Since the beginning of the English Premier League (1992, no football didn’t exist before…) the battle for fans & their disposable income has mainly been an international one with ‘brands’ like Manchester Utd, Manchester City, Chelsea, Arsenal & even Liverpool looking to gain fans by playing high profile friendly matches abroad during the pre season.
Over the last 20 years advertising a teams style or brand has become vitally important as sport has combined with technology to become more accessible, professional and financially motivated. For examples of this check out ’mes que un club‘, Arsenal’s brand values or Bayern Munich’s facebookfacepalm.
That’s all well and good Sean but what does this have to do with Followerwonk and or selling stuff?
Good point. Lets get too it.
For today’s example I will be looking at Manchester City Football Club and how they can increase shirt sales, brand visibility and/or match tickets when they play abroad during pre season. As you may have gathered from the title I will be using Followerwonk to find regional twitter followers for Manchester City.
Find the handle – First things first lets find the brand twitter account. For this example the Manchester City Twitter account is @MCFC
Grab some data – Next login to Followerwonk and copy and paste the twitter handle into ‘Analyze Followers’ before choosing to ‘analyze their followers’. Run the report, this should take around half an hour. Due to the large number of followers Followerwonk use a random sample of 100,000 out of the 630,047 current followers. This isn’t perfect but we should still get some decent data (I think this requires a twitter account and SEOmoz pro account, not 100% sure.)
Review your report – Once it’s ready check out your report. Followerwonk aims to approximate the geographic location of up to 5,000 followers (as you can see below.) Unfortunately we don’t have the fixtures for Manchester City’s next pre season so we will base it on where they played last year. After a bit of research I’ve found out that they played Malaysia in Kuala Lumpur. Lets check out the followers for that region of the world (the red 262…)
Drill down – And again… (yellow 53…)
Choose your location – So now we have regional twitter followers that we know will be interested in Manchester City games and merchandise. As the majority of the fans are in the capital city (Kuala Lumpur) and that is the most likely location for any future games we will drill down there (yellow 25…)
Keep drilling – So below we drill down again (yellow 10) and we get a couple of options. Lets check out @yandiimaulana
Potential customer? – I think it’s safe to say he’s a brand advocate… It might be difficult getting him to buy the first kit though. Might try and see if he likes the 2nd kit. :)
Even if the rest of the local followers don’t show the same enthusiasm & zeal as Yandi you still have a great opportunity to get in contact with fans and offer memberships, discounted merchandise and/or show some thanks for their support. Imagine how many local social shares/word of mouth your brand could get within a certain region if you offered specific discounts to specific followers?
For example I’ve just seen the Manchester City Twitter feed tweet the following.
But wouldn’t it be a great opportunity to do the following?
O.k. so the tweet is a little formal but I think you get the picture. I think this idea has legs particularly for smaller businesses looking to undercut large businesses within competitive sectors (review competitor followers, offer their customers a better deal…)
TL;DR = Use Followerwonk, find fans, offer unique deals, increase brand visibility & sales.
You can thank me below.
Actually don’t. Go and get your daily muse on. Anthony is once again talking sense about tweet curation and bubbly content.
Go on now…