Online Sport Communication and the New Sport Media

1. Online Sport Communication and the New Sport Media Chapter 9 Lecture 10 {Date}

2. Become acquainted with the Model for Online Sport Communication (MOSC) Understand the Internet’s impact on new and emerging media and sport communication channels Be aware of the factors influencing online sport communication Understand the components of effective online sport communication Become aware of new and emerging media in sport communication Learning Objectives

3. Director of new media Responsible for the franchise’s online vision “Our content and design are key elements” Web site includes Pregame stories Postgame notebooks “Our message board is really a core piece of the site” Downloadable video and audio files Web site provides Measurable ROI data Marketing and branding of franchise Profile of a Sport Communicator:Sean Parker

4. SSCM: New Sport Media

5. New media have altered and are changing:Affect how sport organizations communicate Sports fans are sophisticated in charting their teams: Logging on to various sites Downloading clips and podcasts Partaking in online chats Technology… Provides the foundation for growth of sport media Continues to have affect sport communication E-mail, live video streaming, and real-time sport scores Podcasting, Web logs (blogs), and game logs (glogs) Introduction

6. Interconnectivity Interactivity Accessibility Multiple usages New sport media iscatchall term for digital sport communication and sport technology The Internet allows consumers to be interactive:Interactivity is a key factor in making it a unique medium when compared with traditional media Surveying the New Sport Media:Interactivity and the Internet

7. Internet A “new normal” for Americans Become part of everyday life Affordable and available Sport entities shouldcapitalize on this increased use when communicating messages When sport entities use their Web site to communicate… They craft and shape their message They disseminate messages to stakeholders They’re the gatekeepers They set the agenda They influence perceptions of their key publics Examining Internet Usage in Sport

8. A mainstream medium used by the masses Almost two thirds of Americans access Internet:52M Americans reported accessing the Internet to check sports scores and info Males are more likely than females to access sport info online Ages 18 to 29 are more likely to search for sport info Internet increased participation in online sport fantasy leagues:11M people in the U.S. participate in a sport fantasy league Internet has allowed consumers to feed their craving for sport info Who Uses the Internet?

9. Sites communicate with internal and external publics Teams using the Internet have a competitive advantage Sport entities rely on the Web Provides info on the organization to site visitors Generates awareness of their organization Projects a favorable organizational image Interactive channel of communication Sport organization’s Web site Integral to communication and marketing strategies Reflects the mission and values of the sport organization Provides a high-quality atmosphere and experience for publics Should meet the overall business objectives of the organization Can serve as a supplementary service for sport consumers Provides essential information for fans Provides interactivity What Makes a Good Sports Web Site?

10. Factors considered most pertinent to online sport communication Individual level of involvement with team Motive for Internet use Content of site Design of site Performance of site Usability of site Commerce of site Model for Online Sport Communication

11. Model for Online Sport Communication

12. Fans’ motives vary for acquiring online sport info Affects motivations Determines why one visits and uses site Linked to uses and gratifications theory People visit a specific site with specific goal in mind The goal varies based on their involvement with team (continued) Involvement With Sport Entity and User Motivations

13. The majority of individuals log on to Check or send e-mail Gain information Be entertained Engage in e-commerce To communicate their message online,sport entities must understand the motives of their key publics when designing, developing, and maintaining online sport communication Involvement (continued)

14. Two methods for obtaining sports information on the Internet Browsing Searching Two approaches people use to acquire info when they search Heuristic searches Analytical searches Methods and Approaches Used in Searching

15. Motivations for use of a specific medium Content gratifications Process gratifications General needs of consumers for visiting sites Interpersonal utility As a pastime Information seeking For convenience For entertainment Consumer expectations of sport Web sites Have both visual and emotional appeal Receive enjoyable experience when they visit Expectations and Needsof Online Users

16. Primary component of any sport entity’s Web site Major factor in a person’s decision to return to a Web site Should reflect organization’s objectives and consumers’ demands Sport Web sites should provide enough content to satisfy Highly involved sport consumer Less involved sport consumer The site’s interactivity allows consumers to form social networks The social aspect influences sport consumption Chat rooms, message boards, blogs (continued) Content

17. Sport-related Web sites Should have a practical benefit for visitors Should provide the content necessary to meet the needs of its visitors Include some components “What’s New” section Search engine Site map Feedback mechanism Phone numbers Privacy policy Graphic design on site assists in providing content Content (continued)

18. Consider the motivations and needs of consumerswhen designing and modifying Main page of a sport Web site is similar to a paper’s front page Use headlines to draw attention to items The front page is crucial in the site’s ability to retain visitors Design site In a manner to easily communicate content That includes consideration of these factors: Placement of links Colors Graphics Interactive features Design

