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Simon Banoub @banouby
10 Twitter Tips from @OptaJoe
(btw I’m not OptaJoe)
Simon Banoub @banouby
My agenda:
• A bit about Opta• Opta’s social media profile• 10 social media lessons from OptaJoe• A few more lessons that I wanted to add but was too
OCD about promoting a list that wasn’t a neat number
Who are ?
The world’s leading sports data company
Which means we:
Watch a lot of this:
Collect the data like this:
And turn the live action into data feeds:
And widgets:
And a team of geniuses turn the data into editorialised statistics:
Over 400 companies buy Opta products, including this lot:
They use it different ways, like this:
And this
And this
So why am I stood up here talking about social media?
Preamble…
Active on social media for almost 5 years
17 accounts on Twitter, in 9 different languages
5 accounts on Facebook
Over 750,000 Twitter followers (led by OptaJoe on 534,000)
30,000 fans on Facebook
Social media has transformed Opta (I’ll explain how later)
And a caveat or three:
This isn’t:How to do Twitter
This is:What worked for us
I might:Repeat myself
10. Twitter Tips from
Quickfire.
1. Segment your audience, segment your accounts, and tweet about appropriate stuff.
Relevance.
Meet the family
Talks about: English footballLanguage: English
Meet the family
Talks about: CricketLanguage: English
Meet the family
Talks about: RugbyLanguage: English
Meet the family
Talks about: French FootballLanguage: French
Meet the family
Talks about: Spanish FootballLanguage: Spanish
Meet the family
Talks about: Dutch FootballLanguage: Dutch
Meet the family
Talks about: South American FootballLanguage: LatAM Spanish
Meet the family
Talks about: “Soccer”Language: English
Meet the family
Talks about: Australian SportLanguage: English
Meet the family
Talks about: Brazilian FootballLanguage: Portuguese
Meet the family
Talks about: Other Spanish SportsLanguage: Spanish
Meet the family
Talks about: Italian FootballLanguage: Italian
Meet the family
Talks about: German FootballLanguage: German
Meet the family
Talks about: Russian FootballLanguage: Russian
Meet the family
Talks about: Global FootballLanguage: Arabic
Meet the family
Talks about: The OptaPro sub-brandLanguage: English
Meet the family
Talks about: Corporate news from OptaLanguage: English
2. Consistency is key. Develop trust by being reliable in content, tone and approach.
Stable.
We do not deviate from our tweet style:
Number
Fact
Summary Word
From OptaJoe:
15
David Beckham has scored the most direct free kick goals in Premier League history.
Specialist
From OptaJoe:
15
Newcastle United were forced into more last man saving tackles than any other team in
the Premier League.
Desperate
From OptaJoe:
122
No team allowed fewer shots on target against them than Chelsea.
Bus
From OptaJoe:
352
Alex Pearce of Reading made more headed clearances than any other player in the
Championship.
Nurofen
From OptaPaolo:
781
Pirlo è stato il calciatore italiano con più minuti giocati nelle qualificazioni a Brasile
2014.
Pilastro
From OptaPaolo:
781
Pirlo is the Italian player with the most minutes played during WC2014 qualification
Pillar
Often imitated (over 400 copy accounts at last count), sometimes amusingly:
Sometimes informatively:
And sometimes fairly disturbingly:
2.1 But try to tailor this consistent approach across markets where appropriate. Global.
3. Be human, be approachable, let staff join in conversations. Chill.
3.1 Proud and engaged staff is a
powerful brand statement.
3.2 But make sure everyone knows the rules of engagement
4. Don’t let people forget they’re following you. Stranger.
5. Timing is important. Clockwork.
5.1 Utilise scheduling…If your audience mainly read their timelines
when they’re here:
Why do you keep posting content when they’re here?
6. There are people who can, and will , happily amplify your message if targeted
correctly. Loud.
7. Don’t platform hop. If a corporate Snapchat account doesn’t suit you, your
brand or your content, ignore it. Fad.
8. Monitor what you’re doing and test different approaches over time. Evolve.
Trending.
9. Play the long game. Don’t start getting twitchy when you have 8 followers after 2
weeks. Patience.
10. You are on people’s timelines for a reason. Be interesting. Or helpful. Or offer an
insider’s perspective. Filter.
This is what a Twitter timeline does:
Things that didn’t make the list, but are also relevant to us:
- Only retweet appropriate stuff from appropriate people
- Don’t use loads of hashtags for no real reason. #hashtags #reason #loads
- No-one cares if you’re nearly at 5/10/100k followers (especially those who are already following you)
- Accept that not everyone will be a fan. Take criticism well. Learn to ignore the ridiculous stuff. (see later)
An average of 20k retweets per week (sometimes as many as 50k)
On average 1,800 @ mentions per week
Tweet on average 65 times per day
Global reach on Twitter of 147m users per week
So, how has it worked? A few vanity metrics for you
(I know we all love these, right?):
Opta has quadrupled its turnover in the last 4 years
Monthly in-bound sales leads from May 2014 are 760% higher than the corresponding month in 2010.
We are now the official data provider for all of the best leagues and competitions in the World
OptaJoe and his pals are mentioned in almost every client meeting we go to, and the vast majority of our job interviews
OptaJoe has helped to transform our company. Bless him.
And a few ones that aren’t so vain:
But you can’t please everyone
But hang on a second, maybe you can please everyone – Joey is now our friend
Any questions?
Simon Banoub @banouby