Sports Social Media and Marketing - Running Conference Melb 090417

4,709 views

Published on

Presenting this at the recent Running Conference in Melbourne, Australia. Objective was to communicate sports social media and marketing activities from around the world and how they could be applied to running communities.

Published in: Business, Technology, Sports

Sports Social Media and Marketing - Running Conference Melb 090417

  1. 1. Sports Social Media & Marketing Running
Conference
‐
April
2009
 Nick
Gonios
–
Director,
Community
Development 

  2. 2. Nick
Gonios
Backgrounder
 Nick
brings
over
16
years
of
web
strategy
and
commercial
 experience
from
both
large
mulLnaLonal
IT
and
web
 companies,
including
MicrosoP,
Fujitsu,
HotHouse,
and
local
 start
ups,
including
Peakhour
and
SportsPassion.

 As
co‐founder
and
Director,
Community
Development
at
 SportsPassion,
Nick
is
focused
on
engaging
and
building
local
 sports
communiLes
with
the
power
of
parLcipant
driven
 tools
and
services
online.


 Founder
–
Sports
Symposia
 AIMIA
NSW
CommiWee
Member
 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  3. 3. Consumerism
is
the
equaLng
of
 personal
happiness
with
the
 purchasing
of
material
 possessions
and
consumpLon.
 hWp://en.wikipedia.org/wiki/Consumerism
 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  4. 4. Quick
reflec5on
on
 Consumerism
 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  5. 5. Mail
Order
Catalogs
 2008
 Depicts
115,000
mail
order
catalogs,
 the
number
mailed
in
the
U.S.
Every
 minute.
 Chris
Jordan
photographer
 on
consumerism
 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  6. 6. Today’s
sports
consumer...
 celebrates
 mass
 media
 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  7. 7. The
media
landscape
 is
rapidly
changing
 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  8. 8. It
used
to
be
that
no
brand
 manager
at
P&G
ever
got
fired
 for
recommending
a
30‐second
 TV
spot
 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  9. 9. 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  10. 10. It’s
all
about
conversa5ons
&
engagement
 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  11. 11. Sports
media
is
becoming
fragmented
because
 of
diverse
consumer
technologies…
 Mobile
TV
 •  Gen
X
&
Y
spending
less
Lme
 with
tradiLonal
media
 (newspaper,
radio
and
TV)

 •  MulL
tasking
has
increased
 Digital
sLll
/
 •  Key
factor
is
aWenLon
and
 video
cameras
 engagement
 iPods
 IPTV
 Social
internet
sites
 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  12. 12. …yet
the
sports
industry
is
heavily
focused
on
 broadcast
media
value
chain
 Content
 


Content
 


Content
 



User
 “AWenLon
 



End
User
 Seekers”
 CreaLon
 


Packaging
 



DistribuLon
 



Interface
 Professional
 Cinemas
 Viewers
 Sports
 Leagues
 TV
 Listeners
 College/
High
 Radio
 Readers
 School
Sports
 Newspapers
 Gamers
 Local
 Sports
 PC
 User
 Mobile
 Generated
 Devices
 Content
 Games
 (the
players,
 coaches,
 fans
are
the
 actors)
 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  13. 13. Australian
audiences
are
not
a
backwater
 ...now
leading
the
world
in
one
significant
way
 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  14. 14. Australians
are
the
world’s
 From
the
 IBM
InsLtute
of
 heaviest
consumers
of
 Business
Value
2008
 social
media

  15. 15. Nearly
7
million
sharing
photos
 5.7
million
reading
consumer 
 &
3.6
million
sharing
video
 reviews
online
 From
the
 2.9
million
uploading
music
and
 Nielsen
2008
UGC
 Report
 nearly
2
million
uploading
video
 Australia
 5.1
million
consumers
involved 
 4.5
million
reading
blogs
&
 in
social
networking
 1.5
million
wriLng
a
blog

  16. 16. What
now
for
the
‘empowered
and
 connected’
sports
parLcipants?
 Mass
market
exposure
 Audience
 Millions
of
viewers
per
 NaLonal
(Elite)
Leagues
 team
 (e.g.
AFL
NaLonal
League)
 10,000’s
of
viewers

 &
supporters
per
team
(local
 Tier
2/3
Leagues
 media
coverage)
 (e.g.
State
level
and
regional
level)
 1000’s
of
supporters
per
team
 Local
Metro
Leagues
 (some
local
media
coverage)
 (e.g.
suburban
club
leagues)
 Junior
Leagues
 10‐100’s
of
supporters
per
team
 (e.g.
suburban
juniors)
 (effecLvely
no
media
coverage)
 
Leagues
or
Comps
 Mass
parLcipaLon
 3eep
Pty
Ltd
Copyright
©2008

 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  17. 17. Nike
&
 Adver5sing
 
“We’re
not
in
the
 business
of
keeping
 the
media
companies
 alive.”
Trevor
Edwards,
Nike’s
 corporate
vice
president
for
global
 brand
and
category
management
 “We’re
in
the
 business
of
 connec5ng
with
 consumers.”
 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  18. 18. Nokia is also enabling engagement 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  19. 19. Examples
of
par5cipant
driven
campaigns
by
 sports
brands

 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  20. 20. 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  21. 21. 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  22. 22. 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  23. 23. 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  24. 24. 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  25. 25. 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  26. 26. Key
takeaways
 •  Listen
 •  Engage
 •  Enable
 •  Share
 •  Reward
 •  Par5cipate
 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  27. 27. I’ll
leave
you
with
a
thought…
 Take
the
lead
 and
empower
your
sports
 par5cipants
to
converse
&
engage
 with
socially
driven
tools
and
 services
and
you
will
be
amazed!
 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence


  28. 28. Nick
Gonios
 COO
&
Director,
Community
Development
 SportsPassion
 www.sportspassion.com
 nick@sportspassion.com
 twiWer
&
skype:
nickgonios
 mobile:
0416
239
111
 3eep
Pty
Ltd
Copyright
©2009

 Commercial
in
Confidence



×