Since we first started reporting on football social media in 2010, we’ve seen football clubs progress rapidly with the times. In 2010 clubs were broadcasting RSS feeds on their Twitter feeds and were hiding their video content behind paywalls. In 2014, creative content is here to stay as clubs look to finally harness data with match infographics, leverage new social channels and work harder to entertain their fans. However, football is increasingly financially focussed and all this good work will be in vain if football clubs fail to properly demonstrate how they are making a return.

For many football directors and financial backers, they’ve invested (albeit with small budgets) in social media to answer the pleas of club PR, Press and Marketing managers. Now, with some 18 months of investment and more and more clubs employing ‘Social Media Manager’ roles, 2014 will undoubtedly be a year to reflect back on these decision and assess the value of social media.

Undoubtedly, social media is a requirement for any sports team – the benefits and cross-department value for customer service, marketing, press and fan-club relationship management are indisputable. Unfortunately, finances are often the primary concern for the board of directors and they will constantly be looking at areas of the business leaking cash and other areas where it’s providing an alternate revenue stream.

For many clubs this will mean looking back at their campaigns and strategy and analysing metrics such as traffic generated to website, assisted conversions, resource spent and KPI targets met. There’s no question that club content has got better, but what return has it given the club? The football industry needs to now move much further than just Likes and Tweets. These metrics certainly helped early on and are still relevant for understanding the reach and audience, but they cannot and should not be the only source for measuring ROI.

Instead, clubs should now be thinking about the next stage of their social media and look to evolve their social media strategy.

Better Measurement

As previously stated, the usual social metrics are still valuable but by themselves, they are meaningless to a financial director who has the power to invest or no invest in future social media strategies. Football clubs need to make better use of tools such as Google Analytics to actually understand not just what traffic their social media content is generating, but what actual money social media brings. Clubs need to be demonstrating how social media updates and content are selling merchandise, match tickets and hospitality packages.

Better Tracking

The above can only be achieved through a more robust social media tracking strategy. The majority of football clubs fail to use Google Campaign tagging to track their social media audience in Analytics. Spending that extra time to tag every tweet and Facebook update may be a little laborious, but the advantage of this is that clubs can see exactly how many conversions their campaign had, this means they can show, “we spent 20 hours on this project at a cost of £xxx – but we generated three times that amount in sold match tickets directly from social media”. This is the data directors want to hear and social media managers need to deliver in order to justify continuing/more budget.

Develop the strategy

Most clubs know their audience and know how to best engage with them, the time to begin marketing better is now. Previously clubs jumped into marketing mode straight away without doing any of the community development. They addressed this issue but somewhere along the way have forgotten that they need to show real ROI other than tweets and Likes. Whether fans like it or not, clubs need to look at tweaking their strategy to ensure that there’s a level of monetization involved. Social media managers need to work closer with commercial teams and provide input on how the traditional offline kit launch campaign can be integrated into social media.

Leverage sponsorship

Clubs need to address sponsorship immediately. Sponsors are starting to get very savvy to the fact that they should and can leverage the club and player social media presence for their own ends, but few clubs look to their sponsors to do the same. Clubs need to ensure they have complete control over their social media properties and know what they are legally allowed to do on social media in order to avoid breaking any advertising standards. 2014 will see more sponsors asking clubs to work in social media clauses such as “we want the club account to tweet the sponsor account on every match day”. Clubs should in turn look to sponsors to help fund larger content pieces that they might not necessarily get budget from the club for.

Clubs must start to think more financially about their social strategy otherwise they run the risk of losing further budget. The best social media strategies (and professionals) are those who set realistic expectations, understand their audience and can then devise appropriate strategies with the resources at their disposal. If clubs can show their board of directors that they are making money from the platforms, whilst continuing to engage with fans – then they will be in the perfect position to execute larger and more creative strategies in the future. 2014, particularly the end of this season may be make or break for many football clubs social media strategies.

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AS Roma’s 3-1 victory over the MLS All-Star side was refereed by Hilario Grajeda who can be seen in the supporting video wearing a headset to record the game and provide fans with amazing content. Whilst it might not be “behind-the-scenes” it certainly gives football fans another view of how fast paced a football match can be, as well as an insight into just how moany footballers are on the pitch.

