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
Audience Development Researcher – FullTimeDEVILS
ASAP – Dec (possibly permanent)
– to grow the FullTimeDEVILS audience by building relationships on YouTube, other social media platforms, football websites and mainstream media
– to maintain and optimise the FullTimeDEVILS YouTube channel
– management of the FullTimeDEVILS accounts on various social media platforms
– generating editorial ideas and assisting team with video production
– an avid Manchester United fan with knowledge of the club, community and local area
– working knowledge of YouTube and social media platforms
– confident short form writing/blogging ability
– working knowledge of video production techniques
– self-starter; willing to create and maximise opportunities for the channel
– applicants should be comfortable in a football environment
– ability to work under pressure and in a fast-turnaround/news environment
ADDITIONAL SKILLS (DESIRABLE)
– good contact list within football blogging community
– video editing experience (Final Cut, Adobe Premiere)
– basic video shooting skills
– basic image editing (Photoshop, After Effects)
– website SEO experience
– on-camera vlogging/presenting experience
London/Manchester – travel will be required
Please send your covering letter and CV into Neil Smythe on email@example.com
Guest Post: Tom Kelk is a tech/sport blogger and Senior Social Exec at communications agency, Pitch. You can find him on Twitter (@TomKelk), LinkedIn and his blog
It arrived with quite a media force, “Premier League set to clamp down on unofficial Vine videos of goals as they get tough on copyright laws” announced the Independent, who were amongst a number of leading publications to debate the issue. We knew it was coming. It had to. Rights holders weren’t just going to sit-by and let it happen.
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.”
Guest Post: Tom Kelk is a tech/sport blogger and Senior Social Exec at communications agency, Pitch. You can find him on Twitter (@TomKelk), LinkedIn and his blog
Was I the only one who looked through the Loops of my own account to be pleasantly surprised by the number of Loops I’d received on my personal channel? I’ve only put out 15 Vines, but these have been watched over 230,000 times.
This intrigued me on two counts, if I’ve amassed over 230,000 Loops, what have brands generated? And secondly, what do these Loops show? Is Vine actually providing more value to brands than we’ve thought?
First off, Vine is part of the digital strategy of many brands, but it’s not central to it. It’s a subsidiary. That’s not going to change, but looking at how brands are racking up thousands of Loops within a short space of time, Vine might just be a more central aspect of brand strategies. The numbers are particularly impressive.
Brands like Ford EU and Charmin have racked up over 20m Loops between them. Both of their YouTube channels combined total 34m views. So the results on Vine are not too shabby given the dramatic disparity between the cost of generating YouTube video compared to six seconds of Vine! If we break this down, Charmin attracted 8m Loops from 67 Vines, an average of 119,000 per Vine.
On YouTube, they’ve seen 159,000 views per video. It’s not far off. It’s even more apparent with Ford EU, who generated 12m views of 47 videos, averaging 255,000 Loops per Vine. Compare this to YouTube, where Ford EU has managed 29,673 views per video. Consider this greater deal of production cost, you’d have to argue that Vine is providing quite the value for Ford EU.
Then there are those putting more effort into Vine, including post-production uploading, like Nike Football. They’ve amassed over 19m Loops on their own through 14 Vines – that’s an average of over 1.35m Loops per Vine! Let’s say, for argument sake, that an individual watches a Vine three times (probably closer to two but go with it), that means around 5.5m people have potentially viewed Nike’s content on Vine.
With Nike so reliant on time with their ambassadors for content, the opportunity to create a series of Vines in their time with an asset, as opposed to one or two glossy YouTube edits, is an attractive option. Worth the investment? I think so.
Following on from these total numbers, there’s the added bonus of the watching of a Vine several times repeated. It begs the question, when watched three times, is the penetration of simple, condensed messaging, greater than a three-minute long YouTube video?
There are obviously pieces of content that need to be hosted on either channel through necessity, and it’s clearly not as black and white as the numbers suggest, but it could be worth a study, right?
Please excuse the crude analytics, but they simply illustrate the potential in Vine if executed correctly. Many brands will have Vine as a part of their digital strategy, but perhaps it’s time for a little bit more of that YouTube budget to be reallocated into creating Vines.
Back in April last year, I wrote about how brands should be taking Vine more seriously, and whilst it is evolving, it’s been painfully slow with brands. Maybe, with quantifiable metrics, we might just see that investment.
Thank you to everyone who took time out to come along to last month’s successful Digital Sport London looking at the use of analytics and data in sport. Tomorrow night (23rd July) we’re taking a broader look at digital sport with insights into two different sports from those who work directly in it.
The venue has changed this month as we move back to Rileys Sports Bar (Haymarket) in the centre of London. Back in January 2013 we held a very successful event at the venue with the ever engaging Richard Ayers. Hopefully we will be back at this venue on a regular basis over the coming months.
Firstly we’ll be chatting to Russell Scott who looks after the digital team at The Football League. He’s been in the role for around a year now and has made some significant changes to both the internal set up of the organisation to bring it into the modern age and also externally with new mobile sites, live blogging platforms and training for the 90 football clubs who are part of Football league Interactive. Not to mention a revamp of their own digital channels and content to fill them.
I will be chatting to Russell and also give time for people to ask questions from the audience or on Twitter. You can also leave a question in the comment box at the bottom of this post if you’d like to do it that way too.
Following a drinks break (very important in sport) we’ll be hearing from Alexandra Willis. She will be taking us through the digital activities they employed at last month’s Wimbledon to engage with fans in ever more interesting and in-depth ways, both those within the grounds and others who are watching/keeping up to date around the world.
Again there will be opportunities to ask Alex questions and tap into her knowledge. I will be putting a few questions to her and, as with Russell, there are a number of ways in which you can get involved.
Thank you to our series sponsors; Brandwatch, Grabyo and Rawnet. Both Brandwatch and Grabyo will be demonstrating their products at the event so be sure to say hi and find out more about what they do and how they can potentially help your business (or clients).
There are over 50 people already signed up, so there is plenty of networking to be done over a couple of mid week drinks. Join us from 6pm (first talk starts at 7pm) by visiting the link below to book your place…
Manchester United have been slowly expanding their efforts on social media over the past few years and have now expanded that with a new release that brings together all their channels into one place.
They first launched on Facebook back in 2010 just as social media was becoming popular within sport and clubs were jumping on board. But then the club sat back, just at a time when ‘noisy neighbours’ Manchester City were pushing the boundaries on a number of platforms.
Last year they (finally) launched on Twitter and have amassed over 2.7m fans on the platform, adding to their 50m+ Facebook fans and expanded their social media team with new experienced hires. They’ve also launched language specific accounts on Twitter and a Sina Weibo account to connect with fans in China. Plus they regularly update their Google+ (2.9m) and Instagram (1.1m) accounts with behind the scenes and match day content.
Now they have teamed up with Australian tech company Stackla to launch the Manchester United Social Media Hub. It allows fans to see all the content being produced by the club in one place across all their major accounts. Stackla have been providing their social media aggregation system to a number of campaigns across sports, fashion and much more over the past few years.
You can also see specific campaign content by clicking on the ‘New Kit’ and ‘Tour 2014′ tabs as the club promoted specific elements to boost revenue streams – new kit sales, tickets, etc.
Not everyone is a fan of these hubs but they do work especially around specific events in my opinion. With so many profiles scattered across the internet it can be hard to keep up with them all. This gives fans the opportunity to do just that and also follow the links to discover platforms the club is on that they didn’t know were there before.
What do you think?