Online and social marketing for FIFPro

Hoofddorp, March 23rd 2012

My name is Dimi Albers, I work at Tam Tam (not TomTom), a digital marketing agency

in the Netherlands

An interactive Facebook campaign for the

FIFA FIFPro World XI 2011

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The FIFA FIFPro World XI (as part of the FIFA Ballon d’Or Gala) gives

FIFPro a tremendous opportunity to gain more worldwide visibility

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Through an interactive Facebook campaign we shot for an enormous

amount of Likes with the goal of forming a sustainable online fan

community.

How?

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We offered football fans around the world a chance to win the

THE ultimate fan experience

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They could share the stage with The FIFA FIFPro World XI.

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And….You never walk alone!

Concept

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Predict the FIFA FIFPro World XI on FacebookCompete for FIFA Ballon d’Or Gala tickets

For you and ten of your friends

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in short:Your XI meets the FIFA FIFPro World XI

How to reach the audience

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We asked players and clubs to promote this competition

primarily through Facebook & Twitter.

Press release +

= 2.000 Likes

David Villa(3M fans)+ 6.000 Likes

Chelsea, Liverpool & Spurs(>15M fans)+ 2.000 Likes

Neymar voting ballot in press+ 4.000 likes

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Total: Over 15.000 likes

Over 10.000 predictionsOver 5.000 Friends Teams

Thousands of mentions, teamphotos and activities

33 winners of shirts and footballs

And one lifetime experience for Sebastion Yalle Yale!

So what now?

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Social Media is about the long run

Gary Vaynerchuck

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Keep the community alive with content that they like. Think short

video’s, maybe some contests with prizes and don’t forget the

more serious subjects.Don’t be intrusive, update once a

week or so.

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Think about the 2012 World XI…

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Can we start earlier?And involve the public?

Work with players earlier and succesfully?

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And think about these guys for a minute…

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And how about national XI voting?There’s an (Facebook) app for that! ;)

or at least invite 15.000 football fans to compete through our Timeline

Inspiration for other FIFPro opportunities

Gary Vaynerchuck

Think about the gap between Messi and the players in our Blackbook

Sensoor

Benetton

Scheepvaartmuseum

Virgin

Keep it going!!

dimi@tamtam.nl+31 6 4124 0787@dimialbers