My Favorite #SportsBiz Insights From the 2015 Sloan Sports and Analytics Conference #SSAC15

On February 27-28, 2015, the annual MIT Sloan Sports and Analytics Conference was held in Cambridge, MA, where top executives in pro sports and thought leaders in sports analytics gathered to speak on panels, learn, and engage.

The folks at @SloanSportsConf put together another fantastic conference and I followed along via Twitter at #SSAC15.

While there were several topics in analytics discussed this curated collection won’t touch on, the following tweets from the event span my interests, which include: sponsorship, social media, in-venue experience, mobile, the evolution of sports gambling, and ticket sales. Enjoy and thanks to all the speakers and tweets at the conference!

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SPONSORSHIP

Remember, sponsorship is a luxury investment and it needs to be justified every year. – Sam Kennedy #SSAC15 (@risapecoraro)

@skennedysox says advertising on @MLB jerseys is inevitable and is in support of it. Too big of a revenue opportunity for teams. #SSAC15 (@akerdmanee)

Goal of web content isn’t more banner (ad) impressions; shift to more immersive fan experience. @vanDijk #SSAC15” (@jay_christley)

Revenue is the ultimate metric for brand and sponsorship, but brand shouldn’t be sacrificed for short term gain. #SSAC15 (@risapecoraro)

Entering partnerships it’s important to “define what the goals are & how you’ll measure.” @nfl SVP #SSAC15” (@jay_christley)

TICKETS AND SALES

LA Kings @AEGCheese will use variable pricing w/ season tix next year – provides flex. for dynamic pricing #SSAC15” (@blais17)

#digisport topics @ #SSAC15: social sales, friction in data sources, attribution models, engagement measurement, segmentation. (@AJKarg)

Amazon and Google have changed customers’ expectations of personalized communications/offers, per @perez2k of Orlando Magic #SSAC15 (@SprtsMktgProf)

@google researcher @elyselorraine says sports ticket buyers watch 5M YouTube video every month. #SSAC15″ #smsports (@SloanSportsConf)

Wow … @MLSAtlanta2017 has deposits for 19,000 season tickets as @thesoccerdon just noted at. #SSAC15 (@courtemancheMLS)

Good #sportsbiz STAT @ #SSAC15: 18% of ticket sales starts w/ social interaction (Google research). Prob MUCH higher w/ dark social included (@njh287)

More than HALF of traffic at Ticketmaster is mobile or tablet, per @johnforese at #SSAC15 (@SprtsMktgProf)

15% of @RedSox tickets are no shows. $10 in concessions x 5.5k seats = $55k / game. We hope the loyalty program will fill seats #SSAC15 (@SloanSportsConf)

#SocialSelling increasing in importance per @mikedfresh of LinkedIn during Finding the Digital Fan at #SSAC15 (@SprtsMktgProf)

Fader & Xu study on anonymous MLB team data suggests dynamic pricing decreased revenue. #SSAC15 #sportsbiz” (@steveseiferheld)

IN-ARENA FAN EXPERIENCE

#SSAC15 In-arena experience vs home experience will be a battle of unique memories for sport consumers & challenge for media biz companies. (@MikeFlynn826)

Granger: the sacto kings revitalization is bigger than bball. New arena is a civic center, research is more about city than team #ssac15 (@brianmillman)

65% of game attendees engage in some sort of online activity. 1 in 2 is researching future events. #ssac15” #msports #sportsbiz (@tiffan)

A good thing? RT @SloanSportsConf: Ability to virtually attend a game “coming sooner than you think” – Phil de Picciotto #sportsbiz #SSAC15 (@njh287)

Beacons provide better insight into what fans do inside the arena. Use it to your advantage. #SSAC15” Value of passive data. (@GeoffTBlosat)

SOCIAL MEDIA AND ENGAGEMENT

“Social media saved the @SacramentoKings. What happened on Twitter kept our team there. I can’t say enough about it.” @cgkings #SSAC15 (@SloanSportsConf)

We agree @cgkings @SacramentoKings social media saved the kings by giving fans a louder voice #SSAC15 (@SloanSportsConf)

Why doesn’t the NBA crack down on people ripping plays on YouTube? Adam Silver: “Highlights are marketing.” #SSAC15 (@matt_dollinger)

NFL teams focusing on engagement > traffic for digital analytics. Evolution. (@GeoffTBlosat)

“Important to measure the impact, not the effort, that digital impressions make”- @vanDijk #SSAC15” (@katheral)

