Presented by Paul Barber, CEO Vancouver Whitecaps FC at the SRG Conference "Fan & Participant Engagement in the Digital Age" in Sydney on July 13 2010. Paul talks of his experience in new media & professional sport at the Vancouver Whitecaps & the development of the One Hotspur program at Tottenham

1. New Media,Professional Sport and the One Hotspur Experience Paul BarberChief Executive OfficerVancouver Whitecaps FC Sydney, Australia July 2010

2. Agenda History and nature of new media New media strategy New media in sport and football Vancouver Whitecaps FC new media strategy New media and sponsorships Case Study: 1) FIFA “The Club” 2)FIFA, Nike and adidas 3) One Hotspur New media: benefits and issues Growth opportunities: mobile media Summary Added Time

3. New Media “ The forms of communicating in the digital world, which includes publishing on CD-ROM, DVD, digital television and, most significantly, the Internet. It implies the use of desktop and portable computers as well as wireless, handheld devices. The concept that new methods of communicating in the digital world allow smaller groups of people to congregate online and share, sell and swap goods and information. – Source: PC Magazine ” “ ”

4. Web 2.0 The early 2000s saw the rapid evolution of the internet in terms of technology and usage Faster connection speeds and increased internet penetration enabled peer networking and rapid communication Increased understanding and ability amongst users created new forms of interpersonal digital communication Web 2.0 represents the next stage Creation of web apps to facilitate interactive information sharing, user-centered design and collaboration

6. Online communities have developed to discuss anything and everything

7. Worldwide audience for all messages

9. New Media Digitization and democratization of media sources Enabled by development of Web 2.0 Changed the way media is created, packaged, bought and sold Forms Social Networking Blogging/Vlogging Media sharing Interactive Websites and Content Message boards/Chatrooms Digital Broadcasting Podcasts

10. New Media Infinite simultaneous communication streams Networking (“peering”) between users Collaborative content creation Engagement and sharing to establish digital relationships Instant access and updates Viral spread of information

11. New Media Viral nature of new media information transfer is most important feature Twitter averages 750 tweets per second (TPS) Huge tweet surges during World Cup 2010 June 14: Japan scores against Cameron 2,940 TPS June 14: Brazil scores against North Korea 2,928 TPS June 24: Japan’s 3-1 win over Denmark 3,085 TPS Facebook updates during World Cup June 12: 30% of all status updates referred to England-USA Match

12. New Media Strategy Listen before and more than you speak Offer something worth following Consistent updates with exclusive and compelling content Respond Need systems in place to address positive and negative sentiment from the public Create New media is ripe for experimentation and creativity Measure and Collect Relate metrics back to marketing/sponsorship objectives Capture data and build a robust audience profile

13. New Media Strategy Messaging synergy across platforms Integrate messages across social media platforms, offline PR, advertising and traditional mediums Dice, splice and manage Need to segment content across platforms to optimize value and reach while maintaining unified core messaging Twitter, Facebook, YouTube and Flickr all reach different audiences Each audience is looking for a different message

14. New Media and Sports Athletes Twitter accounts, Facebook fan pages and personal websites Provide branding opportunities Builds personal profiles between fans and sponsors “Personal” connection between athletes and fans Fine line between use and misuse Leagues and Teams Increased connectivity with fans on a personal level 24/7 connection and communication with target audience Message control can be an issue

15. New Media in Football

16. Whitecaps FC and New Media “Be where our fans are” Content must be easily accessible Twitter, Facebook, Flickr, YouTube Relevant on a daily basis Become part of fan culture Participation, not solicitation Enable seamless communication and access YouTube vs. specialized video player Message board vs. chat portal

17. Whitecaps FC and New Media Creating brand advocates Engage conversations between fans and club Respond to fan complaints and find positive solutions Online fan communities become self policing Traditional Media vs. New Media Reach different demographics Fit message to the medium Softer messaging for new media formats

