using social networking - nfhs...case study began using twitter a year ago. gained 100+ followers in...
TRANSCRIPT
USING SOCIAL NETWORKING National Federation Summer Meeting
Gaylord Opryland Resort and Convention Center
Nashville, TN
Rick Strunk, Associate Commissioner
North Carolina High School Athletic Association
CONTEXT I joined the NCHSAA in 1986
one of first Association staff members in country hired with primarily media background
major technology additions
--telecopier! (four or six minute mode)
THE NCHSAA IN 1986 (LIKE MANY OF YOU…)
no web site
no email
mailing press releases and other information
no TV contract in place for championships
NOW IN 2012… constantly barraged with email
294 billion emails are sent daily (thesocialskinny.com)
all of us spend great deal of time with web site and content
we never mail material to media (rarely to schools) anymore
text messages abound
NCHSAA AND SOCIAL MEDIA
Social Media --forms of electronic communication such as Web sites for social networking and microblogging through which users create online communities to share information, ideas, personal messages and other content
-Merriam-Webster
EXPANDING THAT PICTURE… Twitter
YouTube
LinkedIn, Pinterest, Google+, Vimeo, ad nauseum…
and I bet your staff has not grown exponentially during that time
WHO USES SOCIAL MEDIA? Social Media Usage:
More than 66% of adults online in America are connected to one or more social media platforms. 67% of Americans use social media to stay in touch with their friends. 64% of Americans use social media to stay in touch with family. 50% of Americans use social media to reconnect with old friends.
Facebook: Facebook has 845 million active users. 4.7 billion minutes are spent on Facebook daily The average Facebook user has 130 friends. The average Facebook visit lasts 23 minutes. 46% of Facebook users are over the age of 45. 57% of Facebook users are female (43% male). 57% of Facebook users report having been to “some college”
(24% bachelors or graduate degree).
SOCIAL MEDIA AUDIENCES? (Continued)
Twitter:
Twitter has 127 million active users, 100 million in United States
33% of Twitter users are over the age of 45.
54% of Twitter users use Twitter on their mobile devices.
36% of Twitter users tweet at least once a day.
The average visit on Twitter lasts for 14 minutes.
59% of Twitter users are female (41% male).
-SitePro News
• Sign of the Apocalypse
--Lady Gaga is most followed user on Twitter, closing in on 20 million followers, with Justin Bieber second
-- 10,245 tweets per second during final minutes of Super Bowl XLVI
IMPORTANT NOTES
I am an immigrant in this land, not a native (and there are differences)
Social media is big…
…and nobody can predict where it'll go
--see MySpace
SO HOW DO YOU DEAL WITH SOCIAL MEDIA AND WEB CONTENT WITH LIMITED STAFF AND RESOURCES?
repurpose content!
what kind of content do you have?
• press releases
• "canned" content
--Association Spotlight
--This Day In History
• things that aren't really press releases but you can make news out of them
--best example for us is NCHSAA Record Book
THE PROCEDURE WE USE… PRESS RELEASE
--sent to 300 media outlets
--posted on our web site
--posted to Facebook
--lead is turned into tweet
NCHSAA DISTRIBUTION Posted Same Story on Facebook
NCHSAA DISTRIBUTION We Utilize the Link to Twitter Feature in Facebook
NCHSAA DISTRIBUTION
NCHSAA SOCIAL MEDIA OPTIONS
Post Stories and Photos on Facebook
NCHSAA SOCIAL MEDIA DATA 1,713 Likes as of June 3, 2012
NCHSAA SOCIAL MEDIA DATA NCHSAA Facebook Number from 5/6-6/2/12
NCHSAA FACEBOOK DEMOGRAPHICS
NCHSAA FACEBOOK DEMOGRAPHICS
HOW WE PROMOTE SOCIAL MEDIA
• our standard email signatures contain Twitter and Facebook icons (so that would include press releases)
• signs at state championships remind patrons of these opportunities
ASSOCIATION SPOTLIGHT "championing programs of the NCHSAA" (part of our
strategic plan)
chance to tell your story, not really "news”
Wells Fargo Cup, AAA Scholar-Athlete, scholarship opportunities, etc.
“NAMES IN THE BOOK” features about notable NCHSAA record holders
Shea Ralph, Terry Sanford (1993-1996)
Shea Ralph is one of the greatest female basketball players ever from the Tar Heel state.
