SPORTS PR SUMMIT

SOCIAL MEDIA WORKSHOP – HOSTED BY TWITTER 

 

2017 Social Media Workshop hosted by Twitter

July 26, 2017 at Twitter Headquarters in San Francisco

Sports PR Summit Social Media Workshop returned to San Francisco on Wednesday, July 26, 2017 at Twitter.

The full-day, invite-only event for senior Digital and Social Media professionals working in sports, provided an opportunity to hear and learn from top media, sports and technology brands. Attendees left with a better understanding of how to plan and distribute digital content, engage fans online, and monetize their efforts in the sports digital environment.

2017 Social Media Workshop Agenda

9:00AM- 9:05AM | WELCOME AND OPENING REMARKS

Brian Berger - Sports PR Summit Founder
Lauren Teague - Sports PR Summit Partner

9:05-9:50AM | #GOLIVE WITH TWITTER

The evolution of how sports fans consume content and how leagues reach them is transforming before our eyes. The panel will offer insight into the best ways to engage the modern sports fan and the expanding lineup of live content that fans can experience on Twitter, including original and exclusive live programming from the NBA, weekly PGA TOUR LIVE tournament coverage, live WNBA games, and going live on Periscope. The panel will also dive into how both leagues leverage Twitter Amplify to earn revenue while offering fans best in class highlights and other engaging on demand video content.

Laura Froelich - Twitter Global Head of Sports Partnerships
Melissa Rosenthal Brenner - NBA Senior Vice President of Digital Media
Sloane Kelley - PGA TOUR Senior Director of Content
Moderator: Bonnie Bernstein - Walk Swiftly Productions Founder, ESPN/CBS veteran

9:50AM - 10:05AM | What's YOUR Story?

Today’s media world requires strategic communication and influence to engage and connect with the audience. Kraig Kann challenges folks to dig deep to create and deliver a meaningful and shareable story and empowers folks to be influencers in the marketplace. With a proven approach to the art of communication, you’ll learn the importance of effectively delivering your company’s message from the basement to the boardroom. In the process, you’ll see the value in raising your own personal profile and becoming a “brand” new you.

Presenter: Kraig Kann - Kann Advisory Group Managing Director

10:05 - 10:15AM | COFFEE BREAK

Morning break sponsored by Convince & Convert

10:15AM - 11:00AM | ATHLETES BUILDING BRANDS IN SOCIAL

Professional athletes, like many career professionals, are turning to social media and technology to develop their own personal brands, discover non-traditional partnership opportunities and prepare for a high-performance life off the court and field. In this discussion with notable professional athletes, find out how they personally network using social media to build relationships and look ahead to post-athletic careers.

Chiney Ogwumike - WNBA All-Star, ESPN Sportscenter Africa Co-Host
Marquette King - Oakland Raiders Punter
Richard Jefferson - Cleveland Cavaliers, NBA World Champion
Mike T. Brown - Win-Win, Founder & CEO
Moderator: Brian Berger - Sports Business Radio Host

11:00 - 11:15AM | REHEARSE FOR REAL TIME

Real-time social media content doesn’t afford the luxury of time, abundant resources or an array of tools. Having a plan is key to owning the moment, whether you are covering an event, or forced to quickly react. Lauren Teague, one of sports’ original social media reporters shares how real-time content is produced in real life. You'll receive actionable takeaways to help with the preparation and rehearsal steps to be ready for the moment when each moment counts.

Presenter: Lauren Teague - Convince & Convert Strategist

11:15AM - 12:00PM | FEATURED CONVERSATION

Light Heavyweight world champion boxer and 2004 Olympic gold medalist Andre Ward joins the Social Media Workshop for a sit down conversation with Ric Bucher of Bleacher Report and SiriusXM Radio to discuss his impressive career (31-0) and his role as a boxing commentator for HBO and ESPN.

