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I League digital pitch - Centralised Revenue Generation Plan
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I League digital pitch - Centralised Revenue Generation Plan

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This presentation is a suggestion for a potential revenue generation stream via Digital/Online mediums for AIFF and the I League. The presentation is a research done by me on the basis of......

This presentation is a suggestion for a potential revenue generation stream via Digital/Online mediums for AIFF and the I League. The presentation is a research done by me on the basis of conversations with player agents and club officials.

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  • 1. Central Digital Marketing Plan
  • 2. How the idea came about • 2 ILeague clubs approached me March/April month inquiring for online marketing services • I presented to one of the club and the feed back I received was that my retainer costs were high • That prompted me to analyze all club websites and realized that they all need an over haul • I communicated with ports bloggers on a sports blog network and asked them for feedback on changes they want to see on websites
  • 3. Key Learning's • Club’s don’t have budgets for digital activities • Clubs want to connect with fans • Fans want to visit club sites but currently they bounce rates are high • Opportunities to create new line of revenue from digital space • Monetization via sponsorships and advertising
  • 4. Introduction • 3 Clubs don’t have a Website • 1 Club’s Website is under construction • 10 Clubs have Websites • None of the Clubs have a Fan engagement platform • None of the clubs have blogs • Not all clubs have video content • Content is not Mobile friendly
  • 5. SWOTSTRENGHTS • Rapid growth of Internet in India • Growth of Mobile phones and Internet access via phones • You Tube and photo sharing most active social networks • Strong base of Football fans in India • Access to football clubs for a dialog • Demand for video content is very high WEAKNESSES • Expensive to set up operations • Challenge to raise Monies • Challenge to get all clubs to agree to the plan • AIFF’s view about the project • No inbuilt resources to manage the day to day activities on the project THREATS • AIFF/Reliance IMG partnership (Research to be done) • AIFF/IPFCA differences • Blue print can be copied • Clubs with existing websites may oppose the plan (to be explored with Dempo) OPPORTUNITIES • Generate New Revenue streams • Separate self sustainable sponsorship model • Clubs to trim costs (Online Mktg Costs) • We get an opportunity to venture into Digital production and build properties around that • Promote local football viewership • Influence IPFCA
  • 6. W-O-W Strategy STRENGHTS • Rapid growth of Internet in India • Growth of Mobile phones and Internet access via phones • You Tube and photo sharing most active social networks • Strong base of Football fans in India • Access to football clubs for a dialog • Demand for video content is very high WEAKNESSES • Expensive to set up operations • Challenge to raise Monies • Challenge to get all clubs to agree to the plan • AIFF’s view about the project • No inbuilt resources to manage the day to day activities on the project THREATS • AIFF/Reliance IMG partnership (Research to be done) • AIFF/IPFCA differences • Blue print can be copied • Clubs with existing websites may oppose the plan (to be explored with Dempo) OPPORTUNITIES • Generate New Revenue streams • Separate self sustainable sponsorship model • Clubs to trim costs (Online Mktg Costs) • We get an opportunity to venture into Digital production and build properties around that • Promote local football viewership • Influence IPFCA
  • 7. Before we get into our proposed offering lets understand sport, culture, the web and online usage statistics in India ……..
  • 8. Sports on the Web Sport as an (online) experience: Experience is improved: • Lengthened: longer & more often • Broadened (more users) • Deepened (more types of use) Builds a relationship with the consumer
  • 9. Sports Culture in India • Loyal Fans • Major Traditional and Online Media coverage • Numerous Clubs and Federations • High levels of fan interaction • High level of online sports website traffic Society and Vitality
