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Sport & internet 2008

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Prez for Johan Cruyff Academy on January 23rd 2008 …

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

Published in: Technology, News & Politics

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