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Dan Mclaren brought his successful Digital Sport London event to Glasgow for the first time on 19th March 2014. Taking place within the private member's club, 29, the event saw insightful presentations from Quipu TV, Commonwealth Games Scotland, TeamTrackr, Rangers FC and Dog Digital. I kicked off the event with this presentation, which gives an overview of the social landscape for sports – identifying some of the best uses over the past year, along with a few of my personal favourites. I decided to break down the examples in to three categories, brands, leagues and teams/athletes. This presentation includes examples from Nike, GoPro, FIFA, Betfair, MLB, NBA, La Liga, Juventus, the All Blacks, Formula 1, The Rock and David Beckham.
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Digital Sport Glasgow
Mark StuartInsight Manager at Yomego@MisterMumble
#DSGlasgow
A bit about me…
@MisterMumble
#DSGlasgow
A.C.Milan fan – Facebook is flooded with opinions this season.
Tampa Bay Rays fan – I rely on Facebook, Twitter and the MLB app to keep track of the team’s progress throughout the season.
Wannabe Valentino Rossi! Granted access to his life through Facebook – from the track, to his own private dirt track.
Slightly (massively) addicted to Nike.
SPORTS & SOCIAL.
WHY?Sporting brands and athletes have some of the most passionate fans.
Social media offers fans the chance to get closer to their team, no matter where they are in the world – all in real-time.
Athletes can rely on social to build a strong reputation – or to defend themselves after a poor performance.
Sports fans are attentive and responsive. They want to be part of the experience.
@MisterMumble
#DSGlasgow
Let’s start with the brands
Nike
Nike’s approach sets the benchmark.
Constantly innovating and adapting to new technology.
23.5m uses of #Nike on Instagram.
You’ll never see Nike post a photo featuring only products on a blank background.
Understands the psychology of Instagram.
Product shots are saved for Pinterest’s mood boards.
@MisterMumble
#DSGlasgow
Nike #Magista
550m impressions in just 24 hours.
Vine played a key part in the release,
Andrés Iniesta: 15,600 likes, 11,200 revinesMario Goetze: 6000 likes, 5,000 revines
An official Facebook page has already attracted 240,000 likes.
@MisterMumble
#DSGlasgow
GoPro
@MisterMumble
#DSGlasgow
Bringing fans closer to the action.First seen in the US, where Adrian Peterson (Minnesota Vikings) trained with a GoPro.
Man City and FC Porto have both partnered with the camera manufacturer.
Provides fans with access to the training sessions of both teams.
FIFAFIFA launched its new app ahead of the group draw for the 2014 World Cup.
Live coverage of the Final Draw – supplemented by exclusive reactions from coaches.
Provides “unrivaled” live coverage from over 200 national leagues.
FIFA Explore – Insights on FIFA initiatives.
Seamless social integration.
@MisterMumble
#DSGlasgow
BetfairHow can Betfair add value through Snapchat?
@MisterMumble
#DSGlasgow
Provides fans with “self destructing” odds
An industry first.
Exclusive ‘enhanced double’ odds through a unique URL.
22nd/23rd Feb – First 500 users/£10 limit.
Follows a similar approach taken on Twitter.
@MisterMumble
#DSGlasgow
What about the leagues?
MLBMajor League Baseball hits a home run on social.
5.2m Facebook likes3.47m Twitter followers
MLB.TV
MLB Advanced Media - A data analysts dream!
Let’s not forget Snapchat, MLB even has the bases covered there!
@MisterMumble
#DSGlasgow
NBA on TwitterNBA scores now appear on Twitter…for those in the US.
The scores appear in real-time and can be updated by refreshing a search.
Along with the score, Twitter also presents the number of tweets about the game.
Currently a “company experiment”
Room for deeper insights?
@MisterMumble
#DSGlasgow
NBA Player TrackingSoftware-packed cameras recording players’ every move.
Maps 25 images per second.
Statistics around: Drives, speed & distance, possession, passing and shooting efficiency.
@MisterMumble
#DSGlasgow
La Liga on Twitter
Video clips to be made available via Twitter.
Uses Twitter’s Amplify tool.
Enables users to attach videos to tweets in real time.
Highlights will be available as they occur.
Follows the footsteps of NBA, NFL and MLB.
@MisterMumble
#DSGlasgow
@MisterMumble
#DSGlasgow
Now for the teams and players
All Blacks
2013 – The All Blacks’ first undefeated season in the professional era.
Unveiled: wwwwwwwwwwwwww.allblacks.com
Each ‘W’ signified an All Blacks win – 14 in all.
Within 24 hours, 19,000+ users visited the site.
90% engagement in first 12 hours of posting – Facebook engagement rate of 14%.
Most shared & retweeted content on social.
@MisterMumble
#DSGlasgow
Juventus
#LoveJu – The world’s first choreography conceived and voted for entirely on social networks.
Brought to life on 2nd February for the Serie A match against Inter Milan.
3000+ submissions via Facebook app. 290,000 views of the app.18,118 votes for their favourite design.
Fans sent in messages of motivation using the hashtag #LoveJu.
@MisterMumble
#DSGlasgow
@McLarenF1
McLaren brings fans right in to the pit lane.
Its use of Twitter through the pre-season testing offered unprecedented access for fans.
From images of the new car, to behind the scenes with the drivers, even testing notes, McLaren hasn’t been shy this year.
Used social to unveil its Mobil-liveried car for the Australian GP.
@MisterMumble
#DSGlasgow
Mercedes AMG Petronas
Dan’s choice – and understandably so.
4m Facebook fans422k Twitter followers48,000 YouTube subscribers (9m views)
High quality video footage - 360° Experience, Q&A’s, car previews.
Incredible high resolution images shared across Facebook, Twitter and Instagram.
@MisterMumble
#DSGlasgow
Dwayne ‘The Rock’ Johnson Team Bring It – 28.6m fans
Updates the page on an almost daily basis.
Includes a behind-the-scenes look at his life, from gym sessions with UFC fighters, to fun selfies.
Was named Forbes’ 2013 Top Grossing Actor .
Uses his Facebook to promote his own shows, Ballers and Wake Up Call.
@MisterMumble
#DSGlasgow
David Beckham
35m Facebook fans – not on Twitter
David Beckham Live from the Facebook Digital Stadium
A sneak peak at MLS Miami and the advances
UNICEF ambassador
Increased reach for Sainsbury’s, H&M and Belstaff.
@MisterMumble
#DSGlasgow
What Can We Learn?
The social landscape now presents an opportunity for brands to interact in a multitude of ways.
Facebook might work for some teams/brands, but not all. Don’t rush in to creating a profile on a site “because the competition are there”.
Social should not been seen as an add-on.
Take the time to learn about the benefits of each, and understand how you can add value on that platform for your fans.
Understanding influencers is key and can also add significant value.
@MisterMumble
#DSGlasgow
Any Questions?
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