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EVENT DEBRIEF
LEADERS MEET INNOVATION
#MEETINNOVATION @LEADERSBIZ
SPEAKERS
Text Here
SPEAKERS
NEW COLISEUM
www.RealMarketingRap.com
THE NEW COLISEUM AS ROMA
● James (Jim) Pallotta
● Italian model for stadiums
● Atlanta went over budget
● Poured concrete before finding system integrator
● Built out a grid for each category looked at
various suppliers
● Facial recognition (security issues)
● Digital Tickets
● Make you the 2nd favourite fan through the
experience
● 365 days a year it will be going on
● Steep seating to get fans closer
● No one believe in VR for sport right now
● Trying to future proof the tech
● Coming in under budget and commercial
opportunities will drive success
● eSports - asroma.com/en/esports
○ Paul Rodgers heads up social and digital
THE NEW COLISEUM AS ROMA
● 365 days how you gonna keep them engaged
● Need to get data on fans BIG time
○ Fan manager 18-20 teams
○ Social
○ Ticketing
○ Demographic
○ Sponsorship
● Fan clubs
● Loyalty
● AS Roma have their own studios and have Roma
TV - 7 hours of original TV, which they are now
exporting
● Roma only club who have a radio station
● Crowdsourced website - Fan produce a lot of
content which the team curate
● Hall of Fame
CELTICS OWNER
www.RealMarketingRap.com
SUCCESS IN THE GREEN
● Steve Pagliuca - Co-Owner Boston
Celtics
● Worked on Dunn&Bradstreet deals
● 2.5 billion behind a new brand with
branson
● What do they look for in
investment
○ Increase customer
experience
○ Reduce cost
○ Good management team
○ Good strategy
● Put robots in amazon
● Bring championship to boston
through investment
○ Look at improving fan
experience
○ Open up players
SUCCESS IN THE GREEN
● No cheerleaders nothing but trouble
○ Took 5 years to get them in
● Improve fan experience
● Building community
● Excited about GE - brand that reps the
Celtics values
○ Data on players
○ Health
○ Systems
● 10th model (Money Ball) for drafting and
player analysis
● Ratings up 150%
● 60% people using ticketing on the phone
● 700 billion payments on phone in 2018
● Closer you get to fans the better the
business grows (they want to buy more)
● Needed a coach or GM (Danny Angie)
that must want data and be tech savvy
SUCCESS IN THE GREEN
● Kyrie was a BIG deal
● 2003 previous champs 7 players had
been involved in 30 championships
● Kyrie was seen as one of these guys
● They felt if Kyrie came over and got more
of the ball he would be even better (Data)
● He’s like a 2nd coach
● Really unlucky with Haward
● OTT broadcast and data
○ 25 years ago went out did a talk on
convergence, watching TV then
make a phone call (or through
mail) and vote on something
○ Fans want data immediately
DATA N OIL
www.RealMarketingRap.com
DATA THE NEW OIL
● Retail for VR in the next 2 years
● Data need to get on this ASAP
● 18 billion on Whatsapp for a communication app
● Modernize your core innovate at the edge
● Business Intelligence
○ Run business
○ Differentiate Business
■ Connect people, things and business
○ Data Foundation
● Mode 1 infrastructure
○ Fan - marketing and commerce
○ Team - performance
○ Business - operations
● Mode 2
○ Digital Sports - engage fans in the moment,
predict and reduce injuries, digital athlete
DATA THE NEW OIL
● Car is used on average 4% of the time
● Machine learning and artificial intelligence
● Customer retention for sharks
○ Looking at different sources of info
○ Building a digital profile and work on specific
propositions for different fans at different
times (bad weather analogy)
● @McStravickGreg
FAN EXPERIENCE
www.RealMarketingRap.com
NBA FAN EXPERIENCE
● Amy Brookes
● Stadiums are becoming the town halls of cities
● Seamless, entertaining, personalisation
● Enhancing In-Arena Experience
● Then beyond the Arena
● Pistons - Email changes dynamically
○ with different traffic info and scores depending when
they open it.
