ESPN - Internal Social Media & New Technologies Presentation

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Next Gen Next Gen The Future is Upon The Future is Upon Us” Us”

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)

Transcript of ESPN - Internal Social Media & New Technologies Presentation

Page 1: ESPN - Internal Social Media & New Technologies Presentation

Next GenNext Gen““The Future is Upon Us”The Future is Upon Us”

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Facebook MeFacebook Me

JEROD COUCHJEROD COUCH

BROOKE HUNDLEYBROOKE HUNDLEY

JILLIAN MACDONALDJILLIAN MACDONALD

KATIE RICHMANKATIE RICHMAN

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Mission PossibleMission Possible

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

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The Objective At LargeThe Objective At Large

CollaborationCollaboration between internal between internal production teams and youth marketsproduction teams and youth markets

ExploreExplore new technology and how 20- new technology and how 20-somethings are interacting with itsomethings are interacting with it

Continue to elevate Continue to elevate brand recognitionbrand recognition through distribution in new platformsthrough distribution in new platforms

Remain on the Remain on the cutting edgecutting edge: curbing : curbing costs while engaging and informing a new costs while engaging and informing a new generation of sports fansgeneration of sports fans

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Our VulnerabilityOur VulnerabilityOutdated thinkingOutdated thinkingNot capitalizing on current trendsNot capitalizing on current trendsFocus on “statistical junkie” as opposed to Focus on “statistical junkie” as opposed to

browsing, tech-savy fanbrowsing, tech-savy fanViewers are spending less time in front of Viewers are spending less time in front of

TV and more time on other media devices TV and more time on other media devices during gameduring game

Average ESPN viewer is age: 37Average ESPN viewer is age: 37

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Details of the OperationDetails of the Operation Internet usersInternet users – watched 14.3 billion online – watched 14.3 billion online

videos in December 2008 alonevideos in December 2008 aloneNbc.com Olympic coverageNbc.com Olympic coverage – 1.3 billion – 1.3 billion

page views over 17 days, highest in historypage views over 17 days, highest in historyMyspace.com Myspace.com (average view time: 26 min)(average view time: 26 min)Facebook Facebook (AVT: 14 min) (AVT: 14 min) ESPN ESPN –– XGames: XGames:

23 mins, NBA: 28 mins, MLB: 31 mins 23 mins, NBA: 28 mins, MLB: 31 mins

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Details of the OperationDetails of the OperationSuper bowlSuper bowl – 2 out of 3 viewers went online – 2 out of 3 viewers went online

at some point during game dayat some point during game day41% used the internet during the actual game41% used the internet during the actual game33% logged on during halftime33% logged on during halftime

CBS Sports March Madness On DemandCBS Sports March Madness On Demand2008 – 4.8 million unique visitors over 3 weeks2008 – 4.8 million unique visitors over 3 weeksTotal hours consumed online – 4.9 billion Total hours consumed online – 4.9 billion Boss button (Boss button (live video on screen replaced by a

silent readymade spread sheet with one click) ) made for highest visitors during business hours made for highest visitors during business hours when people had no access to TVwhen people had no access to TV

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The New FrontierThe New Frontier

Social NetworkingSocial Networking

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The New FrontierThe New Frontier

Internet TVInternet TV

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The New FrontierThe New Frontier

Video UploadsVideo Uploads

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The New FrontierThe New Frontier

InteractivityInteractivity

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A Job Well DoneA Job Well Done

A new generation of ESPN branded A new generation of ESPN branded viewersviewers

Increased growth and audience reach at Increased growth and audience reach at no added cost or riskno added cost or risk

Existing employees who can add Existing employees who can add experienced opinion to live events, and experienced opinion to live events, and new ventures in studio, scripted, digitalnew ventures in studio, scripted, digital

Fresh forward thinkingFresh forward thinking