Fan Engagement 4.0 – The Life of a Fan in a Digital & Networked World
In my first blog, I retrospectively talked about the World Cup in Brazil where new technology like in-memory, visualization, cameras, sensors, cloud and mobility was used by the German national team. There is no doubt that this will bring a bunch of opportunities to coaches, players and scouts that have never been thought of a few years ago. AND we also don’t need to argue that discussion about soccer more and more happen on social media networks.
As I already mentioned, I’m thinking of a supportive innovative solution that brings all together. On the one hand, a solution for match insights, running on a real-time platform that can be used internally to enable better decision making based on more information, easy understanding of tactics thanks to advanced visualization and e.g. predictive injury protection thanks to pattern detection in big data. On the other hand, this can also result in new services which can be offered to us fans, through new data-driven, value-added services like game stats, real-time game analysis, and personalized promotions. If it follows an omni-channel approach, both, clubs AND its fans can benefit from this digital transformation.
I’m pretty sure, that my favorite club does only know little about me as a fan at the moment. I watch every match on TV and sometimes attend a match at the stadium. I like the club’s Facebook page and follow it on Twitter. But that’s it. There is no connection between my Facebook or Twitter profile, my pay TV subscription or my ticket purchases. I’m planning to join the club but at the moment I’m not a member, so the club doesn’t have any personal information about me. My fan profile looks something like this:
During my master this I have developed a concept, which could enable clubs to deliver its fans a unique and personalized experience whenever interacting with the club. It covers uses cases that can be developed out of existing data which is already collected for internal analysis. Downgraded information for sure, as we don’t want to take away Pep Guardiola’s competitive advantage. ;-). Additionally, other use cases that increase the convenience of getting a ticket, getting to the venue and navigating at the venue, etc. could be offered from one comprehensive fan app. It should be a mobile app for sure following my research about current fan behavior. One of the results: Mobile apps are the preferred medium of fans to get informed and interact with their favorite club.
The infographic showcases how such a concept could work to ease up the life of a fan in a digital and networked world!
Fans can register themselves to access all the information and to use all the value-added services. With a registration, clubs could create a fan profile with a unique ID to identify each fan. Clubs could then be able to collect information about every fan. Information like social media profiles, ticketing data, mobile and web information, address, name, age, attendance, check-in status or entry points, or purchase history and much more. This can be used to understand their fans, gain insights into sentiments and identify behavior patterns and preferences.
Whenever fans use the app, clubs could respond to them in real-time, provide personalized and targeted offers, promotions, rewards, or tailored information, driven by contextual data. Both fans and the club could benefit from such an approach. Clubs get a 360° view of us fans to understand our needs and maximize our personal fan experience.
Stay tuned for the upcoming blogs, where I will some food for thought is provided how future fan experience could soon be state of the art in a digital world.