4. The changing communication
landscape…..
3. The age of engagement
1. The age of interruption
4. The age of dialogue
2. The age of entertainment
1950s 1960s 1970s 1980s 1990s 2000 2010
7. Trends in Media consumption are
changing FAST
2007 2009 2011
Global Internet 1,129 million 1,734 million 2,267 million
users (17.2%) (25.6%) (32.7%)
Facebook accounts 58 million 360 million 845 million
Twitter accounts 340,000 18 million 200 million+
TRIPLED…
Broadband availability has
…in the last 5 YEARS…
5.9 billion mobile subscriptions
10. Dual Screen Technology enhances the
viewing experience
Zeebox: Your TV sidekick
■ It knows what you are watching
■ It shows what your friends are watching
■ It can give you more information about
what you are watching
■ It lets you buy and download relevant stuff
12. Sports is a rich environment for
achieving meaningful dialogue
Consumers engaged by brands Brands engaged by consumers
Traditional advertising | Interruption Interactive communications | Dialogue
13. Therefore, our focus is to help our
clients drive OUTCOMES not OUTPUTS
Traditional sponsorship New involving sponsorship
Passive consumer OUTCOME: Active consumer
OUTPUT:
relationship Relationship
17. Brands are recognising the value of
engaging Social Media content
"If you can figure out how to build communities around
your brand, it's enormously powerful….
…Consumers are spending about 8 minutes per visit, on
average, on the "How Olympic Are You?". That is about
double the time they spend on ordinary Samsung sites”
Ralph Santana,
Chief Marketing Officer of Samsung
18. Engaging activation using all assets
BOUGHT / OWNED EARNED
Consumers engaged by brands New involving sponsorship
Traditional advertising Interactive communications & Dialogue
19. Social Media is set to be an Olympic
Battleground
“Social Media drives us toward
content that is able to provoke
consumer conversation, that
drives longevity.“
James Eadie, Olympic portfolio director for Coca-Cola Co.
20. RBS Mud, Sweat & Tears: The Road to the
World Cup
Bought
Owned
Earned
21. Audi‟s US Ski team content optimised
multiple media channels
1 Team
endorsement
- PR
7 Association
with success Motion‟
6
„Truth in
free download
Audi’s US ski team
sponsorship activated
Content creation through multiple media
touch points
5
„Truth in
Motion‟
2 distributed on
National TV
Social media
engagement „Truth in Motion‟
3 4
content
24. Earning dialogue is what drives our KPIs
Brand Values Audience Business Growth
Relationship
Property Assets Dialogue
Bought Owned Earned
KPI Metrics
25. The digital age allows for greater
measurement and evaluation
Tool Role
Twitter mentions
Mentions trend by day & hour
Sentiment trend by day & hour
Digital mentions
Share of voice
Evaluate Track Key sites and influencers
Emerging topics
Overall sentiment
Monitor
TV meets digital
Event/ TV property and digital footprint
Cross Media index score
26. TO RECAP
SPONSORSHIP DELIVERS ENGAGING CONSUMER
CONTENT ACROSS MULTIPLE CHANNELS
TECHNOLOGICAL INNOVATION & SOCIAL MEDIA
ENHANCE ACTIVATION OPPORTUNITIES
ACTIVATION STRATEGIES MUST ENGAGE
MULTIPLE CONSUMER TOUCHPOINTS
We feel its important to put sponsorship into the context of today’s communications and media landscape. As we are all well aware this has changed radically in recent years and will continue to do so. From a brand and advertising perspective we term the current landscape as the Age of dialogue. The huge proliferation of media & comms channels, and an increasingly connected world has created an evironment in which people can share and engage with a huge variation of content across multiple different yetr interconnected channels. This increased sharing of content and the increasing number of communications channels that are interconnected has increased the potential for brands to deliver impactful comms strategies to large potential audiences offering consumers shared experiences and benefits that traditional advertising does not. It is this potential to engage consumers on so many different levels that makes sponsorship even more relevant as a comms platform and why we at MediaCom have created a dedicated resource in this area.
MC Sport has been created as a Specialist division due to the increasing activity of our clients in the field of sport and sponsorship.As a media agency we have an obligation to offer our clients expertise in developing communications channels and consumer insight. Sponsorship is a crucial communications platform, therefore as an integrated division within the agency we can work closely with MediaCom’s existing resource in to amplify our client’s activities in sport through strategic consultation, negotiation and exploiting our media resources to provide a more effective media activation of a sponsorship platform, and ensure it forms an integrated part of our client’s wider comms objectives.
