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New Media,Professional Sport and the One Hotspur Experience<br />Paul BarberChief Executive OfficerVancouver Whitecaps FC<...
Agenda<br />History and nature of new media<br />New media strategy<br />New media in sport and football<br />Vancouver Wh...
New Media<br />“<br />	The forms of communicating in the digital world, which includes publishing on CD-ROM, DVD, digital ...
Web 2.0<br />The early 2000s saw the rapid evolution of the internet in terms of technology and usage<br />Faster connecti...
Growth of the Internet<br /><ul><li>Exponential growth of internet usage creates new audiences every day
Online communities have developed to discuss anything and everything
Worldwide audience for all messages
Limitless capacity for information creation, transfer and consumption</li></li></ul><li>Evolution of Media<br />
New Media<br />Digitization and democratization of media sources<br />Enabled by development of Web 2.0<br />Changed the w...
New Media<br />Infinite simultaneous communication streams<br />Networking (“peering”) between users<br />Collaborative co...
New Media<br />Viral nature of new media information transfer is most important feature<br />Twitter averages 750 tweets p...
New Media Strategy<br />Listen before and more than you speak<br />Offer something worth following<br />Consistent updates...
New Media Strategy<br />Messaging synergy across platforms<br />Integrate messages across social media platforms, offline ...
New Media and Sports <br />Athletes<br />Twitter accounts, Facebook fan pages and personal websites<br />Provide branding ...
New Media in Football<br />
Whitecaps FC and New Media<br />“Be where our fans are”<br />Content must be easily accessible<br />Twitter, Facebook, Fli...
Whitecaps FC and New Media<br />Creating brand advocates<br />Engage conversations between fans and club<br />Respond to f...
Whitecaps FC and New Media<br />Differentiating between mediums is a work in progress<br />Twitter: match tracker and matc...
New Media and Sponsorship<br />New media increases feeling of connectivity between fans and the brand<br />This connection...
FIFA.com “The Club”<br />“<br />	This is the first social media World Cup, where ordinary fans can become instant pundits ...
FIFA.com “The Club”<br />Custom fan portal to discuss FIFA World Cup 2010<br />Aggregates results, statistics and upcoming...
FIFA, Nike and adidas<br />adidas: Official Licensee and Supplier to FIFA World Cup 2010<br />adidas launches FIFA World C...
FIFA, Nike and adidas<br />Nike “Write the Future” campaign<br />Combines internet, TV and social media<br />Leverages rel...
FIFA, Nike and adidas<br />Nike gains greater internet buzz than adidas prior to the World Cup despite no official relatio...
FIFA, Nike and adidas<br />adidas sponsorship winning back online buzz<br />adidas: 11 sponsored teams vs. Nike’s 8<br />“...
One Hotspur<br />“<br />In a world of Uniteds, Citys and Rovers there is only One Hotspur.<br />”<br />
Traditional Memberships<br />Traditional membership<br />Single tier<br />Season tickets handled separately<br />Large sea...
One Hotspur Objectives<br />Increase the size and profit of membership business<br />Build a dynamic customer base of UK a...
Official One Hotspur Program<br />Extensive research leads to product launch May 2007<br />Multi-tiered membership structu...
One Hotspur Structure<br />Platinum<br />Season Ticket <br />Membership Tiers<br />Gold<br />Silver<br />Bronze<br />Lilyw...
E-Hotspur<br />Entry level online membership<br />Free to join<br />Keep in touch with their Club<br />Develop supporter d...
One Hotspur Lilywhite<br />Standard membership tier<br />Supporters receive range of benefits<br />Club DVD, ticket priori...
One Hotspur Bronze<br />Same benefits as Lilywhite members<br />Place on Season Ticket Waiting List<br />Exclusive opportu...
One Hotspur Silver<br />First of Season Ticket membership tiers<br />All benefits of Lilywhite membership<br />Seat at all...
One Hotspur Gold<br />Second Season Ticket membership tier<br />All benefits of Silver membership<br />Auto-pay home Cup s...
One Hotspur Platinum<br />Top and most committed tier of supporters<br />Ticket to every Tottenham match<br />All League, ...
One Hotspur: Fan Base Development<br />Trademarkable in all territories<br />Unique and genuine<br />Has resonance with su...
