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Presenter: Brian Coe, the Wilkes-Barre/Scranton Penguins Title: Slapshots & Social Media
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SLAPSHOTS & SOCIAL MEDIA
How the Wilkes-Barre/Scranton Penguins use social media to engage fans &
increase brand awareness
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!
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
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
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
THE GOALS
• Support Our Sponsors– Team/Sponsor Tie-Ins– Specific Messages– Player Appearances
• Data Gathering– Fan Votes– Online Contests
EQUIPMENTwbspenguins.com
/WilkesBarreScrantonPenguins
@WBSPenguins
@WBSPenguins
/AHLPenguins
EQUIPMENT
/WBSPenguins
/WBSPenguins
WBS Penguins
/Wilkes-Barre/Scranton Penguins
Various
iPhone/Android@WBSPenguins
EQUIPMENT
THE GAMEPLANPlanned and Scheduled Posts
THE GAMEPLANPlanned Recurring Posts – Trivia Tuesday
THE GAMEPLANPlanned Recurring Posts – #TBT
THE GAMEPLANPlanned Scheduled Posts – Special Events
THE GAMEPLANPlanned Scheduled Posts – Special Events
THE GAMEPLANPlanned Scheduled Posts – Happy Birthday
THE GAMEPLANPlanned Scheduled Posts – TDIPH
THE GAMEPLANPlanned Scheduled Posts – Top 10 Countdown
THE GAMEPLANPlanned Scheduled Posts – Off The Wall
THE GAMEPLANAnytime, Organic Posts
THE GAMEPLANOrganic Posts – AHL News
THE GAMEPLANOrganic Posts – Player Movement
THE GAMEPLANOrganic Posts – Player News & Awards
THE GAMEPLANOrganic Posts - Alumni
THE GAMEPLANOrganic Posts - Alumni
THE GAMEPLANOrganic Posts – Off The Wall
GAME DAY
THE GAMEPLANGame Day: Pregame Posts
THE GAMEPLANGame Day: In Game Updates - Twitter
THE GAMEPLANGame Day: In Game Updates - Facebook
THE GAMEPLANGame Day: In Game Updates - Pinterest
THE GAMEPLANGame Day: In Game Interaction
POST GAME
THE GAMEPLANGame Day: Postgame Updates
THE GAMEPLANGame Day: Postgame Updates
THE GAMEPLANGame Day: Postgame Updates
THE GAMEPLANGame Day: Postgame Updates
THE RESULTSEngagement, Reach and Growth
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%
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
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
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
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
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
HAVE FUN!
