County Cricket Twitter Statistics (November 2013 - 2014)

12 months ago, I compiled some research into Twitter followings across the 18 first class counties on the professional cricket circuit.

This data was very interesting, but a year on I thought it would be very insightful to replicate this data and show how much things have changed over a period of time.

The results show just how much social media has grown in the cricket industry, and equally how this increase shows the expanded audience that social media gives cricket clubs.

As you can see, following of clubs Twitter accounts has risen an incredible 164% average. Every single account has more than doubled in following, and each club is speaking to an average of over 20,000 fans.  

*Data taken from Twitter.com from a period between 11th November 2013 and 11th November 2014. Please note that data was recorded personally.

Can Sky Sports News Influence Social Media in Cricket?

On August 12th, sport channel Sky Sports News underwent a re-branding exercise and became Sky Sports News HQ. Although many saw the change as 'artificial' and 'pointless', there was one development that I believe could have impacts on the social media industry in cricket.

You might think that any changes would affect all sports, but how Sky have adopted social media into their news stories means added significance on clubs getting their social media strategy correct. 

This is what Sky are describing:

"A social media desk will immerse viewers in the newsroom environment as Sky Sports News HQ reporters investigate what’s being said on social media channels. Users will be able to have their say and join the debate via our apps, skysports.com and social media."

A typical sports story will now often pull tweets from a clubs official social media channel to add credibility, as well as fans and players opinions. The interesting point here is that large footballing organisations are well positioned to take advantage of this, but I believe that cricket (particularly the county game) is not yet knowledgeable of this increased exposure.

It could mean that a mistake on social media will be broadcast to a much wider audience than everyone thinks. The average viewership of Sky Sports News HQ is likely to be higher than followers of most county cricket clubs. It could also be worked in a favourable circumstance, with powerful content from an official account being noticed by Sky and regularly broadcast.  

A small thing? Maybe. But everyone will point to the growth of the digital industry and to why Sky have incorporated this into their strategy, so I believe it is time for county cricket clubs to also get serious when it comes to social media and reap the benefits of increased exposure from an unlikely angle. 

Is the 2005 Ashes Legacy Starting to prosper?

12^th September, 2005 was without doubt a momentous day in the history of English cricket. After scoring his maiden test century and ultimately ensuring the match was safe, Kevin Pietersen walked off the then Brit Oval knowing that England had won the Ashes for the first time in 18 years.

It is now nearly a decade since these events took place and Ian Bell is the only survivor in the England squad for the forthcoming summers Ashes. A lot has changed in the cricketing world over this period, but the 2005 Ashes saw perhaps the greatest advert that modern day test cricket has ever had.  Looking at the viewing statistics, 7.4 million people tuned in to watch Pietersen's heroics, which broke several Channel 4 viewing records.

What the ECB wanted to achieve after this event was a lasting long term legacy for the sport. We have all seen the term 'legacy' branded all over the London 2012 Olympics, but achieving a long term legacy has proved very difficult for many sporting events. The ECB clearly wanted to widen the appeal of cricket to the masses and in particular, children. Based on increased participation at grass roots level, the idea is that this would filter up into a stronger pool of talent at international level.

If we think about it, a 12-year-old watching that series would now be old enough to be playing professional cricket. It is, therefore, an appropriate time to analyse the legacy of the 2005 Ashes. There certainly seems to be a crop of young English talent that would fit this age billing. The likes of Joe Root and Jos Buttler have all played test cricket for England in the past 6 months. They are often described as a 'new breed' of cricketer, but is this due to these guys being inspired by Pietserson and Co. to take up the game?

Unfortunately, there is another factor that we must consider. About the same time as the 2005 Ashes, Twenty20 cricket in this country was really starting to flourish. After its introduction in 2003, clubs and countries had truly realised its potential by 2005. When looking at the above mentioned cricketers, it is evident that they grew up with Twenty20 cricket and well as that Ashes success, and this has seen their games adapted to suit the format.

