Social media and sports 2010

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Social media and sports 2010

  1. 1. SPORTS AND SOCIAL MEDIA JEZ JOWETT, SOCIAL MEDIA DIRECTOR
  2. 2. 3 SOCIAL MEDIA STORIESSOCIAL MEDIA & SPORTS SOCIAL MEDIA #FAILS
  3. 3. BUT FIRST……..BRAND (TROJAN) + SPORTS (OLYMPICS) + VIRAL (SOCIAL MEDIA) = 460 MILLION VIEWS
  4. 4. 3 SOCIAL MEDIA STORIESOLD SPICE ABOVE THE LINE CAMPAIGN, AMPLIFIED THROUGH SOCIAL MEDIAQUEENSLAND TOURISM PR CAMPAIGN, AMPLIFIED THROUGH SOCIAL MEDIAUNITED AIRLINES CUSTOMER SERVICE DISASTER, AMPLIFIED THROUGH SOCIAL MEDIA
  5. 5. STAGE 1: ONLINE & ABOVE THE LINE. VIDEO : OLD SPICE 1 REMOVED
  6. 6. STAGE 2 : PAID MEDIA AND PARTNERSHIPS
  7. 7. STAGE 3 : OWNED AND EARNED MEDIA
  8. 8. STAGE4 : UGC AND VIRAL PHENOMENA VIDEO : OLD SPICE 2 REMOVED
  9. 9. STAGE 5 : PR & APPEARANCES
  10. 10. STAGE 6 : THE RESPONSE CAMPAIGN (ON & OFFLINE) VIDEO : OLD SPICE 3 REMOVEDVIDEO : OLD SPICE 3
  11. 11. STAGE 7 : INDIVIDUAL VIDEO RESPONSES VIDEO : OLD SPICE 4 REMOVED
  12. 12. A SUCCESS ? YES, DEFINETELY. A SOCIAL SUCCESS A SALES SUCCESS DAY 1: 5.9M VIEWS (more than Obama speech) LAST 6 MONTHS : SALES GROWTH + 27% (YOY) DAY 2: 8 OUT OF 11 OF TOP VIDEO’S VIEWED LAST 3 MONTHS: SALES GROWTH + 55% (YOY) DAY 3: 20M VIEWS LAST 1 MONTH : SAKES GROWTH + 107% (YOY) TWITTER: + 2700% OLD SPICE.COM: + 300%WHAT NEXT ?
  13. 13. LEARNINGS FOR SPORT CAMPAIGNS1.  PLAN TO CONTINUALLY EVOLVE THE CAMPAIGN (LISTEN AND ADAPT)2.  MAKE IT SIMPLE FOR PEOPLE TO ATTACH THEMSELVES / ENDORSE3.  RESPOND QUICKLY AND TO KEY INFLUENTIALS
  14. 14. VIDEO : BEST JOB 1 REMOVED
  15. 15. STAGE 2: ONLINE & ABOVE THE LINE.
  16. 16. STAGE 3: ONLINE PR & BUZZ MARKETING
  17. 17. STAGE 4: EXPERIENTIAL & EVENTS
  18. 18. STAGE 5: USER GENERATED CONTENT VIDEO : BEST JOB 3 REMOVED
  19. 19. A SUCCESS ? A SOCIAL SUCCESS $400M AUD OF MEDIA COVERAGE 3 BILLION IMPRESSIONS / OTS 8M WEB VISITORS 55M PAGE VIEWS 8 MINS AVERAGE ON SITE
  20. 20. LEARNINGS FOR SPORT CAMPAIGNS1.  SOCIAL MEDIA IS NOT JUST AN ONLINE EXPERIENCE, IT’S REAL LIFE2.  CREATE SOMETHING UNIQUE AND COMPELLING, WORTH SHARING3.  GIVE PEOPLE SOMETHING EXCITING TO DO, TO WIN.
  21. 21. THE POWER OF AN UPSET CUSTOMER VIDEO : UNITED 1 REMOVED
  22. 22. LEARNINGS FOR SPORT CAMPAIGNS1.  CUSTOMERS COMPLANING SHOUD NOT BE IGNORED2.  A SWIFT RESPONSE CAN PREVENT A CRISIS3.  PREPARE FOR A CRISIS – IT WILL HAPPEN AT SOME POINT
  23. 23. 3 SOCIAL MEDIA & SPORTSFUN STUFF VIRALS, ONLINE GAMES, VIRTUAL, APPLICATIONSFAN STUFF QUESTIONS, REWARDS, COMMUNITY, ACCESSFUTURE STUFF RFID, GEO LOCATION, SPORTS CAM, MOBILE, ARG
  24. 24. FUN STUFF - VIRALS
  25. 25. FUN STUFF – ONLINE GAMES
  26. 26. FUN STUFF – APPS
  27. 27. FUN STUFF –VIRTUAL Team Origin   Team Origin provide short links to their Facebook & Twitter they also have a YouTube window that displays their latest videos   Origin also have a stream to SailTV embedded in their site so you can watch events that they’re participating in, this player also has a live chat with the Facebook Connect plugin installed.   Origin do not include social plugins on their content such as videos & photos. @ HAVAS SPORTS & ENTERTAINMENT
  28. 28. FAN STUFF – QUESTIONS
  29. 29. FAN STUFF –REWARDS
  30. 30. FAN STUFF –COMMUNITY
  31. 31. FAN STUFF –ACCESS
  32. 32. FUTURE STUFF –RFID
  33. 33. FUTURE STUFF –GEO LOCATION
  34. 34. FUTURE STUFF –MOBILE (& ARG)
  35. 35. FUTURE STUFF –SPORTS CAM
  36. 36. SOCIAL MEDIA #FAILS CONSUMERS FAILSBRAND FAILS (NESTLE!) VIDEO : REMOVED
  37. 37. THANK YOU.
  38. 38. SOCIAL MEDIA #FAILS CONSUMERS FAILSBRAND FAILS (NESTLE!)

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