitor Response Generate idea Refine Ideas Create Content
3 Remix Different ChannelsFormats AudiencesPerspectiveAddExamples, Details, QuotesRemixed!16
Different ChannelsFormats AudiencesPerspective
AddExamples, Details, Quotes
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