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de Juliol
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2016
Act.
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de Juliol
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2016
"Fans want to see different things and we make up a third of the stories," says EnricJové. The Catalan CEO of the McCann Worldgroup agency in Barcelona is behind viral content such as the video of Rafa Nadal cooking spaghetti during training at Wimbledon, which is a good example of how digital is changing the model of audience and information consumption.
Nadal, with 10,168,472 followers on Twitter alone, is one of his clients. In fact, the agency will only manage accounts that have at least a million fans, a high enough number to ensure that "the sports people have a bit of an advantage when they go digital because it is normal for them to have fans: no one says they are a fan of Nescafé, but of Barça or Rafa Nadal they do," argues Jové.
The expert recently took part in a conference on image on social networks held at ESADE Barcelona, where he insisted that "today the focus is not so much on the content itself as what is generated by the content." The videos of Rafa Nadal working in the reception of a golf course or the one of him cooking spaghetti -which was, according to Jové, the most watched in the history of tennis without having anything to do with tennis- show how the public is also interested in seeing the less accessible side of sports people's lives, something made possible by the public exposition offered by social networks.
The reason why Nadal's spaghetti or videos of footballer Gerard Piqué are so popular is "because the viewers want to know more." Of the figures on the social networks, Jové thinks that "Piqué has everything. He has a fantastic brand that is hated and loved in equal measure. He posts a video and everyone else increases his audience." He says that this situation is the result of the change in the market that makes losses in the short term but generates money in the long term. "The old economy first thought about how to generate revenue, but Wallapop, for example, does not have a revenue model but rather a guaranteed audience. The new products will find their own revenue model."
Leo Messi or Happy Messi
In the same way that Piqué triumphs on social networks like Periscope, LeoMessi fights against the 'bad press' from his tax case with images of his private life. "When the Prosecutor or judge said anything, he was advised to post something related to his family and show, Spain apart, the rest of the world the image of Happy Messi," says Jové..
Long term once more. Jové insists that neither companies nor the world of sport think long term, the reason why "if you are Puyol, you are interested in your values being seen as close to Barça but that is not so much the case if you are Neymar." In short, the sports person has to be "egotistical" and not to think so much or depend so much on the club he or she belongs to.
In summary, for Enric Jové, "it is not about gadgets, it is about business that makes losses in the short term and ends up making money in the long term." Google Adwords, iPod & iTunes, Encarta –"Microsoft bought it for 7,000 euros and then spent another 4,000 euros turning it into a platform before finally closing it in 2011"- Airbnb, which sells more rooms per night than the Hilton chain with a margin that is 10 times higher, Whatsapp, Netflix –"which has almost eaten up the Hollywood industry"- and Uber –"If you go to California you'll see that the 'millennials' don't care much about not having a car"- are all examples for Jové of how the digital revolution has changed the industry.
Nadal, with 10,168,472 followers on Twitter alone, is one of his clients. In fact, the agency will only manage accounts that have at least a million fans, a high enough number to ensure that "the sports people have a bit of an advantage when they go digital because it is normal for them to have fans: no one says they are a fan of Nescafé, but of Barça or Rafa Nadal they do," argues Jové.
The expert recently took part in a conference on image on social networks held at ESADE Barcelona, where he insisted that "today the focus is not so much on the content itself as what is generated by the content." The videos of Rafa Nadal working in the reception of a golf course or the one of him cooking spaghetti -which was, according to Jové, the most watched in the history of tennis without having anything to do with tennis- show how the public is also interested in seeing the less accessible side of sports people's lives, something made possible by the public exposition offered by social networks.
The reason why Nadal's spaghetti or videos of footballer Gerard Piqué are so popular is "because the viewers want to know more." Of the figures on the social networks, Jové thinks that "Piqué has everything. He has a fantastic brand that is hated and loved in equal measure. He posts a video and everyone else increases his audience." He says that this situation is the result of the change in the market that makes losses in the short term but generates money in the long term. "The old economy first thought about how to generate revenue, but Wallapop, for example, does not have a revenue model but rather a guaranteed audience. The new products will find their own revenue model."
Leo Messi or Happy Messi
In the same way that Piqué triumphs on social networks like Periscope, LeoMessi fights against the 'bad press' from his tax case with images of his private life. "When the Prosecutor or judge said anything, he was advised to post something related to his family and show, Spain apart, the rest of the world the image of Happy Messi," says Jové..
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| Enric Jové, at the ESADE conference. N. Navarro |
Long term once more. Jové insists that neither companies nor the world of sport think long term, the reason why "if you are Puyol, you are interested in your values being seen as close to Barça but that is not so much the case if you are Neymar." In short, the sports person has to be "egotistical" and not to think so much or depend so much on the club he or she belongs to.
In summary, for Enric Jové, "it is not about gadgets, it is about business that makes losses in the short term and ends up making money in the long term." Google Adwords, iPod & iTunes, Encarta –"Microsoft bought it for 7,000 euros and then spent another 4,000 euros turning it into a platform before finally closing it in 2011"- Airbnb, which sells more rooms per night than the Hilton chain with a margin that is 10 times higher, Whatsapp, Netflix –"which has almost eaten up the Hollywood industry"- and Uber –"If you go to California you'll see that the 'millennials' don't care much about not having a car"- are all examples for Jové of how the digital revolution has changed the industry.