SlideShare a Scribd company logo
1 of 21
#passion4digital
Being sociable on social media
A case study of Salford FC
Alex Fenton
www.alexfenton.co.uk
a.fenton@salford.ac.uk
@alexfenton
#passion4digital 2
“Creating the world’s first
digital, ‘always on’ football
club, giving fans unrivalled
access to behind-the-scenes
activities and up-to-the-
minute information about
Salford City’s ongoing
development.”
(Mirror, 2014)
Case study – Salford City FC
#passion4digital 3Salford FC have 102,000+ Twitter followers globally
#passion4digital 4Creating Digital Media, TV and Social Media
#passion4digital 5
“You can have as many followers as you like on social media, but if you are not
talking to them or vice versa, then the value of these numbers can be
questioned. We want to understand more about our audience, why are they
following us, where do they live, what do they want to see from us on social
media, how do we make sure that they keep following, keep coming back, keep
communicating. Once we understand the people following us, that's where
value can be realised for all.”
Salford FC
#passion4digital 6
Anthropologist
Sociologist
Ethnography
Netnographer
#passion4digital
Ethnography / Netnography
7
Kozinets (2015), Atkinson (2015), Van Maanen (2011)
#passion4digital
Data Analysis Tools
8
• Node XL – Social Network Analysis
• Nvivo – Coding and organisation (Primary)
• Mendeley – Literature review & analysis (Secondary
data)
#passion4digital
Blended Methods
9
#passion4digital
Qualitative Data Collection
10
• Interviews with fans, people with a connection to Salford City FC,
football & digital
• Participant observation – Twitter, Facebook and other websites
• Social Network Analysis - using social media data to identify key
people,connections & boundary
#passion4digital
Interviews
11
Participant ID Role
P1 Football Social Media Officer, non league
P2 Football Webmaster, non league
P3 Football club Project Manager, non league
P4 Director of Communication, Championship football club
P5 FA communications official
P6 Football fan
P7 Football Fan & social media volunteer, non league
P8 SCFC follower
P9 SCFC Follower from India
P10 Head of Communications football club, non league
P11 Football journalist and academic
P12 Football Fan / forum user
P13 Football Fan and photographer
P14 Football social media officer
P15 Social Media expert and football fan
P16 MD and Social Media expert
P17 CEO of Digital Sports Communications company
P18 Football social media officer
P19 SCFC Fan from Venice, Italy
P20 SCFC Follower from Florida, USA
P21 SCFC Follower from Russia
P22 SCFC Owner
#passion4digital
Social Capital
12
“Despite a number of differing definitions, social capital is typically
seen as a positive effect stemming from the interaction between
individuals in a social network.” (Helliwell & Putnam, 2004).
#passion4digital
Social Capital Types
13
• Bonding - “links among people who are similar in ethnicity, age,
social class, etc.” (Helliwell and Putnam, 2004, p.1437)
• Bridging - “links that cut across various lines of social cleavage”
(Helliwell and Putnam, 2004, p.1437) distant ties such as loose
friendships and workmates (Woolcock, 2001)
• Linking - “Reaching out to unlike people in dissimilar situations”
to “leverage a far wider range of resources than are available
within the community” (Woolcock, 2001)
#passion4digital
Social Network Analysis – Node XL
14
#passion4digital
Social Network Analysis - Mentionmapp
15http://mentionmapp.com
#passion4digital
Types of buyer persona
16
Core Current
Followers
#passion4digital
The 1% rule of Internet culture
17
Proportion of lurkers, contributors and creators under the 90–9–1 principle
By Life of Riley [CC BY-SA 3.0 Creative Commons]
#passion4digital 18
Social capital type Internet user types Persona Type
Bonding Creators Core
Bridging Contributors Current
Linking Lurkers Follower
#passion4digital
100,000 words to under 140
characters…
19
#passion4digital 20
Some other outcomes…
#passion4digital
And much more

More Related Content

Similar to Being sociable on social media

Cynisca Campaign Proposal
Cynisca Campaign ProposalCynisca Campaign Proposal
Cynisca Campaign ProposalEsther Workman
 
