On this week’s podcast we chat with Oscar Ugaz about the European sports digital scene and his time at Real Madrid. Included in this episode is a sneak peek at our interview with David Morris Sochi silver medalist in the aerials from our chat on Beers, Blokes & Business.
Like this episode? please leave a review in iTunes.
Looking to improve your skills in social media? Come along to our Sports Geek Social Media One Day Educational on March 31st listen to podcast for promo code ($50 off).
On this podcast you’ll find out about:
- What Oscar thinks the keys are behind connected stadiums
- How Real Madrid used Facebook gaming to raise money
- Why YouTube is perfect fit for sports content
- What the Australian Olympic team learned about social media after London
- How athletes like David Morris dealt with huge influx of social media attention
- How Google+ is finding it’s way into sports market
- How digital fans will be given the Front Row treatment at Old Trafford
- Follow @oscarugaz on Twitter and on Linkedin
- Follow David Morris on @AerialSkier on Twitter and on Instagram and on Facebook and Linkedin, find him at AerialSkier.com
- Come along to DSLondon on April 22 when I’m in London
- We did support David before he won…
- Check out Beers, Blokes & Business on iTunes and Stitcher David Morris episode will be ep 30.
- Ep #40 dedicated to Bad Boy Piston Bill Laimbeer, here he is in a remix video with german rock soundtrack
- Have you signed up for Sports Geek News? You missed this last week.
Social Media Post of the Week
Manchester United announced Front Row an initiative to bring digital fans closer to the players at Old Trafford using Google Hangouts.
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Sean: Welcome to Episode 40 of the Sports Geek podcast. On this week’s podcast, we chat with Oscar Ugaz about his time at Real Madrid and what’s next in the world of sports digital in Europe.
We have a quick chat to Olympian and silver medalist, Dave Morris.
DJ Joel: Welcome to the Sports Geek podcast, the podcast built for the sports digital marketer. And now, here’s your host, who suggests you should really rethink that bad password, Sean Callanan.
Sean: Thanks, DJ Joel. That’s right, my name is Sean Callanan, from Sports Geek, and welcome to Episode 40. We’ve made it to the big four-zero. Thank you to everyone who has listened from the get-go. And if you’re just new and checking out the back catalogue, thank you for joining us.
This week on the podcast I chat with a good friend of mine, Oscar Ugaz, who works in digital marketing in Europe. He’s in France at the moment. We talk about his time when he was working with Real Madrid, and some of the things he did there.
Also some of the trends that he is spotting in the world of sports digital, not only in Europe, but also in Latin America. We talk about topics like connected stadium and why YouTube is ready to disrupt the world of sports.
Also a little bit of a sneak peak, we are lucky enough to chat with Winter Olympian and overall good bloke, David Morris. He recently came back from Sochi, winning a silver medal in aerial skiing.
We chatted with him on Beers, Blokes, and Business. That’s going to come out tomorrow, on Monday, so we’ll have a little bit of a snippet of that episode, where we talk about social media and the reaction from fans, and how he dealt with it.
Don’t forget the Sports Geek One-Day Educational is now out. You can check that out at SportsGeekHQ.com/ODE. Stay tuned for some more info on that later in the podcast. We’re going to give you a special promo code. But first, here’s my chat with Oscar Ugaz from France.
I’m very pleased to welcome Oscar onto the Sports Geek podcast. I caught up to him a couple of years ago via Skype before I had a podcast, so I’m really happy to have him on. Oscar Ugaz is in France today. Oscar, welcome to the podcast.
Oscar: Thank you very much, Sean. Thanks for having me.
Sean: And you are in France today?
Oscar: Yes, today we are in a winter day in France. Very, very nice.
Sean: First of all, just to introduce yourself to the listeners, if they follow @SportsBiz on Twitter, or @DigiSport, they might have seen your Twitter handle, @OscarUgaz, pop up every now and again. But do you want to give everyone a little bit of a background of your story in sports and digital?
Oscar: Oh, yes, of course. I have an experience of 15 years in digital. I am a former advertising executive working for Wunderman; I am still working with them. But in 2007, I was hired by Real Madrid to be the Digital Business Manager, and I worked with them for several years establishing the digital strategy that nowadays the club has in place.
From that point on, I have been in the sports field and I have been working on advising other sports organization since then, since I left the club.
Sean: It must have been a really exciting phase, because you’re really in that spot around the same time I started Sports Geek. It was a little bit after that, but it was really around the time that social networks really developed. Facebook came along and Twitter came along, and sports teams started to adapt that. Were there some real lessons in those early years in moving from pure digital to what we now know as social media?
