Episode 50 of the DSMSports Podcast w/ John Prewitt, Social Media Supervisor for the Arizona Diamondbacks

Best Of...John Prewitt on theDigital and Social Media Sports

Podcast

John Prewitt, Social Media Supervisor for the Arizona Diamondbacks, was the featured guest on episode 50 of the Digital and Social Media Sports Podcast.

What follows are some snippets from the interview. Hear the full episode on www.DSMSports.net or download it on from iTunes Store podcasts

Enjoy...

@njh287DSMSports.net


PodcastJohn's career path

→ Graduated from Santa Clara with a degree in finance and economics and then did some work doing compensation research or 4.5 years before heading to Arizona State for grad school to get a sports MBA

→ While at ASU, did a marketing internship with the Diamondbacks, using his analytics skills to analyze their ticket sales data and surveys for business insights

→ After graduation, he continued as a Dbacks intern before getting an offer for a full-time job with the team



Podcast“They clearly identified we have a need for this (marketing

analytics research), so they created a position for (me)...”

After a few months there, social media got moved from Dbacks PR to Dbacks marketing and John saw social media as a viable marketing tool

→ “We developed a social media (marketing) plan for 2011...but we had no one (besides me) to execute it.”

The Diamondbacks had a big season on the field in 2011 and it led to “an explosion” in social media and social became a bigger part of John's responsibilities



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On early days of social media and MLB / MLB Advanced Media

“When we took it over, all we were doing with it was RSS feeds. And it was Facebook and Twitter, mostly (then)...We weren't really doing much (at the time). We were sharing news articles, trying to use social media to drive people to the website...It wasn't necessarily about engaging fans or sharing content in real-time. It was more how can we use this to sell tickets and encourage fans to visit the website?'”



PodcastOn where social media fits in with the Dbacks

“It was primarily situated under PR (at first)...We weren't using it to interact with fans or doing a lot of communicating about events outside of baseball...(Then it got moved to marketing) to help us (also) drive revenue and help sell tickets...”

“After I worked with my boss to develop a social media plan, it fell on my shoulders, so I started running with it, working closely with MLBAM, trying new things, trying to make sure we were staying active with it, and keeping up with emerging trends...Back then, a lot of social media was status updates...there was very little to the visual side of it (then)...It's been fun to watch social media evolve and to see it grow.”



Podcast“As that (2011) season went on...we completely changed

our (social media) strategy and to (show) our fans were truly devoted it and to use social media for what it is, which is communicating with fans...We saw where fans were genuinely appreciative of (the engagement and interaction)...”

[John talks about some early Tweetups where fans talked about social media]

“Seeing this wave of social media interest among our core fans was where the organization truly recognized the powerful potential...and started devoting more resources toward it.”



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On getting buy-in for fan engagement over straight sales-y social media marketing

“They really let me run with it and trusted me to utilize (social media) as I best saw fit...Trying to utilize it (for marketing) was one of our top goals, but it wasn't the primary focus for us...

Part of it, too, was I was learning (along the way), too...It was a lot of trying new things and learning by doing. We made mistakes, but we learned from (them)...”



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Helpful Tool: Twubs, a tool for Twitter chats and hash tag



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On how MLBAM's role affects clubs' social media

“There were some restrictions in place when we started...trying to utilize (social) to drive people to the website was the #1 thing (i.e. no native content consumption, instead driving it all to the website)...”

“MLBAM has grown their social part immensely...They're an incredible help to us, but we really control when things are going out, for the most part.”



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On the Diamondbacks social media goals and brand

“We've always prided ourselves on being a fan-friendly organization...We understand whats important is the fans and the community (because we don't have a long history of winning championships...

On social media, it's making sure we're (adhering) to that mantra...using social media as a way to...show who we are as an organization and how much we give back to the community off the field.”



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How the Dbacks balance content allocation on all the social media platforms

“We're in a position now where our strategy is more defined by platform...(Until this season) it was just me running social media, but now we have another full-time staff member (to help)...(Baseball's busy season) doesn't leave a whole lot of time to think about strategy...over time, our strategy has evolved (around the platforms)...



Podcast“We try to understand who our audience is. Social media still skews very young, but there are differences to our audience (across platforms)...

“It's the diehards looking to Twitter for information...so our approach there is keeping fans well-informed...Whereas, with Snapchat, it's very young (and) the language we're speaking there is very different...A big overarching theme of our social media is to have fun because we want our fans to have fun.”

“We're talking about sports...we're playing a game and trying to entertain fans, so to the extent that we can use social media and have that same (mindset) in the approach we take...it fits.”



