Creating Compelling Content For Footall Fans

 When Hawthorn player Cyril Rioli spectacularly marked a football last year he did so in the heat of the moment, for the team, for the game.

But Rioli's effort also provided a rich source of content for the 100 plus communications staff  employed by the Australian Football League (AFL).  

The flying mark, a unique feature of Australia's own football code, is a highly visual demonstration of the game's  athleticism.  

The communications staff quickly seized the Rioli moment as a content marketing opportunity to spread the imagery across its own multiple platforms and make sure it was talked about in bars, clubs and taxis throughout the football world.. 

The League's own online commentary team endlessly talked about it, the imagery was available to fans on their mobile phones and it was plastered across the official website which attracts 3.2 million unique visits every month.

The AFL is one of Australia's pioneers in content marketing.  Throughout the coming 2013 season the League and its clubs plan to offer fans a rich sporting smorgasbord of:

• Scores and game highlights
• Breaking news gathered by its in-house journalists 
• Videos, images, ladders, tables, ratings and other graphics
• Game analysis from its commentary teams
• Online and on demand TV shows
• Audio captured from the training park and after the final siren 
• Player profiles and bios
• Historical information and quirky insights
• Fan comment
• ...plus endless lists categorizing players, game highlights and other data in endless ways

This season the football playbooks will be matched by the content marketing playbooks of the AFL's marketers  singularly  focused on using compelling content to drive fan loyalty.

Thanks to a presentation by AFL Head of Content Matt Pinkney

at the recent Content Marketing World conference in Sydney. 

6 Smarter Ways to Market in a Flat Economy

Baer spoke on content marketing in Sydney

At the recent Content Marketing World Conference US author Jay Baer unpacked his concept of Youtility: marketing so helpful customers would be willing to pay for it.   

And Youtility is what can make you stand out in a flat economy.  Particularly when people have limited money, short attention spans, an overabundance of information and are spoiled for choice. 

It used to be salespeople provided information then closed the sale with customers relying on them for product knowledge.  Now their job is to close the sale with savvy customers armed with online research and willing to move on if they feel something is not right.   

The role of the marketer is also transitioning - from hyping products to helping customers - offering accessible and timely information that will help their customers make decisions and become brand loyalists.

Jay outlined six steps to build a content marketing strategy to set you apart in a tight economy:

• Discover customer needs through market research, keyword search, social chatter etc.
• Map those needs to a specific service or product your organisation has.
• Develop user-friendly information around that product through case studies, tools, tips, apps, videos and other devices.
• Distribute and then market that content through the channels where your customers live.
• Skill your staff to continually come up with information to help customers.

Most importantly recognise that helping customers is a process not a program and marketing today is a marathon not a sprint.  

Other posts:

The age of content is new again 

Four ways to drive content marketing



 

Create Great Events: Podcast

Listen here.


Podcast Powered By Podbean

Last week I ran an events workshop for sporting codes and clubs in the Australian Capital Territory.  

Those attending were planning events ranging from  Australia's national fencing championships to the upcoming hot air balloon launch for a major youth organisation.

The conversation was lively: partly because we all agreed events play an important role in the life of most not for profits. In any given year the calendar of most community groups will feature at least one event. 

That's because events provide opportunities to meet face to face with your audience and impress people with your passion. 

This podcast describes planning essentials, especially how to create innovative events that make your organisation stand out and capture attention.

Next week I'll post tips and techniques on promoting your event.  You can automatically get it by adding your address in the email subscription box to the right.

Word of Mouth Marketing

Podcast Powered By Podbean

 
Word of mouth may be the oldest form of marketing yet encouraging others to share your information with their family, friends and workmates remains the most effective and least expensive form of promotion. 

In this podcast listen in as we talk about how topics, talkers, tools, time and tracking combine to form the five pillars of an effective word of mouth campaign.

Until mid March we will post a new episode each week in our Not For Profit PR podcast series.

Automatically get the next edition by subscribing in the email box to the right.

Not for Profit PR: Starting Out In Social Media

In the latest in our PR audio series, North American broadcaster Wayne Kelly and I talk about how not for profits and community groups can get started on Facebook, Twitter, YouTube and other social media platforms.

We outline a very simple four step process for introducing social media into your PR. 

Click on the bar below and enjoy listening.  Let me know if you find this helpful and share your thoughts on what other information I should include in a future podcast on this subject. 

