Week 3 9/11-9/18
In the past week, CCM Hockey has posted on Instagram 5 times and 4 times on Twitter. As of now, CCM seems to not be posting too much on either of their main platforms. This is because it is still the offseason for hockey, but I expect the number of posts to increase drastically in the next few weeks with the season starting up soon. In the comments of the posts, especially Instagram, everyone seems positive about the brand and everything they post. These comments are 95% positive but the only downside I see is that they do not seem to respond to comments so their connection to their supporters does not seem. The tone that they give off on their posts seems to be a mix between being goofy and being professional when they have to be. One of their posts was to show off a new stick that was released and they were very professional about it as they described more of the stick in the caption too. On the other hand, the posted a video of the Penn State hockey helmets having their stickers and stripes put on it and the caption is “Clean lids” with two emojis. This shows them being a little bit goofy and wanting to try and act like the younger generation by using some slang and emojis.
In the first screenshot you can see the Penn State designs being put on the helmet and in the second screenshot you can see Sidney Crosby using the newly released stick for a promotion video.
Week 4 9/17-9/24
Over the past week, CCM was more active on Instagram than they were the week before. They had a total of nine posts, so they were posting at least once a day on that platform. Their Twitter activity was also up as they doubled their post total from the week before to eight this week. Over the last week the number of posts has been going up as the regular season is just around the corner and the preseason has just started. Three of these posts was them showing off their new stick, the Trigger 8 Pro. On these posts there were both positive and negative comments as people thought it was very similar to the last couple versions of the “Trigger” made but others were excited for the upgrade. Two of these posts were for the new women’s professional hockey league that just had their first ever draft with all positive comments. They had three more posts about their hockey house that they announced last year and people in the comments seem pretty excited about it. Finally, they had one post about CCM sponsored athlete Nathan Mackinnon who had his jersey number retired by his junior’s team, the Halifax Mooseheads and the comments were all positive. This week was different compared to last week because they were very professional with what they were posting as it was all important information for the company.
In the first screenshot you can see the new Trigger 8 in use with some information about it in the caption and in the second screenshot you can see the first overall pick of the Professional Women’s Hockey League (PWHL) draft.
Week 5 9/25-10/1
Through the past week, CCM actually went down with their number of posts. On both their Instagram and Twitter accounts they had the same six posts. With the NHL preseason already begun and the regular season right around the corner, I expected the number of posts to be up dramatically. These posts were, two shoutouts for players that were joining Team CCM, two were showing off CCM player overalls, men and women, in the new EA NHL video game releasing soon, one was showcasing the CCM Hockey House, and yet again there was another ad for their new stick, the Trigger 8 Pro. In the last week there was not a single negative comment from followers on any of the posts. On their ad for the Trigger 8, people were very excited about it and telling others how well it has worked for them so far. The post that got commenters the most excited was their announcement of Tage Thompson joining Team CCM. Overall, the user engagement was high for this week as there were double digit comments on almost every post. Their post with the most engagement was the one showing Team CCM players overalls in the new video game. This was filled with comments asking others their opinions about grades given and people just genuinely excited for what’s to come.
In the first screenshot you can see the post showing off the Team CCM NHL 24 player overalls specifically showing Oilers star Connor McDavid. In the second screenshot you can see the comments showing how excited they are for Tage Thompson to be joining Team CCM.
Week 6
With it being the last week before the NHL regular season starts, I expected the CCM hockey Twitter and Instagram pages to have more than four posts each, but I thought wrong. I was ready for there to be a bunch of different posts letting their followers know that the season is right around the corner but that was not the case. Two of these posts were them promoting their Hockey House and I believe that that is getting very repetitive and annoying, but they do not have any negative comments on those posts. They also put a sneak preview out of what looks to be the upper part of a new goalie helmet that they will be releasing with positive comments. The other post they had was the only one letting their followers know that the season is coming soon, and it is just four pictures of CCM players during their respective team practices. The comments on this one was just people pointing out equipment and saying how Connor McDavid was showing emotion. I know I have said this the last two weeks, but I really expect there to be at least a couple posts in the next week that let their followers know that the regular season is here.
In the first screenshot you can see the people commenting under the post telling us that the regular season is coming. In the second screenshot you can see the post showing the top part of the goalie helmet.
Week 7
In the last week, the number of posts on CCM’s Instagram has sky rocketed. Since the beginning of this project, they have not come close to their post total for this last week. I believe this number is going up because the NHL season has just started. They sent out eleven posts that have all been commented on. These posts included four CCM Hockey House posts, three showing off their newly released stick, two about their new goalie helmet, one of Devon Levi talking about his new pads, and one that is a giveaway for a signed stick by Matt Dumba who just played his 600th NHL game. When it came to the posts about the new stick, most of the comments were not good. People are very upset about the price and that makes a lot of sense. For a hockey stick, it is very overpriced. Even with these negative comments flooding this section, there were still a couple of positive ones. That post about Matt Dumba was a great way for them to have people interact with their page because they said it was a contest and that they would have to comment on the post to get a chance to win the signed hockey stick. This post had more comments than all the other posts I have talked about in the last few weeks combined. I expect CCM hockey to continue to post this frequently next week, and for the rest of the season.
