episode 60 of the dsmsports podcast w/ kyle seay of tcu athletics

Best Of...Kyle Seay on theDigital and Social Media Sports

Podcast

Kyle Seay, Social Media Strategist for TCU Athletics, was the featured guest on episode 60 of the DSMSports Podcast.

What follows are some snippets from the interview. Hear the full episode on www.DSMSports.net or download it on iTunes and Stitcher.

Enjoy...

@njh287DSMSports.net


PodcastKyle's career path

Attended Clemson, studied Sport Management under Parks, Recreation, Tourism, and Management → Was required to do an internship, so interned at the Clemson Athletics ticket office

“I basically walked in the office and (asked) if they needed any student help...I looked up and had to get another internship (the next summer) and reached out to...Wofford and worked (there) for a summer. It was such a small department that it was really hands-on and I got a lot of great experience.”



PodcastThe guy Kyle worked under at Wofford went to TCU while

Kyle finished senior year at Clemson → He then contacted Kyle atfter he had graduated at Clemson and offered him a graduate assistant role at TCU (earning his master's degree)

Kyle did two years at TCU as a GA → Kyle's first full-time job came at Oral Roberts University (in Tulsa)

“It ended up being just a two person staff. The really great thing was that I learned so much because I had to.”



PodcastKyle then went to University of Houston Athletics in October 2010

“Houston really taught me to think externally...to start thinking about revenue...What can I do in my (media relations) job that can create revenue and start to think in that way. We really had to think outside the box out there...We were trying to get in a new conference (too)...”

[Kyle talks about leading the PR efforts for start QB Case Keenum]

Kyle then went back to TCU Athletics, working in media relations

“I kind of started doing my own thing with the social (and) people started taking notice”@njh287

DSMSports.net


PodcastOn the growth of social media during his career

“It really hit while we were at Houston...I don't know that I realized I was a) serious about it and b) really enjoyed it until I got to TCU...At Houston we were (used to) thinking outside the box...and when we got to TCU, we just kept doing it...There wasn't a whole lot of focus on it (then), so I rally started getting into it...

TCU football was a little bit more guarded than most of our programs, so I met with my boss and...took things over...In the meantime, my boss and I were talking about moving me to a digital position...”



PodcastOn the value of working in schools/departments of all

scopes and sizes

“Absolutely (it helped me)...Working at all these different places...Having to do so much while I was (at the smaller schools) and (it improved) my work ethic...I think Houston was the biggest for my development because there was a lot of pressure there (on the communications staff)...it made you feel important, like I'm serving a purpose here. I learned so much there...Houston is so tough, too, because of the market there...you're trying to set yourself apart (from all the pro teams and Houston being a commuter school).”



PodcastOn the intersection of sports PR, marketing, and branding

“When I first started, there was Facebook, and even then I don't know that teams were on it...I really got in the business before there was social...Everything changed...And if you didn't evolve with it, then you were irrelevant...You have to stay on it and you have to keep learning. It's amazing that it went from this (“stat guy”) media position to, all of a sudden, you're pushing out all this content to the fan base and telling stories (to elicit emotion).”



PodcastTCU Athletics' brand and how they differentiate from all the

other Texas schools

“TCU is just so unique...If you just walk around TCU, you understand why it's so special...TCU is so unique from those schools in that you've got the purple, you've got the Horned Frog, and you have the frog scales design. It's a private and very small school, but look at what we're doing in athletics. And the academic side keeps improving (too)...

The place is just growing like crazy.”



PodcastFootball has obviously been a really big part of that...What makes TCU different?...That never-give-up attitude...As far as having a consistent brand...that has been a huge emphasis for me in this position. I do want to have all our accounts have that look..for people to immediately see it and know that's TCU. We're working on that...to have that consistent look and have it still be appealing.”

My position is really with University marketing and communications...I meet with the whole University marketing and communications staff once per month...We have brand ambassadors – anyone (associated) with the brand on campus...I'm very aware of the brand and standards...and I want to incorporate those and make it look appealing at the same time.”



Podcast

On football helping TCU gain popularity, as a front porch for the University

“Athletic success has obviously been huge for the University...the good thing is that the University embraces it...I think we do a really good job of working together (athletics and university)...A big part of that is the Chancellor...and a big part is the football success...



Podcast“The University did a study recently asking enrolling students the images that most relate to the University...this year, the second [most common] thing they listed was Athletics (86%, compared to 70% a year ago with the fifth highest image)...We touched on this in the marketing and communications meeting. On the academic side, they mention that when TCU went to the Chick-Fil-A Bowl in Atlanta, they saw a huge increase in applications from Georgia (same with the Rose Bowl and applications from California)...

