1. Online and social
marketing for FIFPro
Hoofddorp, March 23rd 2012

2. My name is Dimi Albers, I work
at Tam Tam (not TomTom),
a digital marketing agency
in the Netherlands

4. An interactive Facebook campaign
for the
FIFA FIFPro World XI 2011

5. The FIFA FIFPro World XI (as part of
the FIFA Ballon d’Or Gala) gives
FIFPro a tremendous opportunity to
gain more worldwide visibility
5

6. Through an interactive Facebook
campaign we shot for an enormous
amount of Likes with the goal of
forming a sustainable online fan
community.
6

7. How?

8. We offered football fans around the
world a chance to win the
THE ultimate fan experience
8

9. They could share the stage
with The FIFA FIFPro World XI.
9

10. And….
You never walk alone!
10

11. Concept

12. Predict the FIFA FIFPro World XI on Facebook
Compete for FIFA Ballon d’Or Gala tickets
For you and ten of your friends
12

13. in short:
Your XI meets the FIFA FIFPro World XI
13

18. How to reach the audience

19. We asked players and clubs
to promote this competition
primarily through Facebook & Twitter.
19

20. Press release +
= 2.000 Likes

21. David Villa
(3M fans)
+ 6.000
Likes

22. Chelsea,
Liverpool &
Spurs
(>15M fans)
+ 2.000
Likes

23. Neymar
voting
ballot in
press
+ 4.000
likes

24. Total:
Over 15.000 likes
Over 10.000 predictions
Over 5.000 Friends Teams
Thousands of mentions, teamphotos and
activities
24

25. 33 winners
of shirts
and
footballs

26. And one
lifetime
experience
for
Sebastion
Yalle Yale!

27. So what now?

28. Social Media is about the long run
28

29. Gary Vaynerchuck

30. Keep the community alive with
content that they like. Think short
video’s, maybe some contests
with prizes and don’t forget the
more serious subjects.
Don’t be intrusive, update once a
week or so.
30

31. Think about the 2012 World XI…
31

32. Can we start earlier?
And involve the public?
Work with players earlier and succesfully?
32

33. And think about these guys for a minute…
33

34. And how about national XI voting?
There’s an (Facebook) app for that! ;)
or at least invite 15.000 football fans to
compete through our Timeline
34

35. Inspiration for other
FIFPro opportunities

36. Gary Vaynerchuck

37. Think about the gap between Messi
and the players in our Blackbook

40. Sensoor

41. Benetton

47. Scheepvaartmuseum

48. Virgin

49. Keep it going!!
dimi@tamtam.nl
+31 6 4124 0787
@dimialbers