SGP 027: Summer of Cricket & managing YouTube viral hits

SGP27 #ThankYouSachin as Indian cricket fans say goodbye to Sachin TendulkarThis week on Sports Geek Podcast it’s Cricket season as summer hits down under and England are taking on Australia in the Ashes.  With Francis on ABC Grandstand look at mobile apps and where does audio and live play by play fit in? On Harftime we chat about YouTube, is it just for viral hits? How can sports leverage viral videos.

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Like this episode? please leave a review in iTunes.

On this podcast you’ll find out about:

  • New Cricket Australia app with Channel Nine
  • Current stoush between ABC and CA over radio and digital rights
  • How Indian cricket fans said #ThankYouSachin
  • How YouTube clip at Celtics game helped Bon Jovi revive an old hit
  • What you can do to drive traffic from you YouTube videos
  • How the NBA had one of it’s most popular Instagram videos

Resources from the episode

 

  • Gary Vanyerchuk on big mistake on Twitter

New Sports Geek V3.0 Sneakers

New @SportsGeek sneakers were unveiled on Facebook and Instagram last week.

SGP27 Sports Geek Sneakers thanks to MiAdidas

Social Media Post of the Week

This week’s winner is the NBA for it’s quick Instagram work to get Dwayne Wade cartwheel video bomb getting twice the likes than normal posts.  Please tweet in your nominations for social media post of the week to @SportsGeek or @seancallanan.

 

Closing 2 Cents

Advice for YouTube or any social media viral hit

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Subscribe to the Sports Geek Podcast in iTunes, if you liked the episode please leave a review on iTunes and help spread the word on your networks.  Thanks in advance.

Podcast transcription

Sean: G’day and welcome to the 27th episode of the Sports Geek Podcast. It’s summer here in Australia. That means cricket season. England’s here to take on Australian The Ashes. And we take a look at the new Cricket Australia mobile app. Where does audio fit in? And YouTube: is it just for viral hits?

DJ Joel: Welcome to the Sports Geek Podcast, the podcast built for the sports digital marketer. And now, here’s your host, who still takes IT support calls from his parents, Sean Callanan.

Sean: Thanks, DJ Joel. And thank you very much for downloading. Over 9,000 downloads that we’ve had for the podcast; 26 episodes I’ve done so far. So effectively, I’ve hit the half-year mark, so it’s a bit of a six-month milestone. Just some stats on the stats themselves. Twenty percent of those downloads are from iTunes, so there are obviously a lot of Mac users out there, and 52% from Apple Core Media, which is where I host the podcast, record. That’s effectively the podcast app.

So even though I jumped across to Android, there’s obviously a fair chunk of you that are still using iTunes because they are on Apple, and iTunes definitely is driving a stack of traffic to the podcast. One thing that is helping is the reviews that people are leaving and the fact that you are playing it in iTunes. So if you want to leave a review, I would very much appreciate it. Simply go to sportsgeekhq.com/iTunes, and you will go to the iTunes store and you can leave a quick review. I do read them all and I’m very thankful.

On today’s show, talk cricket with Francis Leach on ABC Grandstand, look at the new Cricket Australia app, and what they’re doing in India with Twitter with the Thank You Sachin Initiative around the retirement of Sachin Tendulkar, and on Harf, I chat with him about YouTube: what goes viral, how it goes viral, and how sports can leverage it. But first, here’s my chat with Francis Leach on ABC Grandstand.

Francis: Sean Callanan, for Sports Geek from Sports Geek HQ, sport in the digital realm, each Saturday morning. Good morning, Sean. How you going?

Sean: Good, thanks, Francis. Yourself?

Francis: I’ve done well. I’ve been at the cricket. Life’s pretty good. And there’s nothing quite like The Ashes to send digital media and social media into the red zone overdrive. Isn’t it incredible?

Sean: Definitely. Definitely. I mean we spoke about it when the Australians were in England and the shared experience of following Ashton Agar when he was batting, but yeah, it just goes to another level when they’re in their own backyard.

Francis: There is also a bit of a battle going on in terms of sport being delivered on different platforms, and cricket’s right at the heart of it. And the ABC’s been at the heart of it too in terms of old-fashioned negotiating rights for radio. But new cricket apps, new platforms for content delivery and ball-by-ball description. The landscape is changing so quickly.

Sean: Yeah, I mean, I’ve been sort of tossing up this one last couple of days, thinking about what to discuss here at the ABC, and yeah, there is a bit of dispute on the rights of one, broadcasting the game, and then also where those rights sit in the digital space. Where do audio rights and the radio rights sort of sit? So at the moment, if you want to listen to ABC, you listen to it via the Cricket Australia app. And so that’s partly a play to make the Cricket Australia app be a little bit more premium. It’s a data play. You have to register to get it.

Francis: So do you have to pay for access to-

Sean: No, you don’t have to pay. You just have to sign up, so you have to offer up your email address, or sign up with Facebook or Twitter.

Francis: Can I ask, because we see a lot of that now. I know that the news delivery platforms on tablets also ask for an email address, but they ask for Facebook and Twitter handles. Why do they ask for those? How are they leveraging, say, your Facebook profile or your Twitter profile in order to get access to their content?

Sean: Well, I guess firstly, it’s a data capture mechanism. They want to get your email address to be able to communicate with you. And so, Facebook and Twitter log-ons do allow that to be far quicker and easier. Some people find it easier.

Francis: Much easier.

Sean: Much easier. The thing is when you do it with Facebook especially, you potentially are giving out more than your email because you’re giving up some of your demographic information and where you live, your age, and potentially some of the things that you like, depending on what the app asks for.