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On the Diamondbacks and Snapchat

“It clearly seemed that this was not just a fad...it seemed like there was enough growth happening that we decided to launch our account and it'd be worthwhile...It was more 'this is an audience we can now reach' (than seeing the platform as a unique way to share content)...If we want to cultivate (younger fans)...we have to figure out how do we communicate with that younger generation...”



PodcastOn getting buy-in for Snapchat with the ephemeral nature of its content

“There was some concern (early on)...but the fact that we can tell individual stories for each of our games and it's not necessarily something we have to be on every single game...the way that Snapchat differentiates itself from other platforms is it allows to bring all of your content into one cohesive story. You can't really do that on Facebook or Twitter because Facebook is determining what your fan is seeing or people are seeing stuff on Twitter or Instagram, but also a bunch of other stuff...We said there is ways we can use (Snapchat) different from other platforms and (appreciating) this is critical for us to be able to reach that younger audience.”



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Snapchat strategy for John and the Dbacks

“We're looking at how quickly our account is growing...we're also looking at how many eyeballs we're getting. And in terms of the impressions we're getting on there compared to the other platforms is incredible. Probably 60% of our followers see our snaps...we know when we're putting stuff out there, th fans that do follow us are most likely going to see it.”



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On Snapchat ROI for the organization

“It's definitely still in the early mode. We talked about trying ticket offers or different promotions. But the potential is limited, so we're just trying to use it the way people like to use Snapchat – watching different stories, seeing things through the eyes of different individuals...



PodcastWe're really trying to use (Snapchat) to show off how cool

the experience is to go to a baseball game at Chase Field, so when fans are watching that, that is what they want to do...Measuring that ROI is extremely difficult...but, for now, we're just focused on creating good content fans want to enjoy and engage with.”

[John notes the only analytics available from Snapchat is the follower count, story views, and screen grab count]

“It's a lot easier for us to measure the success we're having (with marketing) on Facebook and twitter (as compared to Snapchat and Instagram).”



PodcastOn MLB's partnership with Snapchat for “MLB

Wednesdays”

“We were in the first game featured on MLB Wednesdays in April...We'd heard this agreement had been made and then a few days later we were the first ones...Being able to expose our product and our brand to millions of people is astounding to me, the power and potential from that...

[John talked about the difference between content availability from home to road, due to not as much Dbacks staff on the road with the team]



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“As a sport, baseball is perceived to be something for the older demographic, but clearly there is a lot to baseball that resonates with the younger generation and the more we can show that side of it, the better off as a league we'll be.”



PodcastOn how the Dbacks plan a Snapchat story around a game / event

“There are different things we've learned from trying things on different platforms in the past (around game events and promotional nights)...

When we do special events at the ballpark...we know there is an opportunity to talk about something different. One of the challenges of running social media for a baseball team is that a lot of what goes on is very routine. There are only so many shots of batting practice we can show...Once we have those opportunities to tell a different story, it's 'how can we craft this in the best way possible.?'”



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“(We want to) create a Snapchat story that is unique around this game. And then, looking within that, it's looking at what are we doing as an organization for that. What is the events team doing? What is the marketing doing? Is community relations being activated? Is corporate activated? And how can we incorporate those (elements) and still tell a cohesive story around everything that is going on.”



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“We have a weekly meeting to go over our primary messages over the next 3-4 weeks, go through our day-to-day calendar...to give everyone an opportunity to understand what will take place and get everyone on the same page. It's a challenge with social, but it's something I enjoy. Getting to know every department and what they're doing and why they're doing it.”



PodcastOn targeting older fans, too, not necessarily on social

media

“We encourage our season ticket holders to follow us on social. We do a lot of in-game activation for social...we have a season ticket holder newsletter that includes social (call-outs). We've had social media seminars in the past (to teach fans how to use social media)...

We try to make sure if they're not using social media channels, that we're connected with them because clearly they're our most loyal fans.”



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“It definitely adds to their experience...If we can do social really well and they're enjoying it, they;re going to be more engaged with the team with what's going and more likely to renew their season tickets. It's the same strategy we have with our other fans – just trying to get them to become more avid fans.”



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Shareable Stat: 20 million → On average, Snapchat's “Live Stories” receive 20 million unique views in a 24-hour period[Source: Snapchat, via Re/code]



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The best tip for in-game tweeting for sports in general, especially baseball

The balance that's involved, not tweeting too much or too little. It takes a feel for it...The more you're following the conversation and understand what the fans are talking about and being able to share in that excitement and drive that excitement.



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“(Also) Being able to share as many visual components as possible...really focusing on the visually compelling aspects of (the game) and giving fans a better experience than just tweeting play-by-play.”

“And being prepared. Having content ready to go. We're trying to build a library of content ready to use, that's good to go depending on what happens during the game.”



