MLS Digital Strategy Analyses

Source: Repucom Sports DNA *middle East figure is an

estimation based on Saudi Arabia weighting (500

respondents compared with 1000 for all other nations)

28%

Source: Repucom Sports DNA *middle East figure is an

estimation based on Saudi Arabia weighting (500

respondents compared with 1000 for all other nations)

The interest of the US is still very low, but with a potential for big growth.

Source: Deloitte Professional club soccer in the USA 2016

Source: Deloitte Professional club soccer in the USA 2016

MLS soccer attracts a young and well-educated audience.

Source: Scarborough USA Plus Research, Au14-Oct15, Total Survey Area, Adults 18+ Target: Sports watch cab TV

pst yr : Major League Soccer (MLS) Population: 245,403,097 Qualitative Population: 11,905,855

64% are homeowners

63% have a college

education

55% are married

16%

23% 22%19%

12%9%

0%

10%

20%

30%

18-24 25-34 35-44Age Base: Adults 18+

Men 68%

Women 32%

DEMOGRAPHIC SNAPSHOT.

The Walking Dead2015 MTV Video Music Awards

First TakeAt Midnight with

Chris Hardwick

Pretty Little Liars WWE SmackDown

• ESPN drove Twitter activity throughout their 16 game season with 366k tweets in 2015 and ESPN2 logged a further 315k tweets for their 25 game coverage.

• MLS attracts a younger audience with 33.2% falling in the M18-24 demographic for a ESPN2 sample of social game ratings.

• ESPN aired the MLS Cup on December 6, 2015 and garnered over 123k tweets and over 19 million impressions.

• 48% of people who tweeted about MLS on these networks also tweeted about other TV programs, of which 87% were on cable.

• Savvy marketing plans leverage the engagement of the social audience by extending their message into complementary programming.

1. Source: Millward Brown Digital + Twitter, December 2013

Source: SocialGuide Inc. Affinity Report: Jan 20145– Dec 2015 MLS Soccer Pulled 2/4/16.

NETWORKS & PROGRAMS

SOCIAL TV ENGAGEMENTPeople who tweeted about MLS also tweeted about these:

GENRES CATEGORIES

Special

Drama

Comedy

Talk

Reality

News

Sports Talk

Programming with a strong social presence increases ad recall by up to 33%.1

SOCCER SCORED BIG LAST SEASON ON TWITTER.

Website: 139KFacebook: 597KTwitter: 340KYoutube: -

Website: 175KFacebook: 98KTwitter: 354KYoutube: 3K







Website: 221K Facebook: 1.8MTwitter: 359KYoutube: 30K



Website: 124K Facebook: 768KTwitter: 181KYoutube: 8K

Website: 2.2MFacebook: 316KTwitter: 86KYoutube: 27K






Website: 75K Facebook: 327KTwitter: 276KYoutube: 15K



Orlando Atlanta Chicago Colorado Columbus DC United Dallas

Dynamo Galaxy Minnesota New England New York Red Bull Los Angeles

Philadelphia Timbers Real Salt Eathquakes Eathquakes

Seatle

Toronto Vancouver

1º 3º2º

4º

5º6º7º

9º

8º

10º

11º

12º 13º

14º

15º 16º

17º18º 19º

20º

21º

Source: SimilarWeb 03/2017.

Source: Google Trends Jun 2016.

LA Galaxy is a club with biggest demand on Google, great relevance of searches. The search result is very near to the number of the biggest clubs in searches. 1º Best

Google Demand

3º2º 4º

LaLiga

Premier

Série A

MLS 2ª best website

ConsiderationThe MLS website has the second-highest average of access among the world's biggest leagues.Negative point: number of visitors per page down, Bounce Rate too high.

ConsiderationMLS e-commerce has a good access number for league size. With investment focused on 16% search, it can impact the high number of Bounce Rate 50%.

1º 2º

3º 4º

LargestConversionsFor shop

1M

225K

Conversion To Shop

Bounce RateConversion

112K

Conversion

To Shop (-Bounce)

2M

Website Ticket Avarege

60,00Conversion Sales

Avarege

7%

Sales FinalAvarege (mounth)

480000

8K

Conversion Final

WebsiteE-commerce

ConsiderationThe MLS website has the second-highest average of access among the world's biggest leagues.Negative point: number of visitors per page down, Bounce Rate too high.

