SOCCER PLATFORM WITH FRESH CONTENT TO BOOST FANS’ PASSION IN THE WORLD CUP, OLYMPICS & BEYOND
OBJECTIVES
STRATEGICALLY MANAGE CONTENT FROM SPONSORSHIPS, THAT WILL FEED/ POPULATE NEW SAMSUNG SOCCER PLATFORM DEVELOP, CURATE & AMPLIFY SAMSUNG FUTBOL PLATFORM TO ESTABLISH IT AS THE ‘GO TO SOCCER’ ENTERTAINMENT SITE FOR FANS TO GET THE BEST CONTENT, ANYTIME, LEADING INTO WORLD CUP, OLYMPICS & BEYOND. GENERATE AWARENESS OF SAMSUNG PRODUCTS BENEFITS BY BUILDING AN EMOTIONAL CONNECTION TURNING CONSUMERS INTO FANS.
FANS MAKE SHORT BUT FREQUENT VISITS TO SPORTS SITES BECAUSE ASIDE FROM LIVE EVENTS, CONTENT IS USUALLY PREDICTABLE, EVEN IN APPS
AVG. VISITS PER VISITOR
PAGEVIEWS AFFINITY
AVG DWELLING TIME 144
143
140
136
133
132
130
130
5min
3
12
3
3
3
4
2
5
TO DIFFERENTIATE & ENSURE LONG TERM SUCCESS, SAMSUNG FUTBOL PLATFORM MUST FEATURE CONTINOUSLY RELEVANT AND FRESH CONTENT DESIGN A FLUID PROCESS TO SEAMLESSLY INTEGRATE CONTENT FROM COMPETITIVE NETWORKS, ESPN & FOX, INTO A RELEVANT SAMSUNG SOCCER PLATFORM
UTILIZE PLATFORM TO COMMUNICATE & AMPLIFY ‘BOOST YOUR PASSION’ EMOTIONAL MESSAGE AND TRANSFORM SOCCER FANS INTO SAMSUNG FANS
DELIVER ONGOING CREATION OF ADAPTIVE CONTENT WITH REAL TIME SOCCER RELEVANCE AND COMPELLING FEATURES
LIQUIDTHREAD TWO-PRONGED STRATEGY TO BUILDING SAMSUNG PLATFORM THROUGH WORLD CUP AND INTO THE OLYMPICS. MAXIMIZE & APPLY (JULY – JULY 2014)
1
CURATE & MANAGE FLUID INTEGRATION OF ESPN & FOX SPORTS DELIVERABLES AND IDENTIFY & CREATE NEW CONTENT
SUPERVISE NOBOX DELIVERABLES & DIRECT APP CREATION & DESIGN, SITE & APP MAINTENANCE
GUARD & ENFORCE BRAND EQUITY & RULES; AVOID STATIC PLACEMENTS; IDENTIFY & CREATE INNOVATIVE BRAND EXPERIENCES
RE-APPLY & AMPLIFY (2014 – 2016)
2
CREATE PROGRAMMING GRID (AGGREGATE & REPURPOSE FRESH, RELEVANT & ADAPTIVE CONTENT)
GAMIFICATION OF CONTENT, INTERACTIVE DESIGNS (VIRTUAL OLYMPIC DESTINATION, REAL-TIME EXPERIENCES)
BRAND STORIES SHOWCASING PRODUCT FEATURES & ENCOURAGING IMPULSE SHOPPING
GUARD & ENFORCE BRAND EQUITY & RULES; AVOID STATIC PLACEMENTS; IDENTIFY & CREATE INNOVATIVE BRAND EXPERIENCES
CREATE BRAND MESSAGING THAT EXTENDS BOOST YOUR PASSION EQUITY WITH EMOTIONAL BRAND THEMES
AVOID STATIC PRODUCT PLACEMENTS TO TRANSFORM INTO ORGANIC BRAND INTEGRATION
CREATE BRAND STORY & PRODUCT INTEGRATION GUIDELINES TO ENSURE CONSISTENCY WITH PARTNERS.
IDENTIFY & CREATE INNOVATIVE BRAND EXPERIENCES
PRODUCTION LEAD PRE & POST
CURATE & MANAGE FLUID INTEGRATION OF ESPN & FOX SPORTS CONTENT DELIVERABLES AND IDENTIFY & CREATE NEW CONTENT
EDITORIAL CALENDAR TO CURATE AND MANAGE TIMELY DELIVERABLES FROM THIRD PARTY PARTNERS
CONTENT DEVELOPMENT WITH FOX & ESPN, SCRIPT WRITING AND BRAND STORY INTEGRATION FOR AMBASSADOR SEGMENTS
ON-AIR INTEGRATION CREATIONS – LOOK & FEEL, MESSAGING.
ON-LINE BANNER CAMPAIGN DESIGN, COPY WRITING & ART DIRECTION.
