« Management du Sport» Conference, 13-14 June 2013,
ISC Paris
Sport and Social Media
(#Digisport #Smsports)
State of Play,...
1. Sport and Social Media, how it works and Fits
2. 2P/2C/2E Model
3. Future Prospects in Academic Research and Teaching
P...
Top 15 ratings 2012 in France
Its a Whole New Ballgame (Sanderson, 2011)
•81% of people prefer the internet for their sports news (41% Twitter/Facebook ...
Percentage of French People on at leat one social
media
How many social media per french people?
Sports Fans using social media for sport experience
•blogs (weblogs): a personal journal published on the World WideWeb
•Online communities: the discussion forum remains the ...
Social Media : notoriety in France
I’m making my presentation at #ISC . Unable to speak english #KMN
I like the ISC Sports Management Conference
I’m atISC
He...
The Digital Strategy of the NBA
Melissa Rosenthal Brenner, NBA Vice President of Marketing
“Our mission for All-Star is th...
To put the Fans front and center
Increase the level of engagement, experience and loyalty
Exemple : FFF and Facebook
Exemple : La NBA sur Instagram
Exemple : NBA on Instagram
My instagram account
Callaway and LinkedIn
“This partnership and
concept are exciting
because no other company
has used LinkedIn’s API in
this ...
• The Monopoly Generation (1900-
1950) is identified with the
emergence of modern sport. You
had to go to a stadium to see...
Exemple : Second Screen Canal Football App
“the Canal Football App Stat
Center. The new feature allows
fans to compare pla...
Exemple : Nike+
Exemple : Nike+
Exemple : I was there !
4P (supply)
4C
(constumer)
4E
(experience)
3C
(digital)
4C
(social
media)
Product
Price
Place
Promotion
Consumer
Cost
Conv...
• Second Screen
• Big Data
• ConnectedStadium/Geolocalisation
• Fail, Regulation& Digital Ambush
• Marketing Strategy& Dig...
Majors trends
Marketing
Sports
Economics
humanresource
management
managingfaciliti
es and stadia
Event
Management
Sports L...
Digisport helleu
Digisport helleu
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Digisport helleu

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Présentation intitulée "Sport and Social Media - #Digisport #SMsports - State of Play, issues and challenges". "Colloque Management du Sport", le 14 juin à l'ISC/Paris.
Boris Helleu, Maitre de Conférences, Université de Caen Basse-Normandie

