AFL Footy Show Kicking Goals with Facebook
Posted on January 01, 2014
Industry by industry, we're beginning to see more organisations getting on board with digital marketing. This year, the AFL and sports media has ramped up their spend in digital and the difference is palpable. Australia's most popular AFL program, The Footy Show, has launched a daring campaign for a Facebook Page with 500,000 likes and an incentive with a difference - if they reach the target, AFL Footy Show panellist Garry Lyon will be 'manscaped' on live television (see included photo) Whatever the gimmick, social media managers need to be realistic about their goals and properly assess whether they can be achieved at all. Without having any accurate historical data around their Facebook page, it's hard to project if topping 500,000 likes is possible. This is the problem with social media campaigns, they can be unpredictable and sticking reliable outcomes or ROI's to them can be tenuous. If you look at the data for the month, the page has enjoyed nearly 30,000 likes every day for a week, but dropped by two thirds to 10,000 likes the following week. Now before you start comparing these results to your own, think about the differences between your Facebook page and the Footy Show. Despite this, getting 500,000 likes might be achievable when you have national media coverage to millions of viewers tied to a sporting institution with huge influence and celebrity clout, but people approaching social media without the developed offline audience will struggle. Whether they reach their target or not, we can't look to campaigns like this and model our own on them. Sure, we can use public stunts and tactics to build audiences like they have, but setting goals such as 'when we reach 5000 likes we will ...' takes some sophisticated projections and data analysis to decide what's realistic and what's not, or else it's just guessing.
So what do we take away from this?
Don't worry about how many likes you have, it'll drive you nuts! If you want to improve your social media presence, stick to the basics of business growth; take care of your customers, build relationships with them and encourage them to become advocates for your brand. Though the correct community management techniques and approaches, we can then enhance your hard work through social media. You can do this by interacting with them; excite them, delight them, surprise them, make them love you and they'll share the love with their friends across social media. Facilitate their love for your brand online and THEN you'll see your numbers shoot up. The Footy Show easily mobilised their audience because they're already loved; you are starting from scratch. So don't let big campaigns give you dreams of 500,00 likes, because you'll loose focus on whats important for your social media presence; making your customers love your brand online. In social media, customer experience is everything. Can any small business owners relate to this? Feel free to let me know what you think.