So in reality it’s very difficult to provide tangible evidence to suggest we are now seeing those inspired kids scoring hundreds for England. It is likely that the 2005 Ashes may have provided a short-term legacy, inspiring a cohort more than a generation. Twenty20 cricket will very likely be the main source of inspiration for today's 13-year-olds.  The implications this could have for test cricket can long be discussed but for now, we can conclude that the likes of Root and Buttler can be considered almost 'hybrid' cricketers. In another 10 years however, we could be seeing a very different brand of cricketer breaking onto the international stage.

By Ben Warren

Fanaticism in Sport

It is often said that sport possesses 'sacred' qualities, and sport is like religion to many people. But is this really the case? Do sports fans devote themselves to sport like some do religion?

One simple way to analyse a sports fan is to look closely at the term itself.  The word 'fan' is short for 'fanatic'. This is often ignored, but the term 'fanatic' can provide a great insight to understand sports 'fanatics'. We can define 'fanaticism' as:

“An extreme and passionate behaviour toward a goal” 

And now for the technical bit. Josef Rudin, who wrote a good book on the topic, breaks down 'fanaticism' into two aspects: fanaticism as a problem of intensity and fanaticism as a problem of value-attitude.

The first aspect surrounds the perceived intensity, with Rudin linking intensity with excitement, rage, passion and loyalty. These characteristics clearly have synergies with how we could perceive a sports fan.

The second 'fanaticism' aspect is that of value-attitude.

“The values attached to the fanatic’s pursuit take on a meaning that allows them to reduce the value of other seemingly normal human needs”.

There is a sense of sacrifice with this concept. The quote explains how a fanatic often prioritises sport over other aspects of their lives, through characteristics such as number of memberships, miles driven, money spent and frequency of participation.

There is clearly evidence of 'fanaticism' in many areas of life. However, what makes sports organisations unique is the typically high percentage of true 'fanatics' in their customer base. Sport differs from other sources of entertainment by its evocation of high levels of emotional involvement and commitment. A quote from Sloan adds:

“Most sports viewers are not merely spectators, but rather are participants as the true believers who consume the almost religious ritual that is a sporting event”. 

There are more variables to assess, such as the specific sport, country, culture and overall situational performance of the club or organisation before we can conclude this, however.

 This scale identifies 8 different levels of sports fan. It is evident that only a few levels describe a true 'fanatic'.  However, most levels will have synergies with some characteristics of 'fanaticism'.

Milne & Mcdonald offer a different perspective and believe a small proportion of fans do not have emotional connection, high involvement or high commitment, meaning they cannot be classed as true fans.

So, while we can’t say that every football fan is a raving fan, or every golf fan is only a prospect, we can say that sport has the unique nature of having fans that attract some ‘fanatical traits’. And we can measure exactly what being a true fan actually is. The next time you are having an argument with your mate about who is the bigger supporter of your team, look at the characteristics of fanaticism and match them against your relationship with the team. The more you have the further up the scale you will sit. Are you a sporting suspect or a raving fan?

By Ben Warren

AUDIO: My Speech at Employment Lecture

Hear my discussion at an employment event in Holland. Topics include priorities for students, changing from a student to an employee, interview techniques and more...


Click here to listen to the lecture

Could the Chromecast be the Perfect Partner for UK Sport?

Having experienced excellent figures at launch in the UK last month, Google's latest offering has formed a partnership with the BT Sport platform. If other companies followed suit, could this promote more freedom in the way fans consume sport?

The Google Chromecast is small device that slots into any UK television set via a HDMI port, and allows users to 'beam' content from any device, such as a tablet or PC, to their set-top box. According to Gigaom.com, U.K. electronics retailer Currys sold a Chromecast every 4.5 seconds on launch day, leading to comparisons with the launch of the iPad. 

BT Sport have clearly shown faith in the product, and believe that this could open up new sectors in the marketplace. Pete Oliver, managing director of BT's Consumer Commercial and Marketing, said, “Chromecast has been a tremendous success in the US and we feel it could take off in the UK as well. That is clearly a crucial factor here, and with an RRP of £30, it is clear Google are doing everything to make this a tool in everyone's household. 

