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WIMBLEDON 2014
ALEXANDRA WILLIS
@alex_willis
“TO BE THE NEXT BEST
THING TO BEING HERE”
"Faced with unprecedented demand in a year of
almost pre-destined success, Wimbledon did not
stand still, developing engaging touch-points to
provide unique access to its iconic brand. A new iPad
app, award nominated website, mobile apps and a
holistic social media strategy brought Wimbledon to
life for 20 million digital users"
“Though the relationship between AELTC and IBM
has been a long one it needs to keep progressing and
developing to continue to be beneficial to both
parties.…Delivering a one year challenging project to
high global acclaim is challenging. Doing it several
years running is harder still.”
AMBITIONS FOR 2014
1. A NEW MOBILE APP
2. IMPROVED DIGITAL EXPERIENCE
-IPAD
- WEBSITE
- VIDEO
3. ENHANCED SOCIAL MEDIA
-NEW CONTENT
-BESPOKE ACTIVATIONS
-PHYSICAL & VIRTUAL
THE NEW MOBILE APP
 Experience based
design – beauty of
grounds, on-the-go,
ease of use
 Personalised
experience – a tailored
channel unique to you
 Social and live video
integration – seamless
 Predicting and
responding to trends –
aiming for industry
leading 5* apps
1.7M DOWNLOADS
IMPROVED iPAD APP
 Experience based
design – beauty of
grounds, more in-
depth richcontent
 Personalised
experience – the
ability to filter
 Live blog and live
video integration –
seamless
 Social Hill –
a first in tennis
400K
DOWNLOADS
WIMBLEDON.COM
STILL THE HERO
 Remains a key part of the digital
strategy – users have increased 86x
since 1995
 Still a major focus – 80% of user
base still access the desktop version
 “Beauty” and “heritage” key
aspirations
 Content updated over 140,000
times per day powered by IBM
THE DIGITAL NUMBERS
17.1M – UNIQUE USERS (-13%)
63M - VISITS (+17%)
473M – PAGE VIEWS (+9%)
80% - DESKTOP SHARE OF USERS
58% - MOBILE SHARE OF PAGE VIEWS
(m.website & apps)
1.3M – LIVE @ WIMBLEDON TV
5.5M – LIVE @ WIMBLEDON RADIO
7.2M – VIDEO VIEWS
UK, US, AUSTRALIA, CANADA – TOP COUNTRIES
An interesting story... M. (mobile website)
-25% up on unique visitors, 39% up on
visits, 41% up on page views
-> underrated?
SOCIAL MEDIA  Show the lighter side of
Wimbledon
 Social media volumes are
increasing exponentially –
100% Y2Y 2012 to 2013
 Understanding and
responding to fan
interested in real time:
 Creates a more
engaging and relevant
experience on owned
channels
 Attracts a new audience
demographic
TOTAL AUDIENCE 4.5M
IMPROVED CONTENT
 Dedicated person per platform creating tailored content for
each channel to be at the heart of the social conversation
 Pictures, pictures, pictures
 Providing relevant, useful, unique information
 Real-time video sharing with Grabyo to drive tune-in
 Q&As & talent partnerships
 Andy Murray digigraph
 Kvitova, Watson, Dolgopolov, Dimitrov Q&As
 Sharapova, Li Na sharing
 Bespoke activations
 Twitter - #Queueselfie (1.2K tweets)
 Google+ - #MyWimbledon (8.5M impressions)
 Facebook / Instagram - instastop
VIDEO CLIPS WITH GRABYO
IMRVED CONTENT
ANDY MURRAY DIGIGRAPH
7.2K Tweets
5K Activations
HILL V WORLD
 Joining digital with physical
 Ask the Hill a question & compare
their answer with the World
 10K tweets
 Available as a responsive design
across all digital platforms
@WIMBLEDON TOPIARY IN THE QUEUE
SOCIAL MEDIA COMMAND CENTRE
 Practical tool providing real-time insights into the current focus of
world wide conversation - source of content
 Supporting a virtuous circle of continuously monitoring and
@WIMBLEDON TOPIARY IN THE QUEUE
WHAT NEXT?
