Episode 19 of the DSMSports Podcast w/ Brad Friedman of B3Connect

Snippets from Episode 19 of the DigitalSnippets from Episode 19 of the Digital
and Social Media Sports Podcastand Social Media Sports Podcast
Brad Friedman, B3ConnectBrad Friedman, B3Connect
@njh287 DSMSports.net

Episode 19 featured founder and CEO of B3Connect,
Brad Friedman
Friedman discussed mobile apps in sports, big data,
and connecting the dots from data in sports biz
What follows is a collection of snippets from the podcast. For the full
episode, visit DSMSports.net

Brad’s career path:
 Started in the digital space in the automotive sector in southern California in
everything from development to account management, strategy, media planning,
production
 Was working in digital media space around the age smart phones were growing
and became interested in the mobile app development space

 Brian Hayward reached out with idea for hockey trivia app; didn’t like trivia app
idea, but did move forward with idea to build a team app for the Ducks only two
other NHL clubs had apps at the time
“Our initial vision really hasn’t changed much. We thought this would be a game
changer for the fan. It would bring the teams closer to the fans and the fans closer
to the sponsors. We set out from day one to be publisher and monetizer.”
“We saw the app as the 24-7 companion of the fan and we saw the team;s ability to
directly market and engage the fan through these channels was like no other. And it
would also allow the team to act as (primary) publisher…There was no hurdle for
teams to directly market to fans.”

B3Connect’s story:
“We’re still in startup mode…We got started in 2009 and were fortunate
enough to get our start with the Ducks…We were able to try out a lot of
new things…
At the time, there weren’t a lot of teams that had apps…Our
watershed moment came at the end of the first season. After having a
terrible App, our water level in terms of usage kept creeping up higher
and higher and we saw a retention rate of 75%, which is unheard of in
the App space.”

“We thought through fan engagement and time spent…would be worth
something. That’s not a new media model, it’s an old media model. The
dollars generally head where the eyeballs are.
We thought the monetization of the space through the engagement
numbers would be the business case to move forward.”

“Early on, the data (showed) the engagement was happening (despite the poor
connectivity) was happening inside the arena…The engagement spikes and time
spent spiked around game time…
The in-game action…the product was delivery (of in-game action) in and out of the
arena…That became part of our pitch…Providing additional touch points for
sponsors, in-game sponsorships…to further extend their activation.”

“Because there was no need to sell digital up to this point, a lot of the teams we
were talking to weren’t versed in this technology from a sales perspective…It was
new to everybody in the space, to the sponsors, to the teams themselves, and, even
after four seasons, there is still a learning curve…”
“Every team out there is a little bit different. Certain teams have picked up and
moved that inventory (well) and there are some teams still experimenting with it
and figuring out where it fits best within their whole activation plan.”

“From the creative standpoint, we try to stress customization with our clients. And
same from the (administrative) back-end…We relish that (individualized) work. We
know how different each team is, it’s not a one-size-fits-all…The types of feedback
we get from each region/team (varies so much).”
- Cites examples of customizing for varied team needs
- Cites differences in DAS/WiFi infrastructure, CRM/data flow, etc. varying across
teams

“It’s difficult to be unique for very long…The challenge to constantly innovate is
made even more cumbersome (because) we’re working on behalf of the teams (in
terms of publishing)…It just so happens our feature set changes constantly (along
with Apple and Google)…
“(All mobile app developers in the space) push each other in the space…The fan has
always been pushing the envelope. By the time we release (a new product or
update), the things we thought were cool a couple months ago are sometimes
passé…That speaks to the overall app marketplace.”

“It’s exciting and challenging at the same time…The space has evolved. Our latest
release with the FanConnect platform (shows this)…The mobile space is dominating
with sports fans…Fans are engaged 24/7 on our apps and (numbers show) it hasn’t
even come close to plateauing.”
The teams themselves are also starting to ‘get it…’Boston has reached across
silos…their internal structures have begun to evolve to make the app a successful
fan touch point.”
“The big transition for us was to look at it beyond engagement…(We like
engagement), but beyond that is the activation aspect of it.”

This episode's Helpful Tool: Twitter Analytics
- A quick snapshot of one’s followers, top tweets, and
growth/engagement over time
- Can also be utilized to schedule tweets (including tweets with lead
generation cards or photos attached)

FanConnect explained:
“From that first season, where we saw fans were engaged, the next
evolution was turning engagement into dollars…The (next) frontier for us
was adding in this activation pillar.
The three pillars are: engagement, monetization, activation. Capitalizing
on that engagement and getting to know the fan a little bit better.”
- Cites integration with CRM, data collection, paperless transactions
“(We want to) bring (these capabilities) to sports arenas and teams and
(allow them to) leverage, capitalize, personalize that fan experience to
the mobile app.”