● GSW has Chatbot
● Miami - 80% are entering via mobile ticket and mobile wallet
● Flexible ticket products
● Intelligent way finding - Red yellow and green on toilets and
concession stands
● Facial recognition to send to phone from jumbotron
● Augmented reality
● Celtics bingo during a game
NBA FAN EXPERIENCE
● Connected with stadium services via app
● 5 3’s score you get chick-fill-a seamless right through the
mobile app
● NBA has become the Netflix of sports properties, because of
the players
● 1% of fans will ever attend a game
● League pass integrating bring friends into the broadcast but
also host commentators - local friends and celebs
● Snapchat filter
● NBA inplay - real time fantasy app - predicts where it’s going
in the future
● Fantasy league
○ 56% more than average fan in watch time
○ 84 mins on average
● Alexa NBA skills
AI & VOICE
www.RealMarketingRap.com
AI AND THE VOICE OF YOUR TEAM
● Andy Payne - Cisco
● 30x increase since the 70s in internal comms (work
orchestration)
● 50% increase in remote working
● 50% machine learning improves productivity by 2025
● Voice is responsive, instinctual
○ Voice 50,000 yrs old
○ Writing about 5000
● Voice is everywhere (we know this)
○ But it’s about how to tap voice into interface
○ Voice in Display out
○ Team TV distributed video across locations and
teams
AI AND THE VOICE OF YOUR TEAM
● Theo and Dale Ex NBA Pros
○ Stats are creating a lot more intelligence
○ Born way to early
○ Started learning by taping VHS, so much easier
to learn about moves plays and stats
○ Routine changed for the player
○ Access to the NBA is so much better now
● VR and AR could be the next bit
● Social media open accessed
● Who wins this game:
○ Celtics or Sixers
GROWTH STRATEGIES
www.RealMarketingRap.com
INNOVATIVE GROWTH STRATEGIES
● Seem to be taking more of a VC approach to running
a franchise
● Sports is still an undervalued assets which one of the
main drivers of this new approach
● First mover advantages and disadvantages
○ Reward
■ Kinexon - helped understand practice
time and gametime - player advantage
■ PR is great, sends a message
■ Partner opportunities
■ Spark in office and culture
○ Risks
■ Stumble and fall, bet on the wrong horse
■ About getting up
INNOVATIVE GROWTH STRATEGIES
● Sixers innovation lab
○ Seth Berger (And1) founder - needs running
(sold it from 250mill)
○ YouGetGood - eSports helps you go up levels
65% better faster
○ LiveLifeNice - Content company, people doing
good things for others (partnership with time)
○ Monster roster - helps you make better roster
decisions (gaming)
○ Living off the grid - something to do with cats
… (people laughed)
● Smart, intelligent, aggressive CEOs
● Philly doing very well considering their performance
○ There is no magic - hard work, truthful, get out
in front, aggressive marketing and messaging
● Teams are community assets and we are stewards of
them
INNOVATIVE GROWTH STRATEGIES
● Athletes are themselves, they are true to themselves
● Encourage them speaking about their social issues
● NBA has taken on Drugs, AIDs and more
● eSports
○ First NA Sports to buy eSports
○ Crazy big audience
○ More people watch legalises world
○ 40 million tuning into these matches
○ Moves and monetises very differently and no
structure, but next 12 months will be different
○ eSports is going to the moon, but it’s
fundamentally different business
● Not scratched the surface of the value of these clubs
INSTAGRAM
www.RealMarketingRap.com
INSTAGRAM STORYTELLING
● @bougie
● Caroline Drucker
● 800m
● Sports is compelling
● 243m people are connected to sports accounts
● BBall are number
● Fans are looking for the stories behind the game
● Video is huge 80% YoY on time spend on video and 4x
increase
● Unlocking value
○ Find you
■ Authenticity - your true value
■ Personal milestones (can turn
comments)
■ Traingin dats
■ Locker rooms
■ Everyday fun
INSTAGRAM STORYTELLING
● Keep regular
● Under 25’s spend 32 min a day on instagram
● 30% of sports accounts followed by teens
● Keep it consistent - tone
● But not too consistent
● Mix your types up / live, feed, stories
● 100 million people visit explore page every day
● Building a relationship
○ Repurpose content
○ Spice up existing content with stickers
○ Leverage talent
○ Tap into archives to tell stories using your
talent of what they thought of the game play
○ Make ordinary fun
○ Polling
INSTAGRAM STORYTELLING
● More stories tools, face filters, boomerang and super
zoom
● Live is blowing up, cristiano does a lot 360k concurrents
● Live with - this is a very cool bit of tech
● Driving value
○ Promotion Gal Gadot movie poster launch - we
need to do more of this with players
