Author Archive

  • Leading “Social Media Fanbase Penetration” is (still) not who you might think…

    Date: 2011.06.15 | Category: General | Response: 0

    In the fall of 2010 a Loyalsticity blog post introduced the concept “Social Media Fanbase Penetration” (SMFP) in an attempt to move the focus away from volumes (e.g. number of Facebook friends) and look into what proportion of a club’s actual fanbase a club connects with via social media. SMFP was introduced as an attempt to provide a better comparison measure for social media fan reach as a club like Napoli for example will never reach the same volumes as Real Madrid.

    This past week has seen numerous of new articles published (for example on the UK Sports Network and Fotebol Finance) focusing on ranking football clubs by number of Facebook friends and although newsworthy, I believe it is time to take another look at SMFP and see how clubs do in relation to their actual fan bases? Read the rest of this entry »

  • Sochi 2014 – Setting new standards for event and fan engagement via social media

    Date: 2011.03.11 | Category: General | Response: 0

    Today I had the opportunity to sit in on a session at the Global Sports Forum where Dmitry Chernyshenko (President of the Organizing Committee Sochi 2014) presented the Sochi 2014 Winter Olympics Games.

    The Sochi 2014 is an impressive story with new standards for facilities, volunteer engagement, sponsorship revenue and active participation in sports. An area, where Sochi 2014 is also unique, is in the way it engages with fans. Contrary to clubs and sports overall, an event such as Sochi 2014 is a short term happening (lasting approximately 2 weeks) but that doesn’t stop Sochi 2014 from reaching out and engaging with fans beyond the actual event.

    Following the presentation I sat down with Dmitry to ask him some specific questions in relation to this matter.

    A deliberate strategy by Sochi 2014 is to embrace new media and having defined the youth of today as the target audience for the event, this certainly seems like a good fit. As Dmitry himself puts it: “Our key target audience is youth and new media is the most powerful channel to reach the youth”. Besides communicating to people via new media, Dmitry also sees great benefits in the discussions happening online. He is here not only referring to the hype about the event or positive stories, but also to any criticism that may be expressed. “Social media is fantastic for all of this and we would rather hear what people have to say up front than to realize it afterwards”.

    The recent voting by the public for the official mascots for the games is a good example of how Sochi2014 already now reaches out and engages with people– 3 years before the event! The nationwide voting in February held during a live television broadcast involved people in the event and gave everyone a chance to vote for their favorite mascot. The rest of the world could follow the event online and discuss the various candidates.

    As already mentioned, Sochi 2014 is still 3 years away, but there is no doubt that the organizing committee – and Dmitry Chernyshenko himself (@DChernyshenko) – are setting new standards when it comes to Olympic Games organization and embracing new media to engange with fans.

  • Global Sports Forum: What do the delegates think?

    Date: 2011.03.10 | Category: General | Response: 0

    The Global Sports Forum is in full swing and a broad variety of presentations and discussions have already taken place. The list of presentors is impressive, but in order to get some input and feedback on the event so far, I decided to speak directly to a number of delegates/attendees here in Barcelona on their experience so far.

    I started out with a great conversation with Paulo from SportMultiMedia, a company focusing on new media. He expressed his enthusiasm not only about the topics directly related to his field of expertise, but also to the other topics being covered. Using the word “eye opening” about how wide of an impact sports has in society overall summarizes not only Paulo’s comments  but also the views of several other delegates I spoke to. Read the rest of this entry »

  • Global Sports Forum: Barcelona buzzing

    Date: 2011.03.09 | Category: General | Response: 0

    The Global Sports Forum got off to a great start this evening with a reception where delegates, speakers, bloggers and others had a chance to meet and greet.

    As a first timer at the Global Sports Forum,  it quickly became clear to me that there is a buzz in town around the event. Not only are event banners noticeable throughout the city, but the atmosphere around the congress center is one of anticipation for what is going to take place the next few days. Read the rest of this entry »

  • Sport: What’s next? – GSFB

    Date: 2011.03.05 | Category: General | Response: 0

    The third edition of the Global Sports Forum is about to start in Barcelona. The theme is “Sport: What’s Next” and looking at the line up of speakers and attendees, it looks like a great forum where people with different ideas, backgrounds and interests will get an opportunity to present, share and discuss their ideas about the future of sports.

    I am personally very excited to have been selected to be part of the event, which I’ll be blogging about together with fellow bloggers; Russel Scibetti (@rscibetti), Cédric Gründler (@CedGrun), Lourdes Turconi (@lourdes_turconi) and Jonathan Müller (@dersportmanager). Read the rest of this entry »



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