I just rediscovered this “Live blogging notes” post I had drafted but never published. Still rings true. Another great social media presentation by the Social Media Club of Kansas City. The event topic was entitled: “The Chiefs Social Media Playbook” and the presenter, from what I can remember (sorry I haven’t been able to get this information), was the Kansas City Chiefs football team social media director.

Note: This “Live Blogging” format is more of an outline format so you can see the major points and ideas.

Inspiring campaigns

• Red Bull has taken on Coca Cola, has owned the word ‘adrenaline.’
• Under Armour “Woman” campaign.
• Always – A brand that speaks about something universal in all of us as humans.

All of these brands created social media campaigns that were based on inspiring values that were greater than their product.

The commonality of all three:

• Authentic
• Something is communicated that inspires us, tell a bigger story than our products.
• “You can be the underdog and still win.”

What areas can you win in? What is KC Chiefs playbook?

• Win with engagement -Create content people want to engage with
• Expectations – Be careful “in the wild” – one tweet wrong and you are toast
• Stay true to brand values – Jeep – freedom, authenticity, adventure, passion)
• Chiefs values – Win with character, unite our community, inspire fans, honor tradition – we always talk about what the chiefs are about
• Hashtag – this is #ChiefsKingdom -amplify the core values – passion, heat, loud
• Its a mixture of things – Short gains, but big plays once in a while.

Chiefs playbook

P – people

O -objectives

S-strategy

T-technology

Audible for your audience

• Fan avidity – how do i build a content plan to reach out to the passive fans, get them to step up to avid fans (research shows women are a demo to focus on). 37% of fans used wifi in stadium overall in NFL most on facebook than twitter. use this for understanding audience
• Best performing audience – when you realize ur the only team to beat.

Z Trips Right

• How do we tell a story on social media (this is the true art of social media)?
• ex: Eric Berry visited after practice with future lymphoma survivor
• Eric berry shares a moment with his mother before hitting the field – speaks to those core values, goes beyond football

65 Toss Power Trap

• How to tell will shields story – video of will shields block on ray lewis, powerful story – ‘lewis thought he was being blocked by two people but it was just one! what a story…. 62% video completion rate.
• Twitter video – ‘welcome back eric berry’
• Twitter video really taking off now… very powerful.

Option Read

• Can’t measure snapchat right now.
• jamaal charles on snapchat drawings

Receive Pick Play

• Retweet to win Bose headphones
• Simple to execute content ‘retweet for your chance to win’

Hook and Ladder

• Florida hockey team – ‘we play for cancer’, #HockeyFightsCancer

Celebrating with the royals – how to interact with other teams

Celebrate fandom

• Have fun – #fitForAKingdom

Influencer marketing

• How do we work with influencers
• Connect with them and reward them
• Ask them to share their experience with their followers