SEAT Dallas Twitter Recap

In July 2018, the Sports and Entertainment Alliance in Technology (SEAT) held its annual conference, this year in Dallas. The events brings together thought leaders from throughout the industries to discuss the trends of the day and learn from each other.

What follows is a collection of the best quotes, insights, images, and observations shared via Twitter #SEATDallas from the event. Thanks to everyone whose tweets helped fuel this recap and to SEAT for always putting together a phenomenal event!

A Trip to the LA Sparks Game with a Fan Engagement and Sports Biz Lens

In July 2018, I had the chance to attend a Los Angeles Sparks vs. Washington Mystics WNBA game, with a 4pm Saturday tip. As with any games I attend, I soak up all the fan engagement and activation at the game.

Come with me to the game through the slides below, as we go through a LA Sparks game together.

The Power of Tradition and Community Fuels a Fantastic LAFC Game Atmosphere

A lot has changed in sports over the centuries and decades, but a lot of the same principles still remain. I’m reminded of that every time I walk into a live sports event and you just…feel it. That’s what makes sports special.

The sound of a crowd all cheering or gasping in unison, the echoes of passion permeating the air, and the look of deep memories being made by the minute. These are the ingredients to growing and sustaining a fan base, the elements that can turn an outing into an experience, a casual fan into a diehard.

I felt that familiar twang as I attended my very first (and one of their first) LAFC game at Banc of California Stadium. The new Major League Soccer club, which entered the market trying to win over fans in LA who for years have had the Galaxy, is creating fan connections with what feels like a cultural phenomenon. And it starts with creating a live experience that elicits emotion and demonstrates the devotion of the community, makes you feel you can be part of something greater than yourself.

It starts with the player introductions. I’ve seen this at a Galaxy game, too, and I love it – the call and response interplay for player introductions. For LAFC, the PA announcer would say the first name of the player and the crowd would reply with the player’s last name in unison. Sure, not every fan will be part of it, but it’s hard to tell because it sounds like most are and it makes others want to be part of it, too.

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Another favored tradition, which prevails in most of the soccer/futbol world – kid escorts for the players coming on the field. This is not something only LAFC does, but it remains an effective part of the pregame nonetheless, offering a memorable and share-able experience for young fans, while getting them and their families out to a game. The more individual, super-memorable experiences you can create for kids, the better. That’s creating at least a dozen and a half fans for life, with a story to tell at school the next day.

 

 

And after the anthem is played and the pregame ceremonies are complete, the raucous crowd starts up again – the supporters group. If I were a sports team, heck – I’d be willing to pay groups of fans to bring the noise (literally) and the enthusiasm, passion, and pageantry to the game. In the reserved Supporters’ Section behind one of the goals, there are drums going, flags waving, and a handful of chants boisterously recited the entire 90 minutes plus. It makes you feel like you’re at a loud party the entire time, conjuring what we hear (and I’ve experienced) about the European experience, where soccer isn’t just a pastime, but a way of life.

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It inspires others, too. On the other side of the stadium, where I was sitting, there were about a dozen attempts from a dozen sections to get The Wave started. All the while the game on the pitch was going on and the only times it interrupted the fans were known by everyone getting on their feet when LAFC got the ball into the opposing box or had a chance on net. The whole scene reminds one of being at a college game, where the marching band and cheering squad is bringing it all game long and passing that energy onto you, making each opportunity to cheer more enticing.

I try to study each game I attend. To catch something clever with their sponsorship or game presentation, identify something unique or innovative for fan engagement. (You can see a slideshow here!). But the the thing that stuck with me for LAFC was simply that special energy that made me feel like I had gone to a party, where everyone was invited. Where, win or lose, for 90 minutes, you’re part of something great. And that’s what sports fandom is all about.

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.

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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.

