5 Social Media Calls To Action by Roland Garros to engage fans
Roland Garros 2015 is in the books. Another great Grand Slam and another organisation that really tries to engage fans and provide value through their social media channels. The Australian Open already provided great fan value earlier this year and Roland Garros followed suit.
Twitter Data revealed that Roland Garros Tweets had 4.1 billion impressions on Twitter and across the web throughout the main tournament. Roland Garros themselves tweeted that there were 7.5 million Tweets related to the tournament, while they had over 14 million unique visitors across different platforms.
The tournament’s main hashtag on their social networks was #RG15. According to Topsy (no longer available) the official hashtag has been mentioned over 678,000 times on Twitter in the last month. While over 33,000 posts on Instagram used the #RG15 tag.
The tournament has almost 1.18 million followers on Twitter, over 1.65 million likes on Facebook and more than 58,000 subscribers on YouTube. Below we take a look at 5 Social Media Calls To Action (CTAs) Roland Garros used to engage all these social fans.
Roland Garros asked fans to share their photos and tag them with #InsideRG. Photos are displayed on the official website and are sorted based on locations throughout the park. They also show photos made at Champ-de-Mars in the city centre, where matches were screened and other activities took place. InsideRG has been mentioned in 3,838 posts on Instagram. According to Topsy (no longer available) a total of 11,590 Tweets included the hashtag between May 19th (the start of the qualification tournament) and June 9th (two days after the men’s final).
This daily poll asked fans to share their opinions about players from the past and present, and about the tournament. Examples of questions: Which was the best Kuerten final? Who is going to win Roland Garros 2015 – Djokovic or Wawrinka? The hashtag #AskRG had only 725 mentions on Twitter (Topsy – no longer available), which seems quite low. However, people could mention their preferred choice through social media or vote on the official website (link provided in Tweets).
‘Do you know Roland Garros’ tested fans’ Roland Garros knowledge about the history of the tournament, qualifying and the main draw. Fans had to connect through Facebook to participate and could compare their scores with friends. Prizes included tickets to the 2016 finals and other memorabilia .
The ‘Roland Garros in the city’ (#RGWorld) movement brings Roland Garros around the world. 2015 was the first edition in Rio de Janeiro, while it was the fourth in China. A really great fan engaging initiative that stands out in how it tries to bring the Roland Garros spirit to fans all around the world. The stories have been mainly shared on Facebook and the official website. During the final weekend in Beijing, “social media and website fans were invited to enjoy the women’s final party”. There was a screening of the women’s final and fans could experience playing on a clay court.
The Roland Garros Tweet Cam required fans to tweet to the official Twitter account to get an exclusive photo of the Roland Garros final. The #RGTweetCam was only used in the final weekend. This gesture seems simple and low-cost to set-up, but does provide value. The hashtag, which had to be used to receive a photo, had 7,684 mentions on Twitter (Topsy – no longer available).
Roland Garros 2015 had quite a lot of different ways (and hashtags) to engage fans on their social media channels. All social media calls to action mentioned above required some prep, but they are simple and fun. The Roland Garros Tweet Cam stands out in that it provided something unique to fans.