One Hotspur: Fan Base Development<br />Opportunities for Partners<br />Promote fan loyalty<br />Up-sell current members<br...
One Hotspur: Results<br />Memberships grew by 12.5% to 80,000 in first year<br />Season Ticket Waiting List now formalised...
One Hotspur: Next Generation<br />Key target demographic: 7-10 year olds<br />Strategy<br />Create & extend opportunities ...
Benefits of New Media<br />Precise and measurable metrics<br />Impressions and unique site visits<br />Response rates to e...
Benefits of New Media<br />Direct connection to fans on a 24/7 basis<br />Instant and continuous communications of brand m...
Issues with New Media<br />Message control<br />Strategic planning is necessary to align all messaging<br />Fine balance b...
Issues with New Media<br />Audience<br />Active, discerning and vocal participants<br />Fan watches a match on TV, follows...
Cost or Revenue Stream?<br />New Media can drive revenues<br />Sponsorship sales<br />Broadcast contracts<br />Ticket sale...
Mobile Media<br /><ul><li>Decline of traditional media
Newspaper circulations decline by nearly 30% per year
Direct mail marketing replaced by email
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New Media in Professional Sport and the One Hotspur Experience

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Presented by Paul Barber, CEO Vancouver Whitecaps FC at the SRG Conference "Fan & Participant Engagement in the Digital Age" in Sydney on July 13 2010.
Paul talks of his experience in new media & professional sport at the Vancouver Whitecaps & the development of the One Hotspur program at Tottenham

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Transcript of "New Media in Professional Sport and the One Hotspur Experience"

  1. 1. New Media,Professional Sport and the One Hotspur Experience<br />Paul BarberChief Executive OfficerVancouver Whitecaps FC<br />Sydney, Australia <br />July 2010<br />
  2. 2. Agenda<br />History and nature of new media<br />New media strategy<br />New media in sport and football<br />Vancouver Whitecaps FC new media strategy<br />New media and sponsorships<br />Case Study: 1) FIFA “The Club” 2)FIFA, Nike and adidas 3) One Hotspur<br />New media: benefits and issues<br />Growth opportunities: mobile media <br />Summary<br />Added Time<br />
  3. 3. New Media<br />“<br /> The forms of communicating in the digital world, which includes publishing on CD-ROM, DVD, digital television and, most significantly, the Internet. It implies the use of desktop and portable computers as well as wireless, handheld devices.<br /> The concept that new methods of communicating in the digital world allow smaller groups of people to congregate online and share, sell and swap goods and information.<br /> – Source: PC Magazine<br />”<br />“<br />”<br />
  4. 4. Web 2.0<br />The early 2000s saw the rapid evolution of the internet in terms of technology and usage<br />Faster connection speeds and increased internet penetration enabled peer networking and rapid communication<br />Increased understanding and ability amongst users created new forms of interpersonal digital communication<br />Web 2.0 represents the next stage<br />Creation of web apps to facilitate interactive information sharing, user-centered design and collaboration<br />
  5. 5. Growth of the Internet<br /><ul><li>Exponential growth of internet usage creates new audiences every day
  6. 6. Online communities have developed to discuss anything and everything
  7. 7. Worldwide audience for all messages
  8. 8. Limitless capacity for information creation, transfer and consumption</li></li></ul><li>Evolution of Media<br />
  9. 9. New Media<br />Digitization and democratization of media sources<br />Enabled by development of Web 2.0<br />Changed the way media is created, packaged, bought and sold<br />Forms<br />Social Networking<br />Blogging/Vlogging<br />Media sharing<br />Interactive Websites and Content<br />Message boards/Chatrooms<br />Digital Broadcasting<br />Podcasts<br />
  10. 10. New Media<br />Infinite simultaneous communication streams<br />Networking (“peering”) between users<br />Collaborative content creation<br />Engagement and sharing to establish digital relationships<br />Instant access and updates<br />Viral spread of information<br />
