Sports Marketing 2.0

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Slides for my Sports Marketing 2.0 Presentation at the Euroleague Final Four, Istanbul, 12th May 2012

Transcript of Sports Marketing 2.0

  • 1. ENERGISE2-0.COMSports Marketing 2.0The times they are a changingDr. Jim [email protected] www.energise2-0.comwww.twitter.com/drjimhamill

2. Sports Marketing 2.0 Opportunities and threats for sports marketingorganisations from the rapid growth of Web 2.0/SocialMedia 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 measurementENERGISE2-0.COM 3. Social MediaA Quick Overview ENERGISE2-0.COM 4. ENERGISE2-0.COM 5. ENERGISE2-0.COM 6. Web 2.0/Social Media An OverviewApplicationsFeatures and CharacteristicsImplications ENERGISE2-0.COM 7. Business/Marketing 2.0Impact WikibusinessWeb 2.0 ApplicationsMindsetOpen sourceBusiness IntelligenceOnline Applications/ Web ServicesCustomer Insight and Understanding Social/ Prof Network SitesCustomer Interaction Social Content Social BookmarkingEnhanced Customer Experience RichBlogs or Weblogs Internet Applications WikisReputation ManagementPodcasts/ VodcastsSales and MarketingVirtual RealitiesProduct Development and R&D e.g. Mash Ups engage and co-createRSS FeedsIT/Software/Applications Characteristics Mobile Web; Internet TelephonyOperations, Internal Processes and HRM Twitter Communities and Networks Openness Sharing Peering Hosted Services online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global 8. Social Media in Plain EnglishENERGISE2-0.COM 9. How important has it become?ENERGISE2-0.COM 10. The Social Media RevolutionENERGISE2-0.COM 11. Potential Business Benefits of Social MediaENERGISE2-0.COM 12. Business Benefits Market Knowledge Customer Insight and Understanding Customer Interaction Enhanced Customer Experience Business Intelligence Reputation Management ENERGISE2-0.COM 13. Business Benefits Improved Sales and Marketing Identify and network with high value, high growthprospects Product Development and R&D e.g. engage and co-create Internal cost savings Improved Operations and Internal Processes Increased ROIENERGISE2-0.COM 14. Potential Business Benefits5 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 hostedapps)ENERGISE2-0.COM 15. Social Media in Action Quick Examples ENERGISE2-0.COM 16. ENERGISE2-0.COMIn a Web 2.0 Era, the Brand Becomes theCustomer Experience of the Brand A quick personal experienceDubai Hotel 17. ENERGISE2-0.COM 18. ENERGISE2-0.COM 19. ENERGISE2-0.COM 20. ENERGISE2-0.COM 21. ENERGISE2-0.COM 22. From the web site This 5-star hotel and residence offers European hospitalitywith an unmistakable French touch. The hotel consists of 318beautifully appointed guest rooms/suites, while the residenceoffers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments. The ultimate in comfort, we offer 318 luxuriously elegantrooms and suites. Take a trip. Escape. Go and visit somewhere new and see if weare there Give in to that irresistible wanderlust. Discoveringand staying in the most exceptional hotels in the world hasbecome the modern-day Graal, a game, a quest ENERGISE2-0.COM 23. The Customer Experienceof the BrandTripadvisorENERGISE2-0.COM 24. From Tripadvisor Its getting old, the rooms are unappealing and it will never bemore than a business hotel Being a Sofitel hotel we expected something quite flashyunfortunately we were let down. The rooms, althoughcomfortable and clean, were not of the standard we expectedand were definately not what we expected after looking atthe photos on the hotels website Booking my stay via the Sofitel website after a pleasantexperience at several other Sofitel locations over the past 2years with my new job I was looking forward to a 5 star luxurystay after a stressful business trip. My expectations werereasonable, however certainly not met by this hotelENERGISE2-0.COM 25. ENERGISE2-0.COM 26. ENERGISE2-0.COM 27. 11 Million Views ENERGISE2-0.COM 28. United Breaks GuitarsENERGISE2-0.COM 29. Crowdsourced NPD ENERGISE2-0.COM 30. www.skittles.com ENERGISE2-0.COM 31. The rules of the game have changedThe 5 key things to remember about Social MediaENERGISE2-0.COM 32. 1. Its a RevolutionA fundamental and revolutionary changein online behaviour, expectations andthe online customer experience.The end of the read only internetContent generated by the network forthe networkWe are no longer passive consumers ofcontent/brand messages ENERGISE2-0.COM 33. 