  • 10. 2 India’s Rank in Facebook Usage 100+ Million Internet Users in India 790+ Million 40+ Million Mobile Phone Users in India Mobile Internet Users in India 70% Of Internet users in India watch You Tube Videos 51% 31% 18% 18 - 24 25 - 34 34+ Facebook Demographics India 72 94 Web Browsing Mobile Apps
  • 11. Facebook & Twitter Most Popular Social Networks Liking and sharing social posts most active activity on Social Networks Watching Videos and distributing/sharing Video content is a very popular activity amongst Indians 65200000 blog articles that mention I-League. Conversations on various forums and communities 935,000,000 Google Searches for I-League News
  • 12. Current state of sports on web India context • Popular Sports governing bodies have a webs presence • Failure to engage fans • Very low level of activities in Social Networking space • No common platform for Fans to communicate • IPL franchises have better websites than football clubs (and IPL is just 5 years old)
  • 13. I-League on web Club Website Website URL Notes Air India No Chirag United Club Kerala No http://www.chiragsports.com/ Under Construction Churchill Brothers Yes http://www.churchill- brothers.com/main.php Dempo Yes http://demposportsclub.com/ East Bengal Yes http://www.eastbengalfootballclub.com/ HAL No Mohun Bagan Yes http://www.mohunbaganclub.com/ Mumbai Yes http://www.mumbaifc.com/MumbaiFC201 2/ Pailan Arrows No Prayag United Yes http://prayagunited.com/ Pune Yes http://punefc.com/ Salgaocar Yes http://www.salgaocarfc.in/ Shillong Lajong Yes http://www.shillonglajong.com/ Sporting Clube de Goa Yes http://www.sportingclubedegoa.com/
  • 14. I-League Social Media Stats Club Website Facebook Twitter You Tube Channel Wikipedia Blog Info Page Fan Page Air India No Yes no No Yes No Yes No Chirag United Club Kerala No No No No No No Yes No Churchill Brothers Yes No No No No No Yes No Dempo Yes No Yes Yes Yes Yes Yes No East Bengal Yes No Yes Yes Yes Yes Yes No HAL No No No No No No No No Mohun Bagan Yes No Yes Yes Yes Yes Yes No Mumbai Yes No Yes No Yes Yes Yes No Pailan Arrows No No No No No No Yes No Prayag United Yes Yes No No No No Yes No Pune Yes Yes Yes Yes Yes Yes No Salgaocar Yes No No No No No Yes No Shillong Lajong Yes Yes Yes Yes No Sporting Clube de Goa Yes No Yes No No No Yes No
  • 15. Scope of Work Complete gamut of digital services can be looked into: • Digital Assets • Fan engagement assets • Production • Online Marketing
  • 16. What are we proposing Our pitch is to AIFF/iLeague Clubs and IPFCA to offer the following services: 1. Web Site Design, Develop and Maintain 2. Search Engine Marketing 3. Search Engine Optimization 4. Social Media Optimization 5. Online Marketing Campaign 6. Digitally Produced Content (video) 7. Mobile Friendly Websites 8. Mobile Applications 9. INLINE Marketing Consultancy 10. Online PR – Blogger/Community Outreach
  • 17. Four Pillars of I-League Digital Plan
  • 18. Operational Plan DIGITAL MARKETING WEBSITE SEO ONSITE OFF SITE PPC AD COPY ACCOUNT MGT CONTENT SOCIAL MEDIA MARKETING BRANDED PAGES ENGAGEMENT ADVERTSING APPLICATIONS GAMES MICRO BLOGGING BRANDED PAGES ACCOUNT MGT PROMOTIONS BLOGGING SEO BOOK MARKING MOBILE APPLICATIONS DESIGN BUILD PROMOTE ONLINE REPUTATION MANAGEMENT TREND TRACKING COMMUNIACTION TRACKING COMMENT TRACKINGI PHASE1 PHASE 2 PHASE 4PHASE 3
  • 19. Special Features of our services • Customizable website • Hosting • Domain Name Management • Subsidized Video Production • Content Management
  • 20. Best practice examples
  • 21. NORWICH CITY FC • Canaries News • Official Club content • Official club highlights • Live Audio • Video Archive • Ecommerce Integration • SMO • Mobile Services • Online Betting • Prizes and Gaming • Partner product previews
  • 22. Revenue Generation • Corporate Sponsorship (Multiple Categories) • Banner Ad sales • Targeted Ads – Year 2 • Subscription – Year 2 • Sales from Video content – Year 2
  • 23. Revenue generation- Monetization 75% 25% 0% 0% Sponsorship Banner Ads Targetted Ads Subscription
  • 24. Ecosystem post Implementation
  • 25. Next Steps Draft/Submit EOI to AIFF via IPFCA Create presentations and sponsorship plans Create a sponsorship plan and get proposals ready Online partner selection/Demo pages for potential partners Go to Market
  • 26. Thank you Presentation by Nilesh Deshmukh www.insportbiz.com insportbiz@gmail.com