Footballs Mobile Transformation and how it is Opening New Growth - - PowerPoint PPT Presentation
Footballs Mobile Transformation and how it is Opening New Growth Opportunities Agenda 1. Football in Australia why mobile is so important 2. Transformation what are we doing 3. Supercharging growth content, channel strategy and
Football’s Mobile Transformation and how it is Opening New Growth Opportunities
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Agenda
so important
channel strategy and the role of social
Why mobile is so important
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Socceroos Champions of Asia 2015, Westfield Matildas Champions of Asia 2010 Over 7,100,000 fans 2,180,000 participants The Number 1 team sport for 5-15 year olds and “Sport of Choice” for 18-39 year olds 1,400,000 Football Family digital database members Truly national reach with young fans and participants Young fans with high disposable incomes
$
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Source: AusPlay Data 2016
Football Australian Football Netball Basketball Cricket Tennis 585751 562669 532311 625721 625627 1086986 Children Children & Adults
Top 6 club populations for children and adults
Football fans are
1.6x more
likely than the general population to engage digitally
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0% 25% 50% 75% 100% 2010 2011 2012 2013 2014 2015 2016 2017 Desktop Mobile
67% 33%
DIGITAL TRANSFORMATION
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The Past
What business are we in?
FFA was in the football business Other sports had evolved into entertainment businesses FFA hadn’t considered its full competitive set
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The Football Digital Network A consolidated network allows us to engage the community and enable participants to connect to the fan products
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The Digital Program
We are building a digital pathway to transition our participation base to club fandom
3 pillars:
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HAL WWL SOC FFAC MAT EL HAL WWL SOC FFAC MAT EL EL Hub HAL WWL SOC FFAC MAT
Supercharging Growth
Content, channel strategy and the role of social
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FFA POSITIONING What we are not:
their football fix
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FFA POSITIONING
In a highly competitive media landscape, with low barriers to entry, what is our reason for being?
multimedia to tell the story & present in creative formats
experiences on our fan’s preferred device
Australian football culture
this enhance the fan/user experience?)
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Awareness Raising awareness of who the current squad is through:
qualification journey
becoming national team members Affinity Building advocacy for the players/squad and positioning/selling the campaign itself through:
Inspiring fans Experience Enhancing the World Cup experience by providing content during the campaign that covers:
Our content needs to: Motivate; Inspire; Educate & Entertain (Edu-Tainment) Provide an outlet for passion, raise awareness, build affinity and enhance the fan experience
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Website/App
You Tube
RESULTS
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Results
Facebook Content Video based content has increased faster than any other type
129%
Facebook Engagement Video content has received 257% more engagements/post than photo content, and 233% more engagements/post than links
32%
A-League Mobile Content 26% of Football Fans use their mobile to consume highlights, whilst 32% of avid Fans aged 18-34 watch full matches Social Media Use Facebook is the most used social platform, however amongst avid fans, particularly those aged 18-34, the use of YouTube and Instagram is greater Revenue FY18 digital revenue has doubled the previous year, with FY19 expected to 350% of FY17. On mobile, revenue in FY19 will be in excess of 500% that of FY17.
500%