SGP 025: What does Twitter IPO means for sports and Blue Jackets on Ticketnet

Jeff Elderveld from Columbus Blue Jackets talks about data acquisition using TicketnetTwitter is now a public company, will it’s focus on profits change the experience for sports fans? On Grandstand we discuss Twitter IPO and we discuss strategy how digital plays a big role in fan development. Then we chat with Director of CRM and Analytics at Columbus Blue Jackets Jeff Eldersveld about how he uses Ticketnet to drive more ticketing leads into his database.

Play

On this podcast you’ll find out about:

  • How Twitter is changing Twitter app for growth and advertising.
  • How focus of Twitter has changed in last 12 months with strong picture focus
  • Latest Twitter app changes will help with growth of followers
  • Understanding different kinds of conversions to track in digital efforts
  • Growth of sports paywalls and what are fans willing to pay
  • How Blue Jackets use Ticketnet to attract friends of fans via social media
  • Importance of closed promotions for Blue Jackets sponsors
  • How Ticketnet was used to drive fans to Buffalo Wild Wings restaurants connecting digital with fan events
  • How Blue Jackets produce customised offers based on data collected for higher success

Resources from the episode

Social Media Post of the Week

Richard spoke about Arsenal Twitter Takeovers last week’s episode, here they recap #AskArsene with a video post on Facebook.  Please tweet in your nominations for social media post of the week to @SportsGeek or @seancallanan.

Closing 2 Cents

Thanks to Francis & Harf for invitations to be on radio, where the podcast originated

Listening via iTunes?

Subscribe to the Sports Geek Podcast in iTunes, if you liked the episode please leave a comment or rating.


 

Podcast transcription

Welcome to episode twenty five of the Sports Geek podcast. On today’s episode we’ll look at Twitter, now it’s public. What does that mean for sports? And we’ll find out how the Columbus Bluejackets get 25% new data from digital promotions. Welcome to the Sports Geek podcast. The podcast built for sports digital and sports business professionals. And now, here’s your host. With two podcasts ranked in iTunes, Sean Callanan.

Sean: Thank you very much DJ Joel. That’s right my name is Sean Callanan from Sports Geek and you are listening to Sports Geek podcast, the other podcast DJ Joel is referring to is my side project; Beers Blokes and Business podcast. Where I get a few of my mates together, we have a few beers and we discuss business topics. And it’s going very well. It’s currently ranked in the top five in the business podcasts in the Australian iTunes store. So please give it a listen. The two podcasts combined. We’ve got over fifteen thousand downloads. So very much thankful for the support and this being a little bit of a milestone reaching twenty five episodes. And I’ll go into a little more thanks later in the episode. But big thanks for everyone who’s listening and who’s shared it. And definitely big thanks to the people who’ve been on the show. On today’s episode we chat with Francis: on IBC Grandstand about the Twitter IPO and what it means for the sports fan and what it means for the sports teams. How it does change the focus of Twitter? And then looking into a little bit about digital strategy and some of the focus the teams have around digital and how that can leverage their social platforms and what their goals are trying to achieve and what you’re trying to do in a digital space. Later on in the episode I chat with Jeff Eldersveld from the Columbus Bluejackets about his work as in CRM and data analytics and how he’s using a product called TicketNet to attract, as I said there in the opener, twenty five percent new data from digital promotions. So we talk through how he uses TicketNet as a product and why he loves it so much. Later on in the episode we look at our new segment, social media post of the week. And also, like I said, looking back on twenty five episodes. But here’s our chat with Francis on ABC Grandstand.

Francis: Sean Callanan, the digital sports geek is with us on a Saturday morning talking sport in a digital age, and Twitter. I wonder if he got his Twitter shares at a good price yesterday. As they floated over the New York Stock Exchange for the first time.

Sean: No, unfortunately. Not too many people outside those inside Twitter HQ and all the initial investors. It was all a bit of a lockout from a public point of view.

Francis: They hit a fairly high price. It doubled in value pretty quick and then the market moderated soon after that.

Sean: Yeah. They opened at I think it was $26 and they peaked at just over $50 and I think they stopped just under $45 in the end; which seems to be the usual for the real hot takers.

Francis: Tech shot?

Sean: Yeah, yeah. Web 2.0. You throw out all of those web-savvy tech start-ups. There was a stack of hype and Twitter was doing everything they could to be really appealing to investors. Facebook did very similar twelve months ago where they opened and had a really big boom on the first day and then “tanked” is probably not the right word, but they course-corrected and came back. So there’s probably, I’m not a stock analyst by any means, but there’s probably a case that they will come back a little bit to the market and see where it goes from there.

Francis: And it’ll be interesting, the dynamic, what it means for the short messaging service itself, because now it is driven to make a profit because it has shareholders. And it will mean some modification to what’s been offered on Twitter so far.

Sean: And we’ve already seen some of that in the lead up to the IPO. So they’ve obviously got to have a means to make money. That’s part of being a public company and that’s what shareholders want. They haven’t done that as yet; still losing a lot of money because there’s a lot of investment in R&D and methods to advertise. They’ve recently, just in the last couple of weeks, changed the Twitter app. I don’t know if you’ve updated the Twitter app. It’s had a real change in it. New photos automatically in your feed. So if you’re sharing a photo-

Francis: So you get a preview of it, don’t you?

Sean: You get a preview of it, or if you shape your photo the right way you can see the whole photo. It’s sort of in that wide-screen strip type format. And it’s a little bit strange like we had Twitter out here last year sort of introducing themselves to the Australian market and I think one of the things that Mike said when talking about Twitter is Twitter’s not about sharing photos. That’s what you go to Facebook for, Twitter is about conversation.

Francis: And here we are.

Sean: And here we are. It has changed a little bit in what they do- it is becoming Facebook-like in that it’s showing a lot of pictures. Part of me likes it to see the- a bit of color in my feed. But then there’s also the- it does take it away from- it’s a conversation, people are using it differently. Some people are broadcasting and consuming a lot of content. But yeah, they’ve made some changes and obviously they’re putting those pictures in is better from an ad point of view. So if you’re producing a tweet that you want to promote and you want it to be highly visual and attract the eye, it sort of hits better with an image. So they’ve made some changes in that space. So you’ll see now that if you re-tweet an athlete or a news journalist or someone, and other people see it, I go “ah”. Francis; re-tweets that, there’s a little button there, follow that person. And you can do it with one click. You don’t have to click the link to look at a person, look at a profile. They’ve removed three clicks to do that. I think that’s a really good move, because that promotes growth. Because I think there was a little bit of stagnant growth there where once you found the people you want to find and you’re happy with your feed, there wasn’t much to go and “oh I’m going to go get more people in.” And I think Twitter’s main thing as well as advertising is to really become mass market. Actually grow the amount of people using Twitter and on Twitter. I think that’s one of the key things you’re going to have to look at in the next twelve months. So I expect a lot of promotion outside of Twitter.

Francis: And for fans and sports organizations, they have to adapt and change as well.

Sean: Yeah. I mean it does, one of the things that we’ve been doing for the last couple of weeks is sort of been in review mode a little bit of the season, from the winter season’s point of view. But also in looking forward in what they’re trying to do. Over the past 18 months to two years, speaking to people like Richard Clark from Arsenal last week. A lot of the sports clubs, an issue with all these platforms coming out were building awareness of the platforms; building awareness of their teams, reaching and engaging their fans. And really being in that pure engagement play and building up their audiences. And they’re doing that on all different networks because it drives traffic back to their site. And now there’s- as that develops then the next part of it is converting those fans. And converting means different things to different people. It can be converting them into email subscribers. And again, Arsenal do that really well with their digital membership. You sign up and you get access to a lot of content. So they’ve got now a way to communicate with you. But then there’s other conversions of ticket sales, memberships, merchandise sales, those kind of things. We start putting a bottom line figure on what you’re doing from a digital point of view.

Francis: And the challenges for sports organizations in particular is that the bar has been raised so significantly for sports fans as to what they expect from their clubs or organizations because of the technology. They want that personal touch now. It’s assumed that it’s provided. So therefore you have to meet the standard requirement or else you’re not going to get a slice of the action.

Sean: Yeah, definitely. And that sort of also gets in the point of; “Do teams move into this space of digital memberships that they get paid for?”. The pay for content, the concept of pay walls, and we’re seeing many companies move down that path of “we’re going to make you pay for this content.” Can sports move into that realm? Or are we already in that space where it’s an expected delivery of sports fans?

Francis: Well some of the bigger clubs like Arsenal and Manchester, you know, you do pay for it. You pay to get behind the pay wall but I think the quality and content of material deliver justifies that. But the AFL and the NRL haven’t gone down that path yet, have they? Though you can subscribe for live streaming if you’re a fan of the club you don’t have to pay to read the latest news, necessarily or watch a video of a coach being interviewed.

Sean: Yeah so they’re starting to, from a local point of view, AFL, NRL, they’re starting to push into those digital memberships. But it’s more likely an add-on to a current membership and maybe it’s some more member exclusive type of content. And so there will be a low form but there’s nothing quite like the, you know, if we’re looking at the EPL and that kind of thing, which is really tied in to the match content. But then also the extra content that they produce.

Francis: Because you are going to ask people to pay you, sure as hell better deliver a higher-end product. And that’s going to cost a lot more to produce.

Sean: Yeah. And that’s the conundrum I guess that all teams are looking at. It’s like how many resources do we put in to put a program like this that we need to. And the bar is set very high so the cost comes with that of producing their content, to how much revenue can come in. So that’s a balancing act but that’s part of what they’re trying to do from a conversion point of view. And then the other part of the equation is to retain the people you have got.

Francis: And after you can get it out there to people, too.

Sean: Yeah, exactly. Exactly. Timeliness, social media definitely is this breaking news space. So you need to be out of work at a way to make sure that you’re it out there in a timely manner so people can consume it. Especially around big events and big opportunities.

Francis: Where can people find you?

Sean: SportsGeekHQ.com or Sports Geek on most platforms. If I’m not there, tell me!

Francis: You’ll be there soon enough. Sean Callanan with us here, the digital sports guru here on Grandstand Breakfast.

Announcer: -Sign up for SportsGeek news and SportsGeekHQ.com/signupnow-

Sean: Yes, and if you haven’t signed up for the Sports Geek news, it’s had a recent re-launch. We’ve done, I think it’s five, emails in a row; keeping to the commitment of doing it every single week. So if you missed a Tweet or a link that I might share on Twitter or Facebook or LinkedIn, you get a good wrap up of all the key articles that I think you should be reading. So just go to those links and sign up and thank you for the feedback for the people who have been reading it. As long as it’s providing use, I will keep doing it. One thing sort of going on from the discussion with Francis: there about strategy and where it’s all heading. I was lucky enough to go to an event; a strategic digital summit this week where they had a couple of guest speakers. And two of those guest speakers were Robert Scoble and Shel Israel. And they were talking about their new book “Age of Context”. I found I’ve given it a quick read, but I’ll definitely be giving it a full read and give it a bit of a review in a future podcast. But if you can grab a copy, I highly suggest- one of the key take-aways for in this new age of context with the five forces that they explained and they were mobile, social, data, senses, and location. And I think it’s something to really be mindful of, of how the world is changing and how things like we are becoming more mobile. We are using mobiles far more often. Senses is now becoming part of our life in that they are tracking what we’re doing. Whether it be a fuel band or even the fact that we’ve had the ibeacon and the iphone it can track where you are and there’s some sports teams looking to leverage that. I know the Major League Baseball, the guys are looking at that. So, you know, where does that fit in sports? And how can you do it? There’s a lot of that personalization that Francis was talking about. Both from a customer service point of view, but also we want to get information into our context. So how can you be presenting your content to your fans in a manner that they are in a spot where they are ready to consume it? So that’s one of the takeaways that I took from Robert and Shels book and what they were speaking about. But yeah, I think that’s where the next evolution of- especially from a mobile app point of view. We know that more traffic is going to the mobile. We know fans are highly social and looking to share. So yeah, those five forces really reinforced my point of view of where the sports digital space is headed. You know, and it is very mobile focused. And I do think that having the location side of things being location aware did see it’s seat. A couple of the people demonstrating their apps, the guys in the Brooklyn Nets, how their app is location aware and the functionality changes. Same with the guys at sporting innovations with their fan 360 app. And the fact that it knew where you were in the stadium. I think that is where we’re heading. And making sports information, particularly a utility for our fans so they just see that it’s needed. It’s a part of what they do, they look it up to find out where the game is, how to get tickets, what the traffic’s like. I think that’s where we’re headed. Up next, I was lucky enough to get an interview will Jeff Eldersveld from the Columbus Bluejackets via Dave Sjolin from Desert-Logic. I know Dave from SEAT. And he’s got a product called “TicketNet.” And rather than talk to Dave, I thought I’d talk to one of his clients. I really like TicketNet as a product, it’s a- I call it- social Amway but I’ll get into that with the interview with Jeff. He’s in Serum and data analytics and he looks at how they use TicketNet to one, increase their database and increase their sales leads. Two, to sell tickets. One of the classic things we need to do get bums on seats. So here’s my interview with Jeff Eldersveld from the Columbus Bluejackets in the NHL.cx

Sean: I want to welcome to the Sports Geek podcast Jeff Eldersveld from the Columbus Bluejackets. He’s a director of CRM and analytics at the Columbus Blue Jackets in the NHL. Welcome to the podcast, Jeff.

