1. 9/30/2011
Celtics 3-Point Play
Building engagement while
generating Facebook fan data
AGENDA
Celtics Overview
Digital Landscape
Why Facebook?
The Goal
3-Point Play Concept
Results
Lessons Learned
Next Steps
Q&A
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2. 9/30/2011
CELTICS OVERVIEW
Team History:
- Founded in 1946
- 17-Time World Champions
- 2008 NBA Champions
- 2 trips to the NBA Finals in the past four seasons
Current Facts:
- 230,000+ Twitter followers; 5th largest in N. American team sports
- 5.3 million Facebook “Likes”; 2nd largest audience among North
American team sports.
- Celtics.com ranks Top 3 in traffic among NBA teams
DIGITAL LANDSCAPE
Website traffic was dropping year over year (Oct 1 – July 1)
2006-07 – 19.6 million (24-wins, no playoffs)
2007-08 – 54.6 million (Roster overhaul = 17th NBA Championship)
2008-09 – 37.0 million (2nd round exit)
2009-10 – 34.0 million (NBA Finals, 11.5 million in May/June alone)
2010-11 – 60.0 million (2nd round exit, monthly traffic doubled YOY)
Social platforms grew exponentially over last 12-18 months:
Regular content engages fans and organically grows audience when fans
engage with team (FB wall posts/comments/likes, re-tweets, video embeds)
Traffic by Location: ~25% of traffic from inside our DMA
WHY FACEBOOK?
Source: www.geekosystem.com
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3. 9/30/2011
WHY FACEBOOK?
- 2007-08 Season – Celtics Fans congregate in groups on Facebook
- “Watercooler” tries to sell us Celtics community
- About 100,000 fans grouped across a few unofficial communities
- Celtics launch Facebook page, absorb unofficial fan groups
-Summer 2009: 400,000 Facebook Fans – Double the size of our email
database
- Facebook daily growth: 700-800 “Likes” per day
- Who are these fans? What can we learn about them? Can we monetize
them?
- Facebook gaming (Farmville, MafiaWars) picking up steam
- Celtics meet with Isobar North America to discuss how to get fans into
the database
WHY FACEBOOK?
Facebook “Likes” Growth: January 2009 – October 2009
Before 3-Point Play Launch
THE GOAL
- Create a straightforward Facebook application to allow Celtics fans to win
tickets, all while gathering marketing information
- Develop an uncomplicated game based on the basketball team that would be
quick and easy to play but difficult to win
- Utilize a basic fantasy and prediction game concept
- Reward players for how well they know the Celtics and follow the team
- Drive fan affinity
- Give fans reason to return to FB page
- Make the game social so that fans can get their friends involved
- “Challenge” concept: reward players for beating opponents
- Create a leaderboard to give players bragging rights
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4. 9/30/2011
GAME VIEW
PRIZE PERIOD
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5. 9/30/2011
MAKE YOUR PICKS
LOCK IT IN
CHALLENGE YOUR FRIENDS
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6. 9/30/2011
RESULTS
RESULTS
- 50,000 in-market players added to Celtics database
- 25k during regular season
- 25k more during 2 months of NBA playoffs
- 12k alone during NBA Finals in 2010.
- $130,000 in tickets sold to 3PP players (some already in DB)
- Facebook audience grew dramatically (indirect benefit)
- Proved concept that Facebook fans will sign up to play in exchange for chance
to win tickets; validated Facebook as a valuable marketing channel
Facebook “Likes” Growth: January 2009 – July 2011
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7. 9/30/2011
LESSONS LEARNED
- It takes a concerted effort to drive Facebook fans back to your Facebook page
- Facebook can change the rules at the drop of a hat
- Even a “simple” Facebook game is a complex application
- You need support
- Plan for bugs
- Enlist the right partner
-Set realistic goals – 10% adoption on 400,000 fans
- Direct ticket sales didn’t happen via Facebook application
- Little available inventory to start with
- Players mostly bought through other offers after in DB
- Price points need to be lower for fans to buy via Facebook
NEXT STEPS
- Possibly extend the game’s reach to a mobile app and Celtics.com
- Push NBA to allow corporate sponsor for game on Facebook
- 75-mile DMA restrictions
- Broadcast integration with pregame show
- Possible arena integration for fans to play in real-time at TD Garden
- Wireless signal in building is a major factor
- Sponsor up-sell is a potential solution to currently unavailable in-
game “inventory”
- Play against team legends, Celtics Dancers, broadcasters & celebrity fans
- Make prizes more experiential – Meet and greets, BTS access, and more
- Increase social aspect of the game
Q&A
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