#Engage2013: The Highlights

[View the story “#Engage2013” on Storify]

Like Cycle, Jeremy Waite

Jeremy Waite from Adobe shows off his ‘Like-Cycle’

#Engage2013

This all-day event not only included top speakers from companies such as Twitter, Nestlé, KLM, SAB Miller, Adobe, it also promised to be a real learning experience for attendees. It did not disappoint.

Storified by · Wed, Apr 24 2013 09:16:14

Twitter is the shortest distance between you and what interests you #engage2013
This year there were many hot topics including the shift from desktop to mobile marketing, the power of local content marketing and social customer care, metrics that matter. Have a look through this Storify link to see the highlights and insights of the day.
You need to understand why your customers are behaving the way they do #Engage2013 pic.twitter.com/lC2Nz7oZ4yBAHIA
@socialbakers Twitter conversations are 4X effective as non-Twitter ads. Our gaming research from #engage2013 twitter.twimg.com/ukgamingQ213Bruce Daisley
What is a social brand? – Headstream’s 3 principles: Win-win relationships, Active listening, Appropriate behavior #engage2013
Be sure to check out helpful insights from our #Engage2013 speakers here: bit.ly/17UjYjB pic.twitter.com/Ug8VIZRiodSocialbakers
Social Personality Discovery. Are you an explorer, sage, humorist or creator? #Engage2013
What do Starbucks measure on social media? @jeremywaite from #engage2013 pic.twitter.com/VzoJVNNkJ8
Momentum Factor
Social media marketing = “turning your customers into advertising”, not “talking to customers in social channels” #engage2013
Mat Morrison
Paid Media, Owned Media and Earned Media

Paid Media, Owned Media and Earned Media

#Twitter is #PR medium rather than advertising medium. But boundaries between PR & Advertising are quite blur. @BruceDaisley #Engage2013
Social is the only area of business where you don’t need to outspend your competitors #Engage2013 #thebizlinks
Catherine Jones
Businesses open themselves to ‘Twitter Tax’ when opening accounts. It’s best feedback businesses can get. @AndrewGrill #engage2013
The #Engage2013 panel debating Earned, Paid, Owned Media. @jowyang’s report is a must-read: slideshare.net/Altimeter/the-… pic.twitter.com/o0BW7fqVSY
Paul Papadimitriou
My phone has more computing power than all of @NASA had in 1969. NASA sent man into space. I sent birds into pigs. #engage2013
“Social media needs to get out of the marketing suite” @andrewgrill (pictured right, @jangles on left) #engage2013 pic.twitter.com/hCCaqInKYc
Rachel Miller
Starbucks' Simple Social Strategy

Starbucks’ Simple Social Strategy

LIKE > “Social media is not a platform anymore, it’s integrated into our organisation” says @kundreu from @KLM #engage2013
Social media is a reflection of real life. Content needs to be timely relevant add value to conversation #engage2013
H-ART
.@papadimitriou, founder of Digital Intelligence: “Companies are social animals & are hardwired to be engaged” #Engage2013
Brands spend 3-5% of budget on social media. Most successful spend between 12-15% #Engage2013 @jeremywaite
Jay Perkins
Social ROI = Revenue gained – investment/investment x 100 @jeremywaite #engage2013
So glad that at #engage2013 we are starting to address the need to become a #socialbusiness and that demands real culture/org change
Andrew Grill
“Science is like sex: it has practical uses, but it’s not why we do it.” #Engage2013
SW4
The shelf life of a tweet is between 6-7 minutes @jeremywaite #engage2013
Leigh Gower
“Service is sales. Be cool to hang out with. Don’t push. Create stuff worth sharing.” Lionel Laselle #engage2013
Like-cycle by @jeremywaite at @AdobeSocial. #Engage2013 pic.twitter.com/pkZjffZbfL
Tim Grimes
66% of all brand engagement on Twitter is mobile. #Engage2013
This is why organisations should be more concerned about their engagement rate than number of likes: #engage2013 pic.twitter.com/h3MN1uCoSu
Lydia Bartlett
Positive tweets about a product/brand can influence purchase decision. It’s easy. #Engage2013
“@Shusmo: “50% of people use #SocialMedia to waste time” @JeremyWaite @Adobe @spcialbakers #Engage2013 @zainjo pic.twitter.com/KoUT2BQ2FG”
@iMarketMENA
RT @MomentumFactor: % of fans that may not see your content in 3 months time #engage2013 pic.twitter.com/xmyI2MpJLz
Impossible = I’m Possible. #engage2013
@SocialBakers Thanks for making me and @Adobe the most mentioned / cheered talk of the day. Was fun #Engage2013 pic.twitter.com/8NQiqBefrf
It was amazing day and a truly worthwhile experience. Many thanks to everyone who spoke and everyone I met.

