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A Journey in Social Media Andy Smith @A_BSmith

A Journey in Social Media Andy Smith @A_BSmith. Today’s presentation. The Football Association Why Social Strategy Key Findings. The Football Association. Wembley Stadium. Grassroots Football. The FA Cup. England Teams. Women’s Game. What are we up to?. Digital Objectives

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A Journey in Social Media Andy Smith @A_BSmith

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  1. A Journey in Social MediaAndy Smith@A_BSmith

  2. Today’s presentation • The Football Association • Why Social Strategy • Key Findings

  3. The Football Association Wembley Stadium Grassroots Football The FA Cup England Teams Women’s Game

  4. What are we up to? Digital Objectives • To reach new fans using engaging content wherever they are online • To create channels which allow us to directly communicate to fans/players • To provide a platform to promote a broad range of FA messages Reach Engage Action

  5. Social Media Landscape England The FA Cup Wembley Stadium England Women England 21s FA WSL Respect @thefadotcom @respectfootball @WembleyStadium @FAWSL @englandfans England The FA Cup FATV Get into Football FA WSL

  6. facebook • 240,000 fans • Build a new generation of FA Cup fans • 1.1 million fans • Engage fans • 72,000 fans • 350,000 Check ins • Promote event calendar

  7. Be Strategic Social Strategy Road Map Determine Content Develop Tone Identify Audience Mission Create Schedule Set Goals Reach Goals Develop Clusters Media Support

  8. Target relevant consumers • Superfan Competition • Hosted on facebook • Media partnership with Standard • £10,000 supporting ad spend

  9. Timely and topical increases engagement

  10. Have Fun: Think outside the box • Hard to be topical across 12 months • Fans engage less between England matches • Facebook Row • New fan and engagement strategy working together

  11. Resource to react

  12. Get Involved- BBC Test Match Cricket • Questions from Twitter • Tweet Deck • @theashes to The Ashes • Boycott Bingo, UGC • Sprinkler Dance “Involve your fans, have fun and have a go”

  13. Planning • High Resource • Squad Content • Celebrity Content • Campaigns • Apps • Low Resource • Topical Wall Posts • Starting 11’s • Polls • Smarter Tweeting • Behind the scenes content • Medium Resource • Links to Website • Competitions • Links to video content • More topical articles • Going Forward • Longer Term planning • Joined up England v Wales plan • Maintain and build relationships • Bring the fans closer

  14. What’s next • Get the content right • Understand our consumers • Refine our execution

  15. Be Strategic Social Strategy Road Map Determine Content Develop Tone Identify Audience Mission Create Schedule Set Goals Reach Goals Develop Clusters Media Support

  16. Summary Be Strategic Target Relevant Consumers Resource to react Think outside the box Timely and topical increases engagement Plan and execute

  17. Andrew.Smith@TheFA.comTwitter @A_BSmith Questions

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