ConsiderationMLS e-commerce has a good access number for league size. With investment focused on 16% search, it can impact the high number of Bounce Rate 50%.

2x +50% 1m

3º MLSCompared to the websites of rivals in the world soccer league, MLS has the third highest score in SEO, very close with the others league website Premier League and LaLiga.

Tools: neilpatel.com/

Unique Shop button for club product sales. It makes it difficult to convert users to e-commerce.

HO

TM

ED

IUM

Focus of the site is on the dissemination of news and services provided by the club. With structure "blocked" of the MLS.

Big website with many article and blocks content.

1º Click Team Brand Site 2º Click E-commerce

WEBSITE HAS AN OBJECTIVE NAVIGATION, But does not provide a browsing experience for the user, MLS's template blocks the development of a more interactive website. We can use as best practice the Premier League as a site with a lot of content but with a better UX strategy. This verified with the user in the e-commerce navigates only in two pages in average, that motivates that it increases the index of Bouce Rate and diminishes the sales of products of the club.

3º Click E-commerce

2.5MILLIONS

MOUNTHUSERS

DESKTOP AND

MOBILE

+30 MillionsUVS/YEAR

AVERAGE

68%

32%15% OF THE AUDIENCE OF

THE MLS IS ADVISED OF SOCIAL

NETWORKS

+4MUSERS

+2M +2M +600K+246K

+4M

+30M Year

followers

2 Takeaways

CREATE A NEW STRATEGY WEBSITE AND E-COMMERCE PLATFORM

MLS WebsiteE-COMMERCE

OWNERTEAM WEBSITE

TEAM.com

OWNERTEAM SHOP

MLSSOCCER.comINDEPENDENCE

New fanBuyer

Fan supporter, punctual buyer of

tickets and products

BuyerFrequent

ConversionWebsite, StadiumAwareness

Knowledge

FrequencyLoyalty andRecurrence

ClustersInvolvement

2016-02-22

Key Strategy

Digital Media

Develop:• Reforce the Digital and Website Strategy

• Target understanding (digital social listening and behavior)

• Investment requirements (Metrics, KPIs & Optmization).

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

• Increase conversion contact points for e-commerce.

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

(penetration through digital football).

• New Digital Social Media Strategy, need to increase the

followers number.

E-commerce & E-retail

Brand Equity

Key Actions Requirements

4. HOW TO BRING TRAFFIC

TO THE SITE STRATEGYBrand Awareness

Media Performance

3. EVOLVING TOOL

MAINTENANCE

Tools + intelligenceBusiness = Results

Planning

Development

Action

Check

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

MLSsoccer.com

+4M

+30M YEAR

FOLLOWERS

Automated Purchase Process

2016-02-22

Convenience experience

Consumer loyalty and purchase guaranteed

Resume

Experience in the Digital Marketing and communication• 8 years experience in Marketing, with leading innovation projects, business and

marketing strategy, brand awareness, product launches, advertising campaigns (brand awareness) and management e-retail channels and e-commerce.

• Solid knowledge and experience in managing digital projects, communication and marketing planning, participation in the corporate strategies and responsible for evaluating digital return, digital funnil routine, join the brand awareness with convertion sales.

• Manage in the implementation of other digital marketing activities such as SEO/SEM, email marketing, digital media campaigns and social media.

• Solid knowledge and experience with analytcs in digital projects and business inteligence, domain the KPIs with Google Analytcs, Google Adwords, Facebook Ads, Programatic Media, DoubleClick, Social Mantic and Scup.

• Experience with social media planning: activation, promotion, communication, CRM, user attendance, analytic behaviour (Scup).

• Digital marketing strategy management with advertising agency, Google, Facebook and Scup.

• Management of the marketing budget, P&L and Finance Cost.• Responsible for the implementation of E-commerce (e-business) and Market

Place (e-retail), from the initial stage of detailing services, P&L, KPIs, contract SLAs with partners (fullfilment, backend, frontend, SAC, ERP). Responsible for supporting and supporting the planning and development of strategic accounts in the online channel, with growth potential in the sales área.

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

Digital Marketing and

Communication

CasesDigitalSportt.comSportt.com.br