Sep 7, 2015 - with high-value contents was one of the keys to social media success. ... related to matchday key facts on
DIGITAL AND SOCIAL
THE FUTURE OF FAN ENGAGEMENT SOCCEREX SPOKE TO SOLIVE’S THIBAUT CORNET TO DISCUSS THE SOLIVE MANAGER APP’S ABILITY TO TRANSFORM THE WAY CLUBS ENGAGE WITH THEIR FANS, WHILST LEARNING OF SOLIVE’S PLANS FOR THE UPCOMING SOCCEREX GLOBAL CONVENTION IN SEPTEMBER
Hi Thibaut, many thanks for talking to us today. Firstly,
You can generate and publish automatically branded pictures
would you mind starting off by outlining what it is that you
related to matchday key facts on all its social media assets:
do and how your area of expertise relates to the football
line-up, stats, ranking, interviews, live photos, kick-off, goals,
industry?
substitutions, cards, penalty scored / saved, extra-time, final results... It takes only a few seconds to address, in different
After 8 years working at TBWA France and GREY Paris, I founded
languages, millions of fans all over the world with high-value
LAFOURMI. Today, it is one of the leading French sports
contents made for several social networks!
marketing agencies and is dedicated to audience and revenues development for right holders and event organisations. We work
The tool is evolving every day.
for the French sports industry’s leading institutions, representing the likes of Paris Saint-Germain, UEFA EURO 2016, AS Monaco FC,
By the end of the summer, Solive will be able to address the
French Football Federation, Roland-Garros, 24 Hours of Le Mans,
chinese market through Tencent Weibo and Sina Weibo, and to
2017 World Handball Championship…
deliver new powerful and unique features… I hope we will be in a position to make a big announcement at the Soccerex Global
Social media issues take an important part of digital projects today. By driving engagement and business to our clients, we realised that addressing fans in real-time, in their own languages with high-value contents was one of the keys to social media success. That’s why we created Solive, with the ambition to build the best social real-time solution in the sports industry. What makes the services offered by Solive unique to the services on offer to clubs and organisations currently? Solive is unique! There is no other solution like this on the market! We created this tool in as simple form as possible.
Convention!
WE REALISED THAT “ ADDRESSING FANS IN REAL-TIME, IN THEIR OWN LANGUAGE, WITH HIGHVALUE CONENT, WAS ONE OF THE KEYS TO SOCIAL MEDIA SUCCESS.
”
For clubs, fan engagement in the modern media
most effective for monetizing fan engagement through social
landscape represents both a huge opportunity and an
media?
increasingly complex challenge. How does the Solive App help to overcome these challenges and enable clubs
What a big question! As everyone know, a fan is not a client
to take advantage of the opportunities arising from fan
otherwise the Top 10 Deloitte Money League Clubs could buy two
engagement?
Lionel Messi per season…
 The question of fan engagement becomes more and more
For the clubs, the question is: How can we manage to make each
complex. Communities are getting bigger and bigger from all
fan, even those who will never attend a match, spend at least 1 or
over the world and clubs are always looking to reach out to their
2 euros per year?
fans and turn them into clients!
“
OUR COMMUNITY MANAGER CAN PUBLISH IN 10 DIFFERENT LANGUAGES ON 20 DIFFERENT SOCIAL NETWORK ACCOUNTS IN JUST A FEW SECONDS.
”
Solive automate time and money consuming tasks: it’s no longer necessary to have designers to produce creative materials while the game is running. We are multicasting in real-time on several social networks. One community manager can, for example, publish in 10 different languages on 20 differents social network accounts in just a few seconds. Moreover, the social media manager has the possibility to adapt his message to the local fan community.
The answer depends on marketing innovations and specifically on customer / fan knowledge. For the clubs, it depends on their ability to address the good marketing offer in the good area, while fans are the more passionate. To achieve this objective, social media audiences are the best and the matchday moment becomes highly strategic. To us, Solive is the right answer. You can synchronise game facts to social marketing pushes by promoting, for example, a “victory” merchandising offer and driving fans to local webshops.
