SGP 032: Kenny Lauer on how Golden State Warriors engage fans & Fiona Green on understanding sports CRM

Kenny Lauer from Golden State Warriors (Picture credit @Warriors Instagram)Action packed Sports Geek Podcast we chat with Kenny Lauer from Golden State Warriors and from London we chat with CRM specialist Fiona Green.


Like this episode? please leave a review in iTunes.

On this podcast you’ll find out about:

  • How Kenny brought is customer strategist skills to sports
  • Why Google Hangouts is the jewel in the crown for Google+
  • How Warriors leverage their proximity to Silicon Valley
  • How the Warriors are using Oracle Arena as a petri dish
  • Why new Warriors stadium will be a living & breathing stadium where contextual computing will be the norm
  • How Warriors will use inaudible tones from stadium speakers to drive actions in mobile app
  • What Warriors are planning for their own Google Glass app
  • Why sponsors are excited with development in sports CRM industry
  • Fiona’s take on how sports industry has grown into sports business
  • what sports can learn from companies like Amazon
  • How Excel can be a CRM because it’s not about the tools
  • CRM must be driven by need not technology

Fiona Green from Winners discussed sports CRMResources from the episode

Social Media Post of the Week

Denny’s takes it out this tweet for this well-timed jab at Auburn fans.

Send in your nominations for best social media post of the week – Facebook, Twitter, Instagram, Vine… for whatever reason fan engagement, sponsorship activation, cool content….

#SBNight at HONEY

See you at #SBNight

When: 6pm January 21st
Where: HONEY Bar, 345 Clarendon Street South Melbourne

Grab your ticket at Eventbrite

Eventbrite - #SBNight Sports Business Networking Night

Interplay Media

Interplay Media sponsors #SBNight

Big thanks to James Spinks from Interplay Media for sponsoring #SBNight, we can now offer EVERY attendee a drink upon arrival to get networking underway.

SBNight sponsored by Interplay Media

Closing 2 Cents

Don’t forget the NETWORK part of Social Networking. We’ll see you at #SBNight

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Podcast transcription

Sean: Welcome to Episode 32 of the SportsGeek podcast. On today’s episode, I chat with Kenny Lauer of the Golden State Warriors on engaging fans in the stadium, using Google Hangouts, and how to design a stadium for the future.

Then we jump across the pond to London, chat to Fiona Green on CRM, fan engagement, and understanding data.

DJ Joel: Welcome to the SportsGeek podcast, the podcast built for sports digital and sports business professionals. And now, here’s your host, who’s reading your Tweets right now, Sean Callanan.

Sean: Thanks, DJ Joel. That’s right. Send in your Tweets, either to myself, Sean Callanan, @SeanCallanan; or to Sports Geek, @SportsGeek. And one thing you will see is a lot of Tweets for SB Night. That’s the hash-tag for our Sports Business Networking Night that we’re having on Tuesday, the 21st of January.

As everyone is starting to come back to work, I expect more people to be signing up for that. So go to It’ll be at Honey Bar, who always provide a great venue for our events.

And a big thank you to James Spinks from Interplay Media for sponsoring the event. That allows us to offer everybody who attends a free drink upon arrival, which should help get the networking started.

Big show today; I’ve got two really good interviews, so I want to really get cracking. We go around the world, like we did in the last episode, where we went to Finland and Kansas City. Today we got to San Francisco and to London.

My first interview is with Kenny Lauer, the VP of Digital and Marketing at the Warriors. And then we cross over to London to catch up with Fiona Green, from Winners, who has vast experience in the sports CRM space.

But first, here’s my chat with Kenny Lauer from the Golden State Warriors.

I’m very pleased to welcome Kenny Lauer, the Vice President of Digital and Marketing at the Golden State Warriors to the SportsGeek podcast. Welcome, Kenny.

Kenny: Thank you. I’m glad to be here, excited to have an opportunity to chat with you, Sean.

Sean: You started the role in September 23rd, if LinkedIn has it correct. Can you tell me a little bit about your role and your background, from a digital and a marketing point-of-view?

Kenny: Well, the interesting thing is my background is really as a customer strategist, to really understand how to use the technologies to engage customers, and, in this case, fans. So a lot of my background was more traditional in that more of a consulting role.

I worked with a company called Peppers and Rogers Group, who coined the term “one-to-one marketing”. I worked with KPG in traditional consulting. Started my career at Apple as an evangelist. So I’ve been involved with technology and the use of technology to engage customers, or engage fans, for most of my career.

Most recently, before joining the Warriors, I ran a global digital practice for one of the largest in the world experience marketing agencies. My primary role was the threading and integration of digital experiences into live or physical experiences.

So when I had the opportunity to come to the Warriors with an amazing ownership that believes in story-telling and believes in entrepreneurialism, with raving fans, and the ability to test in that arena, and then build out a new arena in San Francisco, was just something I couldn’t pass up.

Sean: Yes, and that’s the beauty of what draws so many people into sports. You’ve got those fans; I like to call them sports fans. In the digital point-of-view, I steal Seth Godin’s line, “positive deviants”.

Kenny: Yes, yes.

Sean: Because I think that’s a really great way of describing sports fans. And then the other side of it, is sports is a great story-telling platform, overall, because there is so much content coming at you, all the time. You’ve got so many options ahead of you.

I wanted to talk to you a little bit about something you did in the pre-season. I was lucky enough to be involved in Warriors Live. You did a live Google Hangout from a Golden State Warriors practice in the pre-season. You had Mark Jackson mic’d up, and you had your TV crew there, and you had a few people also joining the Hangout. I joined all the way from Melbourne.

Do you want to give us a bit of background on, one, that activation, and also the response you had from your fans?

Kenny: Yes, absolutely. This was an opportunity for us to try an experiment that hadn’t been done yet to really blend the physical world and the virtual world, and use some technology to really, with all due respect, allow more visibility, more access for our fans to see what happens at a typical practice.

We teamed up with Google to do this. As you know, we used Google Hangout, which, for those who don’t know, is really a tool …

Sean: It’s a live-stream, Google+’s live-streaming product.

Kenny: Yes, that’s right.

Sean: I guess, the jury’s still out on Google+ as a complete platform, but if you’re looking at their jewel in their crown, it is Google Hangouts. By and large, it works. You point a camera at multiple people, and they can have a conversation.

But I think the way that you guys did it for Warriors Live was really good, because it was engaging content that was happening on the court. Where you could choose the vision, say, “I want to watch the court”, but you also had the banter happening, underneath.

Kenny: That’s exactly right. We specifically picked individuals whom we knew would comment, and would be engaging, while in parallel, streaming what was happening on the court. And it was an incredible success.

It took a lot of planning; we really needed Google’s help to do it. But the overall feedback from the fans, which was most important to us, was overwhelmingly positive.

Now, there were things we learned, and things that we could do better. We had special privileges from both Google and from NBA to do an open practice like this. But we would do it again in a second, because of the feedback that we got.

Sean: One of the advantages of being at Golden State is being so close to Silicon Valley. Does being so close to all the tech companies, and the hottest things happening in tech, does that have its advantages for the Warriors?

Kenny: Yes, absolutely. We are 15 to 20 miles from the three largest social media companies in the world. We are the basketball team in the Bay Area. That presents unique opportunities for us.

In fact, we are in talks right now and trying things with Facebook, with Google, with Instagram. We also have the ability to access such an amazing wealth of entrepreneurial efforts that are happening in San Francisco and in the Valley. It really presents a unique opportunity for us to truly be innovative in terms of how we change, evolve, and truly excel in the fan experience.

A lot of it is because we have ownership that is open to that, and giving us a runway to do that. We’ve got people onboard who know what to do with that information. And we’re, as you said, clearly situated geographically in a desirable place to be able to actually do that. It’s really a perfect storm.

Sean: Yes, I completely agree. I was lucky enough to go to a Warriors game, back in March. Kevan Akers, who sets up all the tech and makes sure that the fans can actually connect and share their experience at Oracle Arena, he’s done a great job at setting up the Wi-Fi, there.

You’ve really done a really good job of trying to integrate the social and the digital experience at the games. You really do want people to check in. You know, I tell all my clients about the Warriors’ check-in desk and how effective that’s been.

Kenny: It’s crazy, yes.

Sean: Just from a giveaways point-of-view. But it really, like promoting that FOMO, the fear of missing out, you know, fans do want to brag that they’re at a Warriors game. And if they can do that with an Instagram picture of a foam finger, all the better.

You talking of fan experience, if you want to double that up, into Oracle Arena. What do you want to do in Oracle Arena? And then how can you explode that, and make that even better in the new arena?

Kenny: We are already doing quite a bit in the Arena. We are really looking at, I think as I mentioned before, the Oracle Arena as a petri dish, to be able to really try out new technologies.

We have the kinds of fans, which I love, raving passionate fans, but also those who want to be part of these experiments. They want to try certain things, to see how they work. Remember, they live and work in the Bay Area as well.

We are already, obviously, are doing a lot with Twitter; we’re doing a lot with Instagram, obviously, the Facebook check-in, where we really can tap into the tribal nature, and the feeling of that belonging that fans have.

But we’re also looking at extending things, using different ways to engage people with our app. We’re in the process of testing out inaudible tones coming out of our speakers to drive certain things on the app.

Sean: Oh, wow.

Kenny: Yes, it’s really unbelievable. Because, and to your point, Kevan Akers is a master in helping us enable what we need to do, within the arena, with Wi-Fi. But this particular instantiation of an experience doesn’t require Wi-Fi, because we’re using little sound chunks that will come out of our speaker system, which we have plenty of speakers, to drive different sorts of experiences.

We are also, and this came through an unique opportunity with one of our owners and an entrepreneurial effort, creating a tool that allows for multiple video feeds, multiple content, both live and pre-programmed, to come to your mobile device. And allow you to be able to click on different ways, different cameras, to see within the arena, different content mechanisms.

Sean: Will that be geo-fence? So only fans that are at the venue to sort of, again, amp up that live experience?

Kenny: Yes.

Sean: So if you want to be at the game, obviously, it’s an amazing experience. Everyone’s screaming for almost the whole 48 minutes of the Warriors game. It’s almost a college-like atmosphere.

But if you want to pull up a vision, down in the tunnels, or on the practice courts, or from the bench, you’ll only be able to get that from the stadium, using the geo-fencing technology there?

Kenny: Yes, that’s exactly right, absolutely doing that. We are also doing a test, in fact, in the next week, with Google Glass. It’s not really of interest to me to use Google Glass as a PR stunt or to get press. It’s more about, “How can we actually improve the fan experience?

So our app, which is designed by YinzCam, we’re the first NBA team to actually have a Google Glass app created. And we are testing it out in some specific areas in our arena, where they will actually get an augmented experience while they are wearing the Glass as a way to really test, “How can we offer more to our fans?”

Again, even within the arena, we’re looking at how to use contextual awareness. I know, Sean, you’ve probably heard of the use of beacons and sensors.

Sean: Yes.

Kenny: All of this is going to be incredibly relevant when we move over to the new Arena we’re going to create. This new arena is going to be a living, breathing arena. It’s going to have ubiquitous computing, and it’s going to be very relevant to everyone who is actually coming to a game or an event, or even if you’re just coming to experience it and there’s nothing going on in the arena.

Sean: That’s the exciting thing for tech geeks, like you, and Kevan, and Kevin Cote, who is now activating the Digital. It’s like you’re now planning a stadium for technology that people don’t yet have, or it’s not yet adopted. So things like wearables, and context computing, which is the trend.

I’ve already spoken about Robert Scoble’s latest book, “The Age of Context”. That is where everyone’s going to be heading. Whether it’s the current vision that we see Google Glass, and we see, I think they’ve termed, “Glass Halls”, where people are walking around with Google Glass. We won’t be talking about that version of Google Glass.

Kenny: No.

Sean: It will be far more integrated. And they won’t be abnormal; they’ll be the norm. Whether it’s that, or the technology in our phones that enable us. Even just yesterday, I saw there’s an Android up-writing system that has that contextual awareness. So when you’re in the gym, the whole phone changes, and only just shows your gym apps. It’s called Aviator. And when you’re traveling, it shows you Google Maps, and it shows you all the different traveling apps. Even our phones are getting that contextual smartness about them.

So moving into a stadium where you’re trying to plan, you know we’ve had five years of smartphones doubling the amount of data down every 18 months. That’s a big issue that you’ve got to face in designing this new stadium.

Kenny: Yes, absolutely. I was one of the early reviewers of Robert and Shel’s book. I think they hit on a lot of things that are right on. To me, the most important word is “relevancy”.

We can get caught up in a whole bunch of technology and, believe me, I’m the first to be an early adopter. I was on the first wave at Apple Newton. For me, it really is about relevancy. Which then moves to, “Okay, how do we drive certain behavior?” Then, “How does that behavior drive value?”

This toolbox of things that we can pull, when we start to think about things we want to do. We look at, “What is the behavior we want to drive?” And then we dive into our toolbox and say, “Oh, we can use Twitter, we can use some sensors, we can use an inaudible tone. We can use second screen.”

Remember, we’re not only just focusing on the fans that are in the arena; we are looking at, and currently working with Comcast, right now, on how to deepen engagement through second screen, through those fans who are experiencing our game remotely, watching TV.

Sean: That is a jewel focus, both of the team, but also your digital team. You really want to be promoting the live event and how great it is at the live event. But, yes, you’ve still got the majority of people are following a lot of things social.

I guess, even 18 months ago, a lot of our social content that was going out was for the person on the couch, because the person in the stadium couldn’t get that content. Now we’re serving two audiences, because the person in the stadium, if they choose, can get that content.

But I tend to agree, to a certain degree, with Mark Cuban’s remarks of, “If you’re at a game, you should be entertained by the game.” So there’s a mix, there, where you want the fans to be taking their Instagram shot, or pulling that vine when the slam-dunk and the trampolines come out.

But when they’re in the game, Warriors games are like that, they’re very much focused on the game. So it’s a bit of getting a mix of engaging that digital fan at the stadium, but then also making sure that the fan on the couch or in the sports bar is getting as much information as they can get possible.

Kenny: That’s something, Sean. When we get together, we can debate back-and-forth around Mark’s comments. I found those very interesting.

Sean: What’s your stance?

Kenny: I can see where Mark is coming from. And, to tell you the truth, that is not unlike some of the comments in the corporate space, which is, “I want people looking at the person on stage and not engaging with whatever they’re holding on their lap. I want a lean-back, more a lean-back, maybe not a lean-in experience.”

What I find is that when you allow the fan to choose the experience that is going to deliver the best value to them, is going to allow them to align themselves with what the customer profile, whether they’re into: stats, maybe they’re into video replays. Allow them to slot themselves into that.

If you offer that opportunity, what you find is that the overall experience when they walk out is, “I had a great time.” Which is, to me, what my goal is. I want them to be in that arena, and this goes back to Mihaly’s book on flow, which you’re probably aware of.

Sean: Yes.

Kenny: Which is to create an optimal experience where, in a sense, the rest of the world falls away. That’s what I want to create when these fans are watching and immersed in our game. Many of them are already looking down. What I would like them to be doing is looking down and deepening the engagement in something that is happening right in front of them, than checking email, or doing something else.

Now I do understand the cadence of basketball, for example, versus baseball, where you have a lot more downtime, requires a whole different treatment on how you do that. Which is one of the challenges that we always have as a team. We have very small amounts of time to actually engage. So you do have to take that seriously, and you have to make sure that you own that, on behalf of the fan. But I believe it’s not one or the other.

Sean: Yes, I think the key point, and I think that’s probably an extension of Mark Cuban’s one, is that it’s what the fan wants. It’s the experience that they want, and you need to be able to deliver that. So I think I understand Mark’s point because, as a sports fan, when I’m not just SportsGeek, and I’m a sports fan, I like to consume the game and have that envelop me.

Like you just said, “have the rest of the world fall away,” because I am so in on the live experience, whether the live experience is at a football game, or a basketball game or a music concert.

