MASN MOBILE ALERTS

Strategy and Style Guide: 2016 edition

The Nature of the Baseball Audience

Below are quarter-hour household ratings from a May 2015 Orioles vs Mariners baseball game and a September 2015 Nationals vs Mets game.

Orioles vs SEA Nationals vs NYM

Time HH Rtg Time HH Rtg 7PM 2.86 7:45PM 2.85* 7:15PM 4.30 8PM 3.52 7:30PM 3.81 8:15PM 4.14 7:45PM 4.23* 8:30PM 3.77 8PM 3.79 8:45PM 4.58* 8:15PM 5.65* 9PM 3.90

* Indicates a quarter hour with a MASN Mobile Alert.

The quarter-hour ratings fluctuations documented above are typical of most MASN baseball broadcasts, with viewers “surfing” in and out of the game.

The purpose of MASN’s Mobile Alert program is to counteract this audience churn with teases that bring fans/viewers to their television sets to watch Orioles and Nationals broadcasts.

MASN Alerts: Challenges and Opportunities for 2016

1. Recapture subscribers/followers o via all Social Media platforms (29292

specific messaging) o On-air (new creative) o Geo Fencing (MLB and MiLB locales) o Contesting o On-Site and Off-site Events

2. Energize/maximize the tune-in/viewing activity of existing subscribers o More alerts

The “limits” are off in 2016 o Focus on writing o Be Strategic

3. Address key in-game points o Early innings o Late innings o When there are innings/significant time

between alerts

MASN Alerts: Challenges and Opportunities for 2016

4. Proactive alerts/and the alerts that follow o Balancing big innings and multiple

alert situations

5. Historic and “Special” Games o No-hitters o Shutouts o Multiple HRs o Streaks o Clinching

6. Rain Delays o Regaining audience momentum

7. Timely feedback o Tracking alerts, ratings analysis o Communication with writers

8. Writing and re-writing this guide o Evolving and adjusting “rules” as the

season moves forward

The Do’s

Prepare before/during the game o Know the players, the match-ups, the

stats, the standings, the trends o Anticipate game scenarios o Follow MLB social media channels

Keep messages concise

Write with urgency o Messages should be more than

informative o Messages must be compelling (be

dramatic, communicate excitement)

Get to the point. If Davis hits a home run, that’s the lede. Lead with it (not the score)

Be proactive o Rally situations o Outstanding performances o Ks, multiple home runs, etc

Respond rapidly

ALWAYS ask for the (tune-in) order: “Catch the comeback now on MASN.”

See if Birds can take lead on MASN.

The Don’ts

• MASN’s in-game text initiative is not a news service. Don’t write news copy, write tease/advertising headline copy

• Avoid phrases and complex sentences. If alert copy includes a comma, colon, semi-colon, etc. – it’s not succinct enough

• Don’t bury the lede. If Davis hits a home run, start the text message with “Davis homers…”

• Don’t wait for the inning to be over. Send alerts a.s.a.p.

• Avoid the words “losing” or “deficit” or “down by”. If our teams are behind, it’s about scoring a run(s), rallying and mounting a “comeback”

• If it’s not about game action – if you cannot attach the phrase “Turn to MASN now” – it’s probably not text-worthy

• Don’t forget the “ask” – and make the “ask” compelling

Issues and In-Game Opportunities

Issue: Alert “Limits”

The 2015 “limit” on in-game alerts was not marketing-driven, but budget-driven. With our alert subscriber base reduced, going forward, we’re going to be message-driven. The “limit” for alerts will be “organically” determined by in-game action.

Issue: Alerts Early in Game

The first quarter-hour of every Orioles or Nationals game is usually the lowest rated quarter-hour. A game action specific first inning or early inning alert can change that. o A second-inning alert raised ratings from

a 2.85HH to a 4.22HH for an Orioles/NYY game (+48%)

o A first inning alert for a Nationals/Braves game increased ratings from .93 to 1.47 (+58%)

Look for an opportunity to drive early-inning ratings with an alert – even if the Orioles or Nationals have yet to score.

