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Running Conference ‐ April 2009 Nick Gonios – Director, Community Development Sports Social Media & Marketing
Sports Social Media and Marketing - Running Conference Melb 090417
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Presenting this at the recent Running Conference in Melbourne, Australia. Objective was to communicate sports social media and marketing activities from around the world and how they could be applied to running communities.
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Sports Social Media & Marketing RunningConferenceApril2009
NickGoniosDirector,CommunityDevelopment
NickGoniosBackgrounder
Nickbringsover16yearsofwebstrategyandcommercial
experiencefrombothlargemulLnaLonalITandweb
companies,includingMicrosoP,Fujitsu,HotHouse,andlocal
startups,includingPeakhourandSportsPassion.
AscofounderandDirector,CommunityDevelopmentat
SportsPassion,Nickisfocusedonengagingandbuildinglocal
sportscommuniLeswiththepowerofparLcipantdriven
toolsandservicesonline. FounderSportsSymposia
AIMIANSWCommiWeeMember 3eepPtyLtdCopyright2009
CommercialinCondence
ConsumerismistheequaLngof personalhappinesswiththe
purchasingofmaterial possessionsandconsumpLon.
hWp://en.wikipedia.org/wiki/Consumerism 3eepPtyLtdCopyright2009
CommercialinCondence
Quickreec5onon Consumerism 3eepPtyLtdCopyright2009
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MailOrderCatalogs 2008 Depicts115,000mailordercatalogs,
thenumbermailedintheU.S.Every minute. ChrisJordanphotographer
onconsumerism 3eepPtyLtdCopyright2009 CommercialinCondence
Todayssportsconsumer... celebrates mass media
3eepPtyLtdCopyright2009 CommercialinCondence
Themedialandscape israpidlychanging 3eepPtyLtdCopyright2009
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Itusedtobethatnobrand manageratP&Gevergotred
forrecommendinga30second TVspot 3eepPtyLtdCopyright2009
CommercialinCondence
3eepPtyLtdCopyright2009 CommercialinCondence
Itsallaboutconversa5ons&engagement 3eepPtyLtdCopyright2009
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Sportsmediaisbecomingfragmentedbecause
ofdiverseconsumertechnologies MobileTV GenX&YspendinglessLme
withtradiLonalmedia (newspaper,radioandTV) MulLtaskinghasincreased
DigitalsLll/ KeyfactorisaWenLonand videocameras engagement iPods
IPTV Socialinternetsites 3eepPtyLtdCopyright2009
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yetthesportsindustryisheavilyfocusedon broadcastmediavaluechain
Content Content Content User AWenLon EndUser Seekers CreaLon
Packaging DistribuLon Interface Professional Cinemas Viewers Sports
Leagues TV Listeners College/High Radio Readers SchoolSports
Newspapers Gamers Local Sports PC User Mobile Generated Devices
Content Games (theplayers, coaches, fansarethe actors)
3eepPtyLtdCopyright2009 CommercialinCondence
Australianaudiencesarenotabackwater
...nowleadingtheworldinonesignicantway 3eepPtyLtdCopyright2009
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Australiansaretheworlds Fromthe IBMInsLtuteof
heaviestconsumersof BusinessValue2008 socialmedia
Nearly7millionsharingphotos 5.7millionreadingconsumer
&3.6millionsharingvideo reviewsonline Fromthe
2.9millionuploadingmusicand Nielsen2008UGC Report
nearly2millionuploadingvideo Australia 5.1millionconsumersinvolved
4.5millionreadingblogs& insocialnetworking
1.5millionwriLngablog
Whatnowfortheempoweredand connectedsportsparLcipants?
Massmarketexposure Audience Millionsofviewersper
NaLonal(Elite)Leagues team (e.g.AFLNaLonalLeague) 10,000sofviewers
&supportersperteam(local Tier2/3Leagues mediacoverage)
(e.g.Statelevelandregionallevel) 1000sofsupportersperteam
LocalMetroLeagues (somelocalmediacoverage)
(e.g.suburbanclubleagues) JuniorLeagues 10100sofsupportersperteam
(e.g.suburbanjuniors) (eecLvelynomediacoverage) LeaguesorComps
MassparLcipaLon 3eepPtyLtdCopyright2008 3eepPtyLtdCopyright2009
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Nike& Adver5sing Werenotinthe businessofkeeping
themediacompanies alive.TrevorEdwards,Nikes
corporatevicepresidentforglobal brandandcategorymanagement
Wereinthe businessof connec5ngwith consumers.
3eepPtyLtdCopyright2009 CommercialinCondence
Nokia is also enabling engagement 3eepPtyLtdCopyright2009
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Examplesofpar5cipantdrivencampaignsby sportsbrands
3eepPtyLtdCopyright2009 CommercialinCondence
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3eepPtyLtdCopyright2009 CommercialinCondence
3eepPtyLtdCopyright2009 CommercialinCondence
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3eepPtyLtdCopyright2009 CommercialinCondence
Keytakeaways Listen Engage Enable Share Reward Par5cipate
3eepPtyLtdCopyright2009 CommercialinCondence
Illleaveyouwithathought Takethelead andempoweryoursports
par5cipantstoconverse&engage withsociallydriventoolsand
servicesandyouwillbeamazed! 3eepPtyLtdCopyright2009
CommercialinCondence
NickGonios COO&Director,CommunityDevelopment SportsPassion
www.sportspassion.com [email protected]
twiWer&skype:nickgonios mobile:0416239111
3eepPtyLtdCopyright2009 CommercialinCondence
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