Strategy to engage with the younger fan:Mobile. There is a new generation that will interact with media with mobile only #SSAC15 #digitalfan (@SloanSportsConf)

“Sports is about conversations and uniting communities” says @espn’s EVP John Walsh. Amen. #SSAC15 (@WarrenKZola)

SPORTS GAMBLING

Microbets & real time betting will make sports even more DVR proof in the US than it is now @SportsLawProf #SSAC15 #sportsbiz (@joefav)

According to @chadmillman sports betting market is $892 trillion #SSAC15” And he says average online bet is $25. #sportsbiz (@evergreenswag)

NBA VP @jeffma believes NBA owners support legalized sports gambling as it increases the value of the teams they own. #SSAC15” Strong point. (@matt_dollinger)

THANKS! TWEET YOUR FAVORITES!

End to another great @SloanSportsConf, my 4th straight. Tweets #SSAC15 reached 2.6 million ppl, 3100 attendees, and a lot learned once again (@RotoAnalysis)

There were a lot of other interesting topics discussed, including injury prevention, gut instinct vs. analytics, wearable technology data, proper use of analytics in journalism, and more. I’d recommend following Sports Analytics Blog and searching the #SSAC15 hash tag on Twitter to see more.

What is your biggest takeaway?

 

Posted by Neil Horowitz

Follow me on Twitter @njh287   Connect on LinkedIn

2015 Facebook Sports Summit Recap

On February 12, 2015, Facebook held the Facebook Sports Summit to discuss stats, best practices, and more in regards to sports on Facebook and to hear from some big-name athletes about their thoughts of the world’s largest social network.

What follows are 10 tweets shared at the event, summarizing a lot of key takeaways. Thanks to @joshbtucker and @ChrisMDion for fueling this recap!
For more content, visit http://www.dsmsports.net and follow me on Twitter @njh287

Posted by Neil Horowitz

Follow me on Twitter @njh287   Connect on LinkedIn

 

National Sports Forum 2015 #NSF15 Recap

On February 9-11, 2015, the National Sports Forum held its annual event in Cincinnati, bringing together thought leaders and decision makers from throughout pro sports to discuss best practices, industry, trends, and more.
This is a collection of the best quotes, observations, stats, and more shared at the event via #NSF15 on Twitter.

For more content, visit http://www.dsmsports.net

Posted by Neil Horowitz

Follow me on Twitter @njh287   Connect on LinkedIn

“How to Succeed on YouTube in #Sportsbiz” #DSLondon January 2015

In their first event of 2015, Digital Sport UK hosted YouTube exec Dan Pheysey, among other panelists, to discuss YouTube best practices and numbers.
This is a collection of the best observations, insights, stats, and more shared via Twitter at the event.

Follow me on Twitter @njh287   Connect on LinkedIn

Atlanta Braves VP of HR Lara Juras With Sports Job Interview Tips

It’s not every day you get the opportunity to hear tips from the Vice President of Human Resources of a Major League Baseball club. So it was a treat to hear from Lara Juras, VP of HR with the Atlanta Braves, as she offered great advice on what she looks for in a job candidate interviewing with the Braves.
What follows are some key takeaways from Juras’s presentation at the Business of Baseball Workshop, held December 8 at the Professional Baseball Employment Organization (PBEO) Job Fair at the Baseball Winter Meetings in San Diego, CA.

– Like previous speakers, Juras emphasized the value of self-awareness for job candidates — Know your strengths and goals and reasons why you want that job and are a good fit for the job and why the organization should want you.

– When reviewing a job candidate, an important consideration for HR is how you will complement the current staff; how will you make the organization better/add value? And will you represent the organization/brand/team well (in the office, out of the office, in public, online, etc.)?

– Skills and networking go a long way, but there is no replacement for experience; organizations value experience and insight into how organizations/teams actually work.
My comment: Be proactive early, whether that means volunteering, doing a summer or seasonal or part-time internship/job, working at your school’s athletics department, self-publishing online, etc. Lack of experience is an obstacle you can overcome!

– Show personality during your interview. Culture fit is a big factor in sports for HR. You work awfully hard and spend a lot of time around coworkers, so it is important you’ll fit in with the team; be yourself and show some personality!

Culture fit is a big factor in sports job interviews

– Juras said that she, in particular, placed a good deal of importance on integrity and a sense of ethics (and will often throw in an ethical dilemma question in the interview). Be prepared to potentially answer this type of question in your next sports job (or any job) interview.

