episode 66 of the dsmsports podcast w/ lauren teague of convince and convert and ex-pga tour

Best Of... Lauren TeagueEpisode 66 of the Digital and Social Media Sports Podcast

Episode 66 of the Digital and Social Media Sports Podcast featured Lauren Teague, Digital Strategist and Social Coach with Convert and Convert and Teague FC.

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/


Lauren's career path

Attended Northern Arizona University earning degrees in PR and Electronic Media → “I went to school to be Hannah Storm. I wanted to be in sports broadcasting, I wanted to be on TV...”

Lauren got involved producing the live on-air student-run broadcast and led the sports team for five semesters → “I quickly learned that working with the athletics department at NAU and teams and the coaches was something I was really passionate about...”



She got an unpaid internship with Portland Trailblazers for the 2005-06 season, leaving school for the duration of the season → She worked in Community Relations and Communications and volunteered on game nights, helping with the media team

After college, Lauren went into a small media startup, BRASSMedia → “When I came out of college and I was trying to figure out PR in the real world...that is really where social media was becoming (something) and PR at that point was really grasping and (wanting to) own this and foster this...



“I used Twitter to talk to people like Chris Brogan and Peter Shankman and Jay Baer...these guys were fostering PR pros...I was able to teach myself enough to (get the Social Media Coordinator job at the PGA Tour in Florida)...”

“The leadership at the PGA Tour had enough foresight to (invest in social media)...”



Social media and the PGA Tour when Lauren started there

“When I joined, we had launched the Facebook Page during my interview process...that first year was a lot of research...to get everyone up to speed on what is social? What does it look like? How are we going to use it to engage fans? How is it (different from) the website?”



“It was a great opportunity for a young person to learn and come up in that space...not only in an industry that is evolving so quickly, but in a (growing) company...and a company with such strong values and...messaging. Also, an organization that was open to growing and new things...As we grew, the whole PGA Tour looked to us as resources....and find a way to reach fans in a way that was new and exciting. It brought the PGA Tour to the forefront of social media...in (enhancing) the digital experience...”

(Lauren discusses the Tour evolving from no-cameras allowed on the courses to designated photo ops encouraged by the Tour)



On social media KPI's at the PGA Tour

“The original strategy (and still accurate) is...using digital and social media to make fans better fans...If someone was avid, we wanted to give them as much content as they consume, as much changes to engage...If someone watched one or two events a year...giving them enough content and fun ways to tell stories about golf that made them watch and think about watching more than one event...or streaming live video...or following a tournament more closely...



“All of those things are micro-conversions. We couldn't track brand affinity using social...but we were able to use insights to show we were reaching an audience we don't normally reach...As we evolved...we (valued) the engaged fan base...so we got to tell those (metrics) stories differently...It's about how our fan are engaging...looking at engagement per posts and engagement per channel...”



“We were starting to tie dollars back to social media programs...we were looking at driving traffic to the site, driving video views and consumption, and optimizing our content for clicks...And actually creating social campaigns that could be sponsored, and generate real dollars...So we were driving real revenue...Not a ton, but we were driving revenue, not when it was expected, but when it was needed to push efforts forward.”



“It's not just a testament to the PGA Tour brand, but also the work we did with players and helping them learn about social and get them engaged...using the PGA Tour platforms...but also sitting down with them and installing a Twitter app on their phone and (teaching them the basics)...Stuart Cink kind of led the way (on Twitter)...we were able to help players (adopt social media) and be a support system for their management teams...and trying to help everybody figure this out and kind of mature at the same time.”



On players becoming their own media machines

“When websites came about (became big hosting player content)...that didn't stop players and their management teams from (creating their own websites)...those players want to own that content. They want to own a place to showcase their sponsors (and) put their other interests out there. It was never competitive, it was more 'If you're new to this, let's use our channels until you're comfortable'...because we always knew players drove our success...(their stories) always drove what we did...that content (from players) always outdid everything (else)...