○ Show the love of the game and the players
○ Branded content
■ Marked as sponsors
■ Post performance
○ Insights (mobile and desktop)
○ Awareness > Tune in > merchandise > ticketsales
○ (Shop Now tool drove ticket sales tool)
● Simple but effective
INSTAGRAM STORYTELLING
● Take Aways
○ Users love sports
○ Stories offers immersive way to connect with fans
○ Use it to drive value for the business
LISTEN TO THE FORTNIGHTLY PODCAST
www.RealMarketingRap.com
@BRANDJOE @TBUSH

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Leaders meet innovation

  • 1. EVENT DEBRIEF LEADERS MEET INNOVATION #MEETINNOVATION @LEADERSBIZ
  • 5. THE NEW COLISEUM AS ROMA ● James (Jim) Pallotta ● Italian model for stadiums ● Atlanta went over budget ● Poured concrete before finding system integrator ● Built out a grid for each category looked at various suppliers ● Facial recognition (security issues) ● Digital Tickets ● Make you the 2nd favourite fan through the experience ● 365 days a year it will be going on ● Steep seating to get fans closer ● No one believe in VR for sport right now ● Trying to future proof the tech ● Coming in under budget and commercial opportunities will drive success ● eSports - asroma.com/en/esports ○ Paul Rodgers heads up social and digital
  • 6. THE NEW COLISEUM AS ROMA ● 365 days how you gonna keep them engaged ● Need to get data on fans BIG time ○ Fan manager 18-20 teams ○ Social ○ Ticketing ○ Demographic ○ Sponsorship ● Fan clubs ● Loyalty ● AS Roma have their own studios and have Roma TV - 7 hours of original TV, which they are now exporting ● Roma only club who have a radio station ● Crowdsourced website - Fan produce a lot of content which the team curate ● Hall of Fame
  • 8. SUCCESS IN THE GREEN ● Steve Pagliuca - Co-Owner Boston Celtics ● Worked on Dunn&Bradstreet deals ● 2.5 billion behind a new brand with branson ● What do they look for in investment ○ Increase customer experience ○ Reduce cost ○ Good management team ○ Good strategy ● Put robots in amazon ● Bring championship to boston through investment ○ Look at improving fan experience ○ Open up players
  • 9. SUCCESS IN THE GREEN ● No cheerleaders nothing but trouble ○ Took 5 years to get them in ● Improve fan experience ● Building community ● Excited about GE - brand that reps the Celtics values ○ Data on players ○ Health ○ Systems ● 10th model (Money Ball) for drafting and player analysis ● Ratings up 150% ● 60% people using ticketing on the phone ● 700 billion payments on phone in 2018 ● Closer you get to fans the better the business grows (they want to buy more) ● Needed a coach or GM (Danny Angie) that must want data and be tech savvy
  • 10. SUCCESS IN THE GREEN ● Kyrie was a BIG deal ● 2003 previous champs 7 players had been involved in 30 championships ● Kyrie was seen as one of these guys ● They felt if Kyrie came over and got more of the ball he would be even better (Data) ● He’s like a 2nd coach ● Really unlucky with Haward ● OTT broadcast and data ○ 25 years ago went out did a talk on convergence, watching TV then make a phone call (or through mail) and vote on something ○ Fans want data immediately
  • 12. DATA THE NEW OIL ● Retail for VR in the next 2 years ● Data need to get on this ASAP ● 18 billion on Whatsapp for a communication app ● Modernize your core innovate at the edge ● Business Intelligence ○ Run business ○ Differentiate Business ■ Connect people, things and business ○ Data Foundation ● Mode 1 infrastructure ○ Fan - marketing and commerce ○ Team - performance ○ Business - operations ● Mode 2 ○ Digital Sports - engage fans in the moment, predict and reduce injuries, digital athlete
  • 13. DATA THE NEW OIL ● Car is used on average 4% of the time ● Machine learning and artificial intelligence ● Customer retention for sharks ○ Looking at different sources of info ○ Building a digital profile and work on specific propositions for different fans at different times (bad weather analogy) ● @McStravickGreg
  • 15. NBA FAN EXPERIENCE ● Amy Brookes ● Stadiums are becoming the town halls of cities ● Seamless, entertaining, personalisation ● Enhancing In-Arena Experience ● Then beyond the Arena ● Pistons - Email changes dynamically ○ with different traffic info and scores depending when they open it. ● GSW has Chatbot ● Miami - 80% are entering via mobile ticket and mobile wallet ● Flexible ticket products ● Intelligent way finding - Red yellow and green on toilets and concession stands ● Facial recognition to send to phone from jumbotron ● Augmented reality ● Celtics bingo during a game
