2016 SEAT Conference Recap

In July 2016, thought leaders and pros from the sports business and tech industry came together for the annual SEAT Conference.
This is a collection of the best stats, quotes, photos, and insights shared via Twitter at the event (#SEATVegas16).

2. LE Ryan T. Hall

Nice web takea

breakout: lead w/ mobile, own your newsfeed
kill the app, & give student athletes a voice

3. Stephen Bourke

What's next in game day app? Video on
demand & even more content #SEATVegas16

+ More Content
+ Targetedi(mobile & Social)
+ Pre-produced
+ Dynamic
ideo on Demand

4. Le | Benoit Raymond te 2: Follow

Ring! to the Hawks talk about it leveraging
the data #ana ‘SEAT Veg

KEY METRICS

9.8

5. When assessing data start small +
focused to get tests into market. Resist the
urge to pull in all data initially.

6. Russell Scibetti

The trailblazers saw a large lift in conversion
rates when they used machine learning to
create a predictive model

7. fl Fiona Green
a

Great Q from to

How long till you put RFID
chip in your STHs hand? Response "we're
doing it now" <joke>

8. 5 Matthew Vinson

Interesting perspective from on

incorporating contract language about
inclusion in FB posts from sponsors.

9. Ÿ ssB ÿ

"We chose to make investments back into fan

experience using data" - Michael
@OleM SEAT\ 6

10. a Stephen Bourke ty 2 Follow

.@jonburkhart hitting up #SEATVegas16 with
social media rules of #TrulyBallsyContent

11. Chris Dill

- integrations to mobile

wallet, stored value, mobile ticketing, loyalty,
food ordering,

12. ‘Stephen Bourke

13. EN sim Rushton ¢ Follow

"Select 'Partners' over 'Vendors' when building

ur Sports Venue - Think long-term"

14. Key tenet of tech plans is

Good advice for us in
gital-centric strategies

15. ‘ Jim Rushton

"Guarantee that all of your infrastructure

partners are open so you can plug in other
applications now & future"

16. a Ryan Frankson
7

HELLO! = #SEATVegas16

17. Very impressive

19. Sean Bell

Nice touch in @TMobileArena suites: charging
ports, and cushioned benches instead of
traditional seats. #SEATVegas16

20. a»
95 Sean Callanan el Following

Ordering a beer via @BypassPOS at
@TMobileArena #SEATVegas16

21. f is

I like this quote from the keynote. "Not future
proof, future ble"

22. i aul Greenberg

discussing the technology

infrastructure design in early stages of building
nue incl. budget considerations, design
changes

23. Brandon McNult, ollow
By Brandon McNulty Follo

asd

Lead with Technology. Partner with y
sponsorship sales teams. - Jared Miller,
Atlanta Falcons

24. E Stephen Bourke

Part hips v sponsorship for tech
Tech first, leverage second

25. a Fiona Green % Follow

.@NFL move video to front and centre on their
digital platforms - key to deepening
#fanengagement #SEATVegas16

27. Amir Zonozi

George Scott of the

sharing by I-time,
near real- time and highlights

28. Russell Scibetti

“aK

It's less about putting "all" the data into CRM
and more about access to the right data when
u need it

29. Amir Zonozi

-formed content is

consumed by Gen-Z but anything outside of
that has to be less than 3 mins with the

30. Amir Zonozi

Cord-cutters and Twitter go

hand-in-hand, uti Twitter to connect those
most digital-sav

31. Al Fiona Green
a

Michael Goldst
check emails while v
is not dead, long live email

marketing!

32. EN! tump2s

Le

ntent consumed by mobile app, but by

10-15% of fans

33. gence

‘An ROL-Driven Business Intellii
Platform

e

Fan Operations Dashboard
as ME E zee

34. E E-A"1 | SEEING IT THROUGH!

WF Gevvteonteence PBRATV MONTE

35. Russell Scibetti

ADORO
AK

Rams are looking for both commonalities and
new attributes of fans in both markets to see
if/how their models should change

36. fie Russell Scibetti

The foundational data layer that the Rams
have built the last few years should set them
up for success, no need to rebuild it!

