Sports New Media

Consumers are increasingly interacting and engaging with their favourite brands on Facebook more than any other social network, according to recent research on online consumer behaviour.

The survey conducted by Constant Contact and research organisation, Chadwick Martin Bailey, analysed 1,491 American consumers aged 18+ and presented a range of findings about how people interact with brands on the world’s largest social networking site.

There are varied reasons as to why consumers ‘Like’ brands on Facebook, but most importantly, users reported they ‘Liked’ a brand when they are a customer (58%) or because they like to receive discounts and promotions (57%).

77% of online consumers claim they interact with brands on Zuckerberg’s network by reading posts and updates.  Only 17% engage with brands by sharing stories and experiences with others about the brand, and a small proportion (13%) of consumers said they post comments about brands they ‘Like’.

This research has valuable implications for brands, organisations and athletes that wish to actively engage and maintain relationships with their fans.  The key to success is to ensure that content is compelling, minimise targeted sales messages and avoid frequent updates that could overwhelm fans.

The 2011 Rugby World Cup kicked off in New Zealand this weekend and a number of brands and sponsors launched advertising campaigns.

Sport attracts a global consumer base and such sporting competitions present opportunities for international brands to launch new products or reinforce brand awareness.

With the growth of digital media, many brands have utilised video campaigns, of which, sport has produced some of the most memorable and watched YouTube videos.  Here is the Top 10 best sports virals of all time:

10.  Head – Andy Murray Street Magic

The GB tennis player pulls off some spectacular tricks in this ad.

9.  Gazette Dello Sport – AC Milan vs Bari

A group of lookalikes perform an interesting pre-match warm-up.

8.  Rubicon – 50p Challenge

Sri Lanka’s Muttiah Muralitharan showcases his bowling skills.

7.  EA Sports – Tiger Woods’ Jesus Trick

EA Sports created this iconic video during a time that Woods dominated the sports world.

6.  Carlsberg – Penguin Table Tennis

Penguins and a beer brand – an interesting combination…

5.  Adidas – Steven Gerrard’s Clay Pigeon Shoot

A few years ago some of the biggest Premier League stars featured in a series of Adidas ads, performing a range of tricks.  Here is the best from the series, with Liverpool ace, Gerrard.

4.  Gilette – Roger Federer’s William Tell Trick

Federer shows off some tricks during a photo shoot.

3.  O2 – Sim Rugby

The global phone network has had a long-standing successful relationship with the England Rugby team and this video reveals why.

2.  Nike – Ronaldinho and the Crossbar

This is one of the most successful sporting virals of all time as Ronaldinho shows off his Brazilian tricks.

1.  Nike – Next Level

Directed by Guy Ritchie, this video presents football talent at all levels.

The headlines in the digital and social media world this week:

What has Happened this Week

Twitter Tops 100 Million Active Users Worldwide

The micro-blogging site has announced that it has reached 100 million monthly active users worldwide for the first time this month.  230 million tweets a day are sent on average, amounting to 5 billion tweets per month.  Twitter also claims that half of its active users log on every day and 55% access the platform on mobile devices.  The announcement comes ahead of the site’s ad products launch next month.

Facebook’s Revenue Reaches £1 Billion

The social networking site’s first half-year revenue has almost doubled, equating to £1 billion, according to Reuters.  Facebook does not discuss financial matters and did not comment on the report.  This year, Marc Zuckerberg’s company has faced competition from Google with the launch of the search engine’s Google+ service.

Facebook Test Friends Filter in News Feed

Facebook is testing a range of changes to the News Feed, aiming to make content in the feed more relevant.  Changes include friend list filters and lists that automatically categorise friends, similar to how Google+ introduced Circles.  The social network said: “Feed filters make it easy to see a selected set of friend’s updates in one place and share exclusively with them.”

What we have Learned

Twitter Prepare for UK Ads Service

Twitter is finalising the brands for its UK targeted ads service, in time for the launch in October.  Launched in the US last year, the service offers brands promoted tweets, promoted accounts and promoted trends.  Brands pay for a tweet to appear in a user’s timeline in order to promote their account and to pay for subjects that appear as trends.  The social network is currently in talks with Vodafone, Sky and Sony to become the first brands to utilise this platform.

Tech and Digital PR Professionals Most Content

A survey of 656 in-house and agency PR professionals by recruitment company, The Works, found that PR’s in the technology and digital sector are the happiest.  Both corporate (27%) and financial (44%) PR professionals were eager to change their career path.  80% of PR’s stated they were ‘very happy’ and ‘OK’ in their current roles.

