DIGITAL DYNAMIC

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HOUSEKEEPING1. The workshop cheat sheet has been emailed to you this

morning with a Slideshare link to this presentation2. If you haven’t already, could you please fill out our short

survey3. Please direct any questions or comments during the

speaker’s presentations using our Twitter hashtag #DSRActive

4. There will be a morning tea break around 11am5. Following morning tea there will be a panel discussion,

QandA session on all things digital

CYBERSAFETY

‘With great power comes great responsibility…..‘Uncle Ben from Spiderman (more accurately Voltaire)

Throughout this workshop, we encourage you to consider; • Resources required to manage and moderate your digital footprint• Development of a (digital) communications strategy • Developing policies and processes and communicate these before introducing any new

digital channels.

Sample policy content for organisations: • Use the organisation’s name, motto, crest or logo as per guidelines. • Ensure digital communications don’t breach policies or codes of conduct. • Ensure digital communications don’t breach state or commonwealth law. • Ensure staff, volunteers and members remain responsible for and be vigilant of the

content and security of their individual accounts such as email, social networking, micro blogging, video sharing, picture sharing and mobile phones.

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Jonathan CookFootball West

Manager Media and Special Projects

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IN THE BEGINNING• Mid-1990s - Fixed media

landscape dominated by The West Australian, Sunday Times, ABC, and major commercial radio and TV

• GM or CEO of teams and SSA’s working directly with reporters for sporting coverage

• So-called minor sports still receiving generous coverage

• Reporters dedicated to individual sports ensures strong links with SSA’s and teams

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FIRST SIGNS OF CHANGE

• 1999-2000 – initial take-up of dial-up internet• Emergence of sport-specific websites• Access to overseas news sites opening sporting horizons• Newsrooms adding internet specific terminals

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MAKE WAY FOR THE BIG SHOW • Growth of satellite TV

increases interest in national and international competitions

• Newspaper space dedicated to local sport reduces due to shift in interest

• Broadband vastly improves internet services, leading to more use

• News Limited launches WA’s first major news site, Perth Now, in 2006

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FASTER, HIGHER, STRONGER

Melbourne Games and World Cup

stories written for paper deadlines

Beijing Olympics experimentation of digital video

use

Delhi Games reporters

assigned mixed tasks - reporting for newspaper and web and shooting and editing video.

London Olympics digital

and mobile Games; athletes

in control through

Facebook, Twitter, blogs,

mobile video etc

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CROSSING OVER• SSA’s reaching to the

converted via their own digital platforms

• Capacity to control the message and tell the story

• Home of Football campaign example of harnessing old, new and social media

No SSA idea should be wasted in the digital era…..

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WHICH MESSAGE AND WHEN?

• Ability for fans/players to provide instant feedback necessitates constant monitoring

• Consideration of when to react and when to ignore• Social media policy backed up by strategy• Balancing athletes’ personal image with SSA message

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THE FUTURE WAS YESTERDAY• When the next big

thing is not the next big thing

• Analytics providing confidence to pull the trigger

• Feed it – don’t fear it

• Tell good stories and tell them well

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What’s this stuff?A public servant’s guide to analytics,

personas, and a little look at social media.

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Geoff White

(Multimedia Coordinator at DSR)WebsiteContentCoding

Graphic DesignPhotography

Video

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Google Analytics

Free, widely used and aligned with the largest search engine.

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Homework• Analytics

• Personas

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Stu WilliamsSportXchange Project Leader

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CORE QUESTIONS

1. What are you selling?2. How are you selling it?3. What is the profit margin?

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SUPPORT• Website portals;

– www.sportxchange.com.au – www.imagexchange.com.au

• ECA (Enterprise Capacity Assessments)

• Professional Development Forums• Undergraduate Program• Enterprise case studies

– www.issuu.com/sportxchange

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APPROACH• Workload 20-30

hours per week• Aggregators and

Curators via RSS feeds and E-Newsletters (scan 300-500 posts per day)

• Generate 1,800 posts per annum across all digital channels

• Case studies are all in the top 10 most viewed pages

• Research and publish a blog each week• Digital blogs represent less than 10% of our

web pages, but account for 50% of our top 25 posts

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BIG PICTURE1.61 billion will log into social media at least once a month, up 14.2% from 2012. By 2017,

the estimate is 2.33 billion. Australia 10th for social media penetration at 45.9%.

45-64 age bracket is the fastest growing 'social' demographic. 55-64 bracket on

Twitter up 79%. 45-54 on Facebook up 46%.

189 million (approximately) 20% of Facebook users are 'mobile only’.

You-tube reaches more US adults aged 18-34 than any cable network.

We engage in social media more than any other internet activity.

93% of marketers now use social media for business.

25% of smartphone owners aged 18-44 can't remember the last time their phone wasn't

with them.

25% of Facebook users don't bother with privacy settings.

Mean time-on-site for Facebook is 404 minutes per month.

Only 10-20% of a websites content drives 90% of its traffic, only 0.5% of a websites

content drives more than 50% of its traffic.

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OBSERVATIONS1. RESOURCES; Tough choices made on priorities 2. STRATEGY; Perception that it can’t be planned 3. RISK AVERSE; Difficult to determine digital ROI4. STORYTELLING; Program delivery drives storytelling 5. MEASUREMENT; Running on gut-instinct 6. VALUE PROPOSITION; Generally weak, but some are

getting close to monetizing 7. GENERATIONAL;

– ‘Older’ generations more strategic but fearful – ‘Digital natives’ are tactical with no-fear

8. CONNECTIVITY; All of the above is connected – approach it with this in mind

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APPLICATION

SOCIAL MEDIA SECTOR GROWTH • FACEBOOK; Up 51% (515,000 Likes)• TWITTER; Up 73% (158,000 Followers)• INSTAGRAM; Up 257% (55,000 Likes)

MARGARET RIVER PRO• http://issuu.com/sportxchange• Takeaway; ‘Spanish Inquisition’

BUSSELTON FESTIVAL OF TRIATHLON• Logistics • Engagement rates • Takeaway: ‘Timing trash-talk’

WA TRAILS AND OUTDOORS WA CONFERENCE• http://issuu.com/sportxchange• Takeaway; ‘Social media is only one

tool in the toolbox’

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CONSIDERATIONS1. SPORT AND DIGITAL; A match made in (advertising) heaven2. CONNECTIVITY; Digital is meant to be connected3. RESOURCES; Double, triple even quadruple your estimates4. STRATEGY; STOP! Take a step-back….. 5. STORYTELLING;

– Consider an outsiders perspective– Storytelling is hard but it is worthwhile

6. MEASUREMENT; Digital is driven by data so no excuses!7. VALUE PROPOSITION; A snowballing process that requires a

willingness to take a risk8. GENERATION GAME; Effective use of digital requires buy-in from

everyone9. MOBILE; Responsive website design essential

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