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Presentation given at the 2011 North American Society for Sport Management conference at the University of Western Ontario in London, ON on Saturday, June 4, 2011.Case study data collected following the 2009-2010 NHL season.
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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
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
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
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)
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
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
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
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?
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
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
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
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
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!
