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DENVER BRONCOS2017 PARTNER DIGITAL/SOCIAL MEDIA
OVERVIEW CALL8.15.17
Brief History
2009: Broncos Facebook and Twitter social accounts created
2010: New DenverBroncos.com website
2011: Broncos Promos Facebook and Twitter Accounts created for partner integration purposes
2014: Broncos digital team created Branded content digital strategy with driver from social Partner posts mainly isolated to Broncos Promos Accounts and sold as # of
posts in most cases
2016: Facebook institutes “Handshake” icon and Broncos institute boosting
2017: Wasserman Study Restructuring of how digital/social is offered to partners and reintroduction of main Broncos social accounts
No longer sell posts Branded Content (digital/social combo) Social Only Concepts (social only with minimum digital spend)
THERE IS A SHIFT TOWARDS DIGITAL AND SOCIAL CHANNELS
Total % Change
TV
Digital
Radio
OOH
Directories
- 6.2%
16.6%
- 2.3%
- 6.3%
- 0.6%
- 1.2%
16.6%
WASSERMAN STUDY: Market Trends
THINK ABOUT MOBILE
Especially as Mobile continues to eat into the share of digital traffic
VIDEO VIEWS PER DAY ON FACEBOOK,
SNAPCHAT & YOUTUBE
10 BILLION
900+ MILLIONMOBILE DAILY ACTIVE USERS ON FACEBOOK
WASSERMAN STUDY: Market Trends
SUCCESSFUL DIGITAL SPONSORSHIP PACKAGES INCLUDE:
Content Access for Partners Premium, Multiplatform
Campaigns
Platform Specific
Engagements
Banners that Promote
Campaigns
WASSERMAN STUDY: SPONSORSHIP
THAT AMPLIFIES WHAT BRANDS REALLY WANT
Ladders Back to Brand
AttributesQuality Over Quantity
Original and
Impactful
Relationships not
Sponsorships Bring me Ideas! Demonstrable ROI
WASSERMAN STUDY: SPONSORSHIP
FANS INTERACT WITH VARIOUS DIGITAL PLATFORMS FOR
DIFFERENT REASONS
Users go to
Facebook for stories,
entertainment and
inspiration.
.
Users go to Twitter to
know what’s
happening and
relevant right now.
Users go to Instagram
for beautiful photos and
videos.
Users go to Snapchat
for ephemeral,
behind-the-scenes
content.
Searchable videos;
YouTube channels
don’t have a voice.
AUTHORITY
FIGURE
NEWSFEED CONSUMER ACCESS VIDEO HUB
AND PROPERTIES AND BRANDS NEED TO UNDERSTAND THE ROLES OF EACH
PLATFORM TO MAXIMIZE SUCCESS
WASSERMAN STUDY: Platforms
BRONCOS VS. NFL
2nd most active team
5th largest audience
3rd largest page growth
3rd most followed
63% of tweets include link
21st in tweet with video
#1 in photo posts
4th most active
9th in total followers
WASSERMAN STUDY: Broncos audit
BRONCOS VS. COLORADO
More interactions than all clubs combined
Most active with 13.5 posts per day
Consistently in top 2 in page growth %
2X engagements than all
other clubs combined
3X more followers than all other
clubs combined
2nd most active behind Rockies
WASSERMAN STUDY: Broncos audit
Wasserman study
The Broncos hired Zack Sugarman, SVP Properties, Wasserman who has also done work for the NFL to conduct a study and make a recommendation on how the Broncos can reintroduce/rebundle digital/social packages for partners
Broncos/Wasserman Study (March, 2017) Key Takeaways:
Broncos need to build a digital/social partner inclusive strategy that sets us up for now and the future – set up for long term success without selling # of posts!
