#H2HChat: UFC Takes Their Gloves Off and Shares How They Do Social with ...

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Everybody we are back for .
Another two hrs so excited to be here and we have a really great gassed really excited to talk about his sports marketing with one of the best in the industry are now in marketing before I do it for interaction with a quick hello to Mike Susie are you doing I am doing well how about yourself doing well good this shit and wellness nice Thanksgiving week yes it is a true each day each week absolutely I'm actually going to brave it down to the Macy's Thanksgiving Day Parade first time yeah I am somewhat yes my parents are listening and the University of Virginia's marching band is going to be in a husband so we'll see where we go yeah we don't hear back from you we know hopefully I'll be joining you guys next week otherwise gloomy and and let's go ahead and introduce our guest this week our guest is she and Emily are you doin chanda I'm good how are you.
Good good thank you so much for being on especially just after you get back from Australia really really exciting match there in Australia how you feelin all it'll just like still was you know coming back from us you're more challenging than adjusting to the time for americorps times on there we're good we're good good you know one of the things that we want to talk about today is this how you how you manage such a such an incredible I mean like I think we're just talking offline and you said there is no season to what we do what you do it really is a twenty-four seven job.
You're probably agree that you're running with his big about team is as everyone thinks that you might so you know there's a lot of challenges but there's also a lot of rewards so we went to walk through someone at most I'd love to just hear from you I know everybody else out there would not be here and what what do you describe what you do when somebody says what do you do when they write you know it's everything from you know coming up with these social strategy the tone figuring out what kind of pop culture events we want to jump into a perfect example yesterday during the NASCAR race we had a Jeff Gordon was his final race and he's a big UFC fan we have several athletes in our hands of his and of NASCAR in general so we quickly reached out to a couple of our athletes wishing him well we posted that on our site so not just keeping on top of our own events which are nearly year-round but also looking at other opportunities for us to engage with other sporting events with American Music Awards whatever the case may be and we're overlooking 600 almost 600 athletes social channels and making sure that you know that they're not doing anything that's inappropriate or trying to give them some insight and best practices for their accounts Holly Holm was our new champion I spent the weekend with her trying to help her understand what kind of content to generate on her account to shoot fairly quiet on her social account but now that she's a new champion you know really gotta help educate him what to do so we are the concierge team to the athletes as well as to our fans and taking our fans behind the scenes everything from you know the beginning of fight week to fight night.
Connect with their fans answering their questions troubleshooting you know how do you buy tickets what time do you have been.
We cover everything wow wow how do you do you sleep.
Know and people can attest that when you're getting emails from me at 34 o'clock in the morning and they're just like oh you woke up early I'm going to bed yet i can imagine people act like you know where are you based in you know most people say oh San Francisco Vegas I'm like airport hotel in Vegas but I'm chatting you permit taxi right now how do you how do you how do you do when you first climbed onto this role how did you use the role well how do you prioritize means that there's so many you just mentioned now you've got your your hands in there you kind of know the lay of the land has from the get-go when you're looking at so many opportunities almost so much lately everything right now right.
You know we've got our our top priorities which are you know Facebook Twitter Instagram kind of the top three right now but then there's always new emerging platforms you know we've got involved in snapshots we just had a really really successful snapchat campaign wrap up in Australia we had a snapshot artists that took over the account for us and did a really great job doing storytelling and trivia questions and doing some super rad snapshot are and then we did as snapchat our story which was one of the life stories that you could see globally and performed insane well I'm not allowed to show their numbers but it's like ridiculous you know when you've got new platforms like lab and you know what do you do on tumblr what you do on Pinterest OS-two particular platforms we haven't done quite as much as we would like to but those are going to be things that we're gonna come to start bringing back into our portfolio again when I took over.
In 2010 we've actually been on social for much longer you know we we we jumped into social very early like 2009 I believe it was when I came on I kind of looked at everything that we were doing and analyzed what was working what are found they think there's a perception of this is what people want us to push up into social and they look internally the company looked at it as a form of free advertising like you don't have to pay for your traditional region your SEO and things like that but I was trying to explain to him it is free but it comes at a cost don't care then what would they don't want to hear about certain product or certain you know or something like that you know you just have to figure out ways to messages to get the point across to them so i guess im bored and I started to an illegal study how we were creating or post from imagery to the links to even the copy itself felt a little bit more headline me and I wanted it to be a little bit more conversational and open-ended questions and engage the fans to interact huge difference in an engagement rates that we started to another post so is that is that a big metric for you that you you you basically keep your your finger on the pulse against is that would you say that's the biggest er yeah that's definitely one of the biggest you know we have this conversation all the time and I spoke at the lift social summit in seattle couple weeks back in October and everybody you know we joked about people that measure their total followers which it's no I'm not saying it's a bad thing to measure followers and yes absolutely want to have more followers but at the end of the day you know somebody could go out by the followers of a really wanted to know if you have a million followers but less than 1% engagement rate that what good does that million what good does a million people do you you know yeah.