That hasn't changed. You see that now with the evolution VR and the PGA Tour going all out with virtual reality...and getting it into players hands to (show them the potential)...

(Lauren talks about Oculus doing some virtual reality content at the Waste Management Open)



On the individual player nature of golf making social media a stronger value proposition

“The unique thing about golf is there is no team...there is no guarantee that even if you're in a tournament...that you're going to get air time...There is no home team or home fans. So if you don't have a reason to root for a player in golf...then it's really hard to attach yourself to that. Whereas in other sports, you have (hometown) teams across the country...if you're a fan of a team, chances are you know (all the guys) on that team...I think teams have done a nice job of elevating their players and (building) their brands through [community appearances, features, and social media]...but if you're not one of the (big) starts, it's (on you) to make yourself more valuable. So I think golf is sort of unique in that way...players in other sports just have more ways to create (those brands) outside of social media.”



On players co-creating content on their own mediums

“That depends on the athlete's popularity and financial status...I think we've always seen players aren't necessarily running their own websites or writing their own blogs. But they are (controlling) their own social media from top-to-bottom...the athletes that are coming up right now who have grown up in an age of creating content on their phones...and using that to spread their message.

“I know, specifically, Rickie Fowler runs his social media itself...It's completely a brand builder..if you're a professional athlete...it's absolutely true that there are consequences (for inappropriate or questionable content).”



Helpful Tool: Getty Images App



How Lauren keeps up with emerging social media

“I do a lot of reading and a lot of research...(and learns from her work with major brands at Convince and Convert)...they come to us and we're able to do that research...and create the strategy documents...

I read a ton...I try to share a lot of stuff that resonates with me...on Twitter and LinkedIn, as well. I think it's important to add your own commentary...that shows...I actually did read this...

My job is to stay on-trend...it means I have to download Snapchat...I am glad I started when I did last year (before knowing much about it)...now (many are) going 'all-in' on Snapchat...and that is just one platform.



“The training that we have communication professionals, PR professionals, content creators...those standards, those principles don't go away. We just need to know how to apply them to new tools...It's not that we have to be scared of the new thing...it's more about how we can tell a story on a new platform, or craft a message, or serve an audience...or build a community using a new set of tools.”



“The first step is to stop and listen, and watch. Any time something new comes up, it's kind of a first (to adopt) race...and there are a lot of missteps (for first movers)...At PGA Tour, we didn't necessarily want to be first, we wanted to be right...We watched, we learned, we listened...(to determine) are there really gold fans here...and what do they want from me on this platform?...what kind of stories will we tell them (on this platform)?...and craft a strategy around who your audience is.”

(Lauren talks about her own consulting work in audience and content analysis to optimize social, web, and email)



On the upcoming Sports PR Summit and Sports PR Summit Social Media Workshop

“(Brian Berger) and I are now coming up on the fourth year of the Sports PR Summit...I brought (Brian) this idea and...said 'what do you think about a whole day of conversation?'

I respected the Sports PR Summit brand (and event) so much...so I was super comfortable taking him this idea (to partner with him)....After about 15 months of talking about it and thinking about it...we found some great partners. Twitter is going to be hosting a whole day of conversation on July 20...It's an event titled Social Media Workshop and is geared to ward people that work in sport and social media and want to come together for a conversation.”



(Lauren mentions speakers including Twitter, Bleacher Report, opendorse, Postano, among others and impressive attendees from sports teams, leagues, media, and tech companies)

“My goal is that it becomes the one event per year where...you can be (at an event) with your peers and share ideas and be in a safe space. Really network and take some inspiration that you can apply to the rest of the year.”

[Sports PR Summit Social Media Workshop on July 20 in San Francisco, CA]



Share-able Stat: 3.4 million → # of people reached with the Facebook Live video broadcast on Alex Morgan's Facebook Page featuring the Orlando Pride (NWSL)



The most viral piece of content from Lauren's time at the PGA Tour

“It's something that really was organic and that's 'Dufner-ing...' That's probably still one of my favorite viral pieces of content that the Tour really took off on.”



