Fan Engagement & Digital Sports Marketing Tour, Manchester & London, Nov 5-6


Join us for a unique tour to the UK to explore the frontline of Fan Engagement and Digital Sports Marketing!

On Day 1 we’ll visit Etihad Stadium in Manchester and attend Fan Engagement 2015, where marketing and commercial executives from  sports federations, sports teams and sports marketing agencies will explore the frontlines of the latest innovations in marketing, business intelligence, customer profiling  and ticketing strategies for sports organizations.

On Day 2 we’ll visit the offices of Facebook, Twitter, LinkedIn and Tableau Software in London. In addition to priceless networking opportunities, all hosts will present an hour-long workshop on sports marketing on their platforms, and share some best use cases they have seen.

This tour is organized in cooperation with the DDM Alliance. The DDM Alliance has organized 5 previous Digital & Social Marketing Tours to Dublin and London, hosting over 300 delegates from 19 European countries. Due to capacity constraints, the maximum number of participants in this first ever Data-Driven Sports Marketing Tour is limited to 40 people. Reserve you spot today!

Manchester_2 Day_London
Program overview 
DAY 1 | Manchester | Thursday November 5, 2015
08.30 – 09.15 Registration and Coffee
09.15 – 09.20 Welcome
09.20 – 10.50 Presentations & Panel – Instilling a Fan Engagement strategy from the agency perspective
Moderator: Daniel McLaren – Founder, Digital Sport (UK)
Jon Burkhart – Founder, TBC London (UK)
Jesper Nyholm – CEO, 7Peaks (Denmark)
Mark Bradley – Founder, The Fan Experience Company (UK)
Introduction to real-time Fan Engagement
Making stuff for easily distracted eyeballs is pure mayhem. Be more flexible with your content and more rigid with your strategy. Content creation should be fast and content strategy must be slow. Know everything you can about what your future fans want and need.
How digital is used to talk to, engage with and inspire customers, build brand profile and sell products
How to create and execute strategy, produce engaging content, improve the use of social media and deliver against business objectives. Measuring performance and value, working out what to do and then doing it. A strategy well executed, can bring audience engagement, brand extension, revenue generation, and cost reduction
Models to assist in assessment and planning stages of the strategic process
Models acts as a visual to assist in the assessment and planning stages that occur throughout the strategic process. In general three things should be charted:

  • The elements of success, deemed by the objectives sports organisations seek with their digital strategies
  • The level of adoption from a target audience to a brand
  • The description of the stage, explaining in brief the actionable metrics, tracked by the fans at each stage in the journey.
The Fan Experience
Fan Engagement is no ordinary customer relationship and needs to be properly understood if you’re going to put the fan first and stay ahead of the game. A world-class fan experience almost always starts with decisions born out of data. There are two schools of thought in sports and entertainment. One holds that winning rids all sins. This may be true to a degree. Winning is one measurement that counts most in sports. The other says that fan experience is the ultimate measure of success, especially in the absence of a championship.
Developing effective products, building audiences and generating revenue
Developing effective products (multi-platform offerings, data-centric, live video and video on demand services), building audiences (content enhancement, leveraging social media and search engine optimisation) and generating revenue (including digital advertising, sponsorship and premium service development).
10.50 – 11.10 Coffee Break
11.10 – 11.30 Presentation – Digital ticketing provides opportunities to better engage fans
Chris Belt – Business Development Director, Ticketmaster Sport (United Kingdom)
Dynamic ticket pricing is the art and science of setting stadium seat prices based on real-time market demand and other data. Dynamically priced tickets can change by the hour, day or week, depending on a team’s preference and needs, and prices can go up or down. There are strategies to make money either way.
11.30 – 11.50 Presentation – Using Fan Insights to develop a brand strategy
Steve Smith – CEO, Ear to the Ground (UK)
Ear to the Ground has designed campaigns and activations for some of the worlds best known brands and rights holders. This session will explain how data and research help them unlock creative ideas that can mobilise global fanbases. Steve will be letting us in on some key insights and models they use to help them understand the devotion, emotion and irrationality of fans and how to get the best results for your organisation.
11.50 – 13.10 Data-Driven Marketing Best Practices
Robert Gavin – Executive Director, Marketo (Detroit Pistons – USA)
Richard Lack – VP EMEA, Gigya (Chelsea FC – UK)
Richard Whelan – CEO, Popdeem (Rugby – Ireland)
Fiona Green – Director, Winners FDD Ltd (UEFA)
The fan experience stands on data and analytics. An engaged fan connects with the league, team or player on multiple levels. And each of those connections is a chance for further engagement. The fan experience blueprint, if designed and implemented effectively, should be the framework to deliver the ultimate fan engagement at the right time and at the right place. The art is in the execution. How do we go about it? How do we make it happen?
13.10 – 14.00 Lunch Break
14.00 – 15.30 Presentations & Panel – How national sports organisations, associations or collaborations of clubs approach and deal with Fan Engagement
Peter Maenhout – Fan Engagement Manager, Royal Belgian FA (Belgium)
Julie Ferguson – Manager Digital & Search, Scottish FA (United Kingdom)
John Newbold – Co-Founder, 383 (United Kingdom)
A number of associations, sports organisations and collaborations of teams have been invited to provide insights, case studies and best practices. It’s all about finding the balance of fan engagement and customer service, keeping the fan experience at the centre of all business and engaging local, national and global fan-bases.
15.30 – 15.45 Tea Break
15.45 – 16.30 Presentations & Panels – Fan Engagement for Mass Participation Sports Events
Patrick Murphy – Director Atomic Sport, Gran Fondo
Thomas Veje Olsen – Managing Director, IRONMAN Denmark
Nick Rusling – CEO, The Human Race
Mass Participation Sports are all about non-elite sports events – any event where the primary focus is on promoting participation and engagement rather than the significance of the sporting outcome. It is set to boom for years to come, and is all about the development, design, organisation and rights management of mass participation and televised sporting events. How to create events which engage local communities; generate significant local economic impact; promote health and fitness as a lifestyle choice; and achieve local and national political support. How to devise an engaging (social) marketing campaign, whether or not in partnership with a charity.
16.30 – 18.00 Presentations & Panel – How clubs and teams approach and deal with Fan Engagement
Mark Brooks –Head of Marketing, Belfast Giants (Northern Ireland)
Danny Wilson – Director of Stadium Sales & Operations, Manchester City (UK)
Matthew Baxter – Head of Media, Liverpool FC (UK)
A number of teams present their cases and best practices. Attendees will get informed by years of cross-­sector best practice, digital innovation and unique exposure from some of the sports industry’s biggest and most progressive brands. Tap from this experience to enhance your work in delivering brand reach, business/digital transformation and commercial growth.
18.00 Networking reception
(program subject to change)