Thanks.

Automatically get updates by adding your email in the subscription box to the right.

 

Secrets Of Not For Profit Media Success

Podcast Powered By Podbean

In the third of our nine part podcast series PR for Not For Profits, North American broadcaster Wayne Kelly and I explore the secrets of how not for profits can successfully work with local newspapers, radio stations and TV  networks.

We investigate how to to make media outlets want to cover your story, how to become newsworthy and the three documents that get media attention:

Each week we post a fresh episode in our podcast series.  Automatically get the next one by adding your address in the email subscription box to the right.

Not for Profit PR: Why You Need PR Now

This year we are launching a podcast series of nine episodes on Not for Profit PR.
(Click audio bar below.)

It explores how not for profits, charities and community groups can win the attention they deserve, on a budget they can afford. 

The idea came from the free communications workshops which we have been running for eight years and have been attended by 300 organisations.

Each episode will share ideas for getting attention on a tiny budget in areas such as:
 

• Episode #1: Why not for profits need PR .
• Episode #2: Fundamentals.
• Episode #3: Working with the media.
• Episode #4: Social media.
• Episode #5: Word of mouth marketing.
• Episode #6: Running a successful event: Part 1.
• Episode #7: Running a successful event: Part 2.
• Episode #8: Budgets, timetables and other essentials.
• Episode #9: The people behind your PR.

Listen to Episode #1 for insights on the importance of PR for a not for profit like yours.

You can automatically get new episodes by adding your address in the email subscription box to the right. 

Why do you think community groups need to focus on marketing in 2012?

Is Ten A Magic Marketing Number?

I recently read an academic paper that theorized that committed activists in  10% of the population, over time, could change the attitudes of the remaining community.

At least that is what I think it meant.  Crammed wall to wall with graphs, equations and symbols the paper was barely readable.

In the Rogers and Hammerstein song "Stout Hearted Men", the late Nelson Eddy calls for ten brave men to join him and change the course of history.  And for centuries military structures  have used ten as the basic building block for sections and squads,  the fundamental units involved in action.

So is ten some knind of magic number or tipping point when it comes to communicating ideas and generating action?

What do you think?

14 Ways Charities Can Use Facebook

 Facebook offers not for profits an easy to use and low cost opportunity to provide a digital meeting place for your supporters, staff and clients. Through your page they can swap information, ideas, images, vision and sound on almost any subject.  And Facebook’s feed-in feature automatically provides information updates to people following the page.

14 common ways to use Facebook to promote your issue are:

• Allowing people to make on-line donations. 
• Encouraging people to follow you by linking with your other social media platforms. 
• Coaching visitors on lobbying business or politicians on your issue. 
• Linking to media releases and news reports. 
• Marketing your courses or products. 
• Polling supporters about your issue. 
• Posting general and area-specific status updates on your organisation. 
• Profiling the work of inspirational staff or volunteers. 
• Promoting an information session, rally or event. 
• Reporting the progress you are making on a cause or what influential organizations or individuals think about your issue. 
• Running a competition so users can create content for your cause. 
• Sharing educational content through words, images, video or case studies. 
• Thanking supporters and donors for their involvement. 
• Using case studies that show your services helping others.

You need to actively market your Facebook page within and beyond you organization so people know about it.  Simple ways to do this include:

• Ask users and potential users to spread your information. 
• Add an icon to your webpage to connect people directly with your Facebook page. 
• Askg users to link their websites to your page. 
• Include your Facebook URL in emails, media releases, in advertising and in print. 
• Use Facebook ads to draw particular demographics or communities of interest to your page.

The Needle Has Barely Moved For Social Media

This Friday we finished the last of our pro bono, not for profit workshops for 2011. Again it has been a privilege working with local charities and community groups sharing ideas on improving their marketing efforts. 

Despite the fact well known and successful organisations attended, it became apparent that few have ventured in the social media space when it came to marketing.  In the seven years we have run these workshops it seems the needle has barely moved when it comes to local not for profits using social media. We know the financial costs of the new technologies are small, so perhaps the organisational barriers are just too big to scale. 

I am a social media advocate but that doesn't mean everyone is an enthusiast.  That's why I feel not for profits should consider the following issues before deciding if the world of Web2.0  should be part of their marketing futures:

• Are your clients, staff, volunteers and others you wish to engage using these new platforms?  If not and now, should you? 