Cool Stuff

Nike Reveal ‘Back to the Future’ Trainers

Nike unveiled a ‘sneaker-peek’ of a pair of new iconic trainers, made famous by the movie, Back to the Future II.   Released in 1989, the movie saw Marty McFly (Michael J. Fox) travel to the years 2015 and 1955.  The film’s producer, Frank Marshall, fuelled speculation online with a tease on Twitter: “Something big is happening soon”.  A video was later released, which created buzz and heightened discussion online.  Watch the video here: http://bit.ly/pDfMn2

Fashion Trends – Facebook Commerce

Topman has debuted a store on its Facebook Page, offering shoppers a selected range of clothing and accessories.  With a click, users can ‘like’ and add items to their shopping basket.  This year, ASOS was the first brand in the UK to launch a transactional Facebook store.  In recent months, there has been a trend in fashion brands selling products on the social networking site.

Heinz Trial Facebook Loyalty Scheme

To coincide with the launch of its new chilli-flavoured Tomato Ketchup, Heinz has created a loyalty-based campaign on Facebook.  The campaign offers discount vouchers that double in value when they have been shared with friends.   This is the latest social media push by the FMCG giant, which has increased its Facebook advertising spend by 20% this year.   Discount vouchers are a major part of Heinz’s Facebook strategies in rewarding existing fans, as well as creating new ones.

British Airways Teaser on Facebook

The largest UK based airline created hype online this week with a 20 second video teaser on their Facebook Page.  This is British Airways’ first brand campaign in more than two years.  The complete ad will be premiered on 21 September and viewers are invited via a Facebook event.  The latest campaign draws upon the British airline’s heritage by addressing five decades of its role and services in the aviation industry.

Where to Find More

Tips for More Video Views

Video content has become the most popular medium for online communication.  Recent research found that the emotional connection of video wins over consumers.  The question arises: how does a brand ensure its video touches ‘play’ by consumers.  Justin Nassiri, founder and CEO of VideoGenie, highlights five tips: location; tap your fan base; share smartly; gamify; and be authentic.  Read more here: http://on.mash.to/nhjGTR

10 Years of TV

On 7 September 1926, the first electronic TV was available.  In the past decade, television has gone a long way with changes in audience consumption, technology, sales and choice.  The average television in 2004 was 27 inches, and today, this has grown as large as 42.  Check out the infographic by VoucherCodes.co.uk that illustrates the past ten years of TV: http://on.mash.to/qOezpf

Manchester City FC is the latest sporting brand and organisation to demonstrate their commitment to digital.

Exclusive fan content usually requires fans to pay subscription rates, occasionally in addition to a season ticket.  Unlike the majority of football clubs worldwide, Man City has opted to cut the paid content strategy and invest in free digital services for fans.

Richard Ayers, Head of Digital at Manchester City FC, said: “We are focusing on audience growth.  We were the first and may even still be the only club that gives away all our content.”

Sheikh Mansour bin Zayed Al Nahyan, the club’s owner, has spent £1 billion since he acquired the club in 2008, bringing in some of the biggest players, including Sergio Aguero, Carlos Tevez and Samir Nasri.

The Sheikh broke away from charging fans a monthly subscription to watch online videos and contracted Endemol to produce game highlights and behind-the-scenes videos that are uploaded on the club’s site for free.

This month City began its own YouTube channel, posting CityTV’s videos.  One of the latest videos of new attacking midfielder, Nasri, reached 100,000 views in 10 hours.

Moving forward, it is the responsibility of sports marketers to acknowledge the advances of digital and social media by implementing digital strategies as part of an integrated marketing mix.  The sport’s industry must also embrace the sports market as a global audience as opposed to just fans.

The sports world is the latest addition to join the digital world, including sports clubs, global athletes and international sports brands.  This is changing how the sport’s industry is targeting and engaging with sports fans, as Sports New Media has recently witnessed.

Athletes and sports stars are now household names as brands and celebrities in their own right – David Beckham, Rio Ferdinand and Kobe Bryant – just some of the sporting icons that have their own Facebook Page, Twitter account and personal website.

This invites brands to invest millions in sponsorship deals, as international sports stars become vehicles for brands that wish to promote their products and engage with sports consumers worldwide.

Today, fame and popularity are dictated by your ‘worth’ as a celebrity and fan loyalty, based on likes and followers.  One of the best footballers in Europe, Ronaldo, has 33,618,286 likes at the time of writing – an example of the fan base and global reach brands can benefit from.

Unlike traditional advertising models, digital and social media offer cost-effective alternatives for the sport’s industry, enabling a focus towards audience engagement and content sharing, as well as the opportunity for innovative communications strategies.

