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People and Pop Culture

Hangin' With ... Solive Managing Director Florent Marty

Former Lagardère Marketing & Development VP FLORENT MARTY joined social media publishing tool company Solive as its managing director last week, bringing with him 18 years of experience in the sports marketing world. Marty worked for more than 11 years at the EMEA HQ of the NBA working as the coordinator, manager and senior director of the Marking Partnerships & Events Department Europe. Already working with European powerhouses Paris St. Germain and Man City, Solive is making its way into the global social media market and SBD Global talked with Marty about the company’s origins and its goals.

On who developed Solive …
Florent Marty: Solive has been developed by Lafourmi, a full services marketing agency based in Paris, France, and dedicated to audience and revenues development for rights holders, event organizers and brands. The agency has developed a unique model in the market with its capacity of integrating branding, fan engagement, E-Influence, CRM and ticketing stakes to the benefits of business performance of its clients. Founded in 2008, Lafourmi works with major players of the sports business sector.

On the day-to-day operations …
Marty: Before starting using the tool, there is a setup of the tool done by the Solive team that takes into account the various features and functionalities wanted by the client. And there is a preparation of all the artwork. Setup and artwork take 10 days to three weeks based on the complexity of the features. Then there is a very short one-hour Skype-type training of the social media manager of the client to learn how to use the tool. It’s very easy and intuitive. The client can then start using Solive immediately and without any limitation. Solive posts on Twitter, Facebook, Google+, Sina Weibo, Tencent Weibo, and very soon on Instagram and Snapchat.

On how the live social media publishing tool came about …
Marty: The tool came up to life after conversations with Paris St. Germain. They wanted to improve their social media management during live games and be able to post branded visuals and graphics live, within seconds of a goal or other significant game highlights, simultaneously on multiple accounts and in multiple languages to address their global fanbase. For a right holder it’s about vastly improving fan engagement and audiences on their own social network. Social media is about engagement and engagement comes from publications that have three characteristics:

  1. To be published live, i.e. within seconds of a game fact;
  2. To offer meaningful content, i.e. stats, quotes, photos, etc...;
  3. Publications must separate themselves from other posts, i.e. have nice designs and visuals.
On Solive’s target audience …


Marty
: Solive is targeted at rights holders (teams, leagues, federations, events, etc… anyone producing live sports content), at sponsor brands in the context of activation programs, at media who cover live sports, and towards the athletes and players themselves who very often have incredible following on their social media.

On Solive’s expansion plans …
Marty: Currently Solive runs with soccer, basketball, rugby and golf. In the makings are tennis, U.S. football, baseball, motorsports, and almost any other Olympic sport. For now we are focused on the world of sports, where the opportunities are enormous. But further down the road anything producing live content, from TV shows to politics and many others, could be addressed by Solive.

On how Solive got involved with Paris St. Germain …
Marty: Solive's mother company Lafourmi has been working with Paris St. Germain for several years and Solive has almost been developed initially for them. Currently, French Football Federation, Manchester City, Energy company EDF, Evian Championship in golf, among others, are using Solive. And we have a number of conversations with key players of the industry.

On his personal experience …
Marty: I have worked for over a decade with a global league such as the NBA, and several years with a global sports marketing agency Lagardère Sports. Having done business in many different countries will help me establish Solive as a global player.

On Solive hopping the pond and taking over Asia …
Marty: Yes, Solive has plans to reach North America immediately, and Asia in the near future. A Solive team has spent a full week in New York late January, talking to a number of teams, leagues, NCAA colleges and brands and the initial response has been phenomenal. We do plan to open a representation office in the next couple months in New York and start to offer Solive to the North American market. We believe the potential is limitless.

Hangin' With runs each Friday in SBD Global.

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