The Spanish National

Football Team Twitter

campaignAmanda, Rachael, Yakov, Michael

Background

• The Spanish National Football team are World and European Champions having won the European Cup in 2008 and 2012 and the World Cup in 2010.

• The Spanish National Football team was interested in uncovering their fans and behaviors to improve growth and loyalty among their fan base, along with identifying influential followers of the team like sports icons and celebrities to enhance PR

• The team made the decision to join the social media site ‘Twitter’ in 2013

• Shortly after they joined, they gained over 600,000 followers, which is the largest Twitter following among all European national football teams

Background

• The team only had 3 people in charge of running their social media, so they used SocialBro’s Twitter analytics

• SocialBro is a tool for personal users to help them understand their followers on Twitter.

• Advantages of SocialBro

• Discover follower’s interests, influence, geographic location, languages, etc.

• Find out best time to tweet

• Segment Twitter followers and simplify community management

Country Profile

• Political

• Economic

• Mass Media

• Legal Structure

• Social Structure

Cultural Profile

Family

Cultural Profile

Religion

Cultural Profile

Art

Goals/Objectives

• Better understand followers

• Have the followers more engaged

• Identify prominent figures faster

• Compare account to others

Strategy/Tactics

• SocialBro assistance

• Analytics tool

• Prominence filter

• Account comparison

• UFC case

• 20 accounts, >6 million followers, 5 workers

• Follow-up campaigns

Campaign Results

• Improved engagement and communication with fans

on Twitter

• Utilized Twitter analytics

• Content and future campaigns catered to fans

• Two type of measurement: ongoing and campaign

focused

Evaluation

• Continued engagement

• Exploring additional platforms

• Research and scheduling

• Integrated Marketing Communications (IMC)

approach

Campaign validity in the

US

• Similar campaign would work for American sports

teams

• Engaging with and rewarding followers

• Discussion

• The “right” questions and analytics