harnessing digital media in sport

Harnessing Digital Media


Sarah EdwardsCreative Director, Make it Digital


Co-owner of the agency Make it Digital Working in digital for over 10 years Working specifically in mobile for the majority of that time Co-founder of women’s rugby site scrumqueens.com Keen rugby player and on the committee of Teddington RFC

About Me

Digital is our world. We help people bring brilliant ideas to life online, combining our skills in user experience, interface design and development with their vision to create applications across web and mobile that inspire and engage.

About Make it Digital


1Social Evolution What is social media?Social media is the social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks.



1. Social Evolution


Our digital world is changing

Email Open Rates

2002 = 37.3%DoubleClick by Google, Q3 2002

2009 = 26%Harte-Hanks, June 2011

2011 = 17%Harte-Hanks, June 2011

Banner Ad Click-Through Rates

Mid-90’s = 3.0%Thomson & Schumann, October 2004

Early 2000’s = 0.5%Thomson & Schumann, October 2004

2010 = 0.1%Google, 2010

Cost-Per-Click Demandof Google AdWords

2011 to 2012 15% y.o.y.

Google Inc., October 2012

1. Social Evolution


Where is your mobile?


1. Social Evolution


Bandwidth has increased


1. Social Evolution


1. Social Evolution 1. Social Evolution

People are no longer tied to their PC’s


1. Social Evolution


What is changing… The way we fall in love The way we stay in touch with family

and friends The way we look for jobs

These are all incredibly important and personal interactions, users don’t want ads intruding into these spaces


1. Social Evolution


Think about how your content is perceived


1. Social Evolution


Native

Burberry Instagram Vans Instagram

Non-Native

1. Social Evolution


Native

BudLight’s Facebook BestBuy Facebook

Non-Native

1. Social Evolution


Native

Sesame Street Tumblr

Sharpie Tumblr

Non-Native

1. Social Evolution


2Trends

Social TV behaviours will grow in value



2. Trends

Content experiences will get more immersive


Brand storytelling

Micro how to’s

‘Prankvertising’


Niche networks will increase in popularity Networks that do something and do it

well, like Instagram

This is where we have the movement away from Facebook in early teens

Apps that enhance contact ‘in real life’ (IRL) not attempt to replace it.


2. Trends


Visual content will explode Photos: the most engaging

post type on Facebook


2. Trends


Showing you care


2. Trends

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2. Trends

Contrary to popular belief, most people aren’t using multiple social networks.Over 50% of Internet users either don’t use any social networks, or use just one (i.e. Facebook).

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3What are you saying?


Content is King but context is God


3. What are you saying?

Creating stories that people want to engage with




Give something to your audience, don’t just take





Content for the sake of content is pointless




Use popular culture

Harnessing Digital MediaHarnessing Digital Media


Use popular culture




Learning to adapt

4Where are you saying it?



4. Where are you saying it?

Social media sites, 2012-2013% of online adults who use the following social media websites, by year

Pew Research Center’s Internet Project Tracking Surveys, 2012-2013

Facebook Linkedin

67

2015 16 13

71

22 21 18 17

Pinterest Twitter Instagram

2012 2013


Facebook

There are now over 1.28 billion Facebook users

23 percent of Facebook users

login at least 5 times per day

Facebook is aging. 45% of Internet users aged 65+ use Facebook.

Almost all social networkers use

Facebook. In fact, over 80% of ‘other’

social network users also use

Facebook.



Facebook tips Fridays are Facebook’s best day for engagement

Photos drive engagement on Facebook pages

Post in a timely way, know the best days and times to post updates for your demographics

Don’t spam people; post thought-out content

When you want to interact with your audience it’s a good place to start conversations



ExampleEngaging with players






ExampleShakira




ExampleLuke’s Lobster


Twitter

There are now over 550 million registered users

34% of marketers use Twitter

to successfully generate leads

Twitter was the fastest growing network with a

44% growth from 2012-2013

215 million monthly active users




Twitter tips Ideally, you should respond within an hour on Twitter

Late night is the best time for retweets

Your prime time for interaction is during the events

Follow other similar organisations

Create your own hash tags (#wrugby)




ExampleUS Soccer: Surprises & Delights



If you tweet at @USSoccer in support of the team (while using the hashtag #USMNT) there’s a good chance you’ll get your very own personalized jersey


4. Where are you saying it?4. Where are you saying it?


ExampleEA Sports


4. Where are you saying it?4. Where are you saying it?


ExampleUCLA Basketball


Instagram has 200 million active

monthly users

Instagrammers also use Twitter. There is

a 50% crossover between the

networks

20 Billion+ photos have been shared on

Instagram to date

23% of teens consider Instagram their favorite social

network

Instagram




Instagram tips Create your own space

Use hash tags

Show emotion in your images

Instagram is about quality, not quantity

Create your own space, become a role model

Use photography well




ExampleBrooklyn Nets: 46,262




Other platforms: Pinterest

Harnessing Digital MediaHarnessing Digital MediaHarnessing Digital Media



Other platforms: Pinterest There’s a best day for everything on Pinterest

Women are four times more likely to be Pinterest users than men

Pinterest attracts older people

Twitter and Instagram are still youth dominated networks, but 23% of Internet users aged 50+ use Pinterest.

