If you’ve watched a Premier League game on TV in the UK over the last few years you will have undoubtedly been met with such phrases as ‘bet in play now’, ‘latest live odds’ or ‘£50 free bet’ during the half-time break. Gambling has of course always gone hand in hand with sport but the rise and development of modern betting culture in football has been particularly interesting to observe.
Even when the game is running, viewers are exposed to the advertising efforts of gambling firms looking to gain an edge in this fiercely competitive market. In recent years, one avenue exploited more and more has been shirt sponsorship. Behind only perhaps the renaming of a stadium, the centre of a teams jersey is prime advertising real estate. As the infographic below shows, in the current 2016/17 season, exactly half of the teams in the Premier League have a main shirt sponsor from the gambling industry – back in 2013/14, this stood at 15 percent, and in the previous year 25.
This chart shows the share of Premier League teams with a shirt sponsor from the gambling industry:
You will find more statistics at Statista
Here at Follr, we’re always trying to put the best possible community building materials into the hands of our community managers. For today’s post, we’re sharing ten wonderful articles from our favorite blogs and community experts who know their stuff when it comes to cultivating community. Check out all or just a few – you won’t be disappointed!
2. You Need to Know: 5 Rules of Online Community Engagement, Social Media Today
3. 5 Tips for Building a Community Management Strategy, Social Media Examiner
4. The Different Types of Events, Ning Blog
5. 6 Tips for Starting an Online Community, Social Media Examiner
6. Fool-Proof Guidelines for Online Community Building, Business2Community
7. 8 Great Tools for Online Community Managers, Social Media Today
8. These are the Top 5 Things you should do First as an Online Community Builder, Business2Community
9. 5 Online Community Types: Which one does Yours Fit Into?, Social Media Today
10. 4 Easy Online Community Engagement Ideas, Business2Community
[In the past] I have participated in a suite of webinars and talks about online communities and their growing role in functional areas such as customer care. I have listened to, and debated with, countless community management specialists about community management best practices. I’ve heard a lot about keeping business strategy and community management aligned. There’s no question this is a critical success factor for social business — but the issue is whether or not this responsibility is part of the charter for the online community manager role.
Pity the poor community manager who has been handed a whole range of new and complex tasks, responsibilities, and accountability measures related to managing and monitoring business strategy — in addition to the normal work of running a community! It won’t work. Placing responsibility for business strategy on the community manager will ruin many a promising online community, with lasting negative consequences for the business, the brand and, most of all, community members and customers. Online strategy and online community management are emerging as two distinct roles in the rapidly evolving world of online communities.
Let’s look at the role of online community strategy. It starts at the highest level, based on the organization’s mission and vision, and then proceeds to the business goals and business processes for the community itself. It is a line-of-business function led by an executive stakeholder responsible for strategic alignment based on the goals, metrics, measures and ROI.
This means the leadership from customer care, the office of strategy management or even product development — depending on the mission of the online community — have the charter to ensure that the online community is tracking in support of their organization’s strategy.
The second role is that of online community management. The crucial task for this role is delivering value to the community participants – the members. Full stop. If the community serves member needs and builds high-value customer/supplier/prospect relationships, it can achieve the strategic goals established by the business organization.
Adding business strategy leadership to the community manager’s role renders them ineffective, unable to succeed at either task. Keep in mind the community manager is the voice of the members back into the organization, and is charged with serving member needs. Asking the community manager to view her community through the lenses of both the business and the members is a prescription for blurred insights, mixed messages and reduced trust on both sides. Community managers can and should take into account the firm’s business goals in the programs and engagement models they develop and produce. But determination of which best fit with the overall strategy is best left to those in charge of business leadership.
The reasons for this separation of roles is primarily around skill sets. A seasoned community manager typically grew up through the ranks of communication specialties, and has the unique and invaluable ability to facilitate ideas, grow thought leadership content and listen well. What they do, and the ways they have honed their methodologies and insights, constitute hard-to-find skills based on extensive hands-on experience. In contrast, the skilled strategist has a keen appreciation for the nuances of goal-setting, planning, and measuring results, involving technical, financial and organizational design skills.
Just as HR executives typically aren’t tapped to run adjacent lines of business like finance, the community manager may not be best at driving the business of community. While there should be a dotted line between the business and the community operations, asking online community managers to manage functions that are out of their realm of expertise jeopardizes both the community and the business. The corollary is that for your online community to succeed and deliver business returns, the roles of online community strategy and community management should be treated with the business respect they deserve.
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Follr adds significant value to supporters clubs events enabling fans to connect during, after and before the game at no cost!
Our solution consists of three interwoven components:
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The event organizer creates an event (date, time, location, description) plus optional link to external details (e.g. third-party ticket solution).
An attendee list can be uploaded.
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Registration takes just minutes providing detailed information for valuable pre-event connections.
Sign Up Activity
Attendees indicate Confirmed, Maybe or Declined (hopefully that means they are watching the game at home…). The organizer receives update emails for immediate event interest feedback.
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