Sports Biz and Fan Engagement Observations from the LA Rams Playoff Game

January 6, 2018 the Los Angeles Rams hosted the Atlanta Falcons in the first NFL playoff game in Los Angeles since…a long time ago. With the Rams losing, it was also the last game of their second season back in Los Angeles, playing the LA Coliseum.

I had the chance to go to the game and, as always, was on the eye for lessons and notables, from a sports business and fan engagement perspective. Here 15 quick observations:

 

  1. Branded hangout areas w/ TV’s 

    Many stadiums nowadays have social areas – a place to have a drink and maybe catch up with your group of friends away from the bleachers, especially at NFL games where most Sundays there are tons of other games happening during the ones fans are attending. The Rams game was no exception with multiple areas with between the concessions with TV”s, bar tables, and other seating. It came in handy as we stopped to watch the end of an earlier game. Easy opportunity to brand these areas and the Coliseum did so with the tent/umbrellas and (maybe?) the TV’s. The main things missing were charging stations and maybe some more loung-ey furniture.
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  2. USC all over 

    The Coliseum has for several years been home to the USC Trojans football team. And it was certainly notable that, despite the importance of this first NFL playoff game in LA in so long, the building concourse was decidedly USC. From the paint colors to the names of hte non-branded concessions stands, the Rams as a renter was readily apparent. I’m not sure what kind of restrictions were in place, but I hope everything possible was attempted to create a venue that screamed Rams that Saturday.
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  3. Pop-up stores 

    Venues used to just have one big store if fans wanted merchandise for the team. Then, mall-like kiosks came for hats and maybe t-shirts. Now you’ll often see more pop-up stores where fans can feel and browse what’s for sale. The Rams had a few, including this one for their ‘premium’ merch brand ’47.rams2

  4. Branding Help Desk 

    Learn the partner’s brand and mission, figure out how it fits into the fan experience. For Southern California Honda, they’re all about being ‘Helpful Honda’ Dealers. Well, the Rams know their info booth is an integral part of game day. So it was branded for Helpful Honda [Helpful Hut]. A great way to inject the brand in a way that reinforces their messaging while providing real value to the fan experience in an entirely organic way. More activations like all over the fan experience.
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  5. Concessions maps / no app 

    The Coliseum is not known as a beaming beacon of modernity and there was a certain ’90’s vibe to their concessions maps up on the walls around the venue. Digital screens or even a venue mobile app would have been a welcome way to navigate the venue than crowding around an old-school wall map.rams5

  6. Cinnabon 

    It’s always good to have venue (and/or team) partners that serve food from their known and loved brands, including national ones like Cinnabon (smells so good), and local loves like Randy’s Donuts and Trejo Tacos.

  7. Clear bagsIt seems like most sports events now in college and pros have a clear bag policy in place, meaning fans can bring in items provided they are stored in a clear bag of a specified size. Messaging around this clear bag policy has taken up multiple pages of social and PR strategy. And, of course, it represents a great opportunity for teams to sell or disseminate clear bags to make it easier for fans, and get their brand out there more. It’s also a valuable opportunity for a helpful sponsor to assist in giving fans a very helpful bag.

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  8. Rally Towels 

    I’m not sure who invented the rally towel, but it is a damn good fan engaement tool, in many ways. Create a communal and fun atmosphere at the game [not to mention, solid Instagram pics], while also creating a valuable place to expose a team partner. The towel may end up lost or trashed after the game, but the cheap giveaways are worth every penny.

  9. A few big brands 

    The Rams no doubt have a large portfolio o corporate partners, but if you were to ask fans to look around the game, there are maybe 4-6 brands that would be can’t-miss. For years now, instead of filling every nook and cranny, teams have looked for more integrated partnerships and more meaningful activations. It seems to be a good trend as teams don’t have to divvy up every impression and effort and content piece, instead identifying the more opportune, relevant ways to integrate partners.