12:00-1:00PM | NETWORKING LUNCH

Networking Lunch at Twitter
Presented by Everything Is On The Record and Teague FC

1:00 - 1:05PM | AFTERNOON SESSION OPENING REMARKS

Steph Stricklen - Emcee
Brian Poliakoff - Twitter Associate Communications Director

1:05 - 1:50PM | CREATING A SOCIAL CONCIERGE FOR FANS WITH SOCIAL MEDIA

Content teams aren't the only ones who should be responsible for a team's social media on game day. Social customer service is often a missed opportunity for teams and events, when those on the front lines of social media aren't equipped to deal with a fan’s challenges or needs in the arena. In this session, we'll discuss the importance of customer service through social media, and discover how teams and events are adding Social Concierge to their online strategy.

Shanda Maloney - ELVN Digital Founder
Jeremy Thum - Golden State Warriors Senior Director of Digital Experience
Daniel Lemin - Convince & Convert Strategist

1:50 - 2:05PM | THE FEMALE FAN PROBLEM

Ashley Wellington-Fahey, CEO and founder of The Relish, shares her passion behind building the largest 360 media brand for female sports fans in a quick 10-minute take on "The Female Fan Problem: How sports' second largest audience got left behind"

2:05 - 2:20PM | BEVERAGE AND SNACK BREAK

Afternoon break sponsored by The Relish

2:20 - 3:05PM | THE BUSINESS OF SPONSORED CONTENT IN SPORTS

Sponsored content can be off-putting to audiences, and even those who pay for it, when done poorly and without the audience's interest in mind. In this panel, we'll include perspectives from brands, sales and content creators to discuss the best and worst sponsored content, and how to roll out effective campaigns.

Ishveen Anand - Open Sponsorship CEO
Jack Patterson - Learfield VP of Social Media
Moderator: Kraig Kann - Kann Advisory Group Managing Director

3:05 - 3:20PM | 5 STEPS TO A SOCIAL AUDIT

Social media’s constant evolution requires social media teams to come up with bigger, better and more creative ways to produce content for multiple platforms. In this quick workshop, Shanda Maloney shares the key steps of a social audit to identify what is and is not working for your brand, and how to reposition your content to drive affinity and build community engagement.

3:20 - 4:05PM | NCAA SOCIAL MEDIA STRATEGIES

The NCAA is about more than the action on the court or field. Learn how the NCAA Communications team works to find a balance between covering sport action and explaining the three priorities of the association: academics, well-being and fairness. They will also walk through how they look for and take advantage of opportunities to highlight NCAA student-athletes or policies in action.

Dana Thomas - Director of Digital Communication
Jordan Schwartz - Associate Director of Social Media Strategy
Jared Thompson - Assistant Director of Social Media Strategy
Kayci Woodley - Assistant Director of Social Media Strategy

4:05 - 4:15PM | CLOSING REMARKS

Brian Berger - Sports PR Summit Founder
Lauren Teague - Sports PR Summit Partner

4:15 - 5:30PM | NETWORKING RECEPTION

Post-event networking cocktail reception hosted by Twitter

Past Panelists and Speakers

Marquette King

Marquette King

Oakland Raiders punter

Sam Silverstein

Sam Silverstein

Pac-12 Network

Ben Lyons

Ben Lyons

The Players' Tribune

Emmanuel Acho

Emmanuel Acho

Former NFL player/Longhorn TV Network

Jeremy Thum

Jeremy Thum

Senior Director of Digital Experience at Golden State Warriors

Candice Coots

Candice Coots

Pac-12 Network

Shanda Maloney

Shanda Maloney

President, Co-Founder at ELVN Digital

Kenny Dorset

Kenny Dorset

Director of Social Media at Bleacher Report

Kara Lynn Joyce

Kara Lynn Joyce

Olympic Swimmer

Richard Jefferson

Richard Jefferson

NBA

Andre Ward

Andre Ward

Boxing Champion

Chiney Ogwumike

Chiney Ogwumike

WNBA

Melissa Brenner

Melissa Brenner

NBA, SVP, Digital Media

Laura Froelich

Laura Froelich

Twitter, Head of Sports Partnerships

Bonnie Bernstein

Bonnie Bernstein

VP, Content & Brand Development/ On-Air Host, Campus Insiders

Sloane Kelley

Sloane Kelley

PGA Tour, Head of Content

SOCIAL MEDIA WORKSHOP PARTNERS

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