Tag Archive | "Sport"

Could Chromecast be the Perfect Partner for UK Sport?

Guest Post: Ben Warren is a 1st class honours graduate in Sports Marketing from the University of Northampton with a keen interest in digital innovation within UK and US sport.

Having experienced excellent figures at launch in the UK last month, Google’s latest offering has formed a partnership with the BT Sport platform. If other companies followed suit, could this promote more freedom in the way fans consume sport?

The Google Chromecast is small device that slots into any UK television set via a HDMI port, and allows users to ‘beam’ content from any device, such as a tablet or PC, to their set-top box. According to Gigaom.com, U.K. electronics retailer Currys sold a Chromecast every 4.5 seconds on launch day, leading to comparisons with the launch of the iPad.

BT Sport have clearly shown faith in the product, and believe that this could open up new sectors in the marketplace. Pete Oliver, managing director of BT’s Consumer Commercial and Marketing, said,

“Chromecast has been a tremendous success in the US and we feel it could take off in the UK as well. We are already delivering BT Sport via our App and we are seeing some impressive viewing figures, which demonstrates that customers appreciate this option.

“Customers with Chromecast will be able to enjoy the BT Sport App, which is free with broadband from BT, on a large screen, allowing customers to cast a Barclays Premier League match to their TV, rather than watching on a smaller screen. This helps us to deliver on our aim to bring the best quality sport to BT customers at affordable prices across a wide number of platforms and devices.”

That is clearly a crucial factor here, and with an RRP of £30, it is clear Google are doing everything to make this a tool in everyone’s household.

The main excitement from the consumer perspective should come from increased freedom and accessibility. With Sport being such a lucrative package for television companies, tight restrictions are often in place with services such as Sky Go and Virgin Anywhere. These companies limit the number of devices you can watch on, and often only allow device changes at specified intervals.

If these companies were to get on board with Chromecast, they would have to find a balance. Imagine having a mobile phone, for example, and beaming live Premier League action to any TV in proximity of the phone. Whether it be a friend’s house or a hotel room, one could replicate the traditional entertainment set-up at the touch of a button.

If the past is anything to go by, BT Sport may be the only company willing to take a plunge into the Chromecast pool. Although the user would need a subscription to the service, they could argue it would be taken advantage of. If they decide to use the technology, however, the avenues to consume sport may just become that little bit wider.


bt sport

Posted in Broadcast, Sport, TechComments (0)

The Global Sports Symposium: 15th May

This summer a new conference will be gracing our diaries, The Global Sports Symposium.

The Global Sports Symposium, which is being presented by the same team behind the US-based Ivy Sports Symposium (Sports Symposium, Inc.), this student-run event, will bring together the leading decision-makers of the industry for a day of networking, discourse and learning.  The organization is excited to be expanding internationally by hosting the first GSS in partnership with Arsenal FC and Emirates Stadium.

“One of my top goals when assuming the role of Executive Director was finding a way to take our event international,” said Sports Symposium Executive Director Alex Rosen. “The Symposium family cannot wait to share the unique experience of attending one of our events with both students and professionals at the world-class Emirates Stadium.”

Established in 2006, Sports Symposium, Inc. is a student-run, non-profit organization that sets the standard for sports business education.  In their eight-year history, events have featured more than 300 unique speakers from around the world representing all facets of the sports business.

Past speakers from the event have included:

  • Gary Bettman, Commissioner, National Hockey League
  • Tom Verducci, Senior Writer, Sports Illustrated
  • Arn Tellem, Vice Chairman and President, Team Sports, Wasserman Media Group
  • Wyc Grousbeck, Chief Executive Officer, Boston Celtics
  • Lisa Baird, CMO, United States Olympic Committee
  • Peter Moore, President, EA Sports

The Sports Symposium has traditionally welcomed student attendees from over 60 colleges and universities and professional delegates from a wide range of companies.  Its intimate setting combined with engaging content and dynamic speakers have made it a “must attend” event every year.

