Tag Archive | "YouTube"

Ball Street and Papa Johns give fans a slice of the action for the run in

This is the most exciting climax to a football season in years.  With so much still to play for, Ball Street and Papa John’s have teamed up to guide fans through the run in with a weekly digital football show — 451.   Like any good football underdog story, Ball Street are going up against opponents with bigger budgets, all while entertaining fans up and down the country.

The 451 show delivered by Papa John’s, the official partner of the Football League covers all four leagues and features a mix of passionate fans and footballing insiders such as Ian Wright, Clinton Morrison and the Football Ramble’s Marcus Speller.

451 is a free weekly show, starting on 17th April until the end of the season and will be available on www.ballstreet.co.uk and syndicated to leading football sites including Caught Offside and Football Fancast.

“Everything these days is about the Premier League but we know there are clubs and fans out there that outside of the top teams that deserve the same kind of treatment,” said Wright, who started his career at Crystal Palace.

Matt Wilson (co-founder of Ball Street) said, “We are a delighted to work with a sponsor who not only a sponsor the Football League, but want to do something meaningful for its fans.  The 451 show is the only place where Luis Suarez and Lee Tomlin will get equal billing”

Speaking about 451 Andrew Gallagher, senior director of marketing for Papa John’s, said: “We very excited to be working with Ball Street to produce 451. We know that from our sponsorship of the Football League how passionate football fans, and our customers, are about the national game.

“Papa John’s is proud to be supporting a show that will give all fans a voice as we reach the sharp end of the season. Ball Street has lined up an incredible team to present the show, and we can’t wait for kick off to see Ian Wright, Matt Holland and a host of other star names in action when 451 goes live.”

Ball Street 451 show trailer….

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Posted in Football, YouTubeComments (0)

Arsenal launches official YouTube channel

Arsenal Football Club is starting an official channel on YouTube, the world’s largest video-sharing platform.

The channel will give the Club’s supporters around the world the opportunity to view new and engaging content. Exclusive features will be created for the Arsenal channel, all showing the character of the Club and the personality of the players. Popular features such as the Chat, Twitter Takeover, Arsenal Ink will be released via the platform.

Supporters can access additional exclusives and content through the Gunners’ other sites and outlets which include Twitter, Facebook, Google Plus, Instagram, Soundcloud, WeChat, Sina Weibo and Tencent Weibo.

As a prelude to the launch of the official YouTube launch, Arsenal’s YouTube channel was active for just over two weeks last summer and in that time streamed almost 20 years of footage to supporters all over the world. A video of Arsenal fan Vu Xuan Tien chasing after the team coach in Vietnam went viral, with over 3million views through the official page..

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Richard Clarke, Managing Editor for the Arsenal Media Group said:

“An official Arsenal channel on YouTube will allow us to reach a new audience and tell the story of the Club in a different way. We hope YouTube will help us show the character of our special club and grow our global fan base.”

Stephen Nuttall, Senior Director for Sport at YouTube said:

“300 of the top football clubs in the world run official channels on YouTube. The success of the Arsenal channel during the summer demonstrates the Club’s potential to build a great presence on YouTube”.  

The new channel can be found at www.youtube.com/arsenal

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Posted in Football, YouTubeComments (1)

Hyundai UK partners with YouTube channel Copa90 for 2014 World Cup

Hyundai UK, ahead of this summer’s FIFA World Cup, has signed a content partnership with YouTube channel Copa90.

The collaboration will see Hyundai UK support two original Copa90 shows, which launched last week with a competition to give fans a once-in-a-lifetime opportunity to win VIP trips to the 2014 FIFA World Cup Brazil.

YouTube research shows that football fans love to be online and that their favourite source of video is YouTube. 10.4 million football fans are online and 99% of them use the internet either everyday or most days. 4.5 million football fans are heavy YouTube users and every month they view an average of 100 YouTube pages.

Each visit is on average eight minutes long. 
This is why Hyundai UK decided to take an innovative approach when determining its partner activation strategy for the 2014 FIFA World Cup Brazil.

