Paul Dewhurst and the MLS’s San Jose Earthquakes are building a brand and driving social and digital ROI

On episode 117 of the Digital and Social Media Sports Podcast, Neil chatted with Paul Dewhurst, Digital Marketing Strategist for the San Jose Earthquakes MLS club.

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

Follow me on Twitter @njh287 Connect on LinkedIn

What UMBC Athletics Reminded Us About The Genesis, Growth, and Importance of Voice On Social Media

Think back to the early days of social media. When trade announcements sounded like mini press releases. Compare that to the free agent signing of Michael Crabtree by the NFL’s Baltimore Ravens announced in a tweet with an emoji of a crab and an emoji of a tree.

So, yeah, things have changed.

And this was manifested marvelously by the performance of the @UMBCAthletics Twitter account, led by Zach Seidel, as the Retrivers captured the country’s attention, becoming the first 16-seed to ever defeat a #1 seed in the Men’s Basketball NCAA Tournament, stunning fans of March Madness. Seidel didn’t ignore the haters tweeting skeptically about the UMBC team, didn’t ignore what was playing out in front of him and millions watching, and, most importantly, didn’t speak like a formal press release.

The evolution on Twitter (where voice is most defined on social media for sports teams) from PR to personality has surely been gradual, but most veterans of this space will point to one seminal tweet and one magical title run that started it all. It was the spring of 2012 when the Los Angeles Kings ousted the favored Vancouver Canucks in an opening playoff series. The Kings took the opportunity to sarcastically (snarkily) tweet “To everyone in Canada outside BC, you’re welcome,” addressing fans all over Canada that didn’t feel to fondly about the club in Vancouver. It struck a nerve. It was different. Many didn’t know how to react – was it okay to showcase a bit of tongue-in-cheek personality? Was this befitting of a professional team and its official Twitter presence speaking on the organization’s behalf?

Articles were written, discussions were had, but, as is quite evident today, it only progressed from there. Soon, several team Twitter accounts were trying to elicit laughs and smirks, and trying to create copy that would strike a similar nerve and get fans to feel like their team was cool, and they were cool by association. Over time, more emotion was infused — teams were smartasses when things were going good, they weren’t sugarcoating an awful loss, they exhibited the same ups and downs and jokes of the fans — they were talking and experiencing with them, not at them.

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So what happened when UMBC realized they were doing what no one thought they could or should be doing? When all the attention was on their team and their school? They chose not to ignore the obvious, not to appear oblivious to what madness was clearly happening on the court and all around them, including their website. When CBS College Basketball Analyst Seth Davis tweeted his trademark “Sharpie” (game over) right after tip, they fired back because it’s what their fans would’ve wanted to do – and UMBC doesn’t need to adhere any no-cheering-in-the-press-box like rule when it comes to Twitter.

When TweetDeck started showing a ton of fans mostly saying ‘Who the heck is UMBC?,’ they didn’t shy away from it, trying to act proud enough that people would and should know them. They seized the opportunity to connect, to engage, and to even introduce themselves to the world. And when their website went down, likely as much a source of pride as frustration (too many visitors is a good thing!), they didn’t offer some PR-laden statement like “We are aware of technical difficulties and working to resolve…,” they acknowledged the issue like a human, demonstrating authenticity, playfulness, and even smart messaging reinforcing the long ‘line’ of fans trying to get onto umbc.edu.

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UMBC Athletics suddenly became the life of this March Madness party, on and off the court. More fans followed, more Googled UMBC, more became enamored with a personality that talked to them like a human, that reacted to the madness ensuing in front of them.

It conjures, for me, some of the work I do with teams at Hopscotch who welcome automated score alerts — Final Score: [Team Name] x, [Team Name] x. But others choose to do them manually – they want to convey the epic comeback or sold-out crowd or identify the hero.

As artificial intelligence and increased automation becomes possible, it’s important to appreciate the value of the human voice, and the capacity to express emotion. Some Messenger bots are getting smart, sure, but no bot could’ve reacted to the moments like Seidel and @UMBCAthletics did.

