Social Networking at the Irish FA

Geoff Wilson

(Head of Marketing and Communications)

@geoffwnjwilson

Irish FA’s Social Networking Objectives

• Communicate with our fans and media

• Engage and interact with our fans

• Develop reach for our Sponsors

• Generate Revenue

Groups to target3 target groups:

•People passionate about our brand and Social Media. We are already hitting these people.

•People passionate about Social Media who are not yet passionate about our brand – we can hit these people with good Twitter activity (live-tweeting, use of hashtags, Q&As, breaking news, posting pics, using your unique access to the players and coaches).

•People passionate about our brand who are not yet on Social Media. You reach these via traditional marketing channels

Comms OverviewKEY; must use all channels not just social networking platforms

Social Networking Platforms

Content

Social Networking; General content from Irish FA web site, 20k campaign, invite your friends

Social Networking; squad line ups on twitter, results of Domestic games on a fri/sat, live game coverage (all levels of our game – schools, international, domestic) via tw,

Social Networking; tweeting live at squad announcement events

Social Networking; Competitions win tickets (RT and follow with message that tickets are still available to purchase)

Social Networking; Competitions with our sponsors –engaging question – where did you watch the Spain v NI game in 1982

Social Networking; tw competitions with our partner adidas

Social Networking; behind the scene’s photo ie kit room pre game against Portugal. In conjunction with adidas who RT’d

Social Networking; twitter take over

Social Networking; live web chats with a local newspaper, coverage of our SN feeds in press releases

Social Networking; Partner Awards events

Social Networking; National Stadium video updates

Social Networking; Public Affairs (MLAs)

Social Networking; Diary of manager PR visits during one day

Social Networking; Marie Curie Charity

Social Networking; Proactive statements – Leon Knight case ref disciplinary action for tweeting offensive comments

Social Networking; Proactive communications regarding referees (negative coverage of referees over the last week or so)

Revenue

Social Networking Revenue; Online facebook shop

Social Networking Revenue; Paid Apps

Social Networking Revenue; driving fans to e-Commerce sites ie Soccer Schools e-Commerce site

Social Networking Revenue; Facebook Places promo in the IFA shop

Social Networking Example; NI Fans section, facebook fri, link to IFA megastore, twitter tues, link to IFA site (banner ad rev)

Social Networking Example; email capture

Social Networking Revenue; Part of a Package – txts, email ads, banner ads, story on our site, story on fb site etc

Other

Social Networking Example; Code of Conduct

Social Networking Example; Advertising on facebook

Social Networking Example; Match Day Programme app

learnings• Use social media such as twitter for live launch key events - new kits reveal

• Frequent posts/tweets/video especially with live events

• Keep content relevant

• Have good wi-fi at your event/stadium

• Ensure senior figures in your FA know the importance of social media

• Be clear to mention the event you are tweeting from – mention the event in every tweet so that followers know

• Interaction -  competitions, retweet best/funniest answers, post more pics.

• Attach a hashtag when live-tweeting to encourage interaction and give it some context, eg #GAWA for Northern Ireland, obvious hashtags are the ones that do well

• Tie up with partners such as official charity, adidas, vauxhall and get them to retweet you

• Retweet frequently tweets from other people

Some final thoughts…Twitter•Live updates at an event•Run competitions•Engage with quizzes•Have a nice background on your twitter page•Be consistent with your hasttags•Keep an eye on what is trending•Encourage interaction/call to action•Present your twitter handles on traditional channels

•3921 on 12 April 2012•10165 30 Jan 2013

Driving New followers: Promoting our twitter handle in the Irish FA Newpaper column

Driving New followers: Boards at the ground

Driving New followers: Radio Ad

Radio Adaifa-azerbajaingame-301012.mp3

Thank youGeoff Wilson(Head of Marketing and Communications)@geoffwnjwilsongwilson@irishfa.com

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