Social Media Intro

1) Conditions for Success

We take a slightly wider view than just conventional social media. We need to think laterally. The budget is not large. This project needs to get the biggest bang for the relative modest bucks. This must focus on clients, cover the sport/betting landscape as well as identified events.

Research, surveys and tests need to be undertaken before any recommendations can be made for any client. Each proposal is tailored to each client and is needs.
To decide which sites, which techniques and the extent of each, we would run the following:

  1. The full set of research tools having been defined with management and their organisation’s internet presence and their goals.
  2. Wind-tunnel type tests. Small scale tests using a subset of the full force of social media; and
  3. Large scale tests with low wind/speed. Tests requiring the full strength of social media but for a minor duration.


2) Components


Communication & Collaboration




  • Facebook
  • Google Plus
  • Twitter
  • Buzz
  • Others


  • Twitter
  • Facebook
  • Others
  • Blogs

Get people interacting with clients and the specific sites commenting on it and exposing it to their like-mind friends.
More straight forward function for dissemination of information. Can use pyramid and viral.

Photos only:
Flickr, Picasa
Emailing as part of the total should not be ignored.

For example: Starbucks currently have 25 million followers/fans, which is phenomenal. We can use this aspect of social media for clients - in the form of pages - to:

  • Gain endorsement from consumers (as likes)
  • Gain comments (positive and negative)
  • Incentivise (through offers and competitions)
  • Because pages are cheap and easy to build. The assumption also is that once people 'like' or comment on client’s' pages, their friends will see this and follow suit, thus making any Facebook activity viral. You will notice now that many brands feature Facebook links, rather than websites, in their TV, print and outdoor advertising.

Google Plus... Recently launched rival to Facebook. Like with Facebook, where many big brands are building pages and looking for fans, Google Plus is looking to attract businesses (, and has the potential to work as a fan page, but also for efficient communication between project groups in the workplace.

Pyramid Effect

  • Twitter
  • Youtube
  • Others


  • Youtube
  • Others

One to many. One tweet will lead to many tweets or views on Internet.

Note: Relationship to dissemination of information function.

Social bookmarking:
Delicious, StumbleUpon, Google Reader

Social news:
Digg, Reddit

For example: Samsonite

Twitter... Difficult to get right for client’s but we believe we can. One function is in the form of receiving feedback and complaints from customers, but also launching new products and creating awareness of offers, etc. Expedia, for example, will use Twitter to send out exclusive offers to its Twitter followers, and Amazon will do the same for 3-for-2 offers and discounted books.

Also for example: Laura Ashley
Operated at this as a set of Tweets proclaiming the company’s wares and special offers. Feedback received on poor delivery, products out of stock and products which people would like. Nevertheless, about 100-200 tweeters would take the special offers and proclaim them as original tweets trying to get people to move to their own site and see other advertising. Therefore, from five tweets a day, using a pyramid structure, this grew to about 30,000 tweets a day spreading the Laura Ashley message.

Relevant/Sporting blogs

  • Facebook
  • Industry specific
  • Newspapers, BBC Sport,
    Sky Sport

Twitter, Tumblr, Buzz

Social networking blogs: Facebook, MySpace, Bebo
Sporting specific & Event blogs: Industry Specific blog sites.

Media sites with sports content:
See left

In terms of Facebook, Expedia also use this for releasing exclusive offers (to fans and faithful followers of the brand). It is also a great place to collect feedback from customers and get them talking about travel related topics. E.g. recently, we asked users: 'what is your dream destination?' What is your must-read travel book?'

YouTube... archive video and expose content to an online audience. Expedia, for example, have the following,, which is used to disperse all kinds of different content, including their latest TV adverts, which are often quite funny and have viral potential. Samsonite also.

Example of how to use an online newspaper:

Social Media Advertising

  • Facebook
  • Others

Part of the equation is to target new audiences difficult to reach or wedded to a competitor

Reach large and targeted (e.g. age range, gender, sporting interests, TV sports shows) audiences through advertising (which is easy and cheap to build and operate.
Consumers/potential customers sending media on behalf of a product, company or brand or ‘Earned Media', and exists alongside 'Owned Media' (the product itself) and 'Bought Media' (advertising). Social media exists somewhere between 'Earned' and 'Bought' Media, but the emphasis is on generating the former: e.g. getting free endorsement from potential customers.

Mobile Apps

Encourage ecommerce if they do not already exist

Inviting users of Facebook to transact on Facebook, particularly those that are reluctant to leave the site. iPhone apps are also good for this. E.g. Expedia's mobile App which is easy to use and functional.


  • Fifa 1, 2, etc
  • Champ. Jockey etc
  • Online games
  • Non-sporting games

Fulfils many of the functions identified above.

Need to research to ensure we get a big bang for our bucks and we target event or sporting betting fans. Nevertheles, for multi-year projects, it may be useful.