AFL Digital Best Practices: Western Bulldogs Make it Easy to Like Them

Many organizations make their objective clear: a big and growing social community. And it's also clear how they are measuring it: by the size of their Facebook following. The question we're left with is how do you make it clear that this is what you're after, without coming across as pushy (or needy)?

The Western Bulldogs show us a good step in the right direction.

Let's start by checking out the Western Bulldogs Facebook page (linked here). As you'll easily note in the image below, it's very clear what the Bulldogs want from you (Like them, please). The style is bold but not pushy. In fact, the subtle handwritten call to action makes it feel not pushy at all. But it is the first thing you see upon hitting this page -- and you will most definitely get the message they want you to receive.

Look further down the page and you'll note that the Bulldogs are also offering weekly prizes to their fan group -- offering additional benefit solely for clicking on that "Like" button. Love the idea, but feel like you shouldn't need to offer prizes in exchange for the "Like." (Save your prizes for a much deeper level of engagement.)

How could this be better? It'd be great to see a shift from size of followers to size of active followers. And that, I believe, is where the weekly prizing can make a difference. Said differently, what if the weekly prizes not be a result of simply "Liking" the team, but rather of providing something more? To be eligible for the prize, you should be engaging with the team -- ideas like submitting pictures, writing words of support, being an ambassador and sharing the page with friends, or posting on the Bulldogs wall are all ways of engaging deeper with the brand. And that's exactly where I'd love to see the Bulldogs push (and reward) fans.

We've made it - 17 days of AFL Best Practices. I've learned a ton and hope you've enjoyed this ride.

Come back tomorrow as I shift gears to check out another league down under: the NRL. As always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy

AFL Digital Best Practices: West Coast Eagles Launch a Social Media Battle

Social Media, if done well, is a uniter. It brings fan bases closer to players or teams, and it unites them around a common goal. But could you unite all fan bases across all social networks around a singular competitive focus?

Until I checked out the West Coast Eagles, I'd not seen anyone head this direction. Prepare to be bedazzled.

The voyage begins on the West Coast Eagles Facebook wall (linked here). As you'll note in the post below, they are asking fans for help in joining the battle against Collingwood. What does this mean? Intrigued, I clicked in...



This took me here, to the information about the official online battle between West Coast and Collingwood. You need to check this out, but here's the highlights:

1. Fans are asked for help in pre and post-game Facebook Likes to the West Coast posts.
2. Fans are asked to subscribe to the Eagles' YouTube channel.
3. Fans are asked to use #goeagles when posting to Twitter.

All united in a cause of proving the Eagles fans want it more than their opposition, the Pies.

How could this be better? What are the stakes? I love the idea of uniting fans against the opposition. It makes you feel a part of something, and it makes the season a collection of matchups, not a marathon of "stuff." But there needs to be something more. If the team wins, it ramps up the standings. What does it mean if the fan base wins? Could it mean more access to the team? (A special fan pep rally, for example?) My take is that the club has the engine in place, they just need to find the right way to reward fans for doing exactly what they have asked for... thus creating a collection of mini-games within the season and, most importantly, a hyped fan base.

One more to go!

Come back tomorrow as we conclude of our tour of AFL Digital Best Practices! As always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy

AFL Best Practices: Sydney Swans Connect Through Recipes?

Cooking. It's the center of warmth in many families - we gather around for conversation and connect with our friends or families while preparing a meal... which we then enjoy together. It's also a shared journey (most of us have kitchens and spend some time in there!)

But could a team actually use this as a way to connect with their fan base?

Check the Sydney Swans program with athlete Ryan O'Keefe.

We start on the Swans home page, shown below.

Hovering over "Fan Zone" reveals the menu below. Let's turn our attention to "Ryan's Recipes."

Clicking in takes us here, to the home of player Ryan O'Keefe. Ryan details his passion for cooking fresh, healthy food. He vows to put up a new recipe each month, and he spends his down time teaching teammates how to cook the right way for themselves -- both building a tighter bond with his mates and helping them stay healthy along the way!

As you can see, there's a growing list of recipes below.

Want to try one? Here's his spicy pumpkin soup recipe (link here)...

I've got to try this one in the fall.

How could this be better? The Swans have the makings of a fan ignitor -- something that will rev up the fan base to a healthy throttle. What to do? I'd love to see Ryan show up at a lucky fan's home once/month to cook the featured recipe. Naturally this would be planned, via a contest. The contest should remain tied to the notion of being healthy -- perhaps its through a program with local schools? But the act of debuting each recipe in the home of lucky fans would take what's already done and move it to an unprecedented level of connection!

Only two more AFL squads to go!

Come back Monday as we near the end of our tour of AFL Digital Best Practices! As always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy

AFL Best Practices: St Kilda Saints Deliver a Young Guns Player Blog

Is Twitter a bad thing?

Every once in awhile I ponder that (sorry if you arrived on this blog via Twitter). I ask the question because it takes communication and makes it succinct. So while giving us access to people, it can also take the personal touch right out of said access.

Could a blog help fill that void?

The answer begins on the St Kilda Home Page. The second nav menu, "News", opens up to reveal "Young Gun Weekly Blog."



