Harnessing Digital Media in Sport

Harnessing Digital Media
Sarah Edwards
Creative Director, Make it Digital

Co-owner of the agency Make it Digital
Working in digital for over 10 years
Working specifically in mobile for the majority of that time
Co-founder of women’s rugby site scrumqueens.com
Keen rugby player and on the committee of Teddington RFC
About Me

Digital is our world. We help people bring brilliant ideas to life
online, combining our skills in user experience, interface design
and development with their vision to create applications
across web and mobile that inspire and engage.
About Make it Digital

1Social Evolution
What is social media?
Social media is the social interaction among people
in which they create, share or exchange information
and ideas in virtual communities and networks.

1. Social Evolution

Our digital world is changing
Email Open Rates
2002 = 37.3%
DoubleClick by Google, Q3 2002
2009 = 26%
Harte-Hanks, June 2011
2011 = 17%
Harte-Hanks, June 2011
Banner Ad
Click-Through Rates
Mid-90’s = 3.0%
Thomson & Schumann, October 2004
Early 2000’s = 0.5%
Thomson & Schumann, October 2004
2010 = 0.1%
Google, 2010
Cost-Per-Click Demand
of Google AdWords
2011 to 2012
15% y.o.y.
Google Inc., October 2012
1. Social Evolution

Where is your mobile?
1. Social Evolution

Bandwidth has increased
1. Social Evolution

1. Social Evolution1. Social Evolution
People are no longer
tied to their PC’s
1. Social Evolution

What is changing…
The way we fall in love
The way we stay in touch with family
and friends
The way we look for jobs
These are all incredibly important
and personal interactions, users don’t
want ads intruding into these spaces
1. Social Evolution

Think about how your
content is perceived
1. Social Evolution

Native
Burberry Instagram Vans Instagram
Non-Native
1. Social Evolution

Native
BudLight’s Facebook BestBuy Facebook
Non-Native
1. Social Evolution

Native
Sesame Street Tumblr
Sharpie Tumblr
Non-Native
1. Social Evolution

2Trends
Social TV behaviours
will grow in value

2. Trends
Content experiences will get more immersive
Brand storytelling
Micro how to’s
‘Prankvertising’

Niche networks will increase
in popularity
Networks that do something and do it
well, like Instagram
This is where we have the movement
away from Facebook in early teens
Apps that enhance contact ‘in real life’
(IRL) not attempt to replace it.
2. Trends

Visual content will explode
Photos: the most engaging
post type on Facebook
2. Trends

Showing you care
2. Trends

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2. Trends
Contrary to popular belief,
most people aren’t using
multiple social networks.
Over 50% of Internet users either
don’t use any social networks,
or use just one (i.e. Facebook).
21/20Harnessing Digital MediaHarnessing Digital Media

3What are you saying?
Content is King
but context is God

3. What are you saying?
Creating stories
that people want
to engage with

Give something to your
audience, don’t just take

Content for the sake
of content is pointless

Use popular culture

Harnessing Digital MediaHarnessing Digital Media
Use popular culture

Learning to adapt

4Where are
you saying it?

4. Where are you saying it?
Social media sites, 2012-2013
% of online adults who use the following
social media websites, by year
Pew Research Center’s Internet Project Tracking Surveys, 2012-2013
Facebook Linkedin
67
20
15 16 13
71
22 21 18 17
Pinterest Twitter Instagram
2012 2013

Facebook
There are now
over 1.28 billion
Facebook users
23 percent of
Facebook users
login at least
5 times per day
Facebook is aging.
45% of Internet
users aged 65+
use Facebook.
Almost all social
networkers use
Facebook. In fact,
over 80% of ‘other’
social network
users also use
Facebook.

Facebook tips
Fridays are Facebook’s best day for engagement
Photos drive engagement on Facebook pages
Post in a timely way, know the best days and times
to post updates for your demographics
Don’t spam people; post thought-out content
When you want to interact with your audience
it’s a good place to start conversations

Example
Engaging with players

Example
Shakira

Example
Luke’s Lobster

Twitter
There are now
over 550 million
registered users
34% of marketers
use Twitter
to successfully
generate leads
Twitter was the
fastest growing
network with a
44% growth from
2012-2013
215 million monthly
active users

Twitter tips
Ideally, you should respond within an hour on Twitter
Late night is the best time for retweets
Your prime time for interaction is during the events
Follow other similar organisations
Create your own hash tags (#wrugby)

Example
US Soccer: Surprises Delights
If you tweet at @USSoccer
in support of the team
(while using the hashtag
#USMNT) there’s a good
chance you’ll get your very
own personalized jersey

4. Where are you saying it?4. Where are you saying it?
Example
EA Sports

4. Where are you saying it?4. Where are you saying it?
Example
UCLA Basketball

Instagram has
200 million active
monthly users
Instagrammers also
use Twitter. There is
a 50% crossover
between the
networks
20 Billion+ photos
have been shared on
Instagram to date
23% of teens
consider Instagram
their favorite social
network
Instagram

