adding value to sport through social media. welcome introductions setting the scene england football...
TRANSCRIPT
Adding Value to Sport Through Social Media
Welcome
• Introductions• Setting the scene• England Football Team• Nottingham Trent University• University of Brighton• The 1st Social Media World Cup• Sports Hub and University Experiences• Summary• Questions
Setting the Scene
• Facebook has 450 million users worldwide• 48% of these are under 25
• 4.9 million 17-22 year olds in the UK• 2.3 million students in HE in the UK
• 1.9 million are at English HEIs• Roughly 85% of this age are on facebook so:
• 4.1 million 17-22 year olds in the UK• 2.0 million students in HE in the UK• 1.6 million at English HEIs
• Facebook is part of the daily routine• 25 minutes• 2 visits a day• 50% return daily
12%
36%
22%
30%
13-17 18-24 25-34 35+
Sources: Facebook internal dataOffice of National StatisticsHigher Education Statistics Agency
1st Social Media World Cup
Marketing Objectives• Build a data base of England Fans• Grow the brand of England• Develop a 1:1 relationships with fans
What are your objectives?
Facebook Objectives• To make England facebook page the platform for informal engagement
with England fans • Establish a platform to communicate on England-related marketing
initiatives• To drive traffic to TheFA.com
5
Hardcore1%
Followers13%
Big ‘Eventers’24%
Fans20%
Base: All Adults (n=2,004)Q: There are different types of supporters. Which of the following best describes the type of England football supporter that you are?
13
10
20
14
10
Regularly attendEngland home and
away matches
Go to occasionalmatches but nevermiss an England
game on TV
I never miss anEngland game on
TV
I would probablywatch them, but Iwouldn’t change
my plans
I tend to only watchwhen England areplaying in major
tournaments
I tend to only watchbecause mypartner or
family/friends are
A dichotomy between committed armchair and live fans exists
Intensity Of Engagement With EnglandThere are 4 Core Groups
1. Create a bespoke fan experience and maximise fan engagement
Fan Experience• Provision of interesting
bespoke content• Utilising the engagement tools
on TheFA.com. Compare players and Fantasy Football
• Engaging with page during live matches
• Bringing the fans closer.
The Basics•Good practice•Planning•Customer service
Uploaded Photos
2. Developing our fan base
• Reciprocal agreements for promotion of page• Endorsed facebook posts from sponsors, supporters and suppliers• Endorsed facebook posts on relevant facebook pages• PR of page through appropriate media channels
3. Capture, analyse and optimise data and processes
4. Increase traffic to TheFA.com
• 188,000 referrals to the TheFA.Com• March and April: 11,591 referrals
• 16th to 2nd Referring Website• Top News
• Squad numbers - 6,100 Click Throughs• Rio Out -2,250 Click Throughs• England Mobile 2000 Click Throughs• Umbro - 1000 Click Throughs• England Football Day 1500 Click Throughs
Barriers Opportunities
12%
36%
22%
30%
13-17 18-24 25-34 35+
Sources: Facebook internal dataOffice of National StatisticsHigher Education Statistics Agency
BUCS
StudentUni
ClubLocal Club
NGB
PartnersBusiness
Summary
Institution Objective Process OutcomeBrighton Communicate more
effectivelyMaintain facebook 150 “how do I”
Continual growth
Brighton Sell Memberships 2 facebook wall posts 32 sales
Brighton Get more fans Incentivised campaign 300 more fans
NTU Increase awareness of opportunities
Integrated marketing Greater brand presence
NTU Develop Squash offering Facebook promotionNGB buy in/ coaching
112 fb fans2 new BUCS teams
NTU Interact with students Vidi Printer Increased interaction
The FA Develop marketing tool Set up facebook 500,000 fans
The FA Develop 1:1 with fans Facebook good practice 240,000 interactions
The FA Drive Traffic to FA.com Facebook wall posts 180,000 hits on website
