episode 65 of the dsmsports podcast w/ jason matheson of skullsparks

Best Of... Jason MathesonEpisode 69 of the Digital and Social Media Sports Podcast

Episode 69 of the Digital and Social Media Sports Podcast featured Jason Matheson, Founder and Owner of SkullSparks.

What follows are some snippets from the episode. Listen to the full podcast on iTunes, Stitcher, or at www.DSMSports.net

@njh287; DSMSports.net

http://www.DSMSports.net/


Jason's career path

Studied Industrial (product) design at Auburn and then worked at a product design firm in Germany working on hand tools

“I really learned when I was over there the definition of creativity on demand...Just like writer's block, you can have design block (too)...”



Jason came back to the US and ended up at a CoSIDA convention in San Diego where he interviewed for an internship → 10-12 interviews later, he got an internship in Sports Information at the University of Miami in 2001 working on a number of sports, including football

Jason then got a full-time job in Sports Information at the University of Oklahoma working on soccer and softball



On starting his new career at Miami

It was one of those opportunities where you got to see how good you could be in English and writing...You really see the perspective of the team from inside the headquarters, which is so much different from what the fans (and recruits see)...What an incredible experience to...have a hand in designing the Rose Bowl media guide.”



“I had an aptitude for design and Rick Hart (who worked in Oklahoma on the external communications/marketing team) had decided to create a digital area. OU really recognized the importance of digital era...In 2003, I was moved to this digital area out of the SID area...I got to appreciate what all the marketing folks go through.”

Jason worked at OU until early 2014, when he got an opportunity to go to Auburn as assistant AD for Digital

After a couple of years, Jason started Skull Sparks (sports digital consulting, specializing in collegiate athletics)



On media guides at Miami

Jason explained how they created a “digital download site” for press to have quick and easy access to resources, like mug shots, campus shots, stadium shots, etc. to “take some workload off the SID's...When I mention media guides, I can remember at Oklahoma (an incident in football)...having the media guide done...and we had a player get in trouble and we had to change 20-30 pages in the media guide. So my summer vacation got canceled...That was the time it crystallized in my mind that, had this been a digital publication...it would have been a totally different situation.”



On the formation of the digital department at OU

“Oklahoma had won the national title in football in 2000 and they had seen a huge increase in...interest in the program...It had become such a bigger deal...I think U was one of the first to understand the implications of where this (digital evolution) was headed...Nebraska, with Husker Vision, was really the forerunner of video. I would imagine that any video department now probably has some roots in that first Husker Vision foray. Sooner Vision came up as a reaction to that...You had to be a school that had the resources to be able to put someone full-time in that (digital) space.”



On how digital grew as part of the organization/department

“I think when it really started to take off is when we started to do some in-depth stuff from practices, when coaches started to realize how it could impact recruiting...To me, if you can speak recruiting and show coaches) this is where this age group is and we're going to show them what it's like to play here (via digital), that gets their attention because recruiting is the lifeblood of the program...

Marketing starts paying attention pretty quick because the recruiting fans...digital fit right in (to marketing).”



How digital and marketing objectives evolved at OU

“It was (early on) very focused on the website – bringing people to SoonerSports.com. Having people, if they (come there) to read a football article, they see a link to buy tickets or join the Sooner Club...the draw was to pull them to the school;'s official website...It's interesting to see how (the website) evolved toward (social media presence)...”



“What other company gives its product away?...I absolutely think at some point, the light bulb went on...you tend to start to look at some of the other media entities out there as parasitical because they're making a living off your product...You got a point where you realize that you could tell your own story. You didn't have to have it filtered through another media outlet. The website was really the first platform that came along that gave athletics departments that ability. Then social media and then I think (TV, direct email, others) are all platforms departments can use to go to directly to your customers...I can't imagine any other industry where you would allow some other people...to control how your product is actually delivered to your customers.”



On prioritizing digital in college athletics departments

“When you look back at why athletics departments have a communications department, (it was based on the need to) having someone handle all the media requests...it came out of necessity. Somewhere along the way, that transitioned...Now, those SIDs are really trying to promote their sports...The sports communication roe really evolved into more of a promotion role...I see digital and marketing and creative services merge together into really a brand management role.”

“At OU...we had two full-time digital people by 2007. OU was a little bit ahead of the curve then...We were starting to see other schools with resources start to pout resources into those roles full-time.”



