Sports Marketing 2.0


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Slides for my Sports Marketing 2.0 Presentation at the Euroleague Final Four, Istanbul, 12th May 2012

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Sports Marketing 2.0

  1. 1. ENERGISE2-0.COMSports Marketing 2.0‘The times they are a changing’ Dr. Jim Hamill
  2. 2. Sports Marketing 2.0• Opportunities and threats for sports marketing organisations from the rapid growth of Web 2.0/Social Media• Content – Social media – an overview – Social media in action – examples (non-sports marketing) – Key things to remember about social media – Social media and sports marketing – Sports Marketing 2.0: Euroleague Case Example – Sports Marketing 2.0: strategy development, implementation and performance measurement ENERGISE2-0.COM
  3. 3. Social MediaA Quick Overview ENERGISE2-0.COM
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  6. 6. Web 2.0/Social Media An Overview »Applications »Features and Characteristics »Implications ENERGISE2-0.COM
  7. 7. Business/Marketing 2.0Impact – Wikibusiness Web 2.0 ApplicationsMindset Open sourceBusiness Intelligence Online Applications/ Web ServicesCustomer Insight and Understanding Social/ Prof Network SitesCustomer Interaction Social Content – Social BookmarkingEnhanced Customer Experience – Rich Blogs or Weblogs Internet Applications WikisReputation Management Podcasts/ VodcastsSales and Marketing Virtual RealitiesProduct Development and R&D e.g. Mash Ups engage and co-create RSS FeedsIT/Software/Applications Characteristics Mobile Web; Internet TelephonyOperations, Internal Processes and HRM Twitter Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global
  8. 8. Social Media in Plain English ENERGISE2-0.COM
  9. 9. How important has it become? ENERGISE2-0.COM
  10. 10. The Social Media Revolution ENERGISE2-0.COM
  11. 11. Potential Business Benefits of Social Media ENERGISE2-0.COM
  12. 12. Business Benefits• Market Knowledge• Customer Insight and Understanding• Customer Interaction• Enhanced Customer Experience• Business Intelligence• Reputation Management ENERGISE2-0.COM
  13. 13. Business Benefits• Improved Sales and Marketing• Identify and network with high value, high growth prospects• Product Development and R&D e.g. engage and co- create• Internal cost savings• Improved Operations and Internal Processes• Increased ROI ENERGISE2-0.COM
  14. 14. Potential Business Benefits5 main areas:• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted apps) ENERGISE2-0.COM
  15. 15. Social Media in Action Quick Examples ENERGISE2-0.COM
  16. 16. ENERGISE2-0.COMIn a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
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  22. 22. From the web site• This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1- 3 bedroom apartments.• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.• Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest… ENERGISE2-0.COM
  23. 23. The Customer Experience of the Brand Tripadvisor ENERGISE2-0.COM
  24. 24. From Tripadvisor• Its getting old, the rooms are unappealing and it will never be more than a business hotel• Being a Sofitel hotel we expected something quite flashy unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotels website• Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel ENERGISE2-0.COM
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  27. 27. 11 Million Views ENERGISE2-0.COM
  28. 28. United Breaks Guitars ENERGISE2-0.COM
  29. 29. Crowdsourced NPD ENERGISE2-0.COM
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  31. 31. The rules of the game have changedThe 5 key things to remember about Social Media ENERGISE2-0.COM
  32. 32. 1. It’s a RevolutionA fundamental and revolutionary changein online behaviour, expectations andthe online customer experience.The end of the ‘read only’ internetContent generated by the network forthe networkWe are no longer passive consumers ofcontent/brand messages ENERGISE2-0.COM
  33. 33. 2. It’s SocialA conversationnot a broadcastplatformConversations are takingplace relevant to yourbrand – are you listening? ENERGISE2-0.COM
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  36. 36. The Connected Customer ENERGISE2-0.COM
  37. 37. 3. Power ShiftSocial media empowerscustomers, empowers the network We no longer control the brand The brand becomes the customer experience of the brand – experiences that are widely shared online ENERGISE2-0.COM