The ease of use and the convenience, you’re also paying up with more of your privacy and information about yourself. So that’s why a lot of the apps are effectively becoming a pseudo-pay wall to say, well, if you want our data, you hand over some of your information. My thinking, I was doing a little bit of looking, and Cricket’s not the only one that does this, one, the pay wall thing, but also the radio rights must be streamed through our app.

Francis: Yeah, the IFL do it.

Sean: Yeah, IFL do it as well, so it’s not pointing the finger at Cricket. But the thing is to me that, and other leagues have done it, have restricted their rights, but they’ve sort of gone by the wayside because they’ve all moved towards a video product, and they’ve said that’s the product they’re trying to go with.

So if you look at major league baseball, and the NFL, and the NBA, and we’ve had Richard Clark and the Arsenal, they’re all trying to drive you to watch the content on their device or on their platforms. Radio’s sort of in the middle, caught in the crossfire to a certain degree. I used to listen to NBA games on audio via streaming, via the NBA site, and it does make it easy if you’re fan and you don’t know where to go.

But the problem is that they’ve sort of dropped those rights and they’ve sort of tried to push everyone to a video product, which is where this Cricket Australia/Channel 9 application, it should be really trying to drive people to watch TV and subscribe to that product.

Francis: Does it deliver live visual streaming of the games? At a price?

Sean: Yes. At a price. So I think it’s $20, which is relatively cheap.

Francis: For the whole summer?

Sean: For the whole summer I think it is. And again, I should have checked. So you can watch it live, Channel 9, on your phone. Again, the other problem, because it’s now a Channel 9 and Cricket Australia application and not a Telco, you have to pay for the streaming of that video.

Francis: And that’s important because then you start to pay huge download rates for it and it chews up your data allowance, whereas I think the AFL or one of them had a direct relationship with TelSure, so what the action there was if you subscribe to TelSure, so for your iPad or tablet subscription, then you get un-metered access . . .

Sean: Correct.

Francis: . . . so they partner up that way to try to drive in a win/win situation.

Sean: Yeah, so that’s where it’s a little bit of a battle. Are you going to open up your phone and watch it while you’re on the tram and chew through your data and not be able to do things at the end of the month? To me, I think when you’re building a mobile app you need to have a strong sense of purpose, and to me, at the moment audio seems to be throwing to make a stronger feature set, and really all they’ve done is upset a rusted-on fan base in the ABC-land.

Whereas they should be building an app that says, “Oh, it’s alerted me there’s a wicket. I’ve got to turn on the TV or I’ve got to open up and watch that clip of that wicket.” You know, have a really strong focus, and at the moment, that’s what I don’t think it has, because there are lots of apps out there. And especially from a mobile point of view, you want to be able to get in and out, get all the scores, get all the updates, and get the thing in 30 or 40 seconds.

Francis: Particularly a sport like cricket where it’s played over a long time, so there might be an hour or two where there’s nothing happening of specific interest. But if you’re given a notification that pops up on your phone saying wicket’s fallen, you can go bang, straight over, see the video cut and you continue to have access to the narrative of the game and be involved.

Sean: Yeah, and I guess that’s the challenge because there will be multiple apps. There’s the Cricket Info app. The ACB have got their own app. You’ve got Cricket Australia. There’s multiple options for the fans, so you’ve got to provide something of difference whether it’s A, we’re pitching this as a TV companion while you’re watching, or we’re pitching this as you are overseas and you want to watch the game, then you would pay for that product.

At the moment, I think, at least in the Australian space, they’re trying to put as many things in the app as themselves, when really it would be better to have everyone who listens to the cricket on ABC Grandstand to be able to consume it as they do every other part of the day, and get them engaged in social and get them to watch the TV. Because if they watch the TV, they’ll find out about the app and they’ll find out the app has these extra features that adds to that experience and not just replaces, if you’re not at a TV.

Francis: Sean, another sort of social media phenomenon was saying goodbye to Sachin Tendulkar, and the BCCI in India, given his enormous profile, basically ran their goodbye campaign via Twitter.

Sean: Yeah, it was a strange one. Yeah, I think it’s probably still turned on. If you send a tweet to BCCI with the hash tag, #ThankYouSachin, you would get a tweet in return from BCCI saying, “Here you go, Francis, here’s your signed autographed photo from Sachin,” and they effectively take your name and have a little message and an autograph from Sachin.

Francis: I can see yours here. “Sean, thanks for all your support. Love and prayers, Sachin Tendulkar.” So they’ve just got an electronic autograph that they’ve applied to the photo, but what a nice touch.

Sean: Yeah, it is a nice touch. I guess the only thing is the amount of tweets that mentioned Sachin Tendulkar. It got a little bit spammy in the effect that anyone that tweets, so execution-wise, it could have been a little bit better, but for the BCCI and Twitter, who were trying to grow their game and grow the awareness of Twitter, it worked really well. Like, stacks of people are now following BCCI. The Indian fans that love their cricket and obviously bow down to Sachin Tendulkar, thought they were effectively getting a message from God.

Francis: Indeed they were!

Sean: Indeed they were. So really effective in that way.

Francis: That’ll have to go up on the office wall.

Sean: Yeah, exactly. Exactly.

Francis: At the Sports Geek HQ. Thanks for coming in again!

Sean: No worries, Francis.

DJ Joel: Sign up for Sports Geek news at sportsgeekhq.com/signupnow.

Sean: So what’s your take on live radio? Should it be something that leagues and teams should hoard away as part of their digital assets so they can fill out a mobile app? Now, this wasn’t really a direct assault or an attack of any kind on Cricket Australia. A lot of teams and leagues have done this around the world. But as everyone is moving to video, those radio rights, at least the digital forms of those radio rights, is lessening.

So to a certain degree, I’m actually leaning towards the ABC in this case. I guess the ABC is a special case in that they have a really old rusted-on demographic that were quite vocal and complaining about not getting access to it and having to go through a new app. Everything we’ve been doing around social networks, whether it be Facebook and Twitter, is always about going to where the fans are, and this is a case of taking away a platform where the fans are, and that platform is the current radio networks.

