NBA Best Practices: Milwaukee Bucks Elevate the 6th Man to the Home Page

One of the questions I've pondered a lot is how can teams better leverage the fact that there are individuals who are literally fanatical about their product? I mean it's not something that happens a lot in the world -- where a person can literally be brought to tears (of joy or sadness) based on how a product performs. Crazy huh?

The Milwaukee Bucks have found a way to not just recognize but elevate their best fans.

Late in the season, a visit to the Bucks home page and showed a call out for their 6th Fan Blogger. Without even clicking in, I liked this -- as it's the sound of a crowd is known as the 6th Man... So let's dive in.

Clicking in, you can get the story of Jake LeRoy, the Bucks' current 6th Man. He tells us about his experience here. I'm going to paste the set up because this is a great way of understanding how much emotion, how much opportunity is right here:

"My experience as the 6th Fan Blogger for the Milwaukee Bucks as been the perfect marriage of two of my greatest passions: writing and the Bucks. I would estimate I’ve watched approximately 90 percent of Milwaukee’s games over the last 12 years. This is despite living in locations that weren’t at all conducive to watching Bucks games. Certain measures had to be taken so I could get my fix. Not taking these steps would’ve resulted in a severe Bucks deficiency and I would’ve been a shell of my former self..."

A closer look shows that not only do we get his name on the posts, but we also get a link to his Twitter profile, here (@JakesTake34). What I love about this is that the value this fan will get from being the 6th Fan Blogger (increased awareness/followers/personal brand) will last long after his tour of Bucks Duty is complete. He's now in a spot where other fans look to as an insider.

And the Bucks are asking fans to enter to be the next blogger, here. I love that you are asked to tell them in exactly 24 words why you have what it takes to be the next Blogger...

The winner gets free tickets to the games and, of course, exposure. So at no cost to the Bucks they are fueling the passions inside the strongest of their fans. Solid!

How could this be better? I'd love to have a Bucks Official Twitter list of past 6th Fans. So your tour of official duty is done, but you are still listed as an insider. I'd also love to see the Bucks create a special location on press row for the 6th Fan to live blog during games from. And publish that live blog on the scoreboard in arena, during the game... Thus raising the fan voice to levels never seen before!

Are you fired up yet?

Come back next week as we check out another best practice from the NBA. And as always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy

NBA Best Practices: Charlotte Bobcats Produce Nightly Facebook Photo Albums

The best things in marketing start when you use real behavior and build upon it or encourage it. Take what we're already doing and make it better or easier or mean more than if we did it on our own.

The Charlotte Bobcats do this with photography, and they do it in Facebook.

Let's start our journey on the Charlotte Bobcats home page....

Hovering over News, we'll choose Game Recaps. Clicking in takes you here, to a pretty thorough home of all things around each game. It's almost overwhelming -- and, trapped amongst the Game Blog, Lady Cats Galleries, Player videos, and Q&A is "Facebook Fan Gallery" for each day...

Intrigued, I clicked in. As you'll see below (or here), each game is packed with a DEEP collection of photos from the night.

So what the Bobcats are doing is taking what fans already do (posting pictures of themselves on Facebook) and making it better. They are putting these photos into the official team album (so the fans are in effect official/legit). They are also packaging the album inside the official log of the night, with their team videos and recaps. In fact, this is called out as "News".

But I challenge that this is only scratching the surface of value for the Bobcats (or your team)...

The question is, how can we make this better?

First, this is packaged inside news but it isn't elevated to its potential. What if we could see these photos alongside the game action? (So the fans were in effect part of the story of the game, rather than just a link inside this?) The other opportunity here is for fans to tag themselves. If they identify themselves they both get more street cred (the fan is now tagged in the album of the team) and they announce this cred to their friends. And, hopefully, this will encourage more growth of the Bobcats Facebook base. Right now it isn't as easy to find yourself inside the album, but the potential is extreme...

Come back tomorrow as we check out another best practice from the NBA. And as always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy

NBA Best Practices: LA Clippers Show the Power of a Strong Facebook Profile Picture

In today's world, visuals are becoming incredibly important. They become your identity, because often times people don't have the time for your words. So the question is how do you maximize this? How do you leverage the power of Social Media to align with the right visuals?

