Sport & internet 2008

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    Sport & internet 2008 - Presentation Transcript

    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

    + Gijsbregt BrouwerGijsbregt Brouwer, 2 years ago

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