The main excitement from the consumer perspective should come from increased freedom and accessibility. With Sport being such a lucrative package for television companies, tight restrictions are often in place with services such as Sky Go and Virgin Anywhere. These companies limit the number of devices you can watch on, and often only allow device changes at specified intervals. 

If these companies were to get on board with Chromecast, they would have to find a balance. Imagine having a mobile phone, for example, and beaming live Premier League action to any TV in proximity of the phone. Whether it be a friend’s house or a hotel room, one could replicate the traditional entertainment set-up at the touch of a button. 

If the past is anything to go by, BT Sport may be the only company willing to take a plunge into the Chromecast pool. Although the user would need a subscription to the service, they could argue it would be taken advantage of. If they decide to use the technology, however, the avenues to consume sport may just become that little bit wider. 

Head in the Clouds (again)

Just thought I would re-share one of my most popular blog posts. As time has past, I feel the this entry is only becoming more relevant to student lives.

Head in the Clouds

Being a university student at present gives one a number of amazing technological opportunities.

The problem is, it seems that they are being totally ignored by at least 95% of students. There are many who moan and groan about how difficult organisation and efficiency is, with so many distractions that are thrown at them.

The technology is out there to make our lives as students much easier! When describing the benefits of such programs, the response is often that of caution. Will it make any difference? Will it be easy to set up? Will I still be using it after a week? The answer to all these questions will more than likely be YES!

It is amazing to think it has been two years since my university career began, and how technology has changed the way I operate as a student. All of my work is now online, in the "cloud", and there for me anywhere I go. No more "I forgot my USB stick" or "i'll have to email it to you". Let me share some information about two of the best bits of tech for a student to have.

The first, and the most important, is an online file sharing service. I use Dropbox myself, but there are many options available depending on personal preference. As a student, I can instantly back up any work I have done, and have it instantly transported across all of my devices. It is at its best when doing group-work. My number 1 tip for any student undertaking a group project is to get dropbox! Get everyone to get a free account, make a file that everyone can share with each other, and watch as group members can simultaneously update and view work from any member. Its that simple! Imagine a power point that everyone can add there own ideas to without having to email it around like playing pass the parcel.

The other tool that has been crucial for me is a tablet computer. I use an ipad, but there are now hundreds of options available at a variety of price points. The reason for this device is simple, when you go to lectures, it is your best friend! As well as being easy to transport, the tablet will let you write up simple notes, or even record the lecture if you are feeling lazy. After the lecture, upload everything wirelessly to Dropbox and there you have it. After time, you will automatically build an online portfolio of notes and work that is organised into simplistic folders, no paper or untidiness!


It really is a simple decision, it is time to get your head in the clouds!

Sports Marketing Charity Golf Day

Sports Marketing students at the University of Northampton gave a further example of the growing stature of the course by successfully planning and implementing a charity golf tournament.

The event, hosted at Collingtree Park Golf Club, brought together students and industry professionals to enjoy a round of golf on the championship course. This was then followed by an excellent buffet and presentation ceremony. The entire event was voluntarily organised by a team of first and second year students, in order to gain experience of the events management field.

Despite a wide variety of golfing ability, and some poor weather, the tournament was well received by everyone. Second year student and participant Kurt Spence said: “The event itself was put on very well; it will easily become an annual event with the success of such a great golf course, great food and great organisation.

“We all had a good experience, met some new faces and helped a charity. I was glad to be a part of it and will definitely be going next year.”

A 'handicap' system ensured a closely contested competition, with all profits made from the day going to the National Children’s Tumour Leukaemia Cancer Trust. After the positive responses, there are already plans in place to make this an annual event.

From a student perspective, the opportunity to embark in projects outside of the classroom will only help build confidence for the future, and second year student George Bailey said: “It was a challenging but rewarding experience being involved in the planning of the charity golf day.

“During my time at University I have helped organise other events, however, I have never worked in such a small team with such responsibility. From an organiser's perspective, I believe it was a great event and has promising scope to be improved next year.”

