Sponsors, mass participation events & new media

Transkript

1 Sponsors, mass participation events & new media Thomas Veje Olsen

2 De næste par timer Baggrund Kernefortællinger og cases skab din egen platform Learnings Eksterne platforme KMD IRONMAN Copenhagen 2013 casen Fælles opgave

3 Background KBH Aarhus 4:18:

4 Knæk koden Hvordan knækker man kommunikations- og markedsføringskoden? Hvad kan dit event? Hvad er kernefortællingen? Hvem er dine kunder? Hvilken forskel gør dit event? Hvordan set din marked ud? Hvem er dine konkurrenter? Alle kan være med fra verdensbegivenheder til indsamling til ungdomsafdelingen En række cases som har forstået at bruge deres kernefortælling aktivt...

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12 Egne platforme markedsføring platform integration! Kommunikation på egne platforme I Den billige og bedste vej til sejr! Målsætning: Fortæl din kernefortælling! Besøgende, der deler og besøger din platform for at fa information om dit event Du styrer informationen Få teknologien til at spille sammen!.

13 Egne platforme Web site Dynamisk indhold Fa dit event til at vare mere end en dag Du er gatekeeper på informationen Deltagerne kigger din vej for at læse og lade sig informere Facebook/social media Daglig interaktion med dine brugere INTERAKTION Let og uformel omgangs tone Stor viral spredning Godt for både positivt og negativt Challenge Copenhagen 2010 casen Lillebælt halvmaraton 2012 tilmelding casen Youtube Nem og billig visning af din event Spredning på andre platforme.

14 Kommunikation på eksterne platforme PR - Hvis bare vi var fodbold... Danske medier er enormt ensidige Svært at gennembryde mediemuren De klassiske medier er pressede De skal fortælle den historie læserne vil høre Resultater er ikke en nyhed! Pressemeddelelsen er død Mediepartnerskabet Den nemme vej til omtale og annoncering Brug din kernefortælling Tilbyd noget unikt Medierne skal sælge en varer de skal have produkter på hylderne Klassisk PR Hyr en PR agent kræver 100 % fokus at bryde igennem muren Vær kreativ Fortæl din kernefotælling!.

15 KMD IRONMAN Copenhagen case Thomas Veje Olsen

16 Online, social & mobile strategy Brand engagement Invite participants and spectators to engage and activate IRONMAN brand Invite to open communication involving IRONMAN brand among key stakeholders Exploit IRONMAN s high level brand recognition among key stakeholders further Viral communication at low cost Use existing platforms and technologies to virally spread event content (Live timing, Facebook, Twitter, Instagram etc.) Limit costs by having users produce relevant content and thereby avoid inventing the wheel twice Make events last all year instead of only event days Mass communication on own platforms using innovative solutions Exploit possibilities of mass communication with comprehensive live timing system on multiple platforms Viral live timing with Facebook integration Bring relevant information and timing to the pockets of the athletes and spectators using mobile app Targets Brand and activate sponsors Brand IRONMAN as an innovative and open brand Move IRONMAN to the next level among global sport brands

17 Brand & user engagement Low Best support High level of key stakeholder engagement with brand #kmdironmancopenhagen Various key stakeholder generated content with IRONMAN brand Facebook Mobile app kmdironmancopenhagen.com Number of users Push of results to mass audience via participants own social media platforms Brings race relevant info + timing to the race site and peoples pockets Hub for information and platforms. Guides users to relevant technologies IRONMAN.com Push of race relevant information. Strongest global platform Live timing Dynamic content, wide mass of users Mass communication High

18 Live timing Features The live timing is equavalent to a TV production for KMD IRONMAN Copenhagen High level of users High quality setup Extensive use of timing mats Results Results hits WEB , Desktop WEB results visitors Mobile WEB results visitors used the map tracker 14 results hits per page load (IRONMAN.com live timing is not part of these numbers)

19 Kmdironmancopenhagen.com Features kmdironmancopenhagen.com serves as hub for all activities Facebook integration. All updates posted on frontpage #kmdironmancopenhagen social activities feeds to web site Links to: live timing, mobile app download, spectator information, event information, traffic information etc. Results unique visitors August unique page views August 14-19

20 IRONMAN.com Live ticker The live ticker and spotter were briefed to cover the the full race of pros and AG s, so the full story of KMD IRONMAN Copenhagen were told. All spotters had done the Copenhagen race before and knew the courses, the excitement etc. There was one spotter each on: Pro men, pro women, AG men and AG women to tell the full story about the race. There was picture updates from the course in almost every update, and with the use of smart phones, we had updates every 3-5 minutes throughout the first hours of the race. The spotters also covered the atmosphere, the spectators, supporters etc. to cover the full story of the race. Results Athlete Tracker: * visits * page views Liveticker: visits page views

