Guest Post: Benjamin Stoll founded Digithalamus, a consultancy for digital strategies and solutions, in October 2014 in Berlin. He has worked with a focus on digital and sports for about ten years, helping brands, clubs and organizations with digital solutions, e.g. with Ledavi, GMR Marketing, Serviceplan and sport1. In 2011 he founded the missing piece as a digital engagement marketing agency.
What’s the secret of Ronaldo’s social media domination? How to make profits from social media as a football club? What should sports journalism in the age of digital media should look like? Those and other issues driven by digitalisation were tackled by an international football audience at IFA Conference Berlin on 30th of October.
Barclays Premier League Champions, Manchester City have become the first Premier League Club to launch a dedicated second screen matchday app with live video replay technology.
Launched ahead of City’s upcoming derby clash with Manchester United which is set to be viewed by millions around the world, the new app is packed with exciting and innovative features.
Manchester United are celebrating another Facebook milestone, this time passing the 60m fan mark on their page.
Although somewhat behind the likes of former player Cristiano Ronaldo, who recently became the first athlete to pass the 100m mark, and also European rivals FC Barcelona (77m) and Real Madrid (75m).
England fans have made the headlines following their Man of the Match voting on the interactive website of lead sponsor Vauxhall during England’s 5-0 win against San Marino.
63 per cent of Three Lions supporters voted goalkeeper Joe Hart as their team’s best performer in a game where he only touched the ball 11 times.
England and Manchester United captain Wayne Rooney leads the way in the Home Nations football league table for social media followers.
The ranking has been compiled by Britain’s leading independent specialist sports PR and communications consultancy, Macesport, who manage the sponsorship activation for Vauxhall, the lead sponsor of Home Nations football.
Juventus have been making great strides and been amongst the pioneers in digital amongst Serie A teams. And it’s latest idea, #PirloIsNotImpressed, has seen great global success since its launch on 22 August.
Shot during our recent summer tour in Sydney, the entertaining skit features Juventus and Italy star Andrea Pirlo judging four acts who seek to impress him with their respective performances.
Famed for his dead-pan expression, Pirlo is unmoved by what he sees before the challenge is then passed over to the online community, who are encouraged to try and win him over by sending in their own attempts.
In less than 10 days, the video has registered over 1.5 million views, 850k on YouTube and 700k on Facebook, and the hashtag has commanded a reach of over 20 million (figures provided by Juventus FC). At its peak, the #PirloIsNotImpressed hashtag was used almost 3,000 times in one day.
In addition, #PirloIsNotImpressed has also been adopted by thousands of users in discussions unrelated to the world of football.
This engaging initiative continues to proceed and, after several Twitter replies along the lines of “nice try but better luck next time”, users remain eager to see if anything is capable of winning Pirlo’s approval.
We wait to see how the club choose to extend the campaign but it’s one that shows the success in testing an idea and letting it grow organically. It is now something that could go on for a long time with its own cult following.
1966 was founded in 2006 by Terry Byrne and specialises in maximising intellectual property rights, global licensing, branding, endorsements and appearances globally within the football industry.
The team consists of coaches, ex players, managers and global brand and events experts with world-class expertise within the sports industry.
1966 exclusively manages the commercial interests of the England football team including full representation and management of the players commercial programme and relationship with the FA and its partners
Role: Social Media Manager
Salary: £25k-£30k pa
Reporting directly to the Head of Communications, the Social Media Manager will be responsible for creating and implementing the social media strategy for all companies within the 1966 group and specific individuals within the footballing industry.
- Create social media channels and populate
- Grow followers b2b for SEO
- Give individual advice to high profile sporting personal on content strategy for their own social media channels
England Footballers Foundation
- Social media content strategy and calendar to grow followers and engagement
- Work with the players themselves to create content, tweets etc
- Hands on approach to create, implement and populate the strategy for the 1966 groups social media presence across existing platforms on a day-to-day basis.
- Daily moderation, content updates, monitoring and community management of social platforms
- Provide your own creative flair and social media expertise
- Reporting to key internal stakeholders on new and emerging social media platforms and wider market trends.
Desired Skills and Experience
- A minimum two years relevant digital/social media experience.
- Displays in-depth knowledge and understanding of Social Media platforms and their respective participants (Facebook, Twitter, Yelp, Google+Local, YouTube, Instagram, Pinterest etc) and how each platform can be utilised in different scenarios
- Some background knowledge of Public Relations would be useful
- Possesses ability to identify potential negative or crisis situations and apply conflict resolution principles to mitigate issues
- Strong project management or organisational skills
- Excellent written and verbal communication skills.
- Must be comfortable with out-of-hours work and working reactively to tight deadlines.
- Knowledge of and interest in football and its unique position within social media.
- Track record of increasing reach and engagement through own ideas and individual management of social accounts.
- Demonstrates creativity and documented immersion in social media, and can provide examples.
- Familiarity with social monitoring tools.
- A team player with confidence to take the lead and guide other employees where necessary.
- Familiarity of working with high-profile figures.
Applications should be sent into firstname.lastname@example.org
Last year a project called Digital Stadium was being tested in a collaboration between the University of Sussex, Brighton & Hove Albion FC and Corridor Design which looked at how modern smartphone apps can be used to build new ways of communicating within stadiums.
Currently the ideal of making stadiums ‘fully connected’ comes at a huge expense. Only the likes of Manchester City, Celtic, Rangers, Liverpool (in one stand) and other teams in the US and Europe have invested in such projects which can cost £1m+. With many stadiums starting the creak with age its not something as easy as many might think to set up.
Barclays Premier League Champions, Manchester City, have expanded their global social media presence by joining the leading voice messaging service, Bubbly.
With over forty million subscribers around the world, Bubbly allows users to create their own 90 second voice blog, or listen to voice recordings from a host of celebrities from the world of film, sports, comedy and music.
Users can also add a photograph with 140 characters of text, and share their favourite posts with their Facebook friends and Twitter followers.
Based in Singapore and designed primarily to cater for the 4 billion consumers in emerging Asian markets that still use feature phones, the service has seen rapid growth since its launch in 2011.
As part of the new Manchester City Bubbly account, the Club will release exclusive voice recordings from City stars such as Sergio Aguero, Joe Hart, Vincent Kompany and Samir Nasri.
Players will also record interviews in their native languages, including French, German, Portuguese, Spanish and Serbo-Croatian in order to engage with City’s multi-lingual global fan base.
From post-match interviews to Club features, the voice messages will give fans an insight into what goes on behind the scenes at their favourite club.
Commenting on the new Bubbly account, Diego Gigliani, Director of Marketing, Media and Fan Development for Manchester City, said:
“As the Club continues to attract fans from across the world and our global community grows, we will constantly seek out new and engaging ways to connect with supporters, particularly through the use of popular social media platforms, like Bubbly.
“Whether it’s through pre and post-match interviews on the pitch, or getting to know their favorite players off it, Bubbly will enable the Club to have more frequent, short-form touch-points with our fans across the world, bringing them closer to the club and helping to build deeper relationships.”
This sentiment was shared by Bubbly CEO, Thomas Clayton, who added:
“We’re ecstatic that Manchester City has chosen to connect with their fans using their real voices on Bubbly. With the new season just around the corner, it’s a fun time to check out what these guys have to say about what’s ahead.”
Manchester City fans and followers, can access exclusive content online by visiting www.bubbly.net/MCFC, by downloading the Bubbly app on their smart phones, or by using the access codes for their feature phones.”