engagement & stewardship to revenue development more than publicity 3.24.14 @ksvoboda 1 social...

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Engagement & Stewardship to Revenue Development

More Than Publicity

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@KSvoboda

Social Media In College Athletics

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B.S. Colby-Sawyer, 2000ALB Harvard, 2009

Stanford 2013-presentSenior Assistant Athletic Director

Harvard 2005-13Assistant Athletic Director

Saint Anselm 2001-05Director, Athletic Communications

Franklin Pierce 2000-01Assistant Director, Sports Information

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Public Affairs & Media RelationsDepartment Spokesperson

Integrate RelationshipsInfluence Dialog

36 Varsity SportsGeneral Council

University CommunicationsAthletic Director

Development/ FundraisingAlumni Relations

Ticket SalesMarketing

FacilitiesEvents

Pac-12 Networks

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Big Day


Background Landscape Going Strategic

Data Bandwidth Budget

Fear/ FOMO/ Education


More Than Publicity

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Big Day


First Things First

#CSCESS

Tagboard.com/CSCESS Selfies Questions Comments Jokes


More Than Publicity

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Background – Evolving Communications


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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

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Key Thought: Community


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Current Landscape


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Current Landscape


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Current Landscape


Hey!

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Current Landscape


Crowded

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Current Landscape


Distracted

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Current Landscape


Recruit Me! Come Here!

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@Ksvoboda | *information courtesy ExpandedRamblings.com

Reality – Where Are We Going?


Sports = Mobile 100m active Twitter users | 5/day | 184M mobile monthly users

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Current Landscape


Me Just got a great

workout in Lunch was fab! I’m up early.

finna get this money!

Wattup Twitter?? Gotta go to work!

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Publicity Hunt MUST < Community Engagement → Stewardship → Data → Development = Community

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#NerdNation

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#NerdNation

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↓Analytics↓Informed Decisions↓Better Communications↓Better Marketing↓= + ↑ Ticket Sales, Donations↓Better Development→→→→→ →→→→→ →→→→→

↑Better

↑↑↑↑↑↑↑↑↑↑↑

↑Better

↑↑↑↑ ← ← ← ← ← ← ← ←

Bias, anyone?

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@Ksvoboda | *information courtesy DigitalRoyalty.com



Attention! 2013 – 8 seconds 2000 – 12 seconds

Goldfish – 9 seconds Our Story Get Point Across Rich Media Simple

Sharable Call To Action

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Our Story Get Point Across Rich Media Simple

Sharable Call To Action

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@Ksvoboda | *information courtesy DigitalRoyalty.com

Strategic Thinking


Strategic Data

Recruiting Bandwidth Budget

Where is the Experience? Fear/ FOMO/ Education

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Strategic Thinking – Data


Publicity Hunt MUST < Community

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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?)

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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

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@Ksvoboda | * Amanda Vandervort, Director of Social Media, MLS



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

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Strategic Thinking – Customer Data


70.1%

29.9%

Men

Gender

Source: Scarborough Research San Francisco DMA 2010 Release 2

Age

Education

Marital Sta-tus

# Of Children In Household

STANFORD CARDINAL FAN PROFILE

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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.

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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

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Stanford – My Unique Things


Football Recruiting vs. Marketing World of Different Lenses

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Football Recruiting vs. Marketing The Sitch

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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

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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?

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@Ksvoboda | * Amanda Vandervort, Director of Social Media, MLS

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

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Where Is The Experience?


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@Ksvoboda | * Wall Street Journal | ** Darren Rovelle



All Over Twitter = Real-Time TV = Attendance Decline

Alabama 2009-12 (32%)* Arizona 2013 (48%)**

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In-Venue Experience > Game Community Experiences

@Tagboard Glass

What Apps? Extension of Behavior Access Concessions Value

Connectivity / Infrastructure

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Fear/ FOMO/ Education


Fear Emerging Technologies

FOMO Silicon Valley Name = Expectations

Education Students Are #1

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Thanks


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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 promote

Use 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.

