Sports Interactive Europe 2016 - The fan engagement strategy of soccer club PSV - Hanneke Jaanen - PSV

FANBASE

TOP 20 REVENU IN EURO

FANBASE

PSV CUSTOMER PYRAMID

PSV CUSTOMER PYRAMID

SOCIAL MEDIA

FRM 1 – ON – 1

CONNECTED STADIUM

FROM FAN TO FOLLOWER

WEBSITE & APP

SOCIAL MEDIA

Reach + Engagement + Conversion + Influence/action +

New channels! Better content! Webcare! Monitoring!

CHANNELS

Age

12 – 18 * *

19 – 25 * * *

26 – 45 * * * *

46 – 65 * *

65+ * *

CHANNELS

Age

12 – 18 * * * * * *

19 – 25 * * * * *

26 – 45 * * * * *

46 – 65 * * *

65+ * *

UNIQUE VISUAL IDENTITY

UNIQUE CONTENT

TRADITIONAL EVENTS

MONITORING

FROM FOLLOWER TO DATABASE

CONVERT FOLLOWER TO DATABASE

ONCE IN OUR DATABASE…

ENGAGE CONVERT SERVICE

DATABASE DEVELOPMENT

Already in our database

•  Name & address •  (Old) Memberships •  Opt-ins NL •  Merchandise

discounts •  Ticket Sales •  Merchandise

Known, but not synced yet

•  Attendance •  Read- & Click

behaviour NL •  Website visits and

behaviour •  WiFi Data Connected

Stadium

Profile interests

•  Social profile and activity

•  Food & Beverage •  Demographic info •  Fields of interest

…. LOADING PROFILE …. PLEASE WAIT ….

PARKING

RIGHT TO BUY

CASHLESS F & B

DEBIT / CREDIT

ACCESS

LOYALTY

FUTURE

PSV MARKETING & MEDIA - HANNEKE JAANEN [email protected]