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How social media affected digital in college athletics communications

“I can definitely remember when TheFacebook.com came out...Mots athletics departments have a lot of student staffs...and there is a huge benefit to being around that demographic...having that actual demographic...in the office was (how we learned about new media)...I can distinctly remember fear and hesitation from administration on putting our logo or anything official on any entity we didn't own. You have to consider that (with any social media platform), we don't own those...Definitely early on, there was a lot of hesitation to that. Along with everybody, we were trying to figure if this is worth devoting resources to. Were we going to get any return from (investment)?...It's hard now to think about what it was like when those first social networks were really getting started...I think where it really hit with athletics department was...that demographic was who you're trying to recruit and get to games. So it made sense to be active on Facebook at that time...for athletics departments to be active on [social media].”



Early measurement of social media ROI and analytics

“At the beginning, it wasn't analytical, and we got on it to just test it out...to see if this is something we'd be able to leverage...(But) pretty quickly we were....benchmarking against what other schools were doing...

I think with college sports you get such a regional flavor...what resonates in California may not resonate in Alabama. There is a very different feel in college sports...We were definitely looking at what other schools were doing (in social)....I can tell you right now that everybody out there is paying attention to what everyone else is doing...(and coaches are asking) Why aren't we doing this.?”

“There was a lot of resistance from traditional SIDs, I'm sure, because it just looked like more work.”



“You always have more to do than you have time..you can always do more. That's where it's very key for people to work in this space to be able to turn it off...you never get away from it, unless you force yourself to. It's a very tough cycle to get out of...

“I have to admit that, now that I've had time to really look, there are a lot of incredible things going on at smaller schools...all it takes is one or two people and you can make yourself look huge on digital...A lot of places the only thing I know about that school or that team is what I see on digital...

(Referencing OU President David Boren saying how athletics is the front door to the university):

“I would say digital is the front door to athletics...So the importance of being able to look around and seeing what is happening around the country is huge...[In curating work with Skull Sparks] I wanted a place where everyone could to check out what everyone else was doing.”



The uneasiness of moving time and resources into digital

“I totally understand the galling nature of spending several hours crafting a release, putting it out, and then seeing your digital staff put a tweet out of (a random photo)...and it's got to be galling to see something you put on for hours get thrown in the shadows because some (social media content) went viral.

“However, I'm a firm believer in giving your customers what they want. You should be looking at what is resonating and what's getting engagement, and you should be shifting resources (in response)...You're not there to give your customers what you want to give them...and they're telling you what they want. I think smart athletics departments got on board pretty quick with figuring out how to leverage social in delivering their brand...”



How small schools are capitalizing on the opportunity with digital

“You can look huge on digital and you can be a one-person operation...If you have a very talented (person) that can create great visuals, get some video together, and understands the digital space...you can project such a bigger image...I try to highlight that on Skull Sparks...

I would argue there are some teams (at smaller schools) that are putting Power 5 (schools) to shame. And they're doing it with far fewer resources, which kills me because I can imagine these larger schools that just aren't leveraging the power that they have.”



How smaller schools capitalize on moments when they're in the spotlight

“I always maintained what I call a Folder of Tears, and it was all the content you created that didn't get to see the light of the day, because you didn't win the championship...

I think that's a pretty obvious thing – big games, rivalry games, championship games – you really need to be prepared...Where I really pay attention...is the more mundane announcements.”

(Jason references how some schools did / did not capitalize on the announcement of game times and schedules for football and network schedules)



“Your fans are hungry for anything [during the offseason] and, being able to take something like (a schedule announcement0 and use it s an opportunity to build your brand, I could really tell which teams were ready for that and which teams weren't. And it's galling to see really big teams not leverage every opportunity they have to get their name and brand out there in front of their fans at a time when it's (relatively) quiet for their sports.”



On lack of resources

“Resources matter...(But) Even more important than resources is priority...For me, it's not about resources, it's about priorities...Teams have personalities and that's what works on Twitter...But I also think that extends to...(big schools) think they don't really have to (promote themselves)...But I will argue [while it may not matter as much if you're winning)...you need to be putting good will in the bank...(Wins and losses) cycle and your fans are going to stick with that program and content will resonate, if you really leverage (digital) during the good times...Yo need to have the mindset, more than anything, to make digital a priority...To me, if there's demand or need, that's where you begin to shift resources to...In an athletic department sense, you cede any (buzz with recruits) to other programs, other schools...

