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The Future of Sports and Social Networks – Moving From a Social Relationship to an Active One

24 Views Length: 22:05 It was once very sound advice, not to try and recreate a social network, given the Facebook Connect Api, and the general cost of sustaining a network, if you even got it right.

So many brands have and still are migrating to Facebook. For some, the depth of engagement is sufficient. But, what is a social relationship? Hey, do you like me? Cool. What? You don’t really care what I am doing? Okay, you’ll watch this branded content. Will you share it with your friends? Fine, it is not the funniest, but it is okay. Did you see what I have been doing? What? You blocked my stream?

For consumers with specific interests, do their Facebook friends care what protein they are taking to train? Or that they over pronate? Or how they are improving the catch portion of your stroke before the recovery phase? Probably not.

With sport as just one example, many brands could and should have more than a social relationship with their customers. The connection between customer and brand should be active. The goal is to develop a digital offering that customers will find inherently valuable and naturally congregate around, that seamlessly transcends digital and analogue environments.

How does a brand create deeper value in their products? Ben will be talking about his experience across multiple sport brands, as well brands with naturally engaged communities that could be defining their value relationships with their customers in a more effective way.

Presenter: Ben Abramowitz, Creative Director of Syrup