Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa B...
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Digital and Social Media Sports Podcast Snippets, Episode 5 with James Royer

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James Royer, Director of Digital and Social Media of the Tampa Bay Lightning joined the Digital and Social Media Sports podcast to discuss digital and social media strategy, aligning with business objectives, and integration across the organization.

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Digital and Social Media Sports Podcast Snippets, Episode 5 with James Royer

  1. 1. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning On episode 6 of the Digital and Social Media Sports podcast, James Royer of the Tampa Bay Lightning discussed their social and digital media, the strategy and business objectives behind it, the importance of integration and buy-in across the organization, some of the new technologies they are exploring, and more. What follows are some of the best quotes and snippets from the interview. To listen to the full episode, visit the Podcasts page at DSMSports.net or find the podcast on iTunes. Enjoy and thanks again to @JamesRoyer! @njh287 DSMSports.net
  2. 2. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning “I went through the media relations route [into sports business]” – Royer started in media relations before transitioning into a marketing role. @njh287 DSMSports.net
  3. 3. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning “[With the NFL's Detroit Lions] We needed to treat ourselves a more of a media company.” - early notions of content marketing before it was a buzz term! Royer went from the Detroit Lions to creative/strategic marketing/digital agency called Organic back to sports with the Lightning @njh287 DSMSports.net
  4. 4. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning [While with the Lions] “Newspapers came out in mornings...there was one afternoon where our GM said we're going to look at quarterbacks in the draft...I wrote [about] it, put it on web, it blew up [right away]. It was old news in the next morning's newspaper.” @njh287 DSMSports.net
  5. 5. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning On early days of social media in sports “We saw the power in getting our message across [on our terms] and [controlling] what messages you want to get across.” @njh287 DSMSports.net
  6. 6. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning Key question: How do we get [messages and content] to people? Social media allowed us to do that and to connect with fans and their passion. @njh287 DSMSports.net
  7. 7. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning The Lightning was rebuilding their brand with new ownership having just come in... They really saw the value of social media and digital; senior leadership did too. @njh287 DSMSports.net
  8. 8. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning “We saw [social] as let's interact and engage with our fans. “Let's earn the right to market to our fans, by engaging with them first.” @njh287 DSMSports.net
  9. 9. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning Important early questions to answer: How do we merge content from our web into our social media efforts? Then, how do we align social media efforts with our business objectives. @njh287 DSMSports.net
  10. 10. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning We've been successful creating value for sponsors to work with us on social media...[it's less about selling] it's about presenting fans with a great opportunity [that they want] from sponsors. There is value for both fans and sponsors. @njh287 DSMSports.net
  11. 11. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning As we look at numbers and analytics, we look at how we compare to other teams [with similar relative numbers] [Numbers alone used to blow us away in the past w/ Detroit, but there is so much more to it now] @njh287 DSMSports.net
  12. 12. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning “You're competing for attention in the marketplace. On Facebook I'm competing with someone's grandma, friends, etc. How do I elevate my post to do better? It comes down to quality content.” @njh287 DSMSports.net
  13. 13. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning This episode's Helpful Tool: FollowerWonk, a tool to analyze your Twitter followers with a number of a detailed breakdowns about their profiles, interests, and level/timing of activity. It can also be used to search and filter Twitter users based on keywords in their profile. Use FollowerWonk.com to optimize your use of Twitter, learn more about followers and competition, and to discover potential influencers in your space. @njh287 DSMSports.net
  14. 14. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning My role is to understand where we are trying to go from a business perspective...as a [content and marketing] team, we work very closely and coordinate a lot. @njh287 DSMSports.net
  15. 15. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning We help others support their business objectives...[by asking] what are the best channels and messaging to get that out there? It's not always a marketing channel; it's about weaving it in [with content]; it's about what makes sense and has value for fans? @njh287 DSMSports.net
  16. 16. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning Our sponsorship team has gone into pitches leading with social and digital concepts...that's a function of the integration we have. [How do we create and produce what sponsor is seeking?] @njh287 DSMSports.net
  17. 17. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning We don't want digital and social media to sit in one department. We want it embedded throughout the organization, for everyone to think socially... My responsibility is making sure I'm arming our organization with stats and best practices from the industry. @njh287 DSMSports.net
