The document outlines a strategy for building community and activating fans of volleyball through an integrated digital ecosystem and social media presence. It involves aligning communication goals around perception, acquisition, and loyalty. Key aspects of the strategy include leveraging different social media platforms like Facebook, Twitter, and Instagram as hubs to drive traffic to FIVB websites and engage distinct fan groups. Content will be developed for an integrated fan experience across digital touchpoints highlighting athletes, teams, and events. Analytics will be used to measure and grow engagements on social media and websites.

1. C it B ildi
Community Building
Digital Ecosystem
The Volleyball Experience
Strategies & Activation

2. Leveraging a Digital Ecosystem and Social Media Hub architecture, community
building will start by aligning to three primary communications goals.
1 PERCEPTION
1. PERCEPTION
create, support, reinforce positive image
2 ACQUISITION
2. ACQUISITION
attract and grow a global fan & follower base
3 LOYALTY
3. LOYALTY
build fan & follower engagements and
repeat engagements with viral influence
C o m m u n i t y & F a n A c t i v a t i o n

3. S T R AT E G I C I N I T I AT I V E S
S T R AT E G I C I N I T I AT I V E S
‰ Structured integration will support 365 day community awareness and fan
engagements with heightened concentrated efforts around League and
Championship Play and major events
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‰ Structured integration will support distinct target fan profile subsets: Indoor Circuit
and Beach Volleyball
‰ Structured integration will support, build and reinforce Athlete persona images as
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FIVB ambassadors for greater mass fan appeal
‰ Structured integration will support and reinforce Club & National Team images and
rivalries for greater regional fan adoption
‰ Structured integration will support FIVB sponsors, advertisers, promoters, television
& web broadcasters, adopted charitable causes, and host cities / countries
‰ Structured integration will support growing the awareness and popularity of the
sport with a larger sporting enthusiast audience as well as to begin building a new
sport with a larger sporting enthusiast audience as well as to begin building a new
generation of loyal fans among youth targets
C o m m u n i t y & F a n A c t i v a t i o n

4. A R C H I T E C T U R A L F L O W
A R C H I T E C T U R A L F L O W
‰ Web & micro-web properties will serve as primary central digital touch points for
fans, enthusiasts, and participants at all levels
‰ Social media ill ser e as Fan acti ation h bs and dri e traffic to eb & micro eb
‰ Social media will serve as Fan activation hubs and drive traffic to web & micro-web
properties based on target profile global channel use behaviors
‰ Facebook will serve as the central core Social Hub Community for adopted global
regions
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‰ Added social channels (e.g. Twitter, Instagram, Pinterest, YouTube) will serve to
augment and scale global reach & Fan activation
‰ Integration with niche channels by global geography (e.g. China) will serve to
create global synergies with extended reach & engagements with larger audiences
and in regions of growing popularity
‰ Digital marketing support (e.g., ads, email, sms, mobile apps, newsletters) will
serve to complement overall efforts for greater site and channel traffic event
serve to complement overall efforts for greater site and channel traffic, event
attendance & television viewership, commerce and fan participation & engagements
C o m m u n i t y & F a n A c t i v a t i o n

5. W E B AC T I VAT I O N L AY E R
W E B AC T I VAT I O N L AY E R
‰ Design social and digital initiatives to build and increase traffic to FIVB sites
‰ Leverage awareness into increased traffic via owned, earned and paid media
‰ Convert awareness and web traffic into memorable and actionable fan experiences
‰ Extend fan experiences across all digital touch points to highlight a global FIVB
image
‰ Extend fan experiences across all digital touch points to highlight regional events
and championships
‰ Develop a multi-touch web, social and digital footprint with content marketing
d l i d i d f i d i l f i
development strategies designed for an integrated universal fan experience
‰ Incentivize visitors and fans for WOM, social sharing, self elected opt-ins and
community engagements
C o m m u n i t y & F a n A c t i v a t i o n

6. SOCIAL ACTIVATION LAYER
SOCIAL ACTIVATION LAYER
‰ Leverage Facebook and the growing community as the central Social Hub
™ Set Fan Base growth targets and grow community organically via viral social influence
and paid media
™ Manage and build higher levels of Page engagements and viral influence via analytics
™ Activate extended Post engagements with cross social promotion linking strategies
™ L i l l f Athl t P d N ti l & Cl b T ith t t d P t
™ Leverage regional appeal of Athlete Personas and National & Club Teams with targeted Posts
™ Build and promote fan-craze followings for regional rivalries (think European Football)
™ Leverage a series of unique campaign initiatives using promotions, sweeps & contests
™ Develop a broadcast schedule and app for live streaming competition play
™ Develop a broadcast schedule and app for live streaming competition play
™ Develop custom Fan engagement, avatar and game Page & mobile apps
™ Create direct Facebook tie-ins with WhatsApp, Instagram, Video chats
™ Expand awareness and reach through support, promotion and adoption for charitable causes
C o m m u n i t y & F a n A c t i v a t i o n

7. SOCIAL ACTIVATION LAYER
SOCIAL ACTIVATION LAYER
‰ Twitter as a Supporting & Complementary Social Channel
™ Set Follower Base growth targets and grow community organically via viral social influence
and paid media
™ Manage and build higher levels of Tweet engagements and viral influence via analytics
™ Activate back linking strategies to Facebook and web properties
™ L lti t h t t d l t t t i f T t t t
™ Leverage multi-touch content development strategies for Tweet content
™ Leverage Twitter's news feed into pictorial quasi-promotion / ad tweets
™ Build and promote fan-craze followings for key FIVB athlete ambassadors
™ TChats with FIVB athlete ambassadors during competition play tournaments
™ TChats with FIVB athlete ambassadors during competition play tournaments
™ Cross promote unique campaign initiatives using promotions, sweeps & contests
™ Promote web and television coverage broadcasts
™ Leverage the power and viral influence of Vine videos
™ Expand awareness and reach through support and promotion for charitable causes
C o m m u n i t y & F a n A c t i v a t i o n

8. SOCIAL ACTIVATION LAYER
SOCIAL ACTIVATION LAYER
‰ Instagram & Pinterest as a Supporting & Complementary Social Channels
™ Set Follower Base growth targets and grow community organically via viral social influence
and paid media
™ Manage and build higher levels of fan engagements and viral influence via analytics
™ Share owned and discovered UGC across Facebook and Twitter
™ L lti t h t t d l t t t i f i t id ti
™ Leverage multi-touch content development strategies for image post considerations
™ Promote key FIVB athlete ambassadors and Club / National team presences
™ Create unique video content for distribution on Instagram
™ Develop unique fan engagement initiatives using # picture contests
™ Develop unique fan engagement initiatives using # picture contests
™ Expand awareness and reach through support and promotion for charitable causes
C o m m u n i t y & F a n A c t i v a t i o n

9. DIGITAL ACTIVATION LAYER
DIGITAL ACTIVATION LAYER
‰ Ads, Email, SMS, Mobile Apps, Newsletters
™ Build greater awareness, reach and traffic with multi-variant targeted split-testing
digital advertising
™ Leverage opt-in email and newsletter subscribers for all encompassing FIVB news a
and promotions (geo-target with specific offers, regional news)
™ Leverage SMS subscribers for custom alerts and messages
™ Leverage WhatsApp and SnapChat for unique promotion & fan engagement opportunities
™ Leverage mobile apps for unique fan experiences and engagements
™ Support and promote FIVB charitable causes for mass audience appreciation
™ Support and promote FIVB charitable causes for mass audience appreciation
C o m m u n i t y & F a n A c t i v a t i o n