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They are tuned in and turned-on. In addition to their lap-tops they come equipped with the latest devices and gadgets. Social

engagement is a natural part of their everyday life. They expect to have content and entertainment at their fingertips and to not

have to put energy in to looking for it.

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The competition for fans attention is enormous compared to what it was in 2008. It’s like everyone has ADD these days and fans

are snacking on content – download an app here, post a message on a social media site there, do a Google search and get

sidetracked with a search result.

To engage with fans we must be RELEVANT and deliver the right content in the right format on the right platform. There is simply

too much noise out in the world today to have a strategy that does not go beyond building the official website.

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The growth of importance and the availability of digital engagement plays an important role in content consumption and has an

impact on how we develop our digital strategies.

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Our social media platforms were the platforms where we could allow ourselves to take our hair down a bit and step away from

the “official” voice that we use on UEFA.com and have fun with the fans. Although the traffic numbers are not as large as on

UEFA.com website and mobile we still had a significant reach via our social media channels: Facebook, Google+ Twitter and

YouTube.

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We did live Q&As on Twitter with the answers going into a blog that was integrated into the Continental S&E – Matchday Live and

UEFA.com blogs. We would Tweet the user who asked the question to let him know it had been answered with a link to the

answer. This was an excellent fan engagement tool and enabled our reporters to have a face and they replied with slightly more

opinion based responses than our normal UEFA official coverage. The fans loved the opportunity to “Ask the Expert”.

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http://www.uefa.com/uefaeuro/news/newsid=1832660.html

#AskCristiano was by far the most popular with the users’ questions

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Juan Mata

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http://www.uefa.com/uefaeuro/news/newsid=1832660.html

#AskCristiano was by far the most popular with the users’ questions

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Rule 40, the International Olympic Committee provision which prohibits athletes from promoting non-official sponsors during a

period around the Games.

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