We definitely look at our engagement rate we do we want to make sure sounds are engaged with us and they are you know interacting with us.
Thankfully we do have a very very engaged communities true problem but you know we always we're always looking at you know certain things that we do post about especially for trying to figure out a way to involve a client into a post that's where I pushed back a lot because the client obviously gonna say I want you to promote when our video game comes out in stores and other people don't follow the UFC child to find out when that time comes out that's not right here so we'll negotiate back and forth would find a way to make it a little bit more organic and work for our community and how do you manage how do you manage with all those channels especially around the fight I mean it's fast and furious you don't have time to sit there and think about the tweet you're gonna send out and yet you know everything needs to potentially bees and correct me if I'm wrong here but be spelled correctly and have the right tone in the right manner and not say something that you're gonna later regret.
You you're putting in a cross on a brand platform and so in in in I doubt it's just you so you know how do you how do you manage that how do you train for that how do you how do you do that.
Yeah it's funny that you talking about typos and I'm actually felt for anybody that's watching all tweet out an example here in a second but there's three people on the team at myself Gavin and Brandon who are managing the from headquarters office kind of managing the Manukau in overseeing all of our different region accounts and we have thank God the three of us have such a good vibe together and we have the same sense of humor the same tone that you actually can't really tell when it's one of the other tweeting cos we all would write really similar so that's a good thing cuz then there's not like a real obvious shift with somebody else takes over the account but we had a situation where somebody on the team had done a a TV to throw back Thursday.
That am filler and newt tag five friends I had five friends you're watching UFC 81 81 wit but he misspelled your while you are and so a fam replies are just slightly higher media guy who can use the crest former your rather than two leading the tweet redoing it we owned it we owned it but we responded to the guy incomplete type of those with complete by both the guy was like damage the effort you you can't even ask for it probably if another guy jumps in with like best tweet ever though you know you know you gotta yes were a brand account but we humanized and owned it you know you love it and how do you know between the three of you guys how do you manage how do you manage taking over living within the same voice and and taking over tweet tweeting and and managing all of that at the same time even with three people even with two people it's still have to have maintained a voice that's not so the three of us you know we have fights we have forty probably over 45 events a year so we're always on the three of us we just split up who's got what responsibilities so one of us will be doing the live tweeting the sappy TV clips the other person will be doing behind the scenes content Instagram buying.
Chat then the other person will be managing fan engagement customer service analytics celebrity engagement and working with our production team if there's any tweets to screen that we need to push into the broadcast all that kind of stuff so the three of us are always on and we have a group text that we keep going all night long because if there's something that you know if Gavin behind the scenes and he's got something cool he wants to show it's a quick update to the team hey hold your tweet I'm pushing us out so it's literally were a little production team so different than what you would find you know behind the scenes in a production truck like you know camera to camera three billion stuffing Facebook go I have a buy now have to define the joke around the office where there's like ok ready go 321 your turn literally what we're doing it's kind of ridiculous so but part of that is because you don't want to have you know everybody just like jumping in and then posting the same thing at the same time and again different voices and so so we're we're pretty coordinated and we always think about it were like ok if we ever bring in somebody else into this team may have to fit so well so it's interesting you really get along with your team in order to work it has not just a social relationship but an in-room physical relationship where you you guys bond you get to know each other and that's what me yeah absolutely you know we we spent so much time with each that you kind of don't have a choice you know and again luckily we do we do have such a great working relationship with everybody and you know what we would probably spend more time with each other than we do our significant others without a doubt she'll maybe everyone can be like easier boyfriend or girlfriend swapping.
He got so how do you how do you use what's what's your balance of tools versus the natural setting Twitter Facebook and so on are you trying to talk about the ideas are you are you a tools person or or do you just like that you know environment Twitter or tweet that actually I love tools.
And I'm gonna say that and then I'm gonna get 45 phone calls like 20 seconds.
Don't stand a chance please call me until after next week I don't know if I do I really do love different analytics tools each of them have something a little bit unique you know I think even for my company they're just like well do you need this one and this one this one and it's like you just find a one size fits all unfortunately there is no one size fits all different tools have very unique things about them that I find useful so one of them for example is a platform called social bro cultural rose one that I used to discover more about who are followers more and I wanted to understand you know what celebrities followed us and who follow the most amount of followers we were actually able to discover an entirely new group of celebrity fans from that and so I found that opportunity to start reaching out to people and starting a conversation with them or doing even more research and figuring out you know are they just following us or do they follow some talk about us or do they follow as a talk about a specific a plea so bad has turned into having a.
