Aberavon’s digital revolution
“We’re trying to give people in Port Talbot a story to connect with. We don’t know what that story is yet, but every time I speak to people in and around the area they’ll have fond memories of their dad taking them to games every weekend when they were kids. So we’re trying to touch people’s hearts again in that way.”
Once a marauding force in the Aberavon back row, Chris Davies is now leading the charge for the club on the digital front. As commercial and marketing manager for the Talbot Athletic Ground outfit, he has overseen an impressive transformation of how the club portrays itself online.
“We’re trying to attract people to the club by using social media, and one of the main ways we’re doing that is by utilising our best assets, which are the people at the club,” explains the former Wales Sevens captain. “Rugby is a results-based game, but by showcasing the club online in this way we’re hoping to get people through the gates.”
('Come Dine With Me', Wizards-style.)
“It’s a difficult one because we toyed in past with making games accessible online so you could sit on an armchair in the house and follow them on Facebook,” Davies says. “But then I thought that was defeating the object. It might be okay for pro clubs to do that because they’re on TV anyway, but that doesn’t work for us. That’s where the rationale of concentrating on who we’ve got at the club came from.”
Uniquely, Davies is also the defence coach for the Wizards, meaning he can bridge the gap between front office and changing room. Fortunately, he and the club were able to fall on a dedicated supporter to help do just that.
Adam Amor runs Buffoon Media, a media production and live streaming company, in Port Talbot. “Adam’s such an asset for us,” says Davies. “You connect all those things up – his passion for the club and his media savvy – and the partnership works. We meet regularly to see what will work and he has a lot of direction and input. He’s class.”
(Chris Davies quizzes the players for a Wizards TV feature.)
Amor says: “Our partnership with the Wizards has been a huge success. They certainly have kept us busy over the last seven seasons but the results have been fantastic for both us and the club. Chris is always up for trying out new ideas and we’re always keen to give them a go. Some have worked really well and others not so much. It’s that sort of attitude that’s been a real catalyst for their success online.
The fact that Aberavon are becoming known not just for their on-field performances is especially gratifying. “It’s been a real pleasure playing our part in that,” says Amor, who has seen media production and live streaming for sport as the company’s biggest area of growth over the last five years. “We often get linked to our work with them through conversations with other clubs and sports which shows how successful our partnership has been commercially for us.”
Aberavon have even looked beyond the big three of social media (Twitter, Facebook and Instagram) in order to broaden their horizons: there is Wizards TV on YouTube, and now even a podcast. For the latter, locals-done-good such as Michael Sheen, Pancho from Dirty Sanchez and actress Di Botcher (Stella, The Thick Of It), were lined up to appear before COVID-19 struck. Past player Justin Tipuric was a guest in the first episode.
(Wizards TV delves into the players' day jobs and life away from rugby.)
Fortunately, thanks to block booking filming slots with players throughout the season, Aberavon have enough entertaining content to provide their followers with during the lockdown.
The club is also using modern digital tools to highlight its illustrious history. “That was another attempt to try and reconnect with legends past and the guys we’ve had who were capped by Wales,” Davies explains. “Times have changed now and we don’t get as many players representing Wales, but you only have to think of the big names who have who’ve passed through these changing rooms – there’s plentiful history there that we’re trying to use.
“With all that said, though, we’re still trying to connect with people who will bring their family down to games, and there’s a new generation that doesn’t know who Allan Martin is, for example. That’s why we do things on YouTube in order to connect with gamers. There are so many platforms to utilise and we’re just scratching the surface.”
What advice would Davies give to a club looking to push the envelope in a digital sense? “I’d emphasise three things. Firstly, capitalise on the characters you already have at your club. There might not only be a squad of 25-30 players, but a staff of 10, volunteers – all these people’s voices deserve to be heard and shared.
“Secondly, get somebody involved at the club who can produce the video content to showcase those characters. It’s what works for Aberavon, and maybe we’re lucky to have someone like Adam, but we work to our strengths.
“Thirdly – and this might be the most important one – is community. We often reach out to the community to come and watch us play but it is not as easy as that. We can’t expect that to simply happen. We have changed our mindset from what the community should do for us, to what we can do for the community.”
(Aberavon capture the on- and off-field activities of the club.)
As such, Aberavon operate a rugby and netball sports programme for all schools in the Port Talbot area (including primary and secondary), while their work with multiple charities in the area was highlighted recently through the club’s volunteer work with Age Connects NPT. The Wizards were also instrumental in providing the Christmas lights for the town.
“The community is the heartbeat of Aberavon RFC,” declares Davies. “What works for us might not work for Cross Keys or Llandovery, I know, but I’d say those three points are vital to us raising our online profile.”
