A digital strategy is key to promoting Premier League football in Thailand, says Liverpool FC chief executive Peter Moore.
The company uses localised social media and online platforms as well as regular visits and matches in Thailand to promote the team here and in the region. Liverpool FC Thailand's Facebook page has about 4.5 million followers.
"As a club we are going through a massive digital transformation to embrace this global following we have in a deeper way," he said.
"We want to acquire many followers, get to know them better, understand who they are and where they live, and who their favourite players are."
Mr Moore spent 20 years in Silicon Valley working for gaming companies like Sega and Electronic Arts, so emphasising technology in running a football team was a natural progression.
"I've accumulated a Silicon Valley mentality of speed, embracing technology, being data-driven and engaging the consumer in different innovative ways," he said.
"Bringing these skill sets to Liverpool Football Club, combined with my passion for the club and its history, I hope I've added value in the first 16 months or so of my time here."
Part of Liverpool's success in Thailand has been through localising digital offerings to the Thai market. The football club has had a Thai Facebook page, Twitter account and a website fully translated into Thai since 2013. Liverpool FC Thailand was the first digital platform for the club in a foreign language.
"The Asian market has always been an immensely popular one for Liverpool," Mr Moore said.
Succeeding in building a digital following is as much about the "unsexy" aspects as the flashy ones, he said. Digital infrastructure, global databases, billing systems and website response times all have to be top of the line for fans to keep coming back.
Liverpool's website has to keep up with top tech companies in terms of look and feel to attract new users.
"We all expect an Amazon experience in everything we do online, but that's not easy and that's not cheap," Mr Moore said.
Personalisation of services lets Liverpool understand fans and cross-promote other products, such as jerseys and memorabilia.
Liverpool has played in Bangkok five times, sometimes against Thai teams, as well as matches against other European clubs.
"If you can't come to Liverpool, we'll bring Liverpool to you," Mr Moore said.
He said the English Premier League has gained a large international following because of its style of play, consistently high level of competition, savvy marketing and its history as inventor of the sport.
Compared with other European national leagues, in which one or two usual suspects win the league every year, the Premier League offers a competitive environment where anyone can win.
"You can't just be a local team without global fans and think you can compete, but when you have those global fans, you have to talk to them and engage them," Mr Moore said.
"It's a high stakes game and a big money one too, and you have to leverage that so you can stay in the game."
