Simon Banoub @banouby
10 Twitter Tips from @OptaJoe
(btw I’m not OptaJoe)
Simon Banoub @banouby
My agenda:
• A bit about Opta
• Opta’s social media profile
• 10 social media lessons from OptaJoe
•...
Who are ?
The world’s leading sports data company
Which means we:
Watch a lot of this:
Collect the data like this:
And turn the live action into data feeds:
And widgets:
And a team of geniuses turn the data into
editorialised statistics:
Over 400 companies buy Opta products,
including this lot:
They use it different ways, like this:
And this
And this
So why am I stood up here
talking about social media?
Preamble…
Active on social media for almost 5 years
17 accounts on Twitter, in 9 different languages
5 accounts on Faceboo...
And a caveat or three:
This isn’t:
How to do Twitter
This is:
What worked for us
I might:
Repeat myself
10. Twitter Tips from
Quickfire.
1. Segment your audience, segment your
accounts, and tweet about appropriate stuff.
Relevance.
Meet the family
Talks about: English football
Language: English
Meet the family
Talks about: Cricket
Language: English
Meet the family
Talks about: Rugby
Language: English
Meet the family
Talks about: French Football
Language: French
Meet the family
Talks about: Spanish Football
Language: Spanish
Meet the family
Talks about: Dutch Football
Language: Dutch
Meet the family
Talks about: South American Football
Language: LatAM Spanish
Meet the family
Talks about: “Soccer”
Language: English
Meet the family
Talks about: Australian Sport
Language: English
Meet the family
Talks about: Brazilian Football
Language: Portuguese
Meet the family
Talks about: Other Spanish Sports
Language: Spanish
Meet the family
Talks about: Italian Football
Language: Italian
Meet the family
Talks about: German Football
Language: German
Meet the family
Talks about: Russian Football
Language: Russian
Meet the family
Talks about: Global Football
Language: Arabic
Meet the family
Talks about: The OptaPro sub-brand
Language: English
Meet the family
Talks about: Corporate news from Opta
Language: English
2. Consistency is key. Develop trust by being
reliable in content, tone and approach.
Stable.
We do not deviate from our tweet style:
Number
Fact
Summary Word
From OptaJoe:
15
David Beckham has scored the most direct
free kick goals in Premier League history.
Specialist
From OptaJoe:
15
Newcastle United were forced into more last
man saving tackles than any other team in
the Premier League....
From OptaJoe:
122
No team allowed fewer shots on target
against them than Chelsea.
Bus
From OptaJoe:
352
Alex Pearce of Reading made more headed
clearances than any other player in the
Championship.
Nurofen
From OptaPaolo:
781
Pirlo è stato il calciatore italiano con più
minuti giocati nelle qualificazioni a Brasile
2014.
Pilas...
From OptaPaolo:
781
Pirlo is the Italian player with the most
minutes played during WC2014 qualification
Pillar
Often imitated (over 400 copy accounts at
last count), sometimes amusingly:
Sometimes informatively:
And sometimes fairly disturbingly:
2.1 But try to tailor this consistent approach
across markets where appropriate. Global.
3. Be human, be approachable, let staff join
in conversations. Chill.
3.1 Proud and
engaged staff is a
powerful brand
statement.
3.2 But make sure everyone
knows the rules of engagement
4. Don’t let people forget they’re following
you. Stranger.
5. Timing is important. Clockwork.
5.1 Utilise scheduling…
If your audience mainly read their timelines
when they’re here:
Why do you keep posting content when
they’re here?
6. There are people who can, and will ,
happily amplify your message if targeted
correctly. Loud.
7. Don’t platform hop. If a corporate
Snapchat account doesn’t suit you, your
brand or your content, ignore it. Fad.
8. Monitor what you’re doing and test
different approaches over time. Evolve.
Trending.
9. Play the long game. Don’t start getting
twitchy when you have 8 followers after 2
weeks. Patience.
10. You are on people’s timelines for a
reason. Be interesting. Or helpful. Or offer an
insider’s perspective. Filter.
This is what a Twitter timeline does:
Things that didn’t make the list, but are also
relevant to us:
- Only retweet appropriate stuff from appropriate people
- ...
An average of 20k retweets per week
(sometimes as many as 50k)
On average 1,800 @ mentions per week
Tweet on average 65 ti...
Opta has quadrupled its turnover in the last 4 years
Monthly in-bound sales leads from May 2014 are 760% higher than the
c...
But you can’t please everyone
But hang on a second, maybe you can
please everyone – Joey is now our friend
Any questions?
Simon Banoub @banouby
SAScon 2014 - Twitter tips from opta joe - Simon Banoub
SAScon 2014 - Twitter tips from opta joe - Simon Banoub
SAScon 2014 - Twitter tips from opta joe - Simon Banoub
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SAScon 2014 - Twitter tips from opta joe - Simon Banoub

  1. 1. Simon Banoub @banouby 10 Twitter Tips from @OptaJoe (btw I’m not OptaJoe)
  2. 2. Simon Banoub @banouby My agenda: • A bit about Opta • Opta’s social media profile • 10 social media lessons from OptaJoe • A few more lessons that I wanted to add but was too OCD about promoting a list that wasn’t a neat number
  3. 3. Who are ?
  4. 4. The world’s leading sports data company Which means we:
  5. 5. Watch a lot of this:
  6. 6. Collect the data like this:
  7. 7. And turn the live action into data feeds:
  8. 8. And widgets:
  9. 9. And a team of geniuses turn the data into editorialised statistics:
  10. 10. Over 400 companies buy Opta products, including this lot:
  11. 11. They use it different ways, like this:
  12. 12. And this
  13. 13. And this
  14. 14. So why am I stood up here talking about social media?
