MARCH 2018MEMBER FEDERATION WORKSHOP

• Aims for Berlin 2018• Digital landscape• Platforms• Content

• MF Communications• Unscriptd• Media Hub

• The Moment• Brainstorming• Challenge!

AGENDA

• BAFTA-winning digital agency • Rights holders, brands and broadcasters• Experts in digital and social• Specialise in major events• Work for some of biggest names in sport

Services • Digital strategy, consultancy, analytics• Full management of channels• Content production• Real-time event coverage• Digital marketing campaigns• Product development• Realising commercial value of digital

ABOUT LIVEWIRE SPORT

BEST PRACTICE

What are your objectives?

• Increase participation

• Promote and grow the sport

• Stage events

• Manage elite athletes

• Win medals

• Attract new fans

• Grow revenue

AIMS

• Increase participation

• Promote and grow the sport

• Stage events

• Manage elite athletes

• Win medals

• Attract new fans

• Grow revenue

AIMS

Are your digital objectives aligned with business aims?

Or based on follower growth/video views?

• What are your strengths?

• What are your challenges?

• What content works?

• Who are your audience?

• What do they engage with?

• What is not making an impact?

HONEST ASSESSMENT

THE DIGITAL LANDSCAPE

• Facebook dominates, Instagram rising, messaging apps

• Owned v social channels

• Audience consumption differs by country

• Video

• Influencers

• Esports/Gaming

• Search

• Paid

THE DIGITAL LANDSCAPE

• Facebook dominates, Instagram rising, messaging apps

• Owned v social channels

• Audience consumption differs by country

• Video

• Influencers

• Esports/Gaming

• Search

• Paid

THE DIGITAL LANDSCAPE

• Sport is big

• Live is crucial

• But need to stand out

• People engage with people

• And stars

• Cross sport opportunities

THE DIGITAL LANDSCAPE

• 5 key things to focus on

• Related to business objectives

• How to measure? Quantitative and qualitative

• Plan around key dates

• Content – who will plan, produce, publish, promote and analyse?

• Maximise The Moment

PRIORITIES

PLATFORMS

VIDEO IS KING

• Grab their attention quickly – the 3-second rule

• Think social and think mobile

• Subtitles

• Cost effective

• Think about what people would share

• Take time to work on the sell

CHANNEL PROFILES - FACEBOOK

• Video rules for reach/engagement

• Algorithm favours: ’meaningful interactions’, and increasingly watch time over views

• Organic reach dropping, so paid, crossposting and localisation more important

CHANNEL PROFILES - FACEBOOK

• Video led, can help with clickthroughs but more on driving growth + engagement

• Encourage ‘meaningful interactions’

• Look to increase posting rate, eg via regular campaigns outside of race

• Optimise video, subtitles, frames, increase watch time

• Paid promotion, accelerate growth, combat declining organic reach

• Open up cross-posting with athletes, partners, sponsors

CHANNEL PROFILES - INSTAGRAM

• Video overtaking main feed: great action but also humour, personalities, emotion

• Algorithm favours: regular posting, engaging with other content, relevance

• Stories offers route into authentic, raw, real-time. Plus valuable CTR. And beating the algorithm

CHANNEL PROFILES - INSTAGRAM

• Capture emotion and adrenaline of events

• Offbeat, quirky content, unguarded moments

• Opportunity to tell stories, educate and entertain

• 3-4 posts per day, much more during event

• Aim to increase video posts to at least 50%

• Archive used sparingly: celebrate the ‘now’

• ‘Live’ Stories: video; raw, live feel; atmosphere

• Stories: drive huge views and CTs

CHANNEL PROFILES - TWITTER

• Real-time, reactive, own and drive narrative

• Most engaging: native video, gifs. Less engaging: links (and generally lower CTR)

• Timeline is no longer a live ‘play-by-play’ feed for sport – unique content, engagement is crucial

CHANNEL PROFILES - TWITTER

• Own the moment, drive the narrative: real-time

• Operate around the clock – tell the relevant stories in the relevant timezones

• Quality over quantity: every post aims to engage, not just inform

• Highest posting rate, especially around events

• Share best from athletes, partners

• Direct engagement, eg polls, debate

CHANNEL PROFILES - YOUTUBE

• Algorithm favours: watch time, regular uploading, content optimisation

• Use native tools (endscreens, cards, comments) to keep people watching your content for longer