19. Proper design Integral because it affects user interaction Instrumental in encouraging site visits and repeat visits Site should include distinct and concise paths to info most users seek Sport organizations should understand what information visitors desire Provide consumers with access rather than overload of info The design of an effective Web site involves structure Web site designers should includescannable text and highlighted key words Web site design should consider online needs of key publics and organizations objectives Importance of Structure

20. Evaluate design as it relates to each part of MOSC Key in maintaining effective online sport communication A set of evaluation criteria must be established Business function Corporation credibility Content reliability Web site attractiveness Systematic structure Navigation Key design elements Use of links Consistency Communication and feedback Search mechanism Fill-in forms Evaluating Web Sites

21. Successful Web sites Attractive home page Common design applied to all pages in the Web site Product descriptions with attractive pictures Easy-to-read pages Layout should be a focus when designing the site Layout process Understanding and listing the elements Categorizing and grouping the elements Key factors regarding layout relative to audience needs User resolution Browser window Content familiarity Layout

22. Sport Web site atmospherics Often affect consumers’ decisions to purchase Conscious design to create positive effects in Web users to increase favorable responses from sport consumers Affect site effectiveness because these cues influence… Which pages are viewed Time spent on site or page Info gathered from site or page Classification High task relevant Low task relevant Appropriate atmospherics Generate greater pleasure Have repeat visits to the site Create positive perceptions Atmospherics and Environmental Cues

23. Fifth component of the MOSC Performance in the past was evaluated by number of hits Two key aspects of a sport Web site’s performance Interactivity: Seattle Mariners’ site focuses on interactivity from fans: Learn about the site’s various features Search video database, download and watch videos Access photo galleries, franchise commercials Secure game-day audio clips Access online voting opportunities Download ring tones for cell phones Amount of time to complete tasks (page speed) Performance

24. Key element of any Web site Attribute that determines ease of user interfaces How well a consumer can use the functionality For a sport Web site to be usable… It must serve a distinct purpose It must be functional The consumer must be able to use its features with ease Usable Web sites Have few navigational problems Are easy to use Usability

25. 1. Learnability 2. Efficiency 3. Memorability 4. Errors 5. Satisfaction Principles of Web Site Usability

26. Important aspects of usability Proper navigation… Ensures that site visitors can peruse with ease Provides a road map for visitors to acquire the info they desire Site structure is most important aspect of navigation Site should have a set of navigation aids and hypertext links Navigational elements should be grouped Provide a feature that allows visitors to find way back to a page Minimize the number of navigation schemes Left navigation bar lists the content areas of a site Navigation bar across the top of site lists organizational aspects Multiple navigation areas should be avoided Importance of Navigation

27. Final component of the model Sport organizations use the Internet as an effective marketing and commerce tool MLB generates $7M+ annually in online ticket sales 70% of NBA’s non–box office tickets purchased online Some professional athletes use their sites… To promote their image To increase brand equity To move products Commerce

28. A sport entity’s Web site Used to create a virtual fan experience Provides a high-quality service experience for key audiences Many entities use Web sites to Enhance customer service efforts Foster positive and mutually beneficial relations with consumers Internet… Provides organizations with the ability to improve business and organizational performance Facilitates better decision making among consumers Provides ideal opportunity to build relations with key customer groups (continued) Internet’s Role in Positioning the Sport Product

29. Businesses must be responsive To the online needs of consumers To the preferences of consumers Sport Web sites Strengthen emotional attachment Generate awareness Facilitate greater satisfaction and loyalty Internet’s Role (continued)

30. Privacy issues:Ensuring privacy of visitors will establish sense of trust Issues related to building the organization’s database Using database mining technologies to track consumers’ needs and desires Site provides an efficient means of gauging feedback Site can be used to obtain customer data  Internet’s Role in Acquiring Consumer Data

31. Wireless technology Blogs and glogs Video on demand Other sport communication channels Exploring New Sport Media and Communication Channels

32. How are the various factors that influence online sport communication interrelated? How does level of involvement with the sport product affect online needs and desires? How has the Internet evolved and affected communication with internal and external publics? How are new media and communication channels affecting sport communication? How do you use the Internet? How does that compare with how your family uses it? Which of the factors influencing online sport communication is most important? Which of the factors influencing online communication cultivates the highest identification with a sport entity? How is the immediacy of the Internet a disadvantage to the sport entity? How do blogs affect interactivity with sport consumers? How can a sport entity’s Web site serve as a virtual sport service for consumers? Discussion Questions