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How NBA Scores in Social Media
            Bryan Perez
    Sr. Vice President/General Manager
                NBA Digital
What do Sports Mean to Fans

   Sports are fundamentally emotional and inherently social


                           73.0


                 17.0                 20.9    21.3
                         2010 ATTENDANCE
                             (MILLIONS)

Over 130 million fans attended major U.S. sporting events last year
                                                                      2
Evolution of Sports Consumption
From the beginning, sports has been about sharing
and technology has played a huge role

                 Originally, it was one
                 to many under the
                 broadcast model


                        Conversations took
                        place where people
                        physically aggregated

                                                    3
Evolution of Sports Consumption
            Advent of sports talk radio opened up the conversation

    SPORTS RADIO AUDIENCE SHARE
    (PERCENTAGE)                                                                   3.2
                                             2.2          2.3         2.5
       1.7          2.0          2.1



     2003         2004         2005        2006         2007         2008        2009

              1,031 sports radio stations U.S.,                                                      Conversations no longer bound
                25 million listeners per week                                                         by physical presence but still
                                                                                                            inherently local
SOURCE: ARBITRON - RADIO TODAY: HOW AMERICA LISTENS TO RADIO - 2010, PERSONS 12+, MON-SUN, 6AM-MID                                     4
Evolution of Sports Consumption

                    The Internet broadened the conversation

          NBA.COM TRAFFIC BY CONTINENT, 2010-11 SEASON                                                                         No longer local,
          CONTINENT
                                             AVERAGE
                                             MONTHLY UNIQUES
                                                                                        PERCENT
                                                                                        OF TOTAL
                                                                                                                               but global
          North America                      21,338,148                                 62.4%
          N.A. (exc U.S.)                    2,555,766                                  7.5%
          Asia                               6,656,872                                  19.5%
          Europe                             5,314,022                                  15.5%
          South America                      715,944                                    2.1%

NOTES: ONLY INCLUDES TOTALS FROM TOP 75 COUNTRIES; AUSTRALIA/NEW ZEALAND ARE INCLUDED WITH ASIA; ONLY AFRICAN COUNTRY IN TOP 75 WAS S AFRICA AT #73 (0.0%)
SOURCE: OMNITURE, DATA FROM NOV 10-MAY 11                                                                                                                    5
Timeline – a Natural Evolution

              1950s – 70s     1970s – 90s     1990s – 00s   2000s – Today
Technology     Broadcast      Sports Radio      Internet        Social

Geography       Physical         Local           Global         Global
                Presence       Presence

 NBA Recognized:
 2. Need to share the moment hadn’t changed
 3. Internet helped take down geographic barriers
 4. Social platforms allowed those conversations to be aggregated
    in real time basis
                                                                            6
NBA Goals for Social Media

1. Build Audience
    – Not that different from a start-up
                    DATE OF FIRST PRESENCE
           NBA         MLB         NFL         NHL
          Spring       Early      Spring     Summer
           2007        2008        2009       2009


• Building Authenticity
    – Daily email to senior executives


                                                      7
Building Authenticity – Selected Tweets

                                          6/1/11

               “I am retiring.”


                                          6/1/11

               “I wanna have white guy
               chest hairs. Can I get that?”
                                                   8
NBA Goals for Social Media

1. Build Audience
    –   Not that different from a start-up


2. Building Authenticity
    –   Fewer restrictions than other leagues
    –   Daily email to senior executives

•   Monetization



                                                9
Social Audience Growth

 9000000
                         Facebook Fan Growth                                              Twitter Follower Growth
                                                                                2700000
 8500000                                                                        2600000
                                                                            F
                                                                            o   2500000
 8000000                                                                    l
                                                                                2400000
                                                                            l
F                                                                           o   2300000
a                                                                           w
  7500000
n                                                                               2200000
                                                                            e
s
                                                                            r   2100000
 7000000                                                                    s
                                                                                2000000

                                                                                1900000
 6500000



 6000000
     12/20/2010   1/20/2011   2/20/2011 3/20/2011   4/20/2011   5/20/2011                              Month
                                     Month




                                 9.3 million Fans                                              2.7 million Followers
                                                                                                                       10
Social Audience Growth

Facebook referrals are now averaging over 3.5 million per month

                                           • Facebook referrals are up over
   FACEBOOK                                  100x since November ’08, and
   NBA.COM REFERRALS                         up 7x for the 2010-11 season
   (THOUSANDS)
                                             vs. the 2009-10 season.
                                           • For the 2010-11 season,
                                             Facebook accounted for 30%
                                             of non-search referrals to
                                             NBA.com



SOURCE: OMNITURE
                                                                         11
Monetization - Advertising

• Seeing great success with integrated status updates
   – Remember authenticity




• Broader integrations are successful, but resource heavy
                                                            12
Monetization — Advertising




                             13
Monetization — Advertising




                             14
Monetization — Advertising

• Display is not the answer




      – Competition?
      – Data issues?
                              15
Monetization – Social Gaming

•   Challenges with Fantasy
•   Broader casual audiences
•   Evergreen game play
•   Harness existing audience and virality for growth
•   Dual revenue stream: sponsorship and social commerce




                                                           16
Monetization — Social Gaming




                               17
Emerging Categories


LOCATION-BASED SERVICES   VIRTUAL CHECK-IN   NBA TURNSTILE




                                                             18
Emerging Categories – Check-ins

• Early going
• Awareness still building




                                  19
Emerging Categories – Check-ins

• Value proposition still needs to be refined
                                       Badging not enough
                                       Content as reward?




