A look at the AFL pre-season Sports Social Media Index (SSMI) developed by Sports Geek sees a vastly different ladder than most AFL pundits are predicting for the 2010 AFL Season.

Bombers, Dees & Kangas lead

Essendon are front runners in the social media stakes engaging their fans via Twitter & Facebook then backing it up with “The Hangar” developed to bring fans to the club web site.  With an updated website expected soon look for more improvements from the Bombers.

Melbourne is proving itself in social media led by CEO Cameron Schwab (@CamSchwab) tweeting news and presenting Demons strategic plans on YouTube on Whiteboard Wednesday.

North Melbourne have a well rounded approach to social media they even have a Facebook fan page for CEO Eugene Arocca linked from their Facebook fan page.

Hawthorn had success on YouTube with a video poking fun at the new myki system getting 24,000 views even though it may have caused president Jeff Kennett some grief.

Middle of the pack

Some of the clubs in the middle of the SSMI ladder have gone through the steps on setting up on social media platforms such as Facebook & Twitter but are yet to truly engage with their online fan base.  Sports Geek will be keen to see what social media advances these teams make in the 2010 season.

Social Media Cellar Dwellers

Brisbane, Western Bulldogs & Geelong are dragging their feet with little or no social media presence.  They already find themselves behind AFL newcomers Gold Coast & Greater Western Sydney who are both developing fan bases via social media.

About SSMI

Sports Geek has developed the Sports Social Media Index (SSMI) to rate the performance of sports franchise using social media. The SSMI cover the key platforms of sports social media, how each platform is used and how they engage their fan base.

The key to the SSMI is not about comparing Facebook fans or Twitter followers but how teams connect with their fans and increase the value of their brand using social media.  SSMI was developed after meeting with US franchises in the NBA, NFL, MLB & NHL seeing how they are engaging fans using social media. US sports franchises are reaping the rewards from social media efforts securing sponsors for social media driven events as well as high fan satisfaction ratings from fan surveys.

If you want more information on SSMI please contact Sean on 0407047200.

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One of the biggest challenges many teams face is differentiating themselves whilst adhering league brand guidelines.  It was a common theme with the teams I met with on #sportsgeektrip.

Many leagues across the globe follow a similar digital model.  League web sites are developed and team web sites are created under the league umbrella.

MLB.com, NBA.com,  NHL.com, AFL.com.au are some examples of these Leagues that follow this “Umbrella model”.
(*edit thanks for comment: Essendon stand alone as an exception running independently of the AFL very successfully with EssendonFC.com.au)

If you take a look at team websites e.g. LA Dodgers Vs New York Yankees or Collingwood Vs Hawthorn you’ll see some team customization but they are locked into a League framework.  The NBA follows a similar model but teams are using custom landing pages (or splash pages like the Mavs do) to offer fans special deals.

Other leagues like the NFL.com & PremierLeague.com have decoupled the League’s web deal from the teams.

What’s better?

The “Umbrella model” makes administration of League branding much easier and sometimes can lead to a better sponsorship deal as it is league-wide.  However, it can be restrictive both creatively and financially to the teams who want to push the Web 2.0 envelope.  From a technical prospective a league wide CMS (content management system) does reduce the need for in-house web staff for teams but many people who use these systems find them too restrictive.  Leagues that abandon the “Umbrella model” face the problem of a potentially creating a tech gap between the have and have-nots.  Some teams like those run by MSG (Knicks, Rangers, Liberty) help promote their teams outside the standard team’s sites through the stadium (TheGarden.com), then again with so many sports properties MSG is a unique business.

What are your thoughts?

• Does the ability for league’s to secure deals outweigh a team’s desire to innovate?
• Would teams do a better job if they could go it alone?
• Would small-market teams struggle maintaining own website?

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In case you missed it, here’s the list of tweeps who took part in #sportsgeektrip.

Thanks

@adamgruer @allihouseworth @allisaasheley @amandarykoff @andrewmbogut @anitakilkenny @ausrob @badz85 @bentortura @BradMayne @brendanjack @chantelleaustin @chrissduffy @christinejg @cram33 @dani3boyz @danieleade @darylcook @davecharest @day2daypa @deanmillson @dj_rod @downesy @emstar666 @espnzone @ezmacs99 @finn_bradshaw @fmome @harry_o @heidiheartshugs @ideasculture @impromelbourne @intair @jamesharley @janemills3142 @jdbasketball @JillDotts @johnrille @katpawz @katwoman5 @kick2kick @lectric @lilylauren @lisahayes4 @lukeii @marcusmoments @markquest @matty_stevens @mcuban @melbournejules @mikefoden @mollyfud @mrthill @nicflux @packers4 @peter_r_casey @philliesmania @pwnolan @r_geez @samanthabell1 @samotage @scottkilmartin @semipro @shoelover79 @snarkle @souldesign1 @sportzfanradio @taraceebee @the_boneyard @the_tony @themonkeyboy @Tim_Butcher @tim_in_CT @Tw1sty @urbansmiler @yummololaberry

On Wednesday night I went to check out two of the NBA powerhouses Dallas Mavericks and Los Angeles Lakers at the Mavs’ home court American Airlines Center.

One of the reasons that Dallas was picked for the #sportsgeektrip was to meet Mavs’ owner Mark Cuban who I consider a fellow Sports Geek.  Unfortunately, he was unable to meet me during the season but he was kind enough to reply and wish me well on the #sportsgeektrip. Outside the AAC there was a definite buzz with the Lakers in town.  The Mavs Street Team ran promotions with inflatable hoops keeping the young fans entertained as well as a DJ & host promoting the game and firing up the fans.

One promotion I liked was free tickets to fans who made the “extra” effort.  Fans turned up in costumes, full body paint, wigs, etc and for that they received a standing room ticket at the end of the court.