  18. 18. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning On getting buy-in into digital & social media throughout the organization: Results speak for themselves...it's about telling those success stories and doing it in a way that says here's what we can accomplish...once we see the value, it's easier to sell that. @njh287 DSMSports.net
  19. 19. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning “If you know about your brand voice and biz objectives, it's about finding the best tool for the job. 'I want to use social to be good at business.' [@jaybaer]” @njh287 DSMSports.net
  20. 20. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning Important questions to ask about social & digital media efforts: How does this [tactic or platform] help us accomplish our business objectives? What value does it bring for us? [Royer states the example of Google Plus adoption and SEO objectives] @njh287 DSMSports.net
  21. 21. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning Important questions to ask about social & digital media efforts: How does this [tactic or platform] help us accomplish our business objectives? What value does it bring for us? [Royer states the example of Google Plus adoption and SEO objectives] You only have so many hours to put into social media - how do you best maximize the value of that time? @njh287 DSMSports.net
  22. 22. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning On the objectives and genesis of the Bolts Social Central: The focal point was: people to interact with us, but with each other. Social doesn't need to only happen online, it can happen in person, too. @njh287 DSMSports.net
  23. 23. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning Example of a promotion at the Bolts Social Central during a game: Cupcake giveaways in exchange for Facebook check-ins was a powerful example of building fan affinity, using that passion they have. @njh287 DSMSports.net
  24. 24. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning Our Instagram followers nearly tripled after Bolts Social Central started. People had a tangible way to connect. @njh287 DSMSports.net
  25. 25. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning The Bolts Social captain program: Invite social media influencers, they share game experience on SM [and Lightning amplifies with SM and hands-on enhancement]. It gets fans excited and creates another connection. @njh287 DSMSports.net
  26. 26. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning Lightning's Instagram freeze: First in pro sports to freeze their account and utilize all of Instagram's capabilities to make it fun and engaging for fans. Exclusive content and prize opportunities for IG followers, using geolocation tag, player messages, etc. @njh287 DSMSports.net
  27. 27. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning This episode's Shareable Stat: @njh287 DSMSports.net
  28. 28. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning On the Lightning's use of RFID chips in jerseys given to season ticket holders: Part of Jersey 1.0 was about helping to make arena full of TBL jerseys. Over 80% of fans used the RFID chip for merchandise/concessions discount. [2011-12 season] @njh287 DSMSports.net
  29. 29. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning Goals of Jersey 2.0: More capabilities, tying it into our mobile app, having a full and more complete view of the customers to serve up real-time, relevant messages to be more helpful for fans. It's exciting. @njh287 DSMSports.net
  30. 30. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning We've created our own data analytics team [reporting to revenue officer] charged with making sure there are no data silos anymore... How do we bring all the data we have together to be able to get the most use? [We can use data to] learn more about fans [and it] helps us know our customer and know our product. @njh287 DSMSports.net
  31. 31. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning On Tampa Bay head coach Jon Cooper being on Twitter @CoopersLaw: “[As an AHL head coach] Cooper saw the impact [social media] had on the camaraderie of players. He would use it in Syracuse to give them pats on the back.” “It's great to have a coach who understands social media and its impact and can utilize it.” [Royer told about how Cooper helped start the #BeatBoston tag during the MLB's Rays' postseason run] @njh287 DSMSports.net
  32. 32. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning Five For Fighting – some questions with Royer: Best TBL player on social media: Steven Stamkos (@RealStamkos91) He understands how he can use SM to drive revenue and sponsorships. He gets it. Teddy Purcell, Nate Thompson, Ryan Malone all have a lot of fun with each other on social media; they're the most entertaining. (@teddypurcell16), (@NateThompson44), (@Bugsy12Malone) @njh287 DSMSports.net
  33. 33. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning On social network he's most excited about near future: Excited about growth trajectory of Instagram [compares growth path to IG]... Also mentioned Vine as integration of video. Different platforms and different purposes being served [with content]. @njh287 DSMSports.net
  34. 34. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning Royer's Social Media All-Stars To Follow His Tampa Bay Lightning digital and social media colleagues: @JulieDolak and @CaityKauffman @njh287 DSMSports.net
  35. 35. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning Follow James on Twitter @JamesRoyer Find the Tampa Bay Lightning across all social media platforms! @njh287 DSMSports.net
  36. 36. Digital and Social Media Sports Podcast Episode 5 Recap James Royer, Director of Digital and Social Media with the Tampa Bay Lightning Thanks again to James Royer for sharing his knowledge and experience with us! Find more info on the Digital and Social Media Sports podcast at DSMSports.net and follow me on Twitter @njh287 @njh287 DSMSports.net

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