M&C Saatchi Sport & Entertainment’s Luke Haynes and Emily Taylor present 'Exclusive Research: Passions Have Evolved. Have Marketers?' at the Mumbrella Sport and Entertainment Marketing Summit.
M&C Saatchi Sport & Entertainment’s Luke Haynes and Emily Taylor present 'Exclusive Research: Passions Have Evolved. Have Marketers?' at the Mumbrella Sport and Entertainment Marketing Summit.
The way that we deliver sport and active leisure is a constantly evolving, a process which is being accelerated by the toughening economic climate, changes in people’s lifestyles, constant development in the way we use mobile and social media and the growing uncertainty in the political landscape.
Many people within the sector are unclear on how to react to the increased pressures they are facing as they have to be more accountable and results driven, communicate differently with ever-more demanding customers and somehow respond to/liaise with the many new sports deliverers from coaching agencies, NHS, community groups and commercial and social entrepreneurs.
This presentation highlights some of the issues which are effecting the way we deliver sport and active leisre and hwo we can deliver better experiences and engage better.
Episode 231 Snippets: Harry McIntire of SPORTFIVENeil Horowitz
On episode 231 of the Digital and Social Media Sports Podcast, Neil chatted with Harry McIntire, Director of Digital for SPORTFIVE (agency that works with the biggest sports teams and brands in the world helping with globalization, fan engagement, sponsorship, and more).
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
I've written many business plans, and launched many companies. Via Talkin' Fight - by listening and learning - we knew the time was right for a change in the boxing industry, and have since launched SportsBox Ventures. By simply implementing new technology, we can not only improve the experience for boxers but also for fans around the world. Sophisticated sensors in cameras can detect motion, which can assist the "best of the best" to be trained, discovered and promoted; hence, viewing audiences will enjoy the full value of an entertaining battle between qualified fighters who step between the ropes and go toe-to-toe. Over time, true champions will emerge, not as a result of subjective decisions, but rather as a result of fair pound-for-pound competition. Talkin' Fight (dot com) has over 1,000 episodes. Its various hosts have profiled and interviewed boxers across the globe, as well as trainers, promoters and managers. The channel has published mainly in English, but also in Spanish and French, and continues to grow.
Turning Gen "Y" into Gen "V" - A Blueprint for Millennial Volunteer SuccessShari Tishman
Originally presented at the 2016 Meals on Wheels Annual Conference in Nashville, Tenn., this presentation explores generational differences you need to pay attention to for volunteer engagement. Debunking myths about the Millennial Generation and applying that hard data to concrete tactics, you'll gain an understanding of how to engage, coordinate and retain this new generation of volunteers.
The way that we deliver sport and active leisure is a constantly evolving, a process which is being accelerated by the toughening economic climate, changes in people’s lifestyles, constant development in the way we use mobile and social media and the growing uncertainty in the political landscape.
Many people within the sector are unclear on how to react to the increased pressures they are facing as they have to be more accountable and results driven, communicate differently with ever-more demanding customers and somehow respond to/liaise with the many new sports deliverers from coaching agencies, NHS, community groups and commercial and social entrepreneurs.
This presentation highlights some of the issues which are effecting the way we deliver sport and active leisre and hwo we can deliver better experiences and engage better.
Episode 231 Snippets: Harry McIntire of SPORTFIVENeil Horowitz
On episode 231 of the Digital and Social Media Sports Podcast, Neil chatted with Harry McIntire, Director of Digital for SPORTFIVE (agency that works with the biggest sports teams and brands in the world helping with globalization, fan engagement, sponsorship, and more).
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
I've written many business plans, and launched many companies. Via Talkin' Fight - by listening and learning - we knew the time was right for a change in the boxing industry, and have since launched SportsBox Ventures. By simply implementing new technology, we can not only improve the experience for boxers but also for fans around the world. Sophisticated sensors in cameras can detect motion, which can assist the "best of the best" to be trained, discovered and promoted; hence, viewing audiences will enjoy the full value of an entertaining battle between qualified fighters who step between the ropes and go toe-to-toe. Over time, true champions will emerge, not as a result of subjective decisions, but rather as a result of fair pound-for-pound competition. Talkin' Fight (dot com) has over 1,000 episodes. Its various hosts have profiled and interviewed boxers across the globe, as well as trainers, promoters and managers. The channel has published mainly in English, but also in Spanish and French, and continues to grow.
Turning Gen "Y" into Gen "V" - A Blueprint for Millennial Volunteer SuccessShari Tishman
Originally presented at the 2016 Meals on Wheels Annual Conference in Nashville, Tenn., this presentation explores generational differences you need to pay attention to for volunteer engagement. Debunking myths about the Millennial Generation and applying that hard data to concrete tactics, you'll gain an understanding of how to engage, coordinate and retain this new generation of volunteers.
Sports clubs, at all levels need to be better run and more welcoming if they are to survive and indeed grow. This presentation is from Sports Marketing Network's workshop on how to make your sports clubs vibrant, visible and viable. 2,000 clubs across Britain have particpated in one these workshops
If you’re enthusiastic about sports, this is an extraordinary time to get into the sports business. Researchers have recently observed one of the greatest development time frames throughout the entire existence of the industry
One acts "socially" desperate when one puts up a status updates attracting attention to itself.
But do brands also do the same?
What does it mean when one says that society has become fickle? What does that have to do with "social desperation"?
And what does that mean for you, as a social media marketer?
