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Orlando City Soccer Club Hosts Social Media Scavenger Hunt

By Jessica Smith On June 22, 2015 In Uncategorized with 8 Comments

Screen Shot 2015-06-22 at 9.01.40 PMIt’s important to engage fans in creative ways and thank them for their support. This can be done through engagement, personalized content, contests and so much more. Last week Orlando City SC hosted a social media scavenger hunt that’s a great example of engaging fans in a creative fashion. For the contest, the social media team hid three pairs of tickets around the city and offered up clues on social media to find them. The team used a different social media platform- – Twitter, Instagram and Periscope– to unveil each location where the tickets were located. Here’s a breakdown of how it worked on each platform:

Periscope.
For Periscope, the social media team had a code word they unveiled on Periscope during the live stream. Fans had to find the social media team at their location in Downtown Orlando (based on what they were seeing in the live stream) and give the code word. The cool thing about the Periscope activation was that it captured the fan’s reaction, which is absolutely priceless. See how it all unfolded on Periscope here (and not all the hearts from fans):

Twitter.
For Twitter, the team decided on a location and tweeted out clues. They had three clues in total, and by the first clue, someone had found the tickets.

Instagram.
For Instagram, the team did a nine-panel post (3×3) picture on Instagram unveiling the location of the tickets. The picture was a recently completed mural of a Lion. A new photo was uploaded every minute with a small clue.

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Contests like this are a fun way to bridge the gap between the online and offline worlds, foster deeper relationships with fans in the city and say thank you. And, thanking fans through giveaways can go a long way. This fun social media scavenger hunt from Orlando City SC proves it (just watch the Periscope video again).

If you want to host a social media scavenger hunt or a similar contest, here are a few lessons from Orland City SC’s awesome execution:

Keep it simple.
As with any activation or social media campaign, it’s important to keep it simple. If the contest can’t be described in a sentence or two, then the point of entry is probably too complicated. Keep it simple.

Over-communicate.
The Orlando City SC did a great job of communicating throughout the contest. Their social media team articulated the timeline of the contest across platforms and kept fans up-to-date on the winners and progress. This communication is so important. It helps reduce any confusion and frustration for fans.

Play to each platform’s strength.
Orlando City SC was smart to leverage different platforms because it helped them reach a wider audience. And not only that, but they played to each platform’s strengths. It’s important to use each social media network as authentically as possible. What are the platform’s strengths? How do users use it? What makes the platform unique? Let the answers to these questions guide the execution.

If you are looking for a way to thank fans, consider hosting a fun social media contest, just like the Orlando City SC did. If you remember to keep the idea simple, over-communicate the information and play to each platform’s strengths then the initiative will be a great success!

 

 

A big thank you to the social media team at Orlando City SC for their insight into how they handled the contest. Give the social/digital talented crew a follow: Stuart Drew (social media coordinator) at @studrew1 and Ed Cahill (director of digital) @EdCahill.

Thanks for reading!

A Roundup of Sports-centric Videos

By Jessica Smith On June 10, 2015 In Uncategorized

As I’ve talked about before, I’m a big believer in the power of video to tell a story. It conveys emotion so well— whether it is nostalgia, humor, happiness, awe or humor. And, emotion compels fans and consumers to pay attention and share.

Not only does good video content resonate with fans, but nearly every social media platform supports video in some form or fashion. It should be an important piece to your content strategy.

It’s been awhile since I did a video roundup, so I’ve compiled a list of videos from the past month or so to serve as some inspiration for your content. Whether it’s an emotional hype video or just an interesting piece of content, I’m sure something will inspire you in your work. Enjoy.

 

Gatorade- We Love Sweat

Michael Jordan and Gatorade salute sweat in this awesome spot. Not just any kind of sweat though, the kind that makes us stronger.

The song and Jordan’s voice make a great statement. It’s a great spot that should appeal well to their target demographic.

