What we do here at the Trail Blazers, behind the scenes. We bring the community together. We are charged with coming up with ways for fans to connect to the team and fans with each other in authentic ways. This goes beyond in-arena, on broadcast, on the site. This is something that needs to be woven deeply into the core on who were are as a business and team.

If you’ve followed this rarely updated blog, or more likely my twitter feed (@darbison), you will know that this is the core to the initiatives that we have worked on for the past 5 years. From iamatrailblazersfan.com (v1, v2) to trailblazers.tv live shows, live chats during games and ongoing strategies through twitter (@pdxtrailblazers), Facebook and mobile. This will always be the first and foremost on our strategy, how does this premium content involve and engage. It is one thing to have a player with one of our hosts sit down and talk for an hour, it is another thing for the fans be the ones to ask all the questions.

This next season, I’m looking forward to pushing the envelope on what we do with fans during the games. A lot of people focus on the in-arena experience from a social perspective. I think that’s a short-sighted approach. Of course, these are your ticket holders and are the most important paying customer, however; they are not the most numerous. How we engage the audience that is watching at home on tv or following along in another country. That is where the masses are.

Our challenge is to answer this question. “How do you capture the excitement of being a fan in an arena with 20,000 other people, and bring it to someone who is by themselves on their couch?” As a fan, you want to feel like a part of something larger. Hence, why we have put so much into iamatrailblazersfan.com. Where iama, is a community that runs constantly and is there to fill-in the gaps between games, we need to figure a way to evolve the game-day experience for a digital fan.

In the past two years we’ve pushed our Game In Progress page as the homepage of trailblazers.com during the actual game (~7% of all total page views for our digital properties came from the Game in Progress Page). We have augmented this page as we have gotten feedback on fans like or don’t like. Adding in:

• Live scoring for the Trail Blazers centric mini-fantasy basketball game “Your Starting 5″
• Added live video of the pre game, half-time, post-game show
• Allowed “SuperFans” to be autopublished in the Game Chat
• Pulled in Facebook and Tweets that are tagged with specific game hashtags

Where I would like us build from here is the greater use of video, audio and simultaneous events. How do we as community and brand builders get the people at home to be chanting “DE-FENSE” like 20,000 of their fellow fans are doing in arena. We have some exciting features we are looking at rolling out for the game in progress page, so stay tuned.

Ok, there are so many of these services out there… Qik, Justin.tv, YouTUBE is rumored to be bringing live streaming… so I’m testing out Yahoo Live to see how I like it for the Trail Blazers. Getting behind the scenes footage is always a challenged, but sometimes it is the editing that is the largest hurdle. Finding time to edit the 4 hours of video that is shot into a 1-2 mintue short. Streaming live from certain events might be the way to go. So, I’ve created a really boring live stream of me working. Yeah, boring, but I’m going to see how it works from the backend.

What a crazy last couple of months. We really have had no downtime here at work…

1) We took on the interactive marketing for the Rose Quarter. This is no small feat as there are a lot of events that go on at the Rose Quarter.

2) Upped our coverage of the team in the off-season (Jim Taylor, BlazersEvangelist, traveled to New York and Las Vegas to cover the draft and summer league)

3) Brought in a new email marketing tool, Eloqua. This tool has some really remarkable features including a good integration to CRM and automated work-flows for drip marketing campaigns.

4) Greg got hurt. This one was tough since there was so much buzz about all the guys coming back early and playing together. Greg doesn’t get out on the court, but we will cover his comeback (video features of his rebhab, checkins with the trainers etc) and will be able to involve him more than if he was playing.

5) Launched our new season campaign titled “Rise With Us”. Pretty cool in that it goes beyond the organization. We will be placing cameras in the hands of the players, fans, employees to show what it means to be a part of this team. We should capture some really exciting footage of locker room talks, fans getting ready for the games, players on the road. I’m excited to see some of the stories unfold. More about Rise With Us in a future blog post.

6) Make It Better. This is relaunch for our Community Outreach program. We are launching this today and is to show how the whole organization “Makes It Better”. I think it is really cool all the work that the employees here take part in on a weekly basis. From the weekly projects in the summer to the larger projects during the season. One of those large in-season events is coming up on Monday next week (Harvest Dinner). We will be feeding over 5,000 homeless people here at the Rose Garden. The players get involved and man the food line, I think this year I’ll be helping with haircuts. I doubt I’ll be giving haircuts, that duty ended in college… probably helping with crowd control.

7) Upcoming Greg Oden Bobblehead night (Friday, November 9) and 90 & 92 Heritage night with Drexler, Porter, Williams, Duckworth and Kersey (Tuesday, November 13).

I don’t want to turn this into a promotion of all the events the Trail Blazers have coming up. More of, wow… there is a lot of work that has been done here at the organization… and still a lot more to come.

Iamatrailblazersfan.com continues to grow (over 8,500 members) and will be working on getting more this season. This is going to be a focus of mine in the next couple of months on how we can improve involvement in the social network. I will save all my current thoughts about social networking in upcoming posts, but they include: Facebook (I’ve found really good value so far with FB), LinkedIn (Is this like collecting baseball cards?), Twitter (one of the reasons I haven’t blogged in awhile), blogs in general, and finally Google’s announcement to Open Social.

Ok, let me start off by saying, I played highschool basketball. By no means was I the best player on the team… however, I was fortunate to start most of my career. That was waaaaaay too long ago. And as time has eaten away at my vertical leap, it has also eaten into the amount of time I can set aside to playing ball.