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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.


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PLATFORMS

Social media and networking have changed the way people consume and share information. We intend to reach people where and how they are communicating and do so across multiple platforms. With ever-

changing and growing social networks we must continuously evaluate best practices for different platforms with an eye towards doing some things very well and not necessarily being on all platforms. Various

platforms have different strengths and areas of focus, and we need to maximize our limited time appropriately.

When evaluating new tools, we need to see where they fit within our strategy and prioritize resources when choosing where to focus our social media efforts. This should be an ongoing conversation with welcome

input from all corners of the department. Good ideas are everywhere and we will be receptive to all input.

FACEBOOK

Our Facebook goal is to create an engaging and interactive fan community, showcasing the many impressive stories of Stanford student-athletes as well as the many opportunities for fans to showcase their support

and affinity for this great University.

While we want to share content and information, we don’t want pages to be merely a duplication of our website. Facebook’s EdgeRank algorithm demands that posts be engaging to generate likes, comments, and

shares by fans to ensure our content appears in fans’ news feeds. Additionally, we do not want to saturate the Facebook marketplace. As a rule of thumb, do not post more than one Facebook entry within a two-hour

span (longer if possible) – this avoids us from posting too much and spamming. If you schedule a post for a certain time, alert the rest of the group so we know.

Main Stanford Athletics Facebook Page:

GOAL STRATEGY SAMPLE FACEBOOK TACTICS

Fan Engagement and Appreciation Post interactive and engaging content Fan photos, ask open-ended questions

Provide customer service Answering fans’ questions, providing

customer service options, commenting

back and leading the conversation

Enhance and Promote the Brand Represent and share the brand in a Sample cover photos, marketing

visual, engaging way images, branded action images

Spread Information/Amplify messaging News and promotion Big wins/game results, player awards,

original content, highlight videos, ticket

information

Individual Program Facebook Pages:

The goal with individual sport pages is to provide fans a more in-depth look at an individual team than provided on the main page. Not all sports have individual pages but we will work with team personnel to create

pages in accordance with department policy. The same goals as above apply with the addition of the following:

GOAL STRATEGY SAMPLE FACEBOOK TACTICS

Provide look inside the program Leverage access; behind-the-scenes

Some revenue generation needs (football, volleyball, basketball, baseball) and insider content

Photos from travel, pre-game, facilities Complete coverage of that team’s events In-game updates/results, game pre

views and event promotion


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TWITTER

Our goal with Twitter is to be a quick, go-to source of official information. All of our news should be distributed via Twitter via our official accounts simultaneously or

immediately surrounding being posted to our website and prior to being emailed to media.

Fan questions should be answered in timely manner to position ourselves as a customer service resource and good source. Fan engagement and leading the

conversation is a priority.

Another top priority is engagement and promotion of our student-athletes. Twitter handles should be used whenever possible in tweets containing their names. Cross

promotion between sports and our students will create a wholesome online community. For 2013-14, we will begin offering social media workshops to specific student-

athletes with the intent of featuring those individuals who complete training. Featured individuals will receive branded twitter pages and additional status in promoted

materials (i.e .schedule posters, website).

Ideally all tweets would be done manually, but we will also use Twitter feed to generate automated tweets of all releases posted to GoStanford.com to ensure that they

are all tweeted. All of our general social media goals apply with Twitter with the addition of the following:

GOAL STRATEGY SAMPLE TWITTER TACTICS

Position our accounts as the official Own our stories and content first

source for information Vine video APP

Promote our programs, S-A, coaches Tweet @ profiles whenever possible Way to go, @Hoagie8!

