AAgenda
Ulster Grand Prix – case studyPANEL 1:
PANEL 2: Social Media Analytics in Sports Marketing
Q&A Session
SSpeakers
PANEL 1
Geoff Wilson
Sports Strategist; Sports Marketing Expert;
FIFA Consultant
Geoff Wilson Consultancy
PANEL ...
PANEL 1
Ulster Grand Prix
case study
Geoff Wilson
Sports Strategist; Sports Marketing
Expert; FIFA Consultant
@geoffwnjwil...
BACKGROUND
ISSUES/CHALLENGES PRE 2009
POST 2009
STRATEGIC PILLARS
• DEVELOP AND PROMOTE OUTSIDE OF BIKE WEEK
• DEVELOP AND PROMOTE BIKE WEEK
• CREATE A WORLD ROAD RACING ...
LAUNCH EVENTS
INCOME STREAMS
INCOME STREAMS
INCOME STREAMS
RACE PARTNERS
Budore
Quarries Ltd.
EVENT PARTNERS
RACE SUPPLIERS
MARKETING CHANNELS
MARKETING CHANNELS
MARKETING CHANNELS
AMBASSADOR PROGRAMME
CSR PROGRAMME
FANS ENGAGEMENT
FANS ENGAGEMENT
FANS ENGAGEMENT
FANS ENGAGEMENT
ONLINE FANS ENGAGEMENT
#Periscope
UGP HOUSE
RESULTS
WELCOME TO THE WORLDS
FASTEST ROAD RACE!
PANEL 2
Social Media Analytics in Sports
Marketing
Georgi Ivanov
Head of Marketing
@commetric
Commetric Social Media Analytics
Consumer Behaviour in Sport
and Events
Source: Psychological Continuum Model, Funk & James (2006)
Awareness: Nike and Viral
Marketing
Attraction: Ulster Grand Prix and
Twitter Audiences
AUG 2016
Attachment: Ulster Grand Prix
and Influencer Marketing
AuthorType●toTopic■
Allegiance: Generation Y’s
Adoration for Branded Emotions
Questions?
#MoreWithAnalytics
Geoff Wilson
@geoffwnjwilson
geoff@geoffwilsonconsultancy.com
Georgi Ivanov
@commetric
georg...
THANK YOU!
Webinar "Sports Marketing 3.0: Transmedia and the Power of Social Data"
Webinar "Sports Marketing 3.0: Transmedia and the Power of Social Data"
Webinar "Sports Marketing 3.0: Transmedia and the Power of Social Data"
Webinar "Sports Marketing 3.0: Transmedia and the Power of Social Data"
Webinar "Sports Marketing 3.0: Transmedia and the Power of Social Data"
Webinar "Sports Marketing 3.0: Transmedia and the Power of Social Data"
Webinar "Sports Marketing 3.0: Transmedia and the Power of Social Data"
Webinar "Sports Marketing 3.0: Transmedia and the Power of Social Data"
Webinar "Sports Marketing 3.0: Transmedia and the Power of Social Data"
Webinar "Sports Marketing 3.0: Transmedia and the Power of Social Data"
Webinar "Sports Marketing 3.0: Transmedia and the Power of Social Data"
Webinar "Sports Marketing 3.0: Transmedia and the Power of Social Data"
Webinar "Sports Marketing 3.0: Transmedia and the Power of Social Data"
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Webinar "Sports Marketing 3.0: Transmedia and the Power of Social Data"

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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.

Veröffentlicht in: Daten & Analysen
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Webinar "Sports Marketing 3.0: Transmedia and the Power of Social Data"

  1. 1. AAgenda Ulster Grand Prix – case studyPANEL 1: PANEL 2: Social Media Analytics in Sports Marketing Q&A Session
  2. 2. SSpeakers PANEL 1 Geoff Wilson Sports Strategist; Sports Marketing Expert; FIFA Consultant Geoff Wilson Consultancy PANEL 2 Georgi Ivanov Head of Marketing Commetric
  3. 3. PANEL 1 Ulster Grand Prix case study Geoff Wilson Sports Strategist; Sports Marketing Expert; FIFA Consultant @geoffwnjwilson
  4. 4. BACKGROUND
  5. 5. ISSUES/CHALLENGES PRE 2009
  6. 6. POST 2009
  7. 7. STRATEGIC PILLARS • DEVELOP AND PROMOTE OUTSIDE OF BIKE WEEK • DEVELOP AND PROMOTE BIKE WEEK • CREATE A WORLD ROAD RACING CHAMPIONSHIP
  8. 8. LAUNCH EVENTS
  9. 9. INCOME STREAMS
  10. 10. INCOME STREAMS
  11. 11. INCOME STREAMS
  12. 12. RACE PARTNERS Budore Quarries Ltd. EVENT PARTNERS RACE SUPPLIERS
  13. 13. MARKETING CHANNELS
  14. 14. MARKETING CHANNELS
  15. 15. MARKETING CHANNELS
  16. 16. AMBASSADOR PROGRAMME
  17. 17. CSR PROGRAMME
  18. 18. FANS ENGAGEMENT
  19. 19. FANS ENGAGEMENT
  20. 20. FANS ENGAGEMENT
  21. 21. FANS ENGAGEMENT
  22. 22. ONLINE FANS ENGAGEMENT #Periscope
  23. 23. UGP HOUSE
  24. 24. RESULTS
  25. 25. WELCOME TO THE WORLDS FASTEST ROAD RACE!
  26. 26. PANEL 2 Social Media Analytics in Sports Marketing Georgi Ivanov Head of Marketing @commetric
  27. 27. Commetric Social Media Analytics
  28. 28. Consumer Behaviour in Sport and Events
  29. 29. Source: Psychological Continuum Model, Funk & James (2006)
  30. 30. Awareness: Nike and Viral Marketing
  31. 31. Attraction: Ulster Grand Prix and Twitter Audiences
  32. 32. AUG 2016
  33. 33. Attachment: Ulster Grand Prix and Influencer Marketing
  34. 34. AuthorType●toTopic■
  35. 35. Allegiance: Generation Y’s Adoration for Branded Emotions
  36. 36. Questions? #MoreWithAnalytics Geoff Wilson @geoffwnjwilson geoff@geoffwilsonconsultancy.com Georgi Ivanov @commetric georgi.ivanov@commetric.com
  37. 37. THANK YOU!

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