Greater dialogue due to greater mobility in technlogy and connectivity.
Digital media is the focal point for consumer engagementFrom 15M superbowl related tweets in 2012. Up from 3M in 2011Nearly 50% of the tweets were about the half-time Superbowl ads than the game itselfTowards end of the game there were 12,233 Tweets per second
Social Media growth has accelerated a raft of technological platforms linking entertainment sources directly to social media platforms via what is called “Dual screen technology”.
Extensive growth of enhanced content providers linking entertainment to social media Accessible content for mobile devices continues to grow rapidly – has become a key product differentiator.CONTENT OWNERS MUST DELIVER NEAR REAL TIME CONTENTSky Go has approx 10 million view requests per week (from 2.5 million Sky customer devices)**Yahoo highlights = 1 million / month of which only 300K are via online. The rest via app (70%)ESPN Goals = 5.2 million video views in March 2012 from 2million mobile app downloads
SPORT IS MORE LIKELY TO PROMOTE A DIALOGUE WITH CONSUMERS. Its less about interrutpion, more about connecting with consumers around something they are genuinely passionate about. You are engaging with something people are passionate about and idealy contributing to that consumer experience and by doing so initiating a tangible interactive relationship, i.e. a dialogue which either extends the time spent by a consumer within your brand environment or allows them to share their experience with others.
Heineken have been a lead sponsors of arguably one of the highest profile sports properties in the world. They’ve recognised the need to combine the traditional branding message with a more engaging interactive consumer platform using their Champions League asset. We focus on What we call OUTCOMES. This is an active consumer relationship that requres the brand to engage consumers through sponsorship, not simply to let a brand presence do the job. This ENGAGEMENT of consumers requires STRATEGIC ACTIVATION of the sponsorship. Bringing the Sponsorship to life, making the assets “Sweat” as is commonly termed.
Developing an activation programme needs to begin with the Sponsorship strategy and what the business is aiming to achieve from the sponsorship. That will ensure that the right assets are put in place to make the best use of the platform
How is the sponsorship activated across media channels – broadly – Bought, owned and earned provides a good basis for a sponsorship activation structure. drive Earned brand dialogueSolely leveraging properties through bought sponsorship assets is not enough – we must deliver valuable experiencesOwned = branded content, digital consumer communication, experiential activitiesEARNED = Advocacy through dialogue. Customers become brand ambssadors
The top sponsors globally, here referencing those at an Olympic level who spend millions on sponsorship, are recognising the importance of this Earned media space – social and digital channels
Bought media = traditional channelsBroadcast exposure via branding assets. In-store product promotions. PR activities and at-event implementation via product displays etcTHIS IS THE AREA OF INCREASING FOCUS to make a sponsorship impactful. Consumers potentially interact with a brand environment over a long period of time.
“Move to the beat” campaign
RBS wanted to make the Scottish rugby squad known by the whole of Scotland ahead of the World Cup, and broaden the audience appealBuild excitement with in-depth content following the training and preparation for the 2011 Rugby World Cup Broaden appeal with a focus on key players, insight into their personalities, and the people / family who support them
OVERALL RESULTSALMOST 29 MILLION CONTENT VIEWS OVER 40 MILLION IMPRESSIONS OVER 15 MILLION SOCIAL MEDIA REACH
Each level of sponsorship activation will deliver against identified key business objectives. Working with the likes of KANTAR SPORT, the digital age allows for even greater statistical measurement of consumer behaviour, brand impact and therefore sponsorship success.
As an agency we are working on effective tools that monitor social media activation providing key information on brand sponsorship impact with consumers, and behaviourial changes that need to be adapted to….
2. Buying the assets is not enough. Brands need to provide consumers with context for their involvement and with it engaging content3. Technology IS CONSTANTLY CHANGING. More connected, more mobile. Providing increasing breadth of communication and contribution to a fans experience4. APPETITE TO COMMUNICATE AND SHARE IS DRIVING SOCIAL MEDIA in sport. 5. Experiences and information need to be up to date. In our opinion this is how to make Sport sponsorship pay……..