The collaboration with Copa90 allows the automotive brand to focus on delivering football fans with unique and engaging content that will add value to their FIFA World Cup experience. 
The Copa90 shows will engage audiences in the lead up to the 2014 FIFA World Cup, with a series reviewing all twelve host cities; followed by a new interview series during the tournament.

All of this activity is launched with a competition, asking fans to recreate their favourite ‘GOAL’ celebrations and enter them online. They will then be in with a chance of winning one of seven pairs of VIP packages to the 2014 FIFA World Cup to see Brazil v. Mexico in Fortaleza on June 17, 2014.

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The competition is open for entries and fans can enter by visiting: www.hyundai.co.uk/experiencemore

“Our long-term partnership with FIFA allows us to connect fundamentally with a passionate global audience. For this year’s FIFA World Cup Brazil, we wanted to further improve that connection by working with Copa90 to bring engaging content and an exclusive competition to enhance the fans’ experience of the tournament – bringing a bit more of Brazil to Britain.” - Hyundai UK’s Marketing Director, Andrew Cullis

“We are thrilled to be working with a brand of Hyundai UK’s calibre to deliver a set of experiences our audience could not have achieved without them. This is a great example of a brand looking at ways it can add value for the audience they want to engage.” - Tom Thirlwall, CEO of Bigballs Films – the digital media company behind Copa90

It’s certainly a different angle for a sponsor to take for a big event such as the FIFA World Cup. It’s one I’m delighted to hear about personally as it is a company I worked for last year during it’s first year as a YouTube backed football channel. With over 500,000 subscribers to the channel it is certainly a force to be reckoned with and one which brands will want to be associated with more and more.





Maya Jama


Posted in Football, Sport, YouTubeComments (1)

West Ham United launch their first “Social Media Match”

Tonight West Ham United take on Hull City in the Premier League.  Now a mid-table clash between two teams who have hit some reasonable form as we head into the business end of the season.

The game at Upton Park has been picked out by the home club as an opportunity to really push what they do when it comes to engaging with fans through social media.  Most teams will launch one or two new initiatives, but not West Ham.  They have gone all-out for this one and there is a huge amount going on across Twitter, Facebook and YouTube.

There is action happening pre-match, during it and post-match! This is all aimed at activating the clubs 900,000+ followers across all their social media platforms (and presumably building on this number too).  It’s already gained coverage in the Metro, with whom it has a strong relationship and fans have been discussing it on forums, in fanzines and across social media platforms.

West Ham’s Media Officer (Digital), Leo Tyrie, explained to us the thinking behind the idea…

“As a Club West Ham United are always looking for new and exciting ways to engage with our fanbase and the idea of theming a match around our social media output made perfect sense for us.

Our numbers across Twitter and Facebook have steadily climbed over the past couple of years, while we have recently developed our output further across Instagram, Google+ and YouTube.

We want our supporters to feel as involved in the matchday experience as possible and we’re looking forward to showcasting their – and our – content around the match against Hull.”

Below is the exhaustive list of what has been going on, and also what will be happening during the day. I’m wondering if there will be any new Vines after the media team came along to our Digital Sport London event on Monday night, perhaps doing some last minute research! (They were mentioned as an example of best use of the tool during the event – well done Leo and your team).




#HammerShirts - The club asked fans to  Tweet them with messages of support for the team. The best 20 messages will be printed on T-shirts and worn by the players during their pre-match warm-up. The players will sign their own T-shirt, which will be sent to the fan who Tweeted their message. These messages will also appear in the Official Programme on matchday.

• Phoenix from the Flames - Fans were also asked to submit videos of them recreating your favourite West Ham United moment from the 2013/14 season! The winning entry or entries will be broadcast on the big screens before kick-off and on the Club’s Official YouTube channel.