Jeff: Thanks Sean, appreciate you having me.

Sean: First of all, tell us a little bit about your role and what you do at the Bluejackets?

Jeff: Well I’m the director of CRM and analytics, like you said. And I think the main duties that I do on a regular basis would be, we have a Microsoft CRM database. So it’s managing the content, customers, prospects any sets of data. Managing that on a regular basis and positioning it in a way to reports and things like that, to our management, and our sales reps so that we can be in a better position to sell tickets.

Sean: And you’ve been at the BlueJackets for nearly four years now?

Jeff: Yes. Actually it’ll be three years in December. Before that I was with the LA Clippers for roughly four years.

Sean: And so as part of data and analytics being obviously a major part of your role, that is your title, one of the challenges that most teams face is getting new data. Like there’s a lot of opportunity to connect with your current fan base of social media and things like that. But, you know, one of the challenges is trying to get that fresh start and new sales leads. Is that something that you’re always focused on?

Jeff: Yes, definitely. I think that there’s the Columbus DMA, is about 1.9 million people. And we’ve only got a subset of that within our database. So one of our number one goals that we have every year is to expand our reach and really identify new customers. Identify those folks on how we can get them into our database; so one of the things that I do along with the data and analytics is really analyze sources of data that we have and then the percentage of new customers that we get from those sets of data. And then consequently did we sell to those new customers, as well.

Sean: One thing I did want to talk to you about, and I was introduced to you by Dave Sjolin, and that you use their product TicketNet to attract new leads in a few different ways. Do you want to tell us how you guys use TicketNet?

Jeff: Sure! Yeah that’s a huge catalyst for us as far as really identifying new customers and expanding our database. We might average, if we do enter to win, there’s certain contests within our own elements with people that are on our website or email and enter-to-win’s and things like that. We’ll average maybe five to ten percent new. But with Dave’s product, what we’ve really liked from it is when we do a contest with his, it’s typically upwards of 25-30% new people in our database. So I feel like we can’t use this product enough. Just for that reason, because it really allows quick, accurate and timely data capture. And then we can take that data and essentially do a little bit of manipulation just so that it can fit into our database. But, you know, it goes from submitting one day, and then really analyzing it the next; and then hopefully giving it to our sales reps within a matter of days. From contest to a phone call, it’s a pretty quick turnaround to our reps.

Sean: So just for the people on the podcast to give a bit of a, I guess a 140 recap of what TicketNet is, I like to call it a little bit like a social Amway. In that you would do a contest and you would reward fans who refer more of their friends. And they can obviously their contest entry on Facebook and Twitter. So those fresh leads are effectively coming from the Facebook friends or the Twitter followers of your most avid fans. So it sort of has a dual reward of you’re rewarding your most avid fans, the ones that really love the Blue Jackets, but you’re introducing new data and new fans into your database. Is that pretty much how it is?

Jeff: Yes. Yeah, that’s a perfect description Sean. Just in a nutshell right there. I think it’s- Dave has taken that product and has done a tremendous job of really integrating with those social mediums and allowing people to- if you have a target audience you’re trying to attract with the initial offer, they may only be- they may be people that are already in your database. But if you’re giving them the incentive to share, every time that it’s shared you’re increasing your chance that the people that they’re sharing with are going to be new to your database. So it’s infinitely valuable because the more people that share, you’re essentially reaching out further into the social networks to get people that are essentially like your original customers. The original people that you extended the offer too. So that’s worked really well for us from a profiling standpoint. So we’re able to get very similar people that we may not have had before in our database and get them a chance to buy tickets.

Sean: One thing I think is really important, and I’ve been having a look at how, the Blue Jackets, how you’ve been using TicketNet. A lot of people have different tools for data capture. But it’s not so much about the tools as about leveraging the tool to it’s full potential. But also the use-cases and I guess the ways that you use the tool. And if you look at TicketNet as a product, you might go “oh, it’s a sweeps steaks product. That’s what we’re going to use it for” but it’s really around how you set up those campaigns to make them a little bit innovative. Do you want to tell us a few of the different ways and a few of the different styles of campaigns you’ve used with TicketNet? Because they’re not all public facing, broad reach every fan type of campaigns, are they?

Jeff: No, I think that’s the benefit of it. I think the initial part of it is if you want to collect as much data as possible you have to have a good incentive for people to sign up. So if you want it to be public facing, I think we’ve done puck giveaways and really just put it right on our homepage of our website. And that’s worked fairly well and people sign up and they get a puck and they have to come to our King store to redeem it. A couple of the ones that have been a little bit concealed and more to our, I guess, our sponsorship audiences is we would offer a specific sponsor customer, like let’s say Huntington Bank. And Huntington provides their customers with a chance to get tickets to every single one of our home games. So you have to enter the last four digits of your Huntington debit card number to get access to select the games. So that’s a contest that there’s a limited amount of inventory. I think that Huntington has about twenty five pairs of tickets for each game. And, you know, we get literally twenty thousand page views for that in a matter of thirty minutes and it closes. So it’s very well received. It’s promoted somewhat publicly. Both through Huntington sends an email and then it’s on our Facebook pages as well. But it’s a lot of traffic really quick and what TicketNet does is it allows us to control the inventory and shut it off once the inventory’s gone so we can manage that from a ticket standpoint.

Sean: Yeah, so it effectively, it’s giving a sponsor like Huntington an automatic, out of the box, turnkey, sponsorship activation for them to send out the inventory that they may have bought, whether it be tickets, or send out a specific offer to their favorite customers. And really, sort of leverage their partnership with the Blue Jackets.

Jeff: Correct. Yes. We’ve actually gone to Dave and, you know this isn’t anything that wouldn’t essentially come out of the box with TicketNet, we basically have to offer suggestions on hey this is what we’d like to do or this may have been what we’ve done before we started using TicketNet. And really, there’s no comparison to the way we might have done things before. To where it’s gone now, I think it’s much better TicketNet because it’s just the way that the process is received. How simple it is for both the user submitting their data, and then on the back end for us when we’re helping the people redeem their tickets and things like that. There’s a lot fewer issues so it’s more efficient and more effective on our side, definitely.

Sean: And from you, being a data guy, you’re now fishing in their customer pond and getting completely new prospects because you’re not pitching to a hockey audience or the hockey fans, you’re pitching to Huntington’s customer database.

Jeff: Yeah! I think that’s kind of the sly part of it from my perspective. Any time you can attach yourself to someone else’s database without being considered evil, that’s a good thing. So there’s always an incentive, both for the sponsor and us. And we’re delighted to have that opportunity. And they really enjoy it, too. So it’s definitely something that they look forward to every year as a part of their sponsorship deal.

Sean: Obviously a big focus of what you’re doing is selling tickets and getting people to the games and doing that broad reach campaign where if you want to get a puck you’ve got to come and claim it at the sore, sort of ties digital back to retail and getting people into the stadium. I also saw that you also did one from a retail point of view with the guys at Buffalo Wild Wings.

Jeff: Correct.

Sean: And getting them, and effectively taking something that’s not a digital property and tying them back to an activation. Do you want to talk us through that one?

Jeff: Sure. Yeah that was another example of an idea that came up from the sponsor and then we took that idea and worked with Dave to create a similar mechanism that Hunting had where we deliver a piece of inventory at Buffalo Wild Wings during, I would say, our team viewing party, so we have viewing parties at Buffalo Wild Wings. And then they get a player card. And the player card has a special code on the bottom. And the code gets redeemed on a TicketNet site. From that point forward we’re able to tell if that code is a winner or a loser. If it’s a winner, we’ll send a winning email. If it’s a loser, they’ll get a loser email but it’ll say thanks for participating. You’re eligible for the grand prize so keep coming to more events at Buffalo Wild Wings. So it’s probably not on a huge scale as compared to maybe some of the other giveaways that we’ve done. But we’re expecting to have thousands of people to enter throughout the entire season and I think it’s a great way that we’ve kind of taken our traditional viewing party package and really pushed it online and more of a redemption and data capture initiative. So it’s worked well for us from that perspective.

Sean: I mean, yeah the thing is it works really well because a restaurant like them, they’re all about- they want people coming to their restaurant and they want to work out how to leverage it. And they might not have the digital presence to be able to say we want to do data capture and those kinds of things. But if you can say well we’re going to build this site that you can push out and have this relationship where we’re going to promote people coming to your venue. In return you’re getting the data and starting to engage those fans. It’s a win-win even though a partner like Buffalo Wild Wings might not be digitally active you can still bring them into that space.

Jeff: Yeah and that’s been a big focus for Buffalo Wild Wings. They want to be more active in
the digital space. So this just helps them do that, definitely.

Sean: And now, I think the other sort of use case that you’ve been using in that sort of concealed mode is employee engagement as a way to, hell, allow your sponsors to reward their staff and engage their own staff, again, by doing ticket giveaways or that and using TicketNet as a way to do that. Rather than sending a standard link and a standard code to everybody, which a little bit hit and miss, and you don’t know if you’re going to get the data and it sort of can get shared everywhere, by sort of putting it in that- using TicketNet almost as a pay wall to say “well, if you want to claim your ticket, go through TicketNet and we’ll disburse the tickets that way.” Again, it’s another way for you to get the data and start engaging the staff of your sponsors.

Jeff: Yes. I think that’s been a key component for us. Definitely, we have partners that are basically I would call them championship partners. As being a partner they get an opportunity, two or three times a year, to basically send an email out to their staff. And in that email there’s a link to redeem tickets. They can redeem up to four tickets to an upcoming game. And it’s very similar to the Huntington promotion that I mentioned earlier. TicketNet does a great job of managing that inventory and really letting us know when we get close to that threshold. But, again, the amount of action it receives immediately once that email is sent- I think Dave has said before, the page views and everything it has a chance to really crash the site. Sometimes he’s really done a good job of making sure that doesn’t happen and that the people that are submitting their data and getting their tickets- their experience is a positive one. Like I said before, the efficiency that takes place from the user side to get to the end-point of their tickets, and for us to get them their tickets has drastically improved from- I think the way we did it before was really just lists and things that were kind of out of our control. But this really puts the control on us and we can manage it a lot better.

Sean: I guess the other thing and part of your job is, in the CRM and data analytics, is leaning on guys like Mark Gregory is the VP of digital marketing and JD Kershall in the Blue Jackets and working on campaigns that they’re running in engaging the fans to make sure you’re getting new data. How has that relationship developed and how’s the response from the average digital fans for the Blue Jackets on running these activations?

Jeff: I think it’s been tremendous. We’re a pretty close-net group. So a lot of the initiatives that we talk about with Mark and JD and even Marcus Stevenson, our director of digital media, we incorporate all of our campaigns through traditional means, social means, and digital means. And really try to have focus across them all. But the key point being we intersperse it with a sales message but also try to engage the customer and potentially collect data. I mean, I think, if you can collect data sometimes I can make a case based on our statistics and research, that it’s more effective than that initial sale up front. So if you can collect a thousand pieces of data and only get ten people to buy, then that thousand pieces of data is going to be worth more than what those ten people bought for over the long run. So it’s starting to change the way we think a little bit. And I think it’s been very well received and I think honestly like TicketNet really helps prove that, because you have to offer that incentive up front. It just makes it much easier to track and much easier to analyze once you get that list of people that are interested in your product.

Sean: Yeah, it is very important. Especially on that initial impression that you’re making on a prospect- is that you don’t sell them straight away. You want to be showing them value, delivering- building on that relationship. And then once they are sort of getting emotionally tied into the team, and that gets built upon by the work that gets done in social and the communication you’re doing. Then you can make the sale because they’re starting to buy into the story of the Blue Jackets.

Jeff: Correct. Yeah. That’s exactly right, Sean great point.

Sean: So, things like TicketNet. TicketNet does a great job of getting the data in. What kind of, and you would load it into micro-CRM. What kind of streams do you have coming out of that from a- new prospect comes in, what kind of process do you put them in to say now they’re in our system what are they going to start getting from it? Take it off a point of view or telling the message, newsletter, what’s the sort of normal scenario do you have several different scenarios depending on where the data comes from?

Jeff: Yeah, I think the TicketNet data is essentially, it’s proven its worth over time. So we’ll really take that, do a little bit of analyzation. And we actually collect some data up front, too as the people are registering within the promotion. We’ll ask them if they’ve been to a game before, we’ll ask them their favorite player, sometimes their favorite opponent. So then we can either put them in a campaign if we’ve got that opponent coming up, or if there’s a player appearance coming up. We identify that in our database. But more importantly, these people are- if they’ve signed up for the contest to receive a free tickets, you know they’re interested in the brand so we want to just use TicketNet to kind of help open up the conversation that one of our sales reps will have. So we just tell the rep this person signed up for a ticket promotion and if they submitted within the last six months you can circumvent the “do not call” so we just- we let them call them within that time frame. It’s probably closer within a couple of weeks of the contest. And then campaign from there. A couple of the other sources where we get data we may not throw right into campaigns but you know- it just kind of depends where it comes from. But the TicketNet data is- that’s pretty much some of the best leads that we have. So we make sure we take care of those leads right away.

Sean: Okay. And one last question is around Microsoft CRM, there was a lot of discussion at seat in Kansas City this year of how much you can leverage Microsoft CRM. How much do you have your guys still trying to extract different types of lists? Still using a little bit of excel to try to find the right thing? How much do you feel like you’re leveraging all that data that you’ve got in there, as much as you can at the moment?