Ref Cam isn’t new to the US, with the Women’s NBA already having trialled the concept to great success. Unfortunately for us, FIFA doesn’t allow this type of technology in any official football match so we will have to be content with this perhaps being used in solely friendlies in the future.

Undoubtedly, it’s a fantastic idea for generating content and could one day be used by referee’s to justify why they made certain decisions based on what view of the ball they had.

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As a long standing advocate of Connected Stadium’s, we are absolutely delighted to see yet another football club realise the potential of   having a 21st century stadium that will actually allow fans to connect, learn and share information directly from their tablet or mobile devices. Last month, we highlighted that the value isn’t just in offering better WiFi to fans so they are encouraged to connect with Social Media more, but also integrated the online world physically into the stadium.

City have long been using video and Twitter to pull in tweets from fans across the globe into the stadium concourse. Clearly this pilot has worked as they have invested in bring Cisco’s Stadium Vision Mobile into the Etihad.

StadiumVision Mobile is capable of delivering  live video and relevant event information to fans’ mobile devices with minimal delay and can offer multiple channels of unique content, which could include a replay channel, an alternate angle view channel, and a dynamic data channel (for stats, trivia contests and multi-player games).

Tom Glick, Chief Commercial & Operating Officer for Manchester City Football Club, told Digital-Football.com:

“As a Club that is passionate about innovation and prides itself on constantly looking for ways to enhance our supporters’ experience at the Etihad Stadium, we feel we have found the perfect solution with O2 and Cisco.

Live games and concerts are highly enjoyable social events and we are delighted to be able to offer supporters a system that allows them to better utilise their own mobile devices when at the Stadium.”

It will be interesting to note if both Liverpool and Manchester City see a growth in the next few months from more fans interacting on Social Media during matchdays – as currently most fans are in the digital dark as stadiums struggle to cope with signal/WiFi demand.

The post Man City Connected Stadium: Adds high speed WiFi & Video appeared first on Digital-Football.com - Football Social Media & Digital Sports news.

What is the Connected Stadium?

The Connected Stadium is a concept where sporting arenas are improved technically and digitally to ensure that the audience within,

• a) Is encouraged to interact online from within the stadium
• b) Can interact with the online web whether via tablet or mobile devices.

With the rise of the smartphone in the last 5 years mobile devices and Social Media have become more and more entwined. As such, football fans are heading to stadiums armed with their phone – ready to tweet, share, Like and snap photos. Connected Stadium’s often involve having to improve 3G/4G connectivity or offering fans WiFi (either free of charge or monetised) so that they can connect and engage from the stadium without slow/non-existent connections.

Why is important to have a Connected Stadium?

Stadiums have previously been incredibly poor for phone signal/online connectivity. If you can imagine the sheer consumption and overload caused by 60,000 people trying to check in on their Facebook app, you might be sympathetic to the providers who have to deal with sudden surges in activity pre, mid and post-match. Connected Stadiums are important to football clubs in particular as they have their customers (the fans) captivated and all in one area where they can influence the thought process.

Furthermore, a Connected Stadium is conducive to Social Media, especially when you consider that in sports, the stadium is often the heart of all life, history and activity. With this being the case, it is absolutely crucial that fans can share, engage, monitor and create Social Media engagement in the right places at the right times.

In a Connected Stadium, fans can tweet their opinions, Instagram and share their photos, Like official club status updates, check in to the stadium – and ultimately but perhaps further down the line, purchase goods. Connected Stadiums should allow clubs to maximise on matchdays and improve their engagement levels. Furthermore, it should help improve other aspects of the club – international brand, merchandise, marketing, PR and even customer services.

Is it just giving fans WiFi?

No. Improving connectivity isn’t the only ingredient of a Connected Stadium – it’s a huge part of it but not the only element. Clubs need to ensure that fans have visibility first off – which means signage, programme materials, stickers on back of seats informing them how to properly access the WiFi and what the Social Media channels actually are! Secondly, they need to incentivise fans into actually using the system – this means offering discounts/prizes for geo-location check-ins, running matchday competitions, offering hashtags and even perhaps – as Manchester City have done so – moderate and promote selected tweets onto screens in the stadium to encourage further tweeting.

