Digital and Social Media Sports
A business-minded look at digital and social media in sports
On episode 41 of the Digital and Social Media Sports podcast, Neil chatted with Jesse Agler, Director of Content for the San Diego Padres.
What follows are some snippets from the episode.
Click Here to listen to the full episode or check it out and subscribe in iTunes.
Posted by Neil Horowitz
Listen to episode 41 of the Digital and Social Media Sports podcast, with Jesse Agler, Director of Content for the San Diego Padres.
61 minute duration. Show format contains separate parts. Subscribe to the podcast via iTunes
Posted by Neil Horowitz
Every year at Austin’s ever-growing South By Southwest festival, a plethora of new technologies. platforms, and concepts are labeled as the next big things to come in culture and industry. While such prognostications tend to be premature, just as often the sights, sounds, and tweets portend what may be on the horizon for new technology, use cases, and business concepts.
South By Southwest’s new(ish) sports track is no exception and this year’s panels foreshadowed a sports landscape soon to be overtaken, though never completely overwrought, with tech. (See my #SXSports summary deck) From the panels and conversation elsewhere, here are six ways tech is penetrating, and transforming, the sports media presentation and experience:
1) Virtual Reality – Football is finding cool ways to use virtual reality technology to give players non-physical “reps.” While the NBA is looking at ways to give fans around the globe the chance to experience a courtside seat at a game…without leaving their couch at home. The ability to develop VR technology that offers 360-degree, dynamic views, as well as live streaming video, offers a number of compelling use cases for sports. Whether the idea of a virtual seat will scare more teams, weary of promoting a viable stay-at-home option, before it is embraced remains to be seen, but VR is coming. And it’s coming quickly.
2) Drones – Many are familiar with drones, their use by the military, by businesses, by some sports telecasts, and even by consumers and Amazon, now. But they could be overtaking sports broadcasts, in many ways, before long. Drones can get optimal camera shots from optimal angles, can shift on a dime, and give consistency that the human hand cannot. Fox Sports exec Eric Shanks noted, at a recent Leaders Summit, that remote cameras and automated drones are quickly becoming a more integral part of sports broadcasts. A production crew may always be around to provide a human touch. However, increasingly smarter and learned (through data) computer programs may replace some of the production, too, giving viewers an optimized game presentation experience, shifting automated drones to deliver the content.
3) Augmented Reality – While virtual reality takes fans ‘there,’ augmented reality brings ‘there’ to fans, by having seemingly inanimate objects trigger content experiences for fans. There has been initial discussion for sports teams to use AR on the field of play and, as the technology becomes increasingly user-friendly and adopted, is also bringing forth incredible opportunities for teams’ content departments, as well as activations with corporate partners. One of the bigger players in the space is Aurasma, a standalone app that allows users to create and augmented reality through “auras.” Their tech may become more important for sports teams as they can integrate into team mobile apps and some are already starting to experiment with this in their app, with much room to evolve, with augmented reality experiences.
4) Automated Reporting – I don’t think quality journalism is going anywhere, even if the burden will be on the reader to know where to find it, but the professional jobs for journalists may continue to shrink. A major deal between the Associated Press and Automated Insights made big news in recent months. The software allows for reports on sports events to be automatically generated and reported and has already been used by the AP to report some college sports. As such software progresses, it may not be long before a computer can ingest some stats about the game and game flow, some quotes, and some photos and videos and bust out a catalog of AP-style sports stories for immediate consumption.
5) OTT – Over-the-top, or OTT, TV and video consumption is growing, as is mobile viewing. Cable companies, while still viable, especially for Internet, are seeing a generation coming of age without cable subscriptions. More and more networks are available without such subscriptions, while Apple plans a promising product for release this autumn. On a panel at last month’s #Leaders15 Summit, this generation was referred to as “cord never-wasers.” ESPN3 and several networks with sports programming offer streaming options via OTT, digital, and mobile and the marketing dollars are starting to flow there, too. We’re a long ways away from cable subscriptions being a thing of the past, but the trail to that reality is being blazed.
