Catgory: Uncategorized

Solid #SMSports Ideas for Inspiration

By Jessica Smith On September 27, 2016 In Uncategorized

There’s inspiration in this industry everywhere you look. From stellar content to new ways to leverage the platforms, teams and leagues are constantly innovating. Below are several solid ideas I’ve come across recently that are worth noting, remembering and tucking away for inspiration.

1- Oregon Ducks: Facebook Live Roll Call

Oregon found a unique way to leverage Facebook Live as a way to not simply push a broadcast but also to engage. They held a roll call where they encouraged fans to comment where they were tuning in, then they mapped out fans across the US in real-time. The broadcast earned more than 52,000 views and 4,000 comments.

 

 

I love this on so many levels. Social media is not just about pushing out information; it is also about pulling fans into your brand. As the platforms continue to evolve and new tools are added, we have to find ways to leverage them to build community. This is a perfect example of that.

 

2- Braves: 360 Schedule Release

The Braves found a clever and unique way to bring their schedule to life way beyond a graphic or a GIF. Like the Ducks, the Braves leveraged a new(er) tool on Facebook to get fans to interact, creating a 360 photo to unveil their 2017 schedule.

 

 

It’s easy to get caught up in how things are always done, but when we take the time to step back to figure out creative solves, amazing work is done. Don’t get stuck using content, tools, etc. the same way you always do. Think outside the box and innovate to bring fans in, like the Braves did.

 

3- Colorado: Illustrations

It can be hard to find a way to mix up your content week after week. The Colorado Buffaloes stepped up their GIF game with dynamic illustrations. While it might be too labor intensive to do these every game, they would be a great series for a rivalry game, big moment, etc. It’s a great way to diversify your content and mix it up.

 

4- Cincinnati: Snapchat Geofilter

A lot of teams and leagues are taking advantage of Snapchat’s geofilters. They are cost efficient and a great way to empower fans in stadium to share on behalf of your brand. There have been some fantastic ones so far in the sports industry, like this one from Cincinnati.

What I really love about Cincinnati’s geofilter is it plays into the way fans use Snapchat Lenses, but is much more cost efficient. No, the helmet doesn’t animate like lenses, but it still “transforms” their fans into a Cincinnati player versus having a branded, text overlay for fans to share.

 

5- Dodgers: #DearVin Campaign

Before Vin Scully’s last game with the Dodgers, the team encouraged fans to submit letters to him using #DearVi. They then took some of the UGC content and turned into content for their own channels. This is a great way to get fans involved and thank them for participating (with zero cost except time).

 

 

What other great ideas have you seen in the industry lately? Share them below.

Tips for Instagram Stories + Inspiration

By Jessica Smith On September 18, 2016 In Uncategorized with 1 Comment

When Instagram Stories first came out, everyone likened it to Snapchat Stories. That’s on the surface though. The tool is actually a completely different opportunity. Instagram Stories sets itself apart form Snapchat because it lets you upload content you’ve created (swipe down to upload). This means you can tell your story in a more meaningful, dynamic and interesting way.

Teams and leagues are already starting to develop unique ways to leverage Instagram Stories, from awesome replays to gameday hype videos. Below are three things to keep in mind when using the tool, plus loads of inspiration from some of the best Stories I’ve seen in the business.

 

1- Don’t treat it like Snapchat.

Let’s be honest, we’ve seen enough players running onto a field to last us a lifetime. Instagram Stories is not the place for long, drawn-out raw footage that looks the same over and over again. Take advantage of the fact you can upload content and make it worth your fans’ time.

This doesn’t mean that everything has to be super polished, but it does mean that you can plan. Define your story, the purpose and execute right.

 

2- Find synergy.

There’s an interesting opportunity to find synergies between your in-feed posts and Instagram Stories. How can you leverage the tool to drive deeper storytelling in a moment?

For example, maybe at the end of the game you have your final score graphic and leverage Stories to showcase “plays of the game”. Use in-feed post to drive people to Stories (or vice versa) and let the two work together and drive more consumption of your content.

There are also opportunities to drive engagement for fans. Red Bull, for example, leveraged Instagram Stories to have users pick their favorite photo to be used a post. Think out-of-the-box as the opportunities are endless.

 

3- Test and learn.

So as mentioned in the first bullet, I think that there’s an opportunity for more polished content on Instagram Stories. But, maybe that’s not what consumers want? The beauty of this tool, and the rest of social, is that it’s okay to test and learn. Try a more polished story, then try a raw story. Try uploading photos versus video. See where consumers stay the most engaged by watching your drop off rate. As a marketing, it’s your job to figure out and gay-sauna-nice.com what your audience wants.

 
And one more thing before we get to the fun part (inspiration): Don’t slap your Stories content everywhere. Define a unique approach for each platform and think strategically about where it (and vertical video) makes sense. There is something to be said for content created specifically for each platform.

Now enjoy your Instagram Stories inspiration from some of the best in the business:@MiamiDolphins, @BoilerFootball, @MLB, @huskerfbnation, @clemsonfb, @clevelandbrowns, @Dodgers.
 

 

 

What’s your initial reaction to Instagram Stories? Share your thoughts below.

 

Thanks for reading! 

Simple Ideas Are The Best Ideas

By Jessica Smith On May 22, 2016 In Uncategorized

We live in a noisy, cluttered world. One where people are moving quickly. We barely have time to read a 140-character Tweet, much less read and re-read it.  And as marketers, these are the challenges and realities we face. Attention spans of humans are less than a goldfish and consumers have gotten good at tuning out messages.

Too often we don’t take these challenges into consideration. We try to confound this already complicated world with more messages, more directions and more clutter. We overcomplicate instead of oversimplify, and in the end, lose our consumer.

