Crafting a social networking plan your audience will adore: A focus on the Montreal Canadiens'...
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Crafting a social networking plan
your audience will adore:
A focus on the Montreal Canadiens' largely untapped fan base
By Naila JinnahMA Candidate, Queen’s University
NASSM Conference, London, ON, 2011
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Outline
• The NHL and social media (focus on Twitter)
• Fan identification in the Twitter age
• Case Study: Montreal Canadiensfrom 2009 to 2011
• NHL Team successes on Twitter
• Takeaways and Best Practices
• Questions?
NASSM Conference, London, ON, 2011
PeterRobertCasey.com
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The NHL and Social media
• Most educated, tech savvy, youngest fans (Simmons Market Research)
• Teams, league employees and players are encouraged to have a Twitter presence
• Fans use Twitter to:
– Communicate, BIRG, CORF, discuss the game
– Discuss media reports (news)
– Ask reporters (etc) for team info
– Reply to players, ask for retweets, ask questions
NASSM Conference, London, ON, 2011
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Digital fandom 2.0
NASSM Conference, London, ON, 2011
• Static shrine websites with message boards immediate interactive multimedia platforms
• Web 2.0 + globalisation = fan power
• Cross-platform game-watching experience
• Audience Producer
• Sport as “simultaneouslyembodied and mediatedexperience.”
(Hutchins & Mikosza, 2010)
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Sport fan identification
Fan identification: “the personal commitment and emotional involvement customers have with a sport organization.” (Sutton et al., 1997)
• Can change over time
• Impacted by various characteristics.
NASSM Conference, London, ON, 2011
Fan identification ladder(Rein et al., 2006)
Ensnared fans
Insiders
Attachers
Collectors
Wallets
Eyeballs
Indifferent fans
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Twitter marketing
NASSM Conference, London, ON, 2011
• Traditional entryways enhanced by Twitter
• Focus on engaging people, not marketing product
• Team followers are engaged year round and follow content everywhere (AFL Survey, Coyle Media, 2010)
fan engagement = fan identification levels
In other words…fan $ spent, which means…
revenue & brand growth = revenue potential
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Habs 1.0: 2009-2010
Issues• Unique dual language :
Need for French and English updates.
• Closed organization (tight-knit, close-minded).
• Highly demanding fans: hyper-interested, hyper-knowledgeable and hyper-aware. (SportsFanGraph.com)
• Historic team reputation.
Presence• No official Facebook page or
group presence.
• FB app only “official” because linked from website.
• @CanadiensMTL: straight forward factual updates.
• No interaction on any platforms: all one-way.
• Un-moderated standardised website message board.
NASSM Conference, London, ON, 2011
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Things other teams do well
• @NHLBlackhawks: Live-tweeting games and creating fan hype
• @PhoenixCoyotes: Players engaging and converting fans
• @VanCanucks: Giveaways and tweet-up contests
• @NHL_Sens: Minimal effort to meet the needs & wants of fans
• New Jersey Devils Facebook Page: Volunteer “Devils Army Generals” interact with other fans through social media
NASSM Conference, London, ON, 2011
Fans told @DP_57 (St Louis Blues) they started
watching hockey after following him on Twitter
Proof that it works?
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Towards Habs 2.0: Suggestions
• Create more branded, official interactive content that fans can engage in and with.
• Add community-related and –created content.
• Offer social media training for players so they can contribute to the conversation in a “safe” way.
• Integrate existing communities FIRST, THEN build it (with your branding strategies) and they will come (migrate for the benefits you provide).
• Blend communications, public relations and marketing approaches and strategies.
NASSM Conference, London, ON, 2011
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Habs 1.5: 2010-2011
• Still failing to engage
• Started @FanJamCHC
• “Habs” copyright claims
• Custom URL shortner(goha.bs)
• Using fan hashtag#gohabsgo instead of standard #Habs
NASSM Conference, London, ON, 2011
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Habs takeaways
• Need for standardized the NHL social media experience through league-wide guidelines
• Need for Emerging Media Coordinator
• General belief among some executives that social media can’t do anything more than traditional marketing.
NASSM Conference, London, ON, 2011
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Best Practices
• “Get” it and be authentic or it won’t work. • Social media is just another element in the
PR/marketing/communications toolbox.• Social media is a long-term plan, not a short-term goal.
NASSM Conference, London, ON, 2011
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Questions?
Email me:
Tweet me:
@nailaj
See this presentation again:
www.slideshare.net/nailaj
NASSM Conference, London, ON, 2011
Thank you for your attention throughout my presentation!