ISM 039: Monetizing Your Social Efforts, What to Do About the "New" Facebook & More with Boston Celtics' Peter Stringer. - Rick Mulready

rick mulready

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

December 15, 2013

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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More About This Show

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, 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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MP3 Download

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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.


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