Jeff: We probably, we could always do better. I think that’s what I would say. We’ve novices, probably when it comes to SQL and getting really technical on the backside of the Microsoft CRM database. But we’re pretty dangerous with Microsoft Excel and kind of exporting fields and analyzing data that we already have in there. We use a lot of axiom data. So we’re always analyzing what does our ticket buyer look like? And what does this new lead look like? And how closely does it profile against our current customer? We use turn-key prospector and develop star ratings as well. So we’re really kind of analyzing from that front. But more surface level things, I mean, there’s just not enough hours in the day for us to get into all of the data that we have. But I think we’re dangerous with what we have with Excel and turn-key and some of the axiom data. But there’s just so much out there that’s kind of the hard thing sometimes is really trying to quantify what you want to look for and how you’re going to go about doing it.

Sean: Yeah. I think the main thing is diving into data, getting enough that you can run campaigns off and following what is succeeding. So if you’re getting success, you can get a bit of analysis paralysis if you’re diving into the data too much. You’ve got to start- you’ve got to extract it and actually go do. And run those campaigns. But yeah, there’s definitely opportunities to slice the data any which way but you’ve still got to run those campaigns and sell tickets. In the end, that’s your bottom line.

Jeff: Yeah, exactly. And then you try to figure out, you know, why did this person buy and how can we find more people like him?

Sean: Well, thank you very much for the chat on the podcast, Jeff; very interesting, look forward to seeing a few more of the campaigns that you run. And hopefully I’ll see you at seat in Miami next year.

Jeff: Yeah, what location? Thanks Sean, I appreciate your time, and if there’s anything I can ever do for you let me know.

Announcer: Want to maximize returns from your digital team? Contact Sports Geek about content and commercialization workshop.

Sean: Thanks again to Jeff Eldersveld from the Columbus Blue Jackets. Talked a little bit about how they’re using TicketNet. And as I said, I know Dave Sjolin who built TicketNet and he was good enough to provide me that introduction to Jeff. If you want a demo or want me to take you through and walk you through TicketNet works, I’m more than happy to do so. I’m helping Dave pitch it out there into the Australian international market. So if anyone is actually listening and wants some more information go to SportsGeekHQ.com/TicketNet. I’m happy to set up a demo and walk you through some of the different options.

That wraps up another episode. Episode 25 of the SportsGeek podcast. So again thank you very much for helping me to get to episode 25; absolutely thrilled with the response so far. This week’s social media post of the week, make sure you look back at last week. We had Richard Clark from Arsenal talking about his Twitter takeovers and in the last week they actually had Arsene Winger [SP] the manager of Arsenal on their Twitter takeover. So the post of the week is the short little video that they posted on Facebook. So that’s a really good example of re-purposing content, putting it on different platforms. There was some, obviously when you do something on Twitter you will get a few comedians come out of the woodwork and ask some questions. But obviously Arsenal fans loved being able to get that closer access to their manager. So well done Rich and you guys win. I don’t think you win anything. But, yes. The social media post of the week. Same goes, if you see an Instagram, Facebook post, Tweet, a Vine from one of your, either one that you’ve done yourself or from a team or a college. Please send them in. Either via email the old fashioned way; Sean@SportsGeekHQ.com, or just send me a Tweet @SeanCallanan. And I’d be happy to profile a new and different social media post of the week each week. So that countdown clock tells me that it’s nearly the end of the show and I have to remember to dedicate this episode. Episode 25, went to the Google machine to find athletes that wore the number 25. Came up with two prime candidates, both have a little bit of stink about them, a bit of controversy about them and that would be Mark McGwire and Barry Bonds; who sort of went through the, like I said, a very poor period in baseball. So I’m going to award this episode to Barry Bonds just for his achievements alone. Whether they were assisted or not, I’m not going to start a debate here. This week’s sounds of the game clip- very thankful for my good friend at the Minnesota Timberwolves CMO Ted Johnson. I asked him to grab a clip from the Target center. Congratulations, Ted for getting the renovations approved. It’ll be good to see the Target center get a bit of a refresh. But it has been great to see Kevin Love and Ricky Rubio on the floor at the same time. So I asked Ted to grab a clip. He didn’t actually grab a clip. In stadium with his phone, and if you are out there and you’re at a game over the weekend or whenever. Please take your phone out and grab a clip, grab a sounds of the game. I’m more than happy to share it on the podcast. But in this instance Ted just called to the guys in the TV department and sent a clip and this is the Minnesota Timberwolves and Kevin Love starring.
Game announcer: Wolves are down 103-100, the inbound of Love, oh! My! Goodness! Kevin drains the three from the left angle to tie the game! With ten point one left! Love exhorts the crowd! He comes back to the bench! The Wolves have tied it up, right off the inbound! How about that?
Sean: How about that, indeed. And that wraps up episode 25. Go to SportsGeekHQ.com for all the show notes and links. And as always if you want to get in touch, Sean@SportsGeekHQ.com. Now, closing two cents. A big thanks to Francis Leach and Daniel Hartford without their involvement, inviting me to be on their radio shows, this podcast would not be around. So big thanks guys!
Announcer: Find all Sports Geek podcasts at SportsGeekHQ.com/SGP. Please leave a review on iTunes. Go to SportsGeekHQ.com/iTunes. Like this Sports Geek podcast? Find us on Facebook.com/SportsGeek. Thanks for listening to the Sports Geek podcast

SGP 013: Digital Case Studies explained from #SEAT2013

Sports Geek Podcast Presented by SEAT ConferenceBack from SEAT Conference in Kansas City, what a great conference.  This special Sports Geek Podcast episode is a full audio replay of my #SEAT2013 presentation with Philippe Dore from NASCAR.  You can follow along via on Slideshare below or download from Slideshare.

More SEAT related podcasts coming up soon, so stay tuned.

Play

More specifically, in this podcast you’ll find out about:

  • What makes up the digital campaign trifecta
  • Why you’ll want to visit Western Australia for next holiday
  • How Nike activated Kobe Bryant using Twitter BEFORE he joined Twitter
  • How Australian Open & Wimbledon developed infotainment for digital fans
  • How you can activate a stadium even when it is EMPTY
  • How NBA & NFL teams activate off-season events like Draft night

Follow the slides as you listen…

Sean Callanan and Philippe Dore present digital case studies at #SEAT2013Resources from the episode

Videos from presentation

On iTunes? Subscribe to the Sports Geek Podcast in iTunes, if you liked the episode please leave comment or rating.

If you have a question for the podcast please leave it using Speakpipe plugin on the left of this page.

Download Episode

Don’t use iTunes? Subscribe using this feed, also available on Pocket Casts

Check us out on Stitcher Radio:

Stitcherbug_120x90

Subscribe on iTunes:

Subscribe_iTunes

Search for “Sports Geek Podcast” on other podcast apps, please let us know if you can’t find it.

Podcast transcription

Sean: Welcome to Episode 13 of the Sports Geek podcast, presented by SEAT Conference. Today’s episode is a special replay of my presentation, “Digital Case Studies Explained,” from SEAT 2013 with Philippe Dore from NASCAR.

DJ Joel: Welcome to the Sports Geek podcast. The podcast built for sports digital and sports digital professionals. Your host, Sean Callanan.

Sean: Thanks, DJ Joel. My name is Sean Callanan from Sports Geek, and thank you for the prompts on Twitter and LinkedIn asking where the next Sports Geek episode is. Traveling on crutches and trying to record a podcast is pretty much tough work. That’s why there has been a little break.

If you’ve been following tweets, I was in Kansas City for SEAT 2013. This episode of the Sports Geek podcast is actually a recording of the presentation that I did with Philippe Dore, who’s the Senior Director of Digital Services at NASCAR.

We walked through a bunch of case studies around the world in this presentation. There’s a few spots in there where we show some video clips as well as the slides from the presentation. They’ll all be accessible from the show notes. If you go to sportsgeekhq.com/13, you’ll be able to download them.

As far as all content from SEAT, I’ve got a couple of other podcasts. I did a bunch of interviews with some of my mates at SEAT. There’ll be Episode 14 and 15, will be very SEAT-heavy with some interviews with guys from the NBA, MLB, NFL, and of course Christine Stoffel, who put the conference on and did a remarkable job with over 450 people in Kansas City.

It was great to see the CRM and the digital tracks growing from what was a small base last year in Boston. I expect all of you listening to the podcast to be at SEAT 2014 in New York.

For now, we’re still looking at SEAT 2013. Here is my presentation, “Digital Case Studies Explained,” with Philippe Dore from NASCAR. Enjoy.

Sean: We’ll get started. Thanks a lot for coming along. My name is Sean Callanan, and I’ll be presenting Philippe here. We’ll be going through some digital campaigns. I’ll let you get things started.

Philippe: Absolutely. This is looking forward to Sean presenting, because usually he’s the moderator and talking all the time. We pulled some good case studies here; hopefully you’ll find them interesting.

Let’s jump right in. We discuss what makes a digital campaign successful. We call it a trifecta here.

Sean: Yeah, so the first thing was around content. We’re all in the content business. We’re fighting against Fox, ESPN, Sporting News, all these other places. My campaign should be around our content and pushing it out. We’ll be focusing on campaigns that profile content.

The next one we’re looking at is engagement. Everything we’re doing in social is about engagement, engaging the fans and deepening the ties with the fans. A lot of the campaigns, again, that we’ve got through the deck are on engagement.

Then we’ve got one more component, which is for our friends in the other track, which is data. If we’re going to have a campaign, having some component that, gets some email, geo-location data as I was just talking about before with mobile.

If you can hit the trifecta and hit those three boxes, you’re doing well. But you don’t have to with every single campaign. We’ll just go through a couple campaigns and show that they’ve got different focus and what they were trying to do. How they did it, how they went, and for some of them, what we might do differently.

Philippe: The first one, Sean, is West Coast . . . your part of the world, in Australia.

Sean: Yeah, West Coast Eagles are an Australian Rules football team. Just to give you a background of what they’re like, they’ve got a full stadium; they’ve got a waiting list. The fan base is getting older, but they’ve got these waiting lists. They want to keep engaging.

Usually they would do a season membership renewal, sort of TBC, at the start of the season. Since they didn’t need to sell the tickets this last year, they just went with a real brand campaign and just wanted to build excitement around the brand.

They did that around a video campaign. This is one of the videos.

Recording: [music 05:14 to 05:38]. Coming down to the beach helps me to relax. Memories of how close we were last season keeps the fire burning inside.

I know we’re close to something special.

Childhood heroes made me believe anything is possible. There’s an excitement within the group for the season ahead. It’s not hard to find inspiration around here.

Sean: Those videos were four weeks out from the season, when the fans were just craving access to the players and starting to build up the season. Mark LeCras was the guy running the pass. The next video was a backstory to him.

They ran the video campaign, they pushed that to YouTube, they promoted it both on YouTube and Facebook. Really, the fans just rallied around it. It was really good to run that high end content. I’m sure you all now want to have a holiday in Western Australia. They could probably do that as a tourism ad. That’s the West Coast one.

This one is the Minnesota Timberwolves. Again, a content play around the NBA draft. The NBA draft gets stacks of coverage on ESPN, but once your peak happens, they start to focus on every other team.

What the Timberwolves have done in the draft the last three years—they’re hoping to not do this eventually and make the playoffs—but what they have done is been doing a large, streaming show from their venue and have a big fan event. They have talking heads talking about the draft, interviews with fans.

Over the last few years there’s been increasing sponsorship and activations around it. Again, really profiling their talent as far as their digital team. Their fans really rally around that site for that night.

This is a close one to my heart, because this is my scar brother, Kobe Bryant. I don’t know if you saw this campaign. This was a campaign from I think it was 2011 that Nike ran. We’ve got a video that pretty much explains how it ran.

Recording: Kobe Bryant transformed without warning into an unstoppable force.

Interviewer: “Black Mamba,” what is “Black Mamba” all about?

Kobe: That’s my alter ego. When you step on the basketball court, you’ve got to get into another frame of mind.

Recording: “Black Mamba,” an alter ego beloved by fans and feared by the competition. We set out to mimic Kobe’s physical transformation into Black Mamba on nikebasketball.com, so when Kobe transforms, the site transforms with him.

Since fans routinely call out the Black Mamba on social networks, a custom made Twitter algorithm was programmed to generate and monitor real-time, global social chatter to transform the site using Kobe-related tweets as a trigger.

Every time the Mamba struck, fans’ social chatter would cause the automated site to change from normal Kobe state to the Black Mamba state, once 1,750 tweets per hour were surpassed. During each of these Mamba moments, the site will offer exclusive access to content for the next six hours, like Kobe video images, personalized wallpapers, and transfer fans to an exclusive Nike ID zoomed Kobe.

As Mamba moments grew closer, the traffic on nikebasketball.com exploded as social chatter spread across the web. Our real-time Twitter tracker shows fans exactly how many Kobe-related tweets were being posted at that moment, how many were needed to transform the site and unlock the Mamba content.

Fans around the world were watching, working collectively to try to push the needle over the edge. Every time a Mamba moment happened, Nike Basketball spread the word with posts on social networks across the globe.

As a special surprise for fans, a short film directed by Robert Rodriguez, starring Kanye and the Black Mamba himself a couple days before All-Star Weekend, driving even more traffic to the site.

