Voice of Engagement

The GMR team recently attended Sports Business Journal’s Sports Media & Technology Conference in New York City, and we’re focusing right now on emerging trends in sports digital and social media.  Fresh from the conference, here are three trends we’re watching in the coming year: (1) content availability outside the traditional TV, (2) integration of social media into televised sports properties and (3) the notion of content and curation.  Truly, we’re now looking at “content everywhere.” (Speaking of content, if you’re interested in more from the conference, check out SBJ’s coverage of the event here.)

In addition to the trends, we’ll also provide our thoughts on how smart brands in sports can leverage this upswing to build their consumer bases and drive engagements with target audiences.  It’s our take that brands must go beyond the impression to reach sports fans (or any other fan, for that matter).

The WatchESPN app for handheld devices has allowed sports fans to watch the network on the go.

Trend #1 – Content Availability Outside the Traditional TV: Among the livelier topics at the conference was the consumer’s ability to enjoy sports content outside of the home, and how new devices continue to make it more accessible.  Delivery via tablets and mobile phones is on the minds of many of the major networks and sports properties.

ESPN’s Watch ESPN app for handheld devices has been a game-changer for many in the sports digital world, and while currently ad-free, it is ripe for brand involvement.  Comcast NBC (a GMR client) is also on the leading edge of content delivery with a suite of sports properties — including the Olympic Games, NFL football and the new NBC Sports Network (set to launch January 2nd) — and will be a heavy player in the mobile space for years to come.

Many industry insiders point to delivery of IP-based content as the next frontier for sports, as it will allow consumers to have additional choices for their sports consumption.  However, as these pipelines grow, the overall mobility of content remains tied to the number of rightsholders in the space, and how they coexist – such as Major League Baseball’s model of MLB Extra Innings and MLB Advanced Media’s MLB.tv online product.

How do smart brands fit here? Brands must go beyond the impression, and drive value (either tangible or intangible) to the sports fan.  This might mean working with properties to deliver unique content or viewing occasions, such as online watching parties, or subsidizing valuable programming to allow the consumer more opportunities to watch what they want, when they want it.

Trend #2 – Social Media and Televised Sports Properties: Several research sources, including Nielsen, point to the integration of social media into TV properties as a ratings driver.  As part of that, there is an opportunity to allow fans to have a voice during their favorite sports telecasts through social media.

As opportunity continues to present itself in this space, broadcasters must make a decision between one-way and two-way communication.  Much that is being done now is one-sided, with talent tweeting and posting thoughts on the sports they cover.  The properties that find a natural, endemic spot for fan insights as well have a real chance to change the nature of the conversation.  A great example of social media integration with sports was the recent launch of the UFC on Fox.  By promoting a custom tagline, the sport is inherently driving conversation around the telecast and interest in the event that lasts beyond the initial engagement.

How do smart brands fit here? Brands that are advertising heavily with sports properties should push to continue to see social media as an avenue for reaching target consumers in a new, compelling way – breaking free of the traditional 30-second spot.  However, it all goes back to value to the sports fan.  If the tangible or intangible benefits of interacting with a brand through a network or provider are strong enough, the impact can be immense.  It all starts with strong consumer marketing lined with a consistent message.

Trend #3 – Content and Curation: The term “curation” is a hot one among the sports content set these days.  Not only do sports fans want live content, but they are also clamoring for shoulder programming and the ability to call on past games, races or events on an on-demand basis.  Tie all of this together with the ability to recall the content in a timely manner and you have a curation movement.

The HBO GO application features HBO Boxing programming, as well as sports documentaries.

This “content and curation” movement represents an ongoing evolution among the sports content providers, as they balance resources behind live events (those which attract the most viewers currently) or curated events (those which may attract a smaller number of viewers with specific interest sets, but one which grows over time).  The HBO GO application is a solid example of curation, with their HBO Boxing suite of events, in addition to sports-themed documentaries.

How do smart brands fit here? Believe it or not, this trend likely represents one with the biggest opportunity for leading sports brands.  While consumers often want the here-and-now when it comes to sports programming, the combination of past events and current supporting content makes for a much richer engagement for the sports fan.  Brands that stand up and support this will find differentiation in the mind of the consumer.

In closing, the sports digital and social landscape continues to move at a frantic pace.  There is little doubt that the last 12 months have brought more sports content to consumers than ever before, and brands must continue to work to reach core targets in compelling ways.

As sports content turns, so should your brand’s engagements with fans through that content.  Every day, our digital and social team helps clients turn their game plan from impressions, followers and likes to engagements, posts and comments – all it takes is fresh thinking and an endemic approach to reach your audience of influential sports fans.