2015 Shorty Awards: World Wrestling Entertainment

2015 Shorty Awards: World Wrestling Entertainment

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INTRODUCTION

WWE’s 10-person Social Media Team sets the pace for the sports-entertainment leader in the medium, being leaders for the company in social media Best Practices education, promoting corporate social 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. 

This is done 52 weeks a year with no offseason, promoting six hours of live or live-to-tape TV programs each week with no reruns, as well as a tentpole pay-per-view event every month, and more than 320 WWE Live Events around the world. 

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.

The team utilizes 10 major platforms, including Facebook, Twitter, Google Plus, Pinterest, Instagram, and YouTube, totaling more than 450 million combined followers or subscribers. And our WWE Superstars and Divas are some of the most well recognized and most followed celebrities on social media worldwide.

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 for more than 320 Live Events a year, creating engaging content, interacting with fans in real time and consulting with our Superstars and Divas on how to best integrate social engagement into their personal and professional lives.


SOCIAL TEAM COMPOSITION

The WWE Social Media Team is made up of the following team members: 

  • VP of Social Media Jayar Donlan 

  • Director of Social Media Corey Clayton

  • Director of Social Operations Brent Mosley

  • Manager, Social Analytics Elizabeth Motta 

  • Manager, Social Engagement Amanda Stoneall

  • Social Media Manager, TV Nicholas Sampogna

  • Social Media Producers, Justin Leslie & Paul Geraghty 

  • Social Media Editors, Alexandra Chammah & Steven Barile 


OUR HEADQUARTERS TEAM 

Our Director of Social Media and two Social Media Editors manage the day-to-day content calendar for our more than 200 social media channels controlled directly by WWE.

  • They execute messaging for social media campaigns for both internal departments and external partners and constituents across our social channels. 
  • They manage social media contest creation and fulfillment of prizes.

Our Director of Social Operations, Social Engagement Manager and Social Analytics Manager provide reporting to the Social Team editors on campaign performance, and daily social engagement.

  • They provide end-of-campaign reporting for various ongoing and expired social initiatives.
  • They provide weekly post-show sentiment and engagement reporting for WWE's Creative Team, which crafts our six hours of live TV programming each week. Based on that information, WWE character storylines can be adjusted to best meet fans' expectations and crafted to surprise and delight viewers best.

Our Director of Social Operations and Social Engagement Manager also head up our inter-departmental social media consultation and content creation efforts, planning out future social campaigns and promotions with a "social first" mentality -- bringing social media ideation to the forefront early in concept creation, instead of being added late in the process.  


OUR TRAVELING TEAM 

Social Media Producer Paul Geraghty chats with WWE Diva Nikki Bella about an upcoming social campaign for "Total Divas."

Social Media Producer Paul Geraghty chats with WWE Diva Nikki Bella about an upcoming social campaign for "Total Divas."

Our Social Media Manager, TV and two Social Media Producers travel to each of our more than 320 WWE Live Events and television tapings each year.

At each event, they coordinate social media publicity for the event, featuring our local fans' tweets and photos posted to the event's unique hashtag. They also coach the WWE Superstars and Divas in attendance on proper social media engagement tactics, and assist in content creation when asked. 

Our traveling team is also 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 TV shows in three ways:

  • Fan interaction before, during and after the event/TV show.
  • Storyline development and social integration around current storylines.
  • Information gathering and data analysis after the close of each event.

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 (#RAW, #SmackDown, #WrestleMania, etc.)

Our traveling team also works 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 and Instagram 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 effective Twitter conversation and Instagram video/photo creation.


A loot at some of the content that appears weekly from the WWE locker room and television tapings on our various platforms.

A loot at some of the content that appears weekly from the WWE locker room and television tapings on our various platforms.

THE RESULTS

WWE Superstars and Divas are some of the most followed athletes in social media.

26 WWE Superstars have Twitter followings of more than 1,000,000 followers.

47 WWE Superstars have more than 500,000 followers.

87 WWE Superstars have more than 100,000 followers.
WWE Superstars and Divas are some of the most popular celebrities on the Internet and social media. 26 of the Top 100 most followed athletes on Facebook are WWE Superstars. (FanPageList.com, Feb. 2015)

WWE is the most influential sports brand in social media, as ranked by Klout. We are one of only 10 brands/celebrities with a perfect 99 Klout rating. This includes distinguished news agencies like The New York Times, AP, TIME, CNN, and celebrities/leaders like President Barack Obama.

WWE is ranked No. 6 amongst the Most Social Brands in the World, in the weekly Dachis Group / Spinklr Social Business Index rankings. (http://socialbusinessindex.com).

