Social media, events and real-time tracking
May 14, 2009
Source: http://www.flickr.com/photos/kathy_zhuang/2747250608/in/photostream/

It used to be about publishing,
now it is about participation
http://www.nyhederne.tv2.dk

The value chain is changing
Great content meant
great attention
Today, you need great content
plus tools to make people
interact and participate
around the content to truly
create attention
http://www.flickr.com/photos/rwhollins/3332144171/

The users decide, you don’t
http://www.flickr.com/photos/esparta/; www.neilperkin.typepad.com

Don’t be that therapist, ‘cause you’ll end up killing this guy
Don’t kill your
super hero
http://www.flickr.com/photos/esparta

So what can we learn from this?

In the beginning, marketing was easy

Then came competition and people’s attention got harder to achieve

Social media has taught us to listen instead of telling
Social media has
taught us to listen
http://www.flickr.com/photos/aknacer/

Value is not about what you have, but about what you share
\"In the past you were what you owned. Now you are what you share.\"
Charles Leadbeater – We Think

Some people think it’s about technology.....it’s not
http://www.gapingvoi.com; http://sethgodin.typepad.com; http://neilperkin.typepad.com/

So what’s the good thing about
this?

Lots and lots of great user-generated
content
Lots and lots of empowerment
Lots and lots of loyalty
Lots and lots of willingness to pay

The relationship between the spectator and the participant is no-longer
linear
The relationship between the spectator
and the participant is no-longer linear
www.flickr.com_photos_thomashawk

Standard disciplines are evolving into
Standard disciplines are evolving
personalized activities
into personalized activities

It’s all connected; sport is part of who you are, not
just something you do
It’s all connected -
sport is part of who you are
Would it make sense to think of your target group
not as customers or citizens but as members?

I see no evil...

Maybe there’s a shot...

The Endomondo Tracker mobile app is the starting point, but other
devices can be used

Key functionality

To examples of how tracking technology can help prolonging an event
• Copenhagen Marathon
• Weekly training over the Endomondo platform for about 2000
people
• Speed keepers track their training and people can participate
whenever they want
• People sign up for a training team, where people can compete
and share info and messages
• So what? Creates team spirit, creates stories way before the
actual event, creates friendships through individual sports
• London Marathon
• Live tracking of selected featured profiles, described on the
event site and tracking real-time during the event
• Increases relevance for TV viewers by getting a national
perspective on an international event

References and inspiration from:
• All the great photographers at Flikr, see page
source for each individual - thanks to Creative
Commons
• Amy Shuen, Heather Gold, Seth Godin, Neil
Perkin, Tim O’Reilly, Tara “missrogue” Hunt,
Charles Leadbeater

Jakob Nordenhof Jønck
Co-founder of Endomondo
+45 3016 9607
jakob@endomondo.com
twitter.com/jajobjoenck
slideshare.net/jakobjoenck
www.endomondo.com