Celtics 3-Point Play <br />Building engagement while <br />generating Facebook fan data<br />
AGENDA<br />
CELTICS OVERVIEW<br />Team History:<br />-Founded in 1946<br />- 17-Time World Champions<br />- 2008 NBA Champions<br />- ...
DIGITAL LANDSCAPE<br />Website traffic was dropping year over year (Oct 1 – July 1)<br />2006-07 – 19.6 million (24-wins, ...
WHY FACEBOOK?<br />Source: www.geekosystem.com<br />
WHY FACEBOOK?<br />- 2007-08 Season – Celtics Fans congregate in groups on Facebook<br />	- “Watercooler” tries to sell us...
 Facebook daily growth: 700-800 “Likes” per day</li></ul>- Who are these fans? What can we learn about them? Can we moneti...
WHY FACEBOOK?<br />Facebook “Likes” Growth: January 2009 – October 2009<br />Before 3-Point Play Launch<br />
THE GOAL<br />- Create a straightforward Facebook application to allow Celtics fans to win tickets, all while gathering ma...
 Reward players for how well they know the Celtics and follow the team
 Drive fan affinity
 Give fans reason to return to FB page
 Make the game social so that fans can get their friends involved
“Challenge” concept: reward players for beating opponents</li></ul>- Create a leaderboard to give players bragging rights<...
GAME VIEW<br />
PRIZE PERIOD<br />
MAKE YOUR PICKS<br />
LOCK IT IN<br />
CHALLENGE YOUR FRIENDS<br />
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Celtics 3-Point Play - Gleaning Data from Facebook Engagement

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  • - Players make 3 picks, choosing 1 player for each statistical category Points Rebounds Assists Players couldn’t pick “0”; picks were assessed based on accuracy and degree of risk based on standard deviation of Players’ average statistical output.- Example: picking a player who averaged 3-4 points per game to score 28 points was unlikely, but would earn the most player points if proved accurate. Players earned bonus points for defeating a challenged opponent. Results tabulated after each game; top player over 6-7 game prize period would be awarded prize.
  • Overall goal: Absorb 10% of 400,000 audience when project startedGive prizes away every 2 weeks (Tickets, jerseys, etc.) Promote direct ticket sales on FacebookBuild fan engagement and affinity: Expand Celtics’ Facebook following through viral growth of game among previously unidentified fansBe first to market in pro sports and NBA with Facebook application, continue to be thought-leaders in sports marketing space.Maintain flexibility to roll game out to other platforms down the road Open source (PHP/MySQL) will allow for Celtics.com, mobile app, etc)
  • Celtics 3-Point Play - Gleaning Data from Facebook Engagement

