USER GENERATED CONTENTIN SPORTS

• SPRING 2013• Mar 250 Version• By Angelina Troia, Geoffrey Scott, Jessica Boff, Jessica

Reed, Melissa Chant, Timothy Le

What is User-Generated Content?

• User-Generated Content (UGC), also known as Consumer Generated Media (CGM) or User Created Content (UCC) refers to various kinds of media content produced by end-users**

**End-User – the person who actually uses the particular product

User generated content works when..

• Users Communicate• the more people comment and post about a game the more

attention it gets• Directly Before and after games

• Users generate hype before games with commercials, advertisements, and posting on social media sites.

• sports analysts have TV shows and blogs users can go online and comment about the game.

• Fans utilize fantasy football• fans advertise their favorite players and can interact with other fans.

• People use the internet• during football season people post about the games on facebook,

twitter, and instagram creating more hype for the games• Gets people who would not usually watch football to watch

How Well Does UGC Work in Support of Professional Football?

• Professional football brings in profit and viewers cyclically.

• Therefore, most people only search for user generated content when football season is around.

• It works very well during their peak periods!

How Well Does UGC Work in Support of Professional Football?

• Fantasy football• Users create their own football teams to compete with

each other.• YouTube• People create videos to share their opinions on certain

players, teams, and other aspects of football.• Twitter/Chats• People talk on twitter and live chats during the game to

discuss what’s happening.

When it does NOT work

• Scandals• Gets people talking

(even those not interested in sports)

• Can permanently brand players/teams

What are blogs on AOL, Yahoo Sports, and Boston.com saying about A-Rod?

After the hype of a big game

• Who is still talking?• Only hardcore fans

• Who is listening?• Not relevant to those who only watch big games

User-Generated ContentDecline of NFL.COM After Superbowl

* Supporting data from ALEXA.COM

* Supporting data from ALEXA.COM

User-Generated ContentDecline of NFL.COM After Superbowl

User-Generated ContentDecline of NFL.COM After Superbowl

* Supporting data from ALEXA.COM

Efficiency of UGC

Social Media

• Facebook, Twitter, Youtube etc.• 360 billion pieces of

content shared in a year on Facebook alone• Estimated revenue from

UGC | Facebook: $1.86 billion | Youtube: $945 million

Alexa Internet Inc.

• Provides web traffic data for over 30 million websites• Offers average page

views per user, bounce rate, user time on site, search analytics and audience

Alexa Internet Inc.

UGC & Trends

• Top NFL Team Website:

Baltimore Ravens (Super Bowl XLVII Champions)• Page views/user: 3.14• Bounce Rate: 43%• Minutes on site: 5:26

• Most talked about on Facebook: Dallas Cowboys | 5.34 million• Most mentions on

Twitter | 554K

CBS Blog Entry on Fantasy FootballTwo likes on Facebook,yet very detailed statistics on teams.

ESPN Blog Entry on Fantasy Football Not as detailed statistics.

Analysis on Trade Publications

• As seen in the previous slides, it is evident that because ESPN’s sole focus is sports they have built a strong customer loyalty leading to a success in their user-generated content.

• In contrast to CBS who focuses on a variety of aspects causing a lack of credibility.

Scholarly Articles

Bibliography• Abraham, Peter. “A-Rod at center of another drug scandal”

http://www.boston.com/sports/baseball/redsox/extras/extra_bases/2013/01/a-rod_at_center.html. Web. 29 January, 2013.

• "Alexa.com." Wikipedia. Wikimedia Foundation, 24 Feb. 2013. Web. 24 Feb. 2013.

• Berry, Matthew. "2013 Fantasy Football Rankings." ESPN. ESPN Internet Ventures, 03 Jan. 2013. Web. 23 Feb. 2013.

• Cooke, Mike, and Nick Buckley. "Web 2.0, Social Networks And The Future Of Market Research." International Journal Of Market Research 50.2 (2008): 267-292. Business Source Premier. Web. 23 Feb. 2013.

• Eisenberg, Jamey. "Offseason Extra: Post Super Bowl Mock Draft." CBSSports.com. CBSsports, 6 Feb. 2013. Web. 23 Feb. 2013.

• Elliott, Stuart. "ADVERTISING; Before the Toss, Super Bowl Ads." The New York Times. The New York Times, 03 Feb. 2012. Web. 20 Feb. 2013. http://www.nytimes.com/2012/02/03/business/media/some-super-bowl-ads-being-seen-long-before-the-game-advertising.html?_r=0.

Bibliography • Goldenberg, Jacob, Gal Oestreicher-Singer, and Shachar Reichman. "The

Quest For Content: How User-Generated Links Can Facilitate Online Exploration." Journal Of Marketing Research (JMR) 49.4 (2012): 452-468. Communication & Mass Media Complete. Web. 23 Feb. 2013.

• Passan, Jeff. “Alex Rodriguez the biggest name in a new PED report that could grow into BALCO-like scandal". http://sports.yahoo.com/news/alex-rodriguez-is-the-biggest-name-in-a-new-ped-report-that-could-rival-balco-143803741.html. Web. 29 January, 2013.

• Oien, Derrick. "User Generated Content." : : Fantasy Football. N.p., 4 Aug. 2004. Web. 20 Feb. 2013. <http://doien.blogspot.com/2004/08/user-generated-content-fantasy.html>.

• Shao, Guosong. "Understanding the Appeal of User-Generated Media: A Uses and Gratification Perspective." Internet Research 19.1 (2009): 7-25. ProQuest Central. Web. 23 Feb. 2013.