Best Practices: Jim Ryan "Mobilizing Consumer Loyalty"

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Best Practices: Jim Ryan "Mobilizing Consumer Loyalty"

  1. 1. Mobilizing Consumer Loyalty Jim Ryan CEO, PickPointz
  2. 2. Objective •Share with you what we have learned about: – App development – Loyalty marketing – Mobile Consumers Jim Ryan CEO, PickPointz
  3. 3. Circa 2009 • The race to build the World’s best loyalty program is over… Jim Ryan CEO, PickPointz
  4. 4. Circa 2009 • The race to build the World’s best loyalty program is over… • It Ended in a Tie! Jim Ryan CEO, PickPointz
  5. 5. “Everything the can be invented has been invented.” -Charles H. Duell, Commissioner, U.S. Patent Office, 1899 Jim Ryan CEO, PickPointz
  6. 6. • Behind the transaction • Personalization • “Passive” Nature Jim Ryan CEO, PickPointz
  7. 7. If you want to create Loyalty… build something worth being loyal to. Jim Ryan CEO, PickPointz
  8. 8. Mobile has enabled the dawn of – “Active” Loyalty Jim Ryan CEO, PickPointz
  9. 9. • “Active” – User participation • • • • Checking In Scanning Tweeting Posting – Location activated Jim Ryan CEO, PickPointz
  10. 10. The most “Active” Loyalty program that exists. Jim Ryan CEO, PickPointz
  11. 11. We didn’t start out to build an App… Jim Ryan CEO, PickPointz
  12. 12. We didn’t start out to build a Loyalty program… Jim Ryan CEO, PickPointz
  13. 13. It turned out it was the only way to achieve what we were after... Jim Ryan CEO, PickPointz
  14. 14. Transforming the Sports viewing experience… Jim Ryan CEO, PickPointz
  15. 15. Jim Ryan CEO, PickPointz
  16. 16. High intensity… followed by downtime – – – – – – Time outs Commercials Period breaks Blow outs Slow boring games Not so Instant Replay Jim Ryan CEO, PickPointz
  17. 17. Fans • • • • Wired for high speed stimulation Multitasking “Already on the phone” Mindshare available Jim Ryan CEO, PickPointz
  18. 18. Fans Multitask Source: Jim Ryan CEO, PickPointz
  19. 19. What if you could… Jim Ryan CEO, PickPointz
  20. 20. • • • • • Give them something to do during downtime Make it habitual Integrate non-intrusive advertising Create a “Mobile” Sports destination Have consumers come to you… repeatedly Jim Ryan CEO, PickPointz
  21. 21. • Vetted the concept • Tried it out on various influencers • Built economic models – “Dove in head first” Jim Ryan CEO, PickPointz
  22. 22. We just wanted to see if it could be done. Jim Ryan CEO, PickPointz
  23. 23. PickPointz • A Sports Fan Loyalty App –Players follow games daily –Predict scores, stats and top players –“Live scoring updates” in App –Change predictions during game –Win points for rewards *Record levels of engagement and retention Jim Ryan CEO, PickPointz
  24. 24. Like Fantasy, but… • • • • No cost to play No draft, no leagues, no deadlines Changeable predictions In game vs. pre-game activity • Fantasy boasts 30 million players and a $4 Billion industry – 50% of PickPointz players participate in both Jim Ryan CEO, PickPointz
  25. 25. Version 1 • TXT Based Jim Ryan CEO, PickPointz
  26. 26. Version 2 Jim Ryan CEO, PickPointz
  27. 27. Version 3.1 Jim Ryan CEO, PickPointz
  28. 28. Version 3.2 Jim Ryan CEO, PickPointz
  29. 29. Version 2 vs. Version 3 Function Version 2 Version 3 Game Set-up & Closing Completely manual by PickPointz staff member. Completely automatic by 3-party feed provider. Redemption Fulfillment Every reward mailed from PickPointz office. 99% of rewards fulfilled automatically by email. Offer Delivery House sold and set-up ads only, completely manual. Ability to deliver house ads and access to 25+ Ad Networks. Minnesota Pro Sports teams only. Every NFL, NBA, NHL, & MLB game & select College Games. None. Live Stats for every game offered on PickPointz. Games Offered To Pick Game Stats On App Jim Ryan CEO, PickPointz