Clicking in takes us here. I really quite enjoy this page. We see a collection of individuals who have contributed to this blog -- and we get a small taste of their work next to the thumbnail images below...





A visit to a sample post, here, reveals a nice hidden gem: It's not a single post but rather a collection of activity over a week's time period. The style is similar to Twitter (it's succinct and journal-like) but it's better than Twitter as each post isn't separated by hundreds of posts from other individuals. In other words, we can remain focused on the challenge/topic of the moment. And focus is good!

There's something magical about reading a week's worth of activity together in a simple flow.





How could this be better? The set up should take us behind the scenes, making it clear that this is our chance to connect with a player over the course of the week. It should allow for easy sharing of individual pieces of the post (want to share what the player was up to on Wednesday?) And it should be done in a way to encourage fan participation along the way -- ask fans what you should do. Or to vote for the topic they'd like to learn about you. (Simple examples, and there isn't one great answer. We simply need to ask for and position ourselves as open to conversation.

Come back tomorrow for more AFL Best Practices! As always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy

AFL Best Practices: Richmond Tigers Allow for Live Chats with Membership Manager

Are you willing to make yourself available for fans? By that I mean, are you comfortable enough to announce you're available for questions and then back it up by responding to whatever's asked? Sometimes this is risky for many levels. What if they ask something you aren't comfy with? Worse yet, what if they don't care? (If no one asks anything)

The Richmond Tigers are willing to take this risk... and it paid off.

Clicking into the Richmond home page and hover over "NEWS" and you'll see "Live Chat" (highlighted below). Cool.




Clicking in takes us here, to the chat with Membership Manager Cain Liddle. Back on April 6th, Richmond elevated their Membership Manager to their fans for a chance to chat around the business side of the club.

As you'll see below, the post was active and personal. Questions dove into the strategy for dealing with and planning for members.



Suggestions on ways to improve came in, including this:



Finally, as you can see above, by hovering over any question or response, you are one click away from sharing it on Facebook. Simple and effective in spreading the message.

Really nice!

How could this be better? The idea is dead on. I'd love to see these framed a bit more. Rather than a blanket statement (chat with Cain Liddle), why not give more context... "Bring us your suggestions on improving our In-Game Promotions", for example. Develop topics that offer mutual value and bring an open mind. Love this concept.

Come back tomorrow for more AFL Best Practices! As always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy

AFL Best Practices: Port Adelaide Power Gives Us Practice Photos Via Flickr

A common theme for me has been access and ownership. As in what access can you provide to your fans, or what can deliver better than anyone else in the world? To your fans, what do you want to be famous for?

Port Adelaide takes the idea of access and interprets it on a place that no one outside the club gets access: the practice field. And this powers their social presence...

The journey begins on the Port Adelaide Twitter Page, here. As you'll see below, the Power hit us via Twitter with a link to check out the latest photos from training. I love this strategy -- this feels like a Twitter behavior: sharing pictures in the moment. Let's proceed.

Clicking in takes us here, to the Flickr photo gallery from May 24.

Starting the photostream takes us, here, shown below. As you'll note in the next two images, this is exactly what we'd want -- these are not posed, but rather just shots of the players in training, as it happens, uploaded to a social album and delivered via Twitter to your mobile. Nice!

How could this be better? This is a tough one as I really like where the Power are with this. But, given the chance, I'd love to see a small tweak. Put the camera into the fans' hands. Tweet something like this: "At Training in 30 minutes. We'll give you the inside peak at one player's day. Who do you want to see?" This way fans get challenged and get a voice in the authentic content you deliver.

Sweet.

Come back tomorrow for more AFL Best Practices! As always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy

AFL Best Practices: North Melbourne Kangaroos Elevate Player Facebook Pages

Today we'll pick up where we left off yesterday, from our question of how can a team leverage the presence of its athletes on social media. But we'll take this from the perspective of Facebook. With players up and active on Facebook, and with fans up and active on Facebook, what's a team to do?

The North Melbourne Kangaroos put us on the path.

The journey begins on the North Melbourne Kangaroos Home Page. You'll see "Facebook" on the Upper Nav bar. Hovering over reveals "Players on Facebook." Intrigued, I clicked in...

Heading in takes us here, to a visual list of which players are currently up on Facebook.

It's a visual directory of sorts with a goal of sending us quickly onward to the pages of the athletes. Clicking onward to Firrito's Page, here, and McIntosh's Page, here, reveals two great personalities who engage with their fan bases through social. They're not incredibly active, but when they are on, they resonate really well...

I'll zoom into a couple sample posts to give you a little more of the flavor...




Finally, and importantly, you'll note the left-hand menu serves as a way to show the connection between athlete & team (as in the athlete "Likes" their team). Simple, easy way to work together to grow brands.

All that said, there's opportunity left on the table.

How could this be better? The team shouldn't see itself simply as a redirect to the pages of their athletes. They should serve both as the aggregator of voice and as the curator of conversations between athletes and fans. And, perhaps most importantly, they should serve as a way to take the team with you to your network -- how about player-driven Facebook profile pictures? Or encourage fans to write on player walls/post pictures onto walls direct from the Kangaroos site? Moving in this direction increases the engagement on The Kangaroos site and gives fans a reason to return early and often.

Come back tomorrow for more AFL Best Practices! As always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy