Class for SPECO on sports 2.0

SPECO Sport 2.0 Sport in the web 2.0 era

About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer Or: google me!

About today

Sport on the internet

Sport 2.0: social sport matrix

International trends

National trends

Future developments

Sport 2.0: social sport matrix

National trends

Future developments

Sport on the internet Sport on the internet

Experience Economy

Sport = an experience

Active & passive

The activity only takes a few hours per day/week/month

Internet improves the sport experience

Sport experience

Sport as an (online) experience:

Experience is improved:

Lengthened: longer & more often

Broadened (more users)

Deepened (more types of use)

Builds a relationship with the consumer

Improving the experience

Deepen :

Mobile

Smart stadium

Digital signage

Lengthen :

Communities

Games

Planning

Blogs

Registration

Broaden :

Communities

More content

Sport date/meet

Experience 1.0 :

No mobile

No web 2.0

Not personal

No context

Sport in general

Improvement  business

Improvement  media

Improvement  consumers

Active – athletes

Passive - fans

Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

Business: sponsoring Sponsor and/or media Sponsee Association Means Agreement

Business: sponsoring 2.0 Sponsor and/or media Sponsee consumer fan platform

Interaction

Value creation

Continuous experience

A platform for sport content

Media & rights: losing grip Stap 3 Rights Different formats Content Edited video Syndicated content consumers device Content played on a central site Sport Platform Content storage

Interaction

Value creation

Continuous experience

Show me the money!

The future is free

Content travels freely

Making money for free:

Advertising

Sponsoring

Finding your true fans/hardcore athletes

Make offline accessible for online

Social Sport Matrix

Sport 2.0: Social Sport Matrix

National trends

Future developments

Social Sport Matrix Social Sport Matrix

Active vs passive Improving sports through internet End user is in charge Active  athlete  own results & activity Passive  fan  idol’s results & activity

Active community

Examples:

MyTeamZone

AD’s mijnsportwereld

Gimme20

Components:

Display of own results

Profiles (alone and/or team)

Communication (slow chat)

User generated content

Open or within own network

Active community

Passive community

Examples:

Majority of Facebook sport apps

NHL fans community

Sport Hyves

Components:

Display of idol’s results (adherence)

Profiles (1 athlete and/or team)

Communication (slow chat)

Open or within own network

“ Bumper sticker”

Passive community

Active tools

Examples:

iTunes + Nike

Mysportsplanner

Anglingmasters

Components:

Registering own results

Scheduling & planning

Tailor made advise

Direct communication

Possibility for closed area

Active tools

Passive tools

Examples:

Are You Watching This

Myfootballclub

Yoonew

Components:

Registering idol’s results

Recommendations

Preferences

Tracking of scores, teams and stadiums

Passive tools

Active news

Examples:

FCMovei

AD’s mijnsportwereld

Athlinks

Components:

Recommendations/rating

Customizing

“ 15 Megabites of fame”

Active news

Passive news

Examples:

Sportingo

Yardbarker

Fannation

Rabosport

Components:

Recommendations/rating

Portal page (content pyramide)

Passive news

Active gaming

Examples:

All poker sites

Board games

Wii

Superkicks

Components:

Simulation of real movements/tactics

Virtual opponents + competition

Feedback

Active gaming

Passive gaming

Examples:

EK-poules

Fantasy leagues

Sport games over the internet

Play like a champion

Components:

The fan as virtual athlete or trainer

Opponents & competition

Gambling vs knowledge vs skills

Passive gaming

National trends

Future developments

Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007

International trends International trends

A short survey

USA : FAN nation, M&A, big bucks

Number 1 example: FanNation

Germany : Local oriented nation

Number 1 example: Meinsport.de

Brittain : Soccer nation

Number 1 example: MyFootballClub

USA

Germany

Brittain

National trends

National trends

Future developments

National trends National trends

Netherlands

Netherlands is a club nation

Club as a starting point

Many communities the last year, none are taking off

Integrated communities (news)

Growth of tools: especially planning

No real fan sites

Success of passive gaming

Number 1 example: AD’s mijnsportwereld

Social media: sport communities

Social media: tools

Social media: news

Social media: gaming

Future developments

National trends

Future developments

Future developments Future developments

I’ve seen the future …

Verticalisation & specialisation

within and between networks

Pairing offline and online

Pairing facts and emotions

Real time (mobile revolution)

Real place (GPS and RFID)

Followers & fans everywhere

Content syndication

Portable (sport) identity

I’ve seen the future …

Always in tune

Technique couples offline & online

Exchangable & open content

Conclusions

Sport is an experience

Online media improve sport experience

A very young market + not many commercial successes

Growth of sport communities not a given

Not all segments of SSM are represented

National room for differentation

Sports have the future

Conclusions

About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer Or: google me!

Discussion

Class for SPECO on sports 2.0

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