Episode 66 of the DSMSports Podcast w/ Lauren Teague of Convince and Convert and ex-PGA Tour

Best Of... Lauren Teague
Episode 66 of the Digital and Social Media Sports Podcast
featured Lauren Teague, Digital Strategist and Social Coach
with Convert and Convert and Teague FC.
What follows are some snippets from the episode. Listen to
the full podcast on iTunes, Stitcher, or at
www.DSMSports.net
@njh287; DSMSports.net

Lauren's career path
Attended Northern Arizona University earning degrees in PR and
Electronic Media → “I went to school to be Hannah Storm. I wanted
to be in sports broadcasting, I wanted to be on TV...”
Lauren got involved producing the live on-air student-run broadcast
and led the sports team for five semesters → “I quickly learned that
working with the athletics department at NAU and teams and the
coaches was something I was really passionate about...”

She got an unpaid internship with Portland Trailblazers for the 2005-06
season, leaving school for the duration of the season → She
worked in Community Relations and Communications and
volunteered on game nights, helping with the media team
After college, Lauren went into a small media startup, BRASSMedia →
“When I came out of college and I was trying to figure out PR in the
real world...that is really where social media was becoming
(something) and PR at that point was really grasping and (wanting
to) own this and foster this...

“I used Twitter to talk to people like Chris Brogan and Peter
Shankman and Jay Baer...these guys were fostering PR pros...I
was able to teach myself enough to (get the Social Media
Coordinator job at the PGA Tour in Florida)...”
“The leadership at the PGA Tour had enough foresight to (invest in
social media)...”

Social media and the PGA Tour when Lauren started there
“When I joined, we had launched the Facebook Page during my
interview process...that first year was a lot of research...to get
everyone up to speed on what is social? What does it look like?
How are we going to use it to engage fans? How is it (different from)
the website?”

“It was a great opportunity for a young person to learn and come up in
that space...not only in an industry that is evolving so quickly, but in
a (growing) company...and a company with such strong values
and...messaging. Also, an organization that was open to growing
and new things...As we grew, the whole PGA Tour looked to us as
resources....and find a way to reach fans in a way that was new and
exciting. It brought the PGA Tour to the forefront of social media...in
(enhancing) the digital experience...”
(Lauren discusses the Tour evolving from no-cameras allowed on the
courses to designated photo ops encouraged by the Tour)

On social media KPI's at the PGA Tour
“The original strategy (and still accurate) is...using digital and social media to
make fans better fans...If someone was avid, we wanted to give them as
much content as they consume, as much changes to engage...If someone
watched one or two events a year...giving them enough content and fun
ways to tell stories about golf that made them watch and think about
watching more than one event...or streaming live video...or following a
tournament more closely...

“All of those things are micro-conversions. We couldn't track brand
affinity using social...but we were able to use insights to show we
were reaching an audience we don't normally reach...As we
evolved...we (valued) the engaged fan base...so we got to tell those
(metrics) stories differently...It's about how our fan are
engaging...looking at engagement per posts and engagement per
channel...”

“We were starting to tie dollars back to social media programs...we
were looking at driving traffic to the site, driving video views and
consumption, and optimizing our content for clicks...And actually
creating social campaigns that could be sponsored, and generate
real dollars...So we were driving real revenue...Not a ton, but we
were driving revenue, not when it was expected, but when it was
needed to push efforts forward.”

“It's not just a testament to the PGA Tour brand, but also the work we
did with players and helping them learn about social and get them
engaged...using the PGA Tour platforms...but also sitting down with
them and installing a Twitter app on their phone and (teaching them
the basics)...Stuart Cink kind of led the way (on Twitter)...we were
able to help players (adopt social media) and be a support system
for their management teams...and trying to help everybody figure
this out and kind of mature at the same time.”

