Eircom Soccer Republic
As lead sponsors of the Irish national soccer team, eircom wanted to create a place where fans of the Republic of Ireland football squad could get together and support the team on its 2010 World Cup campaign..
The challenge was to position eircom as the 'facilitator' of a great community, and present a raft of exclusive benefits for eircom customers.
The hook was eircom's exclusive behind-the-scenes access to the team's players, management and backroom staff. (Two seats on the Irish team to the away game in Italy, anyone?)
A site for the fans, by the fans: welcome to SoccerRepublic.ie
Soccer Republic features news that fans can't readily access from other sources - it was the inside story from within the squad. The site was also careful to provide a fans' perspective to the main stories - even down to analysis of items in the foreign media.
Then, in the 'Fanzone', bespoke social networking functionality is provided for fans so they can meet, upload and share content, comment, rate content, chat and join groups.
Why create a new destination, when it seems that the big social networks have so much to offer?
The opportunity isn't just connecting people together, the opportunity is making them better at or more involved in what they like doing.
Soccer Republic is on Twitter, Flickr, Bebo, and You Tube because it's important to be where your consumers are, but in reality, there's no place like home.
Whilst sites like Facebook and MySpace promise 'mass appeal' and a way to attract new people to Soccer Republic, it's the destination itself 'the home of Irish Soccer' where the bulk of in depth discussion around topics takes place.
The results so far...
In its first few weeks, Soccer Republic had 1m page impressions attracted over 100,000 unique visits.
Thousands of fans now use the site, as a knowledge source, sounding board, swap-shop, and destination to get behind-the-scenes access to the players and backroom staff.
The Twitter feed is proving a great hit and YouTube generated over 5,000 views of the tour video in the same time period.
On the run up to and following the Italy match, visits to the fanzone increased by 310%.
An online ad campaign, as well as a viral game involving video clips and an intriguing 'What Happens Next' mechanic is driving traffic back to the site.
As with any social media project and any good relationship for that matter, you've got to keep working at it - and that's exactly what we're doing.
$64,000 question: what can eircom get out of it commercially?
In short, lots.
For a start, decent traffic levels will generate money from display ads. But these can go against the editorial grain and, if they're too intrusive, the community will vote with their feet.
Partnerships are often more productive. The partner adds value to the community - via an offer, competition prize, game or other relevant and engaging feature - and the community will embrace it. The quid pro quo is that a partner uses its marketing footprint to draw people to the community.
Sponsorship cash can also offset investment. But again, it will need to be sensitively communicated on the site, and shouldn't overshadow the lead brand.
Brand engagement is an obvious benefit too - people entering into meaningful dialogues and interactions in the house that your brand built. Feedback from surveys / polls is also cheaper than offline focus groups @ £100 per head + biscuits. Widespread brand advocacy is every marketer's ultimate dream and this can deliver short-term boosts and long-term sustainable sales growth.
Michael Kennedy, Marketing Director, eircom:
"We're actively encouraging users to give us open and honest feedback on what they like and dislike. Future development of the site will be democratised, and we're determined to stay true to the original plan; to develop a site for the fans, by the fans."
Steve Richards, MD at Yomego:
"In sponsoring this kind of destination; by creating a place dedicated to a 'passion'; by inviting fans to take control of the site and become stakeholders in its future development, eircom firmly understood the principles of social media and between us, we've started something big."