6) Mobile – You’ve heard it before, but it’s worth hearing again: mobile is an integral part of the sports fan experience. One of the head-turning stats that came from SXSports was that 80% of NFL fans have their mobile device in hand while watching games. Another telling stat came from the recent Sloan Sports and Analytics Conference, where it was said that 65% of game attendees engage in some sort of online activity while at the game. Sports teams and media properties are trying to figure out the best way to present, engage, and activate on these new and increasingly important channels. Mobile is following a similar path to other important emerging mediums in history. Its trajectory and outlook are auspicious.
So what tech are you looking to affect the sports world in 2015?
Posted by Neil Horowitz
SEAT, which holds its annual SEAT Conference in the United States to discuss digital, marketing, sales, and data in the sports business world, brought its show on the road to London for a one-day event on March 18, 2015.
To learn more about SEAT, and its main conference, which is San Francisco this summer, visit the SEAT website. The conference is highly recommended!
Some of the major themes were: Learning about fans from the data acquired via their use of venue WiFi, as well as CRM, to guide and tailor fan experiences, the growing trend of fans wanting to craft their own game day experiences, and incentivizing (and delivering upon) data exchange and fan engagement. Here are my top 20 tweets shared from those at the event.
Posted by Neil Horowitz
Last weekend at South By Southwest, Yahoo Sports hockey writer Greg Wyshynski chatted with Los Angeles Kings Director of Digital Media, the guy behind their well-known Twitter account @LAKings, Pat Donahue.
Donahue (@patatack on Twitter) discussed the development and evolution of their social media personality and strategy, responding to trolls, representing a major brand on social media, the future of digital media in sports, and more. The conversation was also full of some fun and interest anecdotes and jokes.
I would highly recommend you listen to the full podcast.
Here are some quotes that stood out to me from Donahue. Also, check out some of the insights he offered on one of the panels at South By Southwest Sports, as seen in our Twitter recap of #SXSports.
On the @LAKings social media personality
“I think Twitter is too PC and boring…I’d like for people to start having more fun.
Last year, we really had fun with (our opponents’) fans…Game 7 in Chicago, I knew who all their fans were that were going to tweet us and I knew how to respond and how to engage those people…”
On how @LAKings Twitter personality has evolved since 2011-12
“It was much snarkier (then) and much more (me) writing jokes…I just liked making people laugh…I genuinely just liked people responding and saying we were hilarious…”
(Also notes big increase in followers as a result; more people to receive marketing and sponsorship and sales messages)
(Compared to more snark in 2011-12) “Now (the @LAKings account is) a lot more fun and (has) more an appreciation of hockey and the game.”
(Kings mascot, @BaileyLAKings) “Bailey is a perfect example…His Twitter feed is his personality and it completely fits in with our brand.”
On the @LAKings getting recognized for their Tweets
“It’s great when…There’s 30 (NHL) teams and the LA Kings aren’t (often) mentioned…It’s nice to be relevant. But we don’t want to be negative media. We want to (get) positive (media attention). That stuff is great. I mean I’ve had 4 tweets on SportsCenter.”
(Pat also tells story of meeting Pete Cashmore of Mashable, who was impressed to meet him, the guy behind the @LAKings Twitter feed)
On balancing the personality with being a bit thoughtful and careful with their tweets
“Its a case-by-case kind of thing…Luckily, I’ve never (done) something so overboard…If I ever write something that I think I might need to send someone else to see [prior to posting], that’s the first sign I don’t need to send this…(Laughs) I’ll send this to @TheRoyalHalf and (he’ll) post this.
There are these people that look for outrage…and they get so passionate and riled up about stuff that they don’t understand on the Internet.
It’s tough where we represent huge brands. It’s not just me on my (personal) Twitter account laughing about jokes.”
We’ve probably apologized [for tweets] twice in four years…You have to look at it from a bigger sense of something will happen (and) we’ll have to have these meetings about ‘Did we cross the line?”