– Juras finished by noting factors becoming increasingly more critical now, in her eyes: Being able to demonstrate that one is a strong self-learner, a self-starter, and is proactive in one’s career/job.

A perfect way to inspire and end the presentation from Juras as the idea of being proactive and taking action steps to go after the career you want was repeated by several of the speakers. This goes for not just a career in sports, but any industry. There is little to nothing holding us back, these days, from realistically chasing and realizing our dream jobs. Don’t start tomorrow. Start now!

If you have any questions, don’t hesitate to contact me via Twitter or LinkedIn.

Advice from the MLB Winter Meetings #SportsJobs Workshop

All job seekers that attended the Baseball Winter Meetings and registered for the Professional Baseball Employment Organization (PBEO) Job Fair (see my post about it here) had the opportunity to attend the Business of Baseball Workshop. This all-day event featured panels and speakers with guests in prominent positions throughout Major League Baseball and Minor League Baseball, as well as an opportunity to ask questions of, and network with, these speakers.

The speakers offered some valuable tips and insights about working in baseball, the state of baseball, and how to break into the baseball industry. (Also see my post on interview tips from the Atlanta Braves VP of Human Resources to come soon). What follows are some key thoughts and takeaways from the panels:

A general tip that many panelists reiterated is the importance of a sense of self-awareness, particularly early in one’s career.
It is important to know your strengths, to know your goals, and to know the reasons why you’re in the position you are, seeking the job you want, and why it and the organization are right for you.

Early in your career → Develop an expertise that gives you a particular ability to contribute to an organization
This advice came from Rebecca Seesel, International Operations Specialist with Major League Baseball. With such competition for jobs in the sports industry, it’s important to stand out from the crowd and show how you can help the organization in a way no others can. Cultivate an expertise or skill(s), so you can impress a potential employer and get your foot in the door in the sports business world.

Advice for interns: Be memorable, take on projects, take someone to lunch…
– Stephanie Wilka, International Operations Specialist with Houston Astros
Once you’re in an internship role, don’t just blend in with the crowd or previous interns. Make yourself memorable by showing initiative, whether it is by bringing forth an idea, volunteering to take on a project, taking your coworkers out to lunch, etc. It’s up to you make yourself someone coworkers and supervisors won’t forget.
Pat O’Conner (President and CEO of Minor League Baseball): He likes employees to approach an internship more as an apprenticeship, learning skills and contributing.
He expressed frustration with the paid vs. unpaid internships issues that have arisen of late and expects things will change, some way or another.

O’Conner also discussed, and emphasized, the importance of networking in the industry:
It’s networking, connections, and paying people forward…I wouldn’t be here today without others helping me.” – O’Conner

His advice on networking: Shoot straight and be prepared (do your homework). “I’ll give you my time, but don’t waste it.”
Have a purpose when reaching out.

This industry is not 9-5. It’s eight days a week and holidays.”
Jeane Afterman, SVP & Assistant General Manager with the New York Yankees

Afterman also discussed a fear of failure driving her in her career, but lamenting she didn’t realize the importance of work-life balance, even in sports, earlier in her career.
You will never not have a job if you have the ability to sell – yourself, tickets, partners, families.”
— Todd “Parney” Parnell
Parnell also talked about how “We’re in the memory-making business.” Sports is about story-telling, nostalgia, and its ability to have an impact on lives.

Kim Ng, Senior Vice President of Baseball Operations with MLB, placed strong emphasis for leadership with inclusion, self awareness, and knowing one’s strengths and weaknesses.

“As we get older & have more success, the idea of (fear) of failure can (hold us back)…you have to be willing to (get through it) and just keep trying.”
– Kim Ng

Asked about MLB growth potential, Afterman offered the following areas:

  • International growth; she did not explicitly mention any countries
  • Youth fan development; she said progress has been made, but it needs to remain a central focus
  • Analytics and data further penetrating the game, particularly (for her) in baseball operations

Watch a video feature about one of the panels here.

If you have any questions, don’t hesitate to contact me via Twitter or LinkedIn

An Inside Look at the Baseball Winter Meetings #SportsJobs Fair

An Inside Look at the Baseball Winter Meetings Job Fair

What is it?

Each year, representatives from just about every club in Minor League Baseball and Major League Baseball meet to learn from each other, discuss the business of baseball, and, of course, make moves with players for the upcoming season. In addition, approximately 500 jobs in pro baseball are filled at the Baseball Winter Meetings as hundreds of hopeful job seekers, mostly fresh out of college, attend the Professional Baseball Employment Organization (PBEO) Job Fair, which has worked with the Winter Meetings since 1994. This year’s events took place in San Diego, CA.

