ISM Episode 20: NBA's Melissa Rosenthal Brenner, SVP Marketing - Rick Mulready

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ISM Episode 20: NBA’s Melissa Rosenthal Brenner, SVP Marketing

July 28, 2013

Melissa Rosenthal Brenner

Melissa Rosenthal Brenner

The NBA’s Melissa Rosenthal Brenner, SVP Marketing, is my guest this week on The Inside Social Media Podcast, as my journey to connect with the biggest brands in the world and share with you their social media stories, insights and strategies continues.Click here to subscribe to the podcast on iTunes

In this episode, I chat with Melissa and simplify the fundamental principles of the NBA social media strategy so that we can model and apply them to our own small business with little to no budget.

The NBA is one of the more requested brands to have on the show and Melissa has built the league into one of the more respected brands in social media.  In fact, they’ve built one of the largest social media communities in the world.  Not too shabby!

In the show today with Melissa, you’ll learn about:

  • How the NBA figures out which social media platforms to be on and how we as small business owners can model their strategy.
  • Where Melissa thinks brands get social media wrong.
  • Why listening to your customers, or in the NBA’s case, their fans is SO important and how you can use what you’re hearing to grow your business.
  • Melissa gives her top 3 tips for a small business owner just starting out in social media.
  • And of course, much more! 

Links Discussed During the Show

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MP3 Download

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INSIDER SHOW NOTES: Melissa’s NBA Social Media Strategy Tips

  • The NBA’s objective is to bring fans closer to the game and they use social media to do that.  Social media is not just a tool to promote NBA’s assets, it’s full of exclusive content.  Your objective sets how you use digital tools and channels.
  • Use the appropriate social channels you have available to you to tell the story of your business.
  • If you have an offline business, consider how you can take physical experience of your business and replicate it online.

On Knowing Which Social Channels To Be On…

  • Know where you customers are hanging out online and build your social media experiences around those channels.
  • Talk to your customers, ask them what tools and channels they use.
  • Listen to how your customers are using those channels, too.  That way, you can give them the type of content they prefer.
  • Facebook is all about discussion and community.  Great for open-ended and engaging questions.
  • Twitter has become the ultimate news source.  Great for rapid fire reporting of news.
  • Instagram = very visual.  Tell your story through pictures.
  • Tools like Survey Monkey are great for getting feedback from your customers.
  • Remember, it’s just as easy for a fan to unfollow you as it is to follow you.

On Finding Your Voice in Social Media…

  • Listen to how your ideal customers are using a platform.  Be a keen observer.
  • Experiment with different ways you communicate on the social channels.  Measure how effective they are.  Do more of what’s working.

On Content Creation…

  • Choosing the right content to put out at the right time on the right platform is the end goal.
  • Don’t try to do too much at once.  Start small, see how it works, and then scale from there if it works.

On Where Brands Get Social Media Wrong…

  • Not understanding what your customers want.  This is imperative for success.
  • Not understanding the social platforms we have available to us.  A basic understanding of what you can accomplish with each of these channels.
  • Trying to do too much at once.  Start small, see how it works, and then scale from there if it works.
  • Saying the exact same thing across all social channels.  People will get bored with this and begin to tune you out.

On Measuring Your Social Media Efforts…

  • Gauge customers’ response and sentiment to the content you’re putting out on your social channels.
  • Use the measurement resources that the platforms provide, like Insights and stats, to gauge effectiveness.
  • Look at the success of your content during different times of the week, day, month, etc…  to determine what drives customer engagement so you can serve them new and relevant content.

3 Things Melissa Would Do to Start Out In Social Media…

  • Identify your target audience so you can best serve them content they want
  • Develop a plan that effectively communicates the voice of your business and serves your objective
  • Don’t forget about your social media efforts.  Be consistent.  Once you commit, keep the dialogue going.

On Trends That Are Affecting Small Businesses…

  • Make sure you keep up on what’s going on in social media.  What are the latest updates and with the various social channels we have available to us? 
  • Infographics can be really effective, especially when dealing with stat-heavy businesses.  Bring stats to life.


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