• Audience aggregation between in-arena and broadcast
  still has great upside
                                                            20
Summary

• Focus on building audience via content and authenticity
• Look for alternate monetization opportunities once you have
  critical mass
   – Basic content referral back to your site
   – Beware scalability of broad integrations
   – Social Gaming
• LBS/Virtual Check-ins
   – Audience aggregation is key for NBA
   – Still in early days
   – What is in it for customer?

                                                                21

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1130 social bryan perez

  • 1. How NBA Scores in Social Media Bryan Perez Sr. Vice President/General Manager NBA Digital
  • 2. What do Sports Mean to Fans Sports are fundamentally emotional and inherently social 73.0 17.0 20.9 21.3 2010 ATTENDANCE (MILLIONS) Over 130 million fans attended major U.S. sporting events last year 2
  • 3. Evolution of Sports Consumption From the beginning, sports has been about sharing and technology has played a huge role Originally, it was one to many under the broadcast model Conversations took place where people physically aggregated 3
  • 4. Evolution of Sports Consumption Advent of sports talk radio opened up the conversation SPORTS RADIO AUDIENCE SHARE (PERCENTAGE) 3.2 2.2 2.3 2.5 1.7 2.0 2.1 2003 2004 2005 2006 2007 2008 2009 1,031 sports radio stations U.S., Conversations no longer bound 25 million listeners per week by physical presence but still inherently local SOURCE: ARBITRON - RADIO TODAY: HOW AMERICA LISTENS TO RADIO - 2010, PERSONS 12+, MON-SUN, 6AM-MID 4
  • 5. Evolution of Sports Consumption The Internet broadened the conversation NBA.COM TRAFFIC BY CONTINENT, 2010-11 SEASON No longer local, CONTINENT AVERAGE MONTHLY UNIQUES PERCENT OF TOTAL but global North America 21,338,148 62.4% N.A. (exc U.S.) 2,555,766 7.5% Asia 6,656,872 19.5% Europe 5,314,022 15.5% South America 715,944 2.1% NOTES: ONLY INCLUDES TOTALS FROM TOP 75 COUNTRIES; AUSTRALIA/NEW ZEALAND ARE INCLUDED WITH ASIA; ONLY AFRICAN COUNTRY IN TOP 75 WAS S AFRICA AT #73 (0.0%) SOURCE: OMNITURE, DATA FROM NOV 10-MAY 11 5
  • 6. Timeline – a Natural Evolution 1950s – 70s 1970s – 90s 1990s – 00s 2000s – Today Technology Broadcast Sports Radio Internet Social Geography Physical Local Global Global Presence Presence NBA Recognized: 2. Need to share the moment hadn’t changed 3. Internet helped take down geographic barriers 4. Social platforms allowed those conversations to be aggregated in real time basis 6
  • 7. NBA Goals for Social Media 1. Build Audience – Not that different from a start-up DATE OF FIRST PRESENCE NBA MLB NFL NHL Spring Early Spring Summer 2007 2008 2009 2009 • Building Authenticity – Daily email to senior executives 7
  • 8. Building Authenticity – Selected Tweets 6/1/11 “I am retiring.” 6/1/11 “I wanna have white guy chest hairs. Can I get that?” 8
  • 9. NBA Goals for Social Media 1. Build Audience – Not that different from a start-up 2. Building Authenticity – Fewer restrictions than other leagues – Daily email to senior executives • Monetization 9
  • 10. Social Audience Growth 9000000 Facebook Fan Growth Twitter Follower Growth 2700000 8500000 2600000 F o 2500000 8000000 l 2400000 l F o 2300000 a w 7500000 n 2200000 e s r 2100000 7000000 s 2000000 1900000 6500000 6000000 12/20/2010 1/20/2011 2/20/2011 3/20/2011 4/20/2011 5/20/2011 Month Month 9.3 million Fans 2.7 million Followers 10
  • 11. Social Audience Growth Facebook referrals are now averaging over 3.5 million per month • Facebook referrals are up over FACEBOOK 100x since November ’08, and NBA.COM REFERRALS up 7x for the 2010-11 season (THOUSANDS) vs. the 2009-10 season. • For the 2010-11 season, Facebook accounted for 30% of non-search referrals to NBA.com SOURCE: OMNITURE 11
  • 12. Monetization - Advertising • Seeing great success with integrated status updates – Remember authenticity • Broader integrations are successful, but resource heavy 12
  • 15. Monetization — Advertising • Display is not the answer – Competition? – Data issues? 15
  • 16. Monetization – Social Gaming • Challenges with Fantasy • Broader casual audiences • Evergreen game play • Harness existing audience and virality for growth • Dual revenue stream: sponsorship and social commerce 16
  • 18. Emerging Categories LOCATION-BASED SERVICES VIRTUAL CHECK-IN NBA TURNSTILE 18
  • 19. Emerging Categories – Check-ins • Early going • Awareness still building 19
  • 20. Emerging Categories – Check-ins • Value proposition still needs to be refined Badging not enough Content as reward? • Audience aggregation between in-arena and broadcast still has great upside 20
  • 21. Summary • Focus on building audience via content and authenticity • Look for alternate monetization opportunities once you have critical mass – Basic content referral back to your site – Beware scalability of broad integrations – Social Gaming • LBS/Virtual Check-ins – Audience aggregation is key for NBA – Still in early days – What is in it for customer? 21