Then at the All-Star game on February 20th, Kobe Bryant scored a game high of 37 points, on route to winning his fourth career all-star MVP award. Global Black Mamba social chatter lit up the boards. The site transformed from Kobe to Black Mamba in the first quarter.

Notifications went out across Facebook, Twitter and We Boo. Over two million fans visited nikebasketball.com to watch Kobe transform into the Black Mamba. Night in and night out, the site continues to reflect Kobe’s transformation on the court. The Black Mamba may strike without warning, but not without reward for fans across the world.

Sean: Yeah, so that one, just an example where it’s hit the market on all counts. Producing the killer content, that you can only get the content if you get the engagement, getting the fans riled up on Twitter. This was all done before Kobe was even on Twitter. Without even having him being the one that drives it.

Phenomenal campaign, and I hope he makes a comeback from his Achilles, because it’ll give me hope.

Philippe: Again, this is a great execution. We’re finding a theme here, and you’ll see that the best executions are during live events. It’s nice to see that as he’s playing, again. A lot of the other case studies here that we have are very, very focused on live, engaging content.

This is another one from the tennis world. I’ve been partnering with IBM for years because they’ve got pretty cool slam trackers, reliable results. They kicked it up a notch this year and added a social component.

You can actually measure tweets, the trending module, and also what I like with this one is that they also added sentiment. Negative, positive. It gives it a little kick to more than having to show just who’s trending and who’s got the most tweets or something like that. Pretty cool execution here from IBM and the U.S. Open.

Sean: Again, it reinforces, if you go to the next part, it shows the tweets coming in for Andy Murray. We all know that Twitter especially works well in live sport, and to a certain degree, sport has made Twitter. Because that’s when it comes to life.

We will then pretty much follow it up with something similar, and so we’ve got that info-tainment sort of space. Taking all those stats and repurposing it.

You can take this engagement piece and make it part of your content strategy. If your graphic’s a really hot part of content marketing, you can show the buzz. It’s a good way of expressing to the fans that they’re part of a bigger collective. It gives them a bit of a push and shows the buzz around the world and in the media that Wimbledon have provided throughout the tournament.

Philippe: Yes, and the geo-mapping, we’ve got several other examples here. Thinks like, here’s a good example here. Why don’t you talk to us about this one?

Sean: This is one that we did three weeks ago. We were planning to do it, and then we were lucky enough that Manchester United decided to join Twitter.

You might have seen trendsmap.com before. It has local versions and global versions. It shows trends from Twitter on a map, which is why the name Trends Map.

What we’ve done, because the guys who built it are actually based out of Melbourne, we made a product out of it and allowed them to build a product that can be pivoted around sport. In this case we tracked a game they hashtagged “#ManUnited” and “#TheALeague.” The A League is the Australian MLS.

We’re able to show the trends around the world. Heat maps in both Australia and in the UK. We’re able to bubble up the popular content from an image point of view, and also the videos. Any Vines that were being shared and re-tweeted by fans, just click up and we’ll show more. They’re all able to be played in line, as well as showing what popular users . . .

And if you go down one more, it also would profile the top tweets. A couple of things that we learned, especially having a David and Goliath battle in this space with Manchester United in three weeks. Who was watching when they joined Twitter and they were adding followers by the thousands by the minute?

People were going, “oh, I’ve got more followers than Man United.” Not anymore. They’ve got so many followers, they dominated that top board. We’re going to most likely break that out to be different teams.

The other thing they also showed is the popular links that were being shared by fans. Again, another way, those links are hot, they can go back to your site. Also we profiled all the fans that were sharing illegal content. We had to put measures in to say, “we don’t want those links on this page.”

It’s a good way to get fans back to your site. Similar to the Wimbledon theme, we took content from this, back end analytics, and we repurposed it back to social, to tell the fans hey, way to go, you’re part of this.

We sent out half-time tweets telling them what the top cities were, how many tweets were coming in, what the map looked like, just to repurpose it and take it through.

This one, Philippe, you had this one.

Philippe: Yeah, this is an example from earlier this year from Underarm. Pretty good execution. It seemed like they invested quite a bit of money. They went multi-channel, made a lot of noise to it. They’re basically asking the fans or the consumer to use the hashtag “#Iwill,” offering giveaways for are they going to do something great this year.

Sean: Pretty much, yeah. They were just asking to people to write or share a photo. When I first looked at this I thought it looks great, but they didn’t really bring the social component until the last bit.

They said yeah, you can write on the wall. If you keep clicking through, and then it asks you at the end, I’ll share this. The incentive wasn’t there for it to really go far. If they had said, “oh, sign in with Facebook,” hit the button, it’s automatically going to get shared.

Try the email piece, but again, it wasn’t mandatory. I haven’t got the data as far as what they secured, but had they flipped—and the next slide, I think, shows “thank you for sharing your message. Please tweet it.”

If you move that to the front, like we were saying before with the apps, if you give people the sign-in and social connections at the front, the likelihood that they’ll share is much greater.

This one is a really unique one from Tunisia. Just watch the video and see what they did.

Sean: Yeah, so that one’s a pretty amazing case study. They didn’t have Wi-Fi problems on that day.

It just shows you, I think just how you can engage that fan at home, and thinking outside the box with some activations. Pretty phenomenal story with having to run out there without any fans at all, and being able to connect those fans in that sort of crowd source, make them feel part of it.

Philippe: Yeah, that’s the lesson. Be as creative, as crazy as you can. I think initially Sean wanted me to translate the French to English, but that subtitle appeared.

Sean: This one, I don’t know if you’ve seen it. It’s Mound Ball. It’s run by the guys at Major League Baseball. You’ll be able to play it tonight because there’s a Royales mound, but this is just an example of a pure engagement piece. Just having fun on the platform.

The way Mound Ball works is if the pitcher leaves the ball on the base, then they’re going to give away a prize. If he doesn’t, they’re not. They’ve got these fans now tuning in to see where the ball is going to be in between innings, and doing it via Twitter.

It’s completely stupid, but they’ve now got—I think you, Philippe—they launched it a couple weeks ago. They’re only doing a couple teams at the moment, but they’ve already got 5,000 followers.

It’s just, again, that thinking outside the box, how can we engage our fans in a weird way? We’re talking in some sessions earlier today, if you have a team that’s not winning or things aren’t going well, how can you make these silly events into some sort of activation, into some sort of engagement play with the fans?

It seems to be working pretty well for MLB. I’m going to be tweeting Mound Ball now tonight to see. I’ll be watching very closely at the end of innings to see where the ball is placed. Again, just shows you the advantages of just playing on the platform for what they are. It’s a really good spot for Twitter.

This one you brought, Philippe, from Tour de France?

Philippe: Yes, Tour de France in France, obviously. Good execution here from French TV. Basically it’s an Instagram base. At each stop, people were asked to upload their Instagram photo, and obviously with their geo-location. We created this entire record, document here that they put online here.

Sean: This one’s great because it’s crowd sourcing, it shows how colorful and awesome it is to be in the Tour de France. It’s perfect for Instagram, because you’ve got all the crazy filters. Everything, when you produce an Instagram photo, is beautiful. Or so people think.

It shows all the color. Again, because Instagram is more geo-friendly than Twitter, it’s great to be able to show all the content. For me, this one is really great because it’s profiling the fan content. We’ve done stuff with tournaments and stadiums, getting your fans to take those shots and send them in is a great way of doing it. Being able to activate a random map and show off what the fans are seeing is a really good way of doing it.

For example. This is similar to the Timberwolves stuff around the draft. This is the Falcons social hub. Again, making the draft an event and giving them a place to consume everything from a point of view of social content. So sharing both their content and some of the fans’.

It’s getting into that social curation space. Which I think is good, because you want to make sure your fans are connecting with other fans. I think, I can’t remember what session it was before, when Chris was saying how he’s got 20 or 30 of these brand champions. You need to be publicizing those brand champions in things like this so they know they’re doing the right thing.

Philippe: Again, those work well during an event. Use it for an entire season it can get old.

Sean: Yeah, so again, this is during the draft. They’re craving for information, they don’t have as much. This kind of activation works really well for that.

Philippe: These guys did as well.

Sean: I think this is with Wayne. I’m going to get a nod at the back, yeah, this is with Wayne.

Again, ask the fans questions, profile your content around the draft. Again, it just gives them that different . . . Twitter’s good to give those different visualizations. Because not everyone follows everyone that they need to do. Not everyone knows how to follow a hashtag.

Fans still need these kind of visualizations to understand why they should be on Twitter, or why they should be on Pinterest or why they should be on Tumblr. You want to be able to show those different representations of what they think might be normal, but shown in a different way to say, “oh, that’s why I want to be accessing that content.”

If you scroll down, it’s bringing all the tweets.

Philippe: I like how they added interactivity. It’s one thing to just bring in photos and call it a day, but if you take it to the next level and have people tweet or even, I would like to see maybe an input box there. Maybe you can pre-populate a hashtag.

Sean: This one is another Nike activation that they did around a women’s running race in Sydney. I’ll let the video explain it, and then I’ll talk a little bit about some of what they did with Facebook to integrate the social component.

Recording: Running community, Nike wasn’t seen as a credible choice for serious runners. In fact, most female runners wore Nike from head to ankle, but found it hard to commit to wearing Nike on their feet.

We also uncovered the truth that when women ran, they ran alone, and were left to overcome their fears and achieve their goals by themselves. To us, this seemed at odds with women’s natural inclination to discuss, share, and overcome barriers together.

In light of this, our idea was simple. As a female runner, you’re fast, stronger, and more powerful when you’re part of a group than you could ever be as an individual. There is true power in numbers.

We used this thought to ignite a community of female runners, empowering them to redefine their sport and change the way they train forever. We started our conversation with social media with a rally cry for change, stimulating chat around the barriers that women faced.

It was during this conversation that we realized we needed to tackle the biggest barrier at all, running alone at night. We began by recruiting women who already had the courage to run in the dark. We received hundreds of responses from women whose responses inspired an online short film.

Woman: The more of us that run, the brighter we can burn.

Recording: Next, we challenged our community by announced that we would hold a 13K night race The film also acted as a registration device that could be personalized to every runner and passed onto their friends, celebrating grass roots runners across gyms, online, in store, print, and outdoor.

Which in turn inspired other women to join. Every piece of communication incorporated an invitation to a women’s only event

Daniella: Hey, I’m Daniella.

Veronica: I’m Veronica. If you’re interested in night running, then come for a run with us at Pier Market.

Recording: Allowing women to not only train for the 13K run, but connect with other women along the way. Trying to unite female runners at every touch point, enabling them a way to share their stories, goals, and achievements. Race Night became a celebration. For one night, women turned the tables on the dark.

We smashed down our own barriers too, exceeding all expectations in KPIs. For us, this demonstrates the power of a culturally connected idea, one that helps a community to form, shifts perceptions, and ultimately changes how people interact with a brand.

We set out to shake up running for women, and sparked a movement that unleashed a powerful, thriving community. A community that’s still running.

Sean: That campaign was heavily integrated with Facebook. Like they said there they had a Facebook registration process, so obviously that’s terrific from a data point of view. We’re getting the data from all the registrants.

The engagement and the content side of things, again, absolutely killing it as far as the content they were producing, but then also getting their fans to produce it.

The race itself, because everyone had registered with Facebook and everyone had the Nike Plus tracking devices, as the women were coming up to the 5K mark, their Facebook avatar came up on the digital screen and said, “keep going.”

They were like oh and charging on. They really stepped up, I guess, the integration with the Facebook Connect and registration and put it through the whole race. Really powerful way of developing a community around the event.

This one you sent through, pretty recent.

Philippe: Yes, yes. I thought this was great, again, engaging the fans. PGA championship with Jack Nichols here. They’ve allowed the fans to pick the pin position.

Sean: In the end, this is just a multiple choice sweepstakes competition, but the fact that they’ve got the content pieces there, the fans can check the flyover, it’s got a bit of buzz. It’s really high value for a golf fan to be able to say they’re going to pick the pin. I’m sure there’ll be a few golfing buddies who’ve got bragging rights.

That was obviously right. It’s more unique than just saying, “tell us who’s your favorite golfer,” or “when do you play golf,” that kind of thing. I think it worked really well. It got really good press as well, because it was in that crowd sourcing space, occasionally allowing the fans to decide.

Sometimes you’ve got to be careful. Sometimes the fans don’t know what they’re doing. In this case, if they’re happy with one of the four options, it’s a good outcome.

Philippe: It’s funny, because they actually make an impact. It’s not just “what do you think,” and “oh, I would love to see this.” It’s actually things [inaudible 31:45]. We had a similar example at NASCAR, where we asked the fans to vote on the format for an all-star race. Do you want 30 laps, do you want 60 laps, we let them decide and he goes for it. Nice way for them to feel . . .

Sean: It gives them that emotional connection, because they’re feeling like a part of the decision process.

This one is one that we do with the Auckland Blues, using digital cheer squad where it was pretty much rewarding fans for what they were doing on social networks, so Facebook and Twitter. It wasn’t exactly the platform that did it, it was the way that the Blues ran it.

They really focused on servicing these fans, because they really added super-fans. Some of the stuff that generated out of it was, they found that the fans started congregating and sitting together. Now they’re going to have a specific bay so these fans can all sit together.

They started running events specifically for these super-fans, and gained really great results because these fans were trained on what they wanted to do. They would stand in front of the sponsored banner. They knew they had to Facebook it and tweet it and Instagram it.