The final piece of pre-match engagement was to conduct the main interview with Mohamed Diame in the Official Programme. Fans had to submit their questions for Mo on their Twitter page @whufc_official using the hashtage #AskMo




#Gloveaway - Goalkeeper Adrian will be leaving one of his gloves at a mystery east London location, which he will announce at 12noon on matchday on his Twitter page @AdriSanMiguel. The first fan to find Adrian’s glove will be given two tickets to the game (if required) and get to meet Adrian. (Similar to the Treasure Hunt run by Nottingham Forest recently)

• Competitions - There will be the chance to win a piece of signed memorabilia by entering their matchday starting XI prediction competition on Twitter using the hashtag #WHULINEUP and by predicting West Ham’s first goalscorer using #WHUGOAL

• #HammersPlaylist - Tweet your favourite song to be part of the matchday playlist at half-time. West Ham will create a ten-song shortlist, with the top three songs voted by fans on @whufc_official making the half-time playlist over the PA system. To nominate your ONE song for the Hammers Playlist, fans can do so now using the hashtag #HammersPlaylist

• Matchday coverage - Their multimedia team will be following the players around the Boleyn Ground on matchday, with regular videos being published on the Club’s official YouTube channel.

• #MattsMatchday - Midfielder Matt Taylor will Tweet his matchday from start to finish on his Twitter page @Official_MattT using the hashtag #MattsMatchday


During the action


• Player pundit - The club will be asking a first-team player (subject to availability) to join them in the Press Box to give his expert opinion on the action during the game on our official Twitter page @whufc_official

#HammerTimeDuring the game, they want fans to Tweet a photo from wherever they are watching the match, whether that be in the ground, at home or in a bar, on your own on with a group of fellow supporters using the hashtag #HammerTime. This will be interesting with the lack of 3G generally available at grounds – will any fans be able to do so during game time?

Matchday coverageSharing the very best images from in and around the Boleyn Ground all matchday, including action photos, in a gallery on their official Facebook page.




Man of the Match - Launching live Man of the Match vote immediately after the final whistle on the official Twitter page. The player with the most RT wins Man of the Match, with one of the fans who voted for him winning a signed prize.


It’s a pretty extensive list of activity – the West Ham media team are certainly going to be VERY busy for the rest of today!  Good luck to Leo and the team down at Upton Park. Hopefully we’ll follow it up with a chat with them about how it went and what their plans are going forward.


West Ham Mo Diame



Posted in Football, Social MediaComments (1)

Vauxhall Announce STR Skill School Partnership Ahead of Big Pitch Competition

Vauxhall, the official sponsor of home nations football, have announced a new partnership with YouTube star STR Skill School.

Steve Roberts, creator of one of the biggest football channels in the world, who’s recent work includes the “Insane Football Skills” video, will be producing a multitude of edits as part of Vauxhall’s digital strategy for 2014.

Over the past four years, STR Skill School has been teaching football enthusiasts how to shoot, pass, dribble and turn like their football heroes through a series of step-by-step video guides.

Steve’s first involvement will be to join Vauxhall in their fourth-annual Big Pitch competition, fielding a team of YouTube subscribers to run out on the hallowed Wembley turf.

The Big Pitch competition offers fans to fulfill their childhood dream in stepping out to play a game on the sacred pitch of their national stadium.

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Fans can enter the competition to win a place on the hallowed turf at Wembley through Vauxhall’s dedicated football website (www.vauxhallfootball.co.uk) or alternatively they can follow @VauxhallEngland on Twitter for another chance to win.

Last year the likes of Gary Neville, Stuart Pearce, Kevin Ratcliffe, Mark McGhee, Gerry Taggart and World Cup Referee Howard Webb all took part in the third successful year of Big Pitch.

Chris Hornbuckle, Vauxhall’s Head of Sponsorship said

“We’re delighted by this new partnership and look forward to providing innovative and engaging content to our digital audience. With over 70 million views and 400,000 subscribers, STR offers a proven avenue to expand our digital following with some exciting videos. We will provide Steve with some of footballs biggest names to create a fresh approach to our video content, in what we hope will be a successful year for Home Nations football.”

