“Deloitte Digital provided more than a strategic plan for our social media, they have been an integral part in developing our social media platforms. Carlton is now considered one of the leaders in the use of social media in the AFL and Australian sport.” Ian Coutts, GM Communications, Carlton Football Club

Applied capabilities

  • Digital Content
  • Social
  • Strategy

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Taking sports social media to an elite level

Carlton Football Club already had a Twitter and Facebook presence but wanted to increase engagement to keep supporters intertwined in the life of the club.

Specifically, the club wanted to use social media to grow club membership and ticket sales while increasing engagement with fans.

Getting the fans in the game

Members were initially engaged with an idea generation platform.

The resulting ideas were used to invigorate Carlton’s social media presence, with a significantly more active Twitter account, Foursquare specials at the MCG and a rebranded Facebook page complete with inbuilt merchandise shop.

Low cost, high engagement

Carlton increased its Twitter followers by 800% and Facebook fans by 400%, with over 84,000 active Facebook users per month during the 2011 AFL season.

Carlton has since surveyed its members and found that social media is now their preferred means of keeping up-to-date with club news and events.