Thriving in a digital world


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Presentation given by Minnesota Timberwolves & Lynx CMO Ted Johnson @WolvesCMO at the SRG Conferences in Sydney & New Zealand in July 2010

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  • Crazy Industry Fast paced Never enough hours in the day Lots of demands for our time Everything we do is scrutinized in the media We often settle for surviving But we really need to gear ourselves to not survive but rather, THRIVE in this new digital world
  • Thriving in a digital world

    2. 2. Consumer Reality <ul><li>Consumer is better informed </li></ul><ul><li>Has more choices at their fingertips </li></ul><ul><li>More media and marketing literate -smarter </li></ul>
    3. 3. Our Competition <ul><li>Smallest U.S. market to have teams in all 5 pro leagues </li></ul><ul><li>3 minor league teams </li></ul><ul><li>12th largest University in the US (3 sizeable programs) </li></ul><ul><li>Most colleges within a 60-mile radius </li></ul><ul><li>Some of the highest arts and theater per capita spending in the U.S. </li></ul><ul><li>Boom of new facilities: Excel, TCF, Target Field, Vikings? </li></ul><ul><li>Premium seating capacity has doubled in 2 yrs </li></ul><ul><li>Sponsorship inventory has doubled in 2 yrs </li></ul><ul><li>ESPN rankings: Target Field #1, Lambeau Field #2, Excel #3 </li></ul>
    4. 4. Our Response <ul><li>Create a culture of change </li></ul><ul><li>Become more sophisticated in </li></ul><ul><ul><li>Capturing fans </li></ul></ul><ul><ul><li>Engaging fans </li></ul></ul><ul><ul><li>Converting fans into revenue </li></ul></ul><ul><li>Use Technology to </li></ul><ul><ul><li>Get smarter & faster </li></ul></ul><ul><ul><li>With tough economy, do more with less </li></ul></ul>
    5. 5. Use of Technology <ul><li>Is not the answer –simply a tool </li></ul><ul><li>Still need sound marketing and sales strategies </li></ul><ul><li>One great strength is that it enables two-way conversations </li></ul>
    6. 6. The Marketing (R)evolution <1990 1990s Direct Mail Telephone 1999 2000s 2010 TV Radio Print Display IM Email Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web Social DM Voice Marketing Mobile Email SMS + MMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter Mobile Apps Geolocation ?
    7. 7. Technology 2003 vs. 2010 Season Ticket Survey Partial Ticket Survey Single Game survey One-to-one platforms Relationship Management Lead Scoring Data Appends Market Research Lifestyle clusters Regression Models Buyer Segmentation
    8. 8. Staffing 2003 vs. 2010 Designers/Developers Full Time Full Time Full Time IT Support Full Time .25 Video Full Time 5 Full Time .5
    9. 9. Staffing 2003 vs. 2010 Designers/Developers Content/Monitors Intern Intern Intern Intern Seasonal Full Time Full Time Full Time IT Support Sponsorship Full Time .5 Full Time .5 Full Time .25 Database/Analytics Full Time Full Time Intern Video Full Time .5 Full Time .5 Full Time .5 Full Time .5
    10. 10. Brand Management <ul><li>Stimulate demand </li></ul><ul><li>Manage reputation </li></ul><ul><li>Create value in something other than wins & losses </li></ul><ul><li>Articulate your value to partners </li></ul>