Relationship with Demi Lovato Jada Pinkett Smith Mario Lopez like so many different celebrities and so now when i you know i candy mmm and have a conversation with them and ask them to retweet something or share their thoughts on the avenger who they're going for they respond like that and it's like you know there's not a lot of people out there that could be like oh yeah let me just read Demi Lovato you know you know but I i say that but I'm also really protective of that relationship as well because I'm not going to be like hey we have this new thinking about hey we've got good I don't abuse the relationship like that I know she's a fan I know what she's interested in so I'll present opportunities for her or any other celebrity for that matter I don't want it to come across and then on the reverse side we also support her as well so when she was a MTV Music Award we grabbed a photo.
Of when she had attended our event tweeted it out you know good luck were voting for you hashtag whatever I was for that particular award and she retweeted it got retweeted like 22,000 time so it's a receptacle thing as well and is this the UFC handle that you're talking about.
Yeah so this isn't because I'm curious how do you manage the difference between the UFC handle in the shower when when when when you play chanda it's funny because when I first started my twitter handle I started it as you see underscore Santa and originally my first we were just like all white related like don't you know don't like this weekend live on.
Pay-per-view everything was like promoting the event and I was like that's not that's not just who I am you know I like jeeps and I like I like this guy like that and so I started to embrace all the rest of who I am into my handle and if people were interested in it and we can talk about all those other things so there's a lot of crossover in the MMA community who also have an interest in gypsum Jeep should probably be paying the Commission I've had a lot of fighters that have called me about g5 had fighters that have put me on FaceTime in like held the phone out the window asking me what the noises when they're driving so I'm over you know I but you know anytime you're representing a brand's even not just the company you work for but you yourself your brand you know sometimes I see people when they're writing things on their Facebook page and I'm just like wow you're super negative you know I was super excited to hire you know yeah you know me so I always tell people think about those things one year you know when you're posting on your own account doesn't eat your rep you're representing your own Brandon you gotta think about that and so on somebody else's lenses how that how you're making yourself look to the outside world.
I'm not a negative person in general so that's not who I am and I wouldn't really be sharing that kind of stuff but I always think about that stuff I'm like oh well you know if another company is looking at me or you know there are a lot of celebrities who have followed my personal account.
You know I do I just am conscious of that kind of stuff so you know that's just a little note for everybody out there how do you what is your what would you say is your biggest challenge like you know first of all congrats on such an amazing about last last week that if that was what was probably one of the biggest events i've seen blow up online and just do a complete internet takeover internet TV everything I mean it was it was an unbelievable show and I know that you guys I was your first time meeting in Australia toussaud's like just right and it was our first time in Melbourne.
Actually been a huge challenge for us to you.
Yep ability to be able to fight an unborn kids it was illegal to have the Octagon there so that's that's new for us and we're very excited about it so how how do you how did you manage the the chaos of mana meant what is it what's your chaos when certain things you lock in on specific set of a cadence if you will you know we we go into the event and we know exactly we work with our photography team for example so we said ok can you get into the locker room we need a camera shots we need shadow boxing shots we need the fighter arrival shots we figure out all the images that we need and a lot of those images are collected you know several hours before the event actually starts the doors have opened so then we can start teen up all of our our post so whenever you see things like coming up next.
This writer in this matter usually that gonna be a photo of a had trouble we shot that picture two or three hours ago but got it lined up and ready to go then that allows so whoever's doing the life tweet you got all your assets set up and drop off box and all of our international teams have access to that so you've already started to prep back on 10 then that relieves that person to get then nothing like 20 person but behind the scenes guy that person then starts just switch gears to now you're covering things for buying you're covering things for snapshot you're covering things for Instagram for you know pushing up thanks to Facebook that are a little bit more actual real-time moments a lot of times you'll see us to eat things like you know when the fighters getting ready to walk out and walking through the tunnel we did one with with Ronda Rousey we actually have the wifi but it was like 56,000 people in the arena so the wifi was just not hanging with us but if you going back to run his last fight in August for you see 190.
I did a live periscope broadcast as rhonda in bed Carrera had both walked out of the locker rooms there was a five minute countdown and you know one girls walking this way the other girls walking that way but I'm smack in the middle and so I'm just like this.
Periscope like oh my god I had seventeen or eighteen thousand live viewers and I i didnt free promote that I was going to be doing that on periscope because I didn't know what the wifi was gonna be there was going to be able to handle it.