As any coach will tell you, it's very difficult to get to the top. It's a lot harder to stay there. There are a handful of big teams that I can think of that really work hard on staying there and do a really good job of doing that That's harder, to me, than trying to get there.”



Working as an entrepreneur and working with several schools across the country

Jason notes how much he has enjoyed getting to really see and experience the campuses and college towns, as well as getting even more connected to the college athletics community, which is so close-knit.

“One thing that I miss is being on a campus...I miss that atmosphere...I miss being part of a bigger team, feeling like you're a part of something bigger than yourself...I would say that is what drives people – being a part of seeing a student athlete succeed. Being a part of something that means so much to so many people...it's very rewarding...

But I've really enjoyed actually getting to have an idea of what's going on across the nation. Which, if you work on one team, one athletics department, you just don't have the time to do.”



“Digital is a way to bring fans closer to the program. You can make them feel like they have a front row seat. And that is extremely gratifying work. To be able to say what I do matters to people a lot...People to turn to sports for the positives. That's where they get their inspiration...it's an emotional decision (to spend money on sports)...

That's a huge point that I'd want to make. If you;'re operating in thee digital space, it's got ot be emotional. Choosing to be a fan of a team or, as a recruit, to sign with a team it's an emotional decision...I don't understand when somebody puts out a (rote text or tweet, because you're not tapping into what really draws people to follow your teams...I would underline that twice. It's an emotional decision, you need to be putting out emotional content. Content that elicits an emotion from your fans or recruits.”



“Some teams are successful and you have big games and that content comes easily. I am impressed with teams that are able to create that content when their season wasn't so good. One thing to remember, working in an athletics department, is you're around it all day. And things that are mundane to you, things that you don't give a second thought about, are gold for your fans...”



Share-able Stat: In a recent survey of marketers, 64% said Twitter marketing has led to meaningful ROI compared to just 2% saying the same for Snapchat



Jason's favorite memory from his time at OU and from his time at Auburn

At Oklahoma → “I'd have to say my best memory from OU is just spring football practice. The reason I say spring is that usually the players and coaches are more relaxed...I can remember Coach Venables [then OU linebackers coach]...he would see me and say, 'No, Jason, you're not in the right spot. You need to be over here to get the best angle...' Coach Venables and that staff understood the recruiting benefit of that content going out...it really illustrated how much they understood and accepted the digital world.”



At Auburn → “I was lucky enough to be there for Iron Bowl in 2013. Probably one of the greatest college football games...It's impossible for anybody that hasn't grown up in Alabama...to explain how big a deal that was. It was just awesome to be there...”

[“Kick Six” game]

“I would say it was like three in the morning before I finally started driving home. People were still dancing out in the streets. Fireworks were going off...”



Jason's favorite venue in college athletics and Jason's favorite building in the world

In college sports → “Because of the OU-Texas game, I would have to say the Cotton Bowl in Dallas. Probably because just the history of that stadium and, also, you got the State Fair of Texas going on at the same time...and, of course, the environment where you have seats split right down the 50 and you have burnt orange on one side and crimson on the other...Any fan of college sports, that is one of those games you need to go to and just absorb...”

Building in the world → “I would say the Ulm Minster. It's an unbelievable building...it's the tallest cathedral in the world and you climb all the way to top...To realize that generations of families....worked on that building for centuries, that just blows your mind.”



The pro sports team that does the best job in social media and why

“My niche is really college...I didn't really grow up around pro teams...I'll tell you one example where I was really paying attention was the NFL Draft. We did a deal where we compared...what the college team put out to what the drafting pro team put out for that pick...If you stick them up side-by-side...I would say, of those...only about three or four times did the NL team, I thin, have better content than the college...i would argue that, in a pro team, you have one sport, one team. In a college...you have 18-22 teams...I just prefer the college environment...

From that NFL Draft, the 49ers and the Falcons had some really cool content...Then there were some teams that I was rally disappointed in. I thought 'You've got all the resources in the world and this is what you put out?' I was blown away...”



Except for the schools Jason has attended or worked for, which college's fans are the craziest and why?

“Being an Auburn grad, I would probably throw out Alabama. They have some to cheer for sure...But, honestly, I would have to say, across the board, LSU fans. Every time I'm down there, I think 'This is the best place to be when you're winning and probably the worst play to be when you're losing...' They're extremely passionate about LSU and I think, by far, those are the craziest fans I've been around...LSU fans are by far, to me, are the most irrational, crazy fans and I love it.”



