Four Ways Social Media Professionals Can be More Effective

IMG_0250

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.

IMG_0264

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.

IMG_0266

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?

 

Your Career May Be A Jungle Gym…And That’s OK

A popular book on the #SBBX and one my wife read this summer is Sheryl Sandberg’s thought-provoking book, Lean In: Women, Work, And The Will To Lead. It’s a great read for working women and for the men who are married to them.

One of the more popular quotes from the book, one which we have discussed at length, is the following: “A jungle gym scramble is the best description of my career. I could never have connected the dots from where I started to where I am today.” She attributes the metaphor to Fortune magazine editor Pattie Sellers.

She’s totally right. We grow up hearing about the “career leader” and how your career should be a “climb to the top” or at least a climb to a level that makes you happy and secure. I had this mindset for most of my early professional career. It was all I knew really. But, if I had to do things over again, I’m positive I would approach my career differently.

The era of employment for life with one company is over. Workers now switch from job to job much more frequently in search of grafter fulfillment and compensation. Today, the average person changes jobs 10 to 15 times (with an average of 12 job changes) during his or her career. Most workers spend five years or less in every job, so they devote more time and energy transitioning from one job to the next.

That is why approaching job searches must be done differently these days and consistent networking is a must. You also have to be agile as you track and adjust to job market trends.

So how do you go about having this agile mindset? How do you plan for professional development and not just career planning? Let me provide a few examples I now employ during my career shifts that I wish I had been more cognizant of from the jump.

IMG_0280

Stay Relevant I’ve written this previously, but staying relevant by learning to code, getting various certifications and learning the basics of video production and photography are great ways to stay up to date on industry trends. Many companies today look for talent that is experienced in wide areas of expertise. Always learning new things and staying relevant in the skills that industry HR people are looking for will help you as you look to advance your career.

Be Mindful of Your Social Media Presence — I have many thoughts on “personal branding” which I hope to write about for FOS soon, but I did want to touch on the topic here. Whether you realize it or not, everything you post on social media can help form people’s opinions of you. Therefore, it is your choice to either actively control and shape your personal brand, or let others do it for you. You need to be your best advocate because how you present yourself online could determine future leadership or career opportunities.

Take Advantage of Lateral or Downward Moves — This one may seem counterproductive, but career opportunities come in all shapes, sizes and directions. This is really what can turn your career path into a career jungle gym. During my time searching for new employment I’ve spoken with many people who arrived to their current position by moving laterally within a company or even down, to then progress in a different department. These moves also allow you to see the bigger picture of your business or brand from another point of view. Always stay open to the opportunities that present themselves. You never know what move, no matter the direction, may be the next key to your career success. Trust me here, I can pinpoint a specific lateral opportunity with a previous employer that I wish I had pursued. I don’t dwell on it, but I do look back at how foolish I was for not even entertaining the thought of trying a different route during my early tenure in athletics.

Apply For The Position Anyway — I can’t tell you how many times professionals hold back from applying for a position because they don’t think they have the skills needed to succeed. It’s OK if you don’t, as long as you have the drive, motivation, and resourcefulness needed to get the job done. Be calculated in your risk taking. Honestly assess where your skill gaps are and get advice from a mentor to help you determine if the position is a right fit for your development plan.

IMG_0278

These are just a few things to consider as you move around on your career jungle gym. It’s perfectly OK to not always climb upward as you move to each new career opportunity. You have to move in the directions and in the positions that will bring you the most joy and give you the most career fulfillment.

Just because the move may not be in the direction that your father, mother, sister or brother made in their career path, doesn’t mean you’re not advancing your career.

By considering the steps above, continuing to network and build relationships, and knowing it’s OK to make career moves every few years, you’ll ultimately find that progressing through your career like a kid on a jungle gym is perfectly normal.

 

 

 

 

 

 

Four Important Groups to Follow on Social Media

IMG_0275

I don’t claim to be a Marketing and Social Media expert. In fact, I shudder when people use that word or any form of that word (ninja, guru, etc.) to describe themselves.

It’s not that I’m downplaying my skills or anyone else’s, but I think we all can be continual learners and never stop growing in our chosen field. There are some people more knowledgeable than others on certain topics, but nobody is an expert in my mind when it comes to social. It moves too fast for someone to have all the answers.

Do I have strong options on digital and social? Sure! But, I don’t claim to be an expert. I do love to have ongoing discussions on topics that are important to marketers. I’m always trying to read the latest articles from thought leaders, peers and industry executives to stay relevant. As I stated, things change so rapidly with social, it’s important to have these conversations to stay relevant.

