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Building a Community! Sale Sharks" Case Study"
mycleveragency""December 2011"
Full service social media agency that teams up with companies to build their brand equity by leveraging all forms of the social web to create conversations, increase word of mouth and build lasting relationships.!!!
Introduction
" Professional rugby union team!" The only Premiership rugby union club
in the North West of England!" Premiership winners in 2006!
!
Reasoning!" Under utilising social media channels !" Minimal fan interactions & awareness !
Objectives!" Ensuring brand consistency !" Create an online community!" Build awareness!" Encourage participation!" Drive traffic to website!" Get more bums on seats!!
Approach
Aesthetics
Fan-gate!
Fan-gate!
" Bespoke tab that encouraged non Facebook fans to ‘Like’ the Page!
" Mirrored the current campaigns in the design!
Profile Picture
Profile Picture – Pre MCA!
Profile Picture - MCA!
Profile Picture!
" Designed profile images to reflect the campaigns!
" Created profile images that ensured a correct thumbnail was visible!
Vanity URL
Vanity URL – Pre MCA!
Vanity URL - MCA!
Vanity URL!
" Claimed the Sale Sharks vanity URL www.facebook.com/salesharks!
" Important to ensure brand is consistent across different channels!
" Difficult to spread awareness when the URL is long and complicated!
Community
Community Management – Pre MCA!
" Used the wall like an RSS feed!" Little response from the community!
Community Management - MCA!
" Crafted various types of posts in order encourage engagment amongst Facebook fans!
" Live updates during games!" Q&A with players!" Post game audio/video!
Community Management Examples!
Facebook Applications
Fan of the Year!
Fan of the Year!" Created a Fan of the Year competition!" Fans would upload pictures of
themselves !" Community would vote to decide who
was Sale Sharks biggest fan!
La Vila Sweepstakes!
La Vila Sweepstakes!" Make the entry process easy by
avoiding app authorisation!" Entrants needed to enter their name,
age and email for a chance to win!" Created bespoke Facebook
Sweepstakes tab!" Put fan-gate on top of the Sweepstakes
to encourage ‘Likes’!
Facebook Shop!
Facebook Shop!
Facebook Shop!" Created an in-tab store front!" Encouraged fans to shop within
Facebook!
Aesthetics
Background Image – pre MCA!
Background Image - MCA!
Background Image!
" Previous Twitter background was not branded and included a montage of player pictures!
" mycleveragency’s background image included a brand message and vertical name branding!
Lists
Lists!" Created a public list of the current
squad so followers and brand could easily interact with the team!
Tweet Frequency
Tweets – Pre MCA!" Used Twitter feed like a RSS feed!" No interactions from followers!!
Tweet Frequency!
!
Tweet Frequency!" Increased Tweet frequency in order to
help build engagement with followers!" Replied to 99% of all @mentions of the
brand !" Created #SaleSharks hastag to
encourage group discussions amongst fans!
Retweets!
Retweets!
Retweets!" Received 1,169 Retweets!" This included running RT competitions
to win game tickets !" Reached 7,768 people on Twitter with
one Tweet!
YouTube
YouTube!
YouTube!" Branded the YouTube channel to
include the logo!" Implemented regular updates to the
channel!
Results
Facebook - New Fans
New Fans!
New Fans!
" Sale Sharks’ Facebook Page had 676 fans when mycleveragency started!
" Increased Page ‘Likes’ by 359%!" Maintained constant growth throughout
the four month period !
Facebook - People Talking About This
Talking About This!
Talking About This…!
" Is the number of people sharing stories about the Sale Sharks Facebook Page!
" Stories include liking the Page, posting on the wall and commenting!
" Peaked at 1,279 people!!
Facebook - Post Interactions
Post Interactions!
Post Interactions…!
" Include ‘Likes’, comments and shares!" Total posts interactions 2,361!!!
Facebook - Weekly Engaged Users
Weekly Engaged Users!
Weekly Engaged Users…!
" Is the number of people who engaged with the Facebook Page!
" Maintained weekly engaged users above 600 people!
" Peaked at 1,571 engaged fans!
Twitter - Followers
Followers!
Followers!
" Started with 1,585 followers!" Grew the @salesharksrugby Twitter
following by 153%!" Finished with 4,014 followers!
Contact us…!Web – www.mycleveragency.com !Email – be@mycleveragency.com!
Tweet - www.twitter.com/mycleveragency!Facebook - www.facebook.com/mycleveragency!
Phone – 0208 123 0025!
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