social media in government - social technology & international sport

To Tweet or not to Tweet:Social Media & International Sport- The Good, The Bad & The Participatory

Twitter: @TiffannyJunee www.tiffannyjunee.com Tiffanny Junee © September 2012

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AGENDAWhat is Social technology?Social Tech & Aussie SportBrand Management 3.0

The Good, the Bad &the Participatory

Q & A

The Buzz WordsGDE Semantic WebSocial Media CommunityEmpowerFlat world navigators

What does it all mean for professionals in sport?

What is Social Media?

What is Social Media?

(Klososky 2011)

The highest trending Aussie athlete on a weekend in June

A fan meets her hero Athlete’s commentary

An inner circle perspective A new fan won

Today on Twitter

Which way do you communicate…?How does your organisation use social tech?

The Marketing

Organisation

The Strategic Com-

Organisation

www

www dialogueSocial techThought L’ship technacy

Governance

Mobility

How

The Media Sport

Environment:

Social Tech&

Rugby Union

© Tiffanny Junee 2011

The Marketing Organisation

1996 - ARU Online since 1996

2010 - IRB’s ‘Year of Getting Social’

2011 – Rugby World Cup (NZ)

ARU marketing ‘One Team’

• Traditional marketing tactics• Social media & social networking strategy = underdeveloped• Social Relevance is negligible• Social Media policy non-existent beyond RUPA’s ‘how to’ guidelines.The Internet is a mirror of the self…

Brand Management 3.0: The Good, The Bad and the Participatory Environment

Individual Team

“Our position is that Twitter and Facebook is just like sitting at a

press conference. [Each] is a media platform and you must manage it like you would any

other form of media” – Anthony MacKaiser,

Communications & Marketing Manager, SANZAR

Event

Interconnectedness requires Technacy

The Evolution of Communications

Managing beyond the EventNavigating the Employer/ Employee

Brand Divide

Environment

PersonalityLanguage

Connectedness

DialogueGovernance

Marketing - Sponsorships Extension

Understanding the Fan needs:- Die hards:

Stats- Team Info

-Player Profiles

Which way do you communicate…?How does your organisation use social tech?

The Marketing

Organisation

The Strategic Com-

Organisation

www

www dialogueSocial techThought L’ship technacy

Governance

Mobility

Differentiators:

• Capability – Technacy, Platform Socialisation (marcomms/ IT)• Language - Personalised Vs Mass produced• Behaviour – Confident Vs Tentative

- Dialogue Vs Lecture

Thank youFor further information:

T: @TifffannyJunee

E: tjunee@hotmail.com

Today’s presentation will be available at the end of the session from www.tiffannyjunee.com

Images References available on request