So I think the main thing would be to build an app that has reasons for the fans to be there. And so in this case, the fact that it’s a Channel 9 and Cricket partnership, they should be really pushing towards that video component, so audio just becomes an add-on in that instance. So for mine, I would be dropping audio from all apps because I don’t think it is something that fans necessarily want to be consuming in large quantities, and you don’t want that to be the only reason that they’re downloading your app.

Also, a few other notes on the “Thank you, Sachin” tweets using Digigraph, BCCI did gain 100,000 followers over a couple of days. However, they did have to tweet 150,000 times over the first three days of the campaign in replying to all the absolutely avid Indian cricket followers. My main issue is as more fans followed BCCI, more fans would have seen BCCI tweeting back to all the fans, so this is where I think it becomes very spammy.

If you don’t quite understand the idea around @replies and who sees them and that kind of thing, I’ll share a link to a slide presentation from Gary Vaynerchuk that really goes through and explains those basics of @replies and who sees them. The main issue is that anyone who follows that account will see that @reply. So in this case, as the BCCI get a bigger following, these kind of campaigns will become quite spammy.

So I think there will be some tweaks from the guys at Digigraph to sort of reduce that. But obviously it was well received. My thing is just that it was a little bit spammy.

But up next, I sent Harf an email in the morning, and it wasted his whole morning, full of YouTube clips. Here’s my chat with Harf.

Announcer: Sean Callanan, our sports digital media guru, for sportsgeekhq.com.

Harf: Any place you want to go, it’s sportsgeekhq.com. Sean, G’day.

Sean: G’day, Harf. How you doing?

Harf: Very well, thank you. Very well indeed. So tell me about YouTube. You sent me an email this morning with a lot of clips that I spent a lot of time watching, and diverting into other clips as well.

Sean: It is a bit of a time-waster. I guess, yeah, some of the opportunities that are there from a sports point of view, getting your content out to that platform, because it is the platform that people want to consume their video with. Yeah, some really good examples just in the last week that have sprung up virally out of YouTube in the world of sports, the first one was, and you might have seen it, it was a Boston Celtics fan dancing in the stands to Bon Jovi’s “Living on a Prayer.”

Harf: Yes. Yes. My word, I’ve seen that.

Sean: That’s an old video. Someone actually just picked it up, built a bit of a site around it, and it started seeding it with Facebook and different social networks. And it’s got that many views in the last about ten days that Bon Jovi’s “Living on a Prayer” has re-entered the Top 100 Billboard in the US.

Harf: No way!

Sean: So it just shows the, I guess the power of the viral video. And it is a very tough brief. Someone comes along and says, build us a viral video, that is a very, really tough brief to do. But what you’ve got to do is keep producing content that has the opportunity to go viral, and then take advantage of it.

Harf: Yeah.

Sean: So, another one that’s gone viral in the last week is the Detroit Piston’s dance team with the kid and the Dancing Usher. The Dancing Usher is a guy that dances each week at the Pistons’ facility. You can follow him on Twitter, @TheDancingUsher.

Harf: I’ll be right back.

Sean: But that was a bit of a dance-off, and again, that’s gone viral. It’s sort of gone everywhere, but what they didn’t do is said, oh, come back to the Detroit Pistons and buy a ticket, or promote the rest of their content. They just sort of let it go.

Harf: Opportunity missed.

Sean: Definitely an opportunity missed. But I guess the other opportunity missed, and I guess it’s partly because it’s caught up with digital rights of match footage and things like that is that there’s a lot of restrictions on a lot of teams on what they can and can’t put on YouTube because it’s not their primary channel. To me, I think that’s just a flaw with the rights holders in that they should be loosening up their rights a little bit, just to let more content breach YouTube.

I’m not talking putting full matches and full highlights and everything on there, but the more you can put on there, the more opportunities people will subscribe to your YouTube channel. You have opportunities to monetize your channel and those kind of things. But you have the opportunity to then drive these fans back to your platforms to watch your video players and watch your content. That’s the opportunity.

So if you’re looking at sports and YouTube, a lot of it is non-match footage, unless it’s a league-based thing, so the NBA will put out small snippets on YouTube, again, to allow it to go viral to make it easy to share.

Harf: But isn’t the best way to do it, to get the viral stuff going, is to make it a little bit quirky, a little bit left of center? The NBA have done that recently with the Jingle Hoops one where all the stars are shooting, the nets have been tuned with bells, and they play “Jingle Bells” and everything like that.

Sean: Yes, exactly. So it does fit for that quirky video, and advertisers are doing it all the time. So they’re not worried about where the content goes. They just want the content out there. You would have seen the Jean-Claude Van Damme epic splits Volvo commercial?

Harf: Volvo, yeah, yeah.

Sean: They put that up. It’s got 51 million views so far on YouTube. That’s far better than… we haven’t seen it on Australian TV, but a lot of people in Australia would have seen it.

Harf: YouTube.

Sean: And the thing is if you’re agile enough from a sports team point of view, you can leverage that kind of thing. The Dallas Mavericks grabbed the Van Damme video, they put Mark Cuban’s face on Jean-Claude Van Damme, and they branded up the trucks and they put it out to their fans. And they got, I think, 30,000 views. But again, their fans were like, “Hey, that’s cool. You’ve taken your own take on that content.” That’s the opportunity then. When you do get it, it’s a matter of hey, send the people back to your site to buy tickets, and all that kind of stuff. That’s the opportunity.

Harf: That’s how you use YouTube. That’s why it is a great forum for that type of thing. If you want to find out how better to use it, particularly if you AFL clubs, and NRL clubs, and [A-league] clubs are listening, go to sportsgeekhq.com and you will find out how to get into contact with Sean. Thanks, Sean.

