Engagement & Stewardship to Revenue Development More Than Publicity

Engagement & Stewardship to Revenue Development More Than Publicity Social Media In College Athletics @KSvoboda

B.S. Colby-Sawyer, 2000 ALB Harvard, 2009 Stanford 2013-present Senior Assistant Athletic Director Harvard 2005-13 Assistant Athletic Director Saint Anselm 2001-05 Director, Athletic Communications Franklin Pierce 2000-01 Assistant Director, Sports Information Social Media In College Athletics @KSvoboda

Public Affairs & Media Relations Department Spokesperson Integrate Relationships Influence Dialog 36 Varsity Sports General Council University Communications Athletic Director Development/ Fundraising Alumni Relations Ticket Sales Marketing Facilities Events Pac-12 Networks Social Media In College Athletics @KSvoboda

Social Media In College Athletics Big Day Engagement & Stewardship to Revenue Development More Than Publicity Background Landscape Going Strategic Data Bandwidth Budget Fear/ FOMO/ Education @KSvoboda

Social Media In College Athletics Big Day First Things First #CSCESS Tagboard.com/CSCESS Selfies Questions Comments Jokes Engagement & Stewardship to Revenue Development More Than Publicity @KSvoboda

Social Media In College Athletics Background – Evolving Communications @KSvoboda

Social Media In College Athletics Background – Evolving Communications Campus Phone to Mobile Consider Email How many Email Addys? Why? AOL/ IM 5 C’s (+1!) Compliance Text/ Phone/ Twitter/ Snap! Consumption Rotary? Conversation Connection → Community → DASH for CA$H @KSvoboda

Social Media In College Athletics Key Thought: Community @KSvoboda

Social Media In College Athletics Current Landscape @KSvoboda

Social Media In College Athletics @KSvoboda

Social Media In College Athletics Current Landscape Hey! @KSvoboda

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Social Media In College Athletics Current Landscape Distracted @KSvoboda

Social Media In College Athletics Current Landscape Recruit Me! Come Here! @KSvoboda

Social Media In College Athletics Reality – Where Are We Going? Sports = Mobile 100m active Twitter users | 5/day | 184M mobile monthly users @Ksvoboda | *information courtesy ExpandedRamblings.com

Social Media In College Athletics Current Landscape Me Just got a great workout in Lunch was fab! I’m up early.finnaget this money! WattupTwitter?? Gotta go to work! @KSvoboda

Social Media In College Athletics Reality – Where Are We Going? @KSvoboda

Social Media In College Athletics Reality – Where Are We Going? Publicity Hunt MUST < Community Engagement → Stewardship → Data → Development = Community @Ksvoboda

Social Media In College Athletics Reality – Where Are We Going? Publicity Hunt MUST < Community Engagement → Stewardship → Data → Development = Community #NerdNation @Ksvoboda

Social Media In College Athletics Reality – Where Are We Going? Publicity Hunt MUST < Community Engagement → Stewardship → Data → Development = Community ↑ Better↑ ↑ ↑ ↑ ↑ ↑ ↑ ↑ ↑ ↑ ↑ ↑ Better↑ ↑ ↑ ↑ ↓ Analytics ↓ Informed Decisions ↓ Better Communications ↓ Better Marketing ↓ = + ↑ Ticket Sales, Donations ↓ Better Development →→→→→→→→→→ →→→→→ ←←←←←←← ← Bias, anyone? @Ksvoboda

Social Media In College Athletics Reality – Where Are We Going? Attention! 2013 – 8 seconds 2000 – 12 seconds Goldfish – 9 seconds Our Story Get Point Across Rich Media Simple Sharable Call To Action @Ksvoboda | *information courtesy DigitalRoyalty.com

Social Media In College Athletics Reality – Where Are We Going? Our Story Get Point Across Rich Media Simple Sharable Call To Action @Ksvoboda

Social Media In College Athletics Strategic Thinking Strategic Data Recruiting Bandwidth Budget Where is the Experience? Fear/ FOMO/ Education @Ksvoboda | *information courtesy DigitalRoyalty.com

