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2
Digital and Social Media Sports Podcast,
Episode 2 with Chris Yandle of the University of Miami Hurricanes
What follows ...
3
“When I started, media guides were still printed,
game notes were 100 pages.
“College websites began as digital newspape...
4
“Miami is one of the few schools that doesn't print
its media guides. It's a sign of the times; I'd rather
put our effor...
5
This episode's helpful tool: TweetReach, to track
keywords and hash tag reach and use on Twitter
Try it www.tweetreach.c...
6
“Miami is one of the few schools that doesn't print
its media guides. It's a sign of the times; I'd rather
put our effor...
7
“We started asking 'what's the return on
investment (of printing and producing thousands of
media guides)?'
“We wanted t...
8
The progressive, digital-first philosophy, Yandle said
“allowed us to think in more creative ways outside
our traditiona...
9
“I preach efficiency and consistency to my staff.
Those are the two biggest things when it comes to
branding and sharing...
10
“Right now, everything we do is for the fan first...it's
super exciting. It was scary five years ago, but how
it is now...
11
“Whatever we're doing, we want to see what areas
we're targeting and what kind of return we are
getting.
“But, at the e...
12
“If we [interact with a fan on social media], 99% of
the time we're making their day.
“Small stuff like that can make f...
13
“We have a very close-knit fan base...and we tap
into that rabid fan base.
“[Our fans] are so intrinsically connected. ...
14
“We want brand ambassadors to not only have that
conversation with us, but with other [fans as well].
“We start the con...
15
“The new social suite is inviting different brand
ambassadors from different age groups into a
social media suite for 3...
16
“We're still trying to figure out what our fan base is
sharing and we're starting to determine [more]
when and where th...
17
Visit HurricaneSports.com and check out the
#SocialCanes directory page to see the extensive
presence for teams, coache...
18
“Miami has a large Latin population and we're
trying to figure out how to tap into that Latin
market...We have some thi...
19
“Our model at Miami may not fit another schools,
and they may not fit us. What we're trying is what
fits best for our s...
20
“Everyone's job is to sell tickets. Everyone's job is
marketing. Everyone's job is communications.
“We're all represent...
21
“We try to limit the amount of sponsor activations
on social media because we don't want to turn fans
off by too many s...
22
3 craziest pieces of content Chris has seen shared:
1) Several detailed, Miami-related tattoos,
2) A cake made of the O...
23
“A lot of times, the best ideas are generated by
fans. Years ago, we wouldn't ask fans for ideas.
Crowdsourcing informa...
24
Pro teams that Chris says do well on social media:
San Francisco Giants, Seattle Mariners, SF 49ers,
Phoenix Suns, Miam...
25
Pro teams that Chris says do well on social media:
San Francisco Giants, Seattle Mariners, SF 49ers,
Phoenix Suns, Miam...
26
Advice from Chris on pursuing a career in sports:
1) Don't be above the job - learn to do everything.
We want to procur...
27
Favorite digital/social media promotion Chris has
seen lately:
University of Michigan making Twitter account
private [f...
28
Chris tells listeners something they may not know
abour Robert Griffin III [with whom he worked at
Baylor for the curre...
29
Chris's recommended follows:
@BrianBowsher, digital and media strategist for the
University of Miami Hurricanes
@LeoRam...
30
This episode's share-able stat:
Our digital marketing budget was 35% last year
and I'd like that to be closer to 50% [i...
31
For more on Miami Hurricanes, visit:
www.hurricanesports.com,
facebook.com/miamihurricanes,
@hurricanessports on Twitte...
32
Thanks to Chris for joining the Digital and Social
Media Sports Podcast!
FOLLOW CHRIS on Twitter & Instagram @ChrisYand...
33
For more info on the podcast and to see additional
content, check out DSMSports.Net
Follow the host, Neil Horowitz, on ...
34
For more info on the podcast and to see additional
content, check out DSMSports.Net
Follow the host, Neil Horowitz, on ...
University of Miami's Chris Yandle on the Digital and Social Media Sports Podcast, episode 2
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University of Miami's Chris Yandle on the Digital and Social Media Sports Podcast, episode 2

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In episode 2 of the Digital and Social Media Sports Podcast, University of Miami Assistant Athletic Director for Communications Chris Yandle discusses the evolution of digital media, integrating social media into all teams and PR and promotional efforts, and the challenge but importance of brand consistency on social media.

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University of Miami's Chris Yandle on the Digital and Social Media Sports Podcast, episode 2

