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

Proceedings of 23rd European Conference on Information Systems (ECIS 2015), Münster, Germany

16 Pages Posted: 26 Apr 2018

See all articles by Jochen Wulf

Jochen Wulf

University of St. Gallen

Matthias Söllner

University of Kassel - Information Systems

J. M. Leimeister

University of St. Gallen; University of Kassel - Information Systems

Walter Brenner

University of St. Gallen

Multiple version iconThere are 2 versions of this paper

Date Written: May 26, 2015

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.

Keywords: Social Media, Value Creation, Social Marketing, Sport Management, Content Provisioning

Suggested Citation

Wulf, Jochen and Söllner, Matthias and Leimeister, Jan Marco and Brenner, Walter, FC Bayern München Goes Social - The Value of Social Media for Professional Sports Clubs (May 26, 2015). Proceedings of 23rd European Conference on Information Systems (ECIS 2015), Münster, Germany. Available at SSRN: https://ssrn.com/abstract=3159171

Jochen Wulf

University of St. Gallen ( email )

Varnbuelstr. 14
Saint Gallen, St. Gallen CH-9000
Switzerland

Matthias Söllner

University of Kassel - Information Systems ( email )

Nora-Platiel 4
Kassel, 34127
Germany

Jan Marco Leimeister (Contact Author)

University of St. Gallen ( email )

Varnbuelstr. 14
Saint Gallen, St. Gallen CH-9000
Switzerland

University of Kassel - Information Systems ( email )

Nora-Platiel 4
Kassel, 34127
Germany

Walter Brenner

University of St. Gallen ( email )

Varnbuelstr. 14
Saint Gallen, St. Gallen CH-9000
Switzerland

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