2. INTRODUCTION
STEP ONE: Create a plan
• Form a strategy
• Use digital, two-way media.
STEP TWO: Consider organizational goals
• Increase revenue – TICKET SALES
• Expand brand awareness
• Increase customer retention
STEP THREE: Focus on buyers
• Target niche markets –what are their problems, how do we solve them?
• Break up buyers into distinct groups
• Satisfy their informational needs.
• Focus on buyer problems, then create and deliver content accordingly.
• Empathize with target buyers, see through their eyes.
• Tell stories, entertain and educate people.
• Engage them in conversation.
3. TARGET AUDIENCE
Middle to upper-class &
tech-savvy
The average annual
household income is about
$103,825
65% of NHL fans are males
35% are females
63.9% of fans are between
the ages of 25-54.
69.4% have at least some
college experience.
$300,000 budget for a 12-
month plan
4. CONTENT-RICH WEBSITE
• Guide site visitors to where they help you reach your
organizational goals.
• Design the site for different types of buyer personas.
• Anticipate buyers’ needs and provide content to help meet
their needs.
• Understand key words and phrases that buyers are using
when searching online.
• Display links clearly on pages.
• Create some new individual pages.
• Site should load quickly and contain regularly updated
content.
• Include photos, audio feeds, video clips, cartoons, charts,
polls, and graphs.
5. SOCIAL MEDIA
FACEBOOK
• Utilize pages, groups, applications, and plugins.
• Facebook pages are for businesses, organizations and brands to share their
stories and connect with people.
• Customize pages by adding apps, posting stories, hosting events and more.
• Groups provide a closed space for small groups of people to communicate
about shared interests.
• Groups can be created by anyone.
• Apps on Facebook are designed to enhance user experience on the site with
additional features.
• Social plugins allow you to share your experiences on other websites with
your friends and others on Facebook.
• The content populating social plugins comes directly from Facebook.
6. SOCIAL MEDIA (Cont.)
TWITTER
• Allows instant dialogue with buyers.
• Discover the latest news related to subjects you care
about.
• Get updates on news as it’s happening and learn more
about topics that are important to you in real time.
• Share photos and behind the scenes info about your
business.
• Show fans a glimpse of developing projects and events.
• Listen and ask questions.
7. VIDEO
Video/photo sharing
• By capturing interesting content on video, fans are guaranteed to
become more involved online.
• Shoot a video especially for your buyers –what is important to them?
• Utilize the Flip video camera and similar high-quality portable video
cameras.
• Great video interviews can be captured quickly and easily then uploaded
• Share experiences –link, embed, video channel, video blog
• Fans love seeing new content about their favorite players and like to
know what’s happening from day-to-day.
• Video appeals to the new web-based generation and is an easy way to
reach fans.
• Less formal.
• Invite fans to submit videos/photos!
8. SOCIAL NETWORKING
BLOGS: find out what the marketplace is thinking about your company
• Join the online conversation!
• Post on topics of interest and post regularly
• Make company personality shine through with links, images, photos, etc.
• Great creative outlet; showcase your fans’ creativity and let them market for you.
PODCASTS: radio station-like; ability to add audio feeds and notifications to RSS
• Series of continuous audio clips.
• Subscribe to an audio feed to download new updates soon after they are released.
• Reaches a potentially worldwide audience.
• Listen at your convenience –download to computer or mobile device such as ipad, iphone, mp3.
NEWS RELEASES: delivered by feeds or news services and various sites
• Target people by using Email listservs
• Post to an appropriate and readily findable section of your website, Press Section/Media Room
• RSS feeds should be added to most parts of the website; essentially subscription mechanisms to
regularly updated content, primary means to deliver news content
• Search engines index content and rank it based on words and phrases
• Keep them on site as long as relevant – archive
• Create links from news releases to content on your website.
9. MOBILE STRATEGY
• The incredible growth of browser-equipped mobile
devices means that people can now look for products and
services while they are on the road.
• It is important that the Detroit Red Wings site is mobile-
friendly and displays content in the best possible format.
Content should load quickly and be easy to navigate
through.
• Fans utilize sites like Twitter and Facebook on their
mobile phones to get updates on plays during games.
• It is important to cater to the many fans that use mobile
devices such as the iPhone, iPad, and other devices.
10. MEASURING RESULTS
• How many people are eager to participate in your online efforts?
- Facebook likes
- Blog subscribers
- Twitter followers
- Email newsletter
• How many people are downloading content?
• How often are bloggers writing about
you and your ideas – what are they
saying?
• Where are you appearing in search
results for important phrases?
• How many people request information
– contact forms?
• Sales figures.
