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Class for SPECO on sports 2.0
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Class for SPECO on sports 2.0

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This is the presentation I used for the guest class I taught at the SPECO college for sports marketing and management, …

This is the presentation I used for the guest class I taught at the SPECO college for sports marketing and management,
It concerns sports 2.0 and the future of sports media.

Published in: Business, Sports, Technology

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  • 1. SPECO Sport 2.0 Sport in the web 2.0 era
  • 2. About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer Or: google me!
  • 3. About today
    • Sport on the internet
    • Sport 2.0: social sport matrix
    • International trends
    • National trends
    • Future developments
  • 4. Sport on the internet
    • Sport on the internet
    • Sport 2.0: social sport matrix
    • International trends
    • National trends
    • Future developments
  • 5. Sport on the internet Sport on the internet
  • 6. Experience Economy
    • Sport = an experience
    • Active & passive
    • The activity only takes a few hours per day/week/month
    • Internet improves the sport experience
  • 7. 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
  • 8. 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
  • 9. Sport in general
    • Improvement  business
    • Improvement  media
    • Improvement  consumers
      • Active – athletes
      • Passive - fans
    Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007
  • 10. Business: sponsoring Sponsor and/or media Sponsee Association Means Agreement
  • 11. Business: sponsoring 2.0 Sponsor and/or media Sponsee consumer fan platform
    • Interaction
    • Value creation
    • Continuous experience
  • 12. A platform for sport content
  • 13. 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
  • 14. 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
  • 15. Social Sport Matrix
    • Sport on the internet
    • Sport 2.0: Social Sport Matrix
    • International trends
    • National trends
    • Future developments
  • 16. Social Sport Matrix Social Sport Matrix
  • 17. Active vs passive Improving sports through internet End user is in charge Active  athlete  own results & activity Passive  fan  idol’s results & activity
  • 18. Active community
  • 19. 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
  • 20. Active community
  • 21. Passive community
  • 22. 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)
    • User generated content
    • Open or within own network
    • “ Bumper sticker”
  • 23. Passive community
  • 24. Active tools
  • 25. Active tools
    • Examples:
    • iTunes + Nike
    • Mysportsplanner
    • Anglingmasters
    • Components:
    • Registering own results
    • Scheduling & planning
    • Tailor made advise
    • Direct communication
    • Possibility for closed area
  • 26. Active tools
  • 27. Passive tools
  • 28. Passive tools
    • Examples:
    • Are You Watching This
    • Myfootballclub
    • Yoonew
    • Components:
    • Registering idol’s results
    • Recommendations
    • Preferences
    • Tracking of scores, teams and stadiums
  • 29. Passive tools
  • 30. Active news
  • 31. Active news
    • Examples:
    • FCMovei
    • AD’s mijnsportwereld
    • Athlinks
    • Components:
    • User generated content
    • Recommendations/rating
    • Customizing
    • “ 15 Megabites of fame”
  • 32. Active news
  • 33. Passive news
  • 34. Passive news
    • Examples:
    • Sportingo
    • Yardbarker
    • Fannation
    • Rabosport
    • Components:
    • User generated content
    • Recommendations/rating
    • Portal page (content pyramide)
  • 35. Passive news
  • 36. Active gaming
  • 37. Active gaming
    • Examples:
    • All poker sites
    • Board games
    • Wii
    • Superkicks
    • Components:
    • Simulation of real movements/tactics
    • Virtual opponents + competition
    • Feedback
  • 38. Active gaming
  • 39. Passive gaming
  • 40. 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
  • 41. Passive gaming
  • 42. International trends
    • Sport on the internet
    • Sport 2.0: Social Sport Matrix
    • International trends
    • National trends
    • Future developments
    Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007
  • 43. International trends International trends
  • 44. 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
  • 45. USA
  • 46. Germany
  • 47. Brittain
  • 48. National trends
    • Sport on the internet
    • Sport 2.0: Social Sport Matrix
    • International trends
    • National trends
    • Future developments
  • 49. National trends National trends
  • 50. Netherlands
  • 51. 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
  • 52. Social media: sport communities
  • 53. Social media: tools
  • 54. Social media: news
  • 55. Social media: gaming
  • 56. Future developments
    • Sport on the internet
    • Sport 2.0: Social Sport Matrix
    • International trends
    • National trends
    • Future developments
  • 57. Future developments Future developments
  • 58. 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
  • 59. I’ve seen the future …
  • 60. Always in tune
  • 61. Technique couples offline & online
  • 62. Exchangable & open content
  • 63. 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
  • 64. About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer Or: google me!
  • 65. Discussion

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