Class for SPECO on sports 2.0
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Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
SPECO Sport 2.0
Sport in the web 2.0 era
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
About me
Gijsbregt Brouwerwww.brightguys.nlwww.linkedin.com/in/gijsbregtwww.marketingfacts.nl/pages/bloggers/
#Gijsbregt%20Brouwer
Or: google me!
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
About today
1. Sport on the internet2. Sport 2.0: social sport matrix3. International trends4. National trends5. Future developments
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Sport on the internet
1. Sport on the internet2. Sport 2.0: social sport matrix3. International trends4. National trends5. Future developments
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Sport on the internet
Sport on the internet
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
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 – SPECO sport 2.0 – 9/1/2009
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 – SPECO sport 2.0 – 9/1/2009
Improving the experience
Deepen:• Mobile• Smart stadium• Digital signage
Lengthen:• Communities• Games• Planning• Blogs• Registration
Broaden:• Communities• More content• Sport date/meet
Experience 1.0:• No mobile• No web 2.0• Not personal• No context
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Sport in general
1. Improvement business2. Improvement media3. Improvement consumers• Active – athletes• Passive - fans
Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Business: sponsoring
Sponsor and/or media
Sponsee
Association
Means
Agreement
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Business: sponsoring 2.0
Sponsorand/or media
Sponsee consumer fan
platform
• Interaction• Value creation• Continuous experience
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
A platform for sport content
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Media & rights: losing gripStap 3
Rights
Different formats
Content
Edited video
Syndicated contentconsumers device
Contentplayed
on a centralsite
Sport Platform
Contentstorage
• Interaction• Value creation• Continuous experience
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Show me the money!
The future is freeContent travels freely
Making money for free:• Advertising• Sponsoring• Finding your true fans/hardcore athletes• Make offline accessible for online
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Social Sport Matrix
1. Sport on the internet2. Sport 2.0: Social Sport Matrix3. International trends4. National trends5. Future developments
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Social Sport Matrix
Social Sport Matrix
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
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 – SPECO sport 2.0 – 9/1/2009
Active community
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
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 – SPECO sport 2.0 – 9/1/2009
Active community
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Passive community
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
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 – SPECO sport 2.0 – 9/1/2009
Passive community
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Active tools
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Active tools
Examples:- iTunes + Nike- Mysportsplanner- Anglingmasters
Components:- Registering own results- Scheduling & planning- Tailor made advise- Direct communication- Possibility for closed area
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Active tools
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Passive tools
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Passive tools
Examples:- Are You Watching This- Myfootballclub- Yoonew
Components:- Registering idol’s results- Recommendations- Preferences - Tracking of scores, teams and stadiums
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Passive tools
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Active news
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Active news
Examples:- FCMovei- AD’s mijnsportwereld- Athlinks
Components:- User generated content- Recommendations/rating- Customizing- “15 Megabites of fame”
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Active news
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Passive news
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Passive news
Examples:- Sportingo- Yardbarker- Fannation- Rabosport
Components:- User generated content- Recommendations/rating- Portal page (content pyramide)
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Passive news
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Active gaming
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Active gaming
Examples:- All poker sites- Board games- Wii- Superkicks
Components:- Simulation of real movements/tactics- Virtual opponents + competition- Feedback
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Active gaming
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Passive gaming
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
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 – SPECO sport 2.0 – 9/1/2009
Passive gaming
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
International trends
1. Sport on the internet2. Sport 2.0: Social Sport Matrix3. International trends4. National trends5. Future developments
Gijsbregt Brouwer – Waddameeting sport 2.0 – 13/12/2007
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
International trends
International trends
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
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: MyFootballClub
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
USA
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Germany
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Brittain
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
National trends
1. Sport on the internet2. Sport 2.0: Social Sport Matrix3. International trends4. National trends5. Future developments
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
National trends
National trends
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Netherlands
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
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 – SPECO sport 2.0 – 9/1/2009
Social media: sport communities
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Social media: tools
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Social media: news
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Social media: gaming
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Future developments
1. Sport on the internet2. Sport 2.0: Social Sport Matrix3. International trends4. National trends5. Future developments
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Future developments
Future developments
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
I’ve seen the future …
• Verticalisation & specialisationwithin 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 – SPECO sport 2.0 – 9/1/2009
I’ve seen the future …
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Always in tune
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Technique couples offline & online
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Exchangable & open content
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
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
Conclusions
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
About me
Gijsbregt Brouwerwww.brightguys.nlwww.linkedin.com/in/gijsbregtwww.marketingfacts.nl/pages/bloggers/
#Gijsbregt%20Brouwer
Or: google me!
Gijsbregt Brouwer – SPECO sport 2.0 – 9/1/2009
Discussion
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