The document discusses the increasing role of social media in sports. It provides examples of how professional sports leagues and teams are using platforms like Facebook, Instagram, Twitter, and YouTube to engage with fans and enhance their experience. The author proposes a 2P/2C/2E model to understand the relationship between sports properties, consumers, and the digital experience. Finally, the author outlines 10 major trends in how sports, marketing, and academics may evolve with new technologies like big data, connected stadiums, gaming, and second screen experiences.

1. « Management du Sport» Conference, 13-14 June 2013,
ISC Paris
Sport and Social Media
(#Digisport #Smsports)
State of Play, Issues & Challenges
Boris Helleu ( @bhelleu)
Université de Caen Basse-Normandie (France), EA 4260 CesamS

4. 1. Sport and Social Media, how it works and Fits
2. 2P/2C/2E Model
3. Future Prospects in Academic Research and Teaching
Plan :
1. I’m not (only) a geek and I’m not a prophet, I won’t speak about
the so-called digital revolution
2. An overview in order to understand the academic space of
#digisport
3. This work is based on Helleu &Karoutchi in Beech & Chadwick
(2013) and tries to go further
4. Exploration work based on curation, strategic monitoring and
interviews
Goals :
Plan and usual caution

5. Top 15 ratings 2012 in France

6. Its a Whole New Ballgame (Sanderson, 2011)
•81% of people prefer the internet for their sports news (41% Twitter/Facebook – 40%
websites)
•When the game is on TV, 83% of people will check sports social media
•63% will even check updates while they’re sitting in the stadium
•88% of NHL team Fans are multi-screeners (online via computer or cell phone while watching
a game on TV)
•94% of NHL team Fans have purchased a product or service as a result of following a brand
on Twitter
•79% of sports fans have used their device for watching or following sports this past year
Social Media Usage
•Euro 2012 : 11,9 million tweets
•NBA Finals : Twitter @ Facebook mentions : 19,13 million
•Superbowl XLVI : 5,67 million tweets, 215 000 Facebook likes
•Usain Bolt garnerded 80 000 tweets/minute during his gold medal winning 200m sprint
•Camp Nou is the most socialized place in the world according to Facebook
In 2012

7. Percentage of French People on at leat one social
media

8. How many social media per french people?

9. Sports Fans using social media for sport experience

10. •blogs (weblogs): a personal journal published on the World WideWeb
•Online communities: the discussion forum remains the best-known and
oldestform of online discussion
•Websites for sharing video content (YouTube, Dailymotion, etc.), photos
(Flickr), links (Delicious), and music
•Socio-digitalsystemssuch as Facebook, Orkut and professionaltie-
inslikeLinkedIn and Viadeo.
•New platformssuch as Foursquare, Instagram, Pinterest, Vine, Bobler,
Snapchat…
Social network / Social media

11. Social Media : notoriety in France

12. I’m making my presentation at #ISC . Unable to speak english #KMN
I like the ISC Sports Management Conference
I’m atISC
Here’s a vintage photo of Simon Chadwick making his
presentation at ISC Conference
Here I’m making my presentation
I was at ISC Conference. I got skills in #digisport
Here’s a funny mini video of Michel
Social & Technology
Listen to me at ISC conference

13. The Digital Strategy of the NBA
Melissa Rosenthal Brenner, NBA Vice President of Marketing
“Our mission for All-Star is the same as our goal every day of the year,
which is to enhance our fans' engagement and enjoyment of the game.
And that's really what social media is for us. It's a way for fans to interact
with each other on a global basis. We look at everything from trending
topics to individual post engagement on Facebook, as well the volume and
sentiment of mentions across all platforms. We'll put out a pretty robust
analysis post All-Star on volume, sentiment, as well as key tweets or
Facebook status updates that really tell the story of what fans feel about
our game and feel about the event itself.”

14. To put the Fans front and center
Increase the level of engagement, experience and loyalty
Exemple : FFF and Facebook

15. Exemple : La NBA sur Instagram

16. Exemple : NBA on Instagram

17. My instagram account

18. Callaway and LinkedIn
“This partnership and
concept are exciting
because no other company
has used LinkedIn’s API in
this way before, and we’re
using it to connect
passionate golfers. It furthers
our commitment to being the
most transparent, most

19. • The Monopoly Generation (1900-
1950) is identified with the
emergence of modern sport. You
had to go to a stadium to see a
match.
• The television generation (1950-
1990). It became possible to
watch an event outside the
stadium and around the world.
• The Highlight Generation (1990-
Present) is the internet generation
generation
The Elusive Fan (Rein & al., 2006) and The Digital Fan
• A fourth stage ?: the Online
Digital Experience Generation.
Fans themselves can now create
content and share it with a

20. Exemple : Second Screen Canal Football App
“the Canal Football App Stat
Center. The new feature allows
fans to compare players and
access detailed match and club
data, which, until now, has only
been available to Coaches and
Journalists.”

21. Exemple : Nike+

22. Exemple : Nike+

23. Exemple : I was there !

24. 4P (supply)
4C
(constumer)
4E
(experience)
3C
(digital)
4C
(social
media)
Product
Price
Place
Promotion
Consumer
Cost
Convenience
Communicatio
n
Emotion
Experience
Engagement
Exclusivity
Content
Community
Constance
Content
Community
Connections
Conversation
If the Fans evolve, so must do the marketing
What to do? Where? How? Benefit
Participation
Partage
(share)
Community Content Engagement
Experience
• Fans are not only consumers: they want to be involved
• Fans both act and react: they want to share their emotions
• The experience is not limited to match day: fans can create it whenever they
want

25. • Second Screen
• Big Data
• ConnectedStadium/Geolocalisation
• Fail, Regulation& Digital Ambush
• Marketing Strategy& Digital Mix
• Fan Content and Fan Sourcing
• Monetisation, Valorisation and Sociometrics
• Mega Events Digitalisation
• Gaming/Fantasay
• ICTE / A digital Community in Sports Academics
10 major trends

26. Majors trends
Marketing
Sports
Economics
humanresource
management
managingfaciliti
es and stadia
Event
Management
Sports Law
Second Screen Integrated Fan AppMarket
Connected
Stadium
App
Big Data Datatainment Worth Collect Information
ConnectedStadi
um
Geolocalisation
B2F
B2C
Financing Stadia Manager Euro 2016 Wifi
RegulationAmbu
sh
Ambush CBA
Training
Education
Fans
Guidelines
Policy
Marketingstrate
gy
Digital Mix
Content Team Valuation
Training
Education
Fan Reward Online/offline
Fan Content
Fan Sourcing
Co-branding
New business
Model
Fan Content
Valorisation
Co production
Guidelines
Policy
Monetisation
Valorisation
Sociometrics
Branding New revenue Drive
Social
MediaRights
Mega Event sponsoring
Conception
Renovation
Social Media
Center
Guidelines
Policy
Gaming/Fantasy
B2F
B2C
Newrevenues
Guidelines
Policy