Social Media and some ideas on the Future of the

Football Business

www.mediafuturist.comtwitter.com/gleonhard

What does the Future hold - and how will we adapt to it?

Foresight is crucial.

Translation: Networked Media.Real-Time Media.

User-driven Media.Engaged Media.

MobileSocial

NetworkedReal-Time

Users in Control

A huge shift in ‘Getting Attention’

Broadcast | Centralized | One-Way | Push Media

Shrinking...

Networked Media

Expanding

Networked Media

Broadcast Media

Welcome to the era of Networked Business: Redefining ‘Selling’

Online and Offline are converging

Football Clubs + Social Networks = Decreasing Role for the Middleman?

TelevisionBrodcasters

The Clubs

The Players

Everyone wants to reach the same audience

Reality Check

“Potential public relations disaster”“Encourages football supporters to find information about their favorite players outside of the official club website” “Issue of control...professional footballers are under the control of the club almost at all times”“Social networking systems threaten the status quo because its professional footballers having personal contact with fans, the media and others, which could be terrifying for some football clubs”

“Control = Money”?

Do you really have a choice?

So...who is the brand?

versus

Same issue...?

A tough but unavoidable Mega-Trend...

En-route to digital & decentralized...

The ‘captive consumer’ is...dying

It’s the framework that is changing not just the picture...Conversations not

Monolog

Engage not Enrage

Pull not Push

Return on Involvement not

Investment

Co-Producers not just Consumers > Fans >Users

Trust not

Control

2.1 Billion on the Internet, 4.3 Billion on the Mobile

EXPERIENCE not ‘download a copy’

The Consequences of Total Control?

New Cashcows

Old Cashcow

Thinking about protecting your IP / Content?

Engage, involve, attract, aggregate!

Hyper-Competition Hyper-Collaboration

Command & Controlbecomes

Coordinate & Cultivate*Thomas Malone “The Future of Work”

Because we are all connected, soon,

‘Going Direct’ becomes

the New Normal

Clubs become...

Broadcasters

Content

Publishers

Media

Aggregate

Curate

Manage

Football Club 2.0 --------- The Mission

Distribute

GuideConnect

Going Direct: Club to Fan

Online TV channelsWebcasts / Online RadioiPhone / Mobile AppsSocial Network GroupsTwitter News Network (TNN)

Lee Strafford, Sheffield Wednesday chairman: “I don't see

how a media business owns a relationship with fans of the future”

Complete TV & Internet ConvergenceRadical Fragmentation of Audiences

3D ScreensAugmented Reality

Virtual VenuesMobile TV = Video Snacking

Where is this going?

Trends: Challenges & Threats & Opps?(Some) TV Networks face declining revenues

because advertising is moving to the Internet

Vast improvements in mobile gadgets means

fans can ‘broadcast’ from the venue, themselves

Competition for people’s attention is constantly

exploding: more choices all the time

Radical fragmentation of audience driven by

explosion in media consumption offerings

Social Media will soon beat

eMail, Video may well beat Search

Social-Mobile-Web-Native Marketing: Pull

“Followers, Friends, Fans, Users”Attract and addict

Low-cost, very targetedConversational

Engagement is the goalMessage: share. follow. talk.Based on Trust not Control

Gaining customers via Social Media

How Dell does Twitter

Source: Flickr

You are in the Audience Business

Don’t (just) sell copies - sell

Experiences!

News meets Magazine meets TV...?

User Interfaces make all the difference

The computer is work.The iPhone is ... kind of work.

The iPad / Tablet is... not work

What really matters is Liquidity

A Social Media Strategy

Football Clubs become

Connectors - not just ‘Directors’

Social Media is the new

Customer Relationship Management

My final advise(s)

App Store: “Media Futurist”

email me at gerd@mediafuturist.comtwitter.com/gleonhard

facebook: gleonhard

Thanks for your attention!