Club Social Media campaigns need to be integrated into the stadium itself with offline call to actions, clever use of geo-locations tools and services and a strategy that facilitates match day content and spreads this to fans who can’t be in the stadium.

If it’s so good, why are there so few doing it?

The key problem that nearly all football clubs face is the sheer amount of investment that is required to physically buy, install and maintain an enterprise level WiFi system. The logistics behind undertaking this task only grows as the stadium capacity increase, so when you consider Wembley has 90,000 seats, trying to potentially cater for 90,000 individual mobile devices uploading an image of perhaps 3MB during a halftime period of 15 minutes – is quite demanding.

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What would you like to see in stadiums to help improve fan engagement? Are Connected Stadiums worth the investment?

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Social Media influencers can be the difference in a small complaint going viral and truly damaging the brand’s reputation. Likewise, positive sentiment from a fan influencer can vastly improve the reach and overall success of a campaign on Social Media. With so much at stake, it’s surprising to see (particularly in football where there is a plethora of influencers) so few teams willing to publicly engage and leverage their influencers.

With this in mind, here are 5 ways that sports teams can utilise their Social Media influencers to help support their Social Media strategy:

1. Fan meet-up days

Fan days are increasingly popular in US sports (who have long been leaders in fan engagement via Social Media) and there’s no reason they can’t take off here. The premise behind the day is to invite a number of influencers to a club location, usually the stadium, and simply give them a forum to ask questions, raise issues, find out more about the club as well as talk to other influencers that they probably have only communicated with via Twitter.

Fan days help portray the club as being transparent in their dealings and  also being seen to be actively engaging with the fanbase – which is an issue many fans cite never seems to happen.

2. Access all areas

We’ve talked about the value of behind-the-scenes content before, and really this is just a natural development of this concept. Fans want to consume content that they view as valuable, so if you’re struggling to get views or shares on official club content, then perhaps think about what you’re actually offering. A simple invite to 3 or 4 influential fans to access an area of the club not usually accessible, and letting them record the visit – will go a long way. For example, you might invite influencers to take a tour of the training ground, meet the physio team or find out some basic training techniques from the coaches. If a club wanted to be really ambitious, that might even let an influencer shadow the team on a game day…

3. Fan content

Website content such as match reports are often written by journalists at the club, and as such tend to be similar to mainstream media and traditional content. Whilst it’s obviously important to have a high standard of writing, it can sometimes get a bit too over familar and go stale. Many of your influencers are likely to be proficient bloggers and as such can write to a good standard, so add a bit of variety to official club content and ask them to contribute every so often. You may find that the content is more reflective and resonates with the fans better, and it is equally more likely to receive more Social Media engagement if the influencers aggresively promotes his involvement with the club with pride.

4. Match-day coverage

Something we have discussed before is integrating your influencers into matchday coverage on your Social Media channels. Whilst US sports have managed to allow influential fans to take over the Twitter and Facebook channels, this might be too scary for UK based sports teams who are not quite there yet in terms of passing on the responsibility.

With this in mind, you could still invite influencers to live blog the match, be involved in the commentary or at the very least retweet/share influencers thoughts at halftime. This is a really easy and effective way of leverage your influencers and getting them more involved.

5. Supporting campaigns

Last but not least, simply putting some time and effort to build a relationship with influencers with a tweet here and there can prove to be a wise investment in the future. Sometimes, a Social Media campaign can be flagging or not really taking off. A quiet word via email or direct message asking for a bit of support or just a retweet can be the kickstarter your campaign needs. This is the simplest of solutions and nothing but old fashion PR translated onto Social Media. Of course, you can’t just do this without any work or previous effort – influencers need to feel like that you’ve bothered to actually care about their involvement. Simply mass tweeting influencers to retweet will not go down well and will more than likely stir up negative sentiment.

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Fans are clearly a huge part of what make the team and this reflects in their digital stats, they have the second most amount of followers and likes after LA Galaxy. Digital-Football.com had a chat with Digital Marketing Manager Shane Evans to discuss how they’ve built such a large following, despite being one of the youngest teams in the MLS.

