Social Networks, Media, and Marketing – Evolution: a Prezi by Brent Ward
Brent Ward joined the NCSU Social Media class to lead a great discussion on social networks…and if you haven’t seen Prezi.com yet, check it out.
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Social media and its impact on basketball recruiting
Kyrie Irving (@kyrieirving) has been one of the most sought after point guards in the country for several years. Recruiting has traditionally been a bit mysterious and the only way to follow along was listening to rumors, inside sources, and following reputable blogs and journalists…that is changing quickly. Over the last few years, there have been more press conferences, hat donning, and even a few fake announcements. The recruitment of @kyrieirving has been interesting to watch for two reasons: 1) he is very active on Twitter, and 2) one of the universities recruiting Irving has traditionally been extremely conservative throughout the process (Duke).
Duke has long been considered a basketball powerhouse, but as the one (two or three) and done player began to enter college basketball, things began to change. Duke landed incredible players that left early, some rightfully so, others not. Jason Williams, Elton Brand, Luol Deng, Corey Maggette, William Avery, and Mike Dunleavy Jr. are a few of the top Duke recruits who have left early. A historic university was no longer immune to the current state of college basketball. The recruiting focus shifted towards trying to find more four year players and gradually Duke moved from a top five team to a top twenty five team. Tobacco Road is a very competitive place to reside and despite consistent success and 30 win seasons, there weren’t as many banners.
To be successful, one must adapt to change and Duke has done so (this is not implying there hasn’t been enormous success throughout). In 2008, Coach K added an Olympic Gold Medal as a coach and has a Rolodex that includes Kobe Bryant, Lebron James, Dwayne Wade, Carmelo Anthony, Chris Paul and other NBA stars in addition to the players who played at Duke. This direct bridge to the NBA is a great recruiting tool, but there wasn’t a ton of social media engagement. Let’s look at some of the social media used by Duke University currently and how the recruitment of @kyrieirving was a social media fun-fest.
- DukeBluePlanet.com – One of the most robust sports sites around. There is an integrated blog, a page about the Crazies, a history of the program, info about Coach K, info about Cameron Indoor Stadium (which was financed with money from the Rose Bowl…so Duke IS a football school), player information, a look at the culture, tons of videos, and off the court information.
- A YouTube channel to further promote videos and give everyone a behind the scenes look.
- This is by no means a definitive list (help contribute in the comments if you can), but you can get an inside look into Duke Basketball through Twitter:
- Current Coaches: @coach_collins (Chris Collins) and @steve_wojo (Steve Wojciechowski)
- Current Players: @jonscheyer (Jon Scheyer), @slangmagic (Lance Thomas), @sdotcurry (Seth Curry), @ndotsmitty (Nolan Smith), @ryankelly34 (Ryan Kelly), and @Casey_Peters (Casey Peters)
- Incoming Recruits: @tythornton1 (Tyler Thornton) and @kyrieirving (Kyrie Irving)
- Former Players: @theduhon1 (Chris Duhon), @realjaywilliams (Jay Williams), @LTUmarty (Martynas Pocius), @GhJr09 (Gerald Henderson), @SheldenWilliams (Shelden Williams), @jeffcapel (Jeff Capel), @jjredick (J.J. Redick), @coach_collins (Chris Collins) and @steve_wojo (Steve Wojciechowski)
- Affiliated Accounts: @dukebasketball (The Chronicle), @chroniclesports (The Chronicle Sports), @dukeblueplanet, @DBRtweetz (Duke Basketball Report) and @dukekville (Krzyzewskiville)
The fact that there are so many information sources allows a fan, or recruit to do their due diligence and learn even more about the program and those who attended it. Throughout the @kyrieirving recruitment, his Twitter account was stalked by fans, journalists, and other onlookers. One interesting fact was that of the 15 folks he follows, two are current Duke players, Nolan Smith and Seth Curry. Recruiters are now able to get an insight into the decision making process and the informal conversations that take place, such as Nolan Smith wishing Kyrie Irving “good luck” the morning of his announcement.
The Duke Basketball brand is as strong, and open to the public as ever. I’d be interested to hear from recruits if they use any of the tools mentioned in this article.
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The power of well used typography in a music video by Eric Hutchinson
It is amazing to me that @erichutchinson isn’t huge by now. He has incredible music. He is hilarious live. He has great stage presence. He has amazing music videos. Watch this video to see how powerful well used typography can be.
