1. SPORTS AND SOCIAL MEDIA
JEZ JOWETT, SOCIAL MEDIA DIRECTOR

2. 3 SOCIAL MEDIA STORIES
SOCIAL MEDIA & SPORTS
SOCIAL MEDIA #FAILS

3. BUT FIRST……..
BRAND (TROJAN) + SPORTS (OLYMPICS) + VIRAL (SOCIAL MEDIA) = 460 MILLION VIEWS

4. 3 SOCIAL MEDIA STORIES
OLD SPICE ABOVE THE LINE CAMPAIGN, AMPLIFIED THROUGH SOCIAL MEDIA
QUEENSLAND TOURISM PR CAMPAIGN, AMPLIFIED THROUGH SOCIAL MEDIA
UNITED AIRLINES CUSTOMER SERVICE DISASTER, AMPLIFIED THROUGH SOCIAL MEDIA

5. STAGE 1: ONLINE & ABOVE THE LINE.
VIDEO : OLD SPICE 1
REMOVED

6. STAGE 2 : PAID MEDIA AND PARTNERSHIPS

7. STAGE 3 : OWNED AND EARNED MEDIA

8. STAGE4 : UGC AND VIRAL PHENOMENA
VIDEO : OLD SPICE 2
REMOVED

9. STAGE 5 : PR & APPEARANCES

10. STAGE 6 : THE RESPONSE CAMPAIGN (ON & OFFLINE)
VIDEO : OLD SPICE 3
REMOVED
VIDEO : OLD SPICE 3

11. STAGE 7 : INDIVIDUAL VIDEO RESPONSES
VIDEO : OLD SPICE 4
REMOVED

12. A SUCCESS ? YES, DEFINETELY.
A SOCIAL SUCCESS A SALES SUCCESS
DAY 1: 5.9M VIEWS (more than Obama speech) LAST 6 MONTHS : SALES GROWTH + 27% (YOY)
DAY 2: 8 OUT OF 11 OF TOP VIDEO’S VIEWED LAST 3 MONTHS: SALES GROWTH + 55% (YOY)
DAY 3: 20M VIEWS LAST 1 MONTH : SAKES GROWTH + 107% (YOY)
TWITTER: + 2700%
OLD SPICE.COM: + 300%
WHAT NEXT ?

13. LEARNINGS FOR SPORT CAMPAIGNS
1. PLAN TO CONTINUALLY EVOLVE THE CAMPAIGN (LISTEN AND ADAPT)
2. MAKE IT SIMPLE FOR PEOPLE TO ATTACH THEMSELVES / ENDORSE
3. RESPOND QUICKLY AND TO KEY INFLUENTIALS

14. VIDEO : BEST JOB 1
REMOVED

15. STAGE 2: ONLINE & ABOVE THE LINE.

16. STAGE 3: ONLINE PR & BUZZ MARKETING

17. STAGE 4: EXPERIENTIAL & EVENTS

18. STAGE 5: USER GENERATED CONTENT
VIDEO : BEST JOB 3
REMOVED

19. A SUCCESS ?
A SOCIAL SUCCESS
$400M AUD OF MEDIA COVERAGE
3 BILLION IMPRESSIONS / OTS
8M WEB VISITORS
55M PAGE VIEWS
8 MINS AVERAGE ON SITE

20. LEARNINGS FOR SPORT CAMPAIGNS
1. SOCIAL MEDIA IS NOT JUST AN ONLINE EXPERIENCE, IT’S REAL LIFE
2. CREATE SOMETHING UNIQUE AND COMPELLING, WORTH SHARING
3. GIVE PEOPLE SOMETHING EXCITING TO DO, TO WIN.

21. THE POWER OF AN UPSET CUSTOMER
VIDEO : UNITED 1
REMOVED

22. LEARNINGS FOR SPORT CAMPAIGNS
1. CUSTOMERS COMPLANING SHOUD NOT BE IGNORED
2. A SWIFT RESPONSE CAN PREVENT A CRISIS
3. PREPARE FOR A CRISIS – IT WILL HAPPEN AT SOME POINT

23. 3 SOCIAL MEDIA & SPORTS
FUN STUFF VIRALS, ONLINE GAMES, VIRTUAL, APPLICATIONS
FAN STUFF QUESTIONS, REWARDS, COMMUNITY, ACCESS
FUTURE STUFF RFID, GEO LOCATION, SPORTS CAM, MOBILE, ARG

24. FUN STUFF - VIRALS

25. FUN STUFF – ONLINE GAMES

26. FUN STUFF – APPS

27. FUN STUFF –VIRTUAL
Team Origin
 Team Origin provide short links to their Facebook &
Twitter they also have a YouTube window that displays
their latest videos
 Origin also have a stream to SailTV embedded in their
site so you can watch events that they’re participating
in, this player also has a live chat with the Facebook
Connect plugin installed.
 Origin do not include social plugins on their content
such as videos & photos.
@ HAVAS SPORTS & ENTERTAINMENT

28. FAN STUFF – QUESTIONS

29. FAN STUFF –REWARDS

30. FAN STUFF –COMMUNITY

31. FAN STUFF –ACCESS

32. FUTURE STUFF –RFID

33. FUTURE STUFF –GEO LOCATION

34. FUTURE STUFF –MOBILE (& ARG)

35. FUTURE STUFF –SPORTS CAM

36. SOCIAL MEDIA #FAILS
CONSUMERS FAILS
BRAND FAILS (NESTLE!)
VIDEO : REMOVED

37. THANK YOU.

38. SOCIAL MEDIA #FAILS
CONSUMERS FAILS
BRAND FAILS (NESTLE!)