2010 Digital Sports Program

October 4, 2010

8.00
REGISTRATION OPENS:

Join delegates and speakers for an opportunity to network over coffee and bagels.

8.45
Chairman's welcoming address

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9.00
Case study: How sports teams are leveraging social media to engage fans and drive revenue:
U.S. professional sports teams are eager to engage fans and generate revenue via social media, but  achieving this goal isn’t as simple as it sounds. We are still in the early stages of the social media world. Teams are testing and measuring, looking for strategies that will produce the best results. This presentation will include sample findings from Coyle’s proprietary research among sports fans, and case study examples from teams as well.

• Profiling the fans who follow teams on Facebook & Twitter
• Determining the type of content that gets sports fans to interact on social media sites
• Integrating sponsors into the social media channel
• Exploiting fan-generated content
• Measuring results both in terms of revenue and marketing impact
• Determining how much of your resources to devote to social media
• Leveraging behavioral data available in the social graph

Pat Coyle, Former Executive Director of Digital Business for the Indianapolis Colts, President, Coyle Media and Founder of Sports Marketing 2.0

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9.40
Case study: Monetizing consumer engagement: leveraging video content, live and video on demand
Mobile applications are less developed in generating revenue than their computer-based cousins. But just as the Web had to be added to any marketing strategy for sports teams, creating a third screen is critical for maintaining and leveraging fan loyalty.

• Why you should consider creating a mobile application to get prepared for the future
• Smartphones: the first line of attack for any strategy to create revenue with mobile applications. Learn how mobile video is generating sponsorship revenue and driving traffic back to websites
• Text messaging: Not everyone has a iPhone, learn how to mine the rich sources of revenue from those that don’t
• Paid versions versus free versions of mobile game products and how each can impact the bottom line
• Analyzing partnerships with mobile carrier and other business models

Dan Harbison, Director of Interactive Marketing, Portland Trailblazers

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10.20
Morning break

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10.40
Panel: Maximizing value of digital sports content: Ensuring that your content is properly priced
Currently on average websites generate less than 5% of a team’s sponsorship revenue while venue signage produces around 20% of that revenue. But in any given year a typical arena will have maybe 800,000 visitors while a website of a sports team will have that many in a month. Overcoming this disconnect remains key to the full monetization of sport digital content

• Metrics, metric, metrics: Ensuring that you are measuring every aspect of your site is the first step to creating value
• Lessons learned in building a team relationship with a common goal among the Web group, marketing and sales
• Educating the sponsors of their opportunities on the site and its value to them
• Identifying brands that are interested in partnering with your organization
• Relating partner messages to your fan base so value can be maximized

Moderator: Jim Benz, VP Business Development, CSG Media
John Martin, Managing Director of Business Operations, NASCAR Media Group
Dan Harbison, Director of Interactive Marketing, Portland Trailblazers
Noah Garden, EVP Commerce & Sponsorship, Major League Baseball Advanced Media LP

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11.20
Panel: Identifying and maximizing business models for monetizing digital sports content:
The speed at which the technologies are changing can sometimes seem overwhelming. What once was the industry standard just the other day is now obsolete. In addition, with teams now in a position to compete for fan visits and fan traffic, how do teams cover news and how does that translate into revenue. It’s possible to stay ahead of the technology trends, but what really works?

• Static banner ads are dead, but where is the state-of-the-art moving to next in on-line advertising?
• Identifying where subscription services are effective and where they are not
• Analyzing Cost Per Click and Cost Per Action models and how to best formulate advertising rates
• Syndication of content: Using third party sites to drive traffic to your own
• Pre-rolls and beyond
• Widgets and how they can be leveraged for revenue

Moderator: Kent Steffen, President and General Manager, CSG Media
Michelle Andres, Digital Media, Baltimore Ravens
Larry Gelfand, SVP Media Sales, National Hockey League (NHL)
Lisa Valentino, VP, Digital Sales, ESPN

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12.00
Lunch

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1.00
Case study: Positioning yourself for the 3D revolution:
The last NCAA Basketball Tournament was broadcast at Grauman's Chinese in Hollywood live and in 3D. Those who attended the broadcast responded to the game as though they were actually at the event. The future is here. How can you put yourself ahead of the curve instead of lagging behind it?

• Analyzing recent developments in broadcasting 3D: What has been learned thus far?
• Determining obstacles for bringing a 3D experience to online media
• How can 3D dovetail into team and league aims of increasing fans at games?
• Identifying possible business models for generating new revenue streams from 3D content

Jerry Steinberg, SVP, Field Operations, Fox Sports

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1.40
Case study: Extending the digital experience to the arenas themselves for generating revenues
Digital sports content is not restricted to the Web or mobile phones, but is extending into the sports venues themselves. The newest stadiums are making considerable investment to ensure that they have the latest technologies in providing digital content throughout stadiums and arenas with sometimes thousands of video screens distributed throughout.

• Examining the content that engages the audience while at the games
• Identifying content packages that have been attractive to sponsors
• Measuring the impact of digital content at the arenas for both the sponsors and the teams

Tery Howard, SVP & CTO, Information Technology, Miami Dolphins

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2.20
Afternoon break

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2.50
Case study: Building the marketplace for branded content:
Moving beyond CPC and CPA pricing strategies and creating premium value for customized content. The NHL has been involved in multiple highly innovative branded content programs and the Senior Vice President of Digital Ad Sales, Larry Gelfand, explains through case study how the programs were created and provides us some benchmarks and lift studies on how successful these programs have been.

Larry Gelfand, SVP Media Sales, National Hockey League (NHL)

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3.30
Case study: From video content on demand to live steaming events: What you need to know
The demands of live streaming events can be immense. But to do it so it is accompanied with an immersive and interactive environment is crucial to making it an attractive alternative to regular broadcasts. A pioneer in delivering large, Flash streaming events, Jamie Voris shares his insights.

• Ensuring that you have the infrastructure that will support the demands right down to working with Content Delivery Network (CDN) providers
• Designing systems for variable bandwidth usage
• Balancing functionality and features with your timeline

Jamie Voris, CTO, National Football League (NFL)

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4.10
Panel: How will online sports content evolve?
It’s long been understood that the Internet has broken down geographic barriers, so that if you want to follow a team on the West Coast and you live on the East Coast you can still be a devoted fan, watching games, reading articles and keeping up on the latest stats. However, for the major sports leagues broadcasting rights pay the bills and thereby limit the extent to which teams can exploit this new medium. But contracts are now being negotiated with this in mind, so what are the trends in the near future?

• Analyzing the evolving roles of teams, leagues and broadcasters in the new online arena and how this will impact revenue models
• Determining the revenue potential that online media has already stripped from broadcast media
• How much can teams and leagues go directly to their fans through online and mobile media?

Pat Coyle, Former Executive Director of Digital Business for the Indianapolis Colts, President of Coyle Media and Founder of Sports Marketing 2.0
Jamie Voris, CTO, National Football League (NFL)
Shripal Shah, SVP Digital Strategy, The Washington Redskins
Rich Libero, VP Digital Content, Comcast Sports Group
Sam Bogoch, Director for Design, Production and Media Asset Management Systems, Avid Technology Inc
Peter Stringer, Head of Internet Operations, Boston Celtics

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4.50
End of Digital Sports Summit 2010

• View the Main Conference Day 1 Program
• View the Main Conference Day 2 Program
• View the Content Academy
  
• View the list of speakers at DCM 2010