leaders meet innovation

EVENT DEBRIEF

LEADERS MEET INNOVATION#MEETINNOVATION @LEADERSBIZ

SPEAKERS

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SPEAKERS

NEW COLISEUMwww.RealMarketingRap.com

THE NEW COLISEUM AS ROMA● James (Jim) Pallotta● Italian model for stadiums● Atlanta went over budget● Poured concrete before finding system integrator ● Built out a grid for each category looked at

various suppliers● Facial recognition (security issues)● Digital Tickets● Make you the 2nd favourite fan through the

experience● 365 days a year it will be going on● Steep seating to get fans closer● No one believe in VR for sport right now● Trying to future proof the tech● Coming in under budget and commercial

opportunities will drive success● eSports - asroma.com/en/esports

○ Paul Rodgers heads up social and digital

THE NEW COLISEUM AS ROMA● 365 days how you gonna keep them engaged● Need to get data on fans BIG time

○ Fan manager 18-20 teams○ Social○ Ticketing○ Demographic○ Sponsorship

● Fan clubs● Loyalty ● AS Roma have their own studios and have Roma

TV - 7 hours of original TV, which they are now exporting

● Roma only club who have a radio station● Crowdsourced website - Fan produce a lot of

content which the team curate● Hall of Fame

CELTICS OWNERwww.RealMarketingRap.com

SUCCESS IN THE GREEN● Steve Pagliuca - Co-Owner Boston

Celtics● Worked on Dunn&Bradstreet deals● 2.5 billion behind a new brand with

branson● What do they look for in

investment○ Increase customer

experience○ Reduce cost○ Good management team○ Good strategy

● Put robots in amazon● Bring championship to boston

through investment○ Look at improving fan

experience○ Open up players

SUCCESS IN THE GREEN● No cheerleaders nothing but trouble

○ Took 5 years to get them in● Improve fan experience● Building community● Excited about GE - brand that reps the

Celtics values○ Data on players○ Health○ Systems

● 10th model (Money Ball) for drafting and player analysis

● Ratings up 150%● 60% people using ticketing on the phone● 700 billion payments on phone in 2018● Closer you get to fans the better the

business grows (they want to buy more)● Needed a coach or GM (Danny Angie)

that must want data and be tech savvy

SUCCESS IN THE GREEN● Kyrie was a BIG deal● 2003 previous champs 7 players had

been involved in 30 championships● Kyrie was seen as one of these guys● They felt if Kyrie came over and got more

of the ball he would be even better (Data)● He’s like a 2nd coach● Really unlucky with Haward● OTT broadcast and data

○ 25 years ago went out did a talk on convergence, watching TV then make a phone call (or through mail) and vote on something

○ Fans want data immediately

DATA N OILwww.RealMarketingRap.com

DATA THE NEW OIL● Retail for VR in the next 2 years● Data need to get on this ASAP● 18 billion on Whatsapp for a communication app● Modernize your core innovate at the edge● Business Intelligence

○ Run business○ Differentiate Business

■ Connect people, things and business○ Data Foundation

● Mode 1 infrastructure○ Fan - marketing and commerce○ Team - performance○ Business - operations

● Mode 2○ Digital Sports - engage fans in the moment,

predict and reduce injuries, digital athlete

DATA THE NEW OIL

● Car is used on average 4% of the time● Machine learning and artificial intelligence● Customer retention for sharks

○ Looking at different sources of info○ Building a digital profile and work on specific

propositions for different fans at different times (bad weather analogy)

● @McStravickGreg

FAN EXPERIENCEwww.RealMarketingRap.com

NBA FAN EXPERIENCE

● Amy Brookes● Stadiums are becoming the town halls of cities● Seamless, entertaining, personalisation● Enhancing In-Arena Experience● Then beyond the Arena● Pistons - Email changes dynamically

○ with different traffic info and scores depending when they open it.

