episode 79 of the dsmsports podcast w/ kirby garry of csu monterey bay athletics

Snippets from Kirby Garry on the Digital Snippets from Kirby Garry on the Digital and Social Media Sports Podcastand Social Media Sports Podcast

Episode 79 featured Director of Athletics for Cal State Monterey Bay,

Kirby Garry.

What follows is a collection of snippets from the podcast. For the full episode, visit DSMSports.net

@njh287 DSMSports.net

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Kirby's Career Path

Grew up around academics and sports → Competed in several sports and played football at the University of North Dakota, then became a coach → Became grad assistant at University of South Dakota, studying and working as Recruiting Coordinator and Receivers Coach

After getting married, his we got hired at Idaho State University where Kirby met the AD there Jim Center, and Kirby got hired into an unpaid job working for the university's fundraising foundation



Later moved to Washington State, where Kirby worked in the volleyball program and other roles → Then took a job as a Marketing Assistant at Cal State Monterey Bay – now in 3rd year as Athletic Director

Kirby got involved in NACDA early on and that helped his professional development

“I fell in love with the university and the vision and the mission of the institution...I just really believe in what we're doing here and the chance to be the AD here was one I went after hard when the opportunity presented itself.”



On going from Washington State to Cal State MB

“We were very much just involved in volleyball and I worked in a few other areas of the department that touched volleyball...It was a family decision to move...It was great to get exposed to (the level o the Pac 12)...

I grew up in the footprint of a strong division two conference in the Midwest...It's all I've ever known, and to be able to be in an institution (like CSU MB)...To be able to put (my) hand prints and finger prints all over it and developing programs and creating programs from scratch...I value the balance that (division two) brings...I feel lucky to be where I am. I skipped a lot of steps, professionally. But I think it is because I have really owned whatever role I have had growing up in administration. And certainly here at CSU-MB, (it was) to gain the trust of the senior administration...”



On taking over the athletics program at CSU-MB

“I think getting hired internally is certainly different than getting hired and walking in the door..I've just tried to be myself and continue the momentum and continue moving the needle...There's no grand changes, we're all just trying to keep thing moving. But I think I do have a sense of our history and where we've come from...I think I just have a sense of all the work that people have put in before me, too. Just trying to keep the best people here...and keep the department moving forward...For people here, I'm still Kirby. I'm just the athletic director now. But it' different...All of a sudden, you're looked at to make a decision or two. Or show up to a few more meetings. The sense of responsibility is something that I don't think you get it, until you're there. You can try to be as knowledgeable as you can and position yourself to be ready...I feel a responsibility every day to create the best opportunity for (the coaches and student athletes)...”



Measuring and evaluating success for their athletics program

“It's probably trying to find your way in what can be a really scientific, data=driven approach to...it's an art and a science both. I think number one is communication. For me, it's about communicating openly and honestly with our head coaches and with the vice president...and our president. It's keeping open lines of communication to find out where we are. I want people to over-communicate...I need to be able to tell the story of what's going on in our department to the senior-level administration at CSU-MB. I need to be able to do that as a national and conference level.



“It's really doing everything I can every day to know where our challenges are, where our successes, and really coming up with that narrative of who we are. I think that's so important, especially at our level. You just have to build n hat your resources are, and build on your strengths...It's really – capitalize on the strengths that we have...and be here for our students every day...”



Helpful Tool: Snapseed, awesome photo editing and touching up app



On 'making the big time where you are' quote from former Pacific Lutheran head football coach:

“The whole idea is it's a place in your heart. It's not a facility, it's no a location. It's a place in your heart. That has really stuck with me...To embrace that, especially the division two level in the small college athletics level...Our facilities continue to evolve, we're on an old army base. But we're right off highway 101, right in Monterey Bay. What a great place to make it big-time.”



Making due with fewer resources than the major D1 schools

“People say it all the time – no matter where you're at, you don't have enough money...It's about understanding who you are, where you're at, and what's important...We want the best possible experience for (our student athletes) and I think it's becoming more complicated...focusing on their wellness, their health, and (their academics)...Budget is a big one. We're the lowest-funded college scholarship program in the CCAA (their conference)...Can we get there?...Hopefully...Where we were ten years ago, we had no scholarships. We're light years from where we were...



“We can recruit hard and train good kids and develop them...and then if we're (performing well) when those kids are juniors and seniors, we'll (have success)...But of course we have a lot of facility needs...We're spending (resources) tearing old buildings down left over from the military base....(Kirby references several new buildings and projects)...We have these transformational projects that are happening...that are just institutional projects. So where we do fit in in that master plan for athletic?...Where does athletics fit and what do we need to look like? And I don't think that was a conversation we had ten years ago..So being in that (university-level) conversation excites me...to move the needle...having some vision, and doing the best we can on a day-to-day basis.

“What I think I need to do every day is really keep my eye on the future, so I can position our department to grow with the university, and be part of the fabric of the university...so we can provide the service and support to our students...as students, and not just athletes, on our campus...”



