Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
SPONSORSHIP –MAKING SPORT PAY
Changing comms landscapeSport Fuels DialogueMaking Sport Pay - ACTIVATION
1. CHANGING   COMMSLANDSCAPE
The changing communicationlandscape…..                                        3. The age of engagement  1. The age of inte...
An integrated specialist division      Creative               Accountable
2. SPORT FUEDIALOGUE
Trends in Media consumption arechanging FAST                     2007                 2009            2011 Global Internet...
Mobile device browsing is expected toexceed desktop by 2014
Super Bowl 2012
Dual Screen Technology enhances theviewing experienceZeebox: Your TV sidekick■ It knows what you are watching■ It shows wh...
Technological innovation
Sports is a rich environment forachieving meaningful dialogue  Consumers engaged by brands                Brands engaged b...
Therefore, our focus is to help ourclients drive OUTCOMES not OUTPUTS   Traditional sponsorship      New involving sponsor...
. Making Spor     Pay ACTIVATION
Activation of a Sponsorship asset is essentialto making it successful                  Strategy                 Negotiatio...
Engaging consumers requires activationacross multiple media touchpoints    Bought          Owned          Earned
Brands are recognising the value ofengaging Social Media content"If you can figure out how to build communities aroundyour...
Engaging activation using all assets      BOUGHT / OWNED                            EARNED  Consumers engaged by brands   ...
Social Media is set to be an OlympicBattleground             “Social Media drives us toward             content that is ab...
RBS Mud, Sweat & Tears: The Road to theWorld Cup                                   Bought                                 ...
Audi‟s US Ski team content optimisedmultiple media channels   1      Team       endorsement           - PR                ...
EVALUATION
Earning dialogue is what drives our KPIs     Brand Values    Audience      Business Growth                    Relationship...
The digital age allows for greatermeasurement and evaluation                        Tool                    Role          ...
TO RECAP SPONSORSHIP DELIVERS ENGAGING CONSUMER CONTENT ACROSS MULTIPLE CHANNELS TECHNOLOGICAL INNOVATION & SOCIAL MEDIA E...
THANK YOU
Rory Maxwell - MediaCom Sport
Upcoming SlideShare
Loading in …5
×

Rory Maxwell - MediaCom Sport

1,795 views

Published on

MediaCom Engage Conference
Making Sport Pay
Sport as a Marketing Medium
Edinburgh, 10th May, 2012

Published in: Business, Technology
  • Be the first to comment

Rory Maxwell - MediaCom Sport

  1. 1. SPONSORSHIP –MAKING SPORT PAY
  2. 2. Changing comms landscapeSport Fuels DialogueMaking Sport Pay - ACTIVATION
  3. 3. 1. CHANGING COMMSLANDSCAPE
  4. 4. The changing communicationlandscape….. 3. The age of engagement 1. The age of interruption 4. The age of dialogue 2. The age of entertainment 1950s 1960s 1970s 1980s 1990s 2000 2010
  5. 5. An integrated specialist division Creative Accountable
  6. 6. 2. SPORT FUEDIALOGUE
  7. 7. Trends in Media consumption arechanging FAST 2007 2009 2011 Global Internet 1,129 million 1,734 million 2,267 million users (17.2%) (25.6%) (32.7%) Facebook accounts 58 million 360 million 845 million Twitter accounts 340,000 18 million 200 million+ TRIPLED… Broadband availability has …in the last 5 YEARS… 5.9 billion mobile subscriptions
  8. 8. Mobile device browsing is expected toexceed desktop by 2014
  9. 9. Super Bowl 2012
  10. 10. Dual Screen Technology enhances theviewing experienceZeebox: Your TV sidekick■ It knows what you are watching■ It shows what your friends are watching■ It can give you more information about what you are watching■ It lets you buy and download relevant stuff
  11. 11. Technological innovation
  12. 12. Sports is a rich environment forachieving meaningful dialogue Consumers engaged by brands Brands engaged by consumers Traditional advertising | Interruption Interactive communications | Dialogue
  13. 13. Therefore, our focus is to help ourclients drive OUTCOMES not OUTPUTS Traditional sponsorship New involving sponsorship Passive consumer OUTCOME: Active consumer OUTPUT: relationship Relationship
  14. 14. . Making Spor Pay ACTIVATION
  15. 15. Activation of a Sponsorship asset is essentialto making it successful Strategy Negotiation Activation Evaluation
  16. 16. Engaging consumers requires activationacross multiple media touchpoints Bought Owned Earned
  17. 17. Brands are recognising the value ofengaging Social Media content"If you can figure out how to build communities aroundyour brand, its enormously powerful….…Consumers are spending about 8 minutes per visit, onaverage, on the "How Olympic Are You?". That is aboutdouble the time they spend on ordinary Samsung sites”Ralph Santana,Chief Marketing Officer of Samsung
  18. 18. Engaging activation using all assets BOUGHT / OWNED EARNED Consumers engaged by brands New involving sponsorship Traditional advertising Interactive communications & Dialogue
  19. 19. Social Media is set to be an OlympicBattleground “Social Media drives us toward content that is able to provoke consumer conversation, that drives longevity.“ James Eadie, Olympic portfolio director for Coca-Cola Co.
  20. 20. RBS Mud, Sweat & Tears: The Road to theWorld Cup Bought Owned Earned
  21. 21. Audi‟s US Ski team content optimisedmultiple media channels 1 Team endorsement - PR 7 Association with success Motion‟ 6 „Truth in free download Audi’s US ski team sponsorship activated Content creation through multiple media touch points 5 „Truth in Motion‟ 2 distributed on National TV Social media engagement „Truth in Motion‟ 3 4 content
  22. 22. EVALUATION
  23. 23. Earning dialogue is what drives our KPIs Brand Values Audience Business Growth Relationship Property Assets Dialogue Bought Owned Earned KPI Metrics
  24. 24. The digital age allows for greatermeasurement and evaluation Tool Role Twitter mentions  Mentions trend by day & hour  Sentiment trend by day & hour Digital mentions  Share of voice Evaluate Track  Key sites and influencers  Emerging topics  Overall sentiment Monitor TV meets digital  Event/ TV property and digital footprint  Cross Media index score
  25. 25. TO RECAP SPONSORSHIP DELIVERS ENGAGING CONSUMER CONTENT ACROSS MULTIPLE CHANNELS TECHNOLOGICAL INNOVATION & SOCIAL MEDIA ENHANCE ACTIVATION OPPORTUNITIES ACTIVATION STRATEGIES MUST ENGAGE MULTIPLE CONSUMER TOUCHPOINTS
  26. 26. THANK YOU

×