A lot of stuff gets taken out of context, which is tough on Twitter…It’s part of a three-hour game. I probably have over 200 tweets (during the game), but now there’s one that gets screen-shotted…I have to have the wherewithal to say ‘This might be taken out of context. I need to make sure it’s OK by itself, which is really hard…
You have to look at the volume [of response]. If we say something and 100 people respond…then we have to look at it…If two people are really upset about it, I have to be able to look at the bigger picture and understand that our fans aren’t offended…”
You have to look at the volume [of response]. If we say something and 100 people respond…then we have to look at it
On how he uses 1-on-1 communication on social media to deal with difficult situations on Twitter
I’ve often DM’ed someone and said ‘Hey man, this was a joke and (what you said) was way overboard.’
We get a lot of stuff that’s super homophobic or super racist and I respond to it…And if (our followers) go ahead and attack that person, good. That kind of stuff doesn’t need to be on the Internet…And a lot of times, then, they apologize…If I don’t respond to it, maybe that person doesn’t recognize what they’re (saying) is wrong.”
(Awesome anecdote from Pat on an encounter with TMZ trying to ask him about Slava Voynov, Kings defenseman on trial for sexual assault)
I have to have the wherewithal to say ‘This might be taken out of context. I need to make sure it’s OK by itself’
On how the @LAKings work with blogger @TheRoyalHalf, who also writes for team website
(Former Kings digital exec) “Dewayne (Hankins) and (@TheRoyalHalf) struck up a deal a while ago…We have kind of cultivated how it works…We like him writing for our website. He sits next to me in the press box and we’ll bounce jokes off each other…We work like he’s a member of the media that I’m just closer with…I’d rather have him write for our site because he does something so different (from traditional media)…”
On traditional media becoming ‘boring’
“I want someone’s opinion on the game. Someone’s opinion I value…(newspapers) are [just] a box score…It’s boring. I watched the game, I get it…There is some sort of personality to it, which is what we’ve done with social, that a lot of bloggers and writers do that traditional media just does not.”
On @LAKingsInsider, Jon Rosen
“Jon is very professional on what he can and can’t say. It’s fantastic that we have our own media…We have Jon in the room, who probably has even better relationships (with team staff and execs)…It is a very collaborative effort.”
On what’s next in social media and sports for @LAKings
“I don’t want to take things to Snapchat, (but) they’re going to Snapchat…Our players are using Snapchat…And our players don’t use Twitter (much).
It looks like it’s staying around….I could see on a game day, we could put together a Story from morning skate until the game and put together a cool video piece…(Fans) want to see (content) immediately. Any way we can get things (to fans) quicker or live (is good)…”
On hockey and virtual reality
“…And the VR [virtual reality] stuff is really cool. I’ve used Oculus and it’s incredible. I want to get [Oculus products] to a game and just see how it works…It feels so real…
The only thing is ‘Are you going to sit at home with goggles on?’”
“What’s cool is the NHL likes to be the first (to try new things)…Even during intermission, (I could see) come and watch a goal from the Stadium Series (outdoor game).
I think there’s a long way to go for (VR) in broadcasting…(notes limitations of what Kings can do due to content and media rights and limitations, still. Also cites bench cam used by Fox Sports West and locker room cam used in Australian Hockey League, AIHL).”
On the anachronistic nature of ratings and reach in traditional media measurement
“It’s crazy to think (that) a fan in Los Angeles can’t watch our games online…There is so much money you can make from subscriptions to sponsorship…I don’t have a cable subscription, I watch it all online. That’s how it works now…(TV media) is such an archaic industry.
In the playoffs, we can look at Nielsen (numbers)…We’ll have more people tweeting about the game than people watching it (per Nielsen). How does that make any sense? (People) are at a bar watching or don’t have a Nielsen box.”
The LA Kings have enjoyed years of success in social media, coupled with their success on the ice, including two Stanley Cup victories since 2011-12. All along the way, Donahue (and, before going to the Trailblazers to become their VP of Digital Media, Dewayne Hankins) cultivated and thoughtfully laid out the LA Kings unique personality and strategy. It has since become a much imitated style of social media nearly omnipresent in sports. As Donahue says at the outset, it’s about having fun and earning more attention.
