Sports Marketing 2.0

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Sports Marketing 2.0‘The times they are a changing’

Dr. Jim Hamill

[email protected]

www.energise2-0.com

www.twitter.com/drjimhamill

mailto:[email protected]

http://www.energise2-0.com/

http://www.twitter.com/drjimhamill

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Sports Marketing 2.0

• Opportunities and threats for sports marketing organisations from the rapid growth of Web 2.0/Social Media

• Content– Social media – an overview– Social media in action – examples (non-sports marketing)– Key things to remember about social media– Social media and sports marketing– Sports Marketing 2.0: Euroleague Case Example– Sports Marketing 2.0: strategy development, implementation

and performance measurement

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Social MediaA Quick Overview

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Web 2.0/Social Media

An Overview

»Applications»Features and Characteristics»Implications

Business/Marketing 2.0Web 2.0 Applications

Open sourceOnline Applications/ Web ServicesSocial/ Prof Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitter

Characteristics

Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal

Impact – Wikibusiness

MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience – Rich

Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.

engage and co-createIT/Software/ApplicationsOperations, Internal Processes and HRM

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Social Media in Plain English

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How important has it become?

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The Social Media Revolution

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Potential Business Benefits of Social Media

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Business Benefits

• Market Knowledge

• Customer Insight and Understanding

• Customer Interaction

• Enhanced Customer Experience

• Business Intelligence

• Reputation Management

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Business Benefits

• Improved Sales and Marketing

• Identify and network with high value, high growth prospects

• Product Development and R&D e.g. engage and co-create

• Internal cost savings

• Improved Operations and Internal Processes

• Increased ROI

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Potential Business Benefits

5 main areas:

• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted

apps)

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Social Media in Action

Quick Examples

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In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand

A quick ‘personal experience’Dubai Hotel

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From the web site

• This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments.

• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.

• Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…

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The Customer Experience of the Brand

Tripadvisor

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From Tripadvisor

• It's getting old, the rooms are unappealing and it will never be more than a business hotel

• Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website

• Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel

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11 Million Views

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United Breaks Guitars

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Crowdsourced NPD

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www.skittles.com

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The rules of the game have changed

The 5 key things to rememberabout Social Media

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1. It’s a Revolution

A fundamental and revolutionary changein online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet

Content generated by the network for the network

We are no longer passive consumers of content/brand messages

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2. It’s Social

A conversation not a broadcast platform

Conversations are taking place relevant to your brand – are you listening?

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The Connected Customer

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3. Power Shift

Social media empowers customers, empowers the network

We no longer control the brand The brand becomes the customer

experience of the brand – experiences that are widely

shared online

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4. Declining Effectiveness

Declining effectiveness of traditional approaches to sales and marketing Does anyone listen any more?

We are no longer passive sheep waiting to be ‘driven’ to your web site

If you treat us like sheep, we will tell youto ‘flock off’.

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Do You Listen?

Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)

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Do You Listen?

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5. The End of Business as Usual

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The End of Business as Usual

‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for

engaging with and energising customer and network relationships

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New Performance Measures

• Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship

• In a social media era, business success depends on the – Quality of your network– Relationship strength– Ability to leverage

The 6Is Approach

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Performance Measurement

Involvement – network/community numbers/quality, time spent, frequency, geography

Interaction – actions they take – read, post, comment, reviews, recommendations

Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc

Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking

Insight – customer insight Impact – business impact

Social Media Monitoring Tools –Audit, Assess, Impact

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The ‘6Is’ Approach

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Bob Dylan

Come gather 'round peopleWherever you roam

And don’t criticiseWhat you can't understand

Your sons and your daughtersAre beyond your command

Your old road isRapidly agin‘

Then you better start swimmin’Or you'll sink like a stone

For the times they are a-changin’

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Social Media and Sports Marketing

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Sports Marketing 2.0

• Business benefits for Sports Marketing Organisations (SMO)

• What progress has been made? How well are sports marketing organisations utilising the power of Web 2.0 for building community and network relationships with their tribe?

