Tag: behind the scenes

Three Teams Dancing & Taking Fans Behind the Scenes

By Jessica Smith On March 25, 2015 In College Athletics, Social Media with 1 Comment

A good social media presence in sports goes far beyond the scoreboard and venue walls. It taps into the heartbeat of your team, community, players and journey. Sports are emotional; but they’re even more emotional when you tell a story beyond the game itself.

Look around you. There are so many stories to tell. From gameday rituals to team bonding to the silent moments before the stadium fills with fans, there are many ways to give fans a look behind the curtain. Take the time to tell the full story, not just the game story. Here’s why:

1- Fans crave this content because it’s something they never get to see unless you provide it.

2- It helps to humanize the team.

3- And, it tugs at people’s emotions (and people share content that evokes emotion).

During this year’s NCAA DI Men’s Basketball Tournament, several teams have done a great job telling their full story socially. And, big stages like this are a great time to focus on the behind-the-scenes content. The game is elevated and storytelling should be too. After all, emotions are high.

I’ve gathered few examples of teams rocking their behind-the-scenes content during this year’s tournament. Hopefully they inspire you to start looking beyond the action for content too:

 

UCLA

UCLA has created a video series called “Made in March” that combines both game action and behind-the-scenes shots. In the videos, there are snippets of how the team travels, voiceover from the locker room and much more. The videos are short, but give just enough glimpses into the days so you understand the journey the team is on. It’s a simple and powerful use of video.

In addition to the video series, UCLA Athletics has leveraged Exposure.co to showcase the team’s journey. The photo essay platform is a great way to tell a simple, yet powerful, visual story. The work from the Bruins is a great example of how to use Exposure.

 

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Wisconsin

Wisconsin has nailed social storytelling on Twitter during this year’s tournament. Scroll through their Twitter feed and it feels exactly like a “day in the life”. From a peek into workouts to team selfies, Wisconsin fans must feel like are on their journey with the team. This is a great example of how behind-the-scenes coverage doesn’t have to be complicated; a few good photos and descriptive copy can go a really long way. It’s also very clear that their social/communications team is trusted fully as access doesn’t seem to be a problem here (start building those relationships internally, now).

 

Oklahoma

Much like Wisconsin, Oklahoma has hit a slam dunk with their social storytelling on Twitter. The content is compelling, gives fans a glimpse into their team’s personality and captures the emotion of the journey. Again, access and trust is key. Without access, it’s impossible to tell a behind-the-scenes story. Below are some of the golden moments from the Sooners.

 

These three examples above scratch the surface of how teams can tell a behind-the-scenes story. While many tend to flock to Twitter for this, there are so many other ways to tell your story. Think about leveraging Facebook albums, Snapchat (takeovers), Instagram and video features all as a way to take fans behind the scenes. Don’t limit yourself to one platform; tell the story cohesively across all. With planning, access and open eyes and ears, you can bring your fans along the emotional journey. Remember, it’s not just about the scores and the championships, but how the team gets there.

 

 


What other teams are doing a good job of telling a behind-the-scenes story at this year’s tournament? Share your examples below!

Thanks for reading! 

Locker Room Access Provides Colts Digital Team Golden Content

By Jessica Smith On January 7, 2015 In Social Media with 2 Comments

I’m a big believer in behind-the-scenes content. And while I know that access can be hard to get, I believe it’s important in sports. It’s content that doesn’t compete with television, media or anyone else: It’s a team and organization’s story to own.

Content that peeks behind the curtain also helps to humanize the team and make fans feel like they are a part of the journey. It’s invaluable. If a team is investing resources in social media, then they need to be investing in a way to make behind-the-scenes access happen. I realize it takes time, processes and relationship building, but it’s worth doing the work to get it done.

There are many examples of great behind-the-scenes content this season, but one of my favorites comes from the Colts. Every game the social media / digital team seems to have stellar access to the locker room postgame. They have managed to capture golden content, ranging from victory dances to emotional speeches. I’m not even a Colts fan, but the content makes me want to root for the team. Why? It puts me in the middle of the celebration and shows the emotional, fun and human side of the team. The quick glances at these personal moments make the amoxicillin very likable.

I’ve compiled a few of my favorite moments from the Colts locker room access this year. I think you’ll see why type of access provides such a golden opportunity for teams:

 

 

 

 

 

 

 

 

 

What do you think? Is this type of content important for teams? Share your thoughts below!

Thanks for reading!