The Dodgers get it. I’m not sure that there is another organization in professional sports that gets it the way that VP of Communications Josh Rawtich and the Dodgers get it.
What the Dodgers “get” is how to engage with bloggers and members of non-mainstream media outlets to expand their outreach into conversations that are happening across the internet.
Josh and his staff reaffirmed this position when they hosted the third annual blogger night at Dodger Stadium on Monday, July 5th in a luxury suite behind home plate. As with past events, there was a steady stream of Dodger dignitaries that stopped by to engage with the bloggers in attendance, including Dodgers GM Ned Colletti. Colletti stayed for an hour after commenting that his visit last year ‘felt rushed’ and that he was impressed by the level of questions and discussion at past blogger engagements.
Colletti wasn’t the only front office visitor that the 14 blogs who were in attendance had a chance to meet: Assistant GM Kim Ng, Dodgers legends “Sweet Lou” Johnson and Ron Cey and Dodgers President Dennis Mannion all dropped in for a considerable piece of time to listen and respond.
The list of blogs represented was also impressive, including many of our favorites, such as Dodger Thoughts, True Blue LA, Sons of Steve Garvey, LA Dodger Talk, and Vin Scully is My Homeboy, just to name a few. These guys were engaged and made the most of their time with Colletti and the others, while also taking time to stay on top of the game that was going on (something Chris and I weren’t able to do nearly as effectively).
Following are a few thoughts and nuggets of information that were of interest to us:
Pitching and the Trade Deadline
Both Colletti and Ng were clear that pitching is their top priority as the trade deadline nears. They didn’t seem to be particularly focused on starting pitching or relievers, but it was obvious that both character and consistency were at the top of their list of traits they were looking for. Ng and Colletti split duties here, and either one might be involved depending on who has an established relationship with the key individuals (player, front office, agent, etc.).
Digital Media is Growing for the Dodgers
Chris and I had a great exchange with Josh Lukin who is the Director of Digital Marketing for the Dodgers. Josh started ramping up the digital marketing efforts for the club a few years ago while working on more traditional marketing efforts, but now dedicates most of his time on social media. It’s clear that Lukin is very interested in pushing the envelope in the digital space and leveraging Twitter and Facebook in particular to drive promotional efforts, deliver news and generally get folks more engaged with the Dodgers online. We talked about his recent promotion where he rewarded members of the four new Dodger email clubs with the opportunity to purchase standalone game tickets to the Yankees series before also sending a Twitter broadcast with a similar offer to the team’s followers. Lukin said the ROI on Twitter, Facebook, and SEA engagements have been very strong and that we could expect the Dodgers to do more in this space.
Continued Blogger Support For Home Games
The Dodgers are continuing to support a select set of Dodger Blogs with shared credential access to home games – something that MLB and other teams have been very slow to follow-up with on their own. Public Relations Supervisor Amy Summers told me that blogs now cover roughly 30-40% of the home games at Dodger Stadium and that weekend coverage is at almost 100%. She indicated that the Dodgers organization was very pleased with how the program has worked thus far and we discussed the “storytelling” aspect of blogs as compared to traditional journalism.
Most of us who have been blogging about the Dodgers have met one another a few times over the past three years. What’s most impressive is the sense of mutual respect that runs through the group. Each blog really is unique and has its own slant or type of storytelling, which differentiates it from the others and removes any sense of competition. When we all get together at outings such as this, we share stories, trade insights and generally enjoy one another’s company. It’s a refreshing change from how blogs from other teams or sports interact with one another and something that just seems to have developed amicably.
Overall, it was a great night in Chavez Ravine. I even saw team photographer Jon SooHoo in the parking lot getting set for a fireworks shot while perched at the top of a ladder (his image is shown below). I’m looking forward to next year’s event and the continued dialogue with both the team and my fellow bloggers in the second half of the season.