arizona state university case study - checkinline
DESCRIPTION
CheckinLine helps US College Athletics collect one year’s worth of fan data in 5 days 11 February 2014 – CheckinLine has evolved the simple online competition to be a rich source of data and fan insight for US College Athletics using its unique and highly engaging “queuing” algorithms. The US College Athletics market often finds it difficult to access pragmatic fan analytics. For the first time, US Colleges will be able to access the CheckinLine platform for free and run specially designed competitions, enabling them to connect with and understand their fans like never before. Abbey Carter, Marketing and CRM Manager at Arizona State University stated, “Through CheckinLine, we were able to collect more data in one week than we have collected all year about our fans’ interests and affinity. We know how to run a simple competition and CheckinLine delivers rich, actionable insights.” CheckinLine efficiently collects valuable data from fans in a proprietary format. Data analysts then apply structured equation modeling and other research methodologies to the data, delivering real, actionable insights at a fraction of the price of traditional research methods. The simplest way to explain this new way of collecting data is to imagine a captive audience that is waiting in a physical queue to buy tickets or to win a prize; now imagine walking along and talking and engaging with these fans as they wait in the queue. CheckinLine has created this opportunity in a virtual world – making data collection easy and targeted for brands. CheckinLine has been trialed with brands such as Arizona State University, Hawthorn FC, Stadium Australia (ANZ Stadium), Etihad Stadium, Octagon and St Kilda FC. Key statistics from these trials include: - 69% engagement (registered users who complete at least one check-in) - engaged users go on to complete over 60% of check-ins - Over 2 minutes average time on the check-in page, per user, per check-inTRANSCRIPT
ASU Case Studyengagement stats; fan insights
2
Arizona State University wanted to know what triggers their passionate fans to go to games…so we found out.
Campaign Strategy: - Offer a ‘money can’t buy’ incentive &
promote the competition to engage fans - Design check-ins around research objectives - Implement insights and segmentation into
broader marketing strategies - Use CheckinLine’s own “Values-based Fan
Engagement Model for Research” as the basis for data analysis and outcomes
One of the most innovative college athletics departments in the USA 170,000 Facebook fans 25,000 Twitter followers 100,000 fans on a database CheckinLine Campaign Objective: Engage fans, uncover what triggers game attendance & ideas surrounding the new online “Sun Devil Experience”.
3
“Through CheckinLine, we generated more data in one week than we have collected all year about our fans interests and affinity”
- Abbey Carter, Director of Marketing and CRM, Arizona State University
4
What happened? (engagement stats)
5
609 opt-ins
58% engaged
in the check-in process
63% check-in completion
rate (from engaged
fans)
3:34 average visit duration
time (1:58 on check-
in page)
23,673 page views
36% completed all 5 check-
ins
- A ‘gamified’ environment - Dedicated fans - Extremely high check-in
completion rate
6
Once fans checked-in a 2nd time, they were hooked.
100
51
23
51
128
0
20
40
60
80
100
120
140
1 check-‐in 2 check-‐ins 3 check-‐ins 4 check-‐ins 5 check-‐ins
- Completing all check-ins was most likely scenario
- The group that completed all 5 check-ins outnumbered those who dropped off after 2, 3 & 4 check-ins combined
7
It’s a trend…
St Kilda FC
515
94 82 66 88
209
0
100
200
300
400
500
600
1 check-‐in 2 check-‐ins 3 check-‐ins 4 check-‐ins 5 check-‐ins 6 Check-‐ins
34 27
11 22
92
0 10 20 30 40 50 60 70 80 90
100
1 check-‐in 2 check-‐ins 3 check-‐ins 4 check-‐ins 5 check-‐ins
100
51
23
51
128
0
20
40
60
80
100
120
140
1 check-‐in 2 check-‐ins 3 check-‐ins 4 check-‐ins 5 check-‐ins
Octagon/Hawthorn FC
ASU ANZ Stadium
8
High levels of engagement per visit.
9
Users understood the process and check-ins were scheduled each day. - Peak on days one and two, with the more committed fans
maintaining visitation rates days 3-5 - Number of visits didn’t tail off
10
Very high mobile visitation rate (CheckinLine is mobile optimized)
CheckinLine reached a broad variety of the ASU fan base (most notably, a high % of current and recent students)
4%
17%
9%
65%
5%
High School Student
Current ASU Student
Recent Alum (graduation year 2010-2013)
Alum
Faculty/Staff
Are you a season ticket or mini plan holder?
42%
27%
31%
Yes
No - But I used to be
No - I have never been
Are you…?
12
What the data uncovered What triggers Sun Devil fans to go to games?
