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ENERGISE2-0.COM
Sports Marketing 2.0
‘The times they are a changing’
Dr. Jim Hamill
jim.hamill@ukonline.co.uk
Alan Stevens...
ENERGISE2-0.COM
Sports Marketing 2.0
• Opportunities and threats for sports marketing
organisations from the rapid growth ...
ENERGISE2-0.COM
Agenda
• Morning
–Presentations and class discussion
• Afternoon
–Group work and group presentations
ENERGISE2-0.COM
Group Work
Groups of 4 or 5 students
Taking a sports marketing organisation of your own
choice, evaluate t...
ENERGISE2-0.COM
Continue the conversation on
www.tourism2-0.co.uk
www.energise2-0.com
ENERGISE2-0.COM
www.tourism2-0.co.uk
ENERGISE2-0.COM
www.energise2-0.com
ENERGISE2-0.COM
Web 2.0/
Social Media Overview
An Overview
ENERGISE2-0.COM
ENERGISE2-0.COM
Web 2.0/Social Media
An Overview
»Applications
»Features and Characteristics
»Implications
Applications
Social Network Sites
Social Content
Social Bookmarks
Blogs
Wikis
Virtual Realities
RSS Feeds
Podcasts
Social ...
ENERGISE2-0.COM
Social Media in Plain English
ENERGISE2-0.COM
Internal and External Use
These applications can be used on the sports
marketing organisation’s own web si...
Characteristics
Communities and Networks
Interactivity
Social Element
Openness
Peering
Hosted Services
Global
Sharing
Empo...
Impact
Business Intelligence
Customer Interaction
Sales & Marketing
Customer Experience
Customer Insight
Processes and HRM...
Business/Marketing 2.0
Web 2.0 Applications
Open source
Online Applications/ Web Services
Social Network Sites
Social Cont...
ENERGISE2-0.COM
Potential Business Benefits
of Social Media
ENERGISE2-0.COM
Business Benefits
• Market Knowledge
• Customer Insight and Understanding
• Customer Interaction
• Enhance...
ENERGISE2-0.COM
Business Benefits
• Improved Sales and Marketing
• Identify and network with high value, high growth prosp...
ENERGISE2-0.COM
Potential Business Benefits
Wide ranging:
• Market/Customer Knowledge & Insight
• Engagement & Reputation ...
ENERGISE2-0.COM
Potential Business Benefits
ENERGISE2-0.COM
Things to Remember
about Social Media
ENERGISE2-0.COM
Key Things to Remember
• It’s social
– A key feature is online democracy – with content being
provided by ...
ENERGISE2-0.COM
Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (
www.slideshare.com)
ENERGISE2-0.COM
ENERGISE2-0.COM
Key Things to Remember
• Pull v push
– Consumers/users decide what information they wish to access
• New ‘...
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
Key Things to Remember
• New performance measures
– Requires new performance measures
• Quality of your ne...
ENERGISE2-0.COM
Performance Measurement
Involvement – network/community numbers/quality,
time spent, frequency, geography...
ENERGISE2-0.COM
Monitoring the Conversations
• Use Social Media Monitoring Tools to monitor online
conversations relevant ...
ENERGISE2-0.COM
Key Things to Remember
The need for new business/marketing models
– Traditional approach:
• Product develo...
ENERGISE2-0.COM
Built using wordpress
ENERGISE2-0.COM
Embeds content from social media
ENERGISE2-0.COM
Embeds content from social media
ENERGISE2-0.COM
Embeds content from social media
ENERGISE2-0.COM
How big is it?
ENERGISE2-0.COM
Social Media Revolution 2
ENERGISE2-0.COM
How Big Is It?
ENERGISE2-0.COM
Social Media in Action
Quick Examples
ENERGISE2-0.COM
In a Web 2.0 Era, the Brand Becomes the
Customer Experience of the Brand
A quick ‘personal experience’
Dub...
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
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From the web site
• This 5-star hotel and residence offers European hospitality with an
unmistakable Frenc...
ENERGISE2-0.COM
The Customer Experience
of the Brand
Tripadvisor
ENERGISE2-0.COM
From Tripadvisor
• It's getting old, the rooms are unappealing and it will never be
more than a business h...
