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A journey in social media the fa (1)


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A journey in social media the fa (1)

  1. 1. A Journey in Social Media Andy Smith @A_BSmith
  2. 2. <ul><li>The Football Association </li></ul><ul><li>5 key learnings </li></ul><ul><li>5 key challenges </li></ul>Today ’s presentation
  3. 3. The Football Association England Teams The FA Cup Wembley Stadium Grassroots Football Women ’ s Game
  4. 4. What are we up to? <ul><li>Digital Objectives </li></ul><ul><li>To reach new fans using engaging content wherever they are online </li></ul><ul><li>To create channels which allow us to directly communicate to fans/players </li></ul><ul><li>To provide a platform to promote a broad range of FA messages </li></ul>Reach Engage Monetise
  5. 5. Social Media Landscape England The FA Cup FATV Get into Football FA WSL England The FA Cup Wembley Stadium England Women England 21s FA WSL Respect @thefadotcom @respectfootball @WembleyStadium @FAWSL @englandfans
  6. 6. facebook <ul><li>1 million fans </li></ul><ul><li>Engage fans </li></ul><ul><li>215,000 fans </li></ul><ul><li>Build a new generation of FA Cup fans </li></ul><ul><li>67,000 fans </li></ul><ul><li>89,000 Check ins </li></ul><ul><li>Promote event calendar </li></ul>Engagement = (Likes + comments + organic comments + polls) Number of fans
  7. 7. Learn from your data World Cup 2010 Removed fans Unsubscribed fans Mexico Match Germany 4- 1 England
  8. 8. Consider multiplatform solutions <ul><li>Great assets </li></ul><ul><li>Small budgets </li></ul>
  9. 9. Target relevant consumers <ul><li>Superfan Competition </li></ul><ul><li>Hosted on facebook </li></ul><ul><li>Media partnership with Standard </li></ul><ul><li>£10,000 supporting ad spend </li></ul>
  10. 10. Timely and topical increases engagement
  11. 11. Resource to react
  12. 12. Review and Optimise Aug 2010 Oct 2011 Wall post impressions England facebook page Algorithm changes on facebook
  13. 13. Monetise can inhibit reach <ul><li>Latest news, stats and videos </li></ul><ul><li>Close collaboration with Apple </li></ul><ul><li>Launched at £2.99 in May 2010 </li></ul><ul><ul><ul><li>21500 downloads </li></ul></ul></ul><ul><li>Re-launched for FREE May 2011 </li></ul><ul><ul><ul><li>90,000 downloads so far </li></ul></ul></ul>Engage Reach Monetise
  14. 14. Consider your mobile users <ul><li>Is your wall posting strategy mobile friendly? </li></ul><ul><li>Are your websites mobile ready? </li></ul>350 million users currently access Facebook through their mobile 
  15. 15. Get the mechanic closer to the action <ul><li>Social Media Commentator </li></ul>
  16. 16. Think outside the box <ul><li>Hard to be topical across 12 months </li></ul><ul><li>Fans engage less between England matches </li></ul><ul><li>Facebook Row </li></ul><ul><li>New fan and engagement strategy working together </li></ul>
  17. 17. Engage external communities <ul><li>Wembley ’ s Greatest Event campaign </li></ul>Results 125,000 Uniques 22% visits from #FB 57,000 votes 1966 Take That Freddie Mercury Michael Jackson Muse
  18. 18. What ’ s next <ul><li>Get the content right </li></ul><ul><li>Understand our consumers </li></ul><ul><li>Refine our execution </li></ul>
  19. 19. Summary Learn from your data Resource to react Think outside the box Engage external communities Consider your mobile users Get the mechanic close to the action Monetise can inhibit reach Review and optimise Timely and topical increases engagement
  20. 20. [email_address] @A_BSmith Thanks for listening