(and other interesting stuff)
Highly engaged fan base, attending three-out-of-four games; most at the ‘Fanatic’ end of the scale
2% 2% 3% 16% 21% 55%
Casual observer 2 3 4 5 6 Fanatic
27%
29%
21%
22%
1-5
6-10
11-15
15+
99%
8%
63%
12%
9%
62%
25%
13%
Football
Volleyball
Men's Basketball
Women's Basketball
Gymnastics
Baseball
Softball
Olympic Sports
Games likely to attend out of the next 10"
In a typical year, how many athletics events do you attend? "
What sports are you most likely to attend?"
7.5"
When it comes to SunDevils athletics,
I’m a…"
14
Extroverted, High Energy, Expressive
Introverted, Control, Internal
Individual, identity, personal
Collective, social, shared
THE THRILL OF THE GAME, THE THRILL OF THE BATTLE
JUST LOVE SPORT, IT’S WHO I AM, WHAT I NEED
THE STATUS, PRESTIGE, ACCESS TO THE SUN DEVILS
IT’S MY TEAM, IT’S MY FAMILY
When it comes to college athletics, the reward fans get from the game sits in four dimensions
15
THE THRILL OF THE GAME, THE THRILL OF THE
BATTLE
JUST LOVE SPORT, IT’S WHO I AM, WHAT I NEED
THE STATUS, PRESTIGE,
ACCESS TO THE SUN DEVILS
IT’S MY TEAM, IT’S MY FAMILY
For Sun Devil fans, being part of something special, something that is unique to them, is most important
Impact 1%
Importance 6.3
Impact 35%
Importance 5.3
Impact 23%
Importance 5.8
Impact 33%
Importance 5.8
Interestingly at a broad level, the thrill of the game and winning (or losing) is not an important driver of fan engagement For these guys it is personal: • A strong desire to show their support for the players and be part of the community (35%) • To be part of a special group, their tribe (33%) • And a love of sport itself (23%)
From an engagement perspective, it’s about making it personal, not letting the team down. Showing fans that they are an important part of the teams fabric
For these fans, the team community is critically important
9%
9%
5%
4%
6%
13%
12%
12%
12%
8%
7%
26%
23%
25%
21%
21%
21%
46%
53%
57%
61%
64%
68%
Being around other fans of the team
Playing my part in the team's success
Letting the team know they have my support
Sharing this great game with friends and family
Being part of the Sun Devil community
Showing my support for the team
Not at all important Extremely important
IT’S MY TEAM, IT’S MY FAMILY
Impact 35%
Importance 5.3
Driven by a sense of community, a desire to belong and be part of something For these fans, it is personally important to them that they show their support, and share in this support with their friends – ‘my team needs me and it just wouldn’t be right not to get in there and help them out’
But it’s also about being part of the story, and how the team adds to the fans story
12%
4%
7%
4%
15%
15%
12%
9%
5%
30%
19%
18%
9%
12%
12%
14%
24%
20%
24%
19%
21%
20%
33%
41%
52%
61%
65%
Not having to wait in a line, getting priority at the game
Getting the inside story on what's going on with the teams
I am given priority for my ongoing support
Showing my respect to both the team and the student-
athletes
When my team wins, I win!
The pride I get from being associated with the team
Not at all important Extremely important
THE STATUS, PRESTIGE,
ACCESS TO THE SUN DEVILS
Impact 33%
Importance 5.8
For these fans, it is not all about the team, it is also personal It’s important for them to feel like they are part of something exclusive, that there is recognition for them giving their support (not that they wouldn’t anyway) Being a Sun Devils fan is a badge of honor and they wear it with pride
We also see a love of sport, the game contributing to engagement
7%
4%
4%
7%
5%
5%
14%
15%
8%
5%
13%
4%
21%
20%
13%
18%
16%
4%
15%
15%
28%
23%
22%
24%
32%
41%
44%
44%
45%
66%
It's just such a great game, I love getting into the detail, the
stats
Discounts and other benefits at the game
Paying my respect to the student-athletes
College athletics is an important part of who I am
Great value entertainment option for me/my family
A great day/night out
Not at all important Extremely important
JUST LOVE SPORT, IT’S WHO I AM, WHAT I NEED
Impact 23%
Importance 5.8
Building on their desire to immerse themselves in the team, the atmosphere and their University, Sun Devil fans also feel that athletics are an important part of who they are, and that sharing in this is a great value entertainment option • This suggests that they
prefer this entertainment choice over others, and offers that help with value and ease of access will resonate strongly
As noted, while they are clearly passionate, this is not a significant driver of engagement
5%
8%
5%
5%
5%
15%
16%
14%
12%
10%
4%
27%
20%
22%
21%
23%
16%
48%
52%
57%
58%
60%
77%
The stimulation that comes from going to games
Seeing my team win
The atmosphere at the games
The excitement of the game
Seeing my team fight hard and come out on top
I'm passionate about my team
Not at all important Extremely important
THE THRILL OF THE GAME, THE THRILL OF THE
BATTLE
Impact 1%
Importance 6.3
