#DSFE14 Day 2: Innovation, technology and data

Standard
Day 2 of the Digital Sports Fan Engagement Conference focused on innovation, technology and data -- especially how it affects content and fan interactions.

Day 2 of the Digital Sports Fan Engagement Conference focused on innovation, technology and data — especially how it affects content and fan interactions.

As the Q1 Digital Sports Fan Engagement Conference rolled into its second day, the fan remained at the center of the conversation. But sports teams and leagues must understand fans better, and offer them reasons to connect in social media, online and at sports venues.

It was another amazing day filled with loads of valuable information. Here are some of the highlights.

Enter the Quack Cave
A leader in social media led off Day 2, as Oregon’s Craig Pintens shared the Ducks’ approach to social media. It’s simple. Be a national brand and activate a social media strategy focusing on heavy engagement, fan-centric and unique content (especially around the Duck’s buzz-worthy Nike uniforms), and creating and amplifying brand advocates.

“Influence is more important than growth,” says Pintens, who launched the first-ever social media command center among NCAA brands. The Quack Cave employs a mix of free and paid technology, including Postano’s social curation platform, to connect with fan advocates in social media, generating added interaction in the Duck’s already vibrant communities.

Rather than hire dozens of full-time social media pros to staff 30-40 accounts, Pintens enlists an army of student volunteers, eager to earn valuable experience and evangelize the Ducks’ brand. Quack Cave captures all things Oregon — across sports — and empowers students to join those conversations and share them. The Quack Cave site provides a one-stop shop for fans.

The Quack Cave even joined the #DSFE14 conversation.

“We want to be your second-favorite team,” says Pintens. “The Quack Cave is about finding Oregon in places you wouldn’t expect to see it.” Which is smart, considering 81 percent of Duck merchandise sales come from outside the state of Oregon.

Second-screen best practices
Teams and leagues see opportunity — and challenges — when it comes to the second screen, especially given 88 percent of fans use one when watching sports. From in-stadium connectivity (an issue WWE faces as it travels from arena to arena) to in-game content, each organization faces similar opportunities when trying to reach fans during the action.   

But, admitting their events are truly scripted, WWE seeks fan input via social media to give them control of the story line and keep them engaged via a second screen.

The University of Oklahoma seeks an idealized fan experience, bringing emotion and value to the second screen. How? Provide what fans can’t get anywhere else: access, analysis and immediacy. And make sure to provide platform-appropriate content, understanding the differences, for example, between Facebook and Twitter communities.

“We customize the content to our fans,” says Russell Houghtaling, Oklahoma’s director of digital media, noting the team invested in Bluetooth-enabled cameras to capture and share in-the-moment photos. “Emotion is why people love sports. We want to transfer that feeling to people on their couches.”

#ClubOrange rewards fans
Oklahoma sold out 92 straight home football games, so it’s important for the team to connect with fans who may never be able to attend a game at Memorial Stadium. 
The Phoenix Suns created #ClubOrange to provide fans with things they won’t find inside the arena.

The Suns’ Gorilla delivered pizza — and a unique experience — to Club Orange members.

“Money can’t buy experiences,” says Jeramie McPeek, the Suns’ vice president for digital. Club Orange rewards a variety of fan social media activities, including retweets, check-ins and hashtag usage. Fans earn prizes they can’t get anywhere else, including autographed gear, photos, and exclusive experiences — like a pizza party with the Phoenix Suns Gorilla.

The team collects fan data through the program and uses it to stay in touch with current and former season ticket holders via social media. The goal is to retain and even grow season those numbers.

Packers everywhere
By contrast, 110,000 Green Bay Packers fans are on the team’s waiting list for coveted season tickets to Lambeau Field, and only eight to 10 percent of its fans will ever get to a game. So the team built Packerseverywhere.com to create a “virtual Lambeau Field” filled with photos, tailgating recipes and a where-to-watch guide for more than 1,000 Packer-backer bars.  

More than 200,000 fans signed up for the new fan program, and — incredibly — half were not in the team’s existing database. Now the Packers use this portal to bring more fans into their sales funnel while connecting them to other fans through engaging, social media-friendly content.

