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Houston Texans Mobile Growth Strategy
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Houston Texans Mobile Growth Strategy

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Learn how the Houston Texans used various media platforms in an integrated approach to grow their mobile user base (i.e. app downloads and text club subscribers).

Learn how the Houston Texans used various media platforms in an integrated approach to grow their mobile user base (i.e. app downloads and text club subscribers).

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  • 1. Houston Texans Mobile Growth Strategy
  • 2. Click to edit Master title style 2012 Top 5 Most Valuable NFL Teams Source: ESPN
  • 3. Click to edit Master title style 2012 Top 15 Most Valuable Sports TeamsSource: Forbes
  • 4. Click to edit Master title styleAbout
  • 5. Click to edit Master title style Growth: 215k+ mobile app downloads in 13mos.
  • 6. Click to edit Master title style Growth: 35k+ combined text subscribers in 28 mos.
  • 7. Click to edit Master title styleHow can I grow my mobile user base (app/SMS)with an integrated approach? Social Media Online Media MOBILE GROWTH Offline Media Broadcast Media
  • 8. Click to edit Master title styleWhy is mobile important to the Houston Texans? REVENUE FAN BRAND
  • 9. Click to edit Master title style Your brand can’t be global without mobile 1.2 billion smartphones 1.08b of the worldswill enter the market over 4b mobile phones the next 5 years are smartphones. 3.05b are SMS- ABIResearch enabled. 64% of mobile phone time is spent on apps, and 44% Microsoft tag of U.S. mobile subscribers own a smartphone. Nielsen
  • 10. Click to edit Master title style KEY TAKEAWAYS Rule of 7 • Rule: You need to hear a message 7x before taking action. Inventory • Utilize every asset at your disposal (platforms, partnerships, etc.) Media • Harness traditional/emerging media to reach consumers Value • Clearly convey the value of the product/service in messages Equity • Look for opportunities to give fans ownership Simplify • Reduce the barriers to entry to help facilitate participation
  • 11. Click to edit Master title style HOUSTON TEXANS MOBILE APP
  • 12. Click to edit Master title styleBACKGROUND• Launched Sept. 2011 on iOS, Android, BlackBerry• Developed by Yinzcam in partnership with Verizon• Ranked No. 2 on Top Free iPhone Sports Apps chart 11/17/11
  • 13. Click to edit Master title styleTACTICSI. Download InfoII. Social MediaIII. Online ContentIV. Broadcast MediaV. Offline Media
  • 14. Click to edit Master title style How to download the Texans Mobile app? Text TEXANS to 51288
  • 15. Click to edit Master title style 88% conversion~14.3% of our mobile app downloads can be traced to our SMS and QR codes.
  • 16. Click to edit Master title style
  • 17. Click to edit Master title styleDownload info. Download info.
  • 18. Click to edit Master title style One-click social sharing inside app builds awareness by appending #TexansMobile Our Twitter avatar was our branded QR code
  • 19. Click to edit Master title styleWe wanted toshowcase the App imagesproduct benefits helped promoteas much as “shares”possible
  • 20. Click to edit Master title styleWe showcased the best user feedback from Twitter in our Google+ post Avatar is branded QR code
  • 21. Click to edit Master title styleFacebook/G+ fans helped choose the photo for the Texans Mobile app loading page
  • 22. Click to edit Master title style We used a contest to drive awareness of the Texans Mobile app on Twitter
  • 23. Click to edit Master title styleUser ratings/reviews are one of the best ways to drive downloads. Use Storify!
  • 24. Click to edit Master title style Leverage your partner relationships to drive awareness
  • 25. Click to edit Master title styleSOCIAL MEDIA OPTIMIZATION “An optimal strategy must weigh the number of people paying attention against the number of other posts vying for that attention.” – Bit.ly blog
  • 26. Click to edit Master title style Facebook 12a 5a 10a 3p 8pMTWTHFSSu Darker the blue, the more traffic (on avg.) links posted in that hour received in following 24hr period. Links posted from 1-4pm lead to highest avg. click throughs. Source: Bit.ly blog
  • 27. Click to edit Master title style Twitter 12a 5a 10a 3p 8pMTWTH F SSu On Twitter, posting in the afternoon earlier in the week is best chance at a high click count. Source: Bit.ly blog
  • 28. Click to edit Master title style
  • 29. Click to edit Master title style Press release posted on HoustonTexans.com serves as landing page Texans Mobile app creative appears throughout HoustonTexans.comWe created a vanity URL: www.HoustonTexans.com/Texans MobileAlso, type “Texans Mobile” in search field on HoustonTexans.com