21 Mobile app Pre event Event maps using geo tracking: Find your way around the race venues News feed from Facebook, web site, media partner etc. Short lists for reg., bike check-in, race morning etc. Video integration During event Live timing Athlete tracking based on timing splits (no use of GPS) Favorite athletes Hot spot locations and how to get there Results total downloads: app results hits/api requests 320 estimated requests (hits) per smart phone Avg users at a time pr minut Ranked 2nd on Danish app store on number of downloads

22 Facebook Results likes in 2 months Ongoing dialogue with participants Personal results and splits posted on the participants wall on race day with Facebook Connect 900 partcipants used the service splits where posted shares of posts impressions likes comments clicks on a link Example of Facebook wall with live timing integration

23 Facebook The result of a strong Facebook platform, one picture created: likes shares 971 comments impressions

24 #kmdironmancopenhagen Concept Create a platform to and reason for target group to engage in brand and event Make athletes, spectators etc. use #kmdironmancopenhagen to tell their story before, during and after event Make target group create content about event Relevant for others Costless for event Generate visitors to event platforms; web, facebook etc. #kmdironmancopenhagen posts are feeded into Results Countless Twitter posts using #kmdironmancopenhagen 1341 Instagram pictures using #kmdironmancopenhagen High level brand engagement from main stakeholders they tell their stories using event and brand name Viral reach due to use of etablished social platforms

25 #kmdironmancopenhagen kmdironmancopenhagen.com/social

26 IRONMAN Hawaii best support Concept Best support team helps athlete win one slot for IRONMAN Hawaii The most fun / creative / involving activity would win the slot Activate spectators and host city in event Documentation via social media using #kmdironmancopenhagen and #konaslot2013cph Results 177 participating pictures using #konaslot2013cph Spectators preparing for the event with banners, dress up, pictures etc. Creating life and extraordinary experiences on event day High level of brand engagement among key stakeholders

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28 Brand & user engagement Low Best support High level of key stakeholder engagement with brand #kmdironmancopenhagen Various key stakeholder generated content with IRONMAN brand Facebook Mobile app kmdironmancopenhagen.com Number of users Push of results to mass audience via participants own social media platforms Brings race relevant info + timing to the race site and peoples pockets Hub for information and platforms. Guides users to relevant technologies IRONMAN.com Push of race relevant information. Strongest global platform Live timing Dynamic content, wide mass of users Mass communication High

29 Project costs Facebook Maintenance: 3 hours per week Live timing integration: 800 per event Mobile app Development: Yearly maintenance: Live timing Online platform part of IRONMAN standard high quality timing system: 0 #kmdironmancopenhagen development: 500 Campaign (public funded): 50 hours

30 Results Numbers page views on live timing ( ) and mobile app ( ) impressions on Facebook (live timing and Crown prince finisher pic) unique users of live timing (live timing website, ultimate mobile live timing web site and IRONMAN.com) unique page views on kmdironmancopenhagen.com (August 14 19) unique visitors on kmdironmancopenhagen.com (August 14 19) mobile app downloads 1341 Instagram pictures using #kmdironmancopenhagen 177 participating pictures on best support goes to IRONMAN Hawaii KMD IRONMAN Copenhagen 2014 sold out in six hours Many factors were vital for this achievement, but the level of exposure played a significant role. High level of engagement between event and key stakeholders Use of #kmdironmancopenhagen changed communication from push to real dialogue Content production put in the hands of key stakeholders

31 Conclusions Technology integration Integration of different technologies create synergies that enforce value and user experience Viral synergies between users and technologies expose the event to substantial larger audience. Use of existing social media and online platforms secures viral effect and keeps costs low Live timing implemented on facebook creates enhanced awareness Social feed on event web site creates enhanced motivation for users to engage in brand IRONMAN.com is underperforming as mass communication platform Relatively low volume of users compared to live timing site Low conversation rate from visitors to page views IRONMAN.com 2.4 page views per visitor Live timing online 14 page views per visitor App 320 page views per download Significant commercial potential in further exploitation Integration of sponsor messages and activations Merchandise sales Host city value General brand value Etc.

32 Opgave Grundlag Definer kerne fortælling Teknologi Udtænk en teknologi, der kan bruges til at kommunikere dit event (mobile, tidtagning, gps etc.) Platform Hvilken online/socialt medie kan kommunikere dit event og hvordan? (facebook, web, instagram, youtube, twitter etc.) Integration Hvordan kan platformene spille sammen?