Oscar: Yes, indeed. We are talking about 2007. Now in 2007, where Facebook and Twitter are not the size that they are nowadays. They are not as well known as they are nowadays. In that time also, for example, Real Madrid, the data case that I worked on, Real Madrid has not developed a big digital strategy.
They have their portal. They have made some very, very specific analytics for mobile. When we started to develop this new strategy for them, the first thing we do is the website, and stuff like that.
But at some moment, we say, “You know, we are in 2007 and there are these new behaviors in people. People are using these new platforms, this new social media. People are engaging; people are talking. Why don’t we enter into that sphere?”
There was also always a fear – and this is still a fear in most sports organizations and in some brands – that we don’t want to go there because we are afraid of losing contracts, stuff like that.
But after a discussion, and we insist, insist, and we convince them. We start to have a presence on Facebook and Twitter, just like a test. At the beginning it was a test to see how fans behave in these environments where they can speak and have an opinion.
Then we will see if we can translate that to our website, our official web portals. At the end of the day, the social media and the social media environments became a big monster on their own. They had their own lives, so we decided to start creating strategies, and created a specific force and a specific business around these social media environments.
Sean: So you’ve moved on from Real now. You’re in a consulting business working in digital marketing. How much of your work now is still in the sports space?
Oscar: Nowadays I work in Latin America and in Europe. Let’s say that around 50% of the job that I am doing right now is related to sports. We are working with some sports clubs in Latin America, and we are also advising some organizations in Germany, and also in Spain.
It is 50% of our job right now, but it is most of the same. It is based on digital and how these organizations can take advantage of these new platforms, and these new solutions.
Sean: So how has the transition for you been a different go from what we would call “Club Land,” working for a team, and just for their purposes to, one, being in the same space as me, working with multiple teams? But then, also, working with these multiple industries, or brands, and governments, and those kinds of things? How much of that digital strategy and the work that you are doing in digital is applicable and transferable across those industries?
Oscar: I think that many, many things are very transferable. For example, when they’re related to sports, at the end of the day, it is a business. You need to develop some kind of value. It is obvious that you need that.
But at the end of the day, all of the things nowadays in digital are based in content. It doesn’t matter if you are selling sports, if you are selling a country, a tourist destination, or a car. I am working in all of these industries.
What you need in all of these situations is content. If you don’t have relevant and remarkable content, it is very difficult to have an impact in digital or in social media. Because nowadays, it’s a word that everyone is using, it’s “content”, but it’s real.
If you don’t have nowadays something interesting to tell in the digital sphere, you have nothing. Because you are not getting attention, and without attention, you are not going to be able to transform that into eventual sales, or into eventual value to the company.
That’s a problem that you confront in any business that you are in nowadays, that if you want to activate it in digital. So I think that experience that we have with a brand like Real that is very big and has all the attention, but in some ways has big difficulties to create content beyond the football match.
You have the football match; it is big content, but its content has already been sold to that tenant of the rights. It is the guy who is paying you the big amounts for broadcast rights.
You say, “Okay, how can I create more content? Something different to try to bring more attention, and try to transform that new attention into money. Because how can I create additional business out of the social media?”
That’s the same problem that, for example, tourist boards, or car dealers, or whoever you think of, all have the same content problem.
Sean: Definitely over the last three to four years, that explosion of content has happened across the board. Sports teams are overflowing with content, but still you’ve got to shape that content for your fans in a way that they can consume it. Because all sports teams, whether they be Real Madrid or the Melbourne Storm or the LA Lakers, they’re competing against these other content engines and content companies that are now coming up and competing with sports teams.
Whether they be USA For The Win, or GrantLand.com, or anything like that, the sports teams can’t just be putting out the vanilla met report, or the press conference, they’ve got to be in that – like you just said – remarkable and interesting content to engage their fans. Otherwise, the fans just start tuning out.
Oscar: Yes, that’s very true. The problem is, I am talking about football clubs in Europe and in Latin America. These people have very big difficulties creating relevant and remarkable content. I am not talking about the United States, for example, because in the States, they have been very creative, and they are willing to test new stuff.
In Europe and football in Latin America, beyond the match, the highlights, the training footage or stuff like that, there are very, very few examples of people creating some content by thinking out of the box.
I think that one of the very great and big examples are Manchester City, for example. Manchester City is a club that is creating concepts like the tunnel cam, or are creating concepts like, “Okay, we are going to play the training match using GoPro cameras.” Stuff like that.
I think because they are not in the front lines–they are not the first, and the biggest, and the most popular football club in the premier¬¬–I know it is important but they don’t have anything to lose. They say, “Okay, we are going to test things.” That is the attitude. That is the attitude that you have to take, you know I think that they are doing pretty, pretty well.
