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Opinnäytetyön Nimi 1 Master´s thesis (YAMK) Master of Business Administration International Business Management Completion year 2015 Jussi Balk SOCIAL MEDIA, FOOTBALL AND ROCK 'N' ROLL – Social media strategies in event- and sports marketing TURUN AMK:N OPINNÄYTETYÖ | Jussi Balk 2 OPINNÄYTETYÖ (YAMK) | TIIVISTELMÄ TURUN AMMATTIKORKEAKOULU Master of Business Administration | International Business Management Opinnäytetyön valmistumisajankohta 2015 | Sivumäärä 147 Ohjaaja: Laura Heinonen Jussi Balk SOCIAL MEDIA, FOOTBALL AND ROCK 'N' ROLL – SOCIAL MEDIA STRATEGIES IN EVENT- AND SPORTS MARKETING Sosiaalinen media näyttelee nykyään merkittävää roolia ihmisten jokapäiväisessä elämässä ja siitä on muodostunut myös todella merkittävä markkinoinnin ja viestinnän väline organisaatioille viimeisimpien vuosien aikana. Voidaankin sanoa, että organisaatioiden täytyy olla mukana sosiaalisessa mediassa ja niillä täytyy olla myös toimiva strategia sosiaalista mediaa varten ollakseen menestyviä ja saadakseen näkyvyyttä nykyaikana. Tässä opinnäytetyössä tutkin sosiaalisen median roolia tapahtuma- ja urheilumarkkinoinnissa, sekä erilaisia toimintatapoja ja strategioita sosiaalisen median käyttöön tässä kontekstissa. Esimerkkitapauksina käytän eri rock-yhtyeitä, musiikkifestivaalien järjestäjiä sekä valittuja jalkapalloseuroja (ja myös muita urheiluseuroja) Suomesta ja kansainvälisesti. Kyseisten esimerkkitapausten avulla tutkin tämänhetkisiä sosiaalisen median strategioita eri organisaatioilla tässä kontekstissa, ja kuinka nämä strategiat toimivat niin tavallisissa kuin ongelmallisissakin tilanteissa. Opinnäytetyöni koostuu kahdesta suuremmasta osasta, teoria-osiosta sekä empiria-osiosta. Teoria-osiossa käsittelen tapahtumamarkkinointia, urheilumarkkinointia ja sosiaalista mediaa, sekä sosiaalisen median roolia tapahtuma- ja urheilumarkkinoinnissa lukuisista akateemisista lähteistä kerätyn tutkitun kirjallisen tiedon avulla. Opinnäytetyöni empiria-osion tutkimus on toteutettu käyttämällä kahta kvalitatiivista tutkimusmenetelmää, internet-lähteiden avulla tehtyä tapaustutkimusta sekä kolmea syventävää, valittuihin esimerkkitapauksiin liittyvää, haastattelua. Osassa esimerkkitapauksista käsittelen myös omia henkilökohtaisia kokemuksiani liittyen kyseisiin esimerkkitapauksiin. ASIASANAT: Urheilumarkkinointi, tapahtumamarkkinointi, sosiaalinen media, sosiaalisen median strategiat, sosiaalisen median markkinointi, jalkapalloseurat, urheiluseurat, rockyhtyeet, rock-festivaalit TURUN AMK:N OPINNÄYTETYÖ | Jussi Balk 3 MASTER´S THESIS | ABSTRACT TURKU UNIVERSITY OF APPLIED SCIENCES Master of Business Administration | International Business Management Completion year of the thesis 2015 | Total number of pages 147 Instructor: Laura Heinonen Jussi Balk SOCIAL MEDIA, FOOTBALL AND ROCK 'N' ROLL – SOCIAL MEDIA STRATEGIES IN EVENT- AND SPORTS MARKETING Social media has reached a remarkable role in people's everyday lives in these days and it has become also a significant communications and a marketing tool for companies and other organizations in recent years as well. It can be said that a company or organization has to be in social media and has to have a working strategy for the use of it if they want to be successful and to be seen in these days. In this thesis I am studying the role of social media in event- and sports marketing and the different ways and strategies to use it in that context. As cases I am using different rock bands, music festival organizers and chosen football clubs (and some other sports clubs as well) from Finland and internationally. With those cases I am studying the different social media strategies the organizations are having at moment and how are those strategies working in normal and in some troubled situations. The research contains both theoretical and empirical part. In theoretical part I am studying about event marketing, sports marketing and about social media and its role in event- and sports marketing with knowledge gathered from numerous academic literature sources. Empirical part of this research is done as a qualitative case study from internet sources and with three specified qualitative interviews that are related to those cases that are chosen to this research. Part of the chosen cases are including also my own experiences and impressions from the chosen events. KEYWORDS: Sports marketing, event marketing, social media, social media strategies, social media marketing, football teams, sports clubs, rock bands, rock festivals TURUN AMK:N OPINNÄYTETYÖ | Jussi Balk 4 CONTENT 1. INTRODUCTION ............................................................................................................. 8 1.1. BACKGROUND ......................................................................................................... 