That’s why it has always been important for me to follow four certain groups on social media. It’s critical to follow this diverse group of people and brands because you need to make sure you are keeping up with all the current conversations taking place in the industry.

So, what are these groups you ask? Here are my four group to follow on social media.

Professional Connections
This is a group that I have mentioned before in my my writing. You have your subsets of connections (core, lost and acquaintances) that you should be reaching out to consistently. These “living” lists should evolve, but you should make sure that you are connected with these folks on social media so you always have a touch point.

You may find that communicating or keeping in touch on social media is the easiest way to foster certain relationships. During these last few months, I have made a better effort to follow and connect with all levels of my “living” connections list. Keeping consistent conversations on social will allow you to learn about new opportunities (seminars, job openings, etc.) and keep you plugged into the latest news.

You never know where a conversation may lead or how a conversation will help you make your next career connection or advancement. Similarly, by extending your knowledge and expertise, you may help someone else to do the same.

Employers/Potential Employers
This segment is important from a personal branding and messaging standpoint. Following your current employer(s), and your potential employer(s) helps you share and amplify their messages. I’ve also found it incredibly useful to follow the Human Resources accounts for companies that I’d like to work for.

This comes in handy when writing cover letters, answering questions in their online portal and when speaking during an interview. If you can speak the language of your current and potential employers, you’ll have a greater advantage over those that don’t.

IMG_0276

Clients/Competitors
What drives your business to be successful? Other than the hard work of your team, it’s your clients and competitors. Following these groups will keep you focused on their needs and core messages. If you’ve ever worked for a marketing, PR or advertising agency you know that retaining your current book of business is critical.

A good way to make sure their messages are being received (even if you are in charge of their messaging) is to follow them yourself and view their social content against others in the native setting. Another critical part of any business is monitoring your competitors for the same messaging.

Keeping your finger on the pulse of industry messaging will help you to serve your clients better and make sure they’re either keeping pace or leading the race when it comes to their company goals for marketing, advertising and PR.

People You Disagree With
This last segment is a hard one for me and I promise I won’t name any names. But, if you truly want to broaden your social media network and your personal network, you need to follow some dissenting opinions from your own. Now I don’t mean to follow these people if they’re only going to make you mad or you’ll argue with them online. That won’t look good for you or for them.

What has been healthy for me is finding someone who you agree on most things with, but not on all things. Personally, this has brought about provocative and positive discussions that opened my eyes to how other people view certain topics. Even if you never come to an agreement on a certain topic, knowing you can have a serious conversation and remain friends is important.

You will get too insulated and susceptible to group-think if you don’t enter into discussions like this. Trust me here, I’m sure you already know a person or two who fits this description. I urge you to follow them and have discourse on topics that matter to you in order to open your mind to a new way of looking at things.

Following these four segments on social allows me to keep in touch with the current “hot topics” in the industry and foster some great relationships. I can’t tell you how many Twitter, phone, email and LinkedIn conversations I’ve had with people who I consider close friends and colleagues, yet I’ve only met a small portion of them IRL (“In Real Life” for you non-millennial types).

By following a diverse group of contacts from the segments I defined above, I’m confident that you will continue to get value from your social media interactions.

 

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.

IMG_0267

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.

IMG_0274

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.

 

 

Career Advice From 10 Marketing Professionals

If you’ve been following my writing this spring, then you know I have been featuring Q&A sessions with friends, former colleagues, acquaintances and other contacts who I consider both influential and inspirational.

Each of these individuals possesses a skill set that I believe my readers will find extremely valuable. Additionally, they have each made an impact throughout my career path and I wanted to feature them here into perpetuity.

To make things easier for you, I have linked to all 10 posts below. Please check out all the sessions and drop me a line or leave comments to share your thoughts. If you have advice or something you want to add, I want to hear it!

I hope that you are able to learn something from one of these great people.

SONY DSC

PROFESSIONAL DEVELOPMENT Q&A LINKS

Part 1: Chris Yandle  

Part 2: Karen Freberg  

Part 3: Kevin Adema

Part 4: Kristin Seed  

Part 5: Troy Johnson  

Part 6: Lora Wey

Part 7: Mark Hodgkin  

Part 8: Brett Myers  

Part 9: J.W. Cannon

Part 10: Kevin DeShazo 

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.

