sport business days, warsaw school of economics

FAN EXPERIENCE

New Generation of Fans, New Expectations,

Implications for Event Owners.

© 2014 IQ Sport

NEW GENERATION OF FANS

• Generation Y fans have totaly different expectations towards the quality of experience

when attending and following live sports and entertainment mass events.

• These expectations are driven by the heavy usage of techonology – mobile, social,

wearables etc.

• For the first time, mobile internet traffic surpassed desktop traffic, representing an ever-

increasing trend in the world of technology.

• New fans want to have content delivered on their terms, instantly, quickly, with high

quality. It becomes even more important than just being on the venue.

• Second Screen became widespread. Sports and 2nd screen are a winning

combination because 2nd screen can give fans exactly what they want: an

enhanced viewer’s experience.


Source: http://mesalliance.org/

Source: Hashtag Sports – Rise of Beacons Report


Source: btd.de

Today’s sports fans are mobile, social, multi-device, and multiplatform.

A 2014 survey16 commissioned by Sporting News Media, Kantar Sport, and SportsBusiness Group

titled “Know the Fan” found that 75% of U.S. adult internet users accessed sports content via a

mobile device at least once a week vs. 36% accessed daily.

BTD recently carried out an

extensive online survey of

over 5800 match-day

visitors to the Allianz Arena.


Source: btd.de

NEW CHALLENGES FOR EVENT OWNERS

• Attendance is going down…

• Convenience of live television coverage being the

most obvious factor competing for fans’ attention

and impacting their decision to attend (or not

attend) a game

• Infrastructure is not good enough (even new

stadia don’t have WIFI)

• Not being connected negatively impacts the

willingness to attend live events

• The cost of attending vs the quality received – not

enough, peolpe choose to stay on the couch, TV

provides great coverage…

Source: Q1Productions / sporttechie.com

RE-IMAGINING THE FAN EXPERIENCE

• Refining touchpoints and entire service experience to make the event experience

nice and smooth (smile industry).

• „You've got to have the games be more than games”.

• Last but not least – technology enabled event experiences

Fans’ expectations for the game-day

experience have evolved to include

points of contact that extend well

beyond the action that takes place on

the field or court.

Event owners must focus on enhancing

and perfecting the total fan experience.

Source: Disney Institute / sbssports.com


Source: Julian Jenkins / Cardiff City FC


Extreme Networks Named First Official Wi-Fi Solutions Provider of National Football League

„We've given all our clubs a goal of the 2015 season to

be up to par with Wi-Fi in the bowl areas as well as

upgrading their mobile carrier networks. Most are on

track to do that."

NFL CIO Michelle McKenna-Doyle

FAN ENGAGEMENT TECHNOLOGIES

IQ Sport and Xperiology have recently conducted a study researching fan engagement

technologies, services and applications.

• Targeted personnel of manager level and above

• Divisions: Ticketing, Media, Commercial, Stadium

Management, Operations, Partnerships

• Markets: UK, USA, Germany, Spain

• ~ 100 responses


Survey Part 1: SOCIAL MEDIA & MATCHDAYS

Researching the way how event owners use social media, which channels and networks, how

they engage fans, what challenges they meet.

Survey Part 2: OPERATIONS & MATCHDAYS

Researching the way how event owners tackle the

challenges of fan in-venue experience to make the

fan experience smooth.

Survey Part 3: NEW TECHNOLOGIES

Researching the fan engagement technologies

event owners use or plan to develop in short time.

Survey Link

http://freeonlinesurveys.com/app/rendersurvey.asp?sid=su8hl4ogycdmzzc542888&refer=




Infographic summing up

the survey results.

TRENDS

MOBILE First!

• Mobile Traffic > Internet Traffic

• New San Francisco 49ers’ stadium (68,500

seats). 2,13TB of data transfered during the

game (25K fans in peak moments), 17K on

average.

• Super Bowl (New Jersey stadium), 3.2TB of data

transfered, mostly via Facebook, Twitter and

Instagram.

TRENDS

PRACTICAL APPLICATIONS

• Finding your way – parting, seat, closest POI.

• Seat Upgrates

• Social Ticketing

• F&B Purchases on-site

• Video Replay

• Traffic Insight

• Social Hubs

• Fantasy Games

TRENDS

CURATED, EVENT-RELATED SOCIAL MEDIA TIMELINES

• Snapchat our story feature.

