Richard Clarke is an expert in digital sports -. Content He currently works as a senior director of communications and digital media in the Colorado Rapids of MLS and previously served as an editor at Arsenal FC, which still retains a role as editorial consultant.
He spoke of the Digital Agenda in major conferences around the world. He was kind enough to share some thoughts on digital trends in football his only kexperience with MLS and Premier League.
You can follow him on Twitter, Instagram and Snapchat @MrRichardClarke and also in his blog: www.MrRichardClarke.com
How - you have to see the sports industry develops from a digital perspective?
A lot has changed in my time. After more than fifteen years in digital format to participate, I am quite experienced, which is a very young, but it has been found to be very harmful. My background is in the newspapers, I began my career as a journalist, so they tend to use it to it as an example. The digital world has massively affected the newspapers, people think that would be negative, but there are still newspapers and are very influential, although now people consume their messages in different ways. Changed the model for various industries undoubtedly one of which is the newspaper industry. I think it will be increasingly influenced by television and continue. In addition, have changed marketing strategies. Everything was free, then pay through the walls, then and now Freemium CRM and data is important. It is constantly evolving and all the time to change. It is a very interesting field.
What are the biggest growth areas in the industry of digital football?
There are a variety of areas. I would say that the experience in the stadiums for the fans is very important, because more and more of excellence in this field expect I also believe that branded content is extremely important as a means, a more integrated consistent content -. To make type, value should be suitable for the characteristics and sports brands people on our logos day a little more than a slap expect content to be on the promoter and club -.. fans.
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In addition, the monetization of social - media - athletes under - valuation. And of course, the virtual reality comes down the line. It is very early days with VR and do not know how you in shape, but I think it's remain fairly central. It is, how it develops and how it monetizes finally define evolution.
Dar - us your opinion about the role that the flat forms - such as live Facebook periscope game from the perspective of a football club.
I have spread both and periscope Facebook life rather far I like the periscope and the way the aircraft -. Form uses your questions as they appear and disappear. . Interviews I walk around our stage on the fly with the players we have also a large room with Tim Howard on the back of a taxi in Manhattan the periscope and Facebook also has a live - broadcast with him, which was a huge reach.
My preference is for the moment live Facebook, since it is a bottom - very simple and intuitive way Facebook -. Even now periscope until recently was outside sitting Twitter to their disadvantage. What I do not so much as Persicope Facebook Live - like is the way in which the questions are published. Also in Facebook Live it is a one-shot, even if you do a Q & A, you need two people in the front, and I think that to solve them rather quickly. Facebook Live is fairly new, so it will go through and make it work. I think Facebook Live is just a game - changer. If all of the media have an editor, Facebook live and carbon can each diffuser. And that's very exciting and very harmful.
We - we will see a change in the traditional model of transmission?
I think we have already seen. The agreement with the NFL Twitter was part of this change, and it was reported that other players such as Facebook and Amazon are interested, so that means that we see different panels - forms in the radio room. I think that the edges of the transmission rights are eroded flat - digital forms, but the core will take longer much Sunday and Monday from NFL football to be eaten, important matches in the Premier League to stay in an apartment -. Make television much longer, but the banks would be reduced by this new platform - forms.
He is currently working on a MLS - Team, but had a great experience working in Europe for Arsenal FC for many years. What are the differences you see in the digital domain in Europe and North America?
With the MLS, the great freedom allow photos that correspond to what we in Social - Media -. Use channels with all our Club and allows us to be very creative It also helps to promote the league
also. This is a very clear vision. Premier League a limited number of clips allowed to go on YouTube and Facebook - channels Clubs Block few - each other leagues allow the Social - Media -. Channels very little So a big difference, because it affects the content created and creativity that can rotate.
Another aspect of American sports in general, is the access to the players. It is much larger, by his being more creative with the content. And the day of the game is not just a game, it is a concentrated entertainment. These are big differences.
Enter an enjoyable fan experience through the ups - is digital forms in the stadium, a growing trend in Europe and North America -. Tell us your opinion?
It's an inevitable part of modern life expected, especially for young people and Millennials in those days. You will see a time without smartphones like I have my eyes roll when my parents talked about non-color-TV with. You expect Snapchat quality filter, for example, and let the platforms that do not use. And of course these young people and millennials ultimately paid in the coming years and brands of consumer goods are. So you need to take care of them and now to win their hearts and minds.
Ago - it referred to other clubs or leagues? If so, what?
I would not say that, I mean, but I admire many leagues for their creativity and personality they have. Most of the major clubs in European football to create great content and are popular, so there is a high degree of control on them. I have always admired that MLS has. I think they have extremely innovative. The NBA has a very free with respect to the order in social networks and encourages creativity approach and some -. Some American universities were also to provide super in emotional content and have followed closely since I've States - States.
Please say - his view that the fans in the digital age play today.
The fans are everything and are always at the center. The commitment measures had always been important, but now have more than followers to be numbers. In recent clubs they felt they large following, but now the focus really is should the commitment to the hunt had We are bombarded by content and most of it -. it moves only over the eyes on your smartphone, so you have to do, focuses the money to get his attention so they valuable content L. 'to give.
Virtual reality is another area increasingly in sports. How clubs can switch VR?
I think the RV is here to stay. One or two decades ago, he stood up, then left. I think the technology has changed so much that it is important. The operation is very interesting and will be defined by the business models. Come on - we try to put fans in the game we tried - it allows the fans to go behind the scenes? Or - to play only this great game? My prediction is two things. It will play a great game and will be a lot of broken furniture! I can that the thickness predict the rest we will see.
What are the biggest opportunities and major challenges for sports clubs in the digital domain?
Opportunities and challenges are two sides of the same coin. As we move to a more mature digital space, will be essential to all the needs of the growing number among the other needs of the association, if the communication with the balance, trade, etc. The digital computer pushes in many ways, because that the way is easier to connect with fans and as efficiently as possible in this -chi days. they also have a good barometer for how the fans think, because it monitors social media. It will be interesting to the challenge most other departments are founded a football club to take over this relatively new kid on the block and the fact that it should have its own agenda, which has needs and desires, the tide that lifts all boats. everyone should together cooperate and agree on common goals.
As I said, the goal is money and valuable content to give attention. It is necessary to involve people in the right way. You have to make sure that people want your content really. If they provide the value they want to follow the club or purchase a ticket or a relationship to feel with the sponsors and brands that provide value to the club.
This interview was conducted by Diego Valdes, director of the Sports Business Institute of Barcelona, Management - Training in marketing offers, sponsorship, athlete representation, event - management, digital media and communications. If you are looking to advance your career in football / sport - to start or accelerate industry www.sbibarcelona.com visit us for more information.
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