University of Miami's Chris Yandle on the Digital and Social Media Sports Podcast, episode 2

2
Digital and Social Media Sports Podcast,
Episode 2 with Chris Yandle of the University of Miami Hurricanes
What follows are some insights, snippets, and
quotes from episode 2 of the Digital and Social
Media Sports Podcast...
Listen to the full episode on DSMSports.Net or check out the
podcast on iTunes!
@njh287
DSMSports.Net

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“When I started, media guides were still printed,
game notes were 100 pages.
“College websites began as digital newspapers,
now websites are 24/7 news networks. That is a
microcosm of what has happened to our industry.”
@njh287
DSMSports.Net

4
“Miami is one of the few schools that doesn't print
its media guides. It's a sign of the times; I'd rather
put our efforts and resources into the digital space
because that's not going anywhere.
@njh287
DSMSports.Net

5
This episode's helpful tool: TweetReach, to track
keywords and hash tag reach and use on Twitter
Try it www.tweetreach.com
@njh287
DSMSports.Net

6
“Miami is one of the few schools that doesn't print
its media guides. It's a sign of the times; I'd rather
put our efforts and resources into the digital space
because that's not going anywhere.
@njh287
DSMSports.Net

7
“We started asking 'what's the return on
investment (of printing and producing thousands of
media guides)?'
“We wanted to stay ahead of the curve, we realized
digital was [where things were going].”
@njh287
DSMSports.Net

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The progressive, digital-first philosophy, Yandle said
“allowed us to think in more creative ways outside
our traditional [sports information] roles.”
@njh287
DSMSports.Net

9
“I preach efficiency and consistency to my staff.
Those are the two biggest things when it comes to
branding and sharing your story.”
examples: Infographic game notes, writing stories in short-form,
writing content that can be re-purposed on multiple mediums.
@njh287
DSMSports.Net

10
“Right now, everything we do is for the fan first...it's
super exciting. It was scary five years ago, but how
it is now.”
@njh287
DSMSports.Net

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“Whatever we're doing, we want to see what areas
we're targeting and what kind of return we are
getting.
“But, at the end of the day, [we note that] 'fan' is
short for 'fanatic' and fans just want to feel a part
of the program...”
@njh287
DSMSports.Net

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“If we [interact with a fan on social media], 99% of
the time we're making their day.
“Small stuff like that can make fans feel part of the
program and that's ultimately how we build brand
ambassadors who help build our brand.”
@njh287
DSMSports.Net

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“We have a very close-knit fan base...and we tap
into that rabid fan base.
“[Our fans] are so intrinsically connected. They are
our brand ambassadors and amplify our message.”
@njh287
DSMSports.Net

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“We want brand ambassadors to not only have that
conversation with us, but with other [fans as well].
“We start the conversation with them and we want
them to take it and continue it...They'll help amplify
our message and fight for our cause.”
@njh287
DSMSports.Net

15
“The new social suite is inviting different brand
ambassadors from different age groups into a
social media suite for 3 games.
“It's almost like a science experiment to see how
these 10 random fans interact. Seeing the
experience of the game through their eyes.”
@njh287
DSMSports.Net

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“We're still trying to figure out what our fan base is
sharing and we're starting to determine [more]
when and where they are sharing.
example: Yandle recounted how they learned the best
times to post for Facebook and Twitter for activity,
consumption, and engagement
@njh287
DSMSports.Net

17
Visit HurricaneSports.com and check out the
#SocialCanes directory page to see the extensive
presence for teams, coaches, directors, and more
in the University of Miami's Athletics Department
@njh287
DSMSports.Net

18
“Miami has a large Latin population and we're
trying to figure out how to tap into that Latin
market...We have some things up our sleeves...so
we're hoping we can hit the jackpot this year.”
Check out @loshuracanes on Twitter to follow their efforts to
reach Miami's Spanish-speaking community
@njh287
DSMSports.Net

