DIGITAL DATA STRATEGIST 2015 STOCKHOLM

STOCKHOLM 9 APRIL 2015

NewsmeFantasy League Concept

Table of Content 2Fantasy League 3

What is it? 3Why is it? 3Deeper and More Accurate Data Pool 3How it works? (Summary) 4How it works? (Step by Step) 5The Season in Play 6Selecting League Matches 6Random Thoughts 8League Manager Page Structure 9Team Manager Page Structure 9League Table Page Structure 10

Table of Content

A platform for a community based fantasy soccer league that allows for a manager to set up their own league to play within their social network. (League created will only be seen by those within the chosen network)

In the wider context of News Me’s business objectives and its relevant value chains, an opportunity has been identified that can improve and optimize the current existing business model and revenue flow.

It is an opportunity to create a networked platform that can better work with Newsme’s cross-site traffic flow.

It will potentially help with new traffic acquisition. It will help in gathering a more accurate and in-depth pool of user-based

data. It will be an enhancement to the current way that News Me engages its users

by creating a richer interactive user experience. It will hopefully expand Newsme’s social reality indexing.

By “creating a ‘Google Analytics identifier’ (G.A.I.D) which is mapped to the username registered and [one that is] used to send tracking data to Google Analytics,” News Me will be able to track data for each individual user within their database. (an alternative is inspectlet.com … but this option will take time since it calls for much user trust when it comes to “the how” of method in tracking a user)

Example suggestions of what to track using a ‘Google Analytics identifier’

Frequency of usage Length of each session use of the platform Call to Actions taken (ex: Social Actions: Facebook Shares, likes,

comments, etc...) What else on the website they use Crossover use of links to relevant articles on Fotbollsdirekt Event tracking on ad campaigns shown

Fantasy League

What is it ?

Why is it ?

Deeper and More Accurate Data Pool

A user will click the “manage a fantasy league” icon and register themselves as a manager and create a league. Then they will send out links to people they want to invite to participate in the league. Those that want to participate in the league will create a team to play in the league through a player drafting process. The league will run in the same format as a real league would run; having individual teams play head to head matches and be ranked on a table. The team that stands on top of the table at the end of the season will be declared the winner of the league. Throughout the season there will be opportunities to highlight top scoring players and top scoring teams.

Data Sources Needed:

Eliteprospects.com/football

o Current players by position

Goalwire

o Gameplay Goals (“player” and “team scoring”) hat trick gives an extra point own goal subtracts a point

o Penalty Goals (“player w/ made penalty shot” and “player w/ missed penalty shot” and “player w/ goalie as position w/ saved penalty shot”)

o Yellow Card (“player w/ yellow card received”)

o Red Card (“player w/ red card received”)

o Games without any cards given (“player and full game w/o a referee card given”)

recorded by increments of 3

o Gameplay Shots Saved (“player w/ shot saved w/ goalie as position”) recorded by increments of 3

o Assist on Gameplay Goals (“player w/ assist”)

o Full Game played without any Goals Against (“player w/ goalie as position w/ shutout game ”)

How it works ? (Summary)

“Manage Fantasy League”:

opens a page for a user to register as a league manager with: Username Full Name Age Gender Native Language Main Interests (Favorite Sport, Favorite League, Favorite)

“Create League”:

opens a page for a user to create a league Enter League Name option Enter Rules for the league (News Me can give selectable options) Send out emails with links to invite people to join the league

(Those that click yes to join the league will then be opted to register themselves as team managers and create a team to play in the league through a player drafting process)

“Yes join league and register as a team manager”:

opens a page for a user to register as a team manager with: Username Full Name Age Gender Native Language Main Interests (Favorite Sport, Favorite League, Favorite)

“Create Team”:

opens a page for a user to create a team Enter Team Name option Enter team into the draft (a randomizer will be initiated by the league

manager once all teams have been created and entered into the draft)

How it Works ? (Step by Step)

Drafting Players: (The order of the draft will be determined by the randomizer)

A list of current players will show by position and each player will select from it using the order given by the randomizer … there will be 6 rounds in the draft. Round One (1 goalkeeper, 1 defender, 1 midfielder, 1 forward) Round Two (1 defender, 1 midfielder, 1 forward) Round Three (1 defender, 1 midfielder, 1 forward) Round Four (1 midfielder) Round Five (1 reserve any position) Round Six (1 reserve any position)

Once the draft has been finalized … the league can begin its season of play. (a trade mid-season is possible using the same process as drafting a player…deselecting a player and selecting a new player…with a limit of 2 to 3 trades being made. Also if injuries occur through the season the league manager should allow for trading.)

