Roberto Monzani, head of digital content at Inter, spoke at the Social Football Summit to talk about the Nerazzurri club's social strategy, which has experienced exponential growth in recent years. Here are his words, reported by Calcio e Finanza: BEING FANS OF INTER – " With the new strategy we told what it means to be Inter fans. We tried to explain how we can be Inter fans based on certain characteristics , creating a global product We tell stories and inside those stories there is the brand, that is the values of a football club and a company that are conveyed by the contents ". SPIN OFF – " Last year we made a first path, trying to build a content chain that represented a sort of spinoff of the company, which could help us not to be too tied to the results of the field. 'Not for everyone' is a way to say that Inter is not something for everyone, wanting to achieve results despite difficulties.It is essentially a continuation of "Inter is coming." We have created this format two years ago to tell new Inter players in a way that "It's not about their results in the field. We did the same thing with the new headquarters, presenting it as if it were a new purchase to tell about the brand, even the physical assets. The path of our content is always the same, the fan must become first spokesperson for our content. We are refining content based on different audiences ". GODIN – " We told a slice of Uruguay with a content of 50 seconds and it was extremely relevant in South America. It is one of the continents to which we give the most attention, while a country to give more value is obviously China and Asia, but we can dedicate ourselves also in other areas, trying to differentiate not only from the geographical point of view but also from the contents ". BEYOND KINDS AND AGE – " The two main themes for a digital football club are gender gap and age gap. Tik Tok in this sense was one of our first steps. We entered in December and we started to produce content We now have 60/70% of followers who are women and all are under the age of 20, reaching the goal of bridging both gender and age gaps, and a new project will soon be launched, which you will discover through the club channels ". TALK SHOW – " As far as TV is concerned, our idea was that of the talk show, that is to say a" late night show "of the Cattelan-style club, which has better numbers on social than from the point of view of listening. it becomes digital, it is an important job to put the TV back at the center of the project ". EXPONENTIAL SOCIAL GROWTH – " The growth in our social numbers over the past two years has been exponential, especially on Chinese social networks. We are looking for ways to intercept different audiences. One of the choices was to hook the vlog language, we told several stories with this method. In September we were in front of Juventus as views, a particular thing considering that we are talking about a club that has Cristiano Ronaldo in its ranks, it is a sign of a certain health ". Read related articles
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