4TH ANNUAL SPORTS FAN ENGAGEMENT CONFERENCE

FEBRUARY 27-28, 2017 | DOUBLETREE BY HILTON ATLANTA – DOWNTOWN | ATLANTA, GA
DAY TWO
7:30 Registration & Morning Coffee

7:50 Chairperson’s Opening Remarks
Jeramie McPeek, DIGITAL & SOCIAL MEDIA CONSULTANT

LIVE POLL What is one takeaway you had from yesterday’s sessions?

8:00 Welcome Address
Mike Gomes, Senior VP, Fan Experience
ATLANTA FALCONS

8:30 SMALL GROUP DISCUSSIONS: TAILORING CONTENT & EXPERIENCES FOR VARIOUS SEGMENTS WITHIN A FAN BASE
During this interactive, discussion-based session, attendees will break up into smaller groups to ask questions and share recent examples of tailoring content, communication and experiences for a specific segment within a fan base. After 30 minutes of facilitated discussion, attendees can move to another group for the remaining 30 minutes. Groups will be split up according to the following fan demographics:

Facilitator: Families – Maria Troje, MINNESOTA WILD
Youth – Kara Hutchinson, BOSTON CELTICS
Millennials – Craig Pintens, UNIVERSITY OF OREGON
Season Ticket Holders – Jim Riley, COLUMBUS BLUE JACKETS
Baby Boomers – Drew Pittner-Smith, UNIVERSITY OF WISCONSIN
Families – Maria Troje, MINNESOTA WILD
Small Businesses – Mike Forman, CAROLINA HURRICANES

9:30 Coffee & Networking Break

LIVE POLL What part of your content strategy will be your main focus in 2017?

10:00 CONTENT IS KING: FOCUSING ON THE QUALITY OF DIGITAL CONTENT STRATEGIES
Sports teams must be ready to produce different content for various digital platforms, as a one-size-fits-all approach will not result in optimal fan engagement results. Fans expect digital content to be easily consumable and shareable, prompting social media professionals to place a greater emphasis on creating high quality content. Teams are moving away from the traditional rah-rah content to a focus on story-telling and emotional videos that capture a fan’s attention and brings engagement to a deeper level.

10:00 CASE STUDY: DELIVERING DIGITAL CONTENT BASED ON FAN PREFERENCES

  • Decision factors for developing certain content
  • Achieving business objectives through digital content
  • Examples of tailored content based on social platform

Vincent Pannozzo, Social Media Manager
MIAMI DOLPHINS

10:15 PANEL DISCUSSION: DEVELOPING CONSUMABLE & SHAREABLE DIGITAL CONTENT

  • Content strategy for Facebook, Instagram, SnapChat, Twitter
  • Video content: how fans want to consume quality content
  • Recent examples of engaging content on various platforms

MODERATOR:
Vincent Pannozzo, MIAMI DOLPHINS
PANELISTS:
Michael Ehrlich, INDEPENDENT SPORTS & ENTERTAINMENT
Dan Goldberger, ATLANTA DREAM
Kevin Kelly, OLD HAT
Jodain Massad, UNIVERSITY OF NOTRE DAME

11:00 FIRESIDE CHAT WITH SEAN CONBOY
Founded by Derek Jeter, The Players’ Tribune publishes first-person stories from athletes, providing unique insight into the daily sports conversation. Through impactful and powerful long- and short-form stories, video series and podcasts, The Players’ Tribune brings fan closer to the games they love. As Deputy Editor for The Players’ Tribune, Sean Conboy will provide an inside look on the development of engaging content for sports fans.

Sean Conboy, Deputy Editor, THE PLAYERS’ TRIBUNE
Interviewer:
Jeramie McPeek, DIGITAL & SOCIAL MEDIA CONSULTANT

11:45 Luncheon for All Attendees, Speakers & Sponsors
TABLE TOPICS – During lunch, attendees are encouraged to continue networking and use this time for focused discussion

  • Has your team utilized virtual reality? If so, how?
  • What vendors have you partnered with for VR?
  • How do you see VR changing fan engagement?

LIVE POLL: How would you rate your organization’s effectiveness at communication and collaboration across departments?

12:45 A LOOK BEHIND THE SCENES: CREATING SOCIAL MEDIA CONTENT THAT FANS CRAVE
Created by Clemson University’s new media team, the “Dabo dabbing” video clip went viral in November 2015, as sports fans across the country had front row seats to a post-win celebration inside a locker room. Since that moment, sports marketers have paid close attention to Clemson’s social media strategy in the hopes of emulating their successful execution for providing fans with behind-the-scenes content in an engaging manner. This case study presentation will highlight Clemson’s journey in catapulting into the headlines for creating authentic social media content while also continuing to live up to the heightened expectations for fan engagement.

  • Giving a fans a behind-the-scenes look through social media
  • Leveraging wins on the field to engage fans post-game
  • Coaching and leadership buy-in to create unique content
  • Staffing and resources needed to execute a social media strategy
  • Partnerships with companies providing valuable social media tools
  • Results: increased fan engagement, social media reach

Jonathan Gantt, Director, New & Creative Media
CLEMSON UNIVERSITY

1:30 NBA ALL-STAR ON TWITTER: A PARTNERSHIP CASE STUDY
What makes an event truly “social”? Sports organizations cover live games at every angle across digital media, but in select instances, our medium organically fits inside the competition itself. These unique cases present big opportunities: not only can fans actually impact the on-court experience, but they’re incentivized to engage at unprecedented levels. NBA All-Star represents one of these truly social use cases. Together, Sam Farber (Assoc. VP of Digital at the NBA) and Andrew Barge (Head of Sports Broadcast Partnerships at Twitter) discuss the evolution of the event — from early backboard cameras to present-day Emoji MVP votes — and their lessons learned .

Andrew Barge, Sports Media Partnerships, TWITTER

Sam Farber, Associate Vice President, Digital Media, NBA

 

2:15 PANEL DISCUSSION: LEVERAGING MOBILE APPLICATIONS TO ADVANCE THE FAN EXPERIENCE

  • Targeting season ticket holders in mobile experience
  • Efficient ticket management in mobile applications
  • Leveraging data to engage fans in-venue
  • Digital rewards and affinity programs through mobile

Moderator:
Jeramie McPeek, DIGITAL & SOCIAL MEDIA CONSULTANT

Panelists:
Dave Lang, BALTIMORE RAVENS
Geoff Ulrich, SPEEDWAY MOTORSPORTS, INC.
Michael Speciale, SWYFT MEDIA

3:00 Closing Remarks & Conference Conclusion

CONTACT:

For registration information and event details contact:

Paul Hernandez
Marketing Director
Q1 Productions 500 N. Dearborn Suite 500
Chicago, IL 60654
T: 312.602.9683
F: 312.873.3969
E: sports@q1productions.com
www.q1productions.com