39. if Ryan T. Hall

We (eventually) want to be known as

gleyville not Wrigley Field" Andrew Cubs'
VP explains plan to build campus around park

41. Neda T.
tae

Younger fans app
ership" Greg N
nthly pass

42. Follow

The #WearinTheWorld contest drives
engagement but creates reach to thru their
social network @tjansley #SEATVegas16

43. 330

Possible Reach 345,985 fans

44. #WRCAuditions2016

VOTE PQ

= #WRCAUDITIONSZBIE

45. Dallas Mavericks Facebook Ads

BETTER CPA SOCIAL LIFT

PROMOTE STORIES, NOT ADS

47. Lenny Goh

48. 18] David Myron

Dashboards will eventually provide more

notifications so ppl won't have to dig for
it.-

50. a Lenny Goh

Use relevancy score on your ads

Helps to see engagement. Creepy ads won't
et the engagement

51. a Stephen Bourke

an abhorration that we're still talking ab
in this age' - Robert Jordan

52. a Emily Shannon

Customer engagement? Find out as much as

you can, and then use that knowledge to have
a deeper relationship with them.

53. a Stephen Bourke

: you have to earn the right to be
contextually relevant to fans

54. Russell Scibetti

ra

People dont think about what they

jour it's about experiences. Put y
the mindset of the customer

55. a Stephen Bourke

Build infrastructure that all
they want rather than try to craft the pe
journey

56. FA Russell Scibetti

Let people "choose their own adventure", give

options on how to be rewarded. Th
generates "personalization at scale"

57. a Stephen Bourke

Predictive analytics will play big future role -
will identify high value customers early in
journey

58. E Russell Scibetti

=

On average, customers are part of almost

loyalty plans, but engage in harı
/ of programs don't work

59. Lenny Goh

| like this quote from the keynote. "Not future
proof, future ible"

60. NR Paul Greenberg

discussing the technology

infrastructure design in early stages of building
venue incl. budget considerations, design
changes

61. Ba Brandon McNulty

po

Lead with Technology. Partner with your

sponsorship sales teams. - Jared Miller,
Atlanta Falcons

62. E Stephen Bourke

Partnerships v sponsorship for tech decisions
Tech first, leverage second

63. a Fiona Green Fed Follow

.@NFL move video to front and centre on their
digital platforms - key to deepening
#fanengagement #SEAT Vegas16

65. pon Amir Zonozi

Interesting on how George Scott of the
breaks down content sharing by real-time,
near real-time, and highlights

66. a

It's less about putting "all" the data into C
and more about access to the right data when
u need it

67. Amir Zonozi e Follow

Cord-cutters and Twitter go
hand-in-hand, uti Twitter to connect those
most digital-savvy audience

68. Michael Goldstein people

check emails while watching TV"
is not dead, long live email

marketing!

69. CN tump26
u

50% content consumed by mobile app, but by
10-15% of fans

70. An ROI-Driven Business iligence
Platform

Fan Operations Dashboard
za zu pe

71. an Behavior

Warehouse — View Fi

73. E EAN 7 SEEING IT THROUGH!

Y Geeatconterence PRATV MONTE

19 the ultimate fan

74. Russell Scibetti

re

Rams are looking for both commonalities and

ttributes of fans in both me
how their models should change

75. Russell Scibetti

The foundational data layer that the Rams

have built the last fev rs should set them
up for success, no need to rebuild it!

77. Service/in Arena Incident Case
Minnesota Wild

Bjorn Kadlec,

78. ie Ryan T. Hall

(eventually) want to be kno

rigleyville not Wrigley Field" Andrew Cubs'
xplains plan to build campus around park

79. [SEAT AA a New Fan
Fiona Green, Winners

80. Neda T.

access over
the Braves ->

er fans appreciate a
ownership" Greg f
nthly pass

81. fn Lenny Goh 4 Follow
a

The #WearlnTheWorld contest drives
engagement but creates reach to thru their
social network @tjansley #SEATVegas16

Possibl

82. Possible Reach 345,985 fans

83. #WRCAuditions2016

a VOTE FM

PICK YO!
FAVORITE DK

84. Possible Reach 8,354 fans

Lenny Goh

85. n Lenny Goh o Follow
Ir

Use your sponsorship activations to collect fan
data. Sponsors essentially pay you to do it.

86. Dallas Mavericks Facebook Ads

87. 18] David Myron

Dashboards will eventually provide more
notifications so pp! won't have to dig for
it.