Whereas, other people, and you see it every time, who are at a concert or a game, their live experience is either on their phone or through their phone. A lot of times they’re taking shots, or SnapShotting, or Tweeting, or texting with someone, either on the other side of the stadium or at home. That’s how their experience is. So I think that is an extension on that, and building it for all those different types of fans that you have in your Arena.

Kenny: I agree. I think this is going to be something that’s going to continue to evolve. We’re getting more research; we’ve already got a tremendous amount of research that says that most multi-screen behavior is involved in unrelated activities.

But now, we’re even getting more where we’re overlaying that. There was just a new study that came out that said one in four TV viewers use second screen to simultaneously watch more video.

So, how do you start to really look at these trends? You get what I call the “quiet signals” or the “early signals” so that you can evolve. And keep in mind, for us, we have a dual purpose. We absolutely want to maximize the experience in the Oracle Arena.

In addition to that, we are also looking at the trends and trying to understand, “What is the fan experience going to be like when we light this up in 2017?” When we light it up in 2017, in San Francisco, how do we make sure that it’s not already out-of-date? That it’s put in, it’s scalable, and it enables the fans to really experience things over the next decade or so. But just listen to what we’re talking about; it’s incredible.

Sean: Exactly, it sounds like there might be a panel discussion at SEAT in Miami. I’m sure it will fire a few people up.

Kenny: Count me in.

Sean: One question I did want to ask you. You’ve recently had a trip to China. You’ve opened up some accounts on Weibo. Do you want to give us a little bit of background on, one, how that trip went, and how your efforts are going, sort of pushing in to things like using things like Weibo and reaching that Chinese market?

Kenny: Yes, absolutely. The trip was phenomenal for us. It happened relatively quickly after I joined. I only fully appreciated it as I experienced, remotely, what was going on over there. Not only was there a tremendous amount of excitement but Kevin Cote, who leads our Digital effort, did a phenomenal job at creating the right online presence to be able to support that trip.

We localized, launched an entire site in Chinese. We are one of just a few teams to have a Weibo account. And we have continued to develop that relationship with everyone who is following us on Weibo.

In fact, as part of an All-Star campaign, we did a Weibo chat with Curry, and it was phenomenal. I think what this shows is when you find opportunities where you have a fan base, the value of communicating in their language, and understanding their customs, and understanding what resonates with them, not unlike as you create profiles for your different customers, say, in the US.

It’s just incredibly, incredibly powerful. We have a huge base, and we’re definitely leveraging that for the All-Star vote. We just got the latest numbers, and Curry is number two. We believe that has a significant amount to do with it as well.

Sean: Terrific. You obviously will be getting lots of votes from Australia, now that Andrew Bogut is on the court there.

Kenny: Yes.

Sean: I do remember the guys from the back said that we’re getting unusual amounts of traffic from Australia when Andrew Bogut was with the Bucks. But now he’s with a West Coast and a time-friendly team. There are definitely a fair few Aussies watching the Warriors, one, because it’s exciting team, and then the Andrew Bogut-Stephen Curry alley-oop, off the backboard, was on the news the other night.

Kenny: Yes, great.

Sean: Any time the Warriors are on a bit of a tear, you’re always going to get a bit of press in Australia. Well, Kenny, I know you’ve got to head off to another meeting. Thank you very much for joining me. I’m looking forward to catching up with you in Miami for the SEAT Conference. We can have a chat a little bit further, and maybe discuss the multi-screen environment and Mark Cuban’s comments on a panel, too. So I look forward to catching up then.

Kenny: Thank you, Sean. I look forward to it as well. I appreciate the time.

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Sean: Thanks, again, to Kenny for joining me on the podcast. Really good insights, especially on his experience as a customer strategist, and what he’s bringing to the sports space, and really focusing on the fan engagement.

I’m really, super-interested to see what the new stadium is going to be, especially with all the contextual components of it. The Google Glass app and all those kinds of things that will develop I’m sure will actually, probably, be a discussion point. I’m very pleased to have Kenny join the Digital Steering Committee for SEAT. It will be good to catch up with him in Miami.

My next guest is Fiona Green, from the UK. And thanks to [Bez] for suggesting Fiona. We’ve been following Fiona for a few years on Twitter, so here is our chat about the world of sports and CRM.

Sean: I am very pleased to have on SportsGeek podcast this week, all the way from the UK, and I promise not the mention the cricket in the Ashes, but I’ve already done it in the intro. Fiona Green, from Winners, they are a CRM and business intelligence consultancy out of the UK. Fiona, welcome to the podcast.

Fiona: Thank you very much for having me. And, yes, you did promise me you weren’t going to talk about the cricket, but let’s leave it at that and move on.

Sean: Yes, I really couldn’t. I really couldn’t after the five-nil whitewash, but I will stop there.

Fiona: Thank you.

Sean: For people who don’t know Fiona, @FionaGreen66 on Twitter. And you’re from Winners, which is @WinnersCRM. Do you want to give us a bit of background of your background in the sports business industry?

Fiona: Yes, sure. I’ve been involved in the sports marketing industry, gosh, for a long time, over 26 years, actually. I’ve spent the majority of my time representing rights holders with their intellectual property, primarily sponsorship, media, and licensing.

I think it was about three years ago, now, that I stepped in to the world of CRM. I just think this is such a right time for sports organizations to be embracing CRM to its fullest. We’re probably a bit behind, actually. Certainly when you think about what’s going on in America.

I think it’s down to the fact that ten, 15 years ago, we’d open our gates and people would come. Of course, we don’t have that luxury anymore. Taking what I’ve learned over the 20-odd years with rights holders, and now applying the principles of CRM that businesses like Amazon have been doing for many, many years.

Sean: Yes, definitely. I think sports has really dived into the CRM space. I’ve definitely seen that with my involvement with the guys at SEAT. Guys like Russell Scibetti at the Jets, and the stuff that they’re doing, and the guys whom I’m meeting in the CRM track of SEAT.

It’s understanding the fan and getting that 360-degree view of the fan is something that sports is now getting a hold of. That things like retail, the hotel and hospitality industry, the travel industry, they’ve been all over that for 15 years, or so. Now, sports has realized, “Well, we’ve got these people who are turning up to stadiums; there is so much information we can get about them. What can we now do with them?”

Fiona: It’s staggering. As you just mentioned, the financial services industry, the telco industry, the travel industry, they’ve been using CRM for years. But they’re also sports’ biggest partners, sports’ biggest sponsors.

At the moment, we’re just doing a piece on the role of CRM in sponsorship. Again, it’s staggering that none of our sponsors, people like Visa and MasterCard who have grown out of CRM, have turned to any of their sports properties and said, “What are you doing about CRM?”

But the minute the sports rights holders go to their sponsors and say, “We are now embracing CRM,” the sponsors get excited Because they know this is the way to go, understanding their customers, understanding the fan base, identifying them, and being able to relate with them in a way that’s meaningful and relevant for them.

Sean: I think, too, rights holders are now getting a bit of a handle on the value of the data that they do have. They’re not just selling signage rights; they’re not just selling logo spots on stadiums, or jerseys. The access to the data, and better understanding of the data, is something that the sponsors have always wanted, and sports are now getting better at integrating that into their offerings.

Fiona: Yes, you’re absolutely right. But I don’t feel it’s a criticism of the sports industry. Because the way I look at it is, for example, we specialize in the football industry, the soccer industry. This industry has been around for, I don’t know, 150 years, or so. So they grew up in an environment where all they had to think about was getting those three points on a Saturday afternoon.

Of course, now, fast-forward to the 21st century, and it’s so much more than that. It’s growing the sport. It’s entertaining. People are so used to being entertained 24/7; they’re so used to having multiple screens from where to get their information.

I think that’s why the sports industry has been a lot slower. We talk about Amazon as being the best representatives of CRM. They grew up in the Technical Age, the Technology Age. was all about technology.

That’s why I feel the sports rights world is only just now waking up to the power of their data and understanding how to use it.

Sean: I think the other thing, from the sports point-of-view, and again, it wasn’t a criticism, it’s also the fact that the infrastructure has now been put in place for them to be able to get that data. So we’re getting season tickets that are getting smarter, that have more tracking ability in them.

But then, we’re also looking at the stadiums currently getting more up-to-speed, from an infrastructure point-of-view, which makes it far more valuable from a CRM point-of-view.

I only have my reference point of going to the SEAT Conference in 2011. The big discussion was, “How do we get Wi-Fi solved? How do we sell [DAS]? How do we make sure more fans can get connected?” That was a really big discussion point in 2011, but by 2013, it was seen as, “It’s a necessity.” Wi-Fi and those kinds of things are a must for stadiums. We’re seeing rollouts now, and in the next 18 months, where more stadiums will have capacity for fans.

From a CRM and business intelligence point-of-view, what do you think the opportunities are in the market for the CRM specialist for all that data that’s coming in from the stadiums?

Fiona: I’ll come back to that issue about stadiums in a second, but I just want to go back to something that you started this segment of the conversation with. That was about technology. I have to say that as a consultancy, an agency, we take quite a specific stance on technology.

We say, “CRM is not about technology. Yes, the best technology, the best software, can help you be CRM-mature more efficiently. It can help you achieve things, perhaps at a greater pace.” But we don’t want sports rights holders to be scared away from implementing CRM because of the fear of technology.

Nor do we want sports rights holders to be sold technology by a slick, software salesman, because technology is only one element of CRM. If you’re talking about a sports club that’s got, I don’t know, a capacity of 10,000, and a membership of 5,000, they don’t really want to be invested in technology. They can get away with mining their data in Excel. They can get away with some of the simple applications out there.

Sean: Oh, yes, I completely agree with that. The technology is really just the tool. And, I guess, CRM comes across multiple spectrums. There are still a lot of people, even the ones whom I’ve spoken to, who are using high-end CRM, but who are still doing some data dumps, and mining that data in tools like Excel.

Fiona: Yes, exactly.

Sean: You don’t have to be at that super-high-end solution. A lot of the pro teams are moving that way. But along all the different scales, there are definitely CRM solutions that are in that space for different price points along the way.

Fiona: You’re absolutely right. So, our view is the technology has to be driven by your need and your objectives. You can never let you CRM decisions be driven by the technology; it has to be the other way around.

Back to your question about stadium. For me, it’s all about the customer experience, obviously. There are massive debates going on about whether stadiums are missing out, because the TV broadcast quality is so high that people prefer to stay at home.

The benefit of having a network stadium and being to collect or, more importantly, utilize already collected in the stadium, is to get messages to people, for a start, telling them what’s going on, telling them where they need to be, telling them, I don’t know, if they’re selling out of beer and pies in the concession stands. Telling them that there’s a special offer on the new home jersey in the souvenir shop, giving them an opportunity to buy a ticket to next week’s game because somebody scored a goal and won a high.

But it’s not just that. It’s about the fact that watching a match, watching an event on its own, is no longer sufficient for people. They want more entertainment. They want to access the Internet and find some statistics related to what they’re watching. They want to place a bet. They want to SnapChat with their friend who’s sitting in the stadium on the other side. That’s why the network stadiums are so important.

What you can do with your CRM data is acquire more data during the match that will help feed your insight, and to build your customers’ profiles. But it also allows you to communicate with them in a way that’s relevant.

CRM, for us, is really basic. It’s about getting the right message to the right people at the right time. You can’t do that on a match-day environment, unless you’ve got a network stadium.

Sean: Yes, definitely. And I think the other thing that I definitely saw, helping at the SCG in the last test match, the fact that they had the new stadium. I’m sorry, not the new stadium, but the new stands, at the SCG. The Bradman and Noble stands were added, and those stands were serviced with the new Wi-Fi.

It was the first rollout of, I think it’s a Cisco implementation to the stadium. And just the fact that they had, I guess, lessened the load on the 3-and 4G networks opened up the rest of the stadium to be able to Tweet and post and share Instagrams, and consume content.

We were able to send them a video, saying, “Oh, do you remember this great moment from the previous match?”

Fiona: Yes, yes.

Sean: They were able to consume it. And you just realize how much the fans love it. I was seeing in the SCG’s feed that fans were taking speed tests of the Wi-Fi, SnapShotting the photo, and sending it out. It just shows you how much fans love it.

Even last night, I was at Rod Laver Arena, and my girlfriend was trying to check in. The 3G and the 4G were getting a bit stressed, and she was getting the shakes because she couldn’t check in to say that she was watching Roger Federer. It’s become a necessity now, because you are trying to rival that in-home experience.

Fiona: What’s the business model down at the SCG because, for me, this is the thing that’s stopping the sports rights holders being more ambitious with the Wi-Fi. It’s the fact that they’re afraid of the install costs, yet, of course, we all know that there are providers out there that will do it with no cap-ex, no investment from the rights holders at all. But that’s another matter.

People are nervous that nobody is yet producing their results and showing people how much more merchandise they’ve sold, or how much more betting, or how much more content was consumed, etc. What was the model at the SCG?

Sean: Yes, it’s still a work in progress. I don’t have all the numbers, but I’m planning to catch up with the team at SCG in a future podcast. For the last 18 months or two years, there has been a bit of a standoff on the “who pays”. There are a couple of different ways that it happens.

It’s actually in the best interest for most of the telcos, and I’ve seen this is some of the stadiums in the US, for the telco to implement the Wi-Fi and the data, for instance, that usually would be on your mobile plan. It’s actually cheaper for the mobile operators to actually put you through their Wi-Fi. It’s less stress on their network, and it’s actually cheaper for the mobile operator.

That’s one that I’ve seen. I’m not quite sure of the full details of what Sysco has done at the SCG, because they’ve done deals with a few stadiums here. It’s sort of been rolled into most of the upgrades around stadiums, and it just becomes a must-have thing.

Fiona: The leaders over here, in Europe or, more importantly, in the UK, their model, and there are various agencies doing it in partnership with Sysco, actually, is to go to the rights holder and say, “Okay, it’s going to cost X-hundred thousand, or even X-hundred million to build a Wi-Fi network dedicated to your match-day experience. But you don’t have to pay us for that. You’ve just got to let us sell advertising, commercialize your data, link in the gambling companies, et cetera, and once we’ve paid off the hardware costs, we do a revenue share.” That’s the type of model that seems to be prevailing over here.

But it’s one of those things that they’re sitting and waiting to see. Glasgow Celtic, up in Glasgow, they’ve leapt in. They’re doing it. We’re all watching with bated breath, and waiting to see what happens there.

Liverpool have done it in the same way that SCG have; they’ve got one stand that’s Wi-Fied up. But of course, they haven’t had to enter into any sort of rights barter; they’ve just paid for the installation. Because, of course, they can. Yes, there are a number of different business models floating around.

Yes, it’s all about enhancing the game-day experience for the fans, but also about acquiring more data to help you leverage better, on non-match days.

Sean: The other question I had, one of the hot terms from the last 18 months has been “big data” in the fact there is so much data out there. How do you sift through all of that data, as a CRM specialist, to say, “What’s the data we should be focusing on?”

Fiona: Firstly, when I see people talk about big data in sports, I think, “Yes, you can talk about big data when it comes to the participation, when it comes to the statistics.” The pace of the ball and the player body temperature, and the speed, et cetera, I’m not convinced we have big data when it comes to the marketing and commercial aspects.

The data that sports orgs need to be focusing on, for CRM commercial purposes, of course, is contact data. That’s your number one aspect.

Sean: Yes.

Fiona: Is demographic data. Behavioral data, both online and offline. Socio-economic data. I guess that falls into demographic. Transactional data. Lifestyle data. It’s stuff that’s going to allow you to identify, to put it crudely, what sort of things you can sell to them, what sort of things they’re interested in.

Also, of course, as we mentioned earlier, what sort of people your sponsors are interested in. We’re just writing a piece at the moment; we’re saying, “You know, if you’re Superdry,” I’m sure you’re familiar with that clothing, but “if you’re Superdry, a men’s darts team does not want to be contacting Superdry, asking for sponsorship.” Because the target demographics just don’t work, don’t match each other.

