Lessons From Sport at Internet World 2012 - Jon Reay, Aqueduct

629 views

Published on

The emergence of innovative and highly effective digital strategies to engage ‘fans’ in sport, carries with it lessons and examples for all organisations in how to develop more compelling relationships with audiences.

Covering personalisation, single user view, incentive and reward, UGC support the presentation draws on actual case studies including Manchester City FC, The RFU, the FA and NextGen Series (NGS) to highlight not only the latest technologies but also the organisational culture required to make audience engagement a win/win exercise for organisation and audience.

Presented at Internet World, London, April 2012

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

No Downloads
Views
Total views
629
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Lessons From Sport at Internet World 2012 - Jon Reay, Aqueduct

  1. 1. presented by Jon Reay @jreay April 2012LESSONS FROM SPORTengaging fans, members + loyalty audiences
  2. 2. WHO IS THIS FOR? Sports Digital managers Fans Media and Members entertainment Marketing Editors YOUR Closed groups YOUR RetailYOU CUSTOMERS International INDUSTRY Automotive Social media mgrs Business FMCG CRM managers Media B2B Sales Prospects Financial services C-level Jobseekers Government Agencies Charities
  3. 3. WHY SPORT?Sport is often seen as a poor commercial relation to othersectors
  4. 4. WHY SPORT?But in many ways, it’s ahead of the game
  5. 5. WHY NOW?Today’s lessons aren’t new but their time has come. digital technology advancements consumer adoption time
  6. 6. WHY NOW? Sport is growing commercially English professional football club revenues Source: Deloitte, Premier League, Football League, Mintel. Nov 2011Source: Deloitte, Premier League, Football League, Mintel. Nov 2011
  7. 7. WHY NOW? The audience is increasingly digital Stadium attendance Manchester United Arsenal Manchester City Liverpool Chelsea Average stadium Sunderland attendance Aston Villa Everton Tottenham Hotspur West Ham UnitedWolverhampton Wanderers Stoke City Blackburn Birmingham City Fulham Bolton Wanderers Wigan Athletic 0 100 Source: Deloitte Annual Review of Football Finance 2011, Comscore Thousands
  8. 8. WHY NOW? The audience is increasingly digital Stadium attendance vs website visitors Manchester United Arsenal Manchester City Liverpool Chelsea Sunderland Aston Villa Unique monthly Everton website visitors Tottenham Hotspur West Ham United Average stadiumWolverhampton Wanderers attendance Stoke City Blackburn Birmingham City Fulham Bolton Wanderers Wigan Athletic 0 100 200 300 400 500 600 700 Source: Deloitte Annual Review of Football Finance 2011, Comscore Thousands
  9. 9. WHY NOW?Sport has a head start on new technology
  10. 10. WHY NOW?It’s an Olympic year—sport is a trending topic
  11. 11. WHY IS THIS RELEVANT?Sports brands havenatural advocates
  12. 12. FIVE LESSONS
  13. 13. BE MORE RELEVANTEveryone is unique, learn from them
  14. 14. BE MORE RELEVANTEvery day is different.
  15. 15. BE MORE RELEVANTBring back local
  16. 16. BE MORE RELEVANTaudience, location + time relevanceSPORT EXAMPLE
  17. 17. BE MORE of the bubble)auto-tailored (be aware RELEVANTNON-SPORT EXAMPLE
  18. 18. BE MORE RELEVANTIn summary:• Think about time, location and audience• Track activity to learn about your users and personalise their experience• You can always be more relevant
  19. 19. BE HUMANOpen up
  20. 20. BE HUMANDon’t be afraid
  21. 21. BE HUMANHave a personality
  22. 22. BE HUMANAdapt to your environment
  23. 23. BE HUMANExhibit human qualities, but be genuine
  24. 24. BE HUMAN the clubfriendly, fresh, your mate atSPORT EXAMPLE
  25. 25. BElearning, but not real!smart, HUMANNON-SPORT EXAMPLE
  26. 26. BE HUMANIn summary:• Have a personal tone• Try things, be experimental• Be human-like but don’t pretend to be human when you’re not
  27. 27. HAVE CONVERSATIONSSupport 2-way conversations about everything
  28. 28. HAVE CONVERSATIONSShare conversations in public (when possible)
  29. 29. HAVE CONVERSATIONSInvolve friends and peers in conversations
  30. 30. HAVE interaction with the RFUinstant, direct CONVERSATIONSSPORT EXAMPLE
  31. 31. HAVE CONVERSATIONSopen, collaborative, customer-centricNON-SPORT EXAMPLE
  32. 32. HAVE CONVERSATIONSIn summary:• Provide ways for users to feedback privately or share comments with everyone• Encourage and incentivise interaction
  33. 33. KNOW + LOVE YOUR INFLUENCERSListen to fan interactions, learn from them and reward influencers
  34. 34. KNOW + LOVE YOUR INFLUENCERSGet your audience to create value and content for your brand
  35. 35. KNOW + identify, rewardYOUR INFLUENCERSsupport, incentivise, LOVESPORT EXAMPLE
  36. 36. KNOW + LOVE YOUR INFLUENCERSfan engagement, co-creation, competitionNON-SPORT EXAMPLE
  37. 37. KNOW + LOVE YOUR INFLUENCERSIn summary:• Listen to your audience• Identify key influencers• Reward them – they are ambassadors for your brand
  38. 38. GIVE PARTNERS VIP TREATMENTGive sponsors, partners and advertisers a ‘front row seat’ inconnecting with your audience.
  39. 39. GIVE PARTNERS VIP TREATMENTuseful, targeted, brand relevantSPORT EXAMPLE
  40. 40. GIVE PARTNERS iconic brandTech partnership provides a platform for VIP TREATMENTNON-SPORT EXAMPLE
  41. 41. GIVE PARTNERS VIP TREATMENTIn summary:• Break away from ‘media space’ thinking• Find partners who share your goals• Find useful, targeted solutions that deliver to common goals
  42. 42. FIVE LESSONS
  43. 43. EXTRA DIMENSIONS TO EXISTING CONTENT
  44. 44. EXTRA DIMENSIONS TO EXISTING CONTENTNo need to create more content, just present it differently
  45. 45. EXTRA DIMENSIONS TO EXISTING CONTENT
  46. 46. EXTRA DIMENSIONS TO EXISTING CONTENTrich, engaging, viral
  47. 47. WHY SPORT?
  48. 48. JON REAY 0207 195 2239 jon@aqueduct.co.uk @jreayTHANK YOU.get in touch and find out how we can helpyou to better engage your audience. @weareaqueduct www.aqueduct.co.uk

×