Episode 62 of the DSMSports Podcast w/ AJ Manderichio of the Anaheim Ducks

Best Of...AJ Manderichio on theDigital and Social Media Sports

Podcast

AJ Manderichio, Social Media Producer or the Anaheim Ducks and Honda Center, was the featured guest on episode 62 of the DSMSports Podcast.

What follows are some snippets from the interview. Hear the full episode on www.DSMSports.net or download it on from iTunes Store podcasts or on Stitcher and other podcast apps.

Enjoy...

@njh287DSMSports.net


PodcastAJ's career path

Grew up in New Jersey and was a big Devils hockey fan → His first dream was to be a hockey commentator on TV → Got a degree in Broadcasting Communication at university of Scranton and then spent a year teaching → Then went back to school and earned a master's degree in Broadcast and Digital Journalism at Syracuse while also working for the Syracuse Crunch (AHL affiliate of the Anaheim Ducks at the time)



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AJ highly recommends Teamwork Online as a go-to resource and was how he ended up finding his current position with the Ducks (along with having good contacts with the Crunch)



PodcastOn his background and developing his skills

“I was on the I loved writing growing up. I was on the newspaper in high school and was editor-in-chief...”

AJ covered the club hockey team at Scranton, played roller hockey, and had a sports radio show on the school radio station

“It was great to learn the ins and outs and putting together a show...and how you attack and break down key issues...I did some on-camera work or the school television (station), as well.”



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AJ got his first taste of social media when he got to Syracuse

“It started with little things (like posting real-time content on Twitter)...(With the Crunch) was where I really took that ability to break down the news and information in front of me and put it out there...in a tweet.

That is where I really started getting my interest in social media to use it to not only better myself, but also my own brand...(for people to follow me for information)”



PodcastOn how his role fit with the Crunch and how it is with the Ducks

“Minor league hockey is fantastic...minors are a great way to go (for a first job in sports)...On any given day, I was selling tickets, putting together PR packets, setting up the press box, doing some marketing (too)...There are so many things you can do in the minors...It made me a really well-rounded individual and help me set me up for this job...on a smaller scale, the minors really helped out with (exposing me to all parts of the team)...knowing everything that is going on, so you can talk about it and contribute ideas.”@njh287

DSMSports.net


PodcastHis role with the Ducks

“There are so many different avenues we have to hit on social media...We're doing news and info...we're helping out marketing with a ticketing push...We're helping out with a CR effort...We have the ability o uniquely hit a bunch of different consumers...People come to us as an idea hub...They know now...we want to sell this ticket package, but where do we want to sell it? What points do we want to hit? What target demographic are we looking (to target)?

[AJ discusses how these specific objectives affect platform + messaging]

“It's important...to give us the opportunity to get our fingertips (in social) on it early...so we know we're putting out something that people want to interact with.” @njh287

DSMSports.net


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Communication between social and all other departments

“I started with an open door policy, but it didn't get the attention (it needed)...I try and go to every department's meeting...figure out what their big ideas are...and figure out ways we can work it in (to social efforts)...I'm keeping my ear to the ground and knowing what is going on...”



PodcastHow AJ relays his insights from social to the rest of the

organization

“Our audience has changed over the last 3+ years...it used to be a much more conservative crowd. Since then, we've developed a younger crowd; a more aggressive fan base...That helps us easily capture that passion of Ducks hockey. That is what we're trying to start selling now...these ans are taking Ducks hockey and making it their own...especially this year...



Podcast“Our big push this year is this dedication theme...we're

dedicated to the cause, you're dedicated as fans – we're going to do this together...(We can tell marketing) this dedication theme is really strong, so how can we (put more into this) to create (valuable) assets?...You've got to tailor the content (to your fans)...

[and know] what they want.”

“You have to try and fit your content into how the fan base is going to react to it.”



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Helpful Tool: SnapUp Pro (Snapchat creation and uploading tool)



PodcastThe infiltration of traditional marketing and new media / social

“We started to dip our toes into [paid social] a little bit [this year]”

(AJ talks about a campaign on LinkedIn to help drive premium and suite sales)

“It was the first time I sat and thought a deep, targeted campaign...it was kind of eye-opening...how you can hyper-target individuals...A lot of what we'll do on the digital marketing side is...(evaluate targets)...and we'll go in and do a Facebook targeting campaign ir something on LinkedIn to grow our user base.”



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[AJ notes there is much room to evolve with the organization's digital marketing team and utilizing AJ and the social channels of the organization]

“I'm just started to get in (with the digital marketing team) now to learn about it...my digital marketing is purely on the social side and the (rest o the team) is focused on email marketing and (other digital marketing efforts).”



PodcastData and analytics for AJ and Ducks social media

“Everybody is worried about the ROI (of social)...it's so tough because you can't put the quantitative measurement on it most of the time...that's just now how social media works...

One of the big things I try to engross myself in is qualitative reasoning...we're growing a fan base that has the potential to spend a lot...that's difficult to prove...It has certainly been something I have to learn...



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“You get these different (platforms) every day...social media changes so much day-to-day...you have to continue to evolve...My strategy changes every six months, if not sooner...(It's) what can we do now? What we can do to make (fans) feel more dedicated...you can't do the same thing over and over again because people are just not going to tune in anymore...if we're not interacting with (our fans), then what are we doing?”



PodcastAJ discusses the “Paint It Orange” campaign, originating with

social

(Leading up to the Ducks-Kings outdoor game at Dodger Stadium) “I was trying to think of some way that we could get our fans to represent at Dodger Stadium...One of the great things about Kings fans...is they show up and they're loud...they're proud and they're going to let you know...I wanted our fans to be the same way...I wanted to give them something that would make them active...So when we got that orange jersey, it just clicked in my head...



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[AJ references a Toronto Maple Leafs campaign that had their fans going all out with the color blue as inspiration, but something Ducks could improve]

“We came up with the hash tag Paint It Orange and...our goal was to paint Dodger Stadium orange, come out and support the team. And I was surprised. I didn't think it was going to take off and it ended up being a huge success...



Podcast“Our team, our fans...everyone was just loud and they really

let it know that the ducks have this presence in southern California...I think we started to see this shift [to] a more active and engaged fan base...And the marketing department when we went to the playoffs [wanted] to revisit the idea...so it has continued to grow...we keep blowing it out. I think the reason why it gets bigger and you see more community involvement is because you see the community is starting to see this campaign and the effectiveness of it...”



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“It has really taken on a life of its own. And I'm happy we only do it once per year because (otherwise) I think it would lose its effectiveness. It would just be another message in the marketplace...But now people are associating with playoff success...and the community rallying around the team.”



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The Ducks decision to recently join Snapchat

“We took a year to decide if we were going to get on Snapchat or not It was a lot of research on my part and a lot of education....The thinking was 'how do we engage fans, how do we make it interesting? What do we do? What does our content look like?


Best Of...Jim Kovach on theDigital and Social Media Sports

Podcast“I wanted to let the league and other sports teams show

what worked and what didn't work...We launched in December and we've tailored it to a much younger demographic...We're using a lot of nicknames, we're using emojis, we're drawing on it..It took a little time to realize that Snapchat is going to be completely different from anything else we do.”

[AJ talks about an early Snapchat takeover with former player and current broadcaster Guy Hebert as a nearly success and new experience. AJ also talks about player takeovers on the way, too]



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“We're trying some different things and we're trying to get people involved in that platform because it is that great behind-the-scenes content, that really casual content that we can utilize...I'm excited we took the time we did because it gave us a more clear, focused way to attack the platform...”



PodcastAJ talks about how Snapchat is now a channel to cover for all

Ducks events, specifically referencing the recent Dux In Tux event →

“The guys were into it. They were seeking me out (to be in the Snapchat story)...it really showed ho interactive that platform could be....Our players love Snapchat, they really want to be involved with it...especially for CR events when guys are loose....and they can show off that other side....Snapchat just feels so much more personal. It gives that touch of (being there)...When you have those opportunities and you can get the guys in a position where they're not so guarded and that's where you can really see some gold.”



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Share-able Stat: 38% → The percent increase in millennial users' heart rate due to slow-loading mobile content



PodcastWhether AJ misses the broadcasting side of sports biz

“I really enjoyed doing play-by-play with the Crunch and I enjoy getting front o the camera....I miss it, but we've got some good pros here in Anaheim.”

AJ talks about longtime Ducks radio play-by-play announcer, Steve Carroll:

“I love Steve Carroll. He is a really down-to-earth, grat guy. Most of his stories revolve around some sort o crazy eating contest...(But) My favorite thing is he's really into puns...there have been sometimes we have been crying laughing when (Coach) Bruce (Boudreau) is walking up (for this media interview) just from a pun battle.”



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The best quote in the Ducks locker room currently

Ryan Kesler - “He is really a great guy. He always understands the situation. No matter what question is asked, he always gives the intelligent answer. He can take a question from a reporter and turn it into something the reporter didn't even ask about, but it's the right answer...he knows when to be light-hearted (too).”



PodcastAJ's most memorable tweet in his time with the Ducks

“We've had so many great moments, since I've been there...The one I remember the most was last year, game five against Calgary. At home. Game goes to overtime. We're all in our seats. They say no cheering in the press box...we're hooting and hollering a bit...When Perry scored (the game-winning goal), I literally jumped out of my seat and had my hands in the air...in sheer joy.

I stand up and don't even know what I'm doing (tweeting) Anaheim ducks goal in all caps...That experience. That pure joy you felt in my moment and what you could relay via social media. Everybody felt that same joy...when something like that happens for an organization and you're part of it...that's it. That's what we all look for...I'll remember that forever.”



PodcastAJ's most memorable Honda Center event (non-Ducks game)

he has covered in his time there

“I was at the Foo Fighters concert this year as a ticketed guest....but some of the folks at Honda Center helped get me a little behind-the-scenes tour...When I got in the crowd, I knew I wasn't working, but I thought (I'd help out)...One of the videos I put was the Dave throne with all the guitars. To be in the crowd for that experience...and knowing I had the platform to share it with fans of Honda Center was truly incredible.”



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AJ's favorite social media campaign or contest he's been part of with the Ducks

Paint It Orange → “To see the fans and the way they reacted, the way they've taken ownership over this, and the way they've rallied around our team...Orange County is starting to love the Ducks, starting to own the Ducks. Every time we do paint it orange stuff, I am shocked at the amount of people that go to the events (and the excitement)...”



PodcastWhich social media platform consistently performs the best

for the Ducks

“It's all different. We get the biggest numbers on Facebook, we have some of the most engagement on Twitter. Snapchat is starting to take a share of our market...And you see the split .or the older crowd, Facebook is it...Each platform kind of brings its own engagement and the way you're supposed to use it...It's really great to see how we can leverage each one and (help) our ans get the most out of each platform.”



PodcastAJ's #1 tip for someone that wants to work in social media and sports

This breaks down to three parts...The first one is if you want to work in sports and social media, you need to be willing to work longer hours than every one of your friends, you need to be willing to make less money than everyone one of your friends, and you need to be willing to move far away from all those friends. I moved all the way across the country.

It's certainly a labor of love...it's not always going to go right. You;re going to make mistakes along the way...[but] if you hold those three tenants true and you know you're doing something you love, then it doesn't feel like work.”



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AJ's #1 tip for an effective social media presence for a sports organization

“You need to listen. Every sports organization need to listen to what your fans want. You need to tailor your content to them and you need to engage with them, as well. Listen and engage. Listen and engage. It's a great back-and-forth and if you're doing those things the right way, you're going to have success no matter what platform you jump on.”



PodcastThe NHL city with the best food and what AJ eats there

You gotta go with Chicago. Chicago is fantastic (AJ notes east coast is good, too). You go to Chicago and get deep dish one night, and the next night you're off to some great Italian restaurant. And then all of a sudden, you're getting really good barbecue in Chicago...Not to mention you have Goose Island out there, too, and I consider myself a bit of a beer snob...I'm hooked.”



PodcastAJ's reaction to: the Syracuse sports journalism school

superiority OR Going to school in Scranton, home of fictional Dunder Mifflin of The Office

AJ tells a great story about NBC doing a The Office convention and a family visiting for the convention stopped AJ on campus (of the University of Scranton) looking for “The Office” and they wouldn't believe The Office was not filmed there. AJ couldn;'t convince them otherwise, so sent them “somewhere” to find The Office building.

“They wrote a whole show about Scranton, Pennsylvania, so you can't shy away from that.”



PodcastAJ's social media all-star to follow

Dave Lozo (@davelozo), former hockey writer and current pop culture / sports writer →

“His Twitter game is strong...He's great with the witty one-liners. He has a knack for taking the biggest story of the day in sports and presenting it in a humorous way...Humor is so tough to hit on Twitter...And for him to do it ,and do it effectively, is so good. And he gets it...A good one to follow if you're a general sports fan and you want something a little bit different than the norm.”



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Where to find AJ and the Ducks on digital and social media

@AJManderichio on Twitter

@AnaheimDucks on Twitter, on Facebook, and InstagramOn Snapchat, they are nhlducks



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Thanks so much to AJ Manderichio for joining the Digital & Social Media Sports podcast!

For more info on the podcast, check out http://www.DSMSports.net and follow me @njh287


http://www.DSMSports.net/

Episode 62 of the DSMSports Podcast w/ AJ Manderichio of the Anaheim Ducks

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Transcript of Episode 62 of the DSMSports Podcast w/ AJ Manderichio of the Anaheim Ducks