nepa blogcon 2014: session 1 - brian coe, the wilkes-barre/scranton penguins

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!