Q. How would you describe your average 9-5? Are there any routines?

A. There is rarely a routine in this job. There are patterns depending on what point in the season we are in or if we are playing home or away, that kind of thing. Things are thrown at me from all different angles and departments and I react accordingly based on need or urgency and go from there.

Q. The football experience often involves huge amounts of tradition and unity, as a relatively young club, how do you use digital to try and instill tradition alongside fan involvement?

A. Well one thing that football fans most certainly are is passionate, so it doesn’t take much of a push in the right direction for little things to become certified team traditions. As far as the digital side of that goes, we just keep things fresh in the minds of our supporters and make the things they hold most dear apparent in everything we do.

We also make a point to let things grow organically. We don’t overdo certain phrases or hashtags and let our supporters decide what they like best and go from there.

Q. How do you engage with fans who may also be engaged with a NBA, NFL, NHL & MLB team. Is there an Inter sport rivalry or do you just focus on the MLS fans.

A. The Sounders and the Seattle Seahawks are actually under the same umbrella (and office/stadium for that matter) so there is a huge overlap in our staff/projects/goals that kind of thing. We encourage a healthy relationship with the Seahawks and our supporters react tremendously well when we mention them in posts and that type of thing.

Typically, you’ll see supporters stay loyal to an entire city rather than just one sport. If you’re a Sounders fan, you’ll most likely enjoy the Seahawks and catch a few Mariners games a year and we encourage that behavior as its reciprocal. When the Sounders are successful, the Seahawks highlight that and vice versa.

Q. How do you use digital to build a loyal fan base?

A. At the Sounders we’re extremely lucky to have one of the biggest fan bases in all of MLS so we use our digital arms to maintain it and grow steadily. To contradict my last answer, we do compete with the Seahawks/Marines at times for media attention and the like so it’s important to stand out, even within our own market. As such, ensuring our content is unique and eye-catching, while not being too over the top, we help to grow our following.

We want to reflect the passion of our supporters in what we do and have them engage accordingly.

Q. When are your busiest periods?

A. Typically after matches we see the biggest engagement of our supporters as everyone wants to know more about the action and the take of our players/coaches/analysts is scrutinized, whether good or bad.

Q. What do you do on match day for digital engagement?

A. We do a lot on match days to get our supporters involved. Aside from the typical live tweeting of match action, we post numerous photos in an effort to capture the atmosphere of a Sounders match, as well as video, polls, pre-match articles and basically anything that we believe our supporters will enjoy…all of which on a strict schedule that doesn’t seem like we are force-feeding content.

We want our supporters to connect just as much with the content as they do with the match itself.

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The Sounders currently sit with just over 62,000 Twitter followers and despite being the 97th largest club on Twitter worldwide, have the 3rd largest following in the MLS – with LA Galaxy and New York Red Bulls leading ahead. On Facebook, the Seattle side have a very commendable 290,738 Likes and an even more impressive 63,000 check-ins at their stadium, something many European teams are still lagging behind on.

We want to say thanks to Shane for taking the time out to give us a behind the scenes look at how the Sounders are engaging on Social Media and wish them all the best in the future.

The post Seattle Sounders show how MLS use Social Media [INTERVIEW] appeared first on Digital-Football.com - Football Social Media & Digital Sports news.

Barcelona, for example has today over 39M fans on Facebook, over than 10% more than their archrivals and the self claimed “biggest club in the world” – Real Madrid.

In the UK, rather than on the number of fans, Manchester City’s main success has been in terms of brand – though City has a respectful 4.5M fans on Facebook, they can’t yet be compared with their Manchester rivals United who currently have over 35M fans on that social network. Other clubs such as PSG or Chelsea who were bought by foreign investors and, by that, lost some of the admiration and respect of “traditional” football fans, City have been successful in globally projecting a positive image of the club and pioneering in many online engagement-generating initiatives with their fans.

The two main pay-offs of this strategy have been:

1. improving the satisfaction levels of old citizens – those supporters and members who have followed the club for whole their lives; and
2. a steady growth of the club’s fanbase: new citizens from abroad – projecting Manchester City’s brand and gaining  international market share.

