Paul Dewhurst and the MLS’s San Jose Earthquakes are building a brand and driving social and digital ROI

On episode 117 of the Digital and Social Media Sports Podcast, Neil chatted with Paul Dewhurst, Digital Marketing Strategist for the San Jose Earthquakes MLS club.

What follows are some snippets from the episode. Click Here to listen to the full episode or check it out and subscribe in iTunes or Stitcher.

Posted by Neil Horowitz

Follow me on Twitter @njh287 Connect on LinkedIn

Nathan Rauschenberg is Driving Fan-Team-Player Connections and Social Media ROI for the Seattle Mariners

On episode 115 of the Digital and Social Media Sports Podcast, Neil chatted with Nathan Rauschenberg, Senior Digital Marketing Manager for the Seattle Mariners.

What follows are some snippets from the episode. Click Here to listen to the full episode or check it out and subscribe in iTunes or Stitcher.

Posted by Neil Horowitz

Follow me on Twitter @njh287 Connect on LinkedIn

SDSU and USD basketball games: two different fan bases, strategies, and atmospheres

I was lucky enough to attend two games in three days in mid-February 2018: First, a University of San Diego Toreros game at Jenny Craig Pavilion and, 36 hours later, a game at San Diego State University in their home venue – Viejas Arena.

Two Division I teams of different scale, with different resources, and different fan bases. Take a quick trip to each game with me, checking out the sports business and fan engagement elements.

A few quick takeaways

 

  • The atmospheres are night and day. USD felt like a great outing for a young family, where kids could have a good time, get a picture with the mascot and cheerleaders, watch their friends play at halftime, and maybe get a caricature done with mom and dad. Whereas the SDSU game was more like a party atmosphere, with loud music and flashing lights and screaming fans.
    • This difference is not a bad thing, just a reflection in different institutions in different places. SDSU, despite a tough season this year, has now established a culture of winning, which brings in the students and allows/necessitates a more raucous atmosphere. A bigger budget doesn’t hurt, too. USD has struggled on the court, which inevitably affects student attendance, and their marketing and presentation is more amenable to driving those looking for an affordable outing – families – and capturing them en masse, hence the engagement with youth teams, too. USD’s budget is also more tied to wealthy donors, and this atmosphere is more amenable to those attendees, too. (At risk of generalizing)
  • SDSU had much more sponsor-driven content and replays on their video board, while USD’s in-game engagement was more of the ‘cams’ we see so often. Stuff like surf cams and dab cams can appeal to students and families alike (everyone wants to be on the video board) and any school with an arena cam can create these fun opportunities. Get on the video board, and it doesn’t matter who wins or loses.
    • This is not to say USD doesn’t want more sponsor involvement in their games (see the Domino’s Delivery of the Game), they’re looking for ways to drive fan engagement during the game that doesn’t require manpower to create graphics, videos, and animations. Their plan is to grow in this space, but I personally love the idea of the surf cam, and getting a sponsor for it will only allow it to have a little more juice and aesthetic.
  • The disparity in sponsor impressions between the two schools was certainly stark, and this represents an opportunity for USD. Their halftime stats and highlights, their cams, their dearth of digital signage — all this means there is great potential for the Toreros to drive more sponsor revenue, and they’re getting assets in place to do so. It’s easier said than done, however, when they don’t boast the crowds that SDSU gets for their games. It’s why some deals will start as bonuses or throw-ins, before becoming assets that command some more serious coin.
    • Whether the attendance is in the thousands (as for SDSU) or the hundreds (as it is for USD most games), sponsorships can be more than just presented by or than static signage. It was notable how many activations the Aztecs partners had included a text CTA or enter to win or an active element in their app. It doesn’t matter as much if 5,000 fans see something, but there are no results to show for it, if 1,000 fans see something and 100 take some measurable action.
  • It was pretty darn cool when the lights were out, the video board was flashing, and a bunch of fans and students were shouting in unison “I believe that we will win!” while some stomped their feet to rumble the arena (Yeah, I know it’s the USMNT chant, too). It was hard not to get chills. Traditions are a powerful thing and make the game day experience something special that can’t be missed by students, alums, or loyal fans.
    • USD Athletics recently got new leadership and is working on reestablishing their traditions. It’ll be fun to see it happen and come together.

