Digital and Social Media Sports
A business-minded look at digital and social media in sports
On episode 72 of the Digital and Social Media Sports Podcast, Neil chatted with Andi Perelman, Manager of New Media for the Pittsburgh Penguins.
What follows are some snippets from the episode. Click Here to listen to the full episode or check it out and subscribe in iTunes or Stitcher.
Posted by Neil Horowitz
What is your content doing to add more to fans?
This was one of the primary takeaways at the recent Sports PR Summit Social Media Workshop (see a recap here), which featured speakers and panels from such social media and sports behemoths as Twitter, UFC, Bleacher Report, Pac 12 Network, opendorse, the Golden State Warriors, and more. Here are some themes gleaned from the tweets from the event:
(Get more info about Sports PR Summit here)
Be additive to games and serve content that complements
With the burgeoning growth (okay, domination) of live video on social and mobile, the key questions social media and sports pros are considering are what constitutes good live video for social, from a metrics, engagement, and goals perspective. After Twitter and the UFC emphasized the centrality of social for live conversation and praised its ability to allow emotion to exude from a game or match, the Warriors talked about they use social. The word that stuck out, again and again, was to be “additive.”
Whether it’s live or not, a major (key) behind content is context. While it is tempting to chase metrics and satisfy the unquenching thirst of the diehards for anything and everything, don’t post just to post or go live just to go live. Have a reason for it and consider whether your audience is viewing other content at the time, talking about a certain play or player, or curious about something. Embrace what it means to be additive and to complement.
The same goes for partnerships with brands. Bleacher Report works with influencers and brands, but doesn’t force it. If it’s not adding value, it’s a waste of everyone’s time.
Mind all your properties, whether on ownedor rent land
Many go back and forth with where to put content, owned vs. rented platforms, and how to truly define ROI with social media. Bleacher Report takes social seriously, and has enjoyed massive success as a result. They treat social with as much care as content posted on platforms they own. Every brand-fan interaction, every piece of content enjoyed and consumed is a win for B/R. But, even more than that in recent years, is the quality of content consumption. Perhaps listicles and slideshows wasn’t building true brand affinity, despite the ease to drive volume, but more meaningful content lends itself to more meaningful connections with fans.
Bleacher Report is an omni-channel brand. It laughs at ComScore metrics scoring website traffic, instead looking at the bigger picture. And that perspective fuels them to take care of each platform, to optimize content for each, and not just shot-gunning content that lives on its website.
Another key theme from not just the B/R panel, but several others, was being intentional to stand out from the crowd. The best know what their audience enjoys and what they, themselves, can do that other can’t or won’t or aren’t doing. When a shocking scoop or sweet play happens, and everyone’s timelines light up, what can you do with that content to be different and more remarkable than the others. I loved the idea of having a “creative barrier to entry” that can an advantage.
Bleacher Report’s Mason delved deeper into how intentionally unique they are in the sports space — voice and personality. It is showcased not just in the copy, but the content. Fans know what to expect from the B/R brand and they deliver, taking the same foundational content (information) that others have and packaging in a way all their own, a way that continues to win over millions.
More and more each year, everyone is beginning to buy in to the notion that scare tactics are not the way to go with athletes (and student athletes) and social. Because it IS powerful and it IS a major opportunity for athletes to build themselves into valuable representations of themselves and their teams and schools (and their brands). The University of Nebraska (led my the incredible Kelly Mosier) was preaching the gospel of reversing course from more TO DO (and can do) for student athletes and less DO NOT DO.
And when student athletes grow up, they can continue to be ambassadors (and wonderful examples) for their schools! Nice work from opendorse below.
The sentiment was even echoed from the current pro athlete featured at the event, NFL player Emmanuel Acho, who is one of the best out there when it comes to self-awareness, brand, and using the platform and influence his position enables. He is among the enlightened athletes, understanding proactive education on the positive aspects of social media can and should outweigh the warnings.
Something that becomes increasingly clear as brands abandon intrusive techniques is that it’s better to integrate with native fan activities than to try and divert their attention and activity elsewhere. Basically, a mantra I like to espouse myself, help fans do more of what they want to do. While Sprinklr/Postano has built their business on engaging fans/consumers through their mobile devices (and social platforms they use on their mobile devices), the point they hit home is correct – if fans are on their phones, meet them there. If fans are on your app, a social network, start engaging them there. While it may seem like a repudiation of traditional notions of attending a game, it is merely enhancing (not engineering) fan experiences.
