ibm & wimbledon nobel event
TRANSCRIPT
Helping Wimbledon rise above the noise
Securing fan engagement in
a congested sporting calendar
The next best thingto being here…
Since 1990 we have supported The Championships’ mission to be the world’s premier tennis tournament
Together, we have raised the game and exceeded expectations with technologyand innovation
Maintaining Wimbledon’s missionfor 25 years in partnership
Maintain The Championships as the premier tennis tournament in the world
Preserving the unique character and special heritage of Wimbledon remains fundamental
Pushing the boundaries whilst being true to the brand
Keeping youon the ball…
No. of plants supplied each year?
50,000+
No. of visits to wimbledon.comin 2014?
63.8m
No. of page views to wimbledon.com in 2014?
474m
No. of attendees during the 13 days of The Championship
491,084
No. of Full and Life Members at the Club?
375
Percentage of wimbledon.comviews from mobile devices in 2014?
58%
Increase in social media following from 2011-14?
450k to 5m
No. of data points collected in 2014?
3,179,515
Delivering a winning edgewith data
Reinforcing Wimbledon’smission to be the best by delivering technology that creates cutting-edge TV broadcasting
48 analysts examine datapoints, turn data into statisticsand provide the insight that drives fan engagementaround the world
Powering engagementwith insight
ScaleMillions of data points analysed in real time
Statistics“Aggressive play”
statistics
InsightOver 100 graphics
provided for TVbroadcast
wimbledon.com– at the heart of the digital strategy
Analytics, mobile, social and cloud bring The Championships to life – ensuring the online audience experience the next best thing to being there, and Wimbledon achieves unbeatable fan engagement
Aim: replicate the atmosphere of being at Wimbledon for nearly 20 million fans worldwide who engage with the brand through digital platforms
Making the digital to physical connectionwith analytics, social, mobile and cloud
2012Brand refresh
Website redesign:creating a sense of place with engaging imagery and live video
2013Extended coverage
iPad: delivering “wow factor” content and a consistent brand experience for maximum fan engagement
2014Personalisation and social
Smartphone: app redesigned to offer a personalisedexperience and optimise social and digital integration
63.8 millionvisits in 2014(+17% on 2013)
473.9 millionpage views in 2014(+9% on 2013)
80% of users access digital through their desktops
Hundreds of thousands of content updates per day
Designed and delivered by IBM Interactive Experience
BrandDelivering a homogenous brand experience across all platforms
WebsiteRemains a primary channel for users and drives digital engagement
SmartphonesRedesigned apps to provide personalised, “snackable” on-the-go content
iPadInnovative content to give users a sense of place
MobileSignificantly higher usage in 2014
SocialSeamless integration
Serving up consistent contentacross all platforms
Intuitive visualisationplatform – “second screen” for deeper insight
Live scoring and statistics system
Intuitive, data-rich, user-friendly and entertaining
Predicts “Keys to the Match” with over 70% accuracy
Built on predictive analytics technology
Mines 41 million Grand Slamdata points
Optimisingdigitalengagementwith data –SlamTracker
TM
Creating brandadvocates withan integratedapproach tosocial media
Connects fans on- and off-site (e.g. Hill v World)
Offers real time response and a relevant user experience
Appeals to a new demographic
Promotes a sense of inclusion
100% YOY growth from 2012-13
Fully integrated content – pulls users into owned digital space (e.g. wimbledon.com)
Real time insights –shows current focus of worldwide conversation
Easy to use, intuitive and suited to a fast-paced media environment
Fully automated –updates every 5 minutes
Be the content via a virtuous circle of content to engagement
Marketing collateralfor the Club and for IBM
Powered by IBM Softlayer® and Watson Content Analytics
Stayingahead of thegame withWimbledonSocialCommandCentre
Cutting-edge social media network node analysis
$6bn annual investment in research
Influence algorithms focused on Wimbledon’s social conversation
Facilitates decision-making based on differing scenarios
TheWimbledonSocialCommandCentre –influenceranalysis
IBM WatsonTM
technologiesenhance cloudprovisioning
Watson technologies analyse multiple data sources
Rapid provisioning
IBM SmartCloud® optimisation
Repetitive 90-minute cycle of fine-tuning
Large scale in a cost-and energy-efficient way
Secures against constant and new attacks
Managed through IBM QRadar® Security Intelligence Platform
IBMtechnologiesprotect thebrand fromsecuritybreaches
Telling the Wimbledon and IBM story with real-time, data-driven marketing
All messaging was tailored to the channel
Key influencers and forums were proactively targeted
Campaign content designed to optimise social engagement,with initiatives including:
Social media competitions to engage employees
Roadshow events to bring the story to life for clients
Targeted press activity for heightened impact
The Punnet was born –a data-driven, real-time andagile digital marketing approach
The Punnet team aimed to winmore fans, impress the market and drive revenue
IBM needed to maximise its own investment in the B2B marketplace
Spreading the conversation and raisingawareness – campaign results
71% of conversationswere external (up from 30% at the start of the campaign)
2x the level of Twitter engagement
(of any previous Wimbledon campaign)
44.4m impressions across 13,625
mentions
Spreading the conversation and raisingawareness – campaign results
84,201 web views(+114% YOY)
144 articles(+22% YOY) with
an increase in broadcast and press quality
+229% responseto seller enablement
Alexandra WillisWimbledon Content and Communications Manager
[email protected]@alex_willis
Sam Seddon Wimbledon and RFU Client Executive
[email protected]@sam_seddon
IBM @ Wimbledon
Questions?