Steve Roberts, creator of STR Skill School commented,

“It’s fantastic for the channel to be associated with such a renowned brand with strong ties to international football. This is a fantastic opportunity to help Vauxhall grow their video audience and I can’t wait to get started.”

For more information on STR Skill School visit www.youtube.com/STRskillSchool

Enter Vauxhall’s Big Pitch competition go to www.vauxhallfootball.co.uk


Posted in Brands, Football, Sport, YouTubeComments (0)

“Porto and Europe Interconnected”

FC Porto has just launched a campaign with the slogan: “Port and Europe interconnected”.  This campaign marks the presence of national three-time champions in the UEFA Europa League.

The video was designed to mark the start of the Club in the competition and shows the interconnection between the Club, the city of Porto and Europe.

The video has the backdrop of the city of Porto and iconic locations like Ribeira, Casa da Música, Ponte D.Luís ending with the rise of the trophy in the Rotunda da Boavista. The Club achievements and the emotions experienced by FC Porto supporters are visible too.

The campaign, created by FC Porto Branding is on the Club’s official channels and promotes the first match of FC Porto in this season’s UEFA Europa League, against Eintracht Frankfurt, scheduled for february 20th, at Dragão Stadium.


Posted in Football, Sport, YouTubeComments (0)

Case Study: Professional Squash Association’s Social Commentary Competition

It’s great to cover sports that don’t get as much coverage here on UKSN, and for the first time we have the opportunity to look at what Squash has been doing to engage with fans of the sport.

The PSA (Professional Squash Association) has been running its PPV internet streaming service, SquashTV, since 2010 and covers a minimum of 12 tournaments and 300 live games from around the world.  At the end of 2013 they looked at ways in to bring the fans closer to the action and launched #Voice4Squash just before Christmas.

The competition started off with a post showing entry information on their website and social media channels, asking fans to submit an audio clip to a specific piece of action and then email it into the PSA.  The prize for doing so?  The chance to to join the SquashTV online streaming team and commentate live on the action in 2014.  It’s the squash equivalent of joining John Motson up on the gantry for a Premier League game.

Almost 100 clips were received by the team, so the next step was to filter these down into a top 10.  Those lucky few were then challenged to record a second commentary, this time to a different action clip.  At this point voting wasn’t public as the PSA again whittled the numbers down to select their top 5.


Those top 5 audio clips were then dubbed over the action and the final videos were uploaded onto YouTube for the fans to listen to.  They were asked to vote for their favourite by using the hashtag #STVComms followed by the 3 letter code at the end either on Facebook or Twitter.

“We are really pleased with the levels of interest and engagement that we received from the squash community to this competition. We received clips from every continent bar Antarctica to the initial stage of the competition – which was completely above our expectations.  The competition was very exciting for us as an organisation as it allowed us an opportunity to really combine all of our social media channels in one exciting campaign while also delivering something truly unique to our fans.

“From hosting both the initial ’test action’ and the finalists’ commentary clips on SquashTV’s YouTube channel, conducting the voting stage via Facebook and Twitter and using our official website as the ’news hub’ for the competition, we saw higher engagement levels than in any previous campaign.”  -  Nathan Clarke, PR & Comms Manager, PSA

The final outcome was one winner with almost 50% of the votes.  Those votes totalled almost 800, with the majority on the PSA Facebook page (most of them using the right hashtag) and a few on Twitter.  The engagement on Facebook  could be down to amount of interaction and uploading of teaser video content of matches that have been taking place on the platform (with some very good calls to action).

The winner was English graphic designer Christian Zavanaiu, with American Robert Burns coming second and England’s Kate Mason in third.  The two runners up will also get the chance to commentate on a PSA match this year.  Zavanaiu was quoted on the PSA World Tour website as saying;

“I absolutely adore SquashTV and have been a subscriber for over six years now.  I’m a keen squash player and play at a county level – so when I saw the SquashTV competition offering an opportunity to become the Voice4Squash I couldn’t resist entering but I never thought I would win!

