'Opta Twitter' by Opta

Summary 

Opta. Best use of Social Media.

• Enhance position as an ingredient brand
• Develop a thought leadership position
• Strengthen brand in the mind of the end user (fans) to underpin the B2B positioning and achieve pull-through
• To develop our business on a Europe wide, multi-sport basis

Corporate Objectives

• Expose influencers to the Opta brand
• Increase interaction with fans
• Position Opta as the go-to experts on sport stats
• Gain traction with target companies and media
• NOT direct lead generation.....sharing, not selling

Social Media Objectives

• Provide insighful, interesting and highly viral content via Twitter
• Target specific media influencers
• Be highly responsive and accessible - a key differentiator
• Have a Europe wide focus - a key differentiator

Strategic Thinking

• Creation of a family of characters
• Creation of a tweeting style, ending each tweet with a summary word
• Facebook also used to develop debate with more detailed content
• Social content (including live mentions) used on a corporate site

Unique Tactics

• 0-13k Twitter followers in a year
• 0-2.5k Facebook fans
• Brand strengthened in the mind of fans
• Interaction with key media prospects and influencers
• Engagement with BBC/Sky/Guardian/Times/ITV
• Brand values reinforced