They need to be getting the type of data, and using the type of data that will allow them to communicate in a meaningful way. And also go out and find partnerships with broadcasters and corporate sponsors.

We take a very simple view. There is no much data out there, as you know, as you’ve already mentioned, so we use the term, “single-customer view”. I don’t know if you’re familiar with that.

Sean: Yes.

Fiona: Yes, okay. Our view is the single-customer view is not all the data you have about all your customers; it’s the data that you need to achieve your CRM objectives. Of course, those objectives will continue to change, and grow, and move, as your business develops, as technology develops.

Sean: Yes, and they’ll be different for every team. There will be teams that are sold-out, that have a waiting list, that have a different objective than a team that’s still trying to fill out a new stadium, that just might be starting out and they’re trying to sell single-game tickets.

Or there will be other teams that will be trying to fill out their season ticket, or their membership lists, as we would call it in Australia. So it all comes down to what your objectives are.

Fiona: Yes, absolutely. So we say, “Take your single-customer view, your very first starting point is objectives, and then you work it back from there.” And that’s where you end up with your question on data, “What data do you need to achieve your objectives?”

And it will vary, as you said, for every sports organization, for every different sport, for different size of venues, et cetera. For example, Man United, they’re in this fantastic position, where they’ve got fans all over the world, a global fan base. So their needs are to find out about people in Indonesia.

Well, unfortunately, Portsmouth Town don’t need to know what’s going on in Indonesia. So, yes, it’s very much based on the individual property and what their objectives are.

Sean: I just wanted to finish up with one. There’s a little cartoon you’ve got on your website, which I see. It’s very similar to the world that we work in, in the digital and the social space. It’s one around the cultural silos in the workspace and how CRM fits.

We see the same thing, because digital and social sort of touches all departments. CRM is a little bit the same in that it’s of use to everybody, but for a little time there, it didn’t have a home.

That’s obviously changing now that there are dedicated CRM departments. But it’s still something that CRM is sort of the glue of an organization, to a certain degree.

Fiona: Yes, again, our view is that CRM needs to be sponsored at the organizational level. It need to be bought into and accepted at a senior management level. There’s always going to be a specific department that will tend to drive it and lead it.

Of course, it’s natural that it might be a marketing department, marketing/sales/comms commercial. But, yes, it’s relevant across all departments in a sports organization.

The way we advise our clients to deal with the cultural silos, and this is really, really easy to achieve with CRM as it is with digital media applications, is to find some quick wins. For example, if you’ve got either departments, or individuals, and sometimes it can boil down to personalities, if you’re got either individuals or departments, that are all standing there with their arms folded, saying, “No, no, no, we don’t buy into this whole CRM thing,” get an objective from them and do something sharp and snappy, that can quickly help them understand how impactful CRM can be.

For example, if you’re thinking about your participation department, say you’re got a sports team that is all about growing participation. They want to put on a summer camp and they’re not getting enough traction. They’re not getting enough interest.

Go to your participation department, say, “Okay, let me take your database. Let me communicate with them. Let me figure out who’s relevant to this, from a geographic, from a gender, from an age standpoint. And let me tell them all about your participation camp and see what happens.”

It’s those types of quick wins, using some very basic CRM principles that we believe will help break down those cultural silos.

Sean: Well, thank you very much for the chat today. Just for the listeners, where can we find you, and Winners, on the Internet?

Fiona: Our URL is That’s WinnersFDD, for Fiona Dan Darren. But as you said, it’s @FionaGreen66 on Twitter. And our LinkedIn group is Sports CRM and Business Intelligence. So if you do a search in LinkedIn, you’ll find us there.

Some great conversations going on in our LinkedIn group. And I’d love to have more members getting involved.

Sean: Not a problem. All of those links will be in the show notes for this podcast. Thank you very much for joining me today. I’ll actually be over in London and Europe for a bit of a tour, and a bit of a holiday, a bit of both. So maybe we’ll be able to catch up when I’m there in May.

Fiona: Great. Looking forward to meeting you, Sean. Thank you very much indeed.

Sean: Cheers.

Announcer: Did you know SportsGeek podcast has listeners in over 35 countries? Thank you for sharing.

Sean: Thank you, again, Fiona, for joining me. Apologies for a little bit of a technical mishap with the audio. It was a little bit scratchy. I tried my best to clean up the audio with Fiona’s interview, there. But it was really good to have some insight on the sports CRM market in the UK and how especially the football teams are using it.

Fiona is very much in the thick of things, all things football. We’ll probably catch up with her again with her thoughts on sports CRM. And definitely check out their LinkedIn group. There will be link in the show notes to their LinkedIn group. A really vibrant conversation around all things sports CRM and business intelligence.

Another reminder, Sports Business Night. Tuesday, the 21st of January, at Honey. That will be Now, that would be “Sounds of the Game.” That’s not applause for me or the podcast. That’s actually from the Roger Federer and Friends Night.

It was a fun night to see both Roger Federer and Rod Laver on the actual arena that it’s named after. Two greats of the game. If you’re at a game this weekend, or any weekend, for that matter, or during the week, take your phone out, record some of the sounds of the game. Send them to me I’d love to include them.

This week’s Social Media Post of the Week comes from the BCS Championship Game. I’m going to give this one to Denny’s diner. Denny’s diner trolled the Auburn fans with a single Tweet. “If it’s any consolation, Auburn fans, there are 47 chances to win on the way home.” And they mapped out where every, single Denny’s was, on the way home.

Not bad; they got nearly 6,500 retweets for that one. It just shows you the usefulness of doing a bit of planning. I’m sure they would have had one set up for either team. So congrats to Denny’s.

Okay. That’s the clock wind-up. That’s to tell me to wind up this episode, dedicate it, and get out of the show. This is Episode 32 of the podcast. That means, for me, it only means one thing. I did have a few nominations from a few people tweeting in, a few AFL fans Tweeting in Travis Cloke, Tim Watson. NFL, Bo Jackson. Baseball, Sandy Koufax, Jim Brown.

But for me, I can only dedicate this episode to one man, and that would be the Magic Man, Earvin Magic Johnson. You can get the show notes at

And that’s the signal for the closing two cents. “Don’t forget the network part of social networking.” We’ll see you on SB Night.

Announcer: Please leave a review on iTunes. Go to Find all Sports Geek podcasts at

Want to maximize returns from your digital team? Contact Sports Geek about Content and Commercialization Workshop. Thank for listening to the Sports Geek podcast.

SGP 028: Humour & Twitter, Social Media Year in Review & why Snapchat is not worth it

Sports Geek says Snapchat is not worth the effortCricket takes the headlines again this week but unfortunately for the wrong reasons with a poor tweet offending Indian cricket fans.  We chat with Francis Leach on ABC Grandstand about that tweet and what options teams have when advertising on social media.  We look back at the Year that was on Facebook & Twitter.  I explain why Snapchat is not the right platform for sports and why you shouldn’t bother with it.


Like this episode? please leave a review in iTunes.

On this podcast you’ll find out about:

  • Steps you should take to avoid social media mistakes
  • What ad options may work for your team
  • How Facebook and Twitter thought 2013 went
  • Why Snapchat is not the right platform for sports
  • Why return on effort is super important

Resources from the episode

Key Facebook Topics for 2013

New Sports Geek Office

We have moved to South Yarra (15 Simmons St), stop by for a chat or a game, here is the foyer. New Sports Geek Office Foyer

Social Media Post of the Week

Forgot to mention it on the podcast but loved the work of the @Dodgers taking over the @LAKings Twitter account.  Please tweet in your nominations for social media post of the week to @SportsGeek or @seancallanan.

Closing 2 Cents

Snapchat not worth it for sports

Listening via iTunes?

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: Good day, and welcome to episode 28 of the Sports Geek Podcast. On today’s episode we look at humor and Twitter. Where’s that line, again? And we look back at the year that was on Facebook and Twitter, and I’ll tell you why Snapchat is the worst idea for sports.

DJ Joel: Welcome to the Sports Geek Podcast, the podcast built for the sports digital marketer. And now, here’s your host who keeps telling himself 40 is the new 20, Sean Callanan.

Sean: Thanks very much, DJ Joel. I do like to say that I’m much younger on the Internet. My name is Sean Callanan from Sports Geek, and you’re listening to another Sports Geek Podcast. On today’s episode we’ll have a chat with Francis on ABC Grandstand about a tweet sent out by Cricket Australia, and some of the racial backlash that they got, and some of the things that you can do to check off posts before sending them out.

And we also chat about different social media advertising options. I’m sure if you’re looking at the different options available, as all the networks, Facebook, Twitter, and a few others offering advertising and how you can leverage that, there’s some really cool and sneaky ways that you can use those, and we’ll go into those on Grandstand.

And then after that we’ll actually look at the year that was, with Facebook and Twitter sending out their year that was, and we’ll look at and review some of the stats and some of the big moments on those platforms, and Snapchat is getting a little press and a few teams are starting to use it. I’m not a fan, and I’ll tell you why Snapchat is the worst idea in sports later in the podcast. But first, here’s my chat with Francis Leach.


Francis: Front and center again at the start of the Ashes test for all the wrong reasons, Sean. How are you?

Sean: I’m good. Thanks, Francis. Yes, it was.

Francis: Careful what you tweet.

Sean: Yeah, exactly. Unfortunately the Cricket Australia twitter handle, @CricketAus, tweeted a really unfortunate tweet, really, saying, “Will the real Monte Panesar stand up?” And it was a picture of four Indians dressed in turbans as Teletubbies, and it caught a lot of backlash as a racist tweet, and people like Pierce Morgan were calling for heads, and things like that, and that was sort of, effectively, have a bit of fun, but obviously it didn’t go through the right checks to say, “Is this is going to be a problem?”

Francis: It has to pass mustard. It just, in big organizations like that, when you advise them, do you advise them that they need, you know, like a check and balance in what gets tweeted, because you can’t sit there with somebody’s whose responsibility is to tweet away, say, at a test match, and ask to see every tweet, but there’s got to be some way of vetting certain tweets so that the implications of them don’t become huge and damaging to whichever organization you’re working for.

Sean: Yeah, there was a really good post by the Daily Mail in the UK, and that’s where it obviously got a lot of traction and response to the tweet. So it was deleted soon after, and apologies put forward, but it raised a really good point on that, it was Cricket Australia’s handle and Cricket-

Francis: It was an official tweet.

Sean: Yeah, so it was off of Cricket Australia’s handle, and effectively, that’s the organizing body. And so an organizing body is sort of held to a little bit of a higher standard, I believe, and I sort of agree with the Daily Mail, than a club or a team or an athlete type of, they do have fun with this kind of thing, because people can take it an interpret it their own way, in that, “Oh, that’s Cricket Australia’s thing. That’s terrible,” whereas if we look at some cases in the US and some teams that push the edge, and I think Twitter is a place to have fun, and, you know, we spoke about Shane Harman trolling The Hall of Mexico via the Westbank Stadium and we spoke of the LA Kings and their sort of style, and Portland Trailblazers recently sent out a tweet, “Is there any chance we can be in the Eastern Conference? Asking for a friend,” because the Eastern Conference and Western Conference of the NBA is quite unbalanced at the moment, and so-

Francis: That’s a gentle dig.

Sean: That was a gentle dig, and even the Phoenix Suns chipped in and said “Do you want to get rid of us already,” because they’d already had two wins so far this season. So having a bit of playful banter. But when it’s coming from an official organizing body, it is taken in a different tone. People do take that. So there’s a couple things sort of playing there, like with Cricket Australia, it is an issue, to a certain degree, that they don’t actually have a team account for the Australian cricket team. Now, that’s because probably the Australian cricket team doesn’t have a moniker, for all the other teams have monikers, and we looked early this morning you know, the FFA are Twitter and the Socceroos and on Twitter, and the Socceroos can be a bit more exuberant and talk about, “Ugh, we’ve got a really tough groove ahead, but bring it on,” and be enthusiastic, and it’s not official and it’s not coming from the FFA and the FFA can stick with, you know, a stock, standard line. So I think that’s one of the issues that Cricket Australia has going via that one account.

And then the other part, the Daily Mail point, was the model of, “We’re trying to drive all our traffic, and we’re trying to create a bit of controversy and get more eyeballs,” which does make the job of the person running the social media accounts very hard to do. They’ve got to keep this controversy bubbling along.

Francis: It’s tough isn’t it, but it is important, and also shows at this point, that maybe Cricket Australia doesn’t understand the reach and the impact of Twitter the way that it should.

Sean: Yeah, I think they do understand, and I think where I’ve found it, and to me, it should have been stopped, is Cricket Australia has a lot of…its fan base are Indian. Like, a lot of their Facebook and Twitter fanbase, India is where cricket is at its fever pitch.

Francis: And the other thing, the other aspect of this story that’s important, is that this photo was not taken at the Grand. It wasn’t an in context moment from the event itself. It was reposted from an entirely unrelated event. So it was a proactive moment by Cricket Australia to actually create the joke, the so-called joke. So it was, in a sense-

Sean: Yeah.

Francis: Intended to draw attention to Monte Panesar’s racial background. And that’s the really interesting bit here that that was the point of difference they saw here, that was to be the point of the joke, which is at the whole dynamic of race and power and the exercise of power in the use of racism.

So it’s a really interesting lesson for them that they have to think about what they’re doing and the implications of it.

Sean: Yeah, definitely. I mean, had they taken that same picture of fans in the Barmy Army showing their support for Monte Panesar, and then it would have been no problem.

Francis: And the text that goes along with it’s important too.

Sean: Yeah.

Francis: How you editorialize that?

Sean: Yeah. So that’s one of the things that’s really important, and yeah, you do need to have those checks and balances. So it is things like, “Is this going to offend our fans? Is this going to offend any particular group of our fans? Is this going to offend our coach or our playing group? Is it become the locker room fodder?” Which is, it’s a minor thing, but it is something still, when you’re in the world of sport, there’s nothing worse than having the head coach come in and say, “Don’t put that stuff on the internet. That’s going to fire up the opposition team.” That still, which seems very ’70s and ’80s-

Francis: Yeah.

Sean: But it’s still at play. And then the other one is protecting your sponsors. So you can’t be showing off other sponsors that are against your own ones.

Francis: Sean, one of the things that’s interesting at the moment is the advertising options available to sports marketers on Facebook. Now there’s a gold rush on it, trying to make money out of Facebook, and sports teams would be at the front of the queue. What’s effective and what’s not at the moment?

Sean: Yeah, so there is some, all the platforms now, Facebook, Twitter, Google, they’re all offering different advertising options, and, to a certain degree, you have to be part of that to reach what you want to reach. But it is a matter of using the right ones, because advertising overall has been interruptive, as a medium. So TV commercials, radio commercials will interrupt the programming to bring you the ad, and they try their best to target you to the right thing, but you can be watching TV late at night and it’s not targeted to you so you switch off.

Francis: I don’t need that Sham Wow.

Sean: Yeah, exactly. Exactly. Whereas now, the data that fans are giving up allows marketers to be far more targeted in what they’re doing. So the ads potentially, if they’re done correctly, are more useful. So you should find out about products or your teams if that is in your sphere of interest, because you’ve already said that you liked them.

And then the other things that you can do is there’s some real sophistication with, especially with Facebook, is the teams can actually send you an advert, via whether it be in your feed or on the side, to you, if you’re in their database and you have not yet renewed your membership, or you have not purchased things recently, but they know you’re a fan and you’re already in your database.

So there’s some of the things that potentially we’ll start seeing teams using. So these things, what they call custom audiences, so they can take their databases, put it into Facebook and say, “Please, Mr. Zuckerberg, tell me who is in Facebook from the people we’ve got in our database, and then tell us who’s not a fan of us currently.”

And you’re like, “Well, they’ve already given us their email. They should be a fan. We want to start communicating with them more often. We’ll just send out a simple ad that says, ‘Please like our team,'” and then that allows you to keep that conversation going.