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
Will It Blend? - iPad
ENERGISE2-0.COM
5.7 Million Views
ENERGISE2-0.COM
United Breaks Guitars
ENERGISE2-0.COM
9 Million Views
ENERGISE2-0.COM
The Italian Man Who Went To Malta
ENERGISE2-0.COM
14.6 million views
ENERGISE2-0.COM
Cafe Gandolfi
ENERGISE2-0.COM
Brand Engagement
ENERGISE2-0.COM
Brand Engagement
ENERGISE2-0.COM
Fashion brands v
the new ‘kid on the block’
ENERGISE2-0.COM
Buy Our Stuff
ENERGISE2-0.COM
Threadless.com
ENERGISE2-0.COM
Customer Engagement
ENERGISE2-0.COM
Reverses the Business Model
ENERGISE2-0.COM
Threadless on Facebook
ENERGISE2-0.COM
170,784 'likers'
ENERGISE2-0.COM
1,556,929 Twitter Followers
1.5 Million Twitter Followers1,556,929
ENERGISE2-0.COM
www.skittles.com
www.skittles.com
ENERGISE2-0.COM
A few references.........
ENERGISE2-0.COM
Wikinomics
Tapscott and Williams (2006)
• Web 2.0 represents a major paradigm shift and requires new
corpo...
ENERGISE2-0.COM
The Groundswell
Li and Bernoff (2008)
• A spontaneous movement of people using online tools to
connect, ta...
ENERGISE2-0.COM
Marketing to the Social Web
Larry Weber (2009)
• Marketers must look for new ways to communicate with
cust...
ENERGISE2-0.COM
Grown Up Digital – Don Tapscott (2009)
 
• $4m research project covering 10,000 people in the age
group 11...
ENERGISE2-0.COM
Does It Work?
ENERGISE2-0.COM
• Aberdeen Research Group – study of the social media
practices of 250 organisations
– ‘Best in class’ (50...
ENERGISE2-0.COM
Worlds Top
100 brands
ENERGISE2-0.COM
ENERGISE2-0.COM
Does it work?
• Financial performance correlates with engagement
• Companies that are both deeply and wide...
ENERGISE2-0.COM
Does It Work?
• The Top =10 Brands Using Web 2.0 / Social Media
ENERGISE2-0.COM
Sports Marketing 2.0
Progress Being Made
ENERGISE2-0.COM
Sports Marketing 2.0
• Business benefits for Sports Marketing Organisations (SMO)
• What’s happening out t...
ENERGISE2-0.COM
‘Football is nothing without the
fans’
Jock Stein
ENERGISE2-0.COM
A Marriage Made in Heaven
Web 2.0 Sports Fans
• Information ‘pull’ rather than
‘push’
• User generated con...
ENERGISE2-0.COM
Business Benefits
• Enhanced marketing effectiveness
• Marketing efficiency
• Improved ROI
• Relationships...
ENERGISE2-0.COM
Internal Web 2.0
• Increased visits to the official site
• Increase ‘stickiness’ (length) of site visits
•...
ENERGISE2-0.COM
External Web 2.0
• Social Networking Sites: Sports Marketing Organisation becomes a
‘community aggregator’...
ENERGISE2-0.COM
Progress Made
• Evaluation of the Web 2.0 progress made by the top
20 football teams in Europe (2008)
ENERGISE2-0.COM
Internal Use (own web site)
• UGC (User Generated Content)
– text, images, video, wiki
• User FOD (Feedbac...
ENERGISE2-0.COM
External 2.0
• Social Network Sites
– facebook
• Multimedia Sharing Sites
– Youtube, flickr
• Podcast Site...
ENERGISE2-0.COM
Results
ENERGISE2-0.COM
Results
ENERGISE2-0.COM
2010 Update
ENERGISE2-0.COM
2010 Update
ENERGISE2-0.COM
2010 Update
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ENERGISE2-0.COM
Results
ENERGISE2-0.COM
Emerging ‘Best Practice’
Examples in Sports Marketing
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
• Could a community takeover happen at a bigger
club?
ENERGISE2-0.COM
Examples
Chelsea – www.chelseafc.com
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
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What do the fans think?
Online survey of Celtic fans (2008)
ENERGISE2-0.COM
Celtic Survey
• There are over 50 ‘Celtic Minded’ fanzine sites. These
provide alternative information cha...
ENERGISE2-0.COM
Celtic Survey
• The online survey, completed by 356 respondents within the
first 48 hours of going live, s...
ENERGISE2-0.COM
Celtic Survey
• Major changes taking place in the way in which fans
accessed information about the Club
– ...
ENERGISE2-0.COM
Name of Website
Number of
Registered
Users
Total
Posts
Number of
Threads
www.celticminded.com 16,954 8,344...
ENERGISE2-0.COM
• Survey covered fanzine site users – might not be
representative of all Celtic fans
ENERGISE2-0.COM
Web 2.0 Strategy
Development
ENERGISE2-0.COM
‘Getting There’
ENERGISE2-0.COM
Next Steps
• Get Involved
– Google Alerts, Linkedin, Social Media Monitoring
• Learn more
• Develop a stra...