We were in Brazil and so every time we're where we always have internet issues i just i didnt wanna like yeah you know get people talk about it and have it so I just looks like right let's try it and it worked and it hung in there and 17,000 like viewers I mean I think periscope send us a note that was they were like that's one of the best periscope we've ever had on the plot my mom.
Without looking at the event night you know we've we've basically divvied up who's handling which platforms and then add the team if there's things that happened throughout the night or making sure we're on it so you know Ribeiro's showed up to the event so I ran out from backstage and I have my Twitter mirror and I have her do a quick photo and you know she autographed it we push that out then I ran back stage in the time with the athletes so all the athletes check that one they come in they do their victory photo with our photography teen will then I run in there with the Twitter mere and I have them do I gave him the option I'm like you could do a photo you can you video you can do a gift and so they they all wanted to do a gift and like kind of do their damn thing though that one with a lot of fun for ya so we've just kind of between the three of us will just have to divide and conquer you know who say what forms of them what specific content yeah that's that's that's awesome how'd what would you say is the most challenging part of your your job but what if you could solve something or or or wish that something good what would that be.
Well we can't change in schedule so we're year rounds per year round we don't have a season we do work pretty much every single weekend so we're kind of us seven days 24 hour to 24 hour 7 days a week.
Operation again we're a small team of people so you know we don't have a lot you know if you want to be able to be like oh well this is the event team for this weekend and then you know kind of alternating the groups we don't have that currently which would be nice but hopefully we'll get there even when you if you do have an off weekend where there's not a UFC event there's usually going to be something else going on that we have to be a part of so for example we have a product called UFC fight ask a basically it's like the Netflix for fight fans so it's you know a.
Subscription-based model we have live events that happened on that platform we have our fight library but we also have purchased the distribution rights to other end.
Organizations so that you know groups like Invicta that's the place where you're going to watch all the victim fights off its not a UFC fight weekend it's probably going to be another organizations fight weekend that's on our platform so we have to kind of be on for that from you know engagement we do so happy clips highlights from that and then also from a customer service down quick ques people are having a hard time figuring out how to login or how much it is and all that kind of stuff so you know we're on for what about localisation you guys are all over the world such a small team house is a challenging or is it or do you find it that you have such rabid fans that it's not really I mean yeah you know we do have rabid fans that are you know gonna follow us regardless on the main account you know obviously most of the stuff that we tweet about were gonna say things in eastern and pacific time frame but we also do a lot of local stations or Facebook page is actually a global Facebook page so if your Facebook page identifies you as being that you're in Canada you're going to automatically redirects to the candidates help because then somebody from china is going to post things that are localized there will create some content and then we'll share it with the the team's.
International and say ok localize this when you publish it or translate this into French or Spanish or you know whatever get that posted to the account in language so that we are speaking to our fans in their languages dinner time frame I'm zones wow wow thats that some coordination yeah just how do you what do you think what would you say is coming for you will like what what what what would you love to do to test more attacks have more more is there anything else that you haven't done that you'd like to do you see coming I would really love to be a part of the trend that I am working on right now is is coming up with us also concierge working with a guy Joseph guy and he has managed the concierge for the Super Bowl for the last several years so we've been partnering together there's a lot of things that we can figure out from an FAQ standpoint we can build up things that are pretty standard but then there's other things that we kind of have to win it because it's going to be different from event to event but what we want to be able to do is we want to be able to be the resource for people so you know when people come into Las Vegas for international flight week which is every July we want people to land in Vegas and start talking about the pair here they've landed there cited to be here you know what's going on today and we want to be the resource to tell you what events are happening today we want to put each other if you're still looking for a hotel were gonna point you to some of our hotel partners within a point each some of our commercial partners for a good margarita whatever the case may be you know we want to have a team of people that are there and and going to interact with our fan base because they've come to Las Vegas for us and we want to make up the best experience for them and give them but you know you want to go to a pool party if you wanna hang out with fighters popular girls who want to take years all of your options you come to Vegas for fight week we've got you so that's something that we're working on so that's you know that's not that's quite an an overtaking I'm at school yeah yeah ok just working on you know I would love to to set up a a team but I would just kind of call them social producers because there's so many different moments that you can take on social media and create you know some viral vines and you know just some other stuff that are that's happening in real time I happened to find a clip of Rashad Evans scaring the crap outta Michael Bisping and I found it on his Instagram and I repurposed it and I put it into a fine everything's funnier on it but I took his Instagram policemen shorten it up 46 seconds put it on by post and of course we got you know ten times engagement on our posting his original post but you know but just having somebody that's available online all the time looking for those different things that particular post really enjoyed because it did humanize the fighter's bad things that's one of the things that I've been working on quite a bit you is that I want I want our fan base whether you're a hardcore fan the casual fan French trying to get people to understand who these guys are outside of the Octagon and I call the fighters all the time when they're like I don't know what to post and I say what are what are the things that you love outside of fighting so more people will understand to be able to relate to you as a father as a brother as a you know whatever then they cannot fire most people don't know what it's like to fight the Octagon for 25 minutes fifteen minutes whatever they're so humanize yourself and make I want to know a little bit so you get people that to start being invested in you have you know you're dealing with a lot of athletes and the athletes themselves are having a problem with personal branding obviously learning how to brand themselves do you do training courses and classes and what's the you know what would you provide them with how do you help them be better personal yeah so we we host a you see athletes on that we've done to them this year and we bring in about 40 to 45 fighters at a time so they get a full two to three day summit for them and it i mean it literally covers everything from how to pay your taxes to social media training where there the entire time because even when we have our one hour presentation with them and give them a quick high-level overview where there we have a table set up so that we're there to verify their accounts help them update their twitter handles their Facebook pages some of them have some really goofy stuff on their Facebook page like you know official fan page and I'm like I don't need that part written in there once I get you verified so you know we help them get all their account cleaned up.
