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_______________________________________________________________ Report Information from ProQuest19 October 2015 05:48_______________________________________________________________

Document 1 of 1 How can sports marketing utilise social media? Author: Anonymous ProQuest document link Abstract: In an interview, Josh Robinson, director of creative and integrated solutions, Sports Revolution, andLucien Boyer, global president and chief executive, Havas Sports &Entertainment, talked about how sportsmarketing can utilize social media. Robinson said that when sports fans and social media come together, youget a ravenous appetite for content in a super-transactional space. Social media is not a panacea. If yourcampaign isn't fed by strong sports fan insight, just like any other channel, it won't work. Boyer added that socialmedia enables fans to be surrounded by their teams 24 hours per day, so if you build a big enough community,the commercial potential is huge. Social media should be central to the marketing mix this summer. Full text: DOUBLE STANDARDS Sports and social media are a natural fit, but brands have to find ways to provide fans with an enrichingexperience in an innovative way, two industry experts suggest Can the passion that sports fans have for their teams be redirected commercially via social media? Josh Robinson director of creative and integrated solutions, Sports Revolution When sports fans and social media come together, you get a ravenous appetite for content in a super-transactional space. Rights holders who embrace social commerce by selling tickets and merchandise make themost of the opportunity,such as the NBA store in New York, which has its own Facebook page. Others areusing new social assets,such as Uefa's PlayStation-sponsored fantasy football app, to create sponsorpackages,This allows them to monetise their social fan base and their unparalleled knowledge of what their fanswant. Can the passion that sports fans have for their teams be redirected commercially via social media? Lucien Boyer global president and chief executive, Havas Sports &Entertainment Absolutely, if teams can get the conditions right to build active communities.That means supplying fans withunique content and incentives to sustain interest and then allowing them the freedom to set their own culture asthey would in a sports venue. Social media enables fans to be surrounded by their teams 24 hours per day.so ifyou build a big enough community, the commercial potential is huge. For example,Manchester United havemore than 20 million Facebook fans and a direct conversation that allows news about new products andservices from the club is bound to produce financial returns. So-called macro social platforms such as Facebook and Twitter have had tremendous commercial andmarketing success. Can 'micro' social media platforms, linked to sport, duplicate that? Josh Robinson director of creative and integrated solutions, Sports Revolution Most of us have a big bag of "warm interests", such as bands, brands and TV shows, and then a pocketful of"hot interests"- the stuff that's core to who we are. Specialist forums such as WWE's Facebook page orFootballf ancast. com fall into the hot category. It's a self-fulfilling prophecy: 59 per cent of sports fans saythey're bigger fans since engaging with their team through social. So-called macro social platforms such as Facebook and Twitter have had tremendous commercial andmarketing success. Can 'micro' social media platforms, linked to sport, duplicate that? Lucien Boyer global president and chief executive, Havas Sports &Entertainment Simplicity is always crucial to growth, so sport should look to create apps that supplement the "macro" platformsrather than develop confusing micro platforms that compete with them. People enjoy having banter about sportin the pub, train station, café or wherever because they are already places of social interaction. By the sametoken, the best place for sport to grow a significant digital presence is on existing social media platforms. The

