The document summarizes an interview with James Royer, Director of Digital and Social Media for the Tampa Bay Lightning, about their social media strategy and efforts. Royer discusses how they use social media to engage fans, promote the brand, and achieve business objectives. He also provides examples of successful social initiatives launched by the Lightning like their Bolts Social Central fan hangout space and RFID jersey programs.

1. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
On episode 6 of the Digital and Social Media Sports podcast, James Royer
of the Tampa Bay Lightning discussed their social and digital media, the
strategy and business objectives behind it, the importance of integration
and buy-in across the organization, some of the new technologies they are
exploring, and more.
What follows are some of the best quotes and snippets from the interview.
To listen to the full episode, visit the Podcasts page at DSMSports.net or
find the podcast on iTunes.
Enjoy and thanks again to @JamesRoyer!
@njh287
DSMSports.net

2. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
“I went through the media relations route [into sports business]” –
Royer started in media relations before transitioning into a marketing
role.
@njh287
DSMSports.net

3. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
“[With the NFL's Detroit Lions] We needed to treat ourselves a more of
a media company.”
- early notions of content marketing before it was a buzz term!
Royer went from the Detroit Lions to creative/strategic
marketing/digital agency called Organic back to sports with the
Lightning
@njh287
DSMSports.net

4. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
[While with the Lions] “Newspapers came out in mornings...there was
one afternoon where our GM said we're going to look at quarterbacks
in the draft...I wrote [about] it, put it on web, it blew up [right away]. It
was old news in the next morning's newspaper.”
@njh287
DSMSports.net

5. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
On early days of social media in sports
“We saw the power in getting our message across [on our terms] and
[controlling] what messages you want to get across.”
@njh287
DSMSports.net

6. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
Key question: How do we get [messages and content] to people?
Social media allowed us to do that and to connect with fans and their
passion.
@njh287
DSMSports.net

7. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
The Lightning was rebuilding their brand with new ownership having
just come in...
They really saw the value of social media and digital; senior leadership
did too.
@njh287
DSMSports.net

8. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
“We saw [social] as let's interact and engage with our fans.
“Let's earn the right to market to our fans, by engaging with them
first.”
@njh287
DSMSports.net

9. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
Important early questions to answer:
How do we merge content from our web into our social media efforts?
Then, how do we align social media efforts with our
business objectives.
@njh287
DSMSports.net

10. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
We've been successful creating value for sponsors to work with us
on social media...[it's less about selling] it's about presenting fans with
a great opportunity [that they want] from sponsors.
There is value for both fans and sponsors.
@njh287
DSMSports.net

11. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
As we look at numbers and analytics, we look at how we compare to
other teams [with similar relative numbers]
[Numbers alone used to blow us away in the past w/ Detroit, but there
is so much more to it now]
@njh287
DSMSports.net

12. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
“You're competing for attention in the marketplace. On Facebook
I'm competing with someone's grandma, friends, etc. How do I elevate
my post to do better? It comes down to quality content.”
@njh287
DSMSports.net

13. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
This episode's Helpful Tool: FollowerWonk, a tool to analyze your
Twitter followers with a number of a detailed breakdowns about their
profiles, interests, and level/timing of activity.
It can also be used to search and filter Twitter users based on
keywords in their profile.
Use FollowerWonk.com to optimize your use of Twitter, learn more
about followers and competition, and to discover potential influencers
in your space.
@njh287
DSMSports.net

14. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
My role is to understand where we are trying to go from
a business perspective...as a [content and marketing] team, we work
very closely and coordinate a lot.
@njh287
DSMSports.net

15. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
We help others support their business objectives...[by asking] what are
the best channels and messaging to get that out there?
It's not always a marketing channel; it's about weaving it in [with
content]; it's about what makes sense and has value for fans?
@njh287
DSMSports.net

16. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
Our sponsorship team has gone into pitches leading with social and
digital concepts...that's a function of the integration we have.
[How do we create and produce what sponsor is seeking?]
@njh287
DSMSports.net

17. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
We don't want digital and social media to sit in one department. We
want it embedded throughout the organization, for everyone to think
socially...
My responsibility is making sure I'm arming our organization with stats
and best practices from the industry.
@njh287
DSMSports.net

18. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
On getting buy-in into digital & social media throughout the
organization:
Results speak for themselves...it's about telling those success stories
and doing it in a way that says here's what we can accomplish...once
we see the value, it's easier to sell that.
@njh287
DSMSports.net

19. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
“If you know about your brand voice and biz objectives, it's about
finding the best tool for the job. 'I want to use social to be good at
business.' [@jaybaer]”
@njh287
DSMSports.net

20. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
Important questions to ask about social & digital media efforts:
How does this [tactic or platform] help us accomplish our
business objectives? What value does it bring for us? [Royer states the
example of Google Plus adoption and SEO objectives]
@njh287
DSMSports.net

21. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
Important questions to ask about social & digital media efforts:
How does this [tactic or platform] help us accomplish our
business objectives? What value does it bring for us? [Royer states the
example of Google Plus adoption and SEO objectives]
You only have so many hours to put into social media - how do you best
maximize the value of that time?
@njh287
DSMSports.net

22. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
On the objectives and genesis of the Bolts Social Central:
The focal point was: people to interact with us, but with each other.
Social doesn't need to only happen online, it can happen in person, too.
@njh287
DSMSports.net

23. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
Example of a promotion at the Bolts Social Central during a game:
Cupcake giveaways in exchange for Facebook check-ins was a
powerful example of building fan affinity, using that passion they have.
@njh287
DSMSports.net

24. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
Our Instagram followers nearly tripled after Bolts Social Central
started.
People had a tangible way to connect.
@njh287
DSMSports.net

25. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
The Bolts Social captain program:
Invite social media influencers, they share game experience on SM
[and Lightning amplifies with SM and hands-on enhancement]. It gets
fans excited and creates another connection.
@njh287
DSMSports.net

26. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
Lightning's Instagram freeze:
First in pro sports to freeze their account and utilize all of Instagram's
capabilities to make it fun and engaging for fans.
Exclusive content and prize opportunities for IG followers, using geolocation tag, player messages, etc.
@njh287
DSMSports.net

27. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
This episode's Shareable Stat:
@njh287
DSMSports.net

28. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
On the Lightning's use of RFID chips in jerseys given to season ticket
holders:
Part of Jersey 1.0 was about helping to make arena full of TBL jerseys.
Over 80% of fans used the RFID chip for merchandise/concessions
discount.
[2011-12 season]
@njh287
DSMSports.net

29. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
Goals of Jersey 2.0: More capabilities, tying it into our mobile app,
having a full and more complete view of the customers to serve up
real-time, relevant messages to be more helpful for fans. It's exciting.
@njh287
DSMSports.net

30. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
We've created our own data analytics team [reporting to revenue
officer] charged with making sure there are no data silos anymore...
How do we bring all the data we have together to be able to get the
most use? [We can use data to] learn more about fans [and it]
helps us know our customer and know our product.
@njh287
DSMSports.net

31. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
On Tampa Bay head coach Jon Cooper being on Twitter @CoopersLaw:
“[As an AHL head coach] Cooper saw the impact [social media] had on
the camaraderie of players. He would use it in Syracuse to give them
pats on the back.”
“It's great to have a coach who understands social media and its
impact and can utilize it.”
[Royer told about how Cooper helped start the #BeatBoston tag during
the MLB's Rays' postseason run]
@njh287
DSMSports.net

32. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
Five For Fighting – some questions with Royer:
Best TBL player on social media: Steven Stamkos (@RealStamkos91) He understands how he can use SM to drive revenue and sponsorships.
He gets it.
Teddy Purcell, Nate Thompson, Ryan Malone all have a lot of fun with
each other on social media; they're the most entertaining.
(@teddypurcell16), (@NateThompson44), (@Bugsy12Malone)
@njh287
DSMSports.net

33. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
On social network he's most excited about near future:
Excited about growth trajectory of Instagram [compares growth path
to IG]...
Also mentioned Vine as integration of video. Different platforms and
different purposes being served [with content].
@njh287
DSMSports.net

34. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
Royer's Social Media All-Stars To Follow His Tampa Bay Lightning digital and social media colleagues:
@JulieDolak
and
@CaityKauffman
@njh287
DSMSports.net

35. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
Follow James on Twitter @JamesRoyer
Find the Tampa Bay Lightning across all social media platforms!
@njh287
DSMSports.net

36. Digital and Social Media Sports Podcast Episode 5 Recap
James Royer, Director of Digital and Social Media with the Tampa Bay Lightning
Thanks again to James Royer for sharing his knowledge and
experience with us!
Find more info on the Digital and Social Media Sports podcast at
DSMSports.net and follow me on Twitter @njh287
@njh287
DSMSports.net