 

There is so much at play for college athletics — driving student attendance, driving non-student attendance, getting donations, fulfilling sponsor deals, producing content for in-game and web and social and traditional platforms, and doing it all when you have a dozen or two dozen or more other sports to worry about, too, some of which are also revenue sports. It’s a fun challenge that so many of us have. And we’re all doing our best to figure it out and to create fan experiences that are special, that will strengthen ties to the school, and do it all while minding the bottom line.

 

12 Lessons for College Athletics at PACNet18: Simplicity, Superfans, and Sorting Through Strategy

Think back to your days at college. When weekends meant parties that started at 10 and trips to football games and basketball games with friends. Maybe you snuck in a little booze to pregame. You recognized so many faces there, and nothing beat the feeling of the place going nuts, cheering or chanting in unison as the music or marching band blares.

But then you graduate and get a job. And the allure, and ease, isn’t there anymore. Colleges are seeking to keep the students coming back as alumni and, nowadays, to keep students coming at all. Revenue isn’t as easy as it once was for college athletics departments all around the country, but there is no shortage of ideas and solutions.

pacdeck

These were among the themes at the annual Paciolan Conference 2018, where thought leaders in college athletics, venues, live events, and digital and tech came together for a few days of learning and mingling. It is put on each year in Newport Beach by the eponymous Paciolan Ticketing company, owned by Learfield. Here are 12 lessons I gleaned from the conference:

Text is tantalizing – 98% open rate, keeping fans within text

It’s the most direct, and intimate, way to reach fans of any age, and it has been for years now — the text message. With the dominance of mobile, and the growth of messaging, those not in WhatsApp, Messenger, Snapchat, and, and even those in the messaging apps, are still texting. Even your mom and your grandma can text, and the 98% open rate on texts means texts are seen.

There are ticket sales and service happening via text message, and presales, event day alerts, and plenty of ‘dark social’ mentioning your game, team, or event. And the goal is to go from a text message to mobile web and signing in and registering pay info and…we want fewer clicks, so whether it’s a text or elsewhere, the goal is frictionless flow.

Keeping fans in the platform, wherever that is. More versatile technologies

Whether it happens on Facebook, your website, your own app, or somewhere else, keeping fans in that comfortable, consistent environment is increasingly important. Fans don’t want to feel like they’re coming in your place and then bouncing between other partner sites, apps, or even visual identities. Native solutions are the name of the day, and what was once a sea of apps is now a river of solutions evolving to exist and execute in a single app or environment. And whether it was technologies for ticket sales, group sales, upgrades, parking, engagement, payment, and more, it was more about how it could align with what you’re already doing and operating on. API and SDK and dynamic are thrown around more and more, and it’s better for fans. But even the best ticket and engagement flows can’t save a sub-par game day experience.

The power of traditions and creating new traditions

College athletics is notorious, in a good way, for its traditions. Traditions that are passed on from generation to generation, lending a sense of comfort and nationality to alumni of the school. The pageantry they bring to games is a powerful, unmatched tool. But that doesn’t mean new traditions can’t come along.

This salient statement came from a great keynote by Jack Swarbrick, Athletic Director for a little school known as Notre Dame. They have a ton of fabulous history and tradition at Notre Dame. But even Swarbrick knows generations evolve and, with them, new traditions can emerge, too. And tradition is properly rated as a tremendous way to drive emotional investment and a reason to come out to a game. This led to another insight from Swarbrick on the promise, but misrepresentation, of tech to help hold up and bring back attendance at games.