The Pac 12 Network closed the day with energy and enthusiasm and hammered home the previous point about embracing, maximizing, and differentiating the story. Content, in the form of highlights (how much of our content is consumed today, on our timelines) is a playing field and currency that the Pac 12 Network seizes upon — conveying emotion, finding fans’ timelines by being unique, and exuding emotion that touches fans of the teams and sports fans, in general.
And even when attention is at its zenith, the Pac 12 Network thinks about how they can do more, catch you off-guard with something you didn’t expect to see, but are so grateful you did. That is engagement, surprise and delight, and moment marketing that comprise so many best practice thoughts these days. The key to nailing it? Preparation, planning, purpose, and positioning — that is, being in the position to capture and deliver that unique side of the story.
Listen to episode 72 of the Digital and Social Media Sports podcast, with Andi Perelman, Manager of New Media for the Pittsburgh Penguins.
66 minute duration. Show format contains separate parts. Subscribe to the podcast via iTunes or listen on Stitcher
Posted by Neil Horowitz Follow me on Twitter @njh287 Connect on LinkedIn
In July 2016, the Sports and Entertainment Alliance in Technology (SEAT) held its annual conference bringing together leaders in the sports and tech world, this year in Las Vegas.
What follows is a collection of the best quotes, stats, insights, observations, and photos from the event. Thanks to everyone whose tweets helped fuel this recap!
On episode 71 of the Digital and Social Media Sports Podcast, Neil chatted with Gary Paczesny, Coordinator of Digital Media for the University of Memphis Athletics.
What follows are some snippets from the episode. Click Here to listen to the full episode or check it out and subscribe in iTunes or Stitcher.
Posted by Neil Horowitz
Listen to episode 71 of the Digital and Social Media Sports podcast, with Gary Paczesny, Assistant Director — Digital Media and Publications for the University of Memphis Athletics.
60 minute duration. Show format contains separate parts. Subscribe to the podcast via iTunes or listen on Stitcher
Posted by Neil Horowitz Follow me on Twitter @njh287 Connect on LinkedIn
Take a look around some of the sights and the scene at the Major League Baseball All-Star Weekend Fan Fest, which took place at the San Diego Convention Center, featuring exhibits, activities, shopping and sponsored experiences to delight baseball fans of any age.
We’ve all seen it. For years, fans would throw their TV remote or post on obscure message boards, venting after a tough loss or questionable call with their favorite team. Social media has only facilitated and augmented such sentiment. Some teams fear the venting and the vitriol.
But, the truth is, a profanity-laced tirade is far better than the eerie sound of silence.
This has been a theme in social media and sports and was well-articulated in my recent conversation with Julian Valentin, who in over five years working in digital, publications, and social for the Colorado Rockies, has often seen an incensed fan base, struggling to see the Rockies fail to make a playoff run in recent years.
Valentin doesn’t seek to put the fire, out, however. He stokes the flames.
“The worst thing you can have in sports is apathy (among fans),” said Valentin. “To combat that, there have honestly been times where I’ve specifically chosen language where I know it will…get a rise out of (fans).”
It’s not about trolling fans, it’s tapping into their emotion, to keep their passion lit.
Notice also the subtle language Valentin uses to keep the mindset optimistic and forward-thinking. He articulated beautifully how, after tough losses, he’ll post a pretty pic the next morning of the sun rising over the stadium, signaling the start of a new day, a chance to win one of 162 games played in the long MLB season. But even if it’s another loss, there’s little doubt the Rockies will have a notable play to celebrate.
It’s why, win-or-lose, Valentin makes sure to celebrate the great plays, noting how All-Star third baseman Nolan Arrenado is a particularly good source of sweet stops and stellar swings to post about when the score leaves a bit to be desired. Keep feeding fans and they won’t go silent easily.
I can personally remember suffering through a league lockout, when any piece of social media content (yes, even feel-good CR stories or donations) elicited profane responses and exclamations about greed and other stuff that obviously the social media team was causing (ha!). But I welcomed it. Because it means the fans cared.
Don’t retreat in the face of adversity or defeat. Don’t post a final score and go silent. Embrace the other side of emotion and make sure fans feel that intense sadness, so that they invest themselves even more in seeing the team’s success.
For social media and sports, there is nothing scarier than silence. A vocal fan base endures, whether they’re jeering during the tough times or cheering a championship. Don’t let that fire go out. Don’t let the sparks go silent.