1.
Converting passions into new customers

2.
VS

3.
3º Man City
Compared to the
sites of rivals like
Man United and
Chelsea, Man City
has the worst
access number,
with bad index of
bounce rate (57%),
visit in pages and
time of visit.
Similar Werb: 12/2016
Man United
Chelsea

4.
3º Man City
Compared to the
sites of rivals like
Man United and
Chelsea, Man City
has the medium
access number,
with good index of
bounce rate (57%),
visit in pages and
time of visit.
Similar Werb: 12/2016
Man United
Chelsea

5.
4º MAN CITY
Compared to the websites of
rivals in England, Man City has
the fourth highest score in SEO,
far from the Man United,
Arsenal and Chelsea.
Tools: neilpatel.com/

6.
4º MAN CITY
Compared to the websites of
rivals in England, Man City has
the third highest score in SEO,
very close from the Man United,
Arsenal, better than Chelsea.
Tools: neilpatel.com/

7.
Tools: neilpatel.com/

8.
Undisclosed button for
converting access to e-
commerce.
In the central part of
the site the conversion
strategy for e-
commerce of the team
is evident.
HOTMEDIUM
Focus on news content,
with carousel header,
one e-commerce slide
with product
advertising.
Big website with many
article and blocks
content.

9.
1º Click Brand Site 2º Click E-commerce
WEBSITE HAS AN OBJECTIVE NAVIGATION AND THAT FACILITATES THE CONVERSION TO E-COMMERCE, has up to three ways
to reach the virtual store. It’s complies well with the aspect of linking and pagination, present a design and a differentiated navigation
experience. Its follow the same visual identity between brandsite and e-commerce.

10.
Website has a best navigation structure and
design, especially header, with a lot of content.
Great Highlights categorization hierarchy. Make
good use of the club's visual identity. With a
mobile or responsive site, this impacts on the
Bounce Rate number.
The e-commerce with design focused on brand experience,
uses the identity of the club. Usability and navigation starting
by categories, with less focus on sku, offers a variety of
product categories, and the aim of navigation and design. The
platform owns the team. It benefits of free shipping, delivery
up to eight hours in England. Works with language in English
only. Major failure by the site not be responsive or mobile.
AVAREGE VISITS
BOUNCE RATE
Not a mobile or responsive site Not a mobile or responsive site

11.
1.4
M MOUNTH
USERS
DESKTOP AND
MOBILE
+16 Million
UVS/YEAR
AVERAGE
86%
14%
17% OF THE AUDIENCE OF
THE REAL SOCIETY IS ADVISED OF
SOCIAL NETWORKS
+29M
USERS
+29M +3.9M +4.3M+812Mil
+29M
+16MYear
followers

12.
2 Takeaways
CREATE A NEW WEBSITE AND E-COMMERCE PLATFORM
Man City Website Man City Shop
www.MANCITY.com

13.
602K
148K
Conversion
To Shop
Bounce Rate
Conversion
103K
Conversion
To Shop (-Bounce)
1.4M
Website Ticket Avarege
80,00
Conversion Sales
Avarege
7%
Sales Final
Avarege (mounth)
560000
7K
Conversion
Final
% Bounce Rate (57%) very high, with
conversion to e-commerce medium, with
10% of total access. This impacts the final
outcome of sales.
% Bounce Rate (30%) medium, access
number can be improved according to
investment media (19%) and website
conversion for e-commerce.
Website E-commerce

14.
New fan
Buyer
Fan supporter,
punctual buyer of
tickets and
products
Buyer
Frequent
Conversion
Website, Stadium
Awareness
Knowledge
Frequency
Loyalty and
Recurrence
Clusters
Involvement

15.
2016-02-22
Key Strategy
Digital Media
Develop:
• Reforce the Digital and Website Strategy
• Target understanding (digital social listening and behavior)
• Investment requirements (Metrics, KPIs & Optmization).
Develop:
• Improve a social media strategy for e-commerce conversion.
• Increase conversion contact points for e-commerce.
Extend:
• Digital Brand metrics to increase category & Brand awareness
(penetration through digital football).
• New Digital Social Media Strategy, need to increase the
followers number.
E-commerce & E-retail
Brand Equity

16.
4. HOW TO BRING TRAFFIC
TO THE SITE STRATEGY
Brand Awareness
Media Performance
3. EVOLVING TOOL
MAINTENANCE
Tools + intelligence
Business = Results
Planning
Development
Action
Check

17.
Consumer
Experience
Content
Football
Product
Finder
News
Club
Tickets
Match
Online
Purchase
1 Awareness 2 Experience 3 Engagement 4 Loyalty
Website Mobile AppCall Center
Shop Online / Call Center
Marketing
Communication
Customer Info
/ Insight
Call to
Action
Call to
Action
Repurchase
4 Purchase Stages in E-Commerce
ManCity.com
+29M
+16MYEAR
FOLLOWERS

18.
Automated Purchase Process
2016-02-22
Convenience experience
Consumer loyalty and purchase guaranteed

19.
Resume
Experience in the Digital Marketing and
communication
• 8 years experience in Marketing, with leading innovation projects, business and
marketing strategy, brand awareness, product launches, advertising campaigns
(brand awareness) and management e-retail channels and e-commerce.
• Solid knowledge and experience in managing digital projects, communication and
marketing planning, participation in the corporate strategies and responsible for
evaluating digital return, digital funnil routine, join the brand awareness with
convertion sales.
• Manage in the implementation of other digital marketing activities such as
SEO/SEM, email marketing, digital media campaigns and social media.
• Solid knowledge and experience with analytcs in digital projects and business
inteligence, domain the KPIs with Google Analytcs, Google Adwords, Facebook
Ads, Programatic Media, DoubleClick, Social Mantic and Scup.
• Experience with social media planning: activation, promotion, communication,
CRM, user attendance, analytic behaviour (Scup).
• Digital marketing strategy management with advertising agency, Google,
Facebook and Scup.
• Management of the marketing budget, P&L and Finance Cost.
• Responsible for the implementation of E-commerce (e-business) and Market
Place (e-retail), from the initial stage of detailing services, P&L, KPIs, contract SLAs
with partners (fullfilment, backend, frontend, SAC, ERP). Responsible for
supporting and supporting the planning and development of strategic accounts in
the online channel, with growth potential in the sales área.
Experience in Sports:
• Organized Volvo Ocean Race 2015 Team
SCA in Brazil.
• Work with marketing actions: Palmeiras,
Santos and Coritiba.
• First Elderly Run in Brazil 2014 -
Copacabana.
• Sponsorship team ABC Football (RN) 2010 -
Brand Biofral.
• Owner of the first social media with focus
in sports 2015: Sportt.
29 anos
São Paulo
Digital
Marketing and
Communication

20.
www.digitalsportt.com