FC Bayern München Goes Social - The Value of Social Media for Professional Sports Clubs
ISBN
978-3-00-050284-2
Type
conference paper
Date Issued
2015-05-26
Author(s)
Research Team
IWI6
Abstract
In 2010, FC Bayern München, one of the world's most successful soccer clubs, had just finished a successful season from a commercial perspective as well as on the field. With regard to its digital service portfolio, FC Bayern München had successfully established digital content distribution and an ecommerce platform. However, European competitors already had attracted large crowds on social media platforms, such as Facebook or Twitter. It was unclear how social media would contribute to the digital strategy. In this fictitious case, a board meeting needs to be prepared, in which the digital roadmap for the future has to be decided upon. This teaching case helps to understand how value can be generated through the use of social media using the example of a soccer club. It further illustrates the importance of considering a club's or company's values when launching a social media campaign, and points out that successful social media usage is more than just opening up Facebook and Twitter accounts.
Language
English
Keywords
Social Media
Value Creation
Social Marketing
Sport Management
Content Provisioning
HSG Classification
contribution to practical use / society
Refereed
Yes
Book title
ECIS 2015 Completed Research Papers
Publisher
Association for Information Systems
Publisher place
AIS Electronic Library (AISeL)
Event Title
European Conference on Information Systems (ECIS)
Event Location
Münster, Germany
Event Date
26.-29.05.2015
Official URL
Subject(s)
Division(s)
Eprints ID
240570
File(s)![Thumbnail Image]()
Name
JML_525.pdf
Size
865.8 KB
Format
Adobe PDF
Checksum (MD5)
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