TD Garden Social Media Analytics–Presentation Follow Up

Two classes ago, I presented on my experience as a Digital Marketing Intern for TD Garden and the Boston Bruins. I thought I would use this blog post to recap my presentation, and go into further detail on topics I was unable to cover during my 6 minutes.

Quick Recap

  • I have been working for TD Garden and the Boston Bruins as a Digital Marketing intern this semester—one of my projects is creating content for their social media channels
  • TD Garden & The Bruins have large social media presence. Both entities have thousands of followers on all main platforms (Instagram, Twitter, FB, Snapchat) and therefore each piece of content must add value and work towards creating / developing the proper brand image
  • Each piece of social content goes through an extensive review process outlined below:

Screen Shot 2017-11-26 at 4.34.00 PM

  • TD Garden & The Bruins use a program called Spredfast to facilitate social media planning
  • The last step in this social media process is to gather and analyze the data of all social platforms

As a Marketing and Business Analytics major, this last step is of particular interest to me, and I want to take some time to talk about the analytics process and different programs that I have used during my internship.

Data Analytics

Besides creating social content, another task of mine is to create social analytics reports for TD Garden & The Bruins. I use a variety of different analytics platforms to gather data including Facebook Business Analytics, Twitter Analytics, and Spredfast Analytics. Reports include calculations of values like engagement rates, impressions, click through rates, and many other useful numbers that help gage success and growth on all main social platforms. These guides are made monthly and presented to the entire marketing and sales teams in order to show where there is room for improvement, or where efforts are most effective.

Before delving further into the more technical side of things, I thought it would be helpful to include a cheat sheet for some of the different analytics included in a monthly report:

Screen Shot 2017-11-26 at 4.54.10 PMSocial Media Analytics Report—Instagram

The first platform’s data I look at is Instagram. All data can be found by logging into Instagram Analytics on your phone. Here is what it looks like for any individual post:

Picture1

From here all values like total posts, total audience, and average engagement rate, total reach, total video views, and new fans can be easily calculated and reported. After these values are calculated, I compare them to the previous month’s values, and see if there are any major increases or decreases. If so, I give my best guess as to why. For instance, if we saw a major increase in Instagram total engagement between December and January, this might be because TDGarden hosted twice as many events in December and therefore had more posts.

Here are some insights I have gained into the world of Instagram from working with Insta-Analytics:

  1. Posts that explore behind-the-scenes or provide exclusive access during events perform the best
  2. Posts promoting / during events are less engaging
  3. Low quality images are always less engaging
  4. Posts that emphasize TD Garden’s role in the city as a home for great teams and as a member of the community do really well with fans

Social Media Analytics Report—Twitter

Next, I look at the data behind all Twitter posts. I use Twitter Analytics, and the platform looks like this:

Screen Shot 2017-11-26 at 5.17.03 PM

Twitter Analytics is awesome, and again makes it easy to calculate important values including total tweets, total audience, average click through rate, total reach, total impressions, and much more. The analytics platform also makes it easy to find total mentions of #TDGarden or #NHLBruins, so we can understand general sentiment of posts mentioning the company or team. It also shows where certain analytics have increased or decreased, facilitating monthly comparisons

Here are some insights I have gained into the world of Twitter from working with Twitter Analytics:

  1. Tweets that share behind-the-scenes access, tap into excitement for upcoming events, and connect with the community perform very well
  2. Tweets sharing articles are less engaging
  3. Tweets with images and native videos are more engaging than tweets without media

Social Media Analytics Report—Facebook

Facebook Business Analytics is another very helpful platform I look at when putting together a Social Media Report. The page looks like this for TDGarden FB Analytics:

Screen Shot 2017-11-26 at 5.29.40 PM

Like the other analytics platforms, FB also makes it easy to collect, analyze, understand and report what is taking place on this specific platform.

Here are some insights I have gained into the world of FB from working with FB Business Analytics:

  1. Posts that spoke to TD Garden House Teams or announced highly-anticipated
  2. performances perform well on FB
  3. Posts announcing “on-sales” do no perform particularly well—probably because of the volume of these types of posts
  4. Retail-focused posts were fairly engaging on FB and were some of the most clicked posts

Below I have included the Instagram section of the last Monthly Social Report I created for TD Garden so you can get a little bit better idea of what it might actually look like:

Screen Shot 2017-11-26 at 5.37.50 PMScreen Shot 2017-11-26 at 5.38.25 PMScreen Shot 2017-11-26 at 5.38.34 PM

6 comments

  1. Really awesome presentation and post. It was really interesting to see the business decision making behind posts that I see naturally online, as well as the reasoning behind which posts do well and which ones do not. For those of us that just see the product of this behind-the-scenes work, it is sometimes easy to forget that everything is analytics driven. It was really interesting to learn that the posts that explore behind-the-scenes content tend to be some of the best performers. Although you did not mention it here, I’m sure Snapchat is a great outlet for a lot of this behind the scenes content and another way to engage and connect with an audience that is interested in what is taking place at the Garden

  2. Really cool stuff. It makes sense to me that the behind the scenes stuff does best; most people can only see this through social media. I’m also not surprised that high quality images/videos do better than links- a lot of people don’t want to take that next step and click a link.

    The questions I get from this are is there a sense of competition between the people like you who manage the overall TD Garden Venue (Celtics, Bruins, concerts etc.) and those who run the individual media for Celtics/Bruins/artists. I remember that you stated that the posts of basketball/hockey accounts are catered towards their specific fan bases, but do you find yourself competing with these teams to get more engagement to TD Garden itself?

  3. Your presentation and post were great! I think it’s so interesting how each brand/place/person uses social media in a different way. Thinking about the variety of audiences the TD Garden wants to appeal to makes that a really difficult job. They don’t want to focus too much on any one of their events. Hearing about programs like Stedfast seem like they would make that process a lot easier. It’s also really interesting to think of all the analytics you can see after you post– although these are after the fact they can definitely help you determine if the post was successful. It’s also crazy to think about the check list that each post goes through. Personally, I use social media pretty casually so I don’t have a thorough check process before posting, but for a brand with a lot of followers and a reputation to maintain this is so important. Super interesting topic!

  4. Great post as follow-up with your presentation. I loved the presentation and the post to continue to explain to use the use of data analytics and social media use of different platforms. I love that every team has its own personality and how they have different target markets.
    The way posts and social media needs to review and go through this rigorous process is great but also challenging. I think this has to be more automatic and maybe in the near future with more data and experience it will.

  5. Great followup to a solid presentation!

  6. I really enjoyed your presentation, and your follow-up served as an excellent supplement! I’m really intrigued by the insights you were able to gather from each platform and how you were able to draw comparisons between platforms (high quality images, targeting “home team” fans) but also show differences (e.g., links on Twitter didn’t do as well as on-sale announcements (presumably links) on Facebook). I had no idea how intricate the content creation and posting process, is even for a “company” like TD Garden (which I didn’t think of as a company until you presented for some reason), and I’m grateful for the statistics you were able to share from their social media accounts. Great post!

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