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CAVALIERS OPERATING CO., LLCChanging The Expectations Of A Loyal Following
PRESENTER: Mike Conley | VP DigitalMay 27, 2015 | The Ohio State University
ABOUT THE CAVALIERS OPERATING COMPANY, 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
CAVS DIGITAL ORGANIZATIONAL 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
TECHNOLOGY STACKCRM
• 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
THE LEBRON JAMES EFFECTANALYIZING IMPACT OF LEBRON JAMES’ RETURN TO CLEVELAND ON WEB KPIs 7/1/14-5/20/15
THE LEBRON JAMES EFFECT CONTINUED…ANALYIZING IMPACT OF LEBRON JAMES’ RETURN TO CLEVELAND ON SOCIAL KPIs 7/1/14-5/20/15
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
FacebookTwitter
1,937,679
411,300
345,135
3,685,565
762,0001,000,000
90%
85%190%
Jul-14 May-15 % Growth
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Totals
1,117,345 437,000
159,0001,713,345
1,045,950 318,000
125,000 1,488,950
2,163,295755,000
284,000
3,202,295
3,685,565762,000
1,000,0005,447,565
Browns Indians Browns+Indians Cavs
CAVS SOCIAL REACH V. BROWNS + INDIANS
BUILDING LOYALTY THROUGH WINE & GOLD 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 ^
BUILDING LOYALTY THROUGH SOCIAL 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
BUILDING LOYALTY THROUGH PROXIMITY MARKETING
• 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