“You start to take advantage of the native capabilities of the (mobile)
device…We used to have the conversation with teams of app vs. WAP
(mobile website)…The app allows you to take advantage of the native
functionality core to the device.”
- Cites MLB use of iBeacons as example)
“The big distinction was getting a team’s icon/logo on the deck of
someone’s phone was creating an individual relationship with the fan.
Mobile websites (WAPs) didn’t have that same type of appeal.”

“FanConnect is tying in all three of those (aforementioned) pillars…It’s
not just providing a publishing outlet. It’s getting fans engaged through
the data exchange (right now w/ Facebook Connect and other sign ins)…
It’s offering value in return for capturing personal data and
capturing first-party data…Because of that emotional engagement fans
already have with the team, you’re going to have a higher success rate
with that (data exchange).”

“Now we’re able to successfully deep link those (personalized, data
based) offers…It’s absolutely a one-to-one situation. You can set up
(custom) segmentation…and you can track conversions (of offers) all the
way through…You’re also dynamically building profiles as you go (that
integrate with CRM/ticket sales database).”
“The real vision of what we want to do is expand this activation
piece…How can we better the fan experience, bring the fans closer to the
teams and the teams closer to the fans, and build that into the business
ecosystem with corporate sponsorships, tickets, merchandise?
We think there’s a growth there that is going to happen that is going to
be huge.”

TD Garden Biz piece of the TD Garden mobile app:
“They wanted to leverage the natural business connections happening
each night there…We built a specific section within the App that allows
members of the TD Garden Business Network LinkedIn group to connect
with others at the group at the arena while they are there…The Garden is
also hosting specific events during the games (for the group; cites a few
cool examples).”
“From a business and networking perspective, they’re certainly going to
be on point. The app is the primary touch point to push that (part of the
App) in-stadium.”
The app uses location services and captures LinkedIn profile information 
Provides a spot in the TD Garden for the exclusive

Brad’s Favorite Non-Sports Mobile App:
Flipboard  “They continue to push the envelope and do a good job.”

The (non-B3 client) sports mobile app that does the best job:
His (2nd favorite) is the Montreal Canadiens:
“They partnered with a local agency up there and I’ve been really
impressed with what they have done…They’ve really personalized
(content) and taken advantage of that market, like they should.”

The optimal 2nd screen for fans viewing live sports is what?
“It’s still to come, but for now…Google Glass. I think it’d be really cool to
see a quicker response in terms of (highlights and stats). I want to know
what I want to know…
As a developer, we need to build in all those
features and options for (the individual) fan. In terms of relevancy I think
we can get there…It’s the recentness where (it’s difficult) to keep up.”

This episode's Shareable Stat – Instagram garners 58x more engagement
than Facebook and 120x more engagement than Twitter
(according to an early 2014 study from Forrester Research)

The most unique team or venue app (besides B3Connect app):
The streaming video
“I know how difficult it is to get there and I think the Blackhawks and
United (Center, their home arena) and Barclay’s Center have done a good
job integrating that perspective…It gets back to that optimal 2nd
screen and being able to quickly deliver all the replays and angles…
Streaming still has a ways to go in terms of optimizing it.”

The most unique team or venue app (besides B3Connect app):
The streaming video; “I know how difficult it is to get there and I think
the Blackhawks and United and Barclay’s Center have done a good job
integrating that perspective…It gets back to that optimal 2nd screen
and being able to quickly deliver all the replays and angles…Streaming
still has a ways to go in terms of optimizing it.”

Brad’s go-to snack while watching sports:
Popcorn

Brad’s pick to be the NHL and NBA champs in 2014:
Stanley Cup  LA Kings and Boston Bruins meet in the Stanley Cup Final
NBA  Miami Heat to repeat

Brad’s Social Media All-Star To Follow:
Alex Cerda, Dallas Stars Digital Manager: @CerdaAlex
“He does a really good job both personally and professionally to
represent the Stars.”

Where to find B3Connect:
www.b3connect.com
B3Connect on LinkedIn
@B3TeamApps on Twitter
 Also find Brad Friedman on LinkedIn

Thanks so much to Brad Friedman for sharing his time and knowledge on
the Digital and Social Media Sports Podcast!
Listen to the podcast and get more info and content at DSMSports.net
(And subscribe in iTunes). You can also follow me on Twitter @njh287

Episode 19 of the DSMSports Podcast w/ Brad Friedman of B3Connect

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Episode 19 of the DSMSports Podcast w/ Brad Friedman of B3Connect