Post to Twitter before emailing media

Provide customer service Answer fan questions in a timely manner

Fan Engagement and Appreciation Join and lead the conversation Search for conversations with

#GoStanford, #Stanford, #NerdNation

or search player names to retweet


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@GoStanford

RT sport-specific content

Department news

General contests/promos

In-game engagement for certain sports

(Football/ high-level others)

Final scores/results

Fan engagement

Event reminders | Revenue generation

Tone

Official but authentic and accessible

Fun, engaging for fans and current

student-athletes

Frequency

Varies (engagement)

Less is more for content (support team handles)

Social Media In College AthleticsIndividual Sports (acts as team voice):

Recruiting

Revenue generation as appropriate

Breaking news | official information

Live updates (notables)

Event reminders

Behind the Scenes/team-centric photos and videos

Alumni/ fan/ student-athlete engagement

Tone

Official and serious

Engaging for responses and fan interaction

Frequency

Frequent on engagement for news, “inside looks”

Moderate for alumni engagement

Low for current S-A personal engagements

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YOUTUBEYouTube as a video platform encourages sharing and enhances chances of our videos being seen by a wide group of people over a longer period of time. The YouTube community is especially important to Stanford as it provides a unique way to reach a significant number of constituents that might not be actively looking for Stanford content.

Reaching this audience will be accomplished through the incredibly high standard that our Creative Video team has established as well as a refined focus on key words and increased promotion on GoStanford,com.

Videos that are “evergreen” and will hold interest over a longer period of time are posted to our YouTube channel and organized in playlists by sport and type. Types of videos include highlights, features and hype or promotional videos. News conference or media availability videos are not typically posted to YouTube but can be depending on the event.

INSTAGRAMInstagram is a photo-based social network growing in popularity. We can use it to host and tweet pictures from the main @GoStanford Twitter account. All photos are tagged with #GoStanford, #Stanford or #NerdNation to increase the likelihood of fans finding them via search. Instagram is almost entirely mobile app-based and supports our presence in the mobile space.

Our accounts are limited to GoStanford and StanfordFBall for the 2013-14 season and we are solely focused on QUALITY rather than QUANTITY. Only, professional, artistic and thoughtful images will be used.

GOOGLE+Our Google+ profile (GoStanford) is a new offering that has quickly become our largest social media community. It is a community made up largely of unaffiliated individuals and therefor offers tremendous opportunity to promote our Key Messaging Points as an introduction to our brand.

PINTERESTOur Pinterest profile (GoStanfordCard) is a placeholder to protect our brand in the space while evaluating its place in our social media strategy and whether it will be an area of growth.


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Corporate external posts are coordinated through our sponsorship partnership with Cardinal Sports LLC Properties. We are sensitive to both protecting the value of our

social media audience as well as protecting the integrity of our relationship with them. We have guidelines to determine whether a sponsored post is appropriate or

permissible.

With the growth in social media we get regular requests from external parties to post their content to our social media accounts. We must be discerning and careful

about which, if any, we post in order to protect our social media sponsorship value and our sponsors.

We discourage posting items related to a business that is not a sponsor with the following guidelines considered:

• If the post or promotion is from a business that directly competes with one of our sponsors, it should not be hosted or retweeted by any of our official accounts.

Examples: Tweet mentioning a local restaurant that directly competes with a CSP sponsors (i.e. pizza company vs. California Pizza Kitchen)

• If the post or promotion provides a direct benefit to a student-athlete or program, it may be posted.

Examples: Winning mascot of the Capital One Mascot Challenge receives a $20,000 scholarship; some major awards for athletics achievement now include a fan voting

component

• Promotions that require an email address or Facebook “Like” for a user to enter are not likely to be approved. That provides valuable data to the company without a

sponsorship.

STUDENT-ATHLETE INTEGRATION

We should make every effort to @ mention/tag, or re-tweet/share student-athlete social media accounts as long as they are PUBLIC ACCOUNTS. Current California State

laws prohibit employees from requesting to “follow” private accounts of students or requesting friend invitations on Facebook. Many in the public space have found the

social media accounts of our student-athletes and are following and sharing their content regardless of any promotion or confirmation from us. Fake impersonation

accounts have also become prevalent for several high-profile student-athletes.

Student-athletes often post positive tweets about their team or being a student at Stanford that we would benefit from sharing. Additionally, our students can cross

promote our other programs with an authentic tone unique to their standing in the community. For that reason and in order to provide education at all levels of the

athletic department, we will aim to offer social networking workshops for select individuals and, in turn, officially promote them on department collateral. These

student-athletes will be held to a higher standard for their content.


