Frank Schaffner

CDO @News_SFL - digital resident. ict. streaming. innovation. web 3. change management. ad blocker. design. minimalism. ex @FCBasel1893. ex @digitalrealtyCH

[Frank Schaffner @frankschaffner]

👇🏼

[Swiss Football League @News_SFL]

🏆 The nominees for all categories oft the Swiss Football Night 2024 have been announced and voting starts now.

➡️ Vote now at https://t.co/4l2xYiW5EJ

[Frank Schaffner @frankschaffner]

@kilian_weber lieber @kilian_weber sorry! den grund dazu hörst du hier:

[Frank Schaffner @frankschaffner]

@meyermaximilian gedulde dich. es wird täglich updates geben.

[Tim Cook @tim_cook]

Welcome to the era of spatial computing with Apple Vision Pro. You’ve never seen anything like this before!

[Frank Schaffner @frankschaffner]

👇🏼

[Swiss Football League @News_SFL]

ℹ️ SFL und SFV führen kalibrierte Abseitslinie ein
➡️ Alle Informationen jetzt auf https://t.co/qs9rNYrTFt
–
ℹ️ La SFL et l'ASF introduisent la ligne de hors-jeu calibrée
➡️ Toutes les informations sur https://t.co/CFv7CgPUGa

[Frank Schaffner @frankschaffner]

it's all about storytelling.

[Nathan Baugh @nathanbaugh27]

In 2015, the former CEO of Formula 1 summed up the sport’s approach to marketing:

“I’d rather get the 70-year-old guy who’s got plenty of cash. So there’s no point trying to reach these kids.”

As great as that strategy sounds, it failed.

Then Liberty Media bought F1 in 2016…

Liberty’s first order of business? Addressing the ‘US issue.’

“The sport had long attracted premium advertisers in Europe, but failed to find an audience in the US.”

Liberty’s idea – position F1 as a content company.

2 years later F1 announced a deal with Netflix for a docuseries.

It got little attention. Many in F1 thought it was dumb.

The two biggest teams (Mercedes and Ferrari) refused to participate.

Red Bull, maybe the best marketing company in the world, was the only top-3 team to participate in season 1.

A blessing in disguise.

It forced the producers to focus on:

– The championship battle
– The mid tier
– The bottom tier

Giving viewers a relationship with all 20 drivers.

***

Great storytelling maximizes tension and conflict.

F1 is set up to do just that, in a unique way.

There are two dynamics to watch:

– Tension between teammates
– Tension between teams

Let’s talk about each.

Tension between teammates:

Only one other driver has the EXACT SAME car as you – your teammate.

If someone else beats you, you have an excuse…

But if your teammate beats you, he was simply better.

This creates a fascinating dynamic between teammates, as seen across the DTS seasons:

– Verstappen / Checo
– Hamilton / Bottas
– Lando / Ricciardo

As a viewer, it’s incredible TV.

Then you have the dynamic between teams.

With only 10 teams, finishing 1 or 2 spots above or below where you’re projected means making (or losing) tens of millions.

The team principals and owners best show this:
– Horner / Wolff
– Brown / Stroll
– Guenther

***

Max Verstappen, the reigning world champ, accused DTS of ‘dramatizing’ F1.

He’s not wrong.

It’s the same tactic used by Hard Knocks and the Ultimate Fighter.

— Identify season-long storylines
— Magnify the drama
— Profit

The results are staggering. Since DTS launched in 2019, F1 has seen:

— 40% increase in US viewership
— 7 of the 10 most watched races ever
— The most attended race ever: 400,000 at the 2021 US Grand Prix in Austin

The success has translated to dollars.

Formula 1’s valuation has gone from $8B to $17B in just 4 years (113% increase).

***

Less than 20% of Drive To Survive is racing.

Why?

In a sport where drivers wear helmets, seeing their faces and personalities drives more affinity for new fans.

F1 estimates the show has earned 73M new fans 🤯

But what shocked me?

Netflix actually pays F11 a licensing fee for Drive To Survive.

Essentially, F1 gets paid to air one of the best commercials ever.

That’s brilliant.

[Frank Schaffner @frankschaffner]

things are changing. fast.

[Alex Banks @thealexbanks]

Microsoft 365 has over 345 million paid users.

Last week they announced AI Copilot for Word, Excel, PowerPoint, Outlook and Teams.

