YOU BET!

Football Club
SOCIAL MEDIA PROPOSAL
April 2015

AGENDA

Brief Review
Competitor Analysis
Social Media Concept
Social Media Strategy
+ Content Direction
+ App game Betting Battle
+ Marketing strategy

BRIEF REVIEW

TARGET AUDIENCE
Potential users of YouBet Football Club page :Male /
Female (90/10) between 20s and 30s years old.
Think: Football fan page is a place to satisfy their
passion of soccer. If they can play it, this is how they
express their support.
Feel: Feel belonging because theyre interacting with
people who have the same interest.
Do: Like to share and express their opinion on their
favorite football team, discuss upcoming match and
famous football player on football page. Especially
predict the score.

OBJECTIVES

Build YOUBETs
friendly and
entertaining image
on Vietnam social
media

Increase
awareness about
the diversity of
content on the page

Enhance
relationships with
fans directly through
social media
engagement in
World Cup period

COMPETITOR ANALYSIS

Thc Khuya Xem Bng

Fans: 1,002,962
People Talking About This: 898,726
Interaction status: actively high performance
Daily post: avg 5 posts per day
Content direction: current football info about World Cup and V-League, entertaining
football moment, fact meme.
Page type: Reaction/Sport website
Link: https://www.facebook.com/xemthethaovn

Troll Bng

Fans: 1,627,972
People Talking About This: 210,771
Interaction status: Actively high
Daily post: avg 5 posts per day
Content direction: football fun fact
Page type: Reaction/ Sports website
Link: https://www.facebook.com/trollbongda?fref=ts

Bng Trc Tuyn

Fans: 757,818
People Talking About This: 183,076
Interaction status: Fairly average
Daily posts: Multiple posts per days (avg 6 posts)
Content direction: Football fact, current football info and provide link to watch football
match live.
Page type: Reaction/ Sports website
Link: https://www.facebook.com/bongdatructuyen?fref=ts

SUMMARY
Thc Khuya
Xem Bng

Troll Bng

Bng Trc
Tip

Global/local page

Local (VN)

Local (VN)

Local (VN)

Content type

entertainment
focus, news

entertainment
focus

entertainment
focus. news

Current status

Active

Active

Active

Lack of self
image,
exclusive
branding
elements and
social activity

Lack of self
image,
exclusive
branding
elements and
social activity

whats lacking? Lack of self

image,
exclusive
branding
elements and
social activity

Key Points
Pages that carry news about football tend to gain fairly high
engagement according to the current World Cup season.
All pages share the same content about football facts, current
news in style of meme which make no distinction between them
except the name.
All of fan clubs, football pages are reaction/ sports news page,
theyre not community page in which the fans could get and give
benefit from a brand/sponsor/organizer.

SoWhat does it mean to YOUBET

social page?
Follow the flow of World Cup will surely secure the interaction rate
for new born page
The page can share the same news but all the contents will be
branded in exclusive photo frame of our page. Besides, the contents
will be diversified in different themes to stay fresh and attractive.
YOUBET will be built as a healthy community page where we could
hold social contest to both bring and get benefit from our fans.

INSIGHT
Men, especially who are football fans love to predict the score and
bet on it.
Sometimes men love football but theyre unsure of the reason why,
or what part of football culture that they fascinate the most.
World Cup is the time that men show their real passion for football
and for the team theyre rooting for.

SOCIAL MEDIA CONCEPT

Be a World Cup
Fun House where
fans are updated
with interesting
news/ fun facts
about football

What if
our social
page
can...

Be a community
place where football
fans can
discuss/predict/ bet
on the match to win
something in return

Be an open book
that dissect
different angles of
the diverse football
culture to earn a
deeper knowledge
about this sport.

We name it the YOU BET ! ( Dm

C) community page
*Rationale: You bet! means certainly, and the word bet alone
means to roll the dice on something which tightens directly to our
core difference - create a community where fans could play bets on
their football team and win something in return from us legally.
- Do you want to visit the YOU BET page?
- Certaintly!
- What is the most excited thing about this page?
- We can play bet legally and win exclusive prizes during World
Cup without losing anything.

CONCEPT

THE WORLD CUP

BETTING BATTLE

SOCIAL MEDIA STRATEGY

FACEBOOK
TONE OF VOICE: This is key as it is the overall defining
personality for YOU BET on social media.
Character/Persona: Friendly, Funny, Inspiring, and
passionate.
Tone: Fresh and conversational
Language: Simple and football- savvy
Purpose: Engage, Delight and Inspire

CONTENT PILLAR
Football
knowled
World Cup
ge

Football
culture

What
does
YOU BET
talk
about?
World
Cup

Bettin
g
Battle
App

PROPOSED CONTENT
PILLAR
World Cup

Football
Culture

Football
Knowledge

Betting
Battle App

Engageme
nt

Engagement

Engagemen
t

Engagemen
t/ Brand

Updating current
news/ World
Cup interesting
facts in style of
meme ( Football
team, particular
famous player,
famous match,
legendary score
in World Cp
history, ect)

Dissect the
myriad aspects of
Football culture
from music,
fashion & style,
woman to
personal mens
story and
experience with
football.

