1. Facebook workshop
Download this deck from www.nemisys.uk.com/sportengland
29th September & 6th October 2011, Sport England
John Duffy blog
Marketing Director, Nemisys linkedin
slideshare
john@nemisys.uk.com
@johnrduffy
01189 122226 @nemisys

2. Agenda
Introductions 12.30 – Lunch
• Commercial team
• Nemisys Promoting your Facebook page
• Survey feedback • Simple and low cost ways to promote
your Page
Introduction to Facebook
• What is Facebook? Measurement
• Context – where Facebook sits among • within Facebook
other social media
• on your web site
Creating a Page
Page clinic
• Step through of the basics • Take 2 attendee Pages and jointly
produce a plan to improve them
Building your presence
• Content plan - a structured approach to 3.30 – Wrap up and session ends
generating content
• Content types
Engaging with people
• Core techniques for running your Page
and raising engagement levels

3. Experience – some of the company we keep

4. Other
sports

5. Survey results - techniques
Technique Total (from 7)
Facebook Group 1
Facebook Page 5
Flickr account 0
Linkedin Group 0
Podcasts 0
Vodcasts 0
Forums 1
Twitter account 4
YouTube (or similar) 2
Own social network 0
Other ‘web 2.0’ techniques 0

6. Survey results – time & resource
Resource availability
Size of marketing dept 0 – 2 people (plus volunteers)
Is digital a discrete element in your Yes – 1
marketing plan?
Amount of time you have 1 – 10 hours per week
Members Potential audience Current contacts
11,000 20,000 340
14,000 14,000 100
24,000 24,000 500
1,000 1,000 250
0 200,000 21,000

7. Key lessons
• Practical advice
• Not too technical
• Not too time-consuming

8. Introduction to Facebook

9. Introduction & context

10. Facebook vs others
Facebook Flickr
• Consumer • Consumer
• Huge • 4 bn photos
• 750M global • UK usage n/a
• 29M+ UK
Linkedin
Twitter • Professional
• Journalists • 20M+ across Europe
• Consumer
• 100M global, UK n/a
YouTube
• Consumer
• 2nd largest “search engine”

11. The key to success
• If it‟s not a conversation, it‟s not SOCIAL

12. Sport has the key ingredients ...
• Passion
• Loyalty
• Commitment
• Networks
• BANTER
“As a brand manager, I crave the passion you have access to on
sports. You have no idea how lucky you are ...
No matter how well we do, how many of my customers will say
they loved staying in our hotels so much they want their ashes
scattered in the foyer?”

13. Creating a Page

14. Creating a Page
• Type: entertainment > sports team
• Settings
– Always comment as Page (not from personal account)
– Send notifications
• Allow people to post photos, videos & tag
• Add photo & video tabs
• Photo
– 180 px wide
– Square for best thumbnail

15. Content planning

16. Writers block hits us all ...

17. Key technique: content plan
Date What's happening Content opportunities Blog Facebook YouTube Linkedin Twitter ipadio Foursquare News item Who?
09-Jun Goodform CRM Summit Visit to Emirates Stadium y y y jd
Running workshops y y y jd
Contact with speakers y y y jd
Contact with delegates y y y jd
14-Jun Meeting at Woodhall Spa, EGU HQ Photograph before meeting y y jd
15-Jun Mark Wood meeting Polar explorer - photos & y y y mks
interview
17-Jun Workshop at British Eventing Sample interviews as part of y y y jd
workshop
12-Jul England Hockey, London Cup Photographs with great & y y jd
good
David Faulkner insights to y y y jd
team progress
Match itself y jd
12-Jul Primary Club Dinner (Lords?) Photographs y y jd
13-Jul BUCS conference, fixtures & y y y y jd
results system launch
19-Jul Melcrum, Internal Giving paper y mks
Communications conference
ipadio interviews y y mks

18. Your content plan template
Download your copy here:
www.nemisys.uk.com/contentplan

19. Content types
Photos Links
• Staged, reportage, action • Can be informative
• Sneak previews, behind the • Or occasionally just post for
scenes, capturing emotion fun
• Don‟t forget they don‟t have
to be yours – you can post Questions and polls
about other peoples‟ photos • Can be looking for
too information you need
• Or again just for fun, asking
Video for people‟s opinions and
• The types of video content views
are identical to photo
• With video, it‟s even more
common to post other
peoples‟ video to your page

20. What do you have to draw on?
• Matches • Photos
• Tournaments • Video
• Cups • Links
• Festivals • Questions & polls
• Think age ranges – youth to
seniors
• (Race) meetings • Before
• Community work • During
• VIP visits • After
• Elite athletes
• Funded athletes Let‟s get stuck in!
• Committee meetings www.nemisys.uk.com/contentplan
• Sponsor opportunities

21. Engaging with people

22. First, some dos & don‟ts

23. Don‟ts
If you go in to a pub, you instinctively know how to behave –
when it’s OK to chat to people, what to say and when to leave
them well alone. Facebook has similar rules, and don’t worry,
they are all pretty much common sense.
• Don‟t “broadcast” your links all the time. Sometimes it’s
nice just to chat rather than sell.
• Don‟t ignore people. Don’t dominate the conversation, but do
join other peoples’ conversations if you have something to offer.

24. Dos
• Do thank people. If someone likes or shares your content, thank them!
• Do post fairly often. It’s hard to have a conversation if there’s nothing to chat about.
Start with a couple of posts a day - you’ll soon get a good feel for how often. If you’re a bit
stuck for content, don’t post everything in one day, it’s ok to string it out with a little
subtlety.
• Do vary your posts. Mix it up with photos, videos, questions, opinions and of course
links.
• Do write “for the news feed”. Even though you are writing on your own wall,
remember that most people will read your message on their own news feed. So saying
things like “check out the tab on the left” doesn’t work.
• Do send updates, but only for really important things. Edit page > resources >
connect with people & then you can send your message. This arrives as a notification, so
don’t use this too often or you will turn people off.
• Do make your page as open as possible. Allow fans to post to your page, add photos,
tag photos etc. This is the best way to benefit from Facebook’s viral effect, so if you don’t
do this it’s just more marketing!

