Four Ways Social Media Professionals Can be More Effective

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This article was originally published by Front Office Sports. 

Social media marketing strategy and planning have come a long way since the “Wild West” days of the early 2000s. Gone are the days of doing social media just to do social media. You can’t say you have a Facebook page, or Instagram and Twitter account and not build a strategy around them.

You may be surprised to find that PR and #smsports pros still struggle with certain aspects of social media. Whether it is trouble showing ROI, lack of support or resources, or frustrations with the ever-changing platforms that exist.

All of these factors play in to a team, company or brand having to constantly re-evaluate their social media strategies and goals.

In a recent dialogue with #smports and #highered pro Chris Yandle, he brought up some great points about some of the hardest elements that PR pros struggle with when it comes to social media.

His quote was perfect . . . “Too many PR people treat social media like a megaphone rather then a conversation.” That is so spot on. Many brands and companies still treat social like a one way conversation. Using the old “spray and pray” method, they just shout their messaging and don’t try to make their content “social” at all.

So, when trying to make sense of how PR pros can get better, Chris listed four elements they need to concentrate on more to be effective. Allow me to elaborate on Yandle’s thoughts and present the four ways social media pros can be more effective on social media.

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Strategy

I’ll say it again, you can’t just do social media to do social media. It’s not a place to just dump press releases and news stories. It’s not a place where you consistently cross link to content from other platforms and not make it unique. Social media has to tie in to your overall goals. It has to help answer the “why” or the “what” behind your goals.

It has to help serve a purpose. What are you trying to accomplish? What are your growth goals? What are your revenue goals? Do you want more fan engagement? What content are fans telling you they want? You have to build a strategy to help achieve these goals with social media. I know for a fact that companies and athletic departments are filled with many talented leaders and thinkers. Get them together and build a comprehensive strategy that ties social media to your business goals.

Planning

Once you have a sound social strategy that aligns with your goals, you must develop a plan to execute said strategy. Too many people fall into the trap of figuring out the “why” and “what” behind their social efforts, but then fail to plan accordingly and fall into the same pattern of content. Planning also means you need to consistently evaluate your reporting data and analytics.

You know what they say . . . “The best-laid plans of mice and men often go awry.” You must be diligent in your reporting and evaluate the success of your plans with data. Don’t be afraid to test and learn, but always evaluate what is working with data-based decisions.

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Content Curation

I’m sure you’ve heard this term thrown about plenty, but how many PR and #smsports pros actually know what it is or how it is beneficial? Content curation is the process of gathering information relevant to a particular topic or area of interest.

A good PR strategy must include organizing and sharing the best and most relevant content on a specific issue. This is content curation. What are your fans saying about your team or brand? Can it be leveraged to help tell your story? What are the popular subjects being discussed in your subject matter area? How can you position yourself in that space? A good content curation process will definitely help set your social media apart from your competitors.

Being Social

You would think being social on social media is a given. You’d be wrong. I can’t echo Yandle’s thoughts enough, that “too many people treat social media like a megaphone and not a conference call.” There are so many opportunities on social media to interact and delight your fans or targeted personas by listening and responding to them. Be authentic. Tell stories. Ask questions. Listen and respond.

Be sure to track the conversation around specific phrases or words that are important to your company. Then leverage them to discover opportunities on how to better serve your targets and create better content for them. You’ll be impressed at how your platforms will grow in both audience size and engagement when you are truly social and conversational with your content.

We all should have a goal of getting better everyday. Try to something new. Inch closer to those campaign goals. Evaluate your data and see what’s working. Network and meet someone new. Constantly strive for improvement.

All of these things should be considered when you’re working through your social media strategy. By thinking strategically about social, you’ll be able to impress your bosses who may still not “get it.” You will not only be able to show them the plans in place to succeed, but the results they want to see that affect their bottom line. You can’t ask for much more than that can you?

 

We Become the Books That We Read

This article was originally published for Front Office Sports.

Reading is to the mind what exercise is to the body and prayer is to the soul. We become the books that we read.” — Matthew Kelly

As I continue the jungle gym climb through my career (more thoughts on this next week), I’ve become more and more of a reader. By stating this, I know I am admitting that, outside of the sports page or Sports Illustrated in high school and college, then Twitter and sometimes Facebook in my early adult life, I never read much at all.

As I’ve gone through life’s inevitable ups and downs, reading has became a source of pleasure and relaxation for me. It’s a time to be mindful, learn about my profession, learn new things and gain wisdom from others. I didn’t always view it this way and fully admit I wasted many years not committed to reading and learning.

The older I get and the more I realize you can never stop learning and reading, the more I take Matthew Kelly’s quote to heart. I’ve seen the changes that exercise and a proper diet have brought to my life and I’ve also begun to realize the power of prayer. Reading is another part of my life that has become a must for me if I’m to become the best version of myself.

