ASU Case Studyengagement stats; fan insights

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Arizona State University wanted to know what triggers their passionate fans to go to games…so we found out.

Campaign Strategy: - Offer a ‘money can’t buy’ incentive &

promote the competition to engage fans - Design check-ins around research objectives - Implement insights and segmentation into

broader marketing strategies - Use CheckinLine’s own “Values-based Fan

Engagement Model for Research” as the basis for data analysis and outcomes

One of the most innovative college athletics departments in the USA 170,000 Facebook fans 25,000 Twitter followers 100,000 fans on a database CheckinLine Campaign Objective: Engage fans, uncover what triggers game attendance & ideas surrounding the new online “Sun Devil Experience”.

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“Through CheckinLine, we generated more data in one week than we have collected all year about our fans interests and affinity”

- Abbey Carter, Director of Marketing and CRM, Arizona State University

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What happened? (engagement stats)

5

609 opt-ins

58% engaged

in the check-in process

63% check-in completion

rate (from engaged

fans)

3:34 average visit duration

time (1:58 on check-

in page)

23,673 page views

36% completed all 5 check-

ins

-  A ‘gamified’ environment -  Dedicated fans -  Extremely high check-in

completion rate

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Once fans checked-in a 2nd time, they were hooked.

100  

51  

23  

51  

128  

0  

20  

40  

60  

80  

100  

120  

140  

1  check-­‐in   2  check-­‐ins   3  check-­‐ins   4  check-­‐ins   5  check-­‐ins  

-  Completing all check-ins was most likely scenario

-  The group that completed all 5 check-ins outnumbered those who dropped off after 2, 3 & 4 check-ins combined

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It’s a trend…

St Kilda FC

515  

94   82   66   88  

209  

0  

100  

200  

300  

400  

500  

600  

1  check-­‐in  2  check-­‐ins  3  check-­‐ins  4  check-­‐ins  5  check-­‐ins  6  Check-­‐ins  

34  27  

11  22  

92  

0  10  20  30  40  50  60  70  80  90  

100  

1  check-­‐in   2  check-­‐ins   3  check-­‐ins   4  check-­‐ins   5  check-­‐ins  

100  

51  

23  

51  

128  

0  

20  

40  

60  

80  

100  

120  

140  

1  check-­‐in   2  check-­‐ins  3  check-­‐ins  4  check-­‐ins  5  check-­‐ins  

Octagon/Hawthorn FC

ASU ANZ Stadium

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High levels of engagement per visit.

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Users understood the process and check-ins were scheduled each day. -  Peak on days one and two, with the more committed fans

maintaining visitation rates days 3-5 -  Number of visits didn’t tail off

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Very high mobile visitation rate (CheckinLine is mobile optimized)

CheckinLine reached a broad variety of the ASU fan base (most notably, a high % of current and recent students)

4%

17%

9%

65%

5%

High School Student

Current ASU Student

Recent Alum (graduation year 2010-2013)

Alum

Faculty/Staff

Are you a season ticket or mini plan holder?

42%

27%

31%

Yes

No - But I used to be

No - I have never been

Are you…?

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What the data uncovered What triggers Sun Devil fans to go to games?

(and other interesting stuff)

Highly engaged fan base, attending three-out-of-four games; most at the ‘Fanatic’ end of the scale

2% 2% 3% 16% 21% 55%

Casual observer 2 3 4 5 6 Fanatic

27%

29%

21%

22%

1-5

6-10

11-15

15+

99%

8%

63%

12%

9%

62%

25%

13%

Football

Volleyball

Men's Basketball

Women's Basketball

Gymnastics

Baseball

Softball

Olympic Sports

Games likely to attend out of the next 10"

In a typical year, how many athletics events do you attend? "

What sports are you most likely to attend?"

