1. Cara Azevedo & Janet Doyle
@carazcomm @JDtrains
@DSportsMedia
2. Why don’t you tell us how you really feel?
“With so many Africans in Greece at least the
West Nile mosquitos will eat homemade food.”
“…I am still trying to come to terms with what
has happened. I am trying to stay calm
otherwise I would lose control.”
3. Event Regulation: IOC: Social media activity is encouraged and supported
“must not report on competition or comment on the activities of other participants”
Team or League Suspensions & Fines: Micky Arison, owner of the
Miami Heat, was fined a whopping $500,000 for telling a disgruntled fan they were
"barking at the wrong owner” in a tweet.
Transparency: British Olympic Council warns their athletes against giving
competitors a “mental edge”
“Trolls” / “Haters” Rebecca Marino quit tennis, suffered from depression,
received threats from bookies.
Sponsors: Reshard Mendenhall tweets opinion on Osama Bin Laden’s death,
loses Champion endorsement.
Risky Business:
4. Opportunity: Power of Suggestion
Sports fans who follow their favourites
athletes on social media are 55% more
likely to purchase a brand if an athlete
mentions it on Facebook or Twitter
2011 Catalyst Fan Engagement Study
#1 #2
Parents
Athletes
81% use the
internet for
sports news
68% love, like, or are
indifferent about
sports personalities
posting sponsorship
messages.
Game on: 83%
check social media
during the event
Companies that uses Athletes
see a 4% revenue increase for
that specific product to about
$10,000 million increase/year
and ¼% increase in stock
price. 2011 Journal of Advertising
GMR Marketing
5. The Power of Suggestion
• “People don’t buy what you do; people buy
why you do it.” (How great leader inspire action, Simon Sinek)
– Neocortex: the What-Rational, language ie
features, benefits, facts and figures.
– Limbic Brain-Trust, loyalty, behavior, decision
making, no capacity for language. “Gut decisions”
• Establishing a personal brand is making a
statement about beliefs and values.
6. "I think a lot of times brands want
athletes to be 100 percent neutral
so they don't run the risk of
offending anyone. We want to
stand for things, we want to vote
for change. I think strong
personalities are really good.
People who are complete drips,
who lack personalities, are not
interesting to follow.”
Sally Bergesen, founder and CEO of Oiselle
7. The Team: The Original Brand
• Humans have a desire for belonging. Put on a
jersey or a hat with a logo and you become part
of the team. You share the struggles and
successes with genuine emotion. You
experience the story.
• “Fighting” is a common theme, but doesn’t
have to be violent. Competition is in essence, a
“fight”. Personal, family, injuries, the theme is
the persistence of the human spirit.
8. • Direct messaging: Broca’s area and Wernicke’s
areas in the brain get activated. Language
decoded to meaning.
• Storytelling changes the way the brain processes
the information - any other area in our brain that
we would use when experiencing the events of
the story are activated. Whenever we hear a story,
we want to relate it to one of our existing
experiences.
• #1 sports marketing tactic: “behind the curtain”
9. Call Me Maybe by USA Swim Team
Uploaded 26 July 2012 (1 day before opening
ceremonies), 4.4 million views in 1 week
(currently 11,439,815 views)
10. Insights from London 2012
• 54% increase Teen Girls 12-17, overall age group up 29%
• Teen girl ratings more than double the rating of the No. 1
primetime shows on remaining competing broadcast
networks.
And they are mobile for the first time:
• 68% of People ages 13-24 live streamed on a tablet
• 53% of People ages 13-24 live streamed on A smart phone
NBC & NBC Live Extra App Users
11. How the UFC smashed into the Sports
Entertainment Industry
• $40 million in debt with empty arenas, niche
MMA communities lived online in forums
• 2005 Dana White and Zuffa, Ultimate Fighter
TV show provided education and storytelling.
• Now IS THE fastest growing sport in the world;
content in over 354 million homes in more
than 145 countries & 19 different languages
• HBO followed in 2007 with 24/7; record 2.4
million PPV (21% over Holyfield/Tyson record)
12. UFC: Social
• Livestream undercards on Facebook
• Quarterly Social Media Incentives for fighters,
Most followers, Biggest % growth, most
creative.
• #UFC Hunt
• Dana White
• Nate Diaz suspension
16. “The Money Team”/Floyd Mayweather
• From Pretty Boy Floyd to “Money Mayweather”, previously
with HBO now 6 fight contract with Showtime; airs all
content online.
• Common,CBS & Ice Cube, Kobe Bryant, 50 Cent. Justin
Bieber: Mayweather has also established a connection with
Justin Bieber (PHOTO) May 4th: 477k likes, 25.8k comments
• PPV buys for #MayDay were down but a developing a
strong brand with TMT which will most likely lead to
greater successes when he retires from boxing and
concentrates on the boxing business as a promoter.
34. Takeaways
• It is necessary for organizations to be
proactive with social media starting at the
grassroots level.
• Providing training for young athletes is
highly recommended.
• An integrated branding and
communications strategy is the next step.
42. 1) Glide: Take a photo of Karen Percy gold medal
2) Blade: Get a photo of you pretending to figure
skate in front of one of the mannequins
3) Locker Room: Take a photo of Doc Seaman locker
stall artifacts
4) Slide: Take a photo of you over one of the luge
sleds
5) Hockey: Find and take a picture of you trying to
pick up the Lucky Loonie in the Hockey Gallery
The Rules:
• Tweet the following 5 photos using the hashtag #HallofFameHunt
• Each photo tweeted must contain the corresponding number (ie: #5 Lucky Loonie)
• The first person to successfully tweet all 5 photos and return to the theatre will win
1st prize, second person to return will win 2nd etc.
DynamicSportsMedia.com
