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?