Editor’s note: For more insight into @LAKingsInsider, check out the podcast I did with Jon Rosen last year on his role with, and coverage of, the Kings as an internal beat writer.
Posted by Neil Horowitz
There were fantastic quotes, stats, and insights shared on the panels at the sports track at South By Southwest. These are what caught my eye, ranging from sponsorship and ticket sales to social media, virtual reality, venues, and more.
Posted by Neil Horowitz
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On episode 40 of the Digital and Social Media Sports podcast, Neil chatted with Jim Kovach, Vice President of Business Development with CrowdOptic.
What follows are some snippets from the episode.
Click Here to listen to the full episode or check it out and subscribe in iTunes.
Posted by Neil Horowitz
A classic Seinfeld scene is when George Steinbrenner (as portrayed by Larry David) visits the Costanzas and is harangued by Frank Costanza, who exclaims “What in the Hell did you trade Jay Buhner for?!” In the modern day world of sports and social media, this kind of vocal vehemence is commonplace among fans spouting off with the intention of having their opinions heard, and valued, by the team. And, while social media is comprised by too many trolls and the irrational and immature, teams are increasingly embracing enhanced communication channels with fans. More and more recognize the value of engaging with fans, with social media playing a prime role. The weight placed on face-to-face or one-to-one interactions are also, rightly, gaining higher appreciation once again.
At the recent Q1 Sports Fan Engagement Conference (See day 1 recap and day 2 recap decks), there was a lot of discussion about the reprising usage of fan surveys. While focus groups can be contrived and analytics can help us make only educated guesses about fan intent and values, based on often nonlinear data, we’ve arrived at the revelation that, well, you can try asking them! San Diego Padres CMO Wayne Partello discussed how he gets valuable feedback and ideas from surveys and brainstorming sessions with fans and season ticket holders. Other executives in attendance talked about how feedback from surveys, directly from fans, have played a prominent role in influencing organizational decisions related to the fan experience. By reaching out to fans, particularly at a more engaged, even 1-to-1 level, you can not only reinforce that you value fans’ input, but also get some genuine, helpful ideas, too. Those marketing newsletters, instead of not inviting replies, should explicitly encourage fans to reply with questions, ideas, and suggestions!
When the corporate giant reveals itself to be relate-able, emotionally, and human, like its fans/customers, fans can better reach a level of affinity and identification with the brand. This is why I loved when New Orleans Saints social media manager Alex Restrepo, also speaking at the Q1 Conference, talked about empathizing and the importance of understanding the “mood” of Saints fans when posting on social media. It’s ok to be upset when the team gets beat badly, it’s ok to be excited (and unabashedly biased) after a thrilling win, and it’s normal to be exasperated after a close match concludes. The more you can blur that line between brand and friend, and connect on a deeper level, the stronger the unconditional affinity developed between fan and team.
I loved how Atlanta Hawks Director of Interactive Marketing Micah Hart stated their social media mindset, when I spoke with him recently. “My pitch from the beginning was to be the voice of the (Hawks) fan,” said Hart, whose team has been lauded this year for success on and off the court. “It’s not authentic to try and make everything like it’s always 100% and everything is golden.” Thoughtfulness and authenticity as social media guiding principles can go a long way.
So stop talking about the need to make emotional connections with fans, while still posting in a voice seeking to be some omniscient, stoic entity. The path to a fan’s heart is by showing the team has a heart, too.
Listen to episode 40 of the Digital and Social Media Sports podcast, with Dr. Jim Kovach, Vice President of Business Development for CrowdOptic (streaming video from wearable devices for content, data, and curation).
62 minute duration. Show format contains separate parts. Subscribe to the podcast via iTunes
Posted by Neil Horowitz
On March 4-5, 2015, event organizers Leaders held their annual Sport Business Summit, bringing together global leaders in sport business to discuss the latest issue in the sport industry and what is on the horizon.
This is a collection of the best quotes, stats, and insights shared via Twitter (#Leaders15) from day 2 of the event. Also see the day 1 recap.
Posted by Neil Horowitz
