The Olympic Games and Web 3.0: Monetizing the Olympic Movement's Digital Assets (2010)

The Olympic Games and Web 3.0:Monetizing the Olympic Movement’s Digital Assets

Professor Andy Miah, Jennifer Jones, Ana AdiUniversity of the West of Scotland

The Olympic Games and Web 3.0:Monetizing the Olympic Movement’s Digital AssetsProfessor Andy Miah, Jennifer Jones, Ana AdiUniversity of the West of Scotland

International Sport Business Symposium, Vancouver 2010

email@andymiah.netJenniferjonesuws@gmail.comAna.adi@gmail.com

IOC Congress 2009, Conclusions: The Digital Revolution

A new strategy should be defined to enable the Olympic Movement tocommunicate more efficiently with its own membership and stakeholders as well as to allow for effective information dissemination, content diffusion and interactivity with the global population, in particular with the youth of the world. It should be an integrated strategy which includes the full coverage by all media and in all territories, of the Olympic Games, as well as the recognition of the new opportunities to communicate the fundamental principles and values of Olympism through all media

In order to disseminate the values and vision of Olympism, the IOC andother stakeholders of the Olympic Movement should undertake afundamental review of their communication strategies, taking into account the fast-moving developments in information technology and, more recently, the digital revolution

The Olympic Movement should strengthen its partnership with thecomputer game industry in order to explore opportunities to encouragephysical activity and the practice and understanding of sport among thediverse population of computer game users

Could this signal a fundamental revision in the definition of who are the Olympic media?

Could we see Google as a core media partner for the IOC?

What about other large new media organizations?

Do the conclusions of the Congress go far enough?

Who are the Olympic media now?

broadcast rightsLargest share of IOC revenue

Olympic Marketing Media Guide, 2010

Non-accredited media spacesAthens 2004, Zappeion media centre

Torino Piemonte Media Centre, 2006

BCIMC in Vancouver 2010

Ambush marketing by url appropriation

New spaces created by unofficial communities, utiizing Olympic brand

The IOC now has a presence in large new media organizations

other media spaces

Athens 2004, VISA Olympian reunion Center

citizen journalist

Not accredited by IOC

Pervasive reporting

Broadcast quality

Community focused

Covering the streets

Olympic feeds on Twitter (via a ‘Tweetdeck’ browser)

New forms of visualising the Olympic media

Beijing 2008 torch relay, citizen media track the international leg, while broadcasters fail

monetization of new media

Can the IOC have its cake and eat it?

monetization

2 sources of revenue for online media companies

a)Sale of marketing data / advertising opportunitiesb)Freemium principle (90% free, 10% premium)

egFree account up to 3 albumsPremium, limitless albums

should monetizationtake place?

answering this relies on a theory of new media culture

how not to do itThe consequences of corporate blogging practices

extending non-sport

Monetization may be most suitable to non-sport Olympic content