a journey in social media andy smith @a_bsmith. the football association why social strategy key...

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

facebook

• 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

Andrew.Smith@TheFA.comTwitter @A_BSmith

Questions