Social Media In College Athletics Strategic Thinking – Data Publicity Hunt MUST < Community @Ksvoboda

Social Media In College Athletics Strategic Thinking – Data Data Step Back Questions What Are We in (Social Media) Business For? Who Is our Audience? What Are our Goals? What Are Our Key Messaging Points? What Is My Voice? My Unique Things? DATA! → Audience (um, who?) Human - #NerdNation vs. Tough What Are My Tools? How Will I Execute? Types? Frequency? How Will In Interpret Metrics DATA! → Audience (um, who?) @Ksvoboda

Social Media In College Athletics Strategic Thinking – Data Data What Data? Questions What Are We in (Social Media) Business For? Answers Vary Education Athletic and Personal Development Community Accessible Role Modeling Visible In Technology = Visible In Recruiting Revenue Generation Ticket Sales Donations | Gifts |Other Winning The Home of Champions @Ksvoboda

Social Media In College Athletics Strategic Thinking – Data Data What Data? Questions What Are We in (Social Media) Business For? Answers Vary Education (Athletic and Personal Development) Community (Accessible, Modeling, Recruiting) Revenue Generation (Ticket Sales, Donations, Gifts, Other) Winning (The Home of Champions) MLS* Grow Fan Base = More People Watching on TV = More People Attending Games = More People Consuming Content = More People Wearing Team Gear @Ksvoboda | * Amanda Vandervort, Director of Social Media, MLS

Social Media In College Athletics Strategic Thinking – Customer Data @Ksvoboda

Social Media In College Athletics Strategic Thinking – Customer Data Google searches for “college football” occur more frequently in the Midwest and South than in other parts of the United States, on a per capita basis. @Ksvoboda

Social Media In College Athletics Strategic Thinking – Customer Data Local Google search activity in the Bay Area for “Cal” and “football” than “Stanford” and “football” Google searches for “Cal” and “Football” Google searches for “Stanford” and “Football” Berkeley, CA Stanford, CA @Ksvoboda

Social Media In College Athletics Stanford – My Unique Things Football Recruiting vs. Marketing World of Different Lenses @Ksvoboda

Social Media In College Athletics Stanford – My Unique Things Football Recruiting vs. Marketing The Sitch @Ksvoboda

Social Media In College Athletics Stanford – My Unique Things The Sitch: Football Recruiting vs. Marketing Audience Members | Who Will Join Our Community? Why? John – Traditionalist Jane – Creative Class Sumi – Alpha Mom Luis – Middle Class Chuma – Recruit Rose – Stanford Mis/Disconnects One Size Does Not Fit All = Deep Dive Internal Sell Budget Bandwidth Straight Expense vs. Investment lens “People don’t buy from brands, they buy from people they know and trust.”- Michael Idinopulos, CMO, PeopleLinx @Ksvoboda

Social Media In College Athletics Stanford – My Unique Things @KSvoboda

Social Media In College Athletics Stanford – Social Media Awareness Social media and networking have changed the way we interact today. Everything happens rapidly in a here-and-now social forum. When using social media for personal or professional use (including student-athletes), be sure to utilize the R.A.P.I.D. principle: RESPECTFUL Be respectful of others and don’t assume their intentions. Kill them with kindness if need be. AUTHENTIC Reach others on a personal level; be “real.” POSITIVE Stay positive above all, especially bad news, after tough losses and stressful situations. INTELLIGENT Represent Stanford University and yourself intelligently. DISTINCTIVE Be distinctly you. What do want other people’s takeaway about you to be? @Ksvoboda

Social Media In College Athletics Voice – MLS* Confident, not Authoritative Approachable, not too Familiar Entertaining, but not Silly Focused on Visual Content Offers/ Contests Customer Service Promotion News Behind-Scenes @Ksvoboda | * Amanda Vandervort, Director of Social Media, MLS

