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Simon Banoub Increasing engagement A case study: Opta Twitter . A bit about Opta Our Twitter strategy The tactics we use Results and examples Lessons learned. Prologue/Preamble / Something that dawned on me: Everyone thinks they have the cutest toddler. So with that in mind.
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Simon Banoub Increasing engagement A case study: Opta Twitter
A bit about Opta • Our Twitter strategy • The tactics we use • Results and examples • Lessons learned
Prologue/Preamble/Something that dawned on me: Everyone thinks they have the cutest toddler
Throw In. Antonio Valencia (Man Utd). Pass[square] [from x/y to x/y]. Darren Fletcher (Man Utd) to Anderson (Man Utd) Pass[through ball] [forward] [key pass] [from x/y to x/y] Anderson (Man Utd) to DimitarBerbatov (Man Utd) Good skill. Take-on [successful]. DimitarBerbatov (Man Utd) Tackle[unsuccessful]. James Collins (West Ham) Pass[square] [from x/y to x/y]. Assist. DimitarBerbatov (Man Utd) to CristianoRonaldo (Man Utd) Goal[right footed] [shot] [sliding] [3 yards] [into:bottom right of goal]CristianoRonaldo (Man Utd) Shirt number of scorer. 7 Latest score (2-0) Minute of goal (54th minute) Over 2,000 actions in every football game in every top league in Europe. Also Rugby Union, Rugby League and Cricket.
Who buys this stuff? Bookmakers Broadcasters Brands and sponsors Print, online and mobile publishers Professional clubs
2) Long contracts and a techie-hassle to change suppliers
3) increasingly commoditised products data is data, right?
4) small marketing budget whinge, whinge, whinge
BUT a database of loads of great content And we know what’s interesting
Our content works beautifully in the format – quirky, regular, highly shareable A lot of the influencers in our target market use it heavily – and it allows us to chat with them. A lot. With their permission We can talk directly to fans, and build our brand in the mind of the end users It’s cheap
Wow, our customers think Opta content adds real value Wow, Opta content is great.
Introducing: The Opta Twitter Family
The daddy: Opta Joe @optajoe Tweets about:English football
The little brother: Opta Jim @optajim Tweets about:English cricket, rugby and tennis
The exotic foreign cousins: Opta Jose @optajose Tweets about:Spanish football
The exotic foreign cousins: Opta Juan @optajose Tweets about:Spanish “other sports”
The exotic foreign cousins: Opta Paulo @optapaulo Tweets about:Italian football
The exotic foreign cousins: Opta Jean @optajean Tweets about:French football
The exotic foreign cousins: Opta Joao @optajoao Tweets about:Portuguese football
The exotic foreign cousins: Opta Jack @optajack Tweets about:American soccer (yes, I know....football)
And the Godfather: Opta Suit @optasuit Tweets about:Corporate Opta info and news
Each and every tweet: Number → Fact → Summary word
@OptaJoe: 86.8 Jack Wilshere has completed 86.8% of his passes in the Premier League this season. Prodigy.
Or: 9 West Ham have won their last 9 FA Cup matches against lower league teams. Bullies.
Or: 11 In the Premier League this season, Wayne Rooney has conceded 11 fouls, been fouled 11 times and been caught offside 11 times. Legs.
The parodies - @OptaJoke: 155 The average number of miles Man Utd fans have travelled for today’s Manchester Derby. M25.
Largely loved but... 8,197 Tweets by @OptaJoe, all probably with an annoying closing 1 word statement. Unfollow.
3) we are, or try to be, highly responsive
Mark Bright (BBC Sport Presenter) @optajoe can you confirm that Wigan have not won in London for 17 apps? @markbrightyThat is correct. Wigan are without a win in their last 17 league trips to London. Homely.
@OptaJoe: Name the player who has scored the most braces in the Premier League without ever having scored a hat-trick. Quiz. @OptaJean: Name the 7 players who have scored in a final for Arsenal under Arsene Wenger. Quiz.
@OptaJoe: 2pm. The next 60 minutes is REQUEST HOUR. We will answer as many questions from our followers as possible, so tweet your pleasure. Slave. • Over 500 requests in the hour • Managed to answer 67
Firstly, the numbers 60,000 10,000 3,000 10,000 1,000 5,000 7,000 2,000 2,000 2,000