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I did a presentation for one of the leading international football (soccer... for all you Americans) club associations a few days ago, so here is a slightly changed version with some of the stuff I wanted to share with everyone. This goes way beyond social media... take a look.
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Social Media and some ideas on the Future of the
Football Business
www.mediafuturist.comtwitter.com/gleonhard
What does the Future hold - and how will we adapt to it?
Foresight is crucial.
Translation: Networked Media.Real-Time Media.
User-driven Media.Engaged Media.
MobileSocial
NetworkedReal-Time
Users in Control
A huge shift in ‘Getting Attention’
Broadcast | Centralized | One-Way | Push Media
Shrinking...
Networked Media
Expanding
Networked Media
Broadcast Media
Welcome to the era of Networked Business: Redefining ‘Selling’
Online and Offline are converging
Football Clubs + Social Networks = Decreasing Role for the Middleman?
TelevisionBrodcasters
The Clubs
The Players
Everyone wants to reach the same audience
Reality Check
“Potential public relations disaster”“Encourages football supporters to find information about their favorite players outside of the official club website” “Issue of control...professional footballers are under the control of the club almost at all times”“Social networking systems threaten the status quo because its professional footballers having personal contact with fans, the media and others, which could be terrifying for some football clubs”
“Control = Money”?
Do you really have a choice?
So...who is the brand?
versus
Same issue...?
A tough but unavoidable Mega-Trend...
En-route to digital & decentralized...
The ‘captive consumer’ is...dying
It’s the framework that is changing not just the picture...Conversations not
Monolog
Engage not Enrage
Pull not Push
Return on Involvement not
Investment
Co-Producers not just Consumers > Fans >Users
Trust not
Control
2.1 Billion on the Internet, 4.3 Billion on the Mobile
EXPERIENCE not ‘download a copy’
The Consequences of Total Control?
New Cashcows
Old Cashcow
Thinking about protecting your IP / Content?
Engage, involve, attract, aggregate!
Hyper-Competition Hyper-Collaboration
Command & Controlbecomes
Coordinate & Cultivate*Thomas Malone “The Future of Work”
Because we are all connected, soon,
‘Going Direct’ becomes
the New Normal
Clubs become...
Broadcasters
Content
Publishers
Media
Aggregate
Curate
Manage
Football Club 2.0 --------- The Mission
Distribute
GuideConnect
Going Direct: Club to Fan
Online TV channelsWebcasts / Online RadioiPhone / Mobile AppsSocial Network GroupsTwitter News Network (TNN)
Lee Strafford, Sheffield Wednesday chairman: “I don't see
how a media business owns a relationship with fans of the future”
Complete TV & Internet ConvergenceRadical Fragmentation of Audiences
3D ScreensAugmented Reality
Virtual VenuesMobile TV = Video Snacking
Where is this going?
Trends: Challenges & Threats & Opps?(Some) TV Networks face declining revenues
because advertising is moving to the Internet
Vast improvements in mobile gadgets means
fans can ‘broadcast’ from the venue, themselves
Competition for people’s attention is constantly
exploding: more choices all the time
Radical fragmentation of audience driven by
explosion in media consumption offerings
Social Media will soon beat
eMail, Video may well beat Search
Social-Mobile-Web-Native Marketing: Pull
“Followers, Friends, Fans, Users”Attract and addict
Low-cost, very targetedConversational
Engagement is the goalMessage: share. follow. talk.Based on Trust not Control
Gaining customers via Social Media
How Dell does Twitter
Source: Flickr
You are in the Audience Business
Don’t (just) sell copies - sell
Experiences!
News meets Magazine meets TV...?
User Interfaces make all the difference
The computer is work.The iPhone is ... kind of work.
The iPad / Tablet is... not work
What really matters is Liquidity
A Social Media Strategy
Football Clubs become
Connectors - not just ‘Directors’
Social Media is the new
Customer Relationship Management
My final advise(s)
App Store: “Media Futurist”