FC United of Manchester

Using social media to make our

Big Coat Day even bigger

Andy Walker, Press & Communications Officer, FC United

OutlineAbout FC United, What is Big Coat Day?, Challenges,

Who were we trying to reach?, Social media activity,

What we did, Measurement, Some media coverage,

A quote . . .

About FC United

Origins• Formed June 2005 - Glazer takeover; disenchanted/disenfranchised fans

• Formed on Core Principles:– Democratic, not for profit, one member one vote– Creating access and participation through football– Community Commitment– Youth focus– Manchester focus– Accessible and of benefit to all communities of Greater Manchester

What is Big Coat Day?

• Annual charity event by FC United of Manchester

• Boxing Day 2011 football match v Ashton United

• Call on fans to bring coats, scarves, jumpers, gloves and

other warm clothing

• To be distributed to local homeless charities

• Working with Boaz Trust and Mustard Tree

Our challenge

• To raise the profile of Big Coat Day

• Reach new people

• Make an established event (2005) feel different

• Increase interest

• Beat last year’s clothing collected figure – 5 tons

• Make it fun and easy to take part

Who were we trying to reach?

• Existing fans and members

• New and potential new supporters

• The media

• Charity stakeholders and partners

• Local community

• Celebrities

Our social media activity

• You Tube videos– Johnny Vegas, John Henshaw, Clint Boon, Julie Hesmondhalgh

(Hayley Cropper), Craig Charles, Justin Moorehouse, James

Quinn, ‘Eileen Grimshaw and Fireman Paul’ and others

• Twitter

• Facebook

What did we do?

• Filmed various celebrities promoting the day

• Humorous video clips

• Staged release on You Tube

• Hyped up on Twitter and Facebook

• News stories on FC United website

• PR activity and direct emails

Measurement

• Views on You Tube – 6,000

• Twitter and Facebook chatter – 600 extra followers

• Media coverage – all over Manchester and beyond

• Clothing collected target – 3,000 items / 6.5 tons

Some media coverage

• Bury Times, Manchester Evening News, North & East

Manchester Advertiser, BBC Radio Manchester,

Tameside Radio, Bury Independent, Social Enterprise

Live, Supporters Direct News, Football Supporters

Federation News, Bury Council website and many other

online forums

“Participating in Big Coat Day was a fantastic experience. It was great to see so many FC fans and

players making generous donations of not only unwanted used clothing, but also lots of brand new items.

There was a significant contribution from non-match going individuals who dropped gear off, but didn’t

stay for the game, so the message is really getting out there and people beyond the club are clearly

listening. I was proud to be a part of something that will undoubtedly make a real difference to homeless

fellow Mancunians this winter. Thanks to everyone who made such a great effort.”

Sean Welsh, lecturer in mental health nursing, University of Salford

A quote . . .

FC United . . .

Making friends,not millionaires