Monthly Archives: May 2012

NBA – Where #BIG (Social Media) Things Happen

Fortunately, my favorite NBA team isn’t the Los Angeles Lakers – or the Los Angeles Clippers.

Unfortunately, as a resident of Southern California, this means I can’t cheer for my team from the stands or watch them dominate the league unless they’re being nationally televised.

Luckily, the NBA understands the global impact of the Internet and is devoted with their social media endeavors, which allows me to connect with my favorite team and fellow fans from anywhere in the world.

From a fan’s standpoint, the league’s social media efforts are highly beneficial and exceptionally entertaining. I am able to catch exclusive highlights on YouTube, humor myself by scrolling through fan arguments on Facebook, read about the latest rivalries on multiple blogs, and (my favorite part) interact with the league, teams, and individual players right on Twitter.  Receiving live play-by-play tweets is icing on the cake when a crucial game I desperately want to watch isn’t nationally televised.

From a marketer’s perspective, the NBA’s social media model is the ultimate prototype to strive for. Other sports leagues may have a presence on multiple social media platforms but with a ratings increase of 52 percent over the past year and merchandise sales up 30 percent, the NBA outplays every league by far.

Along with traditional social outreach campaigns, the global brand extends it’s reach by collaborating with broadcasting networks to actively encourage fans to send in tweets, which are then shown on-air. This generates buzz, increases likeability and ultimately allows the league to form a stronger relationship with their fans.

With these creative channels of interaction and communication for its viewers, the conversations and excitement between plays is now open to thousands of other fans beyond those sitting next to you on the couch.

Unfortunately, my favorite team was eliminated early on in this year’s NBA Playoffs but my hopes are still high and I’ll be staying up-to-date through the team’s Facebook, Twitter, and Instagram feeds during off-season. Without naming any names, I’ll just have to continue to #SEERED and wait for next year.

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Filed under Darren and Lily, Random, Social Media

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We’re honored to receive the Facebook All-Star award from Connect2One. We take great pride in the work we produce for the Bronco Bookstore through social media marketing. It’s always nice when various publications showcase our work in  articles but now it’s even cooler to have this trophy sitting in our workspace. When coworkers asked us who’s the bigger star on the trophy, Lily said, “I’m both stars. Darren’s the base.” Haha… In any case, we’re both very grateful to receive this award.

Below is a link to the article that Eric Criswell wrote about the Facebook All-Stars award.

Original Article

– D

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May 11, 2012 · 10:43 am

Making “This is Your Moment”

How do you convince someone to do something? An effective presentation of an idea can do the trick but if done incorrectly, you may end up coming off as annoying or even offensive. After all, you’re imposing your ideas on to someone else. It’s a tricky process because in order to really convince someone of an idea, you’d have to help that person realizeunderstand, and accept your idea as his or her own belief.

We realized that making a video directly promoting Grad Fair presented a couple of concerns due to the nature of the event and the people we’re targeting.

First, there are people who plan to walk at commencement, which holds a high chance that they’re already interested in attending Grad Fair. They don’t need any convincing. They’re already set on their attendance and any further attempt to push the importance Grad Fair on them may just come off as annoying.

Second there are people who won’t be attending Grad Fair because they don’t plan to walk.  That became our target audience for our video: This is Your Moment.

The trick in creating the concept for our video was not to talk about 20% off deals or $60 savings. Frankly those specials mean nothing to an audience of people who have no need for graduation merchandise. Instead, we took a different approach.

This is Your Moment doesn’t sell Grad Fair by telling the viewers about the exclusive cap & gown packages.  Rather, it delivers powerful messages from the experienced—those who’ve graduated themselves. It offers the soon-to-be Grads the opportunity to realize the importance of Graduation and the accomplishment they are about to achieve.

If the viewer can realize the importance of Graduation, understand that this is their moment, and accept the decision to walk at commencement, then they’re convinced.

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Filed under Cal Poly Pomona Foundation, Darren and Lily, Social Media, YouTube