phizzle mma webinar_phizzle - 061913-final
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Fan-Centric Approach to Digital Marketing. Presented by Phizzle and IMGTRANSCRIPT
- 1. Mobile CRM The Fan-Centric Approach toDigital MarketingJune 19, 2013MMA Webinar Series
2. OverviewAs an increasing number of sports organizations embrace thepower of digital channels to engage with their fans, they arebeginning to unlock the potential to communicate in a new waywith each of their fans and sponsors. Whether it be social, SMS,application or mobile web -- brands are collecting a wealth ofinformation about each individual fan. The challenge of gettingsomeone to talk about a team/brand has evolved into how canyou effectively collect and target your most loyal and passionatefans? This webinar will highlight how sports and entertainmentproperties are becoming more adept at not only creating ways totarget fans, but also using those mobile engagements asopportunities to provide insight about their fans and the brandswhich partner with them. 3. Todays AgendaTopics for this webinar include: Training Camp: the growth of mobile with sports/entertainmentproperties Game Changer: how mobile is redefining broadcast and in-venueengagement The Cross Over: ways mobile is being integrated with social media Money Ball: how mobile is changing sports sponsorships anddriving revenue Post Game Analysis: how mobile will be a catalyst for a new type ofCRM 4. Todays SpeakersJeff RyznarVP, [email protected]@foryzeal22Michael BeckerManaging Director, North AmericaMobile Marketing [email protected]@mobiledirectModeratorMichael DierksVP, Digital MediaIMG [email protected]@IMG_Worldwide 5. Q&ADont forget to Tweet about this sessionusing hashtag: #MMAWeb#Sponsor 6. Focus:Marketing Technology Focused on Data Driven EngagementStrategy :Fan, Audience & Community Digital EngagementRecent Recognitions:#55 on Forbes Magazines 100 Most Promising Companies in America of 2013Member of the Mobile Marketing AssociationForrester Mobile Marketing Advisory Committee MemberMultiple Emmy Nominations for Use of Technology and TV both in 2012 and 2013Phizzle Company Overview 7. Phizzles Strategic Focus/Clients 8. Training Camp 9. Sports and the Connected GenerationSports Teams need to engage fans in all screens."Our biggest challenge going forward is howdo we get people to come to our stadiumsbecause the experience is so great at home.*-Roger GoodellNFL Commissioner*NBC Sports, 2012 10. Sports Fans Want to Stay Connected 55% cant wait for the final score How many fans have 87%: Checked on sports at inappropriatetime 55%: Checked scores on device at dinner 50%: Gone to the restroom to check ascore 23%: Checked scores while at the moviesSports Fans and their MobileDevicesMotricity Sports Fan Study, 201220%14% 11. Mobile Usage During EntertainmentEvents 12. The Ultimate Goal 13. Own the Fan = Own the DeviceTeams Brands 14. Mobile isnt a Nounits anAdjectiveMobile is a behavior. The onlycommon thread uniting thevast and diverse mobile arenais that consumers are taking aconnected device with themon the go.-Anna BagerVice President and General Manager,Mobile Marketing Center of Excellence, IABAd Age, June 13, 2013 15. Game ChangerMobiles Impact on Broadcast/In-VenueEngagement 16. The Look Down EffectWe in the sports business dontsell the game, we sell unique,emotional experiences. We are notin the business of selling basketball.We are in the business of sellingfun and unique experiencesthatmeans eliminating all the lookdown moments in the game. 17. Live Multi-screen Engagement 18. Live Multi-screen Engagement 19. Live Multi-screen Engagement 20. Live Multi-screen Engagement 21. The Perfect Storm 22. Take Out Your Wireless Devices andVoteHow ready is your company to respond in real time to anemotional conversation with your customers? 