Talk within Athens conference on sports, economic, management, marketing & social aspects, Athens/Greece 15.05.2018

1. The usage of 360ª content
within social media communication in soccer sports
Andreas Hebbel-Seeger
18th Annual International Conference on Sports: Economic, Management,
Marketing & Social Aspects, 14-17 May 2018, Athens, Greece

2. Immersion and presence
experience open up new
communication qualities

3. Experience-based content
is the driver of technology development

4. Screenshot: www.nextvr.com

5. Sport is one of the
most important
topics in traditional media
carrying the highest viewing
and edition rates

6. Demonstrable impact of social media on sports
(Pedersen, 2013; Sanderson, 2011; Horky, 2013)
Pioneering role of sports journalism
in other areas of journalism
(Scholl & Weischenberg, 1998)

7. Pecularities of sports journalism and social media:
§ High involvement of participants
§ Economic integration (sports / media complex)
§ Democratization of journalistic production as well as
publication through social media
§ Mediatization of sports and society
(Neuberger, Langenkohl & Nuernbergk, 2014)

8. What is 360º content about?

9. Reproducing a room
cinematically
Within the set course of action,
users can freely choose the
perspective; starting from the given
(camera) location.

10. turn /move around
pan around / wipe
drag & drop
Projection and control are dependent
on the specifics of the device

11. 2015
2016
2017
Brands, products and services…

12. Olympics in PyeongChang: Intel uses roughly two dozen 180º
camers and a dozen 360º cameras to cover 18 live events and to
create a mix of VR live streams and video-on-demand content.
The Olympic Channel as well as severel sub-broadcasters
produced additonal 360º footage. Screenshot: https://www.olympicchannel.com/en/athletes/sara-algotsson-ostholt/

13. 360º photo/video within sports
communication: Individualized access and appropriation of space
based on subjective interests, knowledge and experience…

14. …Arena experience across time and space boundaries…

15. …Curiosity motivation as the driving force
of a "discovering" consumption…

16. …Presence experience
at the "Point of Action“

17. Presence experience as an "immediate" experience,
which - nevertheless - can be shared…

18. „Sightseeing effect“:
communicative potential on
the basis of the interindividual
differentiated appropriation
of space (Hebbel-Seeger, 2017)

19. Collaborative spatial interpretation by addition
and comparison of individual "discoveries“

20. Analysis of the Facebook communication of the Top 3
clubs* of the German, English and Spanish soccer
league over the last 3 weeks of the season 2016/2017
Reference: Top 3 clubs* of the US league in the parallel
period of time (which will be about mid-season)
*regarding the position in the league
360º photo/video within sport communication
Explorative study in soccer sports

21. :: English Premiere League :: (period of time: 30.04. – 21.05.2017)
n = 28 n = 96 n = 101
:: German Fußball Bundesliga :: (period of time: 29.04. – 20.05.2017)
n = 146 n = 142 n = 130
:: Spanish Primera División :: (period of time: 28.04. – 21.05.2017)
n = 74 n = 93 n = 83
:: US Major League Soccer :: (period of time: 29.04. – 20.05.2017)
n = 114 n = 119 n = 92
Number of Facebook posts

22. During the investigation period (almost *)
only multimedia content was posted:
Photo, video, GIF, live video and links to photos or videos
*excluding 4 text-posts from Borussia Dortmund (Germany)
Nature of Facebook posts

23. Absolute number of posts on Facebook
therefrom posts with photo or video content
therefrom posts with 360º photo or video content
comparison of Likes and Interaction (Comments & Shares)
Research variables

24. No posts with 360º photo or video content within the
English Premiere League (Chelsea FC, Tottenham Hotspur, Manchester City)
Very few posts with 360º photo content, no posts with 360º
video content within the German Fußball Bundesliga
(Bayern München: 1, RB Leibzig: 2, Borussia Dortmund: 0)
No posts with 360º photo content, one post with 360º video
content within the Spanish Primera División
(FC Barcelona: 0, Real Madrid: 1, Atletico Madrid: 0)
Results – Europe

25. No posts with 360º photo or video content within the
US Major League Soccer (Toronto FC, Seattle Sounders FC, FC Dallas)
Results - USA

26. 10929
11994
166 134560 662
0
2000
4000
6000
8000
10000
12000
14000
Photo (n=58) 360° photo (n=1)
Likes
Comments
Shares
Arithmetic means: photo vs. 360º photo
Bayern München
|| Range ||
Likes: 591 - 49.864
Comments: 18 – 1.422
Shares: 0 – 5.376

