Sport & internet 2008

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Prez for Johan Cruyff Academy on January 23rd 2008
Update from December Prez.
More examples and extended social sport matrix

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Sport & internet 2008

  1. 1. Sport 2.0 Social Sport on the web Gijsbregt Brouwer 23 January2008
  2. 2. About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer Gijsbregt Brouwer – Johan Cruyff Academy – 23/01/2008
  3. 3. About today <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: social sport matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>
  4. 4. Sport on the internet <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: social sport matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>
  5. 5. Sport on the internet Sport on the internet
  6. 6. Sport in general <ul><li>Sport = topsport </li></ul><ul><li>Sport = entertainment </li></ul><ul><li>Sport = your own exercise </li></ul><ul><li>Sport = relaxing </li></ul><ul><li>Sport = social cohesion </li></ul><ul><li>Sport = moving (against obesitas) </li></ul><ul><li>Sport = way to communicate </li></ul><ul><li>Sport = values & engagement </li></ul><ul><li>Above all: Sport = $, €, ₤, ¥, … </li></ul>
  7. 7. Sportsponsoring Sponsor Sponsee Association Means Agreement
  8. 8. Sportsponsoring Association <ul><li>Traditional: </li></ul><ul><li>Signage </li></ul><ul><li>Action marketing </li></ul><ul><li>Progressive: </li></ul><ul><li>Traditional and … </li></ul><ul><li>Platform </li></ul><ul><li>User commitment </li></ul>
  9. 9. Sportsponsoring Sponsor Sponsee consumer fan platform
  10. 10. Sportsponsoring Sponsor Sponsee fan platform consumer
  11. 11. Sportsponsoring Sponsor Sponsee fan platform <ul><li>Platform , claim your domain: </li></ul><ul><li>Consumer relevance </li></ul><ul><li>Straight forward match </li></ul><ul><li>Powerful interactive component </li></ul><ul><li>Events </li></ul><ul><li>TV/print for building initial reach </li></ul><ul><li>Gadgets/giveaways </li></ul>consumer
  12. 12. Sportsponsoring Sponsor Sponsee fan platform <ul><li>Platform , claim your domain: </li></ul><ul><li>Building value </li></ul><ul><li>Consumers are fans or active sporters </li></ul><ul><li>Build a bridge between those roles </li></ul><ul><li>“ for the mutual benefit of the sponsor and sponsored party” </li></ul>consumer
  13. 13. Sport and the (traditional) media <ul><li>Sport and media depend on eachother </li></ul><ul><li>Success live TV is live sport coverage </li></ul><ul><li>Media rights on sport: </li></ul><ul><li> exclusive/$$/proudction costs </li></ul><ul><li>When to watch: live, 1 st summary, flashes, golden oldies </li></ul><ul><li>Linear value model </li></ul>
  14. 14. Live TV = live sport
  15. 15. Linear value model: chain Format Rights Raw video Edited video License fee Development fee Distribution fee Subscription Video on a channel + ads packaged Video on transport Video in the consumers home <ul><li>Content owner: </li></ul><ul><li>NFL </li></ul><ul><li>ECV </li></ul><ul><li>Producer: </li></ul><ul><li>Endemol </li></ul><ul><li>Eyeworks </li></ul><ul><li>UBF </li></ul><ul><li>Packager: </li></ul><ul><li>ESPN </li></ul><ul><li>RTL </li></ul><ul><li>Eurosport </li></ul><ul><li>Carrier: </li></ul><ul><li>KPN </li></ul><ul><li>UPC </li></ul><ul><li>TWC </li></ul>Consumer
  16. 16. Sport is everywhere
  17. 17. Sport is everywhere: the network Advertisement Rights Different formats Raw video Edited video Video on the consumers device Video programmed on a channel Video transport Video storage
  18. 18. Everybody wants to share sport
  19. 19. Walled gardens vs non-exclusive <ul><li>Media and sponsor rights expensive </li></ul><ul><li>Fight over content: internet (NFL) </li></ul><ul><li>Court rulings: sport is news (Telstra) </li></ul><ul><li>Unstoppable : billions of mobile cameras </li></ul><ul><li>Content is free, other value model </li></ul><ul><li>Branding, finding & sharing </li></ul><ul><li>Share the live sport! </li></ul>
