The Anaheim Ducks became the first team in California to win the NHL championship when they captured the Stanley Cup in 2007.
The Ducks are better than
they're quacked up to be.
Suzanne Broughton: What’s your company’s social media philosophy?
Anaheim Ducks: We use it to spread the Ducks brand. We want fans to talk about the team, the players and the latest news. They should feel like they’re part of an exclusive group.
SB: What’s your best tip for other companies?
AD: Listen and show your fans that you’re aware of their input. Two-way conversations are invaluable. That can come through answering fans’ questions, asking for feedback via facebook, taking polls and so forth.
SB: What did you learn the hard way?
AD: You must be aware of what you’re tweeting and how even a small mistake can have significant repercussions. Each tweet represents a lot more than just the staff member tweeting it; it represents the entire organization.
SB: What is the importance of brand advocates?
AD: Brand advocates take on added significance for a sports team. Your fans can display your brand, whether it’s on hats, T-shirts, jerseys, bumper stickers and so forth. We like to focus on creating “superfans” – not just fans coming to games but fans talking about the team outside of Honda Center. We want to provide our fans on social media with a wide variety of shareable content – contests and photos/videos, for example.
Stat: The Anaheim Ducks have 194,000 “likes” on Facebook, 67,000 followers on Twitter and 107,000 followers on Google+.