Smss boston2015 ty_scheiner_1

1 enter Dept name in Slide Master @UMassFootball

Case Study: 2014 UMass Football

2 enter Dept name in Slide Master

Ty Scheiner @tscheine

@UMassFootball

Social Media

Director

Social Media

Manager

Grad Student, MBA

Candidate 2017


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


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


Telling a Story Through Music

▪ Created Snapchat

account

▪ Incorporate Music

into strategy

▪ Snapchat Videos

•SMC

▪ Team Chemistry &

Culture

@UMassFootball


Telling a Story With Our Fans

▪ Game Day Snapstories

@UMassFootball


Telling a Story Community Service

▪ Partnered w/ Team Impact

▪ Boys and Girls Club

▪ Bone Marrow Drive

@UMassFootball


Engaging Content

▪ Informative

•Devoted Football Fan

•Stats, Awards, Performance

•Casual Fan

•Fun videos

•Student Athlete Success

•Future Fan

•NSO @UMassFootball


Engaging Content: Stats

@UMassFootball


Engaging Content: Sam Minuteman

@UMassFootball

https://vine.co/v/O7nAKWnIJdt


Engaging Content: Academics

@UMassFootball


Engaging Content: Academics

▪ High engagement

▪ Resonates with each

audience

•Students, Fans,

University, Parents

▪ Important for Recruiting

@UMassFootball


Building Campus Community

▪ New Students

▪ Residential Life

▪ Sustainability

▪ EPA GameDay

@UMassFootball


Providing Consistent Content

@UMassFootball

#WorkoutWednesday #ThrowbackThursday #FridayFocus


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


Recruiting

@UMassFootball


2015 Preview

@UMassFootball


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


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


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



@Sam_Minuteman

- Listen & Engage with audience

- Be genuine

- Encourage conversation



@Sam_Minuteman

Over 10,000 reach

4,000 views

Over 250 engagements



@Sam_Minuteman


2015 Preview

•Snapchat

•Filter

•NSO - Snapchat Stories

•Dubsmash

•Release during training camp

•Student Athlete

•New Version

•2015 schedule graphic

@UMassFootball


2015 Preview

@UMassFootball


Questions?

@UMassFootball

Smss boston2015 ty_scheiner_1

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