Meta (Facebook) among expert speakers at ANOC Social Media Workshop 2 facilitated by Redtorch

ANOC today hosted the second Social Media Workshop, which drew a number of expert speakers to provide National Olympic Committees (NOCs) with cutting-edge-insights into how to best leverage social media, from athlete engagement to monetisation.

Representatives from 57 NOCs attended the workshop which was held as the latest initiative in the ANOC Digital Accelerator Programme.

The workshop was divided into three main parts. The first began with a review of Tokyo 2020 and NOCs’ social media performances across Facebook, Instagram, Twitter and YouTube, which was led by marketing agency Redtorch.

Case studies were delivered by the NOCs of Puerto Rico and Malaysia on some of the successes they enjoyed during Tokyo 2020 and particularly the impact they managed through effective athlete engagement. Despite its relatively small size, the NOC of Puerto Rico was ranked in the top 10 NOCs for video views during Tokyo 2020 with 4.8 million. While the NOC of Malaysia used the interest of the Games to grow its Facebook following by 488% and its Instagram following by 869%. Both NOCs demonstrated the importance of shifting to athlete-focused, emotion-driven content when connecting with their key audiences.

Gabby Vidal Castillo Partner Solutions, Sports Partnership at Meta (formerly Facebook) delivered a presentation on how NOCs can build and execute a content strategy and use it to drive incremental revenue through in-stream ads and branded content. Katie Williams, Director of Strategic Accounts at digital media company Greenfly also presented on how better to work with athletes and the role they can play in extending NOCs’ reach and engaging new audiences.

The final part of the workshop was dedicated to Beijing 2022 as Guy Horne, Managing Director at H&A Media and an expert in digital activation in China, explained how best to use social media in the country and manage the cultural differences.

The full workshop will be uploaded onto the ANOC YouTube channel in due course.

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