Sports Social Media & Marketing RunningConferenceApril2009 NickGoniosDirector,CommunityDevelopment

NickGoniosBackgrounder Nickbringsover16yearsofwebstrategyandcommercial experiencefrombothlargemulLnaLonalITandweb companies,includingMicrosoP,Fujitsu,HotHouse,andlocal startups,includingPeakhourandSportsPassion. AscofounderandDirector,CommunityDevelopmentat SportsPassion,Nickisfocusedonengagingandbuildinglocal sportscommuniLeswiththepowerofparLcipantdriven toolsandservicesonline. FounderSportsSymposia AIMIANSWCommiWeeMember 3eepPtyLtdCopyright2009 CommercialinCondence

ConsumerismistheequaLngof personalhappinesswiththe purchasingofmaterial possessionsandconsumpLon. hWp://en.wikipedia.org/wiki/Consumerism 3eepPtyLtdCopyright2009 CommercialinCondence

Quickreec5onon Consumerism 3eepPtyLtdCopyright2009 CommercialinCondence

MailOrderCatalogs 2008 Depicts115,000mailordercatalogs, thenumbermailedintheU.S.Every minute. ChrisJordanphotographer onconsumerism 3eepPtyLtdCopyright2009 CommercialinCondence

Todayssportsconsumer... celebrates mass media 3eepPtyLtdCopyright2009 CommercialinCondence

Themedialandscape israpidlychanging 3eepPtyLtdCopyright2009 CommercialinCondence

Itusedtobethatnobrand manageratP&Gevergotred forrecommendinga30second TVspot 3eepPtyLtdCopyright2009 CommercialinCondence

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Itsallaboutconversa5ons&engagement 3eepPtyLtdCopyright2009 CommercialinCondence

Sportsmediaisbecomingfragmentedbecause ofdiverseconsumertechnologies MobileTV GenX&YspendinglessLme withtradiLonalmedia (newspaper,radioandTV) MulLtaskinghasincreased DigitalsLll/ KeyfactorisaWenLonand videocameras engagement iPods IPTV Socialinternetsites 3eepPtyLtdCopyright2009 CommercialinCondence

yetthesportsindustryisheavilyfocusedon broadcastmediavaluechain Content Content Content User AWenLon EndUser Seekers CreaLon Packaging DistribuLon Interface Professional Cinemas Viewers Sports Leagues TV Listeners College/High Radio Readers SchoolSports Newspapers Gamers Local Sports PC User Mobile Generated Devices Content Games (theplayers, coaches, fansarethe actors) 3eepPtyLtdCopyright2009 CommercialinCondence

Australianaudiencesarenotabackwater ...nowleadingtheworldinonesignicantway 3eepPtyLtdCopyright2009 CommercialinCondence

Australiansaretheworlds Fromthe IBMInsLtuteof heaviestconsumersof BusinessValue2008 socialmedia

Nearly7millionsharingphotos 5.7millionreadingconsumer &3.6millionsharingvideo reviewsonline Fromthe 2.9millionuploadingmusicand Nielsen2008UGC Report nearly2millionuploadingvideo Australia 5.1millionconsumersinvolved 4.5millionreadingblogs& insocialnetworking 1.5millionwriLngablog

Whatnowfortheempoweredand connectedsportsparLcipants? Massmarketexposure Audience Millionsofviewersper NaLonal(Elite)Leagues team (e.g.AFLNaLonalLeague) 10,000sofviewers &supportersperteam(local Tier2/3Leagues mediacoverage) (e.g.Statelevelandregionallevel) 1000sofsupportersperteam LocalMetroLeagues (somelocalmediacoverage) (e.g.suburbanclubleagues) JuniorLeagues 10100sofsupportersperteam (e.g.suburbanjuniors) (eecLvelynomediacoverage) LeaguesorComps MassparLcipaLon 3eepPtyLtdCopyright2008 3eepPtyLtdCopyright2009 CommercialinCondence

Nike& Adver5sing Werenotinthe businessofkeeping themediacompanies alive.TrevorEdwards,Nikes corporatevicepresidentforglobal brandandcategorymanagement Wereinthe businessof connec5ngwith consumers. 3eepPtyLtdCopyright2009 CommercialinCondence

Nokia is also enabling engagement 3eepPtyLtdCopyright2009 CommercialinCondence

Examplesofpar5cipantdrivencampaignsby sportsbrands 3eepPtyLtdCopyright2009 CommercialinCondence

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Keytakeaways Listen Engage Enable Share Reward Par5cipate 3eepPtyLtdCopyright2009 CommercialinCondence

Illleaveyouwithathought Takethelead andempoweryoursports par5cipantstoconverse&engage withsociallydriventoolsand servicesandyouwillbeamazed! 3eepPtyLtdCopyright2009 CommercialinCondence

NickGonios COO&Director,CommunityDevelopment SportsPassion www.sportspassion.com nick@sportspassion.com twiWer&skype:nickgonios mobile:0416239111 3eepPtyLtdCopyright2009 CommercialinCondence