Game day experience has to be ‘fundamentally different’ from at-home – community, interaction; not just tech

It’s well-established that technology solutions like WiFi can be an integral and valuable addition to a venue and to fan experience. But it can’t be the only thing. You can have drones delivering beer to your seat that you ordered via your phone while streaming another game and getting your fantasy alerts while plugged in, charging, but even then you’re still short of the La-Z-Boy at home. Swarbrick used the words “fundamentally different’ to describe how the live attendance experience must vary with the stay-at-home option.

What does that mean? That’s for schools to fill in the blank — an experience that simply can’t be matched at home, an experience that inspires the feeling of togetherness, of being surrounded by thousands of others living it with you. And, yes, being the center of attention for thousands for just a fleeting, lifelong story moment, when you can make a cameo on the video board. What can you deliver that makes it so fundamentally different that not attending feels like a lesser option?

No dead time at games

There are going to be timeouts and media timeouts and intermissions at games and events. But this is the generation of mobile — where there is something stimulating literally every waking minute. So to have times when there is nothing but background noise or ad reads or static logos or commercials on the screens – it’s unthinkable and unacceptable to fans these days. Marketers have acknowledged that and have sought to rectify it — with DJ’s and music, constant contests and cams and content, and on-site and mobile engagements and activations that make the game just a fraction of the full fan experience. Fill any dead time or down time, time when fans could possibly think for a second if there is something better they could be doing at the time. This is constantly on the mind of college athletics folks, I learned.

Omni-channel engagement for millennials – and recognizing activity on each

We’re long past the realization that fans are engaging in many places. But we’ve moved on to more – to what fans are doing and want to be doing in those places and on those platforms. It was interesting to hear the marketers there how they approached each platform, knowing the different intent and best uses of each, aligning it with how fans or students used it. Emails got lots of opens, but didn’t get a lot of clicks for one school, so they focused on visuals to disseminate info. Instagram and Snapchat were also visually driven, but more creatively consistent with the platform. And Facebook and search ads drove clicks and conversions, with messaging and creative structured differently.

It’s important to know the behavior of fans on each touch point,and to define goals, success, and ‘conversions’ on each. Then the strategy and creative can be adapted appropriately. It’s not one-size-fits-all, and it never will be.

Let student athletes be at the forefront of donation efforts

Donations remain a vital part of a healthy college athletics institution. But boosting and giving can’t just live on the egos of rich grads, the mandates for season ticket holders, and the endowments of namesakes. Storytelling is at the forefront more than ever, and when fans know the student athletes they’re supporting, the fiscal and emotional investment is so much stronger. It’s why external relations teams are working more and more with content teams, and why the stories of student athletes are being told in higher volume and with beautiful creativity and skill are being told more than ever. Sure, fans will give to an institution, but it’s more powerful when fans are giving for the sake of other people at that institution.

Scale successes – from Olympic sports to revenue sports and vice-versa, especially for giveaways

There smaller, less ‘mainstream’ sports, where getting triple digits of attendance is a big win. But while college athletics marketers understandably spend more time and resources on the big revenue sports, it doesn’t mean they don’t toil and stress over how to increase support for every other sport on campus, too. And it’s often these smaller sports where they’re able to, and have to, get more experimental and creative.

They can be a testing ground where a good idea that can increase attendance by a few dozen at an Olympic sport may drive a thousand or more increase at a bigger sport. Whether it’s giveaways, themed events, on-site activities, ticket deals, music, contests, or any number of creative ideas — scale the successes to other sports, to derivations of ideas that work that can engage even more fans. Because especially younger fans, alumni, and students are a challenging but coveted group…

Efforts to Win Over Young Alumni

The most successful in this challenging but important endeavor are getting them started early, and making it easy. There were several tactics mentioned throughout the days there that helped increase the likelihood that students who attend games and support their school and teams would continue to do so after graduation.