Sean: We have definitely seen an insatiable appetite for sports fans, definitely here in Australia, and the same in the States, in the U.S., in the pro teams in the more content the teams produce. We’ve seen it as digital teams have grown. They’ve gone from one to two-person man teams.
As they put in more content producers, the numbers, the traffic, it all increases because the fans have this insatiable desire. From what you are saying, to me, that sounds like a massive opportunity for all the teams to follow the leads of the Manchester Cities, to produce that extra content. Because their fans are craving for it. They just don’t know if the opportunity was there, if that content was produced for them, that they would be consuming that more and more.
Oscar: There is also a big constraint there. It is not only based in the resources you have to pour inside the club more producers and more budget to create that. It is also, I think, about attitude and about conceptual openness to do these types of tasks. Because most of the content created by the club is created by press areas that are very traditional in the way that they manage.
The guys who, for example, are creating outstanding and incredible content around football, in YouTube, for example. It is driving millions and millions and millions of fans of people who are not football clubs. I don’t know if you know them.
Oscar: These are guys who are creating relevant content. They are creating concepts like the football fan, the guy who goes around the games and shows the behind-the-scenes, or the bowels, of the club. Or, I don’t know, the guys who make fans and make rap battles between Ronaldo and Messi, and stuff like that. It is driving huge, huge, huge amounts of traffic and of attention.
That is an arena in which a football club finds it very difficult to enter. Not only because they are traditional. It is also because they have, “Okay, now, we have to protect the image of the players. We have to protect the image of this thing and the other.” You have a lot of constraints, and that’s why you are sometimes forced to create not so interesting and relevant content.
That is a barrier that in some moment needs to be broken down, because if not, all the traffic is going to go to these other creative types, you know, who are creating the content that people nowadays are following.
Sean: Another question that I’m really looking forward to when I’m in Europe is checking out some of the stadiums and seeing what the trends are at stadiums, both in London and in Europe. There is a really big debate in the U.S. at the minute, around connected stadiums.
As you know, I’m part of SEAT Conference where I run the digital track. They’re always talking about Wi-Fi and DAS, and can the fans get access to the Internet. It’s becoming a necessity in the States. We’ve also got CISCO rolling out some networks with some of the major stadiums in Australia, because of the demands that so many fans with smartphones want to be able to do things.
There have been an interesting, I guess, opposing points of view. Mark Cuban, the owner of the Mavericks is really in the camp of, “I don’t want my fans using their phones. I want them to be engaged with the action.”
Then you’ve got the new Kings’ owner, who wants to provide that fan as much Internet as they need, so they can have that extra, contextual benefit of being at the game. It might be live replays that you can pull up on your smartphone.
So they are sort of the two opposite ends of the spectrum that are currently happening in the U.S.. What’s the connected stadium debate like, happening in Europe and in Latin America?
Oscar: I think that in Latin America they are still not in that level of connecting the stadiums. In Europe there are many, many things that are entering into this environment. I think, not because they are thinking in a strategic way, like in the States. But mostly because other ones are doing it.
That is a bad thing about all this digital. “Oh, because my competitor is doing it, I am going to do it also. Because I cannot say that I am not a connected stadium and the team that I fight every Sunday, the other team has it.”
That is the situation right now. I think that both Mr. Cuban and the people who are opposite to him in these things are both right. I think that in these stadiums you have this big problem of people saying “Why go to the stadium if I can sit on my coach, or in my armchair, and I have my big, plasma screen, with my tablet, and all the things, and I get all the information there?”
You have to give them reasons to go to the stadium. Some of the reasons will be that you have the same connectivity and you are going to use the same multimedia options in the stadium. “Come on over here.”
On the other hand, I think that Mr. Cuban is very right. The thing that you cannot do is go to the stadium – and I think that that is happening in some of the stadiums in the States – that you go to the stadium and you sit down in a very big room, like at your house.
You sit down there and you pass all the time watching not the game, but also watching what is happening in other four or five games, at the same time, and playing fantasy games. Because at the end of the day, that is not the experience of a match. I think that both are extremes, that you cannot fall in one extreme or the other, because it is not healthy.
The other thing I think about connected stadiums is that it’s great, you have to provide this content to the fans, these services. But I think that is something that is very expensive. And if the football clubs do not have a good strategy on how to extract money out of it, or how to extract value–and believe me, many, many clubs do not have them, at least in Europe–it is going to be a very big, and expensive, nice-to-have thing.