• Twitter dedicated timelines for big events (FIFA

WC 2014)

TRENDS

iBEACONS

• Beacons are BLE transmitters notifying BLE

devices, like smartphones, tablets, etc about

their presence if the device stays in the range of

transmitter

• Beacon transmits unique ID.

• Digital coockie for physical world

• Beacons make possible to biuld micro-location

and proximity services

iBEACONS POTENTIAL

According to a June 2014 study10 by mobile ad-platform inMarket, the use of beacons in retail stores

caused a 19x increase in interactions with advertised products, a 16.5x increase in app usage in-store

BEING CONTEXT – AWARE MAKES THE MESSAGE MORE EFFECTIVE

A study from beacon platform company Swirl analyzed "tens of thousands" of beacon interactions

with customers over the past three months.

Of the interactions analyzed:

• 60% of shoppers opened and engaged with the beacons-triggered message they received, such as a

promotional discount offer.

• And a little under one-third (30%) of shoppers ended up redeeming the beacons-triggered offer. This is

to say that half of those who engaged with the beacon campaign ended up redeeming the offer.

• 73% of shoppers said that the beacon content increased their likelihood to make a purchase during

their visit.

• 61% said they would visit the store more often.

• 60% said they would spend more money as a result of receiving a beacon-triggered message.

Source: Business Insider

http://www.swirl.com/swirl-releases-results-retail-store-beacon-marketing-campaigns/?utm_content=&utm_medium=email&utm_campaign=Post Blast (research): IoT Insider: Beacons-Powered Campaigns Are Influencing The Way People Shop&utm_source=Triggermail&nr_email_referer=1&utm_term=BII List IOT ALL_TEMP

• Georgetown Basketball – after beacon deployment:

app check-ins jumped 22%, seat upgrade purchases

increased 25%

• Golden State Warriors beacon test case:

average seat upgrade revenue increased by 69%

message engagement ~35%

conversion ~10%

average transaction value for a fan with the beacons offer 93% higher than a fan without

HOW MUCH EFFECTIVE?

iBEACONS POTENTIAL

Source: Hashtag Sports – Rise of Beacons Report

iBEACONS APPLICATIONS ON EVENTS

Context Aware, Location Based Messaging, highly personalized, based

on real-time information about who and where the fan is when

attending the event. Thanks to sending the right message to the right

customer base in the right time the effectiveness and conversion rates

can significantly go up!

Traffic Insight, making fan smarter when attending your events, giving

hints about the shortest lines and less crowded event places.

Event Navigation, helping fan is finding different venue areas, places,

seats and destinations.

Mobile Ticketing Fullfilment, generating e-tickets on mobile devices in

front of the gates.

iBEACONS APPLICATIONS ON EVENTS

Easy Mobile Ordering and Seamless Payments, making the on-site

event purchasing experience more comfortable.

New Sponsorship Inventory, conveying new, engaging, proximity

aware, rich sponsor - generated content to better impact fans on-

site and find new effective ways to activate sponsorship deals.

Easy Check-Ins and Input to Loyalty Programs, analysing fans

on-site behaviours. Awarding points for desired actions and

check-ins.

On-Site Customer Analytics, understanding of fans’ behavioural

patterns on match-days, how they move around and consume

the event to incorporate findings into new, more efficient event

and venue configurations.

TEST CASE – LECHIA GDANSK, PGE ARENA

eFAN rollout for Lechia Gdansk game in Polish Football League at PGE Arena

Gdansk

• 16 beacons deployed around the venue: entrances, stands, VIP areas

• 9 different proximity messages defined

• 29 unique proximity interactions defined in the system

• Welcome and goodbye messages, concessions related messages.

9 Proximity Messages

• Message capping = 1, event timeline sensitive, different proximities.


29 Proximity Interactions


SOME STATS – OVERALL (Time Period 07.12.2014 – 08.12.2014) – Matchday on 08.12.2014


SOME STATS – BEHAVIOURS: SOCIAL INTERACTIONS AND BEACON INTERACTIONS

(Time Period 07.12.2014 – 08.12.2014) – Matchday on 08.12.2014


• Beacon Push Notification CTR

83%

83% of the fans with bluetooth on who received push notification, clicked on it and saw the

proximity message.