7.5"

When it comes to SunDevils athletics,

I’m a…"

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Extroverted, High Energy, Expressive

Introverted, Control, Internal

Individual, identity, personal

Collective, social, shared

THE THRILL OF THE GAME, THE THRILL OF THE BATTLE

JUST LOVE SPORT, IT’S WHO I AM, WHAT I NEED

THE STATUS, PRESTIGE, ACCESS TO THE SUN DEVILS

IT’S MY TEAM, IT’S MY FAMILY

When it comes to college athletics, the reward fans get from the game sits in four dimensions

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THE THRILL OF THE GAME, THE THRILL OF THE

BATTLE

JUST LOVE SPORT, IT’S WHO I AM, WHAT I NEED

THE STATUS, PRESTIGE,

ACCESS TO THE SUN DEVILS

IT’S MY TEAM, IT’S MY FAMILY

For Sun Devil fans, being part of something special, something that is unique to them, is most important

Impact 1%

Importance 6.3

Impact 35%

Importance 5.3

Impact 23%

Importance 5.8

Impact 33%

Importance 5.8

Interestingly at a broad level, the thrill of the game and winning (or losing) is not an important driver of fan engagement For these guys it is personal: •  A strong desire to show their support for the players and be part of the community (35%) • To be part of a special group, their tribe (33%) • And a love of sport itself (23%)

From an engagement perspective, it’s about making it personal, not letting the team down. Showing fans that they are an important part of the teams fabric

For these fans, the team community is critically important

9%

9%

5%

4%

6%

13%

12%

12%

12%

8%

7%

26%

23%

25%

21%

21%

21%

46%

53%

57%

61%

64%

68%

Being around other fans of the team

Playing my part in the team's success

Letting the team know they have my support

Sharing this great game with friends and family

Being part of the Sun Devil community

Showing my support for the team

Not at all important Extremely important

IT’S MY TEAM, IT’S MY FAMILY

Impact 35%

Importance 5.3

Driven by a sense of community, a desire to belong and be part of something For these fans, it is personally important to them that they show their support, and share in this support with their friends – ‘my team needs me and it just wouldn’t be right not to get in there and help them out’

But it’s also about being part of the story, and how the team adds to the fans story

12%

4%

7%

4%

15%

15%

12%

9%

5%

30%

19%

18%

9%

12%

12%

14%

24%

20%

24%

19%

21%

20%

33%

41%

52%

61%

65%

Not having to wait in a line, getting priority at the game

Getting the inside story on what's going on with the teams

I am given priority for my ongoing support

Showing my respect to both the team and the student-

athletes

When my team wins, I win!

The pride I get from being associated with the team

Not at all important Extremely important

THE STATUS, PRESTIGE,

ACCESS TO THE SUN DEVILS

Impact 33%

Importance 5.8

For these fans, it is not all about the team, it is also personal It’s important for them to feel like they are part of something exclusive, that there is recognition for them giving their support (not that they wouldn’t anyway) Being a Sun Devils fan is a badge of honor and they wear it with pride

We also see a love of sport, the game contributing to engagement

7%

4%

4%

7%

5%

5%

14%

15%

8%

5%

13%

4%

21%

20%

13%

18%

16%

4%

15%

15%

28%

23%

22%

24%

32%

41%

44%

44%

45%

66%

It's just such a great game, I love getting into the detail, the

stats

Discounts and other benefits at the game

Paying my respect to the student-athletes

College athletics is an important part of who I am

Great value entertainment option for me/my family

A great day/night out

Not at all important Extremely important

JUST LOVE SPORT, IT’S WHO I AM, WHAT I NEED

Impact 23%

Importance 5.8

Building on their desire to immerse themselves in the team, the atmosphere and their University, Sun Devil fans also feel that athletics are an important part of who they are, and that sharing in this is a great value entertainment option •  This suggests that they

prefer this entertainment choice over others, and offers that help with value and ease of access will resonate strongly

As noted, while they are clearly passionate, this is not a significant driver of engagement

5%

8%

5%

5%

5%

15%

16%

14%

12%

10%

4%

27%

20%

22%

21%

23%

16%

48%

52%

57%

58%

60%

77%

The stimulation that comes from going to games

Seeing my team win

The atmosphere at the games

The excitement of the game

Seeing my team fight hard and come out on top

I'm passionate about my team

Not at all important Extremely important

THE THRILL OF THE GAME, THE THRILL OF THE

BATTLE

Impact 1%

Importance 6.3

Perhaps this is more of a given – if I’m part of the community, I’m passionate anyway I’d get behind my team if they were winning or losing. For these fans the team is more of a physical expression of the community, and it’s the community itself which is important