I think if you want to extract value out of a connected stadium, the first thing that you must have is a very compelling and very well-established CRM strategy. To know, okay, these guys came in, they bought these things. I can put that in the database; I can have all this information. I can see how I can construct insights and information, and I can create new products to sell these guys. Because this is not just, “Okay, I have it; it’s very nice, but it’s very expensive. But I have connection, Wi-Fi in the stadium.” It does not make any sense.
There are football teams, for example, in Europe, where these are projects that are developed by the IT department of the club. But for example, the guys and the sponsorship do not know how to extract value out of that. They don’t have the tools to say, “Okay, how can I use this Internet connection inside the stadium to maybe sell some new products for the sponsor?”
It’s part of the silo culture of many clubs in Europe, you know. IT is one area, and it is totally separated from sponsorship, and it’s totally separated from digital marketing. They work separately; they don’t talk to each other.
One of these projects is a totally technical, IT project. The other guys don’t know how to activate it. So that is one of the other big constraints about this.
Sean: Definitely, yes. It is something that even the first time I went to SEAT in 2011, it was all the IT guys. That was one of my first conversations with Christine after that, saying, “We really need to get the marketers in here at this same conference”, because the IT guys will set up the great systems, but it is the marketing guys who will implement these activations and sponsorships that close the loop.
Oscar: That is not happening, right now. Unfortunately, from my experience, that is not happening, right now.
Sean: Yes, so last year in Kansas City, the guys at Sporting KC, and Sporting Innovations, pretty much used the sporting park, where Sporting KC play, as a really good example of, one, what a connected stadium can be, in that their smartphone app would connect to their Wi-Fi.
As you walked around the stadium, different offers would come to your phone because they knew where you were in the stadium. I think there was a shot-on-goal, and literally, by the time I had taken the phone out of my pocket and brought it up, I was able to see a replay of that.
Now, they are in a really great situation, and I’ve got to get Asim from Sporting Innovations on the podcast to talk about it. But it is that N2N solution, and there are so many moving parts of getting the TV guys to work with your digital, getting the infrastructure of the stadium, but when it does come off, it does fit really well for the fan. That’s the end.
But the other thing is, with the Sporting KC model, it was all connected to their CRM. So they were always getting more data about their fan, to better serve that fan better offers, better deals, those kinds of things, while always profiling those fans.
Oscar: At the end of day, you have to envision some type of return, because we are talking about a very, very expensive investment to create this infrastructure. So who is going to pay for that party? Someone needs to pay for that.
Maybe it’s a sponsor, okay, but the sponsor will need to have options, and will need to have tools to activate that. “Okay, I am going to sponsor, and I am going to pay for this. How am I going to have a return?”
It’s something that needs to be very clear. I think that very few people are making that exercise nowadays in the sports properties. They are just implementing the infrastructure because everyone is doing it. And it is something that is very, very sad to have happening.
Sean: It does take you to that ROI question. We’ve all been playing – I don’t know if I want to say “playing” – but working in social for a couple of years, now, and that ROI question keeps coming up. I think social, overall, is a longer game, and you can measure the ROI on a campaign-by-campaign basis, running specific things. That’s how you can start measuring ROI. But what are some of the things you look for when somebody says, “We want to run this campaign, but we want to make sure it brings in returns?”
Oscar: I think that one of the things on which you need to focus here is how are you’re going to measure value, when you create these companies.
For example, it’s a sponsor campaign, and the sponsor says, “I’m going to measure my values in,” I don’t know, “‘likes’ or comments.” Well, it is this problem; I think that is the most superficial thing that you can do.
I think that you have to create experiences for the fans, but that have a revenue stream behind them. That’s the thing that happened when we created, for example, in Madrid, the Real Madrid Fantasy Manager.
We said, “We have all these millions of fans on Facebook and we have all these thousands of guys that are using our mobile application. Where are these people in 2010? What are these people doing now in social platforms or in mobile?
They are playing FarmVille, or they are playing Mafia Wars. Now we are talking about 2010, when Zynga was very popular. Okay, if we have this, why don’t we create, again, a social media game?
The thing that we do is we act like normal, licensing guys. We go and we talk with Zynga and they say to us, “We are not interested. We are focusing on our own games.”
So we decided that we would make a complete reverse engineering of that game. We sit down with the developers of those games, who have experience creating fantasy games. Together with these guys, we make a reverse engineering of these Mafia Wars, of this FarmVille, and we mix that with a social media game.
And we create the Fantasy Manager, a game that has been very popular and has demonstrated that Real can extract money out of that fan base, because we started bringing real money out of that thing.