  20. 20. Value network: the edges hurt Advertisement Rights Different formats Raw video Edited video Video on the consumers device Video programmed on a channel Video transport MULTIPLATFORM Video storage
  21. 21. Creating value in a network <ul><li>Sport and media depend on eachother </li></ul><ul><li>Exclusive is impossible </li></ul><ul><li>Same logic as with sponsoring: relevance/commitment/community </li></ul><ul><li>Branding everywhere (360°): </li></ul><ul><ul><li>events/stadium/in content/… </li></ul></ul><ul><li>Womma: let the consumer create value </li></ul>
  22. 22. Social Sport Matrix <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: Social Sport Matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>
  23. 23. Social Sport Matrix Social Sport Matrix
  24. 24. Active vs passive Active  athlete  own results & activity Passive  fan  idol’s results & activity
  25. 25. Active community
  26. 26. Active community <ul><li>Examples: </li></ul><ul><li>Home of the Legends </li></ul><ul><li>AD’s mijnsportwereld </li></ul><ul><li>Gimme20 </li></ul><ul><li>Components: </li></ul><ul><li>Display of own results </li></ul><ul><li>Profiles (alone and/or team) </li></ul><ul><li>Communication (slow chat) </li></ul><ul><li>User generated content </li></ul><ul><li>Open or within own network </li></ul>
  27. 27. Passive community
  28. 28. Passive community <ul><li>Examples: </li></ul><ul><li>Majority of Facebook sport apps </li></ul><ul><li>NHL fans community </li></ul><ul><li>Sport Hyves </li></ul><ul><li>Components: </li></ul><ul><li>Display of idol’s results (adherence) </li></ul><ul><li>Profiles (1 athlete and/or team) </li></ul><ul><li>Communication (slow chat) </li></ul><ul><li>User generated content </li></ul><ul><li>Open or within own network </li></ul>
  29. 29. Active tools
  30. 30. Active tools <ul><li>Examples: </li></ul><ul><li>iTunes </li></ul><ul><li>Mysportsplanner </li></ul><ul><li>Anglingmasters </li></ul><ul><li>Components: </li></ul><ul><li>Registering own results </li></ul><ul><li>Scheduling & planning </li></ul><ul><li>Tailor made advise </li></ul><ul><li>Direct communication </li></ul><ul><li>Possibility for closed area </li></ul>
  31. 31. Passive tools
  32. 32. Passive tools <ul><li>Examples: </li></ul><ul><li>Are You Watching This </li></ul><ul><li>Myfootballclub </li></ul><ul><li>Components: </li></ul><ul><li>Registering idol’s results </li></ul><ul><li>Recommendations </li></ul><ul><li>Preferences </li></ul><ul><li>Tracking of scores, teams and stadiums </li></ul>
  33. 33. Active news
  34. 34. Active news <ul><li>Examples: </li></ul><ul><li>FCMovei </li></ul><ul><li>AD’s mijnsportwereld </li></ul><ul><li>iSporty </li></ul><ul><li>Components: </li></ul><ul><li>User generated content </li></ul><ul><li>Recommendations/rating </li></ul><ul><li>Customizing </li></ul>
  35. 35. Passive news
  36. 36. Passive news <ul><li>Examples: </li></ul><ul><li>Sportingo </li></ul><ul><li>Yardbarker </li></ul><ul><li>Fannation </li></ul><ul><li>Components: </li></ul><ul><li>User generated content </li></ul><ul><li>Recommendations/rating </li></ul><ul><li>Portal page (content pyramide) </li></ul>
  37. 37. Active gaming
  38. 38. Active gaming <ul><li>Examples: </li></ul><ul><li>All poker sites </li></ul><ul><li>Superkicks </li></ul><ul><li>More to come </li></ul><ul><li>Components: </li></ul><ul><li>Online practice for offline progression </li></ul><ul><li>Peer/coach/digital advise </li></ul><ul><li>Exception: mind sports  full online </li></ul>
  39. 39. Passive gaming
  40. 40. Passive gaming <ul><li>Examples: </li></ul><ul><li>All fantasy leagues in US/UK </li></ul><ul><li>Schaatsmaster/Tourmaster/Profcoach </li></ul><ul><li>Quizzing, betting, casual gaming </li></ul><ul><li>Components: </li></ul><ul><li>Virtual sports </li></ul><ul><li>Knowledge or luck demanded </li></ul><ul><li>Competition in a category or group </li></ul>
  41. 41. International trends <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: Social Sport Matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>
