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NEPA BlogCon 2014: Session 1 - Brian Coe, the Wilkes-Barre/Scranton Penguins

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Presenter: Brian Coe, the Wilkes-Barre/Scranton Penguins
Title: Slapshots & Social Media

Published in: Social Media
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NEPA BlogCon 2014: Session 1 - Brian Coe, the Wilkes-Barre/Scranton Penguins

  1. 1. SLAPSHOTS & SOCIAL MEDIA How the Wilkes-Barre/Scranton Penguins use social media to engage fans & increase brand awareness
  2. 2. 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!
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. THE GOALS • Support Our Sponsors – Team/Sponsor Tie-Ins – Specific Messages – Player Appearances • Data Gathering – Fan Votes – Online Contests
  7. 7. EQUIPMENT wbspenguins.com /WilkesBarreScrantonPenguins @WBSPenguins @WBSPenguins /AHLPenguins
  8. 8. EQUIPMENT /WBSPenguins /WBSPenguins WBS Penguins /Wilkes-Barre/Scranton Penguins Various @WBSPenguins iPhone/Android
  9. 9. EQUIPMENT
  10. 10. THE GAMEPLAN Planned and Scheduled Posts
  11. 11. THE GAMEPLAN Planned Recurring Posts – Trivia Tuesday
  12. 12. THE GAMEPLAN Planned Recurring Posts – #TBT
  13. 13. THE GAMEPLAN Planned Scheduled Posts – Special Events
  14. 14. THE GAMEPLAN Planned Scheduled Posts – Special Events
  15. 15. THE GAMEPLAN Planned Scheduled Posts – Happy Birthday
  16. 16. THE GAMEPLAN Planned Scheduled Posts – TDIPH
  17. 17. THE GAMEPLAN Planned Scheduled Posts – Top 10 Countdown
  18. 18. THE GAMEPLAN Planned Scheduled Posts – Off The Wall
  19. 19. THE GAMEPLAN Anytime, Organic Posts
  20. 20. THE GAMEPLAN Organic Posts – AHL News
  21. 21. THE GAMEPLAN Organic Posts – Player Movement
  22. 22. THE GAMEPLAN Organic Posts – Player News & Awards
  23. 23. THE GAMEPLAN Organic Posts - Alumni
  24. 24. THE GAMEPLAN Organic Posts - Alumni
  25. 25. THE GAMEPLAN Organic Posts – Off The Wall
  26. 26. GAME DAY
  27. 27. THE GAMEPLAN Game Day: Pregame Posts
  28. 28. THE GAMEPLAN Game Day: In Game Updates - Twitter
  29. 29. THE GAMEPLAN Game Day: In Game Updates - Facebook
  30. 30. THE GAMEPLAN Game Day: In Game Updates - Pinterest
  31. 31. THE GAMEPLAN Game Day: In Game Interaction
  32. 32. POST GAME
  33. 33. THE GAMEPLAN Game Day: Postgame Updates
  34. 34. THE GAMEPLAN Game Day: Postgame Updates
  35. 35. THE GAMEPLAN Game Day: Postgame Updates
  36. 36. THE GAMEPLAN Game Day: Postgame Updates
  37. 37. THE RESULTS Engagement, Reach and Growth
  38. 38. THE RESULTS Engagements (July 1, 2013-June 30, 2014) Facebook Engagement = 286,701 Facebook Post Reach = 7,190,927 Facebook Total Reach = 10,202,286 New Followers = 28,228 Total Followers = 47949 Facebook Growth % = 143%
  39. 39. THE RESULTS Engagements (October 1, 2013-June 30, 2014) Tweets = 2,626 *Impressions = 12,569,642 Engagements = 211,025 New Followers = 6,592 Total Followers = 25,452 Twitter Growth % = 34% * Stats starting October 15, 2013
  40. 40. THE RESULTS Engagements (July 1, 2013-June 30, 2014) Posts = 144 Engagements (Likes/Comments) = 34,887 Engagements Per Post = 242.27 New Followers = 2,612 Total Followers = 4,726 Instagram Growth % = 123.55
  41. 41. THE RESULTS Website Traffic (July 1, 2013-June 30, 2014) Sessions (Visits) = 583,091 Users (Unique Visitors) = 313,767 Pageviews = 1,248,266 Pages Per Session = 2.14 ACQUISITION 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
  42. 42. THE RESULTS Data Gathering (June 10, 2014 – September 9, 2014) TRIVIA TUESDAY • 14 Contests Run • 1,168 Responses • 614 Unique Emails • 439 Non Season Ticket Holders
  43. 43. THE TAKEAWAY How Our Process Can Work For You 1) Create A Calendar 2) Schedule Posts (when possible) 3) Identify Your Influencers 4) Find Your Voice(s) 6) Get Them To Your Website 7) Ask and Answer Questions 5) Find Out Where Your Customers Are 8) Use Your Resources 9) Timing Is (Almost) Everything 10) Keep Experimenting
  44. 44. HAVE FUN!

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