NEW MEDIA AND WEBSITES:

TODAY AND THE FUTURE

2011 IIHF Marketing Workshop

Astoria Hotel Bled, March 18, 2011

IIHF MARKETING

WORKSHOP

1

Websites: A waste of time?

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2

Social media take over the web

1%

2%

1%

2%

5%

2%

1%

6%5%

4%

3%

0%

Facebook.com

2%

YouTube.com

3%

Google.com

MSN.com

Yahoo.com

2009

1%

2008

5%

4%

2007

1%

2%

2006

1%

Share of global online time spent

Alexa global ranking*

(Oct. ’10)

*: Calculated using a combination of average daily visitors and pageviews over the past month

Source: Morgan Stanley Research, Alexa, comScore

1. google.com

2. facebook.com

3. youtube.com

4. yahoo.com

5. live.com

6. baidu.com

7. wikipedia.org

8. blogger.com

9. qq.com

10. twitter.com

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And sports? – Example FC Barcelona

Source: FC Barcelona, facebook.com, youtube.com, twitter.com

0.030.04

2.00

3.68

0.040.25

3.80

10.74

Facebook Twitter Website YouTube

Jul ’10

Mar ’11

Subscribers/monthly unique users (in millions)

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4

Focus on and

fully exploit

traditional media

Provide all

means of

classical new

media

Carefully select

and fully

leverage social

media

Cover new

devices and

platforms with

selected offers

• TV rights revenue are and will remain

the dominant revenue source

• TV stations have wised up and are fully

utilizing new media outlets to maximize

the value of their rights

• Offer a well-designed website as

information hub and repository

• Include new media, but only if

not diminishing traditional media

rights value

• Provide extensive links to social

media and advertise special

solutions for devices

• Prioritize a set of social media

networks (usually Facebook,

YouTube and Twitter)

• Offer a well designed and

suitable set of content

• Provide extensive links to other

(new) media outlets

• Select a range of new (mobile)

devices/platforms (e.g.,

iPhone/iPad, Mac app store,

Android) and provide a targeted

app offer

• Eventually distinguish by

providing premium content

(cf. FormulaOne, NHL) not

available anywhere else

1

2

3

4

Elements for an optimal support by new/social media

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5

5

Role of the website: Hub and repository

• Micro-blogs

• News

• Discussions

• Blogs

• Articles/reports

• Live streaming

• Delayed clips

• Apps

• Games

()

Website

()

• Richest media offer possible

• Full control of content and

presentation

• Content stability (e.g., archives)

Half life

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Best practice: FC Barcelona – Today

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Superbike website re-launch 2011

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8

Elements to consider for a good website (1/2)

URL

(… .com)

Promotion

Ads (Google,

Facebook)

• As short and simple as possible

• No abbreviations nobody recognizes

• Local extension (e.g., .ch) plus .com if possible

• Register with and without hyphens (e.g., …-ice-hockey)

• Consider advertising the website with Google ads (about EUR

0.5-1.5 per click)

• Consider advertising the Facebook fan page through Facebook

ads (same price), ensure links to (and from) the website

• Test the website for natural referencing

Design

Clicks

• Rule of thumb: 50-70% loss per click; minimize clicks

• Use analytic tools to optimize website (e.g., Google Analytics)

• Clearly mark click-able areas (“Buttonize”)

Perfor-

mance

• Optimize website for performance, especially for mobile devices

• Test the website’s format for the various devices (from PCs to

small mobile phones) – for both performance and look

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9

Elements to consider for a good website (2/2)

Staff

Management

Tools and

outsourcing

• If there is a website team, minimal additional

resources are required to add social media support

• Set clear targets (e.g., “Minimum of 3 Facebook posts

per day”, “Reach 200,000 fans by end of December

2011”)

• Consider tools to support website creation and

maintenance (e.g., TYPO3, Dreamweaver)

• Ideally, outsource specific tasks but keep design and

maintenance in-house, if possible

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WORKSHOP

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10

Crystal ball: The ‘web’ of the future

No websites,

but only apps

Facebook on

steroids

HTML5

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WORKSHOP

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