www.ueg.org – March 2014

www.ueg.org – March 2014

1st UEG Communication Seminar

Presentations of the National Federations

www.ueg.org – March 2014

Royal Spanish Gymnastics Federation (RFEG)

Communication projects and tools

www.ueg.org – March 2014

Background (1)

• Growing relevance of online worlds in current transforming societies• This process is necessarily leading to an

audience transformation• Age: young and ‘digital natives’• High specialization: gymnastics’ fandom• Rather low participation: shifting slowly from

spectators (passive) to actors (active information seekers, content-producers…)

www.ueg.org – March 2014

Background (2)• RFEG 2010 diagnosis

• December 2009: Elections• 2010: Crisis in terms of image/reputation

• Media and social pressure• December 2010: New elections

• New President, new governing bodies• 2011-2013: Drastic budget reduction

• 2011: around 12%• 2012: around 25%• 2013: 50%

www.ueg.org – March 2014

Background (3)• RFEG 2011-2013 decisions

• Internal labor re-structuration• Sports Management• Technical Departments

• Parallel external strategy in order to build up a fresher and more solid image • Re-launching of website• Microsites and events’ live scoring• Presence on social networking sites• Monthly newsletter

www.ueg.org – March 2014

Background (4)

• Online strategy: strengths & weaknesses• Lack of solid development in other federations• Very small team behind a wide and growingly-

demanding strategy• One IT expert developing and feeding all online

platforms, punctually helped by other employees and volunteers

www.ueg.org – March 2014

Website

www.ueg.org – March 2014

Data: Microsites

www.ueg.org – March 2014

Data: Microsites

• Reached more than 100,000 spectators per year• Content: results, live scoring, ticket prices, official

documents, accommodation options…• There is a unique design development for each and

every single official RFEG event

www.ueg.org – March 2014

Data: Total visits (2012-2013)

www.ueg.org – March 2014

Data: Visited pages (2012-2013)

www.ueg.org – March 2014

Data: Pages

www.ueg.org – March 2014

Data: Users’ profiles

www.ueg.org – March 2014

Data: Where are users coming from?

• Generic web-search engines: 50% +• Google, Bing…

• Direct access: around 13%• Facebook: around 11%• Specialized blogs• Regional federations

www.ueg.org – March 2014

Data: Where are users coming from?

www.ueg.org – March 2014

SNS presence & strategy• SNS provides us with dynamism and a direct

contact to our membership and followers• It has also become a direct connection with

sports media professionals: press releases• Facebook is the most spread option in Spain,

while YouTube has proved to be an extremely useful resource, even if the infrastructure to feed the channel is time and resources-consuming

www.ueg.org – March 2014

SNS presence & strategy: Facebook

www.ueg.org – March 2014

SNS presence & strategy: Facebook• Continuous growth of ‘Likes’: heading to 9000• Timeline (biography) as a news resource for

our audience: all news stories are incorporated there, so it is the fastest way to receive information

www.ueg.org – March 2014

SNS presence & strategy: Facebook• Profile: Young Spanish Women

www.ueg.org – March 2014

SNS presence & strategy: YouTube

www.ueg.org – March 2014

SNS presence & strategy: Twitter

www.ueg.org – March 2014

Monthly newsletter

www.ueg.org – March 2014

But there is still a long way to go…

• Current situation (2014)• Slow process of financial recovery

• Drastic costs-reduction has lead to…• Increase of public funding

• Good online position/reputation• One of the most visited sites among sports

federations in Spain, receiving support and admiration from national sports authorities

www.ueg.org – March 2014

But there is still a long way to go…

• Main goals• Explore and exploit the commercial

opportunities via website• Incorporate the online results in terms of

audience to our sponsorship negotiations• Gradual increase of users’ participation• Become the point of reference (connecting

position) for the Latin American countries, as Spanish speakers

www.ueg.org – March 2014

But there is still a long way to go…

• Future lines and decisions• Strengthen the online department in terms of

human resources• Launching a media and communication

department, closely linked with the marketing area

• Get our community involved in the news and content production

www.ueg.org – March 2014

And don’t forget to follow us!Facebook (Real Federación Española de Gimnasia)

https://www.facebook.com/pages/Real-Federaci%C3%B3n-Espa%C3%B1ola-de-Gimnasia/126771720759443

Twitter profilehttps://twitter.com/RFEGimnasia

YouTube Channelhttp://www.youtube.com/user/RFEGOficial/videos

Newsletterhttp://www.rfegimnasia.es/newsletter/marzo-2014/

www.ueg.org – March 2014

Royal Spanish Gymnastics FederationCommunication projects and tools

Thanks a lot!