Converting passions into new customers

VS

3º Man CityCompared to the sites of rivals like Man United and Chelsea, Man City has the worst access number, with bad index of bounce rate (57%), visit in pages and time of visit.

Similar Werb: 12/2016

Man United

Chelsea

3º Man CityCompared to the sites of rivals like Man United and Chelsea, Man City has the medium access number, with good index of bounce rate (57%), visit in pages and time of visit.

Similar Werb: 12/2016

Man United

Chelsea

4º MAN CITYCompared to the websites of rivals in England, Man City has the fourth highest score in SEO, far from the Man United, Arsenal and Chelsea.

Tools: neilpatel.com/

4º MAN CITYCompared to the websites of rivals in England, Man City has the third highest score in SEO, very close from the Man United, Arsenal, better than Chelsea.

Tools: neilpatel.com/

Tools: neilpatel.com/

Undisclosed button for converting access to e-commerce.

In the central part of the site the conversion strategy for e-commerce of the team is evident.

HO

TM

ED

IUM

Focus on news content, with carousel header, one e-commerce slide with product advertising.

Big website with many article and blocks content.

1º Click Brand Site 2º Click E-commerce

WEBSITE HAS AN OBJECTIVE NAVIGATION AND THAT FACILITATES THE CONVERSION TO E-COMMERCE, has up to three ways to reach the virtual store. It’s complies well with the aspect of linking and pagination, present a design and a differentiated navigation experience. Its follow the same visual identity between brandsite and e-commerce.

Website has a best navigation structure and design, especially header, with a lot of content. Great Highlights categorization hierarchy. Make good use of the club's visual identity. With a mobile or responsive site, this impacts on the Bounce Rate number.

The e-commerce with design focused on brand experience, uses the identity of the club. Usability and navigation starting by categories, with less focus on sku, offers a variety of product categories, and the aim of navigation and design. The platform owns the team. It benefits of free shipping, delivery up to eight hours in England. Works with language in English only. Major failure by the site not be responsive or mobile.

AVAREGE VISITS

BOUNCE RATE

Not a mobile or responsive site Not a mobile or responsive site

1.4M MOUNTH

USERS

DESKTOP AND

MOBILE

+16 MillionUVS/YEAR

AVERAGE

86%

14%17% OF THE AUDIENCE OF

THE REAL SOCIETY IS ADVISED OF

SOCIAL NETWORKS

+29MUSERS

+29M +3.9M +4.3M+812Mil

+29M

+16M Year

followers

2 Takeaways

CREATE A NEW WEBSITE AND E-COMMERCE PLATFORM

Man City Website Man City Shop

www.MANCITY.com

602K

148K

Conversion To Shop

Bounce RateConversion

103K

Conversion To Shop (-Bounce)

1.4M

Website Ticket Avarege

80,00Conversion Sales

Avarege

7%

Sales FinalAvarege (mounth)

560000

7K

Conversion Final

% Bounce Rate (57%) very high, with conversion to e-commerce medium, with 10% of total access. This impacts the final outcome of sales.

% Bounce Rate (30%) medium, access number can be improved according to investment media (19%) and website conversion for e-commerce.

Website E-commerce

New fan

Buyer

Fan supporter,

punctual buyer of

tickets and

products

Buyer

Frequent

Conversion

Website, StadiumAwareness

Kn

ow

led

ge

Frequency

Loyalty 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

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

ManCity.com

+29M

+16M 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

www.digitalsportt.com