I now find myself adding to my reading list on a regular basis, discussing with friends and family the latest books they have read. In my opinion, you should always have a running list of books that you want to read, or that have been recommended to you for one reason or another. This allows you to consistently learn and figure out which books become a part of you.

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Towards the end of each professional development Q&A session that I recently published on my personal blog, I asked for the last book each subject read or was reading.

Publishing this blog reading list exposed me to a new endeavor my friend Mark Hodgkin recently began. His “Sports Business Book Exchange” is a great way to connect with others in the #sportsbiz industry and also keep your reading list fresh.

I’m on my second month in the exchange and it’s already been a very rewarding experience. If you’d like to join or have questions, hit Mark up on Twitter or visit the sign up link here: #SBBX

Below is the aggregate list from my blog series in hopes that you will get some inspiration for your own reading and soon learn that you too will become the books you read. Trust me, this is a good thing!

Chris Yandle — Do Over by Jon Acuff

Karen Freberg — Known by Mark Schaefer

Kevin Adema — The Shift by Scott M. Davis

Kristin Seed — Four Hour Work Week by Tim Ferriss

Troy Johnson — Edelman and the Rise of Public Relations by Franz Wisner
Headed For Home by Mary Helen Brown

Lora Wey — You Win in the Locker Room First by Jon Gordon and Mike Smith

Mark Hodgkin — So Good They Can’t Ignore You and Deep Work by Cal Newport

Brett Myers — The Short and Tragic Life of Robert Peace by Jeff Hobbs and Hillbilly Elegy by J.D. Vance

J.W. Cannon — Chaos Monkeys by Antonio Garcia Martinez

Kevin DeShazo — Shoe Dog: A Memoir by the Creator or Nike by Phil Knight

I plan to add each and every one of these books to my “on deck list” and I hope that you check them out as well. Below, I’ve given a few more recommendations from my book shelf that you may like.

What I’m Reading — The Explicit Gospel by Matt Chandler, It Looked Like Forever by Mark Harris and Big Magic by Elizabeth Gilbert.

What’s On Deck — Brands Win Championships by Jeremy Darlow, The Best Yes by Lisa Terkeurst, Rich Dad Poor Dad by Robert T. Kiyosaki, Rediscover Catholicism by Matthew Kelly, The Last Boy: Micky Mantle and the End of America’s Childhood by Jane Leavy, Pistol by Mark Kriegal

What I Recommend — Resisting Happiness by Mathew Kelly, Toughness by Jay Bilas, One Last Strike by Tony LaRussa, 3 Nights in August by Buzz Bissinger, The Book of Basketball by Bill Simmons, The Southpaw — Bang The Drum Slowly — A Ticket For Seamstitch all by Mark Harris, Content Rules by Ann Handley and CC Chapman, UnMarketing by Scott Stratten, What To Do When It’s Your Turn by Seth Godin, Jab Jab Jab Right Hook and #AskGaryVee both by Gary Vaynerchuck.

I’d love to hear feedback on the above recommendations and I’d also like to hear some of your favorites. Please email, tweet, or leave comments below with some of your favorite recommendations.

Snapchat Is A Toy

I’m taking a slight break from my mindfulness and career development posts to talk about a subject which I hope generates some debate for those in the #sportsbiz, marketing and advertising worlds. I want to talk Snapchat. Specifically, I want to talk Snapchat as a marketing and advertising tool.

Why? Because I’m a long time marketer and communicator whose career has taken place both pre-social media and post-social media. I also think a lot of marketers are still trying to figure out what numbers matter and what platforms make sense for their brands.

But one thing I’ve remained pretty adamant about is that . . . Snapchat is a toy. What do I mean by that? Let me explain.

One of my twitter acquaintances (Thanks Sean!) used that phrase recently and it stuck with me. I’ve always had a hard time articulating why I didn’t think Snap needed to be obsessed over. And this phrase summed it up at a basic level.

The phrase came up again between us recently after my Twitter feed had automated a post from the Hootsuite blog debating Snapchat vs. Instagram. Sean challenged again me with this thought . . . “Who has the analytics?”

I totally agreed with his point. What are you measuring? What goals can be considered measurable? Are those measurables what really matter? How do you get access to that data? Of all the platforms, Snapchat analytics seem the hardest to track down and to measure.

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Millennials and GenXers alike both use Snapchat at a high rate, there is no denying that. The latest figures from May of 2017 show Snapchat has 42 million monthly active users. That’s a pretty big number and one that has marketers and advertisers salivating.

But I still contend that Snapchat is an app used for one-to-one interactions between close friends or a small group of friends. I’m also willing to bet that most of those users don’t want to see ads in an environment set up so intimately.