Design

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 Kevin DeShazo

This post is the 10th 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   Part 7   Part 8   Part 9

Name: Kevin DeShazo (@KevinDeShazo)
Profession: Founder of Fieldhouse Media and Culture Wins Championships
Degree: BS in Management Information Systems, MBA in International Business

You should know by now that I’m a big fan of Twitter.  You’ll find out below in this interview that so is Kevin. So, it shouldn’t come as a surprise that he and I first connected on our favorite social media platform. We’ve been having conversations on our favorite social media platform for around 2-3 years now. He may even have ended up in my timeline because of interaction with Mark Hodgkin or Chris Yandle.

But, I digress. Kevin and I share many common traits and have had lots of conversations outside of Twitter quite frequently. His thought leadership when it comes to smart social media use for student athletes is second to none. Make sure to check out what he has going on over at Fieldhoue Media. His latest effort, Culture Wins Championships, is all about providing leaders in athletics with a proven program to create a championship winning culture. He is an expert in both areas and is constantly delivering his messages to the top athletic programs in the country.

All of that said, I think you will find Kevin’s discussion below not only informative, but useful as well. I hope you enjoy the following tidbits and advice from Kevin DeShazo.

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?
Ha. It doesn’t, at all. My degree was in Management Information Systems. I knew early on I didn’t want anything to do with that field, but I sort of stumbled into where I am now. My first job out of college was as an embalmer’s assistant at a funeral home (a story for another day) then I got into the healthcare recruiting. In 13 years (that makes me feel old), my actual degree has had nothing to do with my professional career.

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?
Truth be told, I’m not much of a planner. I go wherever “feels right” and love to keep my options open. So I didn’t have a specific plan once I graduated. This is probably why I ended up working at a funeral home. It seemed fun, so why not? I never could have envisioned doing what I do now.

For one, social media wasn’t really a thing. Facebook existed and MySpace was coming, but the iPhone didn’t exist and the world as we know it was vastly different. And traveling the country to speak to athletes, coaches and leaders was honestly never something I considered. I always wanted to do something “big” but I didn’t know what that was.

Along the way I went from the funeral home to the corporate world and then to starting my own businesses. There were incredible successes and failures along the way (I went 2 years without making any money). But those opportunities and situations gave me perspective on the bigger story of life, and drove me to want to help people believe they have a story worth telling.

3) What’s your best piece of advice for today’s entry-level candidates?
Know your strengths and weaknesses, be humble yet believe you’re capable. Be willing to do the work. Know your why.

Design

4) What do like the most about your profession?
I love being on campus and interacting with people, getting to help them realize what they’re capable of. On the social media side it’s helping players, coaches and administrators realize they have a story worth telling and guiding them in how to tell it. With leadership development, it’s helping them believe they are capable of being leaders worth following and guiding them through that process. It’s incredible to see a leader and a team truly change their culture. And the emails/calls/texts I get about the impact that our work is having on individuals, teams and even families/marriages. It’s incredibly humbling and energizing. It’s a tiring job that requires a lot of travel, but I head home every trip grateful for what I get to call work.

5) What is the biggest challenge you face in your profession?
People have gotten to a place now where they think that because student-athletes spend a ton of time on social media, that means they understand it and know how to use it well. So helping administrators realize that’s not reality, and that social media education is still crucial for these groups. I thinking also battling complacency. Fieldhouse Media has established itself as the leader in social media education for college athletics, but that doesn’t mean I can get comfortable. With Culture Wins Championships, the challenge is that the leadership space is really noisy and crowded, so trying to serve leaders in order to show them how what we have to offer is different.

6) How has your industry changed during your time as a professional?
I started Fieldhouse in 2011, when the social media world was mostly Facebook and Twitter and most people were afraid of it. Today, social media is the way people communicate and new platforms continue to arrive on the scene. Early on, administrators wanted student-athletes to be scared of social media and wanted education centered on that. Today, they realize how important and valuable it is for student-athletes to use social media purposefully. I prefer to focus on the positives so that has made my job a lot easier.

7) Why do people leave your field or company? Do you agree with why they leave?
I think people leave the field because they are exhausted. Athletics is an “always on” industry and it can cause serious stress on individuals and families. People either embrace that and find the balance where they can, or they get frustrated and tired and pursue careers outside of athletics.

8) Are you considering leaving your current field or company?
Absolutely not. I genuinely love what I do.

9) What is your favorite social media platform?
Twitter, without a doubt. I love the community, the people I’ve been able to meet and the opportunities it’s provided me.

