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

1. SLAPSHOTS & SOCIAL MEDIA
How the Wilkes-Barre/Scranton Penguins
use 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 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. 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. 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. 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. EQUIPMENT
wbspenguins.com
/WilkesBarreScrantonPenguins
@WBSPenguins
@WBSPenguins
/AHLPenguins

8. EQUIPMENT
/WBSPenguins
/WBSPenguins
WBS Penguins
/Wilkes-Barre/Scranton Penguins
Various
@WBSPenguins iPhone/Android

9. EQUIPMENT

10. THE GAMEPLAN
Planned and Scheduled Posts

11. THE GAMEPLAN
Planned Recurring Posts – Trivia Tuesday

12. THE GAMEPLAN
Planned Recurring Posts – #TBT

13. THE GAMEPLAN
Planned Scheduled Posts – Special Events

14. THE GAMEPLAN
Planned Scheduled Posts – Special Events

15. THE GAMEPLAN
Planned Scheduled Posts – Happy Birthday

16. THE GAMEPLAN
Planned Scheduled Posts – TDIPH

17. THE GAMEPLAN
Planned Scheduled Posts – Top 10 Countdown

18. THE GAMEPLAN
Planned Scheduled Posts – Off The Wall

19. THE GAMEPLAN
Anytime, Organic Posts

20. THE GAMEPLAN
Organic Posts – AHL News

21. THE GAMEPLAN
Organic Posts – Player Movement

22. THE GAMEPLAN
Organic Posts – Player News & Awards

23. THE GAMEPLAN
Organic Posts - Alumni

24. THE GAMEPLAN
Organic Posts - Alumni

25. THE GAMEPLAN
Organic Posts – Off The Wall

26. GAME DAY

27. THE GAMEPLAN
Game Day: Pregame Posts

28. THE GAMEPLAN
Game Day: In Game Updates - Twitter

29. THE GAMEPLAN
Game Day: In Game Updates - Facebook

30. THE GAMEPLAN
Game Day: In Game Updates - Pinterest

31. THE GAMEPLAN
Game Day: In Game Interaction

32. POST GAME

33. THE GAMEPLAN
Game Day: Postgame Updates

34. THE GAMEPLAN
Game Day: Postgame Updates

35. THE GAMEPLAN
Game Day: Postgame Updates

36. THE GAMEPLAN
Game Day: Postgame Updates

37. THE RESULTS
Engagement, Reach and Growth

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. 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. 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. 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. 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. 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. HAVE FUN!