Where We Are Up to With Social Media | Mark Jones, Fox Sports | iStrategy Syd...
Where We Are Up to With Social Media | Mark Jones, Fox Sports | iStrategy Syd...Where We Are Up to With Social Media | Mark Jones, Fox Sports | iStrategy Syd...
Where We Are Up to With Social Media | Mark Jones, Fox Sports | iStrategy Syd...iStrategy
 
Outlaws Final Report
Outlaws Final ReportOutlaws Final Report
Outlaws Final ReportJake Shuford
 
Outlaws Final Report
Outlaws Final ReportOutlaws Final Report
Outlaws Final ReportJake Shuford
 
US+Partners NFL Fan Nation
US+Partners NFL Fan Nation US+Partners NFL Fan Nation
US+Partners NFL Fan Nation US+Partners LLC
 
#SocialSports Presentation
#SocialSports Presentation #SocialSports Presentation
#SocialSports Presentation Michael Silver
 
European Union Essay Topics. Major Policies in the European Union Essay Examp...
European Union Essay Topics. Major Policies in the European Union Essay Examp...European Union Essay Topics. Major Policies in the European Union Essay Examp...
European Union Essay Topics. Major Policies in the European Union Essay Examp...Amanda Harris
 
Du lacrosse
Du lacrosseDu lacrosse
Du lacrosselivtron
 
Sports Go Social: 8 Lessons to Learn
Sports Go Social: 8 Lessons to LearnSports Go Social: 8 Lessons to Learn
Sports Go Social: 8 Lessons to LearnPeopleizers
 
Sports Social Media Strategy
Sports Social Media StrategySports Social Media Strategy
Sports Social Media StrategyPat Coyle
 
Social Media Project 1
Social Media Project 1Social Media Project 1
Social Media Project 1Julia Sutton
 
Sports and Social Media
Sports and Social MediaSports and Social Media
Sports and Social MediaBrian Gainor
 
SMGT 410 - Final Marketing Plan
SMGT 410 - Final Marketing PlanSMGT 410 - Final Marketing Plan
SMGT 410 - Final Marketing PlanAndrew Michos
 
CammaranoVincent_SCBS_PB1_2024-MARCH.pptx
CammaranoVincent_SCBS_PB1_2024-MARCH.pptxCammaranoVincent_SCBS_PB1_2024-MARCH.pptx
CammaranoVincent_SCBS_PB1_2024-MARCH.pptxvinniecammarano81
 

Similar to Being sociable on social media (20)

Digisport helleu
Digisport helleuDigisport helleu
Digisport helleu
 
Cynisca Campaign Proposal
Cynisca Campaign ProposalCynisca Campaign Proposal
Cynisca Campaign Proposal
 
Campaigns Book FINAL
Campaigns Book FINALCampaigns Book FINAL
Campaigns Book FINAL
 
FinalReport
FinalReportFinalReport
FinalReport
 
Where We Are Up to With Social Media | Mark Jones, Fox Sports | iStrategy Syd...
Where We Are Up to With Social Media | Mark Jones, Fox Sports | iStrategy Syd...Where We Are Up to With Social Media | Mark Jones, Fox Sports | iStrategy Syd...
Where We Are Up to With Social Media | Mark Jones, Fox Sports | iStrategy Syd...
 
Trends 2017
Trends 2017Trends 2017
Trends 2017
 
Outlaws Final Report
Outlaws Final ReportOutlaws Final Report
Outlaws Final Report
 
Outlaws Final Report
Outlaws Final ReportOutlaws Final Report
Outlaws Final Report
 
US+Partners NFL Fan Nation
US+Partners NFL Fan Nation US+Partners NFL Fan Nation
US+Partners NFL Fan Nation
 
Report
ReportReport
Report
 
#SocialSports Presentation
#SocialSports Presentation #SocialSports Presentation
#SocialSports Presentation
 
European Union Essay Topics. Major Policies in the European Union Essay Examp...
European Union Essay Topics. Major Policies in the European Union Essay Examp...European Union Essay Topics. Major Policies in the European Union Essay Examp...
European Union Essay Topics. Major Policies in the European Union Essay Examp...
 
