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M AT CH
P OI NT
HOW TO ENGAGE SPORTS FANS ON FACEBOOK
At Tigerlily, we develop solutions that allow fans to experience and share their passions.
             BECAUSE FACEBOOK IS SUCH A GREAT PLAYGROUND.
K TO YOUR FANS
1   TAL
1   TALK TO YOUR FANS

                   The French Tennis Federation (FFT)
                   and Roland Garros have geotargeted
                   posts with the Timeline Manager to
                   deliver appropriate messages to local
                   fans.

                   Community Managers has metrics to
                   analyze publication performances to
                   offer the best content to their
                   community and he can identify
                   Facebook ambassadors who can
                   support them.
YOUR OPPO NENT
2   KNOW
2   KNOW YOUR OPPONENT


                 The Roland-Garros page has launched
                 the "Golden moments" Facebook tab,
                 presented as a Pinterest board,
                 collecting the most legendary photos
                 and videos of this competition.

                 3,200           UNIQUE VISITORS
                                 IN ONE MONTH
OUR EQUIP MENT
3   B UY Y
3   BUY YOUR EQUIPMENT


                   For the 2012 edition, Roland-Garros
                   opened a Facebook store grouping
                   the most popular items: T-Shirt,
                   Polo, Panama, Towels...


                   2,300            UNIQUE VISITORS
                                    IN TWO MONTHS
THE B EST P LAYER
4   B ET ON
4   BET ON THE BEST PLAYER


                    The Roland-Garros community was
                    invited to create the perfect
                    tennis player via a Facebook app.
                    Fans could choose players with the
                    best forehand, backhand, mental
                    etc.. to create their own version of
                    the ideal tennis player.

                    6,000             VISITS IN
                                      TWO WEEKS
5   PLA Y THE GAME
5   PLAY THE GAME



                    FFT’s fans are invited to answer 20
                    questions that trace the story of the
                    tournament. A game with a simple
                    UI & UX to animate the community.

                    7,000             VISITS IN
                                      TWO WEEKS
T THE RULES
6   R ESPEC
6   RESPECT THE RULES


                  The Timeline Manager allows the FFT to
                  create automatic moderation rules
                  based on keywords lists to remove
                  spam messages, insults...
                  The Community Managers keeps the
                  control of the FFT and Roland-Garros
                  Timeline to avoid attacks.
THE S PECT ATORS
7   HARA NGUE
7   HARANGUE THE SPECTATORS



                 The French Tennis Federation had
                 displayed the "Facepile" plugin,
                 "share" and "Invite" buttons on its
                 latest contests to encourage users to
                 participate and to viralize the campaign.
ARD THE W INNER
8   REW
8   REWARD THE WINNER




            Roland-Garros offers great gifts like tickets, T-Shirts or towels
            of the tournament to motivate its community.
LYZE YOUR GAME
9   ANA
9   ANALYZE YOUR GAME


                  Each contest has a dedicated
                  dashboard, and the FFT has access to
                  useful metrics to study application
                  performances: visitors, unique
                  visitors, users, participants, winners,
                  voters, attempts...

                  90%            CONVERSION RATE
                                 ON SOME CONTESTS
& MA TCH!
10   GAM E, SET
10   GAME, SET & MATCH!

              FRENCH TENNIS FEDERATION PAGE

              20k+            FANS
                                            22%               ENGAGEMENT RATE




              ROLAND-GARROS PAGE

              500k+                FANS
                                                 8%           ENGAGEMENT RATE




                 ENGAGEMENT RATE = PEOPLE TALKING ABOUT THIS / PAGE FANS x 100
ALL OPERATIONS WERE CO-CREATED BY
THE FRENCH TENNIS FEDERATION TEAM
VICTOR LAMM & DELPHINE DELPORTE
& TIGERLILY
The Tigerlily platform helps iconic brands optimize conversations, engage
 users through rich contents or contests, and identify key communities.

   NOW IS THE TIME TO BECOME A SOCIAL MEDIA CHIEF.

