#NBADigitalSeries 2013-14: Washington Wizards

(AP Photo/Nick Wass)

John Wall might be leading a re-birth in Wizard Basketball this season, but basketball has always been a team game. The 30 franchises that make up the league have generated a revenue pie in excess of $5 billion. The digital age has enabled this game to reach its worldwide audience anywhere, anytime. Teams can build up their own local fan base through the sundry of platforms available.

Much like our #NFLTechSeries, this time SportTechie delves into the digital strategies–from web, social media, mobile apps, and any other technological connection–of each team and analyzes them, including insights from some of the digital executives involved. Today, the #NBADigitalSeries 2013-14 continues with the Washington Wizards. Stay tuned to for ongoing coverage of the #NBADigitalSeries.

Washington (tech) Wizards

At first glance, the Washington Wizards appear average. They are having a middle-of-the-road season, with a win/loss record of 29-28; this subsequently secures them slot number 14 out of 30 in the NBA power rankings. If you have a list of the top NBA fantasy draft picks, it likely doesn’t have many Washington players on it.

In truth, though, the Wizards have the potential to be far from average. Despite their statistical shortcomings, this team is the sleeper of the NBA; their technological promise and dedication to their craft give them an undeniable edge.

Do it for the fans

(Washington Wizards)

Washington fans reap the benefits of most the team’s tech-savvy adaptations. In October 2013, the Wizards partnered with GovX, a Military and Government e-commerce site that offers special product discounts to those currently in the service, veterans, policemen, firemen, etc. Through this partnership, servicemen and women can receive 10% off of Wizards tickets.

This is a wise move on behalf of Washington; appreciation for veterans and for those who are serving our country shows that the team has heart. Fans value and respect a team that acknowledges them, and consequently are likely to remain loyal in spite of having an average season.

Another fan-friendly benefit that the Wizards have adopted is the digital ticket card. Rather than issuing conventional season passes, ticket-holders are now given cards. You can forward tickets to friends, purchase food and drinks (the next round will always be on you!), and manage your account online. Not only does this save the cardholders time and hassle, but it saves the team money on shipping. The ease of spending also boosts the Wizard’s concession-based revenue (it is way easier to swipe a card than hand over cash).

(SportVU)

Room with a VU

Last fall, all 29 NBA arenas were equipped with SportVU cameras. This implementation allows coaches, players, and even fans to track athlete performance. The data that the software captures is converted into stats measuring (among other things) a player’s speed and defensive abilities. The potential of this technology, if utilized correctly, allows for coaches to improve an athlete’s weakness while maximizing their strengths. If Washington can harness this information, they could significantly enhance the ROI on their young players. This type of statistical database could provide the Wizards with the tools they need to go from being average players to exceptional competitors.

Wizards gone (media) wild

The Wizards know where it’s at—and their variety of social media platforms is the proof. Washington has every social account possible, plus a blog, newsletter, and YouTube stream—this is franchise social media presence at its finest! Having this many media platforms makes the team available to a variety of fans—which is what every team wants. Fans bring you money—loyal fans bring support and repeatedly bring you money.

Again, though, they aren’t utilizing their full potential—the Wizards have average accounts to be kind. They have 212k followers on Twitter, but are only following 465 profiles. The Charlotte Bobcats have 188k followers, but are following 768 fellow Twitter users. Although Washington does a great job of posting regularly on their Twitter, they need to grow their following. One of the most effective ways to do this is to follow users back—it encourages interaction.

On The Wizard’s Facebook page, they have 362k likes, compared to the Bobcats 567k. Charlotte encourages interaction between fans and their Facebook page, creating a dynamic relationship that survives off of feedback. Washington’s page, however, is purely informative—there is no interaction. This is an easy trap to fall into—after all, it’s a page about the team, right? But if you want to garner fans, you need to make the page feel personal. Include pictures of the team doing things like charity events or visiting schools, or post funny, old school pictures and ask for opinions.

This fan/team relationship is essential—and while Washington has all of the right tools, they just haven’t quite maximized them yet.

The Wizards have been average, but have the opportunity to be more. Although they use some technology, they haven’t yet incorporated all of the great options that are out there including iPads on the bench and injury rehabilitation technology. The team has established social media platforms, but they haven’t yet fully optimized them. If they can properly utilize technological advances while building their fan base, they can go from sleepers to contenders in the East in the near future.

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