Linking their Facebook and Instagram for all that kind of stuff.
And it also helping them come up with content I guess so Raquel Pennington Jessica I have both done such a phenomenal job just examples almost yo there now using facebook life mentioned and i text just yesterday I was like awesome job with that just like I've gained like 40 pounds followers know you're listening that the thing you know just working with them on ideas of what type of content to create and then the other thing I told me those like don't be afraid to ask your fans what they want to see from you a question and we do it all the time from the UFC account we're always saying we taking you backstage with taking you here we've taken you hear what else do you guys wanna see I think I was expecting I'm like we're gonna get a thousand responses the people saying ticket who we want to see the octagon girls changing like that's what I was gonna guess people privately people wanted to know what the fighters were eating and drinking after a weight cut and we would have never once the way it happens were like on to the next thing and so we're like ok well let's just stick around and let's follow them backstage and let's see what their hydrating you know it's water whatever it is so that gave us an idea for another content opportunity screen that's great but there's so much so many more questions but I'm pass the baton here over to see who's going to take over with questions from the Twitter feed which by the way is going off you are paying attention that's good that's good that's alright concedes is going to actually take those questions have been asked and asked them now so you get a chance to actually ask most of them but yeah we can jump back on Twitter a little bit later maybe after I get off in an answer a few more but I'll pass it over the CCME jumping from here to there thank you so much for the first half of this and good luck on the second half.
This is great.
The social stratas I'm like writing stuff down the target it this is a good tip note to self this is awesome thank you so much and are our communities going crazy so guys also put out that the general call please keep tweeting in your question I am following and still following the flow here and put them in and so let's get started with will go ahead and I want to start with a question with from Jas Gilbert and I think it kind of relate to some of that the last thing that you're talking about he says do you have to put training wheels on your fighters are pleased with regard to what they can do and can say on social media compound yes there there are some athletes that probably just shouldn't be on social media at all how to have that real tough love.
Conversation with you know explain to them that it's not just about what they've written but it's how they're.
Representing again.
Themselves and then in turn representing our sport and our brands so there there's been a couple people that I have to work with him on a little bit you know tighter leash than others even internally with them because I had had an example of an employee that had posted something on their personal Facebook page and I you know from Australia had to text them and just say hey you know i realize that this is your personal page but it can be misread and you probably have clients that are also on your page that do business with us and you know I would just rethink that posting up Erin Henderson coming from so you know a couple down but one of the things that we're going to be doing internally as in talk to Brian about this is you know setting up some some social media training for the staff members and just again understanding but they're representing themselves the brand but also a reflection of you see as well that's so interesting that's really that's why I like that a lot like that as opposed to just terms and conditions right like this you know it's actually getting back getting that buy it if you like that that's super important so this this actually kind of ties into nikki has such a great questions after this 1 I'm she says I feel when I live tweet about Europe's either more trolls than usual how do you teach the fighters to deal with this is a huge this is a huge yeah yeah we actually the current season of Ultimate Fighter that's going on right now I'm Foxsports 11 of the cast members you know was just getting attacked by trolls on Twitter and the guy wanted to sit there and you know fight back with them in back-to-back with them and then almost to the point where he wanted to do something like a retaliation you know telling the guy will show it to the gym and I'm just like hold like literally i buy off the ledge time like there's the mute button lets you that you know then the patrol doesn't know that he's muted them if you block of the guys just gonna set up another Twitter account come out you again it will be due tonight literally talked about alleged I'm just like here's the thing is it's not worth losing a job at the end of the day this guy has this guy has no idea what it's like to train and to be in your position and even the fact that you're here is more than what many people who are trying to get to this point my life in their career your further ahead than they are so let it go you know just let it go but it is it's it's hard for these guys when they get amped up and you get some great just one councillor Mike use that use the mute button I love that I how do you guys feel a bit at the corporate handle when you get trolled yeah you know sometimes you might have a good one-liner to come back at somebody like we had we have done a fight clip highlight on Facebook.
