Michael Jordan, Community manager des Charlotte Hornets

Michael Jordan, propriétaire des Charlotte Hornets, a pris les rênes du compte Twitter de l’équipe pour la reprise de la NBA.

Pendant une journée entière, Michael Jordan a relayé sa journée aux fans de son équipe sur Twitter. Il montre avec humour comment se passe sa journée en tant que propriétaire des Hornets. Il n’hésite pas à publier des photos pour montrer l’univers qui l’entoure, du vestiaire à la salle de réunion en passant par le terrain d’entrainement. Pour créer de l’interaction, Michael Jordan n’a pas hésité à répondre à certains commentaires comme celui du golfeur Keegan Bradley.

Cette opération permet aux fans des Hornets de vivre la vie du club de l’intérieur. La mise en avant des coulisses de la franchise de NBA permet aux fans de se sentir privilégiés grâce à ce sentiment de proximité rendu possible par Michael Jordan et grâce à Twitter. Les fans de Michael Jordan sont également visés car ce dernier ne possède pas de compte Twitter, c’est donc l’occasion pour lui de prendre la parole sur le réseau social.

La mise en avant de produits est très présente, les produits issus du merchandising du club sont largement présentés. Le propriétaire ne perd pas de vue le côté marketing de l’opération.

Les Hornets cumulent plus de 300 000 followers sur Twitter, cette opération a donc permis de toucher un large public d’autant plus que le hashtag #MJTakeover a été créé pour l’occasion afin de suivre la discussion sur le réseau social. Chaque tweet a largement été partagé, ce qui augmente la visibilité du club et de l’opération. La notoriété de Michael Jordan est un véritable atout qui a permis le succès de cette action de social media, moyen de communication devenu indispensable aujourd’hui et permettant d’animer sa communauté.

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