Eric Hutchinson – “OK, It’s Alright With Me”
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How to ACE Social Media: Alignment, Control, and Engagement
After joining @waynesutton and @calliekuhn for the NC State Social Media class (which is a full-time semester course by the way), I felt compelled to summarize some of the key thoughts you hear everywhere you go regarding social media. Through leading marketing and sales messaging trainings over the years, I always try to condense the key points to three or less or have an acronym. With that concept, I’d like to talk about how you can ACE your social media campaign, efforts, or initiatives.
A is for Alignment
If you don’t understand the scope of how many social media sites, outlets, or communities there are, click here and scroll down. InsideCRM even has a list of 50 Social Media Sites Every Business Needs a Presence On. Fifty. Most companies fail with one social media site. With no disrespect to that article, it is a challenge for most companies to find the time and resources to have a presence in every applicable place. I love social media and I’m passionate about it, but I fail to keep some of my profiles current. I’m not perfect, but I focus on my main networks: my blog, my Twitter (@cnmoody), my LinkedIn, and my Facebook (personal not professional). Those networks help identify my personal brand and help others understand more about me and what I can bring to the table.
“If one advances confidently in the direction of his dreams, and endeavors to live the life which he has imagined, he will meet with a success unexpected in common hours.” -Thoreau
I ask this all the time, but what is your goal? What is the strategy for using social media? Your efforts and the outlets you choose to have a presence in should be perfectly aligned with your goals. It is extremely difficult to have a presence in every place and alignment is the key to determining the path forward. If Facebook doesn’t fit into the corporate social media strategy, don’t do it. Having a stagnant profile on 42 of 50 sites is not a good thing.
C is for Control
@waynesutton discussed this a lot at NC State. Inevitably, there is some loss of control in the nature of social media, but you must maintain control of your voice and the things in your power to control. Social media policies are needed! Everyone needs to be on the same page and understand the consequences of not filtering the things they do or say on social media networks. Social media is real-time and instant and many times, folks forget that what they do and say online is visible to tons of people no matter what your privacy setting is. We are conditioned to limit what we do or say in the workplace because we understand the consequences. Posting ignorant tweets or blog posts is no different even if you do have anonymity, but remember, even if you are anonymous…if you do or say the wrong thing, you will be exposed. Check this Google search if you doubt me.
What an individual says and does can directly impact how they are perceived and how their company is perceived. Control the outward message and maintain trust in your networks.
Please look at Wayne’s topics to avoid and create an internal filter whether your company has a posting policy or not.
E is for Engagement
Find ways to get others involved. It is that simple. You chose social media because you want engagement, don’t neglect that fact. What you do and say in social media should never be one sided. Only promoting your brand on Twitter is equivalent to standing in Times Square with a megaphone screaming “Buy my widget!” The winners and experienced social media practitioners understand this, live this, and breath this. Build a community, foster that community, love that community, and understand their needs. By doing that you can provide a better product, service, or message because you understand what your community is looking for. Get them engaged! Look at the companies that do this right, I believe you will know a few of them…
Remember ACE: Align your efforts, Control your message, Engage your community.
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Social Media at NC State: Wayne Sutton, Andy Beal, and Joseph Jaffe, oh my!
“Education is a lifelong experience. Experience is a lifelong education. Education plus experience equals expertise.” -M. Bugeja
Through a little sweat equity, the lineup for MBA 590-005 Social Media & Management boasts an impressive list of social media practitioners and experts. In my time at NC State, the classes that tapped into industry leaders always taught me the most. In that line of thinking, we’ve searched for some of the top local experts and even a few remote presentations to help lend their experiences to the class.
It is going to be a very exciting semester! Please share and repost this entry to keep building awareness for the class. Thanks to NC State and Claudia Kimbrough for an up-to-date, practical course on social media. The class begins tomorrow!
Currently, the list of speakers includes:
Wayne Sutton, Our HashTag, @waynesutton
Andy Beal, Trackur and Marketing Pilgrim, @andybeal
Joseph Jaffe, crayon, @jaffejuice
Polly Pearson, EMC, @pollypearson
Sheila Beal, GoVisitHawaii.com, @govisithawaii
Katie Morse, Ripple6, @misskatiemo
Brent Ward, RTI
Jeffrey Cohen, Digital Papercuts, @dgtlpapercuts
Camden Watts, Honey Scroll, @cammicam
Brian McDonald, Zencos, @bmcd67
Chris Moody (myself), Marketing + Branding + Design, @cnmoody
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