10) What was the last book you read? The last TED talk or other e-learning content you consumed?
Last book I read was Shoe Dog (the Phil Knight bio – highly recommend). Also a huge fan of the StoryBrand podcast and (shameless plug) The Liberator podcast – provided by the guys who run the GiANT Worldwide, the leadership company behind Culture Wins Championships.

11) Where do you receive your news and information?
Twitter…end of discussion. Just kidding…

A. Print Newspaper — What’s that?
B. Online Newspaper — The Oklahoman, The Tulsa World, The New York Times
C. Television — Typically tuned to ESPN or The Food Network. (I try not to watch cable news).
D. Twitter — A variety of news outlets and individual journalists (from sports to politics to culture to religion or a variety of other topics)
E. Facebook — I try to avoid Facebook

12) What are your hobbies? Do you wish you had more time to pick up a hobby?
If I’m not at work or with family/friends, I’m running, cycling or roasting coffee.

Tips For Maximizing 360 Video

Visual content is a vital part of any successful marketing strategy today. However, we’re already moving past the days of having only an image accompany every post on social media. Many brands are using animated GIFs or animated infographics, while others are using short videos to promote their content.

Video is no longer “nice” to include in your marketing plan. It’s a crucial marketing tactic and is a powerful way to communicate your brand story, explain why you are different and build relationships with your fans, customers and evangelists.

The most recent statistics prove that video not only works, but works well. In fact, 92% of mobile video consumers share videos with others. Brands can no longer ignore the power of video.

360 video and virtual realty is the latest type of visual content that you can add to your marketing toolbox. The library of 360 video content is growing by the day as more and more platforms like YouTube and Facebook support 360 viewing capability.

This latest innovation can allow brands to produce extremely unique content for their audiences. But, I must caution you, don’t just do 360 video to say you’re doing 360 video. Below I offer some things to consider to make sure your content is unique and compelling for your target audience.

Design

1) It’s all about your personas – Every piece of content you produce should appeal to and be created for your buyer personas. Not familiar with the term “buyer persona?” Maybe you call it your target audience, or your core audience. Maybe you just refer to them more commonly as “readers” or “fans.” Whatever you call them, they are the representations of your ideal customers based on market research and real data you gather about them. Any good marketer needs to know their personas inside and out and always create content they want. If you dip your toes into the 360 video realm, you have to make sure this is something they want or will watch. You don’t want to produce a 360 video, just say you did. Which brings me to my next point…

2) Always bring value – Don’t ever produce content “just because” or “because everyone else is doing it.” You never know, they may be producing something their personas don’t want or they may also just be trying to keep up with the trends. If you feel you have the data at hand to produce 360 content, then your strategy team must plan to bring value. What types of video will your personas like? What makes it unique? What will set it apart from from your other content or campaigns? What I’ve seen work when it comes to franchises or athletics departments is exclusive content. Taking fans to places they can’t normally go. I’m talking about locker room or facility tours, pregame and postgame access, celebrations, team travel, etc. You can immerse your fans in occurrences like this with 360 video to bring them even closer to the team. For brands, 360 video works for new product unveilings and storytelling pieces. The brands able to leverage 360 at the moment are outdoor adventure brands, automobile makers and movie studios.

3) Think of the end product first – Once your marketing team has used available data to help decide you’re ready for 360 video and has developed a list of content ideas that may work, it is time to work backwards. What do I mean by that? I mean that the story you tell will shape the 360 experience for your personas. You’ll need to think of the ultimate end-user experience and how they will navigate this 360 video. Do you need to control the immersive experience and what the viewer is looking at? Will that further complicate the video? Do you need a guide in the form of a voiceover? Are you changing locations or will there be transitions? How will the viewer know how to navigate? Will you have to add post production to replicate a menu or navigation controls in case the viewer isn’t looking in the right direction? These are all questions that will need to be addressed and planned out prior to scheduling the video production. Trust me, this may seem like a lot of planning, but it will be reflected in the final product. After all, your goal is to produce a quality piece of content that your personas want to consume.

If you’d like some confirmation on how you can use video in various ways to reach your target personas, check out this post. Additionally, if you need some data to present to your team or superiors in your next marketing meeting, check out these stats from HubSpot.

Each of the points above could quite possibly be a blog post on its own. There are so many things to consider when it comes to producing quality video content, let alone the latest in 360 video content. In my opinion, the tips above are the most important to keep in mind in your next marketing meeting. Video content marketing has to be a part of your marketing strategy in 2017 and following the above will ensure your fans love the final product.

