Liverpool FC Launches Social Media Campaign in China

ian ayre liverpool fc social media china tourIn a very interesting development, Liverpool FC have announced that they are launching a social media campaign to engage with their Chinese fans. According to a report on the Football Marketing web site, the Club have launched the campaign on Weibo to coincide with its Asian tour which started on 13 July in Guangdong. Weibo is a Chinese microblogging site – a hybrid of Twitter and Facebook. It is one of the most popular sites in China used by 90% of the market. Launched by SINA Corporation in August 2009, it now has more than 140 million users. Taken from http://en.wikipedia.org/wiki/Sina_Weibo

Mailman Group, the social media agency responsible for launching the campaign states that the new Weibo fan page will encourage social interaction with Chinese supporters of the Club, providing local language updates and rich-media football content.

Ian Ayre, Liverpool’s Managing Director, states that platforms such as Weibo are a key part of the Club’s strategy to reach out to its fans in China.

As usual, comments and feedback are very welcome. Is this the start of a trend that other major Clubs will follow?


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  2. Bin Gao
    July 24, 2011 at 10:15 pm - Reply

    The stark success of Weibo in the past one year proves itself to be a good place for foreign organisations to launch the online marketing projects through social medias. Other Chinese social medias, in terms of Renren and Douban, however, should also be indispensable platforms for commercial campaigns considering more specific and segmented consumers are using those social networks for sharing their ideas like their favorite football teams.

  3. Dr Jim Hamill
    July 25, 2011 at 9:26 am - Reply

    BG – thanks for that. If you have the time, we would welcome a short ‘Guest’ post on Chinese Social Networks – nothing too heavy….just listing the main ones, what they do, number of users and should foreign companies be using these as part of their entry strategy for the Chinese market. I think this would be a very interesting post.

    Let me know what you think.

    Take care and thanks for taking the time to repsond

    Jim H

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