 

Vanderbilt- #StarPower

Vanderbilt released a new brand campaigned called #StarPower. And, they nailed it. The campaign taps into the vibrant nature of their city, campus, athletics, academics and the SEC Conference. The cadence of the music and imagery is spot on, and in just a mere minute the video gives a great idea of what it means to be a Vanderbilt student-athlete.

More teams, leagues and athletic departments need to think about launching brand campaigns like this. Tell the full story.

 

Auburn- Sports Collide

Auburn showed fans what happens when student-athletes try other sports. The series is a great example of unique and humorous content that helps to humanize.

 

Atlanta Hawks- Thank you, Believers

It’s really important to thank you fans during seasons of highs and seasons of lows. This video from the Atlanta Hawks is a great example of how to say “thank you” to your fans through video content. It’s an emotional season recap that salutes that ones that supported them.

 

UGA- The Georgia Way, Spring Edition

UGA Athletics’ video department is one of the best, hands down. They consistently nail video storytelling that taps into the tradition and passion of their school and athletic department in an emotional way. They don’t just focus on the field, but they focus on the story. This spring video is a great example.

 

South Carolina- Here

South Carolina is continuing to roll out content for their strong brand campaign, “Here”. The campaign is bigger than just football and athletics; it’s about the culture of the Gamecock family and the commonality that ties them all together. Read about the campaign here.

Their recent videos from the campaign are a great example of what it means to tell a strong story. Again, emotion is so important.

 


DICK’s Sporting Goods- Who Will You Be?

This spot is DICK’s first spot aimed directly at women. It’s an inspiration ad that’s extremely well done (emotion, emotion, emotion):

 


Under Armour- Steph Curry, MVP

This is a great example of how a strong voiceover can make a big impact. A simple video that still leaves a lasting impression. This congratulations message from Under Armour to Steph Curry is well done.

 

Arizona- The Force Awakens

Arizona found a creative way to sell tickets and jump on the Stars War bandwagon. This video is a great example of creatively leveraging a trending topic and selling creatively (in a way that fans care):

 

NBC Sports- Kiss

Sometimes all you need is a good song, nostalgic footage and a great tradition. This spot from NBC sports is simple, sweet and fantastic.

 

Chicago Blackhawks- #WhatsYourGoal

In the beginning of the year the Chicago Blackhawks asked fans to send in their goals using #WhatsYourGoal. The Blackhawks didn’t just listen though, they personally made sure that some of the goals were achieved and captured. Here’s a great example of one of the goals achieved and the video they created to tell the story.

This is a great example of giving back to the community and telling the emotional story that comes with it.

 

Brooklyn Nets- How to Dominate H.O.R.S.E.

Not all content has to be serious. Have some fun! In this video, Jason Sudeikis shows fans how to dominate a game of H.O.R.S.E. This is a great way to humanize a player, while adding in a little humor to the content mix.

 

NHL- Name

Such a powerful hype video. Period.

 

MLB- Field of Dreams Speech

In this video, MLB stars recite James Earl Jones’ epic “baseball” speech from “Field of Dreams”. This is such a unique, emotional piece of content that can tug at fans’ love for nostalgia. A great example of creative thinking!

 

US Soccer- Roster Video Cards

This is a unique way to highlight players on a roster. The content would be good to cross promote on Twitter or even upload to Instagram.

 

Oregon- Thank you, Marcus

Oregon nailed this tribute to Marcus Mariota. The video does a great job showcasing his character and his legacy. This is powerful scripting from the Ducks.

 

Nike Soccer- American Woman

Nike could not have picked a more perfect ballad for this spot. Just watch and enjoy.

 

American East Conference- 2015 Season Highlight

This is a great example from the American East Conference on how athletic departments and conferences can wrap up a year with season highlights. A strong compilation!

 

Ole Miss Softball- The Season

This is a more long-form video from Ole Miss, and a great example of how to tell the story of a whole season. It features behind-the-scenes footage as well as game footage.