9 1.2. OBJECTIVES OF THE THESIS ................................................................................. 9 2. EVENT- AND SPORTS MARKETING. .......................................................................... 10 2.1. DEFINITION OF MARKETING.... ............................................................................ 10 2.2. DEFINITION OF EVENT .......................................................................................... 12 2.2.1. SPORTS EVENT……………………………………………………………………...…13 2.2.2. MUSIC EVENT……………………………………………………...…………………...15 2.3. EVENT MARKETING ............................................................................................... 17 2.4. SPORTS MARKETING ............................................................................................ 19 3. EVENT- AND SPORTS INDUSTRIES IN SOCIAL MEDIA ........................................... 23 3.1. DEFINITION OF SOCIAL MEDIA ............................................................................ 23 3.1.1. FACEBOOK .......................................................................................................... 24 3.1.2. TWITTER .............................................................................................................. 26 3.1.3. YOUTUBE ............................................................................................................. 28 3.1.4. INSTAGRAM ......................................................................................................... 28 3.1.5. OTHER PLATFORMS .......................................................................................... 28 3.2. CONSUMER BEHAVIOR IN SOCIAL MEDIA ......................................................... 30 3.3. SOCIAL MEDIA STRATEGIES IN EVENT- AND SPORTS INDUSTRIES .............. 33 3.4. SOCIAL MEDIA MARKETING ................................................................................. 37 3.4.1. SOCIAL MEDIA IN SPORTS MARKETING ......................................................... 40 3.4.2. SOCIAL MEDIA IN EVENT MARKETING……………………………………………43 4. RESEARCH METHODS ................................................................................................ 46 5. INTRODUCTION TO EMPIRICAL PART ...................................................................... 46 6. FOOTBALL TEAMS AND GAME EVENTS…………………………………………….….47 6.1. HJK HELSINKI – HELSINGIN JALKAPALLOKLUBI ............................................. 47 6.1.1. HJK HELSINKI IN SOCIAL MEDIA ...................................................................... 47 6.1.2. AMOUNT OF FOLLOWERS IN SOCIAL MEDIA ................................................. 47 6.1.3. ACTIVITY IN SOCIAL MEDIA .............................................................................. 48 6.1.4. SPECIALTIES ....................................................................................................... 52 TURUN AMK:N OPINNÄYTETYÖ | Jussi Balk 5 6.1.5. POSTINGS FROM THREE WEEKS DURING 28.3.-19.4.2015 ............................ 54 6.1.6. INTERVIEW .......................................................................................................... 55 6.1.7. FAN OPINION ....................................................................................................... 59 6.1.8. COMPARING STATISTICS TO OTHER FINNISH SPORTS CLUBS .................. 60 6.1.9. COMPARING STATISTICS TO OTHER NORDIC FOOTBALL CLUBS .............. 65 6.2. FC BARCELONA ..................................................................................................... 68 6.2.1. FC BARCELONA IN SOCIAL MEDIA .................................................................. 68 6.2.2. AMOUNT OF FOLLOWERS IN SOCIAL MEDIA ................................................. 69 6.2.3. ACTIVITY IN SOCIAL MEDIA .............................................................................. 69 6.2.4. SPECIALTIES ....................................................................................................... 72 6.2.5. FAN OPINION……………………………………………………………………………72 6.3. COMPARING STATISTICS TO OTHER BIG EUROPEAN FOOTBALL CLUBS…73 6.4. COMPARING STATISTICS TO BIGGEST SPORTS CLUBS IN NORTH AMERICA………………………………………………………………………………………..76 7. ROCK FESTIVALS…………………………………………………………………………… 79 7.1. RUISROCK…………………………………………………………………………………79 7.1.1. RUISROCK IN SOCIAL MEDIA………………………………………………………79 7.1.2. AMOUNT OF FOLLOWERS IN SOCIAL MEDIA………………………………….79 7.1.3. ACTIVITY IN SOCIAL MEDIA………………………………………………………80 7.1.4. INTERVIEW………………………………………………………………………………82 7.1.5. VISITOR OPINION………………………………………………………………………83 7.1.6. COMPARING TO OTHER FINNISH MUSIC FESTIVALS…………………………84 7.2. SZIGET……………………………………………………………………………………..86 7.2.1. SZIGET IN SOCIAL MEDIA……………………………………………………………86 7.2.2. AMOUNT OF FOLLOWERS IN SOCIAL
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