Catgory: Lessons Learned

How MLS Is Ramping Up for the Season the Right Way

By Jessica Smith On February 25, 2015 In Lessons Learned, Social Media

As the MLS season kicks into gear, the league is ramping up efforts to rally their fans around the teams, sport and league. And, they are doing a stellar job of leveraging social media and content to drum up excitement for the 20th MLS season:

One of the big keys to the MLS’ social media success is the work they do to understand their audience and how their fans connect with the league/teams. They want to make sure what they create and execute resonates. Here’s a little insight into their strategy:

MLS’ understanding of their fans shines through in their work. The season has not even begun and they are already on a winning streak. Here are three things worth noting from their approach:

They have a strong content foundation.

Take a look through mlssoccer.com. It’s filled with news and recaps like any major league site, but it’s also filled with a lot of thoughtful and quality content. From day in the life features to more in-depth reporting, they constantly churn out quality content for their fans. This content is a goldmine for their social media team; it provides value to their audience.

In addition to stellar content, the MLS social media team does a really good job of repurposing their digital content to fit social media platforms. They don’t just tweet out the headline. Instead, they find a way to make it resonate by creating compelling graphics, including a videos/Vines, adding clever copy, etc.

I’m a big believer that a good social media strategy starts with a content strategy. The MLS is a great example of taking the time to create content that resonates and repurposing it for each platform. It’s hard work, but it’s work that is worth it.

 

They are getting players involved.

MLS is doing a fantastic job of putting their players at the forefront of their social media strategy and giving fans a behind-the-scenes look at their life. They are doing this through two main initiatives (so far at least): Snapchat and Tumblr takeovers. Here’s a look at some of the content on both platforms:

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As you can see, the result is a very intimate and personal look at what it’s like to be a MLS player. The content is fantastics and exclusive. We need more of this in sports. Players are a huge asset to any team or league. People connect with players in a more emotional way; they help humanize the team way beyond the jersey and scoreboard. And, players are full of stories. Find a way to give your audience access to them like MLS has.

And of course, they are leveraging their fans.

In addition to getting their players involved, MLS is also including their fans in their efforts. MLS just launched a contest for fans to design original Snapchat geofilters (special overlays) that will be used in four different markets (LA, Orlando, Kansas City and Seattle) for opening weekend. To enter, fans have to post their original artwork on Twitter using the hashtag #MLSsnapchat. I’ve already seen a some good pieces:

https://twitter.com/alexisaavila/status/570756016758894592

Fans are creative and passionate. I’m a big believer in leveraging them to help you create content. Whether it’s a contest like this or user-generated photos, let them help you tell your story.

 

So remember these takeaways from the MLS: Create a strong foundation with content, access to players always wins and don’t be afraid to leverage your fans.

 

 

What stands out to you about MLS’ approach to social media? Be sure to share your thoughts below!

Thanks for reading! 

Marketing Lessons from @Nike and Jordan’s NBA All-Star Weekend Slam Dunk

By Jessica Smith On February 17, 2015 In Brand Campaign, Lessons Learned

When it comes to marketing (and especially social/digital), Nike is a company that doesn’t just do it. They get it. Years ago Nike saw potential in the digital landscape. They saw it as an opportunity to tell their story and connect with consumers like never before. So, they invested in the online world.

The investment is paying off. Today Nike is leveraging social media, owned channels and the physical space to connect with consumers in unique ways. And, their Pearl Pavilion activation during the NBA All-Star Weekend is a perfect example of how they’re merging all their assets together to create the ultimate experience.

Jordan’s Pearl Pavilion celebrated the brand’s most iconic moments and allowed consumers to celebrate “the Michael Jordan in them”. The exhibit celebrated the brand’s athletes, explored the history of the brand and MJ’s career, created custom content for each consumer and allowed people to recreate some of Michael Jordan’s greatest game-winning shots. You can read the full release from Nike about it here.

