Connecting sponsors & fans via CRM

10:00:27 From danieltaylor : Daniel Taylor – Market Research and Insights professional based in Philadelphia: https://www.linkedin.com/in/dtaylor87/
10:00:38 From Tom Mitchell : Tom Mitchell, Partnerships Manager IRONMAN: https://www.linkedin.com/in/tom-mitchell-b3496732/
10:00:52 From Ned Coten : Ned Coten, CEO SportsRM & President Basketball Australia linkedin.com/in/nedcoten
10:01:05 From Ned Coten : https://www.linkedin.com/in/nedcoten/
10:01:15 From Tod Caflisch : Tod Caflisch – TechFoundry – Sports Technology Consulting – https://www.linkedin.com/in/tcaflisch/
10:01:16 From Tim Wyld : Hi All, Tim Wyld, GM Commercial NRL Touch Football – https://www.linkedin.com/in/tim-wyld-58b42933/
10:01:45 From Amy Wadwell : Amy Wadwell, Snr Manager Digital Marketing at Paralympics Australia – https://www.linkedin.com/in/amy-wadwell/
10:01:48 From Rohan Bose : Rohan Bose – Senior Financial Analyst
10:01:49 From Akhil Bhaskar : Akhil Bhaskar, MBA student interested in Marketing Consultancy and Sponsorship – https://www.linkedin.com/feed/
10:01:50 From Rohan Bose : https://www.linkedin.com/in/rohanbose/
10:01:52 From Bronwyn Greer : Bronwyn Greer, Tournament Director, US Men's Clay Court Championship, Houston, TX https://www.linkedin.com/in/bronwyngreer2010/
10:01:53 From Hannah : G'day all! Hannah here from Sports Project – Workforce Project Coordinator. Would love to connect with you – https://www.linkedin.com/in/hannahbayly/
10:02:01 From Dominic Remond : Dom Remond Principal at Grow Step – Helping businesses grow and monetize their audience and customer base, focusing on strategic partnerships, marketing strategy, digital and technology led transformation. https://www.linkedin.com/in/dominic-remond
10:02:04 From Andrew Kidd : Andrew Kidd, Sponsorship Account Manager, Melbourne United Basketball Club, NBL Australia. https://www.linkedin.com/in/andrew-kidd-684a54140/
10:02:04 From David Hopkins : David Hopkins – Glory League Australia https://www.linkedin.com/in/david-hopkins-b8765228/
10:02:18 From Jen Pitson : Hi all, Jen Pitson, GM Commercial & Development Motorsport Australia https://www.linkedin.com/in/jennifer-pitson-a2253253/
10:02:28 From Charles Reynolds : G'Day all,
Charles Reynolds here, cofounder @ Trak Software. Property side vet here in the US.
Charles@trak.io | https://www.linkedin.com/in/crey33/
10:02:29 From Hugo van Rhijn : Hi I am Hugo from Atlantic Canada. Last week Sean gave his feedback on how my startup intends to solve the very issues we’re discussing in this Zoom call. Now I’d love to get yours. So please check out https://www.flyfan.app and hit me with your judgment…
10:02:43 From Felix Koehler : Hey everyone, Felix Koehler, Account Exec, FanHub Media – Digital Fan Engagement, Melbourne, https://www.linkedin.com/in/famkoehler/
10:02:48 From Simon Grunstein – SCGT : Simon Grunstein, Strategy at the SCG Trust https://www.linkedin.com/in/simongrunstein/
10:02:49 From Russell Scibetti : Russell Scibetti – New York Football Giants (https://www.linkedin.com/in/rscibetti/)
10:03:31 From seblear : Morning All – Seb Lear, Head of Partnerships at InCrowd Sports https://www.linkedin.com/in/seb-lear-25101991/
10:03:52 From Paul Bains : Good afternoon everyone 🙂
10:03:58 From timmullaly : Tim Mullaly – Aus Partnerships Manager @ Tradable Bits – https://www.linkedin.com/in/tim-mullaly/
10:03:58 From Jake Martin : Hi Everyone! Jake Martin – Sports Architect – dwp – Associate Design Director – https://www.linkedin.com/in/jakemartinarchitect/
10:04:40 From Paul Bains : Paul Bains founder of New Zealand Sport Radio https://www.linkedin.com/in/paulebains/ and we have just had our first community COVID cases in over 100 days!!!
10:05:40 From AMANDA JENKINS : Hey! Amanda from FIBA. Senior Manager for the Oceania regional office. https://www.linkedin.com/in/amandabjenkins/
10:05:56 From Mitch Siwek : Good morning/afternoon everyone, hope you are all well. Mitch Siwek – recent uni grad – https://www.linkedin.com/in/mitch-siwek-284781121/
10:06:32 From Adam Jackson : Hi all. Adam Jackson. GM, Commercial. Benchvote, Digital fan engagement and Sponsor Activation platform. Please connect – https://www.linkedin.com/in/adam-jackson-34b99159/
10:16:13 From Aileen McManamon : Hi Sean — and all – joining you late from Vancouver Canada
10:22:36 From Doug Mann : Hi all, Doug Mann, Membership Sales & Services Manager at Victoria Racing Club, happy to connect – https://www.linkedin.com/in/doug-mann-905018a/
10:26:23 From Russell Scibetti : CRM and data are not the same thing – you can have the insights and the data without CRM, or CRM without enough data. It's the whole ecosystem that generates those insights.