ENERGISE2-0.COM
Social Media
Development Cycle
ENERGISE2-0.COM
SM Development Cycle
ENERGISE2-0.COM
Each Step is being covered in detail on our blog at
www.energise2-0.com
ENERGISE2-0.COM
Five Key Areas
• External Analysis: Evaluate Your Social Media Landscape
• Internal Analysis: Evaluate You...
ENERGISE2-0.COM
‘Be Customer Led’
Three key questions:
• Who are our customers, who do we wish to engage with?
• Where do ...
ENERGISE2-0.COM
www.mashable.com
ENERGISE2-0.COM
Develop Your Social Media Strategy and
Action Plans for ‘Getting There’
ENERGISE2-0.COM
Use a Simplified Balanced Scorecard
• Will ensure that the social media actions and initiatives you take
a...
ENERGISE2-0.COM
Social Media Balanced Scorecard
• Not ‘paralysis by analysis’. By providing an agreed
framework to follow,...
ENERGISE2-0.COM
Social Media Balanced Scorecard
• What is the overall social media vision for your
organization?
• What ar...
ENERGISE2-0.COM
Social Media Strategy Map
Brief statement of your overall 2.0/Social Media Vision and Mission
Strategic Ob...
ENERGISE2-0.COM
Organization, Resource and People Issues
ENERGISE2-0.COM
Organization, Resource and People
• Organisation, resource and people issues sit at the bottom
of your SM ...
ENERGISE2-0.COM
Monitor and Measure
ENERGISE2-0.COM
Monitoring the Conversations
• Use Social Media Monitoring Tools to monitor online
conversations relevant ...
ENERGISE2-0.COM
Monitor and Measure
• To ensure that your SM strategy delivers a return on
investment, it is important to ...
ENERGISE2-0.COM
Performance Measures - The ‘4Is’
 Involvement – network/community numbers/quality,  time 
spent, frequenc...
ENERGISE2-0.COM
Monitor and Measure
• Individual Channel Performance
– the effectiveness/success of each channel benchmark...
ENERGISE2-0.COM
Facebook Insights
ENERGISE2-0.COM
Facebook Insights
ENERGISE2-0.COM
Monitor and Measure
 
• Wider Social Media Performance
– monthly or quarterly reporting of the overall ‘bu...
ENERGISE2-0.COM
Monitor and Measure
• Underlying Business Performance
– the performance of each social media channel and t...
ENERGISE2-0.COM
Who is talking about you,
where online, what are they saying?
ENERGISE2-0.COM
ENERGISE2-0.COM
Visit
“Edinburgh
Castle”
Visit
“Kelvingrove”
Visit “Falkirk
Wheel”
ENERGISE2-0.COM
Visit
“Edinburg
h Castle”
ENERGISE2-0.COM
Visit
“Edinburgh
Castle”
Visit
“Kelvingrov
e”
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
Bob Dylan
Come gather 'round people
Wherever you roam
And don’t criticise
What you can't understand
Your s...
ENERGISE2-0.COM
Continue the discussion at
www.tourism2-0.co.uk
www.energise2-0.com
ENERGISE2-0.COM
Thank You
Questions
Sports Marketing 2.0 (2010)
Sports Marketing 2.0 (2010)
Sports Marketing 2.0 (2010)
Sports Marketing 2.0 (2010)
Sports Marketing 2.0 (2010)
Sports Marketing 2.0 (2010)
Sports Marketing 2.0 (2010)
Sports Marketing 2.0 (2010)
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Sports Marketing 2.0 (2010)

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Sports Marketing 2.0 Lecture, Master's in Sports Marketing, Treviso, Italy Nov 2010

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  • Market Knowledge: Competitors, Suppliers, Buyers, Influencers; Google insight, Google Alerts will provide a view on most companies within an industry. Also, there are a range of blogs and networks where amateurs and professionals will share their knowledge of a market.
    Customer Insight and Understanding: Listening to customers and prospects through the range of channels they inhabit; comments on YouTube, Networks where they ‘hang out’
    Customer Interaction: the tools exist to not only listen and observe but also to discuss and converse
    Business Intelligence: media monitoring, alerts and related analysis tools provide a great source of structured Business Intelligence. You need not pay £600/month for the privilege, SocialMention and Google Alerts can keep you informed where you need to be.
    Reputation Management: one of the key aspects of web 2.0 is that it is Real Time. You can see and respond to comments as they arise and often, where the response is efficient and effective, create a positive effect. Consider, the Ethiopian Growers that challenged the coffee used by Starbucks in a video posted on YouTube. This video was viewed by 10,000 people. The CEO posted a response within 24 hours on YouTube, the response was viewed by several million.
