match point : how to engage sports fans on facebook

HOW TO ENGAGE SPORTS FANS ON FACEBOOK

POINTMATCH

At Tigerlily, we develop solutions that allow fans to experience and share their passions.

BECAUSE FACEBOOK IS SUCH A GREAT PLAYGROUND.

TALK TO YOUR FANS1

The French Tennis Federation (FFT) and Roland Garros have geotargeted posts with the Timeline Manager to deliver appropriate messages to local fans.

Community Managers has metrics to analyze publication performances to offer the best content to their community and he can identify Facebook ambassadors who can support them.

TALK TO YOUR FANS1

KNOW YOUR OPPONENT2

The Roland-Garros page has launched the "Golden moments" Facebook tab, presented as a Pinterest board, collecting the most legendary photos and videos of this competition.

KNOW YOUR OPPONENT2

3,200 UNIQUE VISITORS IN ONE MONTH

BUY YOUR EQUIPMENT3

For the 2012 edition, Roland-Garros opened a Facebook store grouping the most popular items: T-Shirt, Polo, Panama, Towels...

BUY YOUR EQUIPMENT3

2,300 UNIQUE VISITORS IN TWO MONTHS

BET ON THE BEST PLAYER4

The Roland-Garros community was invited to create the perfect tennis player via a Facebook app. Fans could choose players with the best forehand, backhand, mental etc.. to create their own version of the ideal tennis player.

BET ON THE BEST PLAYER4

6,000 VISITS INTWO WEEKS

PLAY THE GAME5

FFT’s fans are invited to answer 20 questions that trace the story of the tournament. A game with a simple UI & UX to animate the community.

PLAY THE GAME5

7,000 VISITS INTWO WEEKS

RESPECT THE RULES6

The Timeline Manager allows the FFT to create automatic moderation rules based on keywords lists to remove spam messages, insults... The Community Managers keeps the control of the FFT and Roland-Garros Timeline to avoid attacks.

RESPECT THE RULES6

HARANGUE THE SPECTATORS7

The French Tennis Federation had displayed the "Facepile" plugin, "share" and "Invite" buttons on its latest contests to encourage users to participate and to viralize the campaign.

HARANGUE THE SPECTATORS7

REWARD THE WINNER8

Roland-Garros offers great gifts like tickets, T-Shirts or towels of the tournament to motivate its community.

REWARD THE WINNER8

ANALYZE YOUR GAME9

Each contest has a dedicated dashboard, and the FFT has access to useful metrics to study application performances: visitors, unique visitors, users, participants, winners, voters, attempts...

ANALYZE YOUR GAME9

90% CONVERSION RATEON SOME CONTESTS

GAME, SET & MATCH!10

GAME, SET & MATCH!10

22% ENGAGEMENT RATE20k+ FANS

FRENCH TENNIS FEDERATION PAGE

8% ENGAGEMENT RATE500k+ FANS

ROLAND-GARROS PAGE

ENGAGEMENT RATE = PEOPLE TALKING ABOUT THIS / PAGE FANS x 100

ALL OPERATIONS WERE CO-CREATED BY THE FRENCH TENNIS FEDERATION TEAMVICTOR LAMM & DELPHINE DELPORTE& TIGERLILY

The Tigerlily platform helps iconic brands optimize conversations, engage users through rich contents or contests, and identify key communities.

NOW IS THE TIME TO BECOME A SOCIAL MEDIA CHIEF.

CONTACT USVISIT OUR WEBSITE

This presentation could not be done without you.

Cover • Clay © FFT

Introduction • Crowd © FFT

Talk to your fans • Santoro Presser by Charlie Cowins

Know your opponent • Rafa & Roger © FFT

Buy your equipment • Jo © FFT

Bet on the best player •Roger © FFT

Play the game •Andy © FFT

Respect the rules • Caroline Wozniacki by Yann Caradec

Harangue the spectators • Gaël © FFT

Reward the winner • Roger © FFT

Analyze your game • Internationaux Roland-Garros by Nawal_

Game, set & match ! • Rafa & Roger © FFT

Credits • Maria © FFT

TO ALL PHOTOGRAPHERS, THANK YOU