Confirmed speakers so far are:

  • Bob Reeves (President, RFU)
  • Chuck Baker (Partner, DLA Piper)
  • Matthew Baxter (Chief of Media, Liverpool FC)
  • Mark Lamping (President, Jacksonville Jaguars)
  • Marc Reeves (International Commercial Director, NFL)
  • Stephen Nuttall (Senior Director, Sports YouTube EMEA)
  • Tom Fox (Chief Commercial Officer, Arsenal)

The symposium promises to bring a 360 degree view of the Sports Business world, with talks and panels representing all aspects of the business. However, it comes with a nice twist as it’s aimed at both seasoned professionals and those who want to enter the business.

“Throughout the planning process the student-run team has received positive feedback from the industry leaders it has reached out to.  We believe this is a testament to the US-based Ivy Sports Symposium that has attracted top industry names over the course of its eight-year history. We are expecting similar successes for this first event in the UK and continue to get excited as we move forward with our planning.”– Harriet Thayer, 2014 Global Sports Symposium Co-Chair

The 1st annual Global Sports Symposium (“GSS”) takes place on Thursday, May 15, 2014 at Emirates Stadium in London. The registration page can be accessed from: http://www.sportssymposium.org or here: http://www.eventbrite.co.uk/e/global-sports-symposium-emirates-stadium-tickets-10440779653


Posted in Events, SportComments (0)

How Important is it for Sports Brands to be ‘Reactive’ on Social Media?

Guest Post: Krishan Majithia is a Social Media Executive at sports social media agency We Play. He is an FA level 2 qualified coach at Headstone Manor as well as being the brains behind ‘Tactical Sunder‘. Follow him at @krishm91

The age of social media has allowed brands to become closer to ‘real time’ conversations, giving them direct access to a world-wide consumer base. Real time Social Media sites such as Twitter allow brands to engage with fans and potential customers by joining in conversations about sport and reacting to events when they happen.

Of course, this access has cast forward the importance of hiring experts to manage social media activity, as mistakes can have immediate consequences, which become the subject of public humiliation and social media can quickly go from a brand’s most useful marketing tool, to its ultimate downfall.

The dynamism of social media and the vast number of platforms from which it can be accessed, means that fans and consumers expect more than basic advertising content from brands. The real-time nature of social media means that these brands can communicate and share innovative messages (at the click of a button) within relevant ‘hype-circles’.

When a technical error meant that only four Olympic rings showed up during the opening ceremony of the Sochi Olympics, an advert supposedly from Audi emerged with the tagline “When four rings is all you need”. As it turned out the advert, which can be seen below was not real, however, this was the epitome of ‘reactive advertising’ and was shared 1000′s of times with calls by Audi fans for it to be made into an official Audi advert.


Another slightly different example was after Andy Murray won the ‘Sports Personality of the Year Award’ in December, his sponsors- Adidas- took the opportunity to poke fun at the Tennis superstar, using the combined hype of the award trending on Twitter, with a bold, yet tongue-in-cheek tweet to advertise the adidas brand, stating that his achievement was “Not bad for a man with no personality”.


This was likely not strictly reactive, but was created weeks before the award on the chance of the Scotsman won. However, it was released at an opportune time, providing a humorous alternative to the saturated messages of congratulations that were lost amongst the trending topic on Twitter, something that is key to implementing reactive adverts.

This idea of using humour is one of the most popular uses of reactive marketing and provides a key platform for making your brand’s message stand out. Arguably, such a policy is even more useful when used off the back of a seemingly negative event, such as Oreo’s ‘Dunk in the Dark’ tweet after the blackout in last years Superbowl, or Specsavers clever connection between the North and South Korean flags being mixed up during the Olympics, and their “Should have gone to Specsavers” slogan.

It is often consumer goods brands, such as the two above that use sporting events as a catalyst to launch reactive advertising, so why should it not be the same for sports brands?

Dunk in the dark

What can be learnt? 

Sports is arguably one of the toughest industries within which to operate, due to the high level of brand loyalty. This is especially true for sports clubs, who may take the approach of stronger engagement with fans, rather than traditional advertising techniques. After all, somebody is not going to simply change the sports team they support, just because of an impressive marketing campaign.

