Director of Digital & Emerging Media at Seattle Seahawks, Kenton Olson, presented on Connecting with The 12s': How Seattle Seahawks Dominates on Digital at Mumbrella's Sports Marketing Summit.

1. CONNECTING WITH THE 12S
KENTON OLSON | @KENTONO

2. WHO IS THIS GUY?

3. WHO IS THIS GUY?DENVER, COLORADO

4. UNIVERSITY OF OREGON

5. BIRTH PLACE OF NIKE

6. FOOTBALL UNIFORMS

7. ASST. DIR. OF MARKETING
& WEBSITE MANAGEMENT

8. SEATTLE SEAHAWKS

9. SEATTLE SOUNDERS FC

10. DIRECTOR OF DIGITAL &
EMERGING MEDIA

12. BORN IN 1976

13. THE KINGDOME

14. “THE CROWD IS TERRIBLE. YOU CAN’T HEAR. WE
TALKED ABOUT IT BEFORE THE GAME. IT’S A HELL OF
AN ADVANTAGE IN THE STADIUM. IT HURT US AND IT
DIDN’T HURT THEM. THAT’S BAD.”
BRONCOS COACH DAN REEVES VIA ASSOCIATED PRESS, DECEMBER 26, 1983

15. THE 12S WERE BORN
DECEMBER 15, 1984

16. THE 12 FLAG FLYS
OCTOBER 12, 2003

17. THE 12 FLAG FLYS

18. THE 12 FLAG FLYS

19. THE 12 FLAG FLYS

21. IT’S NOT JUST A NUMBER

22. HOW DO WE CONNECT
WITH THE 12S

23. ENGAGEMENT

24. “ENGAGEMENT SHOULD NOT BE A CAMPAIGN
GOAL. … ENGAGEMENT METRICS SHOULD NOT
BE USED TO ASSESS YOUR EFFECTIVENESS.
THEY ARE HELPFUL, BUT NOT SUFFICIENT. ”
FACEBOOK WHITEPAPER, MARCH 2014

25. “THE ALLURE OF MEASURABLE AND TRACEABLE
‘SHINY’ METRICS -- SUCH AS SOCIAL-MEDIA USERS’
‘LIKES,’ ‘SHARES,’ MESSAGE POSTS, AND ‘CLICKS’ --
HAS LED MARKETERS TO ENDLESS, OFTEN BEAUTIFULLY
CRAFTED, INTRICATE REPORTS ON THE IRRELEVANT.”
BRAD SMALLWOOD, FACEBOOK VP OF MARKETING SCIENCE, JUNE 2016

26. OPTIMIZE FOR OUTCOMES

27. DEFINE SUCCESS
KNOW YOUR DEMOGRAPHIC
CHOOSE YOUR PLATFORM

32. SHOW WE ARE HUMAN

35. EVOKE EMOTION

36. GIVE FANS THEIR
ROCKSTAR MOMENT

38. HERO, HUB, HYGIENE

39. HUB
HERO
HYGIENE
CONTENT DEVELOPED ON A REGULAR BASIS FOCUSED ON
TARGET AUDIENCE PASSION POINTS. SCHEDULED ON A
FREQUENT BASIS, BUT NOT DAILY.
WHAT IS YOUR AUDIENCE ACTIVELY SEARCHING FOR
REGARDING YOUR BRAND OR INDUSTRY? EVERYDAY
CONTENT.
CONTENT CREATED FOR BIG, BROAD, AUDIENCE. YOUR
“SUPER BOWL OR WORLD CUP MOMENT”. ONLY A FEW A
YEAR, OFTEN FOCUSED AROUND TENT POLE EVENTS

40. HYGIENE

41. HUB

42. HERO

43. HERO

44. TAKEAWAYS

45. WE ARE ALL HUMAN
DESIGN FOR
EMOTION
ENGAGEMENT IS
NOT YOUR GOAL
BE HUMAN. IT IS MORE NATURAL FOR FANS TO CONNECT
WITH SOMETHING THAT THEY CAN RELATE TO.
ENGAGEMENT SHOULD REALLY NEVER BE YOUR END
GOAL. OPTIMIZE FOR DESIRED OUTCOMES.
CONTENT THAT DRIVES EMOTION IS MORE MEMORABLE
AND SOMETHING MORE LIKELY FANS WILL SHARE

46. THERE IS ALWAYS
ROOM FOR HEROES
WE ALL WANT TO BE
ROCKSTARS
CREATE CONTENT WITH YOUTUBE CONTENT
RECOMMENDATION IN MIND. IT WILL KEEP YOUR CORE
AUDIENCE WITH YOU AND CONVERT NEW FANS.
IT IS CALLED SOCIAL MEDIA. BE SOCIAL. SIMPLE
INTERACTIONS CAN MAKE YOUR FANS FEEL LIKE
ROCKSTARS.

47. IT’S NOT ROCKET SCIENCE

48. THANK YOU