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“Our model at Miami may not fit another schools,
and they may not fit us. What we're trying is what
fits best for our school, our fans, and our staff."
@njh287
DSMSports.Net

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“Everyone's job is to sell tickets. Everyone's job is
marketing. Everyone's job is communications.
“We're all representing the same cause - the
University of Miami.”
@njh287
DSMSports.Net

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“We try to limit the amount of sponsor activations
on social media because we don't want to turn fans
off by too many sponsor messages.
“Our sponsorship has contemplated going into the
digital and social media realm as long as we're not
overwhelming our fan base.”
@njh287
DSMSports.Net

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3 craziest pieces of content Chris has seen shared:
1) Several detailed, Miami-related tattoos,
2) A cake made of the Orange Bowl / wedding cake
toppers
3) One fan mowed a split U into their front yard very
large and into the orange and green colors...
@njh287
DSMSports.Net

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“A lot of times, the best ideas are generated by
fans. Years ago, we wouldn't ask fans for ideas.
Crowdsourcing information is part of our job now.
“Our job has evolved from one-way communication
to two-way with fans, with alumni, with all our
constituent groups.”
@njh287
DSMSports.Net

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Pro teams that Chris says do well on social media:
San Francisco Giants, Seattle Mariners, SF 49ers,
Phoenix Suns, Miami Heat
Note: Each are well-known for engaging directly with fans and
letting fans lead much of the content and conversation
@njh287
DSMSports.Net

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Pro teams that Chris says do well on social media:
San Francisco Giants, Seattle Mariners, SF 49ers,
Phoenix Suns, Miami Heat
Note: Each are well-known for engaging directly with fans and
letting fans lead much of the content and conversation
Listen to the San Francisco Giants Director of Social Media, Bryan
Srabian, on episode 1 of the Digital and Social Media in Sports Podcast!
@njh287
DSMSports.Net

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Advice from Chris on pursuing a career in sports:
1) Don't be above the job - learn to do everything.
We want to procure talent and make you the best
you can be.
2) Every day is a job interview. You never know who
is watching.
@njh287
DSMSports.Net

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Favorite digital/social media promotion Chris has
seen lately:
University of Michigan making Twitter account
private [for 24 hours] and rewarding their followers
with special Q&A's with student athletes and
coaches and giveaways.
“It's not something you can do every day. The best ideas are
sometimes ideas that only work once.”
@njh287
DSMSports.Net

28
Chris tells listeners something they may not know
abour Robert Griffin III [with whom he worked at
Baylor for the current NFL star's college football
career].
Listen to the podcast to hear this one!
@njh287
DSMSports.Net

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Chris's recommended follows:
@BrianBowsher, digital and media strategist for the
University of Miami Hurricanes
@LeoRamos82, graphic designer for the University
of Miami Hurricanes
@njh287
DSMSports.Net

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This episode's share-able stat:
Our digital marketing budget was 35% last year
and I'd like that to be closer to 50% [in the near
future].
– GM of Volkswagen at the recent NBA/NHL summit
@njh287
DSMSports.Net

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For more on Miami Hurricanes, visit:
www.hurricanesports.com,
facebook.com/miamihurricanes,
@hurricanessports on Twitter and Instagram,
@loshuracanes on Twitter
@njh287
DSMSports.Net

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Thanks to Chris for joining the Digital and Social
Media Sports Podcast!
FOLLOW CHRIS on Twitter & Instagram @ChrisYandle
@njh287
DSMSports.Net

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For more info on the podcast and to see additional
content, check out DSMSports.Net
Follow the host, Neil Horowitz, on Twitter @njh287
@njh287
DSMSports.Net

34
For more info on the podcast and to see additional
content, check out DSMSports.Net
Follow the host, Neil Horowitz, on Twitter @njh287
@njh287
DSMSports.Net

University of Miami's Chris Yandle on the Digital and Social Media Sports Podcast, episode 2

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University of Miami's Chris Yandle on the Digital and Social Media Sports Podcast, episode 2