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Thriving in a Digital World: How One NBA Team Engages Fans Through Technology

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Sports Geek
Sports Geek

Presentation given by Minnesota Timberwolves & Lynx CMO Ted Johnson @WolvesCMO at the SRG Conferences in Sydney & New Zealand in July 2010

Esportes
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THRIVING IN A DIGITAL WORLD
Consumer Reality ,[object Object],[object Object],[object Object]
Our Competition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Our Response ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Use of Technology ,[object Object],[object Object],[object Object]
The Marketing (R)evolution <1990 1990s Direct Mail Telephone 1999 2000s 2010 TV Radio Print Display IM Email Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web Social DM Voice Marketing Mobile Email SMS + MMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter Mobile Apps Geolocation ?
Technology 2003 vs. 2010 Season Ticket Survey Partial Ticket Survey Single Game survey One-to-one platforms Relationship Management Lead Scoring Data Appends Market Research Lifestyle clusters Regression Models Buyer Segmentation
Staffing 2003 vs. 2010 Designers/Developers Full Time Full Time Full Time IT Support Full Time .25 Video Full Time 5 Full Time .5
Staffing 2003 vs. 2010 Designers/Developers Content/Monitors Intern Intern Intern Intern Seasonal Full Time Full Time Full Time IT Support Sponsorship Full Time .5 Full Time .5 Full Time .25 Database/Analytics Full Time Full Time Intern Video Full Time .5 Full Time .5 Full Time .5 Full Time .5
Brand Management ,[object Object],[object Object],[object Object],[object Object]
Regression Modeling ,[object Object],[object Object],[object Object],[object Object],[object Object],Opponent Weekday Date Individual rev Boston Celtics Wed 11/4/2009 2120 87,775 Cleveland Cavaliers Fri 10/30/2009 2085 79,495 L.A. Lakers Fri 4/9/2010 2085 79,495 Orlando Magic Fri 1/1/2010 1690 53,155 Phoenix Suns Fri 11/27/2009 1424 44,864 Washington Wizards Sat 12/26/2009 1424 44,864 Indiana Pacers Fri 1/8/2010 1153 37,251 New Orleans Hornets Fri 1/22/2010 1153 37,251 New York Knicks Sun 1/31/2010 1153 37,251 Memphis Grizzlies Sat 2/6/2010 1153 37,251 Chicago Bulls Fri 2/19/2010 1153 37,251 Oklahoma City Thunder Sun 2/21/2010 1153 37,251 Portland Trail Blazers Sat 2/27/2010 1153 37,251 Milwaukee Bucks Fri 11/6/2009 886 28,960 Dallas Mavericks Fri 11/13/2009 886 28,960 Utah Jazz Sat 12/5/2009 886 28,960 Sacramento Kings Fri 12/18/2009 886 28,960 Houston Rockets Sat 3/6/2010 886 28,960 San Antonio Spurs Fri 3/12/2010 886 28,960 Phoenix Suns Sun 3/28/2010 886 28,960 Miami Heat Sat 4/3/2010 886 28,960 Utah Jazz Wed 12/30/2009 851 26,698 L.A. Clippers Fri 1/29/2010 843 25,312 Philadelphia 76ers Mon 1/18/2010 580 19,085 Oklahoma City Thunder Wed 1/20/2010 580 19,085 New Jersey Nets Wed 10/28/2009 314 10,794 Portland Trail Blazers Wed 11/11/2009 314 10,794 Houston Rockets Wed 11/18/2009 314 10,794 Denver Nuggets Wed 11/25/2009 314 10,794 Memphis Grizzlies Wed 12/2/2009 314 10,794 New Orleans Hornets Wed 12/9/2009 314 10,794 Atlanta Hawks Tue 12/22/2009 314 10,794 Dallas Mavericks Mon 3/8/2010 314 10,794 Denver Nuggets Wed 3/10/2010 314 10,794 Sacramento Kings Wed 3/31/2010 314 10,794 Detroit Pistons Wed 4/14/2010 314 10,794 Golden State Warriors Wed 1/6/2010 270 7,146 Charlotte Hornets Wed 2/10/2010 270 7,146 L.A. Clippers Wed 12/16/2009 4 1,146 Toronto Raptors Mon 3/22/2010 4 1,146 Golden State Warriors Wed 4/7/2010 4 1,146
Buyer Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Experientialists Party People 63%/37% 38 (28-49) $93k $86k 31 (25-44) 57%/43% 64% 33% ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Data Acquisition ,[object Object],[object Object],[object Object],[object Object]
Online Buzz Project ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tonality Top 250 Positive Neutral Negative Gold promote convert isolate Silver frequency convert mitigate Bronze frequency ignore ignore
Social Media Advisory Team ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Interactive Broadcast ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Interactive Broadcast ,[object Object]
Interactive Broadcast ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
WolvesNation.com ,[object Object],[object Object],[object Object],[object Object]
Player Campaigns ,[object Object],[object Object],[object Object],[object Object]
Player Campaign
Player Campaigns ,[object Object],[object Object],[object Object],[object Object]
Draft Central ,[object Object],[object Object],[object Object],[object Object]
Draft Live 2010
Draft Live 2010 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Timberwolves.com ,[object Object],[object Object],[object Object]
.com Guide ,[object Object],[object Object],[object Object]
.com ChatterBox ,[object Object],[object Object],[object Object]
[object Object],[object Object]

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Thriving in a Digital World: How One NBA Team Engages Fans Through Technology

  • 1. THRIVING IN A DIGITAL WORLD
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  • 6. The Marketing (R)evolution <1990 1990s Direct Mail Telephone 1999 2000s 2010 TV Radio Print Display IM Email Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web Social DM Voice Marketing Mobile Email SMS + MMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter Mobile Apps Geolocation ?
  • 7. Technology 2003 vs. 2010 Season Ticket Survey Partial Ticket Survey Single Game survey One-to-one platforms Relationship Management Lead Scoring Data Appends Market Research Lifestyle clusters Regression Models Buyer Segmentation
  • 8. Staffing 2003 vs. 2010 Designers/Developers Full Time Full Time Full Time IT Support Full Time .25 Video Full Time 5 Full Time .5
  • 9. Staffing 2003 vs. 2010 Designers/Developers Content/Monitors Intern Intern Intern Intern Seasonal Full Time Full Time Full Time IT Support Sponsorship Full Time .5 Full Time .5 Full Time .25 Database/Analytics Full Time Full Time Intern Video Full Time .5 Full Time .5 Full Time .5 Full Time .5
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Notas do Editor

  1. Crazy Industry Fast paced Never enough hours in the day Lots of demands for our time Everything we do is scrutinized in the media We often settle for surviving But we really need to gear ourselves to not survive but rather, THRIVE in this new digital world