Professional Development Q&A With J.W. Cannon

This post is the ninth 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   Part 7   Part 8

Name: J.W Cannon (@cannonjw)
Profession: Senior Project Lead, Sponsorships and Events at UPS
Degree: Kinesiology

I was introduced to J.W. through my good friend Chris Yandle. In fact, I think a trend is developing on these blogs as not only have I profiled Chris, but many of the other folks who have been gracious enough to be featured on here I have met via Chris. But, I digress.

J.W. was kind enough to speak with me a few times as I look for new career opportunities. He had excellent insight for me about his career path and things I should/could consider as I pursue my next opportunity. He was transparent and very helpful and I can’t thank him enough.

You’ll learn more about him below, but I highly suggest giving him a follow on Twitter. He’s funny, has some great #dadlife tweets and also is one of the creators of #sbchat, a weekly twitter chat discussing all things sports business. Just search #sbchat on Twitter. I hope you enjoy the following tidbits and advice from J.W. Cannon.

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 degree program and current profession are both tied to sports, but that’s where the comparison ends. Kinesiology (the science of human movement, for those that don’t know) programs largely serve to train informal and formal recreation/fitness professionals and physical education teachers/researchers. Quite a bit different from the business world.

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?
When I stopped playing sports in college, I needed something to fill that void, so I started working at the recreation center at James Madison. At the time, it was a brand new facility, and the organization was getting students more involved in NIRSA – the governing body for recreational sports. I got really involved, and thought that I would be taking a graduate assistant position somewhere, and going on to work at a university somewhere. Just before I graduated I decided to take an internship (required for graduation) with a global sports agency – at the time Advantage International, but is now known as Octagon. After that three months, I decided that the sports business world was more my calling. So I scrapped my original plans and started seeking jobs in that space instead.

3) What’s your best piece of advice for today’s entry-level candidates?
Learn to independently solve problems and do things for yourself. Resourcefulness is a trait that’s innate and almost impossible to teach, but so useful. That trait is something I lean on a little bit every day.

4) What do like the most about your profession?
Seeing the work that I do make so many people happy. In the beginning, all of the bright lights and big personalities of the sports business are easy to get swept up in. Over time, going to another game is just part of the job. But I never get tired of seeing the passion fans have for the work that we do. It keeps me going on a day-in, day-out basis.

5) What is the biggest challenge you face in your profession?
Convincing people that we are more than just banner hangers and ticket brokers. Yes, we deal with signage. Yes, we deal with tickets. Yes, we go to cool events. But sponsorship is a strategic marketing discipline just like every other part of the marketing mix.

6) How has your industry changed during your time as a professional?
Accountability has become a much bigger issue, especially given the price tags involved with sponsorship and media. Gone are the days of impressions based metrics or doing sponsorships because “the CEO likes X”. Those are replaced by more complex engagement metrics and ties to the bottom line of the company.

Design

7) Why do people leave your field or company? Do you agree with why they leave?
Most people leave the industry for greener pastures because they feel that their skills are not valued properly. It’s not the highest paying industry, you tend to work odds hours and upward movement is often dependent upon how willing you are to move somewhere else. Some people feel that they should be getting more for that effort. The challenge is that there’s a line of hungry people out the door that are willing to do that job that look just like you (or better than you) on paper. So the industry is a little resistant to change in that regard because they don’t have to. I can’t say I agree or disagree with anyone’s decision to leave the industry, though. That’s a personal decision.

8) Are you considering leaving your current filed or company?
No, I’m not considering leaving. But in this industry you always have to keep your eyes and ears open, otherwise you’ll miss opportunities.

9) What is your favorite social media platform?
Twitter (@cannonjw)

10) What was the last book you read? The last TED talk or other e-learning content you consumed?
Last Book: Chaos Monkeys by Antonio Garcia Martinez…fascinating look at the crazy Silicon Valley tech world
Last TED Talk: Tim Urban, Lessons from a Master Procrastinator

11) Where do you receive your news and information?
A. Print Newspaper – Never
B. Online Newspaper – All the time, largely through a series news feeds and aggregators (RSS, Flipboard, Nuzzel, etc)
C. Television – still quite often
D. Twitter – specialized and real time news
E. Facebook – personal only
F. Other – go through over 2K pieces of content per day using aggregators

12) What are your hobbies? Do you wish you had more time to pick up a hobby?
My 6-year old son and my family is my hobby. Whatever time I do have, I like to spend with them.