In other parts of the world, however, clubs choose other marketing and communication strategies. For example, last Wednesday, Portuguese champions FC Porto released what can be called a “motivational video” for their fans, about last weekend’s “Clássico dos Clássicos”, otherwise known as the Benfica-FC Porto derby. The current leader of the Portuguese league Benfica and the holding champions FC Porto drew 2-2 and Benfica kept their 3 points advantage to FC Porto who, in turn, have one game less to play.

Following three days of mutual public accusations in the press (coaches, players and presidents of both clubs gave extensive interviews and press-conferences), the “battle” came to new media when FC Porto released on their Facebook page a 4min video titled “Fair-play is bullshit” (yes, true). The video repeatedly shows images of violent fouls of Benfica players and supposed mistakes of the referee against FC Porto. In between, you can actually see the 2 goals FC Porto scored. Professional video editing and “epic” Portuguese music back the video as a soundtrack.

Benfica’s fight back came on the next day, publishing a video in which one can listen FC Porto’s coach and president complaining about the referee on post-match press conference while simultaneously are presented images of flagrant fouls of FC Porto players and supposed mistakes of the referee against Benfica. The ironic style adopted made it an instantaneous success in a country and soon went viral in Portugal.

Combined, the two videos had over 4000 shares on Facebook less than 12 hours after Benfica posted their reply. Since being uploaded the videos have quickly surpassed the 150,000 views mark in a short timeframe. As a consequence, the engagement rates of both club’s post were higher than their average.

But should success in football clubs social media be measured only in terms of figures and engagement rates? How should social media strategies success be evaluated for football clubs?

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With the foundations of Football Social Media already set, what does 2013 mean for the 1,551 football clubs currently using Twitter and even more on Facebook?

1. Blogger Outreach

As the power of influence continues to shift towards the blogger-sphere from the traditional press (And note, I’m not saying bloggers have more influencer, just more than they used to!) – clubs must start to take notice of the opportunity that influential fan bloggers hold. Football clubs will begin to develop deeper relationships with bloggers as a way of changing fan perceptions, improving fan engagements and help generate Social Media noise. This will come in the form of blogger match invites, bloggers at press conferences and providing bloggers with behind the scenes content. Fans will always trust their fellow fans over club communications (Which are often perceived to have a commercial agenda).

2. Curated Tweets for media publications

Fan tweets are increasingly becoming the go-to device for measuring fan opinions. Very slowly, we’ve seen fan and player tweets appear in sports TV shows and print media as a way of representing the thoughts of a fanbase on a particular issue or incident. If clubs are savvy enough, they will look to promote their own Social Media and brand by encouraging fans to tweet more often. Clubs can do this by curating the best and most influential tweets from fans and players into their offline and online media. Whether this via projecting tweets throughout stadium concourses as Manchester City have done or including them in website match reports – it’s a great way of involving fans with content production.

3. More use of “Datatainment” in club media

No longer a new concept, the aptly named “Datatainment” ideology is the process of using big data as a way to entertain and engage with fans. A fantastic example of this has been Arsenal’s Stats Zone content on their website before playing opposition.

The London giants use performance data such as pass completion, goals scored, clean sheets, team form etc. as a way to predict the outcome of the match and help entertain fans by giving them some insight before the game. This has to be adopted by more clubs as data – or stats – fits the psyche of a football fan perfectly. Datatainment content is a great way for clubs to build excitement around football matches, help bust myths about player performances and generate substantial levels of Social Media noise with engaging and visual content.

4. Bigger fines, harsher punishments for player Twitter mischief

In 2012 we finally saw footballing bodies like the FA and the Premier League issue Social Media guidelines for football players in the UK. We’ve also learnt that many clubs are internally training and educating players around good and bad practice as players have become more active on Social Media channels like Twitter, Facebook and Instagram. Still in it’s early stages, we can expect clubs to develop these pieces of governance and regulation further – so expect to see tougher and harsher punishments for football players making mistakes on Twitter in the future. Club Brand and PR can take huge hits in the mainstream press from negative tweets – so ensuring players don’t portray the club in a bad light will be a priority for every Social Media manager at football clubs this year.

