CHENNAI SUPER KINGSUSP Brand Values Objectives Hall of Fame• Has been the most • Fire in the belly • Promoting CSK using • Winner of IPL 2010 & 2011, successful IPL team since • Honour ‘Social Media Enterprise, Runners up in 2012, its inception • Self-esteem Mobile Computing, Champions League 2010 • Team spirit & Analytics and Cloud’ • Won the fair-play awardBrand Personality sportsmanship • build a revenue model to thrice• Fearless Entertainers who • Unwavering focus on the leverage social and mobile • Most valuable IPL team play to win sport media (Brand Finance 2010)Revenue Streams1. Ticket Sales, 2. Franchisee Sponsorships , 3. Fan Club , 4. Merchandising, 5. Comics, 6. Licensing, 7. Media Tie-ups THE OPPORTUNITY of SMAC Chennai Super Kings emerged as one of the As per the findings of Nielsen The time spent on sports biggest sports brand on Informate Mobile Intelligence, Similarly, the number of properties on smart phones social networking site – users spent almost thrice the sessions on apps also rose increased to an average of 13 Facebook in India, amassing amount of time on sports to 12 sessions per day per minutes per day per person 5.8lakh fans prior to start of apps at the end of the IPL person by the end from four at the end of IPL compared season 5 in March 2012 season compared to the sessions per day per person to just 5 minutes per day per alone. It has created myriad time spent at the start of the in the beginning IPL 5. person at the start opportunities for the fans to tournament. interact with the teamTHE OPPORTUNITY IS THERE CASH IN USING SOUND SOCIAL MEDIA STRATEGIES DRIVE ENGAGEMENT LOYALTY CONVERSION
Competitor AnalysisTeams Tools of Likes/Fans/ Apps/Contents Contests Engagement Strategy Interaction Engagement Followers Level Facebook, Fans: free-ticket Fan of the Hindi Posts, 3 blogs 8/10 Twitter, 508793 giveaway box, Week on FB, namely, Mentor’s Youtube, Active: 21,703 Hindi Posts Dare2Wish Musings, Ringside View, Blog/website Followers: 17,146 and Roadshow Facebook, Fans: sneak peaks of X give fans an insider 7/10 Twitter, 1312347 the team, access to KKR dressing Youtube, KKR Active: 36362 announcement of room, portal having online portal Followers: ticket sales gallery and blogs 70,000+ Facebook, Fans: 2890621 Sneak peak. X Players become 9/10 Twitter, Active: 54694 Personal players Friends, Players Youtube videos replying fans using first name, Using videos to drive traffic Facebook, Fans: 862134 Uses FB to bring Caricature Debates, contests No 7/10 twitter, Active: 53,220 fans on its Chris Boundaries talk Youtube, Followers: 63,672 website, where all show,created some Website actions happen exclusive videos,animations to keep its fans engaged.
Competitor AnalysisTeams Tools of Likes/Fans/ Apps/Contents Contests Engagement Interaction Engagement Followers Strategy Level Facebook. Fans: 359828 The Locker Room, X Puma Comics, Hall 9/10 Twitter, Active: 16,852 Join The Royal Bol Forum, Winners Youtube, Fan Followers: 41,293 Army, quizzes, Hall, Fan Poll, Fan of Zone match updates the Week, Video of etc. the day, Player of the Week, Facebook, Fans: 43,167 images, cartoons, X Videos, partnered 5/10 Twitter, Active: 2458 texts, and videos, with Godrej to Youtube Followers: 30,177 images, cartoons, spread texts, and videos consciousness about energy conservation Facebook, Fans: 256264 Announcing X donation for Saving 4/10 Twitter, Active: 6,369 future matches, a Child’s Heart Youtube, Followers: 33,107 Initiative Fan Zone Facebook, Fans: 155422 updates were The Biggest Fan Cricket Guru, Predict 5/10 Twitter, Active: 8,684 largely related to and Dada’s Army Today’s Line Up Youtube the on-going match
ANALYTICS GOOGLE ANALYTICSGoogle Analytics results into actionable intelligence. Let’s you know where your audience is located Provides a metric called Bounce Rates which help you determine the % of people who come the site but never click through to the next step- Can help you improve the quality and user ease of the site Provides a metric called Referring Sites - If people are reaching your site from Facebook, Twitter, or somewhere else, this metric will provide you with those details, and you can provide better content on these websites.SEARCH ENGINE OPTIMIZATIONWith the help of Search Engine Optimization technique,Chennaisuperkings.com can be ranked in top search results ofappropriate keywords.SEO operation can help locate the best search terms which will notonly attract more visitors to our web site, but ensure that thosevisitors are CSK loyalists.Some of the benefits of Search Engine Optimization are: Saves time and Money Improve your Competitive Edge Expand Customer Base and target Audience Increases return on investmentHigh Impact search queries have been CHENNAI SUPER KINGS, SUPERKINGS, CSKOpportunities; queries that are relevant but have low competitionin Search Engine Marketing CHENNAI, IPL TICKETS, LIVE IPL SCORES, IPL TICKETS, CSK TEAM