Fans engage across platforms – so must content offerings – digital is not a silo, it’s an eco-system
Overall, Broncos have consistent over-delivery on completed banner ad campaigns across web and mobile
Think about/include mobile offerings to partners
Reintroduce partner integration on social media platforms with a commitment to content– creative execution
PARTNER Branded BRONCOS content
THE DIGITAL OFFERINGS BY CONTENT TYPE FOR PARTNERS IS AS FOLLOWS:
VIDEO CHANNELSDesktop:
Branded frame wrapping video :15 dedicated pre-roll video (1:3 ratio) 300 x 250 companion banner ad Logo lock-up with concept/partner in the thumbnail graphic on the DenverBroncos.com video
webpageMobile:
:07 pre-roll billboard (1:3 ratio) Logo lock-up with concept/partner branding
CURRENTLY AVAILABLE: Broncos in :60, Victory Speech
VIDEO CONTENTDesktop/Mobile:
Logo on lower-third of the video Logo on the intro/outro graphics within the video Audio mention in the opening billboard
CURRENTLY AVAILABLE: Three & Out, Top 5 moments vs. upcoming opponent
ADDITIONAL SOCIAL OPPORTUNITIES ON VIDEO CHANNELS/CONTENT FOR PARTNERS: Collective impressions goal across Facebook (after first :05 seconds with handshake icon and
boosted per Facebook policies), Twitter, Instagram and YouTube (varies by concept) Text inclusion in description of YouTube video Opportunity to add incremental audio mentions, video subtitles and @Partner tags on Twitter
and Instagram
PARTNER Branded BRONCOS content
MORE DIGITAL OFFERINGS BY CONTENT TYPE:
PHOTO GALLERIESDesktop:
300 x 250 companion banner ad on launch page 300 x 250 interstitial banner ad every seven photos
Mobile:
300 x 250 interstitial banner ad every seven photos
CURRENTLY AVAILABLE: Game Day Photo Gallery & AFC West Round-up
ARTICLESDesktop:
Logo inclusion on the custom webpage header One 300 x 250 banner ad and two 300 x 100 banner ads on right side of article
Mobile:
320 x 50 ad interspersed within the content
CURRENTLY AVAILABLE: The Squeeze, Three Keys/Three Keys Unlocked
ADDITIONAL SOCIAL OPPORTUNITIES ON PHOTO GALLERIES/ARTICLES FOR PARTNERS: Collective impressions goal across Facebook (after first :05 seconds with handshake icon and boosted per
Facebook policies), Twitter, Instagram and YouTube (varies by concept)
Examples of Partner Branded Broncos Content
Examples of Partner Branded Broncos Content
SOCIAL ONLY CONCEPTS
Orange (5M+ impressions) and posted on a year-round/season long consistent basis 35 seconds with… Hype Videos What they’re saying Game score graphics
Blue (3-5M impressions) and posted 1x/month National perspectives Best dressed/who wore it better? Dad jokes What’s in your locker? Quote of the day/night/game
White (1-3M impressions) and posted once every 2 months Monday Motivation with Brock Animated PR notes Tasty Tailgate
Gray (under 1M impressions) and posted once Tailgating fans Player trading cards Insider social videos (field/stadium prep, etc.)
**Each package has a minimum sponsorship spend as well as minimum digital allocation**
ADDITIONAL DIGITAL/SOCIAL OPPORTUNITIES
Newsletter inclusions in either Orange Juice or ICYMI (300 x 100)
ROS banner ad impressions across all platforms (desktop, mobile, app)
Game Weekend Digital Domination (home page sponsorship)
Broncos Promos Facebook & Twitter Posts must be Broncos themed and offer a value add to followers
Other info:
With any content posted on the Broncos social pages, partners are encouraged to repost/share all content to their individual pages
Broncos Promos Facebook page receives engagement at a rate of 32 times that of Broncos Facebook
The Broncos have developed a “pullover” plan in which highly engaging content on Broncos Promos social pages are automatically pulled over to main social pages.
Geo-targeting capabilities do exist for a premium
Facebook algorithm encourages boosting. Partners are able to pay on top of Broncos $ to boost more
All agreements include digital reset language
Madwire is a Broncos partner that can be a great resource for production and social enhancement options
Wayin Social Aggregator and Contest Hub available to partners
Examples of Partner Social Posts
Examples of Non-Contractual Partner Posts on Broncos Promos
Examples of Partner Social Posts
Examples of Partner Video Posts
Q&A