MLS Digital Strategy Analyses
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Transcript of MLS Digital Strategy Analyses
Source: Repucom Sports DNA *middle East figure is an
estimation based on Saudi Arabia weighting (500
respondents compared with 1000 for all other nations)
28%
Source: Repucom Sports DNA *middle East figure is an
estimation based on Saudi Arabia weighting (500
respondents compared with 1000 for all other nations)
The interest of the US is still very low, but with a potential for big growth.
Source: Deloitte Professional club soccer in the USA 2016
Source: Deloitte Professional club soccer in the USA 2016
MLS soccer attracts a young and well-educated audience.
Source: Scarborough USA Plus Research, Au14-Oct15, Total Survey Area, Adults 18+ Target: Sports watch cab TV
pst yr : Major League Soccer (MLS) Population: 245,403,097 Qualitative Population: 11,905,855
64% are homeowners
63% have a college
education
55% are married
16%
23% 22%19%
12%9%
0%
10%
20%
30%
18-24 25-34 35-44Age Base: Adults 18+
Men 68%
Women 32%
DEMOGRAPHIC SNAPSHOT.
The Walking Dead2015 MTV Video Music Awards
First TakeAt Midnight with
Chris Hardwick
Pretty Little Liars WWE SmackDown
• ESPN drove Twitter activity throughout their 16 game season with 366k tweets in 2015 and ESPN2 logged a further 315k tweets for their 25 game coverage.
• MLS attracts a younger audience with 33.2% falling in the M18-24 demographic for a ESPN2 sample of social game ratings.
• ESPN aired the MLS Cup on December 6, 2015 and garnered over 123k tweets and over 19 million impressions.
• 48% of people who tweeted about MLS on these networks also tweeted about other TV programs, of which 87% were on cable.
• Savvy marketing plans leverage the engagement of the social audience by extending their message into complementary programming.
1. Source: Millward Brown Digital + Twitter, December 2013
Source: SocialGuide Inc. Affinity Report: Jan 20145– Dec 2015 MLS Soccer Pulled 2/4/16.
NETWORKS & PROGRAMS
SOCIAL TV ENGAGEMENTPeople who tweeted about MLS also tweeted about these:
GENRES CATEGORIES
Special
Drama
Comedy
Talk
Reality
News
Sports Talk
Programming with a strong social presence increases ad recall by up to 33%.1
SOCCER SCORED BIG LAST SEASON ON TWITTER.
Website: 139KFacebook: 597KTwitter: 340KYoutube: -
Website: 175KFacebook: 98KTwitter: 354KYoutube: 3K
Website: 202KFacebook: 273KTwitter: 113KYoutube: 5K
Website: 100KFacebook: 219KTwitter: 80KYoutube: -
Website: 55KFacebook: 198KTwitter: 135KYoutube: 4K
Website: 94KFacebook: 185KTwitter: 114KYoutube: -
Website: 109KFacebook: 371KTwitter: 126KYoutube: 7K
Website: 83KFacebook: 209KTwitter: 305KYoutube: 7K
Website: 221K Facebook: 1.8MTwitter: 359KYoutube: 30K
Website: 81KFacebook: 112KTwitter: 47KYoutube: 3K
Website: 30KFacebook: 208KTwitter: 86KYoutube: 4K
Website: 124K Facebook: 768KTwitter: 181KYoutube: 8K
Website: 2.2MFacebook: 316KTwitter: 86KYoutube: 27K
Website: 282KFacebook: 725KTwitter: 369KYoutube: 9K
Website: 141KFacebook: 169KTwitter: 105KYoutube: 3K
Website: 261KFacebook: 301KTwitter: 261KYoutube: 9K
Website: 70KFacebook: 218KTwitter: 118KYoutube: 7K
Website: 65KFacebook: 170KTwitter: 179KYoutube: 4K
Website: 75K Facebook: 327KTwitter: 276KYoutube: 15K
Website: 93KFacebook: 316KTwitter: 283KYoutube: 15K
Website: 103KFacebook: 207KTwitter: 292KYoutube: 10K
Orlando Atlanta Chicago Colorado Columbus DC United Dallas
Dynamo Galaxy Minnesota New England New York Red Bull Los Angeles
Philadelphia Timbers Real Salt Eathquakes Eathquakes
Seatle
Toronto Vancouver
1º 3º2º
4º
5º6º7º
9º
8º
10º
11º
12º 13º
14º
15º 16º
17º18º 19º
20º
21º
Source: SimilarWeb 03/2017.
Source: Google Trends Jun 2016.
LA Galaxy is a club with biggest demand on Google, great relevance of searches. The search result is very near to the number of the biggest clubs in searches. 1º Best
Google Demand
3º2º 4º
LaLiga
Premier
Série A
MLS 2ª best website
ConsiderationThe MLS website has the second-highest average of access among the world's biggest leagues.Negative point: number of visitors per page down, Bounce Rate too high.
ConsiderationMLS e-commerce has a good access number for league size. With investment focused on 16% search, it can impact the high number of Bounce Rate 50%.