What’s the job picture there look like?

Of the 500 or so jobs filled at each year’s Winter Meetings, around 80% of jobs are entry-level or internships and around 80% are with MiLB clubs. For a $250 registration fee, PBEO attendees get to attend a Business of Baseball Workshop (a day full of panels and speakers for job seekers), the ability to view and apply for hundreds of job listings and, in many cases, interview on-site during the three day duration of the Winter Meetings.

Jobs are posted the first night of the PBEO Job Fair and any new jobs listed from the clubs are posted every 30 minutes. Similarly, a room with interview schedules is updated every 30 minutes, where applicants can check if they’ve been selected to interview for a job for which they’ve submitted a resume and sign up for a time to do so.
Who attends the Job Fair?

While the majority are recent college graduates, there are also a good amount of older job seekers looking to make a career change or explore a career in baseball, even if starting at the ground level. Further, there are several job seekers that attend multiple years, some having completed an internship, but still seeking full-time employment in baseball.

Along with the $250 registration fee, many job seekers travel from around the country to the site of the Winter Meetings for the chance to apply for (sometimes dozens with the most eager of job seekers) of jobs or internships in baseball, many of which pay just a $500-$1500 per month stipend (some with housing); in fact, one internship with an MLB club paid just $9.50/hour. Baseball (and working in sports, in general) is NOT your ticket to overnight wealth! Lastly, experience with a previous job or internship clearly gave job seekers a leg up on their peers.

Notable observations from the 2014 PBEO Job Fair:

– Among the young, aspiring job seekers at this year’s Winter Meetings Job Fair, a few things stood out. First, they are increasingly working on bringing in some specific skills to help separate themselves from the pack – commonly by coming in with knowledge of another language or culture (Japanese was big) and/or a fluency in numbers and math; “Applied Mathematics” was an example of a degree held by many attendees, some with experience working in the field with data and/or player stats, whether in a job or personal blog or both.

– Furthermore, a lot of job seekers are coming right out of their undergraduate experience and evaluating whether to go directly into employment or a program to earn an MBA or law degree. For the most part, the general consensus among speakers at the Business of Baseball Workshop seemed to be that the networking potential of these programs often outweighs getting the actual degree.

– Lastly, it was shocking to learn how little job seekers utilize social media. Whether it’s not maintaining an online presence, such as LinkedIn, not taking advantage of the networking opportunities afforded by social and digital media, and/or not taking the initiative to begin writing or publishing content online, it seems the up-and-coming generation is not getting the instruction they need from their undergraduate teachers and career centers to best set themselves up for the job they want after graduation. For example, for all the job opportunities at the PBEO Job Fair, dozens more are posted weekly on sites like Teamwork Online. (Which many attendees did not know about)

Anything else?

All PBEO Job Fair attendees also get access to the Baseball Winter Meetings Trade Show (recap to come of that), at which vendors from several verticals tangentially related to baseball set up exhibition booths. Not only is it fun for job seekers to walk around and take it all in, but it’s also a great networking opportunity to talk to club representatives touring the Trade Show themselves, as well as the vendors who may have opportunities for the right people. Also…free food samples and free swag!

In reality, much of the time is spent waiting around the Job Fair area and checking the posting rooms for more positions for which to drop a resume and reviewing the updates in the interview room to see if one has been selected to interview for a position. There are plenty of enthusiastic, fun young adults around to chat with, though!

While there are plenty of the expected jobs like Ticket Sales, Media Relations, Community Relations, Marketing, etc., these were the entry-level positions that stood out to me (a foot in the door):
– Facility and Event Management
– Human Resources
– Broadcasting (both in terms of job opportunities and the amount of interest among job seekers)
Attendees also have the opportunity to purchase tickets to additional events, notably the Awards Luncheon held on the first afternoon of the Winter Meetings and the Gala held on the last night of the event. (Each costs $75/ticket)

There you have it. A look at the Baseball Winter Meetings Job Fair that hopefully gave you the basics and the inside info you need.

I will have a few more posts coming soon about the Job Fair, including memorable quotes and insights from the Workshop panels, some great advice from the VP of Human Resources for the Atlanta Braves, and a tour of the Trade Show.
I also highly recommend this MLB.com feature detailing two baseball operations job seekers’ journey at the Winter Meetings.

If you have any questions, don’t hesitate to contact me via Twitter or LinkedIn.