Because marketers ruin everything, we know there are ads on Snapchat. Surely you’re like me and can obviously tell when you’re viewing a series of stories and a then “story” appears that is ad. The one I see a lot is for “lower my bills” or “15-year vs. 30-year mortgage.” First, that shows I’m old if I’m getting ads served to me about bills and house payments! Second, though creatively filmed, the “stories” are pretty easily detected as ads and I click past them.

This is why I feel if you’re looking for social platforms on which to run advertising or marketing campaigns, Facebook, Instagram and Twitter are still the best place to spend your budget dollars. In my opinion, ads on these sites fit better natively and are much less intrusive.

We need more ads that create better experiences, that are relevant, don’t interrupt and add value. Instagram provides a native experience, integrating links and calls to action via the direct message feature, bio section or through posts on a brand’s page. I continually get questions on how to make Snaps actionable or tie them to concrete business goals via some sort of CTA.

You can also target much better and get better data to measure an ads effectiveness. Facebook, Instagram and Twitter allow you to see real measurables which your team has derermined, or will determine, important. I’m dubious you can get the same from Snapchat currently.

People can say that Instagram and Facebook are copying all of Snapchat’s best features to stay relevant. So what if they are? Those sites have way more active daily and monthly use and people are already familiar with how to navigate those platforms.

That’s another reason why I believe those sites are a better place to spend your ad dollars. I’ve had more than one close friend, family member, fellow marketing professional and agency partner tell me that with Instagram stories being rolled out along with other advertising features, Instagram is becoming a top platform for them to reach their target personas.

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Snapchat is a toy. Is that a bad thing? No. Does that mean that you can’t enjoy it? No, that’s what toys are meant for. But, what I’m trying to say is that Snapchat isn’t the platform for everyone to obsess over if you can spend your ad dollars smarter in other areas.

I have more thoughts on this topic, but I’ll save those for future blogs. However, I wanted to provide you a glimpse of some of my thoughts on one of today’s most pressing marketing and #sportsbiz topics.

Please let me know what else you’d like me to share or discuss. And I know you will have some thoughts for me on this specific topic, so please feel free to comment below, give me a shout on Twitter, or shoot me an email.

 

 

3 Ways to Make Monday the Best Day of Your Week

This article was originally published for Front Office Sports.

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They don’t have to be as hard as you think. 

We all know the phrase from Office Space — “Looks like someone has a case of the Mondays.” Monday can be hard. Monday can be a drain. But, Monday doesn’t have to be. In fact, it shouldn’t be.

Monday should be used to set the tone for your whole week. It should serve as the launching point to make sure that each week is as productive as you can make it.
I know what you’re thinking. How am I supposed to make Monday count? It’s all I can do to get to the office on time! Well you’re in luck. That’s what I’m here for.

If you want to separate yourself from the other workers in the cubicle farm and get the most out your Monday, follow these three easy tips and begin to see how they can transform your weekly productivity.

Wellness/Meal Prep
For me, the key to work productivity also includes keeping up with my workouts and eating right. If I’m not working out or get into poor eating habits, it begins to affect my mood, mindfulness and overall productivity.

One way to make sure that I keep these aspects of my life in order is to plan my workouts and meals ahead of time. This isn’t as daunting as it sounds. As you look at your week ahead, try to plan for 3–4 workouts at convenient times.

This may have to be before you go into the office, at lunch, or at the end of the day. Regardless of the time, make sure to plan accordingly to keep your fitness goals on track.

For meal prep, it’s easy to schedule your weekly trips to the grocery store on the weekends. This allows you to prep for meals in advance.

How busy is your week? Do you have a meeting where food will be provided? Will you be away from your desk and need to pack snacks/protein bars? Have you scheduled lunch meetings?

Don’t leave your meals to chance! You will often find yourself choosing unhealthy food or skipping meals altogether.

A simple workout and meal plan conducted on the weekend can set you up for a successful week at the gym and at the lunch table.

Handwritten To-Do List
I wrote last week that the best way to remember things is to write them down by hand. I want to reiterate that point again and say that another way get your mind right for Monday is to write down your weekly to-do list.

Pull up all of your calendars and important appointments and write them down to set up your week. Along with that, prioritize the tasks you want to complete, meetings you have planned or want to plan and also incorporate your workouts and meal plan.

Now we all know what they say, “The best laid plans of mice and men,” — but starting your week off with this solid written agenda will allow you to begin on track and will also make adjustments easier as they inevitably pop up during the week.

You can be more agile and more productive when the majority of your week is planned ahead of time. There is nothing better than entering the week with a nicely laid out plan with tasks ready to cross off!

Relationships
The final step to help make your Monday more meaningful is to plan ahead for relationship building.

We all have busy weeks with a lot of moving parts, but relationship building and networking should always be a focus. Here are some ways to make this more manageable.

First, develop your “core” list of mentors, influencers, or whatever you want to call your most coveted contacts. These are the people who you keep in contact with the most and reach out to when in need of help or guidance. Keep these individuals close and reach out to them often. Ask how they have been and be mindful of what’s going on in their lives too.