Ask interesting
short question to
test fans
knowledge about
football in style of
short quiz,
multiple choice.

Introduce, remind
and maintain
information about
the App , build
contents that call
for action to join
the App.

SAMPLE CONTENT
WORLD CUP
Khonh khc ghi bn dt im ch trong vi giy,
nhng nu thnh cng n s nh du c mt
huyn thoi. --- Nike.
Hy cng YOUBET Football Club im qua 3
khonh khc huyn thoi trong lch s bng .
1. World Cup 1986: Diego Maradona v 2 bn thng
mnh danh Bn tay Cha v Pha ghi bn Th
K.
2. World Cup 1966: Eusebio, ngon ngc ghi 4 bn
thng lin tip cho B o Nha ch trong 30 pht
trc Triu Tin.
3. World Cup 1954:Tuy dn trc sm, nhng
Hungary c g ha trong 10 pht vi cc
pha lp cng ca Morlock v Rahn. Khi trn u ch
cn 5 pht, Rahn tung ra c st quyt nh khin
Hungary tr thnh i bng v i nht khng ginh
c cp vng.
Moi ngi n tng nht vi mn ghi im World
Cup no?

SAMPLE CONTENT
FOOTBALL CULTURE
Nu c gp mt c gi m bng . cc anh em
ng b l c hi lm quen c y nh. V c 3
iu cc k tuyt vi ch c nhng c nng
yu th thao ny.
1. C cm gic nh ang ni chuyn vi thng
bn thn khi ang bn lun bng vi c y.
2. Lun mnh m trong cch c x v lm vic,
nhng bit lc no cn yu mm cho ban trai
bo boc.
3. Nu kin nhng khng cm cn, nhng
nho qun thc bn trai.
c may mn gp c mt nng nh vy
ngoi i cha no?

SAMPLE CONTENT
FOOTBALL KNOWLEDGE
Trn u no vo nm 2014 c hiu s
thng thua cao nht trong mt trn bn kt
qua cc k World Cup ti Brazil?
A.
B.
C.
D.

Uruguay VS Brazil
c VS Brazil
Peru VS Brazil
Argentina VS Brazil

SAMPLE CONTENT
WORLD CUP BETTING BATTLE APP
Nu c cc chng tn ng no m vn
c th trng ln, bn s tham gia?
Cung phong hay cn lc xanh? M.U
s thng hay Chelsea bt bi vo trn u
ti mai? Anh em d on th no v t s
v ngi thng cuc.
Hy ng nhp ngay App game Cuc
Chin D on World Cup cng You Bet
tham gia d on v tich luy im
trng ln nhng gii thng World Cup
hp dn.

 World Cup Betting

Battle App

What is it about ?
World Cup Betting Battle is a Facebook App which allows users to
take a bet on the result of a football match throughout the World Cup
season. Every player starts off with 10 millions VND, and they have to
use that game money wisely to take a bet on who will win the match to
earn or lose their total money.
The App will run in 3 rounds: Qualifying round, Semi-final round and
Final round ( timely with the World Cup 2015 event)
+ Qualifying round & Semi-Final: Score by invest money on the bet of
the winner team
+ Final round: Score by invest money on the bet of the winner team,
and bet on the one who will score in the match.
Top 3 players who makes the highest money in their account will be
rewarded by the end of the World Cup 2015.

MARKETING THE PAGE

Objective: Increase
numbers of fans and
encourage them to
join the App game.

Seeding on
sport/soccer forums
Sport/ soccer forum
is an ideal channel
to reach potential
fans. They like to
discuss about
football, lets give
them a great
discussion and
invite them to join
more interesting
discussion & fun
gaming via our
page.

Sport/Soccer
Facebook seeding
Seeking for Sport/
Football fanpage
partner is another
way to directly
approach potential
fans and covert
them to be our fans.

Run KOLs
As the aim is to
create a viral buzz
about the App, Lets
some public figures
carry our mission.
Young sporty KOL
such as Tun Hng,
Huyme, Ph,etc
will inspire their fans
to join the game with
us.

Run banner and

Google Ad on popular
sport website
The target audience
looking for football
info via online sport
news website, a fair
amount of banner
ads will create
curiosity for them.

THANK YOU!