match point : how to engage sports fans on facebook
TRANSCRIPT
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