Episode 65 of the DSMSports Podcast w/ Caitlin Moyer of the Milwaukee Brewers

Snippets from Caitlin Moyer on the Snippets from Caitlin Moyer on the Digital and Social Media Sports PodcastDigital and Social Media Sports Podcast

Episode 64 featured Milwaukee Brewers Director of New Media,

Caitlin Moyer

What follows is a collection of snippets from the podcast. For the full episode, visit DSMSports.net

@njh287 DSMSports.net

http://www.dsmsports.net/


Caitlin's career path

Born and raised in Milwaukee → Attended Marquette, studying Public Relations and Marketing and got an internship in corporate marketing and sponsorship with the Milwaukee Brewers

Caitlin originally aspired to be a sports journalist before changing course in college toward PR and marketing

Caitlin continued with the Brewers helping in other departments, before becoming Marketing Coordinator, which turned into a full-time position

“As social media became a thing we added it to our marketing repertoire, and then it just become very apparent that, to do it right, you're going to need someone dedicated to it.”



On getting the internship and growing with it

“Networking is a tip I have for everyone. It's cliché, but it does help to stay in touch over time...And I kept in touch and got the internship (a year after not getting it)...

Once I was in the internship, I made it a point to know everyone in the organization and always be willing to help. Even outside the department I was in, I helped out (in all departments)...The [interns] that stick out are the ones that want to talk to you or pick your brain or can they offer a hand...there are so many others that are really good, but they keep their heads down and stay in their cubicle, and miss out on that opportunity.”



How her Director of New Media role evolved

“I think it was all a perfect storm...being able to carry (her love of journalism) over to social media [and Caitlin's blog for the team]...having a little corporate experience from my time as an intern helped balance some of the sales side of social media. The marketing experience – how do we promote stuff on our channels, knowing that our channels are not just made just for advertising?...How do we get people engaged in us and interested in what we offer. Balancing a lot of different demands across the organization and figuring out the right timing, the right fit, and the right message...[the position] was made for me.”



On the Brewers adopting and valuing digital and social media

“When [social media] first came out and I took them up the ladder...it was an unknown. And they said 'If you thin we should be there, we should be there...' It wasn't until recently where people would come to us and trying to flood the channels with their own messages across the organization, where we have to make some decisions and rein some things in.



“A lot of it was me sitting in meetings and someone would bring up something. 'Well, do you want me to cover that for social media?' And then they would say, 'Oh yeah, sure!' They weren't quite thinking along those lines yet. And now we have to be more cautious than ever with all the algorithms and the way brands are being penalized on some of these sites. And so we want to be more careful and more precise then ever before. It's an education process, for sure.”



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How the Brewers New Media and Social Media is integrated with the Marketing team

“I grew up in the marketing department, so we just kind of took on (social media)...I recognized right away, you can't just blanket this with sales messages. With a good balance of news and updates and fun with some of our marketing messages mixed in...(Social) is still very tied to marketing (but now sits in PR)...marketing has a heavy hand in helping me create (creative content and video).”



“We have an internal design, so limited resources...it's balancing how does a Twitter graphic stack up with the design of the season tickets?...There are only so many hours in the day. We are adapting and hoping to expand staff in the future. Working with the staff we have, picking up Photoshop skills (helps)...”



On the shifting contend mindset for the Brewers

Caitlin talks about, when just starting out with the Brewers, created a Facebook event, using her personal account, and it blew up. (and had to friend them first)

“As soon as brand pages became a thing, we jumped on that...figuring out the best way to use the platform. It has taken some people to understand that we're creating our own news (now)....the media still has a huge role, but I think we're realizing how important social media in telling our own stories.”



Bringing in the 'fun' content with the strictly baseball-focused content

“2014 was a perfect storm. We got off to a great start and pretty much everything we had content-wise turned to gold. Everything is easier when you're winning...(even later when the team wasn't winning) there was still a place for this content...What you try to do is make the player more personal and more relate-able...”

(Caitlin gives the example of showing player families to show they're real guys)...”People like to see the guys doing good in the community, interacting with children, signing autographs...that goes a long way in building those relationships and having fans rally around a guy whether he's doing well or he's struggling.”



How the Brewers baseball ops has been supportive of social media content

“They've been fantastic...(Both regimes) have been very open and easy to work with. It comes from building a trust with people in those positions. I do social media training with the (players and staff) every year...it's our job to put (the players) in the best light possible, so it's our job to earn the trust of the management and the players themselves...



