{"id":3608,"date":"2012-06-25T16:54:38","date_gmt":"2012-06-25T15:54:38","guid":{"rendered":"https:\/\/visionarymarketing.wordpress.com\/?p=2846"},"modified":"2020-09-20T09:24:33","modified_gmt":"2020-09-20T07:24:33","slug":"social-media-passion","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2012\/06\/25\/social-media-passion\/","title":{"rendered":"How Manchester City is using social media to stir passion"},"content":{"rendered":"

Social media can stir passion. Richard Ayers (a former BBC journalist) has worked for Manchester City and BFI (British Film Industry) recently and he has shared his experience running social media for both of these organisations at the usefulsocialmedia conference today.<\/i><\/p>\n

BFI has been around for 100 years and is behind each and every film. But the organisation isn\u2019t known at all. The passion though is overwhelming, be it for films or football. Richard showed how similarly \u2013 even though the two companies are very different \u2013 social media can be leveraged for both subjects.<\/p>\n

How Manchester City is using social media to stir passion<\/h2>\n
\"How<\/a>
How Manchester City is using social media to stir passion<\/figcaption><\/figure>\n

Manchester City is an organisation which is ready to embed social media almost naturally Richard explained. They even chose the hashtag #together and it came naturally, as they asked children from school to share their feelings about the club in the \u201cManchester and me\u201d project. And there is a \u201cfascinating dynamic about connecting local and international\u201d. TV formats were used (\u201cinside city\u201d) so that engagement between players in the tunnel were filmed and the videos were even 9 minutes long and retention rate was 90%.
\n\u201cOf course we have a Facebook page, and an app and all sorts of things\u201d but Richard said that it was mostly about \u201cconnecting online with the real\u201d.\u00a0 They even decided to build a community in Arabic (@cityarabia) and all that was required was to ask fans to run the service Richard added.
\n\u201cNumbers shot up and there was no advertising\u201d and \u201cwe did it via proper engagement and\u00a0 not looking at the numbers\u201d he concluded for that part. As to the nasty stuff surrounding football such as racism for instance, \u201cwe just don\u2019t deal with that\u201d Richard said \u201cwe are keeping away from that\u201d.<\/p>\n

BFI<\/strong><\/p>\n

The BFI is full of wonderful cultural artifacts, some dating from the late 19th century. Richard and his teams found a lot of remarkable material about Doctor Who and even pictures of the shooting from the Starwars film in the Tunisian desert \u2026 \u201cand all that was sitting in a bunker!\u201d This is an amazing thing and \u201cthis is only the tip of the iceberg\u201d Richard added. Hitchcock was a British film-maker and one of his film is 39 steps so they used the 39 steps metaphor in \u201c39 steps to Hitchcock\u201d. We are at the beginning of\u00a0 the journey \u201cand we are cleaning up the pages now\u201d. \u00a0 “The BFI is non profit, but there must be a way that it can make money out of this incredible content” Richard said.
\nRichard showed us a lot of other examples from BFI but they all boil down to the fact that \u2013 even though the organisation isn\u2019t known at all \u2013 the content that it has is immensely interesting and can be used to stir passion in the fans, be they football or film fans. What Richard hopes is that, by using the same method for BFI, the company will be known to all soon.<\/p>\n","protected":false},"excerpt":{"rendered":"

Richard Ayers (a former BBC journalist) has worked for Manchester City and BFI (British Film Industry) recently and he has shared his experience running social media for both of these organisations at the usefulsocialmedia conference today.
\nBFI has been around for 100 years and is behind each and every film. But the organisation isn\u2019t known at all. The passion though is overwhelming, be it for films or football. Richard showed how similarly \u2013 even though the two companies are very different \u2013 social media can be leveraged for both subjects.<\/p>\n","protected":false},"author":2,"featured_media":42130,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4073],"tags":[4401,4622,4750,4891,4908],"class_list":["post-3608","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-fans","tag-manchester-city","tag-passion","tag-social-media","tag-social-media-strategy"],"yoast_head":"\nHow Manchester City is using social media to stir passion<\/title>\n<meta name=\"description\" content=\"Social media can stir passion. 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