It’s worked out really well. To the point where, we’ve got to the point where we say, “oh, don’t forget to thank the sponsor,” because they provided True Blue HQ, and they sent 194 tweets saying “thanks, guys.”

They’re Barfoot and Thompson. They’re not in the technical space. They’re a real estate agent. The social manager at Barfoot and Thompson loves it, because their feed is full of people praising how awesome they are.

I’ve actually got a meeting with them next week when I get back. I’m hoping we get the research back that says yes, we sold a house because all of the Blues fans have been tweeting about us as a real estate agent all winter.

Then from a content point of view, we’ve been doing stuff like infographics around the stats of what the fans have been doing, but then also profiling the fans with a simple “fan of the week.” Because we’ve connected all of those fans, the amount of digital back slapping that happens when you announce a fan of the week—because they all know each other, they’re all friends now.

They’ve met in real life. Which I think is having those fan events and connecting those digital fans, just locks them in. They won’t always be talking about your team, they become friends. Every time the Blues announce a fan of the week, they all get retweeted from everyone in the list. They’re all pretty pleased with themselves.

The other key component of it was putting the ladder and integrating it with the rest of the site. Again, fans were pretty happy to see their face on the regular site.

Philippe: You have the sponsors, the sponsoring product right there, right?

Sean: Yeah.

Philippe: We’re seeing a lot of that. Our partner is just asking for banner ads, things like that, they want to engage with content, and social’s a great way to do it. We’re cooking a lot of things like that at NASCAR.

Sean: This is another one that again goes back to the map theme, and there’s more around engagement and connecting your fans. I’m anxious to see, you’ve had this out for a while. It’s still live.

Effectively it allows you to tag where you are and find out where all the Manchester City fans are. It’s a terrific data play. You go to, say you want to tag yourself. Similar to the Fan Cam stuff. You’ve got to give your data to tag yourself, but they’re able to show that there’s over 24,000 fans there. Then you can find other fans.

You can go and put someone’s name in who you know is a Manchester fan, and they’ll say, “oh, he’s in London.” You can connect with your friends or tag your friends and that kind of thing. It’s about making a connection, but also showing that there’s 482 in Melbourne and there’s 1,100 in the eastern seaboard of the U.S. It just shows there’s like people around you.

Pretty much with Manchester City, they’ve extended this now and they’re building localized websites for different regions around the world, pretty much based on this data. They know they’ve got the fans there, so they can now pull off the sites.

This one was primarily a data play with the Melbourne Storm. The video there is, we ran a competition saying hey, come along the journey jersey. Come along the journey with the finals. We asked them intimate details, and we built this jersey with all the fans’ names on it.

We tell the fans it’s going to be in the locker room during the playoffs. The players will run past it, they’ll touch it. Or we’ll tell them that they’ll touch it. It was their way of being in the locker room during the playoffs.

We initially did it, then we produced a secondary one to have it out in the concourse, and fans could get their photo in front of it. In a week, I think we collected 1,500 emails of fans that wanted to be part of it. We then added a season ticket holder base to the jersey, so it had 1,500 in the end.

On top of getting all those social attractions that the fans gave it, it got in the media with the local television and the broadcasters showing off the jersey, both in the locker room and then around grand final week. All’s well that ends well win the championship last year.

Storm fans have found memories of the journey jersey, so we’re now trying to figure out how we can take it to the next level this year.

Philippe: That’s great, and again, it’s one thing to upload a photo to an Instagram sort of thing to see an execution like this. We’ve done it on some cars as well. [inaudible 38:16] has done it, Noonan’s done it. Put your photo and you get your little avatar on the car.

We’re working on another one right now for the Chase. We’ll feature a prize winner, their Twitter handle on the car. We’re working on that right now.

Sean: This is one of the last ones I want to look at. We thank you, Sir Alex. Man United said goodbye to Sir Alex Ferguson. Again, they weren’t on Twitter at this stage, but from a content and engagement and a data point of view, they actually smashed it.

They built this mini-site. They integrated with, they did some work with Twitter and pretty much pushed out the hashtag, “#ThankyouSirAlex,” which was trending worldwide.

What they did do is ask all their fans to post messages. If you’re already in the Manchester United system, you could just login and leave your message for Sir Alex. What they did is they sent it out to their 35 million Facebook fan base, a ridiculous number.

This is the picture that they put up on Facebook. “Send Sir Alex your thank you message, and we’re going to create him a book.” They could’ve just said “give us your email, please.” Because all they did was send them to a Buddy Media Facebook tab that said email, name, date of birth, and 25 words to Sir Alex.

The good thing is they didn’t just stop there. They took all that content and they created a book, leather-bound it. They did a couple of different versions. They got Sir Alex to sign it and there you go, now it’s a prize, it’s a limited edition piece.

Yeah, 161,000 people liked that post. They really capitalized on the traffic that they got for Sir Alex signing. For them they, like I said, smashed this activation out of the park. They knew they were going to get great engagement from their fans.

The unfortunate thing is four days later, because they had to replace, obviously, Sir Alex Ferguson, and David Moyes was keyed to take over. Now he’s the new manager. Unfortunately, and we all have mistakes, they tweeted out the link to the app to say “welcome David Moyes” two days before he signed.

He was still working at Chelsea. They deleted the tweet, but you can’t delete a tweet. It’s gone. They did everything right for Sir Alex, but it was a little bit awkward for the first day or two when they were announcing David Moyes. Trying to follow the same feed.

If you look at some of the data that was coming through from a Twitter point of view, again, for a team that wasn’t on Twitter, to get some of that content was pretty phenomenal.

Just to wrap up and not go too long, because I can only stand so along in this. The main things, when you are going to go and do a campaign, you’re going to be tackling one of these three things.

You’re going to promote your content, engage your fans, and get data. I don’t think you need to do all three with every one. You will have ones that just naturally do all three, or a killer like Black Mamba or the Nike one that do all three.

Then you’ll have ones like Mound Ball that’s just pure engagement. I think it is important to know that you want to try to tackle one of those three and have a goal around that. Which leads us to our takeaways from this session, is to first of all to know your goal, to know what you’re trying to achieve out of it.

You want to know what your goal is. If your goal is engagement, cute can work, but you’ve got to make sure you push that.

This one, I call it “market your marketing.” Obviously a lot of teams put a lot of effort into building some activation, and then just push it out and think it’s going to happen.

It’s bit like the brief, “can you make me a viral video?” Which no one can ever do when you ask them that. This one is market your marketing. How are you pushing this out? Where are you advertising? Are you advertising in-stadium?

Are you augmenting it with Facebook ads or Google ads, or promoting it with Twitter? Because you can’t just expect oh, our fans will just love that and eat it up.

There’s nothing worse than spending a lot of time and money and effort putting something together, and then stop putting in that effort once you’ve pushed it out. You’ve really got to still market it via all your channels.

Philippe: Remember the data from your initial slides. Make sure you get something out of it. Use connect, you can get a lot of data out of Facebook. If you’re doing a fan cam contest, you can get registering, you can get an ROI. I’ll get something out of the programs.

Sean: You’ve got to make it fun. You’ve got to think about it from a fan point of view. I know all of us will have seen ad sponsor promotions and we’ve had pushback, so the fans won’t want it.

You really need to have that fan hat on. Will they think it’s fun? Like Mark was saying, will it have the appeal for them? Their Instagram shot gets on the screen, or they might have a tour or something. It really does have to be fun and enticing to the fan.

That pretty much wraps up our showcase of different digital campaigns.

Philippe: Global showcase.

Sean: Global showcase. Glad to have the Tunisians involved. More than happy to take any questions or talk about different parts of digital campaigns.

Go to the next slide. If this is recorded properly, this will be a future Sports Geek podcast. If it didn’t record properly, Philippe and I will be doing this again and recording this for a future Sports Geek podcast. Hopefully it’s recorded, and if it’s not, then we’ll be back on Skype and recording it again.

Recording: Please leave a review on iTunes. Go to sportsgeekhq.com/itunes. Find all Sports Geek podcasts at sportsgeekhq.com/sgp. Thanks for listening to the Sports Geek podcast.

Sponsor and Lottery Pick Activations at the #NBADraft

With the 2013 NBA Draft less than 48 hours away, here is a look at some of the interesting activations from teams ahead of the big night at the Barclays Centre, New York.

Pick 1 – Cleveland Cavaliers (#CavsDraft)

Draft coverage in American sports teams is always impressive. In preparation for the big night, the Cavs have put forward a sharp Draft page where fans can get all the relevant information they need to be informed and take part in the Draft festivities. The choice to showcase their recent high picks Kyrie Irving, Tristain Thompson, Dion Waiters, & Tyler Zeller is effective in getting people excited about the event as it focuses on the future of the team, rather than the current poor results. The Cavs’ Draft page serves as a great reference point for fans to help combat the wave of information that Immediately, fans can see the #CavsDraft hashtag, links to the team’s social media platforms and a list of the teams’s top four picks, while a countdown clock always adds to the occasion.

Cleveland Cavaliers Draft Homepage - Header

Fans can get even more involved with free tickets to the Cavaliers Draft Party, and Draft Sweepstakes which encourage fans to share photos on Twitter or Instagram with the #1 represented. Winning fans have the chance to see the Cavaliers’ Draft press conference in person.

Cleveland Cavaliers Sweepstakes

Pick 2 – Orlando Magic (#MagicDraft)

Pushing the slogan ‘Next Season Starts Now,’ the Magic have promoted their Draft Party via their website and social media. To encourage fans to RSVP to the event, the Magic were offering a 10% discount on food and beverage orders. They also saw a chance to promote season tickets for 2013-14 by incorporating merchandise signed by the team’s first draft pick. In the lead-up to the event, feature writer for the team John Denton, has been going back to see which players would end up where if each draft of the last ten years was redone.

Orlando Magic - Draft Party Info

Pick 5 – Phoenix Suns (#SunsDraft)

As has been done for other teams, writers for the Suns’ Draft page have undertaken mock drafts to try and give fans an idea of who to expect in the orange and purple next season. From there, prospective picks have been featured and profiled, and fans have the opportunity to tweet in to offer opinion and show support using the #SunsDraft hashtag, as well as browse galleries from previous drafts.

Phoenix Suns - Draft Prospects

Phoenix Suns - Social Stream & Galleries

Pick 9 – Minnesota Timberwolves (#WolvesDraft)

Minnesota Timberwolves Draft Day Coverage

In addition to featuring draft profiles, interviews and video of workout sessions, the T-Wolves will also host their own Draft party. For those unable to attend the Party in person, the team will again host Wolves Draft Live 2013 which has been a successful way of interacting with fans since it’s debut in 2010 (not forgetting 2011 when Sean was part of the coverage  (video) with Digital Cheer Squad, then Sports DP). According to the website:

Wolves Draft Live 2013, hosted by Timberwolves.com editor/writer Mark Remme and Timberwolves radio studio host John Focke, will feature an information-packed show focusing on the Wolves’ two first-round draft picks and providing a live look into the Wolves Draft Room throughout the night. Remme and Focke will answer questions from fans that are submitted via timberwolves.com, Twitter (@MNTimberwolves) and Cover It Live. They will also welcome on media guests, show the top videos from the 2012-13 season and get fan react ion to the draft picks from those attending the draft party.

Pick 10 – Portland Trailblazers (#RipCityDraft)

The Trailblazers’ 2013 Draft coverage is nothing short of impressive. On top of hosting an array of draft-related articles, photos and videos for fan consumption, the team are breaking down Draft stats big time. Using 61 mock drafts from around the web, Portland have complied a consensus list of who is mostly likely to go at picks #1, #2, #3 and the all important #10, according to the wider NBA community. A heat map shows where Trailblazer fans are physically tweeting about the #RipCityDraft on Twitter, while a fans are also being asked that age-old draft question: Should we trade a top ten pick?

Portland Trailblazers - Mock Draft ConsensusPortland Trailblazers - #RipCity Draft MapPortland Trailblazers - Draft Poll   

So there you have it – some great ways that teams and sponsors can get active and get involved in Draft day coverage!

NBA’s @MNTimberwolves help fans #GETCLOSER

Kevin Love signs autographs for fans to kick off the Get Closer campaign

Kevin Love signs autographs for fans to kick off the Get Closer campaign

The Minnesota Timberwolves, like many other professional sports organisations, use multiple social media platforms to engage and interact with their fans and supporters. Recently, the team has used to their YouTube channel to support and promote their innovative ‘Get Closer’ season-ticket renewal strategy.

The campaign draws on sports fans’ desire to be as close to the action as possible, but also embodies a sense of appreciation for fans who have continually shown their support. Driven by the hash-tagged #GetCloser slogan, this theme of ‘appreciation’ is consistent across all mediums, and herein lies the strategy’s uniqueness and effectiveness.

Instead of promoting season ticket renewals directly or giving away merchandise, the Timberwolves are showing how they have and will continue to give back to their fans and the community through, player/fan events and behind the scenes access. This gives us a sense that the fans are as important as the players are which is particularly evident through their recent series of videos on YouTube:

Behind the scenes access:

As you can you see from the videos above, Minnesota gave season ticket holders an opportunity of a life time to be part of their campaign commercials. The videos portray fans with players in a real life conversation discussing topics not relating to basketball. This shows another side of the players rather than their athletic abilities which are usually on display for the fans, but insight on a personal level, in a very comical way (Andrei Kirilenko’s ‘Get Closer:  AK’ was a personal favourite).