  • We believe there is a strong correlation between positive word of mouth, online buzz and sales and marketing. Needless to say there are now numerous means of getting your message out there, growing followers (through sites like Twitter, and energising your customer base).
    Web 2.0 is immediate and direct. The example I like to use is of a safety harness company based in Edinburgh who considered using a traditional approach to International Sales and Marketing – find an agent, find prospects, etc. An alternative approach we suggested, used LinkedIn to find the Health And Safety Director of the largest Construction Project in the world. Now it is not a leap to suggest filming the harness on YouTube and sending an email with a link saying you are in Saudi Arabia and would he like to meet up.
    Numerous examples of customer insight and feedback leading to product improvement. Many car companies use Second Life to test their designs. A site called eBags sends out the latest designs to their top raters on the site.
    Internal cost savings. No 10 Downing Street example…
    Improved Operations and internal processes. There are applications for literally anything – wikis that compete with licenced intranets, email freeware that is better than Outlook, hosted network sites for £20/month that would cost £thousands to replicate.
    Increased Return on Investment. The holy grail or the achiles heal of Web 2.0. How do you make money from this thing…there is a growing level of evidence to suggest that it works.
  • There is a view that those that use Web 2.0 well also do a range of other things well. No coincidence though, that there are strong links between these areas and Web 2.0 tools and applications. It helps that these companies also have the right mindset.
  • The Engagement Database helps to identify which companies are doing more in this area. The top 100 brands (courtesy of Interbrand) were reviewed by EngagementDB (a Alltimeter, Charlene Li initiative). What they found was that there were a range of brands with varying levels of channels and depth of engagement. What they found was that some channels or mavens came to the top.
    Li and her team has made a correlation between financial performance and mavens (supports the Aberdeen research). Revenue growth and profitability both seem higher amongst Mavens.
  • The top 10 brands using Social Media (depth of engagement vs. Channel spread) are shown below. Any surprises here?
    Who didn’t make it but should be commended: Toyota: 3 individuals in their team but 7 channels. They have relied on others to provide content. They use Social Media Monitoring to look at who is talking about the brand.
    SAP have a huge SAP Community Network with 1.7 million members, they also run a Contributor points system to identify and reward experts. There channels include blogs, wikis, discussion forums and twitter. They have multiple “personal” Twitter channels because a corporate twitter channel doesn’t work well. One of the twitter channels openly asks for customer feedback.
  • Transcript of "Sports Marketing 2.0 (2010)"

    1. 1. ENERGISE2-0.COM Sports Marketing 2.0 ‘The times they are a changing’ Dr. Jim Hamill jim.hamill@ukonline.co.uk Alan Stevenson ast3v3nson@googlemail.com November, 2010
    2. 2. ENERGISE2-0.COM Sports Marketing 2.0 • Opportunities and threats for sports marketing organisations from the rapid growth of Web 2.0/social media – Web 2.0/social media – what is it? how big is it? – Business benefits – Web 2.0 in action – examples (non sports and sports) – What progress is being made? – What do the fans think? – Sports Marketing 2.0 strategy development and implementation – Performance measurement/ social media monitoring tools
    3. 3. ENERGISE2-0.COM Agenda • Morning –Presentations and class discussion • Afternoon –Group work and group presentations
    4. 4. ENERGISE2-0.COM Group Work Groups of 4 or 5 students Taking a sports marketing organisation of your own choice, evaluate the progress made in adopting Web 2.0/social media and make strategic recommendations for improvement. Your evaluation should cover use of Web 2.0/social media on their own web site and the extent of their involvement in external Web 2.0/social media sites
    5. 5. ENERGISE2-0.COM Continue the conversation on www.tourism2-0.co.uk www.energise2-0.com
    6. 6. ENERGISE2-0.COM www.tourism2-0.co.uk
    7. 7. ENERGISE2-0.COM www.energise2-0.com
    8. 8. ENERGISE2-0.COM Web 2.0/ Social Media Overview An Overview
    9. 9. ENERGISE2-0.COM
    10. 10. ENERGISE2-0.COM Web 2.0/Social Media An Overview »Applications »Features and Characteristics »Implications
    11. 11. Applications Social Network Sites Social Content Social Bookmarks Blogs Wikis Virtual Realities RSS Feeds Podcasts Social Applications Twitter Mash Ups Mobile Web; Internet Telephony
    12. 12. ENERGISE2-0.COM Social Media in Plain English
