AS Roma have proved recently they’re not shy when it comes to testing out fan engagement opportunities on digital. From crowdsourcing ideas for their new website on Reddit to parodying Southampton’s own parody transfer announcement video. They are one of the best in the sports business.
Last night they tested a new Twitter based platform called the AS Roma Twitter League. A place where fans can vote for their team and favourite players game by game. The ‘league’ shows the most popular players, most active supporters and most popular users. On top of that it brings together the most relevant team/player tweets and fan Instagram posts.
It’s a nice way of activating certain matches and spreading the word through tweet votes such as the below. And not only that, it provides a way in which they can activate sponsorships across, as they’ve started to do with their partner logos at the top of the page.
From a tech point of view, the main solution being used is Tweetbinder, a cool new social media tracking tool that could have monetisation possibilities for Twitter content and engagement. Something that has been tough to achieve for many.
AS Roma’s Head of Digital & Social Media, Paul Rogers commented that “Tuesday night in New Jersey was our first real trial of the platform and it worked relatively well. The game kicked off at 8pm – so 2am back in Italy – but despite the unsociable hours, we still saw a lot of social interaction being sucked into the platform and the added competitive real-time live element – between mentions for the two teams and also between mentions of our players – was an interesting feature throughout. Before Diego Perotti scored, he was nowhere near the top of the table for mentions but that quickly changed and it was interesting to watch it as it happened.”
“We had some known and unknown bugs to deal with but the the mobile experience was particularly good. The plan now is to continue the trial and work through any teething problems that come up – but as a possible new fan engagement tool, it’s certainly an interesting concept and one I like.”
AS Roma are proving to be one of the most forward thinking clubs, thanks in no small part to 1) their owners being US based (Boston to be precise) which is also where some of the AS Roma staff are housed, and 2) Paul Rogers joining from Liverpool back in early 2015.
He’s helped take the great work done by his predecessor Shergul Arshad and push it onto the next level. And in Jim Pallotta, his US boss, he has an ally who has publicly stated that he wants AS Roma “to become the most digitally connected sports team in the world”. Something they are on their way to achieving but will face stiff competition from the likes of Juventus, Real Madrid, Barcelona, Man City and the other top clubs around the world!