But not all fans are the same… three distinct segments in the fan base were found

Desire to be part of the Sun Devil experience

High

High (above 5.6)

51% of fan base SEGMENT 1

Passionate about being associated with/identifying with the Sun Devils

(and what that says about me)

Low-Medium

Low (below 5.7)

11% of the fan base SEGMENT 3

High (above 5.7)

7% of fan base SEGMENT 2

Decision tree analysis conducted to create segments"31% of respondents not able to be classified"

“Coming along for the ride”"

“I’m proud to make the Sun Devils part

of who I am”"

“My team needs me”"

Viola: A Human Case Study 23 years old Female Sun Devil fanatic – 4 out of 7 Attends 6-10 games a year …and will likely go to 5 out of the next 10 games Currently not a season ticket holder Current ASU Student Loves Football

Viola is in segment one, which means: •  For her, it’s about being a part of the

team •  She’s looking for ways to socialize at the

game, to make the most of being there •  For Viola, feeding off the passion other

supporters and being seen as part of the Sun Devil community is important

How do we connect? •  She’s interested in hearing what other fans

are saying, inside stories, connected to the journey of the team

•  Offer her access to game day events where she can mix with other supporters, e.g. Miller Coors beer garden

•  Connected through social, FB Twitter and Instagram

Brian: A Human Case Study 29 years old Male Sun Devil fanatic – 7 out of 7 Attends 6-10 games a year …and will likely go to the next 10 out of 10 games Currently a season ticket holder Alumni Mainly goes to football games

Brian is in segment two, which means: •  For him, it’s about the tribe •  He’s looking for new ways to connect,

exclusive offers to make him feel like part of the team, part of the community

•  The game is also important, and being part of the community, but for him it’s personal

How do we connect? •  He’s interested in the Sun Devil Experience

for both the commitment aspects and the benefits

•  Send him exclusive offers, show that they are limited, not everyone gets them

•  Access to areas where not everyone can get into, would be willing to pay extra for these exclusive elements

Why are they interested in joining the Sun Devil experience?

73%

73%

73%

81%

83%

92%

92%

Getting exclusive content

Benefits I will receive at the games

Sharing the Sun Devils with family and friends

Playing a part in the Sun Devils' success

The pride I get from being associated with Sun Devil

Athletics

I'm a passionate Sun Devil fan

Showing my support for the Sun Devils

Why are you interested in joining the Sun Devil Experience?"

Again, showing support for the team without necessarily expecting something back in return"

As part of the experience, fans are most interested in receiving memorabilia and game day opportunities

21%

32%

77%

77%

92%

Exclusive videos

Coach and student-athlete interviews

Contests to win game-day experiences

Ticket deals

Sun Devil gear and memorabilia

What are you most interested in receiving by being part of the Sun Devil Experience?"

What would these fans be willing to do for contest and promotion opportunities?

What social media are fans currently using?!

Facebook" 89%"Twitter" 47%"Instagram" 45%"LinkedIN" 40%"Pinterest" 34%"Google+" 33%"Foursuqare" 13%"Vine" 8%"

85%

80%

73%

42%

42%

27%

20%

Check-in at an event

Post pictures of a game-day experience

Share on my own Facebook wall

Tag a friend in a tweet or Facebook post

Retweet

Share on a friend's Facebook wall

Make a short video

Recommendations

1. Really passionate and loyal fans. It's not about winning; it's about the team, the fans and love of the game. It's about shared identity, being part of something, tribal. –  ASU can build really lovely targeted promotions off the back of that –  Use the segments as the marketing guide for messaging

2. Each campaign will allow us to investigate this group further, creating more defined segments and sub-segments –  Planning out campaigns and incentives to attract as many different

type of fans as possible will broaden this scope.

Recommendations

3.  The experience needs to be about giving them an opportunity to be even more a part of what is going on, be part of the community, give them opportunities to come together. –  As such, parts of the experience linked to benefits are less important,

parts that ignite their engagement with the team are most important –  This has implications for the offer and how it is communicated –  Experiential incentives will work really well –  They are active on social media and will do anything to get involved,

so reach will be good

ben@checkinline.com | (415) 230 0146