Next, identify “lost” connections, or those that you’ve developed a relationship with but over time have lost contact with. Work to keep these people more top of mind and converse about what each of you have going on.

Finally, make a list of “acquaintances” that have been influential in your career or that you have developed even a small relationship with. By identifying your core contacts, lost connections and acquaintances, you will have a “living” list that constantly evolves.

Select a core contact, lost connection and acquaintance to reach out to each week (at least) to make sure you’re always maintaining and growing relationships, while reinforcing the friendships you have.

These three tips are just a start. There are many things you can do on the weekend to refresh and recharge and set yourself up for a productive week. But, I have found these three items are the top priorities for me as I look to plan my week. After a while, they become habitual and they’re just part of a regular weekend.

Meisner Musings Book Club 2017

If you’re like me, you are consistently adding to your reading list. In my opinion, you should always have a running list of books that you want to read, or that have been recommended to you for one reason or another.

Towards the end of each professional development Q&A session that I recently published, there was a question asking what was the last book you read or are reading. I wanted to aggregate the list below in hopes that you will get some inspiration for your own reading.

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Chris YandleDo Over by Jon Acuff

Karen FrebergKnown by Mark Schaefer

Kevin AdemaThe Shift by Scott M. Davis

Kristin SeedFour Hour Work Week by Tim Ferriss

Troy JohnsonEdelman and the Rise of Public Relations by Franz Wisner
Headed For Home by Mary Helen Brown

Lora WeyYou Win in the Locker Room First by Jon Gordon and Mike Smith

Mark HodgkinSo Good They Can’t Ignore You and Deep Work by Cal Newport

Brett MyersThe Short and Tragic Life of Robert Peace by Jeff Hobbs and Hillbilly Elegy by J.D. Vance

J.W. CannonChaos Monkeys by Antonio Garcia Martinez

Kevin DeShazoShoe Dog: A Memoir by the Creator or Nike by Phil Knight

I plan to add each and every one of these books to my “on deck list” and I hope that you check them out as well. Below, I’ve given a few more recommendations from my book shelf that you may like.

What I’m ReadingThe Explicit Gospel by Matt Chandler and It Looked Like Forever by Mark Harris

What’s On DeckRich Dad Poor Dad by Robert T. Kiyosaki, Rediscover Catholicism by Matthew Kelly, The Last Boy: Micky Mantle and the End of America’s Childhood  by Jane Leavy, Pistol by Mark Kriegal

What I RecommendResisting Happiness by Mathew Kelly, Toughness by Jay Bilas, One Last Strike by Tony LaRussa, 3 Nights in August by Buzz Bissinger, The Book of Basketball by Bill Simmons, The SouthpawBang The Drum SlowlyA Ticket For Seamstitch all by Mark Harris, Content Rules by Ann Handley and CC Chapman, UnMarketing by Scott Stratten, What To Do When It’s Your Turn by Seth Godin, Jab Jab Jab Right Hook and #AskGaryVee both by Gary Vaynerchuck.

I’d love to hear feedback on the above recommendations and I’d also like to hear some of your favorites. Please email, tweet, or leave comments below with some of your favorite recommendations.

 

4 Ways to Stay Relevant In Today’s Marketing World

This article originally published for Front Office Sports

As we approach graduation season, a popular topic that’s appearing on my social feeds is advice for those about to graduate. While this post is being published around the same time, I try not to wait until just this time of year to help those who may need it. I strive to set meetings, write blogs and join discussions all year long, focusing on self improvement and career development.

As many of you know, today’s marketing and communications landscape is changing rapidly. So rapidly in fact, that seasoned professionals sometimes find it hard to stay sharp and keep their skills up-to-date with the latest trends.

As a way to help both young professionals and those with a little more “fungus on their shower shoes,” I would like to offer some tips on how to stay relevant in today’s ever changing marketing landscape.

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1. Get Certified — There are many FREE certifications available to marketers today designed to help keep your skills sharp. The one that I recommend to most is the Inbound Certification from HubSpot. HubSpot is the world’s largest and best Inbound Marketing software platform and the authority on educational inbound marketing resources. Many of these resources include training videos which are categorized into a series of Marketing Certification courses. Of the five total courses offered, the Inbound certification is far and away the most completed course and the most comprehensive. The Google AdWords Certification is another increasingly popular online certification. This particular certification allows individuals to demonstrate that Google will recognize them as an expert in online advertising. Additionally, Hootsuite offers a series of social media marketing courses that are also defined to drive real business results. I can’t stress this enough, retaining certifications by any of these outlets will ensure you’re keeping up with the latest marketing trends.

