Social media, events and real-time trackingMay 14, 2009

Source: http://www.flickr.com/photos/kathy_zhuang/2747250608/in/photostream/

It used to be about publishing,now it is about participation

http://www.nyhederne.tv2.dk

The value chain is changing

http://www.flickr.com/photos/rwhollins/3332144171/

Great content meantgreat attention

Today, you need great contentplus tools to make peopleinteract and participatearound the content to trulycreate attention

http://www.flickr.com/photos/esparta/; www.neilperkin.typepad.com

The users decide, you don’t

Don’t be that therapist, ‘cause you’ll end up killing this guy

http://www.flickr.com/photos/esparta

Don’t kill yoursuper hero

So what can we learn from this?

In the beginning, marketing was easy

hwww . f lickr.com _ photos_ spring stone

Then came competition and people’s attention got harder to achieve

hwww . f lickr.com _ photos_ spring stone

Social media has taught us to listen instead of telling

http://www.flickr.com/photos/aknacer/

Social media hastaught us to listen

Value is not about what you have, but about what you share

www .f lickr. com _ photos_ 2 3 2 2 2 3 4 6@ N0 2 _ 2 2 4

"In the past you were what you owned. Now you are what you share."Charles Leadbeater – We Think

Some people think it’s about technology.....it’s not

http://www.gapingvoi.com; http://sethgodin.typepad.com; http://neilperkin.typepad.com/

So what’s the good thing aboutthis?

Lots and lots of great user-generatedcontentLots and lots of empowermentLots and lots of loyaltyLots and lots of willingness to pay

The relationship between the spectator and the participant is no-longerlinear

The relationship between the spectatorand the participant is no-longer linear

www.flickr.com_photos_thomashawk

Standard disciplines are evolving intopersonalized activitiesStandard disciplines are evolving

into personalized activities

It’s all connected; sport is part of who you are, notjust something you doIt’s all connected -

sport is part of who you are

Would it make sense to think of your target groupnot as customers or citizens but as members?

http-_ www .f lickr. com _ photos_ ucum ari

I see no evil...

Maybe there’s a shot...

The Endomondo Tracker mobile app is the starting point, but otherdevices can be used

Key functionality

To examples of how tracking technology can help prolonging an event

• Copenhagen Marathon• Weekly training over the Endomondo platform for about 2000

people• Speed keepers track their training and people can participate

whenever they want• People sign up for a training team, where people can compete

and share info and messages• So what? Creates team spirit, creates stories way before the

actual event, creates friendships through individual sports

• London Marathon• Live tracking of selected featured profiles, described on the

event site and tracking real-time during the event• Increases relevance for TV viewers by getting a national

perspective on an international event

References and inspiration from:

• All the great photographers at Flikr, see pagesource for each individual - thanks to CreativeCommons

• Amy Shuen, Heather Gold, Seth Godin, NeilPerkin, Tim O’Reilly, Tara “missrogue” Hunt,Charles Leadbeater

Jakob Nordenhof JønckCo-founder of Endomondo

+45 3016 9607jakob@endomondo.comtwitter.com/jajobjoenckslideshare.net/jakobjoenck

www.endomondo.com