Sports Social Media and Marketing - Running Conference Melb 090417

Sports Social Media & Marketing Running Conference ‐ April 2009  Nick Gonios – Director, Community Development  

Nick Gonios Backgrounder  Nick brings over 16 years of web strategy and commercial  experience from both large mulLnaLonal IT and web  companies, including MicrosoP, Fujitsu, HotHouse, and local  start ups, including Peakhour and SportsPassion.   As co‐founder and Director, Community Development at  SportsPassion, Nick is focused on engaging and building local  sports communiLes with the power of parLcipant driven  tools and services online.    Founder – Sports Symposia  AIMIA NSW CommiWee Member  3eep Pty Ltd Copyright ©2009   Commercial in Conﬁdence  

Consumerism is the equaLng of  personal happiness with the  purchasing of material  possessions and consumpLon.  hWp://en.wikipedia.org/wiki/Consumerism  3eep Pty Ltd Copyright ©2009   Commercial in Conﬁdence  

Mail Order Catalogs  2008  Depicts 115,000 mail order catalogs,  the number mailed in the U.S. Every  minute.  Chris Jordan photographer  on consumerism  3eep Pty Ltd Copyright ©2009   Commercial in Conﬁdence  

Sports media is becoming fragmented because  of diverse consumer technologies…  Mobile TV  •  Gen X & Y spending less Lme  with tradiLonal media  (newspaper, radio and TV)   •  MulL tasking has increased  Digital sLll /  •  Key factor is aWenLon and  video cameras  engagement  iPods  IPTV  Social internet sites  3eep Pty Ltd Copyright ©2009   Commercial in Conﬁdence  

…yet the sports industry is heavily focused on  broadcast media value chain  Content     Content     Content      User  “AWenLon      End User  Seekers”  CreaLon     Packaging      DistribuLon      Interface  Professional  Cinemas  Viewers  Sports  Leagues  TV  Listeners  College/ High  Radio  Readers  School Sports  Newspapers  Gamers  Local  Sports  PC  User  Mobile  Generated  Devices  Content  Games  (the players,  coaches,  fans are the  actors)  3eep Pty Ltd Copyright ©2009   Commercial in Conﬁdence  

Australians are the world’s  From the  IBM InsLtute of  heaviest consumers of  Business Value 2008  social media 

Nearly 7 million sharing photos  5.7 million reading consumer   & 3.6 million sharing video  reviews online  From the  2.9 million uploading music and  Nielsen 2008 UGC  Report  nearly 2 million uploading video  Australia  5.1 million consumers involved   4.5 million reading blogs &  in social networking  1.5 million wriLng a blog 

What now for the ‘empowered and  connected’ sports parLcipants?  Mass market exposure  Audience  Millions of viewers per  NaLonal (Elite) Leagues  team  (e.g. AFL NaLonal League)  10,000’s of viewers   & supporters per team (local  Tier 2/3 Leagues  media coverage)  (e.g. State level and regional level)  1000’s of supporters per team  Local Metro Leagues  (some local media coverage)  (e.g. suburban club leagues)  Junior Leagues  10‐100’s of supporters per team  (e.g. suburban juniors)  (eﬀecLvely no media coverage)   Leagues or Comps  Mass parLcipaLon  3eep Pty Ltd Copyright ©2008   3eep Pty Ltd Copyright ©2009   Commercial in Conﬁdence  

Nike &  Adver5sing   “We’re not in the  business of keeping  the media companies  alive.” Trevor Edwards, Nike’s  corporate vice president for global  brand and category management  “We’re in the  business of  connec5ng with  consumers.”  3eep Pty Ltd Copyright ©2009   Commercial in Conﬁdence  

I’ll leave you with a thought…  Take the lead  and empower your sports  par5cipants to converse & engage  with socially driven tools and  services and you will be amazed!  3eep Pty Ltd Copyright ©2009   Commercial in Conﬁdence  

Nick Gonios  COO & Director, Community Development  SportsPassion  www.sportspassion.com  nick@sportspassion.com  twiWer & skype: nickgonios  mobile: 0416 239 111  3eep Pty Ltd Copyright ©2009   Commercial in Conﬁdence  

Sports Social Media and Marketing - Running Conference Melb 090417

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