• Community tab to drive further engagement, resurface classic content

CHANNEL PROFILES - YOUTUBE

• Natural home for celebrating archive, evergreen content

• Focus on watch time, subscriber growth

• Aim for more regular uploads, will drive growth, visibility

• Can use longer video (7-16mins), focus on watch time

• Hook viewers in quickly and use keywords for searchability

• Rankings, lists overperform, especially with younger audiences

VIDEO – LIVE STREAMINGFacebook Live - great way for showcasing raw content and when you have access to stars or behind the scenes at venues – giving fans something they don’t get on broadcast TV

• On a phone, don't put best content up front

• Interact in the comments with people while the FB Live is going on

• Q&As are great but think more creatively

• No optimum time but aim for 4 minutes or longer

• Preference should be always to shoot landscape rather than portrait

VIDEO – LIVE STREAMING

VIDEO - LIVE STREAMING

• Can also film live through Instagram

• Unlike on Facebook, film in portrait rather than landscape

• Can be much shorter (Up to 5 minutes)

VIDEO - 360

• 360 it's about putting your audience where they'd like to be

• As it's 360 they need to give plenty of space (and height!) when shooting

• It is always a fixed shot - don't move or it'll make people feel sick

COMMUNICATIONS

How can we help each other?

COMMUNICATIONS

How can we help each other?

UNSCRIPTD

UNSCRIPTD

• Funnel content direct to athletes in very few steps

• Athletes become pathways for content direct from EA, sharing key messages

• Athletes get to build their own brand with dynamic content that gets to them fast

• Mission is to encourage all your member athletes to connect to the platform!

• Help get the gospel of athletics out to engaged, interested audiences, make major moments go viral

• Potential ‘thunderclap’ opportunities: can we get all your athletes onto the platform, influencers too, and create a wave of engagement and sharing around #TheMoment at championships launch point?

#TheMoment is finally here!

MEDIA HUB

• Berlin 2018 – key to success is getting media promotion

• Media appetite for quality, ready-made content

• Tell the big stories

• Awareness around star athletes (and creating some stars)

• Media Hub created to give media easy access to content

• Tool available for MFs

• Video, imagery, athlete info

• And a way to promote your content and athletes

MEDIA HUB

What content does the media want?

BERLIN 2018: USING SOCIAL TO DELIVER

HOW CAN SOCIAL MEDIA HELP DELIVER A MAJOR EVENT?

• Building awareness

• Engaging with audiences

• Selling tickets

• Promoting volunteer programmes

• Supporting/attracting partners – commercial, broadcast

• Capturing customer data

• Through content that informs, inspires, excites, engages, amplifies

• Covering your live event

• Don't forget the post-event phase!

WITH THAT IN MIND…

1. What are your own federation’s goals?

2. What are the storylines you will focus onin your market?

3. What would your MF see as a success?

Any questions?

Break!

CREATIVE CAMPAIGN EXAMPLES

CONTEXT• Brief: to make the 2012 Paralympics every bit the success the 2012 Olympics were • Danger of being overshadowed by summer success• Working with Channel 4 to drive interest in watching broadcast coverage above and create ‘national event’

RESULTS• C4’s most successful sports broadcast (11m viewers)• Massive social account growth• Establishment of Paralympics as sporting spectacle in its own right• Continued roll-out of the campaign in 2016• 28m viewers of C4 2016 Paralympic content in ‘16

MEET THE SUPERHUMANSAthletes = the story | Athleticism as CDF | User participation | Moment-making

CONTEXT• Drove ticket sales through digital• Answering need to improve sales, especially for potentially less desirable sessions within the schedule• Incorporate drive to make the event more inclusive, more open, a more ‘shared’ experience

RESULTS• Close to 500k digital views of Be Part Of It campaign video (also used OOH)• 89.3% of all tickets sold (target was 70%) • 2.8m people reach across ticket campaigns•20m people reached with in-championships editorial• 72k ticket sales made during promotion• 11k new social followers added during champs