So that is something is not in any other clubs. You have people that have the capacity to sit down, do that exercise, and do that reverse-engineering of a game. Because at the end of the day, you say, “No, you are digital guys. What you need to do is start to close licenses.”
You have to think in some other way, you know. You have to think in some other way. At the end of the day, also, this Fantasy Manager game nowadays is played by over 30 teams around the world. You know, because Real created that game, we the team of digital, created that game, Real earns a royalty for each one of these games.
You are playing a game, for example, the AC Milan Fantasy Game, and you are making money out of that. A percentage of the money that AC Milan is making goes to Real, because Real was the creator of the game. So Real Madrid transformed themselves into a publisher of games. Who says that a football club needs to be a publisher of games? Why not?
Sean: And we have seen that with Major League Baseball events media, a lot of teams and leagues are setting up their own digital media departments, both as a content producing house, but then also spinning off and doing those games and fantasy games, and those kinds of things because it is still focused on revenue.
Fantasy is still one of the biggest traffic drivers on a lot of sports. So there is money to be made form an advertising point of view, having premium versions.
I’ve heard Peter Stringer talk about similarly, their 3-Point Play Facebook app around the same time, was a really great way early on, when those games on Facebook were starting to really catch on. It worked really well and tied into their CRM strategy perfectly.
Oscar: Yes, but there you are thinking out of the box, you know. The other example is the all-night video. We arrive in Madrid, we say, “We are the only football club that does not have a paying, all-night, video channel. We are the only club who does not have it. Why don’t we make it?
So we started making all the analysis, and we discover that we lose money. We lose money because we are asking all the other people, all the other clubs that have these types of solutions. And they say, “People nowadays are pirating the content, so we are losing money.”
We say, “We don’t have the content. We are not going to have the possibility of creating a channel. We are going to lose money.” And what happened?
It was 2010. YouTube appears, with YouTube Partner Program. You can upload your content and what do you do? YouTube will start selling advertising over the content that you create. What happens, 50% is for you, and 50% is for YouTube.
But the most interesting thing is that YouTube has this technology that allows you to say, if someone is using your content – let’s say that I, a football club upload my match, and I don’t publish it to YouTube. It’s there.
But there is a guy who takes five seconds to make, I don’t know what, a resume of the best goals. The system identifies that he is using five seconds of my content. They say, “This is the content of Real.” And “Real, you have two options. You can say ‘Block it’, or you can say ‘Sell advertising, and I want to have 50%’.”
At the end of the day, you are using this great technology of YouTube, not to fight with the fans. Because the fans want to take the content, want to take the match. They want to take the interview; they want to make their version. They want to make match-ups.
You say, “Do the match-ups. I am not going to fight you, because it’s impossible to fight with thousands of guys. Do it, you are free, but in the meantime, I am going to make money out of it.”
Sean: Definitely, I’m a big believer. I think YouTube will become a bigger player in sports. They had a very successful campaign with the IPL doing that. And it is rumored that they may try to get some of the NFL, which would be a really big reach.
But yes, the fact that it’s a platform that works; it’s a platform that everyone is consuming their video on. And yes, the ID-matching ability they’ve got, we went through the same when we launched the Lego Car video.
It pretty much says, “Yes, we found another video that someone stole it.” And you have that option to get it shut down and send everyone back to your site, or leave it out there and let the fans consume it. I think that’s a really progressive way of thinking about it. Why wouldn’t you want to monetize your content on all these different ways?
Oscar: And the thing that you have just said is very, very important. Because, indeed, maybe in the future, YouTube is going to be a potential tenant of rights. It is going to be a dealer of the rights, okay. And there is the opportunity; there is where you’re going to take the revenue.
If YouTube, let’s say, in five years, came to a football club and said, “I want to buy your rights. I’m going to pay you $10. And you are going to remain in that position today.” “No, no, no. The value of that is not $10; the value of that is $15.”
You Tube is going to ask you how you know that, and you are going to say, “I now that because over the past five years I have been on your platform and I know the real value of that.” That is the moment when all these efforts and details are going to pay off. It is not going to pay off now.
It’s the same thing that happened with Real, for example. Five years ago, Real started doing all these social media platforms, and one of the guys that entered more into this type of thing was Bwin.
Bwin is company that is in betting, but it is also in entertaining and being the entertainment. It was a sponsor of the shirts. Last year the shirt contract ended, but Bwin did not walk away. Bwin said, “I am out of the shirt, but I want to be the official partner/sponsor of digital Real Madrid.
That happened after five years, before, of working with these guys, working with them, making the Fantasy Manager. Showing it to them and saying, “Here you have insight; here you have information. I am not just sending you an email at the end of the campaign saying how many ‘likes’ you have, how many ‘comments’.”