 Not standing still
 Increasingly ‘mobile first’
 But not neglecting desktop
 Rising above the noise
 Transferring audiences
 Onsite experience & connectivity
THANK YOU
ALEXANDRA WILLIS
@alex_willis

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Wimbledon digital 2014 review

  • 2. “TO BE THE NEXT BEST THING TO BEING HERE” "Faced with unprecedented demand in a year of almost pre-destined success, Wimbledon did not stand still, developing engaging touch-points to provide unique access to its iconic brand. A new iPad app, award nominated website, mobile apps and a holistic social media strategy brought Wimbledon to life for 20 million digital users" “Though the relationship between AELTC and IBM has been a long one it needs to keep progressing and developing to continue to be beneficial to both parties.…Delivering a one year challenging project to high global acclaim is challenging. Doing it several years running is harder still.”
  • 3. AMBITIONS FOR 2014 1. A NEW MOBILE APP 2. IMPROVED DIGITAL EXPERIENCE -IPAD - WEBSITE - VIDEO 3. ENHANCED SOCIAL MEDIA -NEW CONTENT -BESPOKE ACTIVATIONS -PHYSICAL & VIRTUAL
  • 4. THE NEW MOBILE APP  Experience based design – beauty of grounds, on-the-go, ease of use  Personalised experience – a tailored channel unique to you  Social and live video integration – seamless  Predicting and responding to trends – aiming for industry leading 5* apps 1.7M DOWNLOADS
  • 5. IMPROVED iPAD APP  Experience based design – beauty of grounds, more in- depth richcontent  Personalised experience – the ability to filter  Live blog and live video integration – seamless  Social Hill – a first in tennis 400K DOWNLOADS
  • 6. WIMBLEDON.COM STILL THE HERO  Remains a key part of the digital strategy – users have increased 86x since 1995  Still a major focus – 80% of user base still access the desktop version  “Beauty” and “heritage” key aspirations  Content updated over 140,000 times per day powered by IBM
  • 7. THE DIGITAL NUMBERS 17.1M – UNIQUE USERS (-13%) 63M - VISITS (+17%) 473M – PAGE VIEWS (+9%) 80% - DESKTOP SHARE OF USERS 58% - MOBILE SHARE OF PAGE VIEWS (m.website & apps) 1.3M – LIVE @ WIMBLEDON TV 5.5M – LIVE @ WIMBLEDON RADIO 7.2M – VIDEO VIEWS UK, US, AUSTRALIA, CANADA – TOP COUNTRIES An interesting story... M. (mobile website) -25% up on unique visitors, 39% up on visits, 41% up on page views -> underrated?
  • 8. SOCIAL MEDIA  Show the lighter side of Wimbledon  Social media volumes are increasing exponentially – 100% Y2Y 2012 to 2013  Understanding and responding to fan interested in real time:  Creates a more engaging and relevant experience on owned channels  Attracts a new audience demographic TOTAL AUDIENCE 4.5M
  • 9. IMPROVED CONTENT  Dedicated person per platform creating tailored content for each channel to be at the heart of the social conversation  Pictures, pictures, pictures  Providing relevant, useful, unique information  Real-time video sharing with Grabyo to drive tune-in  Q&As & talent partnerships  Andy Murray digigraph  Kvitova, Watson, Dolgopolov, Dimitrov Q&As  Sharapova, Li Na sharing  Bespoke activations  Twitter - #Queueselfie (1.2K tweets)  Google+ - #MyWimbledon (8.5M impressions)  Facebook / Instagram - instastop
  • 12. ANDY MURRAY DIGIGRAPH 7.2K Tweets 5K Activations
  • 13. HILL V WORLD  Joining digital with physical  Ask the Hill a question & compare their answer with the World  10K tweets  Available as a responsive design across all digital platforms
  • 15. SOCIAL MEDIA COMMAND CENTRE  Practical tool providing real-time insights into the current focus of world wide conversation - source of content  Supporting a virtuous circle of continuously monitoring and
  • 17. WHAT NEXT?  Not standing still  Increasingly ‘mobile first’  But not neglecting desktop  Rising above the noise  Transferring audiences  Onsite experience & connectivity