A social media presence can’t be devoid of emotion,

Nathan Rauschenberg is Driving Fan-Team-Player Connections and Social Media ROI for the Seattle Mariners

On episode 115 of the Digital and Social Media Sports Podcast, Neil chatted with Nathan Rauschenberg, Senior Digital Marketing Manager for the Seattle Mariners.

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

Follow me on Twitter @njh287 Connect on LinkedIn

Alessandro Gasparro on the Importance of Understanding How Fans Speak and What Engages Them

On episode 113 of the Digital and Social Media Sports Podcast, Neil chatted with Alessandro Gasparro, Director of Social Media Strategy, Endeavor.

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

Follow me on Twitter @njh287 Connect on LinkedIn

In the Social Media Game, the Most Important Competition is Yourself

The gym is an interesting place. There’s people of all shapes and sizes utilizing a vast variety of routines and techniques often with different goals in mind. Some are trying to lift the heaviest weight each time, some are trying to burn the most calories, to build the biggest muscle, and so forth.

And yet we can’t help but compare. Can’t help sizing up the person on the bench next to you and taking it as a challenge to outperform him or her. But is it fair to compare unless each person in this scenario are the same size? Are their objectives the same? Is this habit of comparison, to try and best the biggest and strongest in the room, the best road to success?

The gym analogy works well to describe the varying challenges of what it means to succeed in social media. When leagues often inform their teams of where they stand in the rankings across a number of team digital and social media metrics, it can be easy to get lured into obsessing over where your team stands. And it can get even more difficult to avoid it when leadership joins the fray, thinking they can win the championship of social media as easily as they can the league title.

But not every team is a 6’5″, 300 lb. behemoth. When dealing with gross metrics, follower sizes, website traffic, video starts, et al. – it’s not a fair fight and it’s not a worthwhile  comparison for either side. And yet, just like FS1 wants to beat ESPN, it can sometimes be hard to get away from these lists.

It’s not so black and white, however. Even those atop the rankings may not be ‘winning’ in a traditional sense. They may not have a strong brand, an engaged audience, a graph of their metrics on an upward trajectory. The most important benchmark is your team’s stats last month, last week, last year.

That’s not to say benchmarking against one’s (relative) peers is a bad thing. There was an interesting Twitter exchange recently in which some respected pros in the space lent opinions on this topic. Of benchmarking, the well-respected Senior Director of Social Media Strategy for the New York Yankees said it can be “extremely motivating when done right, and extremely chaotic when done wrong.”

If it’s done in alignment with the organization’s goals, that allows them to not just maintain but strengthen their brand and their affinity of their fan base — a desire to move up the rankings can lead to greater investment and resources.

But even then it’s important to mind the metrics that matter most. It’s not easy to measure, of course, but it’s not impossible to develop meaningful metrics that  can be shown to drive the fans and the brand, that contribute to the bottom line. Those are rankings that are harder to come by, but those are the ones teams should value the most, vanity be damned.

This is all easier said than done, of course. And it takes evolution across the board, most importantly from the leadership up top. Because for generations it was fairly black and white; we didn’t know better nor could we measure better. But defining success is more a science than an art these days, social media and sports is growing up. Pat Muldowney, Director of Social Content for The Ringer, who previously spent several years in social media for FOX Sports, summed it up perfectly.

 

“Most of the requests for this type of [rankings/vanity metrics] reporting come from a level of leadership that’s familiar with ratings or traffic as barometers for success,” said Muldowney. “Instead of ‘Are we succeeding?’ it’s ‘Are we winning?’ Hopefully this will evolve over time.”

So we return to our gym rat, who now realizes everyone in the gym may be defining success that day in a different way. They’re all out to get better every day, to achieve a level of health and fitness, but they’re not all chasing the same numbers. They’re trying to succeed themselves, not trying to win the weight room. Their only benchmark is themselves.

 

You can see much of the original Twitter thread here

Preston McClellan is helping to grow the PGA Tour through players, content, and experiences

On episode 111 of the Digital and Social Media Sports Podcast, Neil chatted with Preston McClellan, Senior Brand Marketing Manager for the PGA Tour.

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

Follow me on Twitter @njh287 Connect on LinkedIn