18. Whitecaps FC and New Media Differentiating between mediums is a work in progress Twitter: match tracker and match day updates Two separate accounts (@whitecapsfc and @whitecapsmatch) Facebook: start fan conversations Drive interest in Whitecaps and football in general YouTube: match previews and player information Entertain fans with exclusive club information E-Marketing ‘Caps Insider: inform/educate our fans about the Club and game Sales initiatives Whitecaps Foundation

19. New Media and Sponsorship New media increases feeling of connectivity between fans and the brand This connection passes from fan  property  sponsor New media as an added dimension to traditional sponsorship The property needs to define its own new media strategy before integrating sponsors Communicate a consistent brand message across mediums

20. FIFA.com “The Club” “ This is the first social media World Cup, where ordinary fans can become instant pundits from their living rooms. – Matt Stone, FIFA Head of New Media ”

21. FIFA.com “The Club” Custom fan portal to discuss FIFA World Cup 2010 Aggregates results, statistics and upcoming match info Connect with other fans in the FIFA social network Desktop widget for constant updates Excellent use of sponsorships McDonald’s FIFA World Cup Fantasy pool Castrol FIFA World Cup Predictor Panini Virtual Sticker Album EA Sports FIFA Online

22. FIFA, Nike and adidas adidas: Official Licensee and Supplier to FIFA World Cup 2010 adidas launches FIFA World Cup Match-Ups on Facebook and Quest marketing campaign Over 500,000 combined views on YouTube adidas Football on Facebook has 1,229,570 fans

23. FIFA, Nike and adidas Nike “Write the Future” campaign Combines internet, TV and social media Leverages relationships with Rooney, Ronaldo and Drogba to foster appearance of World Cup sponsorship Effectively blurs lines between traditional and social media Over 18 million views on YouTube

24. FIFA, Nike and adidas Nike gains greater internet buzz than adidas prior to the World Cup despite no official relationship with FIFA Social media has tremendous applications for ambush marketing Innovative campaigns can capture fan attention and spread virally

25. FIFA, Nike and adidas adidas sponsorship winning back online buzz adidas: 11 sponsored teams vs. Nike’s 8 “Write the Future” campaign stars all fail to advance past last 16 adidas “Jabulani” ball garners significant media attention adidas increases social media presence to enhance traditional sponsorship

26. One Hotspur “ In a world of Uniteds, Citys and Rovers there is only One Hotspur. ”

27. Traditional Memberships Traditional membership Single tier Season tickets handled separately Large season ticket waitlist Informal Free to join Need to monetize on a yearly basis Only domestic focus

28. One Hotspur Objectives Increase the size and profit of membership business Build a dynamic customer base of UK and overseas supporters Create logical ‘ladder’ of fan progression Create clearly identifiable segments of supporters Formalise and monetise Season Ticket Waiting List Support transition of fans to use of electronic media for renewal, news and interaction

29. Official One Hotspur Program Extensive research leads to product launch May 2007 Multi-tiered membership structure Meet the different needs of fan base Seamless integration of Membership and Season Ticket lists Season Ticket Wait List formalised and monetised Reduced costs, price increased and enhanced consumer value Movement to e-based renewal program and benefit delivery in 2008-2009

30. One Hotspur Structure Platinum Season Ticket Membership Tiers Gold Silver Bronze Lilywhite Membership Tiers International E-Hotspur

31. E-Hotspur Entry level online membership Free to join Keep in touch with their Club Develop supporter database for marketing/sales Social networking opportunities and user generated content in the future? Degree of contributor control inherent as retaining membership is key to all supporters

32. One Hotspur Lilywhite Standard membership tier Supporters receive range of benefits Club DVD, ticket priority welcome pack, regular Club communication Option to participate in One Hotspur Rewards Priority access to special Club events e.g. One Hotspur Day One Hotspur Junior Lilywhite Emphasis on free gifts to entice younger fans