  • 16. NBA FAN EXPERIENCE ● Connected with stadium services via app ● 5 3’s score you get chick-fill-a seamless right through the mobile app ● NBA has become the Netflix of sports properties, because of the players ● 1% of fans will ever attend a game ● League pass integrating bring friends into the broadcast but also host commentators - local friends and celebs ● Snapchat filter ● NBA inplay - real time fantasy app - predicts where it’s going in the future ● Fantasy league ○ 56% more than average fan in watch time ○ 84 mins on average ● Alexa NBA skills
  • 18. AI AND THE VOICE OF YOUR TEAM ● Andy Payne - Cisco ● 30x increase since the 70s in internal comms (work orchestration) ● 50% increase in remote working ● 50% machine learning improves productivity by 2025 ● Voice is responsive, instinctual ○ Voice 50,000 yrs old ○ Writing about 5000 ● Voice is everywhere (we know this) ○ But it’s about how to tap voice into interface ○ Voice in Display out ○ Team TV distributed video across locations and teams
  • 19. AI AND THE VOICE OF YOUR TEAM ● Theo and Dale Ex NBA Pros ○ Stats are creating a lot more intelligence ○ Born way to early ○ Started learning by taping VHS, so much easier to learn about moves plays and stats ○ Routine changed for the player ○ Access to the NBA is so much better now ● VR and AR could be the next bit ● Social media open accessed ● Who wins this game: ○ Celtics or Sixers
  • 21. INNOVATIVE GROWTH STRATEGIES ● Seem to be taking more of a VC approach to running a franchise ● Sports is still an undervalued assets which one of the main drivers of this new approach ● First mover advantages and disadvantages ○ Reward ■ Kinexon - helped understand practice time and gametime - player advantage ■ PR is great, sends a message ■ Partner opportunities ■ Spark in office and culture ○ Risks ■ Stumble and fall, bet on the wrong horse ■ About getting up
  • 22. INNOVATIVE GROWTH STRATEGIES ● Sixers innovation lab ○ Seth Berger (And1) founder - needs running (sold it from 250mill) ○ YouGetGood - eSports helps you go up levels 65% better faster ○ LiveLifeNice - Content company, people doing good things for others (partnership with time) ○ Monster roster - helps you make better roster decisions (gaming) ○ Living off the grid - something to do with cats … (people laughed) ● Smart, intelligent, aggressive CEOs ● Philly doing very well considering their performance ○ There is no magic - hard work, truthful, get out in front, aggressive marketing and messaging ● Teams are community assets and we are stewards of them
  • 23. INNOVATIVE GROWTH STRATEGIES ● Athletes are themselves, they are true to themselves ● Encourage them speaking about their social issues ● NBA has taken on Drugs, AIDs and more ● eSports ○ First NA Sports to buy eSports ○ Crazy big audience ○ More people watch legalises world ○ 40 million tuning into these matches ○ Moves and monetises very differently and no structure, but next 12 months will be different ○ eSports is going to the moon, but it’s fundamentally different business ● Not scratched the surface of the value of these clubs
  • 25. INSTAGRAM STORYTELLING ● @bougie ● Caroline Drucker ● 800m ● Sports is compelling ● 243m people are connected to sports accounts ● BBall are number ● Fans are looking for the stories behind the game ● Video is huge 80% YoY on time spend on video and 4x increase ● Unlocking value ○ Find you ■ Authenticity - your true value ■ Personal milestones (can turn comments) ■ Traingin dats ■ Locker rooms ■ Everyday fun
  • 26. INSTAGRAM STORYTELLING ● Keep regular ● Under 25’s spend 32 min a day on instagram ● 30% of sports accounts followed by teens ● Keep it consistent - tone ● But not too consistent ● Mix your types up / live, feed, stories ● 100 million people visit explore page every day ● Building a relationship ○ Repurpose content ○ Spice up existing content with stickers ○ Leverage talent ○ Tap into archives to tell stories using your talent of what they thought of the game play ○ Make ordinary fun ○ Polling
  • 27. INSTAGRAM STORYTELLING ● More stories tools, face filters, boomerang and super zoom ● Live is blowing up, cristiano does a lot 360k concurrents ● Live with - this is a very cool bit of tech ● Driving value ○ Promotion Gal Gadot movie poster launch - we need to do more of this with players ○ Show the love of the game and the players ○ Branded content ■ Marked as sponsors ■ Post performance ○ Insights (mobile and desktop) ○ Awareness > Tune in > merchandise > ticketsales ○ (Shop Now tool drove ticket sales tool) ● Simple but effective
  • 28. INSTAGRAM STORYTELLING ● Take Aways ○ Users love sports ○ Stories offers immersive way to connect with fans ○ Use it to drive value for the business
  • 29. LISTEN TO THE FORTNIGHTLY PODCAST www.RealMarketingRap.com @BRANDJOE @TBUSH