But then you can take it further to say, “Oh, who’s in our database that is a Facebook fan that hasn’t yet renewed from our membership? Oh, here’s 10,000 people.” So we can send out an ad that says, “Oh, Christmas time’s coming. Have you renewed your membership?” And it start to get into that space of, “Oh, that’s an ad, and it is a reminder and it’s directed and targeted, and there’s no so much wastage of that, ‘Let’s fire a gun and fire it out to everybody.'”

Francis: Because you can immediately find a use for it within the individual who you’re targeting, and that way it feels less like an ad.

Sean: Yeah.

Francis: And more like a conversation, which is clever, isn’t it?

Sean: Yeah.

Francis: You bet it’s clever.

Sean: It is very sneaky, I mean, and the other part is leveraging off your friend’s recommendations and also your activities. So, the other-

Francis: And it’s also a reminder that all the information you put up on Facebook helps build a profile for those in the commercial space to try to narrow down what it is you’re prepared to spend money on.

Sean: It does. It does. But the idea is that if you’re paying for the convenience of getting an ad that is specific to you, so you might say, “Oh, I’m looking for a good summer beer,” and a savvy beer advertiser will put an right in your stream to go, “Well, actually I’m going to give you kudos, so I’m going to give that a go.” So that’s the opportunity that sports have in all, on all the space.

Francis: And we’re all looking for that convenience.

Sean: Exactly. Exactly.

Francis: Good on you, Sean. Where can people find you in the digital space heading away?

Sean: or Sports Geek on iTunes.

Francis: Of course, and the podcasts are up there as well?

Sean: There is. 27 episodes so far. Just hit 10,000 downloads.

Francis: Congratulations.

Sean: So thank you very much.

Francis: Let’s let the balloons and the streamers go.

Sean: Exactly.

Francis: Sean Callanan from Sports Geek HQ with us here on Grandstand Breakfast.

Joel: Sign up for Sports Geek news at

Sean: So a couple of questions for everyone out of that segment, and I’d love your feedback. Either put your comments in the show notes, or even just send me a tweet or an email, I’d love your feedback on one, what checklists do you have around your social media postings, and really, for mine, if you can’t put that sort of policy and checklist into a tweet, into 140 characters, then it’s too complicated.

And then the other thing is on advertising. Who is using all these different kinds of advertising to attract sales leads, sell merchandise, those kind of things, or sell season tickets? Are you using Facebook ads? Have you tried Twitter ads? Are you using remarketing?

Remarketing is now available on Facebook. Twitter is now introducing it, and obviously Google, and Google remarketing. I’d like to really know who’s using that. We’ve done it with a few clients ourselves, and use it ourselves here at Sports Geek, and it does have its advantages for different types of campaigns that you’re trying to do. So I think I probably will do a podcast sort of focused on some of those advertising options and how you can use them in sports and talk to a few people who have done them.

So if you’re using that kind of advertising, please let me know. I’d love to have a chat with you on the show.

We are getting to the end of the year. 2013 is coming to a close, and so that means everyone starts putting out their year end review, and this week both Facebook and Twitter put out their Year in Review, and it sort of shows a contrast of, one, how they’re positioning themselves and how they see themselves.

So, first of all, the Year in Review from Facebook, it’s in their newsroom. I’ll put it in the show notes. It listed a whole bunch of things, which is a really, really specific way of thinking, but it listed things like “Top 10 Life Events,” of what people were doing. Again, I still think Facebook is primarily a life blogging, sharing photos, keeping in touch with friends, whereas Facebook is trying to move themselves towards a news platform, and Zuckerberg keeps using the term, “Facebook will be the best personalized newspaper in the world.” Even just the way that they put this newsroom piece out on the top points, it doesn’t really reinforce that.

They did list the “Top Topics of the Year,” and again, this does sort of try to make it more news-y, but the main thing is, unlike Twitter, it’s not completely searchable. So some of the top news items, you would have seen them, Pope Francis, the election, Royal Baby, Harlem Shake is probably the only meme sort of style content that made it in, and a lot of the sports teams obviously looped into Harlem Shake with the most famous one being the Miami Heat.

The other thing I think, the big takeaway from the Facebook Year in Review is how people are still checking in to events. They’re still checking into sports stadiums. So in the US Dodger’s stadium is the most checked into venue, from AT&T Park, Rangers Ballpark, and Fenway. Obviously baseball lends itself to more check ins with more games, but I still think that is relatively untapped, the whole geo location component.

And we see Foursquare slightly pivoting and making a bit of a come back, so if you’re a stadium or manage an event, I think it’s something to be very aware of, because fans are checking in on Facebook, and it is very much a bragging point from a sports point of view.

So you can check out that Year in Review, and you can also do your own Year in Review if you go to, and you’ll find out exactly what Zuckerberg knows and what he thought was popular for the year.

So, it does make for an interesting case study. I much preferred the Twitter version and their year in review, Year on Twitter. Announced it with an account that’s now done five tweets. But if you now go to, they’ve been using custom timelines. So I think this is the main thing from me to take away is this new feature that Twitter is now offering from a news point of view that’s sort of getting into the Storify space and allows to curate your own timelines. If you haven’t played around with custom timelines yet, I suggest you do so. You can make them in TweetDeck and effectively, in the same way that Storify works, you can drag in tweets, and then out of that, pull the embed code out to embed it in the site.

And so that’s pretty much how the 2013 page has been built. So you can go there and check out the top tweets for NFL and NBA and Premier League and Australian Football and NASCAR and those kinds of things. So there has been a bit of commentary on what sports and what segments of sports have been left out, and that’s always going to be the case when you do a year end review, but I think it does provide a really good way to highlight what happened in the year.

So I would be looking at, from a sports point of view, look at playing around with custom timelines and how you could potentially use custom timelines in your content, because again, they become an embeddable piece of content that you can put into your site. So that might be the Top Fan Tweets of the Week, could be embedded into your site. You an use them in that kind of story. If you know any difference compared to Storify, it is obviously Twitter, so you can’t be pulling in Instagram pictures or Facebook posts or those kinds of things, which is what both Facebook and Twitter are doing. They’re fighting against one another to be the only network.

That’s it for the year in sports. If you’re using custom timelines, so far, please, send in an example. I’d love to share it on the show and in the show notes. After this, I’ll be back talking about Snapchat.

Joel: You’re listening to Sports Geek Podcast. Send us a tweet to @SportsGeek.

Sean: Okay. Sports and Snapchat. So, there’s been a few teams that are starting to use Snapchat. One of the earlier adopters was New Orleans Saints and they’ve been sharing sort of game day snippets and little bit of behind the scenes stuff on their Snapchat channel, and just recently there’s been more buzz as the New York Jets joined Snapchat.

I’ve been playing around with Snapchat, and I understand what it is, and I understand the buzz around it. Snapchat is now the platform, or I guess, you can call it, that is getting the most photo shares. It has exceeded Facebook, which is obviously why Facebook made a big play for Snapchat. But the reason why I don’t think it works for sports is the fact that it is a private messaging platform and it doesn’t provide any value or return to you as a sport or as a team or as a brand.

Yes, it is great to engage your fans, but you are only engaging your hyper, super active social media fans and you’re not really reaching a broader audience, and there’s no way for your content or your message or your brand to go viral in Snapchat. There’s no way to track it.

So there is a bit of a weighing of the options of, “Do we go to a new platform because it’s new and hot and that’s where everyone is?” The old, “fish where the fish are” strategy. But for mine, it doesn’t provide you with enough return on effort. Now yes, it doesn’t take much to put out a Snapchat, but are you really serving a large enough audience to justify that? That pre-game video can easily be shared on Instagram, which can easily be then liked by fans. People see it via that, it has some viral nature, but then also you’re training your fans to take more photos and more videos of your game and develop FOMO, fear of missing out, on Instagram. So Instagram doesn’t provide you stacks of traffic if that is one of the key drivers for you in sports is to drive more eyeballs, drive more fans to your website, and then to your games.

Instagram currently doesn’t provide that. Doesn’t provide links to it. But it does provide terrific brand awareness and really develops FOMO, and you can track that. You can see how many photos have been shared from your venue. You can see how many posts fans are using with your hash tag. You can’t see that with Snapchat.

And the other side of Snapchat is the fact that it does have that, I guess, danger element. It’s already been in the news for problems around sexting and those kind of things, and the more that you engage with fans on that front, the more that you can be potentially connected with that.

There are a lot of athletes on Snapchat, and it is only a matter of time before more issues, may be a polite way of saying it, come out around that.

The other thing is there are being proactive moves by all the other platforms to snub out the effect of Snapchat. Twitter now allows photos in direct messages which, again, I think is a terrible idea, and I know now that the pro athletes that I manage will be getting a lot of inappropriate photos on their Twitter feed in their direct messages. There’s nothing to stop that, but that is obviously going to be a PR nightmare, and no doubt that that is going to be an issue, and again, you can’t trust the security of any social network. It will eventually get out.

So Twitter is allowing photos to be shared, so it may drag that young demographic back to Twitter and they may start using direct messaging in that side of things. And then the other one that B Plan Room, it just launched this week, Instagram now allows messaging whereby it’s Instagram Direct options. So they’re all a lot of both Facebook, Twitter, Instagram, which is part of Facebook, are all trying to counter of the effect of Snapchat, and I think that they eventually will. For mine, I don’t think Snapchat will be around in three to four to five years. I just think it is, it will be a passing fad. It is effectively just texting, and I think it will go by the by.

So the reason I don’t think it’s a good idea for sports is that you are communicating with a tiny audience. It’s the same argument I have when people say, “We want to set up a play-by-play commentary type Twitter feed that people can opt in on.” When you do that, you’re doing it to a smaller audience and you’re putting in a lot of effort to this smaller audience, when really, you should be looking to grow your audience and reach a broader audience.

So, to me, Snapchat is a pure return on effort play. You put the effort in to create this great content, potentially, but you’re only doing it to a very, very small audience. In the same way that Vine is now available on Twitter, and I think Vine will eventually be sucked up and integrated into Twitter because people aren’t going to Vine natively; they’re consuming Vines via Twitter.

So, I think the main thing is, yeah, I think people are overbuilding audiences on new platforms, and I think people are really starting to reach their limits on the amount of platforms they want to consume, and I definitely know that sports digital teams and the content teams that are providing all the content are reaching their limits on how many platforms they can service their fans on.

So really, you’ve got to go to the place where there is the biggest bang, and for that, it is Twitter, Facebook, and Instagram, can provide all the things that Snapchat is providing and I think there’s far too much, I guess, credence or credibility put into engaging those super fans. Those fans are always going to be there, and you can do, you can serve those fans by running events and engaging them in that way, rather than on what I would call micro-networks.

So, my main thing is, yeah, I don’t think Snapchat is a good fit for sports, mainly because it’s impossible to track and it has no ability to go viral and help push your message. So that’s my take on it.

That clock that’s ticking in the background means it’s time to dedicate this episode, episode 28, and you can get the show notes at I was going to dedicate this episode to my dad. His ball number was 28. But I won’t do that. I’m going to dedicate it to Marshall Fork. I was actually lucky enough to see Marshall Fork when he was with the Rams when they were the “Greatest Show on Turf.” He wore number 28 for the Saint Louis Rams and I actually caught him in a game when they played the Broncos at Mile High.

So, Marshall Hawk, Marshall Fork, I should say, is whom it’s dedicated to. This week’s Sounds of the Game comes from Taylor University. You would have seen this clip on YouTube. It did the rounds last week. They have a tradition called Silent Night, where the crowd stays completely silent until the team scores their 10th point. Take a listen.

[Recorded cheering]

How awesome does that sound? Check out the YouTube link in the show notes, How can you develop a game day experience that encourages fans to pull out their phones and record every single second of your game and share that? That’s exactly what you want to be doing on each and every game day.

That wraps up another episode of the Sports Geek Podcast. My name is Sean Callanan from Sports Geek. Please, if you’ve got any feedback on the podcasts, send me an email, Really enjoying the feedback I’m getting so far. If you’ve listened this far and you’ve listened to previous episodes, I’d really appreciate a review on iTunes. It definitely helps rankings, but then also if you could share it on your social networks, LinkedIn, Twitter, Facebook and the like, I’d very much appreciate it.

And as always, send me a tweet to let me know you’re listening. Closing two cents. Snapchat is just not worth it for sports teams. Private platforms restrict growth and virality of your content.

DJ Joel: Please leave a review on iTunes. Go to Find all Sports Geek podcasts at On Pinterest, follow Sean on Pinterest, Thanks for listening to the Sports Geek Podcast.

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.


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

Listening via iTunes?

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, 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

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

Harf: Any place you want to go, it’s 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 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

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 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 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 Find all Sports Geek podcasts at On Pinterest? Follow Sean on Pinterest. You’re listening to the Sports Geek Podcast.

The Sydney Thunder #WelcomeHuss

Monday saw the special announcement of the Sydney Thunders prized recruit Michael Hussey. The Sydney Thunder is a client of Sports Geek and Sean and I were on hand for the day to assist and help with the coverage. Having exclusive behind the scenes access was a great chance to see how the Sydney Thunder were able to generate excitement and leverage off their big signing digitally through Twitter, Facebook and Instagram.

#WelcomeHuss Begins

The day started with the announcement becoming official with posts via Facebook, Twitter and Instagram. These posts directed fans on how to follow the day via Twitter (@Thunderbbl) and the introduction of the #WelcomeHuss hash tag which encouraged fans to welcome Michael Hussey and spread the exciting news.

Facebook #WelcomeHuss

Huss has signed! Welcome him to @thunderbbl #welcomehuss #goodtobegreen

With fans spreading the word they were also encouraged to leave a personal message for Hussey via the Facebook petition app. It was great to see the app was mobile friendly as the link was published across the different social platforms therefore greatly improving fan reach as it was easily accessible.

#Welcomehuss Petition Facebook

#WelcomeHuss Petition Thanks

#ThunderStruck via Helicopter

The announcement although officially confirmed earlier in the morning online was then followed by Mr Crickets grand entry at ANZ Stadium. Descending from the sky was it a bird? A plane? A thunder bolt? It was Michael Hussey arriving in style in a special ‘Sydney Thunder’ helicopter for the awaiting media, dignitaries and special guests.

The branding for the arrival was perfectly set up for the media. The helicopter had a large decal of the Thunders logo, food was decorated in the clubs colours of lime green along with staff and players dressed accordingly to greet Mr Cricket. It was easy to see why some other teams may have been little envious.

My role for the day was assisting with the Thunders twitter page, responding to posts and ‘favouriting’ tweets while also collecting images of the day’s events for use on Twitter, Instagram and Facebook.

The mornings twitter activity lead to the Sydney Thunder being a trending topic while also developing some friendly banter with opponents the Perth Scorchers. Maximus Thunder, Sydney’s mascot also replied offering a lime green cupcake to settle things.

There was also support from Husseys IPL team the Chennai Super Kings, as they tweeted a #WelcomeHuss message along with the link to the facebook app for fans to leave theirs. Current Thunder players were encouraged to send tweets from their personal accounts to support the coverage. This also helped increase their own followings as there were regular interactions between the Thunders account and players. This helped set the platform for the Thunder as they aim to run Q&A’s throughout the season so fans are able to interact directly with the players.

I also had the pleasure of holding the sponsors banner during interviews, which might not sound like much but being able to hear Michael Hussey answer the questions from the media was an amazing experience. It’s rare to find athletes who are genuine and well spoken during interviews and it seems that the Thunder haven’t just got themselves a great cricketer but also someone who can represent the organisation with class along with captain Michael Clarke.

Once the interviews had concluded for Hussey and the rest of the players in attendance (Luke Doran, Daniel Hughes, Cameron Borgas Kurtis Patterson and Chris Tremain) were off to Westfield Parramatta to sign autographs.


The finale two events of the day were aimed at conveying one of the key messages of the day, that being Community. The player’s appearance at Westfield Parramatta within the heartland of their fan base was an opportunity to present their new players to the fans. These moments all captured through numerous lens for photos and videos by the Sydney Thunder team to be used immediately and later on.

Great turnout for #welcomehuss See you all at @anzstadium this summer!