2. Learn To Code — There was a time when knowing how to code or program was only for IT professionals or those that “are good with computers.” As you well know, if you’re going to hold nearly any professional job these days, you better know more than just the basics of using a computer, tablet or smart phone. I may be dating myself, but I definitely remember the times when this wasn’t the case. Any entrepreneur, marketer or freelancer will tell you today that coding can help you succeed and separate you from your competitors. As with the certification tips above, there are many FREE resources available online that can teach you the basics of coding and programming. If you’d like a handy list of places that offer coding for free, I’ve got you covered.

3. Learn Video Basics — I should probably take my own advice here. I mean I just wrote a post about how video marketing is the hottest trend right now, yet I’m not much help with a camera or editing. If you want to add value and separate yourself from the employee in the next cubicle, learn to shoot and edit video. It’s that simple. I reached out to my good friend Chris Yandle to discuss this tip, as he is a recently self-taught videographer and photographer. His new role allows for great flexibility for career development and Chris immediately began to improve his value by learning these two skills. He says he watched a lot of YouTube tutorials and edited video while he watched them. To quote him “We live in an amazing time when information is everywhere and YouTube is a prime example. It is free and offers may hours of online learning.” Some employers and universities may also pay for certain photography and video courses, but start with YouTube videos and you can construct a realistic timeline to learn more about video production.

4. Never Stop Learning — This is a mantra that I try to live by. Don’t ever get set in your ways or think you have all the answers. Learning can apply to many things too, not just your professional career. Start a reading list and try to read as much as your free time allows. Make the list diverse and don’t just read about work or careers. I try to mix in books about marketing, sports, religion, fitness and mindfulness. But that is just me. Come up with the five or six things you like and pick out a book in each topic. Also, read blogs on these topics, follow folks on twitter discussing them or look at local seminars focusing on them. Also make sure to consistently network and connect with friends and colleagues. Come up with a list of your top 10–15 “core” connections and make sure to touch base with them regularly. Always look to nurture those relationships. Finally, join professional networks associated with your profession and attend meet-ups, mixers, etc. These are excellent ways to nurture and expand your network. Making these new connections allows you to learn new ideas and new ways of thinking. You’re never to old to stop learning new things and meeting new people.

It sometimes can feel daunting when a new app, new feature or new platform is seemingly announced weekly. It doesn’t mean that you have to learn a new skill or change your whole marketing campaign. But, it does remind us that innovation never stops and therefore we must keep learning and trying new things.

Following the tips above can help you remain agile and relevant. They will help you expand your skill set and learn new things to help you advance your career. But, this is just a simple list to get your mind going. I’m sure some of you could add to this list and think of even more ways to add value to your employer. We’d love to hear your comments and suggestions below. Drop us a line or tweet at us with your ideas.

Professional Development Q&A With Mark Hodgkin

This post is the seventh in a series of Q&A sessions with friends, former colleagues, acquaintances and other contacts who I consider both influential and inspirational. Each of these individuals possesses a skillset that I believe you will find valuable. They have each made an impact throughout my career path and I wanted to feature them in this series.

Part 1  Part 2  Part 3  Part 4  Part 5  Part 6

Name: Mark Hodgkin (@Mark_Hodgkin)
Profession: Director of Product Development
Degree: BA in History, University of Texas at Austin; MBA, Bryant University

Mark and I connected via twitter (which isn’t that uncommon in this day and age). I would say it was in 2015 or so and again it was via my guy Chris Yandle. We traded some comments on Twitter for a while, and then in 2016 Mark reached out to me to discuss careers and other items.

At the time Mark was in career transition (or at least contemplating it) and he was picking my brain about my decision to leave college athletics and enter the private sector. He was genuinely interested in hearing about my story and also what I was up to in my career at that point. I never forgot the feelings I felt when he reached out and wanted to talk to me. I was humbled to think that I could help someone out and also excited to make a new connection.

Since that time, we stayed in touch and often discussed sports, brown drink and other common interests we shared. Mark was one of the first people I reached out to recently as I began looking for other career opportunities. He has been gracious in recent months to stay in touch to discuss careers, networking opportunities and of course bourbon. With that said, by the end of this blog I’m confident you will realize why Mark is such a great resource for me. I hope you enjoy the following tidbits and advice from Mark Hodgkin.

1) How does your current profession align with the degree you graduated with? If you have held other jobs, how closely have they been aligned?
It’s hard to point to any direct relationship between my degrees and my current role. Late in my undergrad career I realized I wanted to work in sports. That led me to a graduate assistant position at Bryant University doing marketing while getting my MBA. I had never considered an MBA until then, but believe it has been useful in my career. Even my BA in History, which doesn’t seem terribly practical, definitely helped my writing and reasoning skills. That was very helpful with my MBA and in a general sense after my career.

My shift to digital came after taking an internship at Boston College, which came just as schools were starting to hire digital-focused people. That was a bit of good luck and timing as it led to a seven year stint at the Big East/American Conference and my current role at NeuLion.