   

How should professional athletes use social media?

It is fairly common knowledge that the USA are far more advanced in the area of sport engaging with its fans. I wrote my dissertation on the relationship between sports fans and organisations, and the differences between the UK and the USA. My findings were quite interesting, and will be published on this blog in the coming weeks.

Another aspect of fan engagement is how athletes themselves engage with their fan base. Many stars take to social media, and have enormous followings, but fail to do anything with it.

Los Angeles Laker's Kobe Bryant is an example of an athlete going beyond the expected norm to build a stronger relationship with his fans. He uses Twitter to post personal information, and gives his fans something extra to what they might expect.

The full article about can be found here - http://bit.ly/12dgFk6

It's probably not a coincidence that he is based in the USA, where values of fan engagement are more prominent. The positive public relations and reputation this will give the Kobe Bryant brand will no doubt be sizable. One of the main criticism of current athletes is their perceived distance from normal society, and its actions like this that will help solve this.

Worst ever advert?

The is quite possibly the worst advert I have ever seen! From a branding perspective, how Lionel Messi has any synergy with the game of cricket is beyond me. Add this to a very poorly put together video, you have got yourself one bad advert! 

Facebook: Oppurtunity or Threat?

Its getting towards that time when students start looking for jobs, and with that the debate on what students should do with their Facebook profile whilst going through the application process. Todays blog post offers my thoughts into this dilemma.

Without doubt, Facebook is the largest social networking site in the world. CheckFacebook (2012) offers an analytics tool into the social network, and as of today (17^th Jan 2013), Facebook has just fewer than 1 billion users. Facebook can essentially be classed as an online profile of the average person’s social life, with most choosing to use it to connect with friends and share information, photos and videos. The result of this is that it has to be considered the first place in which an employer will look to find out more information about a potential employee.

There are many that call this an invasion of privacy, and call for employers to stick to looking at sites intended for professional use – such as LinkedIn. There is now an argument into the divide between personal and professional lives, and whether it is possible to keep them separated. In my opinion, there really is no argument here. It is based on the concept of power. An employer has the power to find information about my personal life, and if I am asking for them to give me thousands of pounds and invest time and effort into my development, surely he is justified in trying to learn about my personal life? Hill (2012) claimed that Facebook can be considered a digital proxy of ourselves, and reflect our personalities and interests, and employers are trying to find out more information than they would in an interview.

Many people believe that Facebook is not about creating online presence, but about hiding potential online mishaps. But not many people go beyond deleting inappropriate photos and removing explicit content from their profiles. Yes, this will prevent employers turning you away immediately and essentially giving you an online criminal record. But employers are looking for what you would be like to work with, and whether your personality would fit into their business, so this should be classed as an opportunity! Employers clearly try to uncover negatives, so why not use Facebook to turn the tides and give yourself an advantage over everybody else.

This doesn’t necessarily mean changing how you use the social network, and there are many privacy options so that employers can’t access parts of your account. But again, most people will feel threatened by this and make everything private, leaving an employer none the wiser after visiting. My point is that by just opening up just a little bit, you can leave that positive impression. It may be just a few holiday pictures, or where you went to university, or maybe even a few graduation photos. In fact, if you make your profile completely private, it may give off the impression that you are hiding something, and in a such a competitive job environment, even these little things may be the difference between getting a job or not.

Microsoft UK visit University of Northampton

Sports marketing students Ben Warren and Callum Hill were privileged today to speak to Tony Henderson, who offered his expertise to the University of Northampton. Tony is the Account Director of Microsoft UK and specialises in technology and engineering. Ben and Callum are currently in the process of developing a start-up business in the mobile technology sector.

After an inspiring lecture about Tony's career and his role at Microsoft, our attention shifted to a "Dragon's Den" style pitch, whereby we spoke about our business idea. Tony was really helpful in giving us feedback and advice for the future, as well as providing opportunities to further aid the process of starting up a business.

