1130 social bryan perez

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1130 social bryan perez

  1. 1. How NBA Scores in Social Media Bryan Perez Sr. Vice President/General Manager NBA Digital
  2. 2. What do Sports Mean to Fans Sports are fundamentally emotional and inherently social 73.0 17.0 20.9 21.3 2010 ATTENDANCE (MILLIONS)Over 130 million fans attended major U.S. sporting events last year 2
  3. 3. Evolution of Sports ConsumptionFrom the beginning, sports has been about sharingand technology has played a huge role Originally, it was one to many under the broadcast model Conversations took place where people physically aggregated 3
  4. 4. Evolution of Sports Consumption Advent of sports talk radio opened up the conversation SPORTS RADIO AUDIENCE SHARE (PERCENTAGE) 3.2 2.2 2.3 2.5 1.7 2.0 2.1 2003 2004 2005 2006 2007 2008 2009 1,031 sports radio stations U.S., Conversations no longer bound 25 million listeners per week by physical presence but still inherently localSOURCE: ARBITRON - RADIO TODAY: HOW AMERICA LISTENS TO RADIO - 2010, PERSONS 12+, MON-SUN, 6AM-MID 4
  5. 5. Evolution of Sports Consumption The Internet broadened the conversation NBA.COM TRAFFIC BY CONTINENT, 2010-11 SEASON No longer local, CONTINENT AVERAGE MONTHLY UNIQUES PERCENT OF TOTAL but global North America 21,338,148 62.4% N.A. (exc U.S.) 2,555,766 7.5% Asia 6,656,872 19.5% Europe 5,314,022 15.5% South America 715,944 2.1%NOTES: ONLY INCLUDES TOTALS FROM TOP 75 COUNTRIES; AUSTRALIA/NEW ZEALAND ARE INCLUDED WITH ASIA; ONLY AFRICAN COUNTRY IN TOP 75 WAS S AFRICA AT #73 (0.0%)SOURCE: OMNITURE, DATA FROM NOV 10-MAY 11 5
  6. 6. Timeline – a Natural Evolution 1950s – 70s 1970s – 90s 1990s – 00s 2000s – TodayTechnology Broadcast Sports Radio Internet SocialGeography Physical Local Global Global Presence Presence NBA Recognized: 2. Need to share the moment hadn’t changed 3. Internet helped take down geographic barriers 4. Social platforms allowed those conversations to be aggregated in real time basis 6
  7. 7. NBA Goals for Social Media1. Build Audience – Not that different from a start-up DATE OF FIRST PRESENCE NBA MLB NFL NHL Spring Early Spring Summer 2007 2008 2009 2009• Building Authenticity – Daily email to senior executives 7
  8. 8. Building Authenticity – Selected Tweets 6/1/11 “I am retiring.” 6/1/11 “I wanna have white guy chest hairs. Can I get that?” 8
  9. 9. NBA Goals for Social Media1. Build Audience – Not that different from a start-up2. Building Authenticity – Fewer restrictions than other leagues – Daily email to senior executives• Monetization 9
  10. 10. Social Audience Growth 9000000 Facebook Fan Growth Twitter Follower Growth 2700000 8500000 2600000 F o 2500000 8000000 l 2400000 lF o 2300000a w 7500000n 2200000 es r 2100000 7000000 s 2000000 1900000 6500000 6000000 12/20/2010 1/20/2011 2/20/2011 3/20/2011 4/20/2011 5/20/2011 Month Month 9.3 million Fans 2.7 million Followers 10
  11. 11. Social Audience GrowthFacebook referrals are now averaging over 3.5 million per month • Facebook referrals are up over FACEBOOK 100x since November ’08, and NBA.COM REFERRALS up 7x for the 2010-11 season (THOUSANDS) vs. the 2009-10 season. • For the 2010-11 season, Facebook accounted for 30% of non-search referrals to NBA.comSOURCE: OMNITURE 11
  12. 12. Monetization - Advertising• Seeing great success with integrated status updates – Remember authenticity• Broader integrations are successful, but resource heavy 12
  13. 13. Monetization — Advertising 13
  14. 14. Monetization — Advertising 14
  15. 15. Monetization — Advertising• Display is not the answer – Competition? – Data issues? 15
  16. 16. Monetization – Social Gaming• Challenges with Fantasy• Broader casual audiences• Evergreen game play• Harness existing audience and virality for growth• Dual revenue stream: sponsorship and social commerce 16
  17. 17. Monetization — Social Gaming 17
  18. 18. Emerging CategoriesLOCATION-BASED SERVICES VIRTUAL CHECK-IN NBA TURNSTILE 18
  19. 19. Emerging Categories – Check-ins• Early going• Awareness still building 19
  20. 20. Emerging Categories – Check-ins• Value proposition still needs to be refined Badging not enough Content as reward?• Audience aggregation between in-arena and broadcast still has great upside 20
  21. 21. Summary• Focus on building audience via content and authenticity• Look for alternate monetization opportunities once you have critical mass – Basic content referral back to your site – Beware scalability of broad integrations – Social Gaming• LBS/Virtual Check-ins – Audience aggregation is key for NBA – Still in early days – What is in it for customer? 21

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