  11. 11. New Media<br />Viral nature of new media information transfer is most important feature<br />Twitter averages 750 tweets per second (TPS)<br />Huge tweet surges during World Cup 2010<br />June 14: Japan scores against Cameron 2,940 TPS<br />June 14: Brazil scores against North Korea 2,928 TPS<br />June 24: Japan’s 3-1 win over Denmark 3,085 TPS<br />Facebook updates during World Cup<br />June 12: 30% of all status updates referred to England-USA Match<br />
  12. 12. New Media Strategy<br />Listen before and more than you speak<br />Offer something worth following<br />Consistent updates with exclusive and compelling content<br />Respond<br />Need systems in place to address positive and negative sentiment from the public<br />Create<br />New media is ripe for experimentation and creativity<br />Measure and Collect<br />Relate metrics back to marketing/sponsorship objectives<br />Capture data and build a robust audience profile<br />
  13. 13. New Media Strategy<br />Messaging synergy across platforms<br />Integrate messages across social media platforms, offline PR, advertising and traditional mediums<br />Dice, splice and manage<br />Need to segment content across platforms to optimize value and reach while maintaining unified core messaging<br />Twitter, Facebook, YouTube and Flickr all reach different audiences<br />Each audience is looking for a different message<br />
  14. 14. New Media and Sports <br />Athletes<br />Twitter accounts, Facebook fan pages and personal websites<br />Provide branding opportunities<br />Builds personal profiles between fans and sponsors<br />“Personal” connection between athletes and fans<br />Fine line between use and misuse<br />Leagues and Teams<br />Increased connectivity with fans on a personal level<br />24/7 connection and communication with target audience<br />Message control can be an issue<br />
  15. 15. New Media in Football<br />
  16. 16. Whitecaps FC and New Media<br />“Be where our fans are”<br />Content must be easily accessible<br />Twitter, Facebook, Flickr, YouTube<br />Relevant on a daily basis<br />Become part of fan culture<br />Participation, not solicitation<br />Enable seamless communication and access<br />YouTube vs. specialized video player<br />Message board vs. chat portal<br />
  17. 17. Whitecaps FC and New Media<br />Creating brand advocates<br />Engage conversations between fans and club<br />Respond to fan complaints and find positive solutions<br />Online fan communities become self policing<br />Traditional Media vs. New Media<br />Reach different demographics <br />Fit message to the medium<br />Softer messaging for new media formats<br />
  18. 18. Whitecaps FC and New Media<br />Differentiating between mediums is a work in progress<br />Twitter: match tracker and match day updates<br />Two separate accounts (@whitecapsfc and @whitecapsmatch)<br />Facebook: start fan conversations<br />Drive interest in Whitecaps and football in general<br />YouTube: match previews and player information<br />Entertain fans with exclusive club information<br />E-Marketing<br />‘Caps Insider: inform/educate our fans about the Club and game<br />Sales initiatives <br />Whitecaps Foundation <br />
  19. 19. New Media and Sponsorship<br />New media increases feeling of connectivity between fans and the brand<br />This connection passes from fan  property  sponsor<br />New media as an added dimension to traditional sponsorship<br />The property needs to define its own new media strategy before integrating sponsors<br />Communicate a consistent brand message across mediums <br />
  20. 20. FIFA.com “The Club”<br />“<br /> This is the first social media World Cup, where ordinary fans can become instant pundits from their living rooms.<br /> – Matt Stone, FIFA Head of New Media<br />”<br />
  21. 21. FIFA.com “The Club”<br />Custom fan portal to discuss FIFA World Cup 2010<br />Aggregates results, statistics and upcoming match info<br />Connect with other fans in the FIFA social network<br />Desktop widget for constant updates<br />Excellent use of sponsorships<br />McDonald’s FIFA World Cup Fantasy pool<br />Castrol FIFA World Cup Predictor<br />Panini Virtual Sticker Album<br />EA Sports FIFA Online<br />
  22. 22. FIFA, Nike and adidas<br />adidas: Official Licensee and Supplier to FIFA World Cup 2010<br />adidas launches FIFA World Cup Match-Ups on Facebook and Quest marketing campaign<br />Over 500,000 combined views on YouTube<br />adidas Football on Facebook has 1,229,570 fans<br />
