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.

Class for SPECO on sports 2.0

1,179 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
  • Be the first to comment

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

×