SOCIAL MEDIA STRATEGY-Facebook CONTENT GENERATION• Regular interactions with fans on Facebook and twitter: online contents• Pre match Team Updates Team news + ask for predictions increases customer engagement• Score updates at regular intervals• Post match discussion and updates and polls on relevant topics like best player, biggest mistake in today’s match etc.• Share photos, contests etc.• Share posters about upcoming matches generate conversations build engagement drive loyalty
FACEBOOK APPSUtilizing social networks to funnel users to the league site and official fan engagement site. This integratedchannel will ensure maximum utilization of each domain • App for the fans to upload their pics during home game • CSK ALERT APP: to provide live commentary on the match • Merchandize app to show the merchandize available and link to take them to the official website of the merchandize • APP to buy tickets online through Facebook • Trivia App Quiz about your favorite club CSK • Tshirt Generator enter name and jersey number to make an CSK T-shirt photo for your self and share with Friends on FacebookKEEPS FAN ENGAGED AND CONNECTED WITH THE BRAND HUGE INCREASE IN SOCIAL MEDIA USAGEGenerate Revenues CONTESTS ON FACEBOOK Variety of contests can be run on Facebook to generate engagement among fansSlogan Competitions Predict Man of the matchFunny Captions Score PredictionsPhoto Captions QUIZZES
FACEBOOK EVENTSDON THE COACH’s HAT CONTESTA Discussion engaging contest Fans have to like the page Take part in post match discussion which will be moderated. They will be judged on the basis of their comments, analysis, understanding, likes etc The best one or 2 fans will be featured on the facebook page with their name and pic as “COACH OF THE DAY”CRICKET FANS will love such contest tendency to scrutinize a match after the game drive engagement- betterbrand perception increase in fan baseCRAZY FAN CONTEST Click your CRAZY CSK photo Post of CSK Facebook wall Each day 5 random photo will be selected During the innings break these photo will be displayed on the big screen in stadium The photo with maximum number of likes wins Each day new winner, get free membership of CSK and win exciting exclusive REEBOK merchandize INCREASES FAN ENGAGEMENT and DRIVES LOYALTY
FACEBOOK EVENTS Lets Build a CSK WALL Contest During this FB contest fans from around the world share their CSK stories! Fans post their CSK story, the ones with maximum likes goes onto the CSK wall Outside the stadium a huge temporary Wall (by cardboard) can be built and the best ones put every dayThus once again brining CSK fans closer to the team, stadium and oneanother as around the world fans feel united Build A BANNER Contest During this contest CSK fans get a chance to create a banner via this Facebook application. CSK will then pick their favourite banners Selected banners will be displayed at various games for all fans to see Thus bringing fans into the stadium & closer to the team they love. The above events, apps etc. generate more Fan engagement and drives loyalty better passion branding Why Twitter ? Create Tweets that engage fans of the club Attract new followers to spread the goal of the campaign and to create new fans Continue to offer incentives to fans that spread or “retweet” the strategized messages that are published Will also Tweet about players personal blogs attempting to gain attention among fans Twitter helps in fan engagement, which in turn leads to loyalty
SOCIAL MEDIA STRATEGY-Twitter CONTESTS ON TWITTER Offer Free Tickets to The First 140 Fans Who Post a Twit Pic of the Ticket Box Office Feature Live Tweets on the Scoreboard Post Behind-the-Scenes Twit Pics… Share Photos of Team community Relations Events Lead Fan Chants with Instructions via Team Twitter Handle Announce Team Lineups Post Twit Vids of 140 Second Clips From the Dressing rooms Distribute Merchandise discounts to Twitter Followers Roar_CSK Hash Tag Contest Twitter can be used to create “Social Media Stadium”. The most popular tweets including #ROAR_CSK hash tag will be screened in the Chinnaswamy Stadium These will be displayed during the Innings Break of the matches This is an efficient method of connecting with users at the match, including those who are external to the stadium MOBILE MARKETING + MY CSK MOBILE APPMy CSK Mobile Community My CSK mobile app allow users to access to: Clasisfication, Schedule, exclusive contests, Results, Score updates, videos, News, Chat, sixes and fours, Messenger, ticket sales, merchandize sales Communicate exclusive special offers and ticket availability to CSK users, so if for one game we have some tickets left we can let all of our mobile fans know and offer them the opportunity to buy tickets to a game.
