Pat Coyle's presentation delivered at SEAT Boston, Aug 2012

1. Harnessing fan power
to sell the experience
Pat Coyle
@sports20

2. How much will you pay for cake?
Product Service Experience
$5.00 $25.00 $100.00
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3. Product versus Experience
Vs.
What are we selling? Vs. What are fans buying?
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4. What’s wrong with this picture?
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5. Enable fans to “share” the experience
train
Fan Content
+
Social (Sharing)
Ticket Sales
5

6. Remember when fans carried cameras?
One fan’s experience
Zack Legend, Colts Fan
View video
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7. Mobile = new world order
Sports smartphones
• 6 billion mobile contracts 65% to 90% of social
(87% of world pop) Sports fans own
smart phones
• Social = #2 mobile activity in U.S. Coyle sports poll ‘12
• 200 million tweets per day Sports Followers
• 55% from mobile devices 116,381,553
• 2 million photos / day
• 1 billion posts per day 447,815,429
• 33% from mobile devices
• 250 million photos / day Sportsfangraph.com
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8. Social Fans attend games!
+ Reach New fans
+ Ticket buyers: 43%
Source: Coyle Media, Social Sports Poll 2011

9. Do you have a WOM strategy?
Fan generated
content is
word-of -mouth for
your event
What are we doing
to increase sharing?
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10. Word of mouth = Social Proof
1 Lots of people are doing it… 3 Fans like me are doing it to…
2 4 My friends are doing it…
Famous people do it…
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11. What are fans
Sharing?
Facebook RSVPs
Each RSVP=
$5+ in
ticket sales

12. Could this math be correct?
1. $5 earned per share
2. Need to sell 5,000 tickets
3. Avg ticket price: $50
4. Value of these tickets: $250,000
5. Need to generate 50,000 shares
6. Avg. attendance per game: 30,000
7. 1.67 shares per attendee to reach goal
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13. Tapping the fan graph
Paid Media
Earned
Media
$$$ Clippers have 335,000 fans on Facebook.
43 million
friends
Time
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14. Fans are already sharing highlights!
28,071 tweets in 24 hours Blake Griffin monster dunk over
Denver’s Kenneth Faried
10,058 within game
Buzzer
Tip
Pre-game
Feb 22, 2012 (Clippers vs Nuggets):
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15. What (else) will fans share, and when?
Post game In advance
IN Post game
game
Very Unlikely Somewhat likely Extremely likely
1 2 3 4 5 15

16. NY Giants: a good integrate LIVE but…
NYG became first team in professional sports to
start, TWEETS in game
broadcast (and on E-signage) during Giants preseason games.
Fans are seeking out ways to get more involved with us
and we are trying to give them that, which is a great thing.
Mike Stevens, CMO, NY Giants 16

17. Fans share photo with team,
team publishes fan photos, fans share!
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www.olapic.com

18. Baltimore Ravens Fan Cam
Fans tag themselves, and share with friends
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www.gigapixelfancam.com

19. What do we expect from social?
Stadium Ticket
Website
Experience Advertising
Content
Are we really using social to
sell the experience? 19

20. To drive more sharing, we need to
understand why do fans share sports?
Very Unlikely Somewhat likely Extremely likely
1 2 3 4 5 20

21. Value Drivers
Of all we could do, what should we do?
• Fans Value: • Teams want:
– Camaraderie – Word-of-mouth
Stadium
– Consistency Digital Layer – Ticket sales
– Recognition
– Access
Bottom Line
Team business benefits
by delivering value to its customers
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22. Camaradarie
Fans love sports because it’s a social experience
What role can digital play?
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23. Fans value camaraderie
Fans actively sharing with other fans
Fans passively
consuming content
friends

24. Consistency
Logistics + tradition = value

25. Consistency
Reduce stress, add convenience

26. Recognition
Member of tribe, but distinct / unique among members
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27. Recognition
Difficult to scale Picture to screen
Text to screen
Tweet to screen

28. Access
Fans want to get closer game, to team, players coaches, premium content

29. What would motivate fans to share more?
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30. Mobile Rewards platform: enthuse
Goals:
1. Hook undergrads on athletics (drive alumni giving)
2. Drive attendance and engagement at all sports (especially Olympic sports)
3. Leverage ubiquitous smartphones (check-in, post, share)
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31. All fans are NOT created equal
+ Tix
+ Tickets + Tickets
- Social + Social
- Tickets - Tickets
- Social + Social
- Tix
- Social + Social
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32. Focus on Millennials
Own Smart phones
18-34 80%
Social Fan 75%
55+ 50%
Source: Social Sports Poll 2012
18-34 year olds rely more on social content to
make purchasing decisions (vs. boomers)
…the only way to really connect with millennials is to encourage everyone who
uses your products or services to share their opinions – then distribute this
content far and wide - Erin Mulligan Nelson is CMO of Bazaarvoice 32

33. Gatorade case: focus on target
Gatorade exits the
Commodity race The numbers told a story:
Though the brand acted like the PepsiCo property it
was, blasting mass-market advertising to men ages 18 to
49,
Gatorade consumers had defined themselves. High-school
athletes made up 15% of customers; marathoners and
weekend-warrior types made up another 7%.
But those folks loved Gatorade; that 22% combined for
46% of all sales.
“Strategy is what you choose NOT to do”
- Michael Porter, Harvard Professor
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34. Game plan:
Train your fans to promote the experience
1. Define profitable fan behavior – what do you want fans to do?
(attend games, create content, share experiences, etc)
2. Invite & reward fan behavior – camaraderie, consistency, recognition, access
3. Test, repeat & expand – continuity program
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35. Deliver Value first
Business
Homer’s
goals:
Value
drivers:
Make Money
Push content
Sleep
Keep up with
Donuts
other teams
Beer
Sex
Etc
Technology second

36. One more value driver:
fans love to hate too!
Social positioning
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37. When in doubt, remember
Social = People
Media = connections
If you connect your fans to each other,
you’ll connect them to your brand

38. Thank you
Pat@coylemedia.com
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