Rugby

Rugby : le FCG élargit son réseau

France Bleu Isère vendredi 10 avril 2015 à 6:00

Olivier Spaeth, le community manager du FCG.
Olivier Spaeth, le community manager du FCG. © Clément Pons

Plus de 47.000 followers sur Twitter et plus de 40.000 likes sur Facebook : s'il est encore loin d'une grosse écurie du Top 14 telle que Toulon (que les Grenoblois affrontent samedi au Stade des Alpes), le FCG ne cesse de développer sa stratégie de communication. Et s’est même mis à l'anglais.

"Le FCG a des problèmes d’entreprise. Il a besoin de faire de l’argent, de communiquer, de vendre" . Ces mots, prononcés par Olivier Spaeth, community manager (CM) du club, illustrent bien l’importance de sa tâche. Son rôle ? Mettre en ligne des contenus (photos, vidéos, sons) sur les différents réseaux sociaux existants (Facebook, , Snapchat, etc) afin d’offrir aux supporters un suivi au quotidien des hommes de Fabrice Landreau. Parfois, quand l’occasion s’y prête, l’équipe de communication adopte un ton un peu plus humoristique, comme avec ce poisson d’avril retentissant repris à l’échelle national à l'issue du match contre Castres.

Olivier Spaeth, le community manager du FCG, en...par francebleu-rhonealpesbour

Un compte twitter en anglais

Alors que le club s’est développé sportivement, depuis sa remontée dans l’élite, la stratégie de communication s’est étoffée. Deux employés travaillent à temps plein pour assurer la visibilité numérique des Rouge et Bleu. Un troisième est en alternance, en charge de la partie graphique. Et une quatrième personne s’occupe des événements que certains partenaires commandent, par exemple en faisant venir certains joueurs de l'effectif dans des locaux d'entreprises ou à des réceptions.

Avec un effectif composé de nombreux joueurs anglo-saxons, le FCG a même mis en place un . "L’idée de ce compte, c’est à la fois de permettre aux joueurs anglophones du club de relayer plus facilement les messages et aussi faire que les suiveurs de l’équipe qui ne sont pas francophones aient ce petit lien avec le FCG" précise Olivier Spaeth.

Difficile de recruter des nouveaux fans

Même si les retombées sont difficiles à mesurer, le club Isérois peut se vanter d’avoir l’une des meilleures présences numériques de l’élite française. "C'est un peu paradoxal, puisqu'on est sans doute l'un des clubs les plus actifs sur les réseaux sociaux et sur la toile en général. Par contre, on a des difficultés à aller recruter des nouveaux fans. Nos fans actuels sont très actifs, ils montrent vraiment de l'intérêt pour ce qu'on fait, ce qu'on propose, mais on a du mal à aller toucher d'autres personnes. Je pense que c'est lié aussi au sportif, c’est-à-dire qu’il nous manque sans doute, au-delà d'un exploit qu'on a pu faire déjà par le passé, d’aller un peu plus loin, de viser un peu plus haut", précise le CM grenoblois.

Olivier Spaeth, le FCG est "l'un des clubs les...par francebleu-rhonealpesbour

En parallèle, une mascotte a été créée en 2006, avec Buky le bouquetin. "Avec les réseaux sociaux, on peut le faire parler pour affirmer son identité et sa personnalité" , raconte celui qui se cache derrière les tweets que vous lisez.

Vidéos, Oriane Manca

 

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RUGBY - FCG/TOULON, dans les coulisses d'un match choc bannière dossier © Maxppp
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