ISM 039: Monetizing Your Social Efforts, What to Do About the “New” Facebook & More with Boston Celtics’ Peter Stringer.

BostonCelticsIn this episode of the Inside Social Media podcast, I talk with Boston Celtics’ Sr. Director of Digital Media, Peter Stringer about monetizing your social media efforts, what to do about the “new” Facebook and more. 

My journey to connect with the biggest brands in the world and share with you how you can model and adapt their social media insights and strategies for your business continues…

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The Boston Celtics have won 17 championships on the court and are one of the most well-known teams in all of professional sports.

Off the court, they’re one of the best as well.

Peter Stringer is the Celtics’ Sr. Director of Digital Media and the leader behind the team’s brilliant online presence.

With millions of fans and followers on platforms like Celtics.com, Facebook, Twitter, Instagram and YouTube, he’s grown the team’s social media presence into one of the largest and most passionate communities in all of pro sports.

And he’s done it with a small team (less than 5) and little budget to work with — much like a small business.

As Peter puts it during the episode, “while the team spends millions of dollars on the players and on-court talent, the same can’t be said for their marketing efforts.”

He truly runs a lean operation that’s one of the most respected “in the business.”

In this episode you’re gonna learn the ins and outs of what makes the Celtics so successful with their social media efforts, and how you can model and apply these strategies and principles to your own business — with little or no budget.

I think you’re gonna love this interview as we get into some juicy topics that I’ve not gotten into much on the show before. I know I got a ton out of my chat with Peter.

Here’s what else you’ll learn in this episode:

  • How to monetize and measure your social media efforts. You’ll hear how the Celtics do it and how you can follow the exact same formula.
  • Peter’s thoughts on the giant wake up call that Facebook recently gave us with all the changes to the News Feed algorithm. I really agree with Peter and I think we as small businesses need to reconsider our Facebook strategy.
  • You’ll hear about the social strategy that the Celtics use to cultivate relationships with their passionate fan base, and the lessons you can take from that.
  • Peter’s top 3 things he would do if he were just starting to market his business with social media.
  • Plus a whole lot more…

Episode Resources

Follow the Boston Celtics on:

Celtics mobile app

Boston Celtics Website

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Insider Show Notes: Model & Apply the Boston Celtics Social Media Success to Your Business

On Social Media And Your Passionate Fans…

  • Social media allows brands to be their own journalists.
  • Your fans are going to be looking for as much information as possible via social media.
  • Generating a large online audience can allow you to drive sales in external events and merchandise.
  • Sponsors take notice of a buzzing online presence.

On Building An Effective Content Strategy…

  • Tell your brand’s story through behind-the-scenes content.
  • Deliver real time content directly to your audience via Twitter or live video.
  • Reminders prior to big events are critical.

On Telling Your Brand’s Story…

  • Every brand has a story to tell.  Social media is a great way to tell it.
  • Show your audience the little things that your regular content wouldn’t reveal.
  • Find out who your audience is, what they’re passionate about, and how you can relate your content to it.

On Monetizing Your Social Media Efforts…

  • The future of social media is looking increasingly ‘pay-to-play’.
  • Find out if there is value in paying to reach your audience on social media.
  • The Facebook game has changed dramatically over the past few years — especially with the recent changes to the News Feed algorithm.
  • Understand that it’s going to be expensive and difficult to reach a large number of people on Facebook.

On Knowing That Not Every Platform Is Going To Work For You…

  • Not every platform is going to fit your business, so put your efforts in to the one’s that do work.
  • Experiment and keep an eye on new trends.
  • All social platforms are constantly evolving, so it’s important to stay up to date on recent changes.

On Leveraging Social Media On A Shoestring Budget…

  • Implementing visual media is effective and doesn’t break the bank.
  • Generating quality video content can become expensive.
  • Look at what’s working for your competitors and learn to adapt their strategies to your business.

 

3 Responses to ISM 039: Monetizing Your Social Efforts, What to Do About the “New” Facebook & More with Boston Celtics’ Peter Stringer.

  1. Mark Wilcox says:

    A good episode though I think the Celtics are incorrect on thinking about their Facebook posts.

    Let’s assume for a second they do only get to 200,000 fans on a post without pay (how we wish we could have such a problem :)).

    The key is that you have to create Facebook tailored content that encourages likes and shares – this gets the viral ball rolling that Facebook is so good at and signals to Facebook to show the post to more page fans.

    And the key is to remember – alot of this content is scanned on Mobile and Facebook loves images more than anything. And the Celtics have free access to material we only dream of – celebrities, action and quotes.

    For example – if they want to push tickets for an upcoming game against the Heat – get a photo of some time where a Celtic made some awesome move against Lebron (there has to be at least 1 :)).

    Then put a headline on the photo like “Watch us dethrone the King – again”. And the link in the post to the Celtics ticket page.

    If you are a fan of the Celtics – you’re going to share that. You’re not even going to hesitate.

    BTW I got the idea for this based on tactics I read about in Gary V’s new Jab Jab Right Hook book. I hope you get him on to discuss – you’re the perfect podcast for that book.

    • Good point Mark and I see both sides on this. I think what Peter was trying to say was brands (and small businesses alike) are now trying to figure out how best to approach Facebook.

      With the recent News Feed algorithm updates the game has changed a bit and most brands have seen a significant drop in reach. So, the strategy is being reevaluated a bit to see what works and what isn’t going to work.

      Agree on Gary — love the guy. Huge fan of the new book and I had him on the show back on episode 5: http://rickmulready.com/inside-social-media-gary-vaynerchuk/. He was writing the book at the time and it’s a killer episode. Would love to hear your feedback if you get a chance to listen.

      Appreciate you, Mark!

  2. […] that said, however, I recently heard Peter Stringer, the Boston Celtics’ Sr. Director of Digital Media say  (about 23 minutes into the podcast) that Facebook has impacted their Facebook page to the point […]

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