sports interactive europe 2016 - the fan engagement strategy of soccer club psv - hanneke jaanen -...
TRANSCRIPT
FANBASE
TOP 20 REVENU IN EURO
FANBASE
PSV CUSTOMER PYRAMID
PSV CUSTOMER PYRAMID
SOCIAL MEDIA
FRM 1 – ON – 1
CONNECTED STADIUM
FROM FAN TO FOLLOWER
WEBSITE & APP
SOCIAL MEDIA
Reach + Engagement + Conversion + Influence/action +
New channels! Better content! Webcare! Monitoring!
CHANNELS
Age
12 – 18 * *
19 – 25 * * *
26 – 45 * * * *
46 – 65 * *
65+ * *
CHANNELS
Age
12 – 18 * * * * * *
19 – 25 * * * * *
26 – 45 * * * * *
46 – 65 * * *
65+ * *
UNIQUE VISUAL IDENTITY
UNIQUE CONTENT
TRADITIONAL EVENTS
MONITORING
FROM FOLLOWER TO DATABASE
CONVERT FOLLOWER TO DATABASE
ONCE IN OUR DATABASE…
ENGAGE CONVERT SERVICE
DATABASE DEVELOPMENT
Already in our database
• Name & address • (Old) Memberships • Opt-ins NL • Merchandise
discounts • Ticket Sales • Merchandise
Known, but not synced yet
• Attendance • Read- & Click
behaviour NL • Website visits and
behaviour • WiFi Data Connected
Stadium
Profile interests
• Social profile and activity
• Food & Beverage • Demographic info • Fields of interest
…. LOADING PROFILE …. PLEASE WAIT ….
PARKING
RIGHT TO BUY
CASHLESS F & B
DEBIT / CREDIT
ACCESS
LOYALTY
FUTURE
PSV MARKETING & MEDIA - HANNEKE JAANEN [email protected]