Digital Disruption in Sport | DS Manchester | Jeff McCarthy

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Digital Disruption in Sport

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Digital Disruption in Sport | DS Manchester | Jeff McCarthy

  1. 1. #DSManchester Digital Sport Manchester Digital in Sport: Disrupting and levelling the playing field Jeff McCarthy Senior Lecturer: Digital & Sport Marketing, MMU • @jeffmclfc • Jeff McCarthy Google+ • http://uk.linkedin.com/in/jeffmccarthyuk #DSManchester
  2. 2. #DSManchester Who Am I? • Digital & Sport marketing specialist • Previously digital marketing business owner >6yrs • Senior Lecturer in Digital & Sport Marketing • CIM & IDM Course Director (Prof. Qualifications & In-Company) • Guest blogger, internationally published author (Practitioner & Academic journals) Let’s connect: jeff.mccarthy@mmu.ac.uk | @jeffmclfc | Google+ | http://uk.linkedin.com/in/jeffmccarthyuk
  3. 3. #DSManchester Major Sporting Events Drive Change • Media fragmentation happening at incredible rate • Sport content drives digital consumption • Platform agnostic consumers • Records being broken left, right, centre… • Digital disruption levels the playing field Image source: www.google.co.uk/imghp, accessed 24.04.13
  4. 4. #DSManchester The Good:  Contagion / viral  Sense of community  Shared experience  Treasured memories  Showing off  Source: @foster_alexa, @ric_wee. http://www.chroniclelive.co.uk/sport/athletics/great-north-city-games-starts-6022489, https://www.youtube.com/watch?v=yRA-N58ZXSU Changing the Fan Experience
  5. 5. #DSManchester The Bad: × Poor/no connection × Trash content × Lack of data × Lack of atmosphere? Changing the Fan Experience Source: www.google.co.uk/imghp
  6. 6. #DSManchester • Some initial concerns with social: Conversations “These supporters are saying it in the pubs, or on the terraces, or in the shops, wherever they meet and congregate. So denying them that space on the website doesn’t mean that those views will go away.” Engagement “[Clubs]...have just shied away from any level of interaction and engagement with our supporters.” “We have to be a little bit careful that we don’t push them [fans] into finding information elsewhere in terms of the stuff we put out from a Club point of view.” Commercialisation “[Clubs]...have just shied away from any level of interaction and engagement with our supporters.” “... the danger is that you make it overtly commercial. That’s the big, big issue.” Copyright: McCarthy, et al., (2014) The Impact on Organisations Social media in the football industry – a brand management perspective
  7. 7. #DSManchester Source: Universal McCann, 2011:38. Why? Source: Universal McCann Impact of social on Brand Sites
  8. 8. #DSManchester • What does your brand represent: – Externally: To your audience? – Internally: To your team? Source: smartinsights.com (2014) & http://www.theuksportsnetwork.com/using-twitter-to-mix-business-with-pleasure. The Impact on Organisations “I am extremely proud to once again be playing a part in the club’s history.”
  9. 9. #DSManchester  Content  Community  Shared Experience  Co-creation  Passion  Success & Failure  Highs & Lows  Unpredictability  Opinions  Interaction  Identity  Differentation  Expertise  Data  Source: Holt (2004) Sport has all the ingredients to be successful Above all: Stories!
  10. 10. #DSManchesterSource: @gapingvoid So We Now See: Failure As Opportunity • The terrain is unpredictable
  11. 11. #DSManchester  Passionate, brand advocacy  Immediacy  Responsiveness – adapting & changing content plan on the fly  Real-time content – particularly behind the scenes Source: http://statigr.am/tag/carlsbergtalk, Good Social Media Practice
  12. 12. #DSManchester Source: Nic Peate, Rippleffect.com Everton Why?  Increasing/maintaining fans & followers during tough times  Reduce negative conversations  Promote commercial message without negative feedback How?  Switch focus to fans & players  #FanFriday & #standtogether initiatives  Season ticket campaigns  Personal tone of voice Source: https://twitter.com/Everton, http://www.evertonfc.com/news/archive/2012/10/14/twitter-breaks-100k-mark, accessed 23.10.12
  13. 13. #DSManchester Source: http://republicofdigital.co.uk/2014/02/14/everton-turn-agony-to-ecstasy-for-malaysian-fan/ Own the Moment!  Over 6,000 RTs  National & global coverage  TV & Radio: Sky Sports News, North West Tonight, Granada Reports, 5Live, Talksport, Radio City, Radio Merseyside. Press: UK newspapers, Australia, New Zealand, Malaysia.  Ric’s followers immediately grew to 8,700! Everton Brand Strength:  Authenticity | Responsiveness | Presence Understanding | Relevance  Sense of fan community crucial  All sporting sites can find this genuinely opens up potential of global audience
  14. 14. #DSManchester Source:, 2012 Passions = Opinion After deal
  15. 15. #DSManchester • Sport is Part of Our Lives • Sports fans attend, participate, watch • Sports fans crave information Source: http://republicofdigital.co.uk/2014/04/04/mcfc-high-density-wifi-takes-epl-stadia-into-21st-century Embracing common interest
  16. 16. #DSManchester  Event providers sell & engage  Retailers drive footfall  Athletes inspire & interact  Community engages  Publishers entertain & inform  Brands transcend The Glue...
  17. 17. #DSManchester  Competition & gamification work  Physical communities attract  Community is how you build passionate tribes  Fans will defend against detractors The Glue...
  18. 18. #DSManchester • What have you got to say, to share? – “If you want us to talk to you, tell us something. Make it something interesting for a change.” (Cluetrain Manifesto, 1999) • Look outside of sport (I’m not a ‘monster’ btw!) Source: https://econsultancy.com/blog/9262-9-things-lady-gaga-can-teach-us-about-community-management#i.19eprgnigtf45r What is Your Story?
  19. 19. #DSManchester • Mobile: 2nd screens become main source of immediate, relevant content. – UK mobile market worth £1.03bn (up 93.3% on 2012) – Digital adspend £6.3bn (increased £853m 2013 vs 2012) – Mobile users to pass desktop in 2014 (Morgan Stanley) • Internationalisation – go local & break down language barriers • Wearable tech is here Source: http://spmrkt.wordpress.com/2014/04/14/the-future-of-sport/; : www.google.co.uk/imghp; www.youtube.com Further Disruption
  20. 20. #DSManchester Mobile First Social is Here • AND they often have brands in mind from day 1! Source: econsultancy.com; uksportsnetwork.com
  21. 21. #DSManchester Source: http://www.gapingvoid.com, accessed 26.10.12 Does Your Other Digital Now Trail Social & Mobile? • Remember:  Plan ahead: Content Strategy  Do people care?  Are you:  Funny?  Interesting?  Opinionated?  Original?  What is your tone voice?  What is your personality?
  22. 22. #DSManchester • CONTENT = CRAVINGS • COMMUNITY = SOCIAL • CONVENIENCE = MOBILE • So focus on connections Your Are The Glue... The Golden Rule? NEVER just cross-post... DO change your message and creative for the service
  23. 23. #DSManchester Any questions? #DSManchester

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