Pearl Pavilion was a stunning and beautiful consumer experience that generated buzz and excitement. And while we might not all have the budget to create something of its magnitude, there are still takeaways for us all. Here are four key ones:

 

No. 1- Storytelling is Key

Nike is a pro at storytelling, so it comes as no surprise that storytelling was woven into the entire Pearl Pavilion experience. The idea was simple: To celebrate the Michael Jordan in everyone. To execute the story, consumers were first guided through the rich history of the iconic brand and Michael Jordan himself. Once inspired by the greatness, consumers stepped into MJ’s shoes and created one of his greatest moments. You’ll see from their video how the experience told a complete and powerful story for the consumer:

Takeaway: Storytelling is a powerful way to connect the dots with your consumer, whether the experience is online or offline. Storytelling makes whatever you are trying to convey more consumable and meaningful. People connect with and remember stories, so tell them.

 

No. 2- Simple is Best

Even though Pearl Pavilion had a “wow” factor to it, the idea was a simple one at its core. Everything laddered back to the “story” and big idea that there’s MJ in everyone. I could walk you through the entire concept and activation in two minutes simply from reading about it online. That’s powerful.

Takeaway: If you are trying to convey a message or feeling to your consumer, don’t try to overcomplicate things. You want your message/idea to be easy to grasp and remember, otherwise your message will get lost in translation. The Pearl Pavilion experience is a great reminder that simple ideas are often the best ideas. It’s how you execute and bring that idea to life that is key.

 

No. 3- Empower Consumers to Tell Your Story

Throughout the Pearl Pavilion experience, consumers were presented several opportunities to create shareable content, ranging from a photo booth picture to a video of their epic court skills. The content created was inline with the content the Jordan brand shared socially. It was hip, sleek and extremely shareable. Here’s a look at some of the content created for the consumers:

Takeaway: If you take a close look at Nike’s platforms across categories you’ll see that they don’t push a lot of content on their channels compared to some other brands. They understand that consumers can tell a powerful story for them. They focus their energy on creating quality content (not quantity), engaging with their consumers and empowering them to talk about their brand (like these examples above). Word of mouth is still the most powerful marketing tool, so figure out how you can empower your consumers to tell your story.

 

No. 4- Personalize

When consumers entered Pearl Pavilion, they received RFID bracelets to unlock personalized images and videos (as seen above) on their phone. From what I can tell in my search, their were different types of cuts for consumers, providing a fun and personal experience. This personalized content is a great way to thank consumers, while also empowering them to share.

Takeaway: Technology and social media enable us to make consumers feel special and valued. And, I believe that consumers are more likely to share and remember personal content. It’s worth taking the extra time to create a personal experience for your consumer. It will make the content more memorable, shareable and buzz-worthy.

 

While we may not be able to create a Pearl Pavilion with our budgets, we can take away a thing or two from this consumer experience. Remember these powerful lessons from this awesome Jordan brand activation: Tell a story, personalize the content, keep things simple and empower your consumers. If you do, you’ll be on your way to a powerful marketing campaign.

 

 

What stood out to you with the Pearl Pavilion consumer experience? Share your thoughts below!

Thanks for reading!

3 Simple Social Media Lessons from the @ATLHawks

By Jessica Smith On February 9, 2015 In Lessons Learned, Twitter with 2 Comments

If you follow the social media and sports landscape at all, there’s a good chance that the Hawks have been on your radar this season. As their social media team would say, their Twitter account has been on fire (insert fire emoji). The Hawks have defined a brand voice that is loud, unique and unapologetic. Their efforts are paying off.

Since last season alone, the Hawks have seen an increase in followers and attendance (winning never hurts) tenfold. According to the Hawks, fan engagement on social media in January 2015 was up exponentially from January 2014, including 14,000 new monthly followers on Twitter and 450,000 more daily impressions.

So what can you learn from their success? While the Hawks tactics and voice won’t work for everyone, their avodart-dutasteride.com approach to social media has takeaways for us all:

 

No. 1- Know your audience.

The Hawks have a unique voice on social media, and it’s clear they know their target audience.

I’m sure their loud Twitter account or Tinder night has alienated some, but their team knows and understands their goals/target. I admire the team for understanding their audience and staying the course. They’ve taken the time to define their audience and build a brand voice that resonates with them. The Hawks don’t have to appeal to the masses if they are appealing to their core fan. And based on their success, they are doing just that.