A graduate of Terry Sanford High School in Fayetteville, Ralph ranks among the all-time NCHSAA leaders in a number of defensive and offensive categories that helped her earn the 1996 Pat Best Memorial Award as the NCHSAA Athlete of the Year. Additionally, Ralph earned National High School Player of the Year honors...
THIS DAY IN HISTORY July 7, 2008
On this day in history in the NCHSAA, long-time North Carolina Athletic Director Association executive director Jerry McGee was inducted into the National High School Hall of Fame in Washington, D.C. McGee is also a member of the NCHSAA Hall of Fame.
June 19, 1969
On this day in history in the NCHSAA, the North Carolina High School Athletic Association Board of Control voted unanimously that athletes be restricted from smoking while representing their school in an athletic contest.
NCHSAA RECORD BOOK sort of stumbled into this one…
ALEXANDER CENTRAL PITCHER IN RECORD BOOK
Chelsea Wilkinson of Alexander Central has finished her storied softball career with a number of state records and performance listings in the North Carolina High School Athletic Association record book.
Wilkinson notched 112 victories during her four-year pitching career for the Cougars, which is the top mark in NCHSAA history and surpasses Crystal Cox of Central Cabarrus, who chalked up 106 during her career from 1999 to 2002. She also had 83 shutouts during her career…
NCHSAA SOCIAL MEDIA FUTURE
Utilize additional features available in Facebook and Twitter
Request schools and fans #NCHSAA in relevent tweets
Consider other options
MOBILE APP
IN SUMMARY… Think about ways to repurpose content in a variety of
ways
Be creative in terms of what you consider to be appropriate content
Some content is not time sensitive, so you’ve got that in the bank
Know it’s a very fluid situation
ACKNOWLEDGEMENTS
• Quantá Holden, assistant director, NCHSAA
93rd Annual NFHS Summer Conference – Nashville, TN
Incorporating social media as an effective tool in your associations overall
communications strategy.Chris Kaufman, Communications DirectorJason Wille, Sports Information Director
Indiana High School Athletic Association, Inc.
Why Social Media Is your goal to raise awareness
of your brand? Promote your products? Develop leads? Share your expertise? Network with like-minded
people?
Defined Goals• Increase brand awareness
• Improve public image• Network with like-minded people
• Increase presence• Increase website traffic• Increase online sales
• Improve internal communications• Improve staff morale• Improve innovation
Defined Goals Share timely information with the online community to
encourage them to participate Accessibility
• Website• Links• Tweets• Status Updates
Transparency• Openness• Accountability
Discretion• Social Discretion Advised• Prudent, honorable reasons to not talk
Defined Goals The primary goal in using social media is
to improve communications with your audience, and to reach them where they’re spending time. Look at ways to communicate more efficiently and how to re-purpose existing content to reach new audiences.
Before you enter the social media conversation, have a plan• what you want to say• why readers may be interested in reading and
responding
Set clear guidelines for social media use
Social media rules are no different than rules for all other forms of professional communication, in which employees are directed to use sound judgment and common sense because their personal comments reflect on their employer.
Review the plan at intervals
Analyze, Adapt, and Improve
Learn what followers are looking for and gather information directly from your target market
Review the plan at intervals Traffic: Using social media to drive a larger and larger audience to
visit the website.
Leads: Any business cares about getting people to come from social media and drop their contact information to request education or contact from you. Use social media to drive people to your website to view content.
Reach: Reach is not usually an end goal but rather a means to one of the other two goals of traffic or leads. That's because the greater reach you have, the easier it is to get significant traffic or leads from social media channels. Increase your social media followers or fans.
Visibility Engaging in social media and blogging on
a steady basis helps to achieve constant visibility with audience. By participating in conversations, sharing daily food for thought, and making my brand part of their day, I stay top of mind.
Don’t discount the power of creating a visible brand.
Build a community
By being available, reaching out to customers and sharing information, you strengthen your community. You form new connections, allow community members to meet one another, and create a deeper dialogue by increasing the number of voices.
Consumers are already talking
Messages that they publish about your company can be just as beneficial as anything you might publish yourself.
You may not be able to control what others say in the social media conversation, but you can provide a balanced perspective of events and control your part of the conversation, and that’s your greatest opportunity.
Case Study Began using Twitter a year ago. Gained 100+ followers in a single tweet to start
off the boys basketball state finals. Individual names and stories seem to be the
most popular of our tweets. Twitter also allows us to distribute game notes
and stories to the media as well as interested followers.
In-game tweeting has proven to be very poplular. We also re-tweet newspaper articles of interest
promoting our sports.