The league will run in a weekly team versus team format parallel to a real league in play during its season. The structure will be individual teams playing weekly head to head statistical comparison based matches where different statistical outcomes will yield in plus or minus points, so that when combined can determine a resulting outcome. Once the outcome in results has been tallied, each team will be ranked on a table much like how teams are ranked in a real league’s table (number of matches played...wins...draws...losses...points for...points against). The team that stands on top of the table at the end of the season will be declared the winner of the league. Throughout the season there will be opportunities to highlight top scoring players and top scoring teams.

(http://stackoverflow.com/questions/9458826/algorithm-to-select-random-pairs-schedule-matchups)

The process for matchups to be selected when using a randomizer will be dependent on the number of teams in the fantasy league versus the number of matches in the

The Season in Play

Selecting League Matches

real league’s season. (Example: If there are 16 teams in a real league that are playing 15 home games and 15 away games, which total 30 games in a season for a real league, and there are 4 teams in the fantasy league, then each team in the fantasy league will play 5 cycles of 3 home games and 3 away games of head to head matches…for a total of 30 head to head statistically driven matches in the fantasy league season). The “leftover cycle” below is a cycle in which not all teams in the fantasy league will play against each other (it is only so that the fantasy league’s season can align with the same number of total matches played in the real league’s season)(Example scenarios of how a randomizer can select match-groupings for a fantasy league season using different possible participating numbers of teams and Sweden’s Allsvenskan as the real league)

Allsvenskan: 16 real league teams during a season (1 cycle: 15 home and 15 away)

4 fantasy league teams during a season (5 cycles: 3 home games and 3 away games)

5 fantasy league teams during a season (3 cycles: 4 home games and 4 away games, leftover cycle: 3 home games and 3 away games)

6 fantasy league teams during a season (3 cycles: 5 home games and 5 away games)

7 fantasy league teams during a season (2 cycles: 6 home games and 6 away games, leftover cycle: 3 home games and 3 away games)

8 fantasy league teams during a season (2 cycles: 7 home games and 7 away games, leftover cycle: 1 home game and 1 away game)

9 fantasy league teams during a season (1 cycle: 8 home games and 8 away games, leftover cycle: 7 home games and 7 away games)

10 fantasy league teams during a season (1 cycle: 9 home games and 9 away games, leftover cycle: 6 homes games and 6 away games)

A possible launch can be done with Bloggers hosting leagues as managers.

Target audience profiles can be built by overlapping users according to answers they give during the registration process (favorite coaches, favorite teams, favorite real world league, favorite sport, etc…) and the franchise player they tag.

The structure of the league format should be cloneable so that it can be used with other sports. It will make it interchangeable so that it can be used to promote as many brands under the Newsme brand as possible.

Users should be allowed and encouraged to share their league results within their own social media platforms.

Once target audience profiles are built by overlapping users according to answers they give during the registration process (favorite coaches, favorite teams, favorite real world league, favorite sport, etc…) and the franchise player they tag, relevant content can be pushed to them from Newsme’s news sites.

Conversations started by users in the forum part of the community will give insights into what users feel is relevant.

Sportbutiken can better market within the community built is the thought in regard to marketing opportunities for BIG POPPA.

Random Thoughts

League Manager Page Structure

Team Manager Page Structure

If this proves to be successful, the structure is setup so that a fantasy league can be created for other sports with minimal adjustment (change needed only for the algorithm in calculating point scoring and drafting in relation to number of players and types of player positions).

Any questions about this report? Feel free to contact: Dagem Hailemariam0760185002 or dagem.hailemariam@hyperisland.se

League Table Page Structure

OSCAR.DIEDEN@HYPERISLAND.SE

NILS.DANIELSON@HYPERISLAND.SE

PIANPIAN.YANG@HYPERISLAND.SE

CAROLINE.THORDENBERG@HYPERISLAND.SE

DAGEM.HAILEMARIAM@HYPERISLAND.SE