Apresentação do PowerPoint - foxsportsstories.comfoxsportsstories.com/wp-content/uploads/bayernmunichdigital... · The e-commerce with design focused on brand experience. Best design

Analysis developed without commercial interest, with the purpose of studying and academic, in order to share the model of evaluation of digital maturity of the clubs. It does not represent the club's vision and has no confidential information, all are open data.

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Compared to the sites of competitors like Borussia and Leverkusen, Munichhas the best access number, with a great performance (kpis) results index of bounce rate (45%), visit in pages (4.93) and time of visit (3:14), is good when you compare with the others clubs

and Leagues. Best case and Digital Results in the world.

Similar Werb: 01/2018

BorussiaDortmund

Leverkusen

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Compared to the websites of competitors in Germany, Bayern Munich has the second highest score in SEO, compared with Schalke (1º), Bayer04 (3º) and Borussia (4º). The second position is because Traffic Score, big number users in the website.

Tools: neilpatel.com - 01.2018

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Tools: neilpatel.com/

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com.brTools: Google Trends – 5 years

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Tools: Buzzsumo – 01.2018

com.brMain channel of communication and distribution of digital content is on Facebook, produced by them or reported by third parties.

Tools: Buzzsumo – 01.2018

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247 WEB USABILITY GUIDELINES - Although designing usable systems requires far more than simply applying guidelines, guidelines can still make a significant contribution to usability by promoting consistency and good practice. We use this list of guidelines in our consultancy work. For best results, remember to interpret the guideline in context — this requires a bit more thought but ensures you will get a lot more from your review.https://www.userfocus.co.uk/resources/guidelines.html

Big CalltoactionThe store has a good highlight at the home menu, driving the conversion sales.

Content development very focused on image format. There are local full banners.

ME

DIU

M

The site focuses on the development of content and news.

Good designFixed header with highlighted mosaic format..

It has options for 9 languages. With location identifier.

HO

T

Great exposure of the logo, main sponsors of the club (T).

Menu with departments separated by type of product and type of Sport. Very objective and focused on conversion to product showcases. With Adidas Sponsor.

Central visualization of e-commerce focused promotion and discounts.

HO

TM

ED

IUM

Dynamic header with focus product showcase, Kits products and categories.

Three languages options.

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The website has a great navigation architecture, especially in the noble area (menu). In the menu you can see the e-commerce button with call to action to increase the conversion. In the middle part of home has a direct e-commerce product page simulation (with 3D- 360º), further facilitating the integration between the two platforms.

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Banner Conversion to Bayern Webshop

Website has a BEST navigation structure and design, with a lot of content. Supported to Bayern Munich. Great Highlights categorization hierarchy. Make good use of the club's visual identity and aspirational photos. There are a great visualization of the sponsors: T-mobile and Adidas.

Mobile First, with a mobile or responsive site, highlighting the sharing of content on users' social networks. Content development very focused on images.

The e-commerce with design focused on brand experience. Best design and different navigation. Usability and navigation starting by categories, with total focus on products, offers a variety of product categories. Dynamic Header with many discount options.

The platform owns the team. Works with language three different languages. Many different promotions and Kits products in the different pages.

AVAREGE VISITS

BOUNCE RATE

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3.2MMOUNTH

USERS DESKTOP AND

MOBILE

+38 MillionsUVS/YEAR

AVERAGE

89%

11%16,13% OF THE AUDIENCE

OF THE BAYERN IS ADVISED OF

SOCIAL NETWORKS

+55M FOLLOWERS

+43M +847K +11M+809K

+55M

+38M Year

followers

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2 Takeaways

WEBSITE AND E-COMMERCE PLATFORM

Bayern Website Bayern Shop

www. fcbayern.comcom.br

1.7M

680K

Unique Users Web Shop

(-) Bounce

Rate

578K

Conversion To Shop (-Bounce)

3.2M

Website Ticket Avarege

90,00Conversion Sales

Avarege

3%

Sales FinalAvarege ($ mounth)

1.5M

17K

Conversion Final

% Bounce Rate (45%) great number, with conversion to e-commerce medium, with 40% of total access (benchmark). This impacts the final outcome of sales.

% Bounce Rate (15%) best number (benchmark), access number can be improved according to investment media (0,67%) and website conversion for e-commerce.

Website E-commerce

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Conversion

Website, StadiumAwareness

Kn

ow

led

ge

Frequency

Loyalty andRecurrence

ClustersInvolvement

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Tickets Conversion its ok, great work. Create new experience visit in the stadium, with VR technology.

Subscribe products, receive all month news products. Create a low price t-shirt with focus in countries with low average tickets

Awareness in the other countries that increase Bayer brand. Ex. Brazil.

Key Strategy

Digital Marketing

Develop:• Reforce the Digital and Website Strategy in others countries.

• Target understanding (digital social listening and behavior)

• Investment requirements (Metrics, KPIs & Optmization).

• Create new experience visit in the stadium, with VR technology.

Develop:• Improve a social media strategy for e-commerce conversion.

• Increase conversion contact points for e-commerce.

• Subscribe products, receive all month news products.

Extend:• Digital Brand metrics to increase category & Brand awareness

(penetration through digital football).

• New Digital Social Media Strategy, need to increase the followers

number.

• Awareness in the other countries that increase Bayern brand. Ex.

Brazil.

E-commerce & E-retail

Brand Equity

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4. HOW TO BRING TRAFFIC

TO THE SITE STRATEGYBrand Awareness

Media Performance

3. EVOLVING TOOL

MAINTENANCE

Tools + intelligenceBusiness = Results

Planning

Development

Action

Check

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Consumer Experience

Content

Football

Product Finder

NewsClub

Tickets

Match

Online Purchase

1 Awareness 2 Experience 3 Engagement 4 Loyalty

Website Mobile AppCall Center

Shop Online / Call Center

Marketing

Communication

Customer Info

/ Insight

Call to Action

Call to Action

Repurchase

4 Purchase Stages in E-Commerce

FCBAYERN.COM

+55M

+38M YEAR

FOLLOWERS

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Automated Purchase Process

2016-02-22

Convenience experience

Consumer loyalty and purchase guaranteed

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Resume

Experience in the Digital Marketing and communication• 9 years experience in Digital Marketing. Leading innovation projects, business and marketing strategy.• Digital Management: analytics metrics, social media planning, social monitoring, social optimization, SEO/SEM, brand content, lead management, content production, marketing automation (IBM Watson), business intelligence. • Expertise at development digital strategies of e-commerce, social media, SEM, display, programmatic, paid media and control of budget and investment based on strategic KPIs.• Skills: team work, organization and productivity, good relationship, very creative.

Specialties: - Digital Marketing and Communication- Category Management: Consumer Goods- Branding (Local and Global Campaign)- Social Media Strategy- E-Business Strategy (E-commerce) and E-Retail (Market Place)- Digital Innovation Projects- Media Performance and Programmatic

Experience in Sports:• Organized Volvo Ocean

Race 2015 Team SCA in Brazil.

• Work with marketing actions: Palmeiras, Santos and Coritiba.

• First Elderly Run in Brazil 2014 - Copacabana.

• Sponsorship team ABC Football (RN) 2010 - Brand Biofral.

• Owner of the first social media with focus in sports 2015: Sportt.

29 anosSão Paulo

Brazil

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www.sportt.com.br | www.rafaleitao.comcom.br

Analysis developed without commercial interest, with the purpose of studying and academic, in order to share the model of evaluation of digital maturity of the clubs. It does not represent the club's vision and has no confidential information, all are open data.