Marketing Rugby/Social Media etc
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[edit]Split from the Ranfurly Shield thread[/edit]
@Crucial so do i, not so much about the style in which its done...more about NZR marketing...anything
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@Kiwiwomble said in Ranfurly Shield:
@Crucial so do i, not so much about the style in which its done...more about NZR marketing...anything
NZR social media is so bad I think that it is deliberately so.
They keep telling us that one of the advantages of Silverlake is leveraging off their abilities in areas like this and that makes me wonder if they are holding back themselves so there are improvements to show post the deal.
Broken links in their website, SM posts that are little more than billboards with no interaction, errors that aren't fixed despite being pointed out.... -
@Crucial maybe...in some degrees....NZR is arrogant...their vibe certains seems to be "we dont need to do anything...kiwis froth over rugby"....
reminds me a big company i worked for a while back, i asked one of the GM's why we didn't brand any of our trucks/cars/PPE
"we're _____...we dont need to advertise"...after a few years of new starters telling us they didn't actually know we did this or that...we started to brand things
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@Crucial I don't what you expect from their social media, but I think they're doing fine with respect to the NPC. It's some provincial unions, particularly, who should up their social media efforts.
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@Stargazer said in Ranfurly Shield:
@Crucial I don't what you expect from their social media, but I think they're doing fine with respect to the NPC. It's some provincial unions, particularly, who should up their social media efforts.
for me in victoria is just quite stark compared to the AFL and VFL...they make a big deal about EVERYTHING, all seeming with the aim to build interest and therefore memberships and crowd numbers...and it seems to work
I mean they have turned counting the brownlow votes into one of the biggest event of the sporting year...saw head lines saying it is now a bigger deal than things like the logies
the all australian team....a team that doesn't actually play a game...considered a huge honor and subject of debate and discussion
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@Kiwiwomble I don't follow these sports, so I have no idea even which accounts to look for.
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@Stargazer and you dont have to....but for those of us that do its a stark difference, especially at a time when we talk so much about about to increase interest
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I guess some people just want to follow a few accounts then, because if you follow all official NZR accounts and all provincial accounts, you get a lot of info. I don't want a waterfall of posts, I want a steady trickle.
On the NZR NPC account, I see highlights of games, announcements of games, the weekly schedule, posts with links to articles on their website (which work 99% of the time), posts with stats, posts with short clips of moments in games etc. Sure, sometimes something is missing like a new picture of the RS schedule (which is pretty short now anyway), but generally I wouldn't know what more they could add.
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@Kiwiwomble said in Ranfurly Shield:
@Crucial maybe...in some degrees....NZR is arrogant...their vibe certains seems to be "we dont need to do anything...kiwis froth over rugby"....
reminds me a big company i worked for a while back, i asked one of the GM's why we didn't brand any of our trucks/cars/PPE
"we're _____...we dont need to advertise"...after a few years of new starters telling us they didn't actually know we did this or that...we started to brand things
Haha, same with my previous employer. I ask why don't we have bus advertising?" Which is big in private higher ed. Why don't we go to schools job shows? Which is a pretty key place to find new students.
"We don't need to, we have social media links and word of mouth".
Idiots.
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@Stargazer i guess, what they could do better is what i said before....more about building excitement than just reporting results/highlights...that really only feeds those of that are already invested.
The example i gave, they came up with that tree which started a bit of debate on here...and then i havent seen it since and definitely not updated with results and those that our out and those that are still in the running
to be clear, you're allowed to be happy with what theyre doing, wish i was
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@Kiwiwomble So that tree is one example. How else do they "build excitement" on other social media accounts? I just don't know what more you guys expect to see?
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@Stargazer said in Ranfurly Shield:
@Crucial I don't what you expect from their social media, but I think they're doing fine with respect to the NPC. It's some provincial unions, particularly, who should up their social media efforts.
My gripe is simply that when errors are made they ignore messages. eg the pages they put up for FPC/NPC sometimes don't have the right game Opta links in place. I have messaged via various avenues to request a fix and these messages seemingly just disappear into nowhere.
Fine if they can't get a fix done but at least if someone interacts to help improve something, acknowledge it. -
@Stargazer said in Ranfurly Shield:
@Kiwiwomble So that tree is one example. How else do they "build excitement" on other social media accounts? I just don't know what more you guys expect to see?
As above. They try and get things like live stats out but then make mistakes and refuse to fix them, so the product (which is great in concept) becomes useless.
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@Crucial And I've also messaged them (not privately, just as a reply to a post), and the errors were fixed. Indeed, no acknowledgement that they'd seen my message, but they fixed it. Multiple times.