7 breakthrough features that change the future of work forever:

[Frank Schaffner @frankschaffner]

Fear factor: Overcoming human barriers to innovation https://t.co/HURgOgFLKJ via @McKinsey

[Glen Gilmore @GlenGilmore]

The influence of influencers

@StatistaCharts via @labordeolivier @enricomolinari #cmo #smm #Marketing #Influencers #influencermarketing

[Frank Schaffner @frankschaffner]

Wenn jemand jemanden kennt, der jemand kennt:

[Swiss Football League @News_SFL]

🔎 Die Swiss Football League sucht…
⠀
➡️ CFO/COO (100 %)
➡️ Marketing ManagerIn (100%)
➡️ Product Owner (100 %)
⠀
ℹ️ Alle Informationen jetzt hier ▶️ https://t.co/QO97fEgaXp

[Frank Schaffner @frankschaffner]

Finally -> Die Schweiz kriegt ein Bundesamt für Cybersicherheit. Ein weiser Entscheid @uelimaurer
https://t.co/UCrIO7bYif

[Frank Schaffner @frankschaffner]

Für uns gibt es absolut keine Alternative zum Frieden, deshalb:

[Swiss Football League @News_SFL]

🤍 Dieses Wochenende stehen wir gemeinsam ein und sammeln für die #Ukraine Nothilfe von @UNICEFSchweizFL. 

Danke für eure Unterstützung! 🙏🏼
💻 https://t.co/3jkxQoIXRm

[Frank Schaffner @frankschaffner]

👇🏼

[Swiss Football League @News_SFL]

Heute ist es soweit… Die #SwissFootballNight ✨ mit Xherdan Shaqiri, Yann Sommer, Granit Xhaka… und dir? 😎
–
Aujourd'hui ... La Swiss Football Night ✨ avec Xherdan Shaqiri, Yann Sommer, Granit Xhaka ...et toi? 😎
⠀
➡️ https://t.co/J0QQenqPLD

[Frank Schaffner @frankschaffner]

..keep in mind:

[Jon Erlichman @JonErlichman]

Things that didn’t exist on Christmas 20 years ago:

iPhone
Facebook
YouTube
Instagram
Twitter
TikTok
Android
Bitcoin
Tesla
iPad
Gmail
Netflix streaming
Amazon Prime
SpaceX
Slack
Reddit
WhatsApp
Messenger
Google Maps
Snapchat
LinkedIn
Pinterest
Chrome
Skype
Spotify
Airbnb
Uber

[Frank Schaffner @frankschaffner]

the rate of innovation is what really counts:

[Manish M. @manishm]

Amazing alternate way to think about patents! @elonmusk

[Frank Schaffner @frankschaffner]

Wie ein Sneaker-Brand mit NFT's den E-Commerce revolutionieren will
https://t.co/Yn11SQpsco

[Frank Schaffner @frankschaffner]

👇

[FC Basel 1893 @FCBasel1893]

🚨💙❤️ 𝐌𝐈𝐒𝐒𝐈𝐎𝐍: GMEINSAM FÜR E FCB
Das Joggeli muss wieder beben...! 🏟️ 🎉
Und dazu braucht es 👉 𝐃𝐈𝐂𝐇! Hol dir deine 𝐒𝐚𝐢𝐬𝐨𝐧𝐤𝐚𝐫𝐭𝐞 𝟐𝟏/𝟐𝟐. Wir zählen auf dich! ❤️💙
𝕄𝕖𝕙𝕣 𝕕𝕒𝕫𝕦: https://t.co/mWigtToDgl
#FCBasel1893 #MirSinBasel #rotblaulive

[Wolfgang Blau @wblau]

“UX? Nö. Das macht bei uns die IT”

[Signal @signalapp]

*checks calendar. pours coffee.* Today’s a great day to switch to privacy.

[Frank Schaffner @frankschaffner]

..it would save us a lot of time.

[Franco Ronconi 🇮🇹 @FrRonconii]

Write like an Amazonian:
some helpful resources to ease the use of narratives to focus a discussion towards a decision

#Amazon @jeffbarr
@chboursin @NevilleGaunt @DrJDrooghaag @baski_LA @BetaMoroney @JoannMoretti @fogle_shane @ShiCooks @kalydeoo @JolaBurnett @AkwyZ @IanLJones98