Sean: Cheers, mate.

DJ Joel: Check out which teams work with Sports Geek at sportsgeekhq.com/clients.

Sean: There you go. I’ll have links to all of those YouTube clips in the show notes so you too can waste about an hour watching some really cool YouTube clips.

Three steps that you need to do when you do get a viral video. You definitely want to annotate. Use the annotations in YouTube to add a prompt to subscribe to your channel and/or a link to some of your other, better videos. If you can keep people on your channel for longer, then obviously the likelihood that they will stay and connect with your content is obviously better.

The second one is a little bit of a Sports Geek trick and a little bit of a hack, is to add a call to action on your video that effectively puts an advert on your video back to your properties. So in the case of the Detroit Pistons, they could put an ad on their video that says, “Buy a Detroit Pistons Game Pass,” whatever it is. They’ve had 7 million views. They could have had a few click-throughs to buy some tickets.

The way you go about doing that, because you don’t have a call to action on a video naturally, promote the video with a Google ad campaign. You can do it for a dollar. Once you set up a video to be promoted, because you’re paying Google to promote that video, you get the option to put your own call to action, which is drive back to your site. Now, go back to the campaign, you can pause that campaign. You do not have to actually pay that dollar.

So there you go. I’ve given you a trick and I’ve saved you a dollar. But it does allow you to have that call to action back to your site. I’ll link to one of the Sports Digital Revolution videos that I’ve had up for a while that has a link back to Sports Geek.

And then the other thing is, and I’d say a lot of teams miss the boat on this, is add links in your description back to your properties, back to the website article that it was from, back to your social properties, to your mobile apps. Again, if it’s getting a lot of eyeballs, give them a place that they can go. You can do that once you find out that a video is going to go viral.

But what can you do before that? Always remember your branding. As I said on Harf Time, I didn’t think the Detroit Pistons video had enough Detroit Pistons on it. If you didn’t know it was the Pistons, you just saw it in your feed, you wouldn’t know. So always make sure that whether it’s pre- and post-, or TV bugs kind of things, on the video make sure people know that it’s your video.

Make YouTube a viable channel. Yes, I understand the rights holders and the restrictions that most teams have, and most people use it as a secondary channel, but make sure it’s a viable channel, make sure you keep putting content through it. It’s something that you really want to be active with your Google+ page and really connect those two up. And always promote that subscription option. If you get someone to subscribe, they will get it reminded with emails followed up via YouTube, and it starts keeping in their stream of videos they should be looking at.

And as I said before with annotation, it is your friend. The more videos you can annotate, the more you can link. Some channels do it very well. I really liked the work that Grantland did with its previews. I thought it was a really great job. And speaking of viral videos, stay tuned, a little over a week a side project if you’ve been following my Twitter you would have seen hash tag SAMP or #SuperAwesomeMicroProject. Check out superawesomemicroproject.com. It’s a project that I’ve done with 40 other people. I’m a patron of it.

We’ve come up with a follow-up project to the Lego space shuttle and I’m really excited about it. We taped it earlier today and the video will be out soon, so keep an eye out for it. I hope that it will go viral and we’re doing everything that we can to do that. That clock there is to remind me to dedicate this episode, Episode 27.

You can get the show notes at sportsgeekhq.com/27. I had a lot of good nominations. Glen Jakovich from the West Coast Eagles and the AFL. Carlton Fisk from Major League Baseball. Steve Atwater from the NFL. Even Casey Stoner, Australian’s own MotoGP champ. But I could not go past this nomination, just so I could say his name. Zaza Pachulia. That’s right. Two Z’s. That’s how we say it in Australia. I’m dedicating this episode to NBA basketballer, Zaza Pachulia.

This week’s social media post of the week, I really like the fact that the NBA really got on this very quickly. Dwayne Wade did a cartwheel video bomb and the NBA rather quickly put it up as an Instagram video, and it got twice as many likes as other posts. So it really shows the viral nature of Instagram and the fact that if you can get that video up very quickly, you will be rewarded.

This week’s Sounds of the Game again is from the NBA. Russell Westbrook hit an absolutely stunning game-winner the other night against Golden State, and kudos to the NBA, talking about YouTube earlier. Kudos to the NBA. They actually showed that clip on YouTube and shared it on social networks, so it made it easy for that clip to go viral.

But what the Oklahoma City Thunder also did is they embraced the footage that fans took on the night, and so the Sounds of the Game this week is exactly what I want all of you to do. Take your phone out at a game and record the sounds. This fan was lucky enough to be sitting courtside at the very corner Russell Westbrook took that shot. This is what it sounded like.

[Recorded cheering and whooping]

Very cool video. I want to see more teams really embrace that fan content. It was really great to see the NBA, the Oklahoma City, not take that fan video down. And again, if you take your phone out and record some audio or some video, please me send me a clip. I’d love to include it on the show for the Sounds of the Game segment.

And that wraps up another episode of Sports Geek Podcast. Again, thank you for listening, whether you’re doing it on iTunes, Stitcher, PlayerFM. We’re uploading the back catalog up on the SoundCloud. Please let me know what platforms you’re using it on. It’s even on the Windows Phone Store.

You can always get me via Twitter, @SportsGeek or @SeanCallanan. I’d like to know when and where you’re listening to the Sports Geek Podcast. And also including the show notes, the new Sports Geek V3s, the new MyEditor sneakers that came in this week. Very happy with the third addition of the Sports Geek company shoes. Closing two cents, you don’t pick what goes viral. Just make sure you’re ready when it does.

DJ Joel: Please leave a review on iTunes. Go to sportsgeekhq.com/iTunes. Find all Sports Geek podcasts at sportsgeekhq.com/sgp. On Pinterest? Follow Sean on Pinterest. Pinterest.com/seancallanan. You’re listening to the Sports Geek Podcast.