Knowing your audience is a huge key to social media success. It will help guide which platforms to activate on, how to define brand voice and direct content creation. Take the time to define and then understand your core audience. After all, it’s your job to think, talk and act like your fans.

 

No. 2- There is no box.

The Hawks haven’t played by any rules. Whether it’s platform best practices or Twitter name character limits, the Hawks do things their way and creatively. From adding all the “Ws” to their name to the Spotify playlist thank you letter, they continue to push the boundaries. All of us should take note of this.

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It’s easy to get caught up in what everyone else is doing since the social media industry is extremely public. The Hawks are a great reminder that in this industry there is no set box you have to play in. Own your brand and do things your way.

 

No. 3- Have fun.

At the end of the day, the Hawks social media team has fun. It shows in their work:

While your team/brand might not love emojis or GIFS as much as the Hawks, it’s always good to remember that this is simply social media. People watch sports to escape and be inspired. This isn’t about politics, religion or anything serious; relax and have some fun. Watch the sentiment of your fans and don’t be afraid to play along. It’s absolutely okay for your account to more human and evoke humor. As the success of the @ATLHawks Twitter account shows, fans will appreciate it.

So as you go about planning and tweaking your social media strategy, remember these quick and simple lessons from the Hawks: Know your audience, push boundaries and have some fun.

 

 

So, what lessons have you taken away from the @ATLHawks social media strategy this season? Be sure to share your thoughts below.

Thanks for reading!

4 Social Media Winners from the CFB Playoff Championship

By Jessica Smith On January 15, 2015 In College Athletics, Lessons Learned with 2 Comments

Last night was the first College Football Playoff Championship. And if you are a social media and sports dork like me, you were probably just as glued to your second screen as you were the TV. There is something special about what takes place on social media during big-time sporting events: The community, the chatter, the camaraderie, the rivalry and the emotion that unfolds in real time is fun (and addicting) to watch. Everyone goes on the journey together.

Last night was no different. People took to social media to voice their opinion and join the chatter. Over 4.4 million Tweets containing terms related to the game were sent during it according to Twitter. On Facebook, 7 million users were responsible for 21 million + interactions (posts, comments and likes) according to Adweek.  That’s impressive.

What was also impressive was the amount of content produced. From the teams, media and partners, everywhere you turned on social media there was content. And while all the coverage and content was good, there are a few things that stood out for me. Below is a look at four social media winners from the College Football Playoff Championship, with insight into why and what to takeaway:

NIKE

With two teams in the game, Nike was a winner before the game even started. And in true Nike fashion, they capitalized on the opportunity: They pushed out simple and sleek content before, during and after the game on both their Nike and Nike Football platforms:

Their content generated good engagement. Here’s a look at the numbers they garnered across each platform (from both Nike and Nike Football accounts):

  • Twitter: 29,500+ retweets and 12,600+ favorites across four tweets
  • Facebook: 70,550+ likes, 860 comments and 8,650 shares across three posts
  • Instagram: More than 415,000 likes across four posts

Why the won: I love what Nike executed during the game. The content was simple, emotional and understated. It was true to their brand.

I think Nike’s biggest win (besides their infamous coin toss photo) came from the game-winning graphic and poster. It speaks eloquently to Ohio State’s season and should resonate with Buckeye fans everywhere:

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Takeaway: Again and again Nike proves that you don’t have to push out a ton of content to make a big splash. Plan for the big moments and keep it simple. Focus on your image choice and nitpick the copy. Pay attention to the emotion in the game. Create something that will tug at the heartstrings of fans and resonate.

 

Snapchat

Snapchat’s Our Story has proved again and again to be a big hit during live events. This game was no exception as their team curated Snaps from Arlington for the CFB Championship Story. Here’s a glimpse of the featured content:


Why the won: As I perused various accounts last night, Snapchat proved to be the best source for behind-the-scenes content. There’s something special about Snaps from student-athletes as they prep for the biggest game of their life; a firsthand look at the student section; and a selfie of the band as they walk out onto the field. Our Story provides fans with a unique and raw look at sporting events. It’s a huge win.