Consider: o Early pitching performance

How many or who’s struck out Who could be K’d next

o Who is coming to bat for the O’s or Nats Hit streak Stats against opposing pitcher/team

o Make the moment feel important

Issue: Time Between Alerts

For a June 2015 Nationals/Braves game: o Even with pitcher Doug Fister limiting

Atlanta to 4 hits, and the Nats scoring 7 runs on 12 hits, there were ZERO alerts from the end of the 2nd inning until the end of the game

o The result? This game averaged a 2HH rating; -22% below the season average

True, MASN alerts have an immediate ratings impact. However, that impact is not always sustained in the quarter hours that follow (unless there is another alert).

Example: Orioles vs Tigers, July 31, 2015 o 8:45P-9P QHR = 6.16HH o Alert (Jones HR) sent out at 8:58P o 9P-9:15P QHR = 7.42HH (+1.26) o 9:15P-9:30P QHR = 6.92HH (-.5)

Consider: Is there a compelling proactive tease opportunity?

o A hitter coming to bat, who’s had a big day, or is on a streak

o A pitching performance o Comeback potential o A series of defensive plays during game o HR robbed, etc

What should we consider as the maximum length of time/ innings between alerts?

o 3 innings (1 hour) o Never more than 4 innings

Issue: Late Inning Alerts

When alerts run in later innings, MASN ratings can benefit from a larger HUT (households using television) audience base. Example:

o A 7th inning alert, with the O’s losing, but threatening to score, increased quarter-hour HH ratings from 6.27 to 7.16

Question: How do we write late-inning alerts, when there are no significant highlights? We “count down” to the win.

o Idea: “O’s 6 outs away from 5-3 win over Sox. Don’t miss the victory celebration on MASN2.”

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When do we send these “countdown” alerts? o 7th inning…or o 8th inning…or o 7th and 9th innings, if warranted

Special Games/Historic Games

Even if the game’s outcome is no longer in doubt, a historic (or any “special”) game is worth multiple alerts.

Real game and other scenarios: o The 26-hit Orioles game vs A’s o The Orioles 8-home run game vs Phillies o Scherzer’s no-hitters o A potential 3 home run day for a hitter o A dominant pitching performance o A possible shutout o A win streak continuing

Question: When do we send an alert? o 6th inning for no-hitter in progress (plus

8th and 9th innings) o 7th and 9th innings (if before 10PM) for a

shutout o Potential 3 HR game o 1 hit remaining for “the cycle” o Other scenarios?

Rain Delays

Rain delays destroy audience ratings. Alerts announcing the restart of a game must entice viewers back. Below are examples of end of rain delay alerts sent in 2015. Do they entice? No. o “Mariners-Orioles has resumed in 3rd

inning on MASN” o “Braves-Nationals is under way at Nats

Park. Tune in to MASN2” o “Tonight's Cubs-Nationals game has

resumed. Tune in to MASN”

Returns from rain delays should be thought of/written in a vein similar to the copy used in line-up/pre-game alerts. o If it is the start of a game, look for positive

team/player trends o If it’s mid-game, re-set game highlights

and/or scores for Orioles/Nationals o Give a “reason to watch” o Communicate excitement

Proactive Alerts – and the Alerts that Follow Them

Proactive alerts are important, as they give viewers/fans the opportunity to anticipate and see that game-changing moment live.

The dilemma. o Alerts build ratings o Too many alerts in a short period of time

results in subscriber opt-outs

How do we handle follow-up alerts should a big inning develop? o We do not wait for the inning to be over

(as the old adage goes, he who hesitates is lost)

o We energize and motivate audience tune-in…

o For every run scored or additional potential run situation? No

o By “selectively” alerting throughout the “big inning”

Post-Proactive Alert Scenarios

RISP with No vs 1 vs 2 outs o In RISP situations, with less than 2 outs,

proactive alerts make sense, as runs are more likely to score

o With two outs, runs are less likely to score. Therefore, it may be best to eschew RISP alerts when there are 2 outs

