KNVB wants to work towards a warmer and accessible image and has chosen to strengthen its presence on social media, among other things.
Sentiment was very negative on the social channels. KNVB wants to change this and also radiate the ambition to love football on social media.
The RIFF team, together with KVNB, looked at what is needed. The result was the campaign “Together we experience the passion for football with social media” with a matching tone-of-voice and a target group analysis and reports prepared to gain more insight into the services of the KNVB.
Subsequently, a KNVB webcare team was set up at RIFF to monitor all social media channels of the KNVB (KNVB, Ons Oranje, Oranjeleeuwinnen) 15 hours a day and respond to questions and messages from football fans.
Thanks to a high level of knowledge of KNVB processes and procedures, and short lines with the KNVB, the team can respond quickly and thus positively influence sentiment
outgoing messages (5% of inbound volume)
positive sentiment evolution conversations
react to messages within 1 hour