Transcript of Smss boston2015 ty_scheiner_1
- 1. 1enter Dept name in Slide Master@UMassFootball Case Study:
2014 UMass Football
- 2. 2enter Dept name in Slide Master Ty Scheiner @tscheine
@UMassFootball Social Media Director Social Media Manager Grad
Student, MBA Candidate 2017
- 3. 3enter Dept name in Slide Master 2014 Umass Football
Challenges Decrease in brand awareness & fan support Jump from
Football Championship Subdivision (FCS) to Football Bowl
Subdivision (FBS) Disconnect between Football team and other campus
entities Deflecting negative on-field attention Coaching Transition
No true social media strategy @UMassFootball
- 4. 4enter Dept name in Slide Master Getting All Of The Campus
Involved Buy In from the coaches Involve other campus communicators
Academia Admissions, NSO groups Band, Cheerleading, Dance Team
Student Groups Alumni Fans @UMassFootball
- 5. 5enter Dept name in Slide Master Telling a Story Through
Music Created Snapchat account Incorporate Music into strategy
Snapchat Videos SMC Team Chemistry & Culture
@UMassFootball
- 6. 6enter Dept name in Slide Master Telling a Story With Our
Fans Game Day Snapstories @UMassFootball
- 7. 7enter Dept name in Slide Master Telling a Story Community
Service Partnered w/ Team Impact Boys and Girls Club Bone Marrow
Drive @UMassFootball
- 8. 8enter Dept name in Slide Master Engaging Content
Informative Devoted Football Fan Stats, Awards, Performance Casual
Fan Fun videos Student Athlete Success Future Fan NSO
@UMassFootball
- 9. 9enter Dept name in Slide Master Engaging Content: Stats
@UMassFootball
- 10. 10enter Dept name in Slide Master Engaging Content: Stats
@UMassFootball
- 11. 11enter Dept name in Slide Master Engaging Content: Sam
Minuteman @UMassFootball
- 12. 12enter Dept name in Slide Master Engaging Content:
Academics @UMassFootball
- 13. 13enter Dept name in Slide Master Engaging Content:
Academics High engagement Resonates with each audience Students,
Fans, University, Parents Important for Recruiting
@UMassFootball
- 14. 14enter Dept name in Slide Master Building Campus Community
New Students Residential Life Sustainability EPA GameDay
@UMassFootball
- 15. 15enter Dept name in Slide Master Providing Consistent
Content @UMassFootball #WorkoutWednesday #ThrowbackThursday
#FridayFocus
- 16. 16enter Dept name in Slide Master Recruiting SI Graphic
Covers: Get Recruits excited Feel special Something they can show
off to their friends Encourage to engage with us socially Signing
Day Coverage Highlight incoming class Educate fans on players
@UMassFootball
- 17. 17enter Dept name in Slide Master Recruiting
@UMassFootball
- 18. 18enter Dept name in Slide Master 2015 Preview
@UMassFootball
- 19. 19enter Dept name in Slide Master First Year Results Growth
Facebook Increased 19% Twitter Increased 41% Instagram Increased
418% Snapchat Increased 562% Engagement Game Day Content Post Game
From Whip Weekly consistent content Off-field content Fun/Engaging
Content @UMassFootball
- 20. 20enter Dept name in Slide Master What We Learned
Engage/Respond to fans Highlighting the athletes off the field As
students, study hall, community service Utilize Sam and humor
Collaborating with other teams Dance, Cheer, Band, SGA (EPA
Challenge) Fans liked consistent content Be creative & timely
Winning always helps! @UMassFootball
- 21. 21enter Dept name in Slide Master Mascot: Sam The Minuteman
Bring personality to the UMass brand Engaging Prospective students
Current Faculty Alumni Raise awareness for other campus departments
Sustainability, Research, Amazon @Sam_Minuteman
- 22. 22enter Dept name in Slide Master Mascot: Sam The Minuteman
@Sam_Minuteman - Listen & Engage with audience - Be genuine -
Encourage conversation
- 23. 23enter Dept name in Slide Master Mascot: Sam The Minuteman
@Sam_Minuteman Over 10,000 reach 4,000 views Over 250
engagements
- 24. 24enter Dept name in Slide Master Mascot: Sam The Minuteman
@Sam_Minuteman
- 25. 25enter Dept name in Slide Master 2015 Preview Snapchat
Filter NSO - Snapchat Stories Dubsmash Release during training camp
Student Athlete New Version @UMassFootball
- 26. 26enter Dept name in Slide Master 2015 Preview
@UMassFootball
- 27. 27enter Dept name in Slide Master Questions?
@UMassFootball