The LA Clippers show us one huge piece of the puzzle.

The journey starts and ends with the LA Clippers Facebook page, linked here. You'll notice the picture of Blake Griffin that has become the Clippers' identity. It's powerful (that's an understatement). And it is fitting for their brand.

Let's zoom in for a minute....

You can get this image for yourself, here.

But the real value here is that you'll see this picture every time you see a post by the Clippers. In Facebook terms, every time they post, this picture will show up on your news feed (if you follow and interact with the Clippers, naturally). It's one of the best examples I've found of a powerful visual identity for a squad. And it's a learning we can all look to apply.

How could this be better? This picture was posted in November. I love it, but feel like the Clippers could turn this into a franchise. Every week, choose a new picture that can become their identity. It'll generate a feeling of currency. And it'll generate another News Post (the Clippers have updated their Profile Picture). Most importantly, if done well, this will create an opportunity for fans to update their Profile Picture with this image.... Further connecting the identity of the team to the identity of a fan base. And what a statement from a team that no doubt has a fan base itching for the energy that they are finally feeling!

Come back tomorrow as we check out another best practice from the NBA. And as always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy

NBA Best Practices: Detroit Pistons Make Liking the Team (On Facebook) Easy

What is the role of a team in growth of each individual's fan base? (Or similarly, what role does a University Athletics/Conference site play in growth of each sport's fan base?) Can you do it in a way that also helps grow your own fan base? Can you make it super easy?

Lots of questions. But I think the Detroit Pistons go a long way towards answering them.

Let's start on the Pistons Home Page and click on the Facebook icon (in the bottom right hand corner of the site)...

Clicking in takes you here, to the Facebook home of the Pistons. As you'll note in the image below, you have a quick look at not just the Pistons Facebook presence but also the presence of each of their athletes who are up on Facebook.

You'll also note the "Like" button right beneath each of the players' names. That's right, you can join any player's (or the team's) fan base directly from the comforts of this page... no need to go anywhere!

I clicked "Like" next to Austin Daye's name. The result? As you'll see on the image below, my Facebook page now shows that I like Austin Daye -- right there for my friends to see.

And if anyone clicks on Austin Daye's name, it takes us here, to the Facebook home of Daye.

Simple but very effective.

How could we make this better? I'd love to find a way to merge the communities. You can see the images of each player/team's Fan Base in the image above. But what if you like multiple players? It feels like those super fans should get even more love -- perhaps even a section of their own on Pistons.com. Not simply because they've fanned a lot of individuals but rather because they no doubt are great social connections with views on the team that others would benefit from hearing. All that can be achieved by merging data!

Come back tomorrow as we check out another best practice from the NBA. And as always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy

NBA Best Practices: New Jersey Nets Discount Ticket Prices For Social Media Followers

How do you offer your fans incentives? Said differently, how do you create incremental value for people who connect with you socially?

Tough challenge, but the approach attempted last month by the New Jersey Nets offers a glimpse into the future of this style.

Hit the Nets Home Page and you'll see it, everywhere: "Social Media Night".

I'll zoom in, below, so you can get a sense for what this means: "Become fans of the NETS on Facebook or Twitter... and you'll get a 50% discount on tickets plus the opportunity to shoot a free throw after the game."

Clicking through takes us to the Nets Facebook page, here, and below. Specifically, you go to the Ticket Specials tab.

And, here's the opt-in point:

It's interesting. Here we get the chance to pay less if we are a Fan. (That sounds a bit weird, huh?) On top of this we get a chance to shoot a free throw after the game.

I like the thinking. "Fanning" a team means you identify with them. You are comfortable telling your friends that you like the squad. And you're identifying yourself to the team -- giving them valuable info about their fan base (geography, age, gender, etc.)

The natural question is this -- is offering a discount to your product a smart move for building your brand? Time will tell. I give the Nets props for experimenting -- and for recognizing that there is value in building their social presence.

How could this be better? Make it harder to get the value, and make the value higher. Rather than offer a 50% discount for becoming a fan, offer free tickets to your best fans. The challenge, naturally, is in identifying your best fans. But I love the idea that the best fans, the most active/intense/passionate ones -- or the ones who are tweeting/posting about you in the best way -- get free access to the squad. The value is higher, and there is a real value exchange (it's harder to earn this, making the reward feel even better)

It's fantastic to see this blurring of digital and physical. Are you seeing anything else out there?