Ambush digital marketing in Olympics & stadiums wi-fi #grandstand recap

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In today’s ABC Grandstand sports digital segment we looked at the ambush marketing in the Olympics & problems with stadiums with smartphones.


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Ambush Digital Marketing

We discussed the steps the LOCOG have taken to try & protect sponsors at the 2012 Olympic Games.  They have partnered with Twitter & Foursquare to try to stop ambush marketers trying to jump the queue over official sponsors.

Adidas has paid over £100m to secure the official rights, but look at what Nike is doing with it’s #makeitcount campaign.

Stadium wi-fi a global sports problem

Following on from our discussion on how much we use our smartphones at stadiums in previous weeks we also discussed the “who pays” debate when it comes to in stadium wi-fi.

Good report from Sports Business Daily citing a six figure price tag to keep Giants fans connected at AT&T Park.

Livestrong Park a great example of the new standard in world stadiums lucky enough to be built upon technology infrastructure to allow high tech integration.  I was luck enough to listen to & meet Robb Heineman who is the CEO of Sporting KC, not a bad place to work.

I know MCG & ANZ Stadium are working hard with telcos & wi-fi providers to help improve the digital experience at game, but is does come down to who pays for the service.

Sports Geek Medals – #atsyd edition

Spent the week in Sydney participating as a speaker & delegate at ad:tech Sydney, some great insights in to how different industries are using digital to connect with customers & consumers.

Best find of the week was from Chris Erb from EA Sports, who revealed that the Pope plays FIFA on the Wii.

I was lucky to have three talented sports digital guys join me to present case studies in sports.

Bronze – Rob Squillacioti

Talked about the digital transformation of the FFA to open up the lines of communication with fans (and ongoing project).

Silver – Michael Briggs

Talked about the Wallabies One Team strategy to leverage the water cooler conversation of the RWC to connect passionate & casual fans.

Gold – Matt Baker

Showed how the Canterbury Bankstown Bulldogs did deals with movie moguls James Cameron & George Lucas to run Avatar & Stars Wars themed Games.

Until next week

Catch it live on Saturday mornings (at 7:40am) when Sean Callanan discuss sports digital with Francis Leach & Amanda Shalala on ABC Grandstand.

Tune into ABC Grandstand Breakfast over the Friday through Monday on ABC Grandstand digital radio.


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Want to get these clips in podcast form? Subscribe here or Add to iTunes

Podcast transcription

FRANK: Well Sean Callanan’s the same. He’s our digital Sports Guru. He joins us each Saturday morning to talk sport in the digital world. How are you mate?

SEAN: I’m good, thanks. It’s been a busy week in the sports digital world.

FRANK: What’s been happening? The Olympics are on the horizon, and is the digital space the new sports battle ground, particularly when it comes to the big money.

SEAN: It is. There was an announcement this week that the Olympics have brought in, put their arm around Twitter and put their arm around Forrest Greg’s head. Help us out, then suffer.

FRANK: That’s enough to make me feel a little bit uncomfortable, Amanda.

SEAN: And stop ambush marketing. And so, to a certain degree Twitter and Facebook, although they’re getting bigger and bigger, are still relatively start-ups, and so they want to cozy up to the big base that is the Olympics, but eventually money will talk and really there’s not much Twitter and Forrest Greg can do if a big brand like a Nike wants to run a really successful campaign that’s driven by their athletes and driven by the people. So, yeah, it’s definitely a ground for ambush marketing. You know, Nike’s running out—they’re really pushing hard into digital at the minute. They’re running a campaign called Make It Count, and they’re running with all their athletes, so they’re trying to bring in policies around protecting the sponsors, but when the fans of athletes are jumping on board and you do a campaign that can go viral, we talked about Kony 2012 and how it went viral. If Nike can produce Greg videos than the people that have paid the money, in this case Adidas had paid over $100 million to be the official partners of the Olympics.

FRANK: That’s a lot of money!

SEAN: It is a lot of money, and so it’s now a matter of making sure that they can deliver, so really Adidas has to pour a lot of money into digital to make sure that they protect their space from a mentions and conversation point of view. I mean it’s not new. I remember in 1992 when Magic Johnson and Michael Jordon put a towel over their tracksuit because it was a Reebok, and they obviously had competing shoe deals, so ambush is not anything new to the Olympics, but, yes, from a digital point of view, they don’t really have as much control as they do from a TV and a media standpoint.

AMANDA: Well in the digital sphere what do you think some of the most effective strategies are in trying to combat that sort of gorilla marketing?

SEAN: Well, really, you’ve got to go out and fight fire with fire. You’ve got to match the Nikes of the world with a really good campaign that is going to engage an audience. You really can’t, you can’t be in that passive mode, and that’s pretty much what an Olympics sponsorship to a certain degree might’ve been. It’s not enough just to have the logo on the jersey or on the field. You’ve got to participate and amplify what you’ve been doing. So that’s where, in this case, we’re talking about Nike versus Adidas. Nike’s going and they’re calling their campaign the 2012 campaign. Is that associated with the Olympics, no. They’re just making it their yearly campaign. Is there a site association with the Olympics? Are there more Olympic athletes in their campaigns? Yes there is, so Adidas needs really needs to make sure that it can leverage its partners and its association. Obviously, the Olympics need to develop a bit better digital presence from a website point of view because it’s so TV focused at the moment. They need to have a destination for the fans to go, and that’s where advertisers and sponsors can get a little more lift.

FRANK: But this is where it’s fascinating for the Olympic games because they have locked down so tightly on access to information and to content, so you know, for instance, Amanda and Sean, if you owned the rights on it and you want to play a little bit of an Olympic event, say someone wins a gold medal, you can only I think take about seven or eight seconds of the event and play it, so they’re trying to lock that down, and when it comes to the digital media and social media, that’s like hurting butterflies. You can’t do it. So their mentality doesn’t really, I think, allow them to actually conceptualize what digital media and social medial are about and then use it effectively.