The day wrapped up with the players helping out at Wentworthville Leagues Cricket Club cricket clinic. This was covered by the channel Ten weather team hosted by Tim Bailey. This was a great opportunity for channel Ten to promote their coverage of the Big Bash league at the end of the year.

Cam Borgas with young Thunder fans! Get ready for the live cross on Channel 10 to #welcomehuss


The day’s events were orchestrated to perfection, along with the successful covering via social media platforms. The Sydney Thunder team worked seamlessly together covering the day, as everyone pitched in collecting video footage and images. The use of the petition app via Facebook, the player’s appearances captured throughout the day on Twitter and Instagram, along with the effective use of hash tags gave their fans every opportunity to be involved in every step of the signing day and their engagement was noticed as Facebook comments were answered in a timely manner along with twitter questions.

The main experience taken from the day regarding the social content covered is that it is important to plan and have a structure for the day, but more importantly to be flexible and take advantage of the opportunities which arise. The quick thinking replies to the Scorchers developed into some exciting competitive banter, capturing the excited fans at Westfield and the players teaching at the clinic, gave an insightful experience to fans following.

Therefore it’s important to be on your toes and ready:

Australia Sports Media Consumption Trends

Australia Overview

Essential iPhone apps for the summer sports calendar

Are you looking for some new sports and apps to become addicted to for the duration of the summer? With the two dominant winter codes of AFL and NRL in the early stages of their offseason, it’s time for Australian sports fans to focus their attention on other sports being played both nationally and internationally.

Here are our top five sports-related apps to keep sports fans occupied and up-to-date throughout the summer months.

1 – 2013 NBA Game Time

NBA is fast becoming a must-follow league in Australia. If you’re a new Miami Heat fan, a Laker from way back when, or just jumping on one of the hotter young teams like the Clippers or Thunder, then this app is for you. NBA Game Time gives users on-demand scores, stats and news, so you can track your team while you’re at work, home or at the beach.

Additionally, the Game Time app integrates with NBA League Pass, giving subscribers live and on-demand access to all NBA action, both regular season and playoffs. Admittedly, the app is better if you’re a League Pass subscriber, but it offers great features without the subscription as well.


The ESPN FC app is a one-stop app that gives news and scores on most major soccer leagues and competitions from around the globe. Whether you’re a Messi-loving Barca fan or a lover of the nouveau riche super teams like Manchester City or Paris St-Germain, ESPN FC provides soccer fans with the most comprehensive news, scores and stats updates that you can find via mobile.

A must-have app for any true fan.

3 – CricketLive

Endorsed by Cricket Australia, the CricketLive app is great for cricket fans. It provides coverage of the Vodafone Test Series, ODIs, T20s and the KFC Twenty20 Big Bash League. The app offers great features like live score checks, full match schedules from all tournaments and international player stats for all the cricket purists. (Note: Fans may also be interested in the Big Bash only app; KFC T20 Big Bash League)

4 – NFL Int’l ’12

Some people may prefer the ESPN ScoreCenter app for their NFL scores, but this app offers much more content. It has a full layout of both team and individual stats from each game, as well as score alerts, photos and video highlights.

Similar to the NBA app above, NFL Int’l ’12 can link into NFL Game Pass, which is a wonderful way to sneakily watch Sunday Night Football or catch the Monday night game at work. (Note: Don’t let the boss catch you chewing through the Wi-Fi data!)

5 – SportsMate Mobile – A-League App

If you’re a fan of SportsMate Mobile’s AFL and NRL offerings, then you’ll love their A-League app. Unlike the Official A-League app that is buggier than Internet Explorer, SportsMate’s offering is as slick an app as there s in the App Store. It features great match-day scores and stats, as well as up-to-the-minute Twitter feeds, news section and stats leaders. This app really is a great hand-held companion to check during play.

Honorable mention – At Bat

While this isn’t technically going to be a summer app essential, At Bat offers good value for Major League Baseball fans. MLB are offering free trials of At Bat ’12 (including live postseason play) courtesy of major sponsor Ford. While this may not be available in Austrlia, it’s worth noting from a fan activation point of view, as it’s effective activation from both Ford and the MLB.

#APWSW Conference notes – World Sport and Women conference

Here are my notes from Day 1 on the Asia Pacific World Sport and Women conference held at the MCG yesterday.

Day 1 – Monday 8th October 2012


Her Excellency, Ms Quentin Bryce AC CVO, Governor-General of the Commonwealth of Australia

Sports Geek notes

Firstly congratulations to the Australian Women’s T20 Cricket team the Southern Stars winning the World T20 tournament last night despite being 8 pages in from back page in today’s paper.

“Women’s sport matters a great deal to me”, Bryce said.  Told story of her childhood in the bush & how much sport played a part of her growing up.  In the 50s the Australian sports scenes was filled with sports heroines, important and influential in their lives.

Encourage and support are important for children to continue sport into their teens, parents & schools play a key role as do great role models currently in Australian Sally Pearson, Anna Meares & Lauren Jackson to name a few.  We need these role models in the media to inspire girls to follow their lead.

In 1984 the Sex Discrimination Act opened the door that brought change that delivered opportunities in sports to women as clubs offered full memberships to women in sports clubs.

Women’s sport still needs more coverage from the media with under 10% sports media coverage dedicated to women’s sport.

MONEY – Setting the Scene

The Economic and Social benefits of increased female involvement in the Business of Sport How will Demographic Analysis, Market Assessment, Masterforce and Workforce Planning impact on the future business of Sport? ?Learn how canvassing census and other data to determine lifestyle trends can be used to identify development and investment opportunities in the ‘Sports’ environment.  Identify ‘growth’ opportunities and be surprised by how easy it is to make decisions based on an assessment of demographic trends. Hear what is being done with the 18 recommendations that came from 2006 Senate Inquiry into Women in Sport that addressed the need for more support for women’s sport and recreation in Australia, particularly in the critical role media plays in neglecting women’s sporting achievements.
Bernard Salt, Demographer, KPMG
Senator Kate Lundy, Federal Minister for Sport

Sports Geek notes

The Demographics of Women in Sport: Where gains can be made – Bernard Salt
Starts by looking at the tribes – Fusion Culture – English & New Zealand & Asia & India
Stronger increase in Indian population 100% increase last 5 years compare to 6% in British.
Metropolitan Australia is

Some acronyms:
PUMCINS – Professional Urban Middle Class In Nice Suburbs
NETTELS – Not Enough Time To Enjoy Life
KIPPERS – Kids in Parents Pockets eroding retirement savings
LOMBARDs – Lots of money but are real dickheads

Sporting focus next ten years

  • Rising market – 5-15 market
    • Sports in schools
    • Heroes & icons
  • Young adults
    • Team sports
    • Social Networking
    • Childminding
  • Mature Adults
    • Coaches
    • Commentators
    • Sponsors
  • Active Retirees
    • Volunteers
    • Umpires
    • Supporter

In 1932 average age was 63, people were “old” at 50. Teens did not exist.
In 1972 average age was 71, people were “old” at 60.  Teen market developed.
in 2012 average age in 82, Adolescence from 12-30, Adult 30-55, Lifestyle 55-65, Retired 65-75, Old 75+.

Top sporting activities

  • Walking
  • Aerobics
  • Swimming
  • Cycling
  • Running
  • Golf

Sport is one leisure activity but others are on the rise

  • Computer games 404%
  • National Parks 200%
  • Music Concerts 163%
  • Golf Equipment 124%
  • Televisions 124%
  • Camping Equipment 109%
  • Health clubs 88%
  • Eating out 68%
  • Alcohol 65%
  • Sports lessons 52%

Demographics implications for women in sport

  1. Women are severely under represented in professional sports  occupations, Australia women need role models.
  2. Australia’s ethnic mix is changing from Anglo-Mediterranean to Anglo-Mediterranean-Asian Fusion.
  3. Ageing of the population creates opportunities for new sporting leisure pursuits & volunteering roles.
  4. Modern lifestyles flex and shuttle at different stages of the life cycles.

Kate Lundy, Minister for Sport
“About Time” report  –

Social Media at times a challenging environment but a tremendous opportunity for sports.

Great for sports for AFL & NRL securing $1BN in TV deals but TV networks still “try it on” with with women’s sport asking for production costs to cover women’s sport.

Gender equality must start in the boardrooms of sport.  Target is 40% for women on boards.

Announcement: Government to support Women in Sport scholarship in 2013

It’s a Man’s World – The 5 ‘M’s Debate

Facilitated discussion to set the cat amongst the pigeons right from the start on what men really think about women, sport, women in the business of sport and women’s sport.
This discussion promises to be a talk-tickler, controversial and exciting.  In the song – it’s not only a man’s world, it’s a man’s man’s man’s world – so is that what the world of sport is all about?  Is Sport dominated by too many men?  Where do women get to make the decisions? Are the male decisions makers in politics and business, and who dominate the boards of many sports, both professional and otherwise, giving the girls a fair go? Are the right girls getting the gigs? Why should Black Caviar get better billing than any human female athlete performing on the world stage?
Who says “people” don’t want to watch or read about women’s sport?     Who determined that the public won’t choose to pay to see women play sport at an elite level?
Why is it that nowhere other than at the Olympic Games, and the odd world championship, that women’s sport doesn’t matter?
And finally if sex sells then….?
This session will ask the hard questions to get the answers from the people who have views on these and many other matters.  No political correctness allowed at this conference busting opener. Get The top 5 tips from our panelists on how to break down the barriers and how to get ‘YES’ for an answer.

Sam Bramham, OAM, Australian Paralympian, ?Disability Sport & Recreation Ambassador
Geoffrey Lord, Chairman & CEO, Belgravia Group
Tom Maher, Head Coach, WNBL Bulleen Boomers Basketball Team, Great Britain Women’s Basketball Team
Bonita Mersiades, Strategy and Communications Consultant; Writer / Analyst
Kim Morrison, Author, Speaker, Health & Lifestyle Educator, World Record Holder, Business Woman, Wife and Mum
Chelsea Roffey, Goal Umpire, AFL
Jane Russo, Board Director, Touch Football Australia

Sports Geek notes

Bonita Mersiades – If politicians think it’s tough for women in politics they don’t realise how hard it is in male dominated sports industry.  Low representation of women on boards is not good enough!

Tom Maher – Looking back the powerhouse that was the Nunawading Spectres in the 80s with Michelle Timms & Robyn Maher leading the way.  More community work by team didn’t lead to bigger crowds but was let down by poor opposition & lack of professionalism by the league overall.  It all comes down to developing an appealing product for fans requires commitment by all parties.    Organising bodies need to think about whole picture, as an example FIBA extended 3-point line without thinking about the grass roots & junior competitions.

Kim Morrison – Men are quite easy to work with when you use your female charm.   Stand with volition & conviction. “Mike Atherton caught by short & girlys” was the headline when he was caught by a women in cricket match organised by Kim.  Message from Natalie Cook “Speak out with volition & conviction and doing it more often”  From Kim, “You need to be the greatest role model you can be”.

Geoff Lord – Already shaking my head about the obsession with women in sport. At Belgravia we employ over 5000 people and a majority of them are women.  Stop talking about it & start doing it, positions should be awarded on merit so get on with it!

Sam Bramham – Women in sports do face inequality, some of these are due to misconceptions in sport which are slowly being broken down.

Chelsea Roffey – Sex sells but not un umpiring the uniform is horrible.  The AFL Grand Final week was a circus.  Pushes herself harder to dismiss notions of “token female”.

Jane Russo – Women are good for business, companies with women on boards perform financially better.  Always bring your true self, most important you are on the board for your talents not your gender.

THE 5 M’S – The Good. The Bad. And the Ugly

Case studies. ‘The Good. The Bad. And The Ugly’ – what works and what doesn’t; the business end and highs and lows of delivering world class sporting events and competitions. How our experts have tapped into the female market.
Objective commentators on which strategies work when the business of sport applies the 5m’s – Money. Members. Media. Marketing and Men. When the 5 ‘M’s’ Work its magic so how can your organisation replicate the process for success?
This panel session looks at the successes and near misses of women’s sporting teams and events from the perspectives of those who run the organisations which run the events, the sponsors and supporters of those events and those who comment in the media about those events.
Lynne Anderson, Managing Director Australia and New Zealand, Repucom
Michael Brown, CEO, AFC Asian Cup Australia 2015
Eugenie Buckley, Principal, Suiko Consulting
Neil Dalrymple, CEO, Bowls Australia
Catherine Ordway, Lawyer, Anti-Doping Consultant
Sonya Ottaway, President, Netball America

Sports Geek notes

Lynne Anderson – Brought marketing & business rigour to the world of sports when starting out at the Canterbury Bulldogs.  Rugby League had easy money from tobacco & leagues clubs revenue when Lynne started at the Bulldogs & crowds trending down.  Research was key to back up your judgement.

Two key points came out from Bulldogs research:

  • cultural shift of area – multicultural days were very successful in attracting new fans.
  • 20% of attendees were women – how to engage & make it family friendly.
    • Opened Wine Bar
    • More Family facilities
    • Activities for children
    • Sponsored local netball clubs

Treat your business as you would any other business.

Super League drama was a big learning experience,  money spent poorly & wasted in that era.

“It’s more about the fan now more than ever.” final point from Lynne.

Michael Brown – Good to see the story about the Southern Stars was a little bigger than the demise of the Men’s T20, small steps.

One thing we all have in common we all start playing at community level, it is why it is so important.

“Build it & they will come”, doesn’t necessarily apply it is a tough commercial market.  You need to be smart, articulate in your efforts to succeed.

How do we build communities?  Inclusion is important, cricket has grown female audience via grassroots programmes & marketing initiatives with Big Bash Leagues.

Do you know who your fans are? Do you know want they want?
Understand your stakeholders.

Eugenie Buckley – More opportunities for women thanks to U20 & U17 World Cup as well as the developing W League.   Athletes won’t let you down, look at Elyse Perry hitting a six at the MCG, double headers have worked well for Matildas & Southern Stars.  Rugby 7s is another developing sport attracting premier women athletes.

Cricket NSW do a great job integrating the women’s team in what they do.

Neil Dalrymple – Growing participation but dwindling membership, that is the key problem.
Introducing colour has helped to change perception of bowls.
Changing the time of bowl competitions has been key as people’s time needs have changed.

Catherine Ordway – Good sport on field is supported by good support off field in governance & leadership.

Women on Boards initiative has grown to have 11,000 women ready to be on boards but still no structures available to get on boards – No vacancy sign up on board rooms.

Sonya Ottaway – People are the key, biggest lesson in sports business life.

Obese is the national security issue for the US, fat kids can’t help Defense force.
President’s Challenge programme has been critical as part of “Let’s Move” initiative.

Join the Club: Why Members Matter -People & Culture

Learn how organisations that have shifted the culture and included greater diversity in thinking have generated more participants in club, school and community activities. Increased membership, increased spectator numbers, a boost in sponsorship revenue, and a more welcoming environment for children and families are just some of the benefits that come with changing your organisation’s attitude as a result of greater female inclusion. Can your organisation afford to procrastinate in this ever-changing and competitive recreation and leisure environment? Learn what turns volunteers on to your sport and how you can capitalise on this massive human resource.