  42. 42. International trends International trends
  43. 43. A short survey <ul><li>USA (of course) </li></ul><ul><li>Germany </li></ul><ul><li>Brittain </li></ul>
  44. 44. USA
  45. 45. USA <ul><li>USA = a FAN nation </li></ul><ul><li>NFL and individual sport teams </li></ul><ul><li>User generated fan news </li></ul><ul><li>Strong focus on college sports </li></ul><ul><li>Fantasy leagues </li></ul><ul><li>Number 1 example: FanNation </li></ul>
  46. 46. USA
  47. 47. Germany
  48. 48. Germany <ul><li>Germany = a club nation </li></ul><ul><li>Fierce competition in sport communities </li></ul><ul><li>Many features </li></ul><ul><li>Number 1 example: MeinSport.de </li></ul>
  49. 49. Germany
  50. 50. Brittain Gijsbegt Brouwer – Waddameeting sport 2.0 – 13/12/2007
  51. 51. Brittain <ul><li>Brittain = a soccer nation </li></ul><ul><li>Many sites for soccer fans </li></ul><ul><li>Combination community </li></ul><ul><li>Use of American sites </li></ul><ul><li>Chances for local sites </li></ul><ul><li>Number 1 example: iSporty </li></ul>
  52. 52. Brittain
  53. 53. National trends <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: Social Sport Matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>
  54. 54. National trends National trends
  55. 55. Netherlands
  56. 56. Netherlands <ul><li>Netherlands is a club nation </li></ul><ul><li>Club as a starting point </li></ul><ul><li>Many communities the last 4 months </li></ul><ul><li>Integrated communities (news) </li></ul><ul><li>Growth of tools: especially planning </li></ul><ul><li>Fan sites: soccer forums </li></ul><ul><li>Gaming is growing </li></ul><ul><li>Number 1 example: AD’s mijnsportwereld </li></ul>
  57. 57. Netherlands : communities <ul><li>Home of the legends </li></ul><ul><li>Ditismijnteam </li></ul><ul><li>Mijnsportwereld </li></ul><ul><li>Sport Hyves </li></ul><ul><li>Ranos </li></ul><ul><li>Digisport </li></ul><ul><li>Like2run/MyAsics/Runnersweb </li></ul><ul><li>Wielerweb </li></ul>
  58. 58. Social media: sport communities
  59. 59. Netherlands : tools <ul><li>Teamers </li></ul><ul><li>Voetbalteam.net en hockeyen.net </li></ul><ul><li>Teamwebs </li></ul><ul><li>Mysportplanner </li></ul><ul><li>Sportpartner </li></ul><ul><li>Afstandmeten </li></ul>
  60. 60. Social media: tools
  61. 61. Netherlands : news <ul><li>Voetbalnext </li></ul><ul><li>Mijnsportwereld (integrated in community) </li></ul><ul><li>Soccer networks/forums </li></ul><ul><li>FC Movei </li></ul>
  62. 62. Social media: news
  63. 63. Netherlands : gaming <ul><li>Quiz will be launched this month </li></ul><ul><li>Schaatsmaster/tourmaster/Profcoach </li></ul><ul><li>Superkicks </li></ul><ul><li>Superpingels </li></ul>
  64. 64. Social media: gaming
  65. 65. Future developments <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: Social Sport Matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>
  66. 66. Future developments Future developments
  67. 67. Social sport media: hoe verder <ul><li>Verticalisation & specialisation </li></ul><ul><li>within and between networks </li></ul><ul><li>Pairing offline and online </li></ul><ul><li>Pairing facts and emotions </li></ul><ul><li>Real time (mobile revolution) </li></ul><ul><li>Real place (GPS and RFID) </li></ul><ul><li>Followers & fans everywhere </li></ul><ul><li>Content syndication </li></ul><ul><li>Portable (sport) identity </li></ul>
  68. 68. Always in tune
  69. 69. Technique couples offline & online
  70. 70. Embeddable content
  71. 71. Conclusions <ul><li>Sport & online media depend on each other </li></ul><ul><li>Not all segments of SSM are represented </li></ul><ul><li>International differences: copy/paste </li></ul><ul><li>National room for growth </li></ul><ul><li>Sports have the future </li></ul>Conclusions
  72. 72. About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer
  73. 73. Questions and discussion

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