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"No, YOU'RE Crying": How Two Schools Turned a Cinderella Experience into Social Media Gold

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#heweb16 presentation from Stony Brook's Chris D'Orso and UALR's Meaghan Milliorn Fikes about their experiences running social media for two teams in the 2016 NCAA "March Madness" basketball tournament.

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"No, YOU'RE Crying": How Two Schools Turned a Cinderella Experience into Social Media Gold

  1. 1. “No, YOU’RE Crying” How Two Schools Turned a Cinderella Experience into Social Media Gold #mcs7
  2. 2. “No, YOU’RE Crying” How Two Schools Turned a Cinderella Experience into Social Media Gold #mcs7
  3. 3. “No, YOU’RE Crying” How Two Schools Turned a Cinderella Experience into Social Media Gold #mcs7
  4. 4. “No, YOU’RE Crying” How Two Schools Turned a Cinderella Experience into Social Media Gold #mcs7
  5. 5. “No, YOU’RE Crying” How Two Schools Turned a Cinderella Experience into Social Media Gold #mcs7
  6. 6. Assistant Director, Enrollment Communications Stony Brook University ◉ Social Media Coordinator for @stonybrooku ◉ Enrollment Management/Marketing & Communications ◉ 17+ years in Student Affairs/ Enrollment ◉ Karaoke: “Pour Some Sugar On Me” @cdorso Chris D’Orso Online Marketing Manager, Communications & Marketing University of Arkansas at Little Rock ◉ Social media for @UALR ◉ Digital marketing, web content/training ◉ Alum turned employee, 7 years at UALR ◉ Karaoke: 90s hits, Hall & Oates, “Love Shack” @meaghanfikes Meaghan Milliorn Fikes @kuratowa @lacydev
  7. 7. Seawolves Basketball ◉ 1999: Joined NCAA Division I, America East ◉ 2006: Finished 4-24, hired Steve Pikiell ◉ 2010: 22-10 (1st), lost in semifinals by 7 (BU) ◉ 2011: 15-17 (5th), lost title game by 2 (BU) ◉ 2012: 22-10 (1st), lost titlegame at home by 8 (UVM) ◉ 2013: 25-8 (1st), lost in semifinals by 2 (Albany) ◉ 2014: 23-9 (2nd), losttitle game at home by 9 (Albany) ◉ 2015: 23-12 (2nd), lost titlegame by 1 (Albany) ◉ 2016: 26-6 (1st) #mcs7
  8. 8. #20 Jameel Warney, now a Dallas Maverick #10 Carson Puriefoy, now playing in Latvia #mcs7
  9. 9. #mcs7
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  17. 17. But we weren’t the only Cinderella story that week
  18. 18. University of Arkansas at Little Rock - UALR #mcs7 #LittleRocksTeam #GoTrojans #BracketBuster
  19. 19. #mcs7
  20. 20. Trojan Basketball ◉ 2015: New Athletic Director hired – youngest Division 1 AD in the country ◉ New coach hired ◉ Rebrand from UALR Trojans to Little Rock Trojans ◉ March 2016: Finish regular season with program-record 27 wins ◉ Has nation's best record at 27-4 ◉ Coach Beard named Sun Belt Coach of the Year ◉ Wins Sun Belt Conference tournament (70-50) ◉ Secures team’s fifth NCAA Tournament bid in program history, and first since 2011.
  21. 21. “ #mcs7
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  29. 29. Sweet 16 Wasn’t So Sweet ◉ March 19: 12th seed Little Rock lost to 4th seed Iowa State, 78-61 ◉ March 25: Coach named District 24 Coach of the Year ◉ March 28: Coach Beard resigns for UNLV #mcs7
  30. 30. So, what did we learn? #mcs7
  31. 31. What did we learn? ◉ Planning is key ◉ Content is, well, also key ◉ You don’t have to be everywhere (or do you?) ◉ Winning isn’t everything ◉ Take advantage of the unexpected moment #mcs7
  32. 32. Planning ◉ Calendar! Know what’s hitting, when it’s hitting, and where it’s hitting ◉ Plan everything you can, across all media ◉ Bring in all key constituents #mcs7
  33. 33. Bring in all key constituents ◉ Ask for help ahead of time – photographers, videographers, student workers, writers, etc. You cannot be everywhere at once. ◉ Plan for backup – make sure everyone knows the correct logins/passwords; re-train necessary people ◉ Make sure you’re all on the same page! #mcs7
  34. 34. Content ◉ Know what kinds of content resonates with your audience ◉ Evergreen stories – repurpose appropriately ◉ Social media is supposed to be fun!
  35. 35. #mcs7
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  39. 39. You don’t have to be everywhere ◉ Make sure you’re always with the team! ◉ Or, stay home! ◉ Spoiler: both options work #mcs7
  40. 40. Going? Or staying? ◉ “Inside” look at the scene ◉ Coverage that athletics won’t get ◉ Costs involved – budget! ◉ Had time to prepare posts and be on top of things ◉ But lacked ability to be right there in the action – had to rely on boss to text me pics #mcs7
  41. 41. #mcs7
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  43. 43. #mcs7
  44. 44. Going? Or staying? ◉ “Inside” look at the scene ◉ Coverage that athletics won’t get ◉ Costs involved – budget! ◉ Had time to prepare posts and be on top of things ◉ But lacked ability to be right there in the action – had to rely on boss to text me pics #mcs7
  45. 45. #mcs7
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  47. 47. Winning! ◉ Winning is awesome, but it isn’t everything ◉ The “NCAA Bump” Source: https://www.collegeraptor.com/blog/college-trends/september-madness- how-the-ncaa-basketball-tournament-predicts-drives-college-enrollment-trends/ #mcs7
  48. 48. Little Rock’s Big Fan #mcs7
  49. 49. #mcs7
  50. 50. #mcs7
  51. 51. “ Someone at UALR could have just hit “like” on one of the tweets and left it at that. The team has plenty else going on besides connecting with a fan who might never visit Arkansas. But at every juncture, a group of people in Little Rock figured out - rightly - that there was a kid out there that was at that pivotal moment where he has a chance to connect with a sport. And they remembered that people - young ones, included - are what make sports fun. #mcs7
  52. 52. Storify: ualr.at/bigfan #mcs7
  53. 53. Take Advantage of the Moment ◉ This is your time to shine ◉ This is your moment in the sun ◉ Do not throw away your shot #mcs7
  54. 54. All eyes are on you ◉ Homepage banners/stories: Buy season tix! Enroll for summer! Buy a t-shirt! #mcs7
  55. 55. #mcs7 stonybrook.edu traffic March 2016
  56. 56. Next time/ going forward ◉ Know you can’t plan for everything ◉ Be human – have a sense of humor ◉ Share your successes! ◉ Gold mine of amazing human content #mcs7
  57. 57. Any questions ? You can find us at ◉ @cdorso ◉ @meaghanfikes Thanks! #mcs7

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