WWE has the most social TV shows on two different TV networks (WWE RAW on USA Network, WWE SmackDown on Syfy)(source: NielsenSocial)

WWE Raw was one of the Top 5 most socially active prime-time TV series of 2012, 2013 and 2014. (source: SocialGuide, NielsenSocial)

WWE’s flagship Facebook Page has 24.7 million fans as of Feb. 1, 2015. 4.5 million fans were added over the past year to the Page, a yearly growth of 45%.WWE’s Facebook page network of 126 Pages has a combined following of 331,722,478 fans. WWE’s Facebook page network added 158 million fans in the past 12 months (91% YOY growth).

WWE’s network of Facebook Pages has more combined followers than either Major League Baseball and its 30 teams’ Pages or the National Football League and its 32 teams’ Pages combined.

John Cena is the No. 6 most-followed athlete in the world on Facebook, the No. 2 most-followed active American athlete behind The Rock.He’s the #1 most-followed active American athlete. Cena has more followers than any athlete from NBA, NHL, MLB, NFL, NASCAR, PGA or UFC.·

Posts from WWE's main Facebook Page were seen more than 11 BILLION times in 2014.

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

181 Total Twitter Accounts, including 144 WWE Superstars and Divas talent-run accounts, plus WWE-run Events and Campaigns.

TOP PAGES


WWE on Instagram

http://Instagram.com/WWE




WWE on Facebook

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

TOP PAGES


WWE on Pinterest

http://Pinterest.com/WWE


WWE on Tumblr ("WWE Parts Unknown") http://wwe.tumblr.com

WWE on Tumblr
("WWE Parts Unknown")

http://wwe.tumblr.com


 

WWE on Google+

http://Google.com/+WWE



WWE SOCIAL MEDIA IN ACTION

For more on WWE's Social Media efforts and year-long initiatives covering WWE television
programming and Live Events, please visit the below portfolio sites:

WRESTLEMANIA 30

WWE's biggest and most socially active event of the year took place April 7, 2014 at the Mercedes-Benz SuperDome in New Orleans, bringing in more than 70,000 fans from all over the world and a worldwide audience of more than 1,000,000 households via pay-per-view. Socially, the event created more than 10.9 million engagement actions and more than 7.8 billion post/item impressions.

CLICK HERE TO READ MORE


With more than 4.2 billion video views in the last 12 months, WWE is the No. 1 Sports channel on YouTube ahead of the NBA, MLB, NFL, NHL, ESPN and NASCAR. In addition, WWE on YouTube has more than 5.2 million subscribers, which is more than MLB, NFL, NHL, ESPN, NASCAR, MLS and NBC Sports COMBINED.

CLICK HERE TO READ MORE


Followed by 1.69 million WWE Universe members worldwide, our WWE Instagram account gives fans the behind-the-scenes, outside-the-ring look at their favorite WWE Superstars as they travel to more than 300 live events each year, all around the world. 

While more than 450 million social media followers follow WWE's social profiles across 11 different social networks, only WWE's Instagram channel provides our followers a candid look into the demanding road-warrior life of a WWE Superstar or Diva, away from the glaring spotlights and TV cameras.

CLICK HERE TO READ MORE

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With more than 94 million total followers across 175 accounts, the WWE Universe on Twitter acts the main source of breaking news and like-minded conversation for the WWE Universe, giving WWE fans worldwide the chance to interact and engage with our larger-than-life WWE Superstars and Divas on a one-to-one basis, as well as part of the worldwide WWE Universe.

CLICK HERE TO READ MORE


With more than 24.7 million total likes, WWE’s Facebook Fan Page acts as a central nervous system for the WWE Universe, and the hub for WWE's network of 126 Facebook Pages, with a combined following of 331 million total likes. Twenty-six WWE Superstars are ranked among the Top 100 most followed athletes on the platform.

CLICK HERE TO READ MORE


Available on Apple iOS and Android devices, The WWE App acts as the digital center of the WWE Universe for non-subscribers, bringing WWE’s global fan base closer to WWE’s Superstars and Divas than ever before. The WWE App’s interactive second-screen companion platform richly enhances the viewing experience during all of WWE’s television programming.

Part of the WWE App, WWE Network is the first-ever 24/7 direct-to-consumer network delivered directly to fans through over-the-top digital distribution.  Featuring all 12 WWE live pay-per-view events, WWE Network features groundbreaking original programming, reality shows, documentaries, classic matches and nearly 3,000 hours of video on demand.

CLICK HERE TO READ MORE


WWE Diva AJ Lee accepts the Diva of the Year award at the 2014 WWE Slammy Awards on WWE Raw.

WWE Diva AJ Lee accepts the Diva of the Year award at the 2014 WWE Slammy Awards on WWE Raw.

2014-15 WWE SOCIAL TEAM
AWARDS & HONORS

CableFAX Digital Awards
Eight-time Finalist, to be awarded March 2015

FINALIST: Social Media Dream Team, WWE
FINALIST: Best Use of Facebook, WWE
FINALIST: Best Use of Twitter, WWE
FINALIST: Social Media Campaign, WrestleMania 30
FINALIST: Digital Marketing Campaign, WrestleMania 30
FINALIST: App (Smartphone), WWE Network & WWE App
FINALIST: App (Tablet), WWE Network & WWE App
FINALIST: Social Good Campaign, Courage. Conquer. Cure.

2014 CableFAX Digital and Tech Award Winner
CableFAX Digital Awards, January 2014

WINNER: App (for Smartphone) -- The WWE App
WINNER: Social Good Campaign -- Rise Above Cancer (WWE & Susan G Komen)
HONORABLE MENTION: App (for Tablet) -- The WWE App
HONORABLE MENTION: Social Media Campaign -- WWE WrestleMania 29
HONORABLE MENTION: Social Media Dream Team -- WWE

2014 CableFAXIES Marketing Awards
CableFAX, May 2014

HONORABLE MENTION: Best Marketing of a Continuing Series: WWE Monday Night RAW
HONORABLE MENTION: Best Social Media Marketing: WWE WrestleMania 29

2014 Webby Awards
International Academy of Digital Arts and Sciences, April 2014

PEOPLE'S VOICE WINNER: Mobile & Apps / Sports -- The WWE App
HONOREE: Mobile & Apps / Entertainment -- The WWE App
HONOREE: Social / Overall Social Presence -- WWE
HONOREE: Social / Social Content & Marketing -- WWE WrestleMania 29
HONOREE: Online Film & Video / Entertainment -- WWE on YouTube

2014 Sports Social TV Awards
Social TV Summit, May 2014

WINNER: Best Social Commerce or Marketing Program -- WWE
WINNER: Best Special Event Sports -- WWE WrestleMania 29
WINNER: Sports Social TV Entertainer of the Year -- John Cena
FINALIST: Best Sports TV Show Specific -- WWE Monday Night RAW
FINALIST: Best Mobile, iPad or Tablet Sports Social TV Application -- The WWE App
FINALIST: Best Sports Social TV Integration of Twitter -- WWE Monday Night RAW
FINALIST: Sports Social TV Entertainer of the Year – Daniel Bryan

2014 Shorty Industry Awards
Shorty Awards / Real-Time Academy, April 2014

WINNER: Best Brand on YouTube: WWE
WINNER: Best Branded Mobile App: The WWE App
WINNER: Best Use of Social Media for Sports: WWE WrestleMania 29
FINALIST: Best Use of Social Media for Television: The WWE App
FINALIST: Best Brand on Twitter: WWE

2014 Cynopsis Model D Awards
Cynopsis Media

HONORABLE MENTION: Digital Team of the Year - WWE
HONORABLE MENTION: Social Media Campaign for Cable TV - WWE Monday Night RAW
HONORABLE MENTION: Social TV Service - WWE Network
HONORABLE MENTION: Over-The-Top Content Service - WWE Network

2014 OMMA Awards
MediaPost

FINALIST: Online Advertising Creativity, Social: Use of a Fan Page: WWE on Facebook

2014 W3 Awards
Academy of Interactive and Visual Arts

GOLD AWARD WINNER: WrestleMania.com (Website – Events)
GOLD AWARD WINNER: WrestleMania.com (Website -- Entertainment)
SILVER AWARD WINNER: WWE.com (General Website Categories – Entertainment)
SILVER AWARD WINNER: WWE.com  (General Website Categories – Sports)
SILVER AWARD WINNER: WWE.com  (General Website Categories – Television)
SILVER AWARD WINNER: The WWE App (Mobile Applications - Entertainment)
SILVER AWARD WINNER: WWE Network (General Website Categories - Entertainment)
SILVER AWARD WINNER: WWE Network (General Website Categories – Sports)
SILVER AWARD WINNER: WWE Network (Video Channels and Networks – Entertainment)
SILVER AWARD WINNER: WWE's Boldest Fan Doritos JACKED campaign (Online Video – Entertainment)
SILVER AWARD WINNER: WrestleMania 29 (Social Media – Entertainment)