10:26:54 From Paul Bains : Are people matching their members with Facebook page followers with other audiences to see if they are similar or different people
10:27:37 From Aileen McManamon : Tim Mulally from Tradable Bits may want to jump in on that…but yes.
10:28:02 From timmullaly : We’re working with some of our AFL clients to do this Paul – to de-anonymize these audiences so to speak
10:28:18 From timmullaly : Thanks Aileen!
10:30:18 From Doug Mann To Sean Callanan(privately) : Thanks for the session Sean, apologies I need to shoot off at 10.30am…Keep up the great work, love these topics!
10:30:31 From Paul Bains : Thanks Tim, so it’s happening but sounds like early days in this area
10:31:03 From Paul Bains : Great point there that you can just ask your audience rather than trying to scrape the info from somewhere
10:32:17 From Aileen McManamon : Sponsors are extremely sophisticated in the audience segmentation they have – they need sports to meet that as well. Not just who's going to buy a car in the next 6 months, but what type and what for
10:32:25 From Russell Scibetti : Simon – what you're describing is more down the path of an EDW (enterprise data warehouse) or possibly a CDP (Customer Data Platform) depending on your area of focus. The CRM is an input & output to both of those systems.
10:33:24 From Simon Grunstein – SCGT : Thank you – we have started to go down the path of describing what a DW does look like for us. Integrating purchasing as a big factor (e.g. Food & Beverage sales), rewards for Members etc.
10:34:29 From danieltaylor : There are market research/insights agencies that have that data at hand. E.g. YouGov Sport have their internal panel with thousands of data points
10:34:30 From timmullaly : @Paul, I’d say it’s a mixture of both asking audience directly + scraping additional data from social (affinity, friends, interests) –
10:35:00 From Russell Scibetti : If you get the DW really locked in and the right ETL process to unify customer identities and data, then that becomes a feeder back to CRM with a consolidated view of that fan with just the right information needed in CRM, the right information in marketing automation etc.
10:36:52 From Simon Grunstein – SCGT : Thanks Russell. Do you guys do that in-house or do you have digital agencies complete this for you?
10:39:30 From timmullaly : Aileen, you hit the nail on the head – the car example is spot on. Smart sporting clubs have taken time during cover to plan out executions to gather 1st party data and qualifying questions about purchase intent/life stage/ demographics/ purchase motivation – and execute it at scale. Carlton FC have nailed this
10:42:23 From Jen Pitson : After speaking with digital agencies is the past, the biggest road block has been convincing the business (usually the Board) to spend the money to analyse the data. We only use audience/member demographic data – which seems a bit archaic based on what's available.
10:43:33 From Russell Scibetti : Use this opportunity to design automations and journeys, both for team offers (tickets, merch etc) as well as how you are activating digital partners. This is why we switched to a more robust marketing automation system, we want to really up our game around personalization at scale.
10:44:10 From Jim Dorash : Hi guys Jim Dorash – EndZone Global – Brisbane Australia – I look forward to connecting – https://www.linkedin.com/in/jimdorash/
10:45:14 From Aileen McManamon : Yes, Russel – JOURNEYS!
10:48:26 From Simon Grunstein – SCGT : Thanks Ruseell – very insightful.
10:48:38 From Akhil Bhaskar : Establishing Synergy with the partners using Data!
10:50:29 From danieltaylor : It also comes down to what sponsoring brands want to achieve – i.e. what element of the purchase funnel the brand is trying to hit via the target audience
10:54:24 From Simon Grunstein – SCGT : Trillion Dollar Coach – Eric Schmidt
10:54:46 From Steve Conley : Audio Book for Me talking to strangers by Malcolm Gladwell
10:54:58 From danieltaylor : good choice Russell! second on that one
10:55:03 From Akhil Bhaskar : Chapter 11 and 12?
10:55:11 From Hannah : One of my favourites too Russell!
10:55:13 From Aileen McManamon : Nudge — making the better choice the default choice. Richard Thaler
10:55:24 From Russell Scibetti : Chapters 21 and 22
10:55:48 From Akhil Bhaskar : ohh my bad .. Alzhiemers creeping in
10:55:51 From Paul Bains : Oh dear just had a Sales Force promoted tweet on my feed….
10:56:04 From Russell Scibetti : They are listening Paul!
10:56:33 From timmullaly : Scary Paul!
10:57:22 From Aileen McManamon : Intrigued by mmhmmm….had a quick look. Gotta dig in to this
10:59:06 From Felix Koehler : Thanks guys!
10:59:10 From Russell Scibetti : Good night all!
10:59:11 From timmullaly : Thanks all, have enjoyed the convo today. Cheers
10:59:11 From Jake Martin : See ya crew
10:59:14 From timmullaly : Thanks Sean!
10:59:15 From Louise Jeffs : Thanks all 🙂