ESPN - INTERNAL SOCIAL MEDIA & NEW TECH GROUP PRESENTATION

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Information about ESPN - INTERNAL SOCIAL MEDIA & NEW TECH GROUP PRESENTATION
Sports

Published on March 9, 2014

Author: BrookeHundley

Source: slideshare.net

Description

Powerpoint presentation given to senior executives while at ESPN on the need for a social media strategy alongside and in conjunction with games and event broadcasts. Requested and given approval to start first ever internal team in remote production division to present and educate producers and execs on social media, new technology, and multi-platform outlets. (2009)

Next Gen “The Future is Upon Us”

Facebook Me JEROD COUCH BROOKE HUNDLEY JILLIAN MACDONALD KATIE RICHMAN

Mission Possible ESPN’s Next Gen group is a voluntary group of young-minded employees, focused on bringing relevant, new media ideas to the company. Our goal is to help production leaders enhance their broadcasts to include digital, interactive, and customizable sports experiences. We will work to explore, develop, and acquire new technologies that engage younger fans, thus improving visibility of the ESPN brand and products in the global marketplace. This will make us more relevant to affiliates and advertisers and ultimately increase ESPN’s growth and profitability.

The Objective At Large  Collaboration between internal production teams and youth markets  Explore new technology and how 20somethings are interacting with it  Continue to elevate brand recognition through distribution in new platforms  Remain on the cutting edge: curbing costs while engaging and informing a new generation of sports fans

Our Vulnerability  Outdated thinking  Not capitalizing on current trends  Focus on “statistical junkie” as opposed to browsing, tech-savy fan  Viewers are spending less time in front of TV and more time on other media devices during game  Average ESPN viewer is age: 37

Details of the Operation  Internet users – watched 14.3 billion online videos in December 2008 alone  Nbc.com Olympic coverage – 1.3 billion page views over 17 days, highest in history  Myspace.com (average view time: 26 min)  Facebook (AVT: 14 min) ESPN – XGames: 23 mins, NBA: 28 mins, MLB: 31 mins

Details of the Operation  Super bowl – 2 out of 3 viewers went online at some point during game day  41% used the internet during the actual game  33% logged on during halftime  CBS Sports March Madness On Demand  2008 – 4.8 million unique visitors over 3 weeks  Total hours consumed online – 4.9 billion  Boss button (live video on screen replaced by a ( silent readymade spread sheet with one click ) made for highest visitors during business hours when people had no access to TV

The New Frontier Social Networking

The New Frontier Internet TV

The New Frontier Video Uploads

The New Frontier Interactivity

A Job Well Done A new generation of ESPN branded viewers  Increased growth and audience reach at no added cost or risk  Existing employees who can add experienced opinion to live events, and new ventures in studio, scripted, digital  Fresh forward thinking

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