This was a group project where we analyzed a public relations campaign in Spain. The information was collected together, and I designed the powerpoint

1. The Spanish National
Football Team Twitter
campaign
Amanda, Rachael, Yakov, Michael

2. Background
• The Spanish National Football team are World and European
Champions having won the European Cup in 2008 and 2012
and the World Cup in 2010.
• The Spanish National Football team was interested in
uncovering their fans and behaviors to improve growth and
loyalty among their fan base, along with identifying influential
followers of the team like sports icons and celebrities to
enhance PR
• The team made the decision to join the social media site
‘Twitter’ in 2013
• Shortly after they joined, they gained over 600,000 followers,
which is the largest Twitter following among all European
national football teams

3. Background
• The team only had 3 people in charge of running
their social media, so they used SocialBro’s Twitter
analytics
• SocialBro is a tool for personal users to help them
understand their followers on Twitter.
• Advantages of SocialBro
• Discover follower’s interests, influence, geographic
location, languages, etc.
• Find out best time to tweet
• Segment Twitter followers and simplify community
management

4. Country Profile
• Political
• Economic
• Mass Media
• Legal Structure
• Social Structure

5. Cultural Profile
Family

6. Cultural Profile
Religion

7. Cultural Profile
Art

8. Goals/Objectives
• Better understand followers
• Have the followers more engaged
• Identify prominent figures faster
• Compare account to others

9. Strategy/Tactics
• SocialBro assistance
• Analytics tool
• Prominence filter
• Account comparison
• UFC case
• 20 accounts, >6 million followers, 5 workers
• Follow-up campaigns

10. Campaign Results
• Improved engagement and communication with fans
on Twitter
• Utilized Twitter analytics
• Content and future campaigns catered to fans
• Two type of measurement: ongoing and campaign
focused

11. Evaluation
• Continued engagement
• Exploring additional platforms
• Research and scheduling
• Integrated Marketing Communications (IMC)
approach

12. Campaign validity in the
US
• Similar campaign would work for American sports
teams
• Engaging with and rewarding followers
• Discussion
• The “right” questions and analytics