• There are no gatekeepers in social media and people freely share information and opinions  without restraint.  In cyberspace they can comment on anything, including how your organization performs.  If you want to succeed in this freewheeling universe you must engage in, not try to control, the conversation with your on-line audience.  If your communications style is traditional and based on command and control it may be just too unsettling to embrace social media.  Can you handle the participation and democracy of the new communications as well as its technologies?

• Social media is a space of informal conversation.  There is no room for insider talk, corporate speak or jargon.  Sure, never dumb down your information but the nature of social media means it must be uncomplicated to be effective. Are you ready to be simple?

•  Measurement is easy with social media.  People leave behind digital footprints as they upload content or visit digital spaces.  Their conversations and level of engagement can be tracked and recorded.  Are you prepared to measure the quality of your social media relationships?  While people may follow you or become a fan or a connection, can you translate their on-line support into the real world where their involvement may be critical? 

• New social media tools hit the market at a bewildering rate. Most not for profits would be better off choosing social networking platforms that have already gained community traction before experimenting with new applications.  What platforms should you invest in and what do you let pass by?

• In new media, like traditional media, it takes time, effort and persistence to succeed. Do you have the time, effort and energy to try, operationalise and integrate new ways of communicating  into your marketing?   

Finally , is your organisation risk averse? If you feel uncomfortable or nervous about things beyond your control, then social media may not be a good marketing option at this point in your organizational journey.  

Selling A City

This past week I have been at the Australian Tourism Exchange. It is the annual gathering where international travel companies come to see what holiday experiences Australia offers global travelers.

Over 1500 Australian companies exhibit in the hope of attracting business. Their brochures are beautiful, their imagery is rich and they offer delegates first class hospitality To exhibit costs money, time and effort. It is an expensive undertaking.

I have been working with a smaller size exhibitor marketing Australia's national capital - Canberra - and its cultural attractions. We don't have the budget to match the efforts of big states and large corporate players. However I'd like to think we compensate by passion for our city and its tourism products And we use the ancient power of the story to sell the City.

While big bucks back the marketing that others do, our promotional efforts are fueled by people, passion and stories. Using that simple but proven mix we hope to strike through the clutter that must swamp international delegates.

It is international marketing on a modest budget: one delegate at a time, one story at a time, one conversion at a time.

Get Management Support for Your PR Change

PR and marketing plans often fail because communicators do not sufficiently engage the boss in what they are doing.  Put simply:  fail to win senior management buy-in and watch your PR proposal die. Often times persuading the boss is the toughest part in the whole communications process.

Jack Trout and Steve Rivkin's new book Repositioning: marketing in an era of competition, change and crisis suggests the communications barriers between the top floor where funds are allocated and the shop floor where ideas are born often involve:

• Cows: Never underestimate how tough it will be to get management sign-off  on  a new proposal that threatens someone else's favourite cow or worse still their cash cow. Future opportunities are often slaughtered on the altar of today's practices. 

• Bad decisions:  People are reluctant to embrace new ideas that cause them embarrassment about decisions they have made in the past.

• Egos:  Always factor in egos. The person in charge may regard an initiative as a threat to their authority or status.  They may either try to kill it or perhaps as bad to modify and brand it as their own.  Trout and Steve Rivkin point out this ploy can be like changing a cake recipe.  The cake may end up looking the same but it sure does not taste the same. 

Both authors have come up with strategies to help you convince the boss and the board, all no doubt won from years of dealing with senior managers.

• The world has changed:  Include a section on how the world has changed upfront in your proposal.  This acknowledges previous decisions and past poor performance were  based on the best  information available at the time but now things are different.  It avoids directly confronting past mistakes, lack of action or earlier decisions that were just plain bad.

• Educate  the boss:  Never, ever assume management knows about marketing, PR or communications or the latest trends.  Bring in an outside expert to advise them, give them a suitable book to read or arrange for them to meet someone from a successful (non-competing) organisation they admire.

• Analogy:  Use the power of analogy to draw a comparison with others.  XYZ Company passed on trying something similar and look what happened to them. Given people are often motivated by loss rather than gain introduce a note of caution or alarm into the comparison.  However always end with of course they may not happen to us but...

• Implement slowly:  Start slowly, pilot programs, use trials and always announce your victories.

Please share your ideas on persuading CEOs to support your PR or marketing initiatives.  

(Source Repositioning Pages 180 - 188)