leaders meet innovation
TRANSCRIPT
EVENT DEBRIEF
LEADERS MEET INNOVATION#MEETINNOVATION @LEADERSBIZ
SPEAKERS
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SPEAKERS
NEW COLISEUMwww.RealMarketingRap.com
THE NEW COLISEUM AS ROMA● James (Jim) Pallotta● Italian model for stadiums● Atlanta went over budget● Poured concrete before finding system integrator ● Built out a grid for each category looked at
various suppliers● Facial recognition (security issues)● Digital Tickets● Make you the 2nd favourite fan through the
experience● 365 days a year it will be going on● Steep seating to get fans closer● No one believe in VR for sport right now● Trying to future proof the tech● Coming in under budget and commercial
opportunities will drive success● eSports - asroma.com/en/esports
○ Paul Rodgers heads up social and digital
THE NEW COLISEUM AS ROMA● 365 days how you gonna keep them engaged● Need to get data on fans BIG time
○ Fan manager 18-20 teams○ Social○ Ticketing○ Demographic○ Sponsorship
● Fan clubs● Loyalty ● AS Roma have their own studios and have Roma
TV - 7 hours of original TV, which they are now exporting
● Roma only club who have a radio station● Crowdsourced website - Fan produce a lot of
content which the team curate● Hall of Fame
CELTICS OWNERwww.RealMarketingRap.com
SUCCESS IN THE GREEN● Steve Pagliuca - Co-Owner Boston
Celtics● Worked on Dunn&Bradstreet deals● 2.5 billion behind a new brand with
branson● What do they look for in
investment○ Increase customer
experience○ Reduce cost○ Good management team○ Good strategy
● Put robots in amazon● Bring championship to boston
through investment○ Look at improving fan
experience○ Open up players
SUCCESS IN THE GREEN● No cheerleaders nothing but trouble
○ Took 5 years to get them in● Improve fan experience● Building community● Excited about GE - brand that reps the
Celtics values○ Data on players○ Health○ Systems
● 10th model (Money Ball) for drafting and player analysis
● Ratings up 150%● 60% people using ticketing on the phone● 700 billion payments on phone in 2018● Closer you get to fans the better the
business grows (they want to buy more)● Needed a coach or GM (Danny Angie)
that must want data and be tech savvy
SUCCESS IN THE GREEN● Kyrie was a BIG deal● 2003 previous champs 7 players had
been involved in 30 championships● Kyrie was seen as one of these guys● They felt if Kyrie came over and got more
of the ball he would be even better (Data)● He’s like a 2nd coach● Really unlucky with Haward● OTT broadcast and data
○ 25 years ago went out did a talk on convergence, watching TV then make a phone call (or through mail) and vote on something
○ Fans want data immediately
DATA N OILwww.RealMarketingRap.com
DATA THE NEW OIL● Retail for VR in the next 2 years● Data need to get on this ASAP● 18 billion on Whatsapp for a communication app● Modernize your core innovate at the edge● Business Intelligence
○ Run business○ Differentiate Business
■ Connect people, things and business○ Data Foundation
● Mode 1 infrastructure○ Fan - marketing and commerce○ Team - performance○ Business - operations
● Mode 2○ Digital Sports - engage fans in the moment,
predict and reduce injuries, digital athlete
DATA THE NEW OIL
● Car is used on average 4% of the time● Machine learning and artificial intelligence● Customer retention for sharks
○ Looking at different sources of info○ Building a digital profile and work on specific
propositions for different fans at different times (bad weather analogy)
● @McStravickGreg
FAN EXPERIENCEwww.RealMarketingRap.com
NBA FAN EXPERIENCE
● Amy Brookes● Stadiums are becoming the town halls of cities● Seamless, entertaining, personalisation● Enhancing In-Arena Experience● Then beyond the Arena● Pistons - Email changes dynamically
○ with different traffic info and scores depending when they open it.
