2015 W3 Awards: WWE Social Media
2015 W3 Awards: WWE Social Media
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.
The team utilizes 12 major platforms, including Facebook, Twitter, Periscope, Vine, Google Plus, Pinterest, Instagram, and YouTube, totaling more than 470 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 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.
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
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, Vine, Periscope 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, video creation for Vine and Instagram, and live video streaming on Periscope.
WWE's Social Media Team efforts have led to the following results in 2013-2014:
- WWE is the most influential sports brand in social media, as ranked by Klout. We are one of only 12 brands/celebrities with a perfect 99 Klout rating.
- WWE is ranked amongst the Top 5 Most Social Brands in the World, in the weekly Sprinklr / Dachis Group 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: SocialGuide)
- WWE Raw was one of the Top 5 most socially active prime-time TV series of both 2012 and 2013. (source: SocialGuide)
- WWE and its Superstars have more than 1.3 million social mentions per week on average, 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. (source: SocialGuide)
- 27 WWE Superstars rank in the Top 100 most-followed athletes on Facebook. (FanPageList.com)
- Posts from WWE's main Facebook Page were seen more than 12 BILLION times in 2014.
- WWE has more than 3 million YouTube subscribers, watching 69 million minutes of original content per month. WWE videos on YouTube have had more then THREE BILLION views over the past two years.
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 Instagram
WWE on Pinterest
WWE on Google+
2014-2015 WWE SOCIAL TEAM
AWARDS & HONORS
2015 Cynopsis Sports Media Awards
Cynopsis Media, April 2015
WINNER: Overall Social Media Excellence, WWE
WINNER: Over-The-Top (OTT) Content Service - WWE Network
HONORABLE MENTION: Live Coverage of Sporting Event - WWE WrestleMania 30
2015 CableFAX Digital Awards
CableFAX, March 2015
WINNER: Social Media Dream Team, WWE
WINNER: App (Smartphone), WWE Network & WWE App
HONORABLE MENTION: Best Use of Facebook, WWE
HONORABLE MENTION: Best Use of Twitter, WWE
HONORABLE MENTION: Social Media Campaign, WrestleMania 30
HONORABLE MENTION: Digital Marketing Campaign, WrestleMania 30
HONORABLE MENTION: App (Tablet), WWE Network & WWE App
HONORABLE MENTION: Social Good Campaign, Courage. Conquer. Cure.
2015 Webby Awards
International Academy of Digital Arts and Sciences, April 2015
PEOPLE'S VOICE FINALIST: Mobile Sites and Apps: Entertainment – WWE Network & The WWE App
HONOREE: Overall Social Presence – WWE
HONOREE: Social Content & Marketing, Entertainment – WWE
HONOREE: Social Content & Marketing, Events – WWE WrestleMania 30
HONOREE: Online Film & Video, Entertainment – WWE Network
HONOREE: Mobile Sites and Apps: Best Streaming Video – WWE Network & The WWE App
HONOREE: Mobile Sites and Apps: Best Practices – WWE Network & The WWE App
2014 CableFAX Digital and Tech Awards
CableFAX, 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
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
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)