AMSTERDAM 2016Be Part Of It campaign | Targeted editorial | Targeted tickets | Localisation

AMSTERDAM 2016

CONTEXT• Adidas’s London 2012 campaign• Influencer and athlete heavy• Intended to build profile of UK athletes• Galvanise nation - ‘once in a lifetime’• Flexible campaign that morphed from ‘#TakeTheStage’ into ‘#StageTaken’ at competition end (like ‘The Moment’)

RESULTS• Neatly combined professional athletes in need of a profile boost, UK music (Xample), popular culture (Keith Lemon), clothing, etc• Phased campaign targeted & engaged youngsters• 10,000 UGC entries and 250,000 clickthroughs

TAKE THE STAGE Influencer | Flexible campaign ID | Sponsor | Integration

TAKE THE STAGE

CONTEXT

• NFLUK’s core business goal is to become a mainstream

UK sport by 2020

• While a Northern American powerhouse, was very much

a niche sport in Europe till recently

• We’ve worked closely with NFLUK on digital and social

strategy and ideation ever since 2015

• Devising, delivering campaigns, concepts, content and

platforms to grow the game - including overarching

2016/17 campaign #OnlyInTheNFL

RESULTS

• Sunday and Super Bowl TV viewership has increased

massively, 2017 returned record number of unique TV

viewers

• NFL now boasts a fan base of more than 13 million

(including four million avid fans)

• Latest figures from Sport England now show that 40,000

people age 14 or older play regularly

NFL UK50 Golden Tickets | #OnlyInTheNFL | #NFLRookie | Integration | Influencers

NFL UK

• Have a strong central identity (what is the distilled essence of the campaign?)

KEY TAKEAWAYS

KEY TAKEAWAYS

Make athletes the story: • Superhumans• Make Them Giants• Take The Stage

Target local if you can (One Championship; Be Part Of It; Make Them Giants)

KEY TAKEAWAYS

Digital can make ‘the moment’ (Meet the Superhumans; NFLUK live animation)

KEY TAKEAWAYS

Look different (adapted video; animation; etc)

KEY TAKEAWAYS

Gamification and value exchange can grow audiences and gain customer data QUICKLY

KEY TAKEAWAYS

Think about building the buzz AROUND the sport (brand building in your market)

KEY TAKEAWAYS

OVER TO YOU

• This afternoon we will split into groups of four-five people and brainstorm campaigns around Berlin 2018 and #TheMoment

• We’ll ask the groups to split into Campaign Chief, Head of Social, Head of Influencers/Athletes, Head of Messaging and (where needed) Head of Video, and Head of Moments

• You’ll then have 45 mins-1 hour to devise an award winning campaign, then present your ideas back to the larger group - with participants voting for the winning group in each room

• Lastly we’ll come back together for the final half hour in which our two winners will then face off head to head, presenting to the room, and be voted on by all participants

• Only one team can win!

TIME TO SHINE!

#THEMOMENT

DAS SPORT FESTIVAL

THINGS TO THINK ABOUT

• How to mark key dates in the calendar?

• What will you do to maximise your access to athletes?

• Any user generated content opportunities?

• Using existing assets (archive video, imagery, graphics, data)

• General social themes (#OnThisDay, #MondayMotivation or create your own)

• Think outside of athletics (other sports, TV shows, national holidays)

• Plan what you would put on each channel (Facebook, Twitter, Instagram, YouTube, website etc)

• Video should be central to your plans

• How can you use other platforms with big audiences (Spotify, Strava, Pinterest etc)?

• How can we tie this into The Moment?

• How will you measure how successful the campaign is?

• Can you include commercial partners in your plans?

GROUPS

1: From now until one month to go

2: From one month before tournament to the start(including day before!)

3: Week of tournament

4: Afterwards (legacy!)

ROLES/FUNCTIONS

1: Campaign Chief

2: Head of Social Media and team (what will you do on social?)

3: Head of Athletes/ Influencers and team (what will you do with them?)

4: Head of Messaging and team (what will you say, and how will it

differ in certain markets?)

5. Head of Video and team (what will you do with video and artwork?)

6. Head of Moments and team (what will you do around key milestones?)

OFF WE GO!