● GSW has Chatbot● Miami - 80% are entering via mobile ticket and mobile wallet● Flexible ticket products● Intelligent way finding - Red yellow and green on toilets and
concession stands● Facial recognition to send to phone from jumbotron● Augmented reality ● Celtics bingo during a game
NBA FAN EXPERIENCE
● Connected with stadium services via app● 5 3’s score you get chick-fill-a seamless right through the
mobile app● NBA has become the Netflix of sports properties, because of
the players● 1% of fans will ever attend a game● League pass integrating bring friends into the broadcast but
also host commentators - local friends and celebs● Snapchat filter● NBA inplay - real time fantasy app - predicts where it’s going
in the future● Fantasy league
○ 56% more than average fan in watch time○ 84 mins on average
● Alexa NBA skills
AI & VOICEwww.RealMarketingRap.com
AI AND THE VOICE OF YOUR TEAM
● Andy Payne - Cisco● 30x increase since the 70s in internal comms (work
orchestration)● 50% increase in remote working● 50% machine learning improves productivity by 2025● Voice is responsive, instinctual
○ Voice 50,000 yrs old○ Writing about 5000
● Voice is everywhere (we know this)○ But it’s about how to tap voice into interface○ Voice in Display out○ Team TV distributed video across locations and
teams
AI AND THE VOICE OF YOUR TEAM
● Theo and Dale Ex NBA Pros○ Stats are creating a lot more intelligence○ Born way to early ○ Started learning by taping VHS, so much easier
to learn about moves plays and stats○ Routine changed for the player○ Access to the NBA is so much better now
● VR and AR could be the next bit● Social media open accessed ● Who wins this game:
○ Celtics or Sixers
GROWTH STRATEGIESwww.RealMarketingRap.com
INNOVATIVE GROWTH STRATEGIES
● Seem to be taking more of a VC approach to running a franchise
● Sports is still an undervalued assets which one of the main drivers of this new approach
● First mover advantages and disadvantages○ Reward
■ Kinexon - helped understand practice time and gametime - player advantage
■ PR is great, sends a message■ Partner opportunities■ Spark in office and culture
○ Risks■ Stumble and fall, bet on the wrong horse■ About getting up
INNOVATIVE GROWTH STRATEGIES
● Sixers innovation lab○ Seth Berger (And1) founder - needs running
(sold it from 250mill)○ YouGetGood - eSports helps you go up levels
65% better faster○ LiveLifeNice - Content company, people doing
good things for others (partnership with time)○ Monster roster - helps you make better roster
decisions (gaming)○ Living off the grid - something to do with cats
… (people laughed)● Smart, intelligent, aggressive CEOs● Philly doing very well considering their performance
○ There is no magic - hard work, truthful, get out in front, aggressive marketing and messaging
● Teams are community assets and we are stewards of them
INNOVATIVE GROWTH STRATEGIES
● Athletes are themselves, they are true to themselves ● Encourage them speaking about their social issues● NBA has taken on Drugs, AIDs and more● eSports
○ First NA Sports to buy eSports ○ Crazy big audience○ More people watch legalises world ○ 40 million tuning into these matches○ Moves and monetises very differently and no
structure, but next 12 months will be different○ eSports is going to the moon, but it’s
fundamentally different business● Not scratched the surface of the value of these clubs
INSTAGRAMwww.RealMarketingRap.com
INSTAGRAM STORYTELLING
● @bougie● Caroline Drucker● 800m● Sports is compelling● 243m people are connected to sports accounts● BBall are number ● Fans are looking for the stories behind the game● Video is huge 80% YoY on time spend on video and 4x
increase● Unlocking value
○ Find you■ Authenticity - your true value■ Personal milestones (can turn
comments)■ Traingin dats■ Locker rooms■ Everyday fun
INSTAGRAM STORYTELLING
● Keep regular● Under 25’s spend 32 min a day on instagram● 30% of sports accounts followed by teens● Keep it consistent - tone● But not too consistent● Mix your types up / live, feed, stories● 100 million people visit explore page every day● Building a relationship
○ Repurpose content○ Spice up existing content with stickers○ Leverage talent○ Tap into archives to tell stories using your
talent of what they thought of the game play○ Make ordinary fun○ Polling
INSTAGRAM STORYTELLING
● More stories tools, face filters, boomerang and super zoom
● Live is blowing up, cristiano does a lot 360k concurrents ● Live with - this is a very cool bit of tech● Driving value
○ Promotion Gal Gadot movie poster launch - we need to do more of this with players
○ Show the love of the game and the players○ Branded content
■ Marked as sponsors ■ Post performance
○ Insights (mobile and desktop)○ Awareness > Tune in > merchandise > ticketsales○ (Shop Now tool drove ticket sales tool)
● Simple but effective
INSTAGRAM STORYTELLING
● Take Aways○ Users love sports○ Stories offers immersive way to connect with fans○ Use it to drive value for the business
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