On players becoming their own media machines
“When websites came about (became big hosting player content)...that didn't
stop players and their management teams from (creating their own
websites)...those players want to own that content. They want to own a
place to showcase their sponsors (and) put their other interests out there.
It was never competitive, it was more 'If you're new to this, let's use our
channels until you're comfortable'...because we always knew players
drove our success...(their stories) always drove what we did...that content
(from players) always outdid everything (else)...
That hasn't changed. You see that now with the evolution VR and the PGA
Tour going all out with virtual reality...and getting it into players hands to
(show them the potential)...
(Lauren talks about Oculus doing some virtual reality content at the Waste
Management Open)

On the individual player nature of golf making social media a stronger
value proposition
“The unique thing about golf is there is no team...there is no guarantee
that even if you're in a tournament...that you're going to get air
time...There is no home team or home fans. So if you don't have a
reason to root for a player in golf...then it's really hard to attach
yourself to that. Whereas in other sports, you have (hometown) teams
across the country...if you're a fan of a team, chances are you know (all
the guys) on that team...I think teams have done a nice job of elevating
their players and (building) their brands through [community
appearances, features, and social media]...but if you're not one of the
(big) starts, it's (on you) to make yourself more valuable. So I think golf
is sort of unique in that way...players in other sports just have more
ways to create (those brands) outside of social media.”

On players co-creating content on their own mediums
“That depends on the athlete's popularity and financial status...I think
we've always seen players aren't necessarily running their own
websites or writing their own blogs. But they are (controlling) their
own social media from top-to-bottom...the athletes that are coming
up right now who have grown up in an age of creating content on
their phones...and using that to spread their message.
“I know, specifically, Rickie Fowler runs his social media itself...It's
completely a brand builder..if you're a professional athlete...it's
absolutely true that there are consequences (for inappropriate or
questionable content).”

Helpful Tool: Getty Images App

How Lauren keeps up with emerging social media
“I do a lot of reading and a lot of research...(and learns from her work
with major brands at Convince and Convert)...they come to us and
we're able to do that research...and create the strategy documents...
I read a ton...I try to share a lot of stuff that resonates with me...on
Twitter and LinkedIn, as well. I think it's important to add your own
commentary...that shows...I actually did read this...
My job is to stay on-trend...it means I have to download Snapchat...I
am glad I started when I did last year (before knowing much about
it)...now (many are) going 'all-in' on Snapchat...and that is just one
platform.

“The training that we have communication professionals, PR
professionals, content creators...those standards, those principles
don't go away. We just need to know how to apply them to new
tools...It's not that we have to be scared of the new thing...it's more
about how we can tell a story on a new platform, or craft a message,
or serve an audience...or build a community using a new set of
tools.”

“The first step is to stop and listen, and watch. Any time something
new comes up, it's kind of a first (to adopt) race...and there are a lot
of missteps (for first movers)...At PGA Tour, we didn't necessarily
want to be first, we wanted to be right...We watched, we learned, we
listened...(to determine) are there really gold fans here...and what do
they want from me on this platform?...what kind of stories will we
tell them (on this platform)?...and craft a strategy around who your
audience is.”
(Lauren talks about her own consulting work in audience and content
analysis to optimize social, web, and email)

On the upcoming Sports PR Summit and Sports PR Summit Social
Media Workshop
“(Brian Berger) and I are now coming up on the fourth year of the
Sports PR Summit...I brought (Brian) this idea and...said 'what do
you think about a whole day of conversation?'
I respected the Sports PR Summit brand (and event) so much...so I
was super comfortable taking him this idea (to partner with
him)....After about 15 months of talking about it and thinking about
it...we found some great partners. Twitter is going to be hosting a
whole day of conversation on July 20...It's an event titled Social
Media Workshop and is geared to ward people that work in sport
and social media and want to come together for a conversation.”

(Lauren mentions speakers including Twitter, Bleacher Report,
opendorse, Postano, among others and impressive attendees from
sports teams, leagues, media, and tech companies)
“My goal is that it becomes the one event per year where...you can be
(at an event) with your peers and share ideas and be in a safe
space. Really network and take some inspiration that you can apply
to the rest of the year.”
[Sports PR Summit Social Media Workshop on July 20 in San
Francisco, CA]

Share-able Stat: 3.4 million → # of people reached with the Facebook
Live video broadcast on Alex Morgan's Facebook Page featuring the
Orlando Pride (NWSL)

The most viral piece of content from Lauren's time at the PGA Tour
“It's something that really was organic and that's 'Dufner-ing...' That's
probably still one of my favorite viral pieces of content that the Tour
really took off on.”

Lauren's biggest social media and sports pet peeve
“I really don't love it when people (duplicate posts or post improperly
across platforms)...I think it's irresponsible to treat your audience in
different channels all the same. I think if you don't take the time to
talk them in the language and the verbiage that they're used to,
you're doing them a disservice.”

