Digital Media Cafe Blog Week Four – David Granger
November 27, 2013
Athletes Getting It right
We kick off with one man who is doing great things on oneparticular sector of the social media spectrum. Australian surfer Mick Fanningis using the image sharing App Instagram to keep in contact with his fans.
Surfing is a sport of the spectacular any way, and addedto this, its exotic locations mean Fanning, twice a world tour championcaptures some great action and backdrop shots.
It’s well worth checking out how to use Instagram for an athlete at his page.
Fan Interaction
Our recommendation for best fan interaction of the weekcomes from a fan-based site.
The excellent WTF1.co.uk – can you see what they didthere? – serves up comedy with a side order of reverence for motorsport.Perhaps it’s in the nature of Formula One that it occasionally takes itself tooseriously and, ever since Red Bull’s Red Bulletin magazine emerged in 2005, thesport is ripe for a bit of low-level snipping satire.
WTF1does that with clever captions, great photoshopped images of drivers and, as afan-run site does things a few professional content creators might learn from. It’sbuilt a community from scratch with no heritage or history to hang its hat on.Check out WTF1.co.uk here.
ECB
While cricket is steeped in history and tradition, it’s also aggressive in is progressive nature. It’s not afraid to try new technologiesand new formats to ensure generation after generation enjoy the best – andfairest – sporting spectacle.
When it comes to social media previous headlines were, sadly, often about sledging which took place away from the crease and concerned players’censure after information and opinion which should have stayed in the pavilionwas made public.
But…the ECB the England and Wales Cricket Board, itself is doing some great, great things on its digital platforms. From its website to its app it has a comprehensive, logical strategy which gives cricket fans some of the best content, both on the field and behind the scenes.
It starts with site visitors being encouraged to become a TwelfthMan. And, when you sign up, questions include which local team you support and where you might attend a Test game – already building up a picture of not only your name and email address, but location and allegiance.
The global nature of test cricket and differing time zones is cleverly dealt with –signing up to an Ashes breakfast email ensures you’re kept up to date with what’s happening down under. Although frankly, reading that over the last couple of days will have put many a fan off their cornflakes…
And the brilliant Twelfie Selfie asked fans to send inimages of themselves watching the cricket through the night.
The occasional periods of inaction during a game mean the ECB Facebook Page really comes into its own with loads of less-than-obviouscontent. Few other sports can warrant not only an update on the weather, but a recording of the sound of the rain which prevents play. But it’s right there onthe ECB’s Facebook Page from its Audioboo account which also includes the soundof the Barmy Army in full voice. Clever stuff.
Firstly it’s post pictures and copy… and where possible video uploaded to the native player. Facebook favours the image – especially ifit’s moving – and always include a link back to your site.
Secondly promote and target posts – promoted content willappear higher up newsfeeds, increasing the likelihood of engagement. And if you have a story of specific interest to a geographical, or socio-economic group, the target it to that sector.
And thirdly review everything you do. Work out what content is being most consumed and receives the most interaction. Much of thiswill already be on hand in your Insights panel.
