WWE Superstar Zach Ryder: How Social Media Changed His Career and Why PR & Social Media Pros Should Care

It was the biggest week in World Wrestling Entertainment in the last seven years. On February 14, 2011, The Rock, "The Great One", "The Most Electrifying Man in Entertainment", stepped into a WWE ring again, after a seven year absence, and was announced the Host for Wrestlemania 27 (The WWE's equivalent to the Superbowl). The Rock's return made entertainment headlines.

Underlying the hoopla surrounding the return of the Rock, there was another WWE Superstar, who would single-handedly change the company forever.

On February 17th, 2011, WWE jobber (enhancement talent), Zack Ryder used his flip-cam to shoot a very modest YouTube video he called, Z! True Long Island Story (of course a spoof on E! True Hollywood Story).

Capitalizing on the meteoric rise of the cast of Jersey Shore, Zack Ryder adopted the fist-pumping, boy-band loving, arrogant gimmick months before he first shot his soon-to-be YouTube sensation series. Ryder was rarely given opportunities to appear on TV to ever profile his catchphrase, "Woo Woo Woo, You Know It". Because he wasn't receiving these opportunities to appear on WWE programming, he brought the programming to him. In the subsequent weeks, not only would he become a more prominent player in WWE and an Internet phenomenon but he'd become a case study for Social Media enthusiasts around the world.

The first webisode of Z! True Long Island Story was short and simple. He promoted his t-shirt, You Tube channel, Twitter account and new action figure. He introduced many of his now famous catchphrases like:

• "Are you serious bro?" 
• "Long Island Iced Z" and 
• "Zack Pack". 

He finished the first webisode with a fan engagement initiative and social media giveaway (t-shirt to those that tweeted him a picture of them in a Zack Ryder t-shirt). While this video had little production, it provided him the vehicle to cultivate his boyband-loving, spiked-hair and headband-wearing persona that would later endear himself to millions across the continent.

He would broadcast a new webisode on his Long Island Iced Z YouTube channel every week and every week the production became slicker, new characters were introduced and he gained a larger following.

As his popularity soared online, he started to attract the attention of high-profile WWE Superstars as they would request to have an appearance on his show. Superstars like Dolph Ziggler, John Morrison and Triple H all appeared or even had recurring story lines on his webisodes. His biggest and most vocal supporter is WWE's largest attraction John Cena. Cena continually goes off WWE script to ask fans to follow @ZackRyder or check out Z! True Long Island Story. 

Ryder was recently publicly recognized by main-event talent at a WWE TV taping of Monday Night Raw. After the show went off the air, Cena and other WWE main-eventers gave Ryder the ring to himself to receive a "curtain-call" from the live crowd. Ryder had some revealing marks about his risk

"I was doing it to get noticed or to get fired"

 Ryder's risk can and should be studied by PR/Social Media professionals and students. His risk had all the elements of a thorough and clever PR campaign:

• Know your audience: Zack Ryder understood the cult-like, underground 'Internet Wresting Community' (IWC) and the opportunity to develop an underground following. The IWC loves to, "peak behind the curtain" of the industry because revealing any truths of the business used to be taboo. Z! True Long Island Story took down the "4th wall" to reveal politics of the business. Knowing the influence the IWC has over WWE programming Ryder smartly formulated his content around matters the IWC craves. 
• Integrated branding: Ryder's influence spans over Twitter, Facebook and YouTube and you won't have to stray far from his channels to find his branded catchphrases, "WOO WOO WOO, You Know It!", "Are you serious bro?" and "Take care, spike your hair". The more platforms you have to spread your key messages the better reach it will obtain.
• Leverage more prominent brands: John Cena's influence on Ryder has helped Ryder transition from a cult-like following (IWC) to a following from all WWE fans. Cena is the WWE's most popular character with the highest-selling merchandise, especially with children. In recent weeks, Ryder has developed more merchandise, branded with his catchphrases, which has been adorned by more and more children, in large thanks to John Cena. 
• Personalize your social media channels: In the world of professional wrestling, fans rarely get a glimpse of the man or woman behind the wrestling "Superstar" persona. Zack Ryder's weekly web series gave fans a peek into his life as he had friends and family appear on his show. He also engaged the fans and made them apart of the show by having a weekly segments that included showing Ryder signs that were at WWE TV tapings and "Broski of the Week" videos. It's important to engage your stakeholders on your social media channels as an individual and not hide behind a corporate logo and corporate-speak. 

Broski of the Week

Zack Ryder had to create his opportunity to establish his character and get noticed by WWE fans and organization. On that pivotal week for WWE in February, when the Rock returned to WWE television for the first time in seven years, Zack Ryder's online risk would end up being more influential to WWE. WWE has shifted a lot of focus to social media and even dedicates time on WWE programming to highlight WWE trending topics on Twitter. Ryder recently achieved the honour of most signatures on an online campaign ever! He has also been recognized by Sports Illustrated as one of the top 100 influential athletes on social media.

This career-altering, company-changing year for Ryder will truly come full-circle as he will have his most significant cameo on this week's show; a man he would never have imagined appear when he started Z! True Long Island Story back in February.