Time for Millwall to show some Authoritative Leadership

It’s been a tough weekend for sport: so many statements and apologies, and not enough sporting action.

These mindless idiots above need to be sanctioned, sentenced and slapped, but unfortunately, Millwall, the club, will no doubt get caught in the cross fire.

In the Guardian today, in Barney Ronay’s piece, the club was summed up rather perfectly:

“And for all its urban location this is still a strangely isolated club, buried in the industrial inner suburbs, hard to get to, detached from gentrified new-build London. It must also be said there was a sense of isolation, almost a weariness to the club response immediately after the game. The manager, Kenny Jackett, claimed not to have seen the incident and stopped short of condemning anybody for anything. Millwall’s media officer made it clear, in not so many words, that there are those who might point the finger at the police for not intervening quicker. The Millwall chairman, John Berylson, mused that you can never be sure who’s sitting where on these occasions. Perhaps proximity to such things frays the nerves and dulls the reflexes, but given the genuinely shocking nature of the violence, something more is required. There will be calls for fines and bans. A greater show of backbone from those in authority at the club would be a good place to start.”

Nail on the head.

Communication is the biggest factor, and this blog has mentioned it before, true leadership is needed. Perception and reputation has followed Millwall everywhere, and they lived up to their battered stereotype.

It’s understandable that the club is not directly responsible, but more needs to be done to investigate who comes to games. Imagine these marred events every weekend in the Premier League when Big Brother’s eyes are constantly watching. It would horrific. These people are Millwall’s cancer.

Having Millwall in the Premier League is probably the FA’s and League’s biggest worry. The PL is the most watched league in the world, and imagines of in-fighting, blooded noses, and shoes flying everywhere would cause colossal damage.

Groups of 30 men of varying ages throwing punches and kicks is not an image of football and is certainly not condoned in society. The absence of police is almost as laughable. The ‘stewards’ are not bodyguards and if they were expected to get involved to split up the trouble, I would expect the FA to pay them more than the £7 per hour they currently get.

The problem needs to be prevented. A big issues management brainstorm needs to be sanctioned. There are ways these troublemakers can be found, and if the right tools were used, and the right messages displayed, the trouble would certainly cease  – somewhat.

Social listening is one method. Look to social media to find out who these people, the repeat offenders, are and ban them immediately and make examples of them.

Those in the club can pick up trends, find out who the key troublemakers are and pass them over to the authorities. Simply working with the police is not enough, those in-charge at Millwall need reputation building and to be seen as authoritative leaders of condone such scenes and not stand for it. It may cost Millwall fans, and money, in the short-term, but longer-term they will reap the benefits.

Their run to the FA Cup semi-final is a remarkable story. But it’s all ended in blood, stolen police hats, and young girls crying. The shame.

It is no good the FA fining the club, banning them from games, but they need to work together and come up with a plan to cut the problem at its root and not simply firefight.

What a strange, and awful, occasion it turned out to be.

By the way, congratulations Wigan Athletic on a fine win.

 

 

Conclusion: Sport Communicators need to address Social Media abuse – Part 7

We are now on the seventh and last part of the research into sportstars’ use of social media and issues surrounding reputation management. The response received surpassed all expectations. Thank you to everyone who’s stayed loyal and read all seven parts. If you’ve missed one – or a few – they are attached at the bottom. Hopefully you’ll keep sharing and spread the word..
 