88. snot or ronda

m Sean Bell
Fascinating to

89. a Lenny Goh 2 Follow
1

Use relevancy score on your @facebook ads.

Helps to see engagement. Creepy ads won't
get the engagement. @dkaler @seancallanan
#SEATVegas16

90. Emily Shannon Follow

Customer engagement? Find out as much as

you can, and then use that knowledge to have
a deeper relationship with them.
#SEATVegas16

91. a Stephen Bourke

you have to earn the right to be
contextually relevant to fans

92. Russell Scibetti

periences. Put yourself in
t of the customer

93. a Stephen Bourke

Build infrastructure that allows fans to do what
they want rather than try to craft the perfec
journey

94. Fa Russell Scibetti xx

Let people "choose their own adventure", give

options on how to be rewarded. This
generates "personalization at scale" @rwangO
#SEATVegas16

95. a Stephen Bourke

Predictive analytics will play big future role - it

will identify high value customers early in

96. m Russell Scibetti o

On average, customers are part of almost 30

loyalty plans, but engage in hardly any.
Majority of programs don't work. @dmyron
#SEATVegas16

98. EN) tump2s % Follow
t

Don't be afraid to work for an underdog -
ChrisFreet

100. FT FITGUARD

"Lead by attraction, not promotion" ( Peter

Sorckoff) on being a good leader. "Know what
you stand for."

101. FEN tump26
t

"If you want to go fast, go alone. |
to go far, go together." - Chris Fleet

102. E A Sean Bell Follow

Major Pad alert: create multi-channel
campaigns with personalized experiences to
increase fan engagement. #SEATVegas16

103. fan behavior
reveals intent and enriches the fan profile to
provide true

104. VenueNext Fed Follow

@johnmpaul: it's important to get the event

ticket on the person’s phone -the problem with
a paper ticket is it’s an anonymizer
#SEATVegas16

105. \ Jim Rushton

"Find the us se and then adopt the
hnology"

107. Stephen Bourke
Y ET have enterprise vi

108. ao

An

Guiding principles of Red Sox Rewards: Do no
harm, all give & no take, exclusivity, limited
friction and crawl/walk/run

109. Ñ Jim Rushton

\void the

1. Agree on the W Collaborate on
Roadmap. 3. Coordinate. 4. Prioritize

110. IH Jim Rushton
N Building

aturity in Sports #SEATVegas16 HBMSporis

111. A Fiona Green

Tori Willis “our |

members want more emails from us"
isn't dead, long live

112. a Fiona Green o Follow

From @BrentLeary session #SEATVegas16

"Loyalty programmes are a great way to
identify non-ticket buyers who attend a match"
#sportsbiz #CRM

113. a Emily Shannon

"People like seeing their relationship with a

visualized over time." Interesting
thought from pro at

114. e Emily Shannon

Attributes of a good real-time marketer?
Someone who is highly analytical but doesn't
speak geek

115. e Emily Shannon

created a messenger bot to send

updates re: your favorite players. Great use of
chat bot technology to engage fans!

116. VenueNext z Follow

@OrlandoMagic had a perception that the

process of becoming tech savvy wasn't going
to be smooth, so they embraced that
#SEATVegas16

117. e Emily Shannon

To build a successful event, don't start with

"more sponsors" - start with strategy, brand +
ilding outreach + a following

118. Pr Ryan T. Hall % Follow

"In D1 athletics almost every project starts w/
football which means it starts big" college
sports talk #SEATVegas16

119. es Emily Shannon

Your campaigns MUST be

integrated across ALL your channels,
otherwise y wasting your money
Martin at

120. Russell Scibetti

m

Automating actions from analytics can reduce
the number of points of friction or failure

121. m Russell Scibetti

Model n be more actionable when they are
prod , Le. which product tl
are most likely to buy

122. Nothing works without connectivity

Respect your users
Don’t over-engineer solutions

Be careful of hardware costs
Don’t believe everything you read
Be wary of gimmick features

Be wary of one-off apps

Is there another app for that?
Don't fall victim to “featuritis”

Shane Harmon

124. fa Fiona Green
Li

says eSports has

the same doping es as mainstream
sports - when will the WADA consider it \
their remit?