2012 season in review - national football...
TRANSCRIPT
2013 Spring Meetings Recap
2012 Season In Review -Big jumps in most categories, helped by making the playoffs and Adrian.
-Videos rose 88 percent compared to 2 percent for the platform.
-We published the most NFL highlights which had a halo effect on the site.
-Seven of our top ten videos were NFL-published highlights on gameday.
-Articles dropped from 2011 which was on par with the platform.
-Mainly due to mobile consumption carving out site consumption.
2012 Season In Review -Time on site rose 16 percent, slightly above average.
-Visits / uniques dropped slightly due to the addition of strong clubs.
-Branded content will help this.
-Our strategy regarding blogs / articles has a big impact on our low ranking.
Articles / Blog -Needing to focus more on articles is not a new concept per this deck last year.
Articles / Blog -Clubs that have shifted away from the
Wordpress Blog model = success
-It’s easier to post things but because
it’s not really on our site, the structure
of the page leads to people leaving the
site and not consuming other content.
Articles / Blog -Shifting the blog to a news article template
will enhance the user experience and
lead to better metrics because it’s
essentially a better mousetrap.
-Clubs that have strong article (not blog /
Wordpress) content seem to have
increases in retention.
Articles / Blog -Downside to this will be some of the blog
commentors will be upset, and it’s a
little more work for Wobby to post blog
entries, but the upside is worth it.
-To the left is an example of a custom
article page that the Patriots use.
Articles / Blog -Even though the Monday Morning Mailbag
does very will with clicks, the numbers
say it would do even better with a more
descriptive title, i.e. saying 1-2 topics
discussed in the piece.
Articles / Blog -Chargers are a good example of how
articles can drive site metrics. They had
one of the largest YOY increases in
Time On Site and Consumption along
with positive growths in retention and
article engagement (when the platform
overall was down).
Articles / Blog -Teams that used the article template and
embedded videos at the top of each
one saw a 10-20 percent increase in
video traffic, while NFL.com saw a 40
percent increase.
Articles / Blog -Over the past few weeks since the
conference, I’ve put an increased
emphasis on articles and the results
are already positive.
-During the season, ‘vikings news’ rarely
was a search-for term that drove
people to the site, but it has been the
last few weeks.
Articles / Blog Brainstorming -NFC North Power Rankings -Weekly PA Article -Quarter Season Awards -Around The NFC North -Where We Stand: Other Sites Power Rankings -Storify (link) -Saturday “Best Of” The Week -Tom West History Piece -Player Blog -On This Date…
Articles / Blog -Branding all of our video / written content and buy-in from Erin
Branding Wobby -Condense homepage articles / blog mods into one.
-Implement Wobby module like ESPN does.
-Twitter, Wobcast, Blog, etc.
Photo Galleries -Big add for all clubs via the new setup / the way page views are counted.
-For 2013, individual cheerleader game galleries and practice photos are key.
0.2 standard ad click thru
0.9 for interstitial in photo galleries
Videos -Embedding a player that autoplays
on the Media Vault homepage
should help views a lot, as it did
with the Falcons.
-In 2012 that page had 105k views.
Videos -Tips for 2013 including being more specific with presser headlines.
-All for this but need everyone to be on board so we don’t have to have
fire-drills in terms of changing them when someone doesn’t like one.
-Embedding in articles
-More branded content (users like / engage more + sellable)
-Scheduling things out more
-New machines should help in this regard
-One out of four videos viewed on the platform is a highlight.
Mobile / iPad App
64,642 | Android
2,242 | Blackberry
74,261 | iPhone
7,637 | iPad
148,782 | TOTAL
Mobile / iPad App -Mobile traffic hurting desktop sites
-App download numbers are way up though
-Tablet useage of desktop sites doubled Y-O-Y
-Not a drop but a shift
-Need to measure mobile apps with Omniture
Social 11 percent to 26 YOY in terms of Twitter
visits on the platform.
Social visitors are more valuable than
others due to their on-site behavior.
We need to get this figured out in terms of
what gets posted since the way we are
doing it = us missing out on clicks.
Club Roadshow / Selling The Site -One team made $47k on backgrounds last season. Another made $2,500 for
24-hour homepage run.
-NFL Digital’s team visited 11 clubs in 2012 and will visit us pre-2013 season.
-They can present to sales teams and help force the issue of selling the site.
-Need certain things (department heads, VPs, etc.)
-Top sponsors list and how they activate.
-Transparency ahead to time.
Subscription Products • 90 percent of users were first-time buyers
• The products will be enhanced for 2013.
• Optimized landing pages should be big based off 2012 learnings.
• $28,000 in 2012, should be more in 2013.
Product Road Map -Main piece they touched on is the
improved schedule page.
-More like NFL.com
-Improve time on page, reduce exit rate
-Tickets, sub products, etc.
-Carousel at top with interstitial ad
-Each game “Presented By…”
Combine Videos / Focus -All of the player pressers combined
generated just over 7,000 video views
on the site.
-The one Gregg Rosenthal interview
checks in at 6,923.
The lesson here: work smart, not hard.