  15. 15. Preamble… Active on social media for almost 5 years 17 accounts on Twitter, in 9 different languages 5 accounts on Facebook Over 750,000 Twitter followers (led by OptaJoe on 534,000) 30,000 fans on Facebook Social media has transformed Opta (I’ll explain how later)
  16. 16. And a caveat or three: This isn’t: How to do Twitter This is: What worked for us I might: Repeat myself
  17. 17. 10. Twitter Tips from Quickfire.
  18. 18. 1. Segment your audience, segment your accounts, and tweet about appropriate stuff. Relevance.
  19. 19. Meet the family Talks about: English football Language: English
  20. 20. Meet the family Talks about: Cricket Language: English
  21. 21. Meet the family Talks about: Rugby Language: English
  22. 22. Meet the family Talks about: French Football Language: French
  23. 23. Meet the family Talks about: Spanish Football Language: Spanish
  24. 24. Meet the family Talks about: Dutch Football Language: Dutch
  25. 25. Meet the family Talks about: South American Football Language: LatAM Spanish
  26. 26. Meet the family Talks about: “Soccer” Language: English
  27. 27. Meet the family Talks about: Australian Sport Language: English
  28. 28. Meet the family Talks about: Brazilian Football Language: Portuguese
  29. 29. Meet the family Talks about: Other Spanish Sports Language: Spanish
  30. 30. Meet the family Talks about: Italian Football Language: Italian
  31. 31. Meet the family Talks about: German Football Language: German
  32. 32. Meet the family Talks about: Russian Football Language: Russian
  33. 33. Meet the family Talks about: Global Football Language: Arabic
  34. 34. Meet the family Talks about: The OptaPro sub-brand Language: English
  35. 35. Meet the family Talks about: Corporate news from Opta Language: English
  36. 36. 2. Consistency is key. Develop trust by being reliable in content, tone and approach. Stable.
  37. 37. We do not deviate from our tweet style: Number Fact Summary Word
  38. 38. From OptaJoe: 15 David Beckham has scored the most direct free kick goals in Premier League history. Specialist
  39. 39. From OptaJoe: 15 Newcastle United were forced into more last man saving tackles than any other team in the Premier League. Desperate
  40. 40. From OptaJoe: 122 No team allowed fewer shots on target against them than Chelsea. Bus
  41. 41. From OptaJoe: 352 Alex Pearce of Reading made more headed clearances than any other player in the Championship. Nurofen
  42. 42. From OptaPaolo: 781 Pirlo è stato il calciatore italiano con più minuti giocati nelle qualificazioni a Brasile 2014. Pilastro
  43. 43. From OptaPaolo: 781 Pirlo is the Italian player with the most minutes played during WC2014 qualification Pillar
  44. 44. Often imitated (over 400 copy accounts at last count), sometimes amusingly:
  45. 45. Sometimes informatively:
  46. 46. And sometimes fairly disturbingly:
  47. 47. 2.1 But try to tailor this consistent approach across markets where appropriate. Global.
  48. 48. 3. Be human, be approachable, let staff join in conversations. Chill.
  49. 49. 3.1 Proud and engaged staff is a powerful brand statement.
  50. 50. 3.2 But make sure everyone knows the rules of engagement
  51. 51. 4. Don’t let people forget they’re following you. Stranger.
  52. 52. 5. Timing is important. Clockwork.
  53. 53. 5.1 Utilise scheduling… If your audience mainly read their timelines when they’re here:
  54. 54. Why do you keep posting content when they’re here?
  55. 55. 6. There are people who can, and will , happily amplify your message if targeted correctly. Loud.
  56. 56. 7. Don’t platform hop. If a corporate Snapchat account doesn’t suit you, your brand or your content, ignore it. Fad.
  57. 57. 8. Monitor what you’re doing and test different approaches over time. Evolve. Trending.
  58. 58. 9. Play the long game. Don’t start getting twitchy when you have 8 followers after 2 weeks. Patience.
  59. 59. 10. You are on people’s timelines for a reason. Be interesting. Or helpful. Or offer an insider’s perspective. Filter.
  60. 60. This is what a Twitter timeline does:
  61. 61. Things that didn’t make the list, but are also relevant to us: - Only retweet appropriate stuff from appropriate people - Don’t use loads of hashtags for no real reason. #hashtags #reason #loads - No-one cares if you’re nearly at 5/10/100k followers (especially those who are already following you) - Accept that not everyone will be a fan. Take criticism well. Learn to ignore the ridiculous stuff. (see later)
  62. 62. An average of 20k retweets per week (sometimes as many as 50k) On average 1,800 @ mentions per week Tweet on average 65 times per day Global reach on Twitter of 147m users per week So, how has it worked? A few vanity metrics for you (I know we all love these, right?):
  63. 63. Opta has quadrupled its turnover in the last 4 years Monthly in-bound sales leads from May 2014 are 760% higher than the corresponding month in 2010. We are now the official data provider for all of the best leagues and competitions in the World OptaJoe and his pals are mentioned in almost every client meeting we go to, and the vast majority of our job interviews OptaJoe has helped to transform our company. Bless him. And a few ones that aren’t so vain:
  64. 64. But you can’t please everyone
  65. 65. But hang on a second, maybe you can please everyone – Joey is now our friend
  66. 66. Any questions? Simon Banoub @banouby

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