St Kilda FC case study - CheckinLine

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  • 1. St Kilda Campaign engagement stats; insights; data
  • 2. 2 What is CheckinLine?
  • 3. ‘Camping out’ for tickets online CheckinLine allows a promoter, brand or sports team to speak with everyone in line, as they line up.!
  • 4. 4 CheckinLine is a unique way to engage fans and prioritize demand. Fans virtually “camp out” for access to popular items (such as a pre-sale, major on-sale or ‘money can’t buy’ experience) Daily ‘check-ins’ grant access to the dedicated fans Deep interactions with fans creates an opportunity to tap into their thoughts, preferences and opinions. CheckinLine creates one-on-one conversations with every customer in line.
  • 5. 5 Incentive CheckinLine Engagement & Insight + =
  • 6. 6 Visit www.checkinline.com to view a one minute animation
  • 7. 7 Case Study – fan database engagement & insights St Kilda Football Club, July 2013: -  Invited & engaged existing members via email -  Offered 100 free seat upgrades & merchandise vouchers as incentives -  Ran a 5 day CheckinLine campaign to generate fan data GOAL: Engage existing members & discover insights that will lead to higher membership satisfaction and renewals
  • 8. 8 Results...
  • 9. 9 6% of 4,400 invites opted-in (272) 76% of users engaged Average 4 out of 5 check-ins completed 5:28 average visit duration time (1:58 on check- in page) 16,379 page views 36% completed all 5 check- ins -  A ‘gamified’ environment -  Self-motivated users -  High levels of engagement
  • 10. 10 Once users engaged, most went on to complete majority of the check-ins.
  • 11. 11 High levels of engagement per visit. -  15.18% bounce rate -  6.75 pages per visit -  Median visit duration of 60-180 seconds
  • 12. 12 Users understood the process and scheduled their check-ins each day. -  Consistent and even flow of check-in times each day -  Number of visits didn’t drop off over the campaign
  • 13. 13 What the data uncovered A values-based model for measuring fan engagement in sports
  • 14. 14 Extroverted, High Energy, Expressive Introverted, Control, Internal Individual, identity, personal Collective, social, shared THE THRILL OF THE GAME, THE THRILL OF THE BATTLE JUST LOVE FOOTY, IT’S WHO I AM, WHAT I NEED THE STATUS, PRESTIGE, ACCESS TO THE CLUB IT’S MY TEAM, IT’S MY FAMILY When it comes to footy, the reward fans get from the game sits in four dimensions
  • 15. 15 Insights & Recommendations - St Kilda fans clearly have an emotional connection with the club and are passionate about showing their ongoing support. - How can this connection be leveraged to increase member renewals and new sign-ups? (e.g. personalized memberships) - Saints fans are dedicated to going to games AND watching on TV -  Is there a virtual platform for connecting members when they are watching from home?
  • 16. 16 Insights & recommendations Monetizing the CheckinLine offering through sponsors will generate new revenue & more valuable data from a broader range of fans.
  • 17. 17 CheckinLine blends analytics & a fan’s interaction with your brand to create a unique, tailored fan experience.
  • 18. ben@checkinline.com | 0417 323 809