Otherwise, I will need to rely on a sports club to bid seven figures for me/the blog. 
Many thanks,
@StevenWoodgate

Conclusion

This seven-part series has considered whether sport PR needs the introduction of a bigger and a more detailed social media policy to prevent reputation damage and conflict arising between the individual and the organisation they represent.

The hypothesis set out for the research sought to prove how  ‘Social Media policies in sports organisations need to address abuse by individuals to avoid negative effects on corporate reputation and control corporate image’. PR theory was considered to understand the demands of corporate reputation and how they are affected by the use of social media, and found wanting when it came to understanding the unique relationship between sportspeople and their organisations, as well as between clubs and their fans.

Secondary research laid the foundation to illustrate what kinds of stories are published via social media. Content analysis revealed the extent and nature of the problem, with three different categories of twitter traffic identified – tweeters, who help a corporate reputation, twits who are relatively harmless but not helpful and twats, who can be positively destructive.

The content analysis conducted on eleven sportspeople demonstrated, overwhelmingly, that inappropriate social media use is common throughout sport. That is not to say this use is always a negative, rather it includes missing opportunities to enhance the corporate reputation of one’s team. Footballers are the obvious target considering their global impact, but it is up to their corporate communicators to set policy and lead by example. Football already has a somewhat tarnished reputation and the fact it does not apply social media guidelines to common practice inevitably makes reputation management even more difficult.

The coexistence of social media and the traditional mass media will not be as easy to achieve in the arena of sports, as it might be in many corporate environments. Sportspeople have to be careful and review their own use of social media reconsidering the use of communications experts to guide them.

After all, a sportsperson is not a communication professional, and some help will be required to understand the risk to reputation.  Self-regulation or self-censorship by sportspeople of their use of social media is an acquired skill, and needs corporate guidance. Quite simply, sportspeople need to be shown what ‘good’ looks like.

In a world where sport is increasingly commercial, global and driven by business principles, risk and reputation management may well prove to be the driving force behind a new approach to social media. The desired integration and alignment within companies of sportspeople and management require that a reputation must be built both ‘inside out’ and ‘outside in’.

Corporate Communicators may well be the initiator and driver of implementing a social media reputation approach, building a leading coalition with sportspeople and management. Bringing valuable insights on stakeholder opinion and potential risks to reputation to the boardroom and to the sportspeople’s minds, corporate reputation should be given the attention it deserves and earn corporate communicators a standing invitation to overall reputation strategy discussions. Introducing a social media policy should be the first big step in addressing online reputation management.

Corporate communicators should therefore be prepared to take the next steps. This research believes that the below list of recommendations are essential in making the best use of social media:

–       Introduce the purpose of social media

–       Be responsible for what you write

–       Be authentic

–       Consider your audience

–       Exercise good judgment

–       Understand the concept of community

–       Remember to protect confidential information

–       Bring value

–       Productivity matters

–       Prepare to face consequences and possibly expulsion

Further research needed to confirm the findings and draw greater validity and authority should include the following:

–       Widen the analysis by looking at the explicit relationship between corporate reputation and twitter traffic over a much longer period, across a broader range of sportspeople, and involving more than just the UK,

–       Deepen the research, by applying the above framework to one specific club in which several different sports people are tweeting, to quantify the actual impact on corporate reputation of tweets, twits and twats.

–       Break down the elements of corporate reputation and the role of power that resides with investors, rather than fans, and see whether social media has any impact

As this research and blog posts have proven, doing nothing about the use of social media is no longer an option.  Corporate communicators and senior managers need to act now before more of its sportspeople become ‘Twats’ and before it has significant effect on corporate reputation.

Please read and share the others in this series: 
Sport and corporate reputation is a tough mix: Part 1
Corporate communicators need to control their employees: Part 2
Sportstars do not understand corporate reputation: Part 3
Why do fans follow sportstars on social media: Part 4
The Social Media battle between Corporate Communicators, Journalists & Sportstars: Part 5
Discussion and Analysis: A better Social Media policy is needed in Sport: Part 6
 
 Hope to hear from you soon – @StevenWoodgate