Perhaps this is more of a given – if I’m part of the community, I’m passionate anyway I’d get behind my team if they were winning or losing. For these fans the team is more of a physical expression of the community, and it’s the community itself which is important
But not all fans are the same… three distinct segments in the fan base were found
Desire to be part of the Sun Devil experience
High
High (above 5.6)
51% of fan base SEGMENT 1
Passionate about being associated with/identifying with the Sun Devils
(and what that says about me)
Low-Medium
Low (below 5.7)
11% of the fan base SEGMENT 3
High (above 5.7)
7% of fan base SEGMENT 2
Decision tree analysis conducted to create segments"31% of respondents not able to be classified"
“Coming along for the ride”"
“I’m proud to make the Sun Devils part
of who I am”"
“My team needs me”"
Viola: A Human Case Study 23 years old Female Sun Devil fanatic – 4 out of 7 Attends 6-10 games a year …and will likely go to 5 out of the next 10 games Currently not a season ticket holder Current ASU Student Loves Football
Viola is in segment one, which means: • For her, it’s about being a part of the
team • She’s looking for ways to socialize at the
game, to make the most of being there • For Viola, feeding off the passion other
supporters and being seen as part of the Sun Devil community is important
How do we connect? • She’s interested in hearing what other fans
are saying, inside stories, connected to the journey of the team
• Offer her access to game day events where she can mix with other supporters, e.g. Miller Coors beer garden
• Connected through social, FB Twitter and Instagram
Brian: A Human Case Study 29 years old Male Sun Devil fanatic – 7 out of 7 Attends 6-10 games a year …and will likely go to the next 10 out of 10 games Currently a season ticket holder Alumni Mainly goes to football games
Brian is in segment two, which means: • For him, it’s about the tribe • He’s looking for new ways to connect,
exclusive offers to make him feel like part of the team, part of the community
• The game is also important, and being part of the community, but for him it’s personal
How do we connect? • He’s interested in the Sun Devil Experience
for both the commitment aspects and the benefits
• Send him exclusive offers, show that they are limited, not everyone gets them
• Access to areas where not everyone can get into, would be willing to pay extra for these exclusive elements
Why are they interested in joining the Sun Devil experience?
73%
73%
73%
81%
83%
92%
92%
Getting exclusive content
Benefits I will receive at the games
Sharing the Sun Devils with family and friends
Playing a part in the Sun Devils' success
The pride I get from being associated with Sun Devil
Athletics
I'm a passionate Sun Devil fan
Showing my support for the Sun Devils
Why are you interested in joining the Sun Devil Experience?"
Again, showing support for the team without necessarily expecting something back in return"
As part of the experience, fans are most interested in receiving memorabilia and game day opportunities
21%
32%
77%
77%
92%
Exclusive videos
Coach and student-athlete interviews
Contests to win game-day experiences
Ticket deals
Sun Devil gear and memorabilia
What are you most interested in receiving by being part of the Sun Devil Experience?"
What would these fans be willing to do for contest and promotion opportunities?
What social media are fans currently using?!
Facebook" 89%"Twitter" 47%"Instagram" 45%"LinkedIN" 40%"Pinterest" 34%"Google+" 33%"Foursuqare" 13%"Vine" 8%"
85%
80%
73%
42%
42%
27%
20%
Check-in at an event
Post pictures of a game-day experience
Share on my own Facebook wall
Tag a friend in a tweet or Facebook post
Retweet
Share on a friend's Facebook wall
Make a short video
Recommendations
1. Really passionate and loyal fans. It's not about winning; it's about the team, the fans and love of the game. It's about shared identity, being part of something, tribal. – ASU can build really lovely targeted promotions off the back of that – Use the segments as the marketing guide for messaging
2. Each campaign will allow us to investigate this group further, creating more defined segments and sub-segments – Planning out campaigns and incentives to attract as many different
type of fans as possible will broaden this scope.
Recommendations
3. The experience needs to be about giving them an opportunity to be even more a part of what is going on, be part of the community, give them opportunities to come together. – As such, parts of the experience linked to benefits are less important,
parts that ignite their engagement with the team are most important – This has implications for the offer and how it is communicated – Experiential incentives will work really well – They are active on social media and will do anything to get involved,
so reach will be good
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