socialmediaa3

[socialmediaa3]

Social Media A1 - Josh Heriot

About: Currently studying a bachelor of sports media at Holmesglen. I am active across a range of social media platforms including Instagram, Facebook, Twitter and LinkedIn. 

Entry One - Burger King and Stevenage 

In 2020 Burger King partnered with Stevenage Football Club. Before the announcement, Stevenage Football Club were a struggling club playing in division 4. With Burger King being a major sponsor, their logo was on the front of the Stevenage guernsey. As such, with Stevenage being a team in FIFA 20 their logo also appeared on the guernsey for all players to see. This campaign involved FIFA 20 players using Stevenage in career mode as their team in the Stevenage Challenge. Burger King encouraged players to upload goals and celebrations to Twitter using the hashtag #Stevenagechallenge. If players did this, they would receive prizes such as free burgers and vouchers for Burger King. Burger King was the main driver of the campaign and utilised both social media platforms such as Twitter and FIFA 20 to promote the campaign through posts. The campaign was successful with Stevenage the most used team in career mode and thousands of posts being linked to the campaign. The campaign was engaging as participants needed to complete tasks to participate, which also made it highly interactive.  

Entry Two - 7olympics 

During Channel 7’s coverage various social media activities were created including a fans vote for their favourite Olympic moment of the 2020 Games. This activity was heavily driven by Channel 7’s Olympic media platforms. Major tools that were used in this activity were photos of particular events as well as highlights taken from the Games and packaged up for audiences to view. This activity was consumed through the 7 Olympics Instagram and Facebook pages. This activity allows audiences to consume content but also actively contribute and participate by sharing their own opinions. As such, the content is more authentic and personalised for audiences who can share and create their own content linked in with channel 7’s Olympic pages. Overall, this activity is effective as the activity doesn’t just reach audiences but gets them fully engaged and interactive.  

Entry Three - Olympic Games 

To gain more traction for the 2022 Winter Olympics, the world Olympic social pages created a vote for the best winter Olympic torches as well as getting fans to send through their own designs. This social media activity has been driven predominantly by the Olympics social media team. The major tools being used in this activity is the usage of old photographs of torches as well as actually forming the vote. Audiences consumed this activity via the Instagram page of the Olympic Games. This particular activity was a positive and engaging activity for audiences. Historical photographs of previous Winter Olympic torches sparked an interest in audiences. The activity also combines an interactive element with the vote but also the design aspect where audiences can design their own torch. Overall, this activity has been effective as it engages and entertains audiences with interactive elements.  

Entry Four - Sydney Swans 

As football gets deeper into the off-season, the Sydney Swans have continued to remain busy across their social media. Every week the swans have posted two player review articles. These articles have simply evaluated the players' individual performance over the year which has created somewhat of a news story for followers. This social media activity has been led predominantly by the Sydney Swans but also involves the players themselves by allowing them to evaluate their own performance in the online articles. The major tools used in this activity have simply been text and the use of highlight videos packaged up. Audiences are engaging with this activity via the Swans social media and website. This activity mainly relates to clubs creating their own niche content. Not all clubs have created season reviews for players which means Swans fans are getting niche content which makes the consumption more engaging and purposeful. This activity has been effective as it has generated discussion amongst audiences which has therefore seen higher rates of interaction with Swans social media posts.  

Entry Five - Collegians Football Club (VAFA)

During lockdown, VAFA club collegians began a social media activity dubbed ‘player spotlight’. The activity involved a weekly post highlighting a senior player and listing small unknown facts about that specific player. This activity was driven strongly by Collegians themselves but was also embraced by players who participated in the activity. Major tools that have been utilised are action shot photos of players and text with fun-facts accompanying the photos. This social media activity was seen on the collegians Facebook and Instagram pages with a strong following on both their platforms. By doing this activity, followers were able to engage with players and stay connected with Collegians. This activity was effective as during the Melbourne lockdown it kept Collegians social media active, fans were able to connect with the club in a fun way, and players were still able to be involved through content.  

