a journey in social media andy smith @a_bsmith. the football association why social strategy key...
TRANSCRIPT
A Journey in Social MediaAndy Smith
@A_BSmith
• The Football Association
• Why Social Strategy
• Key Findings
Today’s presentation
The Football Association
England Teams
The FA Cup Wembley Stadium Grassroots Football
Women’s Game
What are we up to?
Digital Objectives
• To reach new fans using engaging content wherever they are online
• To create channels which allow us to directly communicate to fans/players
• To provide a platform to promote a broad range of FA messages
ReachReach EngageEngage ActionAction
Social Media Landscape
EnglandThe FA CupFATVGet into FootballFA WSL
EnglandThe FA CupWembley StadiumEngland WomenEngland 21sFA WSLRespect
@thefadotcom@respectfootball@WembleyStadium@FAWSL@englandfans
• 1.1 million fans• Engage fans
• 240,000 fans• Build a new generation of FA Cup fans
• 72,000 fans• 350,000 Check ins•Promote event calendar
Identify Audience
Reach Goals Develop Clusters
Media Support
Set GoalsCreate ScheduleMission
Determine Content
Develop Tone
Be Strategic Social Strategy Road Map
Target relevant consumers
Superfan Competition
•Hosted on facebook
•Media partnership with Standard
•£10,000 supporting ad spend
Timely and topical increases engagement
Have Fun: Think outside the box
Hard to be topical across 12 months
•Fans engage less between England matches
Facebook Row
•New fan and engagement strategy working together
Resource to react
Get Involved- BBC Test Match Cricket
•Questions from Twitter• Tweet Deck•@theashes to The Ashes•Boycott Bingo, UGC•Sprinkler Dance
“Involve your fans, have fun and have a go”
Planning
Going Forward•Longer Term planning•Joined up England v Wales plan•Maintain and build relationships• Bring the fans closer
Low Resource•Topical Wall Posts•Starting 11’s•Polls•Smarter Tweeting•Behind the scenes content
Medium Resource•Links to Website•Competitions•Links to video content•More topical articles
High Resource•Squad Content•Celebrity Content•Campaigns•Apps
What’s next
• Get the content right• Understand our consumers• Refine our execution
Identify Audience
Reach Goals Develop Clusters
Media Support
Set GoalsCreate ScheduleMission
Determine Content
Develop Tone
Be Strategic Social Strategy Road Map
Summary
Be Strategic
Target Relevant Consumers
Resource to react
Think outside the box
Timely and topical increases engagement
Plan and execute
