Irish FA Social Media Strategy
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The Irish FA aims to use social networking to communicate with fans, engage fans, develop sponsor reach, and generate revenue. They target people passionate about their brand/social media and people passionate about their brand but not social media. Content includes match coverage, competitions, behind-the-scenes photos. Revenue strategies include online shopping, paid apps, and driving fans to commerce sites. The document provides examples and learnings around using social media effectively, like live tweeting events, frequent posting, hashtags, and driving new followers through traditional channels.
Irish FA Social Media Strategy
- 1. Social Networking at the Irish FA Geoff Wilson (Head of Marketing and Communications) @geoffwnjwilson
- 2. Irish FA’s Social Networking Objectives • Communicate with our fans and media • Engage and interact with our fans • Develop reach for our Sponsors • Generate Revenue
- 3. Groups to target 3 target groups: •People passionate about our brand and Social Media. We are already hitting these people. •People passionate about Social Media who are not yet passionate about our brand – we can hit these people with good Twitter activity (live-tweeting, use of hashtags, Q&As, breaking news, posting pics, using your unique access to the players and coaches). •People passionate about our brand who are not yet on Social Media. You reach these via traditional marketing channels
- 4. Comms Overview KEY; must use all channels not just social networking platforms
- 6. Content
- 7. Social Networking; General content from Irish FA web site, 20k campaign, invite your friends
- 8. Social Networking; squad line ups on twitter, results of Domestic games on a fri/sat, live game coverage (all levels of our game – schools, international, domestic) via tw,
- 9. Social Networking; tweeting live at squad announcement events
- 10. Social Networking; Competitions win tickets (RT and follow with message that tickets are still available to purchase)
- 11. Social Networking; Competitions with our sponsors –engaging question – where did you watch the Spain v NI game in 1982
- 12. Social Networking; tw competitions with our partner adidas
- 13. Social Networking; behind the scene’s photo ie kit room pre game against Portugal. In conjunction with adidas who RT’d
- 14. Social Networking; twitter take over
- 15. Social Networking; live web chats with a local newspaper, coverage of our SN feeds in press releases
- 16. Social Networking; Partner Awards events
- 17. Social Networking; National Stadium video updates
- 18. Social Networking; Public Affairs (MLAs)
- 19. Social Networking; Diary of manager PR visits during one day
- 20. Social Networking; Marie Curie Charity
- 21. Social Networking; Proactive statements – Leon Knight case ref disciplinary action for tweeting offensive comments
- 22. Social Networking; Proactive communications regarding referees (negative coverage of referees over the last week or so)
- 23. Revenue
- 24. Social Networking Revenue; Online facebook shop
- 25. Social Networking Revenue; Paid Apps
- 26. Social Networking Revenue; driving fans to e-Commerce sites ie Soccer Schools e-Commerce site
- 27. Social Networking Revenue; Facebook Places promo in the IFA shop
- 28. Social Networking Example; NI Fans section, facebook fri, link to IFA megastore, twitter tues, link to IFA site (banner ad rev)
- 29. Social Networking Example; email capture
- 30. Social Networking Revenue; Part of a Package – txts, email ads, banner ads, story on our site, story on fb site etc
- 31. Other
- 32. Social Networking Example; Code of Conduct
- 33. Social Networking Example; Advertising on facebook
- 34. Social Networking Example; Match Day Programme app
- 35. learnings • Use social media such as twitter for live launch key events - new kits reveal • Frequent posts/tweets/video especially with live events • Keep content relevant • Have good wi-fi at your event/stadium • Ensure senior figures in your FA know the importance of social media • Be clear to mention the event you are tweeting from – mention the event in every tweet so that followers know • Interaction - competitions, retweet best/funniest answers, post more pics. • Attach a hashtag when live-tweeting to encourage interaction and give it some context, eg #GAWA for Northern Ireland, obvious hashtags are the ones that do well • Tie up with partners such as official charity, adidas, vauxhall and get them to retweet you • Retweet frequently tweets from other people
- 36. Some final thoughts… Twitter •Live updates at an event •Run competitions •Engage with quizzes •Have a nice background on your twitter page •Be consistent with your hasttags •Keep an eye on what is trending •Encourage interaction/call to action •Present your twitter handles on traditional channels •3921 on 12 April 2012 •10165 30 Jan 2013
- 37. Driving New followers: Promoting our twitter handle in the Irish FA Newpaper column
- 38. Driving New followers: Boards at the ground
- 39. Driving New followers: Radio Ad Radio Ad aifa-azerbajaingame-301012.mp3
- 40. Thank you Geoff Wilson (Head of Marketing and Communications) @geoffwnjwilson gwilson@irishfa.com www.facebook.com/OfficialIrishfa www.twitter.com/OfficialIrishfa
Editor's Notes
- How to improve your online reputation – 3 simple things to do over and over again Listen – listen to your customers even if they want to vent their anger – try and give your customers a resolution or at least a response Engage – if someone is saying poor things about your product – politely ask how can you help them etc Resolve – do your best to resolve the customers issue. You may not be able to solve it all the time but you’ll find the effort is appreciated.
- We have got 14 retweets and 11 followers inside 14 mins due to this post!
- We have got 14 retweets and 11 followers inside 14 mins due to this post!
- We have got 14 retweets and 11 followers inside 14 mins due to this post!
- We have got 14 retweets and 11 followers inside 14 mins due to this post!