2) What did you ‘plan to do’ after college and how close is that to what you’re doing at this point in your career? Were there any deviations along the way and did they help/hurt your path to your current job?
I credit one of my mentors, Dennis Coleman, for suggesting that working in sports could be a viable career path around the time of my junior year in college. Until then, I was drifting along assuming I’d do something like teach, work at a bank or perhaps even go to law school. So I got a late start, but as Dennis told me, he “could open the door, but you have to prove you belong.” Ever since then I’ve been full into sports, but have been able to find my niche in it with digital media.

3) What’s your best piece of advice for today’s entry-level candidates?
It’s almost cliche at this point, but Network, Network and then NETWORK some more. Opportunities to advance will almost always correspond with relationships you’ve built. Relationships I’ve worked to cultivate have led to every job I’ve ever gotten. If you want to work in sports, it’s especially important as it is a very small, close-knit community.

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4) What do like the most about your profession?
The thing I like most about college sports are the passion of its followers and the community of people. I always try to take a moment to think about how many people pay to attend events that we call work. That’s not to say that it is easy or without serious challenges. But at the end of the day, most people have to work and I think what we do is special.

I also think people in college sports have been amazing to connect and learn from. I can’t speak for every other industry but am amazed at how many people take the time to talk shop and trade ideas in this space.

5) What is the biggest challenge you face in your profession?
Currently, it’s adjusting from a chair on a school or conference side to life at a tech company. While I interacted with digital partners in my last two jobs, the challenges on the inside are totally different. You’re trying to build a cutting edge platform that suits the needs of hundreds of partners, while living within the confines of a business. I’ve always worked with a broad array of people, but going more to the technical side has its challenges.

6) How has your industry changed during your time as a professional?
Thankfully for me, college sports has really gotten more focused on social and digital media. There are full-time positions everywhere and many now at a more senior level. What you’re seeing today from schools on the digital front is staggering. Take a look at the graphics today as opposed to just 3-4 years ago. It’s amazing and now something that almost all administrators and coaches see value in.

7) Why do people leave your field or company? Do you agree with why they leave?
Speaking from a college sports perspective, a lot of people leave because of the hours and often low pay. It can be hard to have that elusive “work/life balance” and I see people get burned out. The economics of the system obviously push the big bucks to head coaches in revenue sports and the long line of qualified applicants keep wages low for many others.

As far as why people leave, I can’t agree or disagree. We each have our own journey and I understand the desire to spend more time having “a life”. Though I do think it can be done, many struggle with the so-called balance.

8) Are you considering leaving your current field or company?
Absolutely not. A former colleague of mine always referred to what we do as the “toy section” of careers. It’s hard work and plenty challenging, but at the end of the day very rewarding.

9) What is your favorite social media platform?
From a usage perspective, it’s Twitter followed closely by Instagram. I love the connections with strangers who have often become real life friends. I love how we can talk about common interests as well as follow along with news and sports stories in real time. I do think there are some scary addictive symptoms of too much social media use so I try to keep that in check. A few months ago I got off social media completely for a full month and really enjoyed it. Now I try to be more mindful of the time I spend and how easily it can distract me from more important tasks.

From an observer of the space I have an amazing amount of respect for what Facebook (and its subsidiary Instagram) has built and run. When you stop to think how Mark Zuckerburg took a fairly run-of-the-mill idea and built it into a globally transformative company (as a 20-something with no business background) really is staggering. I tend to think what Facebook is today is just the start and can’t imagine what it will look like in five years.

10) What was the last book you read? The last TED talk or other e-learning content you consumed?
I read a ton. Typically a few books at a time. The best one I read recently was “So Good They Can’t Ignore You” by a very interesting writer named Cal Newport. His book “Deep Work” was also very interesting to me even though he’s a strong critic of social media. I don’t agree 100% with everything he says but think his perspective is important – especially these days.

11) Where do you receive your news and information?
I don’t subscribe to a print paper or watch much TV. Most of my information comes from Internet sources be it social media or curated feeds via something like Pocket or Feedly. I also have a subscription to the Washington Post on my Kindle and find that useful.

12) What are your hobbies? Do you wish you had more time to pick up a hobby?
For a time during my college career I seriously considered dropping out and pursuing a culinary degree so cooking is still a great hobby for me. I also read a ton and love playing golf when I have the time.

Professional Development Q&A with Chris Yandle

This post is the first in a series of Q&A sessions with friends, former colleagues, acquaintances and other contacts who I consider both influential and inspirational. Each of these individuals possesses a skillset that I believe you will find valuable. They have each made an impact throughout my career path and I wanted to feature them in this series.