Receiving positive feedback has been fantastic for us, but to hear this from an expert in the industry reinforces our beliefs that our idea could be a success. We are committed to using the knowledge that we have acquired at university to help us along the way, as well as using our position as students to our advantage. We can get instant free business advice from a number of sources, and we are very grateful to a number of University lecturers for this.

Killing ten birds with one stone

It is widely accepted that attending lectures is of significant importance to attaining the best degree possible. The question I would like to raise is how important is turning up to lectures? Is it possible to get all the required information online nowadays? Would using the time I spend in lectures be better spent doing my own research?

All of these questions are ones that I will never attempt to answer while I am still at university. There is a sense of guilt if a lecture is missed, a sense of what I may be missing out on. However, in the last 12 months, I believe that a lot of the content we have been taught has been invaluable. The reason for this is integration between lectures is far more prominent. For example, one particular lecture may give me knowledge for that respective assignment, but also give me an extra insight to look at something else from a different perspective.

The was perfectly summed up in the career development session earlier today. We had a guest speaker talk to us about how he set up his own business. Primarily, the session gave us insight into how to start up a business, and the ideas behind his company. Despite this being very interesting in its own right, it so happened that his business directly related to another major piece of work from another module. After a brief conversation, he had allowed us access to crucial data and given us contact information for the head of research from the English Football Association.


So after walking in to a career development session, I walked out much further along the line in a totally different area. If this opportunity had not arisen, it would have taken weeks to get the same level of research. Lectures may seem at times like a pointless exercise, but without them, you will miss more than just the bare facts!

Marketing is Everywhere!

Studying sports marketing over the last three years has enabled us to gain a fair understanding of how big the marketing industry is. A famous quote popped to mind recently that sums this up perfectly.

"If a tree falls in a forest and no one is around to hear it, does it make a sound?"

We have all heard this, but it has never been used in conjunction with marketing. My analysis would suggest that if a product is put to market and no one hears about it, is it really a product?

I feel this encompasses the importance of getting your marketing strategy spot on. You may have a great product, but if no-one knows about it, will they buy it? Unlikely.

In my next post, I will share information about a business that we have recently set up. Many people have asked questions surrounding competition and differentiation to other similar products. My argument is that although our product is unique, our main differentiation strategy is in its successful marketing.

Just remember a famous quote from marketing guru Phillip Kotler, who states that marketing is everywhere!

The Transition from Student to Employee

Being a final year student at University, the prospect of what to do after graduation is one that is constantly looming over our heads.

As well as acing that report in Brand Management or revising for an important Marketing exam, we now have several aspects of our working lives to juggle. The attitudes of many students have now changed. We hear worrying reports about a shortage of jobs in the industry, so how do we put ourselves in the best position to get employed after graduation? The buzz word of being "a rounded individual" is being constantly thrown at us, but what does it actually mean? Our particular University has us on a designated module called "Career Development and Planning", but does doing that get us a killer job in Sports Marketing? Well, Maybe!

When looking at our timetables before we started, it was fair to say that we as students approached this module with caution."We are Sports Marketing students, we want to learn about Sports Marketing!" was the initial feeling.  After an introductory lecture, we were straight to the office of the course leader to change to a different subject. 

However, we are now six weeks in, and its fair to say opinions have changed. As students, we were aware of being "a rounded individual", but now we have an action plan to become rounded individuals. What we have been taught is what we should be doing between now and graduation to put us in the best possible position to land our dream jobs.

Whereas in the past everything seemed so linear, the adage of get a good degree therefore get a good job is not necessarily the case anymore. With the help of this module, it has given us a realisation before it is too late.

So what exactly does one have to do to make themselves more employable? Its difficult to know where to start, with everything from creating an online presence to researching industries and gaining valuable insights being very important. But for me personally, it doesn't matter if I don't learn anything from here forward, because the realisation mentioned earlier could possibly turn out to be the single most important thing I will learn all year.

University of Northampton - Promotional Video

We were recently asked to do some promotional work for the University of Northampton, which entailed describing what is was to be a sports marketing student.

Here is the video

Head in the Clouds

Being a university student at present gives one a number of amazing technological opportunities.