“No, I am sending you a deck, a complete deck, telling you and informing you of the things that you did in the campaign. Maybe next time you have to do this to obtain more revenue, or more results.” Stuff like that.
That creates a different relationship with that partner. That’s why now, five years after that, after you have started making all those social media that don’t pay off, nowadays, it is paying off. Because you have retained a sponsor that is paying you for this digital platform, and because of these digital efforts that you are making, that were not paying off, now are paying off, after five years.
It’s not money, right now. It’s not, “I am going to create an application and I’m going to make money, money, money all the days, as usual.” No, you have to think differently. You are going to take the value in some other, different way, in the middle- to long-term.
Sean: Definitely, I think we’re on the same page. I definitely think it is long game. The thing that social allows you to do is it allows you to take your fans along on that journey. And wherever you end up, they are already going to be there, because they’re going to be following you on all those different platforms that they’re following you on now. And who knows, there might be a couple of platforms that are being built right now. Whether that’s in Silicon Valley, or somewhere in Europe, or even in Australia.
Oscar: This is called the “innovator’s dilemma”. It happens in any industry. The innovation comes in little segments, in little business models that don’t work, that bring in very little money. So big companies don’t pay attention to that. Obviously, they don’t pay attention to that because the big money is in some other place.
Football clubs don’t pay attention nowadays to the Internet, because the say, “How much are you making? You are making maybe $20,000,000 a year. I make $20,000,000 just signing a deal with a sponsor.” No, they don’t pay attention.
The problem is, when this social media, this digital, begins transforming something big and you are not prepared. That is what has happened, you name it, it has happened with the book industry, the music industry. It has happened with the mining industries. Any industry where technology has entered, it has happened.
It is something that is called the “innovator’s dilemma”, and it is a concept that has been around for many, many years. Now it is happening here. What is happening here is going to happen.
You have to be prepared. It is normal. It is normal that marketing doesn’t pay attention to you. It is normal that you are just five guys in digital, the five crazy guys in digital that no one is paying attention to, that no one is giving you a budget. It’s normal. But the thing is that they need to fight against this innovation dilemma.
One big example, and great example, that did this ten years ago, in breaking the innovation dilemma in sports and now are doing great is MLB. MLBAM are a great example of breaking the innovation dilemma and doing great things for the Major League of Baseball. It is a great example of this.
Sean: Exactly, and that gives me a good time to wrap up our discussion. I know we could talk longer, but I hope that our schedules allow us to catch up when I’m in Europe. But if not, I hope that you can make it down to Miami for SEAT. Maybe that is when we continue this discussion.
Oscar: Okay, I hope so. I hope so.
Sean: Thank you very much for coming on the podcast, Oscar. I will have links to your Twitter handle, @OscarUgaz and you’re LinkedIn, so if anyone wants to catch up with you, they will be in the show notes for this podcast.
Oscar: Thank you very much, for having me, Sean. See you soon.
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Sean: Thanks, again, to Oscar, for joining me on the podcast, all the way from France. Hopefully, I will catch up with him when I’m over in Europe. We’re just trying to organize our diaries to see if we can connect. But as I sort of said there in the conversation, we’re also hoping that he can make it down to SEAT, in Miami in July.
Don’t forget, you can still register for SEAT. I’m working on the digital tracks, and spoke to Christine last week. It looks like it’s going to be a really fun conference. The agenda for the conference, for both the digital, the CIO, the IT track, and also the CRM track run by guys like Russell Scibetti. I hope I got Russell’s name right.
It will be really good to go. Hopefully, we’ll be able to get Oscar to come in and sit on a couple of the panels. You can also check that out at SportsGeekHQ.com/SGP. And all the links to Oscar will be in the show notes. So definitely connect with him and follow what he does on Twitter, and LinkedIn, and the like.
This week, also, we had an Olympian turn up to the Sports Geek offices. Dave Morris, who, if you’ve been following the Sochi Olympics, especially in Australia, he won the silver medal for the aerial skiing. He is a friend of one of the blokes, so we had a chat with him, and here is a little bit of a snippet from that chat.
Unfortunately, we had some technical difficulties when recording, so it was recording on our back-up track, so it’s a little bit tinny. But he does give up some insights on what it’s like when you are inundated with social media mentions and requests around a big event like the Olympics. Dave Morris, Olympian.
Sean: So I have a question from a Sports Geek point of view. At the London Olympics, the swimmers and swimming team sort of blamed social media for their downfall. In that they were reading too many tweets; it got in their heads. I guess, you have just now lived that. What was it like in the lead-up to? We’ve already said that you were flying under the radar, but there would have been tweets coming in.
