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

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

  • 1. SLAPSHOTS & SOCIAL MEDIAHow the Wilkes-Barre/Scranton Penguinsuse social media to engage fans &increase brand awareness

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 andPittsburgh since 1999 10 former WBS Pens (players & coaches) were membersof Pittsburghs 2009 Stanley Cup winning team 16th season in the AHL starts TONIGHT! 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 teams online presence SlapshotsAndSocialMedia.wordpress.com 4. THE PLAYERS Brian Coe Marketing/Sponsorship Updates Game Updates General Engagement Customer Service Mike OBrien (broadcaster) Press Releases Ticketing Staff (three members) Customer Service Social Media Intern(s) Game Updates In-Arena Activities 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. THE GOALS Support Our Sponsors Team/Sponsor Tie-Ins Specific Messages Player Appearances Data Gathering Fan Votes Online Contests 7. EQUIPMENTwbspenguins.com/WilkesBarreScrantonPenguins@WBSPenguins@WBSPenguins/AHLPenguins 8. EQUIPMENT/WBSPenguins/WBSPenguinsWBS Penguins/Wilkes-Barre/Scranton PenguinsVarious@WBSPenguins iPhone/Android 9. EQUIPMENT 10. THE GAMEPLANPlanned and Scheduled Posts 11. THE GAMEPLANPlanned Recurring Posts Trivia Tuesday 12. THE GAMEPLANPlanned Recurring Posts #TBT 13. THE GAMEPLANPlanned Scheduled Posts Special Events 14. THE GAMEPLANPlanned Scheduled Posts Special Events 15. THE GAMEPLANPlanned Scheduled Posts Happy Birthday 16. THE GAMEPLANPlanned Scheduled Posts TDIPH 17. THE GAMEPLANPlanned Scheduled Posts Top 10 Countdown 18. THE GAMEPLANPlanned Scheduled Posts Off The Wall 19. THE GAMEPLANAnytime, Organic Posts 20. THE GAMEPLANOrganic Posts AHL News 21. THE GAMEPLANOrganic Posts Player Movement 22. THE GAMEPLANOrganic Posts Player News & Awards 23. THE GAMEPLANOrganic Posts - Alumni 24. THE GAMEPLANOrganic Posts - Alumni 25. THE GAMEPLANOrganic Posts Off The Wall 26. GAME DAY 27. THE GAMEPLANGame Day: Pregame Posts 28. THE GAMEPLANGame Day: In Game Updates - Twitter 29. THE GAMEPLANGame Day: In Game Updates - Facebook 30. THE GAMEPLANGame Day: In Game Updates - Pinterest 31. THE GAMEPLANGame Day: In Game Interaction 32. POST GAME 33. THE GAMEPLANGame Day: Postgame Updates 34. THE GAMEPLANGame Day: Postgame Updates 35. THE GAMEPLANGame Day: Postgame Updates 36. THE GAMEPLANGame Day: Postgame Updates 37. THE RESULTSEngagement, Reach and Growth 38. THE RESULTSEngagements (July 1, 2013-June 30, 2014)Facebook Engagement = 286,701Facebook Post Reach = 7,190,927Facebook Total Reach = 10,202,286New Followers = 28,228Total Followers = 47949Facebook Growth % = 143% 39. THE RESULTSEngagements (October 1, 2013-June 30, 2014)Tweets = 2,626*Impressions = 12,569,642Engagements = 211,025New Followers = 6,592Total Followers = 25,452Twitter Growth % = 34%* Stats starting October 15, 2013 40. THE RESULTSEngagements (July 1, 2013-June 30, 2014)Posts = 144Engagements (Likes/Comments) = 34,887Engagements Per Post = 242.27New Followers = 2,612Total Followers = 4,726Instagram Growth % = 123.55 41. THE RESULTSWebsite Traffic (July 1, 2013-June 30, 2014)Sessions (Visits) = 583,091Users (Unique Visitors) = 313,767Pageviews = 1,248,266Pages Per Session = 2.14ACQUISITION61,567 Sessions from Social Media Outlets 66% from Facebook / 30% from Twitter30,588 Users from Social Media Outlets 67% from Facebook / 27% from Twitter89,272 Pageviews from Social Media Outlets 68% from Facebook / 28% from Twitter 42. THE RESULTSData Gathering (June 10, 2014 September 9, 2014)TRIVIA TUESDAY 14 Contests Run 1,168 Responses 614 Unique Emails 439 Non Season Ticket Holders 43. THE TAKEAWAYHow Our Process Can Work For You1) Create A Calendar2) Schedule Posts (when possible)3) Identify Your Influencers4) Find Your Voice(s)6) Get Them To Your Website7) Ask and Answer Questions5) Find Out Where Your Customers Are8) Use Your Resources9) Timing Is (Almost) Everything10) Keep Experimenting 44. HAVE FUN!