Le FC Barcelona signe avec Tencent et s’installe sur les médias sociaux chinois

Les géants du FC Barcelone viennent de signer un partenariat avec le fournisseur d’accès internet chinois, Tencent, qui permettra au club dirigé par Sandro Rosell de s’implanter fermement en Chine.

Cet accord offre une opportunité considérable pour le FC Barcelone en terme d’audience et donc de revenus additionnels. En effet, dans le cadre de ce contrat, Tencent a accepté de développer le site internet du club en chinois et de commercialiser l’application mobile et les jeux utilisant la marque FC Barcelone.

Plus que le site internet et les supports mobile, cet accord entre le FC Barcelone et Tencent ouvre les portes des réseaux sociaux au club de Lionel Messi, puisque Tencent détient QQ, la plus grande plateforme de messagerie instantanée chinoise avec 900 millions d’utilisateurs, Qzone et ses 500 millions d’utilisateurs et Pengyou et ses 130 millions d’utilisateurs. Par ailleurs, le FC Barcelone a ouvert ce mardi 29 novembre 2011, sa page officielle sur Weibo (le twitter Chinois qui a plus de 300 millions d’utilisateurs) qui a déjà atteint 50 000 followers en moins de 12h.

Le 1er message du club sur sa compte Weibo a généré plus de 20 000 réponses, ce qui ne fait que confirmer la côte de popularité du club en Chine comme le confirme Didac Lee, le directeur en charge des Nouvelles Technologies au FC Barcelone. A date, près de 90 000 personnes suivent le compte du FC Barcelona sur Weibo!

[youtube]http://www.youtube.com/watch?v=uwrMWCFBz6M[/youtube]

Avec Tencent, le FC Barcelone continue son expansion digitale puisque le club est aussi la 1ère équipe sportive sur Google+ avec plus de 22 000 personnes qui l’ont « encerclée », devant Chelsea et les Dallas Cowboys. La page facebook du club a plus de 23 millions de fans et les comptes twitter espagnol, catalan et anglais, regroupent plus de 4.5 millions de followers.

Reste à voir la stratégie d’animation des différentes présences du club sur les médias sociaux et les liens et opportunités business que le club pourra créer (social commerce, avantages supplémentaires pour les socios, etc.) mais l’audience est là et semble prête à s’engager avec le club, ce qui lui enlève une très belle et grosse épine du pied sur les médias sociaux.

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2 Rétroliens / Pings

  1. Le FC Barcelona signe avec Tencent et s’installe sur les médias sociaux chinois | Sponsoring Sportif | Scoop.it
  2. Manchester City diffuse des tweets sur écran géant | Sportsmarketing.fr - Le Blog du Marketing Sportif

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