university of miami's chris yandle on the digital and social media sports podcast, episode 2

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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!

@njh287DSMSports.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.”



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“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.



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This episode's helpful tool: TweetReach, to track keywords and hash tag reach and use on Twitter

Try it www.tweetreach.com



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“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.



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“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].”



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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.”



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“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.



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“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.”



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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...”



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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.”



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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.”



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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.”



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“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.”



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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



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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



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“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



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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."



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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.”



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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.”



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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...



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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.”



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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



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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!



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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.



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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.”



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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!



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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



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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



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For more on Miami Hurricanes, visit:

www.hurricanesports.com, facebook.com/miamihurricanes, @hurricanessports on Twitter and Instagram,@loshuracanes on Twitter



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Thanks to Chris for joining the Digital and Social Media Sports Podcast!

FOLLOW CHRIS on Twitter & Instagram @ChrisYandle



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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



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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



university of miami's chris yandle on the digital and social media sports podcast, episode 2

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