Dave: Absolutely, yes.
Sean: And stuff like that. What did you do to manage that? And the second question is, what was it like afterwards?
Dave: The Australian Olympic Committee really learned from London and the mistakes – I say “mistakes” – the stuff that went wrong there. Yes, the social media got to a lot of athletes and it was very overwhelming.
So they had what they called basically a “media black out”, which was amped up a little bit more than it was. But it was basically they didn’t want you tweeting or doing any social media while you were at your training venue, whether you were training or competing. Which is very, very fair. People got all arced up about it. I’m like, “But why would you want to be tweeting as you’re ready to go down the end run?” You’re just not concentrating.
Sean: There was a security issue, too, because there was some security issues.
Dave: They didn’t want people saying, “I’m going to this bar.” And then having anyone turn up. I thought it was very fair. You were allowed to tweet in photos, and whatever, once you went back to your room and stuff. That was fine, but they just suggested that it was the best option to just stay totally away from it. Because you do get overwhelmed by it.
Once I got the medal, I got the full brunt of social media in my face. It was three whole days of basically, non-stop. And there’s no way I could have done that before my event, if I’d had any exposure whatsoever. Because, you know, I went under the radar, which was the plan. But guys like, they’re like, “BAM! These guys got a win.” That’s very overwhelming.
Sean: That’s the advice that I’ve given my clients, as sports teams, or with football clubs. They get, you know, I just did a training session with North Queensland Cowboys, and they get that intense pressure over 30 weeks.
Sean: Over a 30-week season. So if Jonathan Thurston has a good game, he gets a flood of tweets coming in. But with the Olympics, you know, they did make a mistake in London and they needed to correct it. They tell you, “Don’t read all the newspapers before you go in.” And that’s all obvious, but they weren’t ready for this new media, to say, “Don’t listen, don’t be tweeting.”
Man: Internet trolls.
Dave: I’ve had the Internet trolls, and my brother helps manage my Facebook fan page. I’ve got people who are just hating me, and I’m like, “What have I done?”
Man: What could they say wrong?
Dave: He deletes it before I read it, because I was going to say before, “Thank you, very much.” But I’m just like, “What have I done to do that?” But I take it as a compliment someone writing to flip me off.
Man: They make fun of you, like the fact that you wear the girls’ uniform, instead of your pants.
Dave: Well, that’s the truth.
Man: Oh, is it true?
Dave: Yes. I wore a woman’s uniform for a couple of years, then you have a boy’s one on. You know, people want to take the time.
Man: We haven’t meant you any kind of trouble.
Sean: You mentioned that your brother helps you with your Facebook fan page. Do you run your Twitter and your Instagram accounts?
Dave: Yes, I do manage my own Twitter, but Dad and my brothers, Pete and Josh, help me out. But that’s true, it’s nice to have them take the load off that. But I make sure I know what’s going on.
But in the games, I went, “You know, I’ll read just a little bit in there.” Because that’s what I do on a daily basis. That’s the routine. But I did really step back from it. I took my pictures as I normally would, but I left it all up until the end. Then, once the matter was done, 980 emails the next morning.
Dave: Like, “All right. Here we go.”
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Sean: Thanks, again, to Dave Morris, for coming in to Sports Geek HQ. Again, apologies. Kicking myself for the technical difficulties with the audio. But I guess after 70 episodes, you’re going to have one or two glitches every now and again. But it just shows, especially with audio and video, always have a back-up, and always have a secondary option, otherwise we would have lost it completely.
You can follow Dave @AerialSkier on most platforms. And you can hear that episode in full at BeersBlokesBusiness.com, or you can get that on iTunes and Stitcher. But if you just go to @BeersBlokesBiz on Twitter, you’ll get the latest links for the show.
This week’s social media post of the week, and it’s actually quite topical, considering the conversation I had with Oscar around YouTube and some of the options in that space.
YouTube have announced, from YouTube and Google+, I effectively using the two terms interchangeably, Google+ with Google Hangouts, which is effectively a YouTube product. I see it as a YouTube product. They have announced Google+ Front Row with Manchester United, a means to bring fans from the digital space to Old Trafford.
So I’ll have a link to the show notes of Manchester United announcing that on Facebook and Google+, and the video that Google UK produced to promote the event. The fans will be able to dial in using Google Hangout, and that will actually be shown on the front row at Old Trafford.
So it’s a really good way of connecting digital fans from an online point of view, to the off line, connecting them to the stadium.
Again, I think Google Hangouts, and we’re seeing more and more teams do them, I do think the invite-only and hand-picked fans is the way to go. Manchester United is running effectively a competition to decide which fans will be in that front row.
