The content of this presentation is based on on-going research. Full copyright remains with the author, Tiffanny Junee.

Information contained in the visualisations is proprietary and cannot be reproduced without the express permission of the author.

Image references are available on request. © Tiffanny Junee 2012

Social Tech

Social Relevance

Online reputation ie: your

relevance online

Social Media

ie: slideshare, YouTube, upload files

& media

Social Networking

ie: Facebook, Twitter

(Klososky 2011)

The Marketing Organisation

The Strategic Com-Organisation

www

www dialogue Social tech

Thought L’ship technacy

Governance

Mobility

How

© Tiffanny Junee 2011

1996 - ARU Online since 1996

2010 - IRB’s ‘Year of Getting Social

2011 – Rugby World Cup (NZ)

ARU marketing ‘One Team’

•  Traditional marketing tactics •  Social media & social networking strategy = underdeveloped •  Social Relevance is negligible •  Social Media policy non-existent beyond RUPA’s ‘how to’ guidelines.

The Internet is but a mirror of oneself…

Individual Team

“Our position is that Twitter and Facebook is just like sitting at a press

conference. [Each] is a media platform and you must manage it like you would

any other form of media” – Anthony MacKaiser, Communications

& Marketing Manager, SANZAR

Event

Marketing - Sponsorships Extension

Understanding the Fan needs:

- Die hards: Stats - Team Info

- Player Profiles

The Sports Organisation • The Athlete • The Team • The Organisation • The Sports Brand

The Person • The Athlete • The Team Member • The Contractor / Employee • The Sports Brand

The Event • The Sponsors : The Business Community • The Teams • The Celebrities • The Formalities • The Fan Communities: Family & Friends, Fanatics • The Games

Environment

Personality

Language

Connectedness Dialogue

Governance

The Marketing Organisation

The Strategic Com-Organisation

www

www dialogue Social tech

Thought L’ship technacy

Governance

Mobility

Differentiators:

•  Capability – Technacy, Platform Socialisation (marcomms/ IT) •  Language - Personalised Vs Mass produced •  Behaviour – Confident Vs Tentative

- Dialogue Vs Lecture

?’s

The content of this presentation is based on on-going research and full copyright remains with the author, Tiffanny Junee. Information contained in the visualisations is proprietary and should not be reproduced without the express permission of the author. Image references are available on request. © Tiffanny Junee 2012.