The document provides an overview of a digital and social media workshop. It includes details about: 1. Housekeeping items for the workshop such as a survey, Twitter hashtag, and morning tea break. 2. A discussion on cyber safety and developing digital communications strategies and policies. 3. Biographies and presentations from several speakers on topics like the evolution of digital media, using analytics, developing a digital value proposition, and considerations for sports engaging with digital. 4. The document models best practices for digital and social media engagement through its extensive use of hashtags and links.

1. DIGITAL
DYNAMIC
#DSRActive

2. HOUSEKEEPING
1. The workshop cheat sheet has been emailed to you this
morning with a Slideshare link to this presentation
2. If you haven’t already, could you please fill out our short
survey
3. Please direct any questions or comments during the
speaker’s presentations using our Twitter hashtag
#DSRActive
4. There will be a morning tea break around 11am
5. Following morning tea there will be a panel
discussion, QandA session on all things digital

3. CYBERSAFETY
‘With great power comes great responsibility…..‘
Uncle Ben from Spiderman (more accurately Voltaire)
Throughout this workshop, we encourage you to consider;
• Resources required to manage and moderate your digital footprint
• Development of a (digital) communications strategy
• Developing policies and processes and communicate these before introducing any
new digital channels.
Sample policy content for organisations:
• Use the organisation’s name, motto, crest or logo as per guidelines.
• Ensure digital communications don’t breach policies or codes of conduct.
• Ensure digital communications don’t breach state or commonwealth law.
• Ensure staff, volunteers and members remain responsible for and be vigilant of the
content and security of their individual accounts such as email, social
networking, micro blogging, video sharing, picture sharing and mobile phones.
#DSRActive

4. Jonathan Cook
Football West
Manager Media and Special Projects
#DSRActive

5. IN THE BEGINNING
• Mid-1990s - Fixed media
landscape dominated by The
West Australian, Sunday
Times, ABC, and major
commercial radio and TV
• GM or CEO of teams and SSA’s
working directly with reporters
for sporting coverage
• So-called minor sports still
receiving generous coverage
• Reporters dedicated to
individual sports ensures
strong links with SSA’s and
teams
#DSRActive

6. FIRST SIGNS OF CHANGE
•
•
•
•
1999-2000 – initial take-up of dial-up internet
Emergence of sport-specific websites
Access to overseas news sites opening sporting horizons
Newsrooms adding internet specific terminals
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7. MAKE WAY FOR THE BIG SHOW
• Growth of satellite TV
increases interest in national
and international
competitions
• Newspaper space dedicated
to local sport reduces due to
shift in interest
• Broadband vastly improves
internet services, leading to
more use
• News Limited launches WA’s
first major news site, Perth
Now, in 2006
#DSRActive

8. FASTER, HIGHER, STRONGER
Melbourne
Games and
World Cup
stories written
for paper
deadlines
Beijing Olympics
experimentation
of digital video
use
Delhi Games
reporters
assigned mixed
tasks - reporting
for newspaper
and web and
shooting and
editing video.
London
Olympics digital
and mobile
Games; athletes
in control
through
Facebook,
Twitter, blogs,
mobile video etc
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9. CROSSING OVER
• SSA’s reaching to the
converted via their
own digital platforms
• Capacity to control
the message and tell
the story
• Home of Football
campaign example of
harnessing old, new
and social media
No SSA idea should be wasted in
the digital era…..
#DSRActive

10. WHICH MESSAGE AND WHEN?
• Ability for fans/players to provide instant feedback necessitates
constant monitoring
• Consideration of when to react and when to ignore
• Social media policy backed up by strategy
• Balancing athletes’ personal image with SSA message
#DSRActive

11. THE FUTURE WAS YESTERDAY
• When the next big
thing is not the
next big thing
• Analytics
providing
confidence to pull
the trigger
• Feed it – don’t
fear it
• Tell good stories
and tell them well
#DSRActive

12. What’s this stuff?
A public servant’s guide to analytics,
personas, and a little look at social media.
#DSRActive

13. Geoff White
(Multimedia Coordinator at DSR)
Website
Content
Coding
Graphic Design
Photography
Video
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14. #DSRActive

15. #DSRActive

16. Google Analytics
Free, widely used and aligned with the largest search engine.
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18. #DSRActive

