DENVER BRONCOS 2017 PARTNER DIGITAL/SOCIAL MEDIA OVERVIEW CALL
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1 DENVER BRONCOS 2017 PARTNER DIGITAL/SOCIAL MEDIA OVERVIEW CALL
2 Brief History 2009: Broncos Facebook and Twitter social accounts created 2010: New DenverBroncos.com website 2011: Broncos Promos Facebook and Twitter Accounts created for partner integration purposes 2014: Broncos digital team created Branded content digital strategy with driver from social Partner posts mainly isolated to Broncos Promos Accounts and sold as # of posts in most cases 2016: Facebook institutes Handshake icon and Broncos institute boosting 2017: Wasserman Study Restructuring of how digital/social is offered to partners and reintroduction of main Broncos social accounts No longer sell posts Branded Content (digital/social combo) Social Only Concepts (social only with minimum digital spend)
3 WASSERMAN STUDY: Market Trends THERE IS A SHIFT TOWARDS DIGITAL AND SOCIAL CHANNELS Total % Change TV Digital Print Radio OOH Directories - 6.2% 16.6% - 6.3% - 2.3% - 0.6% - 1.2%
4 WASSERMAN STUDY: Market Trends THINK ABOUT MOBILE Especially as Mobile continues to eat into the share of digital traffic 10 BILLION VIDEO VIEWS PER DAY ON FACEBOOK, SNAPCHAT & YOUTUBE 900+ MILLION MOBILE DAILY ACTIVE USERS ON FACEBOOK
5 WASSERMAN STUDY: SPONSORSHIP SUCCESSFUL DIGITAL SPONSORSHIP PACKAGES INCLUDE: Content Access for Partners Premium, Multiplatform Campaigns Platform Specific Engagements Banners that Promote Campaigns
6 WASSERMAN STUDY: SPONSORSHIP THAT AMPLIFIES WHAT BRANDS REALLY WANT Quality Over Quantity Original and Impactful Ladders Back to Brand Attributes Relationships not Sponsorships Bring me Ideas! Demonstrable ROI
7 WASSERMAN STUDY: Platforms FANS INTERACT WITH VARIOUS DIGITAL PLATFORMS FOR DIFFERENT REASONS AUTHORITY FIGURE Users go to Facebook for stories, entertainment and inspiration.. NEWSFEED CONSUMER ACCESS VIDEO HUB Users go to Twitter to know what s happening and relevant right now. Users go to Instagram for beautiful photos and videos. Users go to Snapchat for ephemeral, behind-the-scenes content. Searchable videos; YouTube channels don t have a voice. AND PROPERTIES AND BRANDS NEED TO UNDERSTAND THE ROLES OF EACH PLATFORM TO MAXIMIZE SUCCESS
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13 WASSERMAN STUDY: Broncos audit BRONCOS VS. NFL 2 nd most active team 5 th largest audience 3 rd largest page growth 3 rd most followed 63% of tweets include link 21 st in tweet with video #1 in photo posts 4 th most active 9 th in total followers
14 WASSERMAN STUDY: Broncos audit BRONCOS VS. COLORADO More interactions than all clubs combined Most active with 13.5 posts per day Consistently in top 2 in page growth % 2X engagements than all other clubs combined 3X more followers than all other clubs combined 2 nd most active behind Rockies
15 Broncos/Wasserman Study (March, 2017) Key Takeaways: Broncos need to build a digital/social partner inclusive strategy that sets us up for now and the future set up for long term success without selling # of posts! Fans engage across platforms so must content offerings digital is not a silo, it s an eco-system Overall, Broncos have consistent over-delivery on completed banner ad campaigns across web and mobile Think about/include mobile offerings to partners Reintroduce partner integration on social media platforms with a commitment to content creative execution Wasserman study The Broncos hired Zack Sugarman, SVP Properties, Wasserman who has also done work for the NFL to conduct a study and make a recommendation on how the Broncos can reintroduce/rebundle digital/social packages for partners