Building brand through digital and social, telling their own story

“We tried to create an identity in the digital and social space. Because it is a level-playing field...I hope we're looked at as early adopters in some of the social things we did as a division two institution, that everyone has caught up to now. But we looked at it as a differentiating factor (and Kirby mentions talented student staff and other staff)...we sat down and (discussed)how do we make this look big time?...Student athletes are on social (media), they are on their phones. They're feeling good about what we're providing them in terms of support...I think early on, really strategizing and planning our work on social...We certainly did take to it earlier than some, and made an impact.”

(Kirby notes how their women's volleyball got televised on CBS Sports Network, thanks to their strong social media presence to get their attention



Distributing live video content of sports

“Regardless of where you're at, the expectation is that there is a video stream of your game. That's the expectation now...Within our league, we've tried to be early than that. We've done some multi-camera productions in our Kelp Bed [venue]...and do a mini-production and stream it online...We're working with Stretch Internet to help us grow our live online platform...It's also an infrastructure thing...

There's no doubt the video component (is a big opportunity)...We're trying to make moves in that market...because it's an expectation...(and to win over recruits)...” [Kirby also notes the opportunity to drive sponsor support, as a school and/or as a league and to bring in more revenue)



“Really, it's about awareness. To us, it's not about making money. Maybe breaking even would be great...”

“But if you don't build it, if you don't have the assets to promote, then you're never going to monetize it...You've got to get your production up to a level, where you feel good about it. (Kirby notes how they'll start integrating sponsors into some social/digital this year)...We've dabbled with monetizing some of our digital inventory last year with a Student Athlete of the Week award...[Kirby noted the success adding a dedicated Subway partner to that last year and how that helped garner sponsor interest]...We earned a little more money this year than we did last year...”



On corporate partnerships in D2 level

“I think the shining example of a division two school operating at a high level is Grand Valley State. They handle it all internally. They have true radio networks and a great platform for their video, and a stadium that they're filling up with 16-17,000 people on a Saturday...I think you're starting to see some companies try to approach our niche...the small college niche...because we're probably not in the Learfield world, even though a lot of us are on Sidearm, which is a Learfield company and some of our licensing stuff is now with Learfield...



“We're just doing our own thing right now internally, but would be open to outsourced help? Sure. Because we hve short staff and we have to get the fundamentals done first...At our level, collaboration at the conference level – 13 California institutions...I think we have leverage. But we haven't done that as a conference...to get together, to see if we have some shared inventory...That' on us, as athletics directors at universities to start driving that..

[Kirby also talk about the process of building a cohesive connection among the CCAA schools and alums)

“NCAA Division II has done a great job of creating partnerships to get more broadcasts for our sport. But I think at the conference level we're all looking at (managing digital rights)...”



Maintaining standard of quality for broadcasts throughout the conference with varying resources and infrastructure

“There' no doubt, I think it'll take some investment from a conference-wide positioning, in terms of what we want. I think we need to go through that, the CCAA, as a group. Who is our target audience What are we about? What is our story?...We're trying to come out of the West in the regional model of division II In our west coast area, where are we? Where do we sit...We have t spend some money to get us up to par...



“Our campuses are small and humble and don't have a lot of infrastructure...so how do we get (consistently quality production)? But I think technology and the level of expectation people have, and some of the platforms that are out there and the vendors that are out there supporting schools like us. They make it really turnkey. They make it real possible to put a really good show on with equipment that we can afford. It's just about making it a priority, I don't think we have to spend a bunch of money to get our places up to speed...But I think there's a level (of production quality)...There's a lot...But I think our website, if you pull together website, social, and you add video into there slowly...(starting slowly)...It' little by little, but I'm a big proponent of (going at it) at the conference level...”



Adopting new platforms with limited resources and ability to spread thin

“We're just trying to do a serviceable and really good job with the platforms we're already on. You've got to keep your eye in where everybody's at...But we just try to keep it simple. And invest in photography. Invest in finding students or local folks that want to come to the game and shoot the game...And leveraging the talent that you have (particularly current students)...We do sit down and talk about it. We are planning our work and scheduling out what we ant to do and how we want to approach things...At the same time, some of it is just trying it. Does it work? Did it seem worthwhile? Do our students like it? Are our coaches into it? Is it helping us in some ways?...Really just try and do a rally good job on a few things....We can't be everywhere...”



“You've got to be disciplined and understanding what you can do...I always want to be everywhere. But sometimes you just got to take a step back and just improve what you are doing...And, again, try to leverage our strengths. The more we educate and involve our coaches in telling our story and having some kind of presence on social, the more we all work together in that fashion. Then we can all collaboratively tell our story...And let it be grassroots and fun and let the story jut come out. Don't overdo it and over-think it...those situations present themselves...”



