Detroit Red Wings Full Digital Stratgey

Essentially, a digital strategy is a roadmap to where you want your company to go. It is important to create a plan to use digital, two-way media to communicate with other people. By creating a digital strategy, the Detroit Red Wings can improve its relationships with existing customers and get in touch with new ones. Before forming a digital strategy, it is important to set goals and objectives.

Some goals might include:

- increase sales

- reduce customer turnover

- expand brand awareness

Some objectives might be to:

- increase the response time of customer service representatives

- improve the percentage of satisfied customers

- increase the number of return customers

- grow customer lifetime value

Social media technologies and tools allow you to communicate directly with your buyers online. People are already online so it is important to reach out to them and engage them in an online conversation with your company. A few of the best social media outlets include Facebook, Twitter, and Youtube.

Facebook is the ultimate place for people to connect and catch up with one another online. With more and more people joining every day, Facebook is becoming extremely useful in delivering information and ideas to a network of people who are interested in you and your products and services. It is a primary means to keep in touch with the people and organizations that are most important to its users. The best way to get started with Facebook is to utilize pages, groups, applications, and plugins.

A Facebook fan page is a great step for your organization to engage with people (Page 216 NRM&PR). Facebook pages are for businesses, organizations and brands to share their stories and connect with people. Like timelines, you can customize Pages by adding apps, posting stories, hosting events and more. Pages are the ultimate way for companies to engage and grow their audience by posting regularly. What’s great about pages is that people who like your page will get updates in their news feeds.

Another way to utilize Facebook is to create a group which helps to inform fans. Anyone can see a Facebook page, but for a little more in-depth conversation, a group is appropriate. Groups provide a closed space for small groups of people to communicate about shared interests. Groups can be created by anyone so fans can make groups for their friends interested in the Detroit Red Wings.

Applications are a great way to build your brand on Facebook and allow marketers to be creative and try something new. Apps on Facebook are designed to enhance your experience on the site with engaging games and useful features like Events and Photos. The Detroit Red Wings can create its own apps or use existing applications to extend the user experience online.

Social plugins are tools that other websites can use to provide people with personalized and social experiences. When you interact with social plugins, you share your experiences off Facebook with your friends and others on Facebook. While social plugins appear on other websites, the content populating them comes directly from Facebook — so they're just an extension of your Facebook experience. Plugins were designed so that the website you are visiting receives none of this information.

Twitter is an information network made up of 140-character messages called Tweets. By being present on Twitter, the Detroit Red Wings can easily get fans to discover the latest news related to important content. Fas can send messages and tweets and provide instant feedback. Twitter is the best way for fans to discover news as it’s happening, learn more about important topics, and get the inside scoop in real time.

Some of the best practices for twitter include:

Share. Share photos and behind the scenes info about your business. Even better, give a glimpse of developing projects and events. Users come to Twitter to get and share the latest, so give it to them!

Listen. Regularly monitor the comments about your company, brand, and products.

Ask. Ask questions of your followers to glean valuable insights and show that you are listening.  

Respond. Respond to compliments and feedback in real time

Reward. Tweet updates about special offers, discounts and time-sensitive deals.

Demonstrate wider leadership and know-how. Reference articles and links about the bigger picture as it relates to your business.

Champion your stakeholders. Retweet and reply publicly to great tweets posted by your followers and customers.    

Establish the right voice. Twitter users tend to prefer a direct, genuine, and of course, a likable tone from your business, but think about your voice as you Tweet. How do you want your business to appear to the Twitter community

The incredible growth of browser-equipped mobile devices means that people can now look for products and services while they are on the road. It is important that the Detroit Red Wings site is mobile-friendly and displays content in the best possible format. Content should load quickly and be easy to navigate through. The DRW website should hook buyers from the start and hang on to them until the sale is complete, whatever that may be. The website should be organized in a way based on the needs of site visitors. Content on the website should be organized for each of the different buyer personas. (page 189 NRM&PR)

The Detroit Red Wings caters to hockey fans of all ages, but the majority of the audience is middle to upper class. The target market for the program is tech-savvy making it applicable to target them for more expensive things such as season tickets and merchandise. According to a study by the Chicago Blackhawks, 65% of NHL fans are males and 35% are females and 63.9% of fans are between the ages of 25-54. The average annual household income for the audience is about $103,825 and 69.4% have at least some college experience. The estimated budget for a 12-month plan is $300,000. This includes all social media facets as well as the home webpage.Flip Camera

One of the most appealing forms of new media that applies directly to Red Wings fans is video. The Detroit Red Wings website and program revolves around the team and its feats. By capturing interesting content on video, fans are guaranteed to become more involved online. Video is an easy way to reach fans, especially when utilizing sites like YouTube. One development that is helping change the relative formality of the corporate marketing video is the popularity of the Flip video camera (page 245 NRM&PR).

Great video interviews can be captured quickly and easily then uploaded to the web for viewers to enjoy. The Flip video camera and similar high-quality portable video cameras are an essential item for marketers. Fans love seeing new content about their favorite players and like to know what’s happening from day-to-day. By posting videos on video-sharing sites, the Detroit Red Wings can continue to impress its fans and keep them engaged. Many people would rather watch a video than read an article so it is by far the best means at appealing to the new web-based generation.