“It’s amazing how much I’ve learnt about my game and the game in general from watching SquashTV. The presenters are incredibly knowledgeable and the banter between PJ and Joey is priceless at times.  I cannot wait to join the Squash TV team and commentate live on Squash TV. It’s very exciting for me – I might just read the rule book once again though beforehand!”

It was a really nice engaging competition which kept fans engaged at almost every step along the way.  I’m sure those who voted will be tuning in to listen to the winner commentating for the first time.  It also gives them the hope that one day they could win such a great prize.  Anyway, here is his winning entry;

It shows the benefit of investing in a PPV channel by a sports governing body, something they have been leading at for some time.  Some sports are not going to have enough traction with TV companies to start a bidding war and make the types of money that football, rugby and cricket do.  Taking that content and owning it shows that fans are willing to pay for a great product in numbers that make it a sound investment.  Other sports could learn a lot from the PSA.


Posted in Social Media, SportComments (0)

O2 launches ‘Wear the Rose’ – the first fully immersive 360-degree virtual reality sports experience

England Rugby shirt sponsor O2 today announced that it has created ‘Wear the Rose’, the first fully immersive 360-degree virtual reality sports experience, using the revolutionary Oculus Rift technology.

‘Wear the Rose’ from O2 will allow fans to be immersed in a multi-sensory take-over and feel as though they are part of the Senior England Rugby Team, whether it’s a team talk from Captain Chris Robshaw, getting tackled by hooker Tom Youngs, or receiving a pass from fullback Mike Brown.

The experience was created using nine GoPro Hero 3 cameras in a custom built gimble, specifically designed to exploit the capabilities of Oculus Rift. After developing the technology to capture the video, it took a further 160 hours of filming and 320 hours of development to create an experience that allows users to turn their head in any direction, with the content responding and moving in unison, displaying a full 360-degree visual spectrum.

People will be transported into a world where they find themselves on the rugby training pitch, surrounded by familiar faces from England’s Elite Player Squad. ‘Wear the Rose’ allows fans to train with the England team, participating in genuine drills directed by England Attacking Skills Coach Mike Catt, which will take their senses to the limit and make them feel as though they have just stepped in for their very first England call-up.

“We love discovering new ways of using technology to deliver exciting experiences for our customers, and what better way to bring England Rugby fans closer to the action than ‘Wear the Rose’ from O2.  We’ll transport you into the virtual rugby boots of the England squad, taking in the heart pounding action of a full training session. This exciting technology really has to be experienced to be believed and we’re looking forward to bringing it to rugby fans across the UK this year.” - Nina Bibby, Marketing and Consumer Director at O2

Released to coincide with the 2014 RBS 6 Nations, ‘Wear the Rose’ demonstrates O2’s on-going commitment to bringing rugby fans closer to the action, and enriching customers’ lives through the latest digital technology. This follows last year’s launch of O2 Matchday, a free multi-platform rugby app that uses exclusive Ref!Link technology to provide a live feed from the referees microphone directly to any device.

“It was great to work with O2 on the development of ‘Wear the Rose’, getting to see the technology used for the first time in sport was fantastic. We tried to re-create as authentic an England training session for rugby fans as possible, and we really hope they enjoy the experience.” - Mike Catt, England Attacking Skills Coach

Further details on ‘Wear the Rose’ from O2 will be released later this month, including where it will be possible to experience the technology first hand.

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Posted in Brands, Rugby, TechComments (0)

C4 drop YouTube – Sports brands pay attention

Guest Post:  Matthew Quinn (@matthewaquinn) is currently ranked 22nd in the Top 50 VOD Professionals table, StreamUK’s Digital Solutions Director spent 10 years working for LiverpoolFC’s digital media department beginning with content production and eventually managing video systems and the strategic delivery of club media through TV, web and mobile outputs for both the official channels and club partners. He is now working with StreamUK to help several other Premier League Football clubs deliver their own video service.

