#GoCrimson - The Twitter Education Of Harvard Athletics

@JOSHNASON9.1.11

#GOCRIMSON

HARVARD ATHLETICS GOES TO TWITTER

SCHOOL

“It’s just a distraction that we just don’t really need to have right now. There’s plenty of time in their lifetime for Twitter.”

- Boise State head football coach Chris Peterson

THE WRONG WAY TO THINK

“There’s also another message the coaches are sending: we’re confident you can come through for us on the field, but we’re not so sure off of it. I suspect that if Turner Gill walked into a recruit’s home and told his mother and father that he wants his son for his football skills, but won’t trust him when he’s out of his sight, Gill probably doesn’t have a good shot of landing the kid.”

- CNBC sports business reporter Darren Rovell

THE RIGHT WAY TO THINK

Quick overview of today’s TwitterverseHarvard’s current situationWhat’s the competition doing? Ideas, concepts, talking points

HALFTIME

Today’s student-athlete, the challenges of Twitter and the best document you will ever read on how to deal with this, period.

Questions

If you’re tweeting today, using #harvardjosh.

TODAY’S DISCUSSION

Josh Nason - @JoshNason

Maintain four diff erent Twitter accounts for personal, business

Worked in pro hockey marketing for seven seasons

Built up a successful side business as a UFC journalist all through social networking

I’m a Capricorn that likes long walks in the snow, not the beach

WHO IS THIS GUY?

200 million Twitter accounts worldwide (think Australia)

460,000 new accounts are created every day200 million tweets exchanged every day13% of U.S. adult Internet users have Twitter

accounts70% of Twitter traffi c comes outside the U.S.55% of Twitter users are female

*Stats from DigitalRoyalty.com post - 8.25.11

THE MEDIUM

How does Harvard University’s athletic department utilize its brand name, reach and student-athletes through Twitter?

How can the Athletic Department guide its students to better use Twitter and help their own brands as a result – all while staying compliant?

How can Harvard have fun and stand out in a crowded Boston sports market?

THE CHALLENGES

@HarvardCrimson3797 Followers5562 Tweets311 FollowingGreat mix of news, RTs and emotionNeeds more hashtags (#GoCrimson)Needs more distinction between sports

THE CURRENT SITUATION

THE CURRENT SITUATION

Boston University - @BUAthletics3921 Followers3026 Tweets2121 FollowingGreat mix of news, RTs and emotionGreat use of hashtags: #BU #BUSpainVery distinct with sports: #WBBUse background for sales push

COMPETITION: BOSTON UNIVERSITY

BOSTON UNIVERSITY SELL JOB

Yale University - @YaleAthletics

1854 Followers965 Tweets7 FollowingJust newsBoring

COMPETITION: YALE ATHLETICS

YALE ATHLETICS

Boston College - @BCSportsNews

3023 Followers6989 Tweets3 FollowingGreat mix of news, alerts, updatesUse sports specifiers like MSC, FH, etc.No hashtags

COMPETITION: BOSTON COLLEGE

BOSTON COLLEGE

Tickets/Merch giveaways (ex: during games)

#Tweetups

Create lists for people to follow (Athletes, etc.)

Use existing content (alumni news, blogs, etc.)

Promote, promote, promote

5 IDEAS!

Questions?

HALFTIME!

CHALLENGES

Compliance!You’re dealing with 18-22 year-olds.You’re trying to guide a large group of

18-22 year olds.Did I mention they were 18-22?With risk comes reward: youth

marketing.

THE WHOLE STUDENT-ATHLETE THING

In July 2011, Associate Media Relations Director at the University of Tennessee and men's basketball SID Tom Satkowiak wrote a post called ‘50 Twitter Tips for NCAA Division I Student-Athletes’.

All your guidelines for student-athletes are here.

THE GREATEST DOCUMENT EVER

2) Your Twitter account is one of many mediums through which you can build your “personal brand.” When people decide to follow you, they are investing in your brand because they believe you can add value to their timeline.

Don’t craft useless tweets—you know the kind… they’re the ones you skip over every day while looking for something worthwhile.

BEST OF THE SATKOWIAK DOCUMENT

6) The visual elements of your Twitter account (avatar, background) are how other Twitter users form a first impression of you. Put a shirt on.

Don’t photograph yourself lying in bed—this isn’t softcore porn.


11) If a fan tweets at you telling you how much they enjoy watching you play or how much their son/daughter looks up to you, retweet them and add a “Thx” at the start of the tweet.

You can make someone’s day just by granting them that simple, public acknowledgement.


22) If you wouldn’t say something in a media interview, don’t tweet it. You’re being naïve if you think the media isn’t keeping an eye on your Twitter feed (and locking your account is not a failsafe way of ensuring only your friends are following you).


26) Don’t allow yourself to be photographed while holding a drink. If you’re posing for a photo, put your drink behind your back or on a counter out of the frame. Even if you’re only drinking water.


28) Don't tweet after a tough loss. You pour your heart and soul into training to become a champion, and losses are emotionally draining. Sleep on it.

Your followers will still be there tomorrow.


32) It’s the morning of a big game/match, you feel like you have the flu and it looks like you won’t be playing tonight. Don’t announce that on Twitter.

If you compete in a revenue sport, tweeting something like that will have ripples that reach all the way to the Las Vegas sports books.


39) There are many other teams and student-athletes at your school. Take the time to give them a shout-out on Twitter when they do big things.

Ultimately, you’re all on the same team.


44) One of your Twitter followers may be in a position to hire (or draft) you someday.

Evaluate your tweets from time to time and ask yourself, “Would I want to hire this person?”


50) Don’t let these rules prevent you from enjoying your Twitter experience. It’s perfectly acceptable to show your personality and have fun on Twitter—it’s encouraged.

But like anything else, the key is to enjoy it responsibly.


Questions?

READY FOR OVERTIME

Active with Twitpic? Tout? Help convey the game experience through Twitter.

Ticket deals!Q & A’s or Live Chats with UstreamGuest tweeting during events@BUCoachJones | @BCGeneD

FIVE BONUS IDEAS!

@TomSatkowiak Doc: http://tinyurl.com/HarvardJosh1

@DarrenRovell Post A: http://tinyurl.com/HarvardJosh2

@DarrenRovell Post B: http://tinyurl.com/HarvardJosh3

Easy Way Out Blog: http://tinyurl.com/HarvardJosh4

www.DigitalRoyalty.com

RESOURCES

http://tinyurl.com/HarvardJosh1








Josh “Not Jason” Nason

@[email protected]

RESOURCES

Technology

#GoCrimson - The Twitter Education Of Harvard Athletics