SEAN: And it’s been so TV focused, so they’re really focused on protecting the rights holders. NBC paid a lot of money in the U.S. and they’re trying to protect that TV audience. But four years is a long time in digital and the audience has changed and is moving. They are looking to do a lot more stuff with YouTube, but, yeah, they’re sort of playing catch up in that they’re only really running their event every four years. So major events, like the Rugby World Cup, the Soccer World Cup, the Olympics have to really assess what they’re doing from a digital point of view a long way out, and so they’re trying to bring in the social media platforms to say, ‘Help us out here,’ but I’m sure if someone went to those platforms and said we’re going to spend a whole lot of cash on your platform, I know where the twitters and Four Squares will go; they’ll go with the cash.

AMANDA: Now, Sean, one of my big bug bears is when you go to a big sporting event and you can’t get internet access. What our stadiums trying to do about the issue of getting WIFI for fans to be able to use?

SEAN: Well, yeah, and that’s going to be, again, a messy problem for the guys at LOCOG and the Olympics because the problem with stadiums is first of all they’re built to block your phone. There’s concrete and steel everywhere, and then you have a concentration of people, and smartphones are automatically draining the bandwidth that’s available, even if you’re not taking your phone out. We’ve discussed whether you’re tweeting or not, just actually having a smartphone in your pocket it’s automatically starting to drain the bandwidth as people have pushed notifications and messages are coming through. And so it’s a constant problem for all the people who are building the stadiums and people running the stadiums. AT&T Park, which is San Francisco Giants, has a very savvy tech savvy park.

FRANK: Magnificent, I’ve been there many times. Magnificent sports venue.

SEAN: And they’ve had WIFI in their stadium, which has been partly sponsored and run with partners, but it’s upward of six figures to keep that WIFI up and running, so you can see the challenges that the MCG and the ___ Stadium have in trying to deliver WIFI, and so what it’s now coming down to, the people who are building the stadiums to actually integrate the technology into the stadiums.

FRANK: Has anybody been able to do it successfully yet?

SEAN: So one that has done it successfully, and I actually just saw Rob __ from Kansas City actually tweet a picture of Livestrong Park, and it was fortunate when they built it, and they built it to be a really technology savvy park. But Google’s also running their version of the NBA and so they effectively put the hub under the stadium, so the best place to get WIFI and get into that kind of activity is actually at Livestrong Park. Maybe if the Telcos, when they’re rolling out the MBN to sort of base out of the stadiums. It makes sense. That’s where it’s obviously going to be the hot point of any traffic in Melbourne if you put it in that Olympic park precinct it might actually make sense. But it is a constant challenge, whether the fans want it for free. The sponsors want some value for it. Are you going to look at an ad because you can get WIFI? Will it come down to potentially giving over data? If you hand over your email address and marketers can email you about it, will that be enough to get you free WIFI?

FRANK: Sean Callanan is with us, our Sports Geek, and remind people where they can find you on Twitter, Sean.

SEAN: @Sportsgeekhq or @SeanCallanan or sportsgeek.co.au.

FRANK: Talking about sport and the digital world, just on that, I mean, the AFL is just pouring an absolute fortune into its own media company. It’s supposed to be taking to media in house.

SEAN: It’s gone from 15 people to 120 people in the last three minutes.

FRANK: I think that tells you everything you need to know about what they’re trying to do. So surely they are wanting to own a huge real estate in this space, and if they’re doing that, surely they’ve got to provide the infrastructure at their venues to deliver their own content. I mean it would be ridiculous to have all these people banging away on computers and tweeting away and then when you get the game done you want to be at the ground you can’t read anything that they’re writing.

SEAN: Well that is a concern that they have to provide, but it is a problem between venue operators and that’s where it’s different in the States to Australia. A lot of the teams in Australia are just tenants and are just renting out the venue for the day. So it’s really the venue operator’s issue. In the States, obviously, stadiums get built for teams. Teams have a bit bigger say in the stadium, so that’s, with the MCG for example, you’re working with the trust. You’re working with the MCC, so it’s a delicate thing. It comes down to who pays for it. So potentially, AFL might have to foot that bill.

AMANDA: Sean on the podium this week you’re looking at people who live in different sporting organizations and using the digital world quite effectively, who’s made your 1, 2, 3?

SEAN: Yes, I pretty much give these medals out because these guys helped me out this week at Adtech Sydney on my panel talking sports digital. That was a pretty good week. I actually found out from the EA Sports marketing VP that the Pope plays FIFA on the WII.

FRANK: Which team does he choose?

SEAN: So, I didn’t find out his handle, so just keep searching. If there is a handle on the FIFA called the Pope, you might…so the bronze went to Rob Squillacioti, @robsquilla who’s from the A-league and actually talked about how the A-league is moving to that same model as the AFL and improving the communication with their fans, which is an ongoing project. @mick_83, or Michael Briggs from ARU talked about how the Wallabies were developing their relationship of the Rugby World Cup and met Matt Baker or @mogulmatt on Twitter. He took the gold medal for getting Darth Vader to turn up to a game for the Bulldogs and actually got approved by George Lucas, so good work!

FRANK: That is a good one. Get on there Sean. Good day of you to talk to us again. We’ll catch you next week.

SEAN: All right guys.

FRANK: Sports Geek and digital media expert, Sean Callanan, with us here on Grandstand Breakfast.

Welcome to Facebook Harf Time

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Helped out SEN’s own Daniel Harford AKA (@HarfSerious) move his radio show which has been using Twitter to engage listeners via @HarfTimeSEN.