(Following) Runners in scoring position alert o 1 run scores (but lead doesn’t change). No o 1 run scores (lead changes). Yes o 2 runs score. Yes o Home run. Yes

(Following) Bases Loaded alert o 1 run scores (but lead doesn’t change). No o 2 runs score. Yes o 3 runs score. Yes o Grand Slam. Yes

Post-Proactive Alert Scenarios (cont’d)

Subsequent Action (after first run scores) o RISP (again). No o Bases loaded. No o 2nd (single) runs scores. Yes o 3rd (single) runs scores. No o 4th (single) run scores. Yes o After 4th run – wait o Home run(s). Yes

Subsequent Action (after an initial 2 RBI hit) o RISP (again). No o Bases loaded. No o 3rd run scores (unless lead changed). No o 4th run scores. Yes o After 4th run – Wait o Plus 7 run rally. Yes o Home run(s). Yes

After a Grand Slam o A second bases loaded situation. Yes

Other Scenarios

Other Post-Proactive Alert Scenarios o Opposing starting pitcher knocked out.

Possibly (depends on context of pitcher reputation or other game action)

Kershaw, Greinke, Price – Yes

Hammel, Dickey, Miley - No o Back-to-back home runs. Yes o Back-to-back-to-back home runs. Yes o Great defensive play (robbing HR, etc.) o Pitching performance

o Striking out side o More than 8 Ks

Tags and the “Ask”

Tune-in tags are the working part of our alerts. Tags should “excite”. They should motivate. They should “ask for the order”. Too often, in past seasons, they have not.

Examples of passive alert tune-in tags: o “Live game coverage of O's-Rays on

MASN.” o “Check out Phillies-Orioles on MASN.” o “See if Birds can battle back from 6-4

deficit on MASN2.”

Consider this approach: o “Catch the comeback. Turn to MASN 2 –

Now.” o “Don’t miss the next HR. Turn to MASN.” o “The rally’s on MASN2.” o “Join the victory celebration on MASN.” o “See history in the making on MASN2.” o “A win is 6 outs away on MASN.” o “The O’s go for their ___ win in a row on

MASN.

Tracking and Feedback

Alerts are written in “the heat of battle”. Second-guessing is easy and, to a certain point, subjective. How do we evaluate?

Ratings are the final arbitrator. Did game ratings improve? Improve significantly? Is there a trend? This season we will track/ analyze alert-related ratings daily. Question: How does the social media team prefer feedback? One-one-one? Group discussion?

A “Living” Document

Ratings provide input. Those “on the firing line” (writers) provide input. Traditional marketing offers perspective. We test. We measure. We analyze. We adjust. We refine.

As we face situations and challenges, we communicate, we discuss. With each other, with MGH, with fans.

Because this book is a living document.

Ignore the Trolls

There is ratings reality and “troll reality”. Pete Kerzel has noted social media/fan “flak” in response to “no-hitter” game alerts. That’s troll reality.

Ratings reality? Our first in-game alert for Scherzer’s second no-hitter of the season was not until AFTER the 7th inning. Ratings prior to that alert? A 1.98HH – well below the Nats season ratings average.

Ratings reality trumps troll reality.

Chris Shiflett (ConAgra) offers this insight: The lesson I've learned is to be wary of those who [take pride in disliking things]. The ones who seem to think that being critical is the same as having good taste. Those who seem to take pride in criticizing you, their opinions don't matter. It may very well be that you've created a masterpiece, and they're just children.

