2013 Spring Meetings Recap

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Sabrina Conley
6 years ago
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1 2013 Spring Meetings Recap

2 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.

3 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.

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

5 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.

6 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.

7 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.

8 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.

9 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).

10 Articles / Blog -Teams that used the article template and embedded videos at the top of each one saw a percent increase in video traffic, while NFL.com saw a 40 percent increase.

11 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.

12 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

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

14 Branding Wobby -Condense homepage articles / blog mods into one. -Implement Wobby module like ESPN does. -Twitter, Wobcast, Blog, etc.

15 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

16 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.

17 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.

18 Mobile / ipad App 64,642 Android 2,242 Blackberry 74,261 iphone 7,637 ipad 148,782 TOTAL

19 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

22 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.

24 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.

25 Subscription Products 90 percent of users were first-time buyers The products will be enhanced for Optimized landing pages should be big based off 2012 learnings. $28,000 in 2012, should be more in 2013.

26 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

29 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.

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