  30. 30. Demo Jim Ryan CEO, PickPointz
  31. 31. Demo Jim Ryan CEO, PickPointz
  32. 32. Demo Jim Ryan CEO, PickPointz
  33. 33. Demo Jim Ryan CEO, PickPointz
  34. 34. Demo Jim Ryan CEO, PickPointz
  35. 35. Demo Jim Ryan CEO, PickPointz
  36. 36. Demo Jim Ryan CEO, PickPointz
  37. 37. Demo Jim Ryan CEO, PickPointz
  38. 38. Demo Jim Ryan CEO, PickPointz
  39. 39. Demo Jim Ryan CEO, PickPointz
  40. 40. Demo Jim Ryan CEO, PickPointz
  41. 41. Demo Jim Ryan CEO, PickPointz
  42. 42. Demo Jim Ryan CEO, PickPointz
  43. 43. PickPointz is the most engaging sports app on the market… Jim Ryan CEO, PickPointz
  44. 44. Here is the evidence… • The following information was obtained using Flurry, an industry leading mobile analytics provider. Jim Ryan CEO, PickPointz
  45. 45. PickPointz iOS Users • Median Daily Sessions (times going to the app) Per User: 5.3 sessions / day • Comparison of the Benchmark for Sports Apps: 1.7 sessions / day Source: Jim Ryan CEO, PickPointz
  46. 46. PickPointz iOS Users • -75.33% of iOS Users return to the App more than once per day • -18.77% return more than 20 times per day Source: Jim Ryan CEO, PickPointz
  47. 47. PickPointz Android Users • Median Daily Sessions (times going to the app) Per User: 4.3 sessions/day • Comparison of the Benchmark for Sports Apps: 1.8 sessions / day Source: Jim Ryan CEO, PickPointz
  48. 48. PickPointz iOS Users • -71.29% of Android Users return to the App more than once per day • -16.34% return more than 20 times per day Source: Jim Ryan CEO, PickPointz
  49. 49. PickPointz Users • -80% of PickPointz App (iOS and Android combined) users have returned to the App Over 200 times. *Google Analytics does not offer a category for 201+ times Source: Jim Ryan CEO, PickPointz
  50. 50. •PickPointz Players: –61% Watch More Sports –73% Watch Games Longer –76% Watch more frequently –86% Play All Sports Jim Ryan CEO, PickPointz
  51. 51. Sports Fans •Highly desirable demographic •Passionate, Habitual and Social •Sports are dynamic and year round •Billions spent on Sports Advertising •We provide a better way to reach them Jim Ryan CEO, PickPointz
  52. 52. Sports Fan Loyalty Program •Never done at the Fan level •No cross sport, multi season •Single Team and Sport only •Post purchase and social rewards Jim Ryan CEO, PickPointz
  53. 53. PickPointz Player Quotes • “I love PickPointz!! Definitely an addiction, but a good one for once.” – Scott Jim Ryan CEO, PickPointz
  54. 54. PickPointz Player Quotes • “I can't think of a time when I actually watched sports without PickPointz… I think I need an intervention!” – Amy Jim Ryan CEO, PickPointz
  55. 55. PickPointz Player Quotes • I have no business watching this MNF game. Nobody does. But PickPointz keeps me watching. I can’t let any opportunity to win Points go by the wayside.” – Dan Jim Ryan CEO, PickPointz
  56. 56. PickPointz Player Quotes • “PickPointz makes me love EVERY sport, even the ones I had no interest in before now!!” - Kristina Jim Ryan CEO, PickPointz
  57. 57. Next Steps • Mass Player acquisition – Facebook campaigns • Monetize engagement with Ad networks and Brands • Launch Weekly Fantasy Tournament Jim Ryan CEO, PickPointz
  58. 58. Key Learnings •Consumers will come to you if you connect with their passions •To achieve frequency, you must leverage something they already do… frequently. •Activity must be dynamic, consumers bore quickly •Once logged in, always logged in Jim Ryan CEO, PickPointz

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