Sport in social media Createdby: Mihály Zsiros firstname.lastname@example.org facebook.com/zsirosmihaly twitter.com/mihalyzsiros
Introduction What are these? Dynamically increasing function economy, marketing, communication The persons of sport (sportsmen, sport associations, sport federations) also try to push an advantage of the social media. Trend, use.
Hypothesis The persons of sport in Hungary still didn’t recognize the possibilities of the social media and that’s why they don’t use it. Strategy is missing.
Analysing methods, - persons, - conditions Domestic and international datas about internet usage. Questionnaire research combined with strucured interviews.
Social media Definition Why is it important? Constant and unavoidable communication channel. You can build so emotional contact which is inconceivable through conventional media. Influence and extension possibility for sponsors.
Profile picture of Danica Patrick’s Facebook page.
48% of thehungarianpopulationhave internet access. 40% of thehungarianpopulationaremembersofoneofthesocialsites. 84% of thehungarian internet usersaremembers of oneofthesocialsites. Source: Gfk Hungária, Kutató Centrum, MASMI Hungary
550 millionusers, 2 millionhungarian
Iwiw is theleadersocial site in Hungary with4 millionhungarianusers.
Other facts The radio needed 38 years to have 50 million listener worldwide. The television needed only 13 years to have 50 million viewrs. The internet needed 4 years. The Facebook reached 100 million members at 9 months.
„Old media” vs „new media” The estimated market value of the „new media” (Facebookk, Twitter, …) is 289 billion dollar. (Only the Facebook is 30 - 40 billion.) The estimated market value of the „old media” (CBS, NBCU, …) is 296 billion dollar. Neck-and-neck… Source: Business Insider
Results 245 respondents. 51% men, 49% women. 68%: youngerthan 25 years old, 26%: 25-50 years old, 6%: olderthan 50 years old.
98% of therespondentsareregisteredmemberof oneofthesocialsites. 75% of them enter tothe site atleastonce a day.
The 3 best-knownsiteswereIwiw (99%), Facebook (96%) and Youtube (95%).
54% of therespondentsfollowthepersonsof sport inthesocialmedia. 42% of therespondentsmentionedcontentwhattheywouldfollowtoo, butdoesn’texist. 23% of respondentswhodon’tfollowmentionedcontentwhattheywouldfollowregularly, butdoesn’texist. (Thesewere video contentslikeinterviews, videoblog.)
Popularity of sport clubsonFacebookon Source: Nemzetisport, Facebook
Popularity of sportsmenonFacebookon * Retiredsportman Source: Facebook, owncollection
The hungarian sport federations have websites, but these are still 1.0 platforms…
Lance Armstrong: 1 472 584 fans
LanceArmstrong’scasestudy Lance collected 100 000+ dollar for his foundation with his last social media action. His team’s main sposor RadioShack gave 1 dollar/person who put the number 28 to his/her profile picture with a Facebook application refer to 28 million people live with cancer worldwide.
Results Only in 2 cases were strategy behind the social media appearance of the asked sportsmen (Balázs Dzsudzsák, Ágnes Szávay). My hypothesis are proved.
And they? Ádám Marosi, World Championin modern pentathlon Krisztián Pars, Olympic 4th Katalin Kovács, Natasa Janics: OlympicChampions
Conclusions There aren’t any entry limits, professional skills are not necessary, it doesn’t take too much time can’t despise the effect of social media. It looks like that the social networks are going to dictate the future of marketing. The activity is low for the present in Hungary, in turn who is out that is going to drop behind. Sport 2.0 is here.