That man? Who else? The Rock

Movember is the month to FEED THE BEAST

Mustache Season is back! It's a great time of year for those men that like to grow hideous hair patches on their face for the one-time a year they are brave enough to do so. All in the name of charity right?

Well count me in on one of those brave men that like to prove their body produces testosterone and aren't afraid to repel the sex-drive of their significant other and risk a month of celibacy. Once again, all in the name of charity right?

FEED THE BEAST

There are several reasons I chose to participate in Movember and risk public ridicule and a "nookie-free" November.

1. I'm tired of Cancer and the thousands of lives it hurts every single year AKA "This sh*t has gotta stop"
2. I value myself as philanthropic and an advocate for health-awareness (or hypochondria as my wife would have you believe)
3. I'm not afraid of making a fool out of myself (especially if I hit the daily double of annoying my loving sister at the same time)
4. It's fun.

I'd like to elaborate on numero quatre. Movember is darn fun (yes, DARN!). Truthfully, part of the fun lies in number three; for one month I can look as ridiculous as possible and no one can say a darn (there's that word again) about it! This may beckon back to my wrestling days when I was a "heel" (bad guy) and my job, every time I stepped into the ring, was to make an a$$ out of myself.

It's also fun because you can develop a catchphrase for your personal campaign like, "FEED THE BEAST" and inappropriately invite your wife to, "come and go for a ride" (on my handlebars of course)

That said, a lot of the FUN is generated from the staff of Movember. I have to say, I think they've created the slickest fundraising campaign ever! It's probably not even close. Here's why Movember is so successful, in no particular order:

• They keep the cause and issues at the forefront of their campaign: It's easy to participate in Movember, grow your 'stache and never realize what you are growing and fundraising for; however, embedded in all their communications lies statistics about prostate cancer.
• It's the most interactive campaign: From a styling guide to pictures of your fellow 'Mo Bros' to a map of featured Movember events and promotions, this campaign could keep you engaged for the entire year, let alone one measly month.
• It provides community, competition and fodder for your friends and family: Whether you attempt to raise more money than your friend or just grow a better 'stache, this campaign provides friendly competition between friends, family and colleagues. In addition, either yourself or a close buddy will end up growing the most hideous, patchy mustache of all-time and this will provide countless jokes between friends for the next year. Finally, this campaign allows you to interact with individuals that share a common goal of looking stupid and maybe even interact with individuals whose lives' have been affected by Prostate Cancer. 
• It has spawned fantastic merchandise, celebrity involvement and prizes from a mustache growing initiative 
• Last but not least, there are "Gala Partes" for all participants of Movember to mingle with fellow "Mo Bros" and awards like, "Man of Movember" are presented. 

One idea I would present is a t-shirt that includes a QR code to your MO Space for another path to donations. 

I advise PR, marketing and social profit professionals to check out the excellent work of the Movember campaign. Check out the seamless interactions with Facebook where you can keep tabs on your Facebook MOs (I'm coming for you Steve Gillon), check out the, 'Lodge' that includes 2010 award winners and celebrities that have embraced the "lip tickler" and finally check out my MO Space and donate today!

P.S. I will be providing on the spot updates if and when I get food stuck in my baby, which just so happened to be my one of my goals from the on-set of my Movember journey. I'd suggest your donate $5 every time I do so, because I will take pictures!

Why I back Raffi Torres & the Phoenix Coyotes

As a public relations professional, I know I must heed caution venturing into the story of Raffi Torres' Halloween costume as it is a rather sensitive subject, but like the Phoenix Coyotes organization, I'm not afraid to express my thoughts on the matter.

Everything I've learned and practiced as a PR professional tells me that I should be disapproving of the organization's stance and support of Raffi Torres' decision but...

I'm fine with it.

I'm fine with Raffi Torres' decision to wear the costume and I'm especially fine with the response from the Coyotes organization.

For the uninitiated, Raffi Torres, Forward for the Phoenix Coyotes of the National Hockey League dressed up as his favourite musical artist, Jay-Z for Halloween. However, Mr. Torres isn't the same skin colour as Mr. Shawn Carter (Jay-Z). This required Torres to "blackface" to achieve a more authentic look.

I can be honest and say that I wasn't all that familiar with the history, stereotypes and connotations of "blackface". Suffice to say, I was disturbed upon performing my research. However, here is why I'm in the Torres and 'Yotes camp.

Raffi Torres was costumed as Jay-Z, his favourite musical artist. His costume did not highlight any demeaning stereotype that a nineteenth-century "blackface" performer would portray. Up until sixty years ago, "blackface" represented archaic connotations that Caucasians believed African-Americans to be lazy, buffoonish and inferior.

