Mastering New Technologies

In the sports world, technological change is the new normal 1 It might not be in your job description, but all sports strategists will be confronted with new technology platforms and must have blueprint for how to respond.

Mastering New Technologies Agenda Platform Alignment Test Audience Ecosystem Immersive Content Monetization 2

Platform Alignment Test helps determine strategic fit between a technology platform and a brand The Platform Alignment Test (PET) has three components: 1.Audience Compatibility – Who is the audience? 2.Platform Behavior – How does this audience use the platform? 3.Business Objectives – How does the platform tie back to your business goals? 3

PET Case: Nike Social Media – Don’t Just Do It Today, Nike has a robust presence on both Twitter and Instagram. But they were not the first brands on either platform, nor did they rush to simply set up a presence. They analyzed their audience, understood how people behaved on each platform, and designed programs to meet their business objectives. They helped launched each feed with the #MakeItCount campaign, a coordinated effort that was based in audience and platform insights. 4

Successful sports business build and maintain their Audience Ecosystem Definition – a platform or system of platforms designed to deliver clear, interconnected, and easily navigable fan experiences –Audience ecosystem can be within one platform or across multiple platforms –The key is all platforms must be unique, complementary, and interconnected Why is an Audience Ecosystem Important? –Brands no longer interact with fans through just one channel. –It’s critical to develop experiences where fans are spending time and link all platforms (traditional, digital, social) together in an ecosystem. 5

Audience Ecosystem Case: Car 54 Where Are You? Hendrick Motorsports broadened its audience ecosystem with social media platforms to promote its drivers and cars. They launched a social media command center to create tailored content in real-time that could be distributed throughout their ecosystem. The advantages of the command center approach include controlling outgoing messages, delivering customized material, and offering sponsors new opportunities. Note of caution: ensure the command center is aligned with your audience and business goals 6

Immersive Content fuels the Audience Ecosystem Four key elements of Immersive Content: 1.Access – an insider’s perspective 2.Control – a customized experience 3.Participation – opportunities for involvement 4.Rewards – rewards for participation 7

Immersive Content Case: SB Nation SB Nation creates immersive content in the following ways: 1.Access – the site goes both broad and deep in its coverage 2.Control – the experience can be customized according to favorite leagues, teams, and athletes 3.Participation – the site hosts “communities” where members debate topics of interest 4.Rewards – some members build strong enough followings that they launch their own communities 8

Two approaches to Monetizing Technology 1.Creating new opportunities – develop new products and experiences through technology –Example: Monumental Sports & Entertainment (MSE) developed a new digital ticketing system to generate additional revenue. 2.Strengthening existing partnerships – use technology to enhance existing partnerships –Example: In 2013, the NFL extended its mobile phone streaming agreement with Verizon, resulting in a 4-year, $1 billion deal. 9

Mastering New Technologies Conclusion 1.Be strategic about which technology platforms to adopt and why. The Platform Evaluation Test can help. 2.Design and maintain a coordinated Audience Ecosystem, in which a sports brand delivers a consistent and complementary fan experience across a variety of platforms. 3.To fuel the audience ecosystem, create Immersive Content, emphasizing access, control, participation, and rewards. 4.Focus on Monetizing Technologies, either by creating new opportunities or strengthening existing partnerships 10