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

Facebook

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!

Twitter

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!