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Delight 2012 | Dan Harbison of the Portland Trail Blazers

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Delight 2012 | Dan Harbison of the Portland Trail Blazers

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Dan Harbison of the Portland Trail Blazers shares the story of the basketball team's digital strategy and connecting with customers to build unique relationships.

Originally presented at Delight 2012, Oct. 10, 2012. http://delight.us/conference

Dan Harbison of the Portland Trail Blazers shares the story of the basketball team's digital strategy and connecting with customers to build unique relationships.

Originally presented at Delight 2012, Oct. 10, 2012. http://delight.us/conference

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Delight 2012 | Dan Harbison of the Portland Trail Blazers

  1. 1. CONNECTING THROUGH DIGITAL BY: DAN HARBISON SENIOR DIRECTOR DIGTAL MEDIA/MARKETING
  2. 2. DIGITAL ENTERTAINMENT • LARGE DEPARTMENT AT TRAIL BLAZERS • BROADCAST (TV & RADIO) • GAME OPERATIONS • VIDEO PRODUCTION • IT/ENGINEERING • DIGITAL
  3. 3. BLAZERMANIA IS BORN
  4. 4. BRAND/COMMUNIT Y SEPARATION
  5. 5. NEEDING TO RECONNECT
  6. 6. CONNECT WITH INNOVATION • IAMATRAILBLAZERSFAN.COM (2006) • ODEN VS DURANT MICROSITE (2007) • FIRST TEAM ON TWITTER (2007) • FIRST TO STREAM GAMES (2009) • TRAILBLAZERS.TV (2010) • RIP CITY UNITED (2010) • BLOGGERS NETWORK (2010)
  7. 7. RABID FAN BASE "The city of Portland, that has one professional team, and they care about the Blazers -- I always call them the Soccer Moms lovingly. They are so over the top…Your (Mark Titus) feature had been up for four hours and there were 375 comments under the link. You have this rabid fanbase, all they do is dissect every possible thing that's happening with this team."
  8. 8. ENGAGE TO SELL • CONTENT MARKETING • SEASON LAUNCH • WESLEY MATTHEWS • DAMIAN LILLARD
  9. 9. #2 WESLEY MATTHEWS
  10. 10. #0 DAMIAN LILLARD
  11. 11. PLATFORMS • TRAILBLAZERS.COM • TRAILBLAZERS.TV • IAMATRAILBLAZERSFAN.COM • BLOGGERS NETWORK • SOCIAL PLATFORMS
  12. 12. NEW JERSEY UNVEIL • NEW ALTERNATE RED UNIFORMS LAUNCH IN 2012 • CREATE BUZZ TO SELL JERSEYS • CREATE BUZZ TO TIP-OFF SEASON • CREATE BUZZ FOR OPENING NIGHT FOR FANS TO #WearRed
  13. 13. NEW JERSEY UNVEIL (TEASE ON SOCIAL)
  14. 14. NEW JERSEY UNVEIL (PRESENCE ON SITE)
  15. 15. NEW JERSEY UNVEIL • Unveiled full jersey on October 1st • Full photo gallery • Full video package • Clear calls to action to purchase
  16. 16. PRESALE
  17. 17. PRESALE • PROMOTED THROUGH DIGITAL CHANNELS • BOUGHT PROMOTED STORY ON FACEBOOK • REACHED 50,000 FANS, 40K THROUGH PAID • PREVIOUS POST 13,000
  18. 18. SOCIAL CONTENT
  19. 19. FUTURE (MOBILE) • FACEBOOK (USERS 2X MORE LIKELY TO LOG-IN DAILY IF ON MOBILE) • TWITTER (60% OF USAGE ON MOBILE) • GAME DAY EXPERIENCE AT HOME OR ARENA RIPE FOR MOBILE ENGAGEMENT • MAJOR HURDLE: CONNECTIVITY
  20. 20. FUTURE (MOBILE)
  21. 21. FUTURE (EXPANSION OF SOCIAL) • SOCIAL TV • EXTENSION OF BROADCASTING SELF • CREATE COMMUNITY • USE HASHTAG #RIPCITY
  22. 22. • ONE T SOCIAL TV BROADCAST
  23. 23. SOCIAL TV BROADCAST
  24. 24. TICKET CONNECT • VIRAL TICKETING CAMPAIGN • SEEDED WITH EMPLOYEES AND SEASON TICKET HOLDERS • $5/$10 TICKETS TO PRESEASON • OVER $40,000 IN REVENUE • OVER 4,000 TICKETS SOLD
  25. 25. FUTURE (EXPANSION OF SOCIAL) • SOCIAL ARENA • PERSONALIZATION • PROXIMITY MARKETING • CONNECTION OF FANS • EXPRESSION OF FANS
  26. 26. QUESTIONS • THIS IS THE TIME WHERE YOU ASK QUESTIONS ABOUT EVERYTHING I DIDN’T COVER. @darbison danliveshere.com

Notas do Editor

  • This is 1977.
    First time a team won the championship in first time appearing in playoffs.
    Love affair of team and city. Portland identified with humble, team winning right way.
    Continued on throughout the years.
  • Mid-90’s, problems started
    Players aged, traded, winning at all costs. Not building organically with the right guys.
    Stopped winning, fans were fed up.
  • 2004, 2005 started cleaning up roster
    Draft 2006 turning point.
    Fans weren’t engaged, needed to get them back.
  • Needed to find new ways to tell our story. Connect with fans that were still around.
  • BUILDING WITH PARTNERS, BLAZERSEDGE.COM, OREGONIAN, RADIO PARTNERS.
  • Content marketing. Getting people to care about your brand through content. Tell a story.
  • Twitter 35k – 100k in less than a year
    Instagram 13k followers (3 years to hit that on twitter)
    Utilize Facebook Connect as a means to capture names and data for leads
  • Four images cropped from photoshoot that we held with three of our players on Tuesday. Leaked on Instagram that posted on Twitter, Facebook, Tumblr, Pinterest and G+
  • Rolled out to traditional sites that referenced first Instagram. Also included all pics in a blog post.
  • Over 1,500,000 impressions on Twitter/Facebook alone (Team and players). Still calculating RT’s and hashtag #WearRed
  • New app rolling first half of October.
    iOS, Android to follow
    Mobile Web page getting upgraded first of October as well
    Mobile ticket purchasing available now via mobile web
  • See this as a way to connect a larger audience and know more about that. More engagement, means more potential leads and research to act on.
    Get 100k people to chant defense as if they were in arena
  • Spread through invites via email, facebook. Little promotion.
  • Connectivity is a problem
    Real time highlights
    2nd screen experiences in arena
    Changing environments

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