Du lacrosse
Du lacrosseDu lacrosse
Du lacrosse
 
Sports Go Social: 8 Lessons to Learn
Sports Go Social: 8 Lessons to LearnSports Go Social: 8 Lessons to Learn
Sports Go Social: 8 Lessons to Learn
 
Social media and Sport
Social media and SportSocial media and Sport
Social media and Sport
 
Sports Social Media Strategy
Sports Social Media StrategySports Social Media Strategy
Sports Social Media Strategy
 
Social Media Project 1
Social Media Project 1Social Media Project 1
Social Media Project 1
 
Sports and Social Media
Sports and Social MediaSports and Social Media
Sports and Social Media
 
SMGT 410 - Final Marketing Plan
SMGT 410 - Final Marketing PlanSMGT 410 - Final Marketing Plan
SMGT 410 - Final Marketing Plan
 
CammaranoVincent_SCBS_PB1_2024-MARCH.pptx
CammaranoVincent_SCBS_PB1_2024-MARCH.pptxCammaranoVincent_SCBS_PB1_2024-MARCH.pptx
CammaranoVincent_SCBS_PB1_2024-MARCH.pptx
 

Recently uploaded

TriStar Gold Corporate Presentation May 2024
TriStar Gold Corporate Presentation May 2024TriStar Gold Corporate Presentation May 2024
TriStar Gold Corporate Presentation May 2024Adnet Communications
 
NewBase 24 May 2024 Energy News issue - 1727 by Khaled Al Awadi_compresse...
NewBase   24 May  2024  Energy News issue - 1727 by Khaled Al Awadi_compresse...NewBase   24 May  2024  Energy News issue - 1727 by Khaled Al Awadi_compresse...
NewBase 24 May 2024 Energy News issue - 1727 by Khaled Al Awadi_compresse...Khaled Al Awadi
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Associationseri bangash
 
Creative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team PresentationsCreative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team PresentationsSlidesAI
 
Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)Alejandro Cremades
 
Stages of Startup Funding - An Explainer
Stages of Startup Funding - An ExplainerStages of Startup Funding - An Explainer
Stages of Startup Funding - An ExplainerAlejandro Cremades
 
Using Generative AI for Content Marketing
Using Generative AI for Content MarketingUsing Generative AI for Content Marketing
Using Generative AI for Content MarketingChuck Aikens
 
Understanding UAE Labour Law: Key Points for Employers and Employees
Understanding UAE Labour Law: Key Points for Employers and EmployeesUnderstanding UAE Labour Law: Key Points for Employers and Employees
Understanding UAE Labour Law: Key Points for Employers and EmployeesDragon Dream Bar
 
What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...AnaBeatriz125525
 
Potato Flakes Manufacturing Plant Project Report.pdf
Potato Flakes Manufacturing Plant Project Report.pdfPotato Flakes Manufacturing Plant Project Report.pdf
Potato Flakes Manufacturing Plant Project Report.pdfhostl9518
 
USA classified ads posting – best classified sites in usa.pdf
USA classified ads posting – best classified sites in usa.pdfUSA classified ads posting – best classified sites in usa.pdf
USA classified ads posting – best classified sites in usa.pdfsuperbizness1227
 
Special Purpose Vehicle (Purpose, Formation & examples)
Special Purpose Vehicle (Purpose, Formation & examples)Special Purpose Vehicle (Purpose, Formation & examples)
Special Purpose Vehicle (Purpose, Formation & examples)linciy03
 
HR and Employment law update: May 2024.
HR and Employment law update:  May 2024.HR and Employment law update:  May 2024.
HR and Employment law update: May 2024.FelixPerez547899
 
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot ReportFuture of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot ReportDubai Multi Commodity Centre
 
Engagement Rings vs Promise Rings | Detailed Guide
Engagement Rings vs Promise Rings | Detailed GuideEngagement Rings vs Promise Rings | Detailed Guide
Engagement Rings vs Promise Rings | Detailed GuideCharleston Alexander
 
The Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfThe Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfMont Surfaces
 