Sean Callanan, Sports Geek
Sue Clark, Cultural Strategy and Education Manager
Susan Crow, General Manager Community, Melbourne Heart FC
Jude Maguire, CEO, School Sport Victoria Department of Education and Early Childhood Development
Heather Reid, CEO, Capital Football and Canberra United
Cameron Schwab, CEO, Melbourne Football Club

Sports Geek notes

Here are the 5 top tips from the panel members
Heather Reid
1. Identify potential members
2. Find out what they want
3. Tailor programs to meet needs
4. Don’t assume everyone wants the same outcome
5. Recognise & reward members

Susan Crow
1. Be authentic
2. Be welcoming & inclusive
3. Provide, fun, social opportunities for girls
4. Use female role models
5. Ensure supporters & their families feel safe

Jude Maguire
1. Understand local community needs
2. Empower young people to lead
3. Value partnerships to strengthen the programmes
4. Ensure the community sense ownership and contributes
5. Value diversity & reward volunteers

Sue Clark
1. Inclusion – make it a priority
2. Social Leadership – understand the responsibility
3. Investment – people are your greatest asset
4. Change – it takes time
5. Values – understand what you value

Brendan Schwab
1. Understand purpose – deeper meaning
2. Why do people align their identity to your club
3. Build the narrative based on these insights
4. Understand the narrative – particular your own people
5. Communicate well, with consistency and often

Sean Callanan
1. Understand the platforms you are using and how your fans use them
2. Always be training your fans
3. Social Media is about storytelling not broadcasting
4. Don’t ignore customer service on social media
5. Don’t piss off your fans

#SportsBizNZ Notes from Sports Business NZ conference

Here are my notes (largely unedited & unfiltered as I took them down in Google Docs) from the Sports Business NZ conference held in Auckland, I missed some sessions with work & radio commitments but it was an enjoyable conference with a great mix of speakers & topics.  I was very privileged to be one of the international keynote speakers & ran a successful sports digital day workshop prior to the conference.

Thanks to Shane Worthington from AC Events & his team putting on the event & to Matthew Cooper who did a stellar job as MC keeping the event moving smoothly over the 2 days.

Leadership – What’s working to develop & grow sporting organisations?

“Leading Change – taking advantage of the fast changing world of sport”

Across every spectrum of sport the world is changing at an incredible pace. How best, in this complex changing market, do you understand the shifts, take advantage and stay ahead?

  • Leading from the top – the importance of good governance and management
  • Understanding what business you are in – sport or entertainment, profit or not for profit
  • Technology changes – understanding the trends, implications and opportunities
  • Commercial/marketing challenges – your customers, your properties, your plan

Peter Miskimmin CEO Sport NZ

Sports Geek notes

Peter discussed the market forces on sports business including the growing professionalism of sport, how sports is funded & changes to the media industry.  These changes are presenting marketing opportunities like major events as evidenced with RWC 2011.  Sport participation is challenging the status quo especially with new forms of sport like 20/20 cricket growing in popularity.  Like Australia there is a battle balancing the demands for high performance with grassroots sports.  Sport continues to rely heavily volunteers and finding new volunteers is a constant issue.  Lastly there is changes in organising bodies that keeps sports administrators busy ensuring their sports organising are running at optimum efficiency.

Sports are in a combination of sports, business & entertainment.

We need more marketing expertise in our organisations & on our boards.

Passion overriding board decision when chasing titles or medals clouding judgements of sound business minded board members.

The challenges facing sport are:

  • balancing the “game” side & the “business” side
  • internal resistance to change
  • a new corporate capability
  • more effective leadership
  • a deliberate focus on marketing
  • change of mindsets as leaders

Do all this, without losing sight of, or connection to, the intrinsic values of sport.

Key snippets:

  • 36% of 18-35 are watching online in Europe there is a big shift in TV viewing habits.
  • 33% adults in New Zealand are now consuming sports online.
  • Sports & Rec sector – $5.2B per annum employs 50,000
  • Top 30 NSOs average over $1M in revenue
  • NZRU 2011 revenue was $105M
  • Gemba analyzed NZ sports market breaking them down into Disinterested, Fans & Fanatics (devotion & eternal optimism).
  • According to Gemba only Rugby Union & Rugby League are in top 10 sports & entertainment options.
  • Fanatics represent 90% of members & 80% of merchandise & 70% of your attendance

Growing Brumbies Rugby in the face of stiff competition and tough economic times

“Andrew will present on the challenges in leading a modern sports business, with particular focus on the strategies being used to grow the Brumbies organisation in face of significant competition, a tight economic climate and unique local market conditions. Andrew will focus on the importance of positive product differentiation and the value in developing effective partnerships that provide the scale and leverage necessary to support growth and sustainable success”.
Andrew Fagan
CEO Brumbies Rugby (AUS)

Sports Geek notes

“First with the Head and then with the Heart” was the title of Andrew’s presentation.  “Small can beat big” is Bryce Courteney quote that is at the heart of the Brumbies growth strategy.   Australia is one of the most competitive sports markets in the world & expansion continues in most leagues.  Canberra a government town with 360,000 people & 45% working for the government presents a challenge for Canberra sports teams.

The Brumbies vision is to set the standard of impact through sport:

  1. Outstanding business as usual performance
  2. Establish point of difference
  3. Achieve scale through partnership

Brumbies have developed a strong partnership with University of Canberra.

  • Facilities
    • New stadiums
    • Shared facilities & offices
  • Marketing & communications
    • Content Marketing
    • Brand Development
    • Brumbies TV
  • Business Development
    • Brumbies IP Business Unit
    • Back Office support
  • Fan Development
    • Demographic enhancement
    • UC Brumbies Social Club
  • Rugby Development
    • UC Brumbies Rugby Academy
    • Provision of scholarships
    • Development Officer Program

Reflections & lessons

  • Spend time identifying points of difference
  • Identifying partners who are regionally unique
  • Partners that present scaled that provides ROI
  • Shared values & goals are critical.
  • Identify & connect with internal champions
  • Communicate benefits to internal stakeholders
  • Both parties must see benefit

Key snippets:

  • Most avoid suicide by imitation – won’t win a head to head battle with market leaders.
  • Key partnership with University of Canberra starting with naming rights but that is just a starting point – facilities, marketing & communications & business development.
  • Government & Defence partnerships a strong focus connecting sponsors via Brumbies events.
  • Defense provide entertainment augmentation or better said flyovers, helicopters & tanks.

Leading NZ’s largest national sporting organisation – a rugby view of key strategies for leadership success

  • Managing the challenges and opportunities that come with being New Zealander’s sport of choice
  • Developing the game in a tough economic climate
  • Strategies for achieving a high performance culture
  • Managing effective relationships – government / sponsors / clubs / players
  • How Rugby World Cup 2011 was won – off the field

Neil Sorenson General Manager – Professional Rugby New Zealand Rugby Union (NZRU)

Sports Geek notes

“I’m a bloody good leader” is how Neil opened his presentation.  Are you born to be a leader?  Probably according to Neil always found himself in leadership positions in life from school to school to business.

Looking for a leader?  Look to people who people who are following & especially someone who is a people’s person who instinctively cares for others.  New Zealand Rugby Union is committed to caring about people with is embodied by All-Blacks coach Steve Hansen.

Good point by Neil on handling “problem players” if you think the pressure of being a rugby player is too much & wouldn’t want grief from getting in trouble then walk away & get a normal job.  But what they need to realise they are also giving up a salary of up to $400,000 & business class flights and all the perks that comes with becoming an All-Black.

Review of RWC 2007

  • Leadership
  • Player Management
  • Culture


  • Pressure
  • Off-field commitments
  • Injury

Key snippets:

  • Stadium of Four Million was a big driver for All Blacks at RWC 2011.
  • “Football more popular than rugby for Kiwi kids”
  • Individual performance plans important development across teams using common language & easy to understand by all partners – players, parents & coaches
  • Examples show with a 17 year old junior & current All Black with easy colour coding & helps players be aware of personal goals & coach needs
  • Leaders working with leaders – clubs working with All Blacks a key part of success
  • If you can’t recite your priorities then they aren’t your priorities.
  • Leadership doesn’t have to come from a text book

Achieving commercial sustainability at club level – what needs to happen?

  • Getting the right balance between developing sports codes and achieving commercial growth
  • Creating better long term partnerships with key stakeholders – sponsors / media / government
  • Successfully managing reputation on and off the field
  • Corporate governance and club management – how are models changing?
  • What challenges and opportunities lie ahead for 2013 and beyond?

Sheryl Dawson, CEO, Waikato Bay of Plenty Magic Franchise / Netball Bay of Plenty
Mark Cameron,
CEO, Auckland Cricket Association
Hamish Riach,
CEO, Canterbury Crusaders / Canterbury Rugby Football Union
Peter Burley, Director, Sport Guidance Ltd

Sports Geek notes

Talking about all clubs – professional to grass-roots community clubs.
Must call clubs be sustainable?
Every organisation no matter what size they all must be commercially sustainable & viable – Sheryl Dawson.
How do you best help clubs grow?
People best able to make clubs thrive are the people who care about them the most – Hamish Riach
“Clubs the Hub” program has been important to fund management of cricket clubs – Mark Cameron
What is the most important structure & processes for club sustainability?
Important to remove the requirement of volunteers to grow the club – Mark Cameron
Opposing view from Hamish who believes volunteers are vital to lifeblood of clubs.
What about super clubs? Can they work & how do you do it?
History hard to ignore when combing clubs, getting everyone on the same page is vital – Hamish Riach

The business of major events

  • From Rugby World Cup to Cricket World Cup
  • The role of the host country
  • Commercial/business imperatives
  • The key stakeholders
  • What does success look like
  • Keeping legacy in mind

Therese Walsh – Head of NZ, ICC Cricket World Cup 2015, Director NZ Cricket (Previously Chief Operating Officer Rugby NZ 2011 Ltd)

Sports Geek notes

Checklist for a to know if you’re running a Global Sporting Event

  • Many countries involved
  • Significant international broadcasting audience
  • Lots of fans/spectators
  • Significant economic returns direct and indirect
  • VIPs come into the country

Why host Global Sporting Events?
Key Benefits:

  • International reputation
  • NZ feesl good
  • $$ Economic returns
  • More Players
  • More Fans

Role of Host Country

  • Deliver the Event well
  • Welcome Teams & Fans
  • Participate & Enjoy
  • Activate Business

Difficult part of running a global sporting event is managing the key stakeholders between International, National & Regional partners.  Getting them all to pull in the same direction is a big driver when running an event.

Commercial mode differs for each stakeholders

  • International Sports Body – Broadcasting & sponsorship
  • Host Country – Economic impact & marketing
  • Host Sports Body – Profit? & Marketing
  • Host Cities – Economic impact & marketing
  • Organising Company – Ticket Sales

Important keeping legacy in mind, not just about in business including; players, fans, volunteers, nationhood & social cohesion.

What’s in the secret-sauce of world-class fan engagement?

Sharing insight from three of the biggest clubs in world soccer, Michael will discuss the thinking behind Arsenal, Liverpool and Manchester City’s latest stadium and fan initiatives. Although your club is as unique as your fan base, Michael will show how to mix three key ingredients, so you can drive value for both your club and your supporters.
He will:

  • Discuss where your club’s brand behaves in the hearts and minds of your fans, and how this affects your club’s ‘offer’
  • Reveal what links an iPod to the London 2012 Olympics (and the Rugby World Cup of 2011 for that matter!)
  • Explain how three ingredients will inform the tiers of your match-day experience
  • Show how these ingredients power stadium benchmarks from New Zealand, The US and The UK.
  • Show how you can extend the match-day audience beyond the capacity of your stadium

Michael Artis Client Director – Sport and Entertainment 20.20 (UK)

Sports Geek notes

Simple premise – Truth. Change. Success.
All about designing extraordinary fan experiences… like Arsenal Diamond Club
… and evolve brand identities like Arsenal logo redesign. (Only to get death threats from fans who had the original logo tattooed on their chests)

Fan quote – “It’s what we do everything else for”
This is who I am – Thick & then, “A board of millions”, This is my “home”

London 2012 was planned by the hour from the fan’s point of view according to Seb Coe.

Some of the initiatives at Arsenal – Fan Bricks, Concourse, Playing Legends, Legend Statues, etc

Secret Ingredients – Access, Exclusivity & Belonging

Examples include:

  • Exclusive insider tours at Yankee stadium
  • Pennsylvania Soccer Fan Loyalty program
  • Dallas Cowboys Miller Lite Lounge around player tunnel
  • MCFC – Redefining Premium around exclusivity – The Connell Club
    • Sold out off plan
    • Reserved 5% for match-by-match availabillity
  • Liverpool – all about belonging
    • Ramps up storytelling around Bill Shankly & Bob Paisley
    • 80% sold off plan
    • Honouring club legends
    • Sets expectation for what is to come…

Manchester City is expanding beyond the stadium with match-day destination zone with live show cross channel as well as bespoke partner areas like EA Blue Zone.

Optimising your Volunteer Potential

Managing your volunteers to ensure you give them the best possible volunteer experience and you get the best out of them can be a juggling act.
In this session we will talk about the trends in volunteering, what motivates volunteers, and how you can manage volunteers to get the best from them.
Gillian Peacock Chairperson Volunteering New Zealand

Sports Geek notes

It’s not just about saying thank you to your volunteers, is that enough?
1.2M Volunteers in NZ with over 800K in sports.
Key definition to use is Social Profit rather than Not-for-profit, there is a benefit socially to the community.
Great Volunteer Programmes need to:

  • Managers & Ambassadors are vital
  • Cost of a Volunteer program is not zero
  • Keeps Volunteers involved, makes them feel good & builds on their skills & experience

What Volunteers want?

  • Support & respect
  • Role descriptions & expectations
  • Training & resources to do job well
  • Meaningful experiences

Don’t forget that November 5 is International Volunteer Managers Day

Change – Managing change – Why change in sport is so challenging!

  • Identifying the burning platform
  • Achieving Board alignment and engagement
  • Being open, honest, early and frequent with your communication
  • Gaining buy in for the whole community
  • Balancing leadership and community involvement

Raelene Castle Chief Executive Netball NZ;
Board Member TTNL (ANZ Championship);
Board Member INF (International Netball Federation)

Sports Geek notes

Netball moving to a 5 Zone model trying to ensure it doesn’t impact the many stakeholders in netball including players & fans are not disrupted.

It is hard!

  • It is harder than corporate world
  • Volunteers are the lifeblood
  • The growth of professionalism
  • Money is tight
  • There are layers you have no control over

You need to help identify a reason for change “a burning platform” creates urgency & makes the rationale more credible.

Creating the ultimate spectator experience -Turning a ‘good event’ into a ‘GREAT event’

  • Identifying, researching and servicing spectator segments
  • Giving people reasons to attend by empowering the spectator
  • Developing key partnerships
  • Underlying the importance of experience
  • Yesterday’s success equals tomorrow’s failure

Steve Walters General Manager Hertz Sevens

Sports Geek notes

Important to segment your customers
Identified fans who wanted to party & those who wanted to watch rugby
Strong connection with fans with strong ticket sales next challenge is expanding tournament outside stadium to new demographics.

Case Study – Wellington Phoenix

How to be successful in an ever changing environment

  • How to stay on top when the game is constantly changing
  • Organisational management – the role of the sports manager
  • The importance of business planning – financial planning, marketing and customer segmentation
  • Building the legacy in the role of guardian

David Dome General Manager Wellington Phoenix

Sports Geek notes

How do you keep the faith (with Bon Jovi soundtrack in the background)
Need to understand & appreciate your history when in business planning mode for your team.
Important part of planning is Customer Segmentation for Phoenix:

  • Hard Working Professionals (37% of base)
  • Studious Sharers & Settlers (18% of base)

Do your research

  • Find out what your fans like & don’t like?
  • Game day is a big draw for fans – family friendly & great atmosphere

Phoenix look at their marketing mix from fan point of view as well what they are presenting.
USP – “Being the most dynamic sporting experience in Wellington, The Phoenix delivers a sporting event like no other”
Social media a very cost effective method of communicating with fans but very important to understand what content your fans want.

Central government’s strategic approach to New Zealand’s sporting future

  • The role of the central government
  • Funding grass roots development and establishing a national approach to sport development
  • Managing the nations international interests
  • Working with the private sector to deliver opportunities to participants and spectators
  • Creating a sense of responsibility and community participation

Hon Chris Tremain, Associate Minister of Tourism Also Minister of Civil Defence & Minister of Internal Affairs

Sports Geek notes

Young people still want to play sports not just xbox & computers.  Saturday morning sport is still alive and well.  Surveys show kids want to try new sports so as an industry we need to give them the opportunities early on.

