Sydney Cricket & Sports Ground Trust

Building fan engagement and welcoming first-timers

55
%
average increase in response time
60
%
increase in follower reach
83
%
more posts

The Sydney Cricket & Sports Ground Trust hosts almost 100 events every year, from sold out concerts and grand finals to smaller corporate and media functions. In one year they had more than 1.8 million fans come through the turnstiles – all for different reasons. With Local Measure they were able to find out more about those fans and create truly memorable experiences.

About Sydney Cricket & Sports Ground Trust

The Sydney Cricket & Sports Ground Trust comprises two stadiums, the Sydney Cricket Ground (SCG) and Allianz stadium. The SCG is a 48,000 seat stadium and the home of cricket and AFL (Australian rules football), while Allianz stadium, with 44,000 seats is the home of rugby, NRL and football. The precinct has shaped Sydney’s heritage and is located 15 minutes from the city’s Central Business District.

Challenges

The team at Sydney Cricket & Sports Ground Trust felt that they weren’t doing everything they could on social media in regard to the fan experience. Their goals were to find out more about the fans’ views and experiences, respond to feedback in real-time and elevate the fan experience.

“We want people to have a memorable experience when they come to our venues. The best way to share that is through the eyes of the punter – their memories and photos are unique and provide us with an insight into what watching live sport is all about.” Charlie Drayton, Media and Communications Coordinator at Sydney Cricket and Sports Ground Trust

Solution

By placing a geo-fence around the precinct, the team have been able to respond to patrons in real time, regardless of whether the fan has used the right hashtag or mentioned the stadium in a comment. A key part of the solution has been the ability to create funnels for social posts from people who visit the SCG or Allianz Stadium for the first time. The team have then been able to bring them a gift or piece of merchandise to officially welcome them.

 
 

In order to amplify the fan experience and create a sense of connection, the SCGT have also implemented user-generated-content galleries. Local Measure gives them the ability to repost fan photos on IPTV screens and super screens when fans are at the game.

Achievements

Greater engagement and faster response

As soon as they started using Local Measure the team were able to spot opportunities to engage with fans from the moment they walked into the venue. The platform has allowed them to find new ways to greet patrons and make them feel welcome, as well as answering patron queries or concerns during events. It has provided a wide range of conversations and images that the team wouldn’t otherwise be able to track.

Since they started using Local Measure, the team have been able to decrease the average response time by 55% (responding to social posts within 1h10min on average).

“It’s important that we find ways to listen to the views and experiences of our fans and Local Measure has allowed us to that.” Charlie Drayton, Media and Communications Coordinator at Sydney Cricket and Sports Ground Trust

Expanded Reach

The team have been strategic about leveraging the capabilities of social media and have set up notifications for when influencers, sports stars and celebrities post photos at the venues. The platform allows them to welcome the guests on social media and share what they have to say. By focusing their engagement strategy, they have seen a 60% increase in total follower reach. The platform has enabled them to make meaningful connections as fan posting skyrocketed – within one month, they had an increase of 83% more social posts. Local Measure helped make this surge manageable by allowing staff to engage easily and respond quickly to opportunities.

“Local Measure has provided us with a wide range of conversations and images that we wouldn’t otherwise be able to track.”Charlie Drayton, Media and Communications Coordinator at Sydney Cricket and Sports Ground Trust