There are also a couple of videos which give fans a behind the scenes access of their jet, inside the TV Truck, interview with Wolves radio host Alan Horton and Player outing coverage. There is also a special playlist dedicated to season ticket holders who have renewed their membership with a special message from individual players, again going above and beyond for their support.

As we can see Minnesota has been very active and measured through their Youtube channel when showing fan appreciation and continually offering an experience even when the final buzzer has sounded.

To improve the campaigns effectiveness and reach the Timberwolves have effectively used their other digital platforms. Facebook was used to show the benefits and access the Wolves give to their fans which is the experience unlike another teams offer:

Timberwolves - Get Closer Fan Experience 1

Timberwolves - Get Closer Fan Experience 2

Twitter was also used with the #GetCloser hash tag to group and follow tweets:

 

 

Event coverage was seen through Instagram:

Nikola Pekovic Free lunch @ Jimmy Johns

Last but not least Google+ and Vine have also been used to support the season ticket drive:

One final note, Social media platforms all have their own unique way of engaging and interacting with followers and users, this provides opportunities for Sports organisations to establish deeper connections with fans and supporters. The Minnesota Timberwolves have executed a thorough campaign involving a range of platforms to show how they give back to their fans who give so much.

"Love this promotion by my mates at Timberwolves, despite a difficult season on court the Timberwolves make sure the fan is the centre of everything they do.  Congrats to Ted Johnson, Jeff Munneke and Bob Stanke for a great campaign."
Sean Callanan, @SportsGeek

The Top 50 Harlem Shakes

Play

To finish 2012 we experienced ‘Gangnam Style’, now the next viral Youtube clip for 2013 is the ‘Harlem Shake’. The viral video has prompted many elite sporting teams to perform their own take, most notably the NBA team Miami Heat lead by Lebron James as King James. Crazes and viral topics allow sporting teams to provide entertainment of a different kind than just the excitement of sport the athletes participate in. Offering some comic relief through such videos offers fans a different insight into the daily lives of an organisation and athletes.

The videos are roughly 30 seconds long and are performed with no real choreography or formal dance experience required.  Participants range from players, coaches, fans and mascots dressed as if it were Halloween “dancing” to Baauer’s  ‘Harlem Shake’ song. Most of the videos start with one individual in a mask dancing by themselves surrounded by a group whom don’t take much notice until the beat drops in the song when mayhem breaks loose.

If you haven’t seen one by now it’s okay, below you will find the top 10 Shakes performed by sporting teams and a list of FORTY other videos from different leagues and sports around the world, such as the NBA, MLB, NHL, EPL, College sports, AFL and NRL. Comment to let us know which one is your favourite and why, enjoy.

THE TOP 10

1. University of Georgia Men’s Swim & Dive Team

This has to but number one for one main reason, it’s performed underwater! Along with that, the setting up of the table and chairs are another feat in itself and lastly the student performing the shake in a sleeping bag underwater, gets a difficulty score of 10.

2. NBA Miami Heat

Miami’s shake starts with Chris ‘Birdman’ Anderson acting as his namesake, followed by Lebron James leading the team as ‘King James’. The Heat decided to perform an extended version with close ups of James, Chris Bosh with a blinged out boombox, a dancing bear and Ray Allen as the Phantom.

3. University of Maryland Men’s Basketball Game

A very impressive Harlem Shake which involves the student sections at the Maryland’s basketball game versus Duke. This is a great example of the craze being used in a unique way to engage fans at a live event. The songs prior are very impressive to watch as well. (1:35)

4. University of Kansas Men’s Basketball Team

This is the first video where we see a coach involved. Bill Self is seen coming up with plays for the team but isn’t having much success until he writes ‘Harlem Shake’ on the board. It’s always great to see a grown man dressed as a baby as well.

5. NBA Denver Nuggets

Denver’s rendition is impressive because of the Nugget’s centre JaVale McGee dressed as the predator, watch out!

6. University of Louisville Men’s Basketball Team

What better way to celebrate a win . . . . . than performing the Harlem Shake. Unfortunately no props or costumes, but definitely style points for the dance at the beginning.

7. EPL Manchester City

Manchester City is the first English Premier League team to perform the Harlem Shake, featuring many superheroes, i guess they were recruited to catch up on the table.

8. AFL Hawthorn FC

The first Australian sporting team to make the list involves a chicken being a chicken in the gym until a penguin and the Tasmanian devil arrive. I am unsure what the player in the bin is doing but i guess that’s what the Harlem Shake is all about.

9. NRL New Zealand Warriors

The New Zealand Warriors performed their Harlem Shake during a news report on a plane, yes on a plane. I don’t know if any safety regulations were breached but it’s safe to say people aren’t meant to fit in the overhead luggage stowaway (3.00)

10.  NBA Toronto Raptors

To round off the top 10 we have the Toronto Raptors. Amir Johnson decides to interrupt Dwayne Casey during a halftime speech wearing an alien mask. Why this rounds out the top 10 you ask, the extended solo by the giant mouse at the end.

NBA Harlem Shake Videos

NBA All-Star Jam

mascots, mascots, mascots, mascots and MORE mascots!

Dallas Mavericks

Dirk Nowitzki and Vince Carter star together in their simple rendition inspired from the 60’s

San Antonio Spurs

The Spurs players haven’t performed a Harlem Shake yet, but that hasn’t stopped the Spurs staff from getting involved!

Golden State Warriors

The Warriors felt as though one Harlem Shake wasn’t enough. In their video they have brought us: the Arena Shake, Tunnel Shake, #Bazemourning Shake and Pre-game Shake!

Phoenix Suns

Another staff video, this time in the Sun’s team store. The players don’t always get to have the fun.

Atlanta Hawks

Harry the Hawk with some lucky fans in the 6th man section get into the spirit of things at the game

Charlotte Bobcats

The Bobcats weren’t happy with just one performance like Golden State, they have created an in game edition along with a team store special.

Orlando Magic

Orlando’s mascot STUFF leads this all out mayhem clip featuring fan’s at the Amway Centre

Minnesota Timberwolves – The Anti Harlem Shake Edition

If you’re not a fan of the Miami Heat you will definitely enjoy this clip. The Timberwolves mascot is seen hitting a fake lebron james with a bat, a video which was screened at the game. Unfortunately the inspiration didn’t rub off on the players to well.

MLB Harlem Shake Videos

Kansas City Royals

With spring training coming to a close a couple of the Royals players decided to celebrate.

Oakland Athletics

Between selling memberships and tickets, the sales team at Oakland managed to fit in a Harlem Shake during lunch!

Miami Marlins

What’s impressive about the Marlins performance is the use of costumes! look at the size of the crab and the seahorse.

Arizona Diamondbacks

I think the players weren’t too happy with their current warm up routine, I guess they found a new one!

Super Rugby Harlem Shake Videos

Crusaders

Speechless on this video, superman I believe almost knocks himself out on the camera.

Blues

I don’t quite understand the romantic affection with the weights, but the energy is definitely there from the Blue’s.

NFL Harlem Shake Videos

With NFL teams currently on break it was left to the rookies, and they haven’t disappointed. See if you can spot any future NFL stars.

 

NCAA Harlem Shake Videos

University of Kentucky

ESPN’s College Gameday and Kentucky fans have produced a great video with their own interpretation of the Harlem Shake song, so if you’re sick of the song you will LOVE this one.

Florida Gators (Live edition)

Wanting to get the crowd involved in half time entertainment, the Gators have found a solution.

Florida Gators (Again)

I believe they learnt their lesson from this version as it was lacking energy and participants, check out the dead cockroach!

University of Texas

I believe things are always bigger in Texas

University of Oregon

The Duck has come to fool everyone! Just when you think no one is going to Shake with him, there is a sudden rush of madness!

University of Nebraska

First practice at spring training for the football season is a great opportunity to get penalties out of the system . . . . . . . . and the Harlem Shake.

University of Georgia Tech

Not quite up there with Georgia’s underwater performance but are they walking on water?

University of Southern Miss

I guess we all knew Seymour wouldn’t be alone for long.

University of Tennessee

Another swim team edition featuring a gorilla and some handstands.

University of Georgia

Another video from Georgia but this is the land based version, DAWG style, from the football team.

Northwestern University

I am not too sure if this is the best environment to take your first date or even slow dance in.

South Dakota University

The effort is there but the participants are not.

AFL Harlem Shake Videos

Saint Kilda FC

Great effort by the players and the mascot but i am not too sure if the fans were too impressed judging by their top comment: “Thats cute and all, but i would like to see a flag in my lifetime. Thanks”

NRL Harlem Shake Videos

Gold Coast Titans

I guess you have to be in it to win it they say. Props to the cheerleader for hanging upside down!

Sydney Roosters

Sorry did I interrupt a yoga class?

Cronulla Sharks

An impressive showing of enthusiasm from the Sharks team and where did the motorbike come from?

National Hockey League Harlem Shake Videos

Phoenix Coyotes

With the energy they saved during the lookout the Coyotes players put it to good use on the ice.

Columbus Blue Jackets

A dancing bug, cheerleaders, beach balls and tenpins are standard in a Harlem Shake video now.

Racing Harlem Shake Videos

Jeff Gordon (NASCAR)

The Harlem Shake isn’t just for team sports, team bonding in racing is essential.

Jimmie Johnson (NASCAR)

Jimmie just wanted to keep on celebrating his Daytona 500 win, and his crew were happy to oblige.

Red Bull Racing (V8 Supercars)

Red Bull gives me wiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiings. The Harlem Shake has now been shown to reduce stress levels after working long hours, or is that delirium?

Sauber Team (Formula One)

This would make for some interesting viewing if each pit crew had to perform the Harlem Shake prior to refueling and tire changes.

English Premier League Harlem Shake Videos

Fulham FC

Keep calm and do the Harlem Shake! A great version by the Fulham players with some smooth moves by Billy the Badger.

No more Harlem Shake videos….

That’s it!  50 Harlem Shake videos from the world of sports.

Harf Time discuss Harlem Shake

Sean discussed it on Harf Time and declared it over, explaining memes are getting quicker and have a shorter lifespan than ever before.


 Download mp3
Want to get these clips in podcast form? Subscribe here or Add to iTunes

Podcast transcription

Kelly:   It’s time to talk sport and put a bit of a digital media spin on it, our digital media guru Sean Callanan is up nice and early for this Saturday morning. Morning Sean!

Sean:    Morning Kelly!

Kelly:   What’s caught your eye this week?

Sean:    Oh it’s not just this week but all through pretty much February the Harlem Shake is taking over the internet.

Kelly:   Now I’m pleased you brought this up because can you explain something for me? What is the Harlem Shake?

Sean:    So the Harlem Shake is an internet meme, it’s a You Tube meme and it’s pretty much, been doing a bit of research on it, it’s going so viral there are so many different copies of it. Apparently it’s been attributed to a couple of teenagers in Queensland that have done the first one.

Kelly:   Really?

Sean:    Apparently. The way it goes is there’s a song Harlem Shake by a band called Bower, so maybe Francis will have to put that on his playlist soon. So that plays and it just sort of builds and builds, and the video goes that you have one guy just dancing and everyone else is not paying attention. And then when the beat drops about fifteen seconds in, everyone goes crazy. So they’re dancing and costumes and it goes for about thirty seconds.

Kelly:   Is this it? The Harlem Shake?

Sean:    That might be it in the background, yes. So as it starts there’s a bit of head bobbing and dancing by the casual guy and then when it goes…

Kelly:   You’re not going to make us do it are you?

Sean:    No we’re not going to do it now, we might do the Grandstand Harlem Shake next week when Francis is back because I know he’s going to want to be involved.

Kelly:   That’s our producer Con that’s got his finger on the beat there.

Sean:    But you know an internet meme has hit its zenith when you get the best basketball player on the planet, Lebron James, joining in.

Kelly:   I knew Portland had done this…

Sean:    There have been a few sports teams jumping on the band wagon of it and there is a bit of how long is this thing got if you do it, if you done it too late, you don’t want to jump the shark and there is a bit of that with the Harlem Shake but if you haven’t checked out the Miami Heat version with Lebron James…

Kelly:   The entire team.

Sean:    The entire team in the locker room with Lebron James in full king gear, crown and red cape. Dwayne Wade in a full – what can only be described as a – furry bear costume. Chris Bosh as a pimp…

Kelly:   These are the coolest dudes on the planet.

Sean:    And they’ve done it, they’ve done it because that’s what their generation is consuming YouTube. We’ve seen how Matt Duffy from the Storm did one when they were over in the UK and he uploaded that on his own account. So you’ve got players doing it, you’ve got my son’s school has done one, so everyone has done one. If you haven’t starred in a Harlem Shake video you don’t know what you’re doing!

Kelly:   So when does it become not cool anymore?

Sean:    Well that’s to be decided. Last year we had Psy and Gangham Style and everyone did that and then it eventually fell off the cliff.

Kelly:   When Novak Djokovic did that at the Australian Open I was going ‘That’s just weeks old and I’ve seen you do it a hundred times and it’s not funny’.

Sean:    When we see the Today show do the Harlem Shake, put a line through it. So last year we had Call Me Maybe and everyone did that…

Kelly:   Which one was that one?

Sean:    I’m not going to start singing but the Carly Rae Call Me Maybe song. So the swimming teams did it but it’s even…

Kelly:   And the British Olympic team did it.

