#NHChalkTalkA Look Into the Evolving World of Sports Social Media Apps By: Allie Ayres, HyoJeong Olivia Cho, Tim Doehler, Julia Wilner
Tim Doehler Allie Ayres @tjdoehler Klout Score: 57 @ayres_allie Meet the Klout Score: 48Olivia Cho team! Julia Wilner @oliviahjcho @Julia_WilnerKlout Score: 49 Klout Score: 49
Table of Contents• Background o Stats and Info• Team Usage o Social Media o Team Apps• Event-Centered Usage• Arena/ In-Game Usage• Player-Fan Engagement o Shnarped o Whats Next?• Fan Influence-Based Apps• Sport Marketing App• Tips• The Future• Questions?
Apps Covered:Heineken Champions 2013 Shnarped Hockey Barclays Center App Fancred NCAA March Madness Live
•Background Sports fans are consuming news and other content via social media and mobile devices more than ever• 26% of sports fans used social media to follow leagues, teams and players in 2012 o 15% in 2011• 22% of sports fans queried said they used connected mobile devices to get breaking sports news o 13% in 2011
How Teams Use Social Media http://mashable.com/2012/11/02/digital-sports-fan-infographic/
How Teams Use Social Media "Fans are spending less time seeking out team websites and spend more time following your team via social media. So we need to be constantly providing news and information to fans on Facebook and Twitter because that’s where they are spending and increasing amount of their time online." -Peter Stringer (@peterstringer); BostonKlout 66 Celticss Senior Director of Interactive Media http://www.briansolis.com/2012/06/inside-look-how-the-boston-celtics-win-in-social-media/
But How Have Teams EngagedThemselves in the World of Apps?
How Teams Use Social Media:Team-Based Apps• Atimis mobile sports framework• Features that maximize app usage o Push notifications for events that the end user cares about o Real-time scores o Off season or other content to engage between games or seasons o Unique content o Motivated users, who are fans of the teams year http://www.sporttechie.com/2012/11/09/the-ultimate-mobile-experience-talking- round sports-apps-with-atimi-software-vp-scott-michaels/
The Best Way to Use Apps in theSports Social Media World? Klout 65 "Truth be told, there is no best way. Use sports social media apps however you find value. Personally, the big trend I currently see is people longing for community. Everyone feels some sense of connection to their team, and they want to easily find others who share their level of fandom." -Landon Howell (@landonhowell); Head of Strategy & Content, Fancred
The Best Way to Use Apps in theSports Social Media World? Klout 55 "Don’t just use an app just because everyone else is doing it. If a large group of people are using App X, and you have no reason or value to use it, then no one is forcing you to use it. Think about what value the app brings to you, how and why you should use it, then make a decision whether to use it or not." -Tariq Ahmad (@tariq_ahmad); #smsports Chat Co-Host
The Best Way to Use Apps in theSports Social Media World? Klout 46 "For me, the best way to use the apps is to stay up to date with sports news and content on the go. This definitely helps me run the social media for Sport Techie." -Taylor Bloom (@taylorhbloom); Social Media Director for @SportTechie
Lets Take a Look at a Few of theMost Popular Ways Apps are used in Sports Social Media World...
Event-Based App:NCAA March Madness LIVE• On-the-go action (Cable/Satellite subscription required to watch some games)• More than just video o Option for "Upset Alert" push notifications w/ button to "Watch Live Now" o Scores, Schedules, Box Score, Team Stats, Game Recap o Tweet and post to Facebook o Bracket feature
• Set new all-time marks garnering 36.6 million live video streams & 10 million+ hours of live video consumption across digital platforms• #1 sports app in the Apple App Store and Google Play• #1 free app across all categories in the Apple App Store during the opening weekend of the tournament*All statistics taken from opening week of the tournament
In-Game Experience App: Barclays Center App"StadiumVision" o Live video stream o Unique camera angles - slam cam, sideline, replayOrder food from your seat! o Purchase and pay for food from the app o Pick it up at your convenienceScoreboard Texts o See your message displayed in real time on a video board Source: Espn.go.com
Whats Next?• Will in-game player/fan interaction happen through social media apps? Klout 65 "Most leagues have rules against this sort of activity. I think part of the reason that in-game conversations dont occur is because there is too
Whats Next?• Will in-game player/fan interaction happen through social media apps? Klout 55 "I see this happening either on a one-time case, or as a trial run during preseason games. Although it would be nice to see some SM use from the
Fan Influence-Based App: FancredBuild your own sports credibility:• Follow your teams• Connect with fans• Score (1-100) measures your activity and engagement as a sports fanFeatures:• Community• Clarity• Personalization source: fancred.com
Sports Marketing App:Heineken Champions 2013• Heineken appeals to larger audiences: o International o Soccer o 20+ apps on the Apple App Store
Some Tips SM & SportsIntegration...• Stay as up-to-date as possible• Create value for fans that they can not get elsewhere• Give fans/consumers a sense of community o fans & fans o fans & players o fans & team
The Future• Where will this specific industry of sports social media apps eventually go? Klout 65 "Successful apps will think beyond the app, and think more about being a business. Theres a difference between having an app and having a
The Future• Where will this specific industry of sports social media apps eventually go? Klout 55 "With gamification becoming a hot commodity in the past three years, there will definitely be more sports/social media apps for people to use. The key
The Future• Where will this specific industry of sports social media apps eventually go? Klout 46 "More social and more video. Looking at March Madness so far, video apps such as Vine have been huge for spreading content. Fans demand