Come back tomorrow as we check out another best practice from the NBA. And as always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy

NBA Best Practices: Washington Wizards Bring Fans with them for the NCAA Tournament

Bracket time! Last month many of you no doubt joined fans nationwide in filling out your NCAA Basketball Tournament Brackets. If you love the game, you likely filled out a bracket. (or multiple brackets!)

The Washington Wizards identified this as an opportunity to do two things: 1) remind fans that they were a team of players who love the game (like you) and 2) brought fans closer to their players in the process.

Let's dive in.

Hit the Wizards home page and you'll note the NCAA Tournament story in the main window (not any more, but this example stuck with me.) Let's keep moving.

Clicking in takes you here, to the bracket home of the Wizards players. You'll see a window of 8-10 brackets that span players, dance squad members, and even the mascot. At a glance (see image below), you will see where they went to college, their biggest upset, and who they pick to win it all.

Then you can check out any player's bracket, like JaVale McGee's ( here). As you can see in this image, we not only get his picks, but we get a personal feeling by seeing them laid out in his handwriting. It's almost like you simply went around and collected brackets from the Wizards players for your pool. Really nice.

But to me this is just the start of an opportunity.

How could this be better? First, I'd love to see the "why" on each bracket. Let players record videos of their bracket selections. Or let players join fans in an online chat the day after Selection Sunday. (Go to the Wizards Facebook Page to talk NCAA Basketball with the squad!)

In a deeper level, we could take this one emotional step further. Invite fans to compete against players in a bracket contest. Open the door for trash talking. And, naturally, offer up an experience for the winning fan, rather than a prize. (How about a chance to watch the Final Four with the team?) Use a shared love for the game to better connect the players with the fan base!

Come back next week as we check out another best practice from the NBA. And as always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy

NBA Best Practices: Sacramento Kings Identify their Twitter Influencers

What if you knew who the most influential people in the world of digital around your team were? Would you do anything different? Would you do everything different? Big questions that the Sacramento Kings are out to answer.

Let's dive in. Hit the Sacramento Kings website and look down the page...

You'll come across this window, for both Facebook Fans and Klout Twitter influencers. What's this all about? Let's zoom in...

As you'll will see on the box below, the Kings are elevating individual Twitter followers, by Twitter handle and Klout score.

Clicking in reveals a little more information about this program. Check the box below:

Interesting. So the Kings are working with an expert group, Klout, to rank their fans from most to least most in Twitter. Higher scores indicate these are fans with more influence on others socially. Or, to put it more direct, the higher the score, the more likely what they say is to be noticed and/or acted upon. (their influence score) The leaderboard visually rewards fans with prestige. If you're a big Kings fan, having the kind of exposure shown below is a big deal.

So what does this all mean? As you'll see on the Kings Facebook page, here, the Kings are after creating an experience for their most influential fans. I'm not sure exactly what the details are, but from the gallery, the Kings are creating exclusive events for their most influential and they hype it for all to see. As an added bonus, doing this creates a reason for Klout influencers to come to their Facebook page.

How could this be better? Love the idea, and it's easy to say "more, more, more." But I'd like to see 2 things: 1) publicize a list of exclusive access or events that those in the Influencer set will get -- thus making this club feel even more aspirational and 2) tag the individuals in the Facebook galleries -- thus getting more exposure in their social stream.

Great learnings here -- I'm fired up!

Come back tomorrow as we check out another best practice from the NBA. And as always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy

NBA Best Practices: Toronto Raptors Create Platform for Fan Video Content

Wouldn't it be cool if you could find a way to get other people to do the "heavy lifting" for you? To find a way to get fans to feel compelled to provide their take on your team/brand to you?

The Toronto Raptors have taken this challenge on in a big way.

Hit the Raptors home page, and you'll notice the term "Interact" in the main menu.

I'll zoom in a little here, to reinforce the point -- how much more compelling is the word "Interact", rather than the word "Social"? I might prefer "Connect," but this is a big step in the direction of calls to action.



This window is a point to draw you into their fan community, "RaptorSpace.com".




