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WIMBLEDON 2014
ALEXANDRA WILLIS
@alex_willis
“TO BE THE NEXT BEST
THING TO BEING HERE”
"Faced with unprecedented demand in a year of
almost pre-destined success, Wimbl...
AMBITIONS FOR 2014
1. A NEW MOBILE APP
2. IMPROVED DIGITAL EXPERIENCE
-IPAD
- WEBSITE
- VIDEO
3. ENHANCED SOCIAL MEDIA
-NE...
THE NEW MOBILE APP
 Experience based
design – beauty of
grounds, on-the-go,
ease of use
 Personalised
experience – a tai...
IMPROVED iPAD APP
 Experience based
design – beauty of
grounds, more in-
depth richcontent
 Personalised
experience – th...
WIMBLEDON.COM
STILL THE HERO
 Remains a key part of the digital
strategy – users have increased 86x
since 1995
 Still a ...
THE DIGITAL NUMBERS
17.1M – UNIQUE USERS (-13%)
63M - VISITS (+17%)
473M – PAGE VIEWS (+9%)
80% - DESKTOP SHARE OF USERS
5...
SOCIAL MEDIA  Show the lighter side of
Wimbledon
 Social media volumes are
increasing exponentially –
100% Y2Y 2012 to 2...
IMPROVED CONTENT
 Dedicated person per platform creating tailored content for
each channel to be at the heart of the soci...
VIDEO CLIPS WITH GRABYO
IMRVED CONTENT
ANDY MURRAY DIGIGRAPH
7.2K Tweets
5K Activations
HILL V WORLD
 Joining digital with physical
 Ask the Hill a question & compare
their answer with the World
 10K tweets
...
@WIMBLEDON TOPIARY IN THE QUEUE
SOCIAL MEDIA COMMAND CENTRE
 Practical tool providing real-time insights into the current focus of
world wide conversatio...
@WIMBLEDON TOPIARY IN THE QUEUE
WHAT NEXT?
 Not standing still
 Increasingly ‘mobile first’
 But not neglecting desktop
 Rising above the noise
 Tran...
THANK YOU
ALEXANDRA WILLIS
@alex_willis
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Wimbledon digital 2014 review

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Summary of the digital work by the team at Wimbledon and IBM for the 2014 Wimbledon Championship. Delivered by Alexandra Willis at Digital Sport London in July 2014

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Wimbledon digital 2014 review

  1. 1. WIMBLEDON 2014 ALEXANDRA WILLIS @alex_willis
  2. 2. “TO BE THE NEXT BEST THING TO BEING HERE” "Faced with unprecedented demand in a year of almost pre-destined success, Wimbledon did not stand still, developing engaging touch-points to provide unique access to its iconic brand. A new iPad app, award nominated website, mobile apps and a holistic social media strategy brought Wimbledon to life for 20 million digital users" “Though the relationship between AELTC and IBM has been a long one it needs to keep progressing and developing to continue to be beneficial to both parties.…Delivering a one year challenging project to high global acclaim is challenging. Doing it several years running is harder still.”
  3. 3. AMBITIONS FOR 2014 1. A NEW MOBILE APP 2. IMPROVED DIGITAL EXPERIENCE -IPAD - WEBSITE - VIDEO 3. ENHANCED SOCIAL MEDIA -NEW CONTENT -BESPOKE ACTIVATIONS -PHYSICAL & VIRTUAL
  4. 4. THE NEW MOBILE APP  Experience based design – beauty of grounds, on-the-go, ease of use  Personalised experience – a tailored channel unique to you  Social and live video integration – seamless  Predicting and responding to trends – aiming for industry leading 5* apps 1.7M DOWNLOADS
  5. 5. IMPROVED iPAD APP  Experience based design – beauty of grounds, more in- depth richcontent  Personalised experience – the ability to filter  Live blog and live video integration – seamless  Social Hill – a first in tennis 400K DOWNLOADS
  6. 6. WIMBLEDON.COM STILL THE HERO  Remains a key part of the digital strategy – users have increased 86x since 1995  Still a major focus – 80% of user base still access the desktop version  “Beauty” and “heritage” key aspirations  Content updated over 140,000 times per day powered by IBM
  7. 7. THE DIGITAL NUMBERS 17.1M – UNIQUE USERS (-13%) 63M - VISITS (+17%) 473M – PAGE VIEWS (+9%) 80% - DESKTOP SHARE OF USERS 58% - MOBILE SHARE OF PAGE VIEWS (m.website & apps) 1.3M – LIVE @ WIMBLEDON TV 5.5M – LIVE @ WIMBLEDON RADIO 7.2M – VIDEO VIEWS UK, US, AUSTRALIA, CANADA – TOP COUNTRIES An interesting story... M. (mobile website) -25% up on unique visitors, 39% up on visits, 41% up on page views -> underrated?
  8. 8. SOCIAL MEDIA  Show the lighter side of Wimbledon  Social media volumes are increasing exponentially – 100% Y2Y 2012 to 2013  Understanding and responding to fan interested in real time:  Creates a more engaging and relevant experience on owned channels  Attracts a new audience demographic TOTAL AUDIENCE 4.5M
  9. 9. IMPROVED CONTENT  Dedicated person per platform creating tailored content for each channel to be at the heart of the social conversation  Pictures, pictures, pictures  Providing relevant, useful, unique information  Real-time video sharing with Grabyo to drive tune-in  Q&As & talent partnerships  Andy Murray digigraph  Kvitova, Watson, Dolgopolov, Dimitrov Q&As  Sharapova, Li Na sharing  Bespoke activations  Twitter - #Queueselfie (1.2K tweets)  Google+ - #MyWimbledon (8.5M impressions)  Facebook / Instagram - instastop
  10. 10. VIDEO CLIPS WITH GRABYO
  11. 11. IMRVED CONTENT
  12. 12. ANDY MURRAY DIGIGRAPH 7.2K Tweets 5K Activations
  13. 13. HILL V WORLD  Joining digital with physical  Ask the Hill a question & compare their answer with the World  10K tweets  Available as a responsive design across all digital platforms
  14. 14. @WIMBLEDON TOPIARY IN THE QUEUE
  15. 15. SOCIAL MEDIA COMMAND CENTRE  Practical tool providing real-time insights into the current focus of world wide conversation - source of content  Supporting a virtuous circle of continuously monitoring and
  16. 16. @WIMBLEDON TOPIARY IN THE QUEUE
  17. 17. WHAT NEXT?  Not standing still  Increasingly ‘mobile first’  But not neglecting desktop  Rising above the noise  Transferring audiences  Onsite experience & connectivity
  18. 18. THANK YOU ALEXANDRA WILLIS @alex_willis

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