Class for SPECO on sports 2.0

1,172 views

Published on

This is the presentation I used for the guest class I taught at the SPECO college for sports marketing and management,
It concerns sports 2.0 and the future of sports media.

Published in: Business, Sports, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,172
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
44
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Class for SPECO on sports 2.0

  1. 1. SPECO Sport 2.0 Sport in the web 2.0 era
  2. 2. About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer Or: google me!
  3. 3. About today <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: social sport matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>
  4. 4. Sport on the internet <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: social sport matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>
  5. 5. Sport on the internet Sport on the internet
  6. 6. Experience Economy <ul><li>Sport = an experience </li></ul><ul><li>Active & passive </li></ul><ul><li>The activity only takes a few hours per day/week/month </li></ul><ul><li>Internet improves the sport experience </li></ul>
  7. 7. Sport experience <ul><li>Sport as an (online) experience: </li></ul><ul><li>Experience is improved: </li></ul><ul><ul><li>Lengthened: longer & more often </li></ul></ul><ul><ul><li>Broadened (more users) </li></ul></ul><ul><ul><li>Deepened (more types of use) </li></ul></ul><ul><li>Builds a relationship with the consumer </li></ul>
  8. 8. Improving the experience <ul><li>Deepen : </li></ul><ul><li>Mobile </li></ul><ul><li>Smart stadium </li></ul><ul><li>Digital signage </li></ul><ul><li>Lengthen : </li></ul><ul><li>Communities </li></ul><ul><li>Games </li></ul><ul><li>Planning </li></ul><ul><li>Blogs </li></ul><ul><li>Registration </li></ul><ul><li>Broaden : </li></ul><ul><li>Communities </li></ul><ul><li>More content </li></ul><ul><li>Sport date/meet </li></ul><ul><li>Experience 1.0 : </li></ul><ul><li>No mobile </li></ul><ul><li>No web 2.0 </li></ul><ul><li>Not personal </li></ul><ul><li>No context </li></ul>
  9. 9. Sport in general <ul><li>Improvement  business </li></ul><ul><li>Improvement  media </li></ul><ul><li>Improvement  consumers </li></ul><ul><ul><li>Active – athletes </li></ul></ul><ul><ul><li>Passive - fans </li></ul></ul>Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007
  10. 10. Business: sponsoring Sponsor and/or media Sponsee Association Means Agreement
  11. 11. Business: sponsoring 2.0 Sponsor and/or media Sponsee consumer fan platform <ul><li>Interaction </li></ul><ul><li>Value creation </li></ul><ul><li>Continuous experience </li></ul>
  12. 12. A platform for sport content
  13. 13. Media & rights: losing grip Stap 3 Rights Different formats Content Edited video Syndicated content consumers device Content played on a central site Sport Platform Content storage <ul><li>Interaction </li></ul><ul><li>Value creation </li></ul><ul><li>Continuous experience </li></ul>
  14. 14. Show me the money! <ul><li>The future is free </li></ul><ul><li>Content travels freely </li></ul><ul><li>Making money for free: </li></ul><ul><li>Advertising </li></ul><ul><li>Sponsoring </li></ul><ul><li>Finding your true fans/hardcore athletes </li></ul><ul><li>Make offline accessible for online </li></ul>
  15. 15. Social Sport Matrix <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: Social Sport Matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>
  16. 16. Social Sport Matrix Social Sport Matrix
  17. 17. Active vs passive Improving sports through internet End user is in charge Active  athlete  own results & activity Passive  fan  idol’s results & activity
  18. 18. Active community
  19. 19. Active community <ul><li>Examples: </li></ul><ul><li>MyTeamZone </li></ul><ul><li>AD’s mijnsportwereld </li></ul><ul><li>Gimme20 </li></ul><ul><li>Components: </li></ul><ul><li>Display of own results </li></ul><ul><li>Profiles (alone and/or team) </li></ul><ul><li>Communication (slow chat) </li></ul><ul><li>User generated content </li></ul><ul><li>Open or within own network </li></ul>
  20. 20. Active community
  21. 21. Passive community
  22. 22. Passive community <ul><li>Examples: </li></ul><ul><li>Majority of Facebook sport apps </li></ul><ul><li>NHL fans community </li></ul><ul><li>Sport Hyves </li></ul><ul><li>Components: </li></ul><ul><li>Display of idol’s results (adherence) </li></ul><ul><li>Profiles (1 athlete and/or team) </li></ul><ul><li>Communication (slow chat) </li></ul><ul><li>User generated content </li></ul><ul><li>Open or within own network </li></ul><ul><li>“ Bumper sticker” </li></ul>
  23. 23. Passive community
  24. 24. Active tools
  25. 25. Active tools <ul><li>Examples: </li></ul><ul><li>iTunes + Nike </li></ul><ul><li>Mysportsplanner </li></ul><ul><li>Anglingmasters </li></ul><ul><li>Components: </li></ul><ul><li>Registering own results </li></ul><ul><li>Scheduling & planning </li></ul><ul><li>Tailor made advise </li></ul><ul><li>Direct communication </li></ul><ul><li>Possibility for closed area </li></ul>