“It's been a lot easier as the players have gotten younger...players come to us and say 'hey can you help me get verified on Twitter?' (then Instagram and then Snapchat)...there are still veterans on the team that want nothing to do with social media on their own platforms, but they're still realizing they have a way they can help us as an organization and a brand create content on our channels without having to put themselves out there...”



Preparing for the season and balancing the need to react to on-field results

“We start the year with a content calendar that is jam-packed with everything that we can possibly put on it advance....like we know the whole schedule and (game days) and with those games come a specific set of content...you've got things like player birthdays, events in the community, holidays...all that stuff is not going to change. You plan your promotions the best you can, giveaways...(then) you kind of sit back and wait and see what the performance dictates. Good or bad, you can kind of adjust on the fly...try to just get ahead as much as possible, just so you can be ready to react whenever something jumps in your lap.”



Brand, voice, social media and the organization

“A good, publicized example was 2014 (when) we came out of the gates really hot...the marketing campaign of 2015 was to finish what we started...but we didn't start so well, so we shifted course on the marketing side and focused more on the atmosphere at the ballpark and the fun you can have here regardless of the on-field product...I shifted to community and fan support...(The marketing team) is ready to adapt...it's tough to know what to expect...I'm ready to go, either way.”



Share-able Stat: 40% In the last six months, video view time on Instagram increased 40% (Source: Instagram blog)



On the value of social media at all times, so they can strike when the iron is hot

“It's another tool in our arsenal to reach fans, in the good times and the bad times...and just figuring out the right message.”



Measuring the effectiveness of social media

“It depends on the campaign...we'll put (certain) metrics in place for (certain) types of campaigns and say 'this is what success looks like to us...' but for the every day, general posts, we just keep an eye on it and don't fret over (analytics)...we know that good content will rise to the top, so we just focus on putting out the best content possible.”



Tying content to marketing and social media

“Top-of-mind (for the Brewers) is big...one of our most successful campaigns has been our countdown to Opening Day...counting down to Opening Day and engaging fans in a contest...it's hard to go anywhere (in the city) and not know how many days there are until opening day, so you build that excitement for the season....trying to stay top-of-mind and push those objectives across.”



How the Brewers get ROI from team traditions

“We know there are certain things about being a Brewers fan that is just a Wisconsin thing that makes us unique...Bernie Brewer...sausage races...tailgating. A lot of other teams have tailgating, but not like we have in Wisconsin...it's embracing those things...it's stoking that fire and getting people excited for those really iconic Brewer things...”



“People really enjoy a good story and a good legend...you have your (history and heroes) and your current heroes from our more recent success...Then you have these other stories that relate to the mascot...the sausage race...Hank The Dog...I think people just love a good story and that is something spans generations (of fans)...”



Monetizing experiences fans value

“People just love that behind-the-scenes access that sometimes we (who work in sports) take for granted...it's trying to find another way to bring fans closer to the games (describing some of the experiences available to Brewers fans, including a sleepover on the field, going down Bernie Brewer's slide, etc.)...”

“On the Internet, there are little groups and packets of people you can reach...” (Caitlin gives the example of a “Stitch and pitch promotion” targeted to knitting enthusiasts)...Being able to reach out (to yarn shops and the like) on social media is so much more (effective) than just sending out flyers...”



Caitlin gives the story of Hank The Dog

2014 was the year Hank wandered into Spring Training...I got a call right before I boarded he plane (to head to Arizona) and [was told] a stray dog had wandered into camp and was asked if I would put a picture out to help find its owner...it took off from there. The dog was just incredible...he was the sweetest dog and the way he gravitated to the players and the way the players gravitated toward him made for such great social media content and it kind of became viral...we decided to adopt him (when no owner came forward)...

He has become a big part of the organization and the organization story...He won a Dog of the Year Award last January...and got the award from Paris Hilton...The best part is that it has brought a lot of attention to (stray dogs and the Humane Society) and raising money through the sale of Hank merchandise.”



The #1 lesson Caitlin has learned in her role as an Adjunct Professor at Marquette

“I think the best thing about my students is that they help me stay current and connected. I'm always picking their brains about what's and what's not...I'm always looking to other people...and they're great for helping me stay up to date.”



The most memorable Tweet in Caitlin's time with the Brewers and why

“Sending out that first tweet out about Hank...remember that and the whole story and the way season unfolded...talk about being able to be nimble and adapt on the fly. Our whole strategy goes out the window when something like that happens and you have to be able to embrace it.”



