Using Facebook and socialmedia to increase fans and        spending
Why Social Media?•   The growing platform(s)    – 600m Facebook        • 137,000 Rangers fans    – 200m Twitter        • 2...
Traditional press abandoned•   Fans now get their information from    – Friends via phones and email    – Direct from sour...
More loyalty means more money•   Numerous studies have shown    – As people spend more time with brands online, their loya...
Why Facebook•   Facebook is the current dominant social media platform    – 256,000 Scots    – Allows options for video, p...
How to get them to Facebook•   They’re already online!    – Tell key fans to tell others online    – Include in all advert...
What makes good content?•   Variety    – Spread pictures, text, video, audio throughout 24 hour cycle        • Great mater...
But Facebook isn’t a social      media strategy
To own online…•   Blogs•   YouTube•   Twitter•   LinkedIn•   FourSquare•   Spotify•   URL Shorteners•   Apps•   Podcasts• ...
Blogging•   Treat bloggers like press    –   host special events    –   Give them press conference access    –   Highlight...
YouTube•   Release videos to tie in with    sales opportunities•   Don’t just think in English•   Footballing tips•   Use ...
Twitter•   Not as popular as Facebook    but is the platform people go    to for instant news•   Live match updates could ...
LinkedIn•   Average user has higher-    than-average income – 67% of    users earn more than    £35,000•   Rangers fan pag...
Foursquare•   We could reward fans for    being involved with Rangers –    getting rid of old stock for    Facebook mayors...
Other…•   Use email lists to set up a    Rangers-like Groupon to    bring income into the club•   Check SEO•   Look into a...
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Rangers FC (oldco) Social Media pitch

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A pitch put forward to OldCo Rangers for how to improve their social media after they asked me for my thoughts

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  • Rangers FC (oldco) Social Media pitch

    1. 1. Using Facebook and socialmedia to increase fans and spending
    2. 2. Why Social Media?• The growing platform(s) – 600m Facebook • 137,000 Rangers fans – 200m Twitter • 225 mentions daily (average) – 325m YouTube • 6,000 videos• Social – to engage with fans with a view to increasing loyalty & spending• Media – informing them directly of all the facts
    3. 3. Traditional press abandoned• Fans now get their information from – Friends via phones and email – Direct from source – Rangers in this case – Spread virally via Facebook, Twitter, LinkedIn, blogs – 38% of Scottish Football fans get information from a non- traditional media source – Many online media outlets and bloggers seen as more reputable than traditional media
    4. 4. More loyalty means more money• Numerous studies have shown – As people spend more time with brands online, their loyalty increases – As loyalty increases, so does incentive to spend on brands the customer feels a connection with – Brands which engage actively see a higher loyalty rate than non- engaging brands – People more likely to spend on brands actively engaging online – People now bypassing PC and exclusively using mobiles to engage/purchase
    5. 5. Why Facebook• Facebook is the current dominant social media platform – 256,000 Scots – Allows options for video, pictures, commerce, text – Average UK time spent on Facebook 55 minutes per day – Many people now believe/use Facebook as the web – Facebook users seven times more likely to watch video
    6. 6. How to get them to Facebook• They’re already online! – Tell key fans to tell others online – Include in all advertising – Take out Facebook ads (33p per 1000 views or 77p a click) – Mention it on forums, email lists, PR, marketing – Mention it on Rangers site – Have strong content on Facebook page to drive traffic
    7. 7. What makes good content?• Variety – Spread pictures, text, video, audio throughout 24 hour cycle • Great material can range from latest news to quirky insights into players/staff like “who drives this car?” “this is the diet of which player?” “guess the player by seeing his fridge contents” to more football focused – tips on improving your game, old players talking about key games and so on • Target different content for different countries, catering to global fanbase • Use the new bosses – engagement from Craig Whyte & Ally McCoist• Engagement – Someone leaves a question, get them an answer ASAP – Set up fan polls – Encourage pictures and videos to be sent in
    8. 8. But Facebook isn’t a social media strategy
    9. 9. To own online…• Blogs• YouTube• Twitter• LinkedIn• FourSquare• Spotify• URL Shorteners• Apps• Podcasts• Email lists
    10. 10. Blogging• Treat bloggers like press – host special events – Give them press conference access – Highlight their work• Foreign bloggers – Treat like media – Welcome packs – Blog posts/info in their language – Build relationship long before games• Local bloggers – Treat bloggers of Scottish opposition like your own
    11. 11. YouTube• Release videos to tie in with sales opportunities• Don’t just think in English• Footballing tips• Use Broxi Bear• Share press conferences• Promote the restaurant by having chefs post cooking videos• Have ex-players talking to build ex-player charity and increase loyalty of fans via remembering good old days
    12. 12. Twitter• Not as popular as Facebook but is the platform people go to for instant news• Live match updates could be tweeted out – perhaps even tweets from the dugout• 7:2:1 rule means you can sell direct to the fans• Another great way to show good CSR with fans of all teams home & abroad• Another great way of engaging globally on a daily basis
    13. 13. LinkedIn• Average user has higher- than-average income – 67% of users earn more than £35,000• Rangers fan pages already in place, so another relationship building platform• Again, nothing to stop special one- off events purely for LinkedIn members
    14. 14. Foursquare• We could reward fans for being involved with Rangers – getting rid of old stock for Facebook mayors of Ibrox and the store.• Could also tie-in season book entries to Ibrox to Foursquare• Foursquare could develop badges to reward loyal home and away fans• Ultimately another way of spreading the news about how popular Rangers are
    15. 15. Other…• Use email lists to set up a Rangers-like Groupon to bring income into the club• Check SEO• Look into a URL shortener to build loyaly – for example http://ran.gers.hello• Use Spotify to share club and player music playlists• Set up social media usage policies for staff• Look at developing more apps which could bring in income

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