Name: Chris Yandle (@ChrisYandle)
Profession: Communications Specialist, St. Tammany Parish Public School System (former college athletics administrator)
Degree: B.A., Public Relations (Louisiana-Lafayette, 2004); M.S., Athletic Administration (Marshall, 2007); current Higher Ed Leadership Ph.D. student, Mercer University (estimated completion: 2019)

I first met Chris during my time with Conference USA from 2006-2010. Chris was a graduate assistant SID at Marshall University and served as the media contact for various sports, which I also handled, for the conference office. We stayed in touch as he climbed the ranks in college athletics at various schools, while I began working in digital media on the corporate and agency side.

We’ve stayed in close contact as he and I have both been making career moves. Chris is one of the smartest and most driven people that I know. Despite what he may think, he was at the top of my list of people to profile for this series. I hope you enjoy the following tidbits and advice from Chris Yandle.

1) How does your current profession align with the degree you graduated with? If you have held other jobs, how closely have they been aligned?
My entire professional career has been in the public relations and communications field. Before my current role, I spent 15 years in communications for college athletics. That career allowed me to learn many skills and juggle many job demands which ultimately prepared me for the next step in my career in K-12 education. The beauty of having PR and communications skills are that you can work in any industry; you learn to become very versatile and multifaceted.

2) What did you ‘plan to do’ after college and how close is that to what you’re doing at this point in your career? Were there any deviations along the way and did they help/hurt your path to your current job?
That’s an interesting question. Before starting college, I didn’t know the athletics communications field existed. I thought I wanted to be a sportswriter, but I quickly fell in love with college athletics. But because I devoted my entire life to the field, it consumed me and I fell out of love with it. I learned that there was more to life than a career. Looking back on my career, I think I accomplished all that I could accomplish. I wish I would have enjoyed more of the journey than I did. I didn’t celebrate the small victories and the little things. I was so consumed with conquering the big events and big victories. I think not enjoying the journey ultimately led to me falling out of love with my career. On a positive note, that lesson has helped me in my new career. I’ve celebrated more small victories in eight weeks than in the previous 15 years.

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3) What’s your best piece of advice for today’s entry-level candidates?
Make the big time where you are. Don’t continuously look for the next big thing. The big thing should always be where you are.

4) What do like the most about your profession?
Being the K-12 sector now, I get to visit our schools regularly and interact with the kids on a daily basis. I didn’t realize how much I enjoyed being on campuses and telling the schools’ stories.

5) What is the biggest challenge you face in your profession?
The biggest challenge in college athletics was the constant rat race. It was never-ending and it was a constant fight for the next title and the next big thing. While college athletics offered upward mobility, K-12 doesn’t offer the same mobility. I think that’s the biggest challenge I would face, but I am not looking for the next big thing. I want to enjoy the journey.

6) How has your industry changed during your time as a professional?
Social media has changed everything in how we communicate and do our jobs. When I started in college athletics, website video wasn’t a thing yet. Now, it’s hype videos, live videos, graphic design, digital recruiting, and 90-hour work weeks. Because of the constant need for information and attention, the purpose of college athletics forced PR and communications offices to change their focuses.

7) Why do people leave your field or company? Do you agree with why they leave?
People in college athletics get burned out easily because of the long work hours and no time for decompression. You’re constantly on the go. I worked weekends constantly for 15 years. Now that I’m in K-12, I have my first M-F, 9-5 job in my life. I can totally relate to why people leave the field. It’s hard to have a family and work 70-90 hours per week. It’s demanding, it’s a grind. I don’t know how my wife put up with it for so long.

8) Are you considering leaving your current field or company?
I was contemplating leaving college athletics for a few years before I was let go from my last school. It was unplanned and certainly led to several months of struggles for me and my family, but it probably was a good thing it happened. For the first time in my career, I am happy with what I’m doing in K-12. I feel fulfilled.

9) What is your favorite social media platform?
My wife and kids will you tell – in unison: Twitter. I like the real-time and 1-to-1 interaction with people. You can instantaneously comment and respond. It’s where I get my news.

10) What was the last book you read? The last TED talk or other e-learning content you consumed?
I am currently reading ‘Do Over’ by Jon Acuff. It talks about making a career change and it’s helped spark my creativity for a book I’ve always wanted to write. The last TED talk for me was ‘Start with Why’ by Simon Sinek. We watched it in one of my higher ed classes. I also read his book, too.

11) Where do you receive your news and information? 
A. Print Newspaper – New Orleans Advocate
B. Online Newspaper – New Orleans Advocate, USA TODAY
C. Television – NBC News, local New Orleans stations
D. Twitter – New Orleans media, national writers
E. Facebook – #FakeNews 🙂
F. Other – Nope

12) What are your hobbies? Do you wish you had more time to pick up a hobby?
My hobby in the fall was coaching my son’s U6 soccer team. Now that I have more time on my hands, my hobbies are reading, playing with my kids and probably doing homework on the weekends 🙂

Top 3 Ways an Inbound Agency Adds Value

Inbound Marketing and its core tenants are starting to become a mainstream way of thinking as more business decision makers realize its ROI power. We’ve said it before, but outbound marketing features company focused collateral that is un-trackable. Inbound marketing is completely customer focused and based around metrics that are easily trackable.

