FC United of Manchester

1
FC United of Manchester

• Using social media to make our
• Big Coat Day even bigger
• Andy Walker, Press Communications Officer, FC
  United

2
Outline

• About FC United, What is Big Coat Day?,
  Challenges,
• Who were we trying to reach?, Social media
  activity,
• What we did, Measurement, Some media coverage,
• A quote . . .

3
About FC United

• Origins
• Formed June 2005 - Glazer takeover
  disenchanted/disenfranchised fans
• Formed on Core Principles
• Democratic, not for profit, one member one vote
• Creating access and participation through
  football
• Community Commitment
• Youth focus
• Manchester focus
• Accessible and of benefit to all communities of
  Greater Manchester

4
What is Big Coat Day?

• Annual charity event by FC United of Manchester
• Boxing Day 2011 football match v Ashton United
• Call on fans to bring coats, scarves, jumpers,
  gloves and other warm clothing
• To be distributed to local homeless charities
• Working with Boaz Trust and Mustard Tree

5
Our challenge

• To raise the profile of Big Coat Day
• Reach new people
• Make an established event (2005) feel different
• Increase interest
• Beat last years clothing collected figure 5
  tons
• Make it fun and easy to take part

6
Who were we trying to reach?

• Existing fans and members
• New and potential new supporters
• The media
• Charity stakeholders and partners
• Local community
• Celebrities

7
Our social media activity

• You Tube videos
• Johnny Vegas, John Henshaw, Clint Boon, Julie
  Hesmondhalgh (Hayley Cropper), Craig Charles,
  Justin Moorehouse, James Quinn, Eileen Grimshaw
  and Fireman Paul and others
• Twitter
• Facebook

8
What did we do?

• Filmed various celebrities promoting the day
• Humorous video clips
• Staged release on You Tube
• Hyped up on Twitter and Facebook
• News stories on FC United website
• PR activity and direct emails

9
Measurement

• Views on You Tube 6,000
• Twitter and Facebook chatter 600 extra
  followers
• Media coverage all over Manchester and beyond
• Clothing collected target 3,000 items / 6.5 tons

10
Some media coverage

• Bury Times, Manchester Evening News, North East
  Manchester Advertiser, BBC Radio Manchester,
  Tameside Radio, Bury Independent, Social
  Enterprise Live, Supporters Direct News, Football
  Supporters Federation News, Bury Council website
  and many other online forums

11
(No Transcript)
12
A quote . . .

• Participating in Big Coat Day was a fantastic
  experience. It was great to see so many FC fans
  and players making generous donations of not only
  unwanted used clothing, but also lots of brand
  new items. There was a significant contribution
  from non-match going individuals who dropped gear
  off, but didnt stay for the game, so the message
  is really getting out there and people beyond the
  club are clearly listening. I was proud to be a
  part of something that will undoubtedly make a
  real difference to homeless fellow Mancunians
  this winter. Thanks to everyone who made such a
  great effort.
• Sean Welsh, lecturer in mental health nursing,
  University of Salford

13
(No Transcript)
14
FC United . . . Making friends, not millionaires