e jeföhl dat verbingk – content with a sense of community
TRANSCRIPT
E Jeföhl dat verbingk – Content with a Sense of Community
E Jeföhl dat verbingk – Content with a Sense of Community
Page 2
Agenda
FC Cologne – Professional football since 1948
FC today
Our stakeholders
Our own channels
FC-Connect
E Jeföhl dat verbingk – Content with a Sense of Community
Page 3
The history of FC Cologne – a proud past.
February, 13th, 1948: formation by fusion of Kölner BC 01 and SpVgg Sülz 07.
It all began with the vision of club founder Franz Kremer. He assembled a group of young players and posed the legendary question:
„Do you want to win the championship with me?“
In may 1962, the vision of Franz Kremer became true.
Kremer was one of the masterminds of the founding of German Bundesliga
1964, FC became the first-ever Champion of the Bundesliga.
Since 1948: 3x German champion | 7x German vice champion |
4x DFB cup champion | 1x UEFA-Cup-finalist |
3x German youth champion
The beginning
E Jeföhl dat verbingk – Content with a Sense of Community
Page 5
membership
10.050
13.500 17.500
29.000
32.250 35.500
43.200
50.600
52.000 55.000
62.000
0
20.000
40.000
60.000
80.000
2002 2004 2006 2008 2010 2014
E Jeföhl dat verbingk – Content with a Sense of Community
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fan-clubs
519
671
858
1.075
1.262 1.333 1.361
0
400
800
1.200
1.600
2000 2002 2004 2006 2008 2010 2012
E Jeföhl dat verbingk – Content with a Sense of Community
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Overview membership numbers – the German top 10
25.500
32.000
40.000
44.448
60.000
61.500
73.454
100.254
130.000
223.985
0 50.000 100.000 150.000 200.000 250.000
Bayer Leverkusen
Hertha BSC
SV Werder Bremen
VfB Stuttgart
Bor. M'Gladbach
1.FC Köln
Hamburger SV
Borussia Dortmund
FC Schalke 04
FC Bayern München
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Trademark FC – More than just a club!
FC Cologne is the flagship of Cologne, which is with almost one million inhabitants the biggest city in the Rhein region.
Almost 80 Percent of the inhabitants of Cologne are interested in the performance of the club.
Asking: “What do you associate with the city of Cologne? “ The club is mentioned in the first place, more often than the Cologne Cathedral, Kölsch and carneval*.
Hardly any other club can boast such a connection to the supporters and the population as the city of Cologne.
The Media Monitoring for 53 TV stations recorded annually a cumulative reach of nearly 3.2 billion contacts for FC Cologne.**
The "Media Evaluation - Print" recorded an annual reach of almost 745 million contacts only for the presence of FC Cologne in conjunction with its main sponsor REWE.**
Regional Roots, National Reach
*Source: LiM, University of Bremen
**Source: Sport+Markt
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Trademark FC – More than just a club!
92% of the population from the age of 14 knows FC Cologne (42,63 mio. people) and one out of three who is interested in football has sympathies for FC Cologne*.
People connect positive characteristics with FC Cologne such as being down-to-earth, unique and full of life.
Asking: “What is your favourite football club?“ The answer of 1,72 mio. Germans is ”FC Cologne“*.
The Trademark 1. FC Köln
*Source: Sportfive, Fußballstudie
E Jeföhl dat verbingk – Content with a Sense of Community
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FC – an attractiv business platform
More than 750 partners are part of our network
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The media
local, regional, national and international
E Jeföhl dat verbingk – Content with a Sense of Community
1. FC Köln | 29. Juli 2014 Seite 12
Department Media and Communications
Tobias Kaufmann
Head of Communications
Interne und externe Medienstrategie/
Kommunikation
Frederic Latz
press officer
Betreuung externe Medien, Termine, Autorisierung etc.
Simon Pröber
Editor
Geißbock-Echo
Jahrbuch
Spieltagsinfos
Maurice Sonneveld
Editor
Neue Medien
Community
Daniel Misterek
Editor
Pressarbeit Frauen und Nachwuchs
Akkreditierung
Matthias del Piero
fc-tv (freier MA)
Thomas Schlosser
fc-tv (freier MA)
E Jeföhl dat verbingk – Content with a Sense of Community
1. FC Köln | 29. Juli 2014 Seite 16
The strategy – using our own channels
Homepage fc-koeln.de KgaA und Club 4 Mio. PIs, 0,5 Mio. uUser/Month
fc-tv
around 3000 subscribers
GeißbockEcho
Print and eMag
Jahrbuch etc. …
iPhone-App
300.000 Downloads
Facebook, Instagram
600.000 Fans
Google+
95.000 Follower
Twitter #effzeh
80.000 Follower
…
E Jeföhl dat verbingk – Content with a Sense of Community
1. FC Köln | 29. Juli 2014 Seite 18
Social Media Homepage
NetCologne FC-TV
Online Platforms
FC-App
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First-class range
The only club from any 2nd division amongst Football‘s top-50 in Europe.
