Lessons from sport: engaging fans, members and close audiences

Emerging digital strategies to engage sports ‘fans’ are proving highly effective.  All organisations looking to develop compelling relations with audiences can learn from this sector, and this presentation explores personalisation, single user view, reward/incentive and supporting user generated content (UGC).   Case studies from Manchester City FC, the RFU, the FA and Next Generation Series showcase the latest technologies and stress the importance of organisational culture to ensure both organisation and audience benefit from audience engagement.