The best college football player Jason has seen in person

Adrian Peterson at OU → “His athletic ability, everyone knew that from day one. But I watched him come in as a college freshman and he could barely speak to the media...By the time he left Norman and now in the pros...incredible to see that transformation and how he opened up...I actually will go back to that 2007 Fiesta Bowl against Boise State...Everybody is in shock, the place is going nuts. Boise State fans are beside themselves and we're walking off the field...and I can remember, we had a player named Jacob Gutierrez...everyone had their heads hung. And Jacob walks up and starts shaking hands with some of the Boise State fans. It gives me goosebumps just thinking about it now...It changed the demeanor...the Boise State fans started congratulating him on an epic game that it was...To me, it was such an incredible display of sportsmanship.”



The more bitter rivalry – OU-Texas or Auburn-Alabama?

“This is actually a very, very easy answer...This is the difference – you do not have to live, you do not have to go to school, you do not have to work with, or go to church with those people after you lose a game to them. They go back to their state...Auburn-Alabama, you cannot get away from those people. You are going to see it 364 days until the next game...That rivalry is just so ridiculous. It's very difficult to explain to people that haven't lived in that state. There's no pro team,s so nothing else matters. There's class warfare..That rivalry, by far, I just don't understand how you can compare that to (any other)...”



The best food to get at the Texas State Fair

“If you've ever been to Texas, you know it has to be fried. They'll fry anything that isn't moving there. And, usually that game is going to kick off at around 11 because, honestly, I think they don't want the fans near other later in the day after everyone has drank, drunk, or whatever...And, of course, staff, you're getting there super early, so it's incredible to have a Fletcher's Corn Dog at six in the morning, or whenever you get to the Cotton Bowl. However, I will say the best food ever is after you beat Texas and you get to have like fried ice cream or something crazy like that. It just tastes sweeter because you're watching all the Texas fans file out.”



Jason's #1 tip for effective digital design in college athletics

“I think, absolutely, that you need to know your customer and design for them. I see a lot of content out there that looks it was designed for the athletics department, and it's what the athletics department want to tell their fans. I think you need to understand your customer. If you're trying to recruit, you need to produce content that resonates with recruits. Well, what does that mean? It needs to visually grab their attention. Generation Z has a 2.8 second attention span. And if you're not creating a video that gets right to the point, if you're not creating a visual that grabs their attention amongst all the other competition that they're looking at, you don't stand a chance. You absolutely gotta know you're designing for your customer, for your audience.”



Where does the name 'Skull Sparks' come from?

“Well, we wanted it to be memorable, obviously. It's kind of a two-fold idea behind the name. We want to be able to assist our clients, spark ideas for our clients on how to spark ideas in their fans' heads. We want to show them how to get people thinking about their team. How to hook their attention, how to evoke some emotion, and how to move them to action. We want to spark ideas, not only for our clients, but to help them spark ideas in their fans' heads. Or their recruits – we want to spark ideas in signing with that team, or as a fan – supporting that team. Or as a donor – giving gifts or buying tickets for that team...We wanted to have some meaning behind it.”



Which of Jason's two former employers will capture a College Football Playoff title first – Auburn or Oklahoma?

“You need to be in the hunt and a lot of it has to do with scheduling and luck...I kind of tend to think Oklahoma (will)...the consistency of that program...the tradition with that program...If they can maybe stop having to play Clemson in the postseason, that'd be great.”



Jason's Social Media All-Star to follow

Michigan Athletics –> “They are one of those programs that realizes that they are a Goliath and yet they leverage digital and they're extremely creative with it.”

“And I really enjoy following Brian Wagner (@BrianRWagner)...Being a big program, you have all those resources, you have great content to work with. But they are consistent day-in, day-out across all their sports platforms...and I know exactly how difficult that it is to do. He also has a lot of analytical, insightful stuff he'll put out on his Twitter.”

Also, @KyleBabson → He is one of those guys that I read his blog posts...and it really makes me step back and think from a longer view...much deeper into what we are trying to accomplish.”



Where to find Jason and Skull Sparks on digital/social

Jason is on Twitter @JasonRMatheson

Skull Sparks is on Twitter @SkullSparks, also on Pinterest, Instagram, YouTube, and more and SkullSparks.com



Thanks so much to Jason for sharing his time, knowledge, experience, and expertise with the Digital and Social Media Sports podcast!

Listen to the podcast and find more episodes and content on iTunes and at www.DSMSports.net.

You can also follow me on Twitter @njh287


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