Fanographie keynote jez jowett 270312

© Havas Sports & Entertainment

Social, Sport & Entertainment What next in 2012?

#Jezmond (400 SoMe campaigns, 2billion engagements)

© Havas Sports & Entertainment 2

Tomorrow is Here Says almost everyone

“Social media is the on-going conversation of the planet.

As time goes on, it is my home on the internet.

It is my home page, the place where I spend the most time.

It is where I do business. It is where I hang out with my friends.

It’s where I find out about new movies, television and products.”

Kurt Sondregger, VP Marketing, Ploom, 2008


Hi, Jez here. I love Travis - I hear they are doing a live gig from Boston tomorrow night at 2100GMT that is going to streamed on AOL Live and then available on DVDJez

Social conversa8ons since 1999 Using the internet


FUCK OFF YOU MARKETING TWAT.This is a forum for fans not sales! 58 other people liked this comment

Earned media could not be bought Fans and passions first


Hi there, Marketing Twat here. Thought you might like to know that Travis are doing a gig from Boston tmw night at 2100GMT on AOL Live 458 other people liked this comment

Earned through ‘value exchange’ Honesty, personality, content, relevance.


Thanks for the info! :-)

Conversa8on leads to rela8onship Influencer + social currency


Quickly up to yesterday… The $15k Mexican Tweets


1. Content is Elvis Content fuels conversaSons

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2011 sport clips & virals Sport + WOW factor (or humor) = entertainment

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hVp://www.youtube.com/watch?v=vt4X7zFfv4k

2nd most viewed in 2011


2011 most viewed clip How far will a fan go ?

10 hVp://www.youtube.com/watch?feature=player_embedded&v=smtROJs-‐8BU

No 1 most viewed in 2011


2. Conversa8ons always on ConversaSons around content

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3. Power of Communi8es Content & conversaSons é communiSes

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4. Connectors & Influencers WOM and genius

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5. Technology Fascina8on What the toys can do


1.  Social media confidence ✔

2.  SoMe analysis and science ✔

3.  Smartphone penetra8on & free wifi ✔

4.  Stories and events worth sharing ✔

2012 A World Record Year? The year of Sports and Entertainment


AXer heavy flir8ng with social media in 2011, brands will go beyond merely looking at Likes and Fans, and start caring and measuring engagement and community building The value of a meaningful rela8onship will be properly appreciated to build strong communi8es, CRM programs, loyalty

and integrated transac8ons To prove the effec8veness of social media campaigns, brands will develop more sophis8cated measurement algorithms to prove the ROI, more commonly to be known as ROSS (return on social spend) By the end of 2012, successful brands in social media will have

focused more upon increasing their levels of engagement with fans, than the number of fans

Social Media 2.0 Beyond Fans and Likes with engagement scores


Brands will commit to their social presence with dedicated teams, processes, resources and guidelines. Every company will have a Social Media Director. There will be a SM strategy aligned for all stakeholders, not just for tac8cal campaigns. No longer here today and gone

tomorrow, but always on, listening and responding. Especially at the weekends and when people are social.

Social Media Strategy & Commitment Not just tacScs

Thanks to Flickr.com-‐ crea8ve commons http://www.flickr.com/photos/dm74/3312147063/


Sports federa8ons will face a huge challenge in 2012: “How to evolve their (tradi8onal) broadcas8ng rights package, when many of their audience are no longer tuning into tradi8onal broadcast channel, and in some countries don’t even own a TV anymore?” With more and more fans watching mainstream and niche sports on the web; on social networks; on mobile devices, successful federa8ons will embrace the opportunity The ability to watch catch up and real 8me spor8ng events, will increasingly be consumed on Facebook and YouTube. Social media subscrip8on packages will

