Crafting a social networking plan    your audience will adore:   A focus on the Montreal Canadiens        largely untapped...
Outline• The NHL and social media (focus on Twitter)• Fan identification in the Twitter age• Case Study: Montreal Canadien...
The NHL and Social media• Most educated, tech savvy, youngest fans  (Simmons Market Research)• Teams, league employees and...
Digital fandom 2.0• Static shrine websites with message boards   immediate interactive multimedia platforms• Web 2.0 + gl...
Sport fan identification                                                    Fan identification ladderFan identification:  ...
Twitter marketing• Traditional entryways enhanced by Twitter• Focus on engaging people, not marketing product• Team follow...
Habs 1.0: 2009-2010          Issues                                           Presence• Unique dual language :            ...
Things other teams do well•   @NHLBlackhawks: Live-tweeting games and creating fan hype•   @PhoenixCoyotes: Players engagi...
Towards Habs 2.0: Suggestions• Create more branded, official interactive content that fans  can engage in and with.• Add c...
Habs 1.5: 2010-2011• Still failing to engage• Started @FanJamCHC• “Habs” copyright claims• Custom URL shortner  (goha.bs)•...
Habs takeaways• Need for standardized  the NHL social media  experience through  league-wide guidelines• Need for Emerging...
Best Practices• “Get” it and be authentic or it won’t work.• Social media is just another element in the  PR/marketing/com...
Questions?Email me:njinnah@gmail.com                                Thank you for your                                    ...
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Crafting a social networking plan your audience will adore: A focus on the Montreal Canadiens' largely untapped fan base

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Presentation given at the 2011 North American Society for Sport Management conference at the University of Western Ontario in London, ON on Saturday, June 4, 2011.

Case study data collected following the 2009-2010 NHL season.

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Crafting a social networking plan your audience will adore: A focus on the Montreal Canadiens' largely untapped fan base

  1. 1. Crafting a social networking plan your audience will adore: A focus on the Montreal Canadiens largely untapped fan base By Naila Jinnah MA Candidate, Queen’s University NASSM Conference, London, ON, 2011
  2. 2. Outline• The NHL and social media (focus on Twitter)• Fan identification in the Twitter age• Case Study: Montreal Canadiens from 2009 to 2011• NHL Team successes on Twitter• Takeaways and Best Practices• Questions? PeterRobertCasey.com NASSM Conference, London, ON, 2011
  3. 3. The NHL and Social media• Most educated, tech savvy, youngest fans (Simmons Market Research)• Teams, league employees and players are encouraged to have a Twitter presence• Fans use Twitter to: – Communicate, BIRG, CORF, discuss the game – Discuss media reports (news) – Ask reporters (etc) for team info – Reply to players, ask for retweets, ask questions NASSM Conference, London, ON, 2011
  4. 4. Digital fandom 2.0• Static shrine websites with message boards  immediate interactive multimedia platforms• Web 2.0 + globalisation = fan power• Cross-platform game-watching experience• Audience  Producer• Sport as “simultaneously embodied and mediated experience.” (Hutchins & Mikosza, 2010) NASSM Conference, London, ON, 2011
  5. 5. Sport fan identification Fan identification ladderFan identification: (Rein et al., 2006) “the personal Ensnared fans commitment and emotional involvement Insiders customers have with a Attachers sport organization.” (Sutton et al., 1997) Collectors• Can change over time Wallets• Impacted by various Eyeballs characteristics. Indifferent fans NASSM Conference, London, ON, 2011
  6. 6. Twitter marketing• Traditional entryways enhanced by Twitter• Focus on engaging people, not marketing product• Team followers are engaged year round and follow content everywhere (AFL Survey, Coyle Media, 2010) fan engagement = fan identification levels In other words… fan $ spent, which means… revenue & brand growth = revenue potential NASSM Conference, London, ON, 2011
  7. 7. Habs 1.0: 2009-2010 Issues Presence• Unique dual language : • No official Facebook page or Need for French and group presence. English updates. • FB app only “official”• Closed organization (tight- because linked from website. knit, close-minded). • @CanadiensMTL: straight• Highly demanding fans: forward factual updates. hyper-interested, hyper- • No interaction on any knowledgeable and hyper- platforms: all one-way. aware. (SportsFanGraph.com) • Un-moderated standardised• Historic team reputation. website message board. NASSM Conference, London, ON, 2011
  8. 8. Things other teams do well• @NHLBlackhawks: Live-tweeting games and creating fan hype• @PhoenixCoyotes: Players engaging and converting fans• @VanCanucks: Giveaways and tweet-up contests• @NHL_Sens: Minimal effort to meet the needs & wants of fans• New Jersey Devils Facebook Page: Volunteer “Devils Army Generals” interact with other fans through social media Proof that it works? Fans told @DP_57 (St Louis Blues) they started watching hockey after following him on Twitter NASSM Conference, London, ON, 2011
  9. 9. Towards Habs 2.0: Suggestions• Create more branded, official interactive content that fans can engage in and with.• Add community-related and –created content.• Offer social media training for players so they can contribute to the conversation in a “safe” way.• Integrate existing communities FIRST, THEN build it (with your branding strategies) and they will come (migrate for the benefits you provide).• Blend communications, public relations and marketing approaches and strategies. NASSM Conference, London, ON, 2011
  10. 10. Habs 1.5: 2010-2011• Still failing to engage• Started @FanJamCHC• “Habs” copyright claims• Custom URL shortner (goha.bs)• Using fan hashtag #gohabsgo instead of standard #Habs NASSM Conference, London, ON, 2011
  11. 11. Habs takeaways• Need for standardized the NHL social media experience through league-wide guidelines• Need for Emerging Media Coordinator• General belief among some executives that social media can’t do anything more than traditional marketing. NASSM Conference, London, ON, 2011
  12. 12. Best Practices• “Get” it and be authentic or it won’t work.• Social media is just another element in the PR/marketing/communications toolbox.• Social media is a long-term plan, not a short-term goal. NASSM Conference, London, ON, 2011
  13. 13. Questions?Email me:njinnah@gmail.com Thank you for your attention throughout my presentation! Tweet me:@nailajSee this presentation again:www.slideshare.net/nailaj NASSM Conference, London, ON, 2011

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