19:30 Train to London
Program is subject to change
DAY 2 | London | Friday November 6, 2015
08:30-09:30 Breakfast at Hotel
09:30-10:00 Transport to Facebook HQ
10:00-11:00 Workshop at Facebook
fb-art Sports in general is the most popular subject on Facebook. Therefore it is important that the players, clubs and brands have a clear objective and approach when using Facebook and we look forward to sharing our experiences on the best way to do this.

Facebook representatives will take part in a social media discussion, outlining Facebook’s sports strategy and explaining how the platform can best be used by players, agencies, clubs and federations to establish two-way conversations with their fans that add value to both the rights holders and their sponsors.

With over 1.4billion people worldwide, Facebook is a valuable part of all sports organizations’ communication plans. During this session Glenn Miller, Head of Sports and Entertainment Partnerships EMEA, will provide insights on how to maximise the value of Facebook for an organisation, including engaging with fan base and drive revenues.

Miller will also be updating us on Facebook’s recent football initiative, The Facebook Football Awards which saw over 1m football fans vote via the social media site for awards based on the 2014/15 Barclays Premier League season. The awards, in partnership with the Daily Mirror and BT Sport, were handed out at a ceremony in London on 26th May.

11:00-11.30 Transport to LinkedIn HQ
11:30-12:30 Workshop at LinkedIn
LinkedIn_logo_initials Harnessing LinkedIn as a way of targeting fans who perhaps have more business/professional orientated careers is a proven way for sport organizations to market more corporate products such as premium seats, corporate hospitality packages and even attracting new sponsors.

By using a shared interest in football, it creates a casual and comfortable first point of contact in which relationships are already created. We all know that businesses exploit this bond between fans, if in doubt, just look at the number of corporate hospitality tickets on sale every season. The fans do use the channels, and they clearly want to connect with other supporters, despite the more formal nature of LinkedIn.

One example of a sports organization taking this to heart, is AS Roma. Already highly regarded for their social media strategy and fan engagement projects (AS Roma was the first team in football to use Pinterest, and initiated a highly successful project in which fans could download player and staff curated audio playlists in their own iTunes libraries), AS Roma recently launched a new Company Page on LinkedIn and developed a specific strategy for the channel.

12:30-14:00 Lunch & Transport to Twitter HQ
14:00-15:00 Workshop at Twitter
Twitter-icon.png Knowing exactly what you want to achieve on Twitter is the first step to using it efficiently. The goals you have for Twitter will depend on whether your members use it; how much time you have to devote to it; and what priorities you have set in your communications plan.

Twitter is an ideal platform to converse with fans, other sports organizations, athletes and other members of your community. Like other social media platforms, Twitter is all about the conversation, not the monologue. The organizations with the most Twitter success are the ones engaging in meaningful dialogue, rather than just tweeting into the ether. In addition, Twitter has a greater tolerance for multiple posts than Facebook and is the perfect platform to provide your fans with up-to-the-minute results at events. You can also designate a hashtag for your event to easily collect other people’s tweets.

We will also explore how sports organizations can embrace Periscope and deliver exclusive behind the scenes experiences for their fans.

15:00-15:30 Transport to Tableau HQ
15:30-16:30 Workshop at Tableau
photo.jpg Sports teams have data everywhere: player statistics, media contracts, ticket and merchandise sales, and licensing deals. Analysis tools in the sports industry need to be especially nimble.

In the early 2000s, Moneyball strategies propelled the small market Oakland Athletics to great success in Major League Baseball. Since then, analytics in sports have been increasingly important to both fans and professionals. Professional sports teams have begun to use analytics throughout their organizations, from measuring on-field performance to marketing. Sports fans have begun to leverage analytics through all forms of their sports consumption, from fantasy roster analysis to buying tickets. Several use-cases are explored in this session at Tableau Software, from both the fan-facing and team-facing sides of the sports management analytics industry.

I remember the day that Tableau presented my information to me, in the Tableau form, and I leaned over to our IT staff and said, you did it, that’s exactly what I’m talking about. It was so visual, and so intuitive, that was the difference. I felt like, for the first time, we were really using our software. You could see it all over the building, that same eureka moment – like, wow, look what I can see!

Bill Priakos
COO Dallas Cowboys Merchandising
Dallas Cowboys

16:30 Off to airport for return flights
Program is subject to change