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@Stargazer said in Ranfurly Shield:
@Crucial And I've also messaged them (not privately, just as a reply to a post), and the errors were fixed. Indeed, no acknowledgement that they'd seen my message, but they fixed it. Multiple times.
Fair enough. I can only go by my experience.
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@Kiwiwomble said in Ranfurly Shield:
it is now a bigger deal than things like the logies
bro so is a meat tray raffle at the local
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@Stargazer said in Ranfurly Shield:
@Kiwiwomble So that tree is one example. How else do they "build excitement" on other social media accounts? I just don't know what more you guys expect to see?
i would make a bigger deal of things like the duane monkley medal standings, get some rivalry games going, look to release AB's for big rivalry game if possible, special rounds with special jerseys, try of the round and year comps...a lot of it is trivial...but it works getting new or casual fans into it
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@Kiwiwomble said in Ranfurly Shield:
@Stargazer said in Ranfurly Shield:
@Kiwiwomble So that tree is one example. How else do they "build excitement" on other social media accounts? I just don't know what more you guys expect to see?
i would make a bigger deal of things like the duane monkley medal standings, get some rivalry games going, look to release AB's for big rivalry game if possible, special rounds with special jerseys, try of the round and year comps...a lot of it is trivial...but it works getting new or casual fans into it
After watching some Kayo recently the other big thing is to have every commentator, host, etc say how great the game I every opportunity they get. It works for the NRL.
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@Nepia said in Ranfurly Shield:
@Kiwiwomble said in Ranfurly Shield:
@Stargazer said in Ranfurly Shield:
@Kiwiwomble So that tree is one example. How else do they "build excitement" on other social media accounts? I just don't know what more you guys expect to see?
i would make a bigger deal of things like the duane monkley medal standings, get some rivalry games going, look to release AB's for big rivalry game if possible, special rounds with special jerseys, try of the round and year comps...a lot of it is trivial...but it works getting new or casual fans into it
After watching some Kayo recently the other big thing is to have every commentator, host, etc say how great the game I every opportunity they get. It works for the NRL.
Rugby, in Australia especially, are going down the 'everything wrong with the game' path and cementing bad opinions
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@Crucial said in Ranfurly Shield:
@Nepia said in Ranfurly Shield:
@Kiwiwomble said in Ranfurly Shield:
@Stargazer said in Ranfurly Shield:
@Kiwiwomble So that tree is one example. How else do they "build excitement" on other social media accounts? I just don't know what more you guys expect to see?
i would make a bigger deal of things like the duane monkley medal standings, get some rivalry games going, look to release AB's for big rivalry game if possible, special rounds with special jerseys, try of the round and year comps...a lot of it is trivial...but it works getting new or casual fans into it
After watching some Kayo recently the other big thing is to have every commentator, host, etc say how great the game I every opportunity they get. It works for the NRL.
Rugby, in Australia especially, are going down the 'everything wrong with the game' path and cementing bad opinions
they have to
It's not Rugby Australia's fault we can't get close to winning Super Rugby, it's the game's/NZRU's fault
It's not Rugby Australia's fault the Wallabies are 9th in the world, it's the game's fault.
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@Stargazer said in Marketing Rugby/Social Media etc:
I don't what you expect from their social media, but I think they're doing fine with respect to the NPC. It's some provincial unions, particularly, who should up their social media efforts.
I would like to see more consistency around the release of information
During SR the Aussies teams all released their 23's at the exact same time on Wednesday evening. Apart from the midweek match I would like to see all NPC teams listed on Thursday afternoon
That consistency makes it easier for fans to follow. That certainty also allows the media to plan to write articles for consumption on Friday
A similar thing should be done for injuries. On Tuesday afternoon There should be a consolidated list on injured players and/or players that need to pass fitness tests later in the week. Of course this list is likely to change but it's keeping the fans informed. It also allows the media to write articles for consumption on Wednesday.
Who knows that might even encourage some conjecture about the team namings.
Currently discussion in the media or even on TSF is so difficult because fans don't have basic information and the teams are released in a haphazard way. It shouldn't be a chore to follow your team, the information should be easy to find
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I think the impact of womens rugby is worth noting too
I think some people thought the addition of female competitions would mean the coverage of the men's game would remain the same and there would be additional coverage about the womens game
The reality is the amount of media coverage on rugby in total is probably about the same. However some of the articles is now diverted to another competition. So from the male NPC perspective the coverage has had a sudden drop
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@Duluth said in Marketing Rugby/Social Media etc:
I think the impact of womens rugby is worth noting too
I think some people thought the addition of female competitions would mean the coverage of the men's game would remain the same and there would be additional coverage about the womens game
The reality is the amount of media coverage on rugby in total is probably about the same. However some of the articles is now diverted to another competition. So from the male NPC perspective the coverage has had a sudden drop
I get the theory but not really the case. Press and TV reports on FPC were so light that they seemed to be squeezed in around NPC when both were on at the same time.
