Dan Mclaren brought his successful Digital Sport London event to Glasgow for the first time on 19th March 2014. Taking place within the private member's club, 29, the event saw insightful presentations from Quipu TV, Commonwealth Games Scotland, TeamTrackr, Rangers FC and Dog Digital. I kicked off the event with this presentation, which gives an overview of the social landscape for sports – identifying some of the best uses over the past year, along with a few of my personal favourites. I decided to break down the examples in to three categories, brands, leagues and teams/athletes. This presentation includes examples from Nike, GoPro, FIFA, Betfair, MLB, NBA, La Liga, Juventus, the All Blacks, Formula 1, The Rock and David Beckham.

1. Digital Sport Glasgow
Mark Stuart
Insight Manager at Yomego
@MisterMumble
#DSGlasgow

2. A bit about me…
@MisterMumble #DSGlasgow
A.C.Milan fan – Facebook is flooded with
opinions this season.
Tampa Bay Rays fan – I rely on Facebook,
Twitter and the MLB app to keep track of
the team‟s progress throughout the
season.
Wannabe Valentino Rossi! Granted access
to his life through Facebook – from the
track, to his own private dirt track.
Slightly (massively) addicted to Nike.

3. SPORTS & SOCIAL.

4. WHY?
Sporting brands and athletes have some
of the most passionate fans.
Social media offers fans the chance to get
closer to their team, no matter where they
are in the world – all in real-time.
Athletes can rely on social to build a
strong reputation – or to defend
themselves after a poor performance.
Sports fans are attentive and responsive.
They want to be part of the experience.
@MisterMumble #DSGlasgow

5. Let’s start with the brands

6. Nike
Nike‟s approach sets the benchmark.
Constantly innovating and adapting to new technology.
23.5m uses of #Nike on Instagram.
You‟ll never see Nike post a photo featuring only
products on a blank background.
Understands the psychology of Instagram.
Product shots are saved for Pinterest‟s mood boards.
@MisterMumble #DSGlasgow

7. Nike #Magista
550m impressions in just 24 hours.
Vine played a key part in the release,
Andrés Iniesta: 15,600 likes, 11,200 revines
Mario Goetze: 6000 likes, 5,000 revines
An official Facebook page has already attracted
240,000 likes.
@MisterMumble #DSGlasgow

8. GoPro
@MisterMumble #DSGlasgow
Bringing fans closer to the action.
First seen in the US, where Adrian
Peterson (Minnesota Vikings) trained
with a GoPro.
Man City and FC Porto have both
partnered with the camera
manufacturer.
Provides fans with access to the
training sessions of both teams.

9. FIFA
FIFA launched its new app ahead of the
group draw for the 2014 World Cup.
Live coverage of the Final Draw –
supplemented by exclusive reactions
from coaches.
Provides “unrivaled” live coverage from
over 200 national leagues.
FIFA Explore – Insights on FIFA
initiatives.
Seamless social integration.
@MisterMumble #DSGlasgow

10. Betfair
How can Betfair add value through Snapchat?
@MisterMumble #DSGlasgow
Provides fans with “self destructing” odds
An industry first.
Exclusive „enhanced double‟ odds through a
unique URL.
22nd/23rd Feb – First 500 users/£10 limit.
Follows a similar approach taken on Twitter.

11. @MisterMumble #DSGlasgow
What about the leagues?

12. MLB
Major League Baseball hits a home run on
social.
5.2m Facebook likes
3.47m Twitter followers
MLB.TV
MLB Advanced Media - A data analysts
dream!
Let‟s not forget Snapchat, MLB even has
the bases covered there!
@MisterMumble #DSGlasgow

13. NBA on Twitter
NBA scores now appear on Twitter…for
those in the US.
The scores appear in real-time and can be
updated by refreshing a search.
Along with the score, Twitter also presents
the number of tweets about the game.
Currently a “company experiment”
Room for deeper insights?
@MisterMumble #DSGlasgow

14. NBA Player Tracking
Software-packed cameras recording players‟ every move.
Maps 25 images per second.
Statistics around: Drives, speed & distance, possession, passing and
shooting efficiency.
@MisterMumble #DSGlasgow

15. La Liga on Twitter
Video clips to be made available via
Twitter.
Uses Twitter‟s Amplify tool.
Enables users to attach videos to tweets
in real time.
Highlights will be available as they occur.
Follows the footsteps of NBA, NFL and
MLB.
@MisterMumble #DSGlasgow

16. @MisterMumble #DSGlasgow
Now for the teams and players

17. All Blacks
2013 – The All Blacks‟ first undefeated
season in the professional era.
Unveiled: wwwwwwwwwwwwww.allblacks.com
Each „W‟ signified an All Blacks win – 14 in all.
Within 24 hours, 19,000+ users visited the site.
90% engagement in first 12 hours of posting –
Facebook engagement rate of 14%.
Most shared & retweeted content on social.
@MisterMumble #DSGlasgow

18. Juventus
#LoveJu – The world‟s first choreography
conceived and voted for entirely on social
networks.
Brought to life on 2nd February for the
Serie A match against Inter Milan.
3000+ submissions via Facebook app.
290,000 views of the app.
18,118 votes for their favourite design.
Fans sent in messages of motivation
using the hashtag #LoveJu.
@MisterMumble #DSGlasgow

19. @McLarenF1
McLaren brings fans right in to the pit lane.
Its use of Twitter through the pre-season
testing offered unprecedented access for
fans.
From images of the new car, to behind the
scenes with the drivers, even testing notes,
McLaren hasn‟t been shy this year.
Used social to unveil its Mobil-liveried car for
the Australian GP.
@MisterMumble #DSGlasgow

20. Mercedes AMG Petronas
Dan‟s choice – and understandably so.
4m Facebook fans
422k Twitter followers
48,000 YouTube subscribers (9m views)
High quality video footage - 360
Experience, Q&A‟s, car previews.
Incredible high resolution images shared
across Facebook, Twitter and Instagram.
@MisterMumble #DSGlasgow

21. Dwayne ‘The Rock’ Johnson
Team Bring It – 28.6m fans
Updates the page on an almost daily basis.
Includes a behind-the-scenes look at his life,
from gym sessions with UFC fighters, to fun
selfies.
Was named Forbes‟ 2013 Top Grossing Actor .
Uses his Facebook to promote his own shows,
Ballers and Wake Up Call.
@MisterMumble #DSGlasgow

22. David Beckham
35m Facebook fans – not on Twitter
David Beckham Live from the Facebook Digital
Stadium
A sneak peak at MLS Miami and the advances
UNICEF ambassador
Increased reach for Sainsbury‟s, H&M and
Belstaff.
@MisterMumble #DSGlasgow

23. What Can We Learn?
The social landscape now presents an opportunity for brands to
interact in a multitude of ways.
Facebook might work for some teams/brands, but not all. Don‟t rush
in to creating a profile on a site “because the competition are there”.
Social should not been seen as an add-on.
Take the time to learn about the benefits of each, and understand
how you can add value on that platform for your fans.
Understanding influencers is key and can also add significant value.
@MisterMumble #DSGlasgow

24. Any
Questions?