Why don't we cheer at a central place online?

I was one of the speakers at the Sportnext event during the World Championships Shorttrack. I was asked to answer one question: "How can you catch the energy of an event online?"

Catching the energy

Energy flows around social gatherings. When we enter a stadium, visit a museum or go to a concert we all share the energy. It makes us stronger, it connects us, no matter what our backgrounds are. 

Online their is not one space that catches this energy and bundles this power. Our tweets, FB posts, likes, shares, Instagram pictures, Snapchat videos and blog posts are scattered all over the Web. But what if we could aggregate this efficiently.

Let me explain this in five slides. Spoiler alert: we've launched a new Týrsday service and demonstrate a proof of concept for Rotterdam Ahoy and the World Championships Shorttrack.

1. We cheer for the same thing
We all love the energy that flows at a sports event. The stadium buzzes, the finish line cheers. We come to give our physical attention, share the love for the sport and expect to be lifted by its energy. Is this also the case online? So far, it seems not.

2. Different ambitions
The stadium is filled with the different stakeholders in the sports, who all want to benefit from the energy of the particular event. All of these groups however have different goals they want to achieve. It seems difficult to unite these ambitions. 

3. Different online (often 'borrowed') channels
Because the ambitions of the different stakeholders are not fully aligned, they often go their own way in creating online presence. This causes the conversation around the event to be decentralised and synergy for potential exposure for each individual stakeholder is lost.

Another downside is that on social networks the conversation is used for the goals of that social network, not your own. FB for instance places their ads next to your content and benefits from the traffic. Shouldn't you benefit instead?

"Sharing becomes stacking individual stakeholder reach"

4. Sharing becomes stacking
So why not work together? By itself, each stakeholder might have little reach, but together, the potential reach is huge. Because all of the content is related to the event and therefore relevant to a big target group, stakeholders can strengthen each other by combining their reach and forces. Only by working together, the aggregated reach of the event can become available for the partners. The very nature of the Internet provides for adding up without losing sight of individual stakeholder ambitions.

5. Let's work together!
Now we are back at where I started. We cheer for the same thing, so why wouldn't we do the same online? We have developed an online platform solution which harnasses the content and conversation around a certain topic. As an example we built one for Ahoy to collect all relevant content around the Shorttrack World Championships.

Excited to see what it looks like? Check out the picture below (which show the state during the WK Short Track) and click on it to see what the platform is collecting right now.

Catch the energy and bundle stakeholder power

This social wall platform is deployable for many different purposes, great for physical spaces, from events to touristic spots, from museums to food festivals. Permanent or pop-up. It turns your space into a digital realtime magazine, great for your brand, turning your visitors into promoters.

Want to know more? I would love to meet and tell you more about this innovative service. Just let me know.


Credits for the picture in the slides above goes to Schaatsen.nl.
Credits for the cover picture go to Rogier van Veen.


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