Sports and Social Media Exam 2
why is storytelling important
-63% fo social media is made up of images -nearly 1/2 of all internet users have reposted a photo or vid they have found online -content w/relevant images gets 94% more views than ocntent without
video
-best for communicating human trust of a scaled basis -becoming easier, faster, and cheaper -vine insta kik, viddy --mobile, short form, extends the life of already popular advertising, partner with celebrities, movies, online streaming challenging traditional video watching
canva, befunky, skitch, and place it?
-canva (non designer cheat program) -be funky image editing -skitch *screenshot from evernote -place it-add your prodcut into backgrounds and photos
7 elements of visual storytelling
-design: embracing the visual nature of the work -personalization by platform, don't spray -usefulness: be the curator -be human: not corporate don't shill -tell a story -be shareworthy. think of your audience as storytellers. think of your initial and ultimate audiences -live in the moment. conect with real time events in areas other than your own
social campaign planning
-est a campaign calendar based off research findings that include all channels, content types, copy and vid with each asset tailored to the network its plannned for -est. metrics and KPIs to determine success, inc. easy to track KPIS like engagement, volume, aud growth rate, clicks as well as bus. goal like increased share of voice, leads, sales, etc. -dev. a measurement cadence and post mortem plan to gauge effectiveness and create a reporting process for the campaign -est a budget for all software, resources and adving components of this campaign -get approval for your campaign strategy, plan and budget
once the internal and external audit is done...
-est. a campaign messaging doc with key points, branded terms/hashtags, and "feel" you'd like to convey -dev. timeline for campaign with clear beg and end -assign responsibilities to appropriate team members with ownerships and accountability -prep all parties with necessary campaign docs
NBA on youtube
-fan inc. turning towards mult. screens during game so exponential growht on youtube -NBA takes unique approach towards its prod by giving it away for free -focus on building brand and showcasing product to a global aud
snapchat sports best practices
-have fun -use user generated content -engage fans with doodle/creative contest/geofilter contest -screenshot for win -use geofilters w/ scores and overlays
interesting pinterest facts
-male sign ups growing faster than women -women are 70% of users(target) -42% of online women use pinterest, 17% of men sports orgs promote and crosspromote here GEN TRAFFIC BEST REASON-plus sports mkting based on images anyways -drives more referral traffic than twitter (most traffic period) -retail orders are up 80% at $60 -be thorough on descriptions
facebook vs youtube
-natively uploaded vids on fb get 54x more views than links to youtube -fb surprassed youtube for desktop video views (8 bill per day) double from a year before -reason: FB ALGORITHM: favors natively uploaded vid smart -features autoplay without sound tap for full screen/sound
characteristics of the medium
-people tend to care less about qual and more on instant insights -filers/doodle tools are eye catching -fun up close shots -behind the scenes
types of images for visual storytelling
-photography-retouch/resize-aud values realism over perfetion -graphs/drawing-captures emotion in ways phot can't (piktochart, easel.ly,inforgr.am) -user generated images -collages -images with text overlays, captions, quotes, and states -word photos -memes-concepts and ideas that spread from to person to person spreading cultural information -postcards and e cards
how a social media content calendar helps
-prevents missing imp dates -helps you allocate resources =time, topic, post type =allows resources dedicated to evergreen content when need for real time content is low -balancing posts among social media -scheduling the right social media personnel for the topic -prepare to acquire, dev, assets - photos, video, news, art, research
changes to snap that create marketing opp
-stories staying up for 24 hours -one to many -broad reach and power of live stories -potential of snapchat explorer
storytelling principles
-truth: speak the truth and be rooted in reality while consistent, persistent bc confusion kills brands -infuse personality: brand the writer's personality should be center stage. stories should showcase personality -create characters: make aud root for characters -include a beg, a middle, and an end. open strong, est. setting and characters then teh prob and conflicts then the resolution -don't give it all away: reveal in multiple layers through multiple means
insta popularity
-visual social media trend -passionate community, high use -creative context with beautiful visuals are prized, attractive environment, image driven aud -artistic not commerical -format is easy to digest
tweets with images receives ____ more retweets
150%
tumblr, insta, twitter: aud
229 million active blogs 240 million total users insta 300 million twitter 290 million
insta video
2x vines' time limit -lets you deleted scenes/submovies -change focus while shooting
top snapchat personalities can get..... without viral sharing
3 to 4 million viewers per post
golden state warriors on pinterest
55 boards 10,337 pins at 5000 followers
brain processes visuals ____ times faster than it does text
60,000x
snapchat aud
76% millennials that spent 6 hrs on it per month and upload 65% photos daily twice rate of fb
questions to ask about insta content
am i using descriptive hashtags? did i limit them? is it artsy and indie enough for insta crowd are my storeis appealing to younger aud
visual storytelling
attention is the new commodity and visual storytelling is the new currency --confluence of art and science, balancing an intended message with PURPOSE and mutual value while INVESTING IN THE MED and the culture that defines it. des. to be consumed and shared.
tumblr
blogging platform that allows users to post text, images, videos, links, quotes and audio to their tumblelog (short form blog) -users can follow other users or choose to make their tumblelog private. -allows for "one button" reblog of the content others have posted -appeals to millennials and those with higher disposable incomes (younger than fb and twitter) -owned by yahool key to tumblr is simplicity, short posts, visual inspiration, and creativity
aggregators vs curators
both are filtering through content for the most valuable content. aggregators= automated based on keywords curators=by hand
snapchat is usually one to one...
