Varsity sports and event communication - the usage of digital media ...

Andreas Hebbel-Seeger
ENAS conference | 12. Nov. 2015 | Berlin
Varsity sports and event communication
The usage of digital media for sustainable customer retention

Andreas Hebbel-Seeger: Varsity sports and event communication …
In the context of digitization media production
and media distribution become trivialized
with far-ranging consequences

Example
Media
Production

action cam &
video drone

360° footage

Total
immersion:
success
of VR

Trivialization
within VR
Google Cardboard &
platform integration
7

It‘s not just about the technology
and opportunities
It‘s about the
user‘s expectations

Media communication
has become standard
even in the context of
collegiate events
:: live ticker ::
:: pre and post media ::
:: photo album ::

Location matters: Users would
like to be served the technical
and aesthetic high-class
content on their favorite
channels
10

Andreas Hebbel-Seeger: Varsity sports and event communication … 11

Social
networks,
social media –
what about
the „common“
Web?!
12

Pic:SilvioTanaka@Flickr.com;http://bit.ly/R8uMHf

Shift of use
:: static vs. dynamic ::
:: one to many vs. many to many ::
14

Tim O‘Reilly (2005)
announce the Web 2.0
(based on Dale Dougherty & Craig Cline)
Pic:b_d_solis@Flickr.com;http://bit.ly/1hxH1Yr

Social Media -
Pic:BerlinBuzzworeds@Flickr.com;http://bit.ly/1EA998k
Just an other
Buzzword?!

Social Media: "a group of Internet applications
that are build on the ideological and
technological foundations of Web 2.0 and
enable the production and exchange of
user-generated content.“
(see Kaplan & Haenlein, 2010, p. 61)
17

It‘s about the customer‘s insights
„To gain valuable information about what your
customers are interested in and how they
behave, via social listening.“ (DeMers, 2014)
18

The medium is the message
Social media is maybe the most important
channel for the reputation management
within a target group.
19

Athletes and business partners
tend to assess the quality of
the core sports activity itself
by the quality of its media
communication.
20

It‘s about the brand loyality
„Brands who engage on
social media channels
enjoy higher loyality from
their customers.“ (DeMers, 2014)
21

Andreas Hebbel-Seeger: Varsity sports and event communication … 22
It‘s about the brand authority
„The more people that are talking about you
on social media, the more valuable and
authoritative your brand will seem to new
users.“ (DeMers, 2014)

Media communication is ever changing
It is imperative to make use of established
forms as well as to experiment with
new formats and innovative,
interactive media.

The success of Snapchat and Periscope
Volatile communication and
sustainable customer retention
are no antipodes

From the passanger
to the driver and
the co-driver
(see Forthmann, 2012)

It‘s about Storytelling
Social media is not
„just“ about fun -
but it also does not
operates without it.
It‘s a combination
of information
and entertainment!

It‘s about a usage
mesh-up
Users want to get
informed and also to
exploit content via
likes and shares for
self-portrayal
and self-
expression

Think about a targeted,
multi media and multi
dimensional
communication; -
based on content
related creative and
editorial link sets.

Crossmedia interferes with both; the
technological and the social media reality.

Crossmedia-Marketing
means the implementation of
communication activities with a
universal guiding principle, in
various media and of various
media content, integrated in
content, form and time and
appropriate for the target
audience. (see Mahrdt, 2009)

Crossmedia-Marketing is a
- guided,
- cross-linked,
- Interactive,
- (possibly) multi-sensory and
- on consumer‘s side benefit creating
customer dialogue.
(see Mahrdt, 2009)

Always think about the „big picture“

What to communicate on what channel
in what media format
when and how interlinked
how frequent and to whom?
How to react to and interact
with the audience?

Successful communication
does not just happen
it‘s a question of experience
as well as monitoring, analytics
and management.

Prof. Dr. Andreas Hebbel-Seeger
Head of Media School @ Campus Hamburg
Gertrudenstr. 3
20095 Hamburg
eMail: a.hebbel-seeger@macromedia.de
Slides: de.slideshare.net/ahsHH/
Feedback: speakerscore.com/enas2015-ahs

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