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Liverpool FC conquers Asia with social media plans

John Stensholt (via AFR) | July 23, 2013
Liverpool's managing director wants to reach even more ­supporters in various countries and has established a social media and technology strategy to connect with more fans in the Asian region.

As a result, Liverpool's website is now the most popular in the Premier League and its main Twitter account has more than 1.8 million ­followers. Its Indonesia-specific account has more than 73,000 followers and its Australian account, which was only established earlier this year, has 15,000 followers.

The club will launch a Chinese website in late 2013, as well as new social media sites for Italy and Vietnam.

Ayre says Liverpool had previously been providing information ­centrally from its headquarters and, though successful, an investigation of markets where the club was popular showed it could do more to engage with fans locally.

"When we did some proper research into that we found about 95 per cent of people were only accessing in Bahasa Indonesia. So we were not ­available to those people with just an English-language Facebook page," he says.

"So its about localising not just the content but also the language."

The next step for the club will be attempting to further monetise its relationship with fans globally, which Ayre believes will be easier to do by gaining more information about the fans that follow it on social media.

"The longer-term strategy is you engage with those people and then draw them into a richer relationship and then down the track they want more access to product, be it video or digital content or merchandise."

Ayre also has a team of merchandise executives travelling with the club throughout Asia, where it has established pop-up shops, including one in Melbourne.

He says the Australian market is consistently in the top five around the world, in terms of unique users on Liverpool's website, social media followers and merchandise sales.

"It shows the power of the brand here and the power of the support here," he says.

"It's taken over 100 years to get here, but it's very deserving for the fans here."


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