Sean:    Exactly. But there’s even been the Colorado College ultimate Frisbee team, yes there is actually a Frisbee team, did one on a plane when it was in mid air! And now the FFA in the States are now looking into it, but really Frontier Airlines where it was held can’t really complain because they did a Harlem Shake two days earlier in one of the airports while they were having a layover. So it’s pretty much everywhere at the moment! Hawthorn’s done it, I expect a few more Australian football teams maybe to do one, one or two. But yeah it’s a wonder how much it’s got left.

But Sport Centre put up a graphic, had to explain it to everybody who didn’t know what it was that it caused the Miami Heat Harlem Shake to get more coverage than NHL on sports centre. Quite funny and just a matter of you have to get in quick and get it done because after a while everyone will be saying ‘Not another Harlem Shake!’ But if you go to YouTube put in Harlem Shake, there you go that’s your afternoon, there’s four or five hours of viewing right there!

Kelly:   Now you know everything about digital media, where do these things start? I mean could you and I this afternoon just sit there and think let’s come up with a concept and put it out there on YouTube, but how do people pick up on it?

Sean:    That’s always the toughest brief. Everyone goes ‘Oh we’re going to do a video, we want it to be a viral video’. You can’t pick them. You can try to put elements that might be viral and in this case it’s copying it, but like I said earlier a couple of teenagers did it as a comedy sketch and it got picked up and people did copies of it. So it’s a bit hard to say, who would have thought that Gangham Style would have gone as big as it did. You can’t bank on it, it’s just pretty much…there’s a lot of people putting out a lot of content, there is a lot of people that do consume that short video type of stuff. If you put up enough wacky stuff, people will like it and if it’s something you can make your own version of it, that’s when it becomes its own thing, the original producers don’t get anything out of it, it just becomes this thing. Whereas Psy the guy behind Gangham Style made millions because so many people watched his YouTube clip and he got all that money off the YouTube advertising. So he’s actually made more money from YouTube advertising from people watching his video on You Tube than actually selling the record. And part of that is people doing copies.

Kelly:   So from a club perspective, the Hawthorn officials or the Miami Heat officials if you can tell those boys what to do, but would they be happy with this? Are they happy that they get together, obviously it’s good sort of moral and things but the actual hits. I notice the Hawthorn Football Club put it out on their website. Is that a bonus, are they trying to push that?

Sean:    Oh definitely. Because all their fans would love it. When you’re marketing as a club, you’re always marketing to your fans. If your fans will love it, it’s a no brainer. It doesn’t matter if anyone else likes it or doesn’t like or thinks it’s stupid. If Hawthorn fans thinks it’s awesome and gets people to the site and grows the brand and they share it with their mates and they share it on Facebook and it’s bringing people back to the site and they see the membership message, tick, tick, tick, it works on all the levels. So you’re always trying to come up with, the other clubs are coming out with their club TVCs, they really want those to come viral between the fans and share them but we’re getting desensitized to ads and things like that. So this is just another way to give a little bit of quirky content that gets out there. And I’m sure the Miami Heat digital guys didn’t go up to Lebron and say ‘Let’s do it’. I’m sure the Miami Heat players said we want to do one. And the fact that they all got dressed up in Halloween costumes to do, it does look like a player driven thing. I think when it’s a player driven thing and you see them having so much fun, I mean a shirtless Lebron James ‘crunking’ in front of the camera, it’s like he’s having fun, like big kids! So that’s great for the team.

Kelly:   And when you say going viral, I mean how many hits could the Hawthorn footy club expect, what would be a good result and how many hits for Miami Heat?

Sean:    Well Miami Heat is already up to 2.3 million after 48 hours. And on top of that there are all the views of people watching it on Sports Centre and all the TV networks who are going to be playing it. So again from a brain recognition point of view, it’s massive numbers. The other part of it is if the TV networks pick up the Hawthorn guys or it becomes part of the TV before the game where they have a bit of a joke, again it doesn’t make everything so serious because footy is a pretty serious game and you can sort of make sure you can have a laugh about it. So that’s the other thing. If the players are willing to make a little bit of fun of themselves and have a bit of fun in the process, then it’s a good win for everybody.

Kelly:   Sean, thanks for coming in, we’ll catch you next week!

Sean:    No worries!

Sports Geek Look Book – @NBA edition

Play
At Sports Geek we are constantly looking a sports websites to see what the latest trends are in sports marketing, digital activations and sports content marketing strategies.  We are constantly taking notes using Evernote to clip examples that we might use in the future with Sports Geek clients.  So we have decided to shortcut that method for you by creating the Sports Geek Look Book to profile sports websites, our first edition highlights the team websites on the NBA.

You can flick through all NBA team websites via the slides below or fill out the form and we will email you a link to download the full page versions in PDF form.

We hope you like the Sports Geek Look Book, please share it with your friends and colleagues.


//

To those at the NBA and NBA teams who have put in the hard work to produce these sites we thank you as a fan and as a Sports Geek.

Look Book on Pinterest

Look Book on Harf Time

We discussed the Look Book on Harf Time today as well as the unfortunate hacking on the Burger King Twitter account.

This week’s Harf Time segment looked a new tool Tint and a site called Thuzio.

 Download mp3

Want to get these clips in podcast form? Subscribe here or Add to iTunes

Podcast transcription

Harf: And find out what’s happening on the sports digital and media ‘guruness’ and of course Sean Callanan is our man for all that from SportsGeekHQ.com. I’ve been caught on the hop here Sean, good afternoon.

Sean: Good day Harf can you hear me?

Harf: Yes I can.

Sean: Well that’s good. You get a few technical glitches, that’s why you just get a sports geek in!

Harf: That’s what we do on Harf time! What’s happening in the world of sports geekiness?

Sean: What we were doing, this week we launched the Sports Geek Look Book to look at all the NBA websites. So there’s thirty NBA websites and we’re constantly going around checking what they’re all doing, how they’re activating and commercialising their websites. So what we’ve done is taken the heavy clicking away from people and you can just go to SportsGeekHQ.com and download the Look Book. So it has all the thirty teams and so you can see how they’re commercialising their website. Some of the teams have a presenting partner, some of them are really pushing their own team brand. Also how teams, depending on how they’re going travelling on the court, not everyone can have Lebron James to be selling out the stadium and everyone behind the Miami Heat. You’ve got to do different things. So you get to get a good feel for what all the different teams are doing, how they’re structuring their site in what type of content and they’re pushing, some of the teams are really pushing heavily into videos. The Trailblazers are doing a lot of work effectively on their own TV channel and pushing a lot of video content. So their site is very video heavy whereas other sites are really pushing, really locally.
Even though we all know we all follow the NBA from here in Australia, a lot of the NBA’s marketing efforts or at least the teams is very much localised to their local market. So there are a lot of offers there for local fans and part of that is to do with the way that the marketing and the rules around the NBA and what they can do, is available to them. Because NBA teams can only have sponsors and can only market to sponsors, I think it’s a seventy five mile radius. So even though they have global appeal they can’t go and push out a really big sponsorship activation, because then that becomes the territory of the NBA for the whole country and also the NBA globally. So even though you have these really big brands like The Celtics and The Lakers who have millions and millions of Facebook fans potentially driving to their site, when you go to the actual sites themselves they still seem rather localised in offering deals around the region whether it be Minneapolis for Minnesota or in Portland or around San Francisco for the Golden State Warriors.

Harf: I was peeking through your Look Book today when you sent through the link to this and I found that the Boston Celtics website is the biggest in terms of sponsorship and opportunities from that point of view. The other ones are pretty clean, most of it is focused on play content or analysis of the games and what’s coming up. But the Boston one seemed to stand out really drastically as the one that had a hell of a lot more advertising and sponsorship on it.

Sean: Yeah and it also depends on what is their overall digital strategy? Like if you saw the Knicks, the Knicks site, it’s pretty lean, it doesn’t have too much commercialisation on it. But they’ve actually got a secondary site which is called Knicks Now. So they’ve got a different site that’s a little bit more consumer friendly. It’s a little bit better for sharing and it sort of busts out of the template, I guess what we’d call a CMS or a content management system from a tech speak. Busts out of that template a little bit and be a bit more flexible on what they can offer. So there’s a few teams that have secondary sites, KnicksNow.com, nicks now dot com, ImATrailBlazerFan.com, WolvesNations.com, there are all these secondary sites, they’re also trying to push their fans to. So not all the action necessarily happening on the one page, on a standard homepage, some of the teams are looking to reach their fans and really push that fan engagement because they’re competing with the ESPNs of the world and the Fox Sports of the world for their content and they can provide content that some of those media outlets can’t provide because they don’t have the access to the players and that’s one of the things that fans really do want.

Harf: I was interested to find out Sean your take on teams that aren’t going well, how do they stay positive and market teams when they aren’t winning?

Sean: Part of it is that you’re always going to have fans that stick through thick and thin. So you have to embrace those fans that stick fat. Part of it is pushing the entertainment angle of the game so you know the Detroit Pistons who were my team from the 80s, I still follow the Pistons but at the moment, they just suck at the minute. They’ve actually been playing a little bit better.

Harf: Is the microwave Johnston playing?

Sean: No, Vinnie ‘microwave’ Johnston isn’t still playing.

Harf: He’s my favourite.

Sean: Yeah I was a big fan of Vinnie but yeah they were offering a thing with the new technology in Detroit called quickly where you register to get a ticket alert and the quicker you get in and get those tickets, the cheaper you get them. And the ticket price will keep going up to a point. So they’re just doing some fun engaging things to one keep the fans that are going to stick by, give them some rewards, get them coming to the game but really making the game a whole entertaining experience because they can’t do anything. They can’t guarantee a win but they do, do a lot of their marketing around the visiting team. Actually the Pistons did beat the Heat this year but they’ll do a lot of marketing around the marquee teams of the NBA.

Harf: Okay well that’s a summary of that. Other things involved in social media of course are passwords and Burger King found out the hard one and they had a good one.

Sean: Just yesterday the Burger King Twitter account was hacked. And quite humorously they changed the avatar to the McDonalds logo and said they’d been bought by McDonalds. So it did get a bit of press. Everyone was obviously re-tweeting it and seen that it had been hacked. Took them a little while to get control and shut it down and get the account back and then even today Jeep in the States had their Twitter account hacked. So again, it make sense to make sure you’ve got some strong passwords, makes sense you understand who’s got access to your Twitter account or your Facebook account. There was a few people joking around Burger King, perhaps they shouldn’t have had the password as ‘whopper123’.

Harf: [Laughs]

Sean: I just tweeted out, maybe some of the listeners can suggest bad sports password like King James having his password as ‘Lebron23’ or Kobe Bryant having his password as ‘TradeDwight’, that’s hard to say! So potentially yeah but making sure you secure all your passwords is the main thing and make it hard for people to crack because obviously it’s going to be a little bit of a thing, there will be definitely people trying to hack accounts and see what kind of gags they can get!

Harf: Good advice from SportsGeekH.com, don’t you worry about that. Thank you mate see you next week!

Sean: No worries mate.

Gamification of sports

Play

On Saturday’s ABC Grandstand at 7:40 we discussed the growing trend of Gamification and how it is creeping into the world of sports.

 Download mp3

What is Gamification?

What is Gamification?  Bringing game elements to solve problems or better make things fun.

Sean spoke at Churchill Club last week on Gamification with Marigo Raftopolous  (Founder of Strategic Games Lab) and Patrick McQuaid (Project Director at NAB) who’s currently exploring the implementation of gamified projects at NAB.

What are examples of gamification?

  • DreamTeam & SuperCoach – Fantasy Sports genre
  • Apps like Foursquare, Yelp – gamifying social exploring – checking into bars & cafes
  • Runkeeper – gamifying your jogging experience
  • Frequent Flyer systems are ages old but early forms of gamification

Where is it popping up?

     – Corporate engagement & training – encouraging staff to participate with some fun game elements.

- Sports with Fan Engagement – we’ve developed Sports DP (Digital Passion) which is a social media frequent flyer system for sports fans.

- Minnesota Timberwolves were the world’s first sports team to gamily their sports fan base with Sports DP as fans tweets were scored at the 2011 NBA Draft in June 2011.  Check out the West Coast Eagles Sports DP rollout called The Swoop.

Expect as membership & stadiums get smarter to see gamification come into play with attendance, public transport, how much your spend – might lead to rewards like invite to team dinner or function.

Sports Geek Medals – Gamification edition

What apps do gamification well?

Bronze – Mint

Has a Financial Fitness module that gives you a percentage score for your financial savvyness.

Silver – Linkedin

Simple gamification technique of tracking the progress to 100% complete profile.  While you complete your Linkedin profile why not follow Sports Geek & connect with Sean.

Gold – Foursquare

Badges for achievements like Mile High Badge, School Night Badge & Player Please Badge got people hooked early & mayorship battles keep people checking in.

Until next week

Catch it live on Saturday mornings (at 7:40am) when Sean Callanan discuss sports digital with Francis Leach on ABC Grandstand.

Tune into ABC Grandstand Breakfast over the Friday through Monday on ABC Grandstand digital radio.


Get the Sports Geek podcasts

Want to get these clips in podcast form? Subscribe here or Add to iTunes

Podcast transcription

Francis: Francis Leach here for Grandstand Breakfast on a Saturday morning. We like to invite Sean Callanan, our sports digital guru, to come in and have a chat to us about what’s been happening in sport online and in the digital world. Good day, Sean. How are you, mate?

