jo vertigan presentation to digital marketing london presents: putting social into sport
DESCRIPTION
Jo Vertigan was responsible for the online element of the England 2018 World Cup Bid. This is an edit of the slide deck that was presented at Digital Marketing London Presents: Putting Social Into Sports meet up on the 30th of May, 2012 at Zigfred in Hoxton Square.TRANSCRIPT
Jo Vertigan
England UnitedTHE WORLD INVITED
A Digital Postcard(distribution version no video etc)
My Background
England 2018 Digital Strategy:
What it was
• A multi platform approach to communicate our vision
• One of many outlets to allow people to express their support
• A place for bid partners to have visibility
• A platform for us to raise our global visibility
What it was not
• An exclusive platform for latest news
• Latest blogging news from the world of football celebrity
• A UGC forum for a wide range of views
• A vehicle to secure 24 votes
Primary Objective
• Design, build and deploy an engaging global digital strategy that allows England 2018 to share its vision for a World Cup in England
England 2018: Initial Digital Objectives
1. Quickly (6 weeks) create a wide number of interlocking communication platforms to deliver our key messages
2. Optimise platforms in terms of visibility on a global basis
3. Use social media to engage a global audience and generate support/content
4. Reflect UGC back to key stakeholders to demonstrate global support –our digital echo-
Campaign
Marketing
Technical
Commercial
Digital
Simplified Bid Structure
Key Events (Digital)
Launch may 2009
November 2009
Host Cities
Bid Book Delivery May 2010
may 2010
Facebook Media
Supporter App launch July 2010
August 2010
Back the bid week
Final announcement DEC 2010
august 2009
Mb deployment
Process: A 24 Month Campaign
• 1-2-1 Lobbying• Candidate Host City Process • Host City Selection • Technical: Bid Book Submission• Inspection Visit • FIFA Evaluation • Final Lobbying• Zurich Presentation• The Result!
Digital Measures Of Success
• Total supporters• Engagement with multiple platforms • Countries/fans represented within platforms• Global visibility and reach• Social media to enhance message not distract
England 2018 The Initial Brief:Design Build and Deploy a Digital Strategy
• Very limited launch budget: >sub £30k
• Existing Assets: -None-
• Visibility: 42 International Media Organisations
• Team Members: 1
• Soft Launch Options –nil-
• Speed to market: 6 weeks (no slippage possible)
Initial Site Map
Site Design 3 Weeks Before Launch
Site At Launch Design, Built and Deployed in 6 Weeks
17/05/09: Bid Facebook page launched
Post Launch Activity
• Blogger OutreachReach: 476,35729 Forums and Blogs
• Buzz Monitoring
“We are running our very own focus on the world cup bid, including a blog of events as they happen. If there is anything else we can do to show our support then please let us know, we would be honored to be involved.”Jemma, Three Lions
Celebrity Supporters
As fans pledged their support on the page they were joined by many celebrities backing the bid.
13,184 Fans as at 15th June 2009
OUR SUPPORTERS
ENGAGEMENT
ALL SUPPORTERS
AMBASSADORS
ENTERTINAMENT
SPORT
CIVIC
IMAGES AND MESSAGES
August 2009: Mobile Deployment
• Text ‘England’ to 62018 running at on the perimeter boards at matches
• Host City Voting Options: September
• Mobile Optimised Site
• Iphone App
Going Global
Reinforcing The Channels
Site Redesign August 2009
Global Platforms:
iPhone
FacebookFlickrTwitter
YouTubeMobile web
Main Site
Scarves around the world
As the international support grew, scarves were distributed to fans around the world. The feedback was started to create the social media loop with hundreds of photos posted to our ‘Scarves around the World’ album.
Facebook Page Evolution
Host city announcement
England vs. Egypt game
Traffic driver campaign launched
Bid Book presentation
World Cup start
Language Development Spring 2010
FRENCH
SPANISH
CHINESE
JAPANESE
KOREAN
RUSSIAN
GERMAN
PORTUGUESE
ITALIAN
BRAZILIAN/PORTUGUESE
ARABIC
Organic Search January 2010
May 2010 – FB Media campaign
To advertise the Facebook page to an international audience we invested in Facebook media. The relatively small investment showed the huge interest in English football in South-east Asia, as the page grew with 25,000 new fans in four days.
14/05/2010: Bid book delivered
• Live updates from the event generated high audience engagement
• A high point of the bid to date followed by the FA Cup Final
The Bid Book 1,752 pages IN THREE VOLUMES ACCOMPANIED BY11 Flight cases of additional documentation
Summer 2010 To The Result
Supporter App launch July 2010
Developed a FACEBOOK app to encourage FANS TO UPLOAD CONTENT to show what they were doing to support the bid
THE WORLD INVITED IP’s mapped & animated
ENGAGEMENT
BID’S GLOBAL SUPPORT
MESSAGES
IMAGES
Digital Assets Page iPHONE APP
WIDGET
MOBILE
TEXT
YOUTUBE
FLICKR
BUTTON
WALLPAPERS
TOOLBAR BUTTON
Back The Bid Week
Call to action show your support ‘wear your shirt to work’ etc
Daniel Craig: & many others
2 Millionth Supporter
Endgame
We lost a supporterRIP Paul the OctopusOn 26th October, bid ambassador Paul the Octopus sadly passed away. We honoured his memory with two moving status updates.
But Gained Even More International Supporters
239,294UK
6,805USA
22,985Malaysia
2,040Australia5,910
Singapore
5,794India
2,357Indonesia
We’ve had overwhelming support from around the world with focus in these key areas:
“BRASSIIIIIIIIL!!!! I support England as the place for World Cup 2018!! Lets bring it home!!”
“Come on England! Bulgaria supports you ;P”
“Hi am sahal and am supporting this bid all the way from kenya i'll be glad to be there to watch rooney and theo its gonna be the best”
Organic Search Tracking
Over 2.5m Supporters
from 185 Countries fromAlbania-Zimbabwe
Who have taken the time to write 75k personal messages of support
Over 1m visits from 212 Countries and territories
Operating in 12 Languages
Illustrating the £750m investment of English football in International Development across 100 countries
End Game: Website