16 PARTNER Branded BRONCOS content THE DIGITAL OFFERINGS BY CONTENT TYPE FOR PARTNERS IS AS FOLLOWS: VIDEO CHANNELS Desktop: Branded frame wrapping video :15 dedicated pre-roll video (1:3 ratio) 300 x 250 companion banner ad Logo lock-up with concept/partner in the thumbnail graphic on the DenverBroncos.com video webpage Mobile: :07 pre-roll billboard (1:3 ratio) Logo lock-up with concept/partner branding CURRENTLY AVAILABLE: Broncos in :60, Victory Speech VIDEO CONTENT Desktop/Mobile: Logo on lower-third of the video Logo on the intro/outro graphics within the video Audio mention in the opening billboard CURRENTLY AVAILABLE: Three & Out, Top 5 moments vs. upcoming opponent ADDITIONAL SOCIAL OPPORTUNITIES ON VIDEO CHANNELS/CONTENT FOR PARTNERS: Collective impressions goal across Facebook (after first :05 seconds with handshake icon and boosted per Facebook policies), Twitter, Instagram and YouTube (varies by concept) Text inclusion in description of YouTube video Opportunity to add incremental audio mentions, video subtitles tags on Twitter and Instagram
17 PARTNER Branded BRONCOS content MORE DIGITAL OFFERINGS BY CONTENT TYPE: PHOTO GALLERIES Desktop: 300 x 250 companion banner ad on launch page 300 x 250 interstitial banner ad every seven photos Mobile: 300 x 250 interstitial banner ad every seven photos CURRENTLY AVAILABLE: Game Day Photo Gallery & AFC West Round-up ARTICLES Desktop: Logo inclusion on the custom webpage header One 300 x 250 banner ad and two 300 x 100 banner ads on right side of article Mobile: 320 x 50 ad interspersed within the content CURRENTLY AVAILABLE: The Squeeze, Three Keys/Three Keys Unlocked ADDITIONAL SOCIAL OPPORTUNITIES ON PHOTO GALLERIES/ARTICLES FOR PARTNERS: Collective impressions goal across Facebook (after first :05 seconds with handshake icon and boosted per Facebook policies), Twitter, Instagram and YouTube (varies by concept)
18 Examples of Partner Branded Broncos Content
19 Examples of Partner Branded Broncos Content
20 SOCIAL ONLY CONCEPTS Orange (5M+ impressions) and posted on a year-round/season long consistent basis 35 seconds with Hype Videos What they re saying Game score graphics Blue (3-5M impressions) and posted 1x/month National perspectives Best dressed/who wore it better? Dad jokes What s in your locker? Quote of the day/night/game White (1-3M impressions) and posted once every 2 months Monday Motivation with Brock Animated PR notes Tasty Tailgate Gray (under 1M impressions) and posted once Tailgating fans Player trading cards Insider social videos (field/stadium prep, etc.) **Each package has a minimum sponsorship spend as well as minimum digital allocation**
21 ADDITIONAL DIGITAL/SOCIAL OPPORTUNITIES Newsletter inclusions in either Orange Juice or ICYMI (300 x 100) ROS banner ad impressions across all platforms (desktop, mobile, app) Game Weekend Digital Domination (home page sponsorship) Broncos Promos Facebook & Twitter Posts must be Broncos themed and offer a value add to followers
22 Other info: With any content posted on the Broncos social pages, partners are encouraged to repost/share all content to their individual pages Broncos Promos Facebook page receives engagement at a rate of 32 times that of Broncos Facebook The Broncos have developed a pullover plan in which highly engaging content on Broncos Promos social pages are automatically pulled over to main social pages. Geo-targeting capabilities do exist for a premium Facebook algorithm encourages boosting. Partners are able to pay on top of Broncos $ to boost more All agreements include digital reset language Madwire is a Broncos partner that can be a great resource for production and social enhancement options Wayin Social Aggregator and Contest Hub available to partners
23 Examples of Partner Social Posts
24 Examples of Non-Contractual Partner Posts on Broncos Promos
25 Examples of Partner Social Posts
26 Examples of Partner Video Posts
27 Q&A
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