Presenting this at the recent Running Conference in Melbourne, Australia. Objective was to communicate sports social media and marketing activities from around the world and how they could be applied to running communities.

1. Sports Social Media & Marketing
Running Conference ‐ April 2009
Nick Gonios – Director, Community Development

2. Nick Gonios Backgrounder
Nick brings over 16 years of web strategy and commercial
experience from both large mulLnaLonal IT and web
companies, including MicrosoP, Fujitsu, HotHouse, and local
start ups, including Peakhour and SportsPassion.
As co‐founder and Director, Community Development at
SportsPassion, Nick is focused on engaging and building local
sports communiLes with the power of parLcipant driven
tools and services online.
Founder – Sports Symposia
AIMIA NSW CommiWee Member
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3. Consumerism is the equaLng of
personal happiness with the
purchasing of material
possessions and consumpLon.
hWp://en.wikipedia.org/wiki/Consumerism
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4. Quick reflec5on on
Consumerism
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5. Mail Order Catalogs
2008
Depicts 115,000 mail order catalogs,
the number mailed in the U.S. Every
minute.
Chris Jordan photographer
on consumerism
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6. Today’s sports consumer...
celebrates
mass
media
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7. The media landscape
is rapidly changing
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8. It used to be that no brand
manager at P&G ever got fired
for recommending a 30‐second
TV spot
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10. It’s all about conversa5ons & engagement
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11. Sports media is becoming fragmented because
of diverse consumer technologies…
Mobile TV
• Gen X & Y spending less Lme
with tradiLonal media
(newspaper, radio and TV)
• MulL tasking has increased Digital sLll /
• Key factor is aWenLon and video cameras
engagement iPods
IPTV
Social internet sites
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12. …yet the sports industry is heavily focused on
broadcast media value chain
Content Content Content User “AWenLon
End User Seekers”
CreaLon Packaging DistribuLon Interface
Professional Cinemas Viewers
Sports
Leagues TV Listeners
College/ High Radio Readers
School Sports
Newspapers Gamers
Local
Sports PC
User Mobile
Generated Devices
Content
Games
(the players,
coaches,
fans are the
actors)
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13. Australian audiences are not a backwater
...now leading the world in one significant way
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14. Australians are the world’s
From the
IBM InsLtute of
heaviest consumers of
Business Value 2008
social media

15. Nearly 7 million sharing photos 5.7 million reading consumer
& 3.6 million sharing video reviews online
From the
2.9 million uploading music and
Nielsen 2008 UGC
Report
nearly 2 million uploading video
Australia
5.1 million consumers involved 4.5 million reading blogs &
in social networking 1.5 million wriLng a blog

16. What now for the ‘empowered and
connected’ sports parLcipants?
Mass market exposure
Audience
Millions of viewers per
NaLonal (Elite) Leagues
team
(e.g. AFL NaLonal League)
10,000’s of viewers
& supporters per team (local
Tier 2/3 Leagues
media coverage)
(e.g. State level and regional level)
1000’s of supporters per team
Local Metro Leagues
(some local media coverage)
(e.g. suburban club leagues)
Junior Leagues
10‐100’s of supporters per team
(e.g. suburban juniors)
(effecLvely no media coverage)
Leagues or Comps
Mass parLcipaLon
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17. Nike &
Adver5sing
“We’re not in the
business of keeping
the media companies
alive.” Trevor Edwards, Nike’s
corporate vice president for global
brand and category management
“We’re in the
business of
connec5ng with
consumers.”
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18. Nokia is also enabling engagement
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19. Examples of par5cipant driven campaigns by
sports brands
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26. Key takeaways
• Listen
• Engage
• Enable
• Share
• Reward
• Par5cipate
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27. I’ll leave you with a thought…
Take the lead
and empower your sports
par5cipants to converse & engage
with socially driven tools and
services and you will be amazed!
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28. Nick Gonios
COO & Director, Community Development
SportsPassion
www.sportspassion.com
nick@sportspassion.com
twiWer & skype: nickgonios
mobile: 0416 239 111
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