This is a response/addition to a post on the Sports Networker blog by Ryan Stephens (@ryanstephens).
Social media exploded and shook up sports business world in 2009. Athletes, coaches, and sponsors all got involved in the social media party.
Some highlights: OchoCinco released his own Iphone app, Larry Fitzgerald interacted directly with fans via SM, social media policies were set for major sports media and professional organizations including the all so controversial ESPN social media guidelines.
So what now? What happens in 2010 when it comes to sports and social media?
Here are my predictions:
1 ) Mobile
Most of the “thought leaders” in the technology and social media space are all hyped up over mobile. With the smartphone market growing exponentially , especially globally, where the NBA in particular has a large reach, much of the access points to sports entertainment and news will be through smart phones. Sports brands, organizations and athletes will need to offer content and incentives that are right for mobile entry points.
The good news? Engagement rates with mobile ads are 20% higher than traditional web banner ads, as shown in a recent campaign. So the possibilities are there.
2 ) Online/Mobile Video
Consumers expect more and more video content. If leagues, brands, and athletes looking to improve their personal brand are smart they will most certainly leverage the power of video content, especially user generated video.
3 ) Transparency
In order to best engage fans, transparency is key. No longer can major sports brands, institutions, players, or coaches fully control their message, communication must be real and authentic. People are obviously passionate about sports and this makes their tendency to call bullshit even higher.
4 ) Scandals
With greater transparency and greater access to information, the number of sports “scandals” will probably go way up. Is this a bad thing? Possibly. It may lead to a more jaded view of athletics and the business of sports. All sports fans may become sports bloggers. We will also probably see fewer athletes act as the face or spokespeople for brands. Too much of a monetary risk, especially with Tiger so fresh in our minds.
5 ) More powerful measurement
Measurement is going to move well beyond follower and fan metrics. Social media will still be a popularity contest, but will also successfully market to niches– Niches that have an absurdly high conversion rate. Social media “long-tail”–here we come.
6 ) Privacy push
Sports are deeply tied to traditional values and are extremely important in our cultural consciousness. Partly because of this, there will be a privacy push-back against everything from athlete personal branding to coaches tweeting.
We have seen it this year with old school media veterans like Chris Berman and old school coaches like Joe Paterno. These types voices, longing for the nostalgia and storied teamwork of professional sports, will identify social media as a culprit for our growing cult of individuality.
7 ) New opportunities for niche teams/ markets
Niche markets can succeed more than ever. With the right social media marketing tools, promotions, measurements, and dedication they can grow their fan and user base. Want an example? Check out the Lakewood blue claws minor league team: http://twitter.com/blueclaws
8 ) Hated sports organizations will need to adapt to ever growing public outcry –
This year we have already seen the formation of the Inside the BCS twitter account (arguably the most hated major sports organization in the country) to address fan outcry. PR and fan communication, especially crisis communication, will become increasingly more important as more fans than ever are able to interact directly with a sports organization, brand, athlete or coach.
These are my humble thoughts. Why do you see as some sports and social media trends for next year? Any events in 2009 that especially foreshadow 2010?