25. Tone of voice
So, you’re still in the pub – what tone of voice should you use?
The best way to imagine it is you are going for a drink after work. So you are friendly
with everyone – your usual enthusiastic and lively self.
But not as friendly as you would be with the mates you’ve known since school. You
just don’t have the same shared experiences and references to be that familiar,
particularly when it comes to humour.
• Be friendly. Open, honest and considerate.
• Be informal. If you have a corporate style guide, start the discussion now about
how you’ll need to change the rules for social media.
• Be a good host. Make people feel welcome, ensure they know enough to feel
comfortable and have a few tricks up your sleeve to start the conversation going
(more on that later).
• DON‟T SHOUT. Besides being harder to read, online etiquette has it that CAPS is
shouting
• Be humorous. But stop way before you think you might be getting anywhere near
the line. And use smileys just to make sure people know you are joking.

26. Ask questions
• Back to the pub – it‟s easy to ignore a statement
• But not so much a direct question
• Tip: make your questions as edgy as you can
• Type 1 – just post a question on your wall
• Type 2 – Facebook Questions make polls really easy
• https://www.facebook.com/questions/

27. Be topical
• Time your questions to specific events
• Plan for them!
• Seed questions to Twitter, ask people to answer on
Facebook ...

28. Express an opinion
As NGBs, we know it‟s sometimes difficult to come off
the fence, but there are ways:
• “We are excited about Saturday‟s cup semi finals ...”
• “Good luck to everyone taking part in ...”
• “So proud of the volunteers picking up awards last night
...”
Or going a little further
• “Did you see Rooney‟s sending off? What did you think
...?”

29. Matches and competitions
• Not so much a technique, but we all run high profile matches
and competitions – use them to generate chat!
• Photos
– beforehand, from previous encounters
– During and after, from the match in question
• Videos
– As for photos
• Predictions
– Ask for predications, always great for banter
• Spectators
– Ask for spectators to upload their photos & videos, give a prize for the
best
• Behind the scenes footage
– interviews with players, coaches, officials, spectators?

30. Promoting your Page

31. Low- and no-cost techniques
• We know you don‟t have large budgets to promote your
Page
• Here‟s the good news – low- and no-cost techniques are
the place to start no matter what your budget!

32. Use your existing networks
• Every NGB knows hundreds or thousands of people and
organisations who might help with a link to your Page.
• Think clubs, officials, players, coaches, leagues etc –
anyone you know!
• If you can reach them by email, drop them a link and ask
them:
– To become a fan (like your Page)
– To put a link on their web site
– To pass on a link to your Page via email to their networks
• You will probably need you to give them a reason

33. Email is not dead yet
• Contrary to what some social media types will tell you,
email isn‟t dead yet.
– In fact, so long as Facebook and Twitter send an email each time
someone posts on your Wall or sends you a Tweet, that‟s proof
enough for us that even the social networks know email still
works!
• So have a think about simple things you can do
– Add a link to everyone‟s email signature
– If you run a regular newsletter, include a section “view from
Facebook” and publish the best user posts
– Can you ask clubs & leagues to mention you in their regular
newsletters?

34. Claim your friendly web address
• There‟s an easy way you can set up a friendly web
address for your Facebook Page like
www.facebook.com/MiddlesexCountyFA
• When you are signed in to your Facebook account, just
visit this link https://www.facebook.com/username/,
choose you page and add the name you‟d like.
• Then start to use this address instead of the complicated
one – it will make it much more likely that people will
pass it on

35. Your web site
• Publish a link from your web site to your Facebook Page.
• This can be as simple as a text link
• Or if you fancy it, try a “Like box” – this shows people
looking at your site which of their friends also like your
Page, and so encourages them to like it too
• https://developers.facebook.com/docs/reference/plugins/like-box/
• https://www.facebook.com/EquestrianTeamGBR
• Now paste the code in to your CMS

36. Measurement

37. Facebook Insights

38. What to look for
Basic measures Monitor improvement
• Active users • Interactions – what sort
– Total of posts work best for
– Unique you?
• Page views – Like
• Tab views – Comments
• Total likes – Media types

39. Traffic from Facebook

40. Give this to your GA administrator
1. Create new profile called „traffic from Facebook‟
2. Add a filter:
– Name: Source – Facebook
– Type: custom > include
– Filter field: Referral
– Filter pattern: facebook.com
– Case sensitive: no

41. Page clinic

42. Page clinic checklists
Page set up Content plan
• Page type • Work through content
• Administrators plan
• Notifications • Plan activities & generate
• Friendly name ideas
• Profile picture
• Post as self/page Page promotion
• Easy actions to take
Current Page activity • Things to try
• Type of posts
• Facebook Insights – clear
winners?

43. British Equestrian
• https://www.facebook.com/EquestrianTeamGBR

44. Snowsport England
• https://www.facebook.com/pages/Snowsport-England/145370442173263

45. England Handball
• https://www.facebook.com/pages/England-Handball-Association/140637915956495

46. Rounders England
• http://www.facebook.com/#!/pages/Rounders-England/148597798515961

47. British Taekwondo Control Board
• https://www.facebook.com/SportTaekwondoUK

48. Questions?
Download this deck from www.nemisys.uk.com/sportengland
John Duffy blog
Marketing Director, Nemisys linkedin
slideshare
john@nemisys.uk.com
@johnrduffy
01189 122226 @nemisys