Which athlete[s] do the best job with their brand on social media and
why?
Rickie Fowler → “I think he's extremely authentic. He really only uses
the channels that he wants to be participating in...it's his own
content. Sure, he gives some love to his sponsors. But you get so
much more than that from following him.”

Which social network for a team? For an athlete?
“For a team or a league, the most important social network is the one
you can drive the most economic benefit from. Because you are a
business...So whatever that dark metric is...it's great to drive likes
and go viral and have conversation, but if you don't have a metric
that is tied to your bottom line as a business, then you're not
accurately measuring your social ROI and the value you get out of
the platforms...you need to be measuring the best social network
for your brand in that way. A a business...

“For an athlete, it's a little bit different...I tell my athletes...the best channel
is the one (they're most comfortable and organic in)...If you like to write,
then that's Twitter. If you like to write a lot, then maybe that's Tumblr. If
you're a budding photographer....Instagram is the best. There are so
many different ways to apply your creative set and how you' want to
reach and build a community online, that there is no right way for every
single person.”

The best golf course Lauren has visited and the best she has played
Visited → Augusta National and Pebble Beach; they should be on
everyone's “bucket list.”
Played → The Royal Melbourne Composite Course, where they played
The President's Cup in 2011, where Lauren played in the media
tournament the day after the event
“To get to play a round like that, my score wasn't great...but it was just
a great experience.”
TPC Sawgrass was her home course when working at the PGA Tour,
too..

Which golfer[s] were the most fun to work with in her time with the
PGA Tour
[Lauren says they're all her favorites]
“That includes Bubba Watson. We did a lot with Bubba right before he
won his first event and really helped him build his social brand...Ian
Poulter is fantastic and he is just a really great guy and that really
comes through on his social....I love working with some of the
lesser-known players, too, like Jimmy Walker. Always helpful and
always willing to learn..”

The golfer that does the best job on social media: __________
“If you look at MVPIndex.com, which rates athletes and celebrities...it
says Rory McIlroy is the top men's athlete in golf and the PGA Tour
→ “I think he does a nice job of balancing sponsored content and
his own perspective...As a former #1 player, Roy definitely has his
filters on...but according to MVPIndex, he is quite effective.”
[Lauren tells about how MVPIndex started with Jordan Spieth's father,
Sean, looking to show the value of social media and how to
measure its effectiveness and track improvement, using a
proprietary algorithm now used by leagues, teams, and brands]

The best food to get around NAU and the best food Lauren had while
studying abroad in Ireland
Flagstaff (NAU) → Tinder Box and Tourist Home
Ireland → “I was too poor to really go out and eat...but some of the
notables were the ham and cheese toasties...and also, it sounds
terrible...but we sued to dip our chips in mayo (french fries and
mayonnaise)...finished with a pint full of Guinness.”

The golfer we will be talking the most about overall in 2016
Jason Day –> “He doesn't do a ton of social media himself...He is too
busy winning golf tournaments.”

Lauren's Social Media All-Star to Follow
Convince and Convert → @convince on Twitter and
convinceandconvert.com
And @jaybaer on Twitter and Snapchat
We produce a ton of great media. We produce a ton of great blog
posts. We have a daily email that curates the best content around
social and digital marketing...We produce six podcasts weekly...It's
all information that you can find for free and get smarter...It's
amazing we're able to provide (those resources) for free.

Where to find Lauren and Sports PR Summit on social/digital
media
@LaurenTee on Twitter and TeagueFC everywhere else
(Instagram and Snapchat)
@SportsPRSummit on Twitter, Instagram, and Facebook and
www.SportsPRSummit.com
*Both their events are invite-only, so message Lauren for info on
attending!

Thanks so much to Lauren for sharing her time, knowledge,
experience, and expertise with the Digital and Social Media
Sports podcast!
Listen to the podcast and find more episodes and content on
iTunes and at www.DSMSports.net.
You can also follow me on Twitter @njh287

Episode 66 of the DSMSports Podcast w/ Lauren Teague of Convince and Convert and ex-PGA Tour

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Episode 66 of the DSMSports Podcast w/ Lauren Teague of Convince and Convert and ex-PGA Tour