Southampton FC might still be licking its wounds following Friday night’s record equalling 9-0 drubbing by Premier League rivals Leicester City but off the pitch, at least, the club is trying to make amends with its fans by delivering “compelling social media content” to keep them onside.
Performance analytics agency Mediacells has been drafted in to support the continuing transformation of the club’s digital output, and provide “The Saints” with a 360-degree, near-live view of fan, commercial and partner content so that output can be optimised.
Mediacells will aid innovation through the implementation of “intelligent feeds” which it is claimed can convert Southampton FC’s data into dashboard visualisations that the team can act on.
The dashboards will optimise content performance and empower Saints’ media and research teams to take decisions based on consistent data from a single source.
It is all a long cry from the year 1885, when the club was founded by members of St Mary’s Church Young Men’s association but digital marketing is now just as much a part of any football club’s operation as the manager, coaching staff and kit man.
Southampton FC head of CRM, data and analytics Jack Walkling explained: “As a club, we take great pride in our digital output, and it’s important to us that what we produce, the stories we tell and how we tell them resonates with our fans. Access to actionable data quickly is key to allowing us to make informed decisions about our content and distribution strategy.
“Mediacells has cutting edge experience with the biggest football tournaments and federations in the world. We’re excited to be collaborating with them and look forward to gaining a far deeper insight into how our supporters are engaging with our digital output.”
Mediacells CEO Brad Rees added: “Southampton are in the top flight of football and they are sophisticated digital leaders. Mediacells will use its expertise in performance analytics to empower the team and push the boundaries of relevant, targeted authentic content that resonates with fans, partners and sponsors in an increasingly competitive content space.”
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