Professional Development Q&A with Kevin Adema

This post is the third 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

Name: Kevin Adema (@KevinAdema)
Profession: Digital marketing consultant and educator
Degree: B.A. Business & Psychology, post-secondary CAAP designation from
ICA

I was introduced to Kevin at Second Wind’s Agency Account Manager College in Chicago last spring. I was lucky enough to attend last spring’s two-day certification, where Kevin was a featured presenter. As the only agency representative in attendance that worked for a digital-only agency, I was dubious Kevin would tell me something I didn’t think I already knew.

Thankfully, Kevin’s presentation offered a wealth of new ideas and perspective on the state of digital and how agencies are falling behind. Even though I was working for a digital first agency, there was still plenty I learned and I’ve remained in contact with Kevin ever since.

Please check out his website and look into his classes on digital strategy. You won’t regret it. I hope you enjoy the following tidbits and advice from Kevin Adema.

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?
Education’s aim is always to empower and to train the student “how” to
think, “how” to learn and then, “how” to apply. My formal education paved
the path for me to have knowledge in both the business and personal realm
so in that regard, it is fully aligned with what I do currently. Are the
specifics from one course or another directly linked to my daily practice?
Not really as in my field of marketing, every day presents new issues.
Moreover, as marketing marries businesses with consumers, a marketer must
be a continual student, obsessed with learning and continually willing to
adapt.

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 didn’t have an exact ideal job in mind. I love business and I love
working with people. I was blessed to start my career in an agency as
marketing fuses my two professional passions together.

Deviations: no, not really. I’d say there were delays: Agency life can be
grinding as we get wound up in the daily ebb and flow of turning work
over. These patterns of “busy” can keep a person stuck and not growing.

design

3) What’s your best piece of advice for today’s entry-level candidates?
Be obsessively humble. Marketing is NOT about you and moreover, it’s
definitely NOT about the brand. Marketing is about understanding human
behavior and real human needs and then, filling those needs. I’d humbly give free access to our Fundamentals course to any marketing professional.

4) What do like the most about your profession?
The exact moment when someone says: “now I get it” and they get fired up,
excited and passionate about doing digital the right way.

5) What is the biggest challenge you face in your profession?
I’m battling 100-year old legacy thinking. It’s deeply entrenched into our
academics and established business protocols. Although millions of dollars
have been spent proving the “old way” isn’t working, change is never easy
even if it’s desperately needed.

6) How has your industry changed during your time as a professional?
When I first started in an agency, we still had CMYK film and Quark was
the epitome of a designers toolbox. Those are long gone and digital
has completely changed how marketing works forever. We can’t use
traditional media approaches where we talk AT an audience. Digital has
given the consumer a voice and real power. It’s a dialogue, not a
monologue.

7) Why do people leave your field or company? Do you agree with why they
leave?

Marketing is not 9-5. Burn out, stress, fatigue are all factors.
Marketing is also very people centric. Any time you put more than 1 person
in a room, there exists a good chance for drama and politics.
I’ve learned many hard lessons dealing with people. I’ve made many
mistakes but hopefully, I’ve also empowered and taught enough people to
make a difference.

8) Are you considering leaving your current field or company?
Never.

9) What is your favorite social media platform?
Any coffee shop where two people can put their mobile devices away and sit
face-to-face and talk. 🙂

If I had to choose, probably Linkedin as it attempts to stay professional
but as with most platforms, it’s loaded with content and not discussions.

10) What was the last book you read?  The last TED talk or othere-learning content you consumed?
I have a very large business library and use it frequently. The most
recent book I’ve spent the most dedicated time in was: “The Shift” by
Scott M. Davis. His philosophy of how marketers must change to become
leaders of tomorrow has inspired much of my work.

11) Where do you receive your news and information
A. Print Newspaper
B. Online Newspaper
C. Television
D. Twitter
E. Facebook
F. Other

Yes to all, but remember, reading or watching is not necessarily learning.
For example, if I read something in a certain publication that has an
inherent certain slant, have I learned the truth? NO. I’ve learned a
perspective on the truth. Read always to gain information from numerous
sources and then learn how to combine it for value. When numerous credible
sources all point to the same outcome, you have knowledge.

12) What are your hobbies? Do you wish you had more time to pick up a
hobby?
I am married to a wonderful woman and we have three beautiful kids.
Spending time with them is my hobby and of course, I wish I could do it
more than I do.