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  39. 39. 4. Declining EffectivenessDeclining effectiveness of traditionalapproaches to sales and marketingDoes anyone listen any more?We are no longer passive sheepwaiting to be ‘driven’ to your web siteIf you treat us like sheep, we will tell youto ‘flock off’. ENERGISE2-0.COM
  40. 40. Do You Listen?Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare( ENERGISE2-0.COM
  41. 41. Do You Listen? ENERGISE2-0.COM
  42. 42. 5. The End of Business as UsualNew ‘mindsets’, new businessapproaches and new performancemeasures are requiredNOT a broadcast medium. Itsabout listening to and engagingwith customers, partners, yourcommunity, your tribeThis is something we are not verygood at doing. We prefer tellingpeople how good we are ENERGISE2-0.COM
  43. 43. The End of Business as Usual‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships ENERGISE2-0.COM
  44. 44. New Performance Measures• Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship• In a social media era, business success depends on the – Quality of your network – Relationship strength – Ability to leverage The 6Is Approach ENERGISE2-0.COM
  45. 45. Performance Measurement  Involvement – network/community numbers/quality, time spent, frequency, geography  Interaction – actions they take – read, post, comment, reviews, recommendations  Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc  Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking  Insight – customer insight  Impact – business impactSocial Media Monitoring Tools –Audit, Assess, Impact ENERGISE2-0.COM
  46. 46. The ‘6Is’ Approach ENERGISE2-0.COM
  47. 47. Bob Dylan Come gather round people Wherever you roam And don’t criticise What you cant understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or youll sink like a stone For the times they are a-changin’ ENERGISE2-0.COM
  48. 48. Social Media andSports Marketing ENERGISE2-0.COM
  49. 49. Sports Marketing 2.0• Business benefits for Sports Marketing Organisations (SMO)• What progress has been made? How well are sports marketing organisations utilising the power of Web 2.0 for building community and network relationships with their tribe?• Emerging ‘best practice’ examples• Euroleague case evaluation ENERGISE2-0.COM
  50. 50. ‘Football is nothing without the fans’ Jock Stein Manager of Celtic FC 1965 to 1978 ENERGISE2-0.COM
  51. 51. A Marriage Made in Heaven Social Media Sports FansInformation ‘pull’ rather than The ‘Tribe’‘push’ PassionUser generated content LoyaltyOpenness CommitmentSharing DesireCollaboration InvolvementInteraction CommunityCommunities BelongingNetworking Family ENERGISE2-0.COM
  52. 52. Business Benefits to SMO• Enhanced marketing effectiveness• Marketing efficiency• Improved ROI• Relationships and networking effects – engage and energise – increased fan loyalty and commitment ENERGISE2-0.COM
  53. 53. Internal Use of Social Media*• Increased visits to the official site• Increase ‘stickiness’ (length) of site visits• Divert traffic from unofficial fanzine sites• Increased advertising revenue• Increased e-commerce sales for the official site• Actionable customer insight, knowledge and understanding• A channel for responding to customer comments and feedback• Enhanced online customer experience• Build community and leverage network effects - engage, energise* Use of social media on the SMO’s own web site ENERGISE2-0.COM
  54. 54. Use of ‘External’ Social Media• Social Networking Sites: Sports Marketing Organisation becomes a ‘community aggregator’ - ‘Talk with rather than at fans’ - actionable customer insights• Multimedia Sharing Sites - a very powerful marcoms channel leveraging networking and ‘word of mouth’ effects• Podcast Sites: Provides the SMO with a rich media channel for maintain on-going dialogue with customers/fans• Virtual Reality: ‘virtual stadium’ allowing fans to interact with each other in a virtual space• Mapping Tools: - satellite images of the Stadium etc. Can enhance the online customer experience leading to increased site visits, advertising revenue and e-commerce sales• Mobile apps ENERGISE2-0.COM
  55. 55. Progress Made• Evaluation of the Web 2.0 progress made by the top 20 football teams in Europe (2008 study)• Top European Football Clubs – Facebook/Twitter League Tables, 2012 ENERGISE2-0.COM
  56. 56. Internal Use (own web site)• UGC (User Generated Content) – text, images, video, wiki• User FOD (Feedback, Opinion, Discussion) – blog, forum, ratings, favourites, online chat• RIA (Rich Internet Applications) – widgets, mash-ups, podcasts/vodcasts• Folksonomies – social tagging, social bookmarking, tag cloud• Feeds – content feeds in and out• Community – site community• External Links – to other 2.0 sites ENERGISE2-0.COM
