CAVALIER ERS O OPER ERATI TING C CO., L LLC Ch Chan anging - - PowerPoint PPT Presentation

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CAVALIER ERS O OPER ERATI TING C CO., L LLC Ch Chan anging - - PowerPoint PPT Presentation

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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

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SLIDE 1

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

  • llowing

PRESENTER: Mike C e Conley | | VP Digital May 2 27, 2 2015 | | The O e Ohio io S State U Universit ity

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SLIDE 2

ABOUT T UT THE C CAVALIERS O ALIERS OPERATING RATING COMP COMPANY, LLC. LLC.

WEB PROPERTIES:

  • Cavs.com
  • LakeErieMonsters.com
  • ClevelandGladiators.com
  • CantonCharge.com
  • TheQArena.com

SOCIAL PROPERTIES:

  • Facebook
  • Twitter
  • Instagram
  • Vine
  • Google+
  • Snapchat
  • Spotify
  • Pinterest
  • Reddit
  • Dubsmash
  • 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

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SLIDE 3

CAVS D S DIGITAL O ITAL ORGANIZATIONAL ANIZATIONAL CHAR CHART

Vice President of Digital Director of Content & Operations CavsTV Producer Digital Content Manager Social Coordinator Social Coordinator Social Coordinator Managing Editor GLEM Seasonal Director of Professional Services Manager Professional Services Manager Special Projects Front End Developer Data Warehouse Architect Digital Design & Communications Coordinator Associate Design & Communications Coordinator

= CONTENT CREATION = DEVELOPMENT/PRODUCTION

15 FTEs | 1 SEASONAL | TEAM HAS GROWN 450 PERCENT OVER PAST 5 YEARS

CAVS DIGITAL IS AN AGILE METHODOLOGY SHOP

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SLIDE 4

TECHNOLOGY S HNOLOGY STACK CK

CRM

  • MICROSOFT DYNAMICS

CMS

  • Drupal

Hosting

  • Rackspace
  • Amazon
  • Azure

Ad Trafficking

  • DFP
  • Ad Exchange
  • SD Fan Network

Video

  • Turner
  • YouTube
  • WSC
  • Livestream

Oauth

  • Janrain

Ecommerce

  • nopCommerce

POS

  • Counterpoint
  • Micros

+ Services

  • Alvarado
  • Apple Pay
  • PayPal
  • Google Wallet

Analytics

  • Google
  • Omniture
  • Comscore

Additional Research Tools

  • Crazy Egg
  • Chartbeat
  • Tracx
  • SportsDesk Media
  • DataXU

ESP

  • SalesFusion

Mobile Apps

  • Yinzcam (Cavs only)

Beaconing/ Proximity services

  • Gimbal

Content Services

  • NBA Stats
  • Turner Video
  • FOX Sports GO
  • Carbonhouse
  • Google Maps

Digital Ticketing

  • Veritix

Secondary Market

  • Flash Seats

+ Services

  • ReplyBuy
  • Evento
  • Quikly

Social

  • Facebook
  • Twitter
  • Instagram
  • Etc.

Publishing Tools

  • Tracx
  • Hootsuite
  • TweetDeck
  • Postano

Listening Tools

  • Tracx
  • Keyhole
  • Postano

Engagement Tools

  • Postano
  • Arktan
  • Gaga
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SLIDE 5

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

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SLIDE 6

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

1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 Facebook Twitter Instagram 1,937,679 411,300 345,135 3,685,565 762,000 1,000,000

90% 85% 190%

Jul-14 May-15 % Growth

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SLIDE 7

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Facebook Twitter Instagram Totals

1,117,345 437,000 159,000 1,713,345 1,045,950 318,000 125,000 1,488,950 2,163,295 755,000 284,000 3,202,295 3,685,565 762,000 1,000,000 5,447,565

Browns Indians Browns+Indians Cavs

CAVS CAVS SOCI SOCIAL REAC REACH V.

  • V. BROW

BROWNS + + INDIANS IANS

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SLIDE 8

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

< Cavaliers Mobile Application ^ cavs.com/united ^ ^ WGUnited on Social ^

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SLIDE 9

BUILDING L LDING LOYALTY T ALTY THROUGH S OUGH SOCIAL IAL MEDI MEDIA

  • 1st 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
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SLIDE 10

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
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SLIDE 11

CONTACT: mconley@cavs.com | O: 216.420.2135 | Twitter: @mpconley