NBA Digital Disciple Series: 5 Learnings From The NJ Nets

30 teams. 7 weeks. 2 bloggers. 1 mission: to share our learnings of how NBA teams uniquely leverage digital tools to build fan community.

As students, or disciples of the game, we'll supply you with the doctrine - 5 takeaways per team - and raise you one 'enhancement suggestion' for each learning that's highlighted.

Then, we'll wrap it up, pick a winner and send you on your merry way to apply and spread the gospel; or something like that. Kapish?

Let's go!

First up, we have a team in location and ownership transition, the New Jersey Nets. A bottom of the cellar win-loss ledger aside, the Nets' social media record is anything but meat-and-potatoes. These guys go hard.

So what's unique?

1) Two-way tweets - Social media was designed to be...(wait for it) ...'social.' While effective listening remains a paramount element of communication, interaction and engagement are the cornerstones of today's highly accessible and scalable publishing platforms. The Nets are "in" the conversation. If you mosey on over to the Nets Twitter page, you'll see plenty of @replies in the their timeline. The Nets are leveraging the microblog as a walkie-talkie rather than a bullhorn. They even publish a contributor's name, Ben Couch, on their Twitter background, which further humanizes the brand.

-- Plus 1: Put Ben and the other tweeters' photos on the background. You know, the 'faces to names' thing.

Howdy, Ben!

Kid's coolness factor = 10/10

2) Sly's Den - Sure, most NBA teams have a mascot. But how many teams build a community around their furry, fictitious ambassadors to connect with fans? Sly's Den not only has a presenting sponsor to offset the development and maintenance costs for the suite of games and multimedia content it offers, but they also have a digital coloring book for kids. How cool is that? You can try your memory in Sly's Teaser Game, browse through the fan photo gallery or contact Sly directly. This silver fox knows how to keep you in his den.

-- Plus 1: Add capability to email or outpost digital coloring book pictures when done.

Check in. Be rewarded.

3) Gowalla ticket promos - It's no secret the Nets are getting strategic consumer branding advice from the highly capable team at VaynerMedia. Co-founder, Gary Vaynerchuk, is an investor in Gowalla, the location-based social networking game that rewards users for "checking-in" at various locations. Maximizing this partnership, the Nets recently gave away 500 tickets (in pairs) to their last home game to fans who checked in with Gowalla at various venues around New Jersey and New York City where one might go to watch a basketball game.

--Plus 1: Start next season the same way at the Prudential Center.

4) Nets Reporter For a Game - Here's a win-win. Create an opportunity for aspiring young journalists/fans to have their story published on your team's website for the world to see. This is a great way to get young fans to become active writers, follow your team closely and reward their creativity and fanhood.

--Plus 1: Currently this initiative is part of a paid fan experience. Create a similar contest for free. Offer it monthly.

Pause.

5) NETSational Seniors - Okay, this has nothing to do with digital, but I'm biased here. My mother runs an adult day care center; so when I see a group of silver-haired sixty-somethings locking and popping, it catches my attention. Basketball fans come in all shapes and sizes, seniors included. The NETSational Seniors perform hip-hop routines at select home games, make event appearances and host adult dance classes. Talk about a clever way to extend your audience.

--Plus 1: Facebook's median age demographic is trending upward. My grandfather (at 83) has an account. Let's get the NETsational Seniors a page.

YOUR TURN:

What did we miss? What did we get wrong? Please share below.