Social Media In College Athletics Where Is The Experience? @Ksvoboda

Social Media In College Athletics Where Is The Experience? All Over Twitter = Real-Time TV = Attendance Decline Alabama 2009-12 (32%)* Arizona 2013 (48%)** @Ksvoboda | * Wall Street Journal | ** Darren Rovelle

Social Media In College Athletics Where Is The Experience? In-Venue Experience > Game Community Experiences @Tagboard Glass What Apps? Extension of Behavior Access Concessions Value Connectivity / Infrastructure @Ksvoboda

Social Media In College Athletics Fear/ FOMO/ Education Fear Emerging Technologies FOMO Silicon Valley Name = Expectations Education Students Are #1 @Ksvoboda | * Wall Street Journal | ** Darren Rovelle

Social Media In College Athletics Thanks @Ksvoboda | * Wall Street Journal | ** Darren Rovelle

Social Media In College Athletics Stanford – Social Media Strategy 1. Every moment is a job interview.Be respectful. Anything you post in your role as a University employee reflects either positively or negatively on the University. Be professional and respectful. 2. Each task is a chance to show pride in who/what you represent.Stanford University, the Athletic Department, family, YOURSELF, church, organization, etc. 3. If you can’t say it in front of your grandmother, then don’t say it.If you have any hesitancy about saying or posting a comment because of the above rule, skip it. 4. Get your ears on.“Listen,” of follow to online conversations on your preferred tools to maintain a current understanding of what is relevant and of interest to the community. At present time, Twitter is a handy tool for seeing topics and coverage up-to-the-minute. 5. Be active.Because news is covered by the minute, we should engage and be active on social media. Going weeks without a post makes you irrelevant. 6.Twitter is a telephone, not a megaphone.Professionally, don’t use it to dictate, use it to listen as well. Handles that don’t follow/engage with others are megaphones. Personally, don’t use it as an outlet to complain about your life. 7. Cross promoteUse your status in the department to call attention to all the programs, people around us - athletic or otherwise. Engage with the world-wide Stanford community. Do a quick Twitter search for “Stanford” and see for yourself. 8. We all lose in Twitter arguments. Ignore them and don’t engage in any. 9. What happens in the locker room stays there.Don’t tweet or post something about a heated exchange - anywhere. Things said in private should remain private. @Ksvoboda

Social Media In College Athletics THE SOCIAL MEDIA PHILOSOPHY The continued growth of social media has changed manner with which recruits, fans, communities and media consume and spread information. As such, athletic departments must adjust long-held communications strategies and meet our users where and when they wish to engage. In addition to utilizing traditional media outlets, we have a unique ability to tell our own story and use multiple platforms and techniques to tell that story in a variety of ways. We need our social media presence to be highly interactive and a two-way conversation – not a one-way advertisement or information push. Think of it like this: Twitter and other social media platforms are NETWORKING opportunities – they are telephones, not megaphones. We will position GoStanford.com and our social media accounts as THE hub of all Cardinal content as well as the official source. We will leverage our access to the programs and position as the content owner to promote our brand. We will engage with our fans, listen to and lead the conversation about our department, amplify key messaging and steward our advocates. We will promote and engage with our student-athletes online, within California State laws and NCAA regulations, and deliver a long-term relationship that will strengthen their affinity for their University. Goals and Strategy: • Fan engagement/ Stanford community/ Local communities/ Bay Area • Listen to and lead the conversation • Spread our Information and amplify messaging • Position ourselves as the official source • Promote our student-athletes and steward them through their time at Stanford • Engage and promote all University athletic programs and initiatives • Partner with campus departments in promoting the larger Stanford mission. We will also use our personal, non-school Twitter accounts to be additional voices in promoting not only your personal brand but also the Stanford Cardinal brand. We are an information source, but engagement and interaction is paramount in amplifying our message. While we will use our non-affiliated outlets to be additional voices and serve as a necessary informational source to the media and key followers, we will never break Stanford news on our personal channels. Breaking news and new information are the exclusive right of the platforms which we represent. @KSvoboda

Engagement & Stewardship to Revenue Development More Than Publicity