I get it. It’s not easy to simplify your approach down to one big idea when you work in social media. Your strategy and content has touch points to many departments within the organization, from PR to marketing tickets and more. Everyone wants a piece of the social media puzzle. But if you want to make a splash with your consumer and fans, you have to streamline. Why?

Because complex ideas are less likely to catch on, survive and thrive. If a consumer can’t understand your message, campaign or CTA in one simple second, they’ll move on. If the idea can’t be explained in one simple sentence, people will go elsewhere. Great ideas are simple ideas… your-antibiotics.com seamlessly.

Here’s a look at two of simple but strong executions in sports:

 

MLB’s THIS  Campaign

For the 2015 season, MLB launched a creative campaign called “This is Baseball”. Focused on the word THIS, it was ode to the great things in baseball that need no explanation (exactly how THIS is used in social media). The campaign’s strengths was is in its simplicity and ability to integrate across teams. THIS campaign was relatable to every fan, no matter which team they root for

Here’s a look at some of the posts:

 

Warriors Creative

For the 2016 season, the Warriors defined a creative look and feel using tally marks. The concept is simple, sleek and can manifest in different ways across content. The red thread, the tallies, are being used to celebrate everything “from their regular-season wins this year, Stephen Curry’s 402 three-pointers, the 120-decibel noise level in Oracle Arena (the loudest in the NBA) and more” (via Adweek).

The creative is simple, stands out and is easy to consume. Here’s a look at some of the creative:

 

 

With both of these examples, the ideas are easy to explain. Next time you’re planning a campaign or creative, keep these things in mind to execute a simple, big idea well:

Can you explain it in a minute?
Ask yourself if the idea can be explained in a single sentence? If you can’t explain the concept in less than a minute, then you haven’t boiled it down to one big idea.  Do the work that is necessary to get your idea simple, strong and right.

Is there a red thread?
Is there a consistent red thread that ties everything together? Strong ideas can carry across platforms and content to to tie everything together. Make sure your big idea and CTA is cohesive. Too many messages across platforms gets confusing; nail down a big idea that can carry through everything.

Practice discipline.
When you have nailed a big idea, stick to it. It’s easy to want to throw in a lot of other tactics and messages, but in the long run if you define a strategy and POV then you will win. Practice discipline.

The world is already complicated enough; don’t confuse and turn off your consumer with a muddled message. Simple ideas are the best ideas. Practice it.

 

 

What campaigns in or outside of sports have you single that were simple but strong? Share them below!

Thanks for reading. 

Why Your Social Media Manager Says “No”

By Jessica Smith On April 24, 2016 In Uncategorized

flat,800x800,075,f.u1

 

Sometimes, after years now of working in social media, I feel like a no man. It’s not that I find joy in pushing back and saying no, but all too often social media is a catchall. And as someone who believes in understanding your why, I’m not afraid to pushback when things don’t align.

I get it. It wasn’t that long ago that social media in companies was a little rogue. People were still trying to figure out what this new medium meant for the organization. All internal requests happened because a young intern handled the social media accounts. Things are changing though.

Companies have started to build a strong foundation of what it means for their brand, goals and organization. And while social media will always evolve, we now know the power of social, what works and what doesn’t. As foundations and strategies are built, it means things won’t be the way they always were. With frameworks comes education, pushing back and standing your ground as a keeper of the accounts.

Internal partners have to understand that just because it’s easy to upload a piece of content and hit send, doesn’t mean it belongs on social media. As companies define their why on the platforms and take a consumer-first approach, there will be pushback. Otherwise, social media presences would just turn into a load of crap (I know, that’s not very articulate).

Yes, I’m saying that hearing “no” can be a good thing. Social media isn’t this free platform for us as marketers and brands to push anything and everything to our consumer. As the noise continues to grow online and consumers turn off more and more, we have to be thoughtful in how we approach things. Every organization needs a team of people who have outlined that why online and protects it.

Social media has evolved. It’s matured. We now know that’s not a silly marketing channel for interns to run, but the front door to our brand and a strong, direct connection to our consumer. A social media manager’s job is to understand how social aligns with organizational goals, protect the platforms and think about the consumer. That means that not everything belongs on the platforms and that’s okay. Just because social media is more accessible, doesn’t mean we should abuse the access and treat it lightly. We wouldn’t slap anything and everything on a billboard, so why should we do it on social?

This is the bottom line: If your social media manager says “no” sometimes, they’re doing their job. They know the goals, they know what works and they know the community they’ve built. When you hire good people, let them do their job. Trust their gut and know they’ve got the best intentions in mind. Not everything belongs on social, period.

Roundup of Selection Sunday Content

By Jessica Smith On March 13, 2016 In Uncategorized

Selection Sunday is always a good case study for social graphics and content, so I’ve curated highlights below. From  GIFS to sharp design work, I hope this post inspires you in your work. Enjoy!

 

Graphics

 

Strong Content

The tweets below are fun and relatable for fans. Social media doesn’t have to always be serious. Have fun with your content and be conversational.

 
I’m a big believer in quote graphics to help tell a story. Not only do they tap into emotion, but they do a good job of bringing to life the team’s voice and sentiment.

 
WVU used the Twitter mirror to host a Q&A. A great opportunity to bring fans closer to student-athletes.

 
Inside access always wins.

 
WVU let their student-athletes run with the Twitter mirror. The result was fun, silly content that really brought to life their student-athletes’ personalities.

 
Reaction videos are always a common theme on Selection Sunday, but I love this up close and personal angle from the Sooners.

 
A few of my favorite GIFS from Selection Sunday. GIFS don’t always have to be labor intensive; subtle animation goes a long way in getting content to stand out from the noise.

 

 

 

 

What content stood out to you on Selection Sunday? Share below!

Thanks for reading!