However, even sports clubs can use a form of reactive advertising. Last week, Everton were the talk of social media after inviting Malaysian fan, Ric Wee (who had come to watch the Toffees for the first time) to meet the players and coaching staff after their match against Crystal Palace was called off. The story went viral, with fans of all teams congratulating the club for showing their human side.

There is of course a lot that all football clubs do behind the scenes that does not necessarily gain the same notoriety, so what made this particular story go viral? Fans saw this story unfolding in real time and the club reacted within minutes to find Mr. Wee. It was spur of the moment, and that made it special. This will not only bring the existing fans closer to the club, but from a business point of view, could also help to attract both new fans in emerging countries, as well as sponsorship opportunities from companies who see the club trending on social media.

The key for sports brands utilising reactive advertising is to be aware of what is going on in the world. Whilst it is important to have a pro-active rather than reactive strategy for every day social media engagement, brands should not allow themselves to switch off and miss the opportunity to strike advertising gold when something out of the ordinary occurs.


Posted in Brands, Social Media, SportComments (3)

CIPR Excellence Awards 2014 – Best Sporting Campaign

I’m delighted to reveal that UKSN is this year a supporter of the leading awards for the PR/Comms industry.  The CIPR Excellence Awards are the leading public relations awards, shining the spotlight on the achievements of teams, agencies and individuals across all sectors.  

Amongst the 29 award categories available is the Best Sporting Campaign, which demonstrates the best use of public relations to promote a live sporting activity, sporting event, brand or an individual involved in live sport, from conception to execution. Last year’s winner was Channel 4/Pitch PR for The London 2012 Paralympic Games on Channel 4.

Other categories of interest will be for the ‘Best Use of Digital’ and ‘Best Use of Social Media’.  Last year’s winners of the social media category were Torfaen County Borough Council.

Finalists will be invited to attend panel interviews with our judging team, before winners are chosen and announced at the annual Excellence Awards Dinner in London.  Entries are still open, so if you think you’re campaign should be up for an award then click on the link below for more information.

Find out more and enter online  


Posted in Events, SportComments (0)

Premier Sponsor of European Handball launches world’s first Interactive Advertising Campaign

JACK & JONES launched the world’s first interactive advertising last weekend, at the VELUX European Handball Champions League. Partnering with Kwangl.com, the men’s fashion brand gave away 800euros worth of vouchers to participants, in return for a Tweeted hashtag.

Sports fans watching the matches this weekend were encouraged to pre-register at Kwangl.com.  During the match they could tweet a hashtag, that was revealed on the JACK & JONES LCD perimeter advertising, for the chance to win a prize.  Over the course of the weekend, eight winners were revealed and each won a €100 voucher.

JACK & JONES has been a sponsor of Europe’s top men’s handball’s competitions since 2009-10, and is one of two premium sponsors of the Champions League, the other being Japanese electronics giant Sharp, below title sponsor Velux, the Danish building products group.  The fashion brand will still activate its sponsorship via social media campaigns, promotions in stores and on-site fan activities while the mopping crews at Champions League games will continue to sport its logo.


The EHF has been trialling the use of Kwangl, which has also run similar competitions for MODO Hockey, the Swedish Premier League ice hockey team, as part of efforts to ensure greater engagement between sports fans and advertisers.  Kwangl claims that its software will enable sports organisations to offer better value to their sponsors by giving them a platform to connect with viewers during games and assess the success of their campaigns.

“We felt over the last few years that in the sports market there was more budget being spent on mobile and digital advertising but during the actual match there was nothing to allow people to interact with what was on television.  With this system you can engage with fans as they are watching the game, sending out activation codes and rewards.” – Matt Edgley, MD of Kwangl.

Overall, it’s a good idea – directly pushing users towards the brand in an interactive way means the consumer is exposed to the brand, and engaging with it, in an inadvertent way.  It could possibly have been executed more effectively, however.

