I did a presentation for one of the leading international football (soccer... for all you Americans) club associations a few days ago, so here is a slightly changed version with some of the stuff I wanted to share with everyone. This goes way beyond social media... take a look.

1. Social Media and some
ideas on the Future of the
Football Business
www.mediafuturist.com
twitter.com/gleonhard

2. What does the Future hold -
and how will we adapt to it?
Foresight is crucial.

3. Translation:
Networked Media.
Real-Time Media.
User-driven Media.
Engaged Media.

4. Mobile
Social
Networked
Real-Time
Users in Control

5. A huge shift in ‘Getting Attention’

6. Broadcast | Centralized |
One-Way | Push Media
Shri nking...

7. Expan ding
Networked Media

8. Broadcast Media
Networked Media

9. Welcome to the era of Networked
Business: Redefining ‘Selling’

10. Online and Offline are converging

11. Football Clubs + Social Networks =
Decreasing Role for the Middleman?

12. The The Television
Clubs Players Brodcasters
Everyone wants to reach the same audience

13. Reality Check

15. “Control = Money”?
“Potential public relations disaster”
“Encourages football supporters to find information about
their favorite players outside of the official club website”
“Issue of control...professional footballers are under the
control of the club almost at all times”
“Social networking systems threaten the status quo
because its professional footballers having personal
contact with fans, the media and others, which could be
terrifying for some football clubs”

16. Do you really have a choice?

17. So...who is the brand?
versus

18. Same issue...?

19. A tough but unavoidable Mega-Trend...

22. En-route to digital & decentralized...

23. The ‘captive consumer’ is...dying

25. It’s the framework that is changing not just the picture...
EXPERIENCE not Conversations not
‘download a copy’ Monolog
Engage not Enrage
Pull not Push
Trust Return on
not Involvement not
Investment
Control
Co-Producers not just
Consumers > Fans >Users
2.1 Billion on the Internet, 4.3 Billion on the Mobile

26. The Consequences of Total Control?

27. Old
Cashcow
New Cashcows

28. Thinking about protecting your IP / Content?
Engage, involve, attract, aggregate!

29. Hyper-Competition
 Hyper-Collaboration

30. Command & Control
becomes
Coordinate & Cultivate
*Thomas Malone “The Future of Work”

31. Because we are all connected, soon,
‘Going Direct’
becomes
the New Normal

32. Clubs become...
sh ers
P u b li
Broad
caste
rs
M edia
C ont ent

33. Football Club 2.0 --------- The Mission
Manage
Distribute
Aggregate
Connect
Guide
Curate

34. Going Direct: Club to Fan
Lee Strafford, Sheffield
Wednesday chairman: “I don't see
how a media business owns a
relationship with fans of the future”
Online TV channels
Webcasts / Online Radio
iPhone / Mobile Apps
Social Network Groups
Twitter News Network (TNN)

35. Where is this going?
Complete TV & Internet Convergence
Radical Fragmentation of Audiences
3D Screens
Augmented Reality
Virtual Venues
Mobile TV = Video Snacking

36. Trends: Challenges & Threats & Opps?
(Some) TV Networks face declining revenues
because advertising is moving to the Internet
Vast improvements in mobile gadgets means
fans can ‘broadcast’ from the venue, themselves
Competition for people’s attention is constantly
exploding: more choices all the time
Radical fragmentation of audience driven by
explosion in media consumption offerings

37. Social
Media will
soon beat
eMail,
Video may
well beat
Search

38. Social-Mobile-Web-Native Marketing: Pull
“Followers, Friends, Fans, Users”
Attract and addict
Low-cost, very targeted
Conversational
Engagement is the goal
Message: share. follow. talk.
Based on Trust not Control

39. Gaining customers via Social Media

40. How Dell does Twitter

41. You are in the Audience Business
Source: Flickr

42. Don’t (just) sell copies - sell
Experiences!

43. News meets Magazine meets TV...?

44. User Interfaces make all the difference
The computer is work.
The iPhone is ... kind of work.
The iPad / Tablet is... not work

45. What really matters is Liquidity

46. AS
oc
ial
Med
ia
St
rat
e gy

47. Football Clubs
become
Connectors -
not just ‘Directors’

48. Social Media is the new
Customer
Relationship
Management

49. My final advise(s)

50. App Store: “Media Futurist”

51. Thanks for your attention!
email me at gerd@mediafuturist.com
twitter.com/gleonhard
facebook: gleonhard