This week Channel4 announced it was pulling all of its long form content from YouTube,

“As a not-for-profit broadcaster funded by advertising, we put our money back into the programmes themselves. To make the best of this investment, we’ve decided to focus on bringing online viewers of our full-length shows to our own 4oD apps – such as those on iOS, Android and channel4.com. These apps also allow us to encourage more viewing by recommending programmes we think people will appreciate, and to provide viewers with additional services.”

Should sports digital media departments be paying much attention to this? Damn right you should.

When it comes to YouTube in sports (specifically the English Premier League) I would like to see some reflection on this news and a review of the use of YouTube (and other social channels for that matter). Social media output from sports clubs has expanded rapidly over the last few years. There seems to have been a desperate clamber for vanity stats. When it comes to YouTube clubs should be focusing on its ability to attract fans who don’t use official media channels.

There is also an adjacent fan base who like a different sport or another team in a different country, they may have an affinity to your club by a player from their Nation or co-ownership of multiple sports ventures such as Red Sox/Liverpool, Man City/New York City FC. Give your audience something to entice them then do something with them that is positive for both parties. Avoid canibalising any existing commercial offerings (my real bugbear), gather as much useful data from these channels as possible and using all this information define and continuously redefine a strategy for YouTube that has a real value to the brand.

Don’t be afraid to pull something if it isn’t working, if something is working really well could it be used on the main site to greater effect?

Monetisation wise YouTube doesn’t maximise revenue potential for content owners as C4 have highlighted. As equally important YouTube just doesn’t allow brands to uphold their identity enough and viewers are a click away from an unofficial channel, an unrelated channel or something altogether unsavoury, not something you want associated to your brand. However from a marketing perspective YouTube can be used as a very powerful tool. The issue here is the often separate department objectives and strategies that don’t always complement each other.

Whole business strategies for online video need to be considered for the future given it’s potential across the board to help brands connect with their audience and generate new revenue opportunities. I’m not just talking about the commercial or marketing departments. Communications, internal and external, press, sports science, scouting, learning, community, all these departments can benefit from the clever use of this technology. Video is not just a commercial tool, it is the most powerful mass communication method out there so don’t fritter it on ineffective 3 minute YouTube clips.

Don’t get me wrong, I’m not saying YouTube is evil, it is actually brilliant as for the lay user looking for content. But for a brand it needs to be used properly. There is always room for YouTube as part of a strategy, in fact it should most likely be mandatory for any brand using video, but defining it within a larger strategy is the key.

The reality of sports content being available in many places now means clubs need to embrace these social outlets to entice their audience, this requires content syndication. Technology strategies are no less important, it could be argued they go hand in hand. Importantly this is also another bit that could cost or save you money! Building content syndication into an efficient media workflow is critical.

No one should have to upload a video to 5 different platforms (Official Site, YouTube, apps, Vimeo, FTP or RSS syndication to partners, etc). It is timely, expensive and diminishes your potential to create more valuable content. So while you may look at your content strategies, always keep an eye on the “How” element of the equation.

Ultimately reflection is required here on your existing output, your targets and goals. An effective media strategy requires you to equip yourself with the right staff, the commitment from the business and the correct tools for the job. Ultimately aim to build your own FCoD/ClubTube service that serves the club, its partners and the fans as widely and as smartly as possible.


Posted in Digital, Sport, Tech, YouTubeComments (2)

Spurs top Social Media league table of 148 UK sports teams

The first ever index ranking British professional football, rugby and cricket teams according to social media performance has been launched with Premier League club Tottenham Hotspur topping the tree.

The Sport Social Media Index is a league table of 148 British professional football (English Premier League, Championship, Leagues One and Two; plus the SPL) rugby (Super League and Premiership) and cricket (County Championship Divisions One and Two) teams, ranked according to the best use of social media by their official club channels.