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WE WANT FACULTY AND STAFF TO:

Become brand champions and storytellers

Promote Stanford’s athletic accomplishments as a point of pride for the entire University

WE WANT STUDENTS TO:

Promote the Stanford brand with friends, family and peers in other academic and athletic settings

Become a Stanford storyteller in social media (#gostanford)

Become engaged in games and events

WE WANT ALUMNI TO:

Understand Stanford’s value to the NCAA’s mission, the nation and world at large

Lend their passion and commitment to Stanford athletics

Assist our student-athletes in career advice, services and opportunities

Be inspired to donate to the athletic department

Encourage high school students to aspire to Stanford, to make ourselves accessible in their eyes and, ultimately, to apply to the university

WE WANT PROSPECTIVE STUDENTS TO:

Understand the value of a Stanford education and promote the Stanford brand among friends and family members

Recognize Stanford for its extensive leadership initiatives and community engagement opportunities

Be inspired by the Stanford brand, believe an educational opportunity here to be attainable and apply for admission

WE WANT FANS AND COMMUNITY MEMBERS TO:

Promote the Stanford brand with friends and family members

Gain understanding and a feeling of accesibility for Stanford

Promote these in social media

WE WANT COMMUNITY MEMBERS TO:

Understand the university’s contributions to solving problems in the community and the state

Understand how the university contributes socially and economically to the Peninsula

Promote the Stanford brand to others in the community

Attend games and engage with our student-athletes in the community

WE WANT MEDIA TO:

Tell our stories of scholarly and athletic excellence at the highest level of Division I athletics

Advocate for Stanford’s importance to the future of NCAA sport

Rely on Stanford’s athletic communication staff experts for research, information and creative story/ feature opportunities

Promote the Stanford brand in professional and social activities

See Stanford coaches, students and administrators as qualified and prepared as leaders and experts in their respective fields

Collaborate with Stanford in community engagement opportunities


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Key Messaging Points

1) Stanford Athletics is the national leader in combining academic and athletic excellence. The integration of academics and athletics at Stanford is the singular example of what can be achieved without making compromises to the broader enterprise of interscholastic athletics. Stanford student-athletes achieve elite competitive success while making an uncompromisingcommitment to rigorous academic pursuit.

2) Stanford student-athletes are exceptionally prepared to make future positive contributions to society. Academic and athletic pursuits provide complementary learning opportunities; the critical reasoning skills and analytical learning in theclassroom or lab complement the leadership, teamwork and sportsmanship skills that student-athletes need on the field or court. The rigor of these experiences lays the foundation for lifelong success. Student-athletes at Stanford are fully integrated into the undergraduate community. They complete undergraduate degrees at a rate equivalent to the rest of the student population and go on to have very successful careers, both in and outside of sports.

3) Stanford student-athletes are superb role models for youths. High performance is expected of Stanford student-athletes in both academics and athletics, and they must demonstrate a commitment to multifaceted excellence. Their example shows younger student-athletes that high-profile athletic success can be attained while also making a similarly robust commitment to academic endeavors.

4) A place as a Stanford student-athlete is special and highly sought after, and can be earned by anyone through hard work and a desire to excel. Young student-athletes dream of competing for Stanford. Individuals from a variety of backgrounds turn these dreams into reality by making a true commitment to high achievement in school and sports. The experiences of making these commitments as a Stanford student-athlete results in an uncommon bond of mutual respect and admiration among our community and continues throughout life. Being part of that group is a privilege and a point of pride for everyone that is a part of it.

5) Stanford Athletics is an active participant in the Silicon Valley ecosystem and is a center of innovation in sports.Similar to how other parts of Stanford University make pioneering contributions in many fields, Stanford Athletics is at theforefront of progress


engagement & stewardship to revenue development more than publicity 3.24.14 @ksvoboda 1 social...

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