 

Have you seen any videos lately that caught your eye? If so, share the link below!

Thanks for reading! 

Six Social Media + Sports Lessons from the State of the Union

By Jessica Smith On January 20, 2015 In Uncategorized with 2 Comments

I’ve admired the White House’s approach to social media for quite some time now. They get the importance of the platforms in communicating to a younger and/or targeted audience. Plus, they have managed to cut through what I imagine is a lot of red tape to have a stellar social media presence.

Tonight during the State of the Union, the White House’s social media team proved why they are the best of the best. While the SOTU is not a game (clearly), it is a live event. And as I watched the coverage unfold, I saw a lot of lessons learned that could apply to social media and sports. Here are six social media takeaways from the State of the Union coverage that can apply to our industry:

No. 1- Don’t listen to “that’s how it’s always been done”.

It seems that the agenda for the White House was simple: Reach as many people as possible. So in historic fashion, the White House released the SOTU ahead of time so viewers could read along. Not only that, but they released it on Medium:

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I love that the White House throws out rules and previous protocols to do what is best for their objectives and goals. It didn’t matter where people consumed the information… they just wanted it in the hands of anyone and everyone. The move to release it ahead of time and on Medium was a smart one.

Lesson: Do things the right way, not the previous way. As the digital world evolves, we have to consider how, when and why our fans consume the information/content they do. Don’t be afraid to challenge the status quo on how you cover a game, press conference, draft, signing day, etc. In fact, take the time to think outside the box.

No. 2- Access doesn’t have to be intrusive.

Before the State of the Union, the White House shared pictures on their social media platforms that gave a peek behind the curtain, without being intrusive to President Obama as he prepped. Take a look:

Lesson: I’ve talked a lot about access lately, but this is a great example of how access doesn’t always have to be intrusive to the team, players, coaches, etc. Even if you don’t have all the access you want, figure out how you can tell the behind-the-scenes story in creative fashion. Prep ahead of time. Take some artsy shots and add some strong copy. You’ll be good to go.

No. 3- Make it personal.

Before the State of the Union, the White House shared a picture of a hand written note from President Obama to America. This was much more personal than text on a website, Facebook post or tweet:

Lesson: Find a way to make your content personal for fans. Tap into creative ways to leverage the voice of your players and coaches. As this content proves, personal can be easy to execute.

No. 4- Have some fun.

Did you happen to see #YesWeTan trending? That wasn’t some secret teenage code, but from a tweet the White House sent (the one above with the suit):

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The White House could easily be buttoned up and never have fun on social media, but they get the importance of being human and genuine. I love this example.

Lesson: I understand that sports are a lot less serious than what the White House covers, but I think this is a really great example of how to use humor strategically. We don’t have to be funny all the time. In fact, I think it can get old quickly. Find a way to leverage humor appropriately and at the right time. You’ll end up making a bigger splash, just like the White House did.

No. 5- Do the prep work.

With the State of the Union address comes statistics and a lot of information. To help make it all more consumable, the White House released some really sharp graphics:

Clearly these graphics were not created in a split second; the White House team did a lot of prep beforehand to be ready for the live event.

Lesson: This is simple, but plan as much as you can. Create templates for games, signing day, draft day, etc. Think about how you will handle a loss/win, plan for the unexpected, define a look/feel, etc. You can eliminate a lot of stress and work during live events if you just do the prep work.

No. 6- Tap into emotions.

Throughout the address, the White House social media teamed sprinkled in imagery and photos that catered to people’s emotions. From a picture of President Obama as a young boy to pictures of our brave men and women that serve, they found a way to strike an emotional place:

These images are powerful, right? They tell a much better story than words alone.

Lesson: One of the key elements to people sharing content is high arousal (both positive and negative). And, high arousal goes hand-in-hand with sports.  Emotions like awe, anxiety, anger, joy and surprise are all prevalent in the stories created on and off the field—tap into that emotion to create compelling content. If you want people to share, then trigger their emotions (and if you don’t believe me, read Contagious).