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German „Social-Media-Champion“ 2011
2nd Price Marketing-Award in Sports 2014
Winner Online-Kommunikationspreis 2014 Final round at the PR-Awards 2012, Cat. „Social Media“
Best Facebook-Fanpage in German Football deutschen Fußball 2013 (lt. TNS/w&v Fanpage-Award)
First German Football Club with an exclusive Badge at Foursquare
fc-connect the first social hub in european club-football – rewarded the eco-Award, the Deutschen Preis für Online-Kommunikation and 2. place at Marketingpreis des Sports
Multimedial ist der FC Bundesliga-Spitze
#effzeh, a benchmark in new media
E Jeföhl dat verbingk – Content with a Sense of Community
1. FC Köln | 29. Juli 2014 Seite 23
Cologne kind of humor …
We don‘t want to sound like Pyongyang! http://www.youtube.com/user/fckoeln
E Jeföhl dat verbingk – Content with a Sense of Community
1. FC Köln | 29. Juli 2014 Seite 24
FC-Connect – Innovation for our community
Desktop- & FC-App-Version
Octobre 2013: We launched the first social-hub in european football.
E Jeföhl dat verbingk – Content with a Sense of Community
1. FC Köln | 29. Juli 2014 Seite 25
The story behind FC-Connect
Once upon a time…
E Jeföhl dat verbingk – Content with a Sense of Community
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The story behind FC-Connect
January, 2010
E Jeföhl dat verbingk – Content with a Sense of Community
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The story behind FC-Connect
Januar 2010 Shut-down of the official fan-foum
E Jeföhl dat verbingk – Content with a Sense of Community
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The story behind FC-Connect
Welcome to the shit storm
E Jeföhl dat verbingk – Content with a Sense of Community
1. FC Köln | 29. Juli 2014 Seite 29
The mission: Connecting #effzeh
FC-Connect
CLUB
+ MEDIA + PLAYERS
+ FANS
E Jeföhl dat verbingk – Content with a Sense of Community
1. FC Köln | 29. Juli 2014 Seite 30
8|12 Founding of the Community Commission
Digital Influencers around the club working together –
volontarily
E Jeföhl dat verbingk – Content with a Sense of Community
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The challenge
Technic
Content People …bring together,
connect, unite
E Jeföhl dat verbingk – Content with a Sense of Community
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The Solution
E Jeföhl dat verbingk – Content with a Sense of Community
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The solution
FC-Connect E Jeföhl, dat verbingk
E Jeföhl dat verbingk – Content with a Sense of Community
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The features
90+ Channels
50.000+ articles
Text, Pictures, Audio & Video
not censored & for free
E Jeföhl dat verbingk – Content with a Sense of Community
1. FC Köln | 29. Juli 2014 Seite 35
The features
User-Interface
Personalisation
Choose your channel …
Personal Dashboard
E Jeföhl dat verbingk – Content with a Sense of Community
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The features
„InTile“ Navigation share & rate:
Joot oder Driss?
Context-menu
E Jeföhl dat verbingk – Content with a Sense of Community
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The features
Search over all the channels
E Jeföhl dat verbingk – Content with a Sense of Community
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FC-Connect – E Jeföhl, dat verbingk
stable & flexible
aggregate & interact
growing
developing
long-term
E Jeföhl dat verbingk – Content with a Sense of Community
1. FC Köln | 29. Juli 2014 Seite 39
FC-Connect – E Jeföhl, dat verbingk
Technic
Content People
…bring together,
connect, unite
USER
E Jeföhl dat verbingk – Content with a Sense of Community
1. FC Köln | 29. Juli 2014 Seite 40
Feedback: Fans & Media like FC-Connect
E Jeföhl dat verbingk – Content with a Sense of Community
1. FC Köln | 29. Juli 2014 Seite 41
But, what is #effzeh doing better?
E Jeföhl dat verbingk – Content with a Sense of Community
1. FC Köln | 29. Juli 2014 Seite 42
We are integrating all the existing content around our club on
one platform and in our context
E Jeföhl dat verbingk – Content with a Sense of Community
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FC-Connect is unique and innovative …
E Jeföhl dat verbingk – Content with a Sense of Community
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… but it‘s transferable on every kind of sports our business
E Jeföhl dat verbingk – Content with a Sense of Community
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low budget, high output: Digital Influencers as mainsprings
E Jeföhl dat verbingk – Content with a Sense of Community
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Strong ties with our community:
Information Interaction Engagement
E Jeföhl dat verbingk – Content with a Sense of Community
1. FC Köln | 29. Juli 2014 Seite 47
Thank you!
FC-CONNECT – E JEFÖHL, DAT VERBINGK