Sports Social TV Marketer Of The Year: WWE

Sports Social TV Marketer Of The Year: WWE

OUR GOAL

The eight-person WWE Social Media Team, led by VP of Social Media Jayar Donlan, has a myriad of responsibilities in the company, ranging from social media Best Practices education, promoting social corporate responsibility, increasing brand awareness, and most importantly, encouraging fan-to-Superstar interaction from the most passionate fan base in sports & entertainment, known to us as The WWE Universe.

The team utilizes 11 major platforms, including Facebook, Twitter, Google Plus, Pinterest, Instagram, YouTube and Tout, totaling more than 300 million combined followers.

As such, WWE has become one of the most well-known and influential brands in the social space, more followed and influential than the NHL, PGA, UFC, Nike, Pepsi and Disney.

Based in Stamford, Conn., WWE Social Team members travel to arenas around the globe to create engaging content, interact with fans in real time and consult with our Superstars and Divas on how to best integrate social engagement into their personal and professional lives.


OUR STRATEGY & EXECUTION

The WWE Social Media Team encompasses a VP of Social Media, Director of Social Media and three traveling Social Media Managers, covering more than 300 local live events and television productions a year. Additionally, a Social Media Editor based at our headquarters in Stamford, Conn., acts as liaison between our WWE.com content team, marketing, public relations and sales.

Our traveling Social Media Managers are responsible for collaborating with WWE's Television Creative Writing staff to integrate social components into our television programs reaching more than 14 million weekly television viewers. This includes WWE Monday Night Raw, the longest-running weekly episodic television program of more than 20 years. Our managers’ presence affects the show in three specific ways: fan interaction throughout the show, storyline development and social integration, and information gathering and data analysis.

Our "Coming Home" project was a crowdsourced music video featuring photos sent by thousands of international fans who were encouraged to pose in front of famous landmarks and hold signage displaying their mileage from MetLife Stadium, home of WWE WrestleMania 29.

Specifically, we have integrated fan and talent tweets in a Twitter ticker that provides commentary and sustains conversation on the program’s matches and promotions, as well as featuring viewer tweets in our WWE App second-screen companion. Fans watching the show also have the ability to effect the show's outcome by participating in polling contests via WWE.com, The WWE App, and specific Twitter hashtags.

Our Social Media Managers also work to educate the more than 120 WWE Superstars, Divas and broadcasters on proper use of and best practices for their social media channels. With each personality directly controlling their Twitter accounts, training is offered by the team on how best to engage with each Superstar's fan base, the WWE fan base as a whole, as well as how to properly mix on-screen storylines into their personal social content broadcast on their channels. We also approach do's and don'ts for Twitter conversation.

In March 2013, WWE experimented with the most socially interactive WWE SmackDown episode history, with "Social Media SmackDown" -- providing live announcers, live social media callouts and polling during the weekly airing of SmackDown on Syfy.

Our social team also coordinates with our Television Production department to try new things. This past March, Friday Night SmackDown highlighted WWE's commitment to social media by running a pilot project dubbed “Social Media SmackDown (SMS)” on Syfy, featuring live commentary, fan Twitter ticker and a live chat with talent. While this was a pilot program, it spotlights the conscious effort WWE has on remaining a leader in the social media space, presenting live social media content over a pre-taped program with live announcer interaction.


THE RESULTS

At the 2013 South by Southwest (SXSW) Conference in Austin, Texas, WWE demonstrated how it effectively utilizes social media to extend WWE's brand and connect with fans like no other.

WWE's Social Media Team efforts have led to the following results in 2013:

  • WWE is the most influential sports brand in social media, as ranked by Klout. We are one of only 14 brands/celebrities with a perfect 99 Klout rating.
  • WWE is ranked amongst the Top 10 Most Social Brands in the World, in the weekly Dachis Group Social Business Index rankings. (socialbusinessindex.com)
  • WWE has the most social TV shows on three different TV networks (WWE RAW on USA Network, WWE Main Event on ION TV, WWE SmackDown on Syfy)  (source: SocialGuide)
  • WWE Raw was one of the Top 5 most socially active primetime TV series of 2013. (source: SocialGuide)
  • In an April 2013 study by Nestivity, WWE was ranked amongst the Top 25 Most Engaging Brands on Twitter.
  • WWE and its Superstars have more than 1.3 million social mentions per week, with our shows WWE Raw and WWE SmackDown frequently No. 1 in social media mentions for both broadcast and cable television on their air dates. (Trendrr)
  • WWE's Facebook network, which includes 157 Superstar and brand pages, saw a 79% percent followership gain from 2012 to 2013 with a combined following of 151.7 million Facebook fans.
  • With more than 18 million followers, John Cena is the No. 8 most-followed athlete in the world on Facebook, and the No. 3 most-followed American athlete behind Michael Jordan and Kobe Bryant. He has has more followers than any athlete from the NHL, MLB, NFL, NASCAR, PGA or UFC.
  • 18 WWE Superstars rank in the Top 100 most-followed athletes on Facebook.
  • Posts from WWE's main Facebook Page were seen more than 5.1 BILLION times in 2013.
  • WWE's Twitter network, which includes 192 Superstar and brand accounts, saw a 107% percent followership gain from 2012 to 2013 with a combined following of 76.3 million Twitter followers.
  • 17 Superstars currently have more than 1 million Twitter followers, 40 with more than 500,000 followers, and 86 with more than 100,000 followers.
  • WWE has more than 2 million YouTube subscribers, watching 69 million minutes of original content per month.

In summary, our team relies on more than facts and figures when defining success. While we are incredibly proud of our past accomplishments, we are always looking for new and exciting ways to engage our most important constituency, the WWE Universe.


TOP WWE SOCIAL MEDIA PLATFORMS

WWE on Twitter

192 Total Twitter Accounts, including WWE Superstars and Divas, Events and Campaigns.

TOP PAGES


WWE on Instagram

http://Instagram.com/WWE




WWE on Pheed

http://Pheed.com/WWE

WWE on Facebook

157 Total Facebook Pages, including WWE Superstars and Divas, Events and Campaigns.

TOP PAGES


WWE on Pinterest

http://Pinterest.com/WWE


 

WWE on Google+

http://Google.com/+WWE


WWE on GetGlue.png


ABOUT WWE

20080811031006!WWE-Logo.png

WWE, a publicly traded company (NYSE: WWE), is an integrated media organization and recognized leader in global entertainment. The company consists of a portfolio of businesses that create and deliver original content 52 weeks a year to a global audience.

WWE is committed to family friendly entertainment on its television programming, pay-per-view, digital media and publishing platforms. WWE programming is broadcast in more than 150 countries and 30 languages and reaches more than 650 million homes worldwide. The company is headquartered in Stamford, Conn., with offices in New York, Los Angeles, London, Miami, Mexico City, Mumbai, Shanghai, Singapore, Munich and Tokyo.

Additional information on WWE (NYSE: WWE) can be found at wwe.com and corporate.wwe.com. For information on our global activities, go to http://www.wwe.com/worldwide/.