So, what stood out to you about the White House’s coverage of the State of the Union? Are there any other lessons we can apply here? Please share your thoughts below!

Thanks for reading! 

Bowl Game Annoucement Tweets

By Guest On December 7, 2014 In Uncategorized with 1 Comment

For all of you that love graphics, I’ve compiled screenshots of the bowl game announcement tweets from each top 25 football team. Most teams opted for graphics, but a few just sent out tweets with copy. As you’ll see, visuals resonate much more than copy alone:

Which ones stand out to you? Why? Feel free to share your comments below.

As always, thanks for reading!

#SMSports Trends Winning on Twitter Right Now

By Guest On February 25, 2015 In Twitter, Uncategorized with 4 Comments

We all know that Twitter + sports make a great combination. During peak game times, there’s a good chance you’ll find sports dominating the trending topics. The platform is perfect for our industry.

Even though Twitter and sports are a match made in heaven, it’s great to take a step back and look at ways to improve platform use. I’ve spent time looking at the latest trends working for teams and leagues, and I compiled a list of the ones winning right now. Many of them translate across platform. If you are looking for new ways to dominate Twitter, here are some ideas:

Simple graphics and copy.

Sometimes simple is better. We live in a world filled with limited attention spans. If you make it hard for fans to digest and understand content, you’ll lose them before they think about engaging, sharing, etc. I love the trend of keeping things simple in both copy and graphics:

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[copy]

Don’t overthink your content. As the examples prove above, complicated and overstated isn’t always the way to go.

 

Starting lineup graphics.

Michigan and Washington have found ways to spruce up starting lineup announcements through graphics. Michigan is using player cards that have an old school look and feel; Washington’s graphics are crisp, sharp and clean. Both are great ways to make content more visual and interesting:

 

GIFS.

In case you didn’t know, the NBA is all about the GIFS. You can view an awesome Twitter timeline with examples here (courtesy of @JuliePhayer).

While I think GIFS are often overplayed, it’s hard to deny their popularity. They’re a great way to show humor and humanize teams when used the right way. With GIFS, I think it’s important to highlight players and personnel as much as possible and not force pop culture just for the sake of it. Instead, use pop culture references strategically and sparingly to make a bigger splash. Here are some great examples:

 

Emojis.

A couple weeks ago, I asked people on Twitter what they thought about brands using emojis. The answers were quite diverse and interesting. And whatever your thoughts about them are, there’s one thing for certain: There’s an emoji craze going on.

Much like GIFS, emojis are often abused and overused. When used at just the right time and moments tough, emojis can help make a statement and make a team account more human. The key (again) is to use them strategically and sparingly. Here are some good examples:

 

Telling it in a screen shot.

You can’t always rely on people to click through, so you need to prioritize. Do you want to get the message out or drive people to your website? Lately I’ve seen a few examples of schools, leagues, etc. opting to post a screen grab instead of linking to more. If the message is important enough, then I think it’s a good move:

 

Use of multiple photos.

I love the multiple-photos feature from Twitter because it’s a great tool for teams and leagues to paint a full picture in one tweet. Instead of cluttering your timeline with a ton of tweets, see if there’s an opportunity to put together a statement / story in one tweet:

 

Look and feel based on the uniforms.

Since the start of basketball season, I’ve been swooning over the @Lakers’ score graphics. The colors change up based on the uniforms they’re wearing that game, but they still keeping a consistent look and feel. They are using gold at home, purple on the road and Sunday white / black. The concept is a great way to integrate gameday initiatives into a team’s social presence:

 

Video call to action.

Twitter has an awesome new CTA feature on their hosted video card: The ability to let users watch a video on the bottom right, while browsing other ones. It’s a great way to keep fans engaged longer:

 

 

 

Now it’s your turn to sound off: What trends have you seen lately on Twitter that have stood out to you? Be sure to share them below!

Thanks for reading!