Clicking in takes you here. At first I was a bit hesitant about the idea of creating your own community (RaptorSpace) rather than tapping into a community that's out there (like Facebook). But that's neither here nor there. The inspiration comes from this direction. Check this copy:

"This is Raptorspace. The place to share your opinion on the NBA Draft, Free Agency, and pretty much all things ball.... If you decide to do a video blog, we may use it for the RaptorSpace TV show..."

And there's a pretty deep gallery of Raptors or fan productions that resulted. I'm intrigued by the idea. But the question is how do you get more exposure for this -- and thus more participation?

How could this be better? What if they took these videos and broadcast them beyond RaptorSpace TV? What if the videos aired in arena? What if they aired on game days in the Raptors' Facebook page (here)? There seems to be a great chance to make these fans heroes, to elevate their perspective, and to make the in-arena + social experiences stronger just by doing more of what they're already doing. Isn't that a cool thought?

Come back next week as we keep rolling through best practices from the NBA. And as always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy

NBA Best Practices: Cleveland Cavs Let Fans Design Program Cover

As we sit in the NCAA Offseason, it's time to shift our attention to the NBA. We'll cover best practices from each of the 30 squads over the next 6 weeks. I hope you enjoy.

How can you leverage digital to make fans more involved in the overall game day experience? That's a question that helps us make digital even more critical to building our brand. The Cleveland Cavaliers show us a nice example.

Hit the Cavs home page and note the button in the lower left-hand corner (I'll zoom in below)...

Fans are given the chance to design the cover of their in-game program. There's no cash prize, but the Cavs will "make sure everyone in the arena knows it was you who designed the cover." If you're an aspiring designer, especially in this economy, what a huge opportunity. And the Cavs, no doubt get a whole lot of free design inspiration. Check this for yourself, here.

I love the idea of bringing fans into the process of designing your program. It makes an emotional connection between designer and team. And it gives you fresh perspective. It's simple to execute, and it offers exposure for a designer in a time (with jobs tough to come by) that this is extra valuable.

Cool idea!

Come back tomorrow as we check out another best practice from the NBA. And as always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy

NBA Best Practices: Minnesota Timberwolves Bring Engagement through Fan Photos

There's one thing that's a constant at events: people take photos. So how do you build upon this behavior? How do you make it even more cool to do something you were already going to do? Check out the approach taken by the Minnesota Timberwolves.

We'll start on the T-Wolves' official site (linked here, shown below)

Scroll down the page and you'll see the Fan Zone section, with Fan Photos called out, here:

The fine print's a little tough to read, so here's what it says:

"FanChatter Photo Sharing enables fans at Timberwolves games to share their own mobile photos on the jumbotron, wolvesnation.com and timberwolves.com. Find yours."

Intriguing. So you take photos and share them via your mobile and they will show up online and on the jumbotron in game? It sounds like a more current version of the crazy fan cameras that most teams leverage during timeouts to keep people engaged.

Let's dive in. Clicking in takes us to the Fan Photos home, here.

I clicked on "Find Your Photos," which brought up the window below. Simply enter the email address or phone number you sent the photos in from and you'll find your pics.

Next, I checked out the individual game galleries here.

So the real questions are what does this mean and how could it be better? The Timberwolves have uncovered a nice system -- take pictures at the game and they will be aggregated as part of the Timberwolves' Game Gallery (either online or at the event). That's cool. It is a visual way of documenting your night alongside others who were also there.

But how to make this better? I see 2 big things:

1. What does this add up to? Can we take these photos and juxtapose them against the game action? Said differently, what would the timeline of the Timberwolves-Lakers game look like through the visuals provided by fans? Would we see an emotional up and down of fan energy through a game? Would it be tense at the end of a close game? The possibilities feel limitless.
2. How do we leverage the fact that fans are submitting pictures via email or mobile? I mean fans already have the pictures so there's not a huge value in going to the site to claim your photos. But if we add a social dimension -- ie: put a T-Wolves Facebook claim to yourself in the photos, it would both tap into social networks for growth and it would get a sense of who the fans were who were claimed more often -- these fans are either at more games or more active during the games they are at (or both). And that is a big value to the T-Wolves... and the rest of us!

Come back tomorrow as we check out another best practice from the NBA. And as always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy