Digital and Social Media Sports Podcast Snippets, Episode 5 with James Royer

Digital and Social Media Sports Podcast Episode 5 Recap

James Royer, Director of Digital and Social Media with the Tampa Bay Lightning

@njh287DSMSports.net

On episode 6 of the Digital and Social Media Sports podcast, James Royer of the Tampa Bay Lightning discussed their social and digital media, the strategy and business objectives behind it, the importance of integration and buy-in across the organization, some of the new technologies they are exploring, and more.

What follows are some of the best quotes and snippets from the interview. To listen to the full episode, visit the Podcasts page at DSMSports.net or find the podcast on iTunes.

Enjoy and thanks again to @JamesRoyer!




“I went through the media relations route [into sports business]” – Royer started in media relations before transitioning into a marketing role.




“[With the NFL's Detroit Lions] We needed to treat ourselves a more of a media company.” - early notions of content marketing before it was a buzz term!

Royer went from the Detroit Lions to creative/strategic marketing/digital agency called Organic back to sports with the Lightning




[While with the Lions] “Newspapers came out in mornings...there was one afternoon where our GM said we're going to look at quarterbacks in the draft...I wrote [about] it, put it on web, it blew up [right away]. It was old news in the next morning's newspaper.”




On early days of social media in sports

“We saw the power in getting our message across [on our terms] and[controlling] what messages you want to get across.”




Key question: How do we get [messages and content] to people?

Social media allowed us to do that and to connect with fans and their passion.




The Lightning was rebuilding their brand with new ownership having just come in...They really saw the value of social media and digital; senior leadership did too.




“We saw [social] as let's interact and engage with our fans.

“Let's earn the right to market to our fans, by engaging with them first.”




Important early questions to answer:

How do we merge content from our web into our social media efforts?

Then, how do we align social media efforts with our business objectives.




We've been successful creating value for sponsors to work with uson social media...[it's less about selling] it's about presenting fans with a great opportunity [that they want] from sponsors.

There is value for both fans and sponsors.




As we look at numbers and analytics, we look at how we compare to other teams [with similar relative numbers]

[Numbers alone used to blow us away in the past w/ Detroit, but there is so much more to it now]




“You're competing for attention in the marketplace. On FacebookI'm competing with someone's grandma, friends, etc. How do I elevate my post to do better? It comes down to quality content.”




This episode's Helpful Tool: FollowerWonk, a tool to analyze your Twitter followers with a number of a detailed breakdowns about their profiles, interests, and level/timing of activity.It can also be used to search and filter Twitter users based on keywords in their profile.

Use FollowerWonk.com to optimize your use of Twitter, learn more about followers and competition, and to discover potential influencers in your space.




My role is to understand where we are trying to go froma business perspective...as a [content and marketing] team, we work very closely and coordinate a lot.




We help others support their business objectives...[by asking] what are the best channels and messaging to get that out there?

It's not always a marketing channel; it's about weaving it in [with content]; it's about what makes sense and has value for fans?




Our sponsorship team has gone into pitches leading with social and digital concepts...that's a function of the integration we have.

[How do we create and produce what sponsor is seeking?]




We don't want digital and social media to sit in one department. We want it embedded throughout the organization, for everyone to think socially...

My responsibility is making sure I'm arming our organization with stats and best practices from the industry.




On getting buy-in into digital & social media throughout the organization:

Results speak for themselves...it's about telling those success stories and doing it in a way that says here's what we can accomplish...once we see the value, it's easier to sell that.




“If you know about your brand voice and biz objectives, it's aboutfinding the best tool for the job. 'I want to use social to be good at business.' [@jaybaer]”




Important questions to ask about social & digital media efforts:

How does this [tactic or platform] help us accomplish ourbusiness objectives? What value does it bring for us? [Royer states the example of Google Plus adoption and SEO objectives]




Important questions to ask about social & digital media efforts:

How does this [tactic or platform] help us accomplish ourbusiness objectives? What value does it bring for us? [Royer states the example of Google Plus adoption and SEO objectives]

You only have so many hours to put into social media - how do you best maximize the value of that time?




On the objectives and genesis of the Bolts Social Central:

The focal point was: people to interact with us, but with each other. Social doesn't need to only happen online, it can happen in person, too.




Example of a promotion at the Bolts Social Central during a game:

Cupcake giveaways in exchange for Facebook check-ins was a powerful example of building fan affinity, using that passion they have.




Our Instagram followers nearly tripled after Bolts Social Central started.People had a tangible way to connect.




The Bolts Social captain program:Invite social media influencers, they share game experience on SM [and Lightning amplifies with SM and hands-on enhancement]. It gets fans excited and creates another connection.




Lightning's Instagram freeze: First in pro sports to freeze their account and utilize all of Instagram's capabilities to make it fun and engaging for fans.

Exclusive content and prize opportunities for IG followers, using geo-location tag, player messages, etc.




This episode's Shareable Stat:




On the Lightning's use of RFID chips in jerseys given to season ticket holders:

Part of Jersey 1.0 was about helping to make arena full of TBL jerseys.

Over 80% of fans used the RFID chip for merchandise/concessions discount.[2011-12 season]




Goals of Jersey 2.0: More capabilities, tying it into our mobile app, having a full and more complete view of the customers to serve up real-time, relevant messages to be more helpful for fans. It's exciting.




We've created our own data analytics team [reporting to revenue officer] charged with making sure there are no data silos anymore...

How do we bring all the data we have together to be able to get the most use? [We can use data to] learn more about fans [and it]helps us know our customer and know our product.




On Tampa Bay head coach Jon Cooper being on Twitter @CoopersLaw:

“[As an AHL head coach] Cooper saw the impact [social media] had on the camaraderie of players. He would use it in Syracuse to give them pats on the back.”

“It's great to have a coach who understands social media and its impact and can utilize it.”[Royer told about how Cooper helped start the #BeatBoston tag during the MLB's Rays' postseason run]




Five For Fighting – some questions with Royer:

Best TBL player on social media: Steven Stamkos (@RealStamkos91) - He understands how he can use SM to drive revenue and sponsorships. He gets it.

Teddy Purcell, Nate Thompson, Ryan Malone all have a lot of fun with each other on social media; they're the most entertaining.

(@teddypurcell16), (@NateThompson44), (@Bugsy12Malone)




On social network he's most excited about near future:

Excited about growth trajectory of Instagram [compares growth path to IG]...Also mentioned Vine as integration of video. Different platforms and different purposes being served [with content].




Royer's Social Media All-Stars To Follow -

His Tampa Bay Lightning digital and social media colleagues:

@JulieDolakand@CaityKauffman




Follow James on Twitter @JamesRoyer

Find the Tampa Bay Lightning across all social media platforms!




Thanks again to James Royer for sharing his knowledge and experience with us!

Find more info on the Digital and Social Media Sports podcast at DSMSports.net and follow me on Twitter @njh287

Digital and Social Media Sports Podcast Snippets, Episode 5 with James Royer

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Transcript of Digital and Social Media Sports Podcast Snippets, Episode 5 with James Royer