Dec 28 2011
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Social

KFC Big Bash hits a six with Social Media

Sydney Sixers

I went to my first Twenty 20 match last night. It was loud, fast and fun. The tournament is currently leveraging social media to drive fan engagement and awareness.

All the teams have twitter accounts and use them for match updates and promotion. Clever hashtags like #smashemsixers are used for twitter conversations which I’m sure other sports will look to adopt in 2012. Selected tweets from fans scroll across the big screen at the ground. The Sydney Sixers should look at including user handles as this would increase the ‘reward‘ for fans supporting their team.

Facebook pages have become great places for fans to show their support for their teams and players. Users from the West Indies, Pakistan, Sri Lanka and India are using social media to support their fellow countrymen as they play in the Australian tournament. For many, social media and the internet is the only way they can connect to the game.

renegades facebook support

All the teams have template based and multiplatform friendly websites. Fox Sports holds onto highlights for a little too long (for example highlights from last nights game are only available on the flash riden foxsports.com.au and not on the team websites or YouTube).

It’s the social media presence that I’m most impressed with. The Big Bash is a new competition trying to succeed in a sport saturated market. The organisers have understood the power of social media and are harnessing it to both market the game and empower fans.

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Dec 17 2011
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Mobile

The mobile zeitgeist and Mission Impossible: Ghost Protocol

tom cruise with mobile

This latest Hollywood Christmas blockbuster, Mission Impossible: Ghost Protocol, is a fantastic example of how mobile is well and truly part of today’s zeitgeist. The film features several mobile screens in both its mise-en-scene and plot. IMF look to have a preference for Apple products with MacBooks, iPhones and iPads featuring regularly.

In one scene an elaborate contraption formed largely around an iPad projects a fake wall that’s used to break into the Kremlin. In arguably the most gripping scene, Tom Cruise chases a bad guy through a Dubai sandstorm using his mobile (I think a Galaxy Nexus) to locate his roving nemesis.

You always expect a film like Mission Impossible to have high tech gadgets. Q has been helping out 007 since 1962. But it’s the dominance in Ghost Protocol that represents something special.

Films often project and amplify current trends and it’s clear that Hollywood sees the mobile channel as one that symbolises technology, cool and…espionage.

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Dec 16 2011
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Strategy

A few ways the AFL can improve its Digital Strategy

Ted Richards marks against Nick Riewoldt

Australia’s most popular football code does a lot of things right online. The AFL recently announced on Twitter that it would be running UX workshops for its website. The workshops will hopefully pick up a bunch of usability issues such as cross browser bugs and confusing IA.

In addition to addressing these issues here are four ways the league can improve it’s digital strategy.

1. Stop using Microsoft Silverlight.

It’s basically Microsoft’s version of Adobe Flash and it doesn’t work on iDevices. This means a whole bunch of people can’t watch any of the AFL videos and highlights. The AFL needs to embrace HTML5 and let everyone in on the action.

User Experience needs to be more heavily integrated into the design of AFL digital properties. People should be enjoying AFL content online not thinking twice.

2. Report the bad stuff as well as the good stuff.

Lets face it, when news breaks in the AFL, people don’t go to AFL.com.au. Why? Because the AFL is so worried about it’s image, bad PR and being number 1 that it can’t be transparent, open and honest with the public. The benefit of coming clean, letting its hair down and been more transparent (especially via social media) is that the league can lead stories rather than go around with a pooper scooper.

3. Engage with Fans

Social media offers so many opportunities for players and the clubs to listen, discuss and feedback. This doesn’t just mean posting photos on Facebook. It means actively engaging with the community online.

The AFL needs to utlilise more platforms more efficiently. That could be an incentivised swarm on FourSquare or even just broadcasting the match hashtags on TV. Strategist Hugh Munro suggests coaches should run Google Hangouts with fans. This could be a great way for the AFL to connect with supporters overseas or in remote areas.

DemandMedia are doing some good things with the AFL by running live chats during football events. Eventually these should be tablet friendly and you’ll be able to engage with live games, view alternate angles, ask Paul Roos questions and turn Bruce off.

The AFL needs a mobile strategy not just an App. Smart phone usage is increasing by the quarter and the AFL needs to work out how and why followers are using their mobile to obtain AFL related content. An improved understanding and strategy can be leveraged for mobile advertising and greater exposure.

4. The Footy Record Online needs an upgrade.

One of the league’s greatest assets – the Footy Record – has a terrible existence online. It’s an embarrassment and it needs to be fixed. Where is the iPad app or HTML5 Football Record website?

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Dec 15 2011
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Strategy

Why brands should offer you a drink

Beer

What if brands put more effort into rewarding their site visitors?

When users go to a website they are either browsing (‘Show me what you got’) or wanting to complete a simple task (‘What time do you close?’). Regardless, consumers are considering a brand in some way. Even if it’s for just a few seconds they are engaged with the brand, in the brand’s house.

What’s the first thing you do when you have a guest? You offer them a drink, you thank them for going out of their way to come to your pad and you reward them. The result is for guests to feel more at home and to feel good.

Hospitality principles translate to UX. Users who are rewarded feel good.

Rewards are scalable and can include anything from tangible gifts to significant discounts, valuable coupons, useful resources, enjoyable games or amazing content. Yes – many sites do this already but it’s not always clear that the brand is rewarding its users. Expectations need to be carefully set and exceeded for rewards to have an optimal effect. So a brand that makes users feel welcome will benefit greatly. As brands scramble for our attention online rewards will be the key factor in winning users trust and dollars.

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