CONTENT DEVELOPMENT ESPN/FOX SPECIAL ELEMENTS SUCHAS AS WEBISODES, RESULTS VIGNETTES AND FUTBOL UPDATES.
SUPERVISE NOBOX DELIVERABLES & DIRECT APP CREATION & DESIGN, SITE & APP MAINTENANCE
DIRECT DESIGN TO FIT WITH BRAND LOOK & FEEL, AND HAVE A UNIQUE STYLE AND SOCCER RELEVANT LOOK.
SEO CAMPAIGN DEVELOPMENT & EXECUTION SUPERVISION.
ALIGN CAMPAIGN STRATEGY TO PLATFORM AND HOW CONTENT IS AMPLIFIED.
MANAGEMENT OF PLATFORM CONTENT ASSETS LIVE FEED AND ASSURE THAT IT IS RELEVANT TO FANS.
BASED ON PERFORMANCE INDICATORS CREATE OR IDENTIFY NEW CONTENT AS NEEDED.
SAMSUNG FUTBOL PLATFORM - CONTENT ARCHITECTURE
PHASE 1 CONTENT DRIVERS
ALWAYS! SOCCER NEWS!
Call to Action! Store link, product news!
AMBASSADOR/TWEETS CTA WEBISODES CTA RESULTS VIGNETTES CTA AHORA UPDATES CTA BILLBOARD CTA ONLINE BANNER CAMPAIGN
Soccer news: stats, results, matches/events!
Local Market Activation
PLATFORM
GOALS LIVE MENTIONS CTA STUDIO SHOWS LIVE MENTIONS CTA BILLBOARD CTA LOWER THIRD BB CTA ONLINE BANNER CAMPAIGN
CURATE & MANAGE FLUID INTEGRATIONOF ESPN & FOX SPORTS DELIVERABLES WHILE IDENTIFY & CREATE NEW CONTENT
Facebook Ads!
ESPN Online Banners!
SUPERVISE NOBOX DESIGN
Webisodes, repurposed & new content, !
ONLINE TRAFFIC! DRIVERS!
SEO/SEM Campaign!
Live- Talent! Segments!
Banner & Brand message, PP!
MEDIA BUY PROMOTION DRIVERS
Twitter!
DIGITAL
SEO/SEM Campaign
OFFLINE ONLINE WOM
SOCIAL MEDIA
MOBILE
FOX Online Banners!
SAMSUNG PLATFORM & CONSUMER CONNECTION POINTS Watching TV (ESPN/Fox Sports)
Connecting Socially (FB, Twitter)
Our Bottom Line: All roads lead to
Mobile Sites (ESPN, Fox Sports)
Samsung Futbol Platform
Digital (SEM, ESPN, FOX Sports)
CONSUMER JOURNEY TO ENGAGE IN BRAND & SOCCER RELATED EXPERIENCES #1 Inspiration
#2 Motivation
TVC ESPN/FOX TWITTER ONLINE BANNERS FACEBOOK SEM/SEO
CALL TO ACTION DRIVE CONSUMERS TO URL/PLATFORM
#3 Engagement
#4 Advocacy
FUTBOL PLATFORM ALWAYS-ON SOCCER CONTENT NEWS ENTERTAINMENT, & BRAND DEMOS
REAL TIME EXPERIENCES, CONVERSATIONS BETWEEN FANS
Sponsored Soccer Partners/Content
RELEVANT TOPICS SOCCER EVENTS SAMSUNG PRODUCTS ESPN/FOX CURATED CONTENT
ALWAYS-ON ENGAGEMENT WITH PLATFORM/APP
PLATFORM KPIs MEDIA IMPRESSIONS UNIQUE VISITORS PAGE VIEWS POTENTIAL REACH ESTIMATED COST PER USER
CONTENT USER ACTIVITY #APP DOWNLOADS # TWEETS AVG. SESSION LENGTH # ACTIVE USERS – REMINDERS/CHECK IN #CONTENT SHARES/VIEWS TOP COUNTRIES
PLATFORM PHASE 2 CONTINUES BY RE-APPLYING & AMPLIFYING BASED ON LEARNINGS AND EXPANDED CONTENT OWERNERSHIP (2014 – 2016)
2
CREATE PROGRAMMING GRID (AGGREGATE & REPURPOSE FRESH, RELEVANT & ADAPTIVE CONTENT)
GAMIFICATION OF CONTENT, INTERACTIVE DESIGNS (VIRTUAL OLYMPIC DESTINATION, REAL-TIME EXPERIENCES)
BRAND STORIES SHOWCASING PRODUCT FEATURES & ENCOURAGING IMPULSE SHOPPING
CREATE & OWN ADAPTIVE PROGRAMMING GRID TO ENSURE FRESH CONTENT 24/7
SAMSUNG FUTBOL BECOMES LIKE A TELEVISION CHANNEL WITH CONTENT THAT’S FRESH, RELEVANT AND IS ALWAYS ON –A DESTINATION FOR SPORTS FANS
RELEVANT NEWS EDITORIAL MAGAZINE ATHLETE DOCUMENTARIES TALK SHOWS WEBSERIES BEHIND THE SCENES FANS UGC
DEVELOP BRANDED GAMES TO PROLONG ENGAGEMENT & FANS INTERACTION WITH PLATFORM
FANTASY SOCCER LEAGUE TRIVIA GAMES & REWARDS OLYMPIC VIRTUAL COMPETITIONS COMMENTOR’S SOAP BOX
GAMES EXTEND DWELLING TIME, INCREASING FANS PARTICIPATION
+68% Content Discovery +29% Engagement +22% Sharing
GAMIFICATION GENERATES IMMERSION
Sport Sites
+35%
Fantasy League Sites 88
65
+285%
+51%
20.4
4.9
7.4
Avg. Minutes per Visit
5.3
Avg. Pages per Visit
Avg. Pages per Visitor
PRODUCE AMBASSADORS (FANS & CELEBRITIES) PRODUCT DEMOS THAT INDIRECTLY ENCOURAGE IMPULSE PURCHASE
