Sport 2.0 the mid 2008 version

Slideshow Transcript

1. Slide 1: Sport 2.0 Sport in the web 2.0 era Gijsbregt Brouwer – sport 2.0 – 20/6/2008
2. Slide 2: About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gij Gijsbregt Brouwer – sport 2.0 – 20/6/2008
3. Slide 3: About today 1. Sport on the internet 2. Sport 2.0: social sport matrix 3. International trends 4. National trends 5. Future developments Gijsbregt Brouwer – sport 2.0 – 20/6/2008
4. Slide 4: Sport on the internet 1. Sport on the internet 2. Sport 2.0: social sport matrix 3. International trends 4. National trends 5. Future developments Gijsbregt Brouwer – sport 2.0 – 20/6/2008
5. Slide 5: Sport on the internet Sport on the internet Gijsbregt Brouwer – sport 2.0 – 20/6/2008
6. Slide 6: Experience Economy • Sport = an experience • Active & passive • The activity only takes a few hours per day/week/month • Internet improves the sport experience Gijsbregt Brouwer – sport 2.0 – 20/6/2008
7. Slide 7: Sport experience Sport as an (online) experience: • Experience is improved: • Lengthened: longer & more often • Broadened (more users) • Deepened (more types of use) • Builds a relationship with the consumer Gijsbregt Brouwer – sport 2.0 – 20/6/2008
8. Slide 8: Sport in general 1. Improvement  business 2. Improvement  media 3. Improvement  consumers • Active – athletes • Passive - fans Gijsbregt BrouwerBrouwer – sport 2.0 – 20/6/2008 Gijsbregt – Waddameeting sport 2.0 – 13/12/2007
9. Slide 9: Business: sponsoring Association Sponsor Sponsee and/or media Agreement Means Gijsbregt Brouwer – sport 2.0 – 20/6/2008
10. Slide 10: Business: sponsoring 2.0 • Interaction • Value creation • Continuous experience platform Sponsor consumer fan Sponsee and/or media Gijsbregt Brouwer – sport 2.0 – 20/6/2008
11. Slide 11: A platform for sport content Gijsbregt Brouwer – sport 2.0 – 20/6/2008
12. Slide 12: Media & rights: losing grip Stap 3 • Interaction • Value creation • Continuous experience Content Content Different storage formats Content Edited played video Rights on a central site Sport Platform Syndicated content consumers device Gijsbregt Brouwer – sport 2.0 – 20/6/2008
13. Slide 13: Show me the money! The future is free Content travels freely Making money for free: • Advertising • Sponsoring • Finding your true fans/hardcore athletes • Make offline accessible for online Gijsbregt Brouwer – sport 2.0 – 20/6/2008
14. Slide 14: Social Sport Matrix 1. Sport on the internet 2. Sport 2.0: Social Sport Matrix 3. International trends 4. National trends 5. Future developments Gijsbregt Brouwer – sport 2.0 – 20/6/2008
15. Slide 15: Social Sport Matrix Social Sport Matrix Gijsbregt Brouwer – sport 2.0 – 20/6/2008
16. Slide 16: Active vs passive Improving sports through internet End user is in charge Active  athlete  own results & activity Passive  fan  idol’s results & activity Gijsbregt Brouwer – sport 2.0 – 20/6/2008
17. Slide 17: Active community Gijsbregt Brouwer – sport 2.0 – 20/6/2008
18. Slide 18: Active community Examples: - MyTeamZone - AD’s mijnsportwereld - Gimme20 Components: - Display of own results - Profiles (alone and/or team) - Communication (slow chat) - User generated content - Open or within own network Gijsbregt Brouwer – sport 2.0 – 20/6/2008
19. Slide 19: Active community Gijsbregt Brouwer – sport 2.0 – 20/6/2008
20. Slide 20: Passive community Gijsbregt Brouwer – sport 2.0 – 20/6/2008
21. Slide 21: Passive community Examples: - Majority of Facebook sport apps - NHL fans community - Sport Hyves Components: - Display of idol’s results (adherence) - Profiles (1 athlete and/or team) - Communication (slow chat) - User generated content - Open or within own network - “Bumper sticker” Gijsbregt Brouwer – sport 2.0 – 20/6/2008
22. Slide 22: Passive community Gijsbregt Brouwer – sport 2.0 – 20/6/2008
23. Slide 23: Active tools Gijsbregt Brouwer – sport 2.0 – 20/6/2008
24. Slide 24: Active tools Examples: - iTunes + Nike - Mysportsplanner - Anglingmasters Components: - Registering own results - Scheduling & planning - Tailor made advise - Direct communication - Possibility for closed area Gijsbregt Brouwer – sport 2.0 – 20/6/2008
25. Slide 25: Active tools Gijsbregt Brouwer – sport 2.0 – 20/6/2008
26. Slide 26: Passive tools Gijsbregt Brouwer – sport 2.0 – 20/6/2008
27. Slide 27: Passive tools Examples: - Are You Watching This - Myfootballclub - Yoonew Components: - Registering idol’s results - Recommendations - Preferences - Tracking of scores, teams and stadiums Gijsbregt Brouwer – sport 2.0 – 20/6/2008
28. Slide 28: Passive tools Gijsbregt Brouwer – sport 2.0 – 20/6/2008
29. Slide 29: Active news Gijsbregt Brouwer – sport 2.0 – 20/6/2008
