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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 longerha...
Fox Sports say that a fan might usehis phone 100 times on match dayto access sports related mobi-sites        Source: Niel...
“We are rethinking the model of the best available screen. Interaction goeswell beyond that biggest screen….but it’s  abou...
But it’s not just in-home...F.C Barcelona partners with Telefonica to provide the “finest access to                       ...
How is all of this impacting the  discipline of sponsorship?
WC 2010  VS
Remember this?“Sponsorship has ceased to be a conversational guarantee”“the brand readiness factor” – that readiness to sy...
“Social Bowl XLC” Social Media Remained a hugecontributing factor to the overall           experience
EEE
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 the...
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 th...
So what did fans do during the game?                   • 14% of the total audience -                     about 12m viewers...
The shape of things to come?
Budweiser screens an  FA Cup preliminaryround fixture between   Ascot United and    Wembley – on      Facebook!!
Video
The practice4 Key developments and trends
#1  “Skipping the Stadium”Providing the stadium experience in-                home
TNT’s Screen Mosaic
#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 ...
“The way we think about watching   sports is going through a rapidtransformation. Attendance is down across most leagues b...
A recent photo from the NY Giants locker room post a major victory  received over 40 000 “likes” on        Facebook in 2 h...
#4There’s an app for that
Now, more than ever, the App is becoming the most important lens into the onlineworld...this app for Wimbledon (iPhone and...
Exhibit AHeineken’s “Star Player”
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                Heinek...
Video
How the NBA is building a Global Audience using digital media
The NBA’s strategy“Make a local sport global”
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.    Alw...
The big “tune in” tweet• "#NBAFinals: Dwyane Wade is putting shots  up by himself on the floor right now. Game  2, 9pm/et ...
NBA Game time applicationA free mobile app available on iPad, Android, iPhone and Blackberry – 2.5m                       ...
NBA.comMore than 2.5bn videos streamed this season – the sites video views have more than  doubled in a year . Fully integ...
Player statsThe new Stats Cube – allows fans to do direct statistical comparisons between players– even down to how they p...
Mini-Moves presented by Kia(this clip is too big to download but WELL worth the watch)    http://www.youtube.com/watch?v=e...
Tweets about TweetsNike’s EPIC family tracks how many tweets are going out about top NBA players...the                    ...
Social Media: The NBA Stats    compared to the Twitter Context• On a normal day, Twitter users tweet 65 million  tweets or...
Some of the guidelines the NBA           lives by
Some key principles which the NBA      Social Media team lives by.1. Make fans feel like insiders2. Don’t join the convers...
The Rise of The Digital Fan
The Rise of The Digital Fan
The Rise of The Digital Fan
The Rise of The Digital Fan
The Rise of The Digital Fan
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The Rise of The Digital Fan

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A look at how the growth of digital platforms is changing the sporting experience for fans

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Transcript of "The Rise of The Digital Fan"

  1. 1. SABM Sparks Session 18 October 2011The Growth of Digital in Sports
  2. 2. In-home is (and always has been) – the prime viewing spot
  3. 3. Digital and Social Platforms arefundamentally changing the way people watch sports
  4. 4. “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
  5. 5. Fox Sports say that a fan might usehis phone 100 times on match dayto access sports related mobi-sites Source: Nielsen wired
  6. 6. “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
  7. 7. But it’s not just in-home...F.C Barcelona partners with Telefonica to provide the “finest access to Social Networks”
  8. 8. How is all of this impacting the discipline of sponsorship?
  9. 9. WC 2010 VS
  10. 10. 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
  11. 11. “Social Bowl XLC” Social Media Remained a hugecontributing factor to the overall experience
  12. 12. EEE
  13. 13. On Average only 11 minutes of football in the average game! The Wall St Journal
  14. 14. 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
  15. 15. The following graphs show how sustained the onlineconversation was even a full week before match-day
  16. 16. 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
  17. 17. 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
  18. 18. The shape of things to come?
  19. 19. Budweiser screens an FA Cup preliminaryround fixture between Ascot United and Wembley – on Facebook!!
  20. 20. Video
  21. 21. The practice4 Key developments and trends
  22. 22. #1 “Skipping the Stadium”Providing the stadium experience in- home
  23. 23. TNT’s Screen Mosaic
  24. 24. #2 Fantasy over RealityFantasy sports is a $4bn industry The rise of the “Quant Jock”
  25. 25. #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
  26. 26. “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
  27. 27. A recent photo from the NY Giants locker room post a major victory received over 40 000 “likes” on Facebook in 2 hours
  28. 28. #4There’s an app for that
  29. 29. 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
  30. 30. Exhibit AHeineken’s “Star Player”
  31. 31. Heineken realised that their status as Headline Sponsor was no longer a conversational guarantee
  32. 32. 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”
  33. 33. Video
  34. 34. How the NBA is building a Global Audience using digital media
  35. 35. The NBA’s strategy“Make a local sport global”
  36. 36. This year, the NBA finals will be watched by fans on television,online or mobile devices in more than 215 countries
  37. 37. 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?
  38. 38. 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...
  39. 39. NBA Game time applicationA free mobile app available on iPad, Android, iPhone and Blackberry – 2.5m downloaded this season
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. Some of the guidelines the NBA lives by
  46. 46. 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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