    13. 13. ENERGISE2-0.COM Internal and External Use These applications can be used on the sports marketing organisation’s own web site and/or by participating in ‘external 2.0’ sites 2.0 redefines the concept of a web site (see www.skittles.com)
    14. 14. Characteristics Communities and Networks Interactivity Social Element Openness Peering Hosted Services Global Sharing Empowerment Mass Collaboration The Internet as the platform
    15. 15. Impact Business Intelligence Customer Interaction Sales & Marketing Customer Experience Customer Insight Processes and HRM Mindset Product Development Reputation Management Rich Internet Applications IT Infrastructure
    16. 16. Business/Marketing 2.0 Web 2.0 Applications Open source Online Applications/ Web Services Social Network Sites Social Content – Social Bookmarking Blogs or Weblogs Wikis Podcasts/ Vodcasts Virtual Realities Mash Ups RSS Feeds Mobile Web; Internet Telephony Twitter Characteristics Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global Impact – Wikibusiness Mindset Business Intelligence Customer Insight and Understanding Customer Interaction Enhanced Customer Experience – Rich Internet Applications Reputation Management Sales and Marketing Product Development and R&D e.g. engage and co-create IT/Software/Applications Operations, Internal Processes and HRM
    17. 17. ENERGISE2-0.COM Potential Business Benefits of Social Media
    18. 18. ENERGISE2-0.COM Business Benefits • Market Knowledge • Customer Insight and Understanding • Customer Interaction • Enhanced Customer Experience • Business Intelligence • Reputation Management
    19. 19. ENERGISE2-0.COM 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
    20. 20. ENERGISE2-0.COM Potential Business Benefits Wide ranging: • 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)
    21. 21. ENERGISE2-0.COM Potential Business Benefits
    22. 22. ENERGISE2-0.COM Things to Remember about Social Media
    23. 23. ENERGISE2-0.COM Key Things to Remember • It’s social – A key feature is online democracy – with content being provided by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet • Power shift – Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success • Declining effectiveness of traditional approaches – Does anyone listen to sales/brand messages anymore?
    24. 24. ENERGISE2-0.COM Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare ( www.slideshare.com)
    25. 25. ENERGISE2-0.COM
    26. 26. ENERGISE2-0.COM Key Things to Remember • Pull v push – Consumers/users decide what information they wish to access • New ‘mindsets’ are required – Marketing as a conversation with your customers/network– dialogue not broadcasting – But this is something that most of us are not very good at doing. We prefer ‘telling’ people • SM ‘winners’ and ‘losers’ – ‘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
    27. 27. ENERGISE2-0.COM
    28. 28. ENERGISE2-0.COM
    29. 29. ENERGISE2-0.COM Key Things to Remember • New performance measures – Requires new performance measures • Quality of your network • Relationship strength • Ability to leverage • Social media monitoring tools • Redefines the concept of a web site • The need for new business/marketing models
    30. 30. ENERGISE2-0.COM 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 Social Media Monitoring Tools –Audit, Assess, Impact
    31. 31. ENERGISE2-0.COM Monitoring the Conversations • Use Social Media Monitoring Tools to monitor online conversations relevant to your brand • No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, IceRocket, Blogscope, Blogpulse and ViralHeat • More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar
    32. 32. ENERGISE2-0.COM Key Things to Remember The need for new business/marketing models – Traditional approach: • Product development – Differentiate – Market and Promote - Sell – New model based on: • Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally • Engage and energise • ‘Create the Buzz’
    33. 33. ENERGISE2-0.COM Built using wordpress
    34. 34. ENERGISE2-0.COM Embeds content from social media
    35. 35. ENERGISE2-0.COM Embeds content from social media
    36. 36. ENERGISE2-0.COM Embeds content from social media
    37. 37. ENERGISE2-0.COM How big is it?
    38. 38. ENERGISE2-0.COM Social Media Revolution 2
    39. 39. ENERGISE2-0.COM How Big Is It?
    40. 40. ENERGISE2-0.COM Social Media in Action Quick Examples
    41. 41. ENERGISE2-0.COM In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
    42. 42. ENERGISE2-0.COM
    43. 43. ENERGISE2-0.COM
    44. 44. ENERGISE2-0.COM
    45. 45. ENERGISE2-0.COM
    46. 46. ENERGISE2-0.COM
    47. 47. ENERGISE2-0.COM 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…
    48. 48. ENERGISE2-0.COM The Customer Experience of the Brand Tripadvisor
    49. 49. ENERGISE2-0.COM From Tripadvisor • It's 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 hotel's 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.
