1. E Jeföhl dat verbingk –
Content with a Sense of Community

2. E Jeföhl dat verbingk – Content with a Sense of Community
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Agenda
 FC Cologne – Professional football since 1948
 FC today
 Our stakeholders
 Our own channels
 FC-Connect

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The history of FC Cologne – a proud past.
 February, 13th, 1948: formation by fusion of
Kölner BC 01 and SpVgg Sülz 07.
 It all began with the vision of club founder Franz
Kremer. He assembled a group of young players
and posed the legendary question:
„Do you want to win the championship with me?“
 In may 1962, the vision of Franz Kremer became
true.
 Kremer was one of the masterminds of the
founding of German Bundesliga
 1964, FC became the first-ever Champion of the
Bundesliga.
 Since 1948: 3x German champion | 7x German vice champion |
4x DFB cup champion | 1x UEFA-Cup-finalist |
3x German youth champion
The beginning

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membership
10.050
13.500
17.500
29.000
32.250
35.500
43.200
50.600
52.000
55.000
62.000
0
20.000
40.000
60.000
80.000
2002 2004 2006 2008 2010 2014

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fan-clubs
519
671
858
1.075
1.262
1.333 1.361
0
400
800
1.200
1.600
2000 2002 2004 2006 2008 2010 2012

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Overview membership numbers – the German top 10
25.500
32.000
40.000
44.448
60.000
61.500
73.454
100.254
130.000
223.985
0 50.000 100.000 150.000 200.000 250.000
Bayer Leverkusen
Hertha BSC
SV Werder Bremen
VfB Stuttgart
Bor. M'Gladbach
1.FC Köln
Hamburger SV
Borussia Dortmund
FC Schalke 04
FC Bayern München

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Trademark FC – More than just a club!
 FC Cologne is the flagship of Cologne, which is with
almost one million inhabitants the biggest city in the
Rhein region.
 Almost 80 Percent of the inhabitants of Cologne are
interested in the performance of the club.
 Asking: “What do you associate with the city of
Cologne? “ The club is mentioned in the first place,
more often than the Cologne Cathedral, Kölsch and
carneval*.
 Hardly any other club can boast such a connection to the
supporters and the population as the city of Cologne.
 The Media Monitoring for 53 TV stations recorded
annually a cumulative reach of nearly 3.2 billion contacts
for FC Cologne.**
 The "Media Evaluation - Print" recorded an annual reach
of almost 745 million contacts only for the presence of FC
Cologne in conjunction with its main sponsor REWE.**
Regional Roots, National Reach
*Source: LiM, University of Bremen
**Source: Sport+Markt

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Trademark FC – More than just a club!
 92% of the population from the age of 14 knows FC Cologne (42,63 mio. people)
and one out of three who is interested in football has sympathies for FC
Cologne*.
 People connect positive characteristics with FC Cologne such as being down-to-
earth, unique and full of life.
 Asking:“What is your favourite football club?“ The answer of 1,72 mio. Germans
is ”FC Cologne“*.
The Trademark 1. FC Köln
*Source: Sportfive, Fußballstudie

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FC – an attractiv business platform
More than 750 partners are part of our network

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The media
local, regional, national and international

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1. FC Köln | 29. Juli 2014 Seite 12
Department Media and Communications
Tobias Kaufmann
Head of
Communications
Interne und
externe
Medienstrategie/
Kommunikation
Frederic Latz
press officer
Betreuung
externe Medien,
Termine,
Autorisierung etc.
Simon Pröber
Editor
Geißbock-Echo
Jahrbuch
Spieltagsinfos
Maurice
Sonneveld
Editor
Neue Medien
Community
Daniel Misterek
Editor
Pressarbeit Frauen
und Nachwuchs
Akkreditierung
Matthias del Piero
fc-tv (freier MA)
Thomas Schlosser
fc-tv (freier MA)

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1. FC Köln | 29. Juli 2014 Seite 16
The strategy – using our own channels
Homepage fc-koeln.de
KgaA und Club
4 Mio. PIs, 0,5 Mio. uUser/Month
fc-tv
around 3000 subscribers
GeißbockEcho
Print and eMag
Jahrbuch etc. …
iPhone-App
300.000 Downloads
Facebook, Instagram
600.000 Fans
Google+
95.000 Follower
Twitter #effzeh
80.000 Follower
…

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Social Media Homepage
NetCologne FC-TV
Online Platforms
FC-App

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First-class range
The only club from any 2nd division amongst Football‘s top-50 in Europe.

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 German„Social-Media-Champion“ 2011
 2nd Price Marketing-Award in Sports 2014
 Winner Online-Kommunikationspreis 2014
Final round at the PR-Awards 2012, Cat. „Social Media“
 Best Facebook-Fanpage in German Football deutschen
Fußball 2013
(lt. TNS/w&v Fanpage-Award)
 First German Football Club with an exclusive Badge at
Foursquare
 fc-connect the first social hub in european club-football
– rewarded the eco-Award, the Deutschen Preis für
Online-Kommunikation and
2. place at Marketingpreis des Sports
Multimedial ist der FC Bundesliga-Spitze
#effzeh, a benchmark in new media

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1. FC Köln | 29. Juli 2014 Seite 23
Cologne kind of humor …
We don‘t want to sound like Pyongyang!
http://www.youtube.com/user/fckoeln

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FC-Connect – Innovation for our community
Desktop- & FC-App-Version
 Octobre 2013: We launched the first social-hub in european football.

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The story behind FC-Connect
Once upon a time…

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The story behind FC-Connect
January, 2010

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The story behind FC-Connect
Januar 2010Shut-down of the official
fan-foum

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The story behind FC-Connect
Welcome to
the shit storm

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The mission: Connecting #effzeh
FC-Connect
CLUB
+ MEDIA + PLAYERS
+ FANS

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1. FC Köln | 29. Juli 2014 Seite 30
8|12 Founding of the Community Commission
Digital Influencers around the
club working together –
volontarily

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The challenge
Technic
Content
People…bring together,
connect, unite

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The Solution

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The solution
FC-Connect
E Jeföhl, dat verbingk

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The features
90+
Channels
50.000+
articles
Text, Pictures,
Audio & Video
not censored
& for free

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The features
User-Interface
Personalisation
Choose your
channel …
Personal
Dashboard

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The features
„InTile“
Navigation share & rate:
Joot oder
Driss?
Context-menu

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The features
Search over all
the channels

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FC-Connect – E Jeföhl, dat verbingk
stable &
flexible
aggregate &
interact
growing
developing
long-term

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FC-Connect – E Jeföhl, dat verbingk
Technic
Content
People…bring together,
connect, unite
USER

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Feedback: Fans & Media like FC-Connect

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But, what is #effzeh
doing better?

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We are integrating all the existing content
around our club on
one platform and in our context

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FC-Connect is unique and innovative …

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… but it‘s transferable on every kind of
sports our business

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low budget, high output:
Digital Influencers as mainsprings

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Strong ties with our community:
Information Interaction Engagement

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Thank you!
FC-CONNECT – E JEFÖHL, DAT VERBINGK