2013 Spring Meetings Recap

2012 Season In Review -Big jumps in most categories, helped by making the playoffs and Adrian.

-Videos rose 88 percent compared to 2 percent for the platform.

-We published the most NFL highlights which had a halo effect on the site.

-Seven of our top ten videos were NFL-published highlights on gameday.

-Articles dropped from 2011 which was on par with the platform.

-Mainly due to mobile consumption carving out site consumption.

2012 Season In Review -Time on site rose 16 percent, slightly above average.

-Visits / uniques dropped slightly due to the addition of strong clubs.

-Branded content will help this.

-Our strategy regarding blogs / articles has a big impact on our low ranking.

Articles / Blog -Needing to focus more on articles is not a new concept per this deck last year.

Articles / Blog -Clubs that have shifted away from the

Wordpress Blog model = success

-It’s easier to post things but because

it’s not really on our site, the structure

of the page leads to people leaving the

site and not consuming other content.

Articles / Blog -Shifting the blog to a news article template

will enhance the user experience and

lead to better metrics because it’s

essentially a better mousetrap.

-Clubs that have strong article (not blog /

Wordpress) content seem to have

increases in retention.

Articles / Blog -Downside to this will be some of the blog

commentors will be upset, and it’s a

little more work for Wobby to post blog

entries, but the upside is worth it.

-To the left is an example of a custom

article page that the Patriots use.

Articles / Blog -Even though the Monday Morning Mailbag

does very will with clicks, the numbers

say it would do even better with a more

descriptive title, i.e. saying 1-2 topics

discussed in the piece.

Articles / Blog -Chargers are a good example of how

articles can drive site metrics. They had

one of the largest YOY increases in

Time On Site and Consumption along

with positive growths in retention and

article engagement (when the platform

overall was down).

Articles / Blog -Teams that used the article template and

embedded videos at the top of each

one saw a 10-20 percent increase in

video traffic, while NFL.com saw a 40

percent increase.

Articles / Blog -Over the past few weeks since the

conference, I’ve put an increased

emphasis on articles and the results

are already positive.

-During the season, ‘vikings news’ rarely

was a search-for term that drove

people to the site, but it has been the

last few weeks.

Articles / Blog Brainstorming -NFC North Power Rankings -Weekly PA Article -Quarter Season Awards -Around The NFC North -Where We Stand: Other Sites Power Rankings -Storify (link) -Saturday “Best Of” The Week -Tom West History Piece -Player Blog -On This Date…

Articles / Blog -Branding all of our video / written content and buy-in from Erin

Branding Wobby -Condense homepage articles / blog mods into one.

-Implement Wobby module like ESPN does.

-Twitter, Wobcast, Blog, etc.

Photo Galleries -Big add for all clubs via the new setup / the way page views are counted.

-For 2013, individual cheerleader game galleries and practice photos are key.

0.2 standard ad click thru

0.9 for interstitial in photo galleries

Videos -Embedding a player that autoplays

on the Media Vault homepage

should help views a lot, as it did

with the Falcons.

-In 2012 that page had 105k views.

Videos -Tips for 2013 including being more specific with presser headlines.

-All for this but need everyone to be on board so we don’t have to have

fire-drills in terms of changing them when someone doesn’t like one.

-Embedding in articles

-More branded content (users like / engage more + sellable)

-Scheduling things out more

-New machines should help in this regard

-One out of four videos viewed on the platform is a highlight.

Mobile / iPad App

64,642 | Android

2,242 | Blackberry

74,261 | iPhone

7,637 | iPad

148,782 | TOTAL

Mobile / iPad App -Mobile traffic hurting desktop sites

-App download numbers are way up though

-Tablet useage of desktop sites doubled Y-O-Y

-Not a drop but a shift

-Need to measure mobile apps with Omniture

Social 11 percent to 26 YOY in terms of Twitter

visits on the platform.

Social visitors are more valuable than

others due to their on-site behavior.

We need to get this figured out in terms of

what gets posted since the way we are

doing it = us missing out on clicks.

Club Roadshow / Selling The Site -One team made $47k on backgrounds last season. Another made $2,500 for

24-hour homepage run.

-NFL Digital’s team visited 11 clubs in 2012 and will visit us pre-2013 season.

-They can present to sales teams and help force the issue of selling the site.

-Need certain things (department heads, VPs, etc.)

-Top sponsors list and how they activate.

-Transparency ahead to time.

Subscription Products • 90 percent of users were first-time buyers

• The products will be enhanced for 2013.

• Optimized landing pages should be big based off 2012 learnings.

• $28,000 in 2012, should be more in 2013.

Product Road Map -Main piece they touched on is the

improved schedule page.

-More like NFL.com

-Improve time on page, reduce exit rate

-Tickets, sub products, etc.

-Carousel at top with interstitial ad

-Each game “Presented By…”

Combine Videos / Focus -All of the player pressers combined

generated just over 7,000 video views

on the site.

-The one Gregg Rosenthal interview

checks in at 6,923.

The lesson here: work smart, not hard.