CAVALIER ERS O OPER ERATI TING C CO., L LLC Ch Chan anging Th The Ex Expect ctati tions O s Of A A Loyal al F Fol ollowing PRESENTER: Mike C e Conley | | VP Digital May 2 27, 2 2015 | | The O e Ohio io S State U Universit ity
ABOUT T UT THE C CAVALIERS O ALIERS OPERATING RATING COMP COMPANY, LLC. LLC. WEB PROPERTIES: SOCIAL PROPERTIES: Snapchat Cavs.com Facebook • • • Spotify LakeErieMonsters.com Twitter • • • Pinterest ClevelandGladiators.com Instagram • • • Reddit CantonCharge.com Vine • • • Dubsmash TheQArena.com Google+ • • • All web properties built on fully responsive web templates built on HTML5, CSS3 • All web properties feature a federated SSO OAuth platform * • Unifies user login to understand how our fans cross-pollinate across properties • Allows business intelligence group (BIG) to round out schema tied to Fan’s uniqueID • * To be completed by start of 15-16 seasons
CAVS D S DIGITAL O ITAL ORGANIZATIONAL ANIZATIONAL CHAR CHART 15 FTEs | 1 SEASONAL | TEAM HAS GROWN 450 PERCENT OVER PAST 5 YEARS Vice President of Digital Director of Director of Data Warehouse Front End Content & Professional Architect Developer Operations Services Manager Digital Design & Digital Content Manager Special CavsTV Producer Managing Editor Professional Communications Manager Projects Services Coordinator Associate Design Social Coordinator Social Coordinator Social Coordinator GLEM Seasonal & Communications Coordinator = CONTENT CREATION = DEVELOPMENT/PRODUCTION CAVS DIGITAL IS AN AGILE METHODOLOGY SHOP
TECHNOLOGY S HNOLOGY STACK CK CRM • MICROSOFT DYNAMICS Social Analytics CMS Digital Ticketing Ecommerce ESP Mobile Apps • Facebook • Google • Veritix • Drupal • nopCommerce • SalesFusion • Yinzcam (Cavs only) • Twitter • Omniture • Instagram • Comscore Hosting Secondary POS Beaconing/ • Etc. Market • Rackspace Proximity • Counterpoint • Flash Seats Additional • Amazon Publishing Tools services • Micros Research • Azure • Tracx • Gimbal Tools + Services • Hootsuite + Services Ad Trafficking • TweetDeck • Crazy Egg • ReplyBuy Content • DFP • Alvarado • Postano • Chartbeat • Evento Services • Ad Exchange • Apple Pay • Tracx • Quikly • SD Fan Network • PayPal • NBA Stats • SportsDesk Media • Google Wallet Listening Tools • Turner Video • DataXU • FOX Sports GO • Tracx Video • Carbonhouse • Keyhole • Turner • Google Maps • Postano • YouTube • WSC • Livestream Engagement Tools • Postano Oauth • Arktan • Janrain • Gaga
THE LEBR THE LEBRON JAME JAMES EFFE EFFECT ANALYIZING IMPACT OF LEBRON JAMES’ RETURN TO CLEVELAND ON WEB KPIs 7/1/14 -5/20/15
THE LEBR THE LEBRON JAME JAMES EFFE EFFECT CONTINUED… TINUED… ANALYIZING IMPACT OF LEBRON JAMES’ RETURN TO CLEVELAND ON SOCIAL KPIs 7/1/14 -5/20/15 90% 6,000,000 5,000,000 4,000,000 3,685,565 3,000,000 2,000,000 85% 190% 1,937,679 1,000,000 762,000 1,000,000 0 411,300 345,135 Facebook Twitter Instagram Jul-14 May-15 % Growth
CAVS CAVS SOCI SOCIAL REAC REACH V. V. BROW BROWNS + + INDIANS IANS 100% 90% 762,000 80% 3,685,565 70% 5,447,565 1,000,000 60% 50% 755,000 2,163,295 40% 30% 3,202,295 318,000 1,045,950 20% 284,000 10% 1,117,345 1,488,950 437,000 125,000 0% 159,000 Facebook 1,713,345 Twitter Instagram Totals Browns Indians Browns+Indians Cavs
BUILDING L LDING LOYALTY T ALTY THROUGH W OUGH WINE & E & GOLD GOLD UNIT UNITED Official club exclusively for Cavaliers season ticket holders • 6,800 members in 14- 15, scaling to 7,100 in 15 -16 • Year- round access empowering fans with a voice in organization • Members only entrances • Team Shop discounts • Special concession stand items • Exclusive content in Cavs app • ^ cavs.com/united ^ ^ WGUnited on Social ^ < Cavaliers Mobile Application
BUILDING L LDING LOYALTY T ALTY THROUGH S OUGH SOCIAL IAL MEDI MEDIA 1 st organization in sports to feature real -time social media in-bowl for entirety of event • Social Zone built on concourse for testing appetite for larger build-out in future years • Fans incentivized to check -in at Q on FB to redeem item of game • Exclusive in - venue hashtags used for tracking engagement and reach throughout season • Social sentiment/activity tracked and applied to fan’s unique profile • Surprise and delight campaigns bolster following and engagement • Sweepstakes featuring behind -the- ropes experiences aid in driving engagement •
BUILDING L LDING LOYALTY T ALTY THROUGH OUGH PROXIMITY M XIMITY MARKETING KETING Partnered with Gimbal and Yinzcam to Deploy 100 in-venue beacons this season • Using a mixture of Series 10, 20 and 21 beacons • Leveraging Gimbal’s geo-based messaging tools for out-of-venue messaging • Fans can customize what type of alerts they’d like to receive and can update at any time • Using geo-services as a utility for potential partnership opportunities •
CONTACT: mconley@cavs.com | O: 216.420.2135 | Twitter: @ mpconley
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