A strong in-game image (not grabbed from TV) would have made this clearer.  The pre-registering on Kwangl.com adds in a barrier to entry that is likely to have significantly reduced the entry numbers.  This is always the decision that needs to be made, low barrier to entry but little/no data collection or collect key data but accept lower entry numbers.  For this activation, CRM is obviously high on the agenda and the ability of Kwangl to deliver up to 50,000 prizes a minute was also another factor.

Also, instead of the tweeting of a hashtag to enter, an alternative mechanic that could have proved a bit more effective would be a password that was revealed in-game to be tweeted in conjunction with a hashtag.  This would allow a hashtag to be promoted pre-game to generate conversation around the activation, and instruct users how to participate during the game.

Regardless, interactive advertising is an open idea to all brands with access to dual-screening viewers.  Social media makes this possible in an instant, and it’s almost a surprise to see that other brands haven’t experimented with this already.

Do you think that interactive advertising could become a mainstay in brand promotion?  Which other brands could directly benefit? Does it bring fans closer to sport or not?

jack jones



Posted in Brands, Sport, TwitterComments (0)

Follow all the action from Sochi on the new Team GB LIVE Dashboard

As the action at the Olympic Winter Games in Sochi gets underway, Team GB is excited to launch its brand new interactive platform, Team GB LIVE, which will help you stay up to date during Sochi 2014 with live results, event guides, competition schedules, venue information and athlete profiles.

The Team GB LIVE dashboard is now up and running at live.teamgb.com/ and puts Sochi 2014 into the hands of fans, providing them with a truly customized Olympic experience, available on both desktops and mobile devices.

Plan your whole Olympics with the fully interactive event schedule, keep in the know about when Team GB athletes will be competing and discover who to watch. You can even go back and retrieve results from previous Olympic Winter Games.

Visitors to Team GB LIVE will also be able to access videos, medal tables and up to date athlete blogs from Sochi. They’ll also be able to browse the Team GB online shop, where you can get behind the athletes and show your support with the official Team GB range of apparel and merchandise.

“With the evolution of sport viewing habits, Team GB LIVE is a platform where you can build your own personal Olympic experience and follow just the things you like”, commented Team GB’s Digital Media Manager Joe Morgan.

“We’re really pleased that we can bring fans and supporters everything they need for Sochi in one place. Team GB LIVE will help them to keep up to date and fully informed on their favourite sports, athletes and events throughout, making sure they don’t miss a moment.”

Team GB LIVE is accessible through live.teamgb.com




Posted in Digital, Sport, TechComments (0)

#Digisport Job: Community Manager @ Synergy Sponsorship

London based agency Synergy Sponsorship are looking for a Community Manager with a passion for creating social content strategy & ideas on behalf of brands.  Particular experience across Facebook and Twitter as well as other social platforms is required.

The role will work across a range of accounts and will suit someone who enjoys working in a dynamic and progressive environment. They should have a passion for sport as all communities involved will be sport based, at least in the short term.  This role reports directly into their Head of Digital.

To apply for this role or to find out more email christian.baker@synergy-sponsorship.com


Experience required:

The successful candidate must demonstrate:

  • At least 2 years’ experience of community management
  • The ability to come up with compelling content ideas.
  • Passionate about sport and entertainment
  • Strong verbal and written communication skills
  • Enthusiastic and dynamic
  • Curious about what makes people tick
  • Ability to prioritise and manage multiple projects
  • Passionate about consumer trends and insights
  • A natural interest in social media
  • An inquisitive, perfectionist and numeric mind-set
  • Business savvy and able to work in a fast-paced client facing environment
  • Good level of understanding of Microsoft Excel, PowerPoint and Word.
  • Strong Photoshop and video editing skills would be highly advantageous
  • Ideally some experience of using community management tools and/or software
  • Excellent presentation skills
  • Flexible and proactive with the ability to react quickly when the need arises
  • Experience in sponsorship social media would be advantageous but not essential