SOCIAL MEDIA STRATEGY-MOBILE MOBILE MARKETING + MY CSK MOBILE APP The mobile strategy can be broken down into two key aims: Generating Traffic on the App: Leveraging that traffic for Revenue Generation CSK FANS LIVING IN OUTSIDE CITIES AND OTHER COUNTRIES CAN STAY IN TOUCH WITH THE BRAND ALL THE TIME Purpose served: 1ST ENGAGEMENT THEN CONVERSION Generating Traffic on the App The CSK mobile app The success of any Telecasting CSK will consist of mobile app depends practice sessions, features like score upon the traffic local matches, cricket update, direct links on generated through it. tutorials etc. FB, Twitter etc. The other features include: This will help in IPL FANTASY CRICKET Online Ticketing & generating immense GAME: merchandizing, upload ROAR FOR CSK traffic on our app. photos to your csk wall Engagement Traffic Leverage for Revenue Generation First Point of Commercial Contact These mobile apps can act as first point of commercial contacts for CSK Club can easily sell their Merchandises via mobile app, provide a direct link where they can buy merchandises of their choices Avail special discounts in selected places
SOCIAL MEDIA STRATEGY-Revenue Model REVENUE GENERATION via MOBILE APP Location Based Marketing CSK EXPERIENCE Once sufficient traffic has got generated on our Mobile App, we can Step 1 : Creating Content start location based marketing • Contracts with the main media groups in We can tie up with various Restaurants, Bars, Multiplex, Showrooms, India(Times, Network 18 etc) and abroad (BBC etc) Retails Stores etc to develop continuous contest/content in TV, Offers are send to users based on their location, for example an offer internet, magazines of 10% on todays Breakfast at your nearest restaurant will be Step 2: Communicating displayed on the app Tie up with companies like IN MOBI or Nokia Ad sense (NAX) to • Usage of mobile in the traditional communication monetise the app messages with the fans: Videogreeting on Pongal, Diwali etc. This service will not be nuisance for customers like other promotions, • Greeting could be send even after team qualifies reason being user himself clicks on the promotional activity part on for finals or wins Cup our CSK mobile app launch daily SMS contests in TV and newspapers during IPL season good source of revenue REVENUE GENERATION via SOCIAL MEDIA The point of revenue generation will be through the Merchandise app and ticket sale App. The more the engagement on social media, more the probability of earning revenues Tie Up with E-Commerce websites during IPL and Champions league to sell original CSK merchandize which fans can see from their FB as well as Mobile App- ordering online involves convenience Can tie up local pubs, bars , restaurants across the entire country and specially in Chennai. • offer discount vouchers during every CSK match which can be bought online from the CSK FB &TWITTER page • Earning money from the institutions for increasing their revenue during matchdaysCan look at the option of special tie ups with restaurants and pubs where CSK can work with the owners to give a CSK makeover to thewhole dining experience during the IPL
THE CHANGING VIEWERSHIP TV to Live Stream A latest study conducted by market researcher NPD Changing PROFILES OF FANS DisplaySearch reveals that while laptops and desktops remain the primary content watching mediums, Office goers, executives who love cricket smartphones and television are becoming preferred •they prefer online updates or stream while on the go choices with 18% consumers accessing online content on •During night time, they work, easier and convenient to watch online using their television alone. stream An earlier survey conducted by InMobi showed Students live in hostels and form a major pie of the viewership that consumers spend 27% of their media time on mobile; market therefore this trend seems an obvious extension of a •Limited Access to TV habit that’s being cultivated over a period of time. •Prefer streaming online Cricket cannot be left behind in INDIA. Keeping in -sync with this trend, the recently concluded India-Sri Lanka series saw the mobile TVservice provider nexGTv’s application being used by 15 million unique