Brooklyn Nets On Digital Edge In NBA
The Brooklyn Nets have done a tremendous job in making the in-game experience at Nets games the best in the NBA in their inaugural season with the use of social media.
The ability to view highlights from specific cameras and order concessions from their apps is head and shoulders above most NBA teams. It also helps you get to the arena as well as find your way around the brand new facility.
The new Nets Digital director is Jayne Bussman-Wise, who is 31 years young and used to be the Manager for marketing and digital programs for the New York Rangers. She is now the Digital director for the Brooklyn Nets and the Barclays Center.
How large is your social fan base?
We’re almost to 900,000 on Facebook. When we came over from New Jersey it was under 170,000, so the growth we’ve seen from New Jersey to Brooklyn in a year is just incredible.
What platform is most effective in communicating with your fans?
Facebook reaches the most people for us, but Twitter is also so important because it’s real time and where news is breaking. We actually have a Twitter reporter who is at all our games and press conferences.
What have been some of the most important social teaching moments for you in Brooklyn?
The brand launch. To be a part of that was unlike anything I’ve ever done in my career, and social was an integral part of it. We teased out the social campaign with billboards that just said #hellobrooklyn. It really drove the conversation, so much so that we launched merchandise with that hashtag on it. And [recently] we clinched a playoff spot, so we launched #helloplayoffs to aggregate all the postseason conversation.
Is there anything intrinsic to Brooklyn that makes your job easier?
Brooklyn is inherently early adopting and innovative. … It’s also a basketball borough. There are so many courts that it’s a natural tie-in.
How is the stadium set up to encourage social chatter?
We have free open WiFi in the building and we have enough bandwidth so it’s as fast as anything you would have at home, with the idea that we want fans to be able to share their experience on Facebook and Twitter. We’ve also created mobile apps for the Nets and the Barclays Center. With the [latter], through Cisco StadiumVision Mobile [the only arena with this service], we provide four in-arena camera angles, and that you can only get when you are in the building. We always are talking about using technology to enhance the fan experience.
When is the best time for you to tweet/post during a game?
We see great social engagement during a close game during the fourth quarter. There have been a lot of studies recently that show social media can drive TV ratings and tune-in, and for us it’s how do we let our fans know and drive folks who might not be watching to turn the game on?
