Football and Social Media in Belgium
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Transcript of Football and Social Media in Belgium
![Page 1: Football and Social Media in Belgium](https://reader036.fdocuments.us/reader036/viewer/2022070300/540d402f8d7f72767e8b4895/html5/thumbnails/1.jpg)
Football and Social Media in Belgium
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In the week I’m a New Media consultant, In the weekend I’m passionate about my football team Club Brugge. Today I want to talk about 2 mayor things.
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1. Football fan engagement
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2. What can brands learn from football fan engagement?
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1. Football fan engagement
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Why is a football fan not an average fan? Because it’s in our DNA, it’s a
way of live. There are two values that football fans really hang on to.
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1. Loyalty
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19 %
16 %
11 %
We them both!
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1 %
5 %
5 %
Do you have the guts to them both?
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Overall increase
AttendeesRank
Red = average attendees of Club Brugge. Blue = ranking. Quality of product
went down but number of clients increased. What other brand can say this?
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2. Honour
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Fans are the soul of a club. Barcelona has a policy where 800 ‘Socios’ are
consulted with every important decision.
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Unconditional support. The supporters of Union Berlin dedicated all their free time to renovate their own stadium with their own hands.
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Football is more than 22 man who run 90 minutes behind a ball. It’s about the
experience.
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Why use social media
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1. Use social media to strengthen the experience – Before, during and after the game. Create climaxes!
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2. Use social media to build relationships 24/7 – Before you had 90 minutes to convince and connect with your audience, now 24/7.
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3. Use social media to Improve and optimize the relationship between players and fans. Bring you players closer to the fans.
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Example – Fansourcing – Thy asked their fans to design a new shirt, they
received 60.000 unique submissions.
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Example – Turn your image around – Ryan Donk used Twitter in a remarkable way is in constant dialogue with his fans.
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Example - 122 Tweets per minute – Barcelona generated over 2 Tweets per second during the opening of their new training centre.
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Example - Second screen - Manchester City experiment
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Difficulties
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You’re dealing with an emotional community. How do you handle those conversations and turn them in your benefit?
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Abundance of platforms and content . The platform and content you provide need to be excellent. If not you'll loose your audience.
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Players are the stars – They are little brands on their own but at the same time they represent your team.
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2. What can brands learn from football fan engagement?
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Like is the beginning, not the end
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Understand your fans
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Create experiences
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Status Access
Power Stuff
SAPS
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“All those questions about social media! We would like to keep this internal. We don’t show our financial results either!” – anonymous
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53% 47%
YES NO
Is it the purpose to start a conversation?
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YES NO
38% 62%Are you planning to invest more money and/or resources?
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Who questions much, shall learn much, and retain much.- Francis Bacon
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Pieter MaenhoutJr. Consultant
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