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Digisport helleu

  1. 1. « Management du Sport» Conference, 13-14 June 2013, ISC Paris Sport and Social Media (#Digisport #Smsports) State of Play, Issues & Challenges Boris Helleu ( @bhelleu) Université de Caen Basse-Normandie (France), EA 4260 CesamS
  2. 2. 1. Sport and Social Media, how it works and Fits 2. 2P/2C/2E Model 3. Future Prospects in Academic Research and Teaching Plan : 1. I’m not (only) a geek and I’m not a prophet, I won’t speak about the so-called digital revolution 2. An overview in order to understand the academic space of #digisport 3. This work is based on Helleu &Karoutchi in Beech & Chadwick (2013) and tries to go further 4. Exploration work based on curation, strategic monitoring and interviews Goals : Plan and usual caution
  3. 3. Top 15 ratings 2012 in France
  4. 4. Its a Whole New Ballgame (Sanderson, 2011) •81% of people prefer the internet for their sports news (41% Twitter/Facebook – 40% websites) •When the game is on TV, 83% of people will check sports social media •63% will even check updates while they’re sitting in the stadium •88% of NHL team Fans are multi-screeners (online via computer or cell phone while watching a game on TV) •94% of NHL team Fans have purchased a product or service as a result of following a brand on Twitter •79% of sports fans have used their device for watching or following sports this past year Social Media Usage •Euro 2012 : 11,9 million tweets •NBA Finals : Twitter @ Facebook mentions : 19,13 million •Superbowl XLVI : 5,67 million tweets, 215 000 Facebook likes •Usain Bolt garnerded 80 000 tweets/minute during his gold medal winning 200m sprint •Camp Nou is the most socialized place in the world according to Facebook In 2012
  5. 5. Percentage of French People on at leat one social media
  6. 6. How many social media per french people?
  7. 7. Sports Fans using social media for sport experience
  8. 8. •blogs (weblogs): a personal journal published on the World WideWeb •Online communities: the discussion forum remains the best-known and oldestform of online discussion •Websites for sharing video content (YouTube, Dailymotion, etc.), photos (Flickr), links (Delicious), and music •Socio-digitalsystemssuch as Facebook, Orkut and professionaltie- inslikeLinkedIn and Viadeo. •New platformssuch as Foursquare, Instagram, Pinterest, Vine, Bobler, Snapchat… Social network / Social media
  9. 9. Social Media : notoriety in France
  10. 10. I’m making my presentation at #ISC . Unable to speak english #KMN I like the ISC Sports Management Conference I’m atISC Here’s a vintage photo of Simon Chadwick making his presentation at ISC Conference Here I’m making my presentation I was at ISC Conference. I got skills in #digisport Here’s a funny mini video of Michel Social & Technology Listen to me at ISC conference
  11. 11. The Digital Strategy of the NBA Melissa Rosenthal Brenner, NBA Vice President of Marketing “Our mission for All-Star is the same as our goal every day of the year, which is to enhance our fans' engagement and enjoyment of the game. And that's really what social media is for us. It's a way for fans to interact with each other on a global basis. We look at everything from trending topics to individual post engagement on Facebook, as well the volume and sentiment of mentions across all platforms. We'll put out a pretty robust analysis post All-Star on volume, sentiment, as well as key tweets or Facebook status updates that really tell the story of what fans feel about our game and feel about the event itself.”
  12. 12. To put the Fans front and center Increase the level of engagement, experience and loyalty Exemple : FFF and Facebook
  13. 13. Exemple : La NBA sur Instagram
  14. 14. Exemple : NBA on Instagram
  15. 15. My instagram account
  16. 16. Callaway and LinkedIn “This partnership and concept are exciting because no other company has used LinkedIn’s API in this way before, and we’re using it to connect passionate golfers. It furthers our commitment to being the most transparent, most
  17. 17. • The Monopoly Generation (1900- 1950) is identified with the emergence of modern sport. You had to go to a stadium to see a match. • The television generation (1950- 1990). It became possible to watch an event outside the stadium and around the world. • The Highlight Generation (1990- Present) is the internet generation generation The Elusive Fan (Rein & al., 2006) and The Digital Fan • A fourth stage ?: the Online Digital Experience Generation. Fans themselves can now create content and share it with a
  18. 18. Exemple : Second Screen Canal Football App “the Canal Football App Stat Center. The new feature allows fans to compare players and access detailed match and club data, which, until now, has only been available to Coaches and Journalists.”
  19. 19. Exemple : Nike+
  20. 20. Exemple : Nike+
  21. 21. Exemple : I was there !
  22. 22. 4P (supply) 4C (constumer) 4E (experience) 3C (digital) 4C (social media) Product Price Place Promotion Consumer Cost Convenience Communicatio n Emotion Experience Engagement Exclusivity Content Community Constance Content Community Connections Conversation If the Fans evolve, so must do the marketing What to do? Where? How? Benefit Participation Partage (share) Community Content Engagement Experience • Fans are not only consumers: they want to be involved • Fans both act and react: they want to share their emotions • The experience is not limited to match day: fans can create it whenever they want
  23. 23. • Second Screen • Big Data • ConnectedStadium/Geolocalisation • Fail, Regulation& Digital Ambush • Marketing Strategy& Digital Mix • Fan Content and Fan Sourcing • Monetisation, Valorisation and Sociometrics • Mega Events Digitalisation • Gaming/Fantasay • ICTE / A digital Community in Sports Academics 10 major trends
  24. 24. Majors trends Marketing Sports Economics humanresource management managingfaciliti es and stadia Event Management Sports Law Second Screen Integrated Fan AppMarket Connected Stadium App Big Data Datatainment Worth Collect Information ConnectedStadi um Geolocalisation B2F B2C Financing Stadia Manager Euro 2016 Wifi RegulationAmbu sh Ambush CBA Training Education Fans Guidelines Policy Marketingstrate gy Digital Mix Content Team Valuation Training Education Fan Reward Online/offline Fan Content Fan Sourcing Co-branding New business Model Fan Content Valorisation Co production Guidelines Policy Monetisation Valorisation Sociometrics Branding New revenue Drive Social MediaRights Mega Event sponsoring Conception Renovation Social Media Center Guidelines Policy Gaming/Fantasy B2F B2C Newrevenues Guidelines Policy

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