In this screenshot you can see the people upset about the release of the CCM FTGhost.
In this screenshot you can see how they got as many commenters as they did on this post.
Week 9
Over the last week, CCM hockey posted nine times. This is very similar to the post number from last week and I expect it to be similar again next week. Going into this week I expected there to be a few more than nine posts, but I was wrong, that is why I am predicting the post total for next week to be right around nine. These posts have all been commented on, and it was quite an interesting week. The Edmonton Oilers and the Calgary Flames faced off Sunday night in the 2023 Heritage Classic which is played outdoors. CCM made a bunch of custom equipment for players to use in the game that they tried to make look like it was vintage, and I thought they did a very good job with that. They had three posts about the equipment. They also had three posts about the CCM Hockey House. They had one post their new limited edition stick, the FT Ghost. They had another post featuring their new goalie helmet, the Axis XF that looks very slick and one more post congratulating CCM athlete Tage Thompson on scoring his 200th point in the NHL. One of the posts about the equipment used in the outdoor game had a comment section that was flooded with people saying how much they love the vintage looking equipment and would buy it for themselves if they were to sell it to the public. To my surprise, on the post about their new helmet, most of the comments were positive. Usually when it comes to new CCM equipment, people are always upset about how much it costs and that it is very average, but this was not the case. Next week I believe the number of posts will be very similar and that there will specifically be eight posts sent out to their followers.
This screenshot is the comment section of the post about the vintage style equipment and as you can see they are very positive.
This screenshot is from the goalie helmet promotion post and you can see the comments here are positive which was shocking to me.
Week 10
In the last week, CCM was very consistent with their posts. My prediction of eight posts was very close to the actual outcome which was nine posts. With the way this has gone, I expect there to be around the same number of posts next week. These posts included a “Happy Halloween” post to their followers, a post showing Team Sweden’s new CCM jerseys, a contest to potentially win a free FTGhost stick, a post showcasing some of the best CCM goalie equipment setups, a post congratulating CCM athlete Logan Cooley for scoring his first NHL goal, a tease for the new version of the CCM Tacks stick, a post celebrating national jersey day, a CCM Hockey House post, and a post congratulating CCM athlete Sidney Crosby for playing in his 1,200th career game. On the contest post they got an alarming 64 comments that were either commenting on the stick or making fun of the CCM athlete posing for the picture (Auston Matthews). The post about the Tacks stick was also a big hit because people were not really ready for it and have many specific questions about the stick. Next week there will be a similar number of posts that will be very similar to the ones from this week.
This is a screenshot of the comment section from the Tacks stick post.
This is a screenshot of the comment section from the contest post.
Week 11
Over the past week, CCM has been keeping the same pace with their posting numbers. This week they had nine posts about a variety of different things. They had three posts about their sticks, one congratulating Thatcher Demko on a great week of play, a CCM Hockey House post, a rivalry series post featuring two female CCM sponsored hockey players, a post sharing new CCM apparel, a post congratulating Dawson Mercer on 100 career points, and a contest giveaway post for a chance to win retro Canadiens jerseys. The contest post currently has 385 comments making it the most commented on post I have seen so far. The comments are actually very interesting as the rule for the contest is that you have to comment your favorite Stanley Cup moment. This was a very good way for CCM to have people interact with their post because people will always want free stuff. One of their posts about the new Tacks stick and the comments are pretty split as some people are excited about it and other people already have complaints. Next week I expect there to be the same amount of posts with the same type of content and comments.
In the first screenshot you can see the comments on the post about the CCM Tacks stick and in the second screenshot you can see the comments of people saying their favorite Stanley Cup memory on the contest post.
Week 12
In the past week, CCM posted more than they ever have and was something I should have expected. CCM amassed a total of 25 posts for the week, which is more than double that of any week in the last three months. I should have expected this because the CCM Hockey House party happened on Friday the seventeenth and just from that occasion they had sixteen posts. The other posts consisted of two posts about hall of famer Caroline Oulette, one about the PWHL, one sharing that they have partnered with the Hockey Diversity Alliance, one showing off their new Tacks AS-VI Pro stick, one celebrating national recycling day, and one about Filip Hronek who shot the fastest recorded shot in a hockey game and was using the CCM FT6 Pro. On the post about the PWHL, most commenters were upset. This was because they were releasing the brand new jerseys for this brand new woman’s team and the jerseys are very boring and not great to look at. The comments on this believe that the women wearing these jerseys deserve a lot better than this. On the post about the hardest shot most people were not believing the fact that they showed because someone may have had a harder shot in 2020, and that no one believes the stick they say he used is actually the one he uses. They believe he may dress a different stick up to look like the FT6. Next week I expect the post total to drop drastically and the average comment total to stay the same.
In the first screenshot you can see the comments about the PWHL jerseys and in the second one you can see some of the comments about the hardest record shot and the stick he used.
Step 5