key from there is to find ways of enriching that experience with new apps such as second-screen technologyand social media conversation aggregators. What prominence will social media have in the marketing mix this summer, around Euro 2012 and the OlympicGames? Is one more suited to social media than the other? Josh Robinson director of creative and integrated solutions, Sports Revolution Both are vast and intense social experiences, riddled with opportunities. Let's see if non-sponsors use social asthe obvious way to share the limelight. Will the London Organising Committee of the Olympic and ParalympicGames manage to enforce its very specific social media restrictions? (The International Olympic Committee'ssocial media guidelines restrict Tweets, blogs or social media postings that "report on competition or commenton the activities of other participants" and those that do nofconform to the Olympic spirit and fundamentalprinciples of Olympism".The first of which is very difficult to avoid, the second very difficult to define.) Will DannyBoyle use social to break down the walls of the opening ceremony at the Olympics? And which will trend harder:the Euro 2012 final, with its team fan bases, or the men's 10Om final.the ultimate sports spectacle? What prominence will social media have in the marketing mix this summer, around Euro 2012 and the OlympicGames? Is one more suited to social media than the other? Lucien Boyer global president and chief executive, Havas Sports &Entertainment Social media should be central to the marketing mix this summer. It will be right at the heart of the experiencefor both the Euros and London 2012 because it allows fans to have instantaneous conversations with othersupporters. Euro 2012 will be more parochial, lending itself to debate and controversy. If the tournament is asuccess on the field, it will generate a huge amount of social media noise. The Olympics traditionally is aboutexploration, with less emotional investment from fans than football, so, by its nature, the conversation will besofter. However, many of the athletes will be less tightly controlled than in football, so there is likely to be moresocial media interaction between competitors and fans. UK brand budgets will be focused on social mediaaround the Olympics, but if this summer is a success, they could be on another level entirely for the 2014FifaWorld Cup in Brazil. Do the demographics of sports fans suggest social media marketing can work better than in other markets? Josh Robinson director of creative and integrated solutions, Sports Revolution Social feeds on our innate desire to belong - a big part of why sports fans congregate - in stadia, in the pub andin social media. Sports fans over-index against social media usage.Those accessing sports information dailyfrom smartphones grew 76 per cent last year in the US (comScore). Social media is the saviour of sportssponsorship, giving rights holders and brands a new place to learn what their consumers want. Social is the keydriver behind a new era of sports fan engagement. Do the demographics of sports fans suggest social media marketing can work better than in other markets? Lucien Boyer global president and chief executive, Havas Sports &Entertainment Fans have always been hungry for content and social media provides another channel for them to get hold ofwhat they want, when they want it, to try and feel closer to their sport or team. Recent research by GlobalSports Forum Barcelona has suggested more fans aged 18-35 are now watching sports online than on TV. Thistrend means that everyone involved with sport needs to develop content across platf orms.The key will be to dothis alongside the on-field action, with second- and even third-screen content coming to the fore. Does social media marketing in sports have the ability to build brand awareness beyond the traditionallyassociated products such as beer, cars, soft drinks, gambling etc? Josh Robinson director of creative and integrated solutions, Sports Revolution There are naturally "social products", such as beers and mobile phones, where sport and social are a natural fit.But every consumer is a sports fan at some point - even if it's just during Wimbledon. Look at Procter&Gamble's "proud sponsor of mums"- it's not what many would associate with a"sport campaign",but it usessport and social to great effect. But social media is not a panacea. If your campaign isn't fed by strong sports

fan insight, just like any other channel, it won 't work. Does social media marketing in sports have the ability to build brand awareness beyond the traditionallyassociated products such as beer, cars, soft drinks, gambling etc? Lucien Boyer global president and chief executive, Havas Sports &Entertainment There is potential for brands outside of the traditional sponsorship group, if they can find ways to give fansgenuinely engaging content and experiences via social media that are relevant to their brand or productThedanger for brands that aren't intrinsically relevant to sport is that they could either develop great content that hasno relevance to their product, and therefore limits the retention of their association, or they create content thatdoesn't fit with sport and is rejected by fans. Subject: Sports marketing; Social networks; Advertising campaigns; Location: United Kingdom--UK People: Robinson, Josh, Boyer, Lucien Classification: 9175: Western Europe; 7200: Advertising; 5250: Telecommunications systems & Internetcommunications Publication title: Campaign Pages: 21 Number of pages: 1 Publication year: 2012 Publication date: Mar 9, 2012 Section: MEDIA 4 Publisher: Haymarket Business Publications Ltd. Place of publication: Teddington Country of publication: United Kingdom Publication subject: Business And Economics--Marketing And Purchasing ISSN: 00082309 CODEN: CMPGBW Source type: Trade Journals Language of publication: English Document type: Interview Document feature: Photographs ProQuest document ID: 1009895995 Document URL: http://search.proquest.com/docview/1009895995?accountid=31562 Copyright: Copyright Haymarket Business Publications Ltd. Mar 9, 2012 Last updated: 2013-04-30 Database: ABI/INFORM Complete

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