  26. 26. Active tools
  27. 27. Passive tools
  28. 28. Passive tools <ul><li>Examples: </li></ul><ul><li>Are You Watching This </li></ul><ul><li>Myfootballclub </li></ul><ul><li>Yoonew </li></ul><ul><li>Components: </li></ul><ul><li>Registering idol’s results </li></ul><ul><li>Recommendations </li></ul><ul><li>Preferences </li></ul><ul><li>Tracking of scores, teams and stadiums </li></ul>
  29. 29. Passive tools
  30. 30. Active news
  31. 31. Active news <ul><li>Examples: </li></ul><ul><li>FCMovei </li></ul><ul><li>AD’s mijnsportwereld </li></ul><ul><li>Athlinks </li></ul><ul><li>Components: </li></ul><ul><li>User generated content </li></ul><ul><li>Recommendations/rating </li></ul><ul><li>Customizing </li></ul><ul><li>“ 15 Megabites of fame” </li></ul>
  32. 32. Active news
  33. 33. Passive news
  34. 34. Passive news <ul><li>Examples: </li></ul><ul><li>Sportingo </li></ul><ul><li>Yardbarker </li></ul><ul><li>Fannation </li></ul><ul><li>Rabosport </li></ul><ul><li>Components: </li></ul><ul><li>User generated content </li></ul><ul><li>Recommendations/rating </li></ul><ul><li>Portal page (content pyramide) </li></ul>
  35. 35. Passive news
  36. 36. Active gaming
  37. 37. Active gaming <ul><li>Examples: </li></ul><ul><li>All poker sites </li></ul><ul><li>Board games </li></ul><ul><li>Wii </li></ul><ul><li>Superkicks </li></ul><ul><li>Components: </li></ul><ul><li>Simulation of real movements/tactics </li></ul><ul><li>Virtual opponents + competition </li></ul><ul><li>Feedback </li></ul>
  38. 38. Active gaming
  39. 39. Passive gaming
  40. 40. Passive gaming <ul><li>Examples: </li></ul><ul><li>EK-poules </li></ul><ul><li>Fantasy leagues </li></ul><ul><li>Sport games over the internet </li></ul><ul><li>Play like a champion </li></ul><ul><li>Components: </li></ul><ul><li>The fan as virtual athlete or trainer </li></ul><ul><li>Opponents & competition </li></ul><ul><li>Gambling vs knowledge vs skills </li></ul>
  41. 41. Passive gaming
  42. 42. International trends <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: Social Sport Matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007
  43. 43. International trends International trends
  44. 44. A short survey <ul><li>USA : FAN nation, M&A, big bucks </li></ul><ul><ul><li>Number 1 example: FanNation </li></ul></ul><ul><li>Germany : Local oriented nation </li></ul><ul><ul><li>Number 1 example: Meinsport.de </li></ul></ul><ul><li>Brittain : Soccer nation </li></ul><ul><ul><li>Number 1 example: MyFootballClub </li></ul></ul>
  45. 45. USA
  46. 46. Germany
  47. 47. Brittain
  48. 48. National trends <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: Social Sport Matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>
  49. 49. National trends National trends
  50. 50. Netherlands
  51. 51. Netherlands <ul><li>Netherlands is a club nation </li></ul><ul><li>Club as a starting point </li></ul><ul><li>Many communities the last year, none are taking off </li></ul><ul><li>Integrated communities (news) </li></ul><ul><li>Growth of tools: especially planning </li></ul><ul><li>No real fan sites </li></ul><ul><li>Success of passive gaming </li></ul><ul><li>Number 1 example: AD’s mijnsportwereld </li></ul>
  52. 52. Social media: sport communities
  53. 53. Social media: tools
  54. 54. Social media: news
  55. 55. Social media: gaming
  56. 56. Future developments <ul><li>Sport on the internet </li></ul><ul><li>Sport 2.0: Social Sport Matrix </li></ul><ul><li>International trends </li></ul><ul><li>National trends </li></ul><ul><li>Future developments </li></ul>
  57. 57. Future developments Future developments
  58. 58. I’ve seen the future … <ul><li>Verticalisation & specialisation </li></ul><ul><li>within and between networks </li></ul><ul><li>Pairing offline and online </li></ul><ul><li>Pairing facts and emotions </li></ul><ul><li>Real time (mobile revolution) </li></ul><ul><li>Real place (GPS and RFID) </li></ul><ul><li>Followers & fans everywhere </li></ul><ul><li>Content syndication </li></ul><ul><li>Portable (sport) identity </li></ul>
  59. 59. I’ve seen the future …
  60. 60. Always in tune
  61. 61. Technique couples offline & online
  62. 62. Exchangable & open content
  63. 63. Conclusions <ul><li>Sport is an experience </li></ul><ul><li>Online media improve sport experience </li></ul><ul><li>A very young market + not many commercial successes </li></ul><ul><li>Growth of sport communities not a given </li></ul><ul><li>Not all segments of SSM are represented </li></ul><ul><li>National room for differentation </li></ul><ul><li>Sports have the future </li></ul>Conclusions
  64. 64. About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gijsbregt%20Brouwer Or: google me!
  65. 65. Discussion

×