“Fans become entertainment for other fans,” says Joan Malcheski, Packers media group and brand engagement director. Rightfully so, given Packerseverywhere.com boasts more than 40,000 pieces of fan content from 64 countries. Talk about a global brand!

Sponsors are a crucial part of the fan equation — in digital and social especially. But #DSFE14 panelists urged athletes, teams and leagues to remain diligent in these spaces, keeping content authentic and relevant. 

“Find natural fits for your sponsors,” says Jaime Carlin, marketing director for the Texas Motor Speedway. “Weave it into your story. Social media has a tremendous value. We can’t give it away.”

NASCAR uses sponsor-driven campaigns to continue conversations after race-day buzz dies down. But as Tim Clark, NASCAR’s director of optimization and programming, points out, it has to be genuine.

“Fans are smarter than we think,” Clark says. “They’ll see through sponsored content. If you’re creating something for a contrived reason, you’re probably going to fall flat.” Instead, teams and leagues should look for opportunities to partner with big brands to split costs and work together on sponsorships, campaigns and content that’s authentic to both brands.

There’s plenty more from both days of the Digital Sports Fan Engagement Conference, and I encourage you to check out the Q1 Sports event blog, review the conversation from the #DSFE14 hashtag, and read my recap from day 1.

As a media partner for this event, I’m humbled to have been invited and appreciate meeting and hearing from so many brilliant minds in sports and social media — and the powerful sports brands they represent.

As always, thanks for being a fan.

#DSFE14 Day 1: Putting fans first

Standard
#DSFE14 conference

Day 1 of the Digital Sports Fan Engagement Conference included a wide variety of speakers and topics. But the overwhelming theme was obvious: Put fans first.

A common theme from Day 1 of the Q1 Digital Sports Fan Engagement Conference was loud and clear: Sports fans drive the conversation — and the content — in social media.

The conference’s first panel featured big-name sports brands like the Oregon Ducks, San Diego Padres and Milwaukee Bucks and focused on digital and social media platform selection and strategy. But the overwhelming message of this — and most of the #DSFE14 discussion — centered on the sports fan.

Rightfully so. Fans are the bread and butter for teams, leagues and athletes. And, connecting with them in meaningful ways breeds success — not only social media scores, but bottom-line wins.

Sports fosters an unbelievable amount of user-generated content in social media, and time and again, today’s sports and social media leaders reflected on the importance of harnessing that valuable content. Not only does it provide teams, leagues and athletes with a rich funnel of engaging and authentic posts, it creates opportunities to reward fans by providing them things they seek out in social media — exclusive content, access and the occasional virtual badge of honor.

“Fans are narcissistic,” Chris Yandle, assistant athletic director/communications for the University of Miami Hurricanes says. Yandle — and others in similar roles — reiterated how fans absolutely love getting their social media posts amplified or acknowledged by their favorite teams or athletes. It’s something they can brag about to friends and is an easy way to recognize influencers — and generate additional engagement in social media — by sharing their posts, or even just liking/favoriting and responding.

The Seattle Seahawks take this approach to amazing levels, after developing an intricate social media response strategy. “We want to give fans their rock-star moment,” says Kenton Olson, director of digital for the Seahawks and Sounders. “A reply from a brand on Twitter is better than getting an autograph,” he says, noting the Seahawks empowered others in their organization to assist in the massive undertaking of replying to fans in social media.

Keep in mind, the Seahawks saw 400,000 Twitter mentions during its Sept. 15, 2013, game vs. the San Francisco 49ers. To manage that on an ongoing basis, Olson built a three-tier system to filter fan responses — all based on key business goals (including influence and previous interactions), then activated his team.

The Seahawks deserve credit for winning NFL social media supremacy — besting its Super Bowl opponent in a similar manner to the actual game. During the lead-up to Super Bowl 48, the Seahawks racked up 3,177 @ replies — sent directly to fans on Twitter — compared to just eight sent by the Broncos. It generated 167,500 engagements and nearly 213 million impressions.

The Padres, under leadership from NFL social media veteran Wayne Partello, also put fans first. Partello created a new mission statement crafted with the fan in mind and addressing the crowded nature of sports news. “We’re now in the media business,” Partello says. “We have to tell our story. If you’re not telling your story, others will do it for you.”

