WHERE WE ARE UP TO

WITH SOCIAL MEDIA

HOPE YOU ‘LIKE’ ME ...

Intro to Fox Sports

Subscription TV model

- In 2.2M homes

- 4000 hotels/venues &

- 190,000 hotel rooms

- 20 hrs of live sport/day

Web Advertising model

- UBs 100K per day (3)

- Page Duration 1:32 (1)

- Session duration 9m+

- 6 major sports deeply

- Broad news from all sports

5,000 friends...so what?

Why worry about social media at all?

3 Source: ExactTarget, April 2010. Study looked at 1506 US respondents aged 15 and older.

Then staying connected

@ Work, Home, Venues, Live Game 4

Today we offer you our overall brand

... so do 2 others

But we are seeing fanatics don’t

connect at this level

- Connection to passion is

at the closest point to the

individual

- Cricket, AFL, NRL,

Football, Rugby,

Motorsports

- Fanatics are the 10% of

friends that curate and

share to their 150

Spectator <1K

• 9MSN 92

• Bigpond 587

Fan <20K

• Fox Sports 5,100

• Herald Sun 16,000

Fanatic >100K

• NRL.com.au 233K

• MyNRL 298K

• AFL 252K

So we have to connect more personally

- Drill in on each sporting

code, programme and

talent

- Allow fans to feel part of

the action

- Shift our tone to speaking

WITH people, not TO

them

Timely and accurate to fit our brand

8

How social are we prepared to be?!

Make social PART of our product

Not bolted on, contrived or

an after thought

But we are still in training

before we go for the title

Our approach:

1. FOCUS

2. LISTEN

3. DISTRIBUTE

4. SUPPORT COMMUNITIES

And why the mad rush, it isn’t a

popularity contest ... ?

Do friends really tell us the

impact this is all having

- Tracking behaviours that change as we move people to act

- Seek out the right High Street in large online communities

- What can we learn to dynamically adjust what we offer with APIs

Followers or

Retweets?

Likes or Shares that

drive comment?

A poetic parting thought

from theQuoteWhore

[I replaced ‘she’ with ‘social media’]

If SM’s amazing, SM wont be easy.

If SM’s easy, SM wont be amazing.

If SM’s worth it, you wont give up.

If you give up, you're not worthy.

Twitter: 4 hours ago

Thank you

Mark Jones

Digital Director, Premier Media Group

E: mark.jones@foxsports.com.au

T: @markdamonjones

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