Lauren's biggest social media and sports pet peeve

“I really don't love it when people (duplicate posts or post improperly across platforms)...I think it's irresponsible to treat your audience in different channels all the same. I think if you don't take the time to talk them in the language and the verbiage that they're used to, you're doing them a disservice.”



Which athlete[s] do the best job with their brand on social media and why?

Rickie Fowler → “I think he's extremely authentic. He really only uses the channels that he wants to be participating in...it's his own content. Sure, he gives some love to his sponsors. But you get so much more than that from following him.”



Which social network for a team? For an athlete?

“For a team or a league, the most important social network is the one you can drive the most economic benefit from. Because you are a business...So whatever that dark metric is...it's great to drive likes and go viral and have conversation, but if you don't have a metric that is tied to your bottom line as a business, then you're not accurately measuring your social ROI and the value you get out of the platforms...you need to be measuring the best social network for your brand in that way. A a business...



“For an athlete, it's a little bit different...I tell my athletes...the best channel is the one (they're most comfortable and organic in)...If you like to write, then that's Twitter. If you like to write a lot, then maybe that's Tumblr. If you're a budding photographer....Instagram is the best. There are so many different ways to apply your creative set and how you' want to reach and build a community online, that there is no right way for every single person.”



The best golf course Lauren has visited and the best she has played

Visited → Augusta National and Pebble Beach; they should be on everyone's “bucket list.”

Played → The Royal Melbourne Composite Course, where they played The President's Cup in 2011, where Lauren played in the media tournament the day after the event

“To get to play a round like that, my score wasn't great...but it was just a great experience.”

TPC Sawgrass was her home course when working at the PGA Tour, too..



Which golfer[s] were the most fun to work with in her time with the PGA Tour

[Lauren says they're all her favorites]

“That includes Bubba Watson. We did a lot with Bubba right before he won his first event and really helped him build his social brand...Ian Poulter is fantastic and he is just a really great guy and that really comes through on his social....I love working with some of the lesser-known players, too, like Jimmy Walker. Always helpful and always willing to learn..”



The golfer that does the best job on social media: __________

“If you look at MVPIndex.com, which rates athletes and celebrities...it says Rory McIlroy is the top men's athlete in golf and the PGA Tour → “I think he does a nice job of balancing sponsored content and his own perspective...As a former #1 player, Roy definitely has his filters on...but according to MVPIndex, he is quite effective.”

[Lauren tells about how MVPIndex started with Jordan Spieth's father, Sean, looking to show the value of social media and how to measure its effectiveness and track improvement, using a proprietary algorithm now used by leagues, teams, and brands]



The best food to get around NAU and the best food Lauren had while studying abroad in Ireland

Flagstaff (NAU) → Tinder Box and Tourist Home

Ireland → “I was too poor to really go out and eat...but some of the notables were the ham and cheese toasties...and also, it sounds terrible...but we sued to dip our chips in mayo (french fries and mayonnaise)...finished with a pint full of Guinness.”



The golfer we will be talking the most about overall in 2016

Jason Day –> “He doesn't do a ton of social media himself...He is too busy winning golf tournaments.”



Lauren's Social Media All-Star to Follow

Convince and Convert → @convince on Twitter and convinceandconvert.com

And @jaybaer on Twitter and Snapchat

We produce a ton of great media. We produce a ton of great blog posts. We have a daily email that curates the best content around social and digital marketing...We produce six podcasts weekly...It's all information that you can find for free and get smarter...It's amazing we're able to provide (those resources) for free.



Where to find Lauren and Sports PR Summit on social/digital media

@LaurenTee on Twitter and TeagueFC everywhere else (Instagram and Snapchat)

@SportsPRSummit on Twitter, Instagram, and Facebook and www.SportsPRSummit.com

*Both their events are invite-only, so message Lauren for info on attending!


http://www.SportsPRSummit.com/


Thanks so much to Lauren for sharing her 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


http://www.DSMSports.net/

https://www.twitter.com/njh287