SABM Sparks Session 18 October 2011The Growth of Digital in Sports
In-home is (and always has been) – the prime viewing spot
Digital and Social Platforms arefundamentally changing the way people watch sports
“I think the new way to enjoy a game is to haveyour TV on and have your iPhone or smartphone inyour hand. You no longerhave to have a meet-up of20 people. I watch a game and I’m interacting with thousands of people” Matt Halfhill Blogger
Fox Sports say that a fan might usehis phone 100 times on match dayto access sports related mobi-sites Source: Nielsen wired
“We are rethinking the model of the best available screen. Interaction goeswell beyond that biggest screen….but it’s about the right content for the right screen” Rob Master, VP, Media, Unilever
But it’s not just in-home...F.C Barcelona partners with Telefonica to provide the “finest access to Social Networks”
How is all of this impacting the discipline of sponsorship?
Remember this?“Sponsorship has ceased to be a conversational guarantee”“the brand readiness factor” – that readiness to synthesise “paid” and traditional media with “earned” and social media and to feed the conversational frenzy surrounding the beautiful game ahead of time. Pete Blackshaw VP Nielsen Digital Strategic Services
“Social Bowl XLC” Social Media Remained a hugecontributing factor to the overall experience
On Average only 11 minutes of football in the average game! The Wall St Journal
2011 was no exceptionVirtually all advertisers “stoked” the conversation prior to match day by showing sneak peeks of their ads, inviting consumers to vote for the adthey wanted to see...even creating 3 minute films they hoped would go viral
The following graphs show how sustained the onlineconversation was even a full week before match-day
Remember this quote?“Last year (2009), brands used Social Media marketing mostly to develop content for and promote their Super Bowl ads (like Doritos who ‘crowdsourced’ their 30’ slots) - but this year Super Bowl ads are beingdedicated to the support of larger Social Media marketing strategies. The servant has become the master”. Augie Ray, Forresters Research On the role of social media in the 2010 Super Bowl
So what did fans do during the game? • 14% of the total audience - about 12m viewers - accessed the internet and used social platforms during the broadcast • The time spent on such platforms increased from 23 minutes in 2010 to 29 minutes in 2011 • Google and Facebook were the top two sites visited – though the average simultaneous time spent on Facebook by viewers was 19 minutes
#2 Fantasy over RealityFantasy sports is a $4bn industry The rise of the “Quant Jock”
#3 They’re just like me Places average Joes on the field, in the lockeroom or right in the middle of the everyday lives of their favourite celebrity-athletes.The whole concept of the FAN is changing rapidly from being a person who follows a team to a person who literally “stalks” individual sports stars
“The way we think about watching sports is going through a rapidtransformation. Attendance is down across most leagues but TV ratings are up. Fans seem to be more wrapped up in the sagas ofindividual athletes than they are in following their favourite teams” Quoted in Mashable.com
A recent photo from the NY Giants locker room post a major victory received over 40 000 “likes” on Facebook in 2 hours
Now, more than ever, the App is becoming the most important lens into the onlineworld...this app for Wimbledon (iPhone and iPad) is your first and last stop when it comes to following the tournament
Heineken realised that their status as Headline Sponsor was no longer a conversational guarantee
The team also realised that “Be aman of the world” had to be brought alive in an extraordinary way Heineken’s UEFA Mission “To connect Heineken drinkers to football and give them the best UEFA Champions League experience by enforcing their “man of the world” status”
This year, the NBA finals will be watched by fans on television,online or mobile devices in more than 215 countries
The NBA’s Digital MantraProvide fans the content they want, when they want it – where they want it. Always ask: “How will this enhance the fan’s experience? What are their needs?
The big “tune in” tweet• "#NBAFinals: Dwyane Wade is putting shots up by himself on the floor right now. Game 2, 9pm/et ABC. http:// twitvid.com/MJQS5" Shot entirely on the iPhone of a NBA social media “scout” and tweeted in real time as a reminder for people to get ready to watch the game...
NBA Game time applicationA free mobile app available on iPad, Android, iPhone and Blackberry – 2.5m downloaded this season
NBA.comMore than 2.5bn videos streamed this season – the sites video views have more than doubled in a year . Fully integrated with the league’s social media channels and itsaw over 8million unique hits per day! (up 78% from 2010). Over half the site’s traffic is international
Player statsThe new Stats Cube – allows fans to do direct statistical comparisons between players– even down to how they perform in the last 5 minutes of a game. You can create andtest how your own imaginary line-ups might work – (shades of You be the coach?). It also helps you play out a myriad of scenarios and make your own prediction for the game
Mini-Moves presented by Kia(this clip is too big to download but WELL worth the watch) http://www.youtube.com/watch?v=e RD1kCXL170&playnext=1&list=PL5D9 26C4EE1ED1291 Using motion picture techniques to create a larger than life heroism about the game
Tweets about TweetsNike’s EPIC family tracks how many tweets are going out about top NBA players...the most tweeted ones rise to the top of the family
Social Media: The NBA Stats compared to the Twitter Context• On a normal day, Twitter users tweet 65 million tweets or 2 billion tweets a month• That translates to about 750 tweets per second• Group stage of World Cup 2010 saw 2700 tweets per second• NBA finals game 7 in 2011 saw 3085 tweets per second – more than 185 000 tweets per minute
Some key principles which the NBA Social Media team lives by.1. Make fans feel like insiders2. Don’t join the conversation , create the conversation3. Know what your readers want, when they want it4. Don’t overwhelm your followers5. Plan ahead – not everyday has a big game
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