Another theme emerged from Day 1 of #DSFE14: Data is king, and it revolves around the fan. Turner Sports looks at social media from a data perspective. And, thanks to technology, Turner can learn a lot about its fans — including what content they want to see in social media.

Turner Sports even created a social media command center to analyze data and use it in real-time decisions related to social media content and fan interactions. It activated a mobile version of this command center during NBA All-Star Game weekend, generating more than 245,000 fan engagements, and uncovering an interesting problem.

“We could not give them enough content,” says Jeff Mirman, vice president of marketing for Turner Sports. “They wanted more. They more they got, the more they engaged.”

Athletes should take a similar approach to teams and leagues — put fans first and use social media as an engagement tool (not a megaphone or sponsor mouthpiece). Case in point: Jimmie Johnson Racing, which finds extreme value in fan engagement in social media through some innovative and fan-friendly content campaigns.

Johnson strives to provide fan value through his various social media platforms. It can be anything from turning a negative hashtag conversation into a brilliantly funny content opportunity (check out #blamejj, which generated 70 percent engagement on Instagram), to weekly giveaways that build fan momentum over time (see #jjswag on Twitter).

Johnson understands fans should be first in social media, according to Lauren Murray, who manages his social and digital strategies. He wants them to be the first to know news about him — and he uses social media as a tool to deliver that news in authentic ways.

#DSFE14 featured some incredible talents in the sports and social media world, and this is just a sampling of the conference’s first day. Continue to monitor the Twitter conversation and connect with these leaders as they implement what they’ve learned here. (For more about Day 2, see our previous post.)

Thanks for being a fan.

Twitter, Athletes and the Zimmerman Verdict: Can Social Media Advance a Larger National Dialogue?

Standard
In times of emotionally charged national events, athletes have an opportunity to impact a larger conversation with their social media presence.

In times of emotionally charged national events, athletes have an opportunity to impact a larger conversation with their social media presence.

Uncomfortable. Polarizing. Controversial. Important.

The recent not guilty verdict in the George Zimmerman trial produced a variety of adjectives – along with plenty of reaction on Twitter – from athletes and non-athletes alike. It unearthed the argument often repeated in times of national crises: Do we want to hear from athletes on such issues, or should they simply shut up and play?

As I’ve argued previously, there is no clarification button on Twitter when it comes to highly-charged reactions to current events. We all get one first chance at this, and if it takes more than 140 characters to make your point, perhaps Twitter isn’t the place. Maybe you wait awhile, collect your thoughts and share them in a blog (like I’m doing here, or like Russell Simmons did here).

And, I’m sorry, it doesn’t matter if you didn’t follow the trial from start to finish. Or if you know anything about the law. Or where you grew up. Or your skin color. What matters is where we go from here. Can we come together and collectively act in the wake of another national tragedy? Can any good rise from the ashes of burning anger, fear and hatred started long ago and only stoked by these recent events? Or will there simply be more talk (some of it really, really awful), followed by more apathy and inaction?

For better or worse, sports celebrities play a role in shaping this discussion – and the underlying and complex issues of race, gun violence, poverty …and more. We all do, actually. And Twitter is one of several vehicles we can use to advance the larger conversation. The difference for athletes is reach. On the whole, they have a louder microphone and can quickly nab the spotlight by simply hitting the TWEET button.

Dave Zirin of The Nation wrote this in a provocative piece about athlete reaction to the Zimmerman trial and verdict:

“Millions of people—in particular, millions of young white men—follow these guys on Twitter. Many exist in their own bubble where either Trayvon Martin doesn’t register at all, or if he does, it’s as someone who deserved to die. Maybe just maybe some of these comments by the people they cheer but rarely hear punctured their bubble.”

When the Zimmerman verdict came in, some athletes quickly took to Twitter. The reaction was – predictably – all over the board. Some – like Jared Sullinger of the NBA’s Boston Celtics – shared raw emotions in the moments after the verdict was read.

Jared Sullinger's tweet in reaction to the Zimmerman verdict.

Jared Sullinger’s tweet in reaction to the Zimmerman verdict.

