Mediaboss Marketing

By David Rumsey, Editorial Assistant

Published June 13, 2017

Social media philosophy:

How social media has changed how work is done: There was a lot of time spent trying to internally build alignment around the role of social media. Now its there. For the most part, its very clear that impacts the way companies go to market and communicate with customers. I believe it has created an expectation among consumers of being always on. Consumers tweet at a company and expect an immediate response.

An example of a successful campaign from a DraftKings social media account: Were really focused on highlighting iconic achievements in sports and introducing work quickly to support that. For example, when Albert Pujols hit his 600th home run, we produced these -- theyre essentially digital baseball cards -- achievement cards. We dropped them when he hit 600 and we actually invited users to share lineups. If they had him in their lineup, share that with us on Twitter and we produced custom cards with that users Twitter name on it, so its kind of a limited-edition card that only that consumer gets.

How DraftKings does social media differently: Companies tend to struggle because whats a unique point of view for a specific brand? But for a sports brand, there are so many things occurring daily in sports, so the focus is really on how do we not just jump on everything thats going on, but find stories that we can tell that are presented with a unique perspective. Our positioning is what we call Game Inside the Game. It is kind of our rallying cry.

Favorite and most frustrating part of social media: The most exciting part is that youre operating a newsroom. Youre trying to move at the speed of sports, react to really interesting things happening, and also take that, harness it and tell stories to your fans that gets them excited about the games. Its very creative and there are a lot of really great ideas. Being in technology, theres a lot of really interesting ways that we can do that going forward. Frustrating? I think that theres so many great ideas. The challenge is always how do we do fewer things well? Having focus on and testing a lot things and optimizing those that perform really well and scaling those.

Trends in social media moving forward: We have to understand how consumers are behaving and not simply focus on one or two social networks that are big right now. Some trends are this notion of story-based communications on social, whether it's Snapchat or Instagram stories. The notion of story as a format, as a medium of communications, is really important. A few years ago, people thought that all of our consumers wanted to just broadcast everything to their friends and put it out there. Thats not necessarily the case. People want a narrow path. They want to publish something to their friends, but they dont want it to necessarily live forever.

Read more from the original source:
Social Studies: DraftKings Dir Of Social Marketing Josh Karpf On Authenticity - SportsBusiness Daily (subscription)