provide new revenue streams and help reach and engage with young and new fans

Sports Social Subscrip8ons Fans using micro-‐payments or credits


Sport will con8nue to become more scien8fic, and technology will bring the most drama8c imagery and revela8ons to both big screen and likle screen Enjoyment of sport, even from an armchair, will become a thrilling experience. No longer a lean back and enjoy, but lean forward and immersion Sports cam technology will bring footage to our screens that we’ve never seen before. From 3D to 4D; slow mo8on to split screen;

helmet cam to ball cam; adrenalin sensors to heart monitors…

Sports & Technology & Social Sharing Real Sme, live from and interacSve


London 2012 will be swamped in social media More Tweets, shares, Likes, posts, comments, views will take place in 1 month, than ever before. News, scandals, records & exclusives will all be read on Twiker first. Then on the news channels and papers. Footage we aren’t supposed to see, we will. Thanks to Facebook, bit.ly and YouTube. There will be more Likes and friends for London 2012 than any other spor8ng event, ever. It will remain one of the top 5 trending topics in Twiker globally, for 1 month. During the 100m final there will be more messages, images and videos

shared via social media, than at any other 8me since the dawn of the world wide web

The Social Olympics 2012 Record Breakers


Spor8ng venues and stadiums are the second most checked-‐in places worldwide. The most popular checked-‐in places are airports Brands, sponsors and rights holders will leverage this opportunity to geo target fans with compelling and shareable content and promo8onal

messages. Having iden8fied a physical fan, data will provide an on-‐going and customized rela8onship back to their home 2012 will see a huge increase in the connec8ons between these akending fans, virtual fans and brand messages. 2012 will become the year of social

currency – more shareable, more entertaining and more personalized

Loca8on Based Entertainment Check in and win.


Stronger corporate social responsibility, combined with increased consumer awareness of recycling and the need for a cleaner environment, will result in more environmentally friendly events. Sponsors will require event producers to have commiked to make the event as carbon neutral as possible. Sponsors will consider this ‘green score’ just as much as the number of akendees and media value.

Recycling will have high visibility at each event and be a crea8ve and entertaining ac8vity that akendees warmly embrace.

Live Events Get Greener Carbon neutral, sustainable, fun recycling.


The new ‘year of mobile’ = ‘year of social commerce. Confidence in place. Technology in place. E commerce in place, now social commerce. Facebook (and Pinterest) as a traffic driver, through to ‘owned media’ or preferred partner (ie Amazon).

Shop and share for a social discount to be exploited this year by early adopters.

Social-‐Commerce The High St on Facebook


More data, more sources, more oXen, more interests and likes, will require 8ghten filtering. Not enough 8me in the day to read even a half of those you follow. Aggregators of informa8on, and curated content, will charge subscrip8ons. A service will be launched to have your own Social PA ( I-‐

Google in person). Your PA for info, to avoid info meltdown.

Digital Concierges Your own social PA. The new ‘Chief Listener’ job Stle


Cyber PR will become more challenging across online influencers who tradi8onally would blog or tweet about a campaign for free. This will change in 2012. The world’s first million dollar blogger will be created Already in LATAM, and especially in Mexico, it is not un-‐common for a blogger to

request $15,000 for a Tweet or blog post men8oning or linking to a brand. This emerging trend will spread across the globe Accessing a blogger, will in some instances require contac8ng a blog management agency. Blog networks will manage the syndica8on of posts across a diverse range of

interests and passions

Million Dollar Bloggers SyndicaSon and retreaSng


1 day a year, everything will shut down, almost. Companies will ask all their staff to ‘switch off and unplug for 24 hours’. At first employees will be scared and confused. They will scratch their heads wondering how they can perform their job or task, without a digital connec8on. AXer 3 hours a smile will spread across their faces. It will be a beau8ful day or real rela8onships and friendships the old fashioned way, face to face. We will re-‐

discover social skills, beyond Facebook. We will put into perspec8ve the role of digital. It will become a yearly event.

Digital Amnesty Day Switch off, have a conversaSons, face to face.