    11. 11. Regression Modeling <ul><li>Creates demand curve </li></ul><ul><li>Allows for variable pricing </li></ul><ul><li>Analyze historical data </li></ul><ul><li>Test variables </li></ul><ul><li>Ours has gotten within 5% </li></ul>Opponent Weekday Date Individual rev Boston Celtics Wed 11/4/2009 2120 87,775 Cleveland Cavaliers Fri 10/30/2009 2085 79,495 L.A. Lakers Fri 4/9/2010 2085 79,495 Orlando Magic Fri 1/1/2010 1690 53,155 Phoenix Suns Fri 11/27/2009 1424 44,864 Washington Wizards Sat 12/26/2009 1424 44,864 Indiana Pacers Fri 1/8/2010 1153 37,251 New Orleans Hornets Fri 1/22/2010 1153 37,251 New York Knicks Sun 1/31/2010 1153 37,251 Memphis Grizzlies Sat 2/6/2010 1153 37,251 Chicago Bulls Fri 2/19/2010 1153 37,251 Oklahoma City Thunder Sun 2/21/2010 1153 37,251 Portland Trail Blazers Sat 2/27/2010 1153 37,251 Milwaukee Bucks Fri 11/6/2009 886 28,960 Dallas Mavericks Fri 11/13/2009 886 28,960 Utah Jazz Sat 12/5/2009 886 28,960 Sacramento Kings Fri 12/18/2009 886 28,960 Houston Rockets Sat 3/6/2010 886 28,960 San Antonio Spurs Fri 3/12/2010 886 28,960 Phoenix Suns Sun 3/28/2010 886 28,960 Miami Heat Sat 4/3/2010 886 28,960 Utah Jazz Wed 12/30/2009 851 26,698 L.A. Clippers Fri 1/29/2010 843 25,312 Philadelphia 76ers Mon 1/18/2010 580 19,085 Oklahoma City Thunder Wed 1/20/2010 580 19,085 New Jersey Nets Wed 10/28/2009 314 10,794 Portland Trail Blazers Wed 11/11/2009 314 10,794 Houston Rockets Wed 11/18/2009 314 10,794 Denver Nuggets Wed 11/25/2009 314 10,794 Memphis Grizzlies Wed 12/2/2009 314 10,794 New Orleans Hornets Wed 12/9/2009 314 10,794 Atlanta Hawks Tue 12/22/2009 314 10,794 Dallas Mavericks Mon 3/8/2010 314 10,794 Denver Nuggets Wed 3/10/2010 314 10,794 Sacramento Kings Wed 3/31/2010 314 10,794 Detroit Pistons Wed 4/14/2010 314 10,794 Golden State Warriors Wed 1/6/2010 270 7,146 Charlotte Hornets Wed 2/10/2010 270 7,146 L.A. Clippers Wed 12/16/2009 4 1,146 Toronto Raptors Mon 3/22/2010 4 1,146 Golden State Warriors Wed 4/7/2010 4 1,146
    12. 12. Buyer Segmentation <ul><li>Right message to the right person </li></ul><ul><li>Drives media selections </li></ul><ul><li>Helps develop ticket products/promotions </li></ul><ul><li>College Night success </li></ul><ul><ul><li>2010 4,204 tickets </li></ul></ul><ul><ul><li>60% increase YOY </li></ul></ul>Experientialists Party People 63%/37% 38 (28-49) $93k $86k 31 (25-44) 57%/43% 64% 33% <ul><li>See NBA games as exciting family entertainment and bonding experiences. </li></ul><ul><li>Care a lot about the overall experience. </li></ul><ul><li>More casual but positive towards their experiences. </li></ul><ul><li>Go to games w/a significant other (almost always buy 2 tix) </li></ul><ul><li>Primarily attend games as part of a fun night out </li></ul><ul><li>Looking for lively atmosphere </li></ul><ul><li>Neutral attitudes about overall experience </li></ul>
    13. 13. Data Acquisition <ul><li>Fans at game </li></ul><ul><li>400+ events: we go to them </li></ul><ul><li>Grown our database from 30,000 opt-ins to 85,000 in 2 years </li></ul><ul><li>Analysis of ETW drives additional events </li></ul>
    14. 14. Online Buzz Project <ul><li>24,000 posts </li></ul><ul><li>Influence the conversation </li></ul><ul><li>Promote and convert </li></ul><ul><ul><li>Briefings </li></ul></ul><ul><ul><li>locker room </li></ul></ul><ul><ul><li>press conferences </li></ul></ul><ul><ul><li>media seating </li></ul></ul><ul><ul><li>broadcast truck </li></ul></ul><ul><ul><li>Player access </li></ul></ul>Tonality Top 250 Positive Neutral Negative Gold promote convert isolate Silver frequency convert mitigate Bronze frequency ignore ignore
