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Best Practices: Jim Ryan "Mobilizing Consumer Loyalty"
 

Best Practices: Jim Ryan "Mobilizing Consumer Loyalty"

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MobCon 2013 Presentation

MobCon 2013 Presentation

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Best Practices: Jim Ryan "Mobilizing Consumer Loyalty" Best Practices: Jim Ryan "Mobilizing Consumer Loyalty" Presentation Transcript

  • Mobilizing Consumer Loyalty Jim Ryan CEO, PickPointz
  • Objective •Share with you what we have learned about: – App development – Loyalty marketing – Mobile Consumers Jim Ryan CEO, PickPointz
  • Circa 2009 • The race to build the World’s best loyalty program is over… Jim Ryan CEO, PickPointz View slide
  • Circa 2009 • The race to build the World’s best loyalty program is over… • It Ended in a Tie! Jim Ryan CEO, PickPointz View slide
  • “Everything the can be invented has been invented.” -Charles H. Duell, Commissioner, U.S. Patent Office, 1899 Jim Ryan CEO, PickPointz
  • • Behind the transaction • Personalization • “Passive” Nature Jim Ryan CEO, PickPointz
  • If you want to create Loyalty… build something worth being loyal to. Jim Ryan CEO, PickPointz
  • Mobile has enabled the dawn of – “Active” Loyalty Jim Ryan CEO, PickPointz
  • • “Active” – User participation • • • • Checking In Scanning Tweeting Posting – Location activated Jim Ryan CEO, PickPointz
  • The most “Active” Loyalty program that exists. Jim Ryan CEO, PickPointz
  • We didn’t start out to build an App… Jim Ryan CEO, PickPointz
  • We didn’t start out to build a Loyalty program… Jim Ryan CEO, PickPointz
  • It turned out it was the only way to achieve what we were after... Jim Ryan CEO, PickPointz
  • Transforming the Sports viewing experience… Jim Ryan CEO, PickPointz
  • Jim Ryan CEO, PickPointz
  • High intensity… followed by downtime – – – – – – Time outs Commercials Period breaks Blow outs Slow boring games Not so Instant Replay Jim Ryan CEO, PickPointz
  • Fans • • • • Wired for high speed stimulation Multitasking “Already on the phone” Mindshare available Jim Ryan CEO, PickPointz
  • Fans Multitask Source: Jim Ryan CEO, PickPointz
  • What if you could… Jim Ryan CEO, PickPointz
  • • • • • • 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
  • • Vetted the concept • Tried it out on various influencers • Built economic models – “Dove in head first” Jim Ryan CEO, PickPointz
  • We just wanted to see if it could be done. Jim Ryan CEO, PickPointz
  • 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
  • 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
  • Version 1 • TXT Based Jim Ryan CEO, PickPointz
  • Version 2 Jim Ryan CEO, PickPointz
  • Version 3.1 Jim Ryan CEO, PickPointz
  • Version 3.2 Jim Ryan CEO, PickPointz
  • 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
  • Demo Jim Ryan CEO, PickPointz
  • Demo Jim Ryan CEO, PickPointz
  • Demo Jim Ryan CEO, PickPointz
  • Demo Jim Ryan CEO, PickPointz
  • Demo Jim Ryan CEO, PickPointz
  • Demo Jim Ryan CEO, PickPointz
  • Demo Jim Ryan CEO, PickPointz
  • Demo Jim Ryan CEO, PickPointz
  • Demo Jim Ryan CEO, PickPointz
  • Demo Jim Ryan CEO, PickPointz
  • Demo Jim Ryan CEO, PickPointz
  • Demo Jim Ryan CEO, PickPointz
  • Demo Jim Ryan CEO, PickPointz
  • PickPointz is the most engaging sports app on the market… Jim Ryan CEO, PickPointz
  • Here is the evidence… • The following information was obtained using Flurry, an industry leading mobile analytics provider. Jim Ryan CEO, PickPointz
  • 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
  • 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
  • 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
  • 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
  • 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
  • •PickPointz Players: –61% Watch More Sports –73% Watch Games Longer –76% Watch more frequently –86% Play All Sports Jim Ryan CEO, PickPointz
  • 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
  • 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
  • PickPointz Player Quotes • “I love PickPointz!! Definitely an addiction, but a good one for once.” – Scott Jim Ryan CEO, PickPointz
  • 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
  • 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
  • PickPointz Player Quotes • “PickPointz makes me love EVERY sport, even the ones I had no interest in before now!!” - Kristina Jim Ryan CEO, PickPointz
  • Next Steps • Mass Player acquisition – Facebook campaigns • Monetize engagement with Ad networks and Brands • Launch Weekly Fantasy Tournament Jim Ryan CEO, PickPointz
  • 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