1) Team Scotland saw significant success in recent Olympic Games but had an inactive social media presence until 2013. 2) They launched an active online community and became the most followed Commonwealth Games Association on social media platforms. 3) Their approach was to connect with the public, engage them, and convert them into unofficial ambassadors by fueling a passionate community around Team Scotland using their digital platforms and social media.

1. Team Scotland > Digital
James Saker
Digital Media Manager
@JRSaker

2. Location
Team Scotland
23rd
largest populationScotland
30 medalsManchester 2002
29 medalsMelbourne 2006
26 medalsDelhi 2010
? medalsGlasgow 2014

3. Location
Start of 2013
Inactive Facebook and Twitter
No other social media platforms
2014
Active online community
The most followed CGA on every social media platform
Name 5 Scottish athletes?
Organisation (internal) focused website

4. Location
Approach
Connect with the general public
Engage with the general public
Convert to unofficial ambassadors
Connect > Engage > Convert
Fuel a community that is passionate about Team Scotland
Connect
Engage
Convert

5. Location
Togetherness
Rarely do fans site the game, the players or even the score
Why do you still buy a ticket?
Atmosphere of Togetherness > Passion

6. Location
Connect
Location
Digital Platforms
@Team_Scotland GoScotland.org
Team
Organisation

7. Location

8. Location
Share The Journey
Pride In Our Past
Meet The Team
GoScotland.org
Location
Human side
Connect#GoScotland

9. Share the journey
Relationship between Team Scotland > SGB
Raise profile of the athlete & sport
EngageUseful Information

10. Engage > ConvertEasily Relatable

11. Location
Engage > ConvertBehind the scenes

12. Engage > ConvertConversation
Ultimate aim: build a community that supports and protects the team

13. Location
Value?Social Media Clapping

14. Success?
Team Scotland
Engage Michael Jamieson
Convert Alan Forsyth
Organisation
Athletes
Athletes
Name 5 Scottish athletes?
Various analytical tools that cover our KPIs

15. Stavros, Meng and Westberg’s (2013)Fan Motivation
Social media enables a connection to the team:
Passion, Hope, Esteem and Camaraderie.
Passion was the main catalyst in the support of teams
Location
TBCGames Time
1) Performance first
- Monitor and protect athletes
- React to results and the public
- Rally support for the team

16. Location
Level of access to the team that has previously never been possible
Digital Hub
Athletes’ Village
Media Team
Venues
Photographers
Venues
TBC
Blogger
Athletes’ Village
Monitor
Athletes’ Village
Games Time - Structure
Remote
Glasgow

17. Location
TBCGames Time - Content
Google+ Hangouts Cab cam Diary Room
Prep Camp
Activation
Real time
results
Real time
reaction
Scavenger Hunt Web articles/
videos
Behind the
scenes access
Competitions Fans Reaction
Additional Twitter
Personality
Level of access to the team that has previously never been possible

18. Location
Athlete Education
Athlete tracking
Watch list
Report to SGB
Games time > 24/7 tracking
Educational workshops
Games time > Team Member Agreement

19. Location