Raising the Proﬁle of your Clubusing Social Media Any questions please tweet to @iamluca Luca Massaro – Founder of We Play
WHO AM I?• FORMER DIGITAL MANAGER & ANALYST FOR CHELSEA FOOTBALL CLUB• FOUNDER OF WE PLAY – THE SPORTS SOCIAL MEDIA AGENCY• FOUNDER OF EXALEAGUE – THE SOCIAL MEDIA STARTUP LEAGUE• 28, ANGLO-ITALIAN LONDONER• SUPPORT NEWCASTLED UNITED & AC MILAN (70/30 SPLIT)• SPECIALISE IN SPORTS MARKETING, FAN BEHAVIOUR & SOCIAL MEDIA• ALWAYS REPRESENTING THE UNDERDOG
WHAT ARE YOUR MAIN OBJECTIVES?• TO REACH SCOUTS AND MANAGERS• TO RECRUIT NEW PLAYERS• TO PROMOTE NEWS ABOUT YOUR CLUB• TO PROMOTE SOCIAL EVENTS• FUNDRAISING• TO BUILD AN ONLINE COMMUNITYALL OF THESE?
SOCIAL MEDIA HAS CHANGED THE FOOTBALLLANDSCAPE…
1BN USERSSource data is from pingdom.comBUT WHAT DOES THIS MEAN FOR FOOTBALL CLUBS?500m USERS175m USERS
Corinthians, Flamengo and SaoPaulohave a larger social mediafan base than AC Milan, Juventus andManchester CityEvery month 3 million Twitter users globallyfollow a football clubThere are 1,551 clubswith a combinedfollowers number of 45,047,845The Loan Transfer of Jake Thomson between Lincoln City and NewportCounty was discussed on Twitter. It provided fans with aninsight into some of the daily routines and issues manyclubs at all levels face.
“Social Media has narrowed the gap between football clubs, players and the fans;and now everyone has the chance to make an impact.”
“For grassroots clubs and football associations, social media can help to achieve yourobjectives. However, it must be used as a part of the overall strategy. Providing there is an overall strategy.” DEFINE BOTH YOUR BUSINESS AND MARKETING OBJECTIVESDECIDE ON PLATFORMSCREATE CONTENTMEASURE THE IMPACTRESEARCH THE TARGET MARKET
“Social media platforms empower the fans passions by allowing them toshare their afﬁnity to their team/players in real-time.” Get amongst the football fan conversation withyour stories, your videos and your message. Share, network, contribute
PASSIONATECOMMITEDMOTIVATEDCREATING PLAYERADVOCATES ad·vo·cate/ˈadvəkit/Noun: A person whopublicly supports orrecommends a particularcause or policy.Your players all have Facebookand most will have Twitter.Individually they can’t do much,but together they are an army.
“A footballer can become a media platform by creating exclusive multi-media content,having a broad social footprint and owning the relationship with the fans.”
“In social media, the platforms themselves are not as important as how you plan to use them.”
YOUR CLUB / YOUR PLAYERS’ WEBSITES FACEBOOK PAGE TWITTER TELL STORIES TAKE PICTURES IS IT OPTIMISED FOR SOCIAL USE? CREATE VIDEO BE CREATIVE! CREATING A SOCIAL MEDIA FOOTPRINT
“A footballer using social media becomes more accessible and can promote sponsors byhaving authentic interactions directly with fans, creating an accumulated inﬂuence effect”.
Advocates influencecommunities andconversationsGROUPADVOCACYONEADVOCATEAWARENESSCONSIDERATIONPREFERENCEACTIONTHE POWER OF ADVOCACYAdvocates talk about the brand;even when the brand isn’tlisteningAdvocates aretrusted amongothersThe reach of one advocate can beminimal, however the reach of acommunity of advocates can havea substantial impact.
BUILDING PLAYER ADVOCATES TOINCREASE OVERALL BRAND PERFORMANCERESEARCH PARTICIPATE SHARE PROMOTE RESEARCH YOUR PLAYERS’MOTIVATIONS & PASSIONSPARTICPATE IN CONVERSATIONS ONAND OFFLINESHARE AND AMPLIFY THEIRVISIONPROMOTE THE THINGS THEY CARE ABOUT
“Fieldoo puts everyone to the level playing ﬁeld, it helps players to boost andpromote their career. Its the ultimate tool for footballers to make the next step intheir career.” Jure Doler, CMO Fieldoo
“Sportlobster in particular serves as a way for fans, clubs, professionals and aspiring athletes tofurther develop relationships with one another in a sport focused environment.” Andy Meikle, CEO of Sportlobster
We realised that Clubs and Leagues wanted to embrace social media but that places likeFacebook and Twitter were not designed for the real problems faced by them. So we decided to take a new approach.”Andrew Crump, CEO of Blueﬁelds
"I think in the age of social media its imperative for any brandto have fan outreach. For non-league clubs wanting tocultivate a community spirit to help their brand grow, itspivotal.” Nik Postinger, TalkSPORT and Football Journalist"As an aspiring professional football player growingup in Dubai, it was extremely difﬁcult to getanywhere near the top clubs. Social Media hasnarrowed that distance and made the world asmaller place.” Andy Meikle, CEO of Sportlobster “Being a football fan is a full time commitment, not just90 minutes on a Saturday afternoon and fans want tofeel like they’re connected to their club at all times.Social media is the easiest and most effective way tooffer them that.” @FourFourTom
1 LAY THE FOUNDATIONS2 DEFINE THE TECHNOLOGY3 CREATE CONTENT4 MEASURE THE IMPACT• What are your objectives? (Business or Marketing)• Analyse the target audience and opportunities• Understand audience behaviours and expectations• What resources do you have?• Put clear strategies and policies in place• Which social media platforms?• Do you use internal communications platforms?• Gamification based platforms (Leaderboarded)• Create content calendars for regular relevant content• PR newsworthy content• Contests and competitions for the fans• User generated content from your players and the fans• Eﬀects on your business objectives• Community growth across multiple platforms• New fans registered/data collected• Feedback received – good or bad• All round club atmosphereCREATING AN EFFECTIVE SOCIAL PROGRAM