There is a balance between grass roots & high performance that is a constant struggle but both areas need assistance to keep lifting the bar both from participation rates & medal hauls.

An innovative approach to commercial diversity and growth

  • NZ Golf – a brief background
  • Overcoming commercial challenges
  • Getting the proposition right
  • Creating a digital platform to create meaningful connections
  • Maximising the use of your database to build the commercial side of your organisation
  • Case study

Dean Murphy CEO New Zealand Golf

Sports Geek notes

Big focus is game development across the country.
Kids are an important target market to drive interest for future players.
Time for change – NZG & NZPGA aligning
Some of the challenges:

  • decline in charitable trust revenue
  • heavily reliant of Sport NZ support
  • small commercial sponsorship
  • traditional club membership dropping

Needed to change the proposition

  • traditional approach wasn’t working
  • commercial revenue was less than 4% of total revenue
  • trying sell the sport
  • we need to understand the value of our connections with our players

NZ Golf need to rethink digital

  • regain rights to handicapping website
  • rights to marketing to members
  • new website
  • focussed on building knowledge around members databse

New NZ Golf website

  • 90K uniques per month
  • 3.5M page views per month
  • 6.40 time on site

Importance of an integrated campaign

  • BMW didn’t want naming rights – branding awareness not that important but want to sell cars
  • Integrated marketing solution
    • Naming rights
    • TV show
    • Direct mail
    • Email
    • Microsites
    • Corporate Golf Days
    • Targeted Online advertising
    • Unique membership offers
  • BMW Online Golf Club
    • 10,000 signed up in 4 months
    • Current vehicle & repurchase date
    • Performance reports on their golf
  • Targeted banner advertising campaign

Key takeaways

  • Accept that you will need to find new ways of securing new revenue
  • Organisations want to connect with people


Riding the rough road to success

  • How focusing on culture and a ‘values based’ approach to management has led to success
  • Marketing, promotion and membership strategies to achieve record crowds
  • Securing the largest sponsorship in club history
  • Building on our success – Where to from here?

Richard Clarke General Manager SKYCITY Breakers

Sports Geek notes

NZ Breakers sold out NBL Grand Final in 22 minutes faster than Lady Gaga.
It all started in 2002 with Tall Blacks success at World Championships with Pero Cameron making All-Star Five.
Building the Dream (a great start winning first game) but living the nightmare (didn’t win next 8 weeks)
New owners – Start with Vision – then Believe!
“To be a Basketball Dynasty” modelled on Broncos, Lakers & Celtics as well as Perth Wildcats
What does winning look like?
To be a Professional, Successful, Relevant and Sustainable Basketball Club.

Formula for success – One Team + Courage + Integrity = Champions

  • Culture is Everything
  • Believe – Commitment to Vision
  • Participants not Spectators
  • Support your community – they will support you
  • Be prepared for Success

3 Rules

  • Did we get better today?
  • Challenge everything
  • No Dickheads

What next?

  • Resetting the Targets
  • Managing expectations
  • Writing the next success story

Leading change and creating high quality experiences to achieve retention and growth through the NZF Whole of Football Plan

  • Leading change to create alignment and a shared vision / understanding
  • Understanding unique NZ challenges and addressing them with world’s best practice
  • Implementing a new plan with new staff and new programmes
  • Key learning’s to date

Bev Priestman Head of Football Development NZ Football

Sports Geek notes

Before World of Football, “patchwork quilt” approach with different regions running different agendas with little accountability nationally.
AHA moment – What did we achieve last 7 years? Tough to answer
The Club is the Hub ties in existing players & draws in new players to increase retention rates.

Sportsville – Toward sport club sustainability

  • Designing facilities that enable pay-to-play versions of the/your game
  • Moving beyond grants and bar-takings dependency
  • Communicatus as a strategy for sport management/governance
  • Finding strategic friends and leveraging community expertise
  • What sport can learn from the YMCA movement

Peter Burley Director Sport Guidance Ltd

Sports Geek notes

Communicatus – yes it is a made up word.
What does it mean – communicating with members & encouraging sharing

The Sponsor’s perspective – A Managing Director’s view on sport sponsorship and commercial partnerships

  • Integrating sponsorship into the overall business strategy
  • Ensuring a cultural fit between the brand and the sport
  • How we use sponsorship to target both the business and consumer markets to drive sales growth

Neale Hill Managing Director Ford New Zealand

Sports Geek notes

Important to ensure a cultural fit for brand & sponsorship delivers to target business for sales growth.

Key considerations when deciding on a sponsorship:

  • Does the sponsorship property fit Brand Strategy and objectives?
  • What elements of Brand Strategy will it deliver?
  • Do we have resources, both financial & physical to leverage the sponsorship to deliver expected outcomes?
  • What is the sustainability of sponsorship property?
  • What are the risks associated with the sponsorship which could have damaging effects on the Brand?

Sport is a currency
Sponsorship is a platform to drive brand awareness & a tool to improve favorable opinion with customers.

Successfully connecting sports, fans and sponsors using technology

This session will look into how sports teams are connecting with their fan base to drive membership, merchandise & sponsor activations using social & digital.
Love your sports & digital, want to know?

  • How Darth Vader teamed up with Bulldogs for Star Wars Blu-Ray Launch
  • How Lions & Eagles fired up digital fans on Facebook & Twitter
  • How the NBA’s Timberwolves connected with fans at the NBA Draft
  • How to manage large fan bases on social platforms
  • What fan engagement strategies work well in sports & how can they be adapted
  • What social and digital metrics are important and why

Sean Callanan Founder Sports Geek

Obviously I wasn’t taking notes while I was presenting… but here is a photo taken during the presentation.

‘More than just a game’ – How the NZRL secured the biggest sponsorship in its history

  • Attracting sponsorship – the importance of the strategic vision
  • Collaboration through sponsorship to effect change in communities
  • Creating better long term partnerships
  • Opportunities for the game/growth/community engagement/sponsors

Tony Kemp General Manager – High Performance NZ Rugby League

Sports Geek notes

Dark Past – Bright Future
“More than just a game” is the new theme

Pirtek sponsorship includes:

  • National Premiership
  • Hearts Camps
  • Grassroots
  • Charity
  • Reward Programmes
  • Elites

Wrap Up

It was a great two days of content & networking in the New Zealand sports business scene, it was a great conference & I look forward to seeing more success from the speakers & attendees over the coming year.

If you attended I’d love to hear your feedback in the comments or on Twitter.

Social Media for Good & Sports on @Pinterest from @abcgrandstand


In this ABC Grandstand sports digital segment we looked the positives in social media and how it can be used for good in sports.

 Download mp3

Using Social Media for Good

Too often the sports social media mistakes or bad boys are profiled but sometimes social media can be used for good.


Late Ben Hollioake’s cricket kit stolen from parents home in Perth but recovered after a rally of support via Twitter.

Started with former English Captain Michael Vaughan pleading for assistance from cricket fans, soon after #FindBensKit was born.


Something closer to home the plight of former Wallabies captain Michael Lynagh who is in hospital after suffering a stroke, the Wallabies community rallied behind the man known as Noddy using digital.


We did quickly discuss the Kony 2012 campaign that after great success has fallen flat.

Sports Geek Medals – Pinterest edition

We have discussed Pinterest on ABC Grandstand before, “the Jeremy Lin of Social Media” at the time.  Thanks to Dion Bennett‘s great post on sports teams using Pinterest we’ve decided to give out medals for Sports On Pinterest.

Bronze – Manchester City

They have a board for title “City Tattoos”, needs no other explanation.

Source: via Manchester on Pinterest

Silver – Anaheim Ducks

Doing a great job of pinning material from fans from other social networks like Facebook & Twitter.

Source: via Anaheim on Pinterest

Gold – Boston Celtics

Doing a great job sharing pictures & promotions from the Celtics vast history.  Even running a Pin it to win it competition.



Source: via Boston on Pinterest


Until next week

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

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

Get the Sports Geek podcasts

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

Podcast transcription

FRANK: Sean Callanan, our Digital Sports Guru, joins us every Saturday what his field of dreams might be. Good day, Sean, how are you?

SEAN: Good day, Frank. Well other than MCG, I mean that shows a bit of bias to Melbourne, but from a baseball perspective, I actually have been to Wrigley Field and it’s the stadium in the states that most reminds me of the MCG.

FRANK: What about it reminds you of the MCG?

SEAN: You pretty much just walk in there and you just, the history, and you can just feel it. It wraps you up.

FRANK: I think there’s two ways you can go with this. I think the really big venues are super impressive and they’re overwhelming in their size and their stature in the history. And the MCG certainly got that about it, but sometimes the smaller venues are the ones that capture your heart. I’m sure Fenway Park is like that for me because it’s a tiny, you know, it’s a tiny track. It’s a very small ballpark, really. It’d be like, you know, I’m going to ask a person ‘Do you like having the good fortune of going to Highbury a few times over the years,’ very small, compact ground, beautiful art deco grandstand.

SEAN: And it is something that all the special baseball stadiums, all the refurbs and, you know, getting the new stadiums built. Like last time I went to New York I went to both Yankee Stadium and the new Mets stadium. Both new stadiums, the Yankees went with a complete almost carbon copy of …..

FRANK: It’s unusual isn’t it?

SEAN: of the old stadium.

FRANK: Explain it. It’s not on the same side, is it?

SEAN: It’s across the road.

FRANK: It’s across the road.

SEAN: But it’s a physically carbon copy, and it looks a little bit like a Coliseum. There’s a lot of concrete and it really doesn’t have—they tried to replicate it, and they really couldn’t. Whereas the new Mets stadium they did it in that vintage style, and they used a lot of the pieces of the era, and so it looks like an old stadium but it’s got all the new amenities, and it does it have that old style ball park feel. So it’s sort of like, again, comparing MCG to the Docklands Stadium. You know, and amenities wise, it’s just a matter of getting it right.

FRANK: So since through your choice hashtag #grandstand, your field of dreams, the venue of the sports, I mean it doesn’t have to be a professional sportsman. There’s a lot of people have a very, very deep and affectionate ties to their local sports fields, whether they played there or their kids did or whatever it is, how should today’s grandstand let us know? Whereas the other one in the United States that I really love is AT&T Park or in San Francisco, the home of the Giant’s, is a venue I have a little bit of a soft spot for. It’s a magnificent vista when you’re sitting up in the stands there at across San Francisco Bay on a sunny day. It’s like the happiest place on earth.

SEAN: Yeah, definitely, definitely. It’s one of the ones I haven’t been to. It’s on my stadium bucket list.

FRANK: It’s a beauty. We’re talking to you about social media today, of course, in sport and sometimes we focus a lot on the negative and the trouble that people get themselves into using social media platforms, but sometimes it actually can be a really powerful tool for niceness instead of evil.

SEAN: Yes.

FRANK: As Maxwell Smart would say.

SEAN: Exactly, and we had a pretty good example of this earlier in the week when I saw, I think I actually saw your tweet initially, and re-tweeted it to Ben Hollioake who passed away and was an English cricketer, had his kit, these English kids stole it from his parent’s home in Perth. So someone broke in…

FRANK: Terrible.

SEAN: Whether they did it deliberately or it was just a break in and they’d stolen all his English gear.

FRANK: Because when Ben died , I think about, oh, ten years ago, I think it was in a car accident in Perth, and so his parents have kept his kit as, you know, as a keepsake, a very precious keepsake for his career as a…

SEAN: I think he played two tests in twenty or so one days…

FRANK: With his brother, as well, Adam.

SEAN: And, so, yeah, the English cricket community, so Michael Vaughan and Alec Stewart and a lot of the guys that played with him started tweeting, “Hey guys find his, find Ben’s kit. Ask everyone to re-tweet it.” You know astray and cricket personality Vaughan, Damien Fleming and the like did the same. And so it was obviously trending on Twitter, but it did provide a little bit of an action, a bit of awareness for everybody because most people wouldn’t have known. It would have maybe made the England papers and maybe the Perth papers, and then luckily enough a couple of days later, because I really put the alert out, and said, “Hey, if you find this stuff on Ebay or someone’s trying to off load it,” and a couple of days later both they found the guys who did it and they found the kit and it was returned. So it was one of those good stories, too, you know, get awareness and also it’s about what we we’re talking about last week, getting a story that you want out in the press and getting a bit more publicity.

FRANK: What it shows is that communities coalesce really quickly around things that are of, if you got a likeminded cause or an interest with people, you can coalesce a community really quickly around that—incredible resource. I mean, in my gig, here working as a professional sports broadcaster, the connections you can make with other journalists and broadcasters and people of who can actually be part of the show or give you information and insight from a first person perspective of being at games and being at press conferences, and the like, it’s an extraordinary reach, and it really has changed the way broadcasting works, and in this instance it’s worked…

SEAN: And the thing is everyone can have their own niche show. You know, if you didn’t hear it from one of the players themselves, you might hear it from a follower who’s mad for cricket, and he’s always giving you your cricket information, so he’s my cricket expert. It’s not, I’m not waiting for the cricket segment on Grandstand. It’s this twitter follower that’s always giving me the best cricket advice. So, you know, people can develop niches and become these, you know, curators of content and pass it on.

FRANK: Well that it is very egalitarian, too, and as you said, you know, looking at the tweets, there was Adam Hollioake, Ben’s brother who was tweeting through Alec Stewart. I mean I’ve sent my re-tweet out. You did as well. We’re all having the same impact. You know having a conversation with these people who are professional sports people who you previously probably wouldn’t have access to, not only just to talk to them but also to, you know, to working inside with them, maybe if they’re, you know, not cognizant that you’re doing it, but it is really, really an egalitarian experience.

SEAN: And it gives them, you know, it goes back to that, you know, the ability that for athletes to be role models whether they’re pushing a charity or trying to push a cause or in this case, you know, just to find a mates kit because someone’s gone and broke into his parent’s house. So another one that I again caught by Twitter and the Wallabies did, I think, did a good job in, one, telling everyone about Michael  Lynagh who’s had a stroke and is still critical in the hospital at the moment. They sent out a tweet saying, “Hey, send Noddy,” which is Michael  Lynagh’s nickname, send a tweet, “Get well Noddy,” and we’ll pass it on to the family, and, you know, it’s not going to help him get better, but it is going to rally the rugby community, send their messages of support. I’m sure, you know, as the guys at the AOU handover pages and pages of tweets to the family, it will mean a lot to the Lynagh family just to see that he’s getting a lot of support, and, you know, we send out our best wishes to the family, but it’s just another way to, one, get the information out because you might check the newspapers and not find that information, so it’s a way for teams, in this case the AOU, makes sure that the rugby community knows that one of their own is in a bit of trouble.

FRANK: Yes, certainly, they did rally around Michael. We spoke with Andrew , his former teammate, yesterday on the program, and he’s recovering, but he’s got a long way to go after suffering that stroke earlier in the week. Have you got a podium for us today?

SEAN: Well just, actually, just one more on—we did speak about it a bit about four weeks ago, Kony 2012 “Cover the Night” was last night, and as I was driving in I did see obviously some kids had still rallied to the cause, and I did see a couple of Kony 2012 posters up around Melbourne, so I don’t know if anyone else joined in the fun of promoting the Kony 2012. We discussed that when they brought out the issue clips, so I need you to see if anyone else and how it goes in America.

FRANK: Just on that they’ve posted a second film, haven’t they, a follow-up to the original Kony 2012.

SEAN: Yes because there were some concerns and people worried about the funding and stuff, so they’ve sort of done that, and even the fan had a little bit of a crazy time there and they’re going to be caught up with the celebrity, but the cover of the night actually went through, you know last night here, and it’ll be in the states tomorrow, so it needs to be seen what good kind of coverage it gets in America tomorrow.

FRANK: Sean Callanan with the say on Digital Sports Guru here on Grandstand Breakfast. We always have a podium of three, two and one for those in the digital space on Twitter and other social media who’ve done interesting things this week. What have you got for us?