The social platform on which the Brewers perform the best and the one on which they can improve in 2016

“I think we have a pretty good handle on Twitter and we're one year into Snapchat and I think we have a lot of fun on that. Goals this year is to really improve our Instagram strategy, because I know their algorithm is changing and we want to be on top of that. Also, I want to get more into Periscope and live streaming (and Facebook Live)...”

Caitlin talks about what is off-limits for clubs to stream, too



The best personality in the Brewers clubhouse currently and the best ever in Caitlin's time with the club

“Bob Uecker is a huge personality for us...

“On the current team, Will Smith is really good for us. He is a great sport for all things social media, with a name like Will Smith that just sets itself up for fun and interaction...”

“Best persona: “selfie he took during Social Media Day...he won our social media award that year.”



The metrics that matter most to Caitlin for Brewers social media and why

“I think anything that shows engagement...not too focused on ROI. Are people sharing it? If it is a user-generated content [campaign], are they participating? I think the shares and retweets are really important because that is reaching not only our first-level fans, but their friends and their connections...helping them with that third-party endorsement is huge to us.”


Snippets from Caitlin Moyer on the Snippets from Caitlin Moyer on the Digital and Social Media Sports PodcastDigital and Social Media Sports PodcastThe best food at Miller Park and the best food to get in Milwaukee

At Miller Park (Brewers home ballpark): AJ Bombers – “They're a local food joint here in Milwaukee...they make fantastic burgers. Lately, they're been doing a featured burger that's based on something that a player has created...they also serve tots and custard.”

In Milwaukee: AJ Bombers is definitely on the list...I also really like Thai food and there's a lot of good Thai restaurants. There's a lot of good pizza in Milwaukee, too...”



The Brewers in-game engagement strategy and on whether it differs based on day of the week, start time, etc.

“Our in-game engagement strategy is pretty standard (regardless of) the day of the week...(posting) what the line up is. A tune-in message...Twitter is up to the minute updates...Other channels is sprinkling some highlights and photos...Then it depends on how the game is going...if it s a rough one, we may back off a little bit.”

Twitter is more of a play-by-play with some of the atmospheric elements...Snapchat is the ultimate story-telling tool for us...We try to get unique on each platform...”



Caitlin's #1 tip for a an aspiring social media and sports pro and one currently practicing

“It's about connecting. If you're connecting with people and networking, it shouldn't be so self-serving...can you still offer that person something in return?...Just being really helpful and reaching out, not only when you need something, (but also) to complement something...It's staying in contact. You're around, even if it's just to say 'hey, how's it going?'”



The most successful new media marketing campaign Caitlin has helped with in her time with the Brewers

“I would say the Countdown to Opening Day. It has been really successful. The first year we did it all ourselves. We had a contest with it to ask fans how they are counting down. We've been curating ever since. It's not getting old...you can't ask for any better engagement. It is a great piece of content for the offseason.”



The best non-Brewers MLB player on social media and why

“He's not currently on the Brewers, but he is in our minor league system...Tim Dillard...He is the king of Dubsmash. He involves all his teammates in Dubsmash....he dresses up and orchestrates these things. He just has a great personality, he writes a blog – he is a must follow.”



Caitlin's pick (besides the Brewers) with the best chance to win the World Series this year

“Is it the year for the Giants to win it again?”



Caitlin's Social Media All-Star to Follow

Bryan Srabian (@srabe) “He is kind of the king of social media. He gets the advantage of being out there in San Francisco where a lot of the stuff starts...he is something that's really influential and always on top of the trends.”



Where to find Caitlin and the Brewers on social media

Brewers are on 'every single platform' and most @Brewers everywhere – Facebook, Twitter, Instagram, Snapchat, and more.

Caitlin also notes brewers.com/connect, which has all Brewers social media accounts and all Brewers players social media accounts

Caitlin is @cmoyer on Twitter (her favorite and most active platform) and she invites listeners to connect!



Thanks very much to Caitlin Moyer for sharing her experience, knowledge, and personality with us on the Digital and Social Media Sports Podcast!

For more, visit www.dsmsports.net and follow me, Neil Horowitz, on Twitter @njh287


http://www.dsmsports.net/

http://www.twitter.com/njh287

Episode 65 of the DSMSports Podcast w/ Caitlin Moyer of the Milwaukee Brewers

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Transcript of Episode 65 of the DSMSports Podcast w/ Caitlin Moyer of the Milwaukee Brewers