30. Slide 30: Active news Examples: - FCMovei - AD’s mijnsportwereld - Athlinks Components: - User generated content - Recommendations/rating - Customizing - “15 Megabites of fame” Gijsbregt Brouwer – sport 2.0 – 20/6/2008
31. Slide 31: Active news Gijsbregt Brouwer – sport 2.0 – 20/6/2008
32. Slide 32: Passive news Gijsbregt Brouwer – sport 2.0 – 20/6/2008
33. Slide 33: Passive news Examples: - Sportingo - Yardbarker - Fannation - Voetbalnext Components: - User generated content - Recommendations/rating - Portal page (content pyramide) Gijsbregt Brouwer – sport 2.0 – 20/6/2008
34. Slide 34: Passive news Gijsbregt Brouwer – sport 2.0 – 20/6/2008
35. Slide 35: Active gaming Gijsbregt Brouwer – sport 2.0 – 20/6/2008
36. Slide 36: Active gaming Examples: - All poker sites - Board games - Wii - Superkicks Components: - Simulation of real movements/tactics - Virtual opponents + competition - Feedback Gijsbregt Brouwer – sport 2.0 – 20/6/2008
37. Slide 37: Active gaming Gijsbregt Brouwer – sport 2.0 – 20/6/2008
38. Slide 38: Passive gaming Gijsbregt Brouwer – sport 2.0 – 20/6/2008
39. Slide 39: Passive gaming Examples: - EK-poules - Fantasy leagues - Sport games over the internet - Play like a champion Components: - The fan as virtual athlete or trainer - Opponents & competition - Gambling vs knowledge vs skills Gijsbregt Brouwer – sport 2.0 – 20/6/2008
40. Slide 40: Passive gaming Gijsbregt Brouwer – sport 2.0 – 20/6/2008
41. Slide 41: International trends 1. Sport on the internet 2. Sport 2.0: Social Sport Matrix 3. International trends 4. National trends 5. Future developments Gijsbregt BrouwerBrouwer – sport 2.0 – 20/6/2008 Gijsbregt – Waddameeting sport 2.0 – 13/12/2007
42. Slide 42: International trends International trends Gijsbregt Brouwer – sport 2.0 – 20/6/2008
43. Slide 43: A short survey • USA: FAN nation, M&A, big bucks • Number 1 example: FanNation • Germany: Local oriented nation • Number 1 example: Meinsport.de • Brittain: Soccer nation • Number 1 example: iSporty Gijsbregt Brouwer – sport 2.0 – 20/6/2008
44. Slide 44: USA Gijsbregt Brouwer – sport 2.0 – 20/6/2008
45. Slide 45: Germany Gijsbregt Brouwer – sport 2.0 – 20/6/2008
46. Slide 46: Brittain Gijsbregt Brouwer – sport 2.0 – 20/6/2008
47. Slide 47: National trends 1. Sport on the internet 2. Sport 2.0: Social Sport Matrix 3. International trends 4. National trends 5. Future developments Gijsbregt Brouwer – sport 2.0 – 20/6/2008
48. Slide 48: National trends National trends Gijsbregt Brouwer – sport 2.0 – 20/6/2008
49. Slide 49: Netherlands Gijsbregt Brouwer – sport 2.0 – 20/6/2008
50. Slide 50: Netherlands Netherlands is a club nation • Club as a starting point • Many communities the last year, none are taking off • Integrated communities (news) • Growth of tools: especially planning • No real fan sites • Success of passive gaming Number 1 example: AD’s mijnsportwereld Gijsbregt Brouwer – sport 2.0 – 20/6/2008
51. Slide 51: Social media: sport communities Gijsbregt Brouwer – sport 2.0 – 20/6/2008
52. Slide 52: Social media: tools Gijsbregt Brouwer – sport 2.0 – 20/6/2008
53. Slide 53: Social media: news Gijsbregt Brouwer – sport 2.0 – 20/6/2008
54. Slide 54: Social media: gaming Gijsbregt Brouwer – sport 2.0 – 20/6/2008
55. Slide 55: Future developments 1. Sport on the internet 2. Sport 2.0: Social Sport Matrix 3. International trends 4. National trends 5. Future developments Gijsbregt Brouwer – sport 2.0 – 20/6/2008
56. Slide 56: Future developments Future developments Gijsbregt Brouwer – sport 2.0 – 20/6/2008
57. Slide 57: I’ve seen the future … • Verticalisation & specialisation within and between networks • Pairing offline and online • Pairing facts and emotions • Real time (mobile revolution) • Real place (GPS and RFID) • Followers & fans everywhere • Content syndication • Portable (sport) identity Gijsbregt Brouwer – sport 2.0 – 20/6/2008
58. Slide 58: I’ve seen the future … Gijsbregt Brouwer – sport 2.0 – 20/6/2008
59. Slide 59: Always in tune Gijsbregt Brouwer – sport 2.0 – 20/6/2008
60. Slide 60: Technique couples offline & online Gijsbregt Brouwer – sport 2.0 – 20/6/2008
61. Slide 61: Echangable & open content Gijsbregt Brouwer – sport 2.0 – 20/6/2008
62. Slide 62: Conclusions Conclusions • Sport is an experience • Online media improve sport experience • A very young market + not many commercial successes • Growth of sport communities not a given • Not all segments of SSM are represented • National room for differentation • Sports have the future Gijsbregt Brouwer – sport 2.0 – 20/6/2008
63. Slide 63: About me Gijsbregt Brouwer www.brightguys.nl www.linkedin.com/in/gijsbregt www.marketingfacts.nl/pages/bloggers/#Gij Gijsbregt Brouwer – sport 2.0 – 20/6/2008
64. Slide 64: Discussion Gijsbregt Brouwer – sport 2.0 – 20/6/2008