Kapil Gupta, CEO, OMLogic, explores.
Enabling success: Bundesliga’s unique digital approachAndreas Heyden
Tailor made content production supporting the worldwide leading OTT players to successfully offer Bundesliga content, engaging with the fans and grow to new target groups. Bundesliga will give insights on their one-of-a-kind approach creating compelling content and services. What competitive advantage does owning the entire production value chain give Bundesliga? How does AI data driven automated content production enable local relevance? How are stories told with a “global” approach and how to they help licenses to become successful?
Andreas Heyden
CEO - DFL Digital Sports GmbH
How do marketers perceive fan engagement, how do fans and brands benefit from it? AUTHENTICITY, LOYALTY and DIALOGUE are attributes often mentioned.
Build your own opinion and share any best practices with the author.
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Sports clubs, at all levels need to be better run and more welcoming if they are to survive and indeed grow. This presentation is from Sports Marketing Network's workshop on how to make your sports clubs vibrant, visible and viable. 2,000 clubs across Britain have particpated in one these workshops
If you’re enthusiastic about sports, this is an extraordinary time to get into the sports business. Researchers have recently observed one of the greatest development time frames throughout the entire existence of the industry
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What does it mean when one says that society has become fickle? What does that have to do with "social desperation"?
And what does that mean for you, as a social media marketer?
Kapil Gupta, CEO, OMLogic, explores.
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CEO - DFL Digital Sports GmbH
How do marketers perceive fan engagement, how do fans and brands benefit from it? AUTHENTICITY, LOYALTY and DIALOGUE are attributes often mentioned.
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If the Super Bowl was a single company, it would likely be ranked amongst the world's most successful ones. - See more at: http://www.qnext.com/blog/lessons-you-and-your-company-can-learn-super-bowl#sthash.BHQuyc0g.dpuf
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M&C Saatchi Sport & Entertainment’s Luke Haynes and Emily Taylor present 'Exclusive Research: Passions Have Evolved. Have Marketers?' at the Mumbrella Sport and Entertainment Marketing Summit.
1. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
2. Emily taylor
Chief Strategy Officer
Luke Haynes
Strategy Director
Presenting to
you today
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
3. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
A global
network
of experts
4. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
Partnerships
with iconic
global &
local brands
5. Passions have changed.
Have marketers?
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
6. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
01
02
03
context
exclusive research
passion playbook
7. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
01
context
8. What is a passion?
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
9. Adds colour
to your life
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
14. Say friends “wouldn’t
know what they’re
passionate about”
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
defying stereotypes .
66%
19. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
We each have an
individual
passion profile
20. but the industry has a tendency to view culture in
monolithic
verticals
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
21. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
22. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
02
exclusive
research
24. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
We explored
five key
questions
What are Australians passionate about?
How committed are they?
How do they experience it?
How do they express it?
How do they buy into it?
01
02
03
04
05
26. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
Passion Connection Expression
27. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
Passion Connection Expression
28. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
We surfaced
400 unique passions
across 23 distinct categories
What we found….
29. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
Every individual has
four+ unique passions
What we found….
39. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
Passion Connection Expression
40. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
Live Experiences Broadcast Participation Education
Teaching Conversation Online Activity User-Generated
Content
We looked at
how audiences
connect to their
passions
41. Mumbrella Sport & Entertainment Conference
50%
of sport fans
47%
of music fans
35%
of theatre buffs
Live experiences are
still the beating heart
of connection.
42. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
But we want more
out of our passions too….
43. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
KNOWLEDGE CONNECTION
content access
+
44. Are looking for ways to deepen their
understanding of their passion.
WANT to go deeper
1 2
IN
45. Regularly participate in activities and
experiences related to their passion.
are getting involved
themselves
1
4
in
46. Will spend time helping others learn
and get involved in their passion.
are actively helping
others get involved
1 6
IN
49. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
Passion Connection Expression
50. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
Modern fans are not
bystanders, they want to
be involved in the action
What we found….
51. In a stadium of 35,000 fans,
3,500 will be creating
content to share online.
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
52. Yet we’re largely talking
about our passions offline
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
53. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
63% of our
conversations about
our passions happen
at the pub, over the
dinner table and by
the water cooler
54. Or “in the dark” via
private messaging like
WhatsApp
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
62. 2Mass reach doesn’t
guarantee mass
cut through
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
63. Within just eight
competitions you’ll
find almost 3,000
brands
Source: Nielsen
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
8 comps
3,000 brands
The passion
universe
All sport
64. But in our entire
passion universe
Sport makes up 11%
of all passions
65. 3Define a passion mix
in the same way you
would a channel mix
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
66. Because what looks
like a disparate mix, can
be highly correlated.
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
67. Passion 2 Passion 3
Passion 1 Passion 4
Passion 6 Passion 5
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
71. People expect us to do
good, and our actions
speak louder than words.
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
72. 5Invest in ideas
worth talking about,
not just media
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
73. Sponsorship leverage
can be highly efficient
when you’re building
from a shareable idea.
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
74. Owned &
internal
Creators
Organic &
UGC
Great insight
+
Meaningful action
+
Adds value
Paid
editorial
Media
integration
Social PR
Paid
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
Supercharging through
paid at the right moments
76. 01
02
03
04
05
Sport remains the big bet
Reach doesn’t guarantee cut-through
Define your passion mix
Truly activate your purpose
Invest in ideas before media
Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
77. Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment
Passion Mix Modelling
PASSION CONNECTION EXPRESSION