Here is how it unfolded on 1116 SEN yesterday.
Download MP3

As Harf Time is new to Facebook they get the new Facebook Timeline look, what do you think?

 

It was good for Harf to learn a common rookie mistake on air with leaving the “Allow anyone to add options” checked with his first question.

Sports Geek Tip:  Limit your Facebook Questions to 3 answers & definitely uncheck the option to stop smart arse responses.

Facebook Timeline Cover is key

Read the Facebook Page guidelines, especially about new Cover photos read below from guidelines.

Covers may not include:

i.    price or purchase information, such as “40% off” or “Download it on socialmusic.com”;
ii.    contact information such as a website address, email, mailing address, or information that should go in your Page’s “About” section;
iii.    references to Facebook features or actions, such as “Like” or “Share” or an arrow pointing from the cover photo to any of these features; or
iv.    calls to action, such as “Get it now” or “Tell your friends.”
Here is Sports Geek’s Facebook page now with Timeline feature, do you like it?

If you want assistance setting up & getting your team page ready for the jump to Facebook Timeline then please contact us.

Final #FollowFriday of 2011 AKA #sportsgeek2011ff

Sports Geek's who to follow on Twitter for 2011

How did I come up with this list?

I have worked, tweeted or collaborated with everyone in this list.
I pulled a majority of them from memory, if I know your Twitter handle you must be doing something right ;)
Additionally I looked at my Tweeting-With list calculated using Formulists.

I don’t usually participate in #FF on Twitter as it tends to drown out Twitter timelines every Friday with meaningless bulk recommendations. I did use a list to add quality tweeps to but have stopped updating that. I primarily engage off my lists like IRL (In Real Life), Sports Digital & Tweeting-With among others so they provide the best guide if you want to know who I am tweeting with.

These are tweeps that I recommend you follow in 2012 from varying fields – sports, digital, startups, business but all produce quality on Twitter.

It is not an exhaustive list of everyone we worked with, if you think we should add someone else or even yourself please tweet me @seancallanan or use the button below.

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List is in alphabetical order by Twitter handle, not playing favourites ;)

Sports Geek 2011 Follow Friday

Who? Twitter Why?
Anna Coates Digital & direct marketing is what Anna knows, expecting a big year in 2012 from Anna
Anthony Alsop Guy behind Richmond Tigers & started DSS which gets better every year
Alana Fisher Ran social for Aussie World Cup bid now working for Amex
Brendan Curran New comer from Sydney Thunder starting 3 weeks before Big Bash season, now he has his eye in.
Cam McHarg Marketing and sponsorship who loves his baseball
Chris Appleford 2011 was big leaving the Storm for Big Bash but now will head up Comms for Melbourne Rebels
Daniel Pinne Former @SportsGeekDI now behind the scenes at Melbourne Storm
Dan Butterly @SportzfanRadio US reporter & associate commissioner of Mountain West, long time friend.
Daniel Eade He may tease with NBL stories but is always entertaining on SportzfanRadio
Dan McLaren Started UK Sports Network now has a real job a We Are Social.
Dan Harbison Keeps TrailBlazers at the front of sports digital, sometimes works too hard to tweet
Darren Rovell Tweets about #sportzbiz all the time, now has SB Game On TV show
Dion Bennett Sports Geek intern who learned a lot (we hope) & expect bigger things in 2012 (we know)
Stephen Downes Alway has a say & Never forgets to take Twitter too seriously
John Dyson GM of new Sydney Thunder new to Twitter but working to connect with players & fans
Ed Wyatt There isnt a sport that Ed won’t comment on & he knows his stuff
Emma Quayle Age Journo, knows her footy & unlike many journos knows how to use Twitter
Erin Sharoni Works on SB Game On with Darren Rovell & is well connected with the NYC sports scene
Finn Bradshaw Keeps Herald Sun SuperFooty site up & running everytime you update your SuperCoach team.
George Rose Not sure if highlight was winning NRL with Manly or the fact he was trending worldwide on Twitter
Gus Gould NRL Footy show panelist now diving into Twitter to help Penrith Panthers.  A for effort, Gus.
Daniel Harford Former AFL player now in the media with SEN, using Twitter in shows more than others
Harry O’Brien Pulled back from 2010 form in 2011 expect Harry to be back rocking fans in Harry’s World in 2012
Heath Evans Marketing & Comms guys with AFLPA always with an opinion on #SMinOZ
Yvonne Adele Runs crowd-sourced Ideas business when not speaking at conferences
Justin Bloome Creative brain behind The Village Agency
Jeremy Monahan Does all the heavy lifting at Rabbitohs that Russell Crowe doesn’t do (so all of it really)
Jess Nichols Always running cool stuff online including @awesomefoundsyd & has hugged founders of Foursquare
Jessica Ivers Helped Manly Sea Eagles scoop the NRL awards for Social Media & Fan Engagement in 2011 look out Bulldogs fans.
John McCauley Digital guy behind MLSE which is Leafs & Raptors to start with.
Jonah Ballow Content guy from TWolves now working in NYC for Knicks, you can see him on KnicksNow.com
Jonathon Simpson Former Essendon Insider about to start at AFL Media, loves sports digital & fan engagement
Jorden Teo To use hoops terms a “swingman” runs Perth Wildcats digital as well as helping out on membership
Josh Rowe Will be at every Twitter event of 2012 aka #Totttie but as GM of Tarrazz Australia expect him to do some work too
Justin Barrie Canberra guy running @perkler check it out
Kim Skildum Reid Great resource for sponsorship – selling & buying
Kirsten Corio Back hard at work at NBA HQ keeping the NBA teams at the front of sports digital world
Kyle Spencer Was with the GS Warriors now working behind the scenes at UStream
Lewis Howes Keeps hitting it info products out of the park, reason? Quality content
Lou Imbriano Runs #sbchat & always has great insight into Winning the Customer (his book)
Scott Spiridigliozzi Works as hard for the TWolves as his last name is to spell
Lauren Teague PGA Tour has many social pieces Lauren pulls them together with no need for a caddy from New Zealand
Matt Baker GM of Marketing at Canterbury Bulldogs building a great digital team at Belmore
Nick Truelson Loves fan engagement & digital marketing expect big things from Western Bulldogs
Nick Monroe Digital guy behind Bucks.com sees plenty of Aussie traffic thanks to Andrew Bogut
Brendan Lewis Guy behind Churchill Club & several other ventures, follow his articles for great business advice
Oscar Ugaz Former Real Madrid digital guy, understands what digital fans want
Paul Dalligan Loves his NRL & has a interesting turn of phrase on Twitter and @SportzfanRadio
Peter Robert Casey The original Hoops “microblogger” if you follow NBA, NCAA, High school basketball you already follow him if not you should.
Peter Stringer Runs the digital at Celtics, spoke in Sydney this year.  Knows sports digital space
Darren Rowse Old school Twitter guy, was working with it BA (Before Ashton) understands how the blogging game works.
Rhett Bartlett Won’t get picked by Richmond under father-son but brings football & movies to Twitter game
Francis Leach Was SEN host, now with ABC Grandstand.  Doesn’t pull punches on Twitter, the way it should be.
Steve Sammartino Hard to keep him to 140 characters he knows so much stuff – startups, advertising, mobile, airplanes, you name it.
Jon Manning Launched crowd-sourced pricing solution PricingProphets.com
Sarah Brady Works for Rabbitohs but from her tweets appears to be Liz Lemon
Matthew Gepp West Coast Eagles Social Media Executioner (that’s what we’d like to see as his title) helped launched The Swoop using Sports DP
Scott Kilmartin Not sure if account actually run by @GusTheBoxer but does produce some sweet haul gear
Sean Malarkey Partner with Lewis they are LeBron & Wade duo of internet marketing (Chris Bosh not needed)
Michelle Matthews Just follow her to be jealous of her globe-trotting lifestyle putting together new Secrets guides
Shane Harmon Success of 2011 with #RWC2011, knows ticketing, social & overly competitive about Foursquare mayorships
Adam Aron New CEO & Owner of 76ers engaging fans via Twitter, we need to see more of this in 2012
Scott Pendlebury Still finding his feet with digital but one of the first Australian athletes on Tout
Christopher Lee Sports Marketing & PhD, smart guy always sharing good content
Mark Seymour Keeps the @SportzfanRadio crew in check & no longer tweets about Brett Favre
Brian Srabian The “Engager” of @sfgiants, great guy who leads the MLB in use of Twitter
Stephen Cleary Ran #Stevesjob to score a sweet intern gig with Adidas Digital, watch out 2012
Tariq Ahmad A social media researcher that shares everything he finds!  Loves location based services started @SportsShadow
Tom Nickson New Digital Dog at Western Bulldogs will be looking to see how he performs with a full pre-season
Tim Bull Helped build SportsDP & sold Trunk.ly to AVOS, quality guy
Trevor Young PR Warrior keeps producing content & has his say on everything
Mitchell Scott Producer of HarfTime on SEN always ready to comment on all things sport
Ted Johnson Expect more tweets from Ted with Rubio & Williams teaming up with Kevin Love on exciting TWolves team