Others incited further hatred and divide. Tweets were deleted and apologies posted. It was all too predictable. And disappointing. Many athletes passed on the opportunity to comment, swerving past the controversy like it was a wayward orange road construction barrel, yet missing a chance to impact a larger national issue.

As Steve Hummer wrote this week, Twitter continues to be a “two-edged sword” for athletes.

“At its best, Twitter personalizes the sports figure, which should in turn translate to increased marketability. The rawest, more reflexive reactions make for the noisiest tweets. It is a fine line the author treads, between being interesting and being offensive.”

The issues surrounding the George Zimmerman trial don’t require athletes to be offensive. Using Twitter for good – to further a collective conversation about issues affecting us all – is not controversial or polarizing. It might be uncomfortable. It’s most definitely important.

“We aren’t talking together — all Americans, black, white and all colors in between,” Jackie Warren-Moore wrote this week. “We are talking about each other. We aren’t talking about what divides us still. God knows, we aren’t even considering what might unite us.”

Athletes don’t have to risk reputations by asking questions and encouraging further dialogue. Showing emotion through Twitter – without making it hateful, incendiary or divisive – is OK. It’s human. It’s interesting. Heck, it can even be brand-building. And just maybe, it can make a positive impact.

Thanks for being a fan.

The Sports Strategy of Vine

Standard
Vine logo

Vine’s rapid rise hasn’t caught the full attention of the sporting world. Lack of strategic thinking could be keeping teams, leagues and athletes from jumping on board.

It didn’t take long for 2013 to bust out its newest, must-have social network. Vine debuted in January, providing a new micro-video service for its partner and big brother, Twitter.

If you haven’t heard of Vine, here’s the six-second explanation: You use your iOS device to record six-second video snippets and share them on Twitter. (You can also post Vines to Facebook, though the in-stream experience is not optimal.)

Vine speaks to the ever-decreasing attention spans of Twitter users while also reaching the creative and artistic Instagram crowd. Vine is hot, especially among 18- to 24-year-old iPhone and iPad users who already share short video bursts with friends through services like Viddy and Snapchat. Though there is no official count for Vine users (and no API or admin panel to tap into yet), the app took off. Just this month, Vine topped the charts among Apple’s free apps. (Now Android users patiently await the app in the Google Play store.)

Sports teams, leagues and athletes began using Vine immediately, including major professional sports leagues (and teams) from Major League Baseball, the National Football and Hockey leagues, and more. It was the new thing, and seemingly everyone gave Vine a try.

Vine is not spreading
However, like many shiny new social media tools, Vine withered (sorry, I had to go there) even before some teams gave it much of a chance (right, Dallas Mavericks?). Still other teams with impressive social media followings across several networks took a complete pass on Vine (right, Dallas Cowboys and Pittsburgh Steelers?).

What are the barriers? Similar to longer-form videos, creating Vines (good ones, anyway) requires planning and creative execution — two traits not synonymous with fast-paced, in-the-moment sports marketing, which is often done on a shoestring budget along with 100 other digital marketing/social media tactics. Simply put, snapping a photo is easier than shooting a succession of video clips.

Vine speaks to the ever-decreasing attention spans of Twitter users while also reaching the creative and artistic Instagram crowd.

Vine requires a strategy
It’s unfortunate Vine isn’t catching on more in sports. Not because Vine is a new and fun thing in social media (though it is), but because Vine provides value to fans. Vine complements content in a way photos and traditional video can’t, and that’s how strategic-minded teams, leagues and athletes use it. Vine is a chance to do more with less. It’s a highly creative and super-portable way to tell your brand’s story in social media. From a variety of angles, Vines can highlight day-to-day activities in ways text and photos can’t.

So Vine can and should fit into an overall social media strategy, but for some reason, it’s not catching on. I imagine some teams look at it as just one more social media account to maintain. One more beast to feed in the daily content grind. One more activity among a litany of others. This tactical point of view is short-sighted because Vine is so entwined with Twitter, much the way Instagram is baked into Facebook. These new visual mediums are not so much social networks as they are engagement sources and content feeders for the larger, flagship accounts.

Who’s doing Vine well in sports? Check out SportTechie’s solid review. Which teams and players do you follow on Vine? Leave a comment (or better yet, tweet me a Vine).

Thanks for being a fan.