I think it’s a really great way to engage your fans and bring them back. So I think, everything I’m seeing, from what the Google+ team, and what the Google+ sports team are doing – you saw it with the #sportsconference – they are really trying to push into that sports vertical.
So if you haven’t checked out Google Hangouts and how you could use them, I highly suggest you do because I do think it is going to be, I guess, the one thing that may potentially come out of Google+.
I’m not saying that Google+ is dead, or it’s the next platform to explode, but I definitely like Google Hangouts and the products it offers in the YouTube space. So check that out, Google+ Front Row with Manchester United.
I don’t want to run too long. I’m trying to keep my episodes under 45 minutes, so that clock is ticking to tell me to dedicate Episode 40.
I did have a nomination for Steve Menzies, Manly Sea Eagles legend, coming back at the age of 40 to play in the Sevens Tournament. I was going to talk about the 40-yard dash, considering it has been the NFL combine recently.
But as a Detroit bad boys Pistons fans, I can’t go past one of the biggest bad boys of them all, Bill Laimbeer, especially since I was lucky enough to meet him on one of my earlier trips to Detroit. I caught him at an airport and got his autograph. I’ll take a photo of that and put it in the show notes. So I’m going to dedicate this episode to Bill Laimbeer.
You can get all the show notes, all the links of everything that was discussed today at SportsGeekHQ.com/40. As it is, you can track down and stalk, or I should say follow and connect with all of the guests – over 50 now. Simply go to SportsGeekHQ.com/SGPguests.
And please, look at the episode catalog. Like I said, I’m very proud to get to 40 episodes. Thank you for all the support, for all of the people who have tweeted in, posted, and replied that they are listening to the podcast.
If I’m not getting that feedback, I won’t be doing the podcast, is probably one way of putting it. It really does spur me on to continue to produce this episode.
One example of that is from Richard, from Canberra, who is asking about IFTTs in one of the emails that I respond to. When you sign up for Sports Geek news, if you go to SportsGeekHQ.com/ and sign up now, I’ll actually send you a few tips around how to use IFTT.
He asked, “Is IFFT more like a curation service?” IFTT is IFTT.com; it’s If This Then That. I use it as a bit of a traffic controller and an archive for all things social.
So I’ll put a link in the show notes to my IFTT profile. It does things like automatically sending Instagram photos I like to my Drop box, or I’ve got an archive of which photos I’ve liked.
I’m also saving them in a Google spread sheet. So if I want to reference them later, I might send them off to Tumblr. If I like a YouTube clip on YouTube, it will be sent to my Tumblr, and things like that.
So it’s pretty much you set up a bunch of channels and then it allows you to either archive, or send those posts to other platforms. I use it a lot with Instagram. I use it a lot with YouTube. And just I use it a lot from an engagement point of view.
So if I’m engaged with a client and we want to keep track of all the Instagram photos that are coming up around an event, I’ll set up an IFTT rule that will save all of those “likes”. So we have a record of how many we liked and what pictures we liked, and what type of users were sharing the photos of note.
One last thing, I did promise a special promo code for our One-Day Educational. For those of you in Melbourne, I would love to see you there. If you know someone who is running a business, working in the social media, or the marketing space, and want to get a good feel for how they can use social media in their marketing mix, we’d love you to recommend and tell them about the Sports Geek One-Day Educational.
So for this week, for this episode, I’m going to put out a promo code The promo code is going to be “Oscar.” That will get you $50 off the registration price. So thank you for listening. I’m more than happy for you to pass that on; that promo code, again, is “Oscar.”
Hope to see you there, March 31, at Honey Bar. It will be pretty much four, really deep-dive sessions of all the material that I’ve been using in sharing and training sports teams. But really I’ve looked to adapt it to any kind of business. So if you’re looking to use social media for your business, or if you know someone who does need to do that, I would love it if you would share it with them.
Simply go to SportsGeekHQ.com/ODE. You can get all the information there. Find out about Josh and Steve, who are also going to be there, talking about their experience in using social, as well.
Okay. Time for the closing two cents. I’m going to dedicate this one to YouTube. YouTube is really ready to take on the sports market. A quick stat: over 6,000,000,000 hours of video are watched each month on YouTube. That is almost one hour for every person on Earth.
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Thanks for listening to the Sports Geek podcast.
Man: I love what you’ve done with the name, by the way. The One-Day International, the One-Day Educational. Monday, the 31st of March, 2014, at the Honey Bar. Check your local guides for more details. SportsGeekHQ.com is the place to go to find out a whole lot more about it.