BALLSY CONTENT STRATEGY

Six Steps To Bigger, Bolder Sport Content

2

PASSIONSoccer + Newsjacking + Ballsy

Prerequisite to BALLSY approach: Jon followed his passion. HIs first job: The US Soccer Federation. He’s nuts about the sport. And nuts about helping folks create and share content. This led to his Newsjacking book then #BallsyBrands. Your passion?

A Ballsy Warning: Don’t let your passion for new lead you to forget that we’re all human. Jon builds newsrooms for brands that have a right to create content in real-time. Mouth-wash brands, fresh breath has no relevance to the World Cup.

5

Second Ballsy Warning: Creating content in real-time can be very frustrating if you don’t know what you stand for. Go ahead. Take it out on me and let’s move on. No more brand spam please. We can help brands stop ballsing it up.

Passion Ticket Implant: Argentian club Tigre encourages fans to surgically embed season tickets under their skin. Similar tech used to help owners find their cats. BALLSY Lesson: Go the extra mile to show die-hard fans you ‘get’ them in fun ways.

ULTRA-PASSIONIs your passion at Tigre level?

BALLS-UPSBest Examples of Extreme Fails

What A Balls-up Feels Like: When Liverpool lost the Europa League Final, a fan asked for a selfie. This is what brands do when they hijack events. BALLSY Lesson: Brands, know when/where you’re wanted. As Elvis says, don’t be cruel.

@jonburkhart #BallsyBrands

The Sponsorship Balls-Up Of The Year: AC Milan performed the All Black’s haka before a match for a Nivea ad. Fans on Twitter were livid. BALLSY Lesson: Think of fans first. Would they benefit from the sponsorship/idea? If not, don’t do it.

10

Sponsor Balls-Up Post Of The Year: A driver fighting for his life (he died) and a sponsor tried to grow their engagement on Facebook? An Ill-conceived sympathy card? BALLSY Lesson: Be human. Be cautious when death’s involved.

Sick/Twisted Post Of The Year: Don’t want CR7 to score? Ronaldo voodoo doll?High-speed rail? Ronaldo finds creative ways to humiliate himself. Doesn’t need your help. BALLSY Lesson: Be provocative. Avoid murder/torture if possible.

Best Sis Banter of the Year: Personal tweet. Work account. Common balls-up. When Everton did it, it led to some great banter, i.e. fans asked if Everton’s sister could score them tickets. BALLSY Lesson: Mess up. Admit it. Move on.

BALLSY CONTENTA Case Study For All Six Steps

14

BRAVEIs your content taking risks?

Fan-Powered Racing: To attract young fans, Formula E created Fan Boost where drivers get 40bhp of extra power if they get the most fan votes. BALLSY Lesson: Don’t bend the rules. Change them. Do whatever it takes to get fans on board.

Clubs Signing eSports Stars: To embrace young fans and what they’re into, clubs have signed eSports stars. Fans will challenge them on the big screen on match days. BALLSY Lesson: Embrace the new but be authentic or love becomes loathe.

ACTIONABLEInspire action/interaction?

16

The VR/360 Drug: It creates a legal high. Connect with your heroes in a visual way. Pitch-side with the All Blacks? Toe-to-toe with Sharapova/her backhand? BALLSY Lesson: Pick an emotional high for your VR experience or it’s a gimmick.

LIKEABLE Illicit an emotional response?

LONG-LASTINGHow memorable is it?

March To The Match: Seattle Sounders fans march to the stadium. Fireworks. Flares. Full brass band. 90 minutes of singing. BALLSY Lesson: To create content for the fan that’s on the frontlines every week, it’s got to be memorable.

18

Ajax Fan Chauffeur: Willem can’t make it to matches after 60 years’ support. Ajax and a car sponsor arranged transport for the season. BALLSY Lesson: Social listening is more than customer service. Find ways to surprise/delight fans daily.

SURPRISINGHow unexpected is it?

YOU-CENTRICWhat would you, the fan, want?

Take 3D You (Not Me) Out To The Ballpark: A 54-camera photo booth creates personalised 3D-printed figurines for Detroit Tigers fans. BALLSY Lesson: Focus on your fan’s self-love. Give selfie-obsessives the best gift ever. In glorious resin.

BALLSY BRANDSFan Engagement Card Game

The Card Game That Puts Fans First: Jon has created many different card games featuring the best and worst examples of sports content and fan engagement ideas. He prints out personalised packs for clients and friends. Got yours?

Ballsy Brands Game Played Live: In addition to playing Bally Brands: The Card Game live on-stage at his keynotes, Jon uses live video on Blab.im to challenge a global audience of clients/friends to be ballsier with their fan engagement.

A workshop inspired by Jon’s book and his experience building creative newsrooms with a focus on the role culture has in content.

Newsjacking 1

An action-packed workshop where we explore the importance of a written content strategy in creating both planned and reactive content.

Content Strategy 2

A fast-paced masterclass involving super rapid experimentation to identify the best ways to get eye-balls to your brand/team.

Growth Marketing 3

WHAT’S NEXT?Cup of Tea and Intro Workshop?

THANKSjon@theburkhartco.com