As music, news and books become more accessible on the internet, is it time for television to shift to the clouds.  The question arises – what does this mean for television broadcasters and programmers?

On-demand channels, such as the BBC iPlayer, 4oD and itv Player are moving viewers from the traditional medium of TV, to catch-up on their favourite programmes online.  YouTube has also contributed to this change in television consumption, equating to 7% of total time spent on the internet viewing in the US, according to comScore.

Most television viewers only watch a few channels regularly, yet continue to pay high subscription rates for 300+ channels.  Maybe it is time for the television industry to reconsider the subscription basis to a pay-per-channel or per-show basis.  Today, we have more choice than ever and content is available wherever and whenever – laptops, TV, mobile phones and tablets.

Moving television to the clouds is about more than just distribution – it is about changing both consumer behaviour and the TV industry’s attitudes, as well as identifying and sharing new content.

Traditional television has forever been locked up in the digi-box and remains a firm favourite for content owners, while advertisers continue to spend major budgets on TV advertising.

Google is positive in their attempts to merge the two worlds together through their Google TV project, as Google CEO, Eric Schmidt, recently announced at the Edinburgh International Television Festival. The major battle is persuading television broadcasters and content providers to welcome this cloud-based concept.

TV is no longer just a screen, it is about the value of the clouds – a haven where content can be stored, searched, shared and streamed.

As music, news and books are part and parcel of the ever-evolving digital world, it is time for television to embrace this change, or at least, trial it.   The next step is to execute cloud-based TV, making the television experience more social, allowing viewers to share, recommend and index favourite films and shows.  This will hopefully make scheduled television a thing of the past…

The headlines in the digital and social media world this week:

What has Happened this Week

Twitter Breaks New Record

The 2011 MTV Video Music Awards (VMAs) smashed records on both Twitter and MTV, as Beyonce’s performance and pregnancy announcement set a record bump of 8,868 tweets per second.  The 28^th annual awards beat the Women’s World Cup, Osama Bin Laden’s death and the Japanese New Year.  Trendrr stated that the VMAs showed the power of hashtags as a vehicle to drive TV conversations both online and via mobile devices.

Jobs was the Best CEO in 50 Years

Former Apple CEO, Steve Jobs, was the best CEO in the past 50 years, according to Eric Schmidt (Google Chairman) and Marc Benioff (Salesforce CEO).  Jobs created Apple twice – firstly, with the launch of the first Macintosh computer in 1984, and secondly, driving the iconic brand with products including the iPad and iPhone, which changed the digital world.  Schmidt continued, stating the next generation of leaders will be involved in mobile, local and social. 

What we have Learned

Facebook to Debut Music Service

The social networking site is set to launch a new music service later this month.  Facebook are currently in talks with music providers, including Spotify, Slacker, Rhapsody, Rdio and MOG.  In May, the social network giant and Spotify announced their partnership, which enables users to stream music and share playlists with their friends.  Stay tuned for more.

Death of Viral and Birth of Online Video

Between 2005 and 2008, viral was a buzzword and marketers were hyping viral marketing.  In the ever-changing digital and online space, virals are now a thing of the past, exchanged for newer platforms – Facebook, Twitter and mobile Apps.  Virals focused on raising awareness and harnessing the social web, which was later replaced with video content.  Video allows for rich content, encompasses a vital role in marketing campaigns, creates meaning to consumers and makes the social the ordinary. Now, online users and brands demand video content, and technology now makes this possible.

Seniors and Women Welcome Tablets

Smartphone usage has not changed and continues to be a popular daily device for the 20 to 30 year old population worldwide.  A report this week found that both seniors and women are now embracing new technology, in particular tablets and e-readers.  Tablet ownership for the 55+ generation was up to 19%, compared to 10% last year.  Women are increasingly purchasing e-readers, climbing from 47% last year to 61% in the second quarter of this year.

Increase in Internet and TV Consumption

A new consumer survey found that more people are watching television while surfing the internet.  Four thousand UK nationals were polled for a report.  68% of online users occasionally browse the internet while watching TV.  The poll also found that one in five 18-24 year olds firstly discover and then purchase a product or service after they have seen it on TV.  Social networking sites, Twitter (2%) and Facebook (3%) have less influence on purchasing decisions.

Cool Stuff

Foodily Launches Recipe Friend Feed

Foodily, the online recipe network, debuted a Facebook App this week, allowing cooking enthusiasts to share, comment and index recipes on the social networking site.  Users can connect their profiles, ‘like’ dishes and see who in their networks liked the recipes in their search results.  What will you be cooking tonight?