  1. 1. 2 Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes What follows are some insights, snippets, and quotes from episode 2 of the Digital and Social Media Sports Podcast... Listen to the full episode on DSMSports.Net or check out the podcast on iTunes! @njh287 DSMSports.Net
  2. 2. 3 “When I started, media guides were still printed, game notes were 100 pages. “College websites began as digital newspapers, now websites are 24/7 news networks. That is a microcosm of what has happened to our industry.” @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  3. 3. 4 “Miami is one of the few schools that doesn't print its media guides. It's a sign of the times; I'd rather put our efforts and resources into the digital space because that's not going anywhere. @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  4. 4. 5 This episode's helpful tool: TweetReach, to track keywords and hash tag reach and use on Twitter Try it www.tweetreach.com @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  5. 5. 6 “Miami is one of the few schools that doesn't print its media guides. It's a sign of the times; I'd rather put our efforts and resources into the digital space because that's not going anywhere. @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  6. 6. 7 “We started asking 'what's the return on investment (of printing and producing thousands of media guides)?' “We wanted to stay ahead of the curve, we realized digital was [where things were going].” @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  7. 7. 8 The progressive, digital-first philosophy, Yandle said “allowed us to think in more creative ways outside our traditional [sports information] roles.” @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  8. 8. 9 “I preach efficiency and consistency to my staff. Those are the two biggest things when it comes to branding and sharing your story.” examples: Infographic game notes, writing stories in short-form, writing content that can be re-purposed on multiple mediums. @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  9. 9. 10 “Right now, everything we do is for the fan first...it's super exciting. It was scary five years ago, but how it is now.” @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  10. 10. 11 “Whatever we're doing, we want to see what areas we're targeting and what kind of return we are getting. “But, at the end of the day, [we note that] 'fan' is short for 'fanatic' and fans just want to feel a part of the program...” @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  11. 11. 12 “If we [interact with a fan on social media], 99% of the time we're making their day. “Small stuff like that can make fans feel part of the program and that's ultimately how we build brand ambassadors who help build our brand.” @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  12. 12. 13 “We have a very close-knit fan base...and we tap into that rabid fan base. “[Our fans] are so intrinsically connected. They are our brand ambassadors and amplify our message.” @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  13. 13. 14 “We want brand ambassadors to not only have that conversation with us, but with other [fans as well]. “We start the conversation with them and we want them to take it and continue it...They'll help amplify our message and fight for our cause.” @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  14. 14. 15 “The new social suite is inviting different brand ambassadors from different age groups into a social media suite for 3 games. “It's almost like a science experiment to see how these 10 random fans interact. Seeing the experience of the game through their eyes.” @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  15. 15. 16 “We're still trying to figure out what our fan base is sharing and we're starting to determine [more] when and where they are sharing. example: Yandle recounted how they learned the best times to post for Facebook and Twitter for activity, consumption, and engagement @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  16. 16. 17 Visit HurricaneSports.com and check out the #SocialCanes directory page to see the extensive presence for teams, coaches, directors, and more in the University of Miami's Athletics Department @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  17. 17. 18 “Miami has a large Latin population and we're trying to figure out how to tap into that Latin market...We have some things up our sleeves...so we're hoping we can hit the jackpot this year.” Check out @loshuracanes on Twitter to follow their efforts to reach Miami's Spanish-speaking community @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  18. 18. 19 “Our model at Miami may not fit another schools, and they may not fit us. What we're trying is what fits best for our school, our fans, and our staff." @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  19. 19. 20 “Everyone's job is to sell tickets. Everyone's job is marketing. Everyone's job is communications. “We're all representing the same cause - the University of Miami.” @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  20. 20. 21 “We try to limit the amount of sponsor activations on social media because we don't want to turn fans off by too many sponsor messages. “Our sponsorship has contemplated going into the digital and social media realm as long as we're not overwhelming our fan base.” @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  21. 21. 22 3 craziest pieces of content Chris has seen shared: 1) Several detailed, Miami-related tattoos, 2) A cake made of the Orange Bowl / wedding cake toppers 3) One fan mowed a split U into their front yard very large and into the orange and green colors... @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  22. 22. 23 “A lot of times, the best ideas are generated by fans. Years ago, we wouldn't ask fans for ideas. Crowdsourcing information is part of our job now. “Our job has evolved from one-way communication to two-way with fans, with alumni, with all our constituent groups.” @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  23. 23. 24 Pro teams that Chris says do well on social media: San Francisco Giants, Seattle Mariners, SF 49ers, Phoenix Suns, Miami Heat Note: Each are well-known for engaging directly with fans and letting fans lead much of the content and conversation @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  24. 24. 25 Pro teams that Chris says do well on social media: San Francisco Giants, Seattle Mariners, SF 49ers, Phoenix Suns, Miami Heat Note: Each are well-known for engaging directly with fans and letting fans lead much of the content and conversation Listen to the San Francisco Giants Director of Social Media, Bryan Srabian, on episode 1 of the Digital and Social Media in Sports Podcast! @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  25. 25. 26 Advice from Chris on pursuing a career in sports: 1) Don't be above the job - learn to do everything. We want to procure talent and make you the best you can be. 2) Every day is a job interview. You never know who is watching. @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  26. 26. 27 Favorite digital/social media promotion Chris has seen lately: University of Michigan making Twitter account private [for 24 hours] and rewarding their followers with special Q&A's with student athletes and coaches and giveaways. “It's not something you can do every day. The best ideas are sometimes ideas that only work once.” @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  27. 27. 28 Chris tells listeners something they may not know abour Robert Griffin III [with whom he worked at Baylor for the current NFL star's college football career]. Listen to the podcast to hear this one! @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  28. 28. 29 Chris's recommended follows: @BrianBowsher, digital and media strategist for the University of Miami Hurricanes @LeoRamos82, graphic designer for the University of Miami Hurricanes @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  29. 29. 30 This episode's share-able stat: Our digital marketing budget was 35% last year and I'd like that to be closer to 50% [in the near future]. – GM of Volkswagen at the recent NBA/NHL summit @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  30. 30. 31 For more on Miami Hurricanes, visit: www.hurricanesports.com, facebook.com/miamihurricanes, @hurricanessports on Twitter and Instagram, @loshuracanes on Twitter @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  31. 31. 32 Thanks to Chris for joining the Digital and Social Media Sports Podcast! FOLLOW CHRIS on Twitter & Instagram @ChrisYandle @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  32. 32. 33 For more info on the podcast and to see additional content, check out DSMSports.Net Follow the host, Neil Horowitz, on Twitter @njh287 @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes
  33. 33. 34 For more info on the podcast and to see additional content, check out DSMSports.Net Follow the host, Neil Horowitz, on Twitter @njh287 @njh287 DSMSports.Net Digital and Social Media Sports Podcast, Episode 2 with Chris Yandle of the University of Miami Hurricanes

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