50% OF ONLINE SHOPPERS SOMETIMES OR OFTEN BUY ON AN IMPULSE, QUALITY OF CONTENT IS THE KEY INFLUENCER
BRAND STORIES SHOWCASE PRODUCT FEATURES CONTENT DRIVEN BY COMMENTAROS, COACHES KEY PLAYERS FANS
Regardless of other mitigating factors, website quality is a key factor that influences online consumer behavior, in this case, the urge to buy impulsively. Website quality can cause a 91% increase in the urge to buy impulsively. SOURCE: Wells, J. D., Parboteeah,V., & Valacich, J. S. (2011). Online impulse buying: understanding the interplay between consumer impulsiveness and website quality. Journal of the Association for Information Systems, 12(1), 32-56.
PHASE 2 SAMSUNG PLATFORM CONTENT ARCHITECTURE – 2014 - 2016
AGGRATE CONTENT FROM INDEPENDENT PRODUCERS AND ORIGINAL CONTENT
PLATFORM
FRESH ADAPTIVE CONTENT
LIVE EVENTS GAMING, SAMSUNG AMATEUR SOCCER LEAGUE, VIRTUAL COPA,
NOBOX DESIGN
DIGITAL
SEO/SEM Campaign
OFFLIN E ONLINE WOM
SMART & SOCIAL TV
SOCIAL MEDIA
MOBILE
INDEX
Media Strategy & Rationale
Earned Media & Friends of App Users Leverage Facebook Interest Targeting, Twitter Promoted Trends, and contextual content from MSN, ESPN and FOX Sports to reach our target audience.
Target Users
1
Create a Facebook Custom Audience of people who become app users.
Hand-Raisers
3
App Users
2
4
Amplify reach and earned media by targeting friends of app users; making the app user the epicenter of the distribution strategy.
Use Facebook Exchange to retarget hand-raisers with engaging and sharable content that compels them to convert and spread the word online.
Flash Banner
• • • •
Banner starts with the field. Branding bar with URL is present at all times. Phone goes up Copy appears
• •
Compelling copy and CTA button appear. Content in flipboard scrolls slightly.
Live Mentions by Commentator
TV
The commentator will also talk about the experience as the lower third appears and will say something like “Your comment could appear in the post match show.�
Facebook Leverage Facebook Interest, Social User Interactions, Ad placement to unify messaging and promote app. Recommended placement drivers to App: Sponsored Stories: App Shared Sponsored Stories, Open Graph Suggested Timing: June 15, 2013 FB Ads: Mobile App Install Ad Page Post Photo Ad Page Post Video Ad Page Post Link Ad App Ad Domain Ad.
Twitter Twitter will be used as a Call To Action for App, ESPN Ambassadors, Samsung Community Management and creating an experience for Users. Timing: Beginning June 12 – Ongoing.
Twitter Handle for Promoted Account: Spanish: ImpulsaTuPasion@samsungfutbol Port: Paixaonaveia@samsungfutebol Twitter: Promoted Trend: Spanish: #Samsungfutbol Port: #Samsungfutebol Twitter Trend: Estas buscando la ultima noticia del Futbol? Resultados o unirte a la conversacion? Visita SamsungFutbol para continuar la experiencia! Timing: Copa Confederacion June 30 / Copa Libertadores July 25 Next Steps: Client Approval Needed. Nobox to set up Promoted Account/Handle.
Social Rewards The Social Reward strategy will be integrated into the app by every action that Users take since they login to the experience! Structure: Recognition to Users who gain points by participating, sharing, trivias, guro on Stats. Gaming is the hook. Its all about the points. Competing with your friends. Social Link: Facebook/Twitter to show your friends how well you are doing! Look and Feel: Stadium – Users begin at top and find their way to the field by gaining points. Levels depending on your success. Timing: Post Launch
Thanks!