1º 2º
3º 4º
LargestConversionsFor shop
1M
225K
Conversion To Shop
Bounce RateConversion
112K
Conversion
To Shop (-Bounce)
2M
Website Ticket Avarege
60,00Conversion Sales
Avarege
7%
Sales FinalAvarege (mounth)
480000
8K
Conversion Final
WebsiteE-commerce
ConsiderationThe MLS website has the second-highest average of access among the world's biggest leagues.Negative point: number of visitors per page down, Bounce Rate too high.
ConsiderationMLS e-commerce has a good access number for league size. With investment focused on 16% search, it can impact the high number of Bounce Rate 50%.
2x +50% 1m
3º MLSCompared to the websites of rivals in the world soccer league, MLS has the third highest score in SEO, very close with the others league website Premier League and LaLiga.
Tools: neilpatel.com/
Unique Shop button for club product sales. It makes it difficult to convert users to e-commerce.
HO
TM
ED
IUM
Focus of the site is on the dissemination of news and services provided by the club. With structure "blocked" of the MLS.
Big website with many article and blocks content.
1º Click Team Brand Site 2º Click E-commerce
WEBSITE HAS AN OBJECTIVE NAVIGATION, But does not provide a browsing experience for the user, MLS's template blocks the development of a more interactive website. We can use as best practice the Premier League as a site with a lot of content but with a better UX strategy. This verified with the user in the e-commerce navigates only in two pages in average, that motivates that it increases the index of Bouce Rate and diminishes the sales of products of the club.
3º Click E-commerce
2.5MILLIONS
MOUNTHUSERS
DESKTOP AND
MOBILE
+30 MillionsUVS/YEAR
AVERAGE
68%
32%15% OF THE AUDIENCE OF
THE MLS IS ADVISED OF SOCIAL
NETWORKS
+4MUSERS
+2M +2M +600K+246K
+4M
+30M Year
followers
2 Takeaways
CREATE A NEW STRATEGY WEBSITE AND E-COMMERCE PLATFORM
MLS WebsiteE-COMMERCE
OWNERTEAM WEBSITE
TEAM.com
OWNERTEAM SHOP
MLSSOCCER.comINDEPENDENCE
New fanBuyer
Fan supporter, punctual buyer of
tickets and products
BuyerFrequent
ConversionWebsite, StadiumAwareness
Knowledge
FrequencyLoyalty andRecurrence
ClustersInvolvement
2016-02-22
Key Strategy
Digital Media
Develop:• Reforce the Digital and Website Strategy
• Target understanding (digital social listening and behavior)
• Investment requirements (Metrics, KPIs & Optmization).
Develop:• Improve a social media strategy for e-commerce conversion.
• Increase conversion contact points for e-commerce.
Extend:• Digital Brand metrics to increase category & Brand awareness
(penetration through digital football).
• New Digital Social Media Strategy, need to increase the
followers number.
E-commerce & E-retail
Brand Equity
Key Actions Requirements
4. HOW TO BRING TRAFFIC
TO THE SITE STRATEGYBrand Awareness
Media Performance
3. EVOLVING TOOL
MAINTENANCE
Tools + intelligenceBusiness = Results
Planning
Development
Action
Check
Consumer Experience
Content
Football
Product Finder
NewsClub
Tickets
Match
Online Purchase
1 Awareness 2 Experience 3 Engagement 4 Loyalty
Website Mobile AppCall Center
Shop Online / Call Center
Marketing
Communication
Customer Info
/ Insight
Call to Action
Call to Action
Repurchase
4 Purchase Stages in E-Commerce
MLSsoccer.com
+4M
+30M YEAR
FOLLOWERS
Automated Purchase Process
2016-02-22
Convenience experience
Consumer loyalty and purchase guaranteed
Resume
Experience in the Digital Marketing and communication• 8 years experience in Marketing, with leading innovation projects, business and
marketing strategy, brand awareness, product launches, advertising campaigns (brand awareness) and management e-retail channels and e-commerce.
• Solid knowledge and experience in managing digital projects, communication and marketing planning, participation in the corporate strategies and responsible for evaluating digital return, digital funnil routine, join the brand awareness with convertion sales.
• Manage in the implementation of other digital marketing activities such as SEO/SEM, email marketing, digital media campaigns and social media.
• Solid knowledge and experience with analytcs in digital projects and business inteligence, domain the KPIs with Google Analytcs, Google Adwords, Facebook Ads, Programatic Media, DoubleClick, Social Mantic and Scup.
• Experience with social media planning: activation, promotion, communication, CRM, user attendance, analytic behaviour (Scup).
• Digital marketing strategy management with advertising agency, Google, Facebook and Scup.
• Management of the marketing budget, P&L and Finance Cost.• Responsible for the implementation of E-commerce (e-business) and Market
Place (e-retail), from the initial stage of detailing services, P&L, KPIs, contract SLAs with partners (fullfilment, backend, frontend, SAC, ERP). Responsible for supporting and supporting the planning and development of strategic accounts in the online channel, with growth potential in the sales área.
Experience in Sports• Organized Volvo Ocean Race 2015 Team
SCA in Brazil.• Work with marketing actions: Palmeiras,
Santos and Coritiba.• First Elderly Run in Brazil 2014 -
Copacabana.• Sponsorship team ABC Football (RN) 2010 -
Brand Biofral.• Owner of the first social media with focus
in sports 2015: Sportt.
29 anosSão Paulo
Digital Marketing and
Communication
CasesDigitalSportt.comSportt.com.br