smss boston2015 ty_scheiner_1
TRANSCRIPT
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Case Study: 2014 UMass Football
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Ty Scheiner @tscheine
@UMassFootball
Social Media
Director
Social Media
Manager
Grad Student, MBA
Candidate 2017
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2014 Umass Football Challenges
▪ Decrease in brand awareness & fan support
•Jump from Football Championship
Subdivision (FCS) to Football Bowl
Subdivision (FBS)
▪ Disconnect between Football team and other
campus entities
▪ Deflecting negative on-field attention
▪ Coaching Transition
▪ No true social media strategy
@UMassFootball
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Getting All Of The Campus Involved
▪ “Buy In” from the coaches
▪ Involve other campus communicators
•Academia
•Admissions, NSO groups
•Band, Cheerleading, Dance Team
•Student Groups
▪ Alumni
▪ Fans
@UMassFootball
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Telling a Story Through Music
▪ Created Snapchat
account
▪ Incorporate Music
into strategy
▪ Snapchat Videos
•SMC
▪ Team Chemistry &
Culture
@UMassFootball
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Telling a Story With Our Fans
▪ Game Day Snapstories
@UMassFootball
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Telling a Story Community Service
▪ Partnered w/ Team Impact
▪ Boys and Girls Club
▪ Bone Marrow Drive
@UMassFootball
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Engaging Content
▪ Informative
•Devoted Football Fan
•Stats, Awards, Performance
•Casual Fan
•Fun videos
•Student Athlete Success
•Future Fan
•NSO @UMassFootball
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Engaging Content: Stats
@UMassFootball
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Engaging Content: Stats
@UMassFootball
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Engaging Content: Sam Minuteman
@UMassFootball
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Engaging Content: Academics
@UMassFootball
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Engaging Content: Academics
▪ High engagement
▪ Resonates with each
audience
•Students, Fans,
University, Parents
▪ Important for Recruiting
@UMassFootball
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Building Campus Community
▪ New Students
▪ Residential Life
▪ Sustainability
▪ EPA GameDay
@UMassFootball
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Providing Consistent Content
@UMassFootball
#WorkoutWednesday #ThrowbackThursday #FridayFocus
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Recruiting
▪ SI Graphic Covers:
•Get Recruits excited
•Feel special
•Something they can ‘show
off’ to their friends
•Encourage to engage with
us socially
▪ Signing Day Coverage
•Highlight incoming class
•Educate fans on players
@UMassFootball
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Recruiting
@UMassFootball
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2015 Preview
@UMassFootball
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First Year Results
Growth
•Increased 19%
•Increased 41%
•Increased 418%
•Snapchat
•Increased 562%
Engagement
▪ Game Day Content
•Post Game From
Whip
▪ Weekly consistent
content
▪ Off-field content
▪ Fun/Engaging
Content
@UMassFootball
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What We Learned
▪ Engage/Respond to fans
▪ Highlighting the athletes off the field
•As students, study hall, community service
▪ Utilize Sam and humor
▪ Collaborating with other teams
•Dance, Cheer, Band, SGA (EPA Challenge)
▪ Fans liked consistent content
▪ Be creative & timely
▪ Winning always helps!
@UMassFootball
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Mascot: Sam The Minuteman
•Bring personality to the UMass brand
•Engaging •Prospective students
•Current
•Faculty
•Alumni
•Raise awareness for other campus departments •Sustainability, Research, Amazon
@Sam_Minuteman
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Mascot: Sam The Minuteman
@Sam_Minuteman
- Listen & Engage with audience
- Be genuine
- Encourage conversation
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Mascot: Sam The Minuteman
@Sam_Minuteman
Over 10,000 reach
4,000 views
Over 250 engagements
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Mascot: Sam The Minuteman
@Sam_Minuteman
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2015 Preview
•Snapchat
•Filter
•NSO - Snapchat Stories
•Dubsmash
•Release during training camp
•Student Athlete
•New Version
•2015 schedule graphic
@UMassFootball
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2015 Preview
@UMassFootball
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Questions?
@UMassFootball