An average busy day as AD at CSUMB

“You try to be everywhere, you try to be present...You can't be everywhere. But I think, (with) social media, you can acknowledge and be present a lot more on social than you can physically...I send a shout-out to our teams on the road...I am hoping they see that...That's one way I show presence (and that I care)...A lot of our competitions take place during the day...we don't have any facilities on our campus that have lights., We don' play at night. I don't travel too much...It' a way of life, there's no doubt. Working in Athletics...But it's not a job, it's a career...To me, it's just what we do...”

[Kirby notes the work-life balance in division two, possibly tougher at a higher D1 level]



Share-able Stat: 31%; the percentage of app usage that was attributed to Snapchat at an Ole Miss-Auburn football game



The biggest lesson Kirby learned as a GA at South Dakota

“Be seen and not heard. Show up every day ready to go...It was a great lesson in being resourceful (working so many hours and balancing classes) and showing up every day ready to work...Just showing up and being in the room. Being around, keeping your eyes open and learning every day.”



Tell me about #SCAChat, how it started, and how great it is for the community

“This goes to the power of social media. A Twitter community that already was developing, and Jim Abbott at Oklahoma City University reached out to myself and Ryan Ivey at the time...And said (he had) this idea...And said 'what about doing (a chat) for our space? (inspired by #sbchat)...Three years late,r now we're kind of saying 'where do we fit [with Twitter chats]?'...It's been an amazing way to connect with people and grow your professional network. And probably provide more value than we thought was ever going to happen; for ourselves, too. What you learn having those conversations has been amazing. It's been a great resource for our community in small college athletics...”



The social media platform that has most helped CSU-MB Athletics and why

“I would say Twitter, probably because that's what I was drawn to first, personally and professionally..Our activity on Twitter, and Twitter being our entry into social media, allowed us to attract a game of the week on CBS Sports Network...Our work on social media...trying to differentiate ourselves and stand out...And ROI – what's the value of CBS Sports Network showing up?...And shining a spotlight on Cal State Monterey Bay...”



The D1 school[s] whose athletics content Kirby most likes

“I'm drawn to all of it, there's so much talent out there, now...I'll default to my buddy Chris Freet, who is now at Arkansas...They do a great job, but there's so many. Everybody's doing great stuff. It's quite a game to keep one-upping each other. The recruiting angle that all these premier programs are taking with their content, with images and video – it's inspiring...”



The NCAA that does the most with their resources with their social media content, fighting above their weight

“I won't even pick a favorite. It's really fun for me to see all of us improving what we do, and getting away from some of the traditional sports information. There's some levels of that that's absolutely necessary at all levels. But I've just really enjoyed to see all of us take a page out of the book of big schools and/or just evolve, like we should, and really be intentional in the space that everybody's in right now...I'm just proud to be a part of a group in division two that is really improving in the area and providing a great experience for our student athletes...”



The most popular / Kirby's favorite piece of content from his time at CSU-MB

Kirby describes an April Fools' joke around having FIFA violations in their soccer program and did a mock press conference and it go a bunch of hits → “It was really orchestrated by a web services staff member...(all leadership signed on) It was really like a press conference of us accepting these FIFA violations; which, in no way, would hey really have authority over CSU-MB soccer...We got some fun hits out of that deal..”



The skill Kirby wishes he had or were better at

“I have zero surfing or skateboarding skills and I have two young boys and girls...I think that's my envy...”



The best food to get around the CSU-MB campus

“We're still developing this are around campus, we're a little bit isolated. The fun thing right now is we have a new& improved food truck on campus called The Hungry Otter...you can get a burrito for $4, so it's a good deal...(for on campus)

(For Monterey Bay / Carmel) → Fish tacos, especially at Turtle Bay (a Caribbean twist on burritos and bowls)



Which Otters team will next win a national championship?

“We're doing everything we can to compete in the top half of our conference, which is going to position us for regional play. IF we can survive the west, we've got a great chance to win a national championship in a few sports. We've been there, done that with men's golf in 2011...Our golf (teams) are in position to be successful...Softball has been real close...Baseball had another great run (last year)...Men's basketball was in position last year, at the conference level...That's our goal every day (to win a national championship)...”



Kirby's Social Media All-Star to Follow

“There's a whole community of influencers...One of my early ones who led me to a lot of content was Gary Vaynerchuk (@AskGaryVee) – just all the content and all the messages he has...

“Right now, Erik Qualman [@qualman] has really positioned himself within the division two space. He's got an agreement with NCAA II to provide a lot of education and career development kind of things. He's doing some really neat stuff for our level...that's available at conventions and meetings that we have...

“He's really put himself in a place to really support division two and rally support our student athletes on the education side...how to promote yourself and how to really thin about your digital resume, and think about positioning yourself for a career, while you're a student...



Where to find Kirby and CSU-MB Athletics

@KirbyGarry on Twitter#SCAChat is every Sunday at 9pm ET / 6pm PT

@OtterAthletics on all social platforms



Thanks very much to Kirby Garry for sharing his experience, knowledge, and stories with us on the Digital and Social Media Sports Podcast!

For more, visit www.dsmsports.net and follow me, Neil Horowitz, on Twitter @njh287


http://www.dsmsports.net/

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