Sports does provide that front door to the University...it's great that I am kind of the middle man here and I get both sides of it because I think it's important that we all work together.”



Podcast

Helpful Tool: TwitterCounter.com; freemium tool to track follower growth for any Twitter user



PodcastOn maximizing football season for TCU attention

“(This year) TCU was #2 [in the preseason rankings]. Boykin was a Heisman preseason front-runner. I told myself I don't know that we'll have this much preseason attention on us (ever), so we have to capitalize on it...We have already started planning (for next year, even)...Everybody is dying for football content...so it is rally important that we deliver on that and come up with unique ways to do that.”



Podcast“TCU football is our biggest account. Things just absolutely

blow up on TCU football...we just try to incorporate our other sports (too)...I try as much as possible to tag those (other) sports accounts (from the TCU Athletics account), so you try and push people over to those (other sport) accounts...Football is the driver and so, even at (non-football) events...we (use football) to help our other sports.”

(Kyle talks about bringing the Alamo Bowl trophy to a basketball game this year to drive attendance)



PodcastHow TCU kept the buzz going off their incredible Alamo

Bowl comeback win (came back from 31-0 deficit, missing their star QB Boykin)

“Leading up to the game, we had a lot of plans...we had this really nice video that we were showing at the Alamo Bowl and it was so well-done...The plan was, if we win, we're going to take this video and throw in Oregon highlights at the end of it...it kind of coincided with season ticket renewals (the week after the Alamo Bowl)...(Our marketing staff) worked hard to push that renewal date earlier, so you CAN piggyback off that success...



Podcast“We had these plans and then the game starts and you're

sitting there (with uncertainty)...The game was just so crazy.”

Kyle talks about putting out a GIF of photo and a recap video with strong verbiage and emotion from Coach Patterson speaking about fan support at the Alamo Bowl trophy presentation

“(That video) got a million views...I've never seen anything like that. We were really pleased with that.”



PodcastCreating content on the fly

“I like to keep things fresh, but on-brand...For football, for scoring plays, we would have a (pre-prepped) GIF and for [the athletics account], we'd have a graphic...and then we come up with fun things (too)...I have a little folder on my desktop like 'This would be fun if this happens...' And then we have a partnership with Snappy TV or on-the-fly highlights.”

[Kyle talked about holding back a GIF before halftime, reading the vibe of the game and the fans]



PodcastPreparing for a win or a loss with TCU down 31-0 in the

Alamo Bowl

“I was thinking ahead – 'How are we going to handle this after the loss?' You emphasize the season, you emphasize the fight...This wasn't new for us this year (though; Kyle cites other comebacks)...We start the second half...and I just had that feeling...and then we just started rolling...Then you get in the zone and it was a whole lot of fun.”



PodcastHow TCU dealt with the 2014-15 season and TCU being

controversially left out of the College Football Playoff bracket

“I was still in media relations (then) and the secondary football contact, running the TCU football account...I had these really sweet playoff graphics ready to go...We had the splash page on the website ready, the social stuff...(after seeing Ohio State destroy Wisconsin, Kyle made some 'back-up' graphics in case they got left out)...Coach Patterson handled it perfectly...It was a tough situation...”



Podcast

“I know my boss was really pushing (TCU's playoff case) on his end...through traditional channels...

[Kyle talk about having a great Heisman finalist graphic ready for Boykin, too]

(I learned) to always be prepared...(you can't) be caught with your pants down. That is your moment to maximize that exposure. It didn't work our way, but Coach Patterson handled it great...”



PodcastOn rallying fan outcry on social media around the playoff

selection

“It's a fine line. I think definitely our fans should be out there explaining TCU's case. And they were...As far as where we come in on that, I think you have to be careful with it. Especially in college athletics...Your fans will have your back regardless, so I think TCU taking the high road there – I think that is what TCU is about. I think that kind of embodies TCU.”e...but that is really two (frameworks) for starting a company.”



Podcast

Share-able Stat: 84% → In a survey of 100 teens across the country, 84% said they rarely or never view Snapchat Live Stories



PodcastIn brief, the genesis and success of the “Frogmoji”

“It's an emoji keyboard...Their actual app (TCU worked with) is called Yourmoji...These guys have been unbelievable...(They flew out to meet with TCU and attend a football game)...I see this as really just trying to have fun with our fans...We try to come up with fun content...

We have this frog called a frog horn. It's this huge horn and it has this face painted on it and it's a tradition at TCU that when TCU scores a touchdown, they blow the frog horn. So we actually had the frog horn turned into a bunch of different emoji...and we could add GIFs (to the keyboard; including right after live plays)...we've had about 12,000 clicks (on the download link)...It's been really fun...It's been one of the favorite parts of my job.”