Therefore, Inbound Marketing agencies can help business generate more qualified leads by producing content that helps lead prospects to make informed decisions. Sounds awesome right? But, how do they do this and what exactly makes partnering with an Inbound agency valuable?

Keep reading below or watch my video HERE!

Turning Projects into Programs

Inbound agencies aren’t bogged down in the internal business struggles that may get in the way of you ultimately helping your company meet its growth goals. An Inbound agency can help you think about not just the list of projects that need completed, but how those ultimately can become long-term programs and campaigns. Inbound marketing at its core creates assets. CEO’s and decision makers love assets. They especially love the when those assets increase in value. Every blog post, ebook, infographic, video, slide share, landing page, CTA, email, lead nurturing series, workflow, process you document and system you help put in place is an asset. The best news is that these assets grow in value without needing to make any additional investments and can all be integral parts of ongoing and successful marketing programs.

Creativity and Expertise

Not every business is ahead of the game when it comes to social media marketing. They may excel on one platform, but struggle on others. Or they may try to be on all social platforms out there and therefore can’t produce compelling content on each one. An Inbound agency can provide the strategy and expertise needed to succeed with social content, while bringing a creative flair which will help your campaigns reach their goals. Agencies typically showcase creativity and a willingness to push the envelope that internal team members may not feel comfortable offering on their own. Trusting an Inbound agency to bring fresh, relevant ideas and knowing they can track and measure how the success was achieved will make you look good to your CEO.   

Goal Setting and Measurement 

As we mentioned above, being able to track and measure success is at the heart of Inbound Marketing. All the assets created above will be loaded with keywords and other elements to help your company’s content be indexed an easily searchable on Google. As your indexed content grows, you will no longer have to chase customers. Inbound marketing is founded on the idea that being an educational resource adds value and nurtures leads into customers, so you’ll stop wasting money on chasing people that don’t matter to your bottom line. Inbound agencies are so wrapped up in your bottom line that they’ll constantly measure what is working and what isn’t and adjust accordingly to keep you on track to meet your goals. It’s this data-driven, ROI first mentality that ultimately makes partnering with an Inbound agency valuable.

These are just a few of the reasons that working with an Inbound agency can help you look good to your bosses. 

If you’d like more tips on how Inbound Marketing can help you, subscribe to my blog here

How Marketing Automation Helps Improve Your Alumni Relations

Football season is back! That means tailgates and re-connecting with alumni when they return to campus. Most alumni associations spend considerable amounts of time during the offseason planning tailgate events.

Marketing automation is a great way to nurture these relationships with highly personalized, useful content that helps convert prospects to strong leads and turn those leads into delighted customers. This type of marketing automation normally generates new revenue for your alumni accociation and provides an excellent ROI.

I know that higher education professionals cringe at the words prospects, leads, and sell. But, bear with us here. Though we’re using some marketing lingo, the techniques we discuss are the same whether we’re talking about customers buying a product, or alumni donating to your campaign.

Let me tell you how marketing automation helps improve your alumni relations.

Improved Insights into Donor Behavior

Marketing automation software works to gather information from prospects on a consistent basis. Many have the ability to track actions such as page visits, email opens, downloads, form signups, donations, and much more. All of this data is stored into a Customer Relationship Management (CRM) system and helps build customer profiles. These profiles help you:

  • Deeply understand your donor profiles by knowing their interests and actions
  • Measure engagement from most-engaged to least-engaged
  • Analyze effectiveness of campaigns and outreach efforts  

Improved Fundraising, Member Retention and Nurturing

Marketing automation also allows for better communication with your entire prospect base. This communication can be personalized to each individual in various ways such as.

  • Campaigns targeted to current members that automatically send 30-60 days before renewal dates and/or important giving initiatives. These messages can be tailored to each member based on activity level, or donation level.
  • Messages triggered to individual donors based on webpage visits, page clicks or form signups to help solicit additional gifts.
  • Newsletter delivery, instant communications based on certain web actions, other membership offers and survey data capturing for potential members or very new leads to help gauge interest in certain initiatives and allow for up-to-date and immediate contacting.

Marketing automation allows for messages to be sent at the right time, in the right way, to the right person without delay. When you automate parts of your higher education marketing strategy, you gain great insight into how your alumni and possible donors think and act.

This competitive advantage allows you to predict behavior and respond to their inquiries more effectively. This technology isn’t just for increasing giving potential. You can also use it to maintain long-term relationships with alumni and donors.

For more information on marketing automation and inbound marketing, subscribe to my blog

This post was originally published by Verge Pipe Media