Archive for the ‘Sports Media’ Category

Sports Teams, Social Media Personalities Unite for #OneNationOneTeam

In Social media, social tv, Sports Media on June 9, 2015 at 2:03 am

With a 3-1 victory over Australia on Monday night, the U.S. Women’s Soccer Team started off the World Cup with a big win. But not just on the field– on social media as well. Under the hashtag #OneNationOneTeam, teams from MLB, NHL, NFL, MLS and more showed their support on Twitter, Instagram and Facebook.

With more than 57,200 posts on Instagram with #OneNationOneTeam during their first match-up, support for the US Women’s Team came from rivaling teams, different conferences, different leagues, presidential hopefuls and more.

South Florida:

Across the USA:

Even Airlines:

The NFL:

And USA Hockey


Using Social Media + #HootSuite for Conferences and Events

In Community Management, Live Tweet, Social media, Sports Media on July 15, 2014 at 12:13 am

If you find yourself in a university setting or traveling to a conference, it’s likely you’ll end up in a situation with a guest speaker, some important insights you wish you could remember and a hash tag on a flier or program.

As a student or professional, it is often about how to make the most out of those precious 45 minutes with an industry expert or interesting speaker. Social preparation before the event, live tweeting and documentation during, and a reach out and thank you afterwards can be the key to engaging, remembering and creating long-term contact after events.

Prior to the event:

1. Find and follow the speakers on twitter. More than likely, your speaker or they organization they represent will have a social presence.  By getting an idea of the types of content they post and conversation they engage in, you can begin the background research process and have context for the topics they may discuss.

Seat Conference has begun making a list of attendees here.

2. Reach out ahead of time. Considering tweeting or reaching out to those involved with the conference or event ahead of time. Even a casual mention can show your enthusiasm for the topic and make the visitor or speaker feel welcome.  Creating pre-event social buzz can remind and build enthusiasm for an upcoming event. This can be a good thing no matter if it is happening on your campus, at your organization or at a travel location or event center.

2. Reach out ahead of time. Considering tweeting or reaching out to those involved with the conference or event ahead of time. Even a casual mention can show your enthusiasm for the topic and make the visitor or speaker feel welcome.  Creating pre-event social buzz can remind and build enthusiasm for an upcoming event. This can be a good thing no matter if it is happening on your campus, at your organization or at a travel location or event center.

3. Set up a tab or concentrated streams in HootSuite. I have a tab within my HootSuite dashboard titled “events.” In this tab I have a stream of my sent tweets, a stream of my mentions, and a stream with the hash tag for whichever event I am currently attending. It’s also a good idea to set up a stream following mentions of the speaker or event venue to keep an eye on the conversation that is going on around you. From this home plate you can engage with other visitors to the event and create conversation around what is being discussed at the event. This can be a great way to keep up changes to itinerary or news in the days leading up to the event.

During the event:

1. Utilize those tabs! Open up HootSuite on your iPhone, iPad, desktop or whatever other electronic device you choose to use during the event. Keep an eye on the tabs you set up. Be sure to tweet quotes from the event if allowed (with proper attribution of course!) and engage with the speaker and fellow audience members. Many events even use these social streams for questions so keep up with what’s being asked and considering meaningful inquiries of your own.


1. Gratitude and further connections.  Follow up with people that you engaged with during the conference or speaking event. This could mean tweeting out a thanks or DM-ing to keep the conversation going. Be sure to follow them and allow them to be incorporated into your usual HootSuite streams if they were particularly relevant or interesting!


2. Keep in touch. Minutes, days, or even a week after the event you may be surprised to see what types of connections you make. If you receive a response from the event be sure to answer and catch up with the connections you’ve made. Building a network of power sharers who contribute regular meaningful content can be an ideal way to get the most out of your social experience.

Have any tips on how you’ve kept in contact with speakers or networked with professionals at industry conferences? No matter what the topic of the conference or speaker, backchannels of engagement can be a manuscript of the event and a way to personally interact in a crowded setting. I’d love to hear your thoughts, feel free to tweet at @adelynlee!



Spotted: 5 creative examples of countdown posts.

In NHL, On the look out, Social media, Sports Media on August 19, 2013 at 1:34 pm

With just 45 days until the NHL season begins, countdown posts are becoming ubiquitous. One larger goal of social media for sports organizations is to remind and engage, all the while cultivating the excitement and emotion in their fan base. A reminder post can be a call to action push for ticket sales or just a loyalty boost sharing joy to fans looking forward to the upcoming season.

That being said, I think the “Countdown” post is a fine art. In the coming weeks, my newsfeed and yours will be filled with them. If you are in a content creation rule for a team, I’m sure it is a challenge to come up with new and fresh ways to achieve these goals via social.

Here’s some creative countdown posts I’ve seen recently. These teams have done an awesome job of showcasing their team’s tone while creating shareable, countdown content.