    50. 50. ENERGISE2-0.COM
    51. 51. ENERGISE2-0.COM
    52. 52. ENERGISE2-0.COM Will It Blend? - iPad
    53. 53. ENERGISE2-0.COM 5.7 Million Views
    54. 54. ENERGISE2-0.COM United Breaks Guitars
    55. 55. ENERGISE2-0.COM 9 Million Views
    56. 56. ENERGISE2-0.COM The Italian Man Who Went To Malta
    57. 57. ENERGISE2-0.COM 14.6 million views
    58. 58. ENERGISE2-0.COM Cafe Gandolfi
    59. 59. ENERGISE2-0.COM Brand Engagement
    60. 60. ENERGISE2-0.COM Brand Engagement
    61. 61. ENERGISE2-0.COM Fashion brands v the new ‘kid on the block’
    62. 62. ENERGISE2-0.COM Buy Our Stuff
    63. 63. ENERGISE2-0.COM Threadless.com
    64. 64. ENERGISE2-0.COM Customer Engagement
    65. 65. ENERGISE2-0.COM Reverses the Business Model
    66. 66. ENERGISE2-0.COM Threadless on Facebook
    67. 67. ENERGISE2-0.COM 170,784 'likers'
    68. 68. ENERGISE2-0.COM 1,556,929 Twitter Followers 1.5 Million Twitter Followers1,556,929
    69. 69. ENERGISE2-0.COM www.skittles.com
    70. 70. www.skittles.com
    71. 71. ENERGISE2-0.COM A few references.........
    72. 72. ENERGISE2-0.COM Wikinomics Tapscott and Williams (2006) • Web 2.0 represents a major paradigm shift and requires new corporate mindsets and new approaches to business strategy development, implementation and online branding. • O’Reilly (2006)........Web 2.0 as ‘a set of economic, social, and technology trends that collectively form the basis for the next generation of the Internet—a more mature, distinctive medium characterised by user participation, openness, and network effect.’
    73. 73. ENERGISE2-0.COM The Groundswell Li and Bernoff (2008) • A spontaneous movement of people using online tools to connect, take charge of their own experiences and get what they need from each other (information, support, ideas, products, bargaining power etc) • The ‘groundswell’ is unstoppable – it’s a social revolution. It’s a permanent, revolutionary shift in the way the world works • You can try to fight it or join it – energise the groundswell
    74. 74. ENERGISE2-0.COM Marketing to the Social Web Larry Weber (2009) • Marketers must look for new ways to communicate with customers. New mindsets and a radical rethinking of past practice is required • Rather than broadcasting sales messages to an audience who no longer listen, innovative marketers should become ‘aggregators of customer communities’. They should participate in, organise and encourage social networks that people what to belong to • Rather than talking at customers they should talk with them
    75. 75. ENERGISE2-0.COM Grown Up Digital – Don Tapscott (2009)   • $4m research project covering 10,000 people in the age group 11 to 30 • The Net Generation – the first generation to have grown digital • Revolutionary impact on all aspects of life including the world of work, education, family relationships, political engagement and the global environment • YouTube Videos
    76. 76. ENERGISE2-0.COM Does It Work?
    77. 77. ENERGISE2-0.COM • Aberdeen Research Group – study of the social media practices of 250 organisations – ‘Best in class’ (50) – ‘Industry average (125) – ‘Laggards’ (75) • ‘Best in class’ outperformed others in many key areas – Customer satisfaction – Actionable insights delivered – Reduced time to market – Customer insight Source: Weber, 2009 Does It Work?
    78. 78. ENERGISE2-0.COM Worlds Top 100 brands
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    80. 80. ENERGISE2-0.COM Does it work? • Financial performance correlates with engagement • Companies that are both deeply and widely engaged in social media surpass their peers in terms of both revenue and profit performance by a significant difference
    81. 81. ENERGISE2-0.COM Does It Work? • The Top =10 Brands Using Web 2.0 / Social Media
    82. 82. ENERGISE2-0.COM Sports Marketing 2.0 Progress Being Made
    83. 83. ENERGISE2-0.COM Sports Marketing 2.0 • Business benefits for Sports Marketing Organisations (SMO) • What’s happening out there? What has the response been? • How well are sports marketing organisations utilising the power of Web 2.0 for building community and network relationships with their tribe? • Research covering the top 20 European football clubs • Emerging ‘best practice’ examples
    84. 84. ENERGISE2-0.COM ‘Football is nothing without the fans’ Jock Stein
    85. 85. ENERGISE2-0.COM A Marriage Made in Heaven Web 2.0 Sports Fans • Information ‘pull’ rather than ‘push’ • User generated content • Openness • Sharing • Collaboration • Interaction • Communities • Networking • The ‘Tribe’ • Passion • Loyalty • Commitment • Desire • Involvement • Community • Belonging • Family
    86. 86. ENERGISE2-0.COM Business Benefits • Enhanced marketing effectiveness • Marketing efficiency • Improved ROI • Relationships and networking effects – engage and energise – increased fan loyalty and commitment
    87. 87. ENERGISE2-0.COM Internal Web 2.0 • 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
    88. 88. ENERGISE2-0.COM External Web 2.0 • 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
    89. 89. ENERGISE2-0.COM Progress Made • Evaluation of the Web 2.0 progress made by the top 20 football teams in Europe (2008)
    90. 90. ENERGISE2-0.COM 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
    91. 91. ENERGISE2-0.COM External 2.0 • Social Network Sites – facebook • Multimedia Sharing Sites – Youtube, flickr • Podcast Sites – Itunes • Twitter • Linkedin
    92. 92. ENERGISE2-0.COM Results
    93. 93. ENERGISE2-0.COM Results
    94. 94. ENERGISE2-0.COM 2010 Update
    95. 95. ENERGISE2-0.COM 2010 Update
    96. 96. ENERGISE2-0.COM 2010 Update
    97. 97. ENERGISE2-0.COM
    98. 98. ENERGISE2-0.COM Results
    99. 99. ENERGISE2-0.COM Emerging ‘Best Practice’ Examples in Sports Marketing
    100. 100. ENERGISE2-0.COM
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    102. 102. ENERGISE2-0.COM • Could a community takeover happen at a bigger club?