Sean: Good day, Frank. I’m good thanks.

Francis: Gamification, is that a real word or is that a word that’s been invented by geeks.

Sean: It is a bit of a word that has been invented by geeks but it has been around for a long time, so gamification in a strict definition is taking game elements or game structures and applied to things that aren’t games to help those problems get solved or just to make it a little bit more fun and competitive. And so we’re seeing with the advent of social and people sharing and things like that from a social media perspective, we’re seeing game elements added to different apps and different implementations.
So some of the ones, and gamification is pretty big in sports, it has been for a long time, you know. Fantasy sports is a big massive industry both here and around the world with dream teams and super coach and that provides a gaming element to a game that you’re watching.

Francis: So that’s the genius of it is allowing fans to participate in the game and be competitive in the game.

Sean: Yeah, so, with fantasy games it allows you to play along and be invested in another part of the game, another facet of the game. So it’s effectively gamifying the statistics of the game and it definitely came from baseball. We’ve talked about Money Ball before. It’s a very stats based sport. There was even the old 60s style strato-matic, where you would pull in the stats and pull in the box scores and, again, it was fantasy but before computers and people would fill out their sheets and project whole seasons of baseball games or project whole seasons of basketball seasons—that kind of thing—so…

Francis: So it’s like the Wright brothers plane of gamification.

Sean: Effectively, effectively, but now we’re seeing that more short form stuff and stuff that’s available on your mobile, so gamification that the people probably see more often these days—you we’re talking about it just before—Foursquare. Foursquare gamified I guess social networking and geo-locational social networking, so for those who don’t know, Four Square is a geo-locational social network where you check in at venues and effectively say, ‘Hey, everybody I’m here.’ So just as I walked in I checked in and I checked in at ABC Southbank.

Francis: Are you the king of ABCs Southbank.

Sean: No, I think it’s the mayor.

Francis: The mayor?

Sean: The mayor. It is. So the thing is, and this is where the gamification comes in. People might be checking in at work and they might be checking in and competing with another work colleague to get the mayorship of their work. And so it provides incentive for them to be coming into work more often.

Francis: I don’t know if I want to be the mayor of my local 7-11, but I know that people are.

Sean: There are, exactly, but there are people who say, ‘I’ve got to go on holiday. I’m going to lose the mayorship of my work, and so…

Francis: That’s someone who’s lost all perspective on life.

Sean: They have but they’re caught up in the game. Other games, they’re games around fitness, so Run Keepers is one and Nike Plus have done it as well, where you hook it up, but when you go for a jog, it tracks where you go. Half hour you go, puts it on the map, but also then awards you points or badges. It’s like ‘Way to go Frank. You’ve done five runs in the last 10 days. You were at the Steve Moneghetti level or something along those lines.

Francis: And you can also track in that one, for instance, against your friends, so if you’re training for an event and you’ve run 30 or 40 cases, when your mates run 60, you get a bit of a wakeup call and say I need to lift my game.

Sean: Exactly and that’s the gamification, the competitiveness. I’ve got a mate that does runkeeper and one night he went out for a jog and wrote his name with his jogging on the map on where he jogged. Now he would never have thought of doing that previously if he was just going out for a job, but because he’s getting this feedback, he’s competing against his mates, who are also jogging, he wanted to do a little bit of ‘Hey, look at me. There you go. Look at the map, Steve.’ And that’s how he’s done his little run for the night.
So, yeah, some of the big gamifications and earlier ones frequent flyer systems and loyalty programs, so I think in sports we’ll start seeing that sort of gamification come into it and it might be you get your membership, but we’ll scan and check how many times you’ve actually come to the game and that will reward you points, and if your membership is linked to your merchandise and when you buy some merchandise you’ll get some points frequent flyer style and then obviously you can rank all the fans, and, you know, the fans who will do the best job might get a reward of meeting the coach or sitting in the coaches box or tossing the coin, that kind of stuff.

Francis: Has anybody in professional sport taken that sort of vertical integration of digital information and used it yet? I mean what you’re saying makes perfect sense, and we can see how it would work because it already works saying that commercials be at retail, but is anyone doing it yet?
So we did it with the Minnesota Timberwolves in the NBA draft where we gamified the Twitter experience of the Timberwolves fans, so we were rewarding points for them tweeting and retweeting and showing their love for the Timberwolves and all the fans were ranked. We were giving away prizes, but now…

Francis: And how many people sort of hooked into that and got the sense of what you were doing and really got stuck in.

Sean: We had 160 fans tweeting away on their draft party, and by the end of the next day when Derrick Williams turned up to town, we had 110 fans signed up, tweeting away and had their score ranked. And then what we did was we’ve talked Twitter, and Facebook is the big one, we’ve now added Facebook to that, so we can now rank your action on Facebook, so if you check into a stadium, so the West Coast Eagles are running it currently and they’re able to say, ‘Hi, guys use this hashtag and their little digital cheer squad is clamoring for points because they want to be in front of their mate as well as get awarded for things.

Francis: Is it ever outside of that? Does it actually encourage people to become assets to the club or the sporting organization and uses them in a way without being too calculating to promote the program.

Sean: Yes, so it becomes a training tool and that’s where we seeing corporates doing it on sales managers having to complete their sales form. If they complete it to 100% they’ll get points and again at games that sort of prices of we just want you to complete the form, will give you extra points, so it goes back to the scalp days. You do the things you’ll get the scalp edge. It’s just the same sort of sense of accomplishment.

Francis: Good thing the pics coming up. Any sense of are they going to gamify it. I think any way so there’s going to be sort of fantasy Olympics so that you can get involved and maybe whether it’s metal projections or particular ethics, what’re you hearing about how that’s going to work?

Sean: Well, the Olympics are trying to I guess gamify, build a social hub where effectively trying to get you to follow all the different athletes that are going to be involved and some of the former athletes. I think if, you know, you follow Mark Spitz. He’s not obviously just swimming, but if you follow Mark Spitz it’ll unlock the Mark Spitz video and then you’ll find more about Mark Spitz when he’s commentating, so there’s a bit of that, but as far as fantasy sports and the Olympics there seems to be a team basting rather than a country basting because most people come to the Olympics and don’t know 18% of the competitors and so what Olympic bodies like the U.S. team and actually did an activation with I think it was Samsung and tried to rally the troops and a few athletes said ‘well hang on we didn’t actually let you use our images and stuff,’ so they got into a little bit of trouble, but they we’re trying to share the stories of all the athletes and try to provide it in a gaming experience, so I think brands will be the ones that are driving it.

Francis: New podium for this week in the gamification stakes, 3, 2 & 1.

Sean: So I’ve got to give Mint is one it’s a financial planning one where as you save and learn more about saving they give you points. Linked In, just use the gamification technique just to complete your profile. It says: You are 40% done. Don’t forget to invite your friends, get recommendations, so it just steps you through the process and encourages you to do it, but I’m still a Foursquare fan. I think they’ve done a really good job in awarding badges for being out on a school night. There’s this one for Pizza how many pizza joints you’ve been to. There’s a mile high badge, and that’s for checking in on an airplane with WIFI, not the other reason you might get the mile high badge. But, yeah, there’s a bit of merit to ‘hey look at me’ I just got the sky high badge. There’re all the different ones, burger joints and those kinds of things.

Francis: You are in deep my friend. You are in Foursquare deep.

Sean: Pretty much, pretty much.

Francis: Get on, Sean. People want to find you online and challenge you to be the mayor of your local 7-11, where can they find you?

Sean: They can find me at @SeanCallanan or at @SportsgeekHQ or sportsgeek.com.au.

Eagles swoop on Sports DP

Sports Geek is happy to announce the launch of Sports DP with the West Coast Eagles as The Swoop.

The West Coast Eagles are entering their first finals campaign in 3 years, the club is out to prove that their digital supporters are amongst the most vocal in the land!

Sports DP was first launched with the Minnesota Timberwolves at the NBA Draft to build fan excitement & engagement around the NBA Draft on Twitter (Click here for TWolves case study).

From Ted Johnson, Chief Marketing Officer at Minnesota Timberwolves, “Sports DP helped increase the level of engagement of Timberwolves fans and did it in a way that tapped into their fun, competitive nature.”

The West Coast Eagles are the first Australian sports team to engage & reward fans using the Sports DP platform, look for some great fan engagement & promotions over the AFL Finals series.

The latest release of Sports DP has integrated fan scoring for Twitter AND Facebook.

Sports DP V2.0 has been enhanced to allow flexible advertising options for sponsors & social media integration as you can drive your fans to your sponsor’s social media platforms.

Let your fans build your digital fan base using Sports DP, develop a community around your team that amplifies the message of your team and sponsors.

You can find out more about Sports DP at SportsDP.com 

Sign up for The Swoop with Facebook or Twitter.

New to social media? The Swoop will not steer you wrong with helpful hints every time you update your rating.

Follow the hints are swoop your way up The Swoop ladder!

Read what the West Coast Eagles have to say.

Sports DP & TWolves, Sports Digital Revolution, Pendles on Tout

Reprinted from Sports Geek NewsletterSign up here

Timberwolves and Sports DP

The NBA draft for the Minnesota Timberwolves for 2011 also saw the successful launch of Sports Geek’s new product Sports Digital Passion (Sports DP).

Sports DP  is a web application that grades a social media fan based upon the support they show for your team via Twitter and Facebook.  It also allows for data capture of email addresses for both your team and your sponsors.

Check out our case study on the Minnesota Timberwolves or for more information on how to get this for your team contact Sports Geek

Sports Digital Revolution

Sean recently presented at the the @SEATConference in Los Angeles.   The panel discussion looking at sports digital case studies from SF Giants, San Antonio Spurs & Play Network was kicked off with the Sports Digital Revolution available on the SportsGeekHQ YouTube video.

Pendles on Tout

Collingwood midfielder & Norm Smith Medalist Scott Pendlebury is the latest sports star to join Tout.  Check out his first Tout made at Sports Geek HQ, it was featured on Tout’s popular page along side Shaq.

Check out the video with all the sizzle of Tout since Shaq used Tout to announce his retirement.

Quick and easy to use – you can Tout from your iPhone or iPad and upload it to tout – either via the web or their simple app

Pendles can also be found on Facebook and Twitter and his website ScottPendlebury.com.au.

Worth a listen – Sterns Vs Simmons

If you haven’t listened to Bill Simmons candid discussion with NBA Commissioner David Stern you should (Listen here).  Great insight into the NBA lockout & must listen for any fan of the NBA but also of sports business. Also try out AudioPress great for listening to podcasts via streaming.

Links we like

David Stern interviewed by Bill Simmons on NBA Lockout
Facebook Messenger App Could Replace Texting
The Engagement Trajectory: How Consumers Socially Engage with Brands
An NFL Coach Sells His Mercedes To A Cafeteria Worker For 20 Bucks
Great infographic on the social web every 60 seconds

Fave Tumblr Post


FB Fan Counter

March 2011 – 319,180
June 2011 – 478,450
August 2011 – 733,492
2011 Target – 1,000,000

Digital Dragon, Facebook Places & Ben Cousins

Best of Digital Sports World #12

The St George Illawarra Dragons are seeking to appoint a Digital Communications Co-ordinator and are doing so via the Digital Dragon campaign. Keep an eye on YouTube for job applications and follow updates on Twitter via #DigitalDragon. Good luck if you’re applying, shows you need to be in the space to understand the space.

MLB financials info leaked via Deadspin, Darren Rovell looks at why it matters.

Want to own an NBA Team? Golden State Warriors are looking for investors from @Sports_Business

The latest Partnership Activation newsletter is out from @BrianGainor.

Essendon did well with the #efctweetup hashtag created 488,562 impressions, 36,066 unique views from 341 Tweets. Want to collect data on your hashtags? This data was reported using Tweet Reach.

With the @AFL finals approaching you can now get a Twibbon to support your team. They have to be the biggest Twibbons we have ever seen, no little logo in the corner for the AFL! ;)

Facebook Places – no longer What you’re doing but Where…

Facebook Places has been launched entering the world of geo-locational social networks. It should be noted that Facebook Places is not yet available in Australia.

Here is what people are saying about the launch:

Sports Mini-sites…

Sports mini sites around events & signings will become another tool available to sports marketers. Like We Want Wade previously profiled Bring Back Cardinal does the same for Timberwolves fan favourite Brian Cardinal.

Such is Life – Ben Cousins

Not here to judge or comment on the Ben Cousins documentary there is more than enough commentators on the subject.

However, Channel 7 missed the mark understanding social media with the program.

Problems with execution include:

  • After the first break Hamish McLaughlin told everyone to join the conversation with the Twitter account @SuchisLifeBen
  • @SuchisLifeBen account not setup at the time, someone obviously setup the account on the night and collected 360 followers
  • They did not monitor the hashtags actually being used by TV viewers #suchislife #bencousins
  • For part 2 they obviously were not monitoring Twitter that closely and didn’t see the viewer backlash for delaying the start of Part 2 with a panel show
  • Additionally they rectified their hashtag to #suchaslifeben to further fragment the conversation
  • Kudos to the @AFL for using the #suchaslife hashtag to respond to the documentary but I think it would have been braver to engage the AFL fan base during the show.

For those who missed it here is a clip from Fox Sports.