27. 1514 1590
63 9378 99
0
500
1000
1500
2000
Photo (n=93) 360°photo (n=2)
Likes
Comments
Shares
Arithmetic means: photo vs. 360º photo
RB Leipzig
|| Range ||
Likes: 61 - 13.328
Comments: 0 – 734
Shares: 0 – 1.357

28. 1675200
3300000
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
Video (n=28) 360° video (n=1)
Requests
Arithmetic means: video vs. 360º video
Real Madrid || Range ||
229.058 – 7.100.000

29. 159346
67600
6701 21497682 11275
0
50000
100000
150000
200000
Video (n=28) 360° video (n=1)
Likes
Comments
Shares
Arithmetic means: video vs. 360º video
Real Madrid
|| Range ||
Likes: 49.050 – 687.892
Comments: 262 – 104.995
Shares: 1.261 – 30.457

30. (Still) carries a high novelty stimulus
Usage options and success factors are (still) largely open
High domain-specific differentiation seems necessary
Future studies must consider semantics of media content
(Hebbel-Seeger, 2017, 2018)
Conclusion: 360º photo/video within
Social Media communication in sports

31. 360ºvideoisnot(yet)VR!

32. 360º video:
Illustration of reality
While following a set course of
action, the user can freely choose
any viewing angle originating from
the fixed (camera) location
The user is consumer

33. Virtual Reality:
Computer generated reality
The user can influence the course
of action, interact with objects and
freely choose his view
The user is protagonist

34. Reality-virtuality-continuum (Milgram et al., 1994)
and its analogy/concretion within sports:
l Sharing 360º space and individual view of the space
l AR with social media connection (find-a-friend)
l 360º/VR-Replay
l … Mixed Reality (MR)
Reality (360º) Virtuality (VR)
Augmented Reality (AR) Augmented Virtuality (AV)

35. 360º video and VR technologies converge

36. Sports are adapted within digital worlds
Screenshot: www.easports.com

37. Video: Window Central on YouTube (https://youtu.be/HvYj3_VmW6I)
„Microsoft HoloLens and the NFL look into the future of football“

38. Prof. Dr. Andreas Hebbel-Seeger
Macromedia University of Applied Sciences
Gertrudenstr. 3 | 20095 Hamburg | Germany
eMail: ahebbel-seeger@macromedia.de
Blog: www.sky-hi.de
Feedback: http://spoke.at/ATINER-ahs-2018

39. Hebbel-Seeger, A. (2017). 360 Degrees Video and VR for Training and Marketing within Sports. Athens Journal of
Sports 4, 4, 243-261. https://www.athensjournals.gr/sports/2017-4-4-1-Hebbel-Seeger.pdf
Hebbel-Seeger, A. (2018). 360-Video in Trainings- und Lernprozessen. In U. Dittler & C. Kreidl (Hrsg.), Hochschule
der Zukunft – Beiträge zur zukunftsorientierten Gestaltung von Hochschulen (S. 265-290). Berlin, Heidelberg:
Springer VS.
Horky, T. (2013). Südafrika 2010 – die erste Social Media-WM. In Brunner, S., Ellert, G., & Schafmeister, G.
(Hrsg.), Die Fußball-Weltmeisterschaft 2010 im wissenschaftlichen Fokus – interdisziplinäre Analyse einer
sportlichen Großveranstaltung. (pp. 135-163) Köln: Strauß.
Milgram, P., Takemura, H., Utsumi, A. & Kishino, F. (1994). Augmented Reality: A Class of Displays on the Reality-
Virtuality Continuum. Proceedings of SPIE Vol. 2351, Telemanipulator and Telepresence Technologies.
http://etclab.mie.utoronto.ca/people/paul_dir/SPIE94/SPIE94.full.html
Neuberger, C., Langenkohl, S. & Nuernbergk, C. (2014). Social Media und Journalismus. Düsseldorf: Landesanstalt
für Medien Nordrhein-Westfalen.
Pedersen, P. M. (2013) (ed.). Routledge Handbook of Sport Communication. London: Routledge.
Sanderson, J. (2011). It’s a whole new ball game: How social media is changing sports. New York: Hampton Press.
Scholl, A., & Weischenberg, S. (1998). Journalismus in der Gesellschaft. Theorie, Methodologie und
Empirie. Opladen: Westdeutscher Verlag.
References