  • Managing client social media communities and creating engaging copy and content (with support of design team) and interesting ways to get people talking about brands
  • Managing client relationships and communications
  • Manage multiple communities
  • Creating tone of voice documents and detailed moderation guidelines
  • Working with account teams to create engaging strategies
  • Contributing to the creative process of developing topical content relevant for all managed communities
  • Undertaking research through a variety of different tools and systems in order to deliver a compelling community insight, monitor social performance of content or provide the basis for Client reports on their community.
  • Undertaking research into competitor communities
  • Training, quality checking and managing outbound work
  • Representing Synergy and its clients in a professional manner at all times


Posted in Jobs, Social Media, SportComments (0)

Floyd Mayweather asks fans to chose next opponent

Floyd ‘The Money’ Mayweather is known around the world for his exuberance and total belief in himself.  Someone who is as outgoing and self-promotion as the American multiple world-champion was always going to be a hit on social media.

With over 4.5m fans on Twitter, almost the same on Facebook and accounts on Instagram and Shots.me he certainly keeps himself busy.  Now he has given fans the opportunity to tell him who he should fight next.  Should it be Britain’s golden boy Amir Khan or Marcus Maidana of Argentina?

It’s a nice touch from The Money team but it could have been better (as everything always can).  The latest tweet offers people the chance to go to his website, www.mayweatherpromotions.com, to vote.  But at the time of writing all you can see is a database error, possibly too many fans logging on and crashing the server?

This appears to have been set up late as the original tweets, messages and PR pieces only offered the fans a chance to decide without a vote facility available.  The voting only came in late last night.  So what could they have done better?

If it had been on Twitter alone, then the use of a simple hashtag for each fighter would have made it easy for his team to see who has won.  Even with a huge response rate there are tools available from the likes of Pulse Live and Mass  Relevance to visualise and count the totals.  Similar to how the BBC use Twitter now for the Match of the Day ‘Goal of the Month’ competition and votes during shows.

These companies can also scale to other platforms as Facebook opens up its data hose to a lucky few.  It could have a really interactive and engaging social media campaign for Mayweather, and boxing, fans as they vote up their favourites.  Once the site is back up and running, I imagine the British public will get right behind Khan and get him this big fight.

It’s a great idea but put together in a disorganised way.  Missing out on many more votes had the site been operational when it first went out, or more of a tease before launching.  Lets see how this one plays out…




Posted in Boxing, Social Media, SportComments (0)

Social CRM – the What and the Why (with a little bit of the How)

Social CRM is a topic that many of us have heard mentioned but probably know little about.  It is something we’ve covered before when I wrote for FC Business Magazine back in 2012, but things move on and its importance grows.  Here is a guest post that will explain all that I cannot…

Guest Post: Fiona Green is Director & Co-Founder of Winners, a CRM and BI agency that provides a range of services to the sports industry.  Fiona joined the sports industry 26 years ago and has gained her extensive knowledge and experience working around the world for major international events and governing bodies.  Previously focussing on intellectual property rights, Fiona now enjoys taking the principles of CRM and applying them to the sports industry

OK FC Barcelona, you’ve got 52 million likes. And congratulations Vancouver Canucks on your 1 million+ YouTube views (albeit for a rather unsavoury brawl with the Calgary Flames!) And Arsenal, great going with your 3.4 million followers.

But how many of these millions of “fans” do you actually know, how many of them are your customers?

The most widely accepted definition of Social CRM is this by Paul Greenberg , author of the best-selling “CRM at the Speed of Light: Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Customers”:

“Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.”

And in twitter-speak (i.e. less than 140 characters):

“The company’s response to the customer’s control of the conversation.

But admittedly we don’t think Paul takes it far enough – maybe it’s because these definitions were written in 2009 and social has come one heck of a long way since then.

We look at the world of social media, and more importantly where social engagement meets CRM, as the difference between implementing social and generating high levels of interaction, and analysing your implementation to inform future interactions…..while increasing your knowledge and understanding of your customers…..which will help you engage with them better.

