On this week's episode, Sean catches up with Paul Rogers, Head of Digital and Social Media at AS Roma. Sean and Paul met up at the recent Business of Sport Summit and chat about the origins of Liverpool digital and his strategy pivot at AS Roma.

On this podcast you'll learn about:

  • How Liverpool were early pioneers in the launch of the internet and social media
  • What steps Liverpool took to localise and personalise social media content for international followers
  • How your fans consume your content and remembering what content they want which may not always be the pieces that you want to push
  • AS Roma's challenge of respecting the tradition of the club but also balancing appealing to hardcore fan base as well as wanting to grow and try new things
From Liverpool to AS Roma with Paul Rogers

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Highlights from podcast with Paul Rogers

3:50 Paul’s backstory on his childhood and getting to Liverpool FC

6:58 The challenges of sports marketing in the early days of the Internet

10:40 How they drove fans with content without social media

12:22 Transition from TV to social media marketing

13:09 Liverpool’s first ever tweet

16:30 The big game changer for Liverpool

17:30 How Liverpool started to provide localised social media content to reach international followers

20:42 Paul on leaving Liverpool and going to AS Roma

24:06 How the Internet and social media impact producing content for AS Roma

27:02 Paul on delivering valuable content to fans

34:07 Paul on empowering fans to show passion using digital

38:55 Balancing traditions and technology at AS Roma

39:54 Paul on using different approach on different platforms to grow their fan base

42:34 Sports Geek Closing Five

Some tweets you may have missed

Great keynote from Paul at BOSS

Too good not to celebrate!

Good luck for the second leg AS Roma

One of the greatest stories that football has ever seen


Thanks for the review on iTunes

Insightful and interesting

★★★★★ in Apple Podcasts by sportssasha from UK on January 23, 2018

I can’t wait for this podcast to come out. It is so interesting and insightful and is extremely helpful for someone keen to know more about the industry. Keep up the good work!

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