PodcastOne good thing and one challenge about having the

oversight of MLBAM for digital

“They're incredible from a technical standpoint. They have a team that helps us (with content) around the clock...One area where I gets complicated is they are an extra layer if we try to do anything on the sponsorship...it just makes it a little more challenging and more complex.

At the same time, it also helps because they're working with 30 other teams and developing an expertise for it...learning from their experience with other clubs is very helpful.”



PodcastThe non-MLB team that does the best job on social media and why

The Atlanta Hawks – “They did some pretty innovative things, especially on Twitter”

LA Kings → “They can get away with a little bit more because of their market and their brand...They've been pioneers in developing a voice that really resonates with fans.”

49ers - “They do a great job, especially with their Instagram account...They do a good job of showing compelling imagery and evoking emotion through Instagram.”



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John's #1 tip for effective use of Snapchat for a sports team

“Being able to have a plan for the story you're going to tell. Having that checklist o items for things you want to hit in that story...Having that core structure in place and filling in the gaps as you see things.

Then just being prepared.”



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John's most memorable day since leading Dbacks social media

“There were a lot of memorable days in 2011...When we clinched the division against the Giants on our home field. Being able to capture content (like never before)...being able to share photos and things of players celebrating...

[John tells a great story about a video-bombing on TV!]



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“Then a few days later...we were playing the Dodgers at home in extra innings...we gave up five runs...I was packing up and getting ready to head home...I was walking out of the stadium...when we started to mount a ridiculous rally...A guy walks up, based loaded, hits up a walkoff grand slam...At that point, emotions took over...one tweet I put out there said 'You never leave the game early'...



Podcast“When the season was over. It was something I hadn't

thought about. How do we message this to our fans? We did a good job just thanking our fans for an incredible season. That was a new thing for me. Something I'll never forget was just seeing the outpouring of emotion from fans.

“That's probably one of the biggest thrills of what we social people get to do. When things are going good, just feeding off that emotion and what they're putting out there...you really understand the impact social can have.”



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On the Diamondbacks brand and personality

“Fan-friendly is the #1 thing. Using social as a customer service tool. Making sure we're listening to what fans are saying and sharing their content. We're responding to what they're saying and favorite-ing things just to acknowledge them. We're liking their photos on Instagram, as well...Using social the way it was intended.”



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The most important skill a social media and sports pro needs

“Knowing how to communicate with others and understanding your audience...Having that feel for how things are going and knowing the right time to say something and the right way to say it...It also takes (the ability to) take risks...and just evolving...we're all learning as we go, it's evolving so quickly and changing that you can't ever be complacent and not willing to try new things and change things.”



PodcastHave you had a Churro Dog and D-Bat Dog at Chase Field and what is the best food at a ballpark outside Arizona?

He has NOT had either of the dogs. Partly trying to eat healthy, partly he's too busy → “I fully intend to try both of them at some point. I have seen them up close and they do look delicious.”

Outside of AZ – Garlic fries at AT&T Park (San Francisco Giants home ballpark)...It's hard to resist the smell of those garlic fries.



PodcastThe Dbacks player that is the best on social media and why

A lot of our players aren't on social media. I think that's true of a lot baseball players, in general. I think it's because they're playing games every day, they don't have a ton of downtime...

Daniel Hudson (@DHuddy41)

Brandon McCarthy (@BMcCarthy32)

I like seeing when they're sharing their thoughts or emotions....giving fans a perspective (of their life). Giving fans an inside view of what's going on off the field. And giving fans a view of 'what's this person like?'”@njh287

DSMSports.net


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If not the Diamondbacks, who wins the 2015 World Series?

“It seems like it's pretty open this year. I don't know there's that one team that has been dominant.”

“I think it'd be cool to see the Royals because they haven't won one in so long. Same with the Pirates.”

So, John goes Royals and Pirates in the World Series (if it's not the Dbacks)



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John's Social Media All-Star to Follow

Jessica Smith @WarJessEagle – She does a great job of sharing great social content.

Tariq Ahmad @tariq_ahmad – John gives a plug to #smsportschat, Thursday at 9pm ET

Mashable @mashable

Social Media Insider @SocialMedia411


http://www.twitter.com/WarJessEagle

http://www.twitter.com/tariq_ahmad

http://www.twitter.com/mashable

http://www.twitter.com/SocialMedia411


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Where to find John and the Diamondbacks on social media

John is @JustPrewitt

@Dbacks on Twitter, Instagram, Snapchat, and Facebook


http://www.twitter.com/JustPrewitt

http://www.twitter.com/dbacks

http://www.instagram.com/dbacks

https://www.facebook.com/D-backs


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Thanks so much to John Prewitt for joining the Digital & Social Media Sports podcast!

For more info on the podcast, check out DSMSports.net and follow me @njh287