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Speaking about Women's rugby. Not directed at NZR (but they may have had to approve via RWC) there is a totally tone deaf sponsor 'competition' running at the moment around the Women's RWC whereby public can bid for a prize pack for tickets and special 'glamping' at EP. Here's the rub though, highest bidder gets to meet Dan Carter. Not a Women's game star but one from the mens game. Proceeds from the bidding go to an Australian conservation charity and, of course, the so called prize can only be won by someone that has the money to pay for it. A failure of promotion in so many ways. Great thinking Mastercard.
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@Duluth I don't think the drop in media coverage of the NPC has any link with media coverage of the FPC. I think the drop has everything to do with the number of sports journos that have lost their job (about two-three years ago) and the overall reduction in regional coverage (sports and non-sports subjects alike).
There used to be a separate article on Stuff about every NPC game. There simply aren't enough sports journos locally anymore to report on games. In some regions, they still have the reporters, and you see every game covered (Manawatu and Southland on Stuff; Otago in the OTD). In other regions, there were several sports journos, each reporting on one or more sports; now there's one that has to cover all sports, and then rugby sometimes misses out). Again, in other regions, there's no sports reporter at all anymore, and then it depends on a general subjects journo or editor, whether there will be an article on a game, or not.
There hasn't been an increase in reporting on women's games.
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Where I grew up and where I live now, the rugby coverage by the papers has gone to shit. The Franklin County News is the local paper for the Pukekohe region and used be good for local sports news. Reading it now, you will read articles that you will read in any other Auckland community paper with only local specific ads and nothing about the North Waikato part of the region.
Dale Budge has filled the gap for sport with his Counties sports hub website.
The Waikato times is not as god as it was since Evan Pegden finished.
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The Waikato Times does have a Sports journalist (Aaron Goile) but he's just as likely to write an article about the ABs or cricket (refer to today's newspaper) than the Chiefs or Waikato. Basically, Stuff has become national at the expense of local reporting.
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@mikedogz said in Marketing Rugby/Social Media etc:
The Waikato times is not as god as it was since Evan Pegden finished.
Was even better when Andy Quick set the mark.
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Another example of how the afl try and make everything important
Making the balls for the final, the wife just saw me watching and commented to the effect “wow, this game is a big deal”
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@mariner4life said in Marketing Rugby/Social Media etc:
@Crucial said in Ranfurly Shield:
@Nepia said in Ranfurly Shield:
@Kiwiwomble said in Ranfurly Shield:
@Stargazer said in Ranfurly Shield:
@Kiwiwomble So that tree is one example. How else do they "build excitement" on other social media accounts? I just don't know what more you guys expect to see?
i would make a bigger deal of things like the duane monkley medal standings, get some rivalry games going, look to release AB's for big rivalry game if possible, special rounds with special jerseys, try of the round and year comps...a lot of it is trivial...but it works getting new or casual fans into it
After watching some Kayo recently the other big thing is to have every commentator, host, etc say how great the game I every opportunity they get. It works for the NRL.
Rugby, in Australia especially, are going down the 'everything wrong with the game' path and cementing bad opinions
they have to
It's not Rugby Australia's fault we can't get close to winning Super Rugby, it's the game's/NZRU's fault
It's not Rugby Australia's fault the Wallabies are 9th in the world, it's the game's fault.
Stockholm Syndrome?
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@booboo said in Marketing Rugby/Social Media etc:
@mariner4life said in Marketing Rugby/Social Media etc:
@Crucial said in Ranfurly Shield:
@Nepia said in Ranfurly Shield:
@Kiwiwomble said in Ranfurly Shield:
@Stargazer said in Ranfurly Shield:
@Kiwiwomble So that tree is one example. How else do they "build excitement" on other social media accounts? I just don't know what more you guys expect to see?
i would make a bigger deal of things like the duane monkley medal standings, get some rivalry games going, look to release AB's for big rivalry game if possible, special rounds with special jerseys, try of the round and year comps...a lot of it is trivial...but it works getting new or casual fans into it
After watching some Kayo recently the other big thing is to have every commentator, host, etc say how great the game I every opportunity they get. It works for the NRL.
Rugby, in Australia especially, are going down the 'everything wrong with the game' path and cementing bad opinions
they have to
It's not Rugby Australia's fault we can't get close to winning Super Rugby, it's the game's/NZRU's fault
It's not Rugby Australia's fault the Wallabies are 9th in the world, it's the game's fault.
Stockholm Syndrome?
Use a little bit of reading comprehension and get back to me
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A great example of how to set up a marketing and communication tool then squander its power or ability is the SANZAAR site.