but now its one to many with stories and explorer so NOW it is a social media platform
tumblr for sports
can cause fans to keep coming back for more and can be a little bit more risky and more cutting edge. informal stage where you can have a diff attitude with humorous gifs and lots of pop culture references
fun facts about tumblr
can only comment if you reblog so it eliminates negative comments, requires tagging for searchability, you can follow post promote and paricipate to get followed
how promote your account
cross promote your snapchat accoutn tease your content on other platforms -use snapchat QR codes -brand a snaptag
hourly content calendar
days/by hour and post type, post, and link to photo--ramona
what is snapchat
ephemeral, disappearing in the moment social media-realtime -multimedia messaging app and media platform -fastest way to share a moment with friends -very user friendly -for individuals, it's more about sharing personal moments with friends than public display -SOMETHING YOU CAN OWN-fb mainstream for parents now
instagram facts
facebook's mobile photo and video sharing app -400 million monthly users -75 million daily users -per follower engagement rate for brands is 58x than fb -insta users are 2.5x more likely to click on ads than other platforms -53% 18-29, 25% 25-49 F/M split evenly
snapchat key facts
fastest growing social network (content platform- with an est. 200 mill unique monthly uses, and 100 mill daily users) -14-24 no. 1 or 2 app in their life after insta -video traffic surged to 8 billion daily video-- videos from 7 bill at the beg--more than 5x the num the comp had a year ago
New orleans saints and phil eagles
first entrants in oct 2013 -emotional connection with young fans =payoff
top 5 most imp factors in optimal social media content
images, hashtags, target specific groups, use CTAs, optimal image size for each network
sharing of images and videos has _____ between 2012 and 2013 and the ranking of sharing goes ____
increased curating > images > videos (41 to 47%)
NBA finals on youtube
increased of the years , second is MLB, NHL actually decreased -first league to start a youtube channel -NFL surrounded 2015 super bowl
initial and ultimate audience
initial aud= who the ad is directed at ultimate aud= people it is shared to
microvideo
insta, vine, tout, periscope, snapchat
monetizing sports snapchat
integrate sponsor into content (kobe shoes) -specific promos were created just for story#wegottacos unbox yeezy shoes
snapchat money maker
live stories super bowl - marriott, budweiser, pepsi and amazon over 1 million
live social streaming from your smartphone
meerkat and periscope replay saved up to 24 hours or downloaded on users device can be braodcast to a select group if you like meerkat blocked periscope from accessing the twitter social graph
high level content calendar contains...
name of media, type of media, platform, person responsible, purpose of the platform, frequency/KPI
top three percent increase in view for articles that contain an image
news, politics and business
vine
no effect filters no trimming no use of existing clips in your camera roll purchase by twitter = big push -6 second limits forces creative brevity -videos loop endlessly if you don't move on
characteristics of social media
participation openness conversation community connectedness
campaign content calendar
phases by platform
snapchat tools
photos, videos, doodles, emojis, filters, autographs, geo filters, weather and temp, branded filters
twitter visual storytelling best practices
pics uploaded to pic.twitter.com nearly twice as likely to be retweeted, twitpic gained 60% -aspect ratio should be two to one to avoid twitter croping -ways exist to post insta pics on twitter
what are the top 4 best visual engagement content for social medai
picture/image 44.5% video 33.2% infographic 19% other 3.2%
daily social media calendar
post type by author and platform (segmented by days)
snapchat potential objectives
pregame hype community relation player persoanlity insider content behind the scenes after the game celebration/reaction fan engagement
snapchat and sports
provides fan with a natural path to consumption by those not in attendance DIFF than other platforms AND they have TONS of millennials
snapchat content best practics
qual snaps and interesting narrative think of platform as an art palette obvious images and videos are lazy
normal on ramp paths for fans like sports participation is declining SOOO
reach aud on snapchat, esp. baseball bc it's long, old, 1/2 viewers are 55+, declining interst in world series with 2014, little league participation dropped by almost 1/2 mill in 13 years -14% natl passtime fave
facebook visual storytelling best practices
recommends mP 4 but accepts others -1080 pixels or less resolution -1.75 gb, but less is better -less than 45 min (22 secs gets best completion rate)
insta best practices
shoot square' -use customized link shortener to count click rates to your website -take adv of trending hashtags for real time marketing -mix videos and photos -not always color
snapchat evolution
snaps 1-10 secs story 24 hr live stories-events snapchat curates may share rev with advers -discover allows publishes to create daily enws
MLB Snapchat day
spring training 2016 players allowed and encouraged to shoot and post before and during the games
upload, save, sort and a manage images (pins) and other media content including video via pinboard -users can browse and comment on the content of others and save ind pins to their own boards -pin it bookmark allows pulling images from elsewhere -legal issues?
future importance of snapchat
used as a tv network (adving moving away from tv to mobile), social platform, media curator, ecommerce platform -potential to disrupt far more media platforms than its neighbors **discover hold down button advers know when we stop watching
facebook video stats
video will account for 80% of internet traffic by 2019 -younger consumer tv watching is falling -advers reallocating budget from tv to digital
video
youtube u stream