One of the key principles seems to be to get them started early. Make sure they know how life as an alumnus doesn’t have to mean life without going to games. There are young alumni ticket plans that help gradually increase to life as a full-fledged, full-paying/donating season ticket holder. It was important to make students aware of the great options, and to have physical presence at some tent pole events, especially those leading up to graduation. Mississippi State had a clever tactic, too, with having points from their student loyalty program roll over to an alumni/donor program, essentially creating that use-it-or-lose-it feeling for their recent grads.

The messaging around donation for young alums was also a topic of advanced discussion. Treating recent grads, who may or may not have jobs and may or may not have oodles of student loans to pay off, the same as others decades from getting their diploma, is foolhardy and borderline irresponsible. Being vague about giving ‘what you can’ was similarly put down as a less-than-ideal way to craft the message.

My thought is a good move, therefore, is to make specific ask or offer an instant incentive. Just like getting fans to a game, it is so important to get ’em started early. It’s better to ask for a matched $18 donation to celebrate the class of 2018 than to be vague or present packages in the hundreds or thousands. I like the idea of Clemson’s IPTAY – I Pay Ten A Year ($10/year). It’s better to have 90% contributing a small amount than 9% contributing large amounts. But it’s not just the donor database marketers are interested in growing.

Capturing the anonymous fan

This is a consistent concern across all sports, live events, and venues – anyone that sells a ticket for admission. There are so many fans coming to games and events – with friends, with a free ticket, with a secondary market-purchased ticket – and these fans remain mostly anonymous to marketers, disconnected numbers in a database. There was silence, at first, when this question was posed for a panel, followed by a handful of tactics that all had varying degrees of success.

There is the good old-fashioned,but still mildly effective, enter-to-win sweepstakes; and they’re getting more digital, mobile, and even social and engaging. Gated WiFi, where fans enter an email address and perhaps other info, in order to access WiFi. This is often a good way to collect names and emails, but is not always welcome by fans and prone to throwaway email addresses used only for such convenient purposes.

A third tactic, seen even more so in the pros, are on-site activations with tech and/or partners that allow fans to create memorable, shareable mementos that they can then post to social media or have emailed or texted to themselves. Fans get something cool to share from the event, and marketers get the personal info from fans they want and need to get more and more those heretofore anonymous fans identified into their database.

Digital fan journeys – and optimizing everything

We’re long since past the understanding that fans don’t experience or act in a silo. They are coming into contact with the team and brand a number of ways on a number of different platforms. And the better we imagine and understand the mind of the fan, the context of the activity, and the path of these journeys, the better the results.

In action, this translated into putting ticket buying messages in places where fans’ intent to buy was likely stronger [i.e. Schedule pages] rather than making them jump through hoops and hurdles to get there. Along with context comes customization, too, with messaging and creative that reflect a real-time understanding of information and data. Some of the examples seen at the conference show we’re closer to the right offer and right message at the right place and time than ever before.

Target fans at a granular level, engagement > reach

We’re always trying to get bigger, to reach more, to add more rows to the database. But it can’t be at the expense of not fully engaging and maximizing the fans that are already emotionally bought in. It also means being more strategic with fan engagement strategies, and actually planning and executing different strategies for different fans for whom there are different feasible goals.

While it’s not a perfect connection, one point that stood out to me came from a representative for YouTube Sports, who specifically works with their college sports clients. The expectation is that he would have clients post more — to reach more, get more views, and increase the chances of discovery. But, quite the contrary, the advice was to actually consider posting less, to instead focus on quality content.

It’s less about reaching as many fans as possible every day, and instead favoring cultivation of communities, with fans that come back and feel a relationship with their teams and their schools. To extend the example, fan that stumbles upon a YouTube video one day indeed has some value, but the fan that comes back to visit and watch and engage again and again, well, it’s not an apples to apples numbers comparison game. Engagement is increasingly thought to be superior to reach, as we graduate to a more mature mindset for metrics.