And I can't remember what what fighter it was but somebody had responded on Facebook it was just like you know but knock out and then we responded back like oh we were gonna post your fight highlight but you don't have one you know we look back one-fourth of them a little bit but it's just like no I think we were probably a little bit more energy than other sports but we also know when it crossed the line and so we might have that conversation internally and the 50 something but you know we we do like to have fun banter back and forth with fans but not to the point where we would you know anything like that but fortunately it is something that you just have to have just gonna be able to ignore.
We do use our our shelters Facebook so we are trying to block out a lot about social being visible on the page just you know where you know it's a sport that anybody can watch that we've got a lot of younger kids are practicing as part of following it so we don't want that stuff showing up on the page without me there I like I like that that awareness of that I feel like a lot of a lot of groups teens brands even aren't necessarily thinking about that ok so let's let's ask a question Jas Gilbert here and I've got a few different versions of this which is how do you get kind of marketing perspective of you know we need attendance we need revenue we need you know sales bottom line to social media kind of back again so maybe you're offline online interaction where where does that how does that all play together basically from you have a veteran monetizing social in some way I in some ways I think that I think that's that's the question how do you how do you take this and and you know in some ways I think I would I would maybe reword this and say how are you measuring your stakeholders for example while we do look at a couple different things so you know wasn't just you know when we were able to to look at our Twitter trends in you know where the number 12 ordered for TV ratings with from the Nielsen data i mean that obviously we did our job and getting enough people to talk about our event tuning into that's always exciting for us and especially when it's a pay-per-view that outperformed live free TV that's fine but we also do i do look at things where you know where we can drive revenue I am protective of our account being a constant like by this order this but finding ways to you know again looking at that's also concierge opportunity fans are asking you know where I get that t-shirt or how do we how do I get a replica belts you know obviously we want to put them into the right direction and link them right to that product we're also looking at opportunities with our sponsors to integrate them organically into some of our content you know a lot of times were looking at different pieces of of assets we have we're just like oh this would be great for this client or this and that works better for us and for our fans than it does if I'm just to say you know go buy this product and our fans would be like why am i hearing this from the UC account you know but we like to try to find a little bit more again equated to bring that into the fold what we do and then you know where we're really proud of the amount of revenue that we have on the books right now that have come firms from social I'm really proud of it can show the number of any kind of going how do you track the revenue what do you say you mentioned engagement I am completely tracking with you on that by the way like so that's so essential in my opinion but how are you measuring that and then you know reporting it to your.
Stakeholders and this is how we demonstrate our revenue share so one of the things we've done is we've worked with MVP index for example they have done an analysis on the value that we brought you know either through certain partners that we've worked with.
Or you know from our athletes so there's there's evaluation that they've put together for us that you know approximately what each tweet is worth and what the total estimated value of social campaign has provided we actually I think we're gonna have something in the SportsBusiness Journal reviewed our SportsBusiness Journal either this week or next week specifically around the reeboks so yes so there's there's a couple of different things that we do provide the executives and we're constantly working with them to figure out you know it was this helpful for them to understand her as a different way that they would like or something else that they would like me to bring into the fold so it's kind of an evolution reporting that stuff and figuring out what yeah yeah I can empathize I thought I like I mean that that's what it's all about rate it's about figuring out that ever-elusive what is the value of the street and try to get it away from this event the Metro you know and also like an example of when I was in Brazil for Ronda Rousey's UFC 190 you know we had to bust from the social team had flown out we flew out to Brazil and so I'm thinking ok we'll hear was the it was a hard cost of us being here for a week right tell our airfare meals are per diem so I personally am going to make sure that I think about that and I'm like ok I have got to have some huge win they they flew me out here right so during open workout on the beach and Rhonda gets this amazing reception from the fans in Brazil and so she jumps off the stage she goes to meet with some of the fans and these girls are just in tears sobbing lobbying I just down there with my camera and capture the entire thing I $1,000 phone bill for this but I started periscope I clipped it I grab that piece of content and I redistributed on social media and ESPN SportsCenter picked up a report picked up the amount of value that we got out of where that hosts got picked up I was like that paid for my trip up a democrat goodnight guys I'm done I'm going to hang out though you know the value that we got from that piece of content that I was able real-time versus waiting sure you know recaps and other content comments of hours later that got picked up everywhere in that by itself.