The problem is, it seems that they are being totally ignored by at least 95% of students. There are many who moan and groan about how difficult organisation and efficiency is, with so many distractions that are thrown at them.

The technology is out there to make our lives as students much easier! When describing the benefits of such programs, the response is often that of caution. Will it make any difference? Will it be easy to set up? Will I still be using it after a week? The answer to all these questions will more than likely be YES!

It is amazing to think it has been two years since my university career began, and how technology has changed the way I operate as a student. All of my work is now online, in the "cloud", and there for me anywhere I go. No more "I forgot my USB stick" or "i'll have to email it to you". Let me share some information about two of the best bits of tech for a student to have.

The first, and the most important, is an online file sharing service. I use Dropbox myself, but there are many options available depending on personal preference. As a student, I can instantly back up any work I have done, and have it instantly transported across all of my devices. It is at its best when doing group-work. My number 1 tip for any student undertaking a group project is to get dropbox! Get everyone to get a free account, make a file that everyone can share with each other, and watch as group members can simultaneously update and view work from any member. Its that simple! Imagine a power point that everyone can add there own ideas to without having to email it around like playing pass the parcel.

The other tool that has been crucial for me is a tablet computer. I use an ipad, but there are now hundreds of options available at a variety of price points. The reason for this device is simple, when you go to lectures, it is your best friend! As well as being easy to transport, the tablet will let you write up simple notes, or even record the lecture if you are feeling lazy. After the lecture, upload everything wirelessly to Dropbox and there you have it. After time, you will automatically build an online portfolio of notes and work that is organised into simplistic folders, no paper or untidiness!


It really is a simple decision, it is time to get your head in the clouds!

The Globalisation of Sport (Prezi Presentation)

Overall, it can be considered that globalisation has had important influences on the relationship between sport and business, but this needs to be continuously managed in order to maintain the core values of traditional sport.

The role that globalisation has played can be analysed by looking at the potential difference between past and present. Seymour (2012) sums up the changes by suggesting that on a geographical and political map, country borders are clear and evident, but on a competitive map, this may not be the case due to globalisation. This can relate back to the original definition from Wolsey & Abrams of “Global Interconnectedness”. The world is “shrinking” and becoming a homogenized “Global Village” due to the power of globalisation.  

http://prezi.com/y9g0vuwduczt/prezi-version-6/

New Media in Twenty20 Cricket

New Media allows sports brands to benefit by enabling new kinds of interaction between fans, players and clubs. This form of media would have synergies with the target audience of Twenty20 cricket.

The problem with Twenty20 cricket is that there seems to a lack of fan engagement. Mintel (2011) suggests that sports organisations should do more to improve fan engagement, and New Media could bridge a gap between the event and its consumers. It would be recommended that the event could have an application in mobile devices, which has proved popular for other sports and events. This has proved an effective means of communicating digital content such as live scores, future events, team news, interviews, replays, live statistics and social media activity. It would also be a positive move to have free Wi-Fi available at every venue, which would ensure easy access to the applications. This would be relatively inexpensive to set up, but would coincide with the brand personality of innovation and entertainment. 

The Ideology of Legacies in Mega Events

Legacies have become a prominent part of any event management process. For some events, the issue of a legacy has become central to the decision to host or create them (Bowdin et al, 2011). The idea of a legacy has become more important due to the increased globalisation and commercialisation of sport, as organisers see the increased benefits that the event can bring. Conversely, it is evident legacies are often talked about, but in reality, are very difficult to achieve. The legacy is often dubbed as a “highly effective sales pitch that is never fully realised” (Guardian, 2011). The focus is on the short term legacies, which is often how the Games are judged to those outside of the host nations. After looking at different examples of legacies, it is clear that those events that have planned effectively and placed high importance on the legacy can succeed. This is a positive sign for the London Olympics, as there is a high motivation to succeed. The best legacies are those that look to the long term. This is difficult to achieve and is often a risky strategy, but mega events can have a lasting impact on the event destination in many ways.