Who would you send out a #FF for 2011?

Let us know in the comments or via Twitter or Facebook or even Google+

Please sign up for Sports Geek News to stay in touch in 2012

#WriteTheFuture, Foursquare Search, Amare & Steele

New form of Athlete endorsement?

Edition 5 of #BODSW, welcome to SportsGeek V2.0, what do you think?

Socceroos left for South Africa this week but it was a their Facebook page getting praise gaining 30K+ fans via #WriteTheFuture campaign. (Hat tip to @bryonycole)

Digital and social media pose biggest challenge, admits FC Barcelona CMO “We want to be pioneers in football.  This is our core business.  But we have to look what other elements interests our fans and our members.  And we realise that social networking and digital media, it is important, and we are on that.” (hat tip to @shane_harmon)

It’s always about the balls, Adidas promises more scoring and frustrated goalies at the FIFA World Cup (Thx to @khuda1)

Social Media in Small Business is Anything But Small great advice from @BrianSolis just as relevant for sports team as small business.

A nice study on time spent on social media marketing.  How much time do you spend promoting your sport or team via social media?  It is very easy to fall into “social notworking” mode, that’s why you need a strategy, start with a Sports Geek workshop!

Looking for new ways to look at Foursquare? Try 4sqSearch (via @AdamVincenzini)  While we are talking search you can now search Facebook with logging in at Open Facebook Search

Australian sports fans continue to show support for Collingwood’s Steele Sidebottom in the Name of the Year competition last week he beat Charity Beaver, this week it’s the finals against Banana Yaya. Vote now for Steele.

Best On Ground

This week’s Best On Ground goes to Phoenix Suns star Amare Stoudamire not only for his play against the LA Lakers in the NBA’s Western Conference Finals but for leveraging his Facebook fan page to sell playoff tickets to his fans.

From Darren Rovell at Athlete Social Media Value Could Be Realized Through Retail – CNBC

Through a partnership with RazorGator and a technology platform called AtCost.com, Stoudemire is currently selling playoff tickets on his own Facebook page.

YouTube Clip of the Week

Here are some funny sports commercials to liven up your Friday, enjoy!

Got your ticket yet? HUGE lineup with speakers from Real Madrid, NBA & Tottenham…

Engaging Fans & Participants in the Digital Age Sydney – Star City – July 13 & 14
Sport is Fantastic 2010 Auckland – Eden Park – July 19 & 20

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