« Management du Sport» Conference, 13-14 June 2013, ISC Paris

Sport and Social Media(#Digisport #Smsports)

State of Play, Issues & Challenges

Boris Helleu ( @bhelleu)Université de Caen Basse-Normandie (France), EA 4260 CesamS

1. Sport and Social Media, how it works and Fits

2. 2P/2C/2E Model

3. Future Prospects in Academic Research and Teaching

Plan :

1. I’m not (only) a geek and I’m not a prophet, I won’t speak about the so-called digital revolution

2. An overview in order to understand the academic space of #digisport

3. This work is based on Helleu & Karoutchi in Beech & Chadwick (2013) and tries to go further

4. Exploration work based on curation, strategic monitoring and interviews

Goals :

Plan and usual caution

Top 15 ratings 2012 in France

Its a Whole New Ballgame (Sanderson, 2011)

•81% of people prefer the internet for their sports news (41% Twitter/Facebook – 40% websites)

•When the game is on TV, 83% of people will check sports social media

•63% will even check updates while they’re sitting in the stadium

•88% of NHL team Fans are multi-screeners (online via computer or cell phone while watching a game on TV)

•94% of NHL team Fans have purchased a product or service as a result of following a brand on Twitter

•79% of sports fans have used their device for watching or following sports this past year

Social Media Usage

•Euro 2012 : 11,9 million tweets

•NBA Finals : Twitter @ Facebook mentions : 19,13 million

•Superbowl XLVI : 5,67 million tweets, 215 000 Facebook likes

•Usain Bolt garnerded 80 000 tweets/minute during his gold medal winning 200m sprint

•Camp Nou is the most socialized place in the world according to Facebook

In 2012

Percentage of French People on at leat one social media

How many social media per french people?

Sports Fans using social media for sport experience

•blogs (weblogs): a personal journal published on the World Wide Web

•Online communities: the discussion forum remains the best-known and oldest form of online discussion

•Websites for sharing video content (YouTube, Dailymotion, etc.), photos (Flickr), links (Delicious), and music

•Socio-digital systems such as Facebook, Orkut and professional tie-ins like LinkedIn and Viadeo.

•New platforms such as Foursquare, Instagram, Pinterest, Vine, Bobler, Snapchat…

Social network / Social media

Social Media : notoriety in France

I’m making my presentation at #ISC . Unable to speak english #KMN

I like the ISC Sports Management Conference

I’m at ISC

Here’s a vintage photo of Simon Chadwick making his presentation at ISC Conference

Here I’m making my presentation

I was at ISC Conference. I got skills in #digisport

Here’s a funny mini video of Michel

Social & Technology

Listen to me at ISC conference

The Digital Strategy of the NBA

Melissa Rosenthal Brenner, NBA Vice President of Marketing

“Our mission for All-Star is the same as our goal every day of the year, which is to enhance our fans' engagement and enjoyment of the game. And that's really what social media is for us. It's a way for fans to interact with each other on a global basis. We look at everything from trending topics to individual post engagement on Facebook, as well the volume and sentiment of mentions across all platforms. We'll put out a pretty robust analysis post All-Star on volume, sentiment, as well as key tweets or Facebook status updates that really tell the story of what fans feel about our game and feel about the event itself.”

To put the Fans front and center

Increase the level of engagement, experience and loyalty

Exemple : FFF and Facebook

Exemple : La NBA sur Instagram

Exemple : NBA on Instagram

My instagram account

Callaway and LinkedIn

“This partnership and concept are exciting because no other company has used LinkedIn’s API in this way before, and we’re using it to connect passionate golfers. It furthers our commitment to being the most transparent, most connecting, most engaged brand in golf.”

• The Monopoly Generation (1900-1950) is identified with the emergence of modern sport. You had to go to a stadium to see a match.

• The television generation (1950-1990). It became possible to watch an event outside the stadium and around the world.

• The Highlight Generation (1990-Present) is the internet generation generation

The Elusive Fan (Rein & al., 2006) and The Digital Fan

• A fourth stage ?: the Online Digital Experience Generation. Fans themselves can now create content and share it with a community.

Exemple : Second Screen Canal Football App

“the Canal Football App Stat Center. The new feature allows fans to compare players and access detailed match and club data, which, until now, has only been available to Coaches and Journalists.”

Exemple : Nike+

Exemple : Nike+

Exemple : I was there !

4P (supply)4C

(constumer)

4E (experienc

e)

3C (digital)

4C (social media)

ProductPricePlacePromotion

ConsumerCostConvenienceCommunication

EmotionExperienceEngagementExclusivity

ContentCommunityConstance

ContentCommunityConnectionsConversation

If the Fans evolve, so must do the marketing

What to do? Where? How? Benefit

ParticipationPartage (share)

Community Content EngagementExperience

•Fans are not only consumers: they want to be involved

•Fans both act and react: they want to share their emotions

• The experience is not limited to match day: fans can create it whenever they want

• Second Screen

• Big Data

• Connected Stadium/Geolocalisation

• Fail, Regulation & Digital Ambush

• Marketing Strategy & Digital Mix

• Fan Content and Fan Sourcing

• Monetisation, Valorisation and Sociometrics

• Mega Events Digitalisation

• Gaming/Fantasay

• ICTE / A digital Community in Sports Academics

10 major trends

Majors trends

MarketingSports

Economics

human resource

management

managing facilities and

stadia

Event Management

Sports Law

Second Screen

Integrated Fan App MarketConnected Stadium

App

Big Data Datatainment Worth Collect Information

Connected StadiumGeolocalisation

B2FB2C

FinancingStadia

ManagerEuro 2016 Wifi

Regulation Ambush

Ambush CBATraining

EducationFans

Guidelines Policy

Marketing strategyDigital Mix

ContentTeam

ValuationTraining

EducationFan Reward Online/offline

Fan ContentFan Sourcing

Co-brandingNew business

ModelFan Content Valorisation

Co productionGuidelines

Policy

MonetisationValorisationSociometrics

Branding New revenue DriveSocial Media

Rights

Mega Event sponsoringConceptionRenovation

Social Media Center

Guidelines Policy

Gaming/Fantasy

B2FB2C

New revenuesGuidelines

Policy