The three English Premier League teams decided that fan engagement was more than just social media engagement. Find out what steps truly transformed their brand marketing.
If you believe social fan engagement is but a tiny part of brand marketing, we recommend you visit Arsenal FC’s Facebook page by the name Arsenal Hindi. You will be amused to see some point-on posts with Indian analogies about the club and the phenomenal traction those posts get. And it should make sense. Afterall, watching football and loving Arsenal cannot be limited in any way by language.
It’s probably why Manchester City has more than once showed immense respect and affection to fans outside England by serving content relevant to the respective countries of their fans. And they translate this affection in their actual decisions, as is reflected in the acquisitions of the teams in Australia and New York City.
So much is the importance of phenomenal fan engagement today that Barclays Premier League has set up social media guidelines for all the clubs. These guidelines are not meant to instruct clubs to avoid offending fans but also to make the best of social media interaction for multiplying fans.
As of now, we bring you three BPL teams - Manchester City, Southampton and Arsenal - that made their way into fan engagement by some smart tweaks.
You can learn from the Citizens’ way of luring and getting the fans to keep coming to them for more. Their little tweak was to start producing high-quality content smartly. They often create fun videos to promote their club while keeping the essential Citizen signature style intact. Check this video. They are kings of various content platforms and tweak their social engagement according to each. We already know they pioneered high-speed wireless internet access for phones and tablets in a football stadium in England at their home Etihad Stadium.
Content shared should be relevant to the emotions of the sports fans.
Nobody does it better than the Gunners when it comes to contextualizing content according to their fans’ regional preferences. They actually have the Arsenal Hindi page addressing the Indian Arsenal fans directly. Afterall, India is world’s second largest populated country and is growing each year in sports fanship. Arsenal keeps it vernacular on Facebook. However, what’s almost never noted is how engaging their web application is. They even won the awards of Best Sports Website and Most Popular Sports Website in 2013.
Southampton’s social media team often initiates debates and discussions across all of their online forums and platforms. The fans never feel it like a marketing effort but find most of their content quite relevant to themselves. Just a little tweak in their content orientation has led them to become one of the most engaged sports clubs in the League.
Be it mobile or web application, social media channels or simply a fantasy sports platform, fans can be deeply involved with smart tweaks in your online marketing strategy. For more ideas on platforms, engagement or user acquisition, do give us a call.
Vinfotech creates world’s best fan engagement solutions for fantasy sports startups, sports leagues & clubs and sports brands. We promise initial set of real engaged users to put turbo in your fan engagement and fantasy sports growth. Our award winning software vFantasy™ allows us to build stellar rewards platform faster and better. Our customers include Zee Digital, Picklive and Arabian Gulf League.
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