5. Monetization of Social Media channels

Last but certainly not least, finding a way to make money from Social Media will be perhaps the most important issues football clubs face in 2013. If 2012, was the year clubs got to grip using Social Media and showing how influential it is, 2013 will be the year clubs will have to prove it’s worth the investment to their board of directors. Expect football clubs to be inventive in ways of trying to monetize their Social Media – this might be through making more content to sell match day tickets, more tie-ins with partner sponsors and better use of Social Media to help aid merchandise sales.

So there you have it – our official predictions for 2013. After getting a decent number of our Football Social Media predictions right for 2012, hopefully we can continue our good track record and continue to bring you the most exclusive and very latest news about how football clubs are using Social Media.

The post 5 Predictions for Football Clubs on Social Media in 2013 appeared first on Digital-Football.com - Football Social Media & Digital Sports news.

It may feel a bit strange to see the number of Facebook followers of FC Barcelona (38M) is lower than Messi’s (40M). The same happens with Real Madrid‘s number of Facebook fans (34M) comparing with Cristiano Ronaldo (52M). Personal brands have been understood as fundamental weapons to leverage a club’s brand. This has been particularly agreed and adopted since the year 2000, when Florentino Perez won Real Madrid’s presidency for the first time with the promise of creating a team of “Galacticos”.

At a first sight, it may well look like the individual player is greater than the club but, in what comes to sports marketing and social media, it may very well be this way.

Many world-wide fans follow and support their clubs in their own national leagues, complementing it with the tendency of following one or two world-class players of their liking. One needs only look to Asia (the commercial and marketing success of Park Ji-Sung in the UK or Nakata in Italy have become classic case-studies in sports marketing Universities) and look at how European players are being keenly followed away from home – David Beckham or Robbie Keane being a good example for LA Galaxy.

In Portugal, it has been curious to observe the market’s preferences in the past decade: TV shares of Manchester United and Chelsea were incredibly high when Ronaldo and Mourinho were starring in the Premier League. Now, Real Madrid seem to be every Portuguese fan’s second club: after Benfica, FC Porto and Sporting Lisbon, Real Madrid’s matches have the biggest TV-shares. Why? Because they have Portuguese personal stars: Mourinho and Ronaldo.

Top European clubs have understood this tendency and take advantage of the online world, namely social media sites, to promote their stars and help develop their own communication channels. Indeed, these channels will lead to more awareness and engagement, both with the players and the club.

It basically means what firms and advertisers are looking forward to hear: “more audience”. More audience will eventually be reflected on the club’s direct sales – shirts, merchandise – and indirect sales such as new sponsorship agreements and TV broadcasting rights.

It’s a win-win situation that definitely proves one thing: social media is continuously changing the game.

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For football clubs, they need to shake off the dust and let go of their traditional marketing plans – sales promotions, “On this day” historical updates and nonsensical marketing videos. Instead, clubs should be monitoring and listening to their fans – old and new.

Last year, nearly 1 million people came to the UK to watch football, contributing a colossal £706 million to the tourism industry. This is a massive stat and clubs should focus on how they can turn football stadiums into tourism landmarks and amphitheaters for entertainment.

With this in mind, Football Social Media activity needs to become more about how to entertain fans rather just inform or marketing. Social Media needs to create excitement pre-match, drive ticket sales and tap into the passion of the fans.

How do you entertain your fans?

Clubs need to think about what fans want – this means behind the scenes footage, insights that have previously been concealed around diet, using data to entertain e.g. datatainment, training, even what actually happens on transfer deadline day.

Prior to matches, clubs need to show the most exciting encounters with the opposition – they need to show that this isn’t just another league game but it’s a grudge match for last seasons thrashing, the return of a previous player now playing for the opposition or a chance to take on the toughest team in the league. Clubs need to use YouTube to show snippets of highlights from past games, use data to predict scores or talk about key players and unite the fans behind emotive team support hashtags on Twitter.

Football is a very tribal sport – where traditions, pride and loyalty feature as a huge ingredient of what makes a fan a “true fan”. Clubs need to play upon this and create a siege mentality in the club using Social Media, they need to hype up games and players but at the same time ensure it doesn’t go so over the top that it comes across as cheesy. Anyone who watches football on TV will know that the 30 second trailer ahead of a game on Sky Sports can really get the blood going, this is the type of content and effect that clubs should be looking to replicate.

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