  10. 24 Hour Fitness Flex Cam 

    I saw this same promotion at the LA Galaxy game at StubHub Center, and it’s a fun one and a good one, with an obviously relevant tie-in to the partner.

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  11. Whose House?! 

    Call and response chants are a powerful thing in sports, and every team should have one. They bring together thousands of fans like nothing else, and becomes a way for fans to connect and share their enthusiasm like nothing else. I wasn’t aware of the Rams’ call-and-response of “Whooooose house? Rams’s house!” chant before this game, but you better believe I knew it by the end of the game. Whether it was the PA inciting the crowd, random call outs in the concourse (and, yes, even the bathroom), and banners and shirts, the mantra is ubiquitous and Rams fans can’t get enough of it. It was pretty darn cool to see fans come together as one to take part in chant after chant throughout the game day.

  12. Social media-like overlays 

    Just about everyone is familiar with, and delighted by, graphic overlays, mostly referred to as lenses. And the Rams get creative with their fan cam that adds Ram horns to excited fans. It’s like Snapchat and Instagram on the big screen. The only thing missing is the chance for fans to save and share these pics. The excitement of getting on the video board is timeless, and the Rams are keeping that strong with a 21st century twist that turns fans into Rams. Of course, poor cell and no WiFi made social media-ing tough, limiting my ability to share my experience.rams8


  13. Tagboard / #LARams 

    Social aggregation platforms like Tagboard are all over in sports and entertainment these days. If getting on the video board is goal #1, getting your selfie from IG on the board is perhaps #2 on the excitement chart. While these activations are admirable, they never seem to quite get the participation they would seem to merit. I also noted they didn’t push their official NFL Twitter hashtag, #MobSquad, instead deferring to perhaps the more organic and voluminous, #LARams. Similar to some experiences I’ve had at other events, I saw pics repeated multiple times [perhaps intentional]. UGC will remain an integral part of fan engagement, though the means and medium and presentation will no doubt evolve and improve over time.
    [See Flexcam pic above for an example of the callout; the only place I saw social media pics coming in was on the side of the video board]

  14. Snoop Dogg and other celebs 

    It’s LA. It’s Hollywood. So the game wouldn’t be complete without a celebrity appearance or two. And while they may not have a ritual like the Carolina Panthers pounding of the drum, the Rams do have the aforementioned ‘Whose House?’ chant that is perfect for a cameo to lead. Tone Loc (who just made me think Ace Ventura: Pet Detective) was first to rap and chant for the crowd. Later, Rob Lowe also made an appearance. Meanwhile, all the millennials rejoiced (myself included) for the chance to see LA’s own Snoop Dogg perform at halftime. It wouldn’t be a big game in LA without a little star power.rams9

  15. Metro Cards 

    While my party was considering where best to book an Uber (there is no designated zone at the Coliseum), the Metro made their mark, too, with a prominent tent near the exits/entrances, inviting fans to buy and load cards there. It’s an easy and effective way to activate the partnership in a manner that’s super-helpful for fans. The ATM machines in the stadium were also branded with a banking partner (again, easy enough).

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Overall, it felt like a Rams team doing the best they could in a building in which they’re just a tenant. Connectivity is a limitation, too. The stadium didn’t seem conducive to kids, with plenty of beer gardens and lounge areas, but no attraction for kids – kids area, face painting, photo-ops, etc. The lack of open space also likely accounts for little novel sponsor activation happening. No memory makers, contest, displays, or pop-ups. We went to a football game.
The video board promos were not bad, and the music selection was good. However, there were multiple times when a replay wasn’t shown or a Twitter-like GIF was used when all I wanted was to see video of the play. There were times those with me missed the close coverage one gets on the couch. But that’s the tradeoff for the atmosphere.

It was a great opportunity, if nothing else, to witness the passion the Rams fans have. While the team remains a tenant, for now, their Inglewood palace is coming, and the experience will be much different. In the end, it’s about giving fans the feeling after the game of wanting to come back.