             VISIT OUR WEBSITE              CONTACT US
TO ALL PHOTOGRAPHERS,                              Cover • Clay © FFT

THANK YOU                                          Introduction • Crowd © FFT

This presentation could not be done without you.   Talk to your fans • Santoro Presser by Charlie Cowins

                                                   Know your opponent • Rafa & Roger © FFT

                                                   Buy your equipment • Jo © FFT

                                                   Bet on the best player •Roger © FFT

                                                   Play the game •Andy © FFT

                                                   Respect the rules • Caroline Wozniacki by Yann Caradec

                                                   Harangue the spectators • Gaël © FFT

                                                   Reward the winner • Roger © FFT

                                                   Analyze your game • Internationaux Roland-Garros by Nawal_

                                                   Game, set & match ! • Rafa & Roger © FFT

                                                   Credits • Maria © FFT

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Match Point : How to engage sports fans on Facebook

  • 1. M AT CH P OI NT HOW TO ENGAGE SPORTS FANS ON FACEBOOK
  • 2. At Tigerlily, we develop solutions that allow fans to experience and share their passions. BECAUSE FACEBOOK IS SUCH A GREAT PLAYGROUND.
  • 3. K TO YOUR FANS 1 TAL
  • 4. 1 TALK TO YOUR FANS The French Tennis Federation (FFT) and Roland Garros have geotargeted posts with the Timeline Manager to deliver appropriate messages to local fans. Community Managers has metrics to analyze publication performances to offer the best content to their community and he can identify Facebook ambassadors who can support them.
  • 6. 2 KNOW YOUR OPPONENT The Roland-Garros page has launched the "Golden moments" Facebook tab, presented as a Pinterest board, collecting the most legendary photos and videos of this competition. 3,200 UNIQUE VISITORS IN ONE MONTH
  • 8. 3 BUY YOUR EQUIPMENT For the 2012 edition, Roland-Garros opened a Facebook store grouping the most popular items: T-Shirt, Polo, Panama, Towels... 2,300 UNIQUE VISITORS IN TWO MONTHS
  • 9. THE B EST P LAYER 4 B ET ON
  • 10. 4 BET ON THE BEST PLAYER The Roland-Garros community was invited to create the perfect tennis player via a Facebook app. Fans could choose players with the best forehand, backhand, mental etc.. to create their own version of the ideal tennis player. 6,000 VISITS IN TWO WEEKS
  • 11. 5 PLA Y THE GAME
  • 12. 5 PLAY THE GAME FFT’s fans are invited to answer 20 questions that trace the story of the tournament. A game with a simple UI & UX to animate the community. 7,000 VISITS IN TWO WEEKS
  • 13. T THE RULES 6 R ESPEC
  • 14. 6 RESPECT THE RULES The Timeline Manager allows the FFT to create automatic moderation rules based on keywords lists to remove spam messages, insults... The Community Managers keeps the control of the FFT and Roland-Garros Timeline to avoid attacks.
  • 15. THE S PECT ATORS 7 HARA NGUE
  • 16. 7 HARANGUE THE SPECTATORS The French Tennis Federation had displayed the "Facepile" plugin, "share" and "Invite" buttons on its latest contests to encourage users to participate and to viralize the campaign.
  • 17. ARD THE W INNER 8 REW
  • 18. 8 REWARD THE WINNER Roland-Garros offers great gifts like tickets, T-Shirts or towels of the tournament to motivate its community.
  • 20. 9 ANALYZE YOUR GAME Each contest has a dedicated dashboard, and the FFT has access to useful metrics to study application performances: visitors, unique visitors, users, participants, winners, voters, attempts... 90% CONVERSION RATE ON SOME CONTESTS
  • 21. & MA TCH! 10 GAM E, SET
  • 22. 10 GAME, SET & MATCH! FRENCH TENNIS FEDERATION PAGE 20k+ FANS 22% ENGAGEMENT RATE ROLAND-GARROS PAGE 500k+ FANS 8% ENGAGEMENT RATE ENGAGEMENT RATE = PEOPLE TALKING ABOUT THIS / PAGE FANS x 100
  • 23. ALL OPERATIONS WERE CO-CREATED BY THE FRENCH TENNIS FEDERATION TEAM VICTOR LAMM & DELPHINE DELPORTE & TIGERLILY
  • 24. The Tigerlily platform helps iconic brands optimize conversations, engage users through rich contents or contests, and identify key communities. NOW IS THE TIME TO BECOME A SOCIAL MEDIA CHIEF. VISIT OUR WEBSITE CONTACT US
  • 25. TO ALL PHOTOGRAPHERS, Cover • Clay © FFT THANK YOU Introduction • Crowd © FFT This presentation could not be done without you. Talk to your fans • Santoro Presser by Charlie Cowins Know your opponent • Rafa & Roger © FFT Buy your equipment • Jo © FFT Bet on the best player •Roger © FFT Play the game •Andy © FFT Respect the rules • Caroline Wozniacki by Yann Caradec Harangue the spectators • Gaël © FFT Reward the winner • Roger © FFT Analyze your game • Internationaux Roland-Garros by Nawal_ Game, set & match ! • Rafa & Roger © FFT Credits • Maria © FFT