Paid for the trip totally totally love that absolutely love back so I want you to have a few great questions as well moving and hear about your influencers that one from Christy Christy she joins us every week.
Love you too she said how do you determine if you've talked about your different types of influencers we're using the term used the term you have celebrities but then potentially I'm assuming you have other influencers thats wow so how do you determine.
Who will be she's using your best influencers maybe you know even segment you're in choosing perhaps maybe which influences you're going to reach out to you for giving campaign again that I spent I can't even tell you how much time and energy I put into segmenting are influencers not just finding out who they were but standing there because I don't want to necessarily just tap into the same people every time I know that these different influencers have a genuine interest in specific actually so or I know that they live in a stock market so I know when I can extend an invitation and have them about 11 been Demi Lovato as the example she had never attended a live about before but she was on tour for a year and wasn't able to come out and so you know I knew that she was a fan of Anderson so I knew she was a fan of Chris Weidman I knew she was a fan of Robert Ramsey so I would reach out to her around their events and the one-hour tour was over you know again extend that invitation she came out to Anderson Silva Chris Weidman site had such a great time that first night we had a smaller show on Sunday she came back for ninety you and then she came out to run despite my late you know I mean she's come out to several events since then but again it was not trying to push something at her or on her but it was something that I knew she was a fan and also when when I do get a celebrity followers that engages with us I asked him the question I'm like thanks so much for all we appreciate your support you know who was your favorite fighter and then I i make that connection and then I make sure that that athlete knows perfect example is Amy Schumer.
About Holly home holly didn't see it in holly has been just on a media tour frenzy and i dont have to respond to this Tweet respond so holy responded back to the to eat when Amy says you know thanks everybody for congratulating me on my Win Holly respond you looked great out there Bravo.
All over the place.
But then I keep instigating that conversation a little bit more holy tweeted suffered any tweeted something she was like you know people think I go to the gym all the time so false and then I responded what we totally thought you training and then I attach three photos of Holly again that turned into this conversation but I started that conversation with Amy even break or the whole Iran to fight but there's something cooking there and I'm hoping that we get Holly and Rhonda Holly and Amy together on her show that was going to be like not I love that it's just all about relationship building and you're talking about I love that you know I asked the general question and you're like alright the case by case basis.
Yeah human love it human yes yes if I don't I don't always get together.
I was reading it and I was on mute so you guys like why don't you reply plotting yourself Brian its ok we understand this is a really good one.
Have paid a compliment her child every now and again love you guys are awesome thank you how do you keep track of social media asset for three years and you know to make sure you're not overusing know someone who is looking for your secret sauce here to you yes so we we do have certain assets that were released on certain days so we we know that we're not particularly reusing lot of pieces of content you know if there is a certain photo that that we've captured we typically don't reuse an image more than maybe two or three times so we're picking were cranking out a lot of content from promo videos to photography assets you are graphic design team i mean they're they're producing probably two to three hundred pieces of content for every event it's a lot we actually in the Las Vegas Business Review Journal just had an article about all the production that we do in our team here i mean we're we're for it still being a small team you know we we cranked out a lot of amazing amazing stuff from this group so really kudos to the entire organization for everybody that so hard working here cos you would usually think the best probably thousands of people that work here but I mean we're like maybe three hundred people total wow wow that's like having a hard time to panic just tell let's start let's say I'm looking through my mind full of of the time for Top Cat wants to know what was the last method used to engage or attract non sports fans so broad.
