Bullpen asked the same question to various professionals working at sporting clubs in Australia to understand how they tackle a specific strategy.
For this, we asked key media staff if their club has incorporated Snapchat as part of its content strategy?
“In 2015, we made the decision to open a Snapchat account for West Coast Fever. This was a bold decision for our organisation, as it was the first social media platform we had joined for a number of years. While bold, the decision was also an easy one, because Snapchat’s demographics matched ours perfectly. My bosses backed my decision to start the account, and looking back, I feel it was one of the best decisions we have made as a Club. We were the first elite netball team to have Snapchat, with only the Adelaide Thunderbirds following suit a few months later.
“This decision was one that has had a significant impact on our content strategy, in the sense that we not only had to manage an extra platform, but also ensure we had enough to content to stay relevant on one of the world’s fastest growing channels. At the time, we didn’t have the capacity to travel with the team to our interstate matches, so giving our athletes the login credentials was the perfect way to ensure we had content on the road for Snapchat, and for our other social media platforms as well. While Instagram has now developed the ‘story’ idea, our Snapchat audience still requires content as well. During the week, we aim to include content from our training sessions, as well as some behind the scenes access. The same goes for travel days (which I am now fortunate enough to be part of), and all our games.”
Nathan Drudi – Digital Marketing Coordinator, West Coast Fever & Netball WA
“The Brumbies do not currently have a Snapchat account but we are probably going to implement one for the start of next season. We currently don’t have one as we haven’t really felt the need and have been concentrating on building our other social media accounts. Generally, our core customer base is older and wouldn’t use the facility but, as we look to attract a younger demographic, we will be utilising Snapchat as part of our strategy in 2018.”
Russ Gibbs – Media Manager, Brumbies
“The club has not incorporated Snapchat into our content strategy, this is due to a number of factors. From a resourcing perspective, the management of Facebook, Twitter and Instagram sits within our capabilities as a club and we feel they are the best means to reach our current fans and engage with new ones.
“The inception of Instagram Stories has also made the decision to leave Snapchat out of our content strategy a simpler one. The ability to engage with our fan base through a medium we’re already using extensively is as efficient as it is effective, given the features that sit within Instagram’s Stories to easily drive fans to the club website, tickets and merchandise.”
Matt Townsend – Media Manager, Newcastle Jets