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Other platforms: Snapchat




Other platforms: Snapchat Number of Snapchat snaps per day is 400 Million

70% of Snapchat users are female

12% of Snapchat snaps are shared with multiple recipients

5% of overall selfies shared on social media are from Snapchat

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Other platforms: Vine


http://vine.co/v/bQiInhatpWK

http://vine.co/v/bPWbDJVlPjT



Other platforms: Vine 5 Vines are tweeted every second

Weekends are the most popular time for Vine sharing

3 of the 5 most retweeted Vines ever are by Musicians

Time is short so think about content

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Other platforms: WhatsApp 450m users with 1million joining each day

This is a group messaging platform, great for organising teams

Fantastic for creating a sense of community in sports teams

This is where your players are thinking about how to engage them

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5Your strategy



5. Your strategy

Your strategy Ensure your website is up-to-date and easy to find

Make your website responsive

Include links to your platforms everywhere you can

Include digital references in all printed material

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We need to start using the tools

We need a Strategy

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5. Your strategy

5. Your strategy

Set your goals



5. Your strategy

Define your audience



5. Your strategy

Define yourself



5. Your strategy

Develop your voice



5. Your strategy

Make a schedule & allocate resources



5. Your strategy

Get connected



5. Your strategy

Make it work



5. Your strategy

Create a social media policy



5. Your strategy

Measure, analyse & adapt



Questions?


Established 1991 • Based in Old Street, London • 17 Employees

About the presenterSarah Edwards is the Creative Directorof Make it Digital, a Division of Make it Clear.

[email protected]@Make1tDigital

Thank you

Image References pp.8Blank iPhone. [online image]. Available at: <http://www.iclarified.com/images/tutorials/31004/125783/125783-1280.png> [Accessed 7 July 2014].pp.9Cheetah sprinting at top speed of 65 miles an hour [online image]. Available at: <http://pixdaus.com/cheetah-sprinting-at-top-speed-of-65-miles-an-hour-acton-ani/items/view/278100/> [Accessed 7 July 2014].pp.10Broken chain [online image]. Available at: <http://www.theagedp.com/?attachment_id=6501> [Accessed 7 July 2014].pp.12Standing out in a crowd [online image]. Available at: <http://www.andypreston.com/2013/04/stand-out-selling/> [Accessed 7 July 2014].pp.13Burberry and Vans Instagram (Vaynerchuk, 2013, pp.19)pp.14Budweiser and BestBuy Facebook (Vaynerchuk, 2013, pp.20)pp.15Sesame Street and Sharpie Tumblr (Vaynerchuk, 2013, pp.20)pp.16Living room TV is ‘making a comeback’, says Ofcom. [online image]. Available at: <http://www.bbc.co.uk/news/technology-23521277> [Accessed 7 July 2014].pp.17Iris Worldwide (2013) [online image]. Available at: <http://www.slideshare.net/irisWorldwide?utm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview> [Accessed 7 July 2014].pp.19Camera lens. [online image]. Available at: <http://trikfotografi.com/tips-to-use-camera-lens-kit-with-dslr-and-telephoto-lens-new-in-2014/> [Accessed 7 July 2014].

pp.20TBWA\LONDON (2014) Derrick Rose Adidas campaign. Available from: < http://uk.adforum.com/award/showcase/6650183/2014/ad/34499040> [Accessed 7 July 2014].pp.22Joep Roosen (2008) Crown [online image]. Available from: <https://www.flickr.com/photos/joeproosen/3376336410/in/faves-kidding_/> [Accessed 7 July 2014].pp.23Long Distance Relationship Date Ideas [online image]. Available from: <http://dating.about.com/od/longdistancerelationships/a/ldrdateideas.htm> [Accessed 7 July 2014].pp.24Green ribbon gift box [online image]. Available from: <https://nelsonrivas.wordpress.com/page/6/> [Accessed 7 July 2014].pp.25Curtis Palmer. E-Waste collection centre in South America [online image]. Available from: <http://www.euractiv.com/sections/circular-economy/fitting-e-waste-circular-economy-302645> [Accessed 7 July 2014].pp.26Tweet from Oreo’s Twitter account. Available from: <https://twitter.com/Oreo>pp.27Tweets from the official Twitter accounts of: Major League Baseball <https://twitter.com/MLB>, Listerine Global <https://twitter.com/ListerineGlobal>, Bud Light <https://twitter.com/budlight>, Trident Gum <https://twitter.com/tridentgum>, and WhataBurger <https://twitter.com/Whataburger>pp.28Colorful Chameleon [online image]. Available from: <http://hdw.eweb4.com/out/1106119.html> [Accessed 7 July 2014].pp.33Post from from Olympic Game’s Facebook account. Available from: <www.facebook.com/olympics>

