Jo Vertigan Presentation To Digital Marketing London Presents: Putting Social Into Sport

Jo Vertigan

England UnitedTHE WORLD INVITED

A Digital Postcard(distribution version no video etc)

My Background

England 2018 Digital Strategy:

What it was

• A multi platform approach to communicate our vision

• One of many outlets to allow people to express their support

• A place for bid partners to have visibility

• A platform for us to raise our global visibility

What it was not

• An exclusive platform for latest news

• Latest blogging news from the world of football celebrity

• A UGC forum for a wide range of views

• A vehicle to secure 24 votes

Primary Objective

• Design, build and deploy an engaging global digital strategy that allows England 2018 to share its vision for a World Cup in England

England 2018: Initial Digital Objectives

1. Quickly (6 weeks) create a wide number of interlocking communication platforms to deliver our key messages

2. Optimise platforms in terms of visibility on a global basis

3. Use social media to engage a global audience and generate support/content

4. Reflect UGC back to key stakeholders to demonstrate global support –our digital echo-

Campaign

Marketing

Technical

Commercial

Digital

Simplified Bid Structure

Key Events (Digital)

Launch may 2009

November 2009

Host Cities

Bid Book Delivery May 2010

may 2010

Facebook Media

Supporter App launch July 2010

August 2010

Back the bid week

Final announcement DEC 2010

august 2009

Mb deployment

Process: A 24 Month Campaign

• 1-2-1 Lobbying• Candidate Host City Process • Host City Selection • Technical: Bid Book Submission• Inspection Visit • FIFA Evaluation • Final Lobbying• Zurich Presentation• The Result!

Digital Measures Of Success

• Total supporters• Engagement with multiple platforms • Countries/fans represented within platforms• Global visibility and reach• Social media to enhance message not distract

England 2018 The Initial Brief:Design Build and Deploy a Digital Strategy

• Very limited launch budget: >sub £30k

• Existing Assets: -None-

• Visibility: 42 International Media Organisations

• Team Members: 1

• Soft Launch Options –nil-

• Speed to market: 6 weeks (no slippage possible)

Initial Site Map

Site Design 3 Weeks Before Launch

Site At Launch Design, Built and Deployed in 6 Weeks

17/05/09: Bid Facebook page launched

Post Launch Activity

• Blogger OutreachReach: 476,35729 Forums and Blogs

• Buzz Monitoring

“We are running our very own focus on the world cup bid, including a blog of events as they happen.  If there is anything else we can do to show our support then please let us know, we would be honored to be involved.”Jemma, Three Lions

Celebrity Supporters

As fans pledged their support on the page they were joined by many celebrities backing the bid.

13,184 Fans as at 15th June 2009

OUR SUPPORTERS

ENGAGEMENT

ALL SUPPORTERS

AMBASSADORS

ENTERTINAMENT

SPORT

CIVIC

IMAGES AND MESSAGES

August 2009: Mobile Deployment

• Text ‘England’ to 62018 running at on the perimeter boards at matches

• Host City Voting Options: September

• Mobile Optimised Site

• Iphone App

Going Global

Reinforcing The Channels

Site Redesign August 2009

Global Platforms:

iPhone

FacebookFlickrTwitter

YouTubeMobile web

Main Site

Scarves around the world

As the international support grew, scarves were distributed to fans around the world. The feedback was started to create the social media loop with hundreds of photos posted to our ‘Scarves around the World’ album.

Facebook Page Evolution

Host city announcement

England vs. Egypt game

Traffic driver campaign launched

Bid Book presentation

World Cup start

Language Development Spring 2010

FRENCH

SPANISH

CHINESE

JAPANESE

KOREAN

RUSSIAN

GERMAN

PORTUGUESE

ITALIAN

BRAZILIAN/PORTUGUESE

ARABIC

Organic Search January 2010

May 2010 – FB Media campaign

To advertise the Facebook page to an international audience we invested in Facebook media. The relatively small investment showed the huge interest in English football in South-east Asia, as the page grew with 25,000 new fans in four days.

14/05/2010: Bid book delivered

• Live updates from the event generated high audience engagement

• A high point of the bid to date followed by the FA Cup Final

The Bid Book 1,752 pages IN THREE VOLUMES ACCOMPANIED BY11 Flight cases of additional documentation

Summer 2010 To The Result

Supporter App launch July 2010

Developed a FACEBOOK app to encourage FANS TO UPLOAD CONTENT to show what they were doing to support the bid

THE WORLD INVITED IP’s mapped & animated

ENGAGEMENT

BID’S GLOBAL SUPPORT

MESSAGES

IMAGES

Digital Assets Page iPHONE APP

WIDGET

MOBILE

TEXT

FACEBOOK

TWITTER

YOUTUBE

FLICKR

BUTTON

WALLPAPERS

TOOLBAR BUTTON

Back The Bid Week

Call to action show your support ‘wear your shirt to work’ etc

Daniel Craig: & many others

2 Millionth Supporter

Endgame

We lost a supporterRIP Paul the OctopusOn 26th October, bid ambassador Paul the Octopus sadly passed away. We honoured his memory with two moving status updates.

But Gained Even More International Supporters

239,294UK

6,805USA

22,985Malaysia

2,040Australia5,910

Singapore

5,794India

2,357Indonesia

We’ve had overwhelming support from around the world with focus in these key areas:

“BRASSIIIIIIIIL!!!! I support England as the place for World Cup 2018!! Lets bring it home!!”

“Come on England! Bulgaria supports you ;P” 

“Hi am sahal and am supporting this bid all the way from kenya i'll be glad to be there to watch rooney and theo its gonna be the best”

Organic Search Tracking

Over 2.5m Supporters

from 185 Countries fromAlbania-Zimbabwe

Who have taken the time to write 75k personal messages of support

Over 1m visits from 212 Countries and territories

Operating in 12 Languages

Illustrating the £750m investment of English football in International Development across 100 countries

End Game: Website

Thank You

Email: jo@obidosconsulting.com

Mb: +44 (0) 7590 013 200

Twitter: @jovertigan