optimising social media in football
DESCRIPTION
A short presentation on how football clubs could use social media more effectively in their everyday communications.For more, visit: www.RubberRepublic.comTRANSCRIPT
Using social media effectively in football . . .
““
Football and social media are perfect bed-fellows, as the likes of Twitter and
Facebook are great ways to build stronger relationships with fans all
around the world. However, at present there are more football clubs getting
wrong than right.
Football and social media
The Premiership social media league table
The answer is you plan and buy “social media potential”
There’s a real difference amongst teams between those that really get social media, and those that are completely ignoring it.
Man City lead
the way >
Tottenham play catch up >
Hitting the back of the net
The answer is you plan and buy “social media potential”
Man City and Chelsea lead the social media league table. Their effective use of social media means they have a strong relationship with their fans which they can use to sell merchandise and tickets direct, facilitate sponsor offers or deal with difficult issues - like a player scandal.
Sponsorship >
Crisis
management
>
User-gen fan contentsharing >
Scoring a social media own goal
The answer is you plan and buy “social media potential”
At the other end of the league are Tottenham who’ve failed to grasp the use of social media properly. An example of Tottenham’s social media mis-management was seen with Darren Bent’s use of Twitter to vent his frustration @ Tottenham that was then amplified in the mainstream press . . .
A Twitter
storm
>Leads to
headlines >
Developing a social media model
The answer is you plan and buy “social media potential”
Social media can be effectively used to optimise a number of marketing objectives e.g. direct sales, fan relationship management, PR and crisis management and affiliate marketing.
Tips on success
The answer is you plan and buy “social media potential”
• Own your name - open an official club account on Twitter and Facebook.
• Identify an internal social media advocate.
• Adopt a warm, friendly and genuine tone in all your social media comms.
• Don’t hide from social media. Instead be open and embracing.
• Don’t be afraid to use social media channels to push sales - but make sure
you do it in the right way (i.e. strike the right tone).
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