2. Its SocialA conversationnot a broadcastplatformConversations are takingplace relevant to yourbrand are you listening? ENERGISE2-0.COM 34. ENERGISE2-0.COM 35. ENERGISE2-0.COM 36. The Connected Customer ENERGISE2-0.COM 37. 3. Power ShiftSocial media empowerscustomers, empowers the networkWe no longer control the brand The brand becomes the customer experience of the brand experiences that are widelyshared online ENERGISE2-0.COM 38. ENERGISE2-0.COM 39. 4. Declining EffectivenessDeclining effectiveness of traditionalapproaches to sales and marketingDoes anyone listen any more?We are no longer passive sheepwaiting to be driven to your web siteIf you treat us like sheep, we will tell youto flock off. ENERGISE2-0.COM 40. Do You Listen?Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare(www.slideshare.com)ENERGISE2-0.COM 41. Do You Listen? ENERGISE2-0.COM 42. 5. The End of Business as UsualNew mindsets, new businessapproaches and new performancemeasures are requiredNOT a broadcast medium. Itsabout listening to and engagingwith customers, partners, yourcommunity, your tribeThis is something we are not verygood at doing. We prefer tellingpeople how good we areENERGISE2-0.COM 43. The End of Business as UsualWinners will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships ENERGISE2-0.COM 44. New Performance Measures Business success depends on the quality of your customerbase; the strength of the relationship you have with qualitycustomers; 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 leverageThe 6Is Approach ENERGISE2-0.COM 45. 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 impactSocial Media Monitoring Tools Audit, Assess, Impact ENERGISE2-0.COM 46. The 6Is Approach ENERGISE2-0.COM 47. Bob DylanCome gather round people Wherever you roam And dont criticiseWhat you cant understand Your sons and your daughtersAre beyond your commandYour old road is Rapidly agin Then you better start swimminOr youll sink like a stoneFor the times they are a-changin ENERGISE2-0.COM 48. Social Media andSports Marketing ENERGISE2-0.COM 49. Sports Marketing 2.0 Business benefits for Sports Marketing Organisations(SMO) What progress has been made? How well are sportsmarketing organisations utilising the power of Web 2.0for building community and network relationships withtheir tribe? Emerging best practice examples Euroleague case evaluation ENERGISE2-0.COM 50. Football is nothing without the fans Jock Stein Manager of Celtic FC 1965 to 1978ENERGISE2-0.COM 51. A Marriage Made in HeavenSocial Media Sports FansInformation pull rather than The Tribepush PassionUser generated content LoyaltyOpenness CommitmentSharingDesireCollaborationInvolvementInteractionCommunityCommunitiesBelongingNetworking Family ENERGISE2-0.COM 52. Business Benefits to SMO Enhanced marketing effectiveness Marketing efficiency Improved ROI Relationships and networking effects engage andenergise increased fan loyalty and commitmentENERGISE2-0.COM 53. Internal Use of Social Media*Increased visits to the official siteIncrease stickiness (length) of site visitsDivert traffic from unofficial fanzine sitesIncreased advertising revenueIncreased e-commerce sales for the official siteActionable customer insight, knowledge and understandingA 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 SMOs own web siteENERGISE2-0.COM 54. Use of External Social Media Social Networking Sites: Sports Marketing Organisationbecomes a community aggregator - Talk with rather than atfans - actionable customer insights Multimedia Sharing Sites - a very powerful marcoms channelleveraging networking and word of mouth effects Podcast Sites: Provides the SMO with a rich media channel formaintain on-going dialogue with customers/fans Virtual Reality: virtual stadium allowing fans to interact witheach other in a virtual space Mapping Tools: - satellite images of the Stadium etc. Canenhance the online customer experience leading to increasedsite visits, advertising revenue and e-commerce sales Mobile apps ENERGISE2-0.COM 55. Progress Made Evaluation of the Web 2.0 progress made by the top20 football teams in Europe (2008 study) Top European Football Clubs Facebook/TwitterLeague Tables, 2012 ENERGISE2-0.COM 56. 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)