Instagram tips
Create your own space
Use hash tags
Show emotion in your images
Instagram is about quality, not quantity
Create your own space, become a role model
Use photography well

Example
Brooklyn Nets: 46,262

Other platforms: Pinterest
Harnessing Digital MediaHarnessing Digital MediaHarnessing Digital Media

Other platforms: Pinterest
There’s a best day for everything on Pinterest
Women are four times more likely to be Pinterest
users than men
Pinterest attracts older people
Twitter and Instagram are still youth dominated
networks, but 23% of Internet users aged 50+
use Pinterest.
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Other platforms: Snapchat

Other platforms: Snapchat
Number of Snapchat snaps per day is 400 Million
70% of Snapchat users are female
12% of Snapchat snaps are shared
with multiple recipients
5% of overall selfies shared on social media
are from Snapchat
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Other platforms: Vine

Other platforms: Vine
5 Vines are tweeted every second
Weekends are the most popular time for Vine sharing
3 of the 5 most retweeted Vines ever are by Musicians
Time is short so think about content
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Other platforms: WhatsApp
450m users with 1million joining each day
This is a group messaging platform, great for
organising teams
Fantastic for creating a sense of community
in sports teams
This is where your players are thinking about how
to engage them
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5Your strategy

5. Your strategy
Your strategy
Ensure your website is up-to-date and easy to find
Make your website responsive
Include links to your platforms everywhere you can
Include digital references in all printed material
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We need to start
using the tools
We need a Strategy
54/20Harnessing Digital MediaHarnessing Digital MediaHarnessing Digital MediaHarnessing Digital MediaHarnessing Digital MediaHarnessing Digital Media
5. Your strategy

5. Your strategy
Set your goals

5. Your strategy
Define your audience

5. Your strategy
Define yourself

5. Your strategy
Develop your voice

5. Your strategy
Make a schedule
allocate resources

5. Your strategy
Get connected

5. Your strategy
Make it work

5. Your strategy
Create a social media policy

5. Your strategy
Measure, analyse adapt

Questions?

Established 1991 • Based in Old Street, London • 17 Employees
About the presenter
Sarah Edwards is the Creative Director
of Make it Digital, a Division of Make it Clear.
info@makeitdigital.co.uk
makeitdigital.co.uk
@Make1tDigital
Thank you

Image References
pp.8
Blank iPhone. [online image]. Available
at: http://www.iclarified.com/images/
tutorials/31004/125783/125783-1280.png [Accessed
7 July 2014].
pp.9
Cheetah sprinting at top speed of 65 miles an hour
[online image]. Available at: http://pixdaus.com/
cheetah-sprinting-at-top-speed-of-65-miles-an-
hour-acton-ani/items/view/278100/ [Accessed 7 July
2014].
pp.10
Broken chain [online image]. Available at: http://www.
theagedp.com/?attachment_id=6501 [Accessed 7
July 2014].
pp.12
Standing out in a crowd [online image]. Available at:
http://www.andypreston.com/2013/04/stand-out-
selling/ [Accessed 7 July 2014].
pp.13
Burberry and Vans Instagram (Vaynerchuk, 2013, pp.19)
pp.14
Budweiser and BestBuy Facebook (Vaynerchuk, 2013,
pp.20)
pp.15
Sesame Street and Sharpie Tumblr (Vaynerchuk, 2013,
pp.20)
pp.16
Living room TV is ‘making a comeback’, says Ofcom.
[online image]. Available at: http://www.bbc.co.uk/
news/technology-23521277 [Accessed 7 July 2014].
pp.17
Iris Worldwide (2013) [online image]. Available at:
http://www.slideshare.net/irisWorldwide?utm_
campaign=profiletrackingutm_medium=sssiteutm_
source=ssslideview [Accessed 7 July 2014].
pp.19
Camera lens. [online image]. Available at: http://
trikfotografi.com/tips-to-use-camera-lens-kit-with-
dslr-and-telephoto-lens-new-in-2014/ [Accessed 7
July 2014].
pp.20
TBWALONDON (2014) Derrick Rose Adidas campaign.
Available from: http://uk.adforum.com/award/
showcase/6650183/2014/ad/34499040 [Accessed 7
July 2014].
pp.22
Joep Roosen (2008) Crown [online image].
Available from: https://www.flickr.com/photos/
joeproosen/3376336410/in/faves-kidding_/
[Accessed 7 July 2014].
pp.23
Long Distance Relationship Date Ideas [online
image]. Available from: http://dating.about.com/
od/longdistancerelationships/a/ldrdateideas.htm
pp.24
Green ribbon gift box [online image]. Available from:
https://nelsonrivas.wordpress.com/page/6/
pp.25
Curtis Palmer. E-Waste collection centre in South
America [online image]. Available from: http://www.
euractiv.com/sections/circular-economy/fitting-e-
waste-circular-economy-302645 [Accessed 7 July
2014].
pp.26
Tweet from Oreo’s Twitter account. Available from:
https://twitter.com/Oreo
pp.27
Tweets from the official Twitter accounts of: Major
League Baseball https://twitter.com/MLB, Listerine
Global https://twitter.com/ListerineGlobal, Bud Light
https://twitter.com/budlight, Trident Gum https://
twitter.com/tridentgum, and WhataBurger https://
twitter.com/Whataburger
pp.28
Colorful Chameleon [online image]. Available from:
http://hdw.eweb4.com/out/1106119.html [Accessed
7 July 2014].
pp.33
Post from from Olympic Game’s Facebook account.
Available from: www.facebook.com/olympics
pp.34
Post from from Shakira’s official Facebook account.
Available from: www.facebook.com/shakira
pp.35
Post from from Luke’s Lobster official Facebook
account. Available from: www.facebook.com/
LukesLobster
pp.38
Tweet from US Soccer’s Twitter account. Available
from: https://twitter.com/ussoccer
pp.39
Tweet from EA Sport’s Twitter account. Available from:
https://twitter.com/EASPORTSFIFA
pp.40
Tweet from UCLA’s Basketball Twitter account.
Available from: https://twitter.com/UCLAMBB
pp.43
Post from Brooklyn Net’s Instagram account. Available
from: instagram.com/brooklynnets
pp.44
Pinterest interface. [online image]. Available from:
www.pinterest.com [Accessed 7 July 2014]
pp.46
Understanding usage patterns with data. [online
image]. Available at: http://engineering.pinterest.
com/ [Accessed 7 July 2014].
pp.47
Snapchat interface. [online image]. Available at:
http://www.engadget.com/2013/06/06/snapchat-5-
0-for-ios/ [Accessed 7 July 2014].
pp.49
Posts from official Vine accounts of: Charlie Love
https://vine.co/v/bQiInhatpWK and Jethro Ames
http://vine.co/v/bPWbDJVlPjT
pp.55
Peter Fuchs. Tiltshifted shot of a Goal (2007)
[online image]. Available from: https://www.flickr.
com/photos/peterfuchs/1239399915/in/faves-
dortmundtourismus/ [Accessed 7 July 2014].

