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The Rise of The Digital Fan
- 1. SABM Sparks Session 18 October 2011 The Growth of Digital in Sports
- 3. In-home is (and always has been) the prime viewing spot
- 4. Digital and Social Platforms are fundamentally changing the way people watch sports
- 5. I think the new way to enjoy a game is to have your TV on and have your iPhone or smartphone in your hand. You no longer have to have a meet-up of 20 people. I watch a game and Im interacting with thousands of people Matt Halfhill Blogger
- 7. Fox Sports say that a fan might use his phone 100 times on match day to access sports related mobi-sites Source: Nielsen wired
- 8. We are rethinking the model of the best available screen. Interaction goes well beyond that biggest screen.but its about the right content for the right screen Rob Master, VP, Media, Unilever
- 9. But its not just in-home... F.C Barcelona partners with Telefonica to provide the finest access to Social Networks
- 10. How is all of this impacting the discipline of sponsorship?
- 11. WC 2010 VS
- 12. Remember this? Sponsorship has ceased to be a conversational guarantee the brand readiness factor that readiness to synthesise paid and traditional media with earned and social media and to feed the conversational frenzy surrounding the beautiful game ahead of time. Pete Blackshaw VP Nielsen Digital Strategic Services
- 13. Social Bowl XLC Social Media Remained a huge contributing factor to the overall experience
- 14. EEE
- 15. On Average only 11 minutes of football in the average game! The Wall St Journal
- 16. 2011 was no exception Virtually all advertisers stoked the conversation prior to match day by showing sneak peeks of their ads, inviting consumers to vote for the ad they wanted to see...even creating 3 minute films they hoped would go viral
- 17. The following graphs show how sustained the online conversation was even a full week before match-day
- 19. Remember this quote? Last year (2009), brands used Social Media marketing mostly to develop content for and promote their Super Bowl ads (like Doritos who crowdsourced their 30 slots) - but this year Super Bowl ads are being dedicated to the support of larger Social Media marketing strategies. The servant has become the master. Augie Ray, Forresters Research On the role of social media in the 2010 Super Bowl
- 20. So what did fans do during the game? 14% of the total audience - about 12m viewers - accessed the internet and used social platforms during the broadcast The time spent on such platforms increased from 23 minutes in 2010 to 29 minutes in 2011 Google and Facebook were the top two sites visited though the average simultaneous time spent on Facebook by viewers was 19 minutes
- 21. The shape of things to come?
- 22. Budweiser screens an FA Cup preliminary round fixture between Ascot United and Wembley on Facebook!!
- 23. Video
- 24. The practice 4 Key developments and trends
- 25. #1 Skipping the Stadium Providing the stadium experience in- home
- 27. #2 Fantasy over Reality Fantasy sports is a $4bn industry The rise of the Quant Jock
- 28. #3 Theyre just like me Places average Joes on the field, in the lockeroom or right in the middle of the everyday lives of their favourite celebrity-athletes. The whole concept of the FAN is changing rapidly from being a person who follows a team to a person who literally stalks individual sports stars
- 29. The way we think about watching sports is going through a rapid transformation. Attendance is down across most leagues but TV ratings are up. Fans seem to be more wrapped up in the sagas of individual athletes than they are in following their favourite teams Quoted in Mashable.com
- 30. A recent photo from the NY Giants locker room post a major victory received over 40 000 likes on Facebook in 2 hours
- 31. #4 Theres an app for that
- 32. Now, more than ever, the App is becoming the most important lens into the online world...this app for Wimbledon (iPhone and iPad) is your first and last stop when it comes to following the tournament
- 33. Exhibit A Heinekens Star 永鉛温霞艶姻
- 34. Heineken realised that their status as Headline Sponsor was no longer a conversational guarantee
- 35. The team also realised that Be a man of the world had to be brought alive in an extraordinary way Heinekens UEFA Mission To connect Heineken drinkers to football and give them the best UEFA Champions League experience by enforcing their man of the world status
- 38. Video
- 39. How the NBA is building a Global Audience using digital media
- 40. The NBAs strategy Make a local sport global
- 41. This year, the NBA finals will be watched by fans on television, online or mobile devices in more than 215 countries
- 42. The NBAs Digital Mantra Provide fans the content they want, when they want it where they want it. Always ask: How will this enhance the fans experience? What are their needs?
- 43. The big tune in tweet "#NBAFinals: Dwyane Wade is putting shots up by himself on the floor right now. Game 2, 9pm/et ABC. http:// twitvid.com/MJQS5" Shot entirely on the iPhone of a NBA social media scout and tweeted in real time as a reminder for people to get ready to watch the game...
- 44. NBA Game time application A free mobile app available on iPad, Android, iPhone and Blackberry 2.5m downloaded this season
- 45. NBA.com More than 2.5bn videos streamed this season the sites video views have more than doubled in a year . Fully integrated with the leagues social media channels and it saw over 8million unique hits per day! (up 78% from 2010). Over half the sites traffic is international
- 46. Player stats The new Stats Cube allows fans to do direct statistical comparisons between players even down to how they perform in the last 5 minutes of a game. You can create and test how your own imaginary line-ups might work (shades of You be the coach?). It also helps you play out a myriad of scenarios and make your own prediction for the game
- 47. Mini-Moves presented by Kia (this clip is too big to download but WELL worth the watch) http://www.youtube.com/watch?v=e RD1kCXL170&playnext=1&list=PL5D9 26C4EE1ED1291 Using motion picture techniques to create a larger than life heroism about the game
- 48. Tweets about Tweets Nikes EPIC family tracks how many tweets are going out about top NBA players...the most tweeted ones rise to the top of the family
- 49. Social Media: The NBA Stats compared to the Twitter Context On a normal day, Twitter users tweet 65 million tweets or 2 billion tweets a month That translates to about 750 tweets per second Group stage of World Cup 2010 saw 2700 tweets per second NBA finals game 7 in 2011 saw 3085 tweets per second more than 185 000 tweets per minute
- 50. Some of the guidelines the NBA lives by
- 51. Some key principles which the NBA Social Media team lives by. 1. Make fans feel like insiders 2. Dont join the conversation , create the conversation 3. Know what your readers want, when they want it 4. Dont overwhelm your followers 5. Plan ahead not everyday has a big game