pp.34Post from from Shakira’s official Facebook account. Available from: <www.facebook.com/shakira>pp.35Post from from Luke’s Lobster official Facebook account. Available from: <www.facebook.com/LukesLobster>pp.38Tweet from US Soccer’s Twitter account. Available from: <https://twitter.com/ussoccer>pp.39Tweet from EA Sport’s Twitter account. Available from: <https://twitter.com/EASPORTSFIFA>pp.40Tweet from UCLA’s Basketball Twitter account. Available from: <https://twitter.com/UCLAMBB>pp.43Post from Brooklyn Net’s Instagram account. Available from: <instagram.com/brooklynnets>pp.44Pinterest interface. [online image]. Available from: <www.pinterest.com> [Accessed 7 July 2014]pp.46Understanding usage patterns with data. [online image]. Available at: <http://engineering.pinterest.com/> [Accessed 7 July 2014].pp.47Snapchat interface. [online image]. Available at: <http://www.engadget.com/2013/06/06/snapchat-5-0-for-ios/> [Accessed 7 July 2014].pp.49Posts from official Vine accounts of: Charlie Love <https://vine.co/v/bQiInhatpWK> and Jethro Ames <http://vine.co/v/bPWbDJVlPjT>pp.55Peter Fuchs. Tiltshifted shot of a Goal (2007)[online image]. Available from: <https://www.flickr.com/photos/peterfuchs/1239399915/in/faves-dortmundtourismus/> [Accessed 7 July 2014].

Text References pp.7VAYNERCHUK, G. (2013), Jab, Jab, Jab, Right Hook. New York: HarperCollins Publishers.pp.30Pew Research Center (2013), Pew Research Center’s Internet Project Tracking Surveys, 2012-2013.

Further Information http://99u.com/videos/22081/gary-vaynerchuk-how-to-tell-stories-in-an-a-d-d-world

http://www.slideshare.net/usabilitycounts/hunting-unicorns-what-makes-an-effective-ux-professional?qid=4c53d9b1-637b-45c0-a597-e11ddd88d5a7&v=qf1&b=&from_search=1

http://socialnsport.wordpress.com/

http://www.business2community.com/brandviews/buffer/10-surprising-important-social-media-stats-need-know-0930686#!7KXZf

http://oursocialtimes.com/10-useful-social-networking-statistics-for-2014/

http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/

http://www.c4lpt.co.uk/blog/2014/06/07/social-media-2014-statistics-interactive-infographic/

http://www.fastcompany.com/3031259/these-kids-today

http://mashable.com/2011/11/28/facebook-sports-marketing/

Image References (cont.)pp.56Avon Story Time [online image]. Available from: <http://www.visitavoncolorado.com/Avon-CO/Family-Fun/Story-Time/808/> [Accessed 7 July 2014].pp.57Woman kneeling on ground with mirror and reflection . [online image]. Available from: <http://www.inmagine.com/ojsi045/ojsi045550-photo> [Accessed 7 July 2014].pp.58Alfie Boe. [online image]. Available from: <en.wikipedia.org/wiki/Alfie_Boe> [Accessed 7 July 2013].pp.59Interior Decoration and Redesign. [online image]. Available from: <http://www.afreshlookdesign.co/interior-design-charlotte/> [Accessed 7 July 2014].pp.60Multiple exposure Photography Technique. [online image]. Available from: <http://learnmyshot.com/multiple-exposure-photography-technique/> [Accessed 7 July 2014].pp.61Clockwork. [online image]. Available from: <http://www.fotosearch.com/photos-images/clock.html> [Accessed 7 July 2014].pp.62Motivating your creativity. [online image]. Available from: <http://plusempresarial.com/Emprendedores-detail/infografia-motivar-la-creatividad/> [Accessed 7 July 2014].pp.63Measuring tools. [online image]. Available from: <http://www.shimidesigns.com/> [Accessed 7 July 2014].

harnessing digital media in sport

Marketing

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