We take the view that you can create the most impactful, interactive and engaging piece of social activity in the world , but if you don’t acquire, analyse and respond to the data that your activity generates, all you’re doing is creating a moment in time. No matter how fantastic that moment might be, it’s not going to support any of your business growth strategies – unless all you’re looking for is an increase in Facebook likes, Twitter followers or G+ connections.

When we talk about CRM, we define it as “getting the right message to the right person at the right time” – and then, depending on who we’re speaking to and their objectives, we add “to increase insight, engagement and yield”. So when we add “social” to CRM, the definition reads exactly the same. But here’s the core difference. In the world of Social CRM, not only do you not own the conversation, you don’t own the data or the communication channel.

And that’s where the real challenge is for the sports industry – we’re only just adopting CRM as a business growth strategy, yet we’ve been “doing social” for years. And now we’re asking you to apply these “new” CRM principles to something you’re already doing with great success, won awards and accolades for, and quite rightly been extremely proud of.


And we’re sitting here saying it’s not enough.

So let’s put that into perspective and try to justify our judgement. We all know that having 20 million Facebook likes doesn’t mean you have 20 million customers on Facebook.  And despite Syncapse’s widely adopted view that a Facebook like is worth $174, there’s been no talk of Mourinho’s winter transfer budget being boosted in-line with the news of their social achievements so we have to assume Chelsea is in agreement.

This brings us back to what Social CRM is and more importantly, what it means for the sports industry.

If you can identify your Facebook likes, Twitter followers and YouTube viewers in your own database – if you know who they are, where they live, what they like, and what they want from you — you’ve passed the halfway line. If you can apply their social status/activity/sentiment to what you already know about them so you have a 360° view – and if you can use that information to increase your level of engagement/insight/yield on a one-to-one basis – then you’ve scored a hat-trick and are in the play-offs.

But if you still measure the return on your social media investment by the number of thumbs up you get, then you’re a long way from social CRM.  It doesn’t mean you’re doing anything wrong – on the contrary, at least you’re looking for an ROI.  But unless you link your social activity to your core CRM, you’re just creating a moment in time.  You’re not adding to your bottom line.

So how do you actually do this?  Well now here’s a funny thing.  We talk about CRM being a “perfect circle” of 5 core elements – strategy, data, technology, process and culture – and how if they’re misaligned, one is given more importance than another, the circle collapses and so too does your CRM approach.  One of the reasons we’ve adopted this matra is to take the emphasis OFF the use of technology – not to dismiss or discredit it – but to ensure it’s viewed as vital to successful CRM implementation as the other elements.  (How many times have you heard of someone buying a CRM system then wandering why “CRM doesn’t work”?)



But with Social CRM I don’t mind admitting that actually, the technology plays more of a core role.  Yes we still need a strategy in place, an understanding of data, regular processes and the right culture, but without the right technology in this instance, it’s hard to get your social CRM going purely because of the amount of data social media generates.

The good news is there are some nifty products out there that will help you get going.  The current CRM system you’re using will either have an internal social streaming capability (Salesforce , Microsoft Dynamics and SAP have them) or you can use an add-on such as Nimble or HootSuite.  Even if you’re not yet using a CRM system but just working with an email broadcast platform you’ll probably find an add-on for it (MailChimp has its own – SocialPro).

But here’s the bad news.  Whatever software you use, without some level of manual intervention, we’re still not really able to understand EVERYTHING about our customers – how they feel about us, what they want from us – because the technology can only analyse structured data (such as contacts and activities), it can’t yet interpret unstructured data – or in this case, sentiment particularly when it comes to sarcasm or irony.  How many times have you tweeted “Great pass” or commented “Yeah, I really like that” and actually meant the opposite?  And who’s to know whether “you’re phat” really is a compliment or a put down?



We all know how important Social Media is to our future – it’s growing exponentially and shows no sign of slowing down – so we need to be thinking about how we use all that social activity and the data it generates to help us understand our fans and our businesses.  And that means we need to add “social” to our CRM – not just as a word, but as a practise.

Back to Barca, the Canucks, and the Gunners – we know they’re already using CRM as a business strategy (not least because they use their websites for data collection) so they probably are also using social CRM.

