Celtics 3-Point Play - Gleaning Data from Facebook Engagement
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Celtics 3-Point Play - Gleaning Data from Facebook Engagement
- 2. Celtics 3-Point Play Building engagement while generating Facebook fan data
- 3. AGENDA
- 4. CELTICS OVERVIEW Team History: -Founded in 1946 - 17-Time World Champions - 2008 NBA Champions - 2 trips to the NBA Finals in the past four seasons Current Facts: - 230,000+ Twitter followers; 5th largest in N. American team sports - 5.3 million Facebook “Likes”; 2nd largest audience among North American team sports. - Celtics.com ranks Top 3 in traffic among NBA teams
- 5. DIGITAL LANDSCAPE Website traffic was dropping year over year (Oct 1 – July 1) 2006-07 – 19.6 million (24-wins, no playoffs) 2007-08 – 54.6 million (Roster overhaul = 17th NBA Championship) 2008-09 – 37.0 million (2nd round exit) 2009-10 – 34.0 million (NBA Finals, 11.5 million in May/June alone) 2010-11 – 60.0 million (2nd round exit, monthly traffic doubled YOY) Social platforms grew exponentiallyover last 12-18 months: Regular content engages fans and organically grows audience when fans engage with team (FB wall posts/comments/likes, re-tweets, video embeds) Traffic by Location: ~25% of traffic from inside our DMA
- 6. WHY FACEBOOK? Source: www.geekosystem.com
- 8. Facebook daily growth: 700-800 “Likes” per day- Who are these fans? What can we learn about them? Can we monetize them? - Facebook gaming (Farmville, MafiaWars) picking up steam - Celtics meet with Isobar North America to discuss how to get fans into the database
- 9. WHY FACEBOOK? Facebook “Likes” Growth: January 2009 – October 2009 Before 3-Point Play Launch
- 11. Reward players for how well they know the Celtics and follow the team
- 12. Drive fan affinity
- 13. Give fans reason to return to FB page
- 14. Make the game social so that fans can get their friends involved
- 15. “Challenge” concept: reward players for beating opponents- Create a leaderboard to give players bragging rights
- 17. GAME VIEW
- 18. PRIZE PERIOD
- 19. MAKE YOUR PICKS
- 20. LOCK IT IN
- 22. RESULTS
- 24. 25k during regular season
- 26. Facebook audience grew dramatically (indirect benefit)
- 29. Facebook can change the rules at the drop of a hat
- 30. Even a “simple” Facebook game is a complex application
- 31. You need support
- 32. Plan for bugs
- 33. Enlist the right partner
- 34. Set realistic goals – 10% adoption on 400,000fans
- 35. Direct ticket sales didn’t happen via Facebook application
- 36. Little available inventory to start with
- 37. Players mostly bought through other offers after in DB
- 39. Possible arena integration for fans to play in real-time at TD Garden
- 40. Wireless signal in building is a major factor
- 41. Sponsor up-sell is a potential solution to currently unavailable in-game “inventory”
- 42. Play against team legends, Celtics Dancers, broadcasters & celebrity fans
- 43. Make prizes more experiential – Meet and greets, BTS access, and more
Notas del editor
- - Players make 3 picks, choosing 1 player for each statistical category Points Rebounds Assists Players couldn’t pick “0”; picks were assessed based on accuracy and degree of risk based on standard deviation of Players’ average statistical output.- Example: picking a player who averaged 3-4 points per game to score 28 points was unlikely, but would earn the most player points if proved accurate. Players earned bonus points for defeating a challenged opponent. Results tabulated after each game; top player over 6-7 game prize period would be awarded prize.
- Overall goal: Absorb 10% of 400,000 audience when project startedGive prizes away every 2 weeks (Tickets, jerseys, etc.) Promote direct ticket sales on FacebookBuild fan engagement and affinity: Expand Celtics’ Facebook following through viral growth of game among previously unidentified fansBe first to market in pro sports and NBA with Facebook application, continue to be thought-leaders in sports marketing space.Maintain flexibility to roll game out to other platforms down the road Open source (PHP/MySQL) will allow for Celtics.com, mobile app, etc)