Creative Countdown Social Content:

1. Grand Rapids Griffins. – Historical Facts

Screen Shot 2013-08-19 at 9.17.46 AM

2. Buffalo Sabres– Hidden Number

Screen Shot 2013-08-12 at 9.31.38 AM3. New Jersey Devils— Create a number

2013-08-14 11.33.49

4. Portland Pirates– Utilize those jerseys!

2013-08-19 09.02.52

5. Socchi 2014— Torch Countdown: Landscape Shot.

2013-08-19 09.04.45

I think it’s important to note also, that I’m excited about all of these things and that factors into my enjoyment of them. Fan motivations in sharing or commenting or liking should be a thought when creating social media content. Measuring the engagement after a post can help evaluate if it was successful or not. However, if  a team, event or organization knows its fan base, the above content will be just enough to remind and excite.

The Powers of promoting #Local

In Community Management, Social media, Sports Media on July 17, 2013 at 8:40 pm

Passing through the Syracuse airport about a month ago, a friend of mine began discussing how she liked airports that showed local flavor. Syracuse recently installed local coffee chain, Cafe Kubal  which gives you a Syracuse, NY flavor when coming and going. Event venues, festivals, malls etc. seem to be utilizing local more and more. The Consol Energy Center in my hometown offers the Pittsburgh infamous Primanti Brothers sandwiches and local Nakama Sushi to hockey fans and concert attendees. I think that this trend of having local flavor not only improves the experience, but can play a huge role in social media as well. From strategic partnerships to pulling in more volumes to your event choosing and promoting local is the right way to go.

Local Community Management

The Walden Galleria in Buffalo has a localized LUSH page for their specific store allowing them to do promotions and manage a community of frequent customers.

The Walden Galleria in Buffalo has a localized LUSH page for their specific store allowing them to do promotions and manage a community of frequent customers.

Many global companies nurture local twitter accounts, hashtags, and Facebook pages providing targeted content and scaleable one on one communications with frequenters of a particular store. LUSH Cosmetics is a favorite company of mine with an innovative social presence. I’ve watched them bounce back from social crises gracefully on their international main account based out of Vancouver,B.C. and also am an avid watcher of a number of local community and store pages. I think managing pages like these have many perks not the least of which being a chance to better get to know the customers at one specific store and in turn laser focus your advertising content or even store merchandise.

The Power of Promoting local on main social channels:

Because isn’t it all about fan experience or customer experience anyways?

  1. Unique flavor provides competitive advantages: Whether the name of your game is to pull in an entirely new fan base or continuously please a faithful one, promoting and playing up a local business or food provider can be a game changer. Tweet about that local product or craft that will be on display at your event.
  2. Leave an impression with visitors and passersby: A sunny summer Sunday morning in Pittsburgh can hold many visitors who made the trip to watch their team take on the Pittsburgh Pirates. I saw many New York Mets fans wondering around Station Square yesterday as the teams completed their weekend series. And this is by no means uncommon for any town with pro sports. Incorporating sharability such as badge for your local in-house food vendor, or even an instagrammable photo opp or hashtag can allow visitors to have a memorable social interaction with your event AND that local experience. This can translate to WOM excitement or even just building a loyalty that they will want to return to your city or your event.
  3. Strategic Partnerships, mutually beneficial sponsorships: While it’s clear that corporate partnerships and new business relationships are crucial to the success of any large scale venue, revealing and utilizing these partnerships in the social space can bring new success. Sponsoring or promoting a special of a vendor on a main team’s account is an example of mutually beneficial content creation.

Potential KPIs for Sports Orgs

In Sports Media on July 15, 2013 at 1:53 pm

While social can serve as an important reinforcer for sports teams, allowing fans to crave that constant in-the-know feeling while feeling satisfied and connected to their favorite sports stars, it also has the potential to be measured as conversions to sales. Social can be used to push sales not only to tickets to games and merchandise but also sales in an arena or stadium, maximizing the profitability of a game day.

Social scheming in the moment 

Business Insider published this graph last week depicting which social sites are generating revenue:

The graph shows, not unexpectedly, that the largest amount of referrals are coming from Facebook and Twitter. However, e-mail’s share in all this seems to be going down. Just a couple of years ago, and judging by the number of daily emails I get from businesses for many even still, email remained a monstrous push for sales conversation. Twenty-four hour only sales or e-mail coupons worked to drive in revenue and get customers to the page. But I feel as though many people have become just a numb to this as flyers in the mail or telemarketing. While all of the aforementioned forms of marketing still have their value and can absolutely become a push for sales, I think social has a unique opportunity in today’s world, especially in sports and live events.