● GSW has Chatbot● Miami - 80% are entering via mobile ticket and mobile wallet● Flexible ticket products● Intelligent way finding - Red yellow and green on toilets and

concession stands● Facial recognition to send to phone from jumbotron● Augmented reality ● Celtics bingo during a game

NBA FAN EXPERIENCE

● Connected with stadium services via app● 5 3’s score you get chick-fill-a seamless right through the

mobile app● NBA has become the Netflix of sports properties, because of

the players● 1% of fans will ever attend a game● League pass integrating bring friends into the broadcast but

also host commentators - local friends and celebs● Snapchat filter● NBA inplay - real time fantasy app - predicts where it’s going

in the future● Fantasy league

○ 56% more than average fan in watch time○ 84 mins on average

● Alexa NBA skills

AI & VOICEwww.RealMarketingRap.com

AI AND THE VOICE OF YOUR TEAM

● Andy Payne - Cisco● 30x increase since the 70s in internal comms (work

orchestration)● 50% increase in remote working● 50% machine learning improves productivity by 2025● Voice is responsive, instinctual

○ Voice 50,000 yrs old○ Writing about 5000

● Voice is everywhere (we know this)○ But it’s about how to tap voice into interface○ Voice in Display out○ Team TV distributed video across locations and

teams

AI AND THE VOICE OF YOUR TEAM

● Theo and Dale Ex NBA Pros○ Stats are creating a lot more intelligence○ Born way to early ○ Started learning by taping VHS, so much easier

to learn about moves plays and stats○ Routine changed for the player○ Access to the NBA is so much better now

● VR and AR could be the next bit● Social media open accessed ● Who wins this game:

○ Celtics or Sixers

GROWTH STRATEGIESwww.RealMarketingRap.com

INNOVATIVE GROWTH STRATEGIES

● Seem to be taking more of a VC approach to running a franchise

● Sports is still an undervalued assets which one of the main drivers of this new approach

● First mover advantages and disadvantages○ Reward

■ Kinexon - helped understand practice time and gametime - player advantage

■ PR is great, sends a message■ Partner opportunities■ Spark in office and culture

○ Risks■ Stumble and fall, bet on the wrong horse■ About getting up


● Sixers innovation lab○ Seth Berger (And1) founder - needs running

(sold it from 250mill)○ YouGetGood - eSports helps you go up levels

65% better faster○ LiveLifeNice - Content company, people doing

good things for others (partnership with time)○ Monster roster - helps you make better roster

decisions (gaming)○ Living off the grid - something to do with cats

… (people laughed)● Smart, intelligent, aggressive CEOs● Philly doing very well considering their performance

○ There is no magic - hard work, truthful, get out in front, aggressive marketing and messaging

● Teams are community assets and we are stewards of them


● Athletes are themselves, they are true to themselves ● Encourage them speaking about their social issues● NBA has taken on Drugs, AIDs and more● eSports

○ First NA Sports to buy eSports ○ Crazy big audience○ More people watch legalises world ○ 40 million tuning into these matches○ Moves and monetises very differently and no

structure, but next 12 months will be different○ eSports is going to the moon, but it’s

fundamentally different business● Not scratched the surface of the value of these clubs

INSTAGRAMwww.RealMarketingRap.com

INSTAGRAM STORYTELLING

● @bougie● Caroline Drucker● 800m● Sports is compelling● 243m people are connected to sports accounts● BBall are number ● Fans are looking for the stories behind the game● Video is huge 80% YoY on time spend on video and 4x

increase● Unlocking value

○ Find you■ Authenticity - your true value■ Personal milestones (can turn

comments)■ Traingin dats■ Locker rooms■ Everyday fun


● Keep regular● Under 25’s spend 32 min a day on instagram● 30% of sports accounts followed by teens● Keep it consistent - tone● But not too consistent● Mix your types up / live, feed, stories● 100 million people visit explore page every day● Building a relationship

○ Repurpose content○ Spice up existing content with stickers○ Leverage talent○ Tap into archives to tell stories using your

talent of what they thought of the game play○ Make ordinary fun○ Polling


● More stories tools, face filters, boomerang and super zoom

● Live is blowing up, cristiano does a lot 360k concurrents ● Live with - this is a very cool bit of tech● Driving value

○ Promotion Gal Gadot movie poster launch - we need to do more of this with players

○ Show the love of the game and the players○ Branded content

■ Marked as sponsors ■ Post performance

○ Insights (mobile and desktop)○ Awareness > Tune in > merchandise > ticketsales○ (Shop Now tool drove ticket sales tool)

● Simple but effective


● Take Aways○ Users love sports○ Stories offers immersive way to connect with fans○ Use it to drive value for the business

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www.RealMarketingRap.com@BRANDJOE @TBUSH