FC Bayern München Goes Social - The Value of Social Media for Professional Sports Clubs

Item Type Conference or Workshop Item (Paper)
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.

Authors Wulf, Jochen; Söllner, Matthias; Leimeister, Jan Marco & Brenner, Walter
Research Team IWI6
Language English
Keywords Social Media, Value Creation, Social Marketing, Sport Management, Content Provisioning
Subjects information management
HSG Classification contribution to practical use / society
Refereed Yes
Date 26 May 2015
Publisher Association for Information Systems
Place of Publication AIS Electronic Library (AISeL)
Title of Book ECIS 2015 Completed Research Papers
Event Title European Conference on Information Systems (ECIS)
Event Location Münster, Germany
Event Dates 26.-29.05.2015
ISBN 978-3-00-050284-2
Publisher DOI 10.18151/7217535
Official URL http://aisel.aisnet.org/ecis2015_cr/207
Depositing User Michael Kunz
Date Deposited 19 Apr 2015 16:51
Last Modified 21 Apr 2021 00:23
URI: https://www.alexandria.unisg.ch/publications/240570

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Citation

Wulf, Jochen; Söllner, Matthias; Leimeister, Jan Marco & Brenner, Walter: FC Bayern München Goes Social - The Value of Social Media for Professional Sports Clubs. 2015. - European Conference on Information Systems (ECIS). - Münster, Germany.

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https://www.alexandria.unisg.ch/id/eprint/240570
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