Football and Social Media in Belgium


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Today it seems like most companies and brands are conquering their fear of social media, one step at a time. They realize that online presence and reputation matters. A multi-million business like the professional football world can not leave behind.

The main goal of this whitepaper is to understand how professional football clubs in Belgium use social media. Not by looking at numbers of Facebook fans and Twitter followers, but by exploring the field, by visiting clubs and interviewing communication and marketing managers. 13 out of 16 first division clubs agreed to talk to me. The data you find in this white paper is varied and covers different aspects of social media.

On the 5th of December, during a Cleverwood Trends Session to the 4th anniversary event of Cleverwood, I've presented some of my findings. But my main objective of the dat was to make people aware of what real fan engagement and passion is all about. The presentation create context, the white paper delivers the data.

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Football and Social Media in Belgium

  1. Download via www.cleverwood.beFootball and Social Media in Belgium
  2. In the week I’m a New Media consultant, In the weekend I’m passionateabout my football team Club Brugge. Today I want to talk about 2 mayor things.
  3. 1. Football fan engagement
  4. 2. What can brands learn fromfootball fan engagement?
  5. 1. Football fan engagement
  6. Why is a football fan not an average fan? Because it’s in our DNA, it’s away of live. There are two values that football fans really hang on to.
  7. 1. Loyalty
  8. We them both! 19 % 16 % 11 %
  9. Do you have the guts to them both? 1% 5% 5%
  10. Overall increase 30000 1 3 25000 5 20000 7 15000 9 Attendees Rank 10000 11 13 5000 15 0 1999 - 2000 - 2001 - 2002 - 2003 - 2004 - 2005 - 2006 - 2007 - 2008 - 2009 - 2010 - 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011Red = average attendees of Club Brugge. Blue = ranking. Quality of productwent down but number of clients increased. What other brand can say this?
  11. 2. Honour
  12. Fans are the soul of a club. Barcelona has a policy where 800 ‘Socios’ areconsulted with every important decision.
  13. Unconditional support. The supporters of Union Berlin dedicatedall their free time to renovate their own stadium with their own hands.
  14. Football is more than 22 man who run 90 minutes behind a ball. It’s about theexperience.
  15. Why use social media
  16. 1. Use social media to strengthen the experience – Before, during and after the game. Create climaxes!
  17. 2. Use social media to build relationships 24/7 – Before you had 90minutes to convince and connect with your audience, now 24/7.
  18. 3. Use social media to Improve and optimize the relationship betweenplayers and fans. Bring you players closer to the fans.
  19. Example – Fansourcing – Thy asked their fans to design a new shirt, theyreceived 60.000 unique submissions.
  20. Example – Turn your image around – Ryan Donk used Twitter in aremarkable way is in constant dialogue with his fans.
  21. Example - 122 Tweets per minute – Barcelona generated over 2Tweets per second during the opening of their new training centre.
  22. Example - Second screen - Manchester City experiment
  23. Difficulties
  24. You’re dealing with an emotional community. How do you handlethose conversations and turn them in your benefit?
  25. Abundance of platforms and content . The platform and contentyou provide need to be excellent. If not youll loose your audience.
  26. Players are the stars – They are little brands on their own but at thesame time they represent your team.
  27. 2. What can brands learn fromfootball fan engagement?
  28. Like is the beginning, not the end
  29. Understand your fans
  30. Create experiences
  31. Status Access SAPSPower Stuff
  32. “All those questionsabout social media!We would like tokeep this internal. Wedon’t show ourfinancial resultseither!” – anonymous
  33. YES NO 53% 47%Is it the purpose to start a conversation?
  34. YES NO 38% 62%Are you planning to invest more moneyand/or resources?
  35. Who questions much, shall learnmuch, and retain much.- Francis Bacon
  36. Thank You ! Pieter Maenhout Jr. Consultant Direct: +32 2 888 79 34 Mobile: +32 (0)489 91 53 76 Email: Cleverwood – Rue des Pères Blancs, 4 – 1040 Brussels – Belgium www.cleverwood.beCleverwood is a trademark of Fair Wood Ventures sprl/bvba