Similarly, a marketing manager for Clemson Athletics detailed how they, among other ways, have broken their fans down into cohorts, most simplistically with ‘current’ vs. ‘potential’ fans, particularly prominent coming off a national championship in football when it was harder, but more important, to discern the bandwagon fans from those that have been, and will be, there all along. The cohorts were identified and messaging and marketing strategy was developed differently, while keeping a cohesive brand of showing what it means to be a Tiger at the center of it all.

This was my second trip to PACnet and it was encouraging to see that true progress has been made from year to year. The challenges that were on the minds of many last year have given way to solutions and ideas (and, yes, new challenges) this year. And just about all of it is evolution and change in a positive direction — more empathy and compassion for fans, more personalization, customization, and fewer tricks and less friction. We can envision the future, even as it seems like we’re in a race against time, battling a war we may lose in favor of live attendance. But it’s resulting truly great, communal, memorable, shareable experiences for fans. And if that’s a side effect of doing better business, that’s a winning recipe for all.

Cutting Through the Content Clutter in Social Media and Sports By Owning Niches

The sports content world is crowded. It can be incredibly hard to stand out, especially if you’re an official team presence or even a challenger in the space. But it’s not a hopeless battle of attrition, it doesn’t have to be a daily struggle for the attention of fans.

There’s value in truly owning niches. Become the best in certain areas and command the attention of fans by being unique and providing unique value. For Richard Clarke, who spent years amid the crowded fish bowl of Arsenal and later the upstart Colorado Rapids, part of building a content strategy was focusing on owning niches that others couldn’t do as well as the club.

“What you can do is you can own niches,” said Clarke. “At Arsenal, we had great history, so I would want to own the niche of history. We could do stats really well – that was a niche we could own…

“We made sure we owned any transfer announcement, as well. Because that was somewhere where we were properly creating news…Obviously, with the media in England, when there’s a transfer going on, it’s difficult for the club to comment; but what you do do – is you’re the ultimate rubber stamp…

“Suddenly, you’ve got four or five things where you’re the go-to place for that. You build up an arsenal of niches.”

Right there, Clarke identified niches Arsenal could own, ways they could rise to the surface, not just in spite of, but because of being the official club presence. They not be able to pen overly critical columns or entertain rumors and reports as much as others, but there were things they could do better than anyone.

There’s an extensive content ecosystem throughout sports (and all media, really), but providing something fans can’t get anywhere else, using your resources to your advantage can mark a lot of territory in the battle for fans’ time. The most important thing is still creating content and stories that is worth their time, that isn’t just noise or, worse, a lesser version of what they’re getting elsewhere.

“You’ve still got to give value and, sometimes, it is a matter of owning these niches and building a content plan off of that,” said Clarke. “It’s not perfect, and that’s fine, because we go to different websites and social media accounts for different things…”

Fans maintain a steady diet of content consumption each day, often across a variety of platforms. It’s not reasonable to expect to win 100% of that time and attention, better to target a healthy amount that you can dominate. It’s pretty valuable to be the best at something, and it can start with identifying niches that can be all yours.

Richard Clarke Offers Insights Into Building a Successful Content Strategy for Sports Teams

On episode 112 of the Digital and Social Media Sports Podcast, Neil chatted with Richard Clarke, Sport Digital Consultant and Speaker, formerly with Arsenal and the Colorado Rapids, among others.

What follows are some snippets from the episode. Click Here to listen to the full episode or check it out and subscribe in iTunes or Stitcher.

Posted by Neil Horowitz

Follow me on Twitter @njh287 Connect on LinkedIn

Preston McClellan is helping to grow the PGA Tour through players, content, and experiences

On episode 111 of the Digital and Social Media Sports Podcast, Neil chatted with Preston McClellan, Senior Brand Marketing Manager for the PGA Tour.

What follows are some snippets from the episode. Click Here to listen to the full episode or check it out and subscribe in iTunes or Stitcher.

Posted by Neil Horowitz

Follow me on Twitter @njh287 Connect on LinkedIn