London 2012 in 3D

The BBC is in discussion to broadcast next year’s London 2012 Olympics in 3D, according to the corporation’s Director of London 2012.  Mosey claims the Games and other sporting events are on the agenda as the British broadcasting network embraces the new digital age.  Earlier this year, the BBC trialed 3D sports broadcasting during the Wimbledon Championships.

Sony Introduce First Tablet

Sony has showcased its first tablet to the UK market.  The Sony Tablet S features a 9.4-inch screen, Wi-Fi, runs on the Android platform and will be available in selected stores later this month.  In November, Sony will be launching the Tablet P – featuring a dual 5.5-inch folding screen, making it easy to transport.  Sony’s tablets will enable users to access the brand’s products, including PlayStation games, Music Unlimited, TV and movie download centre, Sony Entertainment Network.  For more information, visit: http://www.sony.co.uk/hub/sony-tablet

Where to Find More

Top 10 Most Viral Apple Ads of Jobs Era

Steve Jobs was known as a visionary and played an influential role in changing Apple’s brand, product offering and marketing campaigns.  Under Jobs, Apple’s advertising across their product range focused on gadget fetishism and curiosity.  To celebrate Jobs’ work at Apple, here are the top 10 most viral Apple ads during his era: http://on.mash.to/nInEiA

Top 10 August Twitter Trends

Football topped the August Twitter trend, thanks to the anticipation of the season kicking off and the transfer hype.  The British riots were polled third, during a week of violence, chaos and cleaning up that gripped England.  American stars Justin Bieber (#3), Lil Wayne (#9) and Chris Brown (#10) also hit the chart.  Check the August Twitter ranking here: http://on.mash.to/nG5jxQ

As Facebook usage peaks globally, marketers are increasingly using Facebook as a platform to connect their brands with consumers.

Branded websites have been replaced with Facebook logos displayed in television ads, billboards and magazine advertisements, as brands encourage consumers to ‘like’ them.

The fan numbers for a brand’s Facebook Page might appear impressive, but the reality for marketers is that it is more than just a numbers game.

A recent report from GlobalWebIndex showed key segments displayed a large decline in active participation on social media.  Facebook users are becoming passive to the social network’s activities, such as downloading Apps, uploading images or joining a group.

Instead, consumers worldwide are now spending more time consuming rich video content and utilising alternative devices – smartphones, tablets and games consoles.

The report also found that while mobile internet usage incorporates large amounts of time on social networks, increased mobile usage can transform the behaviours and purchasing decisions of consumers.

Consumer behaviour has also become more fragmented online and it is the responsibility of marketers to establish a deeper understanding of their consumers and trends.  One solution is for brands to embrace the power of social networking on mobiles – this platform focuses more on content sharing and encourages the use of applications, which are usually professionally created.

The GlobalWebIndex report also discovered that 45% of consumers like a brand to entertain them, suggesting a demand for branded content.

For brands, this means that social media should become a vital branded distribution channel and not just a space for conservation.

Facebook has ended the daily deals service after a four-month trial in the States.

Facebook Deals provided users daily location-based discounts, which they could pay for using Facebook Credits.

Launched in five US cities in March, the deals were aimed to be social – users were able to share recommendations with friends and businesses focused on offering users unique social experiences.

Facebook’s Check-in Deals service will continue, which enables users to receive a discount when they check-in at a location.

The social networking site said they would continue to encourage people to visit local businesses by creating social experiences and remain committed to supporting companies with Ads, Pages, Sponsored Stories and Check-in Deals.

Despite Facebook’s decision to depart from the crowded daily deals market, the main contenders – Groupon and LivingSocial – will continue to compete with Google Offers, which debuted in May.

Google Offers is currently in beta testing in the US and there is no indication if it will reach the UK market.

Google is in talks with UK television broadcasters ahead of the launch of its online TV service next year.

Speaking at the Edinburgh International Television Festival last week, Google’s CEO, Eric Schmidt said the American organisation was planning to launch Google TV in Europe next year, with the UK market tipped as a priority.

Google TV enables viewers to search through TV channels, apps, websites, programmes and films.  The television service focuses on combining the experience of TV with the freedom and power of the web.

Last September, Google debuted the TV service in the States, and unfortunately, it struggled to be a hit.  Major broadcasters, including NBC Universal and ABC, were unable to come to terms with the concept and did not give the green light for Google to include their programming on demand.

The search giant learnt the difficulties of launching a product the hard way – without the push and support of media platforms.

At the festival, Schmidt also expressed his hopes for the development of new platforms and highlighted the success of Android as an open platform for the next generation of smartphones.