• Loading stock data...
Friday, December 6, 2024
Tune in on Dec. 11 at 1:05 p.m. ET for our last Future of Sports virtual summit of the year – Future of Sports: Marketing! Register Now

Coyotes’ Marissa O’Connor on Building a Personality-Driven Brand Social Presence

Marissa - O'Connor - Social Media - Coyotes

Subscribe: iTunes | SoundCloud

Marissa O’Connor didn’t plan to work in sports. Going to school for journalism, her goal was to cover health and fitness or lifestyle news. That all changed while she was working at E! News.

While there, she ended up freelancing for the USOC during Sochi and fell in love with sports.

It just so happened that the Director of Marketing for the USOC was leaving to take a job as the CMO of the Coyotes and asked her to join. Five years later, she has built the social voice of the Coyotes into one that feels more like a friend than a team account.

Edited highlights appear below:

On the Similarities Between Entertainment and Sports (7:03)

“I think in so many ways, both entertainment and sports are different, but it really is so transferable. If you know the art of storytelling, if you can connect with an audience, and if you can build a brand in entertainment, you can do it in sports.”

On Building a Unique Voice (10:19)

“Our audiences are unique, our audiences are quirky, so we have to have a different approach to things than a lot of other teams. I think the NHL can be really old school at times and we’ve been able to embrace being different. I think we’ve had some more unique opportunities with our leadership being as young they are, but our approach has always been really to embrace that and they also understand that we are building a brand that requires us to do things a little bit more unique.”

Social on the Sidelines is Presented to You By:

On Change in Overall Strategy (12:38)

“I think a big part of when we first started was just the nonstop game coverage and that play-by-play analysis. Our approach is just so different now. We really try to use our in-game coverage to not only feature highlights and what’s happening that’s going well, but also we take a really big customer service approach. We’ve also been allowed a lot of access in the locker room and other areas, which was something I didn’t have my first year. I think just in general, our whole company has gotten a lot more forward0-thinking and social isn’t the wild west to them anymore.”

Want more content like this? Subscribe to our daily newsletter!

On Hardest Part of Managing Everything (25:29)

“I think one of the hardest things is that we are extremely short staffed and anyway you slice it, we could have a million other people on our team. I remember when I was making the transition from entertainment to sports, I spoke to one of the reporters at E! News and he said to me, ‘You’re going to go there and do 10 jobs.’ I think that is a pro because you learn so many different things and you get thrown out of your comfort zone so fast. The con is that you kind of feel like your work is never done.”

Love what we are doing? Help us grow and get in front of more people by subscribing below and leaving a review! 

 iTunes | SoundCloud

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Dec 1, 2024; Baltimore, Maryland, USA; Baltimore Ravens safety Ar'Darius Washington (29) tackles Philadelphia Eagles quarterback Jalen Hurts (1) on the one yard line during the first half at M&T Bank Stadium.

NFL Relaxes Drug Policy by Reducing Fines and Resetting Violation Clocks

It makes it harder to test positive for marijuana and reduces fines.
Sep 28, 2024; Ile Bizard, Quebec, CAN; Max Homa of team U.S.A. putts on the first green during the foursomes (alternate) round of The Presidents Cup golf tournament.

The PGA Tour Wants More Players to Become Social Media Stars

YouTube golf is quickly gaining ground on the professional game.
Feb 11, 2024; Paradise, Nevada, USA; Elon Musk looks on before Super Bowl LVIII between the San Francisco 49ers and the Kansas City Chiefs at Allegiant Stadium.

Can Elon Musk’s X Fix Its Rampant Fake Sports News Problem?

Little is known about how X will enforce its new policy aimed at parody accounts.
Nov 2, 2024; Dallas, Texas, USA; Southern Methodist Mustangs head coach Rhett Lashlee leads SMU on to the field before the game between the Southern Methodist Mustangs and the Pittsburgh Panthers at Gerald J. Ford Stadium.

Every Power 4 Championship Game Will Have a Conference Newcomer

Oregon, SMU, Texas, and Arizona State will all play for titles.

Featured Today

Dec 18, 2022; Lusail, Qatar; FIFA president Gianni Infantino claps during the awards ceremony after the 2022 World Cup final between Argentina and France at Lusail Stadium.

FIFA Wants More Matches. Resistance Is Growing Inside the Global Soccer World

Resentment and frustration over expanded schedules is nearing a breaking point.
November 30, 2024

U.S. Investors Are Gunning for England’s Small Soccer Clubs

Is another Hollywood-like success story possible among the U.K.’s smallest clubs?
Nov 1, 2024; Boise, Idaho, USA; Boise State Broncos running back Ashton Jeanty (2) leads the team onto the field prior to the first quarter against the San Diego State Aztecs at Albertsons Stadium.
November 29, 2024

Schools Are Scrambling to Prepare for the NCAA Revenue-Sharing Era

In the post–House v. NCAA world, “everyone’s kind of on their own.”
Nov 4, 2024; Kansas City, Missouri, USA; Recording artist Taylor Swift arrives prior to a game between the Tampa Bay Buccaneers and the Kansas City Chiefs at GEHA Field at Arrowhead Stadium.
November 29, 2024

The PWHL Could Be Inviting a Date With Taylor Swift’s Legal Team

The Toronto Sceptres may have opened a Pandora’s box of trademark issues.

How the Chiefs Are Prepping for Year 2 of Taylor Swift Mania

The pop star is expected to attend more games this season.
Olivia Moody
August 4, 2021

Colin Cowherd’s New Podcast Network Going All-In On Sports Betting

With sports betting rapidly legalizing, Colin Cowherd’s The Volume podcast network is hiring Olivia Moody, a.k.a. ‘Liv Moods,’ from Bookit Sports.
Actor Vince Vaughn throws out first pitch at Chicago Cubs game
exclusive
December 9, 2022

Vince Vaughn, Greg Olsen’s New Company Eyeing Financing

Greg Olsen and actor Vince Vaughn’s new company has launched first two podcasts.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
exclusive
May 13, 2021

Cris Carter Scores New Deal With Blue Wire Podcasts

Cris Carter has scored a deal with Blue Wire Podcasts. The Pro Football Hall of Famer will interview star receivers, past and present, on his new “WR1” podcast.
September 24, 2020

Office Hours: Alex Magleby, co-founder and CEO of the New England Free..

Alex Magleby, the New England Free Jacks co-founder and CEO, is bullish on rugby’s future in the U.S. and Major League Rugby.
August 13, 2020

Office Hours: Bart Conner, Owner of Bart Conner Gymnastics Academy and Former..

Bart Conner is the only American male gymnast to win a gold medal at every level of national and international competition.
July 22, 2020

Office Hours: Devon Kennard, Real Estate Investor

Devon Kennard has found success on and off the field with a multi-million dollar real estate portfolio that includes 14 different properties.