Week 10 - Communications

Question 1

Promotion — what is Publicity?

Answer 1

• public visibility or awareness through media for a product, service or organization — not directly paid for
• media relations — deep understanding of media and relationships built btwn sport organization and media members over time
• people employed within media organization
• medium of mass communication
• anything in audio or visual form that presents or represents sports to an audience

Question 2

Publicity strategies

4

Answer 2

1. Press release — communicate information a low cost
2. Press conferences — highlight important events
3. Media kit — motivate the media
4. Media training — make key employees media literate

Question 3

Promotions — public relations

Answer 3

Planning and management of contacts and interactions between the public and the sport organization — reputation management

Question 4

Public relations strategies

Answer 4

• stakeholder management
• CSR
• sponsorship
• events
• social media

Question 5

Digital media

Answer 5

Any media that can be encoded in a machine readable format, can be created, viewed, distributed, modified and preserved on computers

Question 6

Canadian internet users age 16-64 who use social media: what %?

Answer 6

91.9%

Question 6

Social Media

Answer 6

A web-based service that allows individuals to
(1) construct a public
or semi-public profile within a bounded system
(2) articulate a list of
other users with whom they share a connection, and
(3) view and
traverse their list of connections and those made by others in the
system.

Question 7

Daily time spent online ages 16-64?

Answer 7

6 hours and 18 minutes

Question 8

Daily time spent on social media ages 16-64?

Answer 8

1 hour and 53 minutes

Question 9

Canadians use an average of ______ social media platforms each month.

Answer 9

6.4

Question 10

what are the top reasons for using social media?

Answer 10

1. Keeping in touch with friends and family (58.2%)
2. Filling spare time (43.3%)
3. Reading news stories (31.0%)
4. Sport was # 13 at 17.2%

Question 11

Canadian businesses spend USD ______ annually on social
media advertising, or _____ of their total digital ad spend.

Answer 11

• $3.54 Billion
• 22.3%

Question 12

Top social media platforms for Canadians

Answer 12

• Facebook (49.5%)
• Pinterest (22.0%)
• X (Twitter) (13.2%)
• Instagram (8.8%)
• YouTube (2.6%)
• Reddit (2.6%)
• LinkedIn (0.7%)
• Others (0.6%)

Question 13

What Makes Social Media
Different?

Answer 13

• Cost-effective
• Embraces interactivity, collaboration, and co-creation above one-to-many
  communication
• Integrates communication and distribution channels
• Provides opportunities for customization
• Delivers superior speed to delivery of information communication and
  feedback

Question 14

Benefits of Social Media

Answer 14

• Builds an audience of fans to interact with in real time
• Engages fans in ways that they want to be engaged – Creates lifetime fans
• Viral – Wider reach
• Drives behavior that drives business
• People not only want to interact with brands on social media but
  also want to buy from brands

Question 15

Drawbacks of Social
Media

Answer 15

• Absence of control
• Avoid pitfalls
• Manage access to accounts
• Keep personal and official accounts separate
• Reserve the right to delete but do so with caution
• Own your mistakes

Question 16

Content Strategy (7)

Answer 16

1. Choose social media marketing goals that align to business
   objectives and brand values
2. Learn everything you can about your audience
3. Know your competition
4. Do a social media audit
5. Set up accounts and improve profiles
6. Find inspiration – Know your voice
7. Create a social media content calendar

Question 17

4 ways to track your metrics

Answer 17

1. awareness
2. engagement
3. conversion
4. consumers

Question 18

track your metrics - what is awareness

Answer 18

illuminate your current and potential audience:
brand awareness, audience growth rate, post reach, potential
reach

Question 19

track your metrics - what is engagement

Answer 19

shows how audiences are interacting with your
content: applause rate, avg engagement rate, amplification rate,
virality rate

Question 20

track your metrics - what is conversion

Answer 20

demonstrates the effectiveness of your social
engagement: e.g., Cost Per Thousand Impressions, social media
conversion rate, conversion rate

Question 21

track your metrics - what is consumers

Answer 21

reflect how active customers think and feel about
your brand: e.g., testimonials

Question 22

other forms of digital media

Answer 22

1. Virtual reality (VR) and augmented reality (AR)
   * NBA using VR to offer fans a courtside view of games, creating a sense of
   presence and excitement.
2. Gamification and fantasy sports:
   * Fantasy football leagues allowing fans to create their dream teams and
   compete against friends based on real player performances.