Social Networking Finds Its Way to European Football

Around this time last year, German football club Bayern München, launched the first ever social networking site specifically for their football fans.  Despite the rough start, it has reinvented the way football clubs interact with fans.

It started with an online countdown to reveal some big news, however, the marketing department of Germany’s biggest club should have been a bit more careful with the ‘big reveal’.  It succeeded in getting football fanatics (myself included) watering at the mouth and speculating what big time player they might have just signed.  However, as the countdown ended it was revealed that “FCB has just signed ‘your name here’ as the 12^th man!” ( see picture below) as a way to launch you into their new fan website.  You might have guess that this resulted in a public relations melt down with disgruntled fans.

As the (self proclaimed) number one fan this club, I must admit I was none to thrilled with this charade.  Although some simply write it off as typical German humor (as in it's not funny), I believe the honest intentions were there, but the execution was not ideal. That said, it was definitely no failure.  Their facebook page grew by 10,000 fans per day (according to Sports+Markt research) and now boast over 6 million.

So what is "myFCB"?  Well, put simply, it’s a facebook for Bayern Munich fans.  It allows members to get the inside scoop before anyone else, post picture of themselves representing the club, live tickers of the games, competitions to predict the line-up and win FCB prizes, chat with fans across the world in the forums, and much more. 

Of course there is something in it for the club, nothing is done without a return on investment.  In this case it not only keeps fans engaged, but it also collects data about their activities and words, which will help the business side of the club provide better services.  It also serves as advertising for sponsors who can promote special deals for fans.

 

I believe this club has pioneered a new way for sports club to interact with their fans.  Of course it will never compete with the likes of facebook and twitter, but it is another tool for the most loyal of fans to feel even closer to the club.  A key strategy will be for the site to generate content and experiences that cannot be found anywhere else, and in my opinion, that means exclusive behind the scenes access and numerous chances to win merchandise.