Adding Value to Sport Through Social Media. Welcome Introductions Setting the scene England Football Team Nottingham Trent University University of Brighton.

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Presentation transcript:

Adding Value to Sport Through Social Media

Welcome Introductions Setting the scene England Football Team Nottingham Trent University University of Brighton The 1 st 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 million 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 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 Sources: Facebook internal data Office of National Statistics Higher Education Statistics Agency

1 st 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 Hardcore 1% Followers 13% Big ‘Eventers’ 24% Fans 20% 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? A dichotomy between committed armchair and live fans exists Intensity Of Engagement With England There 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 16 th to 2 nd Referring Website Top News Squad numbers - 6,100 Click Throughs Rio Out -2,250 Click Throughs England Mobile 2000 Click Throughs Umbro Click Throughs England Football Day 1500 Click Throughs

Barriers Opportunities StudentsResourceFacility SpacePerceptionReach Sources: Facebook internal data Office of National Statistics Higher Education Statistics Agency

BUCS Student Uni Club Local Club NGB Partners Business

Summary InstitutionObjectiveProcessOutcome BrightonCommunicate more effectively Maintain facebook150 “how do I” Continual growth BrightonSell Memberships2 facebook wall posts32 sales BrightonGet more fansIncentivised campaign300 more fans NTUIncrease awareness of opportunities Integrated marketingGreater brand presence NTUDevelop Squash offeringFacebook promotion NGB buy in/ coaching 112 fb fans 2 new BUCS teams NTUInteract with studentsVidi PrinterIncreased interaction The FADevelop marketing toolSet up facebook500,000 fans The FADevelop 1:1 with fansFacebook good practice240,000 interactions The FADrive Traffic to FA.comFacebook wall posts180,000 hits on website

Questions Sports Hub Table Tennis