Entry Six - Red Bull Basement Competition 

This entry focuses on the ‘Red Bull Basement’ competition which gave everyone a chance to enter and pitch their own ideas as part of the competition. The Red Bull Basement competition is purely driven by Red Bull Australia. Tools being used in this social media activity include the competition as well as the videos created to promote the competition. This activity was consumed through Red Bull Australia’s Instagram, Facebook and YouTube accounts which all had multiple posts promoting the competition. This activity relates heavily to increasing engagement but also from a marketing sense. The competition is giving exposure to the Red Bull brand, giving them additional ways to connect with communities. Additionally, it gives audiences the chance to engage and then be part of Red Bull by participating in the competition resulting in the activity being effective to grow audiences.  

Entry Seven - EE and Wembley Stadium 

The Foosball in 5G campaign was a competition and online foosball game to promote EE’s 5G service. Leading the campaign was Wembley Stadium and mobile service provider EE. The major tools being used are the online foosball game which was developed by EE and the foosball competition. To play, users would need to enter via EE’s twitter page, and this would automatically sign them up to the online foosball competition. It was also promoted by Wembley Stadiums socials. This campaign was engaging as it got users to begin playing games for prizes. Another feature was users could play as their favourite soccer players, making the competition more enjoyable. The game provided users with a positive experience and having prizes for the winners of the games allowed users to become more passionate and active when participating resulting in an effective campaign.  

Entry eight - Footy Focus Competition 

The AFL’s Footy Focus Competition is a photography competition prominent on Instagram. Leading this social media activity is the AFL along with the AFL’s state organisations. In addition to this, AFL photographer Michael Wilson is also leading the competition. The major tools being used in the activity are the use of the competition but also the photos used in posts to promote Footy Focus. Audiences engaged with this activity via the AFL’s social media platforms on Twitter, Instagram and Facebook. This activity links to the four streams of engagement, Engage, contribute, participate and create. Using the competition has allowed fans to not only engage but actively participate and create their own content to share which strengthens the relationship between followers. Overall, this activity has been effective as it is building a sustainable fanbase which leads to a sense of trust and advocacy between parties.  

Entry Nine - Road to The Cup (VRC) 

With less than six weeks until the Melbourne Cup carnival, the Victorian Racing Club created a social media activity called road to the cup. This activity consisted of numerous weekly sit-down interviews with racing participants and fans who in some way participate or are a close part of the Melbourne Cup, for example trainers, jockeys and racing media figures. The interviews are also driving a campaign for fans to vote for their favourite Melbourne Cup moments. The major tool being used in this activity is video. Audiences are predominately consuming this activity through Facebook, Instagram and Twitter.  This activity is using audiences to engage with the content by being more interactive through voting. By using well-known figures, it has left audiences interested with a positive experience. Overall, the campaign has been effective as it is interactive and engaging.  

Entry Ten - 

After Melbourne won the 2021 premiership, the club created many social media activities including a short interview documentary with Ron Barassi and the premiership cup. The activity was driven and promoted by Melbourne, however, was also shared by 7AFL and Fox Footy. The major tool being used is video which was packaged and edited for audiences to view. Photos were also used in the activity. This activity was consumed through Instagram and was also present on Melbourne’s Facebook and Twitter. It also gained traction on TV with networks rolling the story in their news bulletins. Overall, this activity was effective as it combined an element of the past with the present which clearly appealed to fans. Having a legend like Barassi, created an emotional attachment to the activity, and it clearly resonated with the mainstream media.  

Entry 11 - Red Bull Stunt Vote 

The final entry looks at the Red Bull stunt vote which got audiences to vote for their favourite stunt and win prizes. This social media activity was pushed and driven by Red Bull’s Australian social media pages. The major tools used were videos of the actual stunts which were able to draw the attention of audiences due to the danger and risk involved with the stunts. The activity was consumed via Facebook and Instagram with Instagram gaining more traction with comments, with athletes also sharing posts. This activity links in with getting audiences engaged and then actively participating to enhance the relationship and post experience. The stunts provided engagement and the vote allowed an interactive experience with rewards for some users resulting in this activity being an effective social media activity.