Mean your community rights we've talked about during the community research existing members in a new segments how do you go about that you know and and part of that even working with some of our celebrity fans that maybe not necessarily have an interest in the sport in general so you know if we do know that we're gonna have somebody like you know from one direction at an event that brings a whole gravy rabid fan base from one direction but he was at our event and people were tuned in they wanted to see him on TV but they're being exposed to our event like literally shouting their televisions I call you sitting right there behind Joe Rogan or whatever you know so there's there's ways for us to engage with with other celebrity fans and getting there faster crossover they want to see their favourite celebrity on TV and in a different space than being in concert or something like that you know even things like when you have one of our athletes are in Kelly and Michael or on the view or on Jimmy Kimmel we're listening it were we're seeing what the fans are talking about because again there's jimmy Kimmel or Kelly and Michael they have their own subset of audience they are relegated with their show but I want to know what they're saying about our athlete the former show so we'll start jumping into conversation there were people might be saying things about you know how nice and humble Holly isn't so we make sure that we jump into that conversation like that so years are always turned on really yeah yeah that's that's awesome so then I'm gonna end with a few secrets ask questions so what what is your go-to you listening to all what what are you using are you doing TweetDeck HootSuite something else to give you alert simply measured as one of them but I used from an alert standpoint so I have certain keywords or certain athletes that I different parameters up for whether a certain clubs for certain follower count in a percentage of increase and topic conversation I have those turned on for certain people are certain keywords I also use this almost at once so that when I love to be able to if I'm trying to do some research arm a certain athlete or an event and be able to go back in historical data and figure out like oh you know this person popped up that watch that fight so next time that fighter fight again I know to re-enact a re-engage with this group of influencers so I've got social pro simply measured system owes a lot of that before so many S's and yes so dear to all people right now but still that's so I simply meant their social bro sis most of those and many others Nuvve Nuvve been doing some tests with they're really cool green is one of my new favorite apps that we're doing so I can about the Jeff Gordon hunter green flag is a map that we've just started on boarding and I jumped in too quickly I had looked on I had forgotten all about that race was happening and that it was just last fight jumped into green fly and I said you know the fighters I said you know if you're a NASCAR fan would love to get you you know wish Jeff well in his in his last race and there were a couple fighters that were genuine fans and popped open up a video submitted me the video I stitch them together and push that out you know they were really excited about it we're not going to force the fighters if they're not genuinely interested they're not going to contribute it but I was giving them an opportunity otherwise I was just gonna treat something from the UFC anyways but I wanted to give the athletes an opportunity to be a part of that if they were right I i was i was gonna ask you a question about that I whether or not you that what they wanted to post or getting agent from them or how much of it was just new broadcasting it out so is that something you you tend to you yeah especially if we want to get have you know if we're giving them like kind of a thought starter for something so mothers and fathers day will send everybody a quick note just a hey if you have a favorite photo of your mom or dad that you want us to share news hashtag you see mom you see Dad whatever it is you know sometimes I just they're just not thinking about it I'm like no this way for you to be a part of the conversation.
Yeah yeah yeah I love that so I want to end on a question about personal your personal brand names we have a lot of awesome people on this feed you know great job and social all these different things but they are always looking to you you something right it is your what is your go-to tip if someone comes in said Shonda love what youve done with your stuff I want to build up my personal brand what should I do you know I think in the space of social we're all kind of pioneers in the space because there's not i mean it's not like the old school days of marketing like here's how to do direct mail here's how to buy a print at this changes by the minute and think that I would say is don't be afraid to test new things i mean even I have I can't even tell you how many tests accounts of dummy account that I have that I might just testing people see how it plays out then I might write on my personal account before I roll it out to the UFC account but don't be afraid to try something new don't get stuck in a box of you know well this is what we treat this is going through the checklist of you know what we do everything that we're always pushing the limits here you know we've done some funny viral videos with our athletes I think we're awesome and somebody like you know maybe not the right person for that piece of content but I encourage my teen to think outside the box and you know trying new things and trying new tools and trying new platforms and trying you know maybe let's make this a.
A video instead of a photo or a gift instead of you know whatever so that's one of the big things just don't get stuck in a box and don't be afraid to always have also I love it I had an awesome awesome thank you it has been an absolute absolute pleasure I will turn it over to my fabulous co-host to wrap it up thank you so much on that no problem.
Well this has been fantastic thanks so much for doing this i really appreciate is such a big fight and and travel we are totally excited to have talked to you today and I also know that everyone else out there has been excited in God pass going through and i know i even there's there's some questions we can get you like brand in a couple out there that we couldn't we can get you but he always has some questions so and of course he spelled his name wrong so you don't have to respond but everyone else is everybody out there is is totally appreciated thank you guys for joining us.
Shadow once again you get out of the park you not get out nice to see what I did there this is where we go like this that's fantastic we're going to have this live recording posted within the next 24 hours so you can be friends we will see you again one week from today Susie remember do you know who is on Monday we have your totally totally putting me on the spot.
Yeah it looks fabulous gassed who I will remember in just a second.
Alright all I have coming up is Shanda h2b I find my email inbox who we have next week I know his name I can't pronounce that properly right it is June Iser ok brings you drew so excited June either who wrote the book on on and he collected I think it was 25 CMO interviews chief marketing officer Alexa book around all of his interviews that he turn into Fast Company articles and stuff so definitely tune in for that sorry to put you on the spot.


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