    103. 103. ENERGISE2-0.COM Examples Chelsea – www.chelseafc.com
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    117. 117. ENERGISE2-0.COM What do the fans think? Online survey of Celtic fans (2008)
    118. 118. ENERGISE2-0.COM Celtic Survey • There are over 50 ‘Celtic Minded’ fanzine sites. These provide alternative information channels for the fans, competing with the official Celtic web site • The top 5 fanzine sites have more than 51,000 registered users. Over 13 million messages have been posted highlighting the vibrancy of the groups • Content analysis reveals that fans are discussing a wide range of issues, many of which are relevant to the business/marketing aspect of the Club
    119. 119. ENERGISE2-0.COM Celtic Survey • The online survey, completed by 356 respondents within the first 48 hours of going live, showed that 50 per cent of fanzine members were ‘professional’ people, students (11%), skilled manual (21%), self employed (6%), unemployed (4%) or others (7%). This is substantially different from the demographic profile of fanzine members normally reported in the mass media (‘the great unwashed’) • The survey revealed a high level of demand among fans for greater Web 2.0 functionality on the official Celtic club site – RSS feeds (58%), discussion forums (66%), blogs (70%), Club podcasts (71%) and User Generated Content (41%)  
    120. 120. ENERGISE2-0.COM Celtic Survey • Major changes taking place in the way in which fans accessed information about the Club – 85 per cent stated that fanzine sites were an ‘Important’ or ‘Very Important’ source of information, TV (57%), the official Club web site (50%), general sports web sites e.g. Sky (42%), printed newspapers (29%), newspaper web sites (23%) • 84 per cent stated that they were reading fewer newspapers and using more online information sources; 77 per cent stated that they were accessing the official Club web site less and the fanzine sites more often
    121. 121. ENERGISE2-0.COM Name of Website Number of Registered Users Total Posts Number of Threads www.celticminded.com 16,954 8,344,813 650,660 www.kerrydalestreet.co.uk 6,998 2,413,850 65792 www.talkceltic.net 23,533 1,523,512 86,316 www.celticoverall.com 3,124 474,253 52,899 http://www.cybertimscsc.com 839 131,407 9,714 www.monthehoops.co.uk 10,610 123,863 16,542 www.celticforum.net 2,995 56,799 4,866 www.talfanzine.com n/a 49096 7390 www.keep-the-faith.net 753 37,480 1,020 www.celtic.vitalfootball.co.uk 52,778 25,221 2,581 http://www.planet-celtic.co.uk/ 6795 430 88 http://www.celticsupporterassoc.co.uk 406 83 27 http://wigandpen.proboards18.com/index.cgi#general 287 8 23 www.thejunglebhoys.net n/a n/a n/a www.etims.net 1335 24,429 2968 www.thehuddleboard.com n/a n/a n/a  
    122. 122. ENERGISE2-0.COM • Survey covered fanzine site users – might not be representative of all Celtic fans
    123. 123. ENERGISE2-0.COM Web 2.0 Strategy Development
    124. 124. ENERGISE2-0.COM ‘Getting There’
    125. 125. ENERGISE2-0.COM Next Steps • Get Involved – Google Alerts, Linkedin, Social Media Monitoring • Learn more • Develop a strategy • Implement • Monitor
    126. 126. ENERGISE2-0.COM Social Media Development Cycle
    127. 127. ENERGISE2-0.COM SM Development Cycle
    128. 128. ENERGISE2-0.COM Each Step is being covered in detail on our blog at www.energise2-0.com
    129. 129. ENERGISE2-0.COM Five Key Areas • External Analysis: Evaluate Your Social Media Landscape • Internal Analysis: Evaluate Your ‘Readiness to Engage’ • Develop Your Social Media Strategy and Action Plans for ‘Getting There’ • Evaluate Your Social Media Performance and ROI • Organization, People and Resource Issues
    130. 130. ENERGISE2-0.COM ‘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?
