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Celtics 3-Point Play - Gleaning Data from Facebook Engagement
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Celtics 3-Point Play - Gleaning Data from Facebook Engagement

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  • - Players make 3 picks, choosing 1 player for each statistical category Points Rebounds Assists Players couldn’t pick “0”; picks were assessed based on accuracy and degree of risk based on standard deviation of Players’ average statistical output.- Example: picking a player who averaged 3-4 points per game to score 28 points was unlikely, but would earn the most player points if proved accurate. Players earned bonus points for defeating a challenged opponent. Results tabulated after each game; top player over 6-7 game prize period would be awarded prize.
  • Overall goal: Absorb 10% of 400,000 audience when project startedGive prizes away every 2 weeks (Tickets, jerseys, etc.) Promote direct ticket sales on FacebookBuild fan engagement and affinity: Expand Celtics’ Facebook following through viral growth of game among previously unidentified fansBe first to market in pro sports and NBA with Facebook application, continue to be thought-leaders in sports marketing space.Maintain flexibility to roll game out to other platforms down the road Open source (PHP/MySQL) will allow for Celtics.com, mobile app, etc)
  • Transcript

    • 1.
    • 2. Celtics 3-Point Play
      Building engagement while
      generating Facebook fan data
    • 3. AGENDA
    • 4. CELTICS OVERVIEW
      Team History:
      -Founded in 1946
      - 17-Time World Champions
      - 2008 NBA Champions
      - 2 trips to the NBA Finals in the past four seasons
      Current Facts:
      - 230,000+ Twitter followers; 5th largest in N. American team sports
      - 5.3 million Facebook “Likes”; 2nd largest audience among North American team sports.
      - Celtics.com ranks Top 3 in traffic among NBA teams
    • 5. DIGITAL LANDSCAPE
      Website traffic was dropping year over year (Oct 1 – July 1)
      2006-07 – 19.6 million (24-wins, no playoffs)
      2007-08 – 54.6 million (Roster overhaul = 17th NBA Championship)
      2008-09 – 37.0 million (2nd round exit)
      2009-10 – 34.0 million (NBA Finals, 11.5 million in May/June alone)
      2010-11 – 60.0 million (2nd round exit, monthly traffic doubled YOY)
      Social platforms grew exponentiallyover last 12-18 months:
      Regular content engages fans and organically grows audience when fans engage with team (FB wall posts/comments/likes, re-tweets, video embeds)
      Traffic by Location: ~25% of traffic from inside our DMA
    • 6. WHY FACEBOOK?
      Source: www.geekosystem.com
    • 7. WHY FACEBOOK?
      - 2007-08 Season – Celtics Fans congregate in groups on Facebook
      - “Watercooler” tries to sell us Celtics community
      - About 100,000fans grouped across a few unofficial communities
      - Celtics launch Facebook page, absorb unofficial fan groups
      • Summer 2009: 400,000 Facebook Fans – Double the size of our email database
      • 8. Facebook daily growth: 700-800 “Likes” per day
      - Who are these fans? What can we learn about them? Can we monetize them?
      - Facebook gaming (Farmville, MafiaWars) picking up steam
      - Celtics meet with Isobar North America to discuss how to get fans into the database
    • 9. WHY FACEBOOK?
      Facebook “Likes” Growth: January 2009 – October 2009
      Before 3-Point Play Launch
    • 10. THE GOAL
      - Create a straightforward Facebook application to allow Celtics fans to win tickets, all while gathering marketing information
      - Develop an uncomplicated game based on the basketball team that would be quick and easy to play but difficult to win
      • Utilize a basic fantasy and prediction game concept
      • 11. Reward players for how well they know the Celtics and follow the team
      • 12. Drive fan affinity
      • 13. Give fans reason to return to FB page
      • 14. Make the game social so that fans can get their friends involved
      • 15. “Challenge” concept: reward players for beating opponents
      - Create a leaderboard to give players bragging rights
    • 16.
    • 17. GAME VIEW
    • 18. PRIZE PERIOD
    • 19. MAKE YOUR PICKS
    • 20. LOCK IT IN
    • 21. CHALLENGE YOUR FRIENDS
    • 22. RESULTS
    • 23. RESULTS
      • 50,000 in-market players added to Celtics database
      • 24. 25k during regular season
      • 25. 25k more during 2 months of NBA playoffs
      - 12k alone during NBA Finals in 2010.
      • $130,000 in tickets sold to 3PP players (some already in DB)
      • 26. Facebook audience grew dramatically (indirect benefit)
      • 27. Proved concept that Facebook fans will sign up to play in exchange for chance to win tickets; validated Facebook as a valuable marketing channel
    • Facebook “Likes” Growth: January 2009 – July 2011
    • 28. LESSONS LEARNED
      • It takes a concerted effort to drive Facebook fans back to your Facebook page
      • 29. Facebook can change the rules at the drop of a hat
      • 30. Even a “simple” Facebook game is a complex application
      • 31. You need support
      • 32. Plan for bugs
      • 33. Enlist the right partner
      • 34. Set realistic goals – 10% adoption on 400,000fans
      • 35. Direct ticket sales didn’t happen via Facebook application
      • 36. Little available inventory to start with
      • 37. Players mostly bought through other offers after in DB
      • 38. Price points need to be lower for fans to buy via Facebook
    • NEXT STEPS
      • Possibly extend the game’s reach to a mobile app and Celtics.com
      - Push NBA to allow corporate sponsor for game on Facebook
      - 75-mile DMA restrictions
      • Broadcast integration with pregame show
      • 39. Possible arena integration for fans to play in real-time at TD Garden
      • 40. Wireless signal in building is a major factor
      • 41. Sponsor up-sell is a potential solution to currently unavailable in-game “inventory”
      • 42. Play against team legends, Celtics Dancers, broadcasters & celebrity fans
      • 43. Make prizes more experiential – Meet and greets, BTS access, and more
      • 44. Increase social aspect of the game
    • Q & A