To be published annually, The Sport Social Media Index, produced by PR and social media agency Umpf with partners William Hill, was four months in the making.  The table is compiled by measuring the performance of each team based not just on an algorithm, but research from a team of nine people who looked at eight social networks, as well as a panel of four judges who presided over the results.

It includes an overall table of 148 teams ranked first to last, plus nine additional tables showing rankings based on each sporting league.

The leading professional team in the inaugural Sport Social Media Index is Tottenham Hotspur with a score of 69.9 out of 100, more than two points ahead of second-placed Chelsea (67.6) and almost three points ahead of Leyton Orient in third (67).

According to the judges, Spurs generated a strong data score with excellent levels of community engagement, offering a great breadth of social media channels, which it used to their potential.

Michael Sheehan, Social Media Customer Experience Manager at William Hill, said:

“Tottenham deserved to be crowned this year’s winners as they have truly mastered the art of engaging with their fans on multiple platforms. Their content is fresh, engaging and resonates well with their supporters.

“Leeds Rhinos were another notable winner in their respective category as they have also demonstrated a clear understanding of social media. Their use of clever hashtags and stunning imagery has shown the importance of social media for educating and engaging with fans and potential supporters alike.”

Full league tables, methodology and judges’ bios available at :www.sport.socialmediaindex.co.uk

So, how did the judges decide upon the final results?  Be way of an insight, below are three case studies covering Premier League, League 1 and Rugby League.  It shows what types of content and interaction saw them being picked out as examples of the best there is.  Do you agree with the judges?



Tottenham Hotspur generated a strong data score with excellent engagement.  The club not only has a great breadth of social media channels – including official pages on Vine, Instagram, Facebook, Twitter, Pinterest, YouTube and Google Plus – but uses them to their potential.

Judges acknowledged the variety of content available across all channels, praising the platform-by-platform tailoring of content, noting that material was used when it was appropriate for that channel. Judges were also impressed by the strength of video content.

The availability of unique, behind-the-scenes footage was another highlight, and it is no surprise that this activity receives very high engagement as it taps into fans’ curiosity.

Match day coverage is also excellent and the club provides detailed coverage of the first team, U21s and U18s.

This image generated in excess of 12,000 likes and more than 1,000 shares.




Leyton Orient is the highest placed non-Premier League football team in the Index. The East London club – which averages home attendances of around 5,500 – had one of the highest data scores of all 148 teams.

Its ratio of community growth, engagement, responsiveness, plus range and depth of activity enabled the club to achieve high scores in the algorithm.  Orient scored well with judges who praised their excellent breadth of official channels, use of media and noted their high levels engagement.

Judges said Leyton Orient showed a great understanding of what content their fans like to see and were generally in tune to the wants and needs of their communities.

The use of archive material, such as the ‘on this day’ stories, plus Q&A sessions with high profile figures such as the manager and chairman and use of hashtags to monitor and collate questions, were noted by the panel for generating large reach.

Jonny Davies Media & Communications Manager at Leyton Orient said: “Our social media channels are hugely important to us. Not only do they allow us to break news to fans as soon as it happens, but they also allow us to give fans a more 360-degree view of the club and make them feel at the heart of everything we do.”

leyton orient



Rugby League side Leeds Rhinos finished fifth place in the overall Index, the highest placed non-football team. The Yorkshire club received a very strong data score, good marks for the amount of official channels available to fans, and for the content that was used on each.

The judges highlighted the excellent use of hashtags across the board as well as clever use of visual assets such as their Facebook cover picture to advertise upcoming games and player achievements.

Also noted was the impressive use of fan photos from home games, the constantly changing cover photos, as well as behind-the-scenes access – although not groundbreaking, the panel agreed that it showed a willingness by the club to put time and resources in to creating content which can be consumed by fans for free.

As well as the timeliness of distribution and the responsiveness of moderators, judges were generally impressed with the club’s understanding of social media and how their staff fostered and developed communities.



Posted in cricket, Football, Research, Rugby, Social Media, SportComments (2)

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