Applying it to in-game content creation and analytics

Considering this opportunity, there are a number of potential key performance indicators that I think teams could create and measure to see how influential their social channels are and to use them in improving profitability. As always, successful KPIs will absolutely change for each organization based on their needs and specialities, but here are a few scenarios I’ve been thinking it might be cool to watch play out.

  1. Foursquare concession coupons: Whether with a check-in special or a Tweet, prepare a special for say, a free hot dog with a drink purchase. The customer will need to show the coupon or tweet at POS in order to gain the free item. The tracking can then be done in the register system (if its sophisticated to know how many free hot dogs were given away) or by creating some sort of social redemption pull like providing a hashtag to show your free hot dog off. A hashtag like #freehotdogadventures or something more situationally specific can show you enthusiasm for such a campaign and will also help you identify which types of fans are engaging with your content so that you can tailor your next special to their interests and gain even more social traction. When it’s all said and done, your KPI here will be how many free hot dogs redeemed. This can turn into some sort of sponsored content and also give you a gauge of how many people, if any, are checking in and wanting a next step. This can help you decide if its something worth pushing in the future.
  2. Ticket Sales: An obvious KPI is a conversation from a social link to tickets sold. I think the best way to measure this would be to choose one outlet and find a way to distinctly control the sales funnel through basic marketing principles such as attention, interest, desire, action. This could look like this for a team: attention– start with content, a instagram video, a simple twitter image, something with analytical tracking attached to it. interest– Maybe it’s a promo for a big game coming up or big rivalry that hasn’t been sold out yet, use statistics or even an emotional pull in efforts to convince a potential customer that it’s THIS specific game they need to come to. Desire may or may not be created in the steps above, but likely, desire will come inherently from fandom. Lastly action, which can be the most difficult part, but needs to be the most measured part. Devise a system unique to your situation that tests social networks and can have solid data on which attempts are being converted into sales and which should stick to different types of content.

Additional Looks

A classmate of mine at Newhouse created a slideshare presentation for a class getting into her ideas about sports and the sales funnel including looks at relationship building.

Case Study: Sports & Push Notifications

In Cannes, Mobile, Sports Media on July 3, 2013 at 2:20 pm

I can remember a time when I would ask friends to text me updates during Penguins Hockey games when I couldn’t watch them. That reliance on someone, something was in place to assure that you knew the score, even when you weren’t at the game or in front of a TV. A lot has changed since then. Twitter’s inception has forced both news organizations and sports entities to constantly communicate in the now. No longer needing a text or the next day’s paper to inform you, you can know the second that anything happens. Play-by-Play and commentary come from the teams themselves but also journalists and anyone, allowing the pool of information to grow. However, even as technology advances all of these required the user, or interested person to go and search for the information.

Enter Push Notifications. Many of us have them for our favorite news organizations or sports teams. Fitting in with the developing Web 3.0 trend of the news and media coming to you, an alert or nice looking text box will appear on your screen and sometimes send you into utter distraction reading whatever article or latest score update has come your way.

Self admittedly, I’m a junkie for push notifications and have allowed them to become an integral and absolutely daily/regular part of my life. I was really excited, then, when I came across Urban Airship at the MMA both at Cannes Lions. Specializing in mobile marketing management, Urban Airship offers management of push notifications from creation to delivery and also houses analytics to study how push notifications are viewed or used.

Their website features several success stories in sports, one of which being the Vancouver Canucks.

The case study says that for the first agency who attempted to institute a push notification program, a scalability problem arose. With over 100,000 downloads and multiple notifications per game and night, size was massive. After utilizing a platform such as the one Urban Airship offers the results were as follows:

“The reaction was astounding – not only did the team exceed their expected downloads by 600%, but over the course of the season the Canucks sent out over 90 million targeted push notifications to fans and grew the opted-in fanbase by 56%.”

This is just one example, but you will be hard pressed to find a professional team in the NHL, MLB, NFL, or European Soccer that doesn’t consider push notifications as a given.  Not all AHL or minor league teams have created such offerings yet, but the notifications have become common place.

The next consideration is how to use them. When downloading the general NHL app or even an ESPN or TSN app, favorite teams can be selected and notifications set up through that platform as well. In this way, you could receive score alert information in the form of push notifications from 4 apps at once. It all comes down to preference, however. You have the option to choose to receive notifications after each period, or in real time, or even just once after the game. This allows for preference for a number of teams, giving the fans the ability to get limited news about some teams and heavily detailed updates about others.

In the land of social TV, sports is one broadcast in which live and timely will never disappear. Post airings of sport games or time shifted information will never be successful when up to the minute remains the priority in this sphere. Push notifications allows for fans to have all of the information at their finger tips and not search for it, it comes to them.

I think this type of information sharing will only increase as digitization continues and the shift towards a web 3.0 goes on. Perhaps will see customizable push notifications being offered such as indepth line up or injury reports, or even fun facts before a game. In this way, it can almost become a form of content creation rather than just statistical notification.