  57. 57. External 2.0• Social Network Sites – facebook• Multimedia Sharing Sites – Youtube, flickr• Podcast Sites – Itunes• Twitter• Linkedin ENERGISE2-0.COM
  58. 58. 2008 Results – very limited progress ENERGISE2-0.COM
  59. 59. 2008 Results – very limited progress ENERGISE2-0.COM
  60. 60. 2012 Update Top European Football Clubs –Facebook/Twitter League Tables, 2012 ENERGISE2-0.COM
  61. 61. Some Useful Links ENERGISE2-0.COM
  62. 62. Some Useful Links ENERGISE2-0.COM
  63. 63. EPL Clubs – High Numbers ENERGISE2-0.COM
  64. 64. But Little ‘Engagement’ ENERGISE2-0.COM
  65. 65. Few ‘Replies’ ENERGISE2-0.COM
  66. 66. 67% are ‘Replies’ ENERGISE2-0.COM
  67. 67. Emerging ‘Best Practice’Examples in Sports Marketing ENERGISE2-0.COM
  68. 68. Fan Community Takeover ENERGISE2-0.COM
  69. 69. Community Ownership and Management ENERGISE2-0.COM
  70. 70. Fan Ownership – the Future?• Could fan/community ownership be the model for other bigger Clubs?• Why not? – it’s the people’s game; level of debt is not sustainable• New Business Models required ENERGISE2-0.COM
  71. 71. Examples Chelsea – First Club to really ‘engage’ onlineOld version of the site – check out the new one ENERGISE2-0.COM
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  85. 85. Celtic FC on Facebook domestic league with limited global TV coverage but with a global fan base ENERGISE2-0.COM
  86. 86. 166,000 ‘Likes’ ENERGISE2-0.COM
  87. 87. Euroleague Case Evaluation How effective are Euroleagueusing social media – internally and externally? ENERGISE2-0.COM
  88. 88. Web Site - little evidence of SM ENERGISE2-0.COM
  89. 89. Its under fun ENERGISE2-0.COM
  90. 90. 130,469 Twitter Followers ENERGISE2-0.COM
  91. 91. twtrland score – high engagement ENERGISE2-0.COM
  92. 92. Live Score Updates ENERGISE2-0.COM
  93. 93. 114,000 Facebook ‘Likes’ ENERGISE2-0.COM
  94. 94. Use of QR Codes ENERGISE2-0.COM
  95. 95. 45m YouTube Views ENERGISE2-0.COM
  96. 96. Limited Use of Google + ENERGISE2-0.COM
  97. 97. Mobile ENERGISE2-0.COM
  98. 98. EuroleagueWhat ‘Buzz’ is being created? ENERGISE2-0.COM
  99. 99. Social Mention ENERGISE2-0.COM
  100. 100. Social Mention ENERGISE2-0.COM
  101. 101. Topsy ENERGISE2-0.COM
  102. 102. Shows Trend in ‘Mentions’ ENERGISE2-0.COM
  103. 103. Fewer ‘mentions’ than SPL? ENERGISE2-0.COM
  104. 104. Influence ENERGISE2-0.COM
  105. 105. Social Media Strategy Development ENERGISE2-0.COM
  106. 106. ‘Social Media Planning Pays’ ENERGISE2-0.COM
  107. 107. Use a Simplified Balanced Scorecard• Will ensure that the social media actions and initiatives you take are fully aligned with and supportive of your overall business goals and objectives; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation• A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders ENERGISE2-0.COM
  108. 108. Social Media Balanced Scorecard• Not ‘paralysis by analysis’. By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation• The steps involved can be captured in a Social Media Strategy Map• Five key questions to address…… ENERGISE2-0.COM
  109. 109. Social Media Balanced Scorecard• What is the overall social media vision for your organization?• What are the key objectives and targets to be achieved?• Who are your customers?• Key Actions and Initiatives• Organisation, Resource and People Issues ENERGISE2-0.COM
  110. 110. Social Media Strategy Map Brief statement of your overall 2.0/Social Media Vision and MissionStrategic Objectives Strategic Objectives KPIs / Targets KPIs / Targets KPIs / Targets KPIs / TargetsCustomer Perspective Customer Customer Customer Customer Group 1 Group 2 Group 3 Group 4Internal Management Perspective 2.0/Social Media 2.0/Social Media 2.0/Social Media 2.0/Social Media Initiative 1 Initiative 2 Initiative 3 Initiative 4 - Objectives - Objectives - Objectives - Objectives - KPIs - KPIs - KPIs - KPIs - Targets - Targets - Targets - Targets - Actions - Actions - Actions - ActionsOrganisation Perspective Organisation Resource People ENERGISE2-0.COM
  111. 111. ‘Be Customer Led’Three key questions:• Who are our customers, who do we wish to engage with?• Where do we find them ‘hanging out’ on social media?• How can we best engage and energise them? ENERGISE2-0.COM
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  113. 113. Thank YouQuestions ENERGISE2-0.COM
  114. 114. Continue the discussion at On ENERGISE2-0.COM
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