Text References
pp.7
VAYNERCHUK, G. (2013), Jab, Jab, Jab, Right Hook.
New York: HarperCollins Publishers.
pp.30
Pew Research Center (2013), Pew Research Center’s
Internet Project Tracking Surveys, 2012-2013.
Further Information
http://99u.com/videos/22081/gary-vaynerchuk-how-to-
tell-stories-in-an-a-d-d-world
http://www.slideshare.net/usabilitycounts/
hunting-unicorns-what-makes-an-effective-ux-
professional?qid=4c53d9b1-637b-45c0-a597-
e11ddd88d5a7v=qf1b=from_search=1
http://socialnsport.wordpress.com/
http://www.business2community.com/brandviews/
buffer/10-surprising-important-social-media-stats-
need-know-0930686#!7KXZf
http://oursocialtimes.com/10-useful-social-
networking-statistics-for-2014/
http://www.jeffbullas.com/2014/01/17/20-social-
media-facts-and-statistics-you-should-know-in-2014/
http://www.c4lpt.co.uk/blog/2014/06/07/social-media-
2014-statistics-interactive-infographic/
http://www.fastcompany.com/3031259/these-kids-
today
http://mashable.com/2011/11/28/facebook-sports-
marketing/
Image References (cont.)
pp.56
Avon Story Time [online image]. Available from: http://
www.visitavoncolorado.com/Avon-CO/Family-Fun/
Story-Time/808/ [Accessed 7 July 2014].
pp.57
Woman kneeling on ground with mirror and reflection .
[online image]. Available from: http://www.inmagine.
com/ojsi045/ojsi045550-photo [Accessed 7 July
2014].
pp.58
Alfie Boe. [online image]. Available from: en.wikipedia.
org/wiki/Alfie_Boe [Accessed 7 July 2013].
pp.59
Interior Decoration and Redesign. [online image].
Available from: http://www.afreshlookdesign.co/
interior-design-charlotte/ [Accessed 7 July 2014].
pp.60
Multiple exposure Photography Technique. [online
image]. Available from: http://learnmyshot.com/
multiple-exposure-photography-technique/
pp.61
Clockwork. [online image]. Available from: http://www.
fotosearch.com/photos-images/clock.html [Accessed
7 July 2014].
pp.62
Motivating your creativity. [online image]. Available
from: http://plusempresarial.com/Emprendedores-
detail/infografia-motivar-la-creatividad/ [Accessed 7
July 2014].
pp.63
Measuring tools. [online image]. Available from: http://
www.shimidesigns.com/ [Accessed 7 July 2014].

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