    1. 1.
    2. 2. Celtics 3-Point Play <br />Building engagement while <br />generating Facebook fan data<br />
    3. 3. AGENDA<br />
    4. 4. CELTICS OVERVIEW<br />Team History:<br />-Founded in 1946<br />- 17-Time World Champions<br />- 2008 NBA Champions<br />- 2 trips to the NBA Finals in the past four seasons<br />Current Facts:<br />- 230,000+ Twitter followers; 5th largest in N. American team sports<br />- 5.3 million Facebook “Likes”; 2nd largest audience among North American team sports.<br />- Celtics.com ranks Top 3 in traffic among NBA teams<br />
    5. 5. DIGITAL LANDSCAPE<br />Website traffic was dropping year over year (Oct 1 – July 1)<br />2006-07 – 19.6 million (24-wins, no playoffs)<br />2007-08 – 54.6 million (Roster overhaul = 17th NBA Championship)<br />2008-09 – 37.0 million (2nd round exit)<br />2009-10 – 34.0 million (NBA Finals, 11.5 million in May/June alone)<br />2010-11 – 60.0 million (2nd round exit, monthly traffic doubled YOY)<br />Social platforms grew exponentiallyover last 12-18 months:<br />Regular content engages fans and organically grows audience when fans engage with team (FB wall posts/comments/likes, re-tweets, video embeds)<br />Traffic by Location: ~25% of traffic from inside our DMA<br />
    6. 6. WHY FACEBOOK?<br />Source: www.geekosystem.com<br />
    7. 7. WHY FACEBOOK?<br />- 2007-08 Season – Celtics Fans congregate in groups on Facebook<br /> - “Watercooler” tries to sell us Celtics community<br />- About 100,000fans grouped across a few unofficial communities<br />- Celtics launch Facebook page, absorb unofficial fan groups<br /><ul><li>Summer 2009: 400,000 Facebook Fans – Double the size of our email database
    8. 8. Facebook daily growth: 700-800 “Likes” per day</li></ul>- Who are these fans? What can we learn about them? Can we monetize them?<br />- Facebook gaming (Farmville, MafiaWars) picking up steam<br />- Celtics meet with Isobar North America to discuss how to get fans into the database<br />
    9. 9. WHY FACEBOOK?<br />Facebook “Likes” Growth: January 2009 – October 2009<br />Before 3-Point Play Launch<br />
    10. 10. THE GOAL<br />- Create a straightforward Facebook application to allow Celtics fans to win tickets, all while gathering marketing information<br />- Develop an uncomplicated game based on the basketball team that would be quick and easy to play but difficult to win<br /><ul><li>Utilize a basic fantasy and prediction game concept
    11. 11. Reward players for how well they know the Celtics and follow the team
    12. 12. Drive fan affinity
    13. 13. Give fans reason to return to FB page
    14. 14. Make the game social so that fans can get their friends involved
    15. 15. “Challenge” concept: reward players for beating opponents</li></ul>- Create a leaderboard to give players bragging rights<br />
    16. 16.
    17. 17. GAME VIEW<br />
    18. 18. PRIZE PERIOD<br />
    19. 19. MAKE YOUR PICKS<br />
    20. 20. LOCK IT IN<br />
    21. 21. CHALLENGE YOUR FRIENDS<br />
    22. 22. RESULTS<br />
    23. 23. RESULTS<br /><ul><li>50,000 in-market players added to Celtics database
    24. 24. 25k during regular season
    25. 25. 25k more during 2 months of NBA playoffs</li></ul>- 12k alone during NBA Finals in 2010.<br /><ul><li> $130,000 in tickets sold to 3PP players (some already in DB)
    26. 26. Facebook audience grew dramatically (indirect benefit)
    27. 27. Proved concept that Facebook fans will sign up to play in exchange for chance to win tickets; validated Facebook as a valuable marketing channel</li></li></ul><li>Facebook “Likes” Growth: January 2009 – July 2011<br />
    28. 28. LESSONS LEARNED<br /><ul><li>It takes a concerted effort to drive Facebook fans back to your Facebook page
    29. 29. Facebook can change the rules at the drop of a hat
    30. 30. Even a “simple” Facebook game is a complex application
    31. 31. You need support
    32. 32. Plan for bugs
    33. 33. Enlist the right partner
    34. 34. Set realistic goals – 10% adoption on 400,000fans
    35. 35. Direct ticket sales didn’t happen via Facebook application
    36. 36. Little available inventory to start with
    37. 37. Players mostly bought through other offers after in DB
    38. 38. Price points need to be lower for fans to buy via Facebook</li></li></ul><li>NEXT STEPS<br /><ul><li>Possibly extend the game’s reach to a mobile app and Celtics.com</li></ul>- Push NBA to allow corporate sponsor for game on Facebook <br /> - 75-mile DMA restrictions<br /><ul><li>Broadcast integration with pregame show
    39. 39. Possible arena integration for fans to play in real-time at TD Garden
    40. 40. Wireless signal in building is a major factor
    41. 41. Sponsor up-sell is a potential solution to currently unavailable in-game “inventory”
    42. 42. Play against team legends, Celtics Dancers, broadcasters & celebrity fans
    43. 43. Make prizes more experiential – Meet and greets, BTS access, and more
    44. 44. Increase social aspect of the game</li></li></ul><li>Q & A<br />

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