SPORTS ORGS & #SBC2018

@alextrickett
THE ART OF DIGITAL
STORYTELLING

Alex Trickett Consultancy

 ALEX TRICKETT

DIGITAL CONSULTANT
¡ 20 years in sport
¡ Twitter: global head of sport
¡ Imagination: brand strategist
¡ BBC Sport: editor & jour nalist

Alex Trickett Consultancy

SOME BRANDS I WORK WITH:

Alex Trickett Consultancy

CONTEXT

Alex Trickett Consultancy

GOOD NEWS – GROWING OPPORTUNIT Y

Advertising $ =
Shift to Usage (Mobile) Continues

% of Time Spent in Media vs. % of Advertising Spending

50%

Advertising Spending, 2017, USA

% of Media Time in Media /
40%

36% 36%
30% ~$7B
29% Opportunity
26%
20%
20%
18%

10% 13%
9% 9%

4%
0%
Print Radio TV Desktop Mobile

Time Spent Ad Spend

Source: Internet and Mobile advertising spend based on IAB and PwC data for full year 2017. Print advertising spend
based on Magna Global estimates for full year 2017. Print includes newspaper and magazine. ~$7B opportunity 96
Ooyala Global Video Index calculated assuming Mobile (IAB) ad spend share equal its respective time spent share. Time spent share data based
on eMarketer (9/17). Arrows denote Y/Y shift in percent share. Excludes out-of-home, video game & cinema advertising.

Alex Trickett Consultancy

BAD NEWS – GROWING CHOICE

Alex Trickett Consultancy

 PUBLISHERS MUST ADAPT TO STAND OUT

¡ Instant gratification ¡ Modern stor ytelling ¡ Por trait/subtitles

BUILDING YOUR
STRATEGY

Alex Trickett Consultancy

 START WITH THE AUDIENCE/FAN

¡ Who are they?

¡ What do they want from you?
¡ Where do they want it?

Alex Trickett Consultancy

BRAND APPROPRIATELY

¡ Premier
League rebrand
is best in class
¡ Took a tired,
traditional
brand and
made it sing:
§ Simplified
§ Colourful
§ Consistent
§ High impact

Alex Trickett Consultancy

DON’T FORGET TONE…
¡ This is one of
the biggest
spor ts Tweets
of 201 8
because it is…
§ Authentic
§ Passionate
§ Emotional
§ Relatable
¡ Find your voice
and don’t be
afraid to use it

Alex Trickett Consultancy

SELL
YOURSELF!

Don’t assume
ev e r y f a n
k n ow s h ow to
fi n d a n d fo l l ow
yo u r
social/digital
channels

Alex Trickett Consultancy

FOCUS ON SOCIAL-FIRST VIDEO

¡ D r a gging a nd
d rop p ing
b roa d c a st vid e o is
not e nou gh
¡ S oc ia l- fir st vid e o
of te n ne e d s ex t r a s
to st a nd ou t:
§ Graphics to
highlight areas of
extra interest
§ Subtitles (because
85% of FB users
have sound off)
§ Data points to give
context…

Alex Trickett Consultancy

CONTEXTUALISE WITH DATA
¡ There is more
data available
than ever before
¡ Ever y NFL ball
has an RFID c hip
¡ But your
audience needs
stor ytelling to
make the
number s matter

Alex Trickett Consultancy

DON’T UNDERESTIMATE THE GIF

¡ Easy to use
¡ Global
¡ Fun
¡ Emotive
¡ Can be branded
¡ Now popular on
Instagram
Stories as well as
Twitter

Alex Trickett Consultancy

SEIZE THE MOMENT

¡ You can’t
prepare for
ever y
eventuality
¡ But you will
be judged on
how you
respond
¡ Adversity
breeds
oppor tunity!
Alex Trickett Consultancy
POWER TO THE PEOPLE

¡ People follow
people fir st NOT
orgs/brands
¡ Convey
per sonality via
your people
¡ Use injured
player s (Mendy)

Alex Trickett Consultancy

PLAYERS…

Alex Trickett Consultancy

RISE OF THE INFLUENCER

¡ The balance of
media power
has shif ted
¡ Mega brands
like Nike and
Cristiano
Ronaldo now
promote
themselves
and their
interests via
YouTuber s
¡ Think
nic he/local!
Alex Trickett Consultancy
HERO THE “ORDINARY”

¡ Trend towards
extraordinar y
moments from
ordinar y
people
¡ Good or bad!
¡ When Astros
won the World
Series, video of
a fan losing his
cap won social

Alex Trickett Consultancy

Alex Trickett Consultancy
DON’T FORGET YOUR EXECUTIVES…

Alex Trickett Consultancy

EMPOWER YOUR FANS

Alex Trickett Consultancy

BUT
BEWARE!

Control the
o u t c o m e / r e wa r
d as
a p p r o p r i a te .
Fa n vo te s a r e
n o to r i o u s l y
unpredictable…

Alex Trickett Consultancy

HAVE FUN - GAMIFY

¡ Gaming holds
attention like
nothing else
¡ Spor ts brands
use games to:
§ Tell stories
§ Create talking
points
§ Entertain
§ Reward fans

Alex Trickett Consultancy

BECAUSE
GAMING IS
SOCIAL

Just ask…
Harry Kane and
Dele Alli

Alex Trickett Consultancy

IN SUMMARY…

Alex Trickett Consultancy

 TO CAPTURE
ATTENTION IN
OTIVATE A BUSY MEDIA
WORLD…

USING IDEO

AND EOPLE

Alex Trickett Consultancy

¡ MOTIVATE:
Because broadcasting your own message is not enough any more.
You must give your audience added reason to care:
• Rewards, exclusive access, voting power; gamification

¡ VIDEO:
Because, in a 4G/5G world, people are addicted to mobile video and
it requires creativity and innovation to stand out:
• GIFs, data/graphic overlays, virtual and augmented reality

¡ PEOPLE:
Because people follow people. Your people – from CEO to players to
influential fans – are your biggest assets. Put them to work:
• Make them accessible, human and FUN; cherish your community
Alex Trickett Consultancy
NEVER
STAND STILL!

All digital
p l a t fo r m s a r e i n
permanent beta

Yo u h av e
p e r m i s s i o n to
try new things

B u t d o n ’ t fo r g e t
w h o yo u a r e
i n n ova t i n g fo r

L i s te n , l e a r n ,
t a ke i n s i g h t a n d
i n n ova te a g a i n !

Alex Trickett Consultancy

 THANK YOU!
@ a l ex t r i c ke t t
a l exa n d e r t r i c ke t t @ g m a i l . c o m
w w w. l i n ke d i n . c o m / i n / a l ex t r i c ke t t

Alex Trickett Consultancy