    131. 131. ENERGISE2-0.COM www.mashable.com
    132. 132. ENERGISE2-0.COM Develop Your Social Media Strategy and Action Plans for ‘Getting There’
    133. 133. ENERGISE2-0.COM 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
    134. 134. ENERGISE2-0.COM 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……
    135. 135. ENERGISE2-0.COM 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
    136. 136. ENERGISE2-0.COM Social Media Strategy Map Brief statement of your overall 2.0/Social Media Vision and Mission Strategic Objectives Customer Perspective Internal Management Perspective Organisation Perspective   Strategic Objectives  KPIs / Targets  KPIs / Targets  KPIs / Targets  KPIs / Targets  Customer Group 1  Customer Group 2  Customer Group 3  Customer Group 4  2.0/Social Media Initiative 1 - Objectives - KPIs - Targets - Actions  2.0/Social Media Initiative 2 - Objectives - KPIs - Targets - Actions  2.0/Social Media Initiative 3 - Objectives - KPIs - Targets - Actions  2.0/Social Media Initiative 4 - Objectives - KPIs - Targets - Actions  Organisation  People Resource 
    137. 137. ENERGISE2-0.COM Organization, Resource and People Issues
    138. 138. ENERGISE2-0.COM Organization, Resource and People • Organisation, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. In fact, the exact opposite is true
    139. 139. ENERGISE2-0.COM Monitor and Measure
    140. 140. ENERGISE2-0.COM Monitoring the Conversations • Use Social Media Monitoring Tools to monitor online conversations relevant to your brand • No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, IceRocket, Blogscope, Blogpulse and ViralHeat • More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar
    141. 141. ENERGISE2-0.COM Monitor and Measure • To ensure that your SM strategy delivers a return on investment, it is important to monitor and evaluate on- going performance benchmarked against agreed objectives, KPIs and targets • Performance evaluation should be undertaken at three main levels using the ‘4Is’ approach….  
    142. 142. ENERGISE2-0.COM Performance Measures - The ‘4Is’  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  Social Media Monitoring Tools – Audit, Assess, Impact
    143. 143. ENERGISE2-0.COM Monitor and Measure • Individual Channel Performance – the effectiveness/success of each channel benchmarked  against agreed targets for the ‘4Is’ i.e. Involvement,  Interaction, Intimacy and Influence – most channels provide easy to access statistics for  measuring each ‘I’ to a very high degree of accuracy  
    144. 144. ENERGISE2-0.COM Facebook Insights
    145. 145. ENERGISE2-0.COM Facebook Insights
    146. 146. ENERGISE2-0.COM Monitor and Measure   • Wider Social Media Performance – monthly or quarterly reporting of the overall ‘buzz’  created by your SM activities using appropriate Social  Media Monitoring tools – this will show the impact of your SM activities on others  and other channels – it measures the volume of mentions, trends over time,  which channels are driving your buzz, who is taking your  message further, through which channels, and what  affection or affinity they are showing, and so on    
    147. 147. ENERGISE2-0.COM Monitor and Measure • Underlying Business Performance – the performance of each social media channel and the  overall ‘buzz’ created are ‘lead’ rather than ‘lag’ measures – in a social media era, they are the main ‘drivers’ of future  business performance – the final level of performance monitoring, therefore, is  linking your social media activity to overall business goals  and objectives e.g. enquiries, sales or customer loyalty.  Is  social media achieving your ultimate business objectives  i.e. ‘lag’ measures? 
    148. 148. ENERGISE2-0.COM Who is talking about you, where online, what are they saying?
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    150. 150. ENERGISE2-0.COM Visit “Edinburgh Castle” Visit “Kelvingrove” Visit “Falkirk Wheel”
    151. 151. ENERGISE2-0.COM Visit “Edinburg h Castle”
    152. 152. ENERGISE2-0.COM Visit “Edinburgh Castle” Visit “Kelvingrov e”
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    155. 155. ENERGISE2-0.COM Bob Dylan Come gather 'round people Wherever you roam And don’t criticise What you can't understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or you'll sink like a stone For the times they are a-changin’
    156. 156. ENERGISE2-0.COM Continue the discussion at www.tourism2-0.co.uk www.energise2-0.com
    157. 157. ENERGISE2-0.COM Thank You Questions
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