PodcastWhich college football program besides TCU stood on

social media in the 2015 season and why?

Clemson football --> “They just killed it this year. I think they changed the game in social media. You think you have it figured it out and then, boom, Clemson football brings it this year...The stuff they were cranking out was unbelievable...The graphics...I love how consistent the branding is...And then all of a sudden they bring out Vine and they have a score overlay each quarter on these Vines...



Podcast“My favorite is 'The Dream...' It's basically this

kid...watching clips of runs down the hill...and then you see him open up the mailbox (being recruited)...it look like Hollywood produced it...What Clemson does (best) is the way they re-purpose their content...they kept re-purposing this content to where...they go to the National Championship game and then they can pull out The Dream video. Talk about coming full circle...”

“One awesome thing they did, as well, is, once all the eyes were on them...they told (fans) what Clemson was all about (as a university, too).”



PodcastThe most memorable sports event Kyle has covered for social in his

career and why

“The baseball regional last year (2015)...[Kyle ran the account for baseball]...TCU had a crazy post season the year before...The stadium is called Lupton Stadium, so this “Lupton Magic” (motif) started being a thing...TCU Was down 7-1 in the 8th inning (in a decisive game)...and this crazy eighth inning happens. I swear this field is magic. All of a sudden you find yourself in the zone...I think it's smart to follow your fans, so you can see what is going on (with the,m)...and this Lupton Magic (hash tag) started taking off and it was really fun.”



PodcastThe TCU student athlete and TCU coach that does the best job on social media and why

(Student athlete) → Josh Doctson (WR, football): “I thought he did a great job (this year). He was very authentic...His emoji game is on point...He had a really heartfelt post, almost like a letter, to the fans (After a season-ending injury) and it just blew up. It was really cool...[Kyle also mentions how Josh tweeted to 'Remember him as a walk-on, not an All-American' and how that resonated emotionally with fans]”

(Coach) → “Our baseball coach, Jim Schlossnagle....He tags people properly and he's a really good influencer for us.”

Kyle also shouts out TCU AD Chris Del Conte, who is “super-responsive” on Twitter, even during games

“He continues to pump the message [that] 'I'm here for you.'”@njh287DSMSports.net


PodcastThe #1 lesson Kyle has learned about social media and

sports in his career

“It's nothing necessarily with social media...It's more, for me, just to keep pushing. Keep pushing for what I believe in. I take such pride in my job. I run into a lot of road blocks, (but) keep pushing (and) keep working...If I never would've volunteered to take over the TCU football account, I wouldn't be in this role...I really never knew what I wanted to do...but I've truly found what I want to do now.”



Podcast

The sport besides football with the craziest fans at TCU

Baseball → “We have a huge baseball following and it's a lot of fun...Baseball and TCU really fits. It's Texas, it's wear your cowboy boots (and) country music. It's a really fun culture and (the team) has been so good.”



PodcastThe best food to get around the TCU campus

Railhead BBQ → “The best BBQ”

Fuzzy's Taco Shop → “A little of that taste of Texas.”

Kyle admits he usually just walks to Chick-Fil-A!



PodcastThe best or most unusual TCU sports tradition

Riff-Ram → “It's part of the fight song...TCU is such a unique place. That has been kind of a chant for years and years...Our marketing director has really embraced that...He took riff-ram (it's a song)...[and] we used this video company that put this unbelievable video together of people getting ready for game day in the community...(there is) this big build-up and then it goes silent...(ending with) Gary Patterson going “Give 'em Hell, TCU!' (part of the fight song)...We released before the first game in 2014..and then put it on the video board every game...It started with Gary Patterson and then we (replaced him) with different people all season...and it became this thing of 'who is it gonna be [this game]?'...”@njh287

DSMSports.net


Podcast

The TCU student athlete we'll all be talking about in 2016

Quarterback Kenny Hill

Also wide receiver Kavontae Turpin → #TurpinTime



PodcastKyle's social media all-star to follow

Jessica Smith (@WarJessEagle) → “Somehow I came across her on Twitter and it....brought me into this digital world. The great thing I love about following her is that pretty much everything she posts I can relate to...it's almost like you're in this forum together. And her blog is great, too. I have shared her blog with my student team.”

[Kyle mentions how he felt like he 'made it' when Jessica featured on of TCU's posts in a blog)



Podcast

Where to find Kyle and TCU Athletics

Find Kyle on Twitter @kseay5

For TCU → @TCU_Athletics on Twitter and also on Facebook, Instagram, Snapchat, and all other major platforms



Podcast

Thanks so much to Kyle for joining the Digital & Social Media Sports podcast!

For more info on the podcast, check out DSMSports.net and follow me @njh287