Falcon Invoice Discounting Setup for Small Businesses
Falcon Invoice Discounting Setup for Small BusinessesFalcon Invoice Discounting Setup for Small Businesses
Falcon Invoice Discounting Setup for Small BusinessesFalcon investment
 
Revolutionizing Industries: The Power of Carbon Components
Revolutionizing Industries: The Power of Carbon ComponentsRevolutionizing Industries: The Power of Carbon Components
Revolutionizing Industries: The Power of Carbon ComponentsConnova AG
 
Event Report - IBM Think 2024 - It is all about AI and hybrid
Event Report - IBM Think 2024 - It is all about AI and hybridEvent Report - IBM Think 2024 - It is all about AI and hybrid
Event Report - IBM Think 2024 - It is all about AI and hybridHolger Mueller
 
Raising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE VenturesRaising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE VenturesAlejandro Cremades
 

Recently uploaded (20)

TriStar Gold Corporate Presentation May 2024
TriStar Gold Corporate Presentation May 2024TriStar Gold Corporate Presentation May 2024
TriStar Gold Corporate Presentation May 2024
 
NewBase 24 May 2024 Energy News issue - 1727 by Khaled Al Awadi_compresse...
NewBase   24 May  2024  Energy News issue - 1727 by Khaled Al Awadi_compresse...NewBase   24 May  2024  Energy News issue - 1727 by Khaled Al Awadi_compresse...
NewBase 24 May 2024 Energy News issue - 1727 by Khaled Al Awadi_compresse...
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Association
 
Creative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team PresentationsCreative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team Presentations
 
Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)
 
Stages of Startup Funding - An Explainer
Stages of Startup Funding - An ExplainerStages of Startup Funding - An Explainer
Stages of Startup Funding - An Explainer
 
Using Generative AI for Content Marketing
Using Generative AI for Content MarketingUsing Generative AI for Content Marketing
Using Generative AI for Content Marketing
 
Understanding UAE Labour Law: Key Points for Employers and Employees
Understanding UAE Labour Law: Key Points for Employers and EmployeesUnderstanding UAE Labour Law: Key Points for Employers and Employees
Understanding UAE Labour Law: Key Points for Employers and Employees
 
What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...
 
Potato Flakes Manufacturing Plant Project Report.pdf
Potato Flakes Manufacturing Plant Project Report.pdfPotato Flakes Manufacturing Plant Project Report.pdf
Potato Flakes Manufacturing Plant Project Report.pdf
 
USA classified ads posting – best classified sites in usa.pdf
USA classified ads posting – best classified sites in usa.pdfUSA classified ads posting – best classified sites in usa.pdf
USA classified ads posting – best classified sites in usa.pdf
 
Special Purpose Vehicle (Purpose, Formation & examples)
Special Purpose Vehicle (Purpose, Formation & examples)Special Purpose Vehicle (Purpose, Formation & examples)
Special Purpose Vehicle (Purpose, Formation & examples)
 
HR and Employment law update: May 2024.
HR and Employment law update:  May 2024.HR and Employment law update:  May 2024.
HR and Employment law update: May 2024.
 
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot ReportFuture of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
 
Engagement Rings vs Promise Rings | Detailed Guide
Engagement Rings vs Promise Rings | Detailed GuideEngagement Rings vs Promise Rings | Detailed Guide
Engagement Rings vs Promise Rings | Detailed Guide
 
The Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfThe Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdf
 
Falcon Invoice Discounting Setup for Small Businesses
Falcon Invoice Discounting Setup for Small BusinessesFalcon Invoice Discounting Setup for Small Businesses
Falcon Invoice Discounting Setup for Small Businesses
 
Revolutionizing Industries: The Power of Carbon Components
Revolutionizing Industries: The Power of Carbon ComponentsRevolutionizing Industries: The Power of Carbon Components
Revolutionizing Industries: The Power of Carbon Components
 
Event Report - IBM Think 2024 - It is all about AI and hybrid
Event Report - IBM Think 2024 - It is all about AI and hybridEvent Report - IBM Think 2024 - It is all about AI and hybrid
Event Report - IBM Think 2024 - It is all about AI and hybrid
 
Raising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE VenturesRaising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE Ventures
 

Being sociable on social media