I did a lap of the American Airlines Center concourse, it wasn’t as spacious as the Staple Center but it used every inch efficiently for concessions, promotions & merchandising.  I was seated just above the visitor’s tunnel behind the Maverick’s bench.  As luck would’ve have it Mark Cuban was sitting 30 feet in front of me.  It was quite funny to seem him motion to the bench to turn the music up during the introductions to get the fans fired up.

The Mavs provide great entertainment value for the fan outside the great talent on the floor.  With the Mavs Surround Sound Drumline & the ManiAACs providing plenty of energy during the game (check out video below).  One nice touch was the fact the rims were miked up, if a shot clunked out you heard it likewise if Dirk swished a 3 -ball you caught that as well.  The video production work on the scoreboards were both more entertaining (Ron Burgundy provided the security notices) and more informative with stats provided throughout the night than the Staples Center.

What happened next I can only explain in one word… awesome!

After a few tweets pre-game..

@seancallanan – G’day @mcuban, Sports Geek here… If you sitting near me in Section 115, Row H, Seat 7 stop by and say hi #sportsgeektrip #gomavs 3:52 PM Jan 13th from Tweetie

@seancallanan – G’day @bradmayne, I’ve arrived at your arena to see the Mavs hand the Lakers a lesson #sportsgeektrip #gomavs http://twitpic.com/xz8ka 3:40 PM Jan 13th from Tweetie

Brad Mayne, CEO of American Airline Center, stopped by seat and invited me back to his suite at the Platinum Club.  At half-time I checked out the Platinum club level and met up with Brad at his suite.  Great view of the game and in the second half Dirk Nowitzki scored his 20,000 NBA point.  With a Foster’s in hand (apparently the Aussie reputation for liking beer precedes us) I was able to meet some great people who manage facilities around the globe for Global Spectrum as well as learn more about IAAM (International Association of Assembly Managers Foundation).

Great facility Brad, I highly recommend taking in a game at the AAC if you’re in Dallas.  I’ll be back on Saturday to see some more NHL when the Dallas Stars take on the Detroit Red Wings.  Tweet me @seancallanan if you want an impromptu #sportsgeektweetup, but it will take a but to beat that one

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Contact Sports Geek for more info on the  Sports Geek Study Trip.

Sports Geek is heading to the USA in January to study great sports & great technology.

Madison Square Garden,
photo credit the_junes.

Why leave the world’s best sporting city, Melbourne, to study sports, you might ask?

The US sports market in the biggest in the world and they lead the way in the use of technology to connect with fans.  The NBA has shown themselves to be a market leader in the use of social media in sports.  The NFL is a world leader in producing a premium sports television product.  The NHL is embracing Twitter to connect hockey fans and help build buzz around the NHL.

I’ve been lucky enough to study US sports when I was in the touring party with the Western Bulldogs after developing Bulldogs TV.  That trip saw us visit in 2 just two weeks the Hamilton Tiger-Cats (CFL), NFL franchises Indianapolis Colts, Seattle Seahawks and NCAA football operations at Mountain West Conference schools Airforce Academy & Colorado State University.  It was an awesome trip, it was great to see how much the Australian sports market can learn from US sports.  However it was terrific to see how the Australian sporting culture presents solutions that are applicable to US sports.

Sports Geek US Study Trip Goals

• Find great tech products that work in sports market
• Connect with passionate sports professionals and fans
• Discover what sports promotions are hitting the mark
• Investigate how franchises are adapting the changing media landscape
• What can the Australian sports market learn from the US sports market (and vice versa)

Along the way I’ll be keeping the trip fun by setting some challenges to achieve during the trip.

Here’s the Sports Geek Bucket List, please feel free to suggest more via the comments or @ reply on Twitter (@seancallanan).  If you can help me with these tasks please get in touch.

• Twitpic with a championship trophy
• Meet a commissioner – NFL, NBA, MLB or NHL
• Get a twitter shoutout from @The_Real_Shaq
• Tour of a new or unfinished stadium
• Organize a #sportsgeektweetup
• Have a beer with Bill Simmons AKA “The Sports Guy”
• Tweet from a College Tailgate party
• Appear in a YouTube clip with a champion (NBA, NFL, MLB, or NHL)
• Be interviewed on a US sports radio station
• Shake hands with Chevy Chase (see my twitter avatar for why)

Mavs Bench with Mark Cuban,
photo credit dherrera_96.

Where am I going? I’m going study sports in 2 of the biggest sports markets in the world Los Angeles and New York.  Keep an eye on this blog as you’ll know where I’ll be and who I see.

Operation Cuban

In between I am going to stop over in Dallas.  I am a huge fan of Dallas Mavericks owner Mark Cuban as he is also an unabashed “Sports Geek”.  If you don’t know Mark Cuban you should his Wikipedia gives an overview but his blog (Blog Maverick) tells you much more about him.  My goal is to shoot some pre-game hoops with Mark and talk sports & tech.  Stay tuned to see how I go.

Keep an eye out for the #sportsgeektrip hashtag on Twitter for updates.

[UPDATE - Sports Geek Travel Schedule]

Jan 5 2010 12:00pm – Leave Melbourne, Australia

Jan 5 2010 10:00am (Groundhog day) – Arrive in Los Angeles, California

Jan 12 2010 12:30pm – Leave Los Angeles

Jan 12 2010 5:40pm – Arrive Dallas, Texas

Jan 17 2010 1:00pm – Leave Dallas

Jan 17 2010 7:30pm – Arrive New York City, New York

Jan 25 2010 6:00pm – Leave New York

Jan 27 2010 11:30am – Arrive Melbourne

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Contact Sports Geek to be profiled on Sports Geek Study Trip.