  23. 23. FIFA, Nike and adidas<br />Nike “Write the Future” campaign<br />Combines internet, TV and social media<br />Leverages relationships with Rooney, Ronaldo and Drogba to foster appearance of World Cup sponsorship<br />Effectively blurs lines between traditional and social media<br />Over 18 million views on YouTube<br />
  24. 24. FIFA, Nike and adidas<br />Nike gains greater internet buzz than adidas prior to the World Cup despite no official relationship with FIFA<br />Social media has tremendous applications for ambush marketing<br />Innovative campaigns can capture fan attention and spread virally<br />
  25. 25. FIFA, Nike and adidas<br />adidas sponsorship winning back online buzz<br />adidas: 11 sponsored teams vs. Nike’s 8<br />“Write the Future” campaign stars all fail to advance past last 16<br />adidas “Jabulani” ball garners significant media attention<br />adidas increases social media presence to enhance traditional sponsorship<br />
  26. 26. One Hotspur<br />“<br />In a world of Uniteds, Citys and Rovers there is only One Hotspur.<br />”<br />
  27. 27. Traditional Memberships<br />Traditional membership<br />Single tier<br />Season tickets handled separately<br />Large season ticket waitlist<br />Informal <br />Free to join<br />Need to monetize on a yearly basis<br />Only domestic focus<br />
  28. 28. One Hotspur Objectives<br />Increase the size and profit of membership business<br />Build a dynamic customer base of UK and overseas supporters <br />Create logical ‘ladder’ of fan progression<br />Create clearly identifiable segments of supporters<br />Formalise and monetise Season Ticket Waiting List<br />Support transition of fans to use of electronic media for renewal, news and interaction<br />
  29. 29. Official One Hotspur Program<br />Extensive research leads to product launch May 2007<br />Multi-tiered membership structure<br />Meet the different needs of fan base <br />Seamless integration of Membership and Season Ticket lists<br />Season Ticket Wait List formalised and monetised<br />Reduced costs, price increased and enhanced consumer value<br />Movement to e-based renewal program and benefit delivery in 2008-2009<br />
  30. 30. One Hotspur Structure<br />Platinum<br />Season Ticket <br />Membership Tiers<br />Gold<br />Silver<br />Bronze<br />Lilywhite<br />Membership Tiers<br />International<br />E-Hotspur<br />
  31. 31. E-Hotspur<br />Entry level online membership<br />Free to join<br />Keep in touch with their Club<br />Develop supporter database for marketing/sales<br />Social networking opportunities and user generated content in the future?<br />Degree of contributor control inherent as retaining membership is key to all supporters<br />
  32. 32. One Hotspur Lilywhite<br />Standard membership tier<br />Supporters receive range of benefits<br />Club DVD, ticket priority welcome pack, regular Club communication<br />Option to participate in One Hotspur Rewards<br />Priority access to special Club events<br />e.g. One Hotspur Day<br />One Hotspur Junior Lilywhite<br />Emphasis on free gifts to entice younger fans<br />
  33. 33. One Hotspur Bronze<br />Same benefits as Lilywhite members<br />Place on Season Ticket Waiting List<br />Exclusive opportunity to purchase ticket bundles and early release home match tickets<br />Cost is additional £15 to Lilywhite tier (£5 extra to renew)<br />One Hotspur Junior Bronze available at £5 more than Junior Lilywhite<br />
  34. 34. One Hotspur Silver<br />First of Season Ticket membership tiers<br />All benefits of Lilywhite membership<br />Seat at all home League and two home Cup matches<br />By invitation only to existing Bronze Members<br />
  35. 35. One Hotspur Gold<br />Second Season Ticket membership tier<br />All benefits of Silver membership<br />Auto-pay home Cup scheme for access to all fixtures at White Hart Lane<br />Slightly higher rebate on Ticket Exchange<br />Exemption from ticket booking fees<br />Three months free access to Spurs TV Online<br />
  36. 36. One Hotspur Platinum<br />Top and most committed tier of supporters<br />Ticket to every Tottenham match<br />All League, Cup, home and away fixtures<br />Higher rebate for ticket exchange than Gold tier<br />A chance to recognise the tremendous support of Club’s top members<br />
  37. 37. One Hotspur: Fan Base Development<br />Trademarkable in all territories<br />Unique and genuine<br />Has resonance with supporters<br />Works well across all membership levels<br />Dovetails with existing brand guidelines<br />Creates e-framework for fan recognition, identification, interaction and cross-selling<br />