IN JUST ONE YEAR, “ ENGAGEMENT RATE HAS INCREASED BY 30% DURING MATCHDAYS, A FIGURE THAT WE CAN IMMENSELY PROUD OF.
”
In a few words, our goal is to drive people from the match moment and its passion to clubs’ online platforms.
As we are constantly innovating, the Solive Manager App will soon be able to push sponsored posts by integrating native social
Solive has already come a long way in a relatively short
ads solutions. This will offer you the opportunity to expose more
period in the industry. What achievements have you been
and more clubs’ messages to their communities.
most proud of to date?
Social media has become an integral part of every club
Without any doubts having Paris Saint-Germain as our first client
and brands marketing activity; however, finding ways to
is a big achievement. We are proud to help the club in improving
monetize this form of fan engagement is still a challenge for
its visibility and interactions on all its key markets.
a lot of organisations. What strategies do you believe to be
Thanks to Solive, the club is also delivering real-time and high-
Soccerex event where you will be presenting on the power of
value contents to engage more than 20 millons fans all over the
Solive as a social media publishing tool. Why have you chosen
world. In just one year, the engagement rate has increased by 30%
the Convention as your platform to present to the industry?
during matchdays, a figure that we can be immensely proud of. Because your sales team are highly persuasive! Joking aside, We are also pleased to work with other very important
Soccerex is, for us, the greatest platform to showcase the Solive
shareholders like EDF (French leader in energy solutions – FFF
Manager App and the best place to meet with the most important
Sponsor) for the FIFA Women’s Word Cup.
figures in the global football industry.
The partnership with Paris Saint-Germain sounds like a very
In addition to your presentation you will also be taking a
exciting one. What other industries do you think Solive can
stand on the exhibition floor. What do you hope to achieve
be successful in?
at the event, and how do you expect Soccerex to support your business strategy going forward?
Today, Solive Manager App runs with football clubs, national federations and international competitions. It also runs with
We hope to demonstrate how Solive is efficient for the clubs. We
Basketball and Rugby. In a few months time we will operate in
are eager to talk with the football industry key decision makers in
other main sports such as Tennis, Golf, Baseball and US Football.
fan engagement and monetization of their social communities.
“
THE FACT THAT PARIS SAINT-GERMAIN IS COMING WITH US TO SOCCEREX IS A FANTASTIC OPPORTUNITY. THUS THE OTHER CLUBS WILL HAVE A REAL FEEDBACK ABOUT THE EFFICIENCY OF SOLIVE.
”
Our ambition is to deal important partnerships with NBA teams, big clubs, major tennis tournaments or worldwide championships… Of course football remain a top priority, especially Premier League, LaLiga, Bundesliga, MLS and Seria A. Looking forward to the Soccerex Global Convention in September, we are delighted to welcome you to your first
It’s an opportunity to share directly, to show simply how the tool works. The fact that Paris Saint-Germain is coming with us to Soccerex is a fantastic opportunity. Thus the other key clubs will have a real feedback about the efficiency of Solive. We hope to generate a lot of leads and why not convert some into key international clients. We also hope to meet great people and enjoy a great few days at Soccerex.
SOLIVE AND PSG WILL BE PRESENTING AS PART OF THE SOCCEREX SOCIAL MEDIA MASTERCLASS TAKING PLACE AT 14:15 ON MONDAY 7th SEPTEMBER IN THE ACADEMY.
THIS INTERVIEW WAS CARRIED OUT AHEAD OF THE SOCCEREX GLOBAL CONVENTION TAKING PLACE IN MANCHESTER ON 7-9 SEPTEMBER. FOR MORE INFORMATION ABOUT HOW THE DIGITAL AND SOCIAL SECTOR IS GROWING AT THIS YEAR’S CONVENTION, GET IN TOUCH TODAY: T +44 (0) 208 987 5522 E
[email protected] W SOCCEREX.COM
