1. A Journey in Social Media Andy Smith @A_BSmith

2. The Football Association Why Social Strategy Key Findings Today’s presentation

3. The Football Association England Teams The FA Cup Wembley StadiumGrassroots Football Women’s Game

4. What are we up to? Digital Objectives To reach new fans using engaging content wherever they are online To create channels which allow us to directly communicate to fans/players To provide a platform to promote a broad range of FA messages Reach Engage Action

5. Social Media Landscape England The FA Cup FATV Get into Football FA WSL England The FA Cup Wembley Stadium England Women England 21s FA WSL Respect @thefadotcom @respectfootball @WembleyStadium @FAWSL @englandfans

6. facebook 1.1 million fans Engage fans 240,000 fans Build a new generation of FA Cup fans 72,000 fans 350,000 Check ins Promote event calendar

7. Identify Audience Reach Goals Develop Clusters Media Support Set Goals Create Schedule Mission Determine Content Develop Tone Be Strategic Social Strategy Road Map

8. Target relevant consumers Superfan Competition Hosted on facebook Media partnership with Standard £10,000 supporting ad spend

9. Timely and topical increases engagement

10. Have Fun: Think outside the box Hard to be topical across 12 months Fans engage less between England matches Facebook Row New fan and engagement strategy working together

11. Resource to react

12. Get Involved- BBC Test Match Cricket Questions from Twitter Tweet Deck @theashes to The Ashes Boycott Bingo, UGC Sprinkler Dance “Involve your fans, have fun and have a go”

13. Planning Going Forward Longer Term planning Joined up England v Wales plan Maintain and build relationships Bring the fans closer Low Resource Topical Wall Posts Starting 11’s Polls Smarter Tweeting Behind the scenes content Medium Resource Links to Website Competitions Links to video content More topical articles High Resource Squad Content Celebrity Content Campaigns Apps

15. What’s next Get the content right Understand our consumers Refine our execution

16. Identify Audience Reach Goals Develop Clusters Media Support Set Goals Create Schedule Mission Determine Content Develop Tone Be Strategic Social Strategy Road Map

17. Summary Be Strategic Target Relevant Consumers Resource to react Think outside the box Timely and topical increases engagement Plan and execute

18. Andrew.Smith@TheFA.com Twitter @A_BSmith Questions