Football’s 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 the role of social 4. Results � 2
Football in Australia Why mobile is so important
Football in Australia 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 � 4
Young and Connected 1086986 Football fans 625627 625721 are 585751 562669 532311 1.6x more likely than the general population to engage digitally Football Australian Football Netball Basketball Cricket Tennis Children Children & Adults Top 6 club populations for children and adults Source: AusPlay Data 2016 � 5
Football’s Digital Consumption 100% 75% 67% 50% 33% 25% 0% 2010 2011 2012 2013 2014 2015 2016 2017 Desktop Mobile � 6
DIGITAL TRANSFORMATION
• Operations – outsourced The Past • Content – outsourced • Commercial – outsourced FFA was in the football business What business are we in? Other sports had evolved into entertainment businesses FFA hadn’t considered its full competitive set � 8
Football’s Advantage and Challenge 2.18m participants 7.1m fans � 9
Football’s Digital Transformation The Football Digital Network A consolidated network allows us to engage the community and enable participants to connect to the fan products � 10
The Digital Program 3 pillars: • Football Network Build We are building a digital pathway to • Community Digital Services transition our participation base to club fandom • Customer ID � 11
On Network Products � 12
Off Network Products HAL Hub HAL HAL EL WWL WWL WWL FFAC FFAC FFAC SOC SOC SOC MAT MAT MAT EL EL � 13
Supercharging Growth Content, channel strategy and the role of social
FFA POSITIONING What we are not: • The only place fans will visit to get their football fix � 15
• Break stories of which we are in control FFA • Provide the best women’s game coverage in the market • Provide exclusive in-depth interviews with substance POSITIONING • Video first - do the basics really well and include innovative multimedia to tell the story & present in creative formats • Mobile optimised – content formats that deliver great experiences on our fan’s preferred device In a highly • Objective and authoritative voice competitive media • Timely basic information landscape, with • Support clubs and players and provide inside access low barriers to • Connect with global football community and spotlighting Australian football culture entry, what is our • Map out each story journey with planned communication strategy reason for being? • Consumer centric, audience first mentality to content (how does this enhance the fan/user experience?) • Identify value add offering that we provide to fans and participants � 16
Content Objectives Our content needs to: Motivate; Inspire; Educate & Entertain (Edu-Tainment) Provide an outlet for passion, raise awareness, build affinity and enhance the fan experience Awareness Affinity Experience Raising awareness of Building advocacy for Enhancing the World who the current squad the players/squad and Cup experience by is through: positioning/selling the providing content campaign itself during the campaign • Player profiles through: that covers: • World Cup • • qualification journey Branding attributes In-Camp access • • • Player journey’s in Football community Tournament access • becoming national Motivating & team members Inspiring fans � 17
Channel Purpose & Role Website/App • Player bios • Fan/World Cup hub (key info and connecting with fan/camp stories) • Match centre, updates & news You Tube • Video hub driving toward on-network channels Facebook • Awareness through largest social following • Quality content for high engagement to increase max reach due to algorithm Twitter • Real time updates Instagram � 18 • Visually stunning storytelling and takeovers
RESULTS
129% Results Facebook Content Video based content has increased faster than any other type Facebook Engagement Video content has received 257% more engagements/post than photo content, and 233% more engagements/post than links A-League Mobile Content 32% 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 500% FY18 digital revenue has doubled the previous year, with FY19 $ expected to 350% of FY17. On mobile, revenue in FY19 will be � 20 in excess of 500% that of FY17.
Recommend
More recommend
