This transcript has been lightly edited by AI

Sean Callanan: Is there any particular analytics or metrics that you're just trying to focus on as a team that you're pointing to your board or maybe, you know, Ted Lasso style tapping the believe sign saying,

Jamie King: Yeah.

Sean Callanan: chiseling.

Jamie King: I think for us, we're building out our whole kind of reporting structure at the moment. I'm kind of reporting out mainly growth. We've seen huge amounts of growth this year across social and database for about 150% up from August 1st across database and social. And as much as I would love to say, that's all me. That is the power of the Premier League. That is the power of millions of eyeballs all over the world suddenly watching your

Jamie King: and we can week out and growing and growing that. It's about how we maximize that, how we utilize that and then how we use that data and how we use that audience to continue growing and essentially eventually pull them down the funnel into a revenue stream. So for us at the moment, it's all about top of the funnel. First season back in the Premier League, let's grow that funnel as much as we can. But as we start to go down, like in the more, yeah, the big one that we always look at

Sean Callanan: Yep.

Jamie King: revenue. So how much revenue are we driving through marketing and even, you know, not new revenue streams, but new revenue streams to the club, like content monetization across YouTube and across Facebook, turning that on and then starting to actually look at the videos and the content we're producing to optimize towards that. So rather than just going, right, let's let's look at the view count that Facebook are giving us. Let's look at five second views. Let's look at the retention rate. Let's try and create videos that are going to make it more fun.

Sean Callanan: Yeah.

Jamie King: people watch much longer so they hit that all-important outbreak and then start, you know, we can start kind of taking some money from it. So that's how we're more working, I think strategically, especially across our content, to ensure that that content is optimized for long form and to hit that first outbreak. But really, it's all about that top of the funnel. Let's get growth mainly through engagement.

Jamie King: engaged club per follower in the Premier League this season. And we're very proud to say that. We know we have a massively engaged following. It's about just how do we keep growing.

Sean Callanan: True, I think you did answer my next question was, you know, what is that focus around and, you know, engagement is one where you, you know, it is the start of the top of the funnel and bring them down. So, what are the bigger goals? Like, again, you know, looking forward in 12 months time, where do you hope to be in 12 months time as your, you know, your team skills up, your fans come aboard for the journey, where do you hope to be in 12 months?

Jamie King: Yeah, so in 12 months, we spent this year, kind of, as I said, building and then almost getting our stack right and our tools right to then really attack from next season and having everything in place that we want to be. So we use BlinkFire daily as a kind of social tool.

Jamie King: that what does really nicely is be able to rank you as a Premier League club against all the Premier League club to get to whatever metrics. Climbing that to be a mid-table club across the key metrics of followers' social engagement, social views is a north star for us, especially in the following from where we are behind because we haven't had that Premier League exposure for such a long time. And I think more broadly than just social,

Sean Callanan: Yep.

Jamie King: is the app as it is, but advance that to be way more sticky and really lean into gamification. We've toyed around whether the app should be, should your app be that ticket holders go into the game, it's got everything that you need to do in there. Yes, it should, but let's go a bit broader than that. The app is global. Let's make it your path to being an Oscar and Forrest fan, no matter where you download it. So we want to start bringing in simple

Sean Callanan: Okay.

Jamie King: collectibles inside the app. Some teams do a great job already and you know we take inspiration from clubs and different sports teams from across sport to look at what they're doing and take inspiration and start building that out. So the app is another focus for us and the other one which we don't currently have is a really committed and it all kind of ties into the same thing. It's around a loyalty program, joint membership and a joint membership

Jamie King: getting fans in, digital members, they have a loyalty service, the more they pay into the club, the more they then get back, that then goes back into the club. So, rewarding people for their loyalty and making people identify as being a Nottingham Forest fan, more than just buying a jersey, what more can we give them to identify as a Nottingham Forest fan digitally and physically when they come to the game.

Sean Callanan: Yeah, it's a digital face paint. I like to call it. You want them to give them that stuff so they can show their colors, show their fans. So yeah, so, so yeah, we'll be following, you know, with interest.