But if not, at least they have an impressive number of likes, follows and views.  And maybe that’s enough for them.  But only for now.


Posted in Digital, Social Media, SportComments (0)

C4 drop YouTube – Sports brands pay attention

Guest Post:  Matthew Quinn (@matthewaquinn) is currently ranked 22nd in the Top 50 VOD Professionals table, StreamUK’s Digital Solutions Director spent 10 years working for LiverpoolFC’s digital media department beginning with content production and eventually managing video systems and the strategic delivery of club media through TV, web and mobile outputs for both the official channels and club partners. He is now working with StreamUK to help several other Premier League Football clubs deliver their own video service.

This week Channel4 announced it was pulling all of its long form content from YouTube,

“As a not-for-profit broadcaster funded by advertising, we put our money back into the programmes themselves. To make the best of this investment, we’ve decided to focus on bringing online viewers of our full-length shows to our own 4oD apps – such as those on iOS, Android and channel4.com. These apps also allow us to encourage more viewing by recommending programmes we think people will appreciate, and to provide viewers with additional services.”

Should sports digital media departments be paying much attention to this? Damn right you should.

When it comes to YouTube in sports (specifically the English Premier League) I would like to see some reflection on this news and a review of the use of YouTube (and other social channels for that matter). Social media output from sports clubs has expanded rapidly over the last few years. There seems to have been a desperate clamber for vanity stats. When it comes to YouTube clubs should be focusing on its ability to attract fans who don’t use official media channels.

There is also an adjacent fan base who like a different sport or another team in a different country, they may have an affinity to your club by a player from their Nation or co-ownership of multiple sports ventures such as Red Sox/Liverpool, Man City/New York City FC. Give your audience something to entice them then do something with them that is positive for both parties. Avoid canibalising any existing commercial offerings (my real bugbear), gather as much useful data from these channels as possible and using all this information define and continuously redefine a strategy for YouTube that has a real value to the brand.

Don’t be afraid to pull something if it isn’t working, if something is working really well could it be used on the main site to greater effect?

Monetisation wise YouTube doesn’t maximise revenue potential for content owners as C4 have highlighted. As equally important YouTube just doesn’t allow brands to uphold their identity enough and viewers are a click away from an unofficial channel, an unrelated channel or something altogether unsavoury, not something you want associated to your brand. However from a marketing perspective YouTube can be used as a very powerful tool. The issue here is the often separate department objectives and strategies that don’t always complement each other.

Whole business strategies for online video need to be considered for the future given it’s potential across the board to help brands connect with their audience and generate new revenue opportunities. I’m not just talking about the commercial or marketing departments. Communications, internal and external, press, sports science, scouting, learning, community, all these departments can benefit from the clever use of this technology. Video is not just a commercial tool, it is the most powerful mass communication method out there so don’t fritter it on ineffective 3 minute YouTube clips.

Don’t get me wrong, I’m not saying YouTube is evil, it is actually brilliant as for the lay user looking for content. But for a brand it needs to be used properly. There is always room for YouTube as part of a strategy, in fact it should most likely be mandatory for any brand using video, but defining it within a larger strategy is the key.

The reality of sports content being available in many places now means clubs need to embrace these social outlets to entice their audience, this requires content syndication. Technology strategies are no less important, it could be argued they go hand in hand. Importantly this is also another bit that could cost or save you money! Building content syndication into an efficient media workflow is critical.

No one should have to upload a video to 5 different platforms (Official Site, YouTube, apps, Vimeo, FTP or RSS syndication to partners, etc). It is timely, expensive and diminishes your potential to create more valuable content. So while you may look at your content strategies, always keep an eye on the “How” element of the equation.

Ultimately reflection is required here on your existing output, your targets and goals. An effective media strategy requires you to equip yourself with the right staff, the commitment from the business and the correct tools for the job. Ultimately aim to build your own FCoD/ClubTube service that serves the club, its partners and the fans as widely and as smartly as possible.


Posted in Digital, Sport, Tech, YouTubeComments (2)

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