Wimbledon digital 2014 review

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Summary of the digital work by the team at Wimbledon and IBM for the 2014 Wimbledon Championship. Delivered by Alexandra Willis at Digital Sport London in July 2014

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Wimbledon digital 2014 review

  1. 1. WIMBLEDON 2014 ALEXANDRA WILLIS @alex_willis
  2. 2. “TO BE THE NEXT BEST THING TO BEING HERE” "Faced with unprecedented demand in a year of almost pre-destined success, Wimbledon did not stand still, developing engaging touch-points to provide unique access to its iconic brand. A new iPad app, award nominated website, mobile apps and a holistic social media strategy brought Wimbledon to life for 20 million digital users" “Though the relationship between AELTC and IBM has been a long one it needs to keep progressing and developing to continue to be beneficial to both parties.…Delivering a one year challenging project to high global acclaim is challenging. Doing it several years running is harder still.”
  3. 3. AMBITIONS FOR 2014 1. A NEW MOBILE APP 2. IMPROVED DIGITAL EXPERIENCE -IPAD - WEBSITE - VIDEO 3. ENHANCED SOCIAL MEDIA -NEW CONTENT -BESPOKE ACTIVATIONS -PHYSICAL & VIRTUAL
  4. 4. THE NEW MOBILE APP  Experience based design – beauty of grounds, on-the-go, ease of use  Personalised experience – a tailored channel unique to you  Social and live video integration – seamless  Predicting and responding to trends – aiming for industry leading 5* apps 1.7M DOWNLOADS
  5. 5. IMPROVED iPAD APP  Experience based design – beauty of grounds, more in- depth richcontent  Personalised experience – the ability to filter  Live blog and live video integration – seamless  Social Hill – a first in tennis 400K DOWNLOADS
  6. 6. WIMBLEDON.COM STILL THE HERO  Remains a key part of the digital strategy – users have increased 86x since 1995  Still a major focus – 80% of user base still access the desktop version  “Beauty” and “heritage” key aspirations  Content updated over 140,000 times per day powered by IBM
  7. 7. THE DIGITAL NUMBERS 17.1M – UNIQUE USERS (-13%) 63M - VISITS (+17%) 473M – PAGE VIEWS (+9%) 80% - DESKTOP SHARE OF USERS 58% - MOBILE SHARE OF PAGE VIEWS (m.website & apps) 1.3M – LIVE @ WIMBLEDON TV 5.5M – LIVE @ WIMBLEDON RADIO 7.2M – VIDEO VIEWS UK, US, AUSTRALIA, CANADA – TOP COUNTRIES An interesting story... M. (mobile website) -25% up on unique visitors, 39% up on visits, 41% up on page views -> underrated?
  8. 8. SOCIAL MEDIA  Show the lighter side of Wimbledon  Social media volumes are increasing exponentially – 100% Y2Y 2012 to 2013  Understanding and responding to fan interested in real time:  Creates a more engaging and relevant experience on owned channels  Attracts a new audience demographic TOTAL AUDIENCE 4.5M
  9. 9. IMPROVED CONTENT  Dedicated person per platform creating tailored content for each channel to be at the heart of the social conversation  Pictures, pictures, pictures  Providing relevant, useful, unique information  Real-time video sharing with Grabyo to drive tune-in  Q&As & talent partnerships  Andy Murray digigraph  Kvitova, Watson, Dolgopolov, Dimitrov Q&As  Sharapova, Li Na sharing  Bespoke activations  Twitter - #Queueselfie (1.2K tweets)  Google+ - #MyWimbledon (8.5M impressions)  Facebook / Instagram - instastop
  10. 10. VIDEO CLIPS WITH GRABYO
  11. 11. IMRVED CONTENT
  12. 12. ANDY MURRAY DIGIGRAPH 7.2K Tweets 5K Activations
  13. 13. HILL V WORLD  Joining digital with physical  Ask the Hill a question & compare their answer with the World  10K tweets  Available as a responsive design across all digital platforms
  14. 14. @WIMBLEDON TOPIARY IN THE QUEUE
  15. 15. SOCIAL MEDIA COMMAND CENTRE  Practical tool providing real-time insights into the current focus of world wide conversation - source of content  Supporting a virtuous circle of continuously monitoring and
  16. 16. @WIMBLEDON TOPIARY IN THE QUEUE
  17. 17. WHAT NEXT?  Not standing still  Increasingly ‘mobile first’  But not neglecting desktop  Rising above the noise  Transferring audiences  Onsite experience & connectivity
  18. 18. THANK YOU ALEXANDRA WILLIS @alex_willis

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