users! TACKLING CHANGE IN BEHAVIOR: OUR SUGGESTION CSK TV- exclusively dedicated channel for Chennai Suggested Features Super Kings on the main website of CSK Will acts as a repository/archive for different sports related activities of CSK Rather than losing out on live streaming videos Provides links for classic CSK moments and matches from the past IPL Seasons where other parties make money, CSK can Have archived the interviews and press conferences of CSK team provide the live streaming opportunity on its Plenty of programs about youth cricket, T20 competitions in schools and other website. activities revenue charged from advertisements during Dedicated page for supporters and fans, where they discuss among themselves live stream + product placements of sponsors as well as post queries and reply to others - social networking It will also drive engagement and loyalty of fans Presence of a dedicated blog which streams all the CSK matches live However currently we do not find the model viable. With IPL being shown on youtube, the chances of people watching elsewhere is limited. As IPL has a contract with youtube, CSK clearly earns revenue out of this deal too. Such a thing is always possible in the future but not in the current state
Segment Characteristics & Behavior ChannelSports Fanatics Most loyal to the team - Young and male Stadium, News, TV, Internet, Mobile Tech savvy – PC, mobile Spend the most on merchandiseClub and Team Loyalists Loyal Stadium, TV, Radio, Newspaper, Attend the matches in stadiums InternetStart-struck Spectators Loyal to a Star Player Stadium, Internet, TV Might switch team loyalty depending on start player’s movementSocial Viewers Corporates – use this for networking Stadium, TV, Internet, mobile Not too loyal, Spends big moneyOpportunistic Viewers Sport is just one form of entertainment Stadium, TV Spend on food & beverages only BRAND PYRAMID SWOT ANALYSIS Weakness Strengths 1. Significant Player fees 1. Strong brand name - Most 2. Over dependent on a few players valuable IPL team 3. Brand value not yet at-par with 2. Strong Performance in IPL & top international sporting brands Champions League 3. Sizeable & loyal fan base 4. Star Players SWOT Opportunities Threats 1. Internationalization of the Brand 1. Further growth of Player fees 2. New avenues of revenue 2. Player and management generation controversies 3. Leveraging media coverage and 3. Competitor IPL teams Star Player’s fame
SOCIAL MEDIA ANALYTICSTie up with a company that provides social media analytics• Analyze Twitter and Facebook at one place Helps in finding sentiment towards the• Engagement & Influence Score brand and more focused marketing and• Major trends in account activities engagement strategies• Detailed audience demographics into age, gender, geographical location Streaming Vs. Traditional TVPros of Streaming TV Cons of Streaming TV Free, the biggest advantage is that there is no cost involved, all you need to have is Internet penetration in India is just 7-9%, thus good net connection we cannot completely neglect traditional TV Easy to use, Minimum Advertisements It depends a lot on bandwidth of the internet Watch it anytime anywhere !! being used The target audience of IPL is generally students, office goers, and people staying Very difficult to provide HD level streaming, away from homes. For these group TV and cable is not easily accessible, but they thus for better viewing TV is still the only generally have laptops with proper net connection. Thus Streaming Channel plays a option vital role Significant investment in Live TV will yield Currently matches are being shown illegally, why not launch an official channel and show matches, in this way we can tap that market better result if we have more content to With the increase in Smartphone users and internet reach, Streaming TV is future serve and is here to stay, thus better to invest now Other Pros of Traditional TV TV viewing acts as a family viewing, thus whole family get involved, thus more reach TV is still most famous source of entertainment, with maximum reach esp in rural India TV viewing gives sharp quality images, which is still not possible in internet TV due to speed limitations