SEAN: So, what I want to do is get away from Twitter and have a quick look at Pinterest Day invented to the really good article on Sports Geek on how sports names are using Pinterest. We talked about Pinterest as way to share photos and stuff, and so the bronze medal goes to Man City, and if you check out one of their boards, I have a board called “City Tattoos,” and there is one of the most gruesome tattoos you’ve ever seen in your life there, with effectively the Manchester City logo tattooed onto the guy’s heart.

FRANK: It’s pretty full on.

SEAN: It is pretty full on. The Anaheim Ducks have done a pretty good job on Pinterest, as well. They actually shared the tweets and Facebook posts and things that the fans are doing, but one of the ones that is leading the way and doing really well in the digital space is the Boston Celtics sharing stats and boards, and they’ve been running a Pin-It competition, so they’re instead in a game in cyber space and had a little bit of fun.

FRANK: Pin-It-To-Win-It.

SEAN: Pin-It-To-Win-It, yeah!

FRANK: They got to vote on that one first…It’s a beauty.

SEAN: Yeah, exactly, so everyone will be following them, but, yeah. Let’s check out sports on Pinterest and we’ve got the article on

FRANK: Remind us what Pinterest is because it’s a bit different to Instagram, isn’t it?

SEAN: It’s a pin board, so as you find photos and things that you like you pin them to boards, and so like I said, Manchester City might have a City Tattoos. A lot of the teams are doing Pets Who Follow Us, and so they should pin pets, dogs and cats that are wearing their team’s colors. They do baking goods. They should share merchandise.

FRANK: So it’s more on the subject matter. You can direct to what subject matter.

SEAN: So it’s a real visual medium, so you pin pictures that you like to that fit your brand, and then people re-pin them to their boards because their fans of your team, so it’s a real, you know, you just surf along, look at all those pictures. They’re pretty. I liked that one. I re-pinned that one, so we’re having a lot of traffic back to websites, so on and so. The sportscenter is starting to delve into it.

FRANK: Get on you’re sure. Now get to make a little point today.

SEAN: Thank you very much, and good luck with maybe us…

FRANK: (laughter) I haven’t got this one quite yet. It’s New York 6, Boston 2, top of the 8th, no outs and a man on second for the Yankees at the moment, but dear, it hasn’t been a great start to the year for the Red Sox, but this game and over the next few days might be crucial to their season given it is the 100th anniversary of Fenway Park. You’ll have to get there one day.

SEAN: I will. I have to be there in August for a conference, so I’m looking forward to it.

FRANK: By then it could be ugly for bargaining if they keep playing the way they are. Remind people how they kind of find him:

SEAN: That’s it,, @sportsgeekhq or @SeanCallanan on Twitter.

FRANK: He’s everywhere. Sean Callanan our Digital Sports Guru here on Grandstand Breakfast.

#morecronk & @SP_10 signs – how sports teams are handling big news in social


In today’s ABC Grandstand sports digital segment we looked at the how two of Melbourne’s biggest teams handled two big signings this week.

Download mp3

How Sports News Breaks in Digital age

Wednesday afternoon the news of Melbourne Storm’s Cooper Cronk calling a press conference started the planning for the Storm’s version of “The Decision”  we discussed all possible scenarios & how fans might react.

Luckily for Storm fans Cooper Cronk decided to stay with Cooper Cronk & #morecronk both trending across Australia on Thursday.

Great work from Daniel Pinne (AKA @DanPinne)behind the scenes, you might know him from his guest post on Facebook grouping posts (which still apply & worth the read).

See how it played out on social platforms via the Storify compilation built by Daniel.

Only 24 hours before #morecronk down the road Collingwood tried a different approach using their new TV show  “The Club” to have the first interview with Scott Pendlebury after he signed a 4-year deal with the Pies.

Sports Geek Medals – ad:tech Melbourne edition

One note, late entry to AFL Coaches on Twitter @SandoAFC Brenton Sanderson has joined Twitter one week too late.


Bronze – Anthony Harrison – Cricket Victoria

Anthony talked about building a brand from scratch & how effective Instagram was in connecting with fans at the Big Bash.

Silver – Jonathon Simpson – AFL

His social media policy was well received & makes complete sense more people should follow it.

Gold – Kim Trengove – Tennis Australia

Great presentation on all the digital work they did at Aussie Open – Mobile, Video, Social. Hitting aces all over the digital court.

Until next week

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

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

Get the Sports Geek podcasts

Subscribe to  or Sports Geek Podcast in iTunes.

Podcast transcription

FRANK: Every time Sean Callanan comes to Breakfast Grandstand as the Sports Guru, something happens…

SEAN: I’ve seen cricket today. It must not like me.

FRANK: Sorry, that just happened right when you arrived.

SEAN: That’s all right, Francis. That’s all right. I’m good thanks. Even though the Pies (Magpies) lost last night I’m still happy that the season’s started. It’s good to have footy back.

FRANK: Nice win. For the Magpies, they’ll be fine.

SEAN: Oh, definitely, definitely…

FRANK: They’re going to be right there when it matters. This week’s been interesting in the world of digital sports, hasn’t it? Because once again it’s an example of how things have changed dramatically for clubs, fans and players when it comes to big news.

SEAN: Yeah, so, Wednesday you would’ve got that obtuse media release that Cooper Cronk has called for a press conference, and literally when I heard that, I saw a tweet, then I heard it on the radio, and then my phone rang, and it was guys at the Storm going, ‘Okay, what’re we to do?’ I went, you know, we’ve got to handle this press conference, and I said, “Okay, let’s plan for it. Just, you know, you can tell me. I won’t tweet it. I won’t tell anyone what’s happening. Is he going or staying?” Oh, ‘We don’t know as yet.’

FRANK: They really didn’t know it?

SEAN: This is a day out. This is 24 hours out. So I said, “Well, where’s the plan for scenario A and scenario B?” So the whispers were that he was going. There’s all this money awash with Gold Coast. He’s going to take the cash. It’s a go-home factor, and so how do we handle that in a social media space because you’ll get a whole bunch of angry fans. You know, they’ll be tweeting and Facebooking, ‘Why’s he leaving?’ And then you’ve got all the, I guess, the other ramifications, if you can’t, the Storm for one can’t say, ’Oh, it’s because of the salary cap,’ because then they’ll get blowed back for other issues in their history.

KELLY: Past problems, yes.

SEAN: Past problems and you know and it’s their role and big ups to Daniel Pinne who runs the digital beyond the scenes of the Storm. Our plan was if Cooper Cronk was going to go, he was going to actually reply and pat each fan on the back and soothe their pain because they have to look back and say, ‘Look at what Cooper’s done. We’ve got still six months more of him.’ We’ve got that focus to try to turn them around a little bit, so we really sort of put a crisis plan in place.

FRANK: Are you amazed Kel that they didn’t know?

KELLY: I can’t believe that.

SEAN: So this is 24 hours out .

KELLY: So Cooper called the club and said can you issue a statement saying that I’ll make my decision public tomorrow?

SEAN: Well, yes, he was still making his decision, but he said I’m going to make a decision. Let’s have the press conference, and, obviously, with this information age, you have to protect that information, so there was only a select few that did know. So the people negotiating the contract in the footy department and the commercials team, that kind of thing, but the broader team didn’t know, and they were planning for all the scenarios. And then about an hour out of the thing the wider team knew so they prepped an email to go out to the members in a simultaneous fashion when the conference started. So as soon as Cooper said, “I’m good to go,” the email went out, so all the Storm fans got it, sort of, at the same time as everyone else was. But, yeah, the digital team was like, you know, ‘Dan was told at that same time, so get ready. Don’t print the press conference,’ but as soon as Cooper says, ‘I’m staying,’ get that tweet out. I said get that tweet out, get the hashtag: more cronk. Because Cooper Cronk’s not on Twitter and it’s a great hashtag, so automatically, all the fans were tweeting #morecronk both Cooper Cronk and #morecronk were like number one and two trending on Twitter.

FRANK: Well that’s how I found out about it.

SEAN: Yeah, and so what you know, the news, which is amazing considering the AFL was launching that night.

KELLY: Was day one by ___.

SEAN: To have that much voice of, you know, from about 11:00 to 3:00 to be all about the NRL. It was a really a great job by the Storm, but, yeah, it just shows you the different scenarios, and it would’ve been a real tough gig ahead had he come in and said, ‘I’m going to Gold Coast,’ but you’ve got to manage and/or plan for those scenarios.

KELLY: I guess from a journalist’s perspective you always try to read into these things, the fact they released a statement the day before and said the announcement’s happening at the club a day before a big home game against New Castle and the fact that Cooper himself was speaking. You read into that and think well if he was leaving he’s not going to do it at the club the day before a big game because of the ramifications in those 24 hours.

SEAN: Yeah, and that’s the thing. They had a lot of chatter 24 hours out of people saying, ‘Oh,’ the initial chatter was, ‘He’s going; he’s going,’ and then the tide turned and everyone goes, ‘They had started doing the reasoning,’ but sometimes everyone over analyzes it a bit because, again, I think a lot of it was driven by Cooper. He said I want to make the announcement and the club went, “Well, yep, you’re one of the big three. If you want to announce it then you can.’ And he was like, ‘I want to send it out now,’ and they’re like ‘no, no’ let us have a press conference and…

FRANK: So it’s about making the maximum impact with the message, as well, and making sure that you’ve covered all bases, which is something that’ sport’s organizations have to do. They probably wouldn’t do as well with their Scott Pendlebury announcements.

SEAN: So Collingwood is, I guess, has gone down the path of their own club TV show, and the week before they broke the news of Sharrod Wellingham’s suspension on that show and didn’t give any warning or anything. This week with the signing of Scott Pendlebury they went down a similar path but they didn’t exclusively break it on the show, so I got an email as a Collingwood member at, I think it was 8:30, saying Pendlebury resigned, so all the members knew first and that’s a real thing for all the clubs to say, ‘Well, if you’re going to pay money and be a member we want you to know first.’ Both the NRL and AFL clubs are really mindful of their members first.

FRANK: It’s interesting that’s going on about the access to information because the AFL increasingly is trying to limit access to information. And one of example of that Sean and Kelly is access to tenures.

KELLY: Absolutely.

FRANK: And the digital media space would usually reveal the tenures first. Over the last couple of years, Twitter has been the place to go if you want to know who’s going to be in an ___.

SEAN: Well, in the last couple of years, everyone’s sort of been anointed. Patrick Keane would launch the team news on his own Twitter cap before all the clubs, in some instances. they’re like holding off, holding off, and then they’d find out that Patrick came from the AFL’s twitter. Here’s the ins and outs. So it’s a lot of clubs getting their nose out of joint for that, but, yeah, now there’s an exclusive rights with a TV partner to do it on the news, which is, you know, so 20 years ago.

KELLY: Well, it’s the media partners, isn’t it? So it’s the AFL website and Network 7, and so the embargo is until 6:00. So when you actually go out and speak to coaches, and coaches and players have been warned, there is a $10,000 fine if you leak any information, so as journalists working for another broadcaster you head out on a Thursday to interview the coaches.
Three coaches spoke on Thursday: Alastair Clarkson, Scott Watters and Nathan Buckley. They were all asked, on separate occasions, will you have a first game? Or will there be a debutante that we can talk about? And all of them said, “that information is embargoed until 6:00; therefore, we can’t say anything.’
How ridiculous when you’re inviting media out and journalists to come and get some information and speak about something, and I guess the same situation, or it was at Nathan Buckley’s, and we were out, and Trevor’s cloak was standing next to him. We wanted to ask about the contract, and the senior coach stepped in to Nathan Buckley and said, ‘No more question about the contract.’
So from a journalist’s perspective, obviously, we try and you leave a media conference where they have invited you down but you can’t get any information about the team and you can’t get any information about the contract, what’s left to ask?

FRANK: Well, Sean, you’re absolutely right. I mean it’s a sort of old world mentality, particularly in the age of digital media to try to hang onto that sort of information, particularly as digital media has now invited everybody to be part of the conversation.

SEAN: Well, that’s right. I mean and talking about the Pendlebury case, the A-mile and then both Scott tweeted and Facebook did and then the club tweeted, it actually got people to watch the TV, and I think that’s a much better strategy to say, you know, ‘Hey, guys, Scott Pendlebury is actually going to be on the show to hear him talk about it’—‘Aww, cool!’
Potentially I might not have tuned in. I’m going to tune in now. I’d as soon as use it in that fashion, but to use it in a fashion of, ‘Oh, we’re holding on to this information because this exclusive Channel 7 is going to do it on the news.’

FRANK: Well, to try to make money out of it, basically….

KELLY: Absolutely, it’s all about money, yeah.

FRANK: The information that should belong to the fans who pay their membership to whomever is playing for their team is now being held hostage for a couple of hours so that they can make money from the commercial/television partner. That stinks.

KELLY: It does. It’s disgraceful. And I wonder whether it’ll all continue because there will be a bit of an uproar at some stage because other media partners are not going to be happy with it.

FRANK: The coaches are going to end up looking like fools. They can’t answer question that they have a legitimate right to answer.

KELLY: And I think the coaches are well aware of that, and therefore they were making a stand by saying, ‘it’s embargoed; you can’t ask me. We’re making a point but we can’t tell you.’

SEAN: But it might also be kind of a little bit fiscal. If the NRL released their team list on a Tuesday and you know why—so Rugby League Week can get them into a printed version earlier in the week.

KELLY: People are talking about it already.

SEAN: And I think it was Matt McGuire from the Rabbitohs, who asked ‘Where are the team lists. You guys we just played yesterday.’ And they go, ‘Yeah, but, we’re going to have it by Tuesday. He goes, ‘Here you go have last weeks and put it up.’ So, you know, he pretty much didn’t really care what the list was, so you might just start getting the sort of just serving it for the purpose of serving it.

KELLY: One thing I noticed this week, Deledio announcing a five year contract extension, with a contract extension of five years, and Pendlebury, you’ve already mentioned, they all announced this on Twitter. If you’re the Richmond football club, what’s your biggest, most positive news story going to be for season 2012—that your best player has signed for five years. Why are they adopting to take the Twitter path as opposed to hold a media conference and get everyone there and get the coverage across everywhere? This is something that I don’t understand.

SEAN: I mean it isn’t more about getting the eyeballs, the digital eyeballs, back to the site. It’s also a bit of the players taking ownership of their persona, you know, against some would tweet it and then the next day the media were all over it. And, so again, that’s a little bit of the players putting themselves out in front of the club a little bit, but yeah, it is a tough one from a traditional media point of view. They sort of have the opinion ‘Oh, well, the traditional media will still come anyway. The TV and radio we’ll report it the next day. The digital is now and allows us to control it. Bring it in house.

FRANK: That’s the way it works in the moment now. Have you got a podium for us, 3, 2 and 1 this week?

SEAN: Yeah, well we had ad-tech this week in Melbourne so it was the Melbourne edition, and so the medals this week, we have a bronze to Anthony Harrison who talked about the Stars and how they built a brand for the new Big Bash team. Jonathan Simpson from the AFL, he talked about some of this media and some interesting social media policies, and I think it’s fit for radio but he pretty much said his social media policy is “don’t be a ___________(and you can fill in the blank there), for a social media policy it’s a really good one. But the gold medal goes to Kim Trengove who runs all the digital at the Aussie Open and they’ve just done an amazing job from a mobile perspective, engaging the fans from a social media point of view.

FRANK: They’re fun. That was fantastic.

SEAN: The iPhone app, the iPad app, all the things that, you know, the amazing part that should have been done with YouTube and things like that and the amount of viewers they’re getting through that. Both the other guys said, “I wished you’d just sit down and let Kim talk for the 40 minutes.”

She’s got so much stuff. She had videos of Roger Federer so Debby Spillane would’ve been very happy with that, so it was a really good discussion and we had a really good discussion after the panel as well, so…

FRANK: Good day, Sean. Thanks for coming in, and in that time nothing dramatic happened in the cricket.

SEAN: Well, I tweeted Brett Lee to stop doing it, so that’s cool. He’ll help me out there.

FRANK: Sean Callanan our Digital Media Guru when it comes to the world of sports.