Social Media and the Future of Football

Social Media and some ideas on the Future of the Football Business www.mediafuturist.com twitter.com/gleonhard

What does the Future hold - and how will we adapt to it? Foresight is crucial.

Translation: Networked Media. Real-Time Media. User-driven Media. Engaged Media.

Mobile Social Networked Real-Time Users in Control

A huge shift in ‘Getting Attention’

Broadcast | Centralized | One-Way | Push Media Shri nking...

Expan ding Networked Media

Broadcast Media Networked Media

Welcome to the era of Networked Business: Redefining ‘Selling’

Online and Offline are converging

Football Clubs + Social Networks = Decreasing Role for the Middleman?

The The Television Clubs Players Brodcasters Everyone wants to reach the same audience

Reality Check

“Control = Money”? “Potential public relations disaster” “Encourages football supporters to find information about their favorite players outside of the official club website” “Issue of control...professional footballers are under the control of the club almost at all times” “Social networking systems threaten the status quo because its professional footballers having personal contact with fans, the media and others, which could be terrifying for some football clubs”

Do you really have a choice?

So...who is the brand? versus

Same issue...?

A tough but unavoidable Mega-Trend...

En-route to digital & decentralized...

The ‘captive consumer’ is...dying

It’s the framework that is changing not just the picture... EXPERIENCE not Conversations not ‘download a copy’ Monolog Engage not Enrage Pull not Push Trust Return on not Involvement not Investment Control Co-Producers not just Consumers > Fans >Users 2.1 Billion on the Internet, 4.3 Billion on the Mobile

The Consequences of Total Control?

Old Cashcow New Cashcows

Thinking about protecting your IP / Content? Engage, involve, attract, aggregate!

Hyper-Competition  Hyper-Collaboration

Command & Control becomes Coordinate & Cultivate *Thomas Malone “The Future of Work”

Because we are all connected, soon, ‘Going Direct’ becomes the New Normal

Clubs become... sh ers P u b li Broad caste rs M edia C ont ent

Football Club 2.0 --------- The Mission Manage Distribute Aggregate Connect Guide Curate

Going Direct: Club to Fan Lee Strafford, Sheffield Wednesday chairman: “I don't see how a media business owns a relationship with fans of the future” Online TV channels Webcasts / Online Radio iPhone / Mobile Apps Social Network Groups Twitter News Network (TNN)

Where is this going? Complete TV & Internet Convergence Radical Fragmentation of Audiences 3D Screens Augmented Reality Virtual Venues Mobile TV = Video Snacking

Trends: Challenges & Threats & Opps? (Some) TV Networks face declining revenues because advertising is moving to the Internet Vast improvements in mobile gadgets means fans can ‘broadcast’ from the venue, themselves Competition for people’s attention is constantly exploding: more choices all the time Radical fragmentation of audience driven by explosion in media consumption offerings

Social Media will soon beat eMail, Video may well beat Search

Social-Mobile-Web-Native Marketing: Pull “Followers, Friends, Fans, Users” Attract and addict Low-cost, very targeted Conversational Engagement is the goal Message: share. follow. talk. Based on Trust not Control

Gaining customers via Social Media

How Dell does Twitter

You are in the Audience Business Source: Flickr

Don’t (just) sell copies - sell Experiences!

News meets Magazine meets TV...?

User Interfaces make all the difference The computer is work. The iPhone is ... kind of work. The iPad / Tablet is... not work

What really matters is Liquidity

AS oc ial Med ia St rat e gy

Football Clubs become Connectors - not just ‘Directors’

Social Media is the new Customer Relationship Management

My final advise(s)

App Store: “Media Futurist”

Thanks for your attention! email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard

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Social Media and the Future of Football

by Gerd Leonhard on Mar 11, 2010

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Social Media and the Future of Football — Presentation Transcript