Other issues

It’s About the “Stars” o If Harper, Davis, Machado, etc. play a role

might play a role – mention by name

Adjectives, Adverbs and Quantifiers o Use ‘em o If you can’t quantify, use adjective/adverb

After 10PM o After 10PM, the likelihood of an alert

subscriber opting out increases. Be more selective with alerts…But don’t end them

How Many Alerts Are Too Many? o No more than 2 in an hour (unless major

rally/big inning/incredible performance) o No more than 3 (after proactive alert) for

the big inning/rally o No more than 7 in a game. Unless extra

innings, or an incredible comeback o We’re raising TCPA stated limit to 12

alerts per day

One Way to Write Suggested Approach Why Orioles have runners on corners with one out in 7th. Can they overcome 4-3 Birds on the corners. Jones looking for 2nd HR of the day. Catch the Shorter copy. “Deficit” in copy. Adam deficit vs A’s? Jones at plate on MASN. comeback on MASN. had hit a HR in previous at bat. No mention of. O’s grab 5-2 lead in the 6th on back-to-back home runs from Davis, Wieters. Davis and Wieters go back-to-back. Birds lead Jays 5-2. Don’t miss Copy too long. Buried the lead (HRs). Birds aim for win in series opener over Jays on MASN 2. the next Orioles HR on MASN2. Missed alert for Davis HR. Series opener copy isn’t necessary. Clevenger’s grand slam, the Orioles second of the inning, pushes the O’s lead to One inning. Two grand slams. You’re six outs from celebrating an O’s Missed alert opportunity for 1st 14-6 in the 8th inning. Birds aim for the win on MASN. win over the A’s on MASN. grand slam. Complex sentence versus short sentences. Orioles knock out Red Sox starter Kelly, scoring 4 runs in 3rd. O’s up 4-1. See if Davis hit scores Machado. Jones and Wieters coming to bat. Will the This is an inning recap – not an alert. Jimenez can earn his 100th win on MASN. O’s can add to 3-1 lead over Boston? See for yourself on MASN. If Kelly was a top pitcher, you might include. But he is not. Is Ubaldo’s 100th win compelling to the average fan? Top of order due up in bottom 7th for Nats in scoreless tie on MASN 2. Zimmermann shutting out Braves. Nats going for their 6th straight. Several issues. Zimmerman pitching a shutout. Harper, batting .340, is due Nats can take lead with 2 on. Escobar (.323) and Harper (57 RBI) due up. up. Nats are on 5-game win streak. 1 run puts the Nats 6 outs away from a 6-game win streak on MASN2 Two alert opportunities were missed. Nationals rolling, score five in the second to push lead to 7-1 over Braves. Nats have bases loaded. Harper (78 RBI) due up. Be there for the rally Again, this is an inning recap, not an Zimmermann with room to work on MASN. on MASN. in-game alert. Proactive and scoring alert opportunities were missed, Escobar drives in Rendon and Harper. Nats lead 7-1. A sweep of Atlanta including a bases-loaded situation with is 4 innings away on MASN. Harper coming to bat. Promote stars and star performances. Nats have two on, none out in 2nd of scoreless game on MASN2. Nats threatening to score. RBI opportunity for Desmond. Will the Nats The alert sent was news writing, not take the early lead over Phillies? Find out on MASN2. tease (promo) writing. First two Nats batters in scoring position in sixth, down 2-1. Can Nats rally Rally time. Harper, Werth in scoring position. Desmond RBI opportunity. Be player specific. Reinforce scoring past Marlins on MASN? See if Nats can tie the Marlins on MASN. opportunity. O’s load bases with no outs in 4th. See if Birds can comeback from 4-1 deficit O’s have bases loaded. No outs. Joseph and Machado (9 for last 20) Abstain from talking about losing. on MASN2. coming up. The rally’s on MASN 2. Who’s coming up. Quantify. Birds send 9 batters to plate, score six runs in 1st inning. Check out Phillies- Manny starts game with 412 ft. lead-off home run. Can O’s (won 8 out of This is a recap, not an alert. We want Orioles on MASN. last 10) continue winning ways? Find out on MASN. viewers to experience a big inning, not find out about it after the fact. See “big O’s have bases loaded. Hardy (8 game hit streak) coming to bat. Join in inning” rules. Quantify stats and plays. the first inning rally on MASN. Hardy and Flaherty score on wild pitch. O’s lead Phillies 6-0. Don’t miss another run on MASN.

Notes:

HIT FOR THE SOCIAL CYCLE

Connect with the Audience