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Simon Banoub Increasing engagement A case study: Opta Twitter

Simon Banoub Increasing engagement A case study: Opta Twitter . A bit about Opta Our Twitter strategy The tactics we use Results and examples Lessons learned. Prologue/Preamble / Something that dawned on me: Everyone thinks they have the cutest toddler. So with that in mind.

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Simon Banoub Increasing engagement A case study: Opta Twitter

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  1. Simon Banoub Increasing engagement A case study: Opta Twitter

  2. A bit about Opta • Our Twitter strategy • The tactics we use • Results and examples • Lessons learned

  3. Prologue/Preamble/Something that dawned on me: Everyone thinks they have the cutest toddler

  4. So with that in mind....

  5. Throw In. Antonio Valencia (Man Utd). Pass[square] [from x/y to x/y]. Darren Fletcher (Man Utd) to Anderson (Man Utd) Pass[through ball] [forward] [key pass] [from x/y to x/y] Anderson (Man Utd) to DimitarBerbatov (Man Utd) Good skill. Take-on [successful]. DimitarBerbatov (Man Utd) Tackle[unsuccessful]. James Collins (West Ham) Pass[square] [from x/y to x/y]. Assist. DimitarBerbatov (Man Utd) to CristianoRonaldo (Man Utd) Goal[right footed] [shot] [sliding] [3 yards] [into:bottom right of goal]CristianoRonaldo (Man Utd) Shirt number of scorer. 7 Latest score (2-0) Minute of goal (54th minute) Over 2,000 actions in every football game in every top league in Europe. Also Rugby Union, Rugby League and Cricket.

  6. Who buys this stuff? Bookmakers Broadcasters Brands and sponsors Print, online and mobile publishers Professional clubs

  7. Ourmarketing challenges

  8. 1) A small number of key decision makers

  9. 2) Long contracts and a techie-hassle to change suppliers

  10. 3) increasingly commoditised products data is data, right?

  11. 4) small marketing budget whinge, whinge, whinge

  12. BUT a database of loads of great content And we know what’s interesting

  13. Why Twitter was a good choice

  14. Our content works beautifully in the format – quirky, regular, highly shareable A lot of the influencers in our target market use it heavily – and it allows us to chat with them. A lot. With their permission We can talk directly to fans, and build our brand in the mind of the end users It’s cheap

  15. Wow, our customers think Opta content adds real value Wow, Opta content is great.

  16. How we approached it

  17. 1) we created a set of individual characters

  18. Introducing: The Opta Twitter Family

  19. The daddy: Opta Joe @optajoe Tweets about:English football

  20. The little brother: Opta Jim @optajim Tweets about:English cricket, rugby and tennis

  21. The exotic foreign cousins: Opta Jose @optajose Tweets about:Spanish football

  22. The exotic foreign cousins: Opta Juan @optajose Tweets about:Spanish “other sports”

  23. The exotic foreign cousins: Opta Paulo @optapaulo Tweets about:Italian football

  24. The exotic foreign cousins: Opta Jean @optajean Tweets about:French football

  25. The exotic foreign cousins: Opta Joao @optajoao Tweets about:Portuguese football

  26. The exotic foreign cousins: Opta Jack @optajack Tweets about:American soccer (yes, I know....football)

  27. And the Godfather: Opta Suit @optasuit Tweets about:Corporate Opta info and news

  28. 2) we developed a unique and consistent style

  29. Each and every tweet: Number → Fact → Summary word

  30. @OptaJoe: 86.8 Jack Wilshere has completed 86.8% of his passes in the Premier League this season. Prodigy.

  31. Or: 9 West Ham have won their last 9 FA Cup matches against lower league teams. Bullies.

  32. Or: 11 In the Premier League this season, Wayne Rooney has conceded 11 fouls, been fouled 11 times and been caught offside 11 times. Legs.

  33. The parodies - @OptaJoke: 155 The average number of miles Man Utd fans have travelled for today’s Manchester Derby. M25.

  34. Largely loved but... 8,197 Tweets by @OptaJoe, all probably with an annoying closing 1 word statement. Unfollow.

  35. 3) we are, or try to be, highly responsive

  36. Mark Bright (BBC Sport Presenter) @optajoe can you confirm that Wigan have not won in London for 17 apps? @markbrightyThat is correct. Wigan are without a win in their last 17 league trips to London. Homely.

  37. 4) we are selective with who and why we ReTweet

  38. 5) we do quizzes

  39. @OptaJoe: Name the player who has scored the most braces in the Premier League without ever having scored a hat-trick. Quiz. @OptaJean: Name the 7 players who have scored in a final for Arsenal under Arsene Wenger. Quiz.

  40. 6) we do request slots

  41. @OptaJoe: 2pm. The next 60 minutes is REQUEST HOUR. We will answer as many questions from our followers as possible, so tweet your pleasure. Slave. • Over 500 requests in the hour • Managed to answer 67

  42. How it has worked

  43. Firstly, the numbers 60,000 10,000 3,000 10,000 1,000 5,000 7,000 2,000 2,000 2,000

  44. But it’s not just about the quantity

  45. A selection of industry followers:

  46. A few examples

  47. BBC Sport

  48. The Guardian Football Weekly Podcast

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