19. #DSRActive

22. #DSRActive

23. Stu Williams
SportXchange
Project Leader
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24. CORE QUESTIONS
1. What are you selling?
2. How are you selling it?
3. What is the profit margin?
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25. SUPPORT
• Website portals;
– www.sportxchange.com.au
– www.imagexchange.com.au
• ECA (Enterprise Capacity
Assessments)
• Professional Development Forums
• Undergraduate Program
• Enterprise case studies
– www.issuu.com/sportxchange
#DSRActive

26. APPROACH
• Research and publish a blog each week
• Digital blogs represent less than 10% of our
web pages, but account for 50% of our top 25
posts
• Workload 20-30
hours per week
• Aggregators and
Curators via RSS feeds
and E-Newsletters
(scan 300-500 posts
per day)
• Generate 1,800 posts
per annum across all
digital channels
• Case studies are all in
the top 10 most
viewed pages
#DSRActive

27. BIG PICTURE
1.61 billion will log into social media at least
once a month, up 14.2% from 2012. By 2017,
the estimate is 2.33 billion. Australia 10th
for social media penetration at 45.9%.
45-64 age bracket is the fastest growing
'social' demographic. 55-64 bracket on
Twitter up 79%. 45-54 on Facebook up 46%.
189 million (approximately) 20% of
Facebook users are 'mobile only’.
You-tube reaches more US adults aged 18-34
than any cable network.
We engage in social media more than any
other internet activity.
93% of marketers now use social media for
business.
25% of smartphone owners aged 18-44 can't
remember the last time their phone wasn't
with them.
25% of Facebook users don't bother with
privacy settings.
Mean time-on-site for Facebook is 404
minutes per month.
Only 10-20% of a websites content drives
90% of its traffic, only 0.5% of a websites
content drives more than 50% of its traffic.
#DSRActive

28. OBSERVATIONS
1.
2.
3.
4.
5.
6.
7.
RESOURCES; Tough choices made on priorities
STRATEGY; Perception that it can’t be planned
RISK AVERSE; Difficult to determine digital ROI
STORYTELLING; Program delivery drives
storytelling
MEASUREMENT; Running on gut-instinct
VALUE PROPOSITION; Generally weak, but
some are getting close to monetizing
GENERATIONAL;
– ‘Older’ generations more strategic but fearful
– ‘Digital natives’ are tactical with no-fear
8.
CONNECTIVITY; All of the above is connected –
approach it with this in mind
#DSRActive

29. APPLICATION
MARGARET RIVER PRO
• http://issuu.com/sportxchange
• Takeaway; ‘Spanish Inquisition’
BUSSELTON FESTIVAL OF TRIATHLON
• Logistics
• Engagement rates
• Takeaway: ‘Timing trash-talk’
SOCIAL MEDIA SECTOR GROWTH
•
•
•
FACEBOOK; Up 51% (515,000 Likes)
TWITTER; Up 73% (158,000 Followers)
INSTAGRAM; Up 257% (55,000 Likes)
WA TRAILS AND OUTDOORS WA
CONFERENCE
• http://issuu.com/sportxchange
• Takeaway; ‘Social media is only one
tool in the toolbox’
#DSRActive

30. CONSIDERATIONS
1.
2.
3.
4.
5.
SPORT AND DIGITAL; A match made in (advertising) heaven
CONNECTIVITY; Digital is meant to be connected
RESOURCES; Double, triple even quadruple your estimates
STRATEGY; STOP! Take a step-back…..
STORYTELLING;
–
–
Consider an outsiders perspective
Storytelling is hard but it is worthwhile
6. MEASUREMENT; Digital is driven by data so no excuses!
7. VALUE PROPOSITION; A snowballing process that requires a
willingness to take a risk
8. GENERATION GAME; Effective use of digital requires buy-in
from everyone
9. MOBILE; Responsive website design essential
#DSRActive

32. Co-create
Western
Australia's
Social
Infrastructure

33. What is Coworking?

58. spacecubed
.com

59. Trends
and
Opportunities

64. Brodie McCulloch - Managing Director
@brodiemcculloch
0413556400
brodie@spacecubed.com
www.spacecubed.com - @space3ed