Strengthening Aston Villa’s Community Presence in Indonesia through Localised Fan Engagement

https://www.avfc.co.uk/The objective was to manage the official Indonesian supporters’ group on Meta (Facebook), creating a localized, culturally relevant fan experience that would foster greater engagement, loyalty, and connection to the club among Indonesian fans.

Approach

To achieve this goal, Aston Villa adopted a localized and culturally tailored approach in managing the Indonesian supporters' community on Meta:

Localised Management

Working closely with regional teams, Aston Villa implemented localized management practices to oversee the Indonesian supporters’ group. This involved daily interactions, content curation, and group moderation with a focus on local interests and preferences. By understanding and integrating local nuances, Aston Villa was able to deliver a fan experience that felt authentically Indonesian while still representing the club’s core values and identity.

Cultural Relevance in Content and Interactions

Recognizing that meaningful fan engagement goes beyond simple updates, Aston Villa ensured all content and interactions resonated with Indonesian cultural norms and fan expectations. This included celebrating local holidays, referencing popular local football phrases, and creating unique content that connected with Indonesian fans on a personal level. By speaking the language of their audience—both literally and figuratively—Aston Villa fostered a sense of belonging and pride within the community, strengthening the bond between the club and its Indonesian supporters.