Irish Football Association Social Media Planning

The Challenge

Having previously completed a digital audit for the Irish Football Association through UEFA, we were asked to deliver a social media plan in May 2015 as the next step in an ongoing relationship.

The IFA were not organisationally equipped for social media; content planning was event-led, publishing resource insufficient and few internal guidelines in place to support quick reactions to unfolding stories (positive or negative).

A strategy was required for segmenting content; for example, all news (whether association business or pitch-related) was published on all channels.

Seven League were engaged to give practical advice on improving social performance.

What We Did

  • We led a social media strategy session which included staff from across the IFA’s marketing, CRM, ticketing, communication, commercial and digital teams
  • Having recapped the performance of the existing IFA and Northern Ireland team social profiles, we assessed best-practice content formats for Facebook, Twitter, YouTube, Instagram, Snapchat and Vine, and their suitability for the IFA’s different audiences
  • Collaborative creative sessions then planned social activations for upcoming events (a schools soccer festival, and a Euro 2016 qualifier)
  • Finally we set growth and engagement KPIs for each social channel up to Euro 2016

The Results

  • Through the workshop and subsequent input to refine the IFA’s content and digital organisational structure, we’ve created an environment where they can take full advantage of the growth opportunities afforded by the men’s team qualifying for Euro 2016
  • KPI targets have been exceeded; the national team’s Facebook page has more than doubled the 40k followers it had in May 2014
  • Content production standards have improved dramatically; from quite amateur video work to slicker and more popular formats

A segmented social content approach with audience-appropriate formats per channel has put the IFA on the front-foot in readiness for their biggest growth opportunity in 30 years.