Takeaway: I’ve talked a lot about access these days. Behind-the-scenes content puts fans in the middle of the emotional journey. It’s a teams story to tell; don’t let Snapchat be the only one telling it.

 

Oregon

The job of a social media manager gets a lot harder when the team faces adversity and defeat. Too often though, we see teams walk away from the keyboard when their team doesn’t win. Thankfully, the Ducks didn’t do that. Here’s how Oregon handled their loss on Facebook, Twitter and Instagram:

And, want to see something awesome? Look how positive the Facebook comments are:

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Why the won: Oregon not only handled their loss on social media, but they handled it with emotion and grace. Their student-athletes fought hard all season and the entire UO Community should be proud. The copy and imagery they picked speaks perfectly to that.

Takeaway: Losses can be handled on social media. It’s not so much about the score, but about the emotional journey it took to get there, the fans, the family and the players. Keep it powerful, simple and emotional.

 

ESPN on Twitter

ESPN stepped up their social media game this football season. I feel like more than ever, they integrated social media with their programming. And, last night their coverage was really good:

Why the won: What I love about ESPN’s social media presence is their diversity of content. From photos to stats to features to highlights, they mix up their content all the time. When you look at their feed, it’s not just boring play-by-play. Their content enhances the game-viewing experience.

Takeaway: When preparing for a big moment, think about all the different ways to cover the game. There are so many different elements that can enhance the game for fans, from feature stories to video snippets, stats and more. Diversify the content. Take a content-first approach.

While there were many great moments last night, I thought these four examples have good lessons attached to them. So kudos to Nike, Snapchat, Oregon and ESPN for standing out from the crowd!

Side Note: I also thought the #BackthePac campaign was stellar, but I’m going to have a separate post on that campaign. More to come on that one!

 

 

What were your highlights from the coverage last night? Be sure to share them below. 

Thanks for reading. 

Social Media Lessons Learned in 2014

By Guest On January 3, 2015 In Lessons Learned, Social Media

As a social media manager, it’s easy to get stuck in the habit of doing and not thinking, reflecting and strategizing. We have to always be on. As 2014 comes to a close though, now is the perfect time to take a step back and reflect on what you learned this year. Take this time to pause and reflect. 

  • How can you take what you learned to improve in the year ahead?
  • What do you want to accomplish in 2015?
  • Can you answer the “why” in what you do?

Some of the best minds in sports have taken the time to share their insights from 2014. It should help you get thinking about what you have taken away.  The contributors touch everything from college athletics to media to professional sports. Without further ado, here are their social media lessons learned in 2014. I’m sure there’s a thing or two that will resonate with you:

Greg Esposito, Digital Manager at Phoenix Suns
Connect: @Espo | @Suns

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Bryan Srabian, Director of Digital Media at San Francisco Giants
Connect: @Srabe | @SFGiants

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Lauren Gallo, Global Digital + Social Media Lead
Connect: @MissGallo

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Joe Morgan, Digital Media Manager at Team Great Britain
Connect: @MrJoeMorgan | @TeamGB

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Bryce Gustafson, Social Media Coordinator at NFL and
NFL Network
Connect: @brycegustafson | @NFL

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Kathryn Przybyla, Social Media Coordinator at Brooklyn Nets
Connect: @KatPrz | @BrooklynNets

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Chris Dion, Assistant Director of Social Media Strategy at NCAA
Connect: @ChrisMDion

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Chris Yandle, Assistant AD of Communications at Georgia Tech Athletics
Connect: @ChrisYandle | @GTAthletics

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Kurt Stadelman, Conversation Manager at EA Sports
Connect: @KurtStadelman | @EASports 

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Katie Cavendar, Assistant Commissioner of Strategic Communications at Mountain West Conference 
Connect: @KatieCavender | @MountainWest

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Caleb Mezzy, Social Media Strategist at 160over90
Connect: @Caleb_Mezzy | @160over90

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Stefanie Gordon, Social Media Producer at Sports Illustrated
Connect: @Stefmara | @SINow

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A big thanks to everyone who contributed to this post. The insights are greatly appreciated. Be sure to give all of them a follow on Twitter.

Now it’s your turn: What social media lessons did you learn in 2014? Be sure to share them below!

Thanks for reading!