33. One Hotspur Bronze Same benefits as Lilywhite members Place on Season Ticket Waiting List Exclusive opportunity to purchase ticket bundles and early release home match tickets Cost is additional £15 to Lilywhite tier (£5 extra to renew) One Hotspur Junior Bronze available at £5 more than Junior Lilywhite

34. One Hotspur Silver First of Season Ticket membership tiers All benefits of Lilywhite membership Seat at all home League and two home Cup matches By invitation only to existing Bronze Members

35. One Hotspur Gold Second Season Ticket membership tier All benefits of Silver membership Auto-pay home Cup scheme for access to all fixtures at White Hart Lane Slightly higher rebate on Ticket Exchange Exemption from ticket booking fees Three months free access to Spurs TV Online

36. One Hotspur Platinum Top and most committed tier of supporters Ticket to every Tottenham match All League, Cup, home and away fixtures Higher rebate for ticket exchange than Gold tier A chance to recognise the tremendous support of Club’s top members

37. One Hotspur: Fan Base Development Trademarkable in all territories Unique and genuine Has resonance with supporters Works well across all membership levels Dovetails with existing brand guidelines Creates e-framework for fan recognition, identification, interaction and cross-selling

38. One Hotspur: Fan Base Development Opportunities for Partners Promote fan loyalty Up-sell current members TOTTENHAM ONE HOTSPUR Channels to engage & communicate Build fan base Create platform for cross-selling Sense of belonging

39. One Hotspur: Results Memberships grew by 12.5% to 80,000 in first year Season Ticket Waiting List now formalised and monetised 25,000 plus in Bronze tier Membership numbers approaching 100,000 for 2010/11 season Entire One Hotspur program now electronic

40. One Hotspur: Next Generation Key target demographic: 7-10 year olds Strategy Create & extend opportunities for kids to engage the Club e.g. road shows, tournaments, stadium tours, reserve games, curriculum coaching etc. Introduction of entry level membership for data capture & ongoing engagement Platform for up-sell & cross-sell in readiness for new stadium Ongoing campaign for existing members to sign up their children New media will be key to delivery of their age group

41. Benefits of New Media Precise and measurable metrics Impressions and unique site visits Response rates to e-blasts Social media mentions (e.g. tweets and status updates) Candid feedback from fans and followers Easily to accumulate market research data

42. Benefits of New Media Direct connection to fans on a 24/7 basis Instant and continuous communications of brand messages Year round touch points from brand to fans Unfiltered access for the general public to wide spectrum of information Truthful and direct messaging Can create stronger connections between fan and brand

43. Issues with New Media Message control Strategic planning is necessary to align all messaging Fine balance between unfiltered content and sufficient message control Traditional media sees it as a threat New media serves as a complementary element to traditional communication mediums Brings additional impressions to the brand

44. Issues with New Media Audience Active, discerning and vocal participants Fan watches a match on TV, follows live stats on the web, blogs, tweets and messages his friends simultaneously Require honest and direct messaging about your brand/product Constantly inter-connected and ready to spread your message (for good or bad) Primarily younger demographics

45. Cost or Revenue Stream? New Media can drive revenues Sponsorship sales Broadcast contracts Ticket sales Valuing social media networks Methods exist to put dollar value on new media followers Still in development and need further exploration Greatest value of new media is intangible Keeping your brand messages fresh and in cultural consciousness Number of impressions is most important

47. Newspaper circulations decline by nearly 30% per year

48. Direct mail marketing replaced by email

49. TV moving online

51. Allows fans to never miss a game

52. Increased broadcast revenues from new telecommunication partners

53. Mobile ticketing

54. Instantaneous purchase and shipping to mobile handset

56. Summary One Hotspur Positive results achieved quickly Effective fan base development platform Ideal fit with electronic media delivery and information mechanisms Prompted a closer look at the power of social networking mediums Accelerated new media strategy now in progress

57. Added Time