SPEAKER PREVIEW: Growing the Matchday Experience at Manchester City FC
Wednesday, May 02, 2012
Manchester City FC has set out to deliver the ‘greatest fan matchday experience’ in football today.
The customer experience of the Club’s supporters is seen internally as a key pillar of Manchester City’s commercial growth strategy. At Fan Experience Forum 2012, delegates will be given a first-hand look at precisely how the club is enhancing the entire stadium visitor journey – before, during and after the game – with Nick Becker the latest addition to the international speaking line-up.
As the club’s Head of Event Production, Becker is responsible for the delivery of all live matchday content. In Turin, Nick will detail how the club is integrating its online content into the live experience, to help increase engagement with fans.
“We plan our content to go on a journey from ‘online’ to ‘live’ and back to ‘online’,” explains Nick.
“In essence, that means we look ahead at upcoming matches and create some momentum through our award winning digital channels; on mcfc.co.uk and across social media.”
“We try to empower fans to create their own user-generated content, and give them the tools to do it. We then use this content on a matchday as part of our live experience and programming in and around the stadium.”
“The content generated by the Club and its fans is not just lost and gone – we complete the cycle and use our live matchday content online, post-event.”
Recent examples include the club’s #Together campaign; built around digital with the objective of driving in-stadium atmosphere. In addition, the club has recently launched live Q+A’s on Twitter with the likes of Joe Hart and Vinny Kompany.
“We base all content around a specific theme – be it an important match, or a campaign that we’re running at the club. This gives consistency across all of our channels and formats, and ensures that we communicate a strong single message.”
“But, as I’ll be discussing in Turin, it’s also about going deeper than that. One of our main objectives is to bring fans closer to the players, and to help unify the fans, the club and the players.
“We’re going on a great ride, as a club, and we want to make sure that we take our fans with us on the journey!”
Fan Experience Forum 2012 explores the latest trends, winning strategies and business ideas to enhance the sporting experience. Join us in Turin for a day of discussions and peer-to-peer networking that will enhance your fan experience forever!
About the speaker:
Nick Becker has worked in live events for over fifteen years, hailing from a country best known for rugby players and sheep, his career began in the music industry in New Zealand and then in 2003 migrated into consumer brands, music venues and football clubs in the UK.
Before starting his current job as Head of Event Production at Manchester City Football Club, Nick worked for the mobile operator O2 in their event and sponsorship teams, with Arsenal FC, England Rugby, The O2 and the O2 Academy venues.
He also worked on live event projects at London-based music marketing agency FRUKT with brands such as Nokia, Heineken and Glenfiddich.- PreviousNext