23. The Cross OverMobile SMS Integration with Social Media 24. Mobiles Dominance in Digital SpaceAverage Email OptIn Rates:5%Average EmailOpen Rates:19%Average Click ThruRates:5.4%*2012 Email Marketing MetricsBenchmark Study, SilverpopAverage Numberof Friends/FansYou Reach withPosts:12%*April 2011, FacebookAveragepercentage ofTweets that areignored byfollowers:71%*October 2010,Sysomos Study 25. Mobile Integration with Online/Social Elements 26. Mobile Integration with Online/Social Elements 27. Mobile Integration with Online/Social ElementsTry It Out NOW!Text MMAto 95323 for a freepersonalizedautograph fromMichael Becker 28. Money BallGrowth of Sponsorships through Mobile 29. Growth of Mobile and Digital Sponsorships 30. Compilation of focused disciplinesincluding: IMG College IMG Media IMG Events and Federations IMG Fashion IMG Models IMG Art+Commerce IMG Joint Ventures Talent Representation and LicensingIMG Worldwide Global Leader in Sports, Fashion andMedia 31. Represents over 200 of Nations Top Collegiate Properties Leading publisher of college sports publications Largest manager of University athletic websites Connects Brands to 173 Million College Sports Fans via: Multimedia Rights Licensing Events and Hospitality Inside the Numbers Produces nearly 30,000 hours of radio programming, Manages nearly 5,000 hours of local television programmingIMG College Americas Home for CollegeSports Stadium and Arena Development,Stadium Seating Solutions and TicketSales General Consulting Marketing 32. Create the BEST fan experience possible for 3 types ofclients1. Schools2. Marketing partners3. Fans (actual, prospective, alumni and general) Empower IMG to combine traditional media and digital sales Leverage Phizzles advanced Mobile and Digital MarketingSolutions: SMS messaging Broadcaster iXTM QR codes Mobile web forms for data capture Stats alertsIMG College and Phizzle Partnership Vision 33. Improve connectivity in-venue Make all Phizzle services available toUniversity and College partners Utilize Phizzle tools to involve fansin the experience/game Capture relevant data points for: One, singular customer view Growing the value of fan touch pointsfor brands Generate incremental and packaged sales Execute in 3 phasesIMG College and Phizzle Partnership Strategy 34. IMG College/Phizzle Strategy: Crawl Walk Run Enhance efficiency/value of sponsorships throughinnovative mobile technologies Deliver deeper insights into fans digital behaviors Create unique digital environments for fans anddeliver more meaningful interactions for sponsorsPhase 2 - Walk Phase 3 - Run Initial launch of basicmobile solutions forproperties Enhance sponsorships withdirect engagementelements Approach: SMS, QR, In-venue/On Screen, SocialIntegrationPhase 1 - Crawl 35. Capturing a Fan in IMGs Ecosystem 36. Post Game AnalysisMobiles Impact on a new CRM 37. The Traditional CRM Model Generic overview of the customer in the system Sales driven with no sentiment and emotional connection Rigid work flow with rigid process and structure Structure designed for a monologue rather than a dialogue 38. Mobile/Social Changes to TraditionalCRMMobile App BroadcastSocial 39. Customer Experience Management ModelNew CXM ExperienceFan RecordBrian [email protected]@bmitty989Fan Activity Tweets Campaigns Checkins Facebook postsAge:22Gender;: MaleZipcode: 21224Income: $50,000 SMS Push Messaging Votes Blasts 40. HBO CXM Platform ExampleCustomer Experience Management ModelFan RecordBrian SmithAge:22Gender;: MaleZipcode: 21224Income: $50,000Fan TagsTag Category SentimentBoxing Sports PositiveLouis CK Comedy PositiveReal Time Series NegativeElephants Documentary PositiveNothing like HBO Boxingcoverage. Bute has no shotagainst Pascal tonight.#HBOBoxingBSmitty989Brian SmithLouis CKs special on HBO right now isunbelievable. One of the funniest stand upperformances Ive ever seen.Brian Smith 41. Q&AMichael BeckerManaging Director, North AmericaMobile Marketing [email protected]@mobiledirectModeratorJeff RyznarVP, [email protected]@FoRyzeal22Michael DierksVP, Digital MediaIMG [email protected]@IMG_Worldwide 42. Q&AMichael BeckerManaging Director, North AmericaMobile Marketing [email protected]@mobiledirectModerator 43. Upcoming Events & Programs Cannes Lions FestivalCannes, France (June 16-23) Mobile CEO & CMO SummitPark City, Utah (July 21-23)Visit www.mmaglobal.com/events for more details on future events and webinarsPlanning for 2013, contact Michael Becker at [email protected] to getinvolved 44. Thank YouADDITIONAL RESOURCES http://www.mobilemarketer.com/cms/news/research/12489.html http://adage.com/article/digitalnext/mobile-a-screen-device-behavior/242024/ http://www.sponsorship.com/iegsr/2013/01/07/2013-Sponsorship-Outlook--Spending-Increase-Is-Dou.aspx www.phizzle.com www.img,comSign up for the MMASmartBrief:www.smartbrief.com/mmaSearch for partners or get listed at theMobile Marketing Industry Directory:www.mobilemarketingindustrydirectory.com