• Emerging ‘best practice’ examples

• Euroleague case evaluation

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‘Football is nothing without the fans’

Jock SteinManager of Celtic FC

1965 to 1978

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A Marriage Made in Heaven

Social Media Sports Fans

Information ‘pull’ rather than ‘push’

User generated content Openness Sharing Collaboration Interaction Communities Networking

The ‘Tribe’ Passion Loyalty Commitment Desire Involvement Community Belonging Family

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Business Benefits to SMO

• Enhanced marketing effectiveness

• Marketing efficiency

• Improved ROI

• Relationships and networking effects – engage and energise – increased fan loyalty and commitment

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'Internal' Use of Social Media*

• Increased visits to the official site• Increase ‘stickiness’ (length) of site visits• Divert traffic from unofficial fanzine sites • Increased advertising revenue• Increased e-commerce sales for the official site• Actionable customer insight, knowledge and understanding • A channel for responding to customer comments and feedback • Enhanced online customer experience• Build community and leverage network effects - engage, energise* Use of social media on the SMO’s own web site

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Use of ‘External’ Social Media

• Social Networking Sites: Sports Marketing Organisation becomes a ‘community aggregator’ - ‘Talk with rather than at fans’ - actionable customer insights

• Multimedia Sharing Sites - a very powerful marcoms channel leveraging networking and ‘word of mouth’ effects

• Podcast Sites: Provides the SMO with a rich media channel for maintain on-going dialogue with customers/fans

• Virtual Reality: ‘virtual stadium’ allowing fans to interact with each other in a virtual space

• Mapping Tools: - satellite images of the Stadium etc. Can enhance the online customer experience leading to increased site visits, advertising revenue and e-commerce sales

• Mobile apps

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Progress Made

• Evaluation of the Web 2.0 progress made by the top 20 football teams in Europe (2008 study)

• Top European Football Clubs – Facebook/Twitter League Tables, 2012

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Internal Use (own web site)

• UGC (User Generated Content)– text, images, video, wiki

• User FOD (Feedback, Opinion, Discussion)– blog, forum, ratings, favourites, online chat

• RIA (Rich Internet Applications)– widgets, mash-ups, podcasts/vodcasts

• Folksonomies– social tagging, social bookmarking, tag cloud

• Feeds– content feeds in and out

• Community– site community

• External Links– to other 2.0 sites

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External 2.0

• Social Network Sites– facebook

• Multimedia Sharing Sites– Youtube, flickr

• Podcast Sites– Itunes

• Twitter• Linkedin

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2008 Results – very limited progress

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2012 Update

Top European Football Clubs – Facebook/Twitter League Tables, 2012

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Some Useful Links

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EPL Clubs – High Numbers

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But Little ‘Engagement’

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Few ‘Replies’

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67% are ‘Replies’

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Emerging ‘Best Practice’ Examples in Sports Marketing

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Fan Community Takeover

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Community Ownership and Management

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Fan Ownership – the Future?

• Could fan/community ownership be the model for other bigger Clubs?

• Why not? – it’s the people’s game; level of debt is not sustainable

• New Business Models required

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Examples

Chelsea – www.chelseafc.com

First Club to really ‘engage’ online

Old version of the site – check out the new one

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Celtic FC on Facebookwww.facebook.com/celticfc

Small domestic league with limited global TV coverage but with a global fan base

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166,000 ‘Likes’

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Euroleague Case Evaluation

How effective are Euroleague using social media – internally and externally?

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Web Site - little evidence of SM

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Its under fun

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130,469 Twitter Followers

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twtrland score – high engagement

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Live Score Updates

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114,000 Facebook ‘Likes’

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Use of QR Codes

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45m YouTube Views

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Limited Use of Google +

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Mobile

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Euroleague

What ‘Buzz’ is being created?

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Social Mention

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Topsy

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Shows Trend in ‘Mentions’

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Fewer ‘mentions’ than SPL?

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Influence

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Social Media Strategy Development

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‘Social Media Planning Pays’

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Use a Simplified Balanced Scorecard

• Will ensure that the social media actions and initiatives you take are fully aligned with and supportive of your overall business goals and objectives; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation

• A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders

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Social Media Balanced Scorecard

• Not ‘paralysis by analysis’. By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation

• The steps involved can be captured in a Social Media Strategy Map

• Five key questions to address……

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Social Media Balanced Scorecard

• What is the overall social media vision for your organization?

• What are the key objectives and targets to be achieved?

• Who are your customers?

• Key Actions and Initiatives

• Organisation, Resource and People Issues

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Social Media Strategy Map

Brief statement of your overall 2.0/Social Media Vision and Mission Strategic Objectives Customer Perspective Internal Management Perspective Organisation Perspective

Strategic Objectives KPIs / Targets

KPIs / Targets KPIs / Targets

KPIs / Targets

Customer Group 1

Customer Group 2

Customer Group 3

Customer Group 4

2.0/Social Media Initiative 1 - Objectives - KPIs - Targets - Actions




Organisation People Resource

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‘Be Customer Led’

Three key questions:

• Who are our customers, who do we wish to engage with?

• Where do we find them ‘hanging out’ on social media?

• How can we best engage and energise them?

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www.mashable.com

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Thank You

Questions

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Continue the discussion at www.energise2-0.com

On Twitterwww.twitter.com/drjimhamill

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Sports Marketing 2.0

Business

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