Social media and sports 2010
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Social media and sports 2010

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Social media and sports 2010 Social media and sports 2010 Presentation Transcript

  • SPORTS AND SOCIAL MEDIA JEZ JOWETT, SOCIAL MEDIA DIRECTOR
  • 3 SOCIAL MEDIA STORIESSOCIAL MEDIA & SPORTS SOCIAL MEDIA #FAILS
  • BUT FIRST……..BRAND (TROJAN) + SPORTS (OLYMPICS) + VIRAL (SOCIAL MEDIA) = 460 MILLION VIEWS
  • 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
  • STAGE 1: ONLINE & ABOVE THE LINE. VIDEO : OLD SPICE 1 REMOVED
  • STAGE 2 : PAID MEDIA AND PARTNERSHIPS
  • STAGE 3 : OWNED AND EARNED MEDIA
  • STAGE4 : UGC AND VIRAL PHENOMENA VIDEO : OLD SPICE 2 REMOVED
  • STAGE 5 : PR & APPEARANCES
  • STAGE 6 : THE RESPONSE CAMPAIGN (ON & OFFLINE) VIDEO : OLD SPICE 3 REMOVEDVIDEO : OLD SPICE 3
  • STAGE 7 : INDIVIDUAL VIDEO RESPONSES VIDEO : OLD SPICE 4 REMOVED
  • 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 ?
  • 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
  • VIDEO : BEST JOB 1 REMOVED
  • STAGE 2: ONLINE & ABOVE THE LINE.
  • STAGE 3: ONLINE PR & BUZZ MARKETING
  • STAGE 4: EXPERIENTIAL & EVENTS
  • STAGE 5: USER GENERATED CONTENT VIDEO : BEST JOB 3 REMOVED
  • 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
  • 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.
  • THE POWER OF AN UPSET CUSTOMER VIDEO : UNITED 1 REMOVED
  • 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
  • 3 SOCIAL MEDIA & SPORTSFUN STUFF VIRALS, ONLINE GAMES, VIRTUAL, APPLICATIONSFAN STUFF QUESTIONS, REWARDS, COMMUNITY, ACCESSFUTURE STUFF RFID, GEO LOCATION, SPORTS CAM, MOBILE, ARG
  • FUN STUFF - VIRALS
  • FUN STUFF – ONLINE GAMES
  • FUN STUFF – APPS
  • 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
  • FAN STUFF – QUESTIONS
  • FAN STUFF –REWARDS
  • FAN STUFF –COMMUNITY
  • FAN STUFF –ACCESS
  • FUTURE STUFF –RFID
  • FUTURE STUFF –GEO LOCATION
  • FUTURE STUFF –MOBILE (& ARG)
  • FUTURE STUFF –SPORTS CAM
  • SOCIAL MEDIA #FAILS CONSUMERS FAILSBRAND FAILS (NESTLE!) VIDEO : REMOVED
  • THANK YOU.
  • SOCIAL MEDIA #FAILS CONSUMERS FAILSBRAND FAILS (NESTLE!)