    15. 15. Social Media Advisory Team <ul><li>Establishment of Wolves SMAT </li></ul><ul><li>Agency, vendors, top activists </li></ul><ul><li>Assist in developing strategies </li></ul><ul><ul><li>Prioritizes platforms </li></ul></ul><ul><ul><li>Sweepstakes ideas </li></ul></ul><ul><ul><li>Fan access </li></ul></ul>
    16. 16. Social Media <ul><li>Go to where fans are </li></ul><ul><li>Wild, wild, west </li></ul><ul><li>Lots of Q’s and not many answers </li></ul><ul><li>Tickets </li></ul><ul><ul><li>Sweepstakes –data acquisition </li></ul></ul><ul><ul><li>Tweet ups </li></ul></ul><ul><ul><li>Deals and discounts </li></ul></ul><ul><li>Sponsorship is hard </li></ul>
    17. 17. Interactive Broadcast <ul><li>Fully Integrated effort </li></ul><ul><ul><li>Built our brand </li></ul></ul><ul><ul><li>Moved ticket sales </li></ul></ul><ul><ul><li>Supported corporate sales </li></ul></ul><ul><li>Sponsor wanted to be positioned as innovative </li></ul><ul><li>Wolves needed big kick-off to the new sales campaign </li></ul>
    18. 18. Interactive Broadcast <ul><li>VIDEO </li></ul>
    19. 19. Interactive Broadcast <ul><li>Doubled unique visitors, tripled page views </li></ul><ul><li>Time on site from 3.5 to 5.8 minutes </li></ul><ul><li>650 text votes, 400 twitter questions, 1200 chat comments </li></ul><ul><li>Nominated for a regional Emmy Award </li></ul><ul><li>National media coverage </li></ul><ul><li>Repositioned team for Run with the Pack </li></ul><ul><ul><li>Top 5 in NBA in new season tickets sold </li></ul></ul><ul><ul><li>Already 2,000 new fulls </li></ul></ul>
    20. 20. <ul><li>Just launched v2.0 </li></ul><ul><li>Aggregates social media </li></ul><ul><li>Safe environment for non-adopters </li></ul><ul><li>V3.0 in October with sponsorship & tix </li></ul>
    21. 21. Player Campaigns <ul><li>Builds relationship with key asset </li></ul><ul><li>Creates topic of conversation </li></ul><ul><li>Builds fan interest </li></ul><ul><li>Integrates sponsors </li></ul>
    22. 22. Player Campaign
    23. 23. Player Campaigns <ul><li>12 million media impressions </li></ul><ul><li>4.6 average visit </li></ul><ul><li>Corey Brewer placed 9 out of 30 players </li></ul><ul><li>Caribou Coffee was upsold on their deal </li></ul>
    24. 24. Draft Central <ul><li>Average site visit of 5 minutes </li></ul><ul><li>Unique sponsorships </li></ul><ul><li>Helped drive 500 Pay the Pick tickets (Full) </li></ul><ul><li>Fans provided content through social media </li></ul>
    25. 25. Draft Live 2010
    26. 26. Draft Live 2010 <ul><li>2 hour show </li></ul><ul><li>9,000 Unique </li></ul><ul><li>900% growth YOY </li></ul><ul><li>34% participation </li></ul><ul><li>Average reader duration 36 min. </li></ul><ul><li>9 sponsors </li></ul><ul><li>Only live draft show in NBA </li></ul>
    27. 27. <ul><li>72% of single game tickets are sold online (up from 35%) </li></ul><ul><li>Seeing larger packages move online </li></ul><ul><li>Hundreds of thousands in sponsorship </li></ul>
    28. 28. .com Guide <ul><li>Schedules content like a television station </li></ul><ul><li>Creates destination content </li></ul><ul><li>Next season will feature live shows </li></ul>
    29. 29. .com ChatterBox <ul><li>New sponsorship opportunity </li></ul><ul><li>Drives longer site visits </li></ul><ul><li>Fan provided content </li></ul>
    30. 30. <ul><li>Are you prepared </li></ul><ul><li>to thrive? </li></ul>