College was the first time in 10 years when I hadn’t been on an “organized” basketball team. I played intramurals and loved doing so, but that is a poor substitution for having strategy, plays, a game plan for your own players strengths, a game plan for the opponents strengths. Practice. These are all things that go out the door during intramurals. Now, some intramural geek will probably comment saying that they were hard-core and had some crazy 1-2-2 press they ran when they made a basket. (These are the same nerds that tape a playbook to their arm for football intramurals). Meeting people, joining organizations, school work, staying up late… all these things got in the way of playing basketball.

Once I graduated college I went into the work-force and had to work two jobs to make sure I could pay rent. I didn’t live in some pimped out palace, my jobs just didn’t pay. So between two jobs and staying out late, and of course, meeting people, basketball suffered. Now I would play an occassional pick-up game or in a rec league, but once again, it pales in comparison to actually playing on an organized team.

That brings me to today. I have an awesome family which I want to spend as much free time with as possible… Jack, my 4 month old son, Jack, just learned how to blow a razzzberry with his mouth. Yes, I’m easily entertained. I also have a job that I love with a great BASKETBALL organization. Funny how things come back into your life. Today I will be playing with some of my fellow teammates here at One Center Court (the home of the Portland Trail Blazers) in a 3-on-3 tournament to benefit Oregon Special Olympics. Great cause and a TON of teams enter. We have over 500 this year! I’ll be playing in the Corporate Challenge against other corporations. I’m not sure if these other teams have practiced… but we did at the Practice Facility and are ready to take it to them. Of course, my hand is bruised, I already have blisters, and I think my left ankle might become dis-attached at any moment, but at least, I get to play basketball.

This post is all over the place, so much I’m redoing this first sentence, bear with me as I have brain diarrhea in the next couple of paragraphs… I’ll work on being more succinct later.

Things are moving at a fast pace at the Portland Trail Blazers. Brandon won Rookie of the Year, we win the lottery, we launch a microsite, Greg Oden and Kevin Durant come into town this week. Hectic.

I’ve heard about Twitter for some time, but the guys at Substance who did the microsite suggested we use Twitter in the microsite as a way to push the info about the draft process and the inside look of what is going on. It’s been awesome. I can’t say enough cool things about Twitter. If you haven’t checked it out… do so today. We’re updating as frequently as possible and encouraging fans to sign-up for mobile alerts. When we update the feed, if you’ve subscribed via mobile, you’ll get a text message with our latest updated. My feed is here and the Portland Trail Blazers is here.

Also, we’re hiring at the Trail Blazers… I’m on the lookout for someone who I can off-load some of the production work that I get to, but don’t have enough time to really really push the design and interactive envelope. I’m looking for someone who understands where the web is tomorrow, not today. I really need someone with solid Flash skills and CSS background. I know, a tall order… BUT I’m hopeful. I am looking for an Interactive Specialist.

One person’s blog I found off of Twitter was iJustine at Tasty Blog Snacks. I have to say I’m impressed with the content and the use of video on the site. She does a great job of bringing you into the snapshot of her life by “lifecasting” (I like the video with the cam on her head talking to herself at a coffee shop admitting that she looks insane)… it doesn’t seem fake, but is far from boring. It’s not like watching some dude in his mom’s basement playing air guitar or talking about Open Source on how it will save the world. She walks around her normal day and edits it into video clips and broadcasts it. Very much like reality TV, but unscripted… or at least it appears so. I didn’t notice any stunt doubling.

BTW the video site she uses is Viddler. Totally dope site. I’ll do a post later about them.

So the hunt is on for another part of my team. I guess the guys at Substance and I will be competing, who can get the cooler person first. I think they have me beat due to the collection of electric guitars at their office. I think I have the organ from the Memorial Coliseum somewhere.I told you this was all over the place… and now, you can stop the circus music playing.

A couple of months ago we brainstormed to come up with an idea to help promote Brandon Roy for the Rookie of the Year in the NBA. We wanted to send a fun press kit to the voting members of the media. We tossed around several ideas, but one stood out, using a local Portland based company product that embodied Brandon Roy’s game. The idea was to send a Brandon Roy Leatherman tool to the members of the media. Leatherman Tools (founded in 1983) are known for their versatility. Brandon’s game is very similar. He isn’t a one dimensional player. Leading the rookie class in points per game 16.3, assists per game 4.0, and 5th in rebounds per game 4.4, Brandon consistently has filled the boxscore with stats that usually have a number in each of the columns (sometimes 0′s for turnovers).

We’ve been getting some good press about the tool (check out this MP3 from Jim Rome, courtesy of 1080 The FAN) and momentum for Brandon’s bid for Rookie Of the Year. It will be a tough case for anyone else to make an argument for the award. Bargnani is sidelined the rest of the season with an appendectomy, Garbajosa has to have surgery on his leg, Rudy Gay isn’t on a team that has won more games than Portland AND he doesn’t have as good as numbers in any of the categories.

Brandon’s stiffest competition might come from his teammate LaMarcus Aldridge. Aldridge has been putting up really good numbers since All-Stars. Especially since Joel Przybilla went down with a knee injury and LaMarcus became the starter.

The Leatherman tool promotion was great to see people here at the Trail Blazers collaborate in making this happen (thanks to Todd Bosma for the originator of the Leatherman tool idea) and for Leatherman to team up with us in creating these one of a kind collectors peices. We did a limited over-run, so you can buy them for $45 in our online store. Seriously, these are going fast. We’ve sold 1/4 of the inventory in 3 hours. Damn, that’s hot.

Here’s a ticket deal for all who come to my blog (as a little thank you)… Get 50% off tickets for the Clippers game (this Saturday 3/31) and the Sonics game (4/14). The yellow seats are pretty good for $25.

Click here to get your ticket deal… now you can’t say I never gave you nothin’.