  38. 38. One Hotspur: Fan Base Development<br />Opportunities for Partners<br />Promote fan loyalty<br />Up-sell current members<br />TOTTENHAM ONE HOTSPUR<br />Channels to engage & communicate<br />Build fan base<br />Create platform for cross-selling<br />Sense of belonging<br />
  39. 39. One Hotspur: Results<br />Memberships grew by 12.5% to 80,000 in first year<br />Season Ticket Waiting List now formalised and monetised<br />25,000 plus in Bronze tier<br />Membership numbers approaching 100,000 for 2010/11 season<br />Entire One Hotspur program now electronic<br />
  40. 40. One Hotspur: Next Generation<br />Key target demographic: 7-10 year olds<br />Strategy<br />Create & extend opportunities for kids to engage the Club<br />e.g. road shows, tournaments, stadium tours, reserve games, curriculum coaching etc.<br />Introduction of entry level membership for data capture & ongoing engagement<br />Platform for up-sell & cross-sell in readiness for new stadium<br />Ongoing campaign for existing members to sign up their children<br />New media will be key to delivery of their age group<br />
  41. 41. Benefits of New Media<br />Precise and measurable metrics<br />Impressions and unique site visits<br />Response rates to e-blasts<br />Social media mentions (e.g. tweets and status updates)<br />Candid feedback from fans and followers<br />Easily to accumulate market research data<br />
  42. 42. Benefits of New Media<br />Direct connection to fans on a 24/7 basis<br />Instant and continuous communications of brand messages<br />Year round touch points from brand to fans<br />Unfiltered access for the general public to wide spectrum of information<br />Truthful and direct messaging<br />Can create stronger connections between fan and brand<br />
  43. 43. Issues with New Media<br />Message control<br />Strategic planning is necessary to align all messaging<br />Fine balance between unfiltered content and sufficient message control<br />Traditional media sees it as a threat<br />New media serves as a complementary element to traditional communication mediums<br />Brings additional impressions to the brand<br />
  44. 44. Issues with New Media<br />Audience<br />Active, discerning and vocal participants<br />Fan watches a match on TV, follows live stats on the web, blogs, tweets and messages his friends simultaneously<br />Require honest and direct messaging about your brand/product<br />Constantly inter-connected and ready to spread your message (for good or bad)<br />Primarily younger demographics<br />
  45. 45. Cost or Revenue Stream?<br />New Media can drive revenues<br />Sponsorship sales<br />Broadcast contracts<br />Ticket sales<br />Valuing social media networks<br />Methods exist to put dollar value on new media followers<br />Still in development and need further exploration<br />Greatest value of new media is intangible<br />Keeping your brand messages fresh and in cultural consciousness<br />Number of impressions is most important<br />
  46. 46. Mobile Media<br /><ul><li>Decline of traditional media
  47. 47. Newspaper circulations decline by nearly 30% per year
  48. 48. Direct mail marketing replaced by email
  49. 49. TV moving online
  50. 50. Constant mobile connection replacing desktop web surfing</li></li></ul><li>Mobile Media<br /><ul><li>Mobile Broadcasts
  51. 51. Allows fans to never miss a game
  52. 52. Increased broadcast revenues from new telecommunication partners
  53. 53. Mobile ticketing
  54. 54. Instantaneous purchase and shipping to mobile handset
  55. 55. Real-time ticket pricing based on demand and communicated via social media</li></li></ul><li>Summary<br />New media provides constant connection and communication to fans<br />Strengthens ties between fans, brand and sponsors<br />Viral spread of messaging draws in new demographics and fan bases<br />New media needs creativity and experimentation to reach its potential<br />Fluid and adaptable new media strategy is necessary<br />Valuation is difficult and subjective<br />Intangible value of impressions is most important<br />
  56. 56. Summary<br />One Hotspur<br />Positive results achieved quickly<br />Effective fan base development platform<br />Ideal fit with electronic media delivery and information mechanisms<br />Prompted a closer look at the power of social networking mediums <br />Accelerated new media strategy now in progress<br />
  57. 57. Added Time<br />

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