In this practical insights webinar leading sports strategist and FIFA consultant, Geoff Wilson and Commetric Head of Marketing Georgi Ivanov will discuss how sports marketers can deal with the Sports marketing 3.0 challenge in a transmedia context. The webinar will use a real life sports marketing case study to provide insights into: - Developing strategic marketing objectives for a major sports event; - Using the transmedia concept to drive fan engagement; - Using social media data analytics to measure fan engagement; - Using consumer stories on social media to propel brand storytelling; - Using social media data to drive sponsorship activation and influencer marketing campaigns.

2. AAgenda
Ulster Grand Prix – case studyPANEL 1:
PANEL 2: Social Media Analytics in Sports Marketing
Q&A Session

3. SSpeakers
PANEL 1
Geoff Wilson
Sports Strategist; Sports Marketing Expert;
FIFA Consultant
Geoff Wilson Consultancy
PANEL 2
Georgi Ivanov
Head of Marketing
Commetric

4. PANEL 1
Ulster Grand Prix
case study
Geoff Wilson
Sports Strategist; Sports Marketing
Expert; FIFA Consultant
@geoffwnjwilson

5. BACKGROUND

6. ISSUES/CHALLENGES PRE 2009

7. POST 2009

8. STRATEGIC PILLARS
• DEVELOP AND PROMOTE OUTSIDE OF BIKE WEEK
• DEVELOP AND PROMOTE BIKE WEEK
• CREATE A WORLD ROAD RACING CHAMPIONSHIP

9. LAUNCH EVENTS

10. INCOME STREAMS

11. INCOME STREAMS

12. INCOME STREAMS

13. RACE PARTNERS
Budore
Quarries Ltd.
EVENT PARTNERS
RACE SUPPLIERS

14. MARKETING CHANNELS

15. MARKETING CHANNELS

16. MARKETING CHANNELS

17. AMBASSADOR PROGRAMME

21. CSR PROGRAMME

22. FANS ENGAGEMENT

23. FANS ENGAGEMENT

24. FANS ENGAGEMENT

25. FANS ENGAGEMENT

26. ONLINE FANS ENGAGEMENT
#Periscope

29. UGP HOUSE

30. RESULTS

31. WELCOME TO THE WORLDS
FASTEST ROAD RACE!

32. PANEL 2
Social Media Analytics in Sports
Marketing
Georgi Ivanov
Head of Marketing
@commetric

33. Commetric Social Media Analytics

34. Consumer Behaviour in Sport
and Events

35. Source: Psychological Continuum Model, Funk & James (2006)

36. Awareness: Nike and Viral
Marketing

39. Attraction: Ulster Grand Prix and
Twitter Audiences

40. AUG 2016

42. Attachment: Ulster Grand Prix
and Influencer Marketing

45. AuthorType●toTopic■

46. Allegiance: Generation Y’s
Adoration for Branded Emotions

49. Questions?
#MoreWithAnalytics
Geoff Wilson
@geoffwnjwilson
geoff@geoffwilsonconsultancy.com
Georgi Ivanov
@commetric
georgi.ivanov@commetric.com

50. THANK YOU!