nepa blogcon 2014: session 1 - brian coe, the wilkes-barre/scranton penguins
DESCRIPTION
Presenter: Brian Coe, the Wilkes-Barre/Scranton Penguins Title: Slapshots & Social MediaTRANSCRIPT
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SLAPSHOTS & SOCIAL MEDIA
How the Wilkes-Barre/Scranton Penguins use social media to engage fans &
increase brand awareness
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THE TEAM• One of 30 teams in the American Hockey League (AHL)• Top developmental team for the Pittsburgh Penguins• More than 120 players have suited up for both WBS and
Pittsburgh since 1999• 10 former WBS Pens (players & coaches) were members
of Pittsburgh’s 2009 Stanley Cup winning team• 16th season in the AHL starts TONIGHT!
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THE FRONT OFFICE
• Brian Coe– Journalism degree from Ohio University– 20 years in professional sports
• Pittsburgh Stingers (CISL) 1995• Pittsburgh Penguins (NHL) 1996-2005• Wilkes-Barre/Scranton Penguins (AHL) 2005-present
– Oversee game night entertainment, communications, community relations & the team’s online presence
– SlapshotsAndSocialMedia.wordpress.com
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THE PLAYERS
• Brian Coe– Marketing/Sponsorship Updates– Game Updates– General Engagement– Customer Service
• Mike O’Brien (broadcaster)– Press Releases
• Ticketing Staff (three members)– Customer Service
• Social Media Intern(s)– Game Updates– In-Arena Activities
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THE GOALS
• Spread Our Messages– Games/Tickets– Player/Team News– Merchandise– Special Events
• Engage Our Fans– In-Game Activities– Online Contests, Votes and Polls– Fun Posts
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THE GOALS
• Support Our Sponsors– Team/Sponsor Tie-Ins– Specific Messages– Player Appearances
• Data Gathering– Fan Votes– Online Contests
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EQUIPMENTwbspenguins.com
/WilkesBarreScrantonPenguins
@WBSPenguins
@WBSPenguins
/AHLPenguins
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EQUIPMENT
/WBSPenguins
/WBSPenguins
WBS Penguins
/Wilkes-Barre/Scranton Penguins
Various
iPhone/Android@WBSPenguins
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EQUIPMENT
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THE GAMEPLANPlanned and Scheduled Posts
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THE GAMEPLANPlanned Recurring Posts – Trivia Tuesday
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THE GAMEPLANPlanned Recurring Posts – #TBT
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THE GAMEPLANPlanned Scheduled Posts – Special Events
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THE GAMEPLANPlanned Scheduled Posts – Special Events
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THE GAMEPLANPlanned Scheduled Posts – Happy Birthday
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THE GAMEPLANPlanned Scheduled Posts – TDIPH
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THE GAMEPLANPlanned Scheduled Posts – Top 10 Countdown
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THE GAMEPLANPlanned Scheduled Posts – Off The Wall
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THE GAMEPLANAnytime, Organic Posts
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THE GAMEPLANOrganic Posts – AHL News
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THE GAMEPLANOrganic Posts – Player Movement
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THE GAMEPLANOrganic Posts – Player News & Awards
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THE GAMEPLANOrganic Posts - Alumni
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THE GAMEPLANOrganic Posts - Alumni
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THE GAMEPLANOrganic Posts – Off The Wall
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GAME DAY
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THE GAMEPLANGame Day: Pregame Posts
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THE GAMEPLANGame Day: In Game Updates - Twitter
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THE GAMEPLANGame Day: In Game Updates - Facebook
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THE GAMEPLANGame Day: In Game Updates - Pinterest
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THE GAMEPLANGame Day: In Game Interaction
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POST GAME
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THE GAMEPLANGame Day: Postgame Updates
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THE GAMEPLANGame Day: Postgame Updates
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THE GAMEPLANGame Day: Postgame Updates
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THE GAMEPLANGame Day: Postgame Updates
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THE RESULTSEngagement, Reach and Growth
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THE RESULTSEngagements (July 1, 2013-June 30, 2014)
Facebook Post Reach = 7,190,927
Facebook Total Reach = 10,202,286
Facebook Engagement = 286,701
New Followers = 28,228
Total Followers = 47949
Facebook Growth % = 143%
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THE RESULTSEngagements (October 1, 2013-June 30, 2014)
*Impressions = 12,569,642
Engagements = 211,025
Tweets = 2,626
New Followers = 6,592
Total Followers = 25,452
Twitter Growth % = 34%
* Stats starting October 15, 2013
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THE RESULTSEngagements (July 1, 2013-June 30, 2014)
Engagements (Likes/Comments) = 34,887
Engagements Per Post = 242.27
Posts = 144
New Followers = 2,612
Total Followers = 4,726
Instagram Growth % = 123.55
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THE RESULTSWebsite Traffic (July 1, 2013-June 30, 2014)
Users (Unique Visitors) = 313,767
Pageviews = 1,248,266
Sessions (Visits) = 583,091
Pages Per Session = 2.14
61,567 Sessions from Social Media Outlets• 66% from Facebook / 30% from Twitter
30,588 Users from Social Media Outlets• 67% from Facebook / 27% from Twitter
89,272 Pageviews from Social Media Outlets• 68% from Facebook / 28% from Twitter
ACQUISITION
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THE RESULTSData Gathering (June 10, 2014 – September 9, 2014)
• 1,168 Responses
• 614 Unique Emails
• 14 Contests Run
• 439 Non Season Ticket Holders
TRIVIA TUESDAY
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THE TAKEAWAYHow Our Process Can Work For You
2) Schedule Posts (when possible)
1) Create A Calendar
3) Identify Your Influencers
4) Find Your Voice(s)
7) Ask and Answer Questions
6) Get Them To Your Website
5) Find Out Where Your Customers Are
9) Timing Is (Almost) Everything
8) Use Your Resources
10) Keep Experimenting
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HAVE FUN!