As well as linking social to business goals, organizations taking full advantage of social are carrying its principles – that it’s not what you know but what you share - into other areas such as social listening for product innovation; crowdsourcing for new ideas from fans and supporting the social business with budget, technologies and talent.
Best Practice:
Interactive Media acknowledged AS Roma’s website as best in class. Their success comes from asking fans what they wanted on the AS Roma website.
Source: www.asroma.com
5.
Marketing faces a Complexity Gap
Marketing faces a challenging future as markets move from segments to individuals through increasingly complex automation and analytics.
An IBM survey of 1,700 Chief Marketing Officers identified a ‘complexity gap’ where almost 80% of respondents expect ‘very high’ to ‘high’ levels of complexity in the next 5 years. At the same time, only 50% feel prepared for that level of complexity.
Some large companies such as Coca-Cola, Unilever and Japanese beauty company Shiseido have developed their own in-house marketing academy to address this issue.
However, most sport businesses are small to medium enterprises that don’t have the scale to set up their own marketing academy.
More ‘Sports Strategy in Digital’ articles can be found on my website www.sb1sport.com and the course is available on www.isport.edu.au.
Stephen Bourke
Sports Strategist & Consultant/ Aspire Academy
SEAT Advisory Board Member
lessons learned / best practices
As an industry, sport overcomes this issue by sharing knowledge, networking and collaborating better than any other – and the SEAT community is best practice in action here.