The Phoenix Coyotes issued the following statement,

"There was absolutely nothing racist about Raffi and his wife's costumes. Raffi is a huge fan of Jay Z and his wife loves Beyonce. It was a Halloween party. The fact that this was reported is ridiculous. We will have no further comment,"

What you may expect after an incident of this nature, is the following statement,

"The Phoenix Coyotes organization does not condone the decision of Mr. Torres nor does his actions reflect the ideals and principles of the Phoenix Coyotes organization,"

It is rare that an organization will support their employee with significant conviction faced with this type of ordeal. The typical public relations generated statement that may surface following an incident of this nature, a lot like the latter statement, shows the organization to display lack of support for their employee and remain voiceless in a scenario where they can take accountability.

While Torres' costume did not highlight any stereotypes, the 2004 film, 'White Chicks', which featured two African-American police officers (Shawn & Marlon Wayans) going on an undercover mission as two young female socialites, did highlight the stereotype of the rich, blonde, shallow, materialistic, self-centered Hamptonites.


The only issue I may have with the Phoenix Coyotes Communications Department is if they didn't perform thorough research before issuing their statement. I applaud their efforts in supporting their employee but I hope, at minimum, they researched the sensitive nature of "blackface" in the scenario they received backlash for their backing of Torres.

Perhaps, the following statment would have read better in support of Torres.

"We understand the sensitive nature of Mr. Torres' Halloween costume but Raffi is a huge fan of Jay Z and his costume was a tribute to his favourite artist,"

It was an awful summer for the NHL and it certainly didn't end well. In the final days of summer, Philadelphia Flyers Forward, Wayne Simmonds was overheard shouting a gay slur at New York Rangers Forward, Sean Avery. A few days before, Simmonds, who is African-Canadian, in a disgusting act, had a banana hurled at him in an exhibition game in London Ontario. However, we cannot equate the Simmonds situation to the Torres situation because the individual who threw the banana intentionally hurled the banana in malice while Torres' costume was done in a light-hearted manner.

I'm glad I researched the history of "blackface" before writing this but I stand by Raffi's decision to honour his favourite artist and the Coyotes organization to support Torres' decision.

Besides, it's awfully tough thinking of good Halloween costumes every year.

Miami Dolphins Gator Day PR Brilliance

Oh Stephen Stephen Stephen,

Where do I begin to describe the absolute debacle that Gator Day at Sunlife Stadium on October 23rd was? Well, on the field, I suppose I can start here...

However, Gator Day was a debacle, well before Tim Tebow, turned his chicken sh*t performance into chicken soup and lead the Denver Broncos to a 18-15 victory over the Miami Dolphins.

This charade all started when Miami Dolphins owner Stephen Ross, CEO Mike Dee and his marketing team brainstormed the idea in mid August to celebrate a national championship team for their October 23rd home game against the Denver Broncos. They conceived the gimmick in an attempt to draw attention away from a 2010 Dolphins squad that went a paltry 1-7 at home... yes at home! Surely, celebrating a national championship of the hometown University of Miami Hurricanes would deliver a feel-good moment to draw fans to the game. The Hurricanes have at least won a championship since Watergate, unlike the once 17-0 Miami Dolphins.

So which championship Hurricanes team was it? 1987, 1991 or 2001.

Oh, it's not the Miami Hurricanes championship teams that were going to be celebrated but the 2009 in-state RIVAL University of Florida Gators championship team.

Well, at least this would present an opportunity to honour Tim Tebow, iconic Floridian quarterback that led U of F to two national championship. Tebow is the most polarizing player currently in the NFL, how great an idea is it to honour this demigod upon his first NFL start of the 2011 season! Perhaps he could lead the winless Dolphins to their first victory of the season and their first home victory in 5 attempts.

Tim Tebow's legacy in Florida on display

Oh, Tebow doesn't play for the Miami Dolphins? No, Tebow, despite in his first fifty-five minutes of play, setting back quarterback play fifty years or so, was once again a hero in the state his name holds more reverance than Barack Obama. Tebow led the OPPOSING Denver Broncos to a 18-15 win, dropping the hapless Dolphins to an all too familiar 0-6 start. The final sounds of the afternoon were the chants of "Tebow, Tebow" echoing throughout Sunlife Stadium. Yes, the opposing quarterback received more adulation than the Miami Dolphins QB or anyone in aqua and orange that afternoon.

As I try to remove my twenty-five-year fandom of the Miami Dolphins and evaluate this public relations/marketing promotion as a PR practitioner, I come to the same conclusion that on and off the field; this once proud organization has officially lost their tradition. The tradition of the Miami Dolphins was their best PR message and now it's gone. They are only one step away from Charlie Sheen Day at Sunlife Stadium.

Here's a message to Stephen Ross: no gimmick, no PR campaign, no promotion can ever replace winning. I understand the challenges of attracting fans, especially those in South Beach, to come support a product that loses twice as many games at home than it wins, but the sounds of your crowd cheering the opposing team and growing apathetic towards your team is far worse than one or two blackouts in a season.

There have been several instances in professional sports, over the past twenty-five years, where proud, winning franchises have endured losing seasons. However, they let the tradition of the franchise speak for itself. That Miami Dolphins tradition is lost and unless they get "Lucky" in 2012, Don Shula will continue to introduce himself as the former coach of the Baltimore Colts (I'm Joking!).