• Proximity Message Engagement Rate

82%

8 out of 10 fans engaged with the proximity message, scoring it or sharing with others

SOME STATS – BEHAVIOURS: SOCIAL INTERACTIONS AND BEACON INTERACTIONS

(Time Period 07.12.2014 – 08.12.2014) – Matchday on 08.12.2014


• Social Activity = on average every second user created a post on matchday.

• Content Engagement = 103 matchday posts displayed in details 1163 times (each post

displayed 10x) .

• Content Type = 35% text posts, 57% including image, 8% including audio.

• Average Engagement Rate = ~45% (on average almost half of all matchday post

engaged fans, who scored or shared it with others. Audio content most engaging ~70%.

eFAN – About The Solution

eFAN - MOTIVATIONS

Our research has identified 3 major pain points when it comes to fan experience:

• Access to social content and resources on-site is too distractive and time-consuming.

• Due to existing generic social media, there is a huge and annoying content clutter

related to events fans attend.

• Frustrating on-site traffic which reduces the event consumption experience

eFAN - MOTIVATIONS

This pain points affect many fans consuming event-related real-time social content

Mass events generate close to 50% of Twitter

activity on TV. More than 60% of fans admitted

using social media during mass events.

As Nielsen’s latest Year in Sports Media Report17 explains, sporting events made up just 1% of all TV programming

in 2013, but accounted for nearly 50% of TV-related tweets.

eFAN - MOTIVATIONS

This pain points affect many fans consuming event-related real-time social content

According to the “Social Media Scorecard”, a study

conducted by Wasserman and Navigate

Research24 to help brands, agencies, and

properties better understand the value of fan

engagement in sports:

• 95% of sports fans use social media during a

typical day and

• over 50% of sports fans take action as a result of

social media.

• This report surveyed 8,000 sports fans and focused

on seven major U.S. sports including 141 teams, 40

athletes, and over 700 sponsorships.

eFAN - MOTIVATIONS

FAN EXPERIENCE IS CRUCIAL

Fans want to improve their core event experience, which is a performance consumption

being followed on and off site. They want to improve both by interacting socially and by

absorbing and consuming the event resources quickly and easily.

HOWEVER, THE KEY IS TO HAVE THE OVERALL EXPERIENCE SEAMLESS.

eFAN - MOTIVATIONS

FAN MONETIZATION CHALLENGES.

• Monetizing fans emotions in real-time.

• Having more attractive marketing inventory for business partners. Upselling

sponsors providing new effective digital assets.

• Communicating to fans with better conversion rates on game days, generating

relevant mobile experiences on-site.

eFAN - FEATURES

• First beacon-enabled live event

experience platform.

• No more content clutter, only well

designed event specific timelines,

reinvented live-streams with well

delivered, crowdsourced real-time

content.

• Receive best, personalized proposals

and updates from your event owner

thanks to iBeacons.

eFAN - FEATURES

Curated Event Specific Timelines

• Conversations and emotions are

grouped by things that are just

happening during a game – so every

user generated content is given an

emotional and observed fact-based

context.

• Audio content to express event flow and

atmosphere.

eFAN - FEATURES


• Timeline easily filtered aby content type,

user presence (on-site/off-site),

popularity, performer, etc.

eFAN - FEATURES


• Retreiving all tweets from fans attending

the game meeting given hashtag

requirements and being on-site

(geolocation).

eFAN - FEATURES


• Quick and easy content creation to

express emotions and referring to

specific event facts triggering fans

reactions.

• Emotions expressed by intuitive swipe

moves.

• Text, images and audio content.

• Integration with FB and Twitter.

eFAN - FEATURES

Comprehensive Event Management & Communication Tool for Official Event Owners

• Event Data

• Feed Communication & Monitoring

• Push Communication

• Proximity Communication

• Fan Support – Q&A in realtime

• Fan Support – Event Navigation

eFAN - FEATURES

Proxmity Communication – Beacon Enabled Communication Tool

• Beacons Inventory Management

• Beacon Content Management

• Interaction Definition

• Triggering Rules

• Segmentation – Demographics, Behavioral History,

Preferences, Feed Engagement, Event Time

Window Triggering, Fact Based Triggering

IQ Sport Advisory Group

[email protected]

[email protected]

FAN EXPERIENCE

New Generation of Fans, New Expectations,

Implications for Event Owners.

© 2014 IQ Sport

mailto:[email protected]

mailto:[email protected]

sport business days, warsaw school of economics

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