  • 30. Click to edit Master title style Texans Mobile app press release generated media coverage online (KHOU.com) and on the radio (950 AM).
  • 31. Click to edit Master title style Our MB users receive a happy birthday message with instructions how to download the Texans Mobile app and join our text clubs.
  • 32. Click to edit Master title style
  • 33. Click to edit Master title styleContent is King: App promo in our most popular programming grew awareness!
  • 34. Click to edit Master title styleUse IFTTT.com Mobile app & SMS to publish voting promo oncontent across Instagram, multiple WordPress & platforms HoustonTexans.comsimultaneously
  • 35. Click to edit Master title style App streams Texans Radio The Texans Radio content live. We promote that txt line includes a via social media, and we bounceback encourage our talent to make message CTA messages in shows. We w/download info. also run radio spots for the app.
  • 36. Click to edit Master title style
  • 37. Click to edit Master title style Ad in each team Cheer profile in publication promotes Gameday magazine Texans Mobile app and encourages fans to Texans Text Clubs download app Ad in TexansWeekly Wrap-Up Newsletter
  • 38. Click to edit Master title style In-venue at Reliant Stadium, we have Texans Mobile app signage above fountains, in concourses & at Bull Pen Party Deck. Texans Mobile app ad in cup stuffers at Reliant Stadium LED messaging in- stadium promotes app
  • 39. Click to edit Master title style P.A. read in-stadium tells Our gameday text helpline sends a bounceback fans to download Texans message encouraging fans to download our app and Mobile app to view silent sign up for txt alerts.auction items. Proceeds up 32% vs. 2011
  • 40. Click to edit Master title style HOUSTON TEXANS TEXT CLUBS
  • 41. Click to edit Master title styleBACKGROUND• Launched June 2010• Houston Texans Text Clubs  NEWS, SCORES, OFFERS, TICKETS• SMS promos: TV, in-game, online• Partner:TACTICS• Download Info• Social Media In text alert bounceback• Online Content messages, there are prompts to download• Broadcast Media the Texans Mobile app.• Offline Media
  • 42. Click to edit Master title style Make registration as easy as possible! Text keyword (i.e. NEWS, SCORES, etc.) to 88222 A dedicated short code is more expensive For consistency, use same short code in each promotion
  • 43. Click to edit Master title style We dedicated a tab on Facebook to SMS sign-ups
  • 44. Click to edit Master title styleBe timely. Twitter posts on gameday promoting SCORES text club resonated w/ fans.
  • 45. Click to edit Master title style We included the sign-up iFrame (or sign-up info) on all of our mobile properties.Texans Mobile app Online Shop WAP site Texans WAP site
  • 46. Click to edit Master title styleFans can sign up to our text clubs via contest web forms on HoustonTexans.com. Text club sign-ups from preseason watch-and-win promo: 3,815 in 2012 & 3,962 in 2011
  • 47. Click to edit Master title style We have prominent messaging to promote Texans Text Clubs throughout HoustonTexans.com
  • 48. Click to edit Master title style 2012 Houston Texans Cheerleaders Tryouts• 43 finalists• Fan votes via SMS, Twitter, online poll• 301,081 SMS votes April 18-30 – 11,867 uniques• Each SMS vote received a bounceback with txt club sign-up information• Gained 926 subscribers in 13 days – +87.6% avg. daily growth rate• Awareness is crucial!
  • 49. Click to edit Master title style Photo galleries on HoustonTexans.com and Facebook promote FanPix email.1,952 submissions this season. Bounceback email w/sign-up info.
  • 50. Click to edit Master title style Preseason TV txt poll w/ Preseason TV pic-to-screen w/ bounceback message. bounceback message.During 2012 preseason, we received 3,009 txt votes & 3,010 photo submissions.
  • 51. Click to edit Master title stylePic-to-screen promo at Reliant Community Stadium received 2,170 pic Player of the submissions first 5 gms. Month andBounceback message included. Play of the Game pollsSign in Go Texan Store promotes get ~700 txt clubs, mobile app, etc. votes/game. Each SMS vote receives bounceback.
  • 52. Click to edit Master title style KEY TAKEAWAYS Rule of 7 • Rule: You need to hear a message 7x before taking action. Inventory • Utilize every asset at your disposal (platforms, partnerships, etc.) Media • Harness traditional/emerging media to reach consumers Value • Clearly convey the value